Popular ESV expands selection, Nelson announces lifetime guarantee, new NIV sees interest

After a couple of ICRSes dominated by attention given to successful audio editions, print Bibles grabbed the limelight, with strong interest in three forthcoming study editions.

Leading the promotional charge with major signage was B&H Publishing Group's HCSB Study Bible, due out in October. Spending $100,000 on research, the publisher developed a study Bible that comes in at under 2,100 pages to make it more convenient for carrying.

In addition, it gives at least half of most pages to the biblical text, in response to concerns that God's Word be emphasized, said Jedidiah Coppenger, HCSB brand manager. Prices will range from $49.99 for hardcover to $150 for black premium cowhide.

While the HCSB had the highest profile on the show floor, Crossway's The MacArthur Study Bible in the ESV (English Standard Version) raised its visibility elsewhere—featuring on convention hotel room key cards. "Since the ESV came out, we've had people asking us for the MacArthur," said James Kinnard, Crossway's director of marketing.

Releasing in August, the ESV edition joins the MacArthur Bible in the New American Standard Bible and New International Version translations, with some small changes to the original 1997 notes to account for differences in the translation of some key words.

Tyndale House Publishers did not have new content for its Life Application Study Bible, but was promoting special personal-size, anniversary editions, due out this fall in the New International Version (NIV) and the New Living Translation.

At Moody Publishers, Director of Sales Steve Gemeiner reported an "outstanding" response to the forthcoming February 2011 release of the publisher's Ryrie Study Bible in the ESV. "It gives us a chance to ride the shirttails of the ESV a little bit since it has seen such popular acceptance," he said.

For Zondervan, there was strong interest in next year's release of the updated New International Version, with show staff handing out a leaflet explaining the revision process. "Everyone was very enthusiastic and are anxious to have the product on shelves," said Verne Kenney, executive vice president of sales.

Though Thomas Nelson's only exhibit-hall presence was with its bargain books division, Senior Vice President and Bibles Group Publisher Gary Davidson was at ICRS to introduce retail representatives to the publisher's new quality pledge.

From Aug. 1, every Nelson Bible is being guaranteed for life against manufacturing defects, with fresh packaging promoting the offer of a free replacement that includes information on how purchasers or recipients can go online to register their edition.

The pledge is part of a three-pronged Nelson Bible campaign that includes a celebration next year of the 400th anniversary of the King James Version and a long-term partnership with World Vision. The aim is to raise more than $100,000 for the organization through March 2012 from Christian retail channel sales.

"Most of the time a Bible purchase is a major personal commitment," Davidson said. "Many are given as heirlooms, so we felt that this guarantee was a way for us to make a strong statement."

Davidson said that while some other publishers' high-end Bibles carried similar lifetime guarantees, he believed that Nelson's move was the first time that all of a publisher's Bibles—including children's and regardless of binding—are covered.

Nelson's award-winning audio project The Word of Promise Audio Bible, was debuted by the Danteck Group on its Now Bible mobile device. Releasing this month for $189.99, the edition offers read-along text synched with the audio presentation, which includes The Passion of The Christ actor Jim Caviezel voicing Jesus.

David C. Cook reported enthusiasm for the September arrival of The Action Bible, a 752-page updating of the publisher's successful Picture Bible by former Marvel Comics and DC Comics artist Sergio Cariello.

Some of the items introduced at the show 'might have legs' to be best-sellers, says leading children's market expert

Despite the continuing downturn in the economy, distributors and game companies at the show reported strong sales and interest in new children's products and toys.

Joanna Price, director of marketing and promotions for New Day Christian Distributors, said the company "did very well."

"Children's products and Willow Tree were the two biggest product items that we sold," she said. "The interest was greater this year from new stores that weren't our customers before. I believe our sales from children's products will be better than last year. We had more offerings this year."

Price noted that the company had good sales and interest from Snap Caps, the interchangeable bottle cap necklace created by 13-year-old Maddie Bradshaw who met retailers at New Day's booth. New Day also brought in Lego executive Joe Ottelagano to discuss New Day's expanded line of Lego products at the convention, which included Duplo blocks. Additionally, New Day introduced a Playskool nativity set.

