Prepare to take in training opportunities at the International Christian Retail Show

Retailers headed to CBA’s International Christian Retail Show (ICRS) in St. Louis may think that this year’s theme—Your Show, One Mission—means they should see all the new products they can and place upcoming orders for their stores at show discounts. But organizers of the June 23-26 show say there’s a lot more to ICRS than just the exhibit floor. In addition to opportunities to network and worship together, ICRS offers educational sessions designed to help stores boost their business and increase their ministry in their communities and beyond.

“The workshops offered at ICRS are important because CBA is trying to educate on best practices related to the topics that our retailer members are telling us are the most important to them,” said Curtis Riskey, president of CBA.

No matter the genre, authors appeal to readers interested in learning through relationship

When the digital image of a three-story-high book cover appeared recently in New York City’s famed Times Square, it seemed to represent the emergence of women’s nonfiction in the Christian market—and beyond.

One Light Still Shines: My Life Beyond the Shadow of the Amish Schoolhouse Shooting (Zondervan, Oct. 1) is by Marie Monville, whose husband shot 10 Amish girls at a Pennsylvania school in 2006 before turning the gun on himself. At the onset of the shooting, his wife had just returned from leading a weekly prayer group.

“I think there’s a deeper interest in stories in general in our culture,” said Wes Yoder, whose Ambassador Agency represents Monville. “I think that people want stories that somehow inspire them and connect them to the real world.”

Although many women gravitate to Christian fiction, they also are exerting a stronger presence in nonfiction.

Considering why—or why not—Christian retailers should carry Spanish products

With the Spanish-language market growing—as evidenced by the Expolit show in Miami this month—many Christian retailers have tried carrying Spanish products in their stores. We asked several whether or not they carried Spanish products and, more importantly, why or why not. Here is what they had to say:

“We have a very modest Spanish language section. We have about 8 linear feet (two shelves on a 4-foot fixture) of Spanish Bibles, and a 16 linear foot section of books, music and other Spanish materials. Our store is not near the Spanish-speaking neighborhoods, so we are all the more a destination site for those customers. We also do not have anyone who is fluent in the language—I know a few words and phrases, but that’s about all. Those two reasons are primary as to why we do not carry more, but we do serve some customers periodically who can navigate bilingually.”

—John DeSaulniers Jr.
owner, Wellspring Christian Resources
Des Moines, Iowa

Needs of this growing demographic remain unmet in certain areas of the country

The world of Spanish-language Christian books is expanding not only in the titles published, but also in the number of distribution outlets. Companies like Editorial Vida (Zondervan), Grupo Nelson (Thomas Nelson), Editorial Unilit (Spanish House), B&H Español (B&H Publishing Group) and Casa Creación (Charisma Media) understand the importance of the Spanish market.

At Casa, we have published many of the Spanish titles that have become best-sellers with authors such as Joyce Meyer, Joel Osteen, John Eckhardt and Jentezen Franklin. These authors understand that Hispanics follow their ministries, watch their television programs and read their books. 

Customer demand also means that we need bookstores like Christ Centered Life Store in Fort Myers, Fla., and Christ for the Nations in Dallas, as well as distribution centers like Fuente de Vida with offices in Miami, Texas and California. Miami-based Luciano Distributors distributes nationwide in the U.S. and to some Latin American countries.

PURCHASING POWER 

There are 51.6 million Hispanics in the United States, according to the 2010 census. Hispanics have a purchasing power expected to reach $1.5 trillion by 2015, which would rank that demographic as the 13th largest economy in the world.

Hispanics are also the fastest-growing ethnic group in the U.S., with growth no longer coming from new immigrants, but from U.S. births—one in four children today are born to a Hispanic mother. And more Hispanic women than ever before are going to college. This, along with population growth, is contributing to their fast-growing purchasing power.

No longer are the Spanish speakers in the U.S. confined to border states and big cities. Today, nearly all states have some sort of Hispanic population.

Our sales consultant for U.S. Spanish bookstores has received many calls from places like Kansas, Oregon and Washington interested in buying directly from us because of the lack of Spanish Christian bookstores in their states. This is an opportunity that Christian bookstores cannot miss. Consider reaching out to Hispanic churches and make it known that your store can provide the resources they need.

HISPANIC HERITAGE

Proud of their cultural duality, Hispanics strive to communicate in Spanish and English and generally don’t favor one over the other as in the past. Therefore, a growing number of second- and third-generation Hispanics are seeking to learn Spanish and make certain their children grow up bilingual. 

For instance, I was born in Puerto Rico, and at the age of 10, we moved to New York. My mom always said: “At home, we speak Spanish. English is only when we are outside.”

 Of course, this was a great benefit for me because being bilingual has opened many doors, for which I’m grateful. Now I use this same principle with my own children.

With so many Spanish speakers in the U.S. and with more than 40% of population growth among Hispanics, the stage is set for an enormous increase in Spanish usage. This has sparked greater interest among U.S. citizens—as well as some backlash among English-only activists—but interest in learning Spanish is expected to rise. 

With more than 50 million people speaking Spanish in America, the United States is fifth on the list of countries with the most Spanish-speaking people. As a result, there is significant demand for Spanish literature—which is a big opportunity for Christian publishers and retailers. 

In fact, it’s not only in the U.S. where Spanish is popular. Spanish is an official language on four continents and is the mother tongue in 21 countries. In Europe, Spanish is the second most popular second language, after English. For example, TMC Communications in London reports that the Spanish market is growing, and spiritual revival is taking place among Hispanics in the United Kingdom.

RELATIONSHIP RETAIL

People are defined by the books that interest them. When such books are written in their native language, they are not only preferred, but often treasured. Our Casa Creación sales are increasing wherever there is a population density of Hispanics in the United States. 

We have  also had great success with our partnership with Hachette Book Group and with licensing opportunities. Vida partners with Editorial CLIE, which is one of the largest publishers in Spain that provides resources such as Bible dictionaries, commentaries and more.

