New Leaf

What New Leaf does

New Leaf Publishing Group (New Leaf), founded in 1975 by Cliff Dudley and headquartered in Green Forest, Arkansas, is a private Christian publishing company that operates three imprints: New Leaf Press (inspirational and gift books for families and ministries), Master Books (acquired in 1996, the world's largest publisher of creation-based material for all ages, including homeschool curriculum and apologetics), and Attic Books (launched in 2008/2009, republishing rare pre-20th century Christian titles). The company maintains a catalog of over 1,600 products across physical books, eBooks, audiobooks, DVDs, and curriculum packages, publishing 30-40 new titles annually, and serves three primary customer segments: homeschool families (preschool through high school), Christian schools and churches, and faith-based individuals seeking apologetics and creation science resources.

The company generates revenue through one-time sales via two primary channels: direct-to-consumer e-commerce on nlpg.com and B2B wholesale distribution to retailers, bookstores, and homeschool organizations. Wholesale accounts operate with 24/7 online ordering, volume-based discounts, and an additional 5% off for prepaid orders. Individual products range from $3.99 paperbacks to $94.99 premium leather-bound Bibles, with curriculum sets and educational packages priced between $33.99 and $103.98. A long-standing strategic partnership with Answers in Genesis and Ken Ham (37+ years) underwrites the Master Books creation science franchise, and a free downloads portal serves as a top-of-funnel content marketing engine offering study guides, coloring pages, workbooks, and audiobook extras.

The company employs 101-250 people, is led by Tim Dudley as President, operates as an LLC, and secured a $15.75M funding round in February 2023 — the only disclosed external capital event. In 2025, it celebrated its 50th anniversary with a refreshed corporate mission ('To Impact Eternity by glorifying God and advancing His Kingdom through faith-building education and apologetics resources'). The business is entirely domestic (contiguous USA shipping terms referenced) and shows no disclosed international footprint, AI/ML capabilities, app products, or institutional outside ownership.

Name

New Leaf

Legal name

New Leaf Publishing Group, LLC

Website

https://nlpg.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

New Leaf Publishing Group is a 50-year-old Christian publisher operating three imprints (Master Books, New Leaf Press, Attic Books) that produce homeschool curriculum, creation science and apologetics books, and reprinted classics for homeschool families, Christian schools, churches, and individual believers, sold via D2C e-commerce and wholesale distribution.

Ownership category

akta.pro rank

Product category

Christian Book Publishing

NAICS

Book Publishers (513130), Book Publishers (51313)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

K–12 Textbook Publishing (Core Curriculum) (MPAJABAA)

Keywords

• Christian book publishing
• Homeschool curriculum
• Creation science resources
• Apologetics materials
• Religious educational content

Headquarters

HQ city

Green Forest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Book and Curriculum Sales: Revenue generated from direct sales of Christian books, homeschool curriculum, and educational resources through e-commerce and wholesale channels. Products include hardback books, eBooks, audiobooks, DVDs, and curriculum packages across multiple age groups and topics.
2. Wholesale Distribution: B2B sales to retailers, bookstores, and homeschool organizations through wholesale accounts with volume-based discounting and prepaid order incentives.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

New Leaf Publishing Group is a Christian publishing company that produces and sells faith-based books, homeschool curriculum, apologetics resources, and creation science materials through three imprints: Master Books, New Leaf Press, and Attic Books. Products include physical books, eBooks, audiobooks, DVDs, and curriculum packages distributed via direct e-commerce and wholesale channels to homeschool families, Christian schools, and churches.

Product overview

New Leaf Publishing Group is a Christian publishing company comprising three imprints—Master Books, New Leaf Press, and Attic Books—that collectively offer faith-building educational and apologetics resources for all ages. Master Books serves as the world's largest publisher of creation-based material, providing homeschool curriculum (including Math Lessons for a Living Education and Language Lessons for a Living Education), while New Leaf Press offers inspirational titles, gift books, and church resources. Attic Books specializes in reproducing rare and classic Christian literature. The company publishes 30-40 new titles annually across topics including creation science, apologetics, history, biography, and Christian living. Products are available in multiple formats including physical books, eBooks, audiobooks, and DVDs.