"We had people stop by for the new Legos," Price said. "(Ottelagano) was able to explain why Lego was up 30% last year in a down economy. … We were very pleased with the show. We didn't have time to slow down. From the floor open to the time it shut down, we were busy."

Creation By Design was pleased with the reception for its new products, company officials said. Founded last year by Steven Kaye, the company offers Bible-based trading cards, featuring 3-D, computer-generated artwork. Creation By Design rolled out more than 50 new products, including a second series of collectible trading cards; BibleStrike, a card-based strategy game; T-shirts; posters; artwork; and giftware.

Larry Carpenter—who recently stepped down as president of Standard Publishing and now consults for Creation By Design—said the company "had a real good show with lots of interest in the products."

Rob Anderson, president of Cactus Game Design, said his company released four plush toys, Bible Taboo and The Disciples: Redemption Card Set—which were "well received."

"My sense is that stores added our new items to their show orders because they could see, feel and hear them," he said. "The face-to-face meetings and ability to actually handle the toys and play the new games continues to be an important reason for us all to gather at ICRS. ... Overall, our sales were pretty good."

Besides Playskool, other new game lines and children's products introduced at the show have the potential to be best-sellers in the Christian retail channel, according to leading children's market consultant and author Mary Manz Simon.

Simon—who again hosted the popular Children's Product Trends event—singled out Tommy Nelson's Printoons, an art and activity kit for children ages 5 and older featuring characters created with fingerprints. Simon also praised David C. Cook's The Action Bible, based on the best-selling Picture Bible and illustrated by well-known Brazilian-American artist Sergio Cariello—who has done work for Marvel Comics.

"This is the first time in two to three years that the new children's products might have legs," Simon said.

She urged a large group of retailers during her session to get more hands-on toys and games to capitalize on a trend and boost sales for their children's department.

"Play is coming back for a number of reasons," said Simon, whose latest children's book, My Basket of Blessings, was released by Standard Publishing at the convention. "Michelle Obama has made physical activity a centerpiece in her 'Let's Move' campaign against childhood obesity. Even the White House has a swing set.

"Children live in a test culture," she added. "Childhood stress is on the increase. Parent encouragement of play might be considered part of the backlash against the accountability era in schools."

Lisa Farrar, manager of The Crossing bookstore in Chesterfield, Mo., who attended Simon's session, said the play trend was "an eye opener." "We haven't really carried any (toys and games)," she said. "We've stocked books and videos for children, but we'll definitely start carrying play products."

Besides hands-on play, Simon also discussed other societal trends, including coping with the economy. "Families, still financially stretched, are tired of pinching pennies. 'Frugality fatigue' means parents want to get out of town and enjoy life, but are very budget conscious," she said. "They are looking for mobility in play things and books that are easy to pack, good quality—not consumable, so they'll last—and will keep kids happy during travel."

Several companies released new toys and games as well as children's product lines at ICRS. Leading apparel company Kerusso debuted its "Righteous Racers," a collection of eight die-cast cars similar to Hot Wheels, but "covered with clever, faith-affirming content," company officials said.

Alphabet Alley unveiled its first character-based line of books and toys for the toddler and preschool market. "Bible Train Adventures," which includes board books, puzzles and matching games, features conductor Nichodemus—who leads young children on adventures through the Bible with the help of the Bible Train.

Meanwhile, Talicor debuted two new games, Chapter & Verse and Faith & Redemption. In Chapter & Verse, archaeologist Dr. S seeks help to decipher and uncover secret words, while sifting through ancient tiles and linking them to gain clues to a message. Faith & Redemption involves players who gain followers throughout their journey from the Garden of Eden to Judgment Day.

Enesco and its Gund and Gregg Gift divisions released nearly 60 VeggieTales plush toys and gifts at ICRS.

Elsewhere, Friends and Heroes Productions made available for the first time to the Christian retail channel in North America an international-version DVD of Series 2 and 3 of its multi-award-winning animated Bible series. Each 25-minute episode of the series—which features both 2-D and 3-D animation—follows the adventures of 14-year-olds Macky and Portia, weaving in stories from the Old and New Testaments.

Following the end of its partnership with Tyndale House Publishers last year, the U.K.-based company launched Friends and Heroes LLC in Greenville, Texas, to distribute the 39-episode set—released in 2007 and is now available in 10 languages.

