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.

MARKETING: Boost sales with product promotions and partnerships

BY JENNIFER DESHLER, vice president, marketing and publishing process, gift, children’s and new media, Thomas Nelson

The year 2012 brought challenges and opportunities as store traffic decreased and online shopping and e-book purchases increased. But research shows that consumers still want the community that exists with retailers, and that allows us to think creatively about initiatives that can increase interaction and sales.

When thinking about new marketing and promotion opportunities, here are a few key components to consider:

Traffic: What areas of your store are most highly trafficked? For many, one is the gift section at the front of the store. Why not do a test and move several of your top gift books there as well? The impulse nature of that area will also likely lead to increased gift book sales.

GIFTS: New features, nostalgia mark offerings in framed art, plaques and more

BY SHERRY MORRIS, marketing manager, Carpentree

A preview of the new year offers a host of fresh and fun looks in gifts. Retro patterns, new shapes, textures, a fresh color palette and unexpected embellishments are just a few of what buyers can expect to see this spring.

In framed art, expect to see everything from photography to wallpaper looks to traditional art styles. With high-end looks, framed art trends include dimension-creating channel cuts, innovative decorative mat cuts and deckled edge mats. Watch for vintage patterns and design elements. Patterns like the chevron, ikat (a dyeing technique) and polka dots will add visual texture.

FICTION: Experiencing a new British invasion with Regency and Victorian drama

BY DAVID LONG, senior acquisitions editor, Bethany House, a division of Baker Publishing Group

It is a fact universally acknowledged that a publisher, seeing the rise and success of a new category of fiction, will eventually try to find an author of their own to fit that category. So it has been since the days of Jane Austen and so it is still. In fact, things have changed so little that, all these years later, it is still Miss Austen we’re all chasing.

CHILDREN’S BOOKS: Communicating powerful truths to the younger generation at their level

BY MARILYN LARGENT, vice president of sales, David C Cook

A young boy wants to give Jesus a gift. But how can he do that when Jesus is in heaven? In Ronnie Wilson’s Gift, children learn that helping others in need is a way of serving Jesus Himself. It’s a truth kids hear in other forms—but perhaps it makes its biggest impact through story.

We were thrilled to win the 2012 Retailers Choice Award for Ronnie Wilson’s Gift by Francis Chan and Jim Madsen. It’s no coincidence that this story is touching so many children and their parents. After all, Jesus Himself communicated truth through story!

From foods to fasting, authors consider what it takes to walk in divine health

With a series of church-based workout groups already inspired by her best-selling “Body Gospel” DVDs, fitness expert Donna Richardson Joyner launches her writing career in January with the multi-city Witness to Fitness publicity tour.

A 28-day exercise and eating plan, Witness to Fitness (HarperOne) includes a foreword by Bishop T.D. Jakes and endorsements from such figures as NBA star Grant Hill and recording artist Kirk Franklin.

“People are finding out that it’s not just about what you eat, but keeping your body moving,” said Suzanne Wickham, senior director of publicity for HarperOne.

For the HarperCollins imprint this is the first specifically Christian fitness title, which symbolizes the expanding appetite for such material in the Christian market.

As evidence of this trend, Seattle-based author Cherie Calbom—known as “The Juice Lady” and a nutritionist to celebrities such as George Foreman and Richard Simmons—cites the proliferation of best-selling health titles, increases in organic food sales and media interest in natural foods.

“The consumption of whole foods, fresh vegetables and green smoothies has been the path of healing for thousands,” said Calbom, whose The Juice Lady’s Big Book of Juices & Green Smoothies (Siloam) releases Jan. 8.

An imprint of Charisma House Book Group, Siloam has also published Dr. Don Colbert’s “Bible Cure” series, which has sold more than 3 million copies in English and 300,000 in other languages. Colbert has written other New York Times Siloam or Charisma House best-sellers, as has pastor Jentezen Franklin with his 2008 book, Fasting, and related titles.

“There is so much published material in the health and wellness genre that reflects New Age-driven perspectives or other beliefs,” said Marcos Perez, vice president of sales at Charisma Media. “Siloam has been successful because Christians want health advice and appreciate sound, practical teaching from a biblical point of view.” 

Dr. Scott Morris, a physician who is unusual in that he is also an ordained Methodist minister, founded the Church Health Center in Memphis, Tenn. Morris aims to help believers examine their health with such books as God, Health, and Happiness (June 2012) and the  ongoing “40 Days to Better Living” series, both from Barbour Publishing.

DRIVING THE TREND

Jeff Crosby, associate publisher and director of sales and marketing at InterVarsity Press (IVP), identified general market titles such as The Omnivore’s Dilemma (Penguin) and Animal, Vegetable, Miracle (Harper Perennial) as paving the way for Christians to take a closer look at their food choices. 

Films such as Food Inc. and King Corn have illustrated some of the vagaries of our food system; concern about abusive agricultural practices and justice have also played a role, Crosby added.

“Additionally, the aging baby-boomer population and the fact that people are living longer has caused the church to ask, ‘How do we care well for this segment of our community?’ ” he said. “Books such as Eat With Joy (March) and Health, Healing and the Church’s Mission (July 2012) naturally arise out of that.”

Group Publishing Executive Editor Amy Nappa applauds first lady Michelle Obama for making childhood obesity one of her causes. 

“News reports have shocked us with the levels of obesity,” Nappa said “The costs of healthcare issues related to poor fitness are on the rise.”

The negative results of a lack of activity are alarming enough to make the public interested in doing something different, said Paul Gossard, editor at Harvest House Publishers, where one of the latest health titles is Setting Boundaries With Food by Allison Bottke (August).

“In the Christian market, I think the last several decades have helped us understand again that God is interested in our bodies,” Gossard said.

“Positively, this has helped Christians understand that reasonable attention to our bodies can support our spiritual lives and our usefulness to others.”

