Spanish Christian sector sales rise despite downturn, reduced floor space and lagging registrations

Expolit

Despite the economic downturn, reduced floor space and lagging registrations, sales at the 17th annual Expolit conference—held May 14-19 in Miami—were on the rise, organizers said.

The largest trade fair in the U.S. for the Spanish-language Christian literature and music world drew nearly 5,000 people a day to view the exhibits and attend the nightly concerts, featuring many of the leading Christian Latino musicians. Held at the Doubletree Miami Mart/Airport Hotel and Exhibition Center, Expolit attracted hundreds of booksellers, publishers, distributors and music label representatives along with thousands of members of the general public.

“We were cautious coming in, but pleasantly surprised at the success of the show,” said Peter Cerra, president of the Spanish Evangelical Products Association (SEPA) and senior sales director at Editorial Vida (Zondervan). “The sales on the floor were some of the best we’ve seen in the last few years.”

SEPA Executive Director and Editorial Unilit President David Ecklebarger added: “There was optimism amid the economic crisis. The distributors in Latin America haven’t been hit very hard, even though things haven’t looked that good in the United States with a number of bookstores going under and struggles being faced by distributors.”

Marie Tamayo, executive director of Expolit, said the conference “exceeded our expectations.” “We were thrilled with the response from the public and the publishers,” she added. “Friday (May 15) was the best day for sales that publishers have had in the last four years.”

Wendy Rodríguez, exhibitors coordinator of Expolit, said the number of exhibitors was down from 150 last year to approximately 100, but companies that had booths saw increased traffic. “Some people were afraid there wouldn’t be enough business this year, but some said it was even better than last year,” Rodríguez explained. “The distributors and publishers said they got the business done they wanted to do.”

Tessie DeVore, executive vice president of the Strang Book Group and an adviser on the SEPA board, credited Expolit organizers “for doing a tremendous job in adjusting to the times we’re going through.”

DeVore said Casa Creación—the Spanish imprint of Strang Communications, Christian Retailing’s parent company—had “a great year.” “We scaled back, moving remainders and overstock,” she added. “That strategy has proved very successful. People are looking for good deals, and they’re getting them.”

Tito Mantilla, publisher of Editorial Portavoz (Kregel Publications), said Expolit enabled his company to connect with key contacts from across the Americas and Spain.

“Our sales are up 16% year to date,” he said. “It’s been a combination of tapping into some new markets, increasing our visibility and having some very good new products and a strong backlist.”

Tyndale Español Director Andrés Schwartz added: “Despite the economic crisis, this was a good year for us at Expolit. Orders from distributors and bookstores were up this year with the exception of U.S.-based Spanish distributors, which seem to have suffered the most from the economic crisis. Sales to consumers at the show were about the same as the previous year. The economy has required us and our distributors and stores to be more creative and efficient.”

Tyndale Español used Expolit to release the new Spanish translation of its New Living Translation’s New Testament, Nueva Traducción Viviente, with plans to release the entire Bible translation in 2010.

Keynote speakers during Expolit were Operation Mobilisation (OM) founder George Verwer, pastor and author Henry Blackaby and Argentine evangelist Dante Gebel.

The event’s nightly concerts were broadcast live for the first time across Latin America via DirecTV.

Ecklebarger said this year’s conference fundraising project—OM ministries related to HIV/AIDS among children in South Africa—brought in more than $43,000 from attendees, which included $10,000 in matching funds from Expolit.

The event also provided numerous training opportunities for people in the industry, again offering the SEPA School for Booksellers. A host of smaller workshops and seminars featured topics such as uniting the church and literature ministry, goals and realities of the Christian music industry, and women’s and youth ministries.

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