DaySpring released 14 new Really Woolly baby products, including the Trusting in the Shepherd DVD.

Plans detailed for Christian Store Day and latest CBA exclusive

Retailers got to hear more details of two Christian store campaigns, previously announced, intended to help boost traffic.

CBA leaders and partner representatives laid out plans for Christian Store Day and the latest Christian retail channel exclusive.

A benefit CD to raise money for relief work in Haiti and a series of special offers and giveaways will be among the highlights of the premiere Christian Store Day on Oct. 23.

"We hope that there will be a carnival atmosphere, a reason to celebrate," said Bob Elder, executive vice president and COO of marketing agency Propeller Consulting, which has been working with CBA and suppliers supporting the effort. They include EMI CMG Distribution, Provident-Integrity Distribution, Word Distribution, Thomas Nelson, Tyndale House Publishers and Zondervan.

With a tagline of "celebrate faith and community," Christian Store Day aims to enthuse existing Christian retail consumers, draw former customers and attract new shoppers with specials, prizes and author and artist appearances, similar to the Record Store Days that have promoted independent music stores.

The $5 Haiti compilation CD will see royalties divided between Compassion International, Samaritan's Purse and World Vision.

Stores will be asked to pay a nominal fee, yet to be determined, to be part of the program and will be included in a listing of participating locations at the event Web site, www.christianstoreday.com. Elder said that the chains and marketing groups had expressed interest in participating, too.

Following a series of channel exclusives with Tyndale House Publishers, CBA has joined with Baker Publishing Group for the next, aiming to help stores reach out to young mothers and also connect with local churches.

The fall initiative will center on an exclusive edition of Shelly Radic's Momology: A Mom's Guide to Shaping Great Kids (Revell), which Baker co-published with MOPS (Mothers of Preschoolers) International where Radic is interim CEO.

Featuring a bonus chapter from author and psychologist Kevin Leman, the book will be made available to stores in cases of 20 that can be folded into display pieces, and sold for $9.99 each—down from the usual $13.99 price. Each copy also includes a free first-time membership to MOPS International.

CBA convention's smaller footprint seen as an 'advantage' for retailers, distributors and suppliers

An upbeat mood and positive sales reports were common feedback from retailers, distributors, marketing groups and suppliers regarding CBA's 61st convention.

Lorraine Valk, co-owner of Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich., said she was "encouraged and blessed."

"In talking with many people, I got the overall feeling that they were extremely pleased with the event and that they viewed the smaller show footprint as an advantage," said Valk, whose store won CBA's top honor for retailing excellence and was recognized for its marketing efforts. "There was more emphasis on content and value than on trying to build the fanciest booth with the biggest wow factor.

"Overall, there was a camaraderie and compassion for one another, including an open dialogue of sharing ideas and visions for the future," she added.

STL Distribution North America President Glenn Bailey liked the venue at the America's Center because "it was the right size for the show."

"An awful lot of venues are just too big for us," he said. "This was very appropriately sized. More stores could drive in because of the location. The traffic in our booth Monday was incredible. … The other two (days) were more at the level of what we had anticipated."

Bailey said that the company had signed up some new accounts. STL clients who had taken space in the outer booths in St. Louis were already booking their spaces for next year, he said.

Whitaker House-Anchor Distributors Sales and Marketing Manager Karen Keisler said its booth was "very busy."

"I didn't think we had a good location," said Keisler, noting that more than 300 rolling tote bags were given away to retailers with qualifying orders. "It's turned out well. We've been busy from the start."

Among publishers absent this year were WaterBrook Multnomah Publishing Group and NavPress, who joined Thomas Nelson—having also skipped the show in Denver and Orlando, Fla., the past two years.

"It did feel like there were fewer people in attendance than in past years, but we enjoyed great meetings with our customers and valued partners, and always appreciate the face time that ICRS offers," said Verne Kenney, Zondervan's executive vice president of sales. "It's always good to come together as an industry and learn from one another.

"In general, it feels that, as an industry, we've weathered the tough times," he added. "While there are fewer retailers, those who remain are fully committed and excited about their business, as are we. We always evaluate the show at the end of the year and make a decision about the upcoming year, and continue to be strong supporters of (CBA)."