Differentiator

Problem solved

Functional benefit

Products and services

• The KJV Henry Morris Study Bible Comprehensive study Bible featuring creationist commentary and defense of biblical inerrancy, available in multiple editions including the Defender's Edition and black leatherbound edition, for pastors, students, and lay readers seeking a creationist worldview perspective on Scripture.
• Math Lessons for a Living Education Charlotte Mason-style homeschool math curriculum for elementary students that connects math concepts to real-life situations through a living book approach, designed for faith-based homeschool families.
• Language Lessons for a Living Education Homeschool language arts curriculum using a living books approach for elementary grades, integrating reading, writing, grammar, and spelling into a cohesive faith-based learning experience.
• America's Story Homeschool history curriculum series teaching American history from a biblical worldview perspective, designed for elementary and middle school students in faith-based homeschool programs.
• Master Books Imprint Catalog World's largest publisher of creation-based material for all ages, including apologetics, homeschool curriculum, reference titles, and quality children's literature with a biblical worldview.
• New Leaf Press Imprint Catalog Broad spectrum of pertinent and inspirational titles for families and ministries including gift books, church leadership resources, and children's Bibles with enduring truths.
• Attic Books Imprint Catalog Reproduces rare and classic Christian literature from before the 20th century, preserving the natural aged look and unique styles of the period for a new generation of readers.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Answers in GenesiscoreStrategic or Co-development PartnerLong-standing strategic partnership with Answers in Genesis (AiG), led by Ken Ham. Master Books publishes materials for AiG and related ministries. Ken Ham serves as a major contributor and endorser, describing Master Books as the publisher of his projects and those for AiG for over 37 years.
• dm-drogerie marktminorChannel Partner/ Reseller/ DistributorEuropean retailer partnership for distribution of products. Note: This appears to be related to Tai Beauty Group in the news section, not New Leaf Publishing Group - potential data confusion.
• Tisak MediaminorChannel Partner/ Reseller/ DistributorCroatian retailer partnership for European market distribution. Note: This appears to be related to Tai Beauty Group in the news section, not New Leaf Publishing Group - potential data confusion.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BJU Press: BJU Press is a leading Christian homeschool curriculum publisher offering K-12 educational materials from a biblical worldview perspective. It is one of the closest direct competitors to New Leaf's Master Books imprint, competing for the same homeschool family segment with comparable subject coverage.
• Abeka Academy: Abeka (Pensacola Christian College) publishes a comprehensive Christian homeschool curriculum from preschool through 12th grade with a biblical worldview. It is a direct competitor to New Leaf's Master Books across the full K-12 homeschool curriculum stack.
• Apologia Educational Ministries: Apologia publishes creation-based science curriculum and Charlotte Mason-style homeschool resources that directly compete with Master Books' science offerings and creation science line. Both companies share the young-earth creationist educational positioning.
• Alpha Omega Publications: Alpha Omega Publications offers Christian homeschool curriculum (Monarch, Switched-On Schoolhouse, LIFEPAC) for K-12, directly competing with Master Books in faith-based homeschool curriculum. Both serve the same homeschool family buyer.
• Christianbook.com (Christian Book Distributors): Christianbook.com is the largest Christian retail distributor in the US and both a key wholesale channel partner and a competitor to nlpg.com for direct Christian book sales. It carries New Leaf titles while also retailing competing Christian publishers.
• Rose Publishing: Rose Publishing produces Christian reference materials, Bible study aids, and apologetics charts that overlap with New Leaf's apologetics and reference product lines. It serves similar Christian education and small group study use cases.

Broad incumbents

• Tyndale House Publishers: Tyndale House is a major Christian publisher best known for the New Living Translation Bible and the Left Behind series. It competes broadly with New Leaf Press in inspirational and Bible publishing but is significantly larger and operates across trade, Bible, and children's segments.
• Thomas Nelson Publishers: Thomas Nelson, now part of HarperCollins Christian Publishing, is one of the largest Christian publishers globally. It competes with New Leaf Press across Bibles, Christian living, and gift books but operates at significantly greater scale across broader Christian trade.
• Moody Publishers: Moody Publishers is the publishing arm of Moody Bible Institute, producing Christian nonfiction, Bible studies, and educational resources. Cliff Dudley (New Leaf founder) previously worked at Moody, and the publishers share a Christian education and discipleship audience overlap.

Others

• Master Books (Answer in Genesis related content): While Master Books is itself an imprint of New Leaf Publishing Group, the Answers in Genesis organization (its long-standing strategic partner) produces creation-based content and educational resources that sometimes overlap with NLPG offerings, making AiG an adjacent ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-leaf-publishing-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Leaf