Kim Bangs, editor at Regal Books—which publishes the “First Place 4 Health” line and recently released a half-dozen trade titles on health and fitness—sees the secular arena’s emphasis on advertising of weight loss and diet programs playing a major role. 

“Christians are realizing that they can’t live up to their God-given potential and fulfill their mission—whatever that may be—unless they are healthier,” Bangs said. “When Christians make a decision to change their lifestyle and manage their health, I believe they desire resources that are biblically based as well as sound from a medical perspective.”

FIRST-PERSON EXPERIENCE 

Just as salvation testimonies inspire fellow believers, first-person experience is a central aspect of health and fitness titles. 

In Setting Boundaries With Food, Bottke wrote about nearly tipping the scales at 300 pounds before taking control of her eating habits. Pastor Steve Willis spearheaded his West Virginia church’s participation in a fitness effort, which led to Winning the Food Fight (Regal, 2012) and the launch this month of his 12-week Food Fight Boot Camp to combat obesity. Willis is also known for his role in ABC’s Emmy-winning mini-series Jamie Oliver’s Food Revolution.

Another pastor, Steve Reynolds, lost more than 100 pounds before writing Bod4God (Regal, 2009). The book inspired churches to start “Losing to Live” programs and sparked Reynolds’ follow-up, Get Off the Couch (Regal, November 2012). 

Popular health entries of past and present, including Reshaping It All by Candace Cameron Bure (B&H Books, 2011) and If You Have a Craving, I Have a Cure by Sheri Rose Shepherd (Tyndale Momentum, January)—demonstrate the value of the authors’ success story.

MEETING A FELT NEED

Publishers believe retailers can capitalize on the health and fitness boom in various ways. Some of their suggestions are:

• ?Create a health-and-wellness product section.
• ?Include a health tab on the store’s website.
• ?Bring in a guest chef, cook or nutritionist to prepare healthy dishes for customers at a special event.
• ?Sponsor a weekly fitness class in the store or local church, or a walking group that starts and ends its walk at the store—and providing a free water bottle with a store logo for participants. 

Perez said that endcaps and special table promotions are best in the January-February and April-May timeframes. 

Since Christian books have long dealt with such issues as divorce and job loss, Wickham said retailers have strong potential to also minister in the health area.

“People are starting to realize it’s smart to pray to God for healthier bodies,” she said. “So why not go to Christian authors for inspiration as to fitness and diet issues?”

‘Christian Retailing’ editors, writers reflect on what mattered and why

BOOKS // Fiction marks a first-printing milestone; heavenly nonfiction still tops

BY CHRISTINE D. JOHNSON

Nonfiction titles including the formerly self-published To Heaven and Back by Dr. Mary C. Neal (WaterBrook Press) and Heaven Is for Real by Todd Burpo (Thomas Nelson) continued their celestial sales in 2012. Sarah Young’s Jesus Calling also remained a lead best-seller, making way for her new devotional, Jesus Today (both Nelson).

Thomas Nelson drew media attention in a different way upon choosing to pull David Barton’s The Jefferson Lies from publication after it reached New York Times best-seller status. The decision was made after alleged historical inaccuracies came to light.

Pastor Rick Warren tailored his top book for a generation that was too young to read it when it was first published. In November, Zondervan released The Purpose-Driven Life: What on Earth Am I Here For?, marking the 10th anniversary of the original title.

In fiction, Dee Henderson was back with her first novel in six years, Full Disclosure, under new publisher Bethany House, and William P. Young put pen to paper for his second work of fiction, Cross Roads, following The Shack. FaithWords planned an astounding 1 million-copy first printing.

The Harbinger by Jonathan Cahn is seeing big sales for FrontLine (Charisma House Book Group)—700,000 and counting. At press time, the prophetic message for America had been on the New York Times best-seller list for 45 consecutive weeks and on USA Today’s list for 44 weeks. 

Lynn Austin won her eighth Christy Award for Wonderland Creek, while Anne Elisabeth Stengl took home the Visionary award for Veiled Rose (both Bethany House/Baker Publishing Group) after winning the First Novel category last year—a first in Christy history.

BIBLES // NavPress’ The Message marks 10th year, King James continues to excel

BY CHRISTINE D. JOHNSON

Zondervan looked to former President Jimmy Carter, who taught Sunday school for years, to join his lessons with the text of the New International Version (NIV). The result, NIV Lessons From Life Bible, includes in-depth studies and prayers and quotations from the president. 

Modeled after USA Today, Zondervan’s NIV QuickView Bible aims to help a visual society understand the Bible through infographics that present its most significant stories and facts. Zondervan also published The Book of Revelation in graphic novel form with illustrations by Chris Koelle and a new translation from the Greek. 

NavPress marked the 10th anniversary of The Message with the advent of The Message Study Bible, adding Eugene Peterson’s insights to his colloquial translation.

Aiming to equip believers to stand firm against their enemy, The Spiritual Warfare Bible came to market in August. The Charisma House product features the New King James Version along with tools such as spiritual warfare declarations and prayers,  and warfare lessons from Bible figures.

Thomas Nelson released the King James Study Bible, describing it as “the most comprehensive King James Version study Bible published in 50 years.” B&H Publishing Group launched the Holman KJV Study Bible with the tag line “The Only Full-Color KJV Study Bible.”

October saw the release of Crossway’s English Standard Version (ESV) Global Study Bible. Published in partnership with international Bible societies, it was quickly made available in 20 countries. Containing notes and maps dealing with global issues, the Bible features contributions from more than 100 scholars and teachers from 20-plus countries and more than 25 denominations. Aiming to deliver Global Study Bible content to 1 million people, it was launched with a “Buy One, Give One” campaign, where for every print edition purchased in North America, free digital access is given to a person in need. 