Howard Books Vice President and Publisher Jonathan Merkh said the Simon & Schuster imprint had "a token booth," but did most of the company's business in a hospitality suite.

"We are trying to evaluate our strategy with erasers to the show," he said. "We obviously want to support CBA, but we also want to be wise with our resources, so we are trying to determine what is the value of advertising versus booth space.

"It's challenging," Merkh added. "We don't want to be invisible like some publishers are."

Munce Group President Kirk Blank said ICRS was "always beneficial" because of the appointments he could make with suppliers.

"We were disappointed in the amount of retailers who attended," he said. "The vendors we spoke with noted that sales/orders were down from last year's event in Denver. Many exhibitors mentioned to us that booth traffic was also down—even with the shortened schedule of ending a day earlier and at 3 p.m."

Blank noted that most vendors, including the CBA booth, began to break down their exhibits at lunchtime on the show's last day.

"While there were simply not enough retailers at the show to justify the costs of exhibiting, we do benefit from the interaction with the small amount of retailers who attended and also the supplier partners we were able to meet with," he said.

Jason Anzalone, Kerusso's marketing director, said the convention was "still the premier event for pulling together the entire Christian product industry."

ICRS "is still one of our best venues for connecting face to face with our customers," he said. "It's crucial as part of our customer relations, sales and marketing."

Brenda Harrison, co-owner of Lighthouse Christian Bookstore in Bedford, Ind., said she and her husband, Keith, "loved going to the big show with lots of vendors to see."

"We spent all most all of our time on the exhibit floor," he said. "The retailers I talked to really enjoyed ICRS this year."

Attendance flat, mood up for resized CBA summer convention

The first CBA trade show under new leadership ended with a sense of satisfaction from organizers and many attendees.

Occupying the smallest floor space in recent years, the resized International Christian Retail Show (ICRS) at the America's Center in St. Louis, June 27-30, saw total attendance of 4,647, 2% down on the 4,744 in Denver.

But professional attendance—representing active buyers—was 1,593, almost level with last year's 1,605, while international visitors numbered 371, a rise of 4.5% on Denver's 354. Exhibitors for 2010 totaled 322, compared to 299 a year ago. Details of how many stores were represented at the show were not available at press time.

The audited numbers released last month were slightly down on initial end-of-show figures that had reported a small upswing, but CBA Executive Director Curtis Riskey was still pleased.

The results were particularly good when considered in the light of the average 16% drop in attendance reported across other retail trade shows, he said.

"Even though total numbers are down compared to a few years ago, it is apparent that the people attending are serious about their show investment and work hard to create a return," he said.

Riskey's positive view was shared by many in St. Louis for the four-day event, which saw a significant focus on digital publishing, social media and visual entertainment in the program.

For veteran retailer Steve Potratz, whose Parable marketing and franchise organization marked its 25th anniversary in St. Louis, it was "the most mission-driven show I have been at." He said: "This show is going very much back to what CBA is all about."

Harvest House President Bob Hawkins Jr., said that he was pleased with the event, where the company had forgone its usual hospitality suite to bring all its business onto the show floor.

"This is where there's a lot of synergy that takes place," he said. "Even though it's sometimes distracting, it's better to meet people at the booth."

While many exhibitors trimmed back their display space and promotional efforts at ICRS—with one leading publisher choosing not to host an A-list author for a St. Louis new-release signing in case he was disappointed by the turnout—FaithWords went the opposite direction, hosting a top-name authors' reception featuring Charles Swindoll, David Jeremiah, Ted Dekker and others.

Other big draws at ICRS included former Hamas member Mosab Hassan Yousef, author of Son of Hamas (Tyndale House Publishers), whose appearance at the opening Pacesetter event—where he got a standing ovation—and at a subsequent book signing had not been advertised in advance due to security concerns.

ICRS attendees also rose to their feet to applaud Bill Anderson, when he arrived to receive a Lifetime Achievement Award from the trade association he served for more than 30 years.

The president and CEO of CBA for 24 years, Anderson was presented with the honor at the event's opening Pacesetter event by Chairman-elect George Thomsen who said that Anderson had been "a true champion for Christian retail and Christian retailers."