Christian retailers will want to consider whether Spanish products will sell in their particular store. Let me offer some recommendations:

• Create a separate section for Spanish books so your Spanish customers know you are committed to addressing their needs. Keep in mind that when you say no Hispanics enter your store, perhaps they are not coming because they don’t know you sell Spanish books!
• Find out how many Spanish churches and Bible institutes are in your city. Have an employee who speaks Spanish visit Spanish-speaking churches and schools and start a relationship with them. To be successful in this market, you have to be relationship-driven. Ask the Spanish community what they need in books, Bibles, church supplies and gifts.
• Connect with them through Facebook, Twitter, YouTube and other social media sites. Our marketing department is committed to helping our stores and distributor spread the word of our products through social media. Any store that needs assistance with this can contact our marketing coordinator, Tony Rivera, for resources to use online.

So, I challenge you to start carrying Spanish products in your store. With the growth of the Hispanic community, not only will reaching out bring in additional revenue, but also a significant ministry opportunity.

Meeting family needs in a ‘self-absorbed’ era

Authors advise moms and dads on raising children in today’s hyper-connected culture

With 25 million copies sold of his more than two-dozen titles, Family Talk’s Dr. James Dobson remains the most visible Christian parenting author a decade after he left Focus on the Family. While no other authors have assumed a similar mantle, there is a continuing need for parental guidance.

Perhaps the biggest challenge parents face is hyper-connected culture’s “more, faster” effect, said Brian Hampton of Thomas Nelson, now under the HarperCollins Christian Publishing umbrella.

“Many parents find themselves nurturing their families and dealing with the natural conflict and mistakes of daily life on the public stage of social media,” said Hampton, senior vice president and publisher.

Thirty years ago parents didn’t have to grapple with video games, the Internet, cyber-bullying or escalating violence, said Claudia Volkman, product development director of Servant Books, part of Franciscan Media.

Retail 2D captures and employs customer insight and product information

Honeywell’s Enzo Capobianco, EMEA (Europe, Middle East and Africa) industry marketing manager, discusses the value of a two-dimensional retail strategy employing customer insight and product information. In Retail 2D, stores utilize information about products and consumers, while store associates become more customer centric and service focused.

Retail Challenges With a Product-focused Strategy

The current retail model is being challenged. It is a system based mainly on one dimension: the product.

According to this model, products are manufactured, distributed and sold to consumers who buy what they find on the shelves at local retail stores, stimulated by traditional promotional activities communicated using mass marketing media. It is a linear, push-based process, centered on the one-dimensional (1D) EAN/UPC bar code. Over the last 40 years, the standard adaptation of the EAN code by the industry has played a key role in the huge improvements achieved by retailers in their supply chain optimization. Still, retailers today lose millions of dollars due to two main issues:

• ?excess stock of unsolicited merchandise, which leads to increased discounting and lower margins and
• ?stock-outs on requested merchandise which leads to reduced sales and market basket size.

Over-discounting and empty shelves are the main consequences of a retail model focused on products, where sales forecasts are based on past sales results, rather than on what consumers expect to find in their favorite stores. 

Publishers of love and marriage books ‘speak life, truth and hope’ into relationships

While societal attitudes towards love and marriage may be shifting, the category remains one of the strongest in the Christian products industry. However, cultural debates don’t drive interest in this topic as much as the number of hurting people in society, said Lawrence Kimbrough, who edits Christian Living materials for B&H Publishing Group. 

“In no other publishing category do we have the opportunity to counteract this much personal pain or to cultivate this much personal joy than by speaking life, truth and hope into people’s marriages,” Kimbrough said.

B&H Books released the second edition of its best-selling The Love Dare in January—now with a free online marriage evaluation, new preface and reader testimonials—and will follow May 1 with the Love Dare Day by Day devotional. Associated with the film Fireproof, The Love Dare by movie-making brothers Stephen and Alex Kendrick has sold 5 million copies.

Kenneth Petersen, vice president and editor in chief of WaterBrook Multnomah Publishing Group, said the central role of marriage in relation to theology, spiritual life and the church makes the subject extremely important.

Marketing to niches and meeting the needs of everyone from seeker to saved

While consumers straddle the fence between print and digital books and publishers struggle to find the right fit for the market, Bibles remain a bright spot in sales, Christian  publishers and retailers report. Downloading a Bible app on a smartphone or reading the Bible on an iPad may be the latest technological trend, but plenty of Americans are still buying what some may deem to be an old-fashioned kind of Bible. 

“I do see some iPads and phones in the sanctuary now,” said Jan Gilson, manager of Chapel Books, the nonprofit ministry bookstore of Calvary Chapel St. Petersburg in Pinellas Park, Fla. “But that hasn’t slowed our Bible sales. Bibles account for 20% to 25% of my total sales, and I see a steady increase each year.”

“Bible sales were at least even if not up for us this past year,” said Rick Lewis, owner and manager of Logos of Dallas. “Bibles sold like crazy. Why? Because people are looking for God, I think. We had a number of first-time Bible buyers in the last year.”

Tough economic times encourage readers to get answers on money matters

With unemployment still high five years after the onset of recession, the U.S. Congress struggling to resolve the nation’s continuing deficits and worldwide financial instability, books on finance are of more interest than ever.

“Getting solid resources to struggling families is a seriously important ministry,” said Joel Miller, vice president of editorial and acquisitions for nonfiction at Thomas Nelson, now part of HarperCollins Christian Publishing, which this September will release the 10th anniversary edition of Dave Ramsey’s The Total Money Makeover.

Regal Books Publishing Director Stan Jantz said there is no question that recent challenges have led to increased interest in what the Bible says about money, and it goes beyond authors like Ramsey who dispense financial advice.

“Christians want to know two things,” Jantz said. “First, what does it mean to be the recipient of God’s provision in a time of economic uncertainty? Second, they want to know what generosity looks like in this current economic environment.”

Donielle Alicea, audience development manager at Moody Publishers, believes that debt, high-interest mortgages and failing marriages due to financial pressures have taken such a huge toll that people are clamoring for answers to age-old questions.

Last month, Moody released Living in Financial Victory, the first in Pastor Tony Evans’ “Kingdom Agenda” series of eight small books (64 to 112 pages) that address money matters. A standard-size trade title will follow this August, along with a 10-week companion curriculum from LifeWay Christian Resources.

“We trust this resource will be used by churches and ministries across the country,” Alicea said.

PRACTICING GOOD STEWARDSHIP

Some publishing executives see a spiritual crisis behind the economic one. Christian Ophus of Harrison House Publishers—whose money-oriented titles released in the past year include Think Like a Billionaire, Become a Billionaire by Scot Anderson—said the uptick in this category comes from people turning to God in desperation.

