Our award winners point the way ahead for the coming year

BACKLIST

Cutting through the clutter

by Matt Baugher

The first trend that has potential is that of ridding ourselves of the term backlist. This industry has always been about two categories—books that find a following and books that do not. 

We all know firsthand that it is a rare book that comes storming out of the gate as a best-seller.  It does happen, of course, but most of us spend just as much time cultivating a growing readership for the hundreds of previously released titles on our list.

Those that are deemed worthy of longevity have earned that distinction through ongoing word-of-mouth and continued changed lives. Frontlist or backlist, we all celebrate a book that simply sells.

Every publishing house has those books that seem to keep selling. They’ve become classics in the sense that a mention of the title from one friend to another happens more and more frequently. There really should be an award for those titles.

I believe that retailers see this as well. A book that has a strong growth curve in sales is obviously hitting the mark for many people. This tried-and-true product should carry just as much weight, if not more so, than the next new release on a similar topic.

It can be difficult to cut through the clutter in today’s oversaturated market. This is why backlist is so important. The biggest mistake any retailer could make would be to simply concentrate on newer releases with an aggressive discount strategy to get people in the door.

A strong sense of the “life-changers” also gives retailers that much-desired distinction and value in the marketplace.

We are extremely fortunate at Nelson to have such a strong and wide catalog in our past releases. We want to do even more to accentuate these great books. 

For instance, last year we brought out a revised version of Storm Warning from Billy Graham. That book is now approaching 100,000 copies sold and was just sitting in the backlist until Franklin Graham proposed working with his father on an updated version.

Here’s the thing: It has never been harder to sell average content. In the glory days of the ’80s and ’90s, I believe many releases fell in that category.  But the days of simply filling a list with “the best that’s available” are, thankfully, behind us.

It goes without saying that we must be diligent on the high quality of our new releases. It is the only thing that will create these strong sellers in “backlist” in the future.

Matt Baugher is vice president and publisher at Thomas Nelson. The company won the 2010 Christian Retailing Retailers Choice award for Backlist (Love & Respect, Dr. Emerson Eggerichs)

BEST-SELLERS

Trustworthy and Edifying

by Don Pape

As I reflect on the titles that are best-selling titles for our company, I realize that these titles are ones that make Christianity very accessible to the reader. These authors have communicated clearly what it means to be a Christ-follower and what that means practically. Essentially, these books are a clarion call to, as Nike suggests, just do it.

Whether it is the message of pastor and Bible teacher Francis Chan or the novels of Kathy Herman, these books clearly indicate that this faith is one that can be and must be lived out.

Many different authors have made it quite clear that the North American church is not always practicing what it preaches. The church should lead the way in loving the unlovable and caring for the poor and downtrodden. Christ-followers today are hungry for bold truth and so have responded positively to Chan’s Crazy Love, to his new DVD series, “BASIC,” and to other current best-sellers such as Radical, The Christian Atheist and The Love Dare. 

That latter title is a very practical challenge for couples to live out their Christian vows in marriage—again, a clear call to be real, to be genuine.

Baby boomers are asking questions about the church and their faith. Millennials are looking for a faith that is trustworthy and engaging—a faith that not only is life-changing, but changes the world as well. The best-selling titles that are affecting consumers and effecting strong retail sales are the titles that incite dialogue, cause the reader to wrestle with their faith and clearly have daily application. 

Authors that will succeed and garner the trust of readers—be they young or old—are those authors who are responding to the admonition of Phil. 2:12. These authors are working out their salvation and calling others to do the same. These are books that are calling readers back to their first love, to the essentials—the tenets—of their faith rather than espousing vague, “pie-in-the-sky” theology.

Don Pape is publisher at David C. Cook. The company won the 2010 Christian Retailing Retailers Choice Awards for Christian Living (Forgotten God, Francis Chan) and DVD/Video: Book/Bible Study (Crazy Love, Francis Chan).

CHILDREN’S BOOKS

Digital and Retro

by Annette Bourland

We’re looking at trends involving paranormal fiction and quirky, real-life stories in fiction for teens. And it is no surprise to Christian Retailing readers that the digital age will bring a great deal of change.

For teens, our books are in line with what’s being developed at the secular houses, but the narratives are told from a Christian worldview and have hopeful endings. We are mindful of the popularity of “Narnia,” “Twilight” and “Harry Potter,” all of which will be big at movie theaters this year, next year and the year after that.