Tyndale House Publishers’ most significant Bible release in 2012 was the Chronological Life Application Study Bible (LASB), adding to other best-sellers wearing the LASB name. A Twitter campaign saw NFL quarterback Drew Brees and actress Patricia Heaton—both Tyndale authors—tweeting about the new Bible.

Thomas Nelson issued in October what is sure to be a Gaither fan favorite, The Gaither Homecoming Bible. Original poetry and insights from Bill and Gloria Gaither are included, as are exclusive devotionals from 60 Homecoming artists. And Nelson’s The Voice released in the full printed Bible in April along with several digital formats. The Newsboys and Gungor supported the release with readings at their concerts.

Hendrickson Publishers celebrated a well-loved theologian with the publication of The A.W. Tozer Bible, released in Tozer’s favorite version, the King James.

DVD // ‘Courageous’ leads field of 2012’s faith-based films with strong sales

BY ERIC TIANSAY 

Like its predecessor Fireproof, Courageous provided a significant boost to the home-viewing section of Christian stores. 

The 2011 faith-based cop drama from Sherwood Pictures and Provident Distribution sold more than a million copies in the first 90 days—just as Fireproof did. Courageous was also the best-selling DVD in the country its first week.

Another Provident-distributed DVD, pro-life drama October Baby was a surprise hit in theaters—an independent film that topped $5.3 million and debuted at No. 8 at the box office—and saw strong sales with its September DVD release. 

The continued rising tide for Christian movies was again showcased at the International Christian Retail Show (ICRS)   with CBA’s inaugural Resonate Film Festival featuring 14 films, including Undaunted: The Early Life of Josh McDowell; God’s Not Dead: The Movie; and VeggieTales: The League of Incredible Vegetables. 

Among the more significant releases from Pure Flix were Apostle Peter and the Last Supper, featuring actor Robert Loggia as the elderly apostle, reflecting on his life to two jailers as he awaits execution. Bruce Marchiano portrayed Christ in the film as well as in The Encounter: Paradise Lost, also from Pure Flix. 

Another notable release was Seven Days in Utopia, featuring Oscar winner Robert Duvall as an eccentric rancher who helps a young golfer find direction. Released through Provident, the film was based on the Zondervan book Golf’s Sacred Journey by life coach David Cook.

There Be Dragons followed the journeys of two childhood friends—one whose faith lead him to found the Catholic organization Opus Dei, the other spurred to conflict by his anger. Directed by Roland Joffé (The Killing Fields, The Mission), the drama was released through 20th Century Fox Home Entertainment. 

There was also a plethora of Christmas-themed films. Released by Image Entertainment and distributed by EMI CMG Distribution, The Heart of Christmas tells the story of a 2-year-old, whose struggle with Leukemia sparked a worldwide outpouring of support for his family who gave him one last Christmas in October. 

The movie was inspired by the song “One Last Christmas” by singer-songwriter Matthew West who was moved by a true story he received in a letter. West, who was nominated for a Primetime Emmy for the song, is featured in the film. 

An uplifting story from the late Thomas Kinkade, Christmas Miracle (GT Media/EMI CMG) showed the real meaning of the season when eight strangers are forced to take refuge in an abandoned church during a snowstorm.

In Christmas Comes Home to Canaan, also from GT Media, Daniel Burton (Billy Ray Cyrus) learns to love again when he meets Briony Adair (Gina Holden). The film is the sequel to the Hallmark Channel’s highest-rated movie of 2009,
Christmas in Canaan.

GIFTS // Toys and Fair Trade grow category’s sales, while companies raise T-shirt prices

BY RHONDA SHOLAR

While gifts appeared to be an overall bright spot in 2012, a few areas stood out. 

T-shirts continued to sell well despite rising retail prices. Some vendors’ decisions to raise prices to absorb increased costs has some worried as they remember a decade ago when shirts rose to $18.99 before the market collapsed. Customers are looking for quality shirts with clear graphics and are tiring of the logo “take-offs.”

Dicksons continues to do well with the “Full Armor of God” line that debuted in 2010 with a figurine to fill a void in the men’s gift category. Based on the outstanding response, the company added pocket stones with each of the six components of Eph. 6 and a display with an assortment that includes a key ring, bookmark, auto visor clip and ink pen.

Some stores continue to cut back on music and limit books to best-sellers to make room for toys and games. Five years after venturing into partnerships with general-market toymakers Melissa & Doug, Fisher-Price and Playmobil, New Day Christian Distributors reported 665% growth in toy and gift sales.

Kerusso celebrated its 25th anniversary with the publication of a gift book, Change Your Shirt, Change Your World by Vic Kennett and Friends, with proceeds benefitting Compassion International. 

DaySpring achieved its goal of sending no solid waste to landfills. By mid-year, the company had not incurred any expenses on its cardboard recycling, but instead had made money on the endeavor.

For the second consecutive year, Lighthouse Christian Products received Family Christian Stores’ Business Innovation Award, for excellent product design and for helping to serve Family’s direct-import need. Evergreen Enterprises, a home and garden décor manufacturer, won the award for its service and distribution. Other retailers praised vendors such as P. Graham Dunn for producing quality art at affordable prices and for its customer service.

Gift companies that promote humanitarian efforts were in line with Exotic World Gifts’ support of artisans with Fair Trade items and Jedidiah Clothing’s partnership with World Vision to fight poverty and injustice. CBA gathered Fair Trade suppliers into a designated area on the floor at the International Christian Retail Show.

Despite the sad news in April of Thomas Kinkade’s sudden death, sales of his products at galleries and retail outlets spiked in the months following. Companies like DaySpring debuted new, Kinkade-inspired items with sales expected to continue through Christmas.

