Training for my first race in more than a quarter of a century, I have discovered that while the goal may be the same, the way of achieving it needs updating. Times have changed and it’s not going to be enough to try to run the way I always have; I need to run smarter.

We’ve been bringing a similar mind-set to Christian Retailing in recent months as we have re-evaluated the way we serve our industry. The same end is in sight to when the publication was started more than 50 years ago: helping suppliers and retailers succeed as they create and distribute materials that celebrate the life-changing message of the gospel.

We’re still doing that by providing information and inspiration that together, we trust, help you make wise business decisions. But we recognize that we need to enhance and advance the ways in which we do so, in the light of ongoing changes both within our industry and more broadly in the world at large.

Our Christian Retailing print editions will remain at the core of our efforts, but we are supplementing them with digital and online initiatives that we believe will offer further benefits.

Wider audience
The magazine has been available digitally for several years now and will continue to be so. This format—with print-a-page, forward-to-a-friend and link-to-advertisers functions—offers anytime-anywhere access and is especially helpful to overseas readers.

But now we’re going to be using the digital edition to further extend the reach of the magazine. For instance, we recently made our 2009 Vacation Bible School guide, published with the Nov. 10, 2008, issue of Christian Retailing, available to 100,000 pastors.

This was done through an e-mail offer in association with Ministry Today magazine, a sister title in the Strang Magazine Group that has already seen a strong response to digital issues. An e-mail introducing the first-ever online version of the magazine late last year recorded an open rate of 45%—three times the norm—and a click-through level 14 times higher than typical.

With this level of interest in mind, we are also making the digital edition available directly to consumers, many who want to know more about the latest Christian products available. We believe these kind of initiatives will benefit suppliers and retailers alike, as information about new Christian products is made more widely available.

Greater visibility
Because of its format, though, content of digital issues is less likely to turn up in many online searches. So we are now additionally posting all the articles from each print issue directly online at our Web site, www.christianretailing.com. This further heightens our visibility—and, hence, that of Christian products and their providers—on the Web.

Our Internet presence also enables us to more helpfully present information. For instance, we have added a Media Appearances Calendar that will allow you to see at a glance which Christian authors and artists are appearing on television or radio on specific dates. The new Retail Focus department brings together important ready reference material, including a suppliers’ directory and our seasonal new product listings.

Easier access
Other existing online features have been made more navigable: Industry Radar tracks how other media is reporting on the Christian products world and its people, while Industry IQ offers a quick test on how much you know about this business and its history.

Our twice-weekly Christian Etailing newsletter will still be distributed by e-mail and posted at our site, but we have also been adding even more up-to-date news and information on the Web. You’ll find blogs about industry issues and news, and product categories.

Extra features
Additions also include weekly round-ups of Christian retail promotional offers to help stores keep abreast of what others are doing, the latest key personnel news (Transitions) and a brief guide to the most important and interesting new blogs from around the industry. We will also be reviewing new business books of particular interest to our industry.

As the place and importance of traditional industry events continues to change, we are making use of the Web to bring some of the benefits of attendance to those who are not able to participate in-person, for one reason or another.

Extended help
Following our own The Gathering 2009, last month, we have posted short “virtual tour” videos from our exhibitors to give non-attendees a taste of what they missed—and also provide them with an opportunity to take advantage of some of the showtime offers.

We ran a beta test of this new service after the International Christian Retail Show last summer, with many of the dozen participating suppliers reporting noticeably increased cyber-traffic as a result.

More connection
We are also introducing a Community section, in which we are endeavoring to provide some of the sense of personal connection and care that has always been one of the most appreciated dimensions of live industry events.

We’ll be posting photos and information about stores from around the country, encouraging retailers and suppliers to pray for one another and foster the sort of family spirit that is a vital part of our world. Please join in by sending us some photos and information about your efforts.

Having said all that, you won’t find a lot of flashy gimmicks and whiz-bang effects at our new Web site. We know that you are busy and are looking for specific help or encouragement in some way when you visit, not just wanting to while away some time.

So we have worked hard to make the site clear, easily navigable and above all functional. Let me know what you think and how we might make further improvements to better serve you. Drop me a line at This email address is being protected from spambots. You need JavaScript enabled to view it..

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