Publishers and retailers urged to make celebration of African-American heritage relevant to all

Several Christian publishers are releasing titles geared to spotlight February as Black History Month (BHM), started in 1926 by historian Carter G. Woodson to recognize the contributions of African-Americans and to celebrate their heritage. 

Industry observers say it is important for publishers and retailers to help make BHM relevant to everyone—not just the African-American community. 

Abingdon Press will release next month Singing the Lord’s Song in a Strange Land by the Rev. Joseph Lowery, an influential leader of the Civil Rights Movement. The publishing arm of the United Methodist Publishing House will also release in February Date With Destiny by the Rev. Joseph W. Walker III and The Triumph of Grace by Kay Marshall Strom.

Last month, Abingdon Press published African American History Month Daily Devotions 2011 by Mackie H. Norris. 
“Honoring Black History Month is important to Abingdon Press,” Assistant Marketing Manager Desiree Davis told Christian Retailing. “We are proud to recognize the historical achievements and accomplishments that African-Americans have contributed to the Christian faith. 

Meanwhile, While the World Watched: A Birmingham Bombing Survivor Comes of Age During the Civil Rights Movement by Carolyn Maull will come out next month from Tyndale House Publishers. 

Maull, then 15, was just a few feet away when a Ku Klux Klan-planted bomb exploded in the 16th Street Baptist Church in Birmingham, Ala., on Sept. 15, 1963. The book includes a 2008 letter written by President Barack Obama to commemorate the 45th anniversary of the bombing.

Additionally in February, Tyndale House Publishers is releasing Bound for Glory People’s Parallel Bible KJV/NLT—featuring art by renowned calligrapher Timothy Botts.

Judson Press were promoting the recent release of What We Love About the Black Church: Can We Get a Witness? by William Crouch and Joel Gregory and Deacons in Today’s Black Baptist Church by Marvin McMickle.

Judson Press Marketing Director Kim Shimer told Christian Retailing that BHM is “about more than showcasing the titles in our niche.” 

She noted that BHM “speaks to one of Judson’s mission goals: ‘Give voice to Christian communicators and value to Christian audiences, who historically have been marginalized or ignored by the mainstream media.’” 

“I think the most important thing to keep in mind is that Black History Month is not just for African-Americans,” Shimer said. “Publishers and retailers need to consider how they can make it relevant to everyone. Giving consideration to the places where black history intersects throughout American culture is key.”

Shimer added that Judson Press has been offering a 60% discount on titles specifically related to BHM. “We will also be offering a Black History Month Webinar and podcast series for February with a different author and topic each week,” she said.

An African-American Christian publisher in Chicago focused on publishing for black churches, Urban Ministries Inc. (UMI) is spotlighting “lifetime achievers” as its 2011 Heritage Focus theme. 

Noted African-Americans—including tennis champion Arthur Ashe—are included in the Heritage Focus product, which is also offered in conjunction with UMI’s 2011 Vacation Bible School curriculum Jesus Truth Seekers. 

“At UMI, every month is Black History Month, as we publish contextualized materials on all phases of life: health, finance, parenting and marriage,” National Director of Field Sales Endon Anderson told Christian Retailing.

At Dickson’s Bible and Bookstore in Highland Park, Mich.—an outreach of the prominent Revival Tabernacle Church in the Detroit suburb—plans for the month include four hour-long events, featuring local authors and radio personality.

“I’ll be featuring the new book by Steve Turner called An Illustrated History of Gospel,” Manager Nate Richardson told Christian Retailing. “I always break out the CDs and DVDs of Martin Luther King from New Day Christian Distributors. They have some of Dr. King’s sermons and DVDs. They are big sellers every year.”

Nathan Henrion—national account manager at Baker Publishing Group, which produces the Urban Inspiration Catalog—said that more retailers are “stocking up for promos” during BHM. 

“I think after the sales of African-American titles after (Obama’s election), stores are beginning to realize that there are customers waiting to buy,” Henrion said. “Stores are beginning to see their customers as more diverse than they previously thought. 

“Many books that are getting the face time during Black History Month deserve more promotion throughout the rest of the year,” Henrion added. “Being genuine in your efforts to touch all of your customers through the year, not just for 28 days, will do more than a book display will.”

• Prev
• Next