One framed-art product that did exceptionally well in several sizes, price points and décor styles is Carpentree’s Prince of Peace. Painted by then 8-year-old Akiane Kramarik, the image is the one Colton Burpo identified in Heaven Is for Real (Thomas Nelson) as the Jesus he saw in heaven. Licensed by Art & SoulWorks and framed and distributed by Carpentree, Prince of Peace is expected to continue its sales momentum, Marketing Manager Sherry Morris said.

INDUSTRY NEWS // Family Christian buyout, Obamacare rullings top newsmakers

BY ERIC TIANSAY

Two of the biggest stories of 2012 came near year’s end—the contrasting healthcare rulings involving Tyndale House Publishers and Christian-owned-and-operated Hobby Lobby Stores and sister company Mardel Christian & Education.

A Nov. 16 federal court ruling stopped enforcement of the Obama administration’s abortion pill mandate against Tyndale, which filed a healthcare lawsuit against the government Oct. 2. Tyndale specifically objects to covering abortion pills.

But, unlike Tyndale’s healthcare ruling, the court did not show favor to the Green family, owners of Hobby Lobby and Mardel. U.S. District Judge Joe Heaton ruled Nov. 19 that the Oklahoma City-based stores must provide the “morning after” and “week after” pills under new federal healthcare rules that begin Jan. 1. If they don’t, the companies will face significant fines.

Another big story broke in mid-November—the announcement of Family Christian Stores’ management partnering with a group of Atlanta-based Christian businessmen to acquire the company from its private equity owners, with plans to give 100% of its profits to benefit Christian causes through its nonprofit, The James Fund.

Terms of the Nov. 13 transaction—involving the nation’s largest Christian retail chain—were not disclosed. Family reported that while its ownership structure and financial purpose had changed, its operations will continue in a largely “seamless” way, said Cliff Bartow, CEO of the company.

In another sign of a changing Christian retail industry, Covenant Group expanded its membership with the addition of the 18-outlet chain Berean Christian Stores.

With the addition of Berean and two other independents, Covenant now has 20 dealerships, representing 52 stores—an increase of more than 60% since fall 2011.

LifeWay Christian Stores President Mark Scott retired in September following months of significant health issues. Scott’s position was filled by Tim Vineyard, vice president of LifeWay’s technology division. LifeWay Christian Resources CEO Thom Rainer was named as acting president of the retail division until trustees can review and affirm the change in February.

CBA promoted Curtis Riskey from executive director to president during an October board meeting. Riskey served as interim executive director after the resignation of longtime President and CEO Bill Anderson in October 2009. He was appointed as executive director in March 2010 with CBA adopting a new management model. 

In September, HarperCollins’ new Christian division, comprised of Zondervan and the newly acquired Thomas Nelson, announced its leadership team, featuring 12 executives from both publishers. Mark Schoenwald leads the division as president and CEO. 

HarperCollins Christian Publishing also formed a single fiction team headed by Daisy Hutton, formerly vice president and publisher of fiction at Thomas Nelson.   

Germany’s Bertelsmann media company and British publisher Pearson agreed to merge the book publishing units Random House and Penguin Group last fall, forming the new Penguin Random House company, said to be the world’s largest publisher of consumer books. Bertelsmann owns Random House, the parent of WaterBrook Multnomah Publishing Group.

Meanwhile, in a decision in favor of the federal government that could start an e-book price war, Denise Cote, federal district judge in Manhattan, N.Y., approved a settlement between the U.S. Department of Justice (DOJ) and Hachette Book Group, HarperCollins and Simon & Schuster in a civil antitrust case that accused the companies of price-fixing digital books. 

Evangelical Christian Publishers Association President and CEO Mark Kuyper said that the decision could have “a very negative impact” on e-book retailers. 

MUSIC // Christian music expands reach with high ticket sales, top honors

BY NATALIE GILLESPIE

Christian music hit some significant milestones in 2012, from eye-popping concert ticket sales to top positions on mainstream music sales charts, prompting TIME magazine writer Tim Newcomb to declare in a Sept. 17 online article titled “Christian Music’s Moment: How TobyMac and Lecrae Conquered the Countdown” that Christian music is “no longer a style, but simply a lyrical perspective.”

Winter Jam, Casting Crowns and the Rock & Worship Roadshow landed in the top 100-grossing tours for the first half of the year, with more than $14 million in tickets sold. Ticket sales have become such a hot property that a Vancouver-based Christian music promoter, LMG Concerts, filed a lawsuit against Salem Communications, alleging that Salem is running a monopoly in the Christian radio market.

Chris Tomlin, Kirk Franklin, Laura Story and Le’Andria Johnson garnered GRAMMY awards in the Gospel and Contemporary Christian Music categories.

Jason Crabb took home top honors as Artist of the Year and Male Vocalist of the Year at the 43rd annual Dove Awards, held for the second year in Atlanta and broadcast on the Gospel Music Channel. Natalie Grant took home her fifth Female Artist of the Year award. Needtobreathe received three Doves, including Group of the Year. 

Casting Crowns and Laura Story won the Billboard Music Awards in the Christian categories.

At mid-year, Christian album sales were down only 0.5% compared with the same time period in 2011, according to Nielsen SoundScan, while overall album sales saw an almost 4% downturn. At the same time, Christian music track sales were up 8.8%. 

Casting Crowns learned that its self-titled debut album had gone double-Platinum, becoming one of only eight Christian music projects ever to receive that status.

TobyMac’s latest release, Eye On It, became the first Christian album to reach No. 1 on the Billboard’s Top 200 sales chart in 15 years and only the third Christian album ever to hit the top spot.

Christian rap artist Lecrae followed right behind TobyMac in September, hitting No. 1 on the iTunes chart and No. 3 on the Billboard chart with Gravity. Lecrae also concurrently placed in the first, second and seventh slots on iTunes’ hip-hop chart for the deluxe and regular versions of Gravity and his album Church Clothes.