Flight of the Outcasts, book two in the “Aedyn Chronicles” trilogy from theologian Alister McGrath, is an example of what we’re introducing in fantasy fiction for tweens. The series revolves around two children, Peter and Julia, who move from one world to the next to save friends who have been exiled.

As for lovable characters with whom girls can relate, we have the “Lucy” series from Nancy Rue featuring a motherless, strong-willed, inquisitive tomboy, to bring about spiritual growth for readers ages 9 to 12.

Another upswing is in the reintroduction of recognizable “retro” brands and well-known authors in four-color products. Retro-looking books, many of which remind parents of those they loved growing up, continue to be a staple with us. New titles featuring the Berenstain Bears, first introduced in 1962, are a perfect example.

In the Bibles category, we’re responding to our readers’ desire that the bindings and content become more and more niche and tailored to individual age groups. We’ve learned that newly introduced Bibles must have packaging that fits exactly the emotion or style a parent or young buyer has in mind. We are almost at the point of customized bindings to capture different age segments. 

We’ve concluded that we need multiple choices because an 8-year-old is different than a 10-year-old who is different than a 12-year-old. Further differences between boys and girls as well as current trends in colors and design, present a world of possibilities we continually address.

Lastly, we are focusing a great deal of attention on the digital market where so much of the action lies. As competitors for children’s attention with the likes of the Wii, PlayStation 3, Nintendo 3DS, iPad and iPod touch, not to mention television and movies, thinking ahead translates into thinking digitally.

Digital is huge for children, tweens, teens and young adults. We are doing a great deal of experimentation with pricing, format and various levels of interactivity. There’s a good chance our traditional books and e-books will look very different in the not-too-distant future than they do today.

Annette Bourland is senior vice president and publisher at Zonderkidz. The company won the 2010 Christian Retailing Retailers Choice Award for Children’s Fiction (The Berenstain Bears Give Thanks, Jan & Mike Berenstain) and Children’s Nonfiction (VeggieTales Bible, NIV).

CHURCH STORES

Focused on five essentials

by Scott Etheridge

In 2011, church bookstores should continue focusing on business essentials and quality customer service. I see growth and success coming in five areas this year: social media, custom product, new release product, inventory management/better backlist selection and cross-merchandising. 

As consumers shift even more towards social media as an everyday means of networking, church bookstores will need to continue to position themselves in this new world.

Facebook “Like” pages help stores reach communities by communicating weekly offers and special announcements directly to their membership. Twitter is an instantaneous way to get short bits of information out to the community several times a day or week.

Managers should also continue to strengthen their “niche” market by looking for custom products that fit their community and church, increasing profitability. 

Churches can offer titles to their membership not found at dot.coms or in big box stores, and at the same time cross-merchandise to grow their revenue stream with opportunities that are presented with other vendors. This will continue to build repeat traffic from consumers looking for the latest item, growing profits and increasing return on investment.

New releases are incumbent to success in any retail bookstore, but for a church bookstore to maintain both new and repeat business, new releases are a must. Each week the “New Release” section should be refreshed with the latest books and the layout of the bookstore changed. Experienced managers know this is a time-consuming task, but also a well-rewarded venture.

Bookstores have begun trending toward a better understanding of how to work with min/max levels, how to maintain them and how to better judge the proper buy-in levels for authors and their new release product, and I see this continuing in 2011, with open-to-buy still a critical issue. Many managers will continue to look for ways to ensure they do not have inventory dollars tied up in slow-moving product. 

A stronger selection of backlist product is evolving and becoming available in stores. Gone are the days with every title spine-out and product stocked “just because someone might want it.” In are the days where “if it does not sell, I will not stock it,” so I can grow my profit and justify my space.

Cross-merchandising is an essential component of any business, increasing register rings and profits with easy suggestions. Church bookstores are suited well for this, due to their consumer base and unique opportunity with products available. After all, what better way to display a devotional book than on a wall of crosses behind the register, allowing for purchase. 

Scott Etheridge is inside sales consultant, Christian retail sales at Thomas Nelson. The company was named The Church Bookstore’s 2010 Vendor of the Year.

CURRICULUM

Overhauling traditional ‘lesson’ thinking

by Shannon Velasquez

Products to help parents raise their kids with a strong faith are nothing new. But a fresh batch of innovative products points to a more advanced approach to equipping moms and dads. 

Recent research shows that families who have at least one conversation about faith per week are much stronger and closer. Other research shows that the majority of time families spend together is in the car. 

