Due to its prominence in the Bible Belt, Walmart is known for its "tradition of tailoring its service to churchgoing customers".[99][100] Walmart only carries clean versions of hip-hop audio CDs and in cooperation with The Timothy Plan, places "plastic sheathes over suggestive women's periodicals and banned 'lad mags' such as Maxim" magazine.[99][100] In addition, Walmart also caters to its Christian customer base by selling Christian books and media,[99][101] "such as VeggieTales videos and The Purpose-Driven Life", which earns the company over US$1 billion annually.[101][102]