“Returning to the Bible for godly advice on financial matters is sometimes our last resort,” said Ophus, the publisher’s director of marketing. “It is interesting that Jesus taught more on the subject of finances than any other single topic.”

Believing that good stewardship requires a balanced approach, Jon Farrar, senior acquisitions editor for nonfiction at Tyndale House Publishers, said his company’s most successful authors focus more on life than money. For example, Today We Are Rich by business consultant Tim Sanders (softcover, November 2012) encourages readers to realize that no matter what their circumstances, they are rich in God’s blessings. 

Tyndale’s 2013 releases include a March 5 title by leadership development expert Mark Sanborn, whose Fred 2.0 discusses how to create unusual service. Fred 2.0 is a sequel to 2004’s The Fred Factor (Crown Business), which sold more than 1 million copies.

“We find our best nonfiction authors in this category addressing how to manage oneself first in order to deliver extraordinary results,” Farrar said. “The money will inevitably follow the results.”

The elements of stewardship create an inevitable crossover with spiritual topics, such as Regal’s Fasting for a Miracle by Elmer L. Towns (December 2012) Among other things, it looks at how to fast in the middle of a financial crisis.

Regal’s forthcoming The Grace of Giving (March 18) by Ché Ahn, senior pastor of the unusually named HRock Church in Pasadena, Calif., points out that the Bible’s emphasis is on developing a generous heart, not on amassing personal wealth. 

In Regal’s Feb. 18 release, A Time to Prosper, Chuck D. Pierce and Robert Heidler show Christians how to order their lives according to God’s seasons—which will help them walk in God’s blessings.

FINDING SUCCESS IN SERVICE

Speaking and broadcast platforms have long given certain financial authors the kind of visibility that drives sales. Examples are Howard Dayton, the former Crown Financial CEO who now leads a ministry called Compass, and Atlanta investment advisor Ron Blue.

Russ Crosson, president and CEO of Ronald Blue & Co., has written several money-oriented titles. Last month Harvest House Publishers released an updated edition of his 8 Important Money Decisions for Every Couple.

Two of the top authors in this category are published by Thomas Nelson. John C. Maxwell touches on financial topics in his 2-million-copy best-seller The 21 Irrefutable Laws of Leadership, which was revised in 2007, and Ramsey has seen his flagship title, The Total Money Makeover, reach 4 million copies sold.

“Maxwell and Ramsey are the biggest in this (genre),” Miller said. “Their success comes from service. They are showing people how to be more effective in leadership, relationships and personal finance.”

However, authors don’t have to command major organizations or present complex formulas to attract readers. Vicki Crumpton, executive editor at Baker Publishing Group, said syndicated columnist Mary Hunt has sold more than 1 million books.

“Financial experts sometimes speak a language we don’t understand, which just increases our stress,” Crumpton said. “Mary takes complex topics and explains them in everyday language.”

Hunt, whose Cheaper, Better, Faster (Revell) released in December, said: “Good stewardship walks hand in hand with frugal living. Books that are easy to follow and help readers simplify their finances and stretch their dollars to the max will always be in high demand.”

PROMOTING PERSONAL FINANCE

Publishers offer mixed opinions on whether there are enough titles to justify a separate section in Christian retail stores. Thomas Nelson’s Miller said it depends on the store and its customers.

“Personal finance should certainly be promoted on family and relationship shelves,” he said. “What sinks families faster than bad finances?”

Even a store with limited space can group books on finances and highlight them through effective signage, said Regal’s Jantz, who also suggests promoting the category via websites and social media.

“With all the attention being given to the economy by the media right now, there is an amazing opportunity to bring the principles of God’s Word into the conversation so Christians know how to be generous in all they do while living in a financially sound manner,” Jantz said.

Paul Engle, senior vice president of church, academic and reference resources at HarperCollins Christian Publishing, thinks only larger retailers can afford the “luxury” of devoting a section to finance. But he says that titles like Zondervan’s annual tax guides for ministers and nonprofits (January) should move to the front of the store during tax season.

“I think any retailer who wants to maintain good relationships with church leaders and wants them to visit their store can start by providing books like this,” Engle said.

Part 2: Winners of the 2012 Retailers Choice Awards ponder the near future

Continuing our look at trends expected as the calendar turns to 2013, we have invited the 2012 Retailers Choice Awards winners to examine the particular categories in which they won: Bibles, Christian Education and Teen Nonfiction. Refer to our January issue for trends in audio, children's books, fiction, gifts and marketing. 

BIBLES // Looking beyond the market's core consumer

BY CHIP BROWN, senior vice president and publisher for Thomas Nelson and Zondervan, Bibles, curriculum and popular reference, HarperCollins Christian Publishing

In the January 2012 issue of Christian Retailing, I wrote about “Consumer Centricity,” “Digital Shift & Technology Leverage” and “ Decentralization and Informality.” At Thomas Nelson and Zondervan, we continue to deliver products and programs aligned with those trends, but in 2013 are adding the focus of the shifting demographics in the church, with the goal of increasing traffic and purchasing in our CBA partners’ stores to help them grow their consumer base. 

We are mindful that the "core consumer" demographic we all cherish in CBA is shrinking, and we want to help our CBA retail partners successfully acquire and cultivate the next generations, which are growing in size and spending power. Although many in these next generations have left the church, they are interested in spiritual matters, and research shows that even non-Christians are purchasing Bibles. They are especially drawn to Bibles that don't necessarily look and feel like Bibles. So, while we continue to develop a full portfolio of outstanding traditional text and "notes" Bibles in traditional and innovative bindings, we are also further investing in groundbreaking new titles such as the Quickview Bible (the New International Version with hundreds of high-quality info-graphics). 

Both generation X and the millennial generation grew up in a multimedia world where information was given in smaller "chunks," often with highly visual content, which they now easily share via social media. At times they want their Bibles and other products like this, and everything we have brought to market like this has done very well. The Book of Revelation is our first of many graphic-novel Bibles and sold in its first month as many copies as we'd hope to see sold in its entire first year. Other titles like this are The Story and The Story: Going Deeper and the forthcoming 2013 titles Ignite Bible for teens (July) and NIV Live (the first celebrity-cast-dramatized audio, April). 