“We have to be smarter about how we’re helping parents,” said Jody Brolsma, senior editor for Group’s VBS programs. “Parents are busier than ever, so we have to help them in practical ways that fit their busy lives. Our focus in the future is going to be on making it easier and more enjoyable for parents to engage their kids on a spiritual level.” 

To that end, one of Group’s new products is an electronic gadget called Gabbit, designed specifically to help parents talk with their kids about God.

“You just push a button and it asks a question,” said Brolsma, who helped create the product. “Everyone loves it—5-year-olds, teenagers, moms, dads. It works in the car, at the dinner table, just about anywhere families are together.”

Publishers have tried over the years to help children’s ministry leaders team up with parents to foster kids’ spiritual growth. Yet moms and dads have often been considered, at best, sidekicks, and at worst, obstacles. And most everyone agrees that “take-home papers” don’t make it past the floor of the back seat of the minivan. 

Group decided to tackle both issues through its Vacation Bible School (VBS) program, whose “iOpeners” are an overhaul of the traditional student book. A set consists of 22 full-color cards with Bible verses, questions and game ideas, which are designed to make it fun and easy for kids to talk with their parents. After using the cards each day during the VBS program, kids take them home to ask their parents specific questions about the Bible lessons. 

“Reaching parents directly, especially through the bookstore, is a new priority for us,” Brolsma said.

Shannon Velasquez is PR/special events manager at Group Publishing. The company won the 2010 Christian Retailing Retailers Choice Award for best Vacation Bible School (High Seas Expedition).

FICTION

Looking for lighter fare

by Steve Oates

The story for 2011 in fiction is really going to be a continuation of the themes established over the past two years. E-books are becoming a significant force since they skew towards fiction, and the success of e-books is the result of two overarching themes of the last decade: the drive toward convenience and value.

We see the size of the e-book market growing from 3-5% of sales into the 5-8% range over the next two years. The rate of increase in e-book sales has been steadily slowing, but it is still going to create a lot of disruption and it will force everyone to change how they do business. 

Because the top motivator for the buyer of e-books is convenience, the rest of retail is going to have to create a buying experience that is rich with information, as well as very easy to identify what is new. It will need to be very simple to shop and intuitive for the busy consumer.

There is some protection for the CBA market, as it appears that most of the paper book cannibalization of sales by e-books is occurring in the ABA chains.

The Great Recession lives on and retailers will need to provide consumers with choices, not just in book title selection, but also in price points. Not everyone has lost jobs or income, so some consumers will be happy to pay full price for the newest titles from the top authors, but many will be looking for a bargain.

Intro pricing for first books in series, value fiction from publisher deals or remaindering in place and giving consumers a range of choices will be important to establish a place where different levels of shoppers feel comfortable.

The proliferation of Amish and other “bonnet” releases will lead to a shaking out of the category as titles will have to prove themselves on the basis of the quality of the writing and packaging. The days when genre alone will sell a book are mostly over, but it looks like the category is here to stay with stable sales for many years to come.

The portrayal of simple family life, a slower pace and meals around the table together creates a very appealing world for the modern reader.

We see a trend away from heavy novels toward lighter fare, particularly toward books with humorous packaging and more whimsical characters.

Even books that are not packaged as humorous are doing well with quirky characters and humor baked into the storyline. Stories that take the reader to a perceived simpler time and into a world where problems seemed easier to solve make for a good escape for today’s harried consumer.

Steve Oates is vice president of marketing at Bethany House. The company won the 2010 Christian Retailing Retailers Choice Award for Fiction, General (The Missing, Beverly Lewis).

GIFTS

A need for reassurance

by Tammy Grace

The consumer of today feels the pressure of uncertain times and is concerned that some things may be out of their control. Therefore, consumers will seek comfort in the tried and true—solid wholesome family values, the power of inspirational words and the security they feel when they turn to nature.

With that in mind, we anticipate that our proven “Willow Tree” line will continue to be a strong trend as consumers look to add pieces to their cherished, existing collections that speak to themes of love, friendship and family, which offer a feeling of well-being.

In the same vein, our new “This Thing Called Family” line incorporates earthtones with messages of love and family, from a functional “Count Your Blessings” lazy susan to heart-warming “Our Family Rules” wall art. The handmade nature of the textiles in this line include wall hangings, pillows and doorstops. Regardless of the format, there is a meaningful statement of family survival throughout.

A new sophistication is emerging that has redefined faith in today’s home décor allowing a more cultured crowd to make a chic and bold statement. The “Numbers of Faith” line uses frosted glass and light in layers to illuminate any décor with its scripture. “Urban Soul” aims to reach a trendy and metropolitan consumer with its distinctive grunge finish.