Thomsen and Riskey read tributes from several industry leaders, including Ed Leonard, president of Daywind Records and chairman of the Gospel Music Association board, who described Anderson as "a statesman for Christian retail."

Receiving the award, Anderson said that it had been an honor to serve, and he reminded those present that "we have a high and holy calling, and we have been given a sacred trust."

Now consulting CEOs and associations, Anderson said that as an industry of one book, the Bible, everything that was published and all products should align fully with Scripture "or we have no business handling it. Because we are here to do the King's business, we have no business altering His message."

Looking ahead, Riskey said that CBA was looking at ways to continue to reshape ICRS, including being open to further talks with other industry groups about some sort of collaborative program and also to considering the idea of adding a consumer aspect to the show.

"We are committed to making this show as valuable as possible," he said. "We are open to any new ideas and new ways. I see ICRS as a large tent, under which others can come together and we can build more synergy."

ICRS 2011 is set for Atlanta, July 10-13.

Some cash-conscious stores turn more to wholesalers as retailers reduce their inventory

An anniversary and a rebirth put the focus on Anchor Distributors and Spring Arbor, the oldest and largest wholesalers, respectively.

Anchor's booth signage highlighted that the company founded the same year as sister-publisher Whitaker House was marking its 40th anniversary, but more attention went a few aisles away where Spring Arbor was turning over a new leaf.

The Christian market division of Ingram unveiled a new logo as it rolled out "reinvigorated" services to the Christian retail market.

The new look features a single green leaf alongside the name, replacing the former triangular tree that formed part of the initials SA.

Skip Prichard, president and CEO of Ingram Content Group (ICG), said that the revised logo "symbolizes our renewal and our recommitment to the Christian market as the relevant and reliable category leader."

Among the changes introduced to stores were an expanded inventory to include more family-friendly films, music, Bible covers and communion ware.

The initiatives have followed a broader restructuring of ICG that also aims to make Christian products more easily available to other channels, too. Prichard said that the move reflected shifts in the market in recent years and meant that product from the general market also could, where appropriate, be offered more readily to Christian retailers, to whom SA remained as committed as it had always been.

With its "re-invigoration" of its Christian channel services, SA was not following the line that the market was shrinking, he said. "When you say the market has shifted but it is still there, it allows you to bring resources to the market that otherwise might not have been warranted," he told Christian Retailing.

Though the reorganized company would look to provide Christian content to other channels that wanted it, Christian retailers remained "the primary place in the community where Christians can gather to find their content," he said.

"They are the purveyors and selectors of great content, and you are never going to have a large secular bookstore that can match their passion and expertise in Christian content, but that does not mean you should think therefore they shouldn't carry any Bibles in that store," added Prichard, who said that he shared a personal passion for the Christian products world.

"For Christian retailers, to have the ability to remain relevant is their biggest challenge, and any way we can help participate in making them more relevant, we are delighted to enter into those discussions," he said.

Anchor Vice President Bob Whitaker Jr. said that his company was "very excited" to have agreed on a distribution deal with gift supplier P. Graham Dunn, expanding its range of non-book items that also includes Messianic products and church supplies.

Whitaker said that sales had "stayed level" for the past several years in part because of the broader inventory and also as a result of stores reducing their inventory and replenishing more from distributors rather than ordering direct from suppliers. In addition, he said, the company was handling fulfillment for 40 publishers who had outsourced warehousing and shipping to cut costs.

Without a birthday to mark, STL Distribution President Glenn Bailey jokingly claimed the allegiance of host city's sporting teams—who bear the initials STL—as his company's promotion for the week.

More seriously, he observed the gradual move of stores from "the 'stack them high and let them fly' mentality" to tighter control of inventory. Retailers were realizing that they have to pay attention to cash flow, he said. In addition, "tough economic times should mean that they care more about freight and the number of orders they are placing. ... All these things work in our favor."

That trend, along with an expanded inventory made possible by STL Distribution's move last fall into a larger warehouse, meant that the company had remained "roughly flat" despite the tough economy. Growing areas of business were serving stores' online sales needs and the church bookstore market, where STL Distribution had reached nearly 1,000 accounts.

"We are the company most committed to having what Christian retailers sell," he said. Meanwhile, overseas business was up from 1% to 7%, Bailey added, in part because of the opportunity to provide services in the wake of the collapse of longtime national distributors in Canada and the U.K.