Some “Gen X” consumers want to be led to understanding and unlock the eternal truths rather than merely doing in their life whatever a Bible's notes system says. The Archaeological Study Bible and Jewish Contextual Bible (September) take this approach. 

“Millennials” have the highest number of volunteer hours per person of any other cohort. They are passionate about making an impact on the world. Where the Gen Xers accept and adapt to their situations, Millennials want to change it for the better and be a part of a movement. What’s Your Mark (March) delivers on this desire by looking at the “mark makers” in the book of Mark, and contemporary “mark makers” in the world today, showcasing Jesus Christ as the ultimate mark maker in conquering death to give each of us an opportunity at everlasting life. The book challenges the reader to consider the mark they can make in their everyday lives and is already shaping up to be a huge campaign several months before it pubs. Millennials also want to be a part of the product development and promotion, which we’ve done with the new Mom’s Devotional Bible by hosting an online devotion contest that has created an “ownership” of the title by thousands of young mothers who will be looking for this title in CBA stores this March. 

At Thomas Nelson and Zondervan, we are seeing all consumer demographics desiring to engage the Bible and Bible content in new formats, and we are focused on developing Bible engagement products for all ages and stages, in the formats they want. We believe products and programs should be designed so current CBA shoppers can easily find products for themselves, but also for their “next generations” friends and family members. We are very interested in partnering with our CBA partners in 2013 to explore physical (print) and digital product bundling to deliver the most people possible into CBA stores to find the resources they need to engage the Bible and lead biblical lives. 

Zondervan's six 2012 Retailers Choice Awards included a win in the Bibles: Children's category for NIV Youth Quest Study Bible.

CHRISTIAN EDUCATION // Market for home education products expected to grow

 BY CRAIG FROMAN, assistant editor, New Leaf Publishing Group

The publishing landscape has changed dramatically in the last five years. The increase in self-published books, bookstore closings, e-books and more have forever altered some publishing traditions that existed intact for more than 500 years. A part of the dynamic trends that have seen an increase in sales, even as other titles have collapsed, has been in the area of Christian education. 

Many trends were recognized in the category of Christian education publishing last year. It has truly become a thriving growth market, where many other categories and genres of Christian publishing have become either stagnant or weak. Also, in the past many secular fields of study that seemed “neutral” to the faith were allowed to be studied alongside Christian materials. Now as the market expands, so has the desire for all education books to include a biblical worldview. 

Looking ahead, research shows an expected growth of nearly 10% in the homeschooling market alone. This single growth trend will surely have a significant impact in the area of Christian education publishing. As competition for this market expands, an increasing number of higher-quality materials will find their way into the marketplace.

Families are choosing private Christian schools and homeschooling as viable options for their children. This has occurred for several reasons, including the desire for more regular religious instruction, a biblical worldview that embraces creation rather than evolution, safety issues and academic excellence. 

We have an imprint dedicated to creation-based homeschool resources, reference titles, apologetics and quality children’s literature. This imprint is called Master Books. We have considered ourselves a supplemental Christian education resource provider for many years, and now we are focusing our product development on curriculum, specifically unit studies and full-year curriculum titles for all ages. 

The homeschooling market is a growing market in many ways. Conservative estimates state that there are about 2 million students being home-educated in the United States alone, and within five or so years it could double. 

While Christian education products have been part of the mission of our company since 1975, in the last five years the homeschool market has emerged as a core focus of our publishing and marketing. Every season that we release new books, we make sure that a growing number of these products will meet the needs of Christian schools and homeschool families. 

In 2013 we are adding more specific curriculum packages to our product line, which now includes both books and DVDs of the highest quality and at the best price in order to serve families better. We are also developing our current line of resources into focused curriculum choices. 

Retailers selling Christian education products will want to make sure their community is well-informed of their product choices, and learn to know the “seasons” that families are looking for new curriculum. This is usually March and April (with tax refunds) and then often June through July or August (as they look to the upcoming season). Also, know that many who love books often search for the best children’s gift books in November and December. Make sure these are visible, and that gift cards or gift certificates are available for grandparents and others wanting to support their family’s educational choices. 

New Leaf Publishing Group won the 2012 Retailers Choice Awards in the Christian Education category for Big Book of History.

TEEN NONFICTION // Helping teens on their journey to adulthood

BY ANNETTE BOURLAND, senior vice president and group publisher, Zondervan, HarperCollins Christian Publishing

It’s always been said that the issues teens face never change. In every teen’s life, he or she will encounter the angst of fitting in, figuring out the opposite sex and deciding what to do after high school. After living through my own teen years and now publishing for teens, I can safely say the issues are the same from decade to decade. However, the way teens (and their parents) choose to tackle these stages of maturation changes dramatically due to society and the social “norms” that continue to develop.

To put it bluntly, the topics that are front of mind for teens and their parents are bullying, sex and money. These subjects are covered in a variety of positive and negative ways, but the fact is teens are the ones who need to make their own decisions and be courageous enough to stand up for what they believe is right. While parents are still the No. 1 influence on teens and how they gather advice, teens complain of parents who are too busy (mostly with electronics such as smartphones and Facebook) and not available to talk to. This leaves parents buying and passing along materials for their teens as well as teens looking to teachers, coaches, friends and recommended resources in an effort to figure out life.

Alarming stats regarding bullying, sex and money underscore the need for teens to have solid guidance as they navigate the world. In November 2011, 19% of all teens reported they have been bullied in the last 12 months (Pew Research Center). Social-media-using teens who have witnessed cruel behavior have grown to 95%. When it comes to the s-word, sexual content can be found in one-third of all G-rated films, more than half of all PG-rated films and four out of five R-rated films. 

“Adolescents who are exposed to more sexual content in movies start having sex at younger ages, have more sexual partners and engage in riskier sexual activities,” said Ross O’Hara, researcher at the University of Missouri (The Washington Times). 

In addition, when it comes to money, only half of all parents regularly set aside money for savings, which translates to fewer teens practicing sound money management skills (TIME). The cumulative effect of recession and slow growth in the economy leaves teens unable to find employment coupled with not knowing how to check the accuracy of a bank statement. All of these points influence what teens and parents are looking for as they shop in your store.