Still others will turn to find peace and wonder in the world around them. The light and delicate design in “Nature’s Journey” has been translated to porcelain pieces, as well as wall art and more. Additionally, Big Sky Carvers is a new line that pays tribute to the American art form of woodcarving. These pieces boast hand-painted finishes, and each carving is numbered and signed, guaranteeing heirloom quality—reassuring in itself in these times of uncertainty. 

Tammy Grace is a marketing assistant with Demdaco. The company won the 2010 Christian Retailing Retailers Choice Award for Gifts (“Willow Tree” by Susan Lordi).

INDEPENDENT STORES

Resting in Kingdom Confidence

by Steve Pickering

I am glad that the mid-term election results reinstated some “conservative” leaders in our state and federal offices. This is not a Republican or Democratic issue, but rather one of conservative fiscal leadership. However, I am aware that God is bigger than the economy and either major political party.

Christian retail, like most retail, is mostly based on consumer confidence. Since the spring of 2008, consumer confidence has waned. There were three major factors:

?Cedar Rapids suffered a major flood, second only to Katrina, in June 2008. With 25,000 displaced people and 485 square blocks flooded, our economy all but stopped for weeks.

?Then came record gas prices and the fall 2008 economic disaster, which we all experienced.

?It was also an election year, which always affects consumer confidence in the months leading up to polling day.

Sales have suffered for all of us since 2008. Will we ever return to the “boom times” of past years? No one knows for sure, but we do know that a boost in consumer confidence will help all of us in retail.

Has God abandoned us? Obviously not, but this economic downturn may teach us to rely on Him.

In early 2009, I was sitting in my office attempting to cut expenses to offset the previous year’s  sales decrease. Rather than seeking God’s guidance, I was in “worry and fret” mode. A local pastor and longtime friend walked into my office and commented on my surly demeanor.

When I explained the situation, he offered the following advice: “Our Lord brought you into this business over 20 years ago, and no one but the Lord can ‘keep you in’ or ‘take you out.’  So why don’t you continue to do His will as you have for the last 20 years?”

This is my new business motto and I think of it almost every day. It also makes more sense than any “hopeful” economic policy based on consumer confidence.

Steve Pickering is co-owner with his wife, Janelle, of Parable/Lemstone Christian Store of Cedar Rapids in Marion, Iowa. The store was named Christian Retailing magazine’s 2010 Independent Store of the Year.

MARKETING

National interest, local ties

by Randy Jahns

Marketing and promoting Christian books and Bibles in 2011 and beyond will certainly require creativity and focus from retailers and publishers alike. Looking at some recent successful industry promotions, we might draw some basic ideas and principles for effective marketing and promotion in the coming year.

Tap into events and topics of interest to gain visibility and impact. For example, as 2011 marks the 400th anniversary of the publication of the King James Version Bible, expect lots of media attention.

The Bible will be a topic of great interest in our wider culture—what is the Bible about? What is its history, its importance and relevance? As the eyes of the world are on the Bible, look for ways to feature Bibles front and center. 

As many publishers release special Bibles, books and other products in celebration of the KJV anniversary (such as Crossway’s The Four Holy Gospels and The Legacy of the King James Bible), thoughtfully stock and promote these to take advantage of the major momentum and visibility of this historic anniversary.

Pursue opportunities to market through ministry-focused partnerships—particularly with your local churches. Look for “turn-key” promotional programs that you can easily customize to achieve the maximum ministry and marketing impact for the minimum cost. Vendors work hard to provide marketing tools and ministry programs that are effective, easy to use and free. Use them freely and also share with us your own good ideas for future materials.

Crossway’s Share the Good News of Christmas outreach program is a recent example of ministry partnership. It was designed to encourage stores to work together with local churches to reach their neighbors with the gospel. During its first two seasons, retailers helped distribute a projected 2 million ESV New Testaments to local churches, which then hand-delivered them to homes.

Although Crossway developed the product, structure and marketing to make it as easy as possible, the retailers who had the most success with this outreach program either already had strong relationships with area churches or took the time to develop new relationships.

They took advantage of the many free tools (digital and print materials, video, training kits), and they saw ministry impact on their communities and marketing impact for their stores.

In early 2011, the Share the Good News of Easter program will provide similar outreach kits. Participate in free programs like these to draw on marketing and promotional efforts to reach your community.