Anniversaries and events help promote new lines from veterans and newcomers

The importance of good price points in the category during a down economy were highlighted by two suppliers marking anniversaries at the show.

For Swanson Christian Products, celebrating 75 years with an inflatable cake, logo-bearing candy bars handed out to conventioneers and a ribbon-cutting, the buzz was on its pocket-change-priced novelty Faithbands.

Around 30 million of the shaped elastic wristbands featuring religious symbols have been sold since they were introduced in March. Now the business plans to introduce a line of rings similar to the bands, featuring some of the most popular wristband designs that include the Christmas and Noah's Ark sets.

"They are one of those products that come along just once every 10 or 15 years," said Vice President of Operations John McKinney, who noted that all other Swanson lines had seen a spike in sales as a result of people contacting the company looking for the Faithbands.

Recording 40 years in the industry, Bob Siemon Designs (BSD) introduced new lines at low price points to help retailers attract cost-conscious shoppers.

The "Songs of Worship" series of pendants and bracelets featuring words from favorite hymns and praise songs, licensed from EMI, retail for $7.99-$13.99, while a leather cross with beaded chain that the company has been giving away to attendees retails for $7.99. New Catholic saint medals in pewter on adjustable chains are priced at $9.99.

"We wanted to bring prices down in this economy," said President Bob Siemon. "Everybody is seeking things that are cost-effective." As part of that effort, stores are also being presented with new, mini countertop-display cases for BSD lines that cost a fraction of the company's flagship standing display case.

In addition, BSD debuted a range of bracelets and necklaces to tie in with the DVD release this month of the teen drama To Save a Life.

The challenges of the market also prompted collaboration, with candle supplier Bec and Chelle displaying alongside Show Off Arts (SOA), with whom it has entered a first licensing agreement that sees 14 of SOA's youthful designs on 3.75-ounce travel tin candles, retailing for $6.99 each.

"The economy is difficult right now, so if, as ventures, we can find ways to promote one another, that is key. The cooperative element is the key," said Bec & Chelle owner Bob Mueller.

Youth-oriented Slingshot Publishing, unveiled its first line of T-shirts, something President Mike Clark called "a natural progression" that responded to consumer demand. The first 20 designs are a mix of new creations and others taken from Slingshot's poster series.

"We know it's tough competition, but we think can take a serious chunk (of the market) with our expertise," Clark said.

Apparel leader Kerusso's booth featured new designs including the red Blood Donor 2 tee and new gifts such as the "Righteous Racers" toy cars for boys. The company also drew one of the biggest show floor crowds of the week for its Tuesday, 3.16 p.m. giveaways—a time chosen to remind people of the verse in the Gospel of John and to highlight Kerusso's commitment to spreading the gospel—that featured products and an iPad.

Those who gathered heard that through its Live for Him campaign, making donations from the sale of wristbands and other accessories, Kerusso has now given more than $360,000 to Compassion International.

Meanwhile, gift supplier Peter Dunn took more than new lines to the show—he also carried his accordion to St. Louis.

The founder and president of P. Graham Dunn picked up the instrument several times a day at his booth to play for conventioneers, accompanied by daughter Anna on violin.

"The accordion is making a comeback," he said, "and if you can't have fun at the show, why go? We used to sing quartets at the booth, but I have no one to sing with now—but I do have a daughter to play with."

In between performances, Dunn was on hand to introduce a new collection of 176 canvas prints, new impulse gifts and an affiliate marketing program that allows dealers to order personalized products through an interactive Web site.

Among several debut gift exhibitors was The Nativity Stones Collection, whose jewelry features authenticated chips from stones from the manger room in the Cave of Nativity in Bethlehem, widely held to mark the birthplace of Jesus.

Sold on television during the 1990s, the crosses, brooches, pendants and rosaries are being made available to Christian retail stores for the first time. "There has been a lot of interest," said Diane Keith, whose father, Stanley Slotkin, brought the stones to the U.S. in 1964.

Educational presentations equip retailers to be on 'cutting edge' of the industry, 'engage' customers

Retailers received "very helpful" information at the show as CBA nearly tripled the number of workshops and educational offerings—available for free to members. The 13 training sessions included the annual Prospective Retailer Seminar—which attracted around a dozen participants—as well as several workshops that spotlighted the importance of using social media.