Personal study and spiritual growth are highly ranked reasons for teens to purchase nonfiction books. Young adults seek books that will help them be better people as well as outline tasks in accomplishing specific goals. Teens want books that focus on self, not necessarily on God or helping others. Readers are asking, “What can I do to get ahead?” One sign of this shift in preference is higher sales demand for “self help” nonfiction dealing with purity, money and college preparedness. 

Besides developing better life skills, teens have always wanted to express themselves. One notable trend in publishing is journals, interactive books and “not your mother’s devotionals” geared for young adults to wreck, tape, tear and finish however they deem fit. Customizable products allow teens to be themselves, share themselves and work out their thoughts and beliefs. Each teen becomes an author (and star) of his or her own book.

And speaking of stars, we’ve all witnessed the tremendous sales of Through My Eyes, Young Reader’s Edition by Tim Tebow with Nathan Whitaker. Sales of celebrity-driven books continue to thrive amongst teens. Young adult readers avidly seek out role models to emulate. Today’s teens specifically appreciate reading about accomplishments, humanitarian efforts and a person’s ability to overcome adversity. The celebrities teens choose are typical (Jesus, President Obama, Gabrielle Douglas) as well as atypical (comic book writer Alan Moore, manga artist Yumi Tamura). This generation is drawn to social innovators, scholars, historic leaders and even really great graphic novel illustrators as noted above. Spirituality as a specific topic is only of modest concern to teens you’ll meet on the street. Even among Christian teens, their role models are virtually no different than other teenagers (Barna Group). 

In conclusion, opportunities abound in helping teens as they journey through to adulthood. Whether it’s reaching the teen or the parent who frequents your store, both are seeking relevant and solid materials. This generation of teens sees Christianity not in a box and set aside for Sundays, but as a way of life. Teens expect to see a Christian live each moment as Jesus would … He is, after all, the ultimate role model.

Zondervan won six Retailers Choice Awards last year, including the Youth/Teen category for Through My Eyes: Young Reader’s Edition by Tim Tebow. 

New Christian authors speak on issues from homelessness to history

ALAN R. BURT

Title: Blessings of the Burden: Reflections and Lessons in Helping the Homeless
Genre: Religion and Society
Publisher: Wm. B. Eerdmans Publishing Co.

Book description: Filled with personal stories from almost two decades of firsthand experience working with the homeless, Blessings of the Burden is a passionate plea for greater community involvement in confronting the social problem of homelessness. The book explores Burt’s own journey from apathy to advocacy, and includes an interview with a formerly homeless man who now directs an organization that fights homelessness in Cape Cod, Mass. Burt offers his analysis of the 12 main reasons why homelessness is such a problem and provides an example of how one community developed an innovative, cost-effective approach to the issue.

ISBN: 978-0-802-86860-2
Retail price: $18
Release date: March 31

What makes this book stand apart from the crowd? This book emphasizes the importance of the homeless. Using the construct of Matt. 25, Burt claims that we can better understand and utilize the law of loving those most in need. In doing so, we become better human beings, better people of faith. Blessings aims to inspire readers to become involved with the homeless and advocate for their needs, making a difference in their communities.

Is the Christian retail store important to you as an author? If so, why? As a general trade book written for an audience of general Christian readers, congregations, social workers and church study groups, the Christian retail store is a very important market for this author.

KRISTINA ELLIS
Title: Confessions of a Scholarship Winner 
Genre: Study Aids/Financial Aid
Publisher: Worthy Publishing

Book description: Ellis was awarded a full scholarship all the way through her Ph.D. education, and the book reveals how she managed to get that kind of a scholarship offer. Raised by a single mother, Ellis appeared to have everything stacked against her with years of living below the poverty level, imperfect grades and sub-par SAT scores. Yet she discovered the secrets to effectively presenting herself as a unique and desirable scholarship candidate—and she shares her secrets for scholarship success. 

ISBN: 978-1-617-95157-2
Retail price: $14.99 
Release date: April 16

What makes this book stand apart from the crowd? This first-time author and the incredible journey that led her to share these experiences with the next generation sets this book apart. When Ellis’ father lost his battle with cancer when she was only 7 years old, her family fell below the poverty line and struggled through years of emotional and financial turmoil. On the first day of high school, Ellis’ mom informed her that she could not financially support her after graduation; she needed to find her own way to pay for college. As a student with decent grades and average test scores, Kristina realized that she was going to have to sell herself to scholarship committees if she wanted to stand out from the crowd. That’s when she devised the plan that led to her receiving several of the most selective and prestigious scholarships and grants that paid for 100% of her education at a top-tier university.

Is the Christian retail store important to you as an author? If so, why? The Christian retail store is very important to me as an author. It represents a community of believers I’m thankful to be a part of and who are seeking growth both in their faith and everyday lives. ... Even though I’ve grown up in a digital world, I’ve been a frequent customer of my hometown’s Bible Book Store for years and I know how valuable physical Christian retail stores are to readers. The Christian retail store has the ability to influence every customer that walks through their door. You can’t pick up an e-book and feel its pages. You can, however, pick up a physical book in a store and directly experience the book with no need for any aiding device. Best of all, when you buy your book via a Christian retailer, there’s no wait on shipping or freight charges. I’ve noticed that local Christian retail stores are fighting hard to build and retail local loyalty, doing more events in their communities to drive awareness through author signings, good promotions and really connecting with their customers.  The customer experience of purchasing through a Christian retailer is one that I have thoroughly enjoyed throughout my life, and one that is unmatched.

JONATHAN FISK

Title: Broken: 7 “Christian” Rules That Every Christian Ought to Break as Often as Possible
Genre: Christian Living
Publisher: Concordia Publishing House

Book description: American Christianity today is broken. The devil has cooked up seven specific lies that are being passed off in many of our churches as truths. Broken examines these seven counterfeit “Christian” rules and helps readers, under the cross of Jesus, find the truth.

ISBN: 978-0-758-63101-5
Retail price: $16.99
Release date: December 2012

What makes this book stand apart from the crowd? Broken doesn’t just tell readers what the seven lies are. Rather, it walks them into the reader’s living room and demonstrates how they ruin lives. Honest and defining, the book stands on the foundation of Scripture and exposes the ways the devil twists hearts, minds and hands away from true theology. The lessons aren’t easy to learn, but are vital to the survival of the church. 

