My primary book project is the first book-length history of the evangelical book industry in the twentieth century, an era that not only saw American evangelicals achieve newfound cultural prominence but also saw evangelical media achieve unprecedented commercial success. In contrast with narratives that present the evangelical media market's expansion an outgrowth of evangelicalism's postwar ascension, I argue that for-profit evangelical book publishers and distributors fundamentally generated contemporary evangelical culture and fueled its growth. By saturating American society with theological ideas, devotional practices, and spiritual sensibilities, the evangelical book industry helped cultivate a social constituency that transcended existing ecclesiological and denominational structures. Drawing upon sources that rage from sales records and marketing plans to ministerial correspondence and private interviews, I illustrate how commercial objectives and strategies recurrently led media corporations to seek expanded consumer markets, which not only provided evangelicalism with a larger social profile but also made that profile less distinct. Through commercial media, consumer capitalism has served as the spirit of evangelicalism's social cohesion and expansion; at the same time, however, that same spirit continually has reengineered and recast many of the theological principles and social objectives that evangelical leaders and its observers have seen as the movement's essence. In addition to this first project, this fellowship also would support initial research for my second book project, which will examine the relationship between religion and the American economy, highlighting connections between such issues as debt, poverty, inequality, and racism.