"ICRS is still valuable to our industry," said Susan Smearsoll, co-owner of Bread of Life Christian Book Store in Greenville, Ohio, after the "How to Reach Your Customers on a Shoestring Budget" workshop. "They (the workshops) inform us to be on the cutting edge of our industry."

Smearsoll and her husband, Don, along with approximately 70 store and vendor representatives learned low-cost and creative ways to "connect with people" in the interactive, shoestring-budget session.

Former general manager of the Christian Supply Centers in the Pacific Northwest and now social media consultant Gunnar Simonsen went around the room talking with people who were using social media to promote their stores and products, including Kerusso Vice President of Marketing Chris Rainey, who shared how the apparel company successfully connected with new customers—via Facebook—by giving away its Crazy Love T-shirt with a group that was performing acts of service based on Francis Chan's book Crazy Love (David C. Cook).

"We probably spent $50 (worth) of our products," Rainey said. "We got exposure day after day. We connected with people with our products."

Simonsen also spoke with Darrell Darnell, e-commerce manager of Mardel Christian & Education, which began hosting Pictionary Friday events at its Web site in February. Ustream technology allows viewers to chat online with Darnell, while he draws on a whiteboard. As people log in, he takes the opportunity to share about products that will be given away to the winners.

"It's free and creative," Simonsen said. "They've got a captive audience for about three minutes to go over a product. It's just a (fun) way for the customer to buy the product."

Dwana Smith, owner of The Remnant Christian Books & Gifts in Baytown, Texas, which will open in October, said the session was "the most informative workshop" she attended at ICRS.

"It's very helpful to hear ideas other retailers have used successfully," she said. "The idea of engaging your customer, while expanding your network sounds like such an excellent way to know your customer and expand your ministry."

In another workshop, Simonsen told a standing-room-only crowd how to have "the mindset" to effectively use social media.

"It's really a mindset how you use social media and how you can use these platforms effectively to impact your customers," said Simonsen, who used his cell phone to take a photograph of the workshop participants for his daughter in Oregon to see on Twitter, the wildly popular micro-blogging site.

Besides Twitter, Simonsen presented an overview, statistics and pointers for effectively utilizing sites such as Facebook and YouTube. He encouraged retailers to start their own YouTube channel.

"I want you to go to all the (YouTube) channels of the (Christian) publishers and artists and sign up," said Simonsen, who also urged retailers to launch a Facebook site for their stores—besides a personal page. "Anytime they upload a video you'll be notified, and you can upload them on your store's Facebook page. ... It's great dialogue for your Facebook page. It's a resource that's not tapped at all."

Andrea Lovvorn, co-owner of New Covenant Christian Bookstore in Shelbyville, Tenn., attended the "New Marketing: Using Social Media to Market Your Store" workshop with her daughters Rebekah, 16, and Hannah, 19—who started a Facebook site for the store a few months ago.

"It wasn't overwhelming," Lovvorn said. "I learned a lot, but it scares me because I don't have the time to spend (on social media). But we need to reach people. I plan to learn how to use Facebook."

Hannah, who noted that New Covenant now has 180 Facebook friends, added: "This workshop was really helpful for retailers like my mom."

Nate Richards, manager of Dickson's Bible & Book Store in Highland Park, Mich., agreed. "This seminar was key for me," he said. "Since Mother's Day, our traffic has slowed, and I can't put my finger on it. I've got to figure out how to engage my customers. It costs me 40 to 50 cents to send (customers) a catalog, but social media can be free. Social media is a real solution to a traffic issue."

Community outreaches, fundraising initiative and 're-invention' applauded, Tyndale House Publishers thanked for channel support

Hosting book fairs at local Christian schools and using photo books to help staff identify local pastors and church members when they come in the store were among the innovative ideas that secured CBA's top annual honor for retailing excellence.

The Jim Carlson National Spirit of Excellence Award went to Jim and Lorraine Valk, owners of Parable Christian Store of St. Joseph in St. Joseph, Mich. It was presented by CBA Executive Director Curtis Riskey who said the prize and the other category awards were to "recognize retailers who walk the extra mile in pursuit of excellence through Christian retailing."