Is the Christian retail store important to you as an author? If so, why? Absolutely! The Christian retail store is where people can go to pick up my book, get a feel for it in their hands, flip through the pages and see the marvelous artwork. It’s where the reader first connects with my book—and, therefore, with me. 

GLORIA FURMAN

Title: Glimpses of Grace: Treasuring the Gospel in Your Home
Genre: Family
Publisher: Crossway

Book description: The day-to-day life of the average housewife is filled with countless tasks that can feel mundane and ordinary, causing women to wonder if they’re missing out on bigger and better things. Eager to encourage such struggling homemakers, Furman—pastor’s wife and mother of three—highlights the reality of God’s grace in all of life, especially those areas that often seem boring and unimportant. Filled with personal examples and anecdotes, this theological reflection on what it means to be a wife, mother and homemaker challenges readers to see and cherish the gospel’s extraordinary impact on ordinary life. Glimpses of Grace aims to inspire a renewed gospel-cheerfulness among women faithfully serving God in and through their homes. 

ISBN: 978-1-433-53605-2
Retail price: $14.99
Release date: May 31

What makes this book stand apart from the crowd? It reminds women of the gospel’s extraordinary power in ordinary life, helping homemakers see and savor the miraculous in the mundane.

Is the Christian retail store important to you as an author? If so, why? Where I live in the Middle East, the Christian retail store is close to nonexistent. That is why I have great joy in recommending one Christian retail store to my friends in our city. It’s my go-to source for Bibles, books and even music. I feel it may be impossible to underestimate the privilege it is to access a store dedicated to providing Christian resources.

LINDA GOFF

Title: The Skinny Budget Diet: Weigh Less, Save Money, Look Great
Genre: Health
Publisher: Siloam (Charisma House Book Group) 

Book description: The author shares the strategy that was created in the kitchen of a 300-pound wife and mother who couldn’t afford another expensive weight-loss plan. There was no more room in the family budget for ordering diet foods and supplements through the mail, no money to buy ongoing weekly support and no way to pay for a high-priced weight-loss surgery. Goff had to find a budget-friendly way to lose half of her body weight and keep it off for good, so The Skinny Budget Diet was born. 

ISBN: 978-1-621-36001-8
Retail price: $16.99
Release date: Jan. 8

What makes this book stand apart from the crowd? It is about the direct connection between managing one’s finances and maintaining physical health.

Is the Christian retail store important to you as an author? If so, why? Yes, Christian retail is important to me because the reason we strive to maintain physical health is to worship God. 

HEATHER JAMES

Title: Unholy Hunger
Series: “Lure of the Serpent”
Genre: Suspense
Publisher: Kregel Publications

Book description: Evelyn Barrett wants to die. As long as her daughter’s murderer dies with her, she is ready to go. Why did this man—this stranger—destroy her family? Why has he not been brought to justice? Why is she forced to live a life of anger and grief? Amid a million questions she cannot answer, Evelyn knows one thing for sure: This murderer must be punished for his crime. Perhaps the harder lesson is this: the ultimate truth—of crime and verdict, of life and death—cannot be swayed by a mother’s revenge. In this first book of a new series, a woman will be brought to her limits before she finally recognizes the movement of the Holy Spirit and reconnects with the source of true peace.

ISBN: 978-0-825-44291-9
Retail price: $13.99
Release date: January

What makes this book stand apart from the crowd? Unholy Hunger doesn’t espouse only one theme. It’s gritty, but uplifting; it’s heart-wrenching, but will also make readers laugh at times. The protagonist is crass, but tender. Since we often experience a myriad of emotions and thoughts in any given day, I wanted readers to experience the same during their journey of this particular read. I also believe this story stands out from others because in this day and age, when society is apt to point the blame at any number of circumstances when tragedy befalls us, I decided to point readers toward the origin of all tragedy and evil—the devil himself. I believe in calling things out for what they are. You can’t finish this book without seeing the world a bit differently, without having a better understanding of what we’re up against as we navigate our lives.

Is the Christian retail store important to you as an author? If so, why? Certainly. For the same reasons an all children’s-programming network is important to parents trying to protect the vulnerabilities of their children, the Christian retail store is important to protect the believer’s vulnerability from the plethora of sliding-scale fiction out there. I sometimes feel unsure when shopping for fiction, not knowing what I’ll be exposed to in secular stores. When I shop at Christian retail, I can take confidence that I won’t pick up anything that will make me have to scrub my brain afterward.

SARAH LADD

Title: The Heiress of Winterwood
Series: “Whispers on the Moors”
Genre: Fiction
Publisher: Thomas Nelson

Book description: In 1814 Darbury, England, Amelia Barrett, heiress to an ancestral estate nestled in the English moors, defies family expectations and promises to raise her dying friend’s infant baby. She’ll risk everything to keep her word—even to the point of proposing to the child’s father, Lucas, a sea captain she’s never met. Both must learn to accept God’s sovereignty and relinquish control so they can grasp the future He has for planned for them.

ISBN: 978-1-401-68835-6
Retail price: $15.99
Release date: April 9

What makes this book stand apart from the crowd? The book is beautiful, poetic and captivating in its rich detail of historic England.

Is the Christian retail store important to you as an author? If so, why? Absolutely! The book has a strong Christian message, and it’s important for Christian retail to get behind it.

JOHNNIE MOORE

Title: Dirty God: Jesus in the Trenches 
Genre: Christian Living?
Publisher: Thomas Nelson

Book description: This is a book on the kindness and grittiness of Jesus through the theological lens of grace. It’s about the Jesus with dirt under His fingernails, the Jesus who dropped down to planet Earth like an atom bomb, and changed history from a manger. There’s one overarching point: “Having gotten grace from Jesus, we ought to give it to the world.”

ISBN: 978-0-849-96451-0
Retail price: $15.99
Release date: January

What makes this book stand apart from the crowd? This book is a theologically accurate, and relevant, treatment of grace for a new generation. It’s non-emergent truth delivered in an emergent tone, and its strength is fivefold: (1) the message is simple: Having gotten grace, give it; (2) Jesus is presented in a way that emphasizes His humanity and every-day-ness; (3) it has a clear, visionary call to action: Live grace in the world; (4) it is filled with compelling stories; and (5) study guide questions are available to facilitate small group study.

