This chapter sketches the changing position of religious publishing within the growing mass market for books and periodicals. It shows how the leading developments in Victorian religious publishing were driven by an evangelical, conversionist imperative, which put a premium on bringing the Bible and a theology of sin and salvation to as many people as possible. The chapter analyses the theme of tensions between publishing and the conversionist project, showing how mass publishing helped inflame the controversies that bedevilled British Protestants throughout the mid-nineteenth century. It then looks at how publishing opened a space in which to challenge the popular theology of biblicist, supernatural Protestantism. Although religion had been the staple of eighteenth-century publishing, its prominence in the developing nineteenth-century mass market owed much to the evangelical revival. Bible publishing was invariably mass publishing. Tract societies experienced a similar transition from publishing to convert the nation, to publishing for a profitable market.