Before going solo, TobyMac was part of the groundbreaking act dcTalk, and his bandmates have now become part of Christian music’s musical mash-ups. In August, Audio Adrenaline announced it was coming out of its five-year retirement and naming dcTalk’s Kevin Max as its new lead singer. Max joins longtime Audio A members Mark Stuart and Will McGinnis in the new lineup. Three years ago, Newsboys frontman of 20-plus years, Peter Furler, left that band and was replaced by former dcTalk member Michael Tait. 

Christian artists scored some major media appearances this year, as Third Day celebrated the release of Miracle with an appearance on The Tonight Show with Jay Leno. Amy Grant sat down with Katie Couric, while Mandisa appeared on Good Morning America and talked about her 120-pound weight loss on The Doctors.

Winners of the 2012 Retailers Choice Awards ponder the near future

AUDIO // Demand is still strong for audiobooks despite looming ‘digital cliff’

BY TODD HOYT, chief executive officer, eChristian

Much has been made recently in the national news regarding the “fiscal cliff” in front of us as a country. The automatic cuts in spending and increase in taxes has created such a “cliff” that if we go over it, there will be irreparable damage to the U.S. economy. 

Much has been made of a “digital cliff” ahead of us as well. The digital cliff represents the thinking that physical products will cease to exist and that the world will only consume digital products and negate the need for physical retail stores. 

In retailing, sales data continues to show a migration from physical to digital. This is true in books and true in audio. But there is more to the story beneath the surface. 

Audiobooks have some similarities to the issues that face print: cannibalization of physical sales, medium- to higher-priced retail titles facing severe pressure and declining retail shelf space. How do we as a publisher and you as a retailer work to address these important issues? 

In the case of audiobooks, the good news is that consumer demand is strong and growing, and audiobook consumers tend to remain among the most active and repeat customers. While the 2012 Audio Publishers Association Sales Survey shows a slight decline in physical sales units, the revenue from CDs is still 53%, more than half of the  audio market. There is and will continue to be a demand for CD audiobooks, and the revenue is healthy. The number-one consumer of audiobooks is the commuter, and most commuters tend to listen through their car CD player. 

So, here are some ideas:

Selection. As mentioned, audiobook purchasers tend to consume quite a few audiobooks (and regular books, for that matter). Stock and display a variety of genres and price points that are
similar to the print books your store is successful with. 

Suggestive selling. The primary reason that a book consumer has not purchased an audiobook is because they hadn’t thought about it. Many people want to read more, but cannot fit it into their day. Listening while driving, exercising or relaxing is another way to engage more of the great content from leading Christian writers. 

Sale. Running promotions and sales is a surefire way to attract customers to this category. Retail audiobook pricing has come down in the last several years. In fact, christianaudio has more than 20 titles from popular authors (John Maxwell, John Piper, Stormie Omartian, Beverly Lewis) that start at just $5.98, and most retail-priced titles range from $15 to $25. 

Service. Nothing is more important than a knowledgeable salesperson. Most audiobook publishers are willing to sample audiobooks to accounts specifically so salespeople can better understand the distinctives and unique qualities of audiobooks. 

Sound. When I am in Christian stores, I tend to hear music from leading Christian artists. Have you ever considered playing an audiobook or audio Bible? Playing a dramatized audio Bible or The Screwtape Letters or the latest releases from Karen Kingsbury, Francis Chan or Max Lucado would show the variety available and introduce a captive audience to another reason to come back into your store. 

Audiobooks need to be a part of your overall strategy to retain your customer, grow sales and become a destination. 

Sarah Young’s Jesus Calling took the Audio category for eChristian in last year’s Retailers Choice Awards. 

CHILDREN’S BOOKS // Communicating powerful truths to the younger generation at their level

BY MARILYN LARGENT, vice president of sales, David C Cook

A young boy wants to give Jesus a gift. But how can he do that when Jesus is in heaven? In Ronnie Wilson’s Gift, children learn that helping others in need is a way of serving Jesus Himself. It’s a truth kids hear in other forms—but perhaps it makes its biggest impact through story.

We were thrilled to win the 2012 Retailers Choice Award for Ronnie Wilson’s Gift by Francis Chan and Jim Madsen. It’s no coincidence that this story is touching so many children and their parents. After all, Jesus Himself communicated truth through story!

From a retail perspective, modern-day parables continue to sell well in the children’s market. The demand for high-quality illustrations is high, and publishers and retailers alike are seeing how children learn through visual art—such as Jago’s and Cory Godbey’s stunning illustrations—as well as the written word.

This is one of the reasons graphic novels continue to soar in both the Christian and general markets. At Cook, we see great sales of The Action Bible, which won a Retailers Choice Award in 2011. Graphic novels are especially popular among boys—a hard demographic to reach. 

We also see a trend in emphasizing the whole of Scripture for kids, not just singled-out Bible stories. Sally Lloyd-Jones’ The Jesus Storybook Bible (Zonderkidz) and Michelle Anthony’s The Big God Story (David C Cook), for instance, show how God’s plan of redemption has been evident from the beginning of time. Books like these help children see their place in God’s story from the Old Testament through the New Testament and beyond.

We’re also watching as authors of adult books, such as Chan, Kay Arthur (Harvest House Publishers) and Sheila Walsh (Thomas Nelson), take their message to young people. One thing that’s so important to these authors is that their message is not “dumbed down,” but rather is put in language that engages kids. In fact, that’s a clear difference we’ve seen in children’s books over the years: Publishers and stores realize that kids need and deserve thoughtful books that are at their learning level, but are still powerful in the truths they communicate.

One of the great things about being involved in producing books for children is that we see how these parables, visual representations and straightforward ideas speak to adults as well. We come to see that children are really the ideal readers for stories with ultimate meaning—and we often learn the most through the eyes of a child.