Randy Jahns is senior vice president, sales, marketing and Bible production at Crossway. The company won the 2010 Christian Retailing Retailers Choice Award for Marketing/Promotion Campaign (Share the Good News of Christmas).

MOVIES

Quality and Categorization

by Kris Fuhr

In the past few years, the number of films in Christian retail has grown as Hollywood studios developed more content for the faith audience. That same audience, meanwhile, feeling the movies they wanted to see were in scarce supply, took it upon themselves to make those kinds of films.

Spurred by just this desire, the team at Sherwood Baptist made Flywheel, Facing the Giants and then Fireproof. Those films, in turn, inspired Calvary Church in Memphis to make The Grace Card. In essence, churches and Christian filmmakers created the independent side of moviemaking for our audience. Combined, these studios and independents are bringing an ever-expanding range of content to retailer shelves.

Even at big box retailers, the expansion of independents and the growth of former TV shows into DVD have radically changed the filmed-entertainment category. New shelf sets and better delineation of genres within the category help consumers wade through a selection of titles that at times can be overwhelming. Similarly, Christian retailers wanting to help consumers find the best titles suited to them will change the look of stores and Web sites. 

Ten years ago, the only films in the market were Bible stories and apocalyptic thrillers. Now we have romances, sports movies, all-family fare, serious titles for adults, documentaries and kids’ movies—and for the most part, they are lined up all together on one big shelf. How is a consumer to discriminate? They’ll do it with the help of retailers who see the need for larger, more organized space to highlight the wide variety of titles available to their customers.

Consumers also are becoming more discriminating. No longer is it enough for a film merely to have Christian content. They are looking for a strong story and for an uptick in the quality of acting and production. Many still look for a clear presentation of the gospel, but they also want an inspiring, emotional story that they feel comfortable sharing with friends and neighbors.

Many churches now use films as an outreach, building thought-provoking events around such important issues as race, the roles of fathers and human trafficking. They realize these films can become powerful tools to raise awareness and to draw communities together around an issue or problem that is meaningful and important to the broader culture. 

In 2011, two of these films, The Grace Card and Courageous, will hit theaters and later find their way to DVD in stores. It is an exciting time to be part of entertainment with a purpose. Our challenge is to find great content and develop it into exciting movies. The retailers’ challenge is to present this expanding selection in an accessible way to their customers.

Kris Fuhr is vice president, Provident Films. The company won the 2010 Christian Retailing Retailers Choice Award for DVD/Video: Movie (Fireproof).

SALES

Value, price, business basics

by Larry Avery

Looking ahead, I see one thing: The year will last for 365 days. Looking back at over three decades in ministry, I have concluded that is the only thing we can all count on. There are, however, several things that stores are doing and can continue to do to achieve success in the year ahead.

Consumers’ choices as to where they will buy books, Bibles and music will continue to expand. Internet shopping is here to stay. Stores that have developed an online presence along with brick and mortar are seeing growth in sales.

While not all stores may be able to be online, most have employees who are active on Facebook or Twitter or are regular bloggers. This becomes a great way to enhance visibility and sales while saving on the advertising budget at the same time.

The economy will remain central to all we are able to do. Value and price will continue to be driving forces as consumers try to stretch their purchasing power.

This principle is seen very clearly in the Bible department. Therefore, the Christian store frontliner who knows Bibles is the key to a successful store. 

Store guests are often overwhelmed by the selection facing them as they enter the Bible department, and well-trained frontliners add tremendous value when they come alongside the customer in the selection of a Bible.

We can work to strengthen the relationship between stores and sales reps. This is most evident as we work together on inventory control, turns, markdowns and returns. 

Only a portion of our jobs as reps is to sell products—the rest is to make sure the products we have sold are selling. If they are not selling, we must replace them with products that are.

The local Christian store is a great location for the body of Christ to come together and be united in the things we all hold in common. Here the importance of relationship-building with pastors, administrative assistants, youth pastors and leaders cannot be overemphasized. 

As these relationships are built and strengthened, the local store is seen as a partner in sharing the gospel of Jesus Christ. In my work, this is a common denominator of successful stores in both large cities and smaller communities.

It is not grandiose events that make a store successful. It is the common, basic principles of excellent customer service, a partnership with publishers and sales reps, a relationship with churches and pastors, and inventory control. 

It is the development and strengthening of these aspects that make a successful store.

Larry Avery is senior account executive at Zondervan. He was named The Church Bookstore’s 2010 Salesman of the Year.

• Prev
• Next