 Cooperative ventures heralded for bringing industry together
Industry leaders are praising new alliances within the Christian product world as several companies have joined forces to reach untapped markets and minimize the impact of the economic downturn. "It's wonderful to see more companies working in partnership," CBA President and CEO Bill Anderson told Christian Retailing. "This is true of retailers working cooperatively with other retailers as well as suppliers working with other suppliers. This is the way the body of Christ should work together." Munce Group Chief Operating Officer Kirk Blank agreed. "I think that anytime efficiencies can be enjoyed and goals (are met) to maximize efforts, it's a great situation," he told Christian Retailing. "In this economic climate, these types of alliances are getting more attention and I believe we'll see more." Thomas Nelson recently signed a nonexclusive distribution agreement with Standard Publishing to represent its adult and children's small group studies and children's church resources. The partnership allows Standard Publishing's direct-to-church and telephone sales teams to present select Thomas Nelson titles to the churches they serve. "I am very excited about this partnership," said Wayne Hastings, senior vice president and group publisher of Thomas Nelson's Bible Group. "Standard has a long tradition of serving churches across the country with integrity and service, and we're honored to have their team come alongside us and represent Thomas Nelson's life-changing small group and church resources." Larry Carpenter, president and publisher of Standard Publishing, said he was glad for the vote of confidence. "Because of our position as one of the leading publishers of Vacation Bible School programs and church curriculum products, Standard is very effective at creating awareness of our products at the church level," he said. "We are proud that Thomas Nelson has recognized our capabilities and given us the opportunity to sell their God-honoring products in to the churches with which we work." Nelson also recently forged a partnership with NavPress to deliver each company's content to new markets. A ministry of The Navigators, NavPress began distributing select Nelson products to the direct-to-church and direct-to-consumer audiences, while Thomas Nelson will introduce NavPress resources to the trade market. Nelson's Bible study titles carried by NavPress include the Max Lucado DVD-based 3:16 and Come Thirsty, as well as Liquid products by John Ward and Jeff Pries. Other Nelson titles carried by NavPress include the "Fruit of the Spirit" series by Calvin Miller, the "Life Principles Study Series" by Charles Stanley and the "MacArthur Old Testament Study Guides" by John MacArthur. "We feel the relationship between NavPress and Thomas Nelson enhances both organizations' presence to these distinct audiences and will result in a broader distribution of kingdom resources," said Jessica Chappell, NavPress' vice president of business development. "The Navigators have a phenomenal foundation of biblical scholarship that will be reaching the audience at an entirely new level." An agreement between the two companies is being finalized for Nelson to sellNavPress' "The Navigators Reference Library," which includes The Complete Book of Discipleship by Bill Hull, Dictionary of Everyday Theology and Culture by Bruce Demarest and Keith Matthews (January 2010) and Handbook for Personal Bible Study by William Klein. Meanwhile, Legacy Publishing Group (LPG) recently contracted with Dicksons for sales representation for their stationery and gift items. The new partnership applies to key accounts only. The Dicksons key account sales team began offering LPG product in July. "Through the shared efforts, ideas and ingenuity of Legacy and Dicksons, we can provide better and more personal service to our key retail partners in the Christian retail channel, ensuring a more prosperous future for all concerned," said Timothy Cross, vice president of sales and contracts at Legacy. Steve Vandivier, CEO and president of Dicksons, added: "This is a strategic alliance that will not only allow Dicksons to enhance our ongoing commitment to bring quality products to our retail partners, but will also help us strengthen our relationship with those retailers." Anderson said CBA has been spearheading the push for alliances through Christian retail channel exclusives such as the successful Operation Worship Bible campaign. "I've been very pleased with the enthusiastic response from several suppliers wanting to help create product and programs unique to Christian retail to help drive traffic and sales," he said. "I don't think (the new alliances are) driven only by the economic pressures we're all experiencing, but also simply by the desire to work together better. That's good for the industry, and pleasing to the Father." 
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