Is the Christian retail store important to you as an author? If so, why? Absolutely. From my childhood, I’ve shopped in Christian retail. I used to ask my parents to drop me off in our local Christian bookstores, and I would spend hours poring over books. I believe in Christian retail because I think it beats to the heart of the local community.

MICHAEL K. REYNOLDS

Title: Flight of the Earls
Series: “Heirs of Ireland”
Genre: Historical fiction
Publisher: B&H Books 

Book description: The first in the “Heirs of Ireland” series, Flight of the Earls launches the reader into the heart-wrenching history of Irish immigration by opening up the fictional Hanley family’s struggles on a barren potato farm. The book is also a coming-of-age story about how God calls each person to serve in his or her own distinct way.  

ISBN: 978-1-433-67819-6
Retail price: $14.99
Release date: January 

What makes this book stand apart from the crowd? Each book will be spiritually themed around a different person of the Trinity, although at a subtle and foundational level. Flight of the Earls is centered around fatherhood and explores the generational impact of earthly fathers and the desperate need for connection with the heavenly Father.

Is the Christian retail store important to you as an author? If so, why? On the publishing side, for a debut novelist there is so much to learn in terms of levels of professionalism, growing your craft and internal workings of the industry. But, you won’t hear me complaining! The journey is invigorating and thrilling at the same time, and I realize each day how blessed I am for this precious opportunity to serve God through my writing.

CARRIE ROCHA

Title: Pocket Your Dollars: 5 Attitude Changes That Will Help You Pay Down Debt, Avoid Financial Stress, & Keep More of What You Make 
Genre: Personal Finance
Publisher: Bethany House (Baker Publishing Group) 
Book description: Personal finance blogger (pocketyourdollars.com) and money-management expert Rocha shows readers how to overcome financial stress with straightforward advice when debt-reduction programs and budgets fail to help.

ISBN: 978-0-764-21087-7   
Retail price: $13.99
Release date: December

What makes this book stand apart from the crowd? Taking a different approach to financial change, Pocket Your Dollars aims to make a lasting impact because it starts on the inside. The book identifies and helps change five underlying attitudes about money that sabotage good intentions. Although a quick Internet search will turn up thousands of free budget plans, more than 60% of U.S. households still live paycheck to paycheck—because most families have not yet addressed the issues underlying their debt.

Is the Christian retail store important to you as an author? If so, why? Yes, God has frequently used Christian retail stores in my life. From when I was a young Christian to more recently as a wife and mom, I’ve stepped into Christian retail stores with a heart’s desire to receive God’s wisdom in a particular area. Time and again He has connected me to a product—book, music or artwork—that speaks His truth to me. Now, as an author, I greatly value the personal touch and support they can bring to selling my book to those who enter their store. 

CHRISTINE A. SMITH

Title: Beyond the Stained Glass Ceiling: Equipping and Encouraging Female Pastors 
Genre: Pastor’s Resources
Publisher: Judson Press

Book description: The reality of the stained glass ceiling is familiar to most women called to the pastorate. Despite being more likely to be seminary-educated than their male counterparts, female clergy occupy less than 10% of leading Protestant pastorates, and those who do hold such pastorates are generally paid less than male clergy. In light of such statistics, pastor Christine Smith explores how to overcome the challenges in breaking through the stained glass ceiling—and goes a step further. She shares lessons learned and best practices of the success stories—those women who are currently serving in solo or senior pastorates. 

ISBN: 978-0-817-0-1727-9
Retail price: $17.99
Release date: January

What makes this book stand apart from the crowd? Beyond the Stained Glass Ceiling gives voice to some of the unspoken hindrances to women becoming senior pastors.  Furthermore, it provides insights and encouragement to women called to become pastors, as well as strategies to increase opportunities for those who want to support them.

Is the Christian retail store important to you as an author? If so, why? The Christian retail store is extremely important to me as an author because it opens the opportunity for a broader audience of Christian readers to learn about my book and read about an issue that directly impacts the church.

RHONDA STOPPE

Title: Moms Raising Sons to Be Men
Genre: Parenting
Publisher: Harvest House Publishers

Book description: The mothers of boys have a special calling to shape future godly men. Speaker and mom to two sons, Stoppe shares relevant guidance, biblical examples and practical insights to help a mom partner with God as she communicates with, guides and nurtures her boy’s heart, mind and character.

ISBN: 978-0-736-94977-4
Retail price: $12.99
Release date: March

What makes this book stand apart from the crowd? Understanding that moms are the architects of the future, Stoppe explains, with practical advice, the important role mothers play in boys’ lives. She considers the role of motherhood in sons’ lives an inspirational and special calling.

Is the Christian retail store important to you as an author? If so, why? As a pastor’s wife, Stoppe knows the value of finding quality resources to support ministry. A Christian retail store is absolutely necessary to supply these resources and get the right books into the right hands.

Michigan’s Baker Book House now serves its customers from a ‘completely new’ retail operation after total reconstruction

Baker Book House, the premier independent Christian bookstore in Grand Rapids, Mich., welcomed guests to its Grand Opening events after nearly 12 months of renovations. While the soft opening in November brought about 250 guests into the store to talk with best-selling author Ted Dekker, the Grand Opening featured a ribbon cutting, author visits and other events throughout January.

“We have recreated everything,” said Manager Sue Smith. “From carpeting to lighting, from adding event space to installing a fireplace. The store is completely new.”

What began as a remodeling project to replace dated and worn carpeting, wall coverings and display units became a total reconstruction of the store that included moving the entrance, adding a café and revamping every aspect of the 28,000-square-foot space.

Smith and Assistant Manager Debbie Butgereit started by approaching Dwight Baker, president of parent company Baker Publishing Group. After getting approval to remodel, they began researching costs and architectural firms. They came back to Baker with the grander idea of reformatting the entire store. 

DOWN MEMORY LANE

Baker Book House moved to its present location at 2768 East Paris Ave. SE in 1980, and had been backwards ever since. The main entrance was at the back of the building, far from the busy street and customers’ eyes. Warehouse space was located in the front, presenting blank walls and a shipping bay to passers-by.

