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Originally Posted by FizzyWater
I would suspect it's a little of both. There's always some hope that some (nonChristian) would pick one up by mistake and react to the message.
I also suspect that Christian fiction is a rather niche market - and if you think about many people's (print) book buying habits (standing it line at the grocery store scanning the bestsellers in the impulse aisle?), I suspect they're also trying to get the word out that the books exist.
I know some non-religious types who like the books solely of the general lack of overt sexuality or violence (as well as limited "bad language"), as long as the books don't get "too preachy".
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The funny thing is, my friends novels are published by a christian superhero/horror publisher. his editor/the owner has no problem whatsoever with violence, he just doesn't want 4 letter words, graphic sex or the lord's name taken in vain. however grisly werewolf and zombie related disembowelings are ok lol. the label isn't overtly christian, the novels have no overt christian message, but as a believer it's just what the owner/editor wants.