Missionary publisher and bookseller David Almack has some blunt advice for fellow Christian retailers: Read or die!

In a blog posting with that title, he says how disappointed he has been to find so many peers who say they don't have the time to read the books they sell—or simply don't enjoy reading.

But, he says, in the current economic environment, "we must all become avid readers or we will die... No Christian retailer worth their salt can afford to ignore this aspect of their business. We all need to commit to put down our iPods and cell phones, turn off our televisions and take a Facebook fast.

"Making time every day and certainly every week to  immerse ourselves in books and authors that God has given us the privilege to represent has to be one of our biggest business priorities."

The U.S. Director of CLC International, overseeing a publishing house and eight stores, adds: "This may be a little harsh, but for those that say that they really do not enjoy reading, I would suggest that maybe they are in the wrong business or they need to reconsider their priorities.

"If a person is running a Christian retail store and really does not enjoy reading and still wants to stay in the business, they must at least have someone on their team who loves to read and can help instill this passion in the rest of the team... Reading is not optional for us as Christians and retailers, it is essential. Praise God that he has gifted so many people to put words together in such a way that they can actually change lives "

Almack is a member of Christian Retailing's editorial advisory board. Read his complete blog at http://faithlit.wordpress.com/

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