So, as you put books into the hands of little ones, be encouraged with the truth that you are making a difference in their lives. These are not just stories, drawings or cute thoughts. Jesus said we are to receive His kingdom as little children. The simple yet profound words and illustrations of kids’ literature today remind us that often faith starts in the pages of a children’s book.

David C Cook published Francis Chan’s Ronnie Wilson’s Gift, which received the 2012 Retailers Choice Award for Children’s Fiction.

FICTION // Experiencing a new British invasion with Regency and Victorian drama

BY DAVID LONG, senior acquisitions editor, Bethany House

It is a fact universally acknowledged that a publisher, seeing the rise and success of a new category of fiction, will eventually try to find an author of their own to fit that category. So it has been since the days of Jane Austen and so it is still. In fact, things have changed so little that, all these years later, it is still Miss Austen we’re all chasing. 

Or if it’s not Austen exactly, then perhaps best-selling author Julie Klassen or the popularity of Downton Abbey. A new British invasion is headed this way in the form of new Regency and Victorian fiction, and upstairs-downstairs stories set in the shadow of World War I. Klassen continues to be the category’s runaway voice—her newest novel, The Tutor’s Daughter, will arrive on shelves soon—but expect to see more fiction to warm an Anglophile’s heart. In 2013, Bethany House will be debuting Julianna Deering’s Rules of Murder, an Agatha Christie-esque mystery series set in and around an English estate. 

Mystery and suspense are growing in popularity on this side of the pond as well, particularly in the category of romantic suspense. The best-selling success of authors such as Irene Hannon, author of Lethal Legacy, and Dani Pettrey, whose debut, Submerged, spent its first four months as a best-seller, cemented romantic suspense as a rising genre, even before Dee Henderson’s return, when her novel Full Disclosure put the genre on the New York Times best-seller list for the first time. 

Beyond contemporary romantic suspense, contemporary romance will also see some growth in upcoming seasons. With historical romance and Amish fiction plateauing, readers are seeking new voices in other categories. Bethany House was thrilled to launch best-selling author Becky Wade last summer, and in May 2013 she’ll return with Undeniably Yours. 

Historical romance may be slowing, but it’s not vanishing. In particular, Bethany House is excited for upcoming releases from established best-sellers such as Karen Witemeyer, Tracie Peterson and Mary Connealy, as well as more fiction from such new voices as Regina Jennings, Elizabeth Camden and Jen Turano. And we couldn’t be more thrilled by Lynn Austin’s return to biblical history with Return to Me, the first in her “Restoration Chronicles” series. 

The challenges of the current market mean publishers are all trying new avenues, hoping not just to follow trends, but to start them as well. We’re among a number of publishers hoping that speculative faith fiction can reach a new generation. Fantasy author Anne Elisabeth Stengl has won two Christy Awards for her work, and the debut of Patrick W. Carr’s A Cast of Stones will make a splash in spring 2013. 

The biggest trendsetters often arrive unexpectedly. We can’t be certain what will be the next Harbinger or Shack or who will be the next Beverly Lewis or Karen Kingsbury, but 2013 will arrive with countless great books. Wonderful stories with the power to change lives—that’s one trend that’s never going away.

Julie Klassen’s Bethany House novel The Girl in the Gatehouse received the 2012 Retailers Choice Award for Fiction: Historical Romance.

GIFTS // New features, nostalgia mark offerings in framed art, plaques and more

BY SHERRY MORRIS, marketing manager, Carpentree

A preview of the new year offers a host of fresh and fun looks in gifts. Retro patterns, new shapes, textures, a fresh color palette and unexpected embellishments are just a few of what buyers can expect to see this spring.

In framed art, expect to see everything from photography to wallpaper looks to traditional art styles. With high-end looks, framed art trends include dimension-creating channel cuts, innovative decorative mat cuts and deckled edge mats. Watch for vintage patterns and design elements. Patterns like the chevron, ikat (a dyeing technique) and polka dots will add visual texture. 

Individual elements like crowns and angel wings, found in general market designs, are a match made in heaven for the inspirational market. Barn-wood looks and wallpaper florals will add a touch of nostalgia to this spring’s gift lineup. Glittered prints and jeweled art on canvas and burlap are forecast to shimmer with glitzy eye appeal. Fun typography products, reminiscent of hand-drawn calligraphy, extend a homemade or crafty feel to framed art and other gifts. 

Burlap and canvas will continue to hold a place in consumers’ hearts as a lower-cost gift alternative. Usually featuring trend-forward designs, younger customers will relate to these items. 

Color trends include unusual pairings like gray and tangerine or yellow, which is a nod to gray as one of the new neutrals. Spring’s palette promises choices from romantic to theatrical or muted to bold and daring. Distressed paint will be on everything from metal to wood.

New colors and styles of metal products also make their debut this spring. Metal embellishments melded with framed art products create something entirely new. 

Distressed metal flowers can be found on plaques, framed gifts, chalk or magnetic boards and photo frames. Hammered or galvanized metal forges ahead as a new finish that retailers will see going forward. Expect to see plaques in unusual shapes that will update a familiar wall-decor gift item. 

A survey of general gift market publications indicates that interest in Made in America products will continue to be on consumer’s minds. Retailers may want to offer signage or special store sections to tout Made in America gifts.

From trendy to traditional, the forecast for spring looks bright with sales potential. Retailing energy comes from inspiration. Inspiration comes from new products that invite customers to shop. Spring trends will offer plenty of both.

Carpentree was presented with a 2012 Retailers Choice Award for its Prince of Peace wall décor.

MARKETING // Boost sales with product promotions and partnerships 

BY JENNIFER DESHLER, vice president, marketing and publishing process, gift, children’s and new media, Thomas Nelson

The year 2012 brought challenges and opportunities as store traffic decreased and online shopping and e-book purchases increased. But research shows that consumers still want the community that exists with retailers, and that allows us to think creatively about initiatives that can increase interaction and sales.