“We had three years of sales increases, which showed us that the store still had a role to play and that consumers in West Michigan were still interested,” said Dwight Baker. “We would have to double our investment over a simple remodel, but the limits of the current structure became that much more salient. We decided to do it right and get the store to face the road.”

The first step in the lengthy process was talking to staff members and customers about their likes and dislikes and what the store could do to improve staff and customer experiences. The staff needed better lighting, so more windows were planned to allow in natural light. Additional storage space on the retail floor meant employees weren’t running to the warehouse for stock nearly as often. The architects also consulted with shipping and receiving, warehouse staff and buyers for their input.

They asked customers as well. Used book buyers were adamant that nothing should change. They love wandering through the packed stacks of used books, loved the smell, wanted nothing to do with carpeting. Planners listened: the used book section, while in a different location in the store, still carries 100,000 titles and is still bare-bones when it comes to décor. Customers also wanted a café, so the store invited ICONS Cafe to set up shop.

ROCKS IN THE ROAD

The 12-month renovation wasn’t without rocks in the road. Managers had to figure out how to allow customers to shop while construction crews demolished much of the building. Inventory was cut, though no section was cut completely. About 95% of the used book section was stored in Baker Publishing Group warehouses, and gift and music sections were cut in half.

Parking was a problem as well, especially when giant construction vehicles took up much of the space. Employee morale took a dip, too. It was a constant challenge to keep spirits in a positive mind frame. All lived with constant noise and dust, intermittent Internet, smoke alarm and phone disruptions—and customer irritation when books weren’t on the shelves.

“We also had to learn how to make decisions in a hurry,” said Smith. “One day the construction crew said, ‘You have two choices: keep the used book section open, but it will take considerably longer to complete the project, or move all 100,000 books in five days to cut five weeks off the process.’ We moved those books!”

JUST THE RIGHT BOOK

Baker Book House is well known for its used book section and its theological/academic section often tapped into by the area’s many pastors, seminary students and church leaders. The store designed those sections for optimal ease of use. One of its other goals, however, was to appeal to the children of those adults looking for just the right book.

The store’s train table had long been a popular spot for young guests, and Butgereit, assistant manager who is also the children’s buyer, wanted to keep that feel while offering even more. 

“We want the kids to feel at home and happy in the children’s section, but it also fits our bigger goal of being a family bookstore,” she said. “We want parents to feel comfortable letting their kids roam around the section. It’s definitely more shopped by the kids now, but we wanted to get the kids to interact with the product. I’ve been happy with the progress so far.”

One struggle that Christian bookstores, including Baker Book House, face is getting young adults into the store and into the YA section. Baker has placed the section near the music department, a big YA draw, and provided higher shelving to set it apart. Butgereit is careful to differentiate books for middle readers, ages 8-12; young teens, ages 13-16; and older teens, ages 16-19. The separation isn’t necessarily for the kids, but for parents who want age-appropriate books.

TRUE TO ITS IDENTITY

Creating a new bookstore is much more than choosing carpet and furniture colors, studying traffic-flow patterns and curtailing costs. Every decision comes back to the basic question: Who do we want to be? It was an ongoing discussion among Baker’s core staff.

“What we saw happening is that the church sees us as a resource for books and other materials, and the community sees us as a place to connect with others in the church,” Smith said. “Customers think of us as a bookstore first. We put our primary book space at the front of the store and created a visible, well-stocked academic section because so many pastors and students live in Grand Rapids or visit here.”

Smith calls it the store’s “book” image, which mandated an academic bargain section, the huge used-book section and a robust online business. In addition to books, however, the core staff was eager to create a community feel to the new store. A 20-by-28-foot community room with conference table and audiovisual equipment will be available to rent for churches and community groups; a 16-by-16-foot fireside room is available for informal gatherings or just sitting awhile; and the café offers catering and food for purchase.

“Our goal is making the store a welcoming place for the community, but also the best place to buy books and gifts,” said Smith. “Every decision we made about the new store was based on who we believe Baker Book House to be.”

Cost overruns and delays were no surprise to either Baker or Smith, but both feel the renovations were worth the ordeal, in part because the store needed the remodel to reach a new generation of customers, but also because the community needs to see a business improving, not closing. 

Store hours increased to 7 a.m.-11 p.m., the café offers snacks and light meals, Wi-Fi is free, the conference room is for rent, and the bookstore walls will display a rotating exhibit by local Christian artists. 

A new event coordinator—a position created to accommodate author and artist visits and other events, room rental and artist exhibits—will help organize the new vision to reach as many people as possible. 

“We’re thrilled about the new Baker Book House,” Smith said. “We want to thank the community for staying with us for so long. We really feel this new store is our gift to them.”

Dwight Baker said he sees the store as “the public face of our business.” 

“This reconstruction says that we’re here for the long term,” he added. “The community has been supporting the store for decades; we owe this store to the customers. I think it’s going to be a community center for the faithful.” 

Sue Smith, manager of the newly reconstructed Baker Book House, offers advice to retailers considering a similar store transformation:

CHRISTIAN EDUCATION: Market for home education products expected to grow

BY CRAIG FROMAN, assistant editor, New Leaf Publishing Group

The publishing landscape has changed dramatically in the last five years. The increase in self-published books, bookstore closings, e-books and more have forever altered some publishing traditions that existed intact for more than 500 years. A part of the dynamic trends that have seen an increase in sales, even as other titles have collapsed, has been in the area of Christian education.

Many trends were recognized in the category of Christian education publishing last year. It has truly become a thriving growth market, where many other categories and genres of Christian publishing have become either stagnant or weak. Also, in the past many secular fields of study that seemed “neutral” to the faith were allowed to be studied alongside Christian materials. Now as the market expands, so has the desire for all education books to include a biblical worldview.

BIBLES: Looking beyond the market's core consumer

BY Chip Brown, senior vice president and publisher for Thomas Nelson and Zondervan, Bibles, curriculum and popular reference, HarperCollins Christian Publishing

In the January 2012 issue of Christian Retailing, I wrote about “Consumer Centricity,” “Digital Shift & Technology Leverage” and “ Decentralization and Informality.” At Thomas Nelson and Zondervan, we continue to deliver products and programs aligned with those trends, but in 2013 are adding the focus of the shifting demographics in the church, with the goal of increasing traffic and purchasing in our CBA partners’ stores to help them grow their consumer base.