When thinking about new marketing and promotion opportunities, here are a few key components to consider:

Traffic: What areas of your store are most highly trafficked? For many, one is the gift section at the front of the store. Why not do a test and move several of your top gift books there as well? The impulse nature of that area will also likely lead to increased gift book sales.

What about your children’s section? Consider having publisher-supplied coloring sheets for top brands and conduct coloring contests for prizes. 

Maybe create a scavenger hunt that parents can do with their kids—a fun way to introduce them to new titles or ancillary product around which you’re trying to generate buzz. 

For grade school readers, post signage that lists the titles that have Accelerated Reader (AR) points, as parents are interested in purchasing books that accomplish the reading point requirements most schools have established through the AR program.

Placement: We cannot say enough about strong in-store product placement. At Thomas Nelson, we regularly see how merchandising and unique displays generate interest and increase sell-through. 

Our J. Countryman spinner has been an industry leader, with an average of six turns and 60% increase in sell-through compared to stores without the display. 

Our yearlong KJV400 campaign, commemorating the 400th anniversary of the King James Bible in 2011, offered dedicated retailer solutions, including merchandising, online and print advertising resources, with an anniversary product offering that allowed the campaign to be shared directly with consumers through retailers.

Social media: Being engaged with customers online is no longer a luxury; it’s a necessity. Ask publishers to send you quote images [quotes with illustrations] from their books that can be posted on your Facebook page, as these have proven successful in increasing “shares” and new “likes.” Use the tools of Facebook and Twitter to provide information about store updates, coupons, exclusive online promotions and limited-time offers. 

Create an online book club and ask authors to participate. Social media outlets should be seen as a place to test ideas that are challenging to implement in-store or on your store website, and as a gathering place for building community around your brand.

Local partnerships: While online engagement is highly effective, being a part of your local community builds in-person relationships that can’t be matched or substituted. 

Consider starting or participating in a book drive that benefits low-income families, or join in with community yard sales and offer one- or two-day sale tables to move clearance inventory and meet potential new customers. 

Cause marketing: Retailers can create loyalty and relationships by supporting a local or national cause. 

Whether giving books away to those in need (Superstorm Sandy left many schools and families without books), donating a portion of proceeds from specific books or gift items to a national charity, or building your own team to participate in a race or food drive, the efforts will have a double impact.

The year 2013 will bring new adventures for retailers and publishers. We are excited to be on the journey alongside you!

Thomas Nelson won four Retailers Choice Awards last year, including the award for its KJV400 Bible marketing campaign.

MUSIC: Christian music expands reach with high ticket sales, top honors

BY NATALIE GILLESPIE

Christian music hit some significant milestones in 2012, from eye-popping concert ticket sales to top positions on mainstream music sales charts, prompting TIME magazine writer Tim Newcomb to declare in a Sept. 17 online article titled “Christian Music’s Moment: How TobyMac and Lecrae Conquered the Countdown” that Christian music is “no longer a style, but simply a lyrical perspective.”

Winter Jam, Casting Crowns and the Rock & Worship Roadshow landed in the top 100-grossing tours for the first half of the year, with more than $14 million in tickets sold. Ticket sales have become such a hot property that a Vancouver-based Christian music promoter, LMG Concerts, filed a lawsuit against Salem Communications, alleging that Salem is running a monopoly in the Christian radio market.

Industry News: Family Christian buyout, ‘Obamacare’ rulings top newsmakers

Two of the biggest stories of 2012 came near year's end—the contrasting mid-November rulings involving Tyndale House Publishers and Christian-owned-and-operated Hobby Lobby Stores and sister company Mardel Christian & Education. 

A Nov. 16 federal court ruling stopped enforcement of the Obama administration’s abortion pill mandate against Tyndale, which filed a healthcare lawsuit against the government Oct. 2. Tyndale specifically objects to covering abortion pills.

GIFTS: Toys and Fair Trade grow category’s sales, while companies raise T-shirt prices

BY RHONDA SHOLAR

While gifts appeared to be an overall bright spot in 2012, a few areas stood out.

T-shirts continued to sell well despite rising retail prices. Some vendors’ decisions to raise prices to absorb increased costs has some worried as they remember a decade ago when shirts rose to $18.99 before the market collapsed. Customers are looking for quality shirts with clear graphics and are tiring of the logo “take-offs.”

Like its predecessor Fireproof, Courageous provided a significant boost to the home-viewing section of Christian stores.

The 2011 faith-based cop drama from Sherwood Pictures and Provident Distribution sold more than a million copies in the first 90 days—just as Fireproof did. Courageous was also the best-selling DVD in the country its first week.

BIBLES: The Message marks 10th year, King James continues to excel

Christian Retailing editors and writers reflected on what mattered and why in 2012. We share each of these segments with you online and in print in our January issue. In Bibles early in the year, Zondervan looked to former President Jimmy Carter who taught the Bible for years to join his lessons with the text of the New International Version (NIV). The result, NIV Lessons From Life Bible, features in-depth studies, application-oriented notes and prayers and quotations from the Sunday-school-teacher-turned-president.

NavPress marked the 10th anniversary of The Message with the advent of The Message Study Bible, adding Eugene Peterson’s insights to his colloquial translation of the text. In addition, the publisher celebrated the 400th anniversary of the King James Version (KJV) by producing the book of Proverbs with the KJV and The Message side by side.

BOOKS: Fiction marks a first-printing milestone; heavenly nonfiction still tops

Nonfiction titles including new release To Heaven and Back by Dr. Mary C. Neal (WaterBrook Press) and 2010 title Heaven Is for Real by Todd Burpo (Thomas Nelson) continued their heavenly sales in 2012.

Jesus Calling by missionary Sarah Young remained strong on best-seller lists, leading the way for her new devotional title, Jesus Today (both Nelson).

GUEST EDITOR RANDY DAVIS, VICE PRESIDENT OF SALES AND MARKETING, PROVIDENT DISTRIBUTION

Mirroring the principles of evangelism 

Best practices in Christian retailing parallel communicating our faith

“Passing along the beach of Lake Galilee, he saw Simon and his brother Andrew net-fishing. Fishing was their regular work. Jesus said to them, ‘Come with me. I’ll make a new kind of fisherman out of you. I’ll show you how to catch men and women instead of perch and bass.’ They didn’t ask questions. They dropped their nets and followed” (Mark 1:16-18, MSG).

The concepts of intentional relationship evangelism are easily understood, but they are often not as easily executed. The simple message of the Good News is that it is, well, good news!

Jesus likened evangelism to fishing. Grab your net. Cast your net. Go fish. Sure, there will be some you chase after and don’t catch. However, there will be many you don’t go after and catch anyway. But, you don’t really fish just standing on the bank looking at the water. You jump in the boat and row away from the shore.

Like this, relationship-based sales and service should be proactive, not reactive. Relationship-based sales principles may not come naturally to all, but with a little practice can truly have the greatest impact on your in-reach into your local community.

Today, technology offers so many new ways to inter-connect with others in the culture we live. Unfortunately, because of the ease of viewing life from afar, we can become more isolated in our up-close, personal relationships. Sure, we “post,” “tweet” and “pin” to dress the set of who are, or at least who we want the world around us to think we are. But we have shortened the experience of our interactions with others to the maximum-allowed 140 characters per tweet. We have become “safe for the whole family” as the tagline goes.

In business, we have followed suit. We strategize on the maximum content for strategically placed emails to get the highest open rate. We have dissected our market into demographic slices of pie of an infographic-laden meal served to our friends who consume the most. We know about their habits based more on zip code than on the personal history we have with them.

And, when things go south, as they do, we are often left looking—and eventually finding—the real relationships that will stand the test of time. Most often they are not the casual followers of our posts or readers of our blogs, but those whom we have with walked through life. Real life. Wind and rain, drought and flood, birth and death kind of life. They are neighbors and relatives. They are friends from school and parents of the kids you coach. They are people. You care for them and they care for you. They love you for it!

In Christian retailing, they are the guests in our stores—our customers. And, contrary to the old customer-service adage, they are not always right. But they are always our customers who, with a few simple reminders, will deliver a treasure of rewards, in addition to continued business as we engage and serve them.

RELATE

The first habit in Stephen Covey’s The 7 Habits of Highly Effective People is “Be proactive.” Know your customer. No, not just their buying habits and statistics. Rather, truly know your customers—their names, where they go to church, what they like and what they have purchased from your store. Ask questions. Listen. Remember.

Practically speaking, get out of the office and into the store. Engage customers and don’t be shy in recommending books, music and DVDs that are current in your community or have had an impact on your life. Get out of the store and into your car to make intentional visits to pastors and their church staff to offer to serve them, not just to get a quick sale, but to offer services that set your store and staff apart. Have each person on your staff be a specialist/customer service representative to individual churches and offer to drop off orders on their way home.

And now, the truly daring part—get to know your marketplace competitors—and not merely their pricing and promotion plans or corporate structure. But, purpose to know your competitor as an individual. What’s his life story? Where does she go to church? How can you pray for him or her? This is the part where you step into the boat and row out into the deep water. Be kind and never speak ill of them.

INVITE

• Share a relevant message … and a meal. You are on the cutting edge of now-trends in music, new messages through home entertainment and new books and studies on the truth of God’s love for the community you serve. When you find something you really believe in, share it! Really S-H-A-R-E it. Offer a free copy of the book or study to key influencers in your market. Invite them to join you for theatrical screenings of upcoming faith-based movies. Invite them to dinner. Invite them to lunch. Invite them to breakfast. Invite! Invite! Invite!
• Pray. Pray for yourself and your staff. Pray asking, not merely for God to bring customers, but for God to send you to meet the needs of others, who may just turn out to be customers in the end.
• Do a little. Do a lot. Do something! Like fishing, you do not have to begin after practicing and perfecting your plan. Start slowly and add a little at a time. My grandfather started me fishing with a cane pole and a bobble. Just bait the hook and drop the line in the water. Start fishing.

“After this, Jesus appeared again to the disciples, this time at the Tiberias Sea (the Sea of Galilee). This is how he did it: Simon Peter, Thomas (nicknamed “Twin”), Nathanael from Cana in Galilee, the brothers Zebedee, and two other disciples were together. Simon Peter announced, ‘I’m going fishing.’

The rest of them replied, ‘We’re going with you.’ They went out and got in the boat. They caught nothing that night. When the sun came up, Jesus was standing on the beach, but they didn’t recognize him.

Jesus spoke to them: ‘Good morning! Did you catch anything for breakfast?’

They answered, ‘No.’

He said, ‘Throw the net off the right side of the boat and see what happens.’

They did what he said. All of a sudden there were so many fish in it, they weren’t strong enough to pull it in.

Then the disciple Jesus loved said to Peter, ‘It’s the Master!’

When Simon Peter realized that it was the Master, he threw on some clothes, for he was stripped for work, and dove into the sea. The other disciples came in by boat for they weren’t far from land, a hundred yards or so, pulling along the net full of fish. When they got out of the boat, they saw a fire laid, with fish and bread cooking on it.

Jesus said, ‘Bring some of the fish you’ve just caught.’ Simon Peter joined them and pulled the net to shore—153 big fish! And even with all those fish, the net didn’t rip.

Jesus said, ‘Breakfast is ready’ ” (John 21:1-12a, MSG).