The Valks were chosen for the top award from five stores recognized—including their own, which was singled out for marketing. Announcing the awards, Riskey told how the Valks took products to sell at the local county youth fair and sought input from Facebook friends for marketing ideas as part of their efforts.

Dwayne and Lisa Phillips, owners of Dalton's Christian Bookstore in Franklin, N.C., were recognized for excellence in innovation. Among ways they have sought to connect with their community have been placing customer photos in the store's front windows and partnering with local businesses in cross-promotions, said Riskey.

Paul and Sue Kuntz, managers of Arrowhead Parable Christian Store in Johnson City, N.Y., took the award for community outreach and ministry. "If there's an event in their town, they are there," said Riskey, citing efforts from hospitality tents at festivals to fund raising for pro-life ministries.

Patricia Taylor, owner of Cornerstone Christian Supply in Cheyenne, Wyo., was honored for merchandising. Taylor created a military section to serve customers from a nearby Air Force base and "keeps re-inventing the store by listening to customers and studying traffic flow to rearrange categories, displays and presentations," Riskey said.

Steve and Marie Prickett, owners of Logos of Northern Kentucky in Alexandria, Ky., were acknowledged in the area of customer experience. The pair connected with local churches and sought to "engage customers and create very spiritual and emotional experiences in and around the store," Riskey said.

The retailer awards were followed by the presentation of CBA's Channel Champion Award to Tyndale House Publishers. The trophy saluted a supplier that had "gone beyond the call of duty to champion Christian stores as community hubs for resources, service and ministry," said Riskey.

Tyndale had a history of strategies and campaigns specifically for Christian stores, he aided, and was "focused on ministry and connecting stores to communities ans churches."

In its own meetings at ICRS, the Parable Group named its top franchise stores of the year.

The large store honor for excellence in adapting, sustaining, adopting and performing went to Gary and Marcia Hoffman, owners of Rainbow Parable Christian Store in Colonial Heights, Va. Parable franchise coach John Strifler said that the pair had "effectively addressed issues of downsizing space, the shift in staffing cycle, refinement of financial and inventory management practices."

Honored as best small store in the same category was Lemstone Parable Christian Store in Columbia, Mo. Owners Bob and Miriam Perry had "done it all with class, with Christ-honoring interactions and with a passion to see lives changed," said Strifler.

For excellence in sales growth, the award went to Jason Mitzel, owner of Rainbow Shop Parable Christian Store in Fargo, N.D., who took over the store from his parents and saw a 7% increase in revenues in 2009.

Former CBA chairman Jim Whitaker (2007-2009), owner of New Life Christian Stores in Lynchburg, Va., was presented with the Chairman's Award for his service to the trade association, including nine years as a board member.

Munce Marketing did not present awards, but there was a special cake for members Joseph and Evelyn Curtiss, owners of Word of Life Christian Bookstore in Los Angeles, Calif,. to mark their 50 years in the industry.

CBA also made its annual awards for best ICRS booths. Gifts & Specialty (Large: 300 square feet or more): Kerusso. Gifts & Specialty (Small: less than 300 square feet): Not of This World. Entertainment (large): EMI CMG. Entertainment (small): Provident-Integrity. Books & Resources (large): David C. Cook. Books & Resources (small): Gracefully Yours. Staff (large): STL Distribution North America. Staff (small): Endure. Retail Support: Innovative, Inc. First-Timer: Mend Mark.

Industry-wide digital platform planned to help brick-and-mortar retailers

Publishing and retail leaders are working on an industry-wide platform for delivering e-books to Christian stores, to help them compete in the growing digital market.

The effort began at the International Christian Retail Show (ICRS) in St. Louis, where the impact of digital publishing on retailers was a major focus of the June 27-30 event.

The initiative, which could provide a way for Christian retailers to make e-books available to their shoppers online or in-store, will likely center on collaborating with some existing service, rather than creating a new system.

ICRS attendees heard that while digital publishing is changing the way that people read and buy books, brick-and-mortar retailers can win a slice of the e-book pie if they work to build strong relationships with their customers.

Addressing the issue was "our number one priority," said CBA Executive Director Curtis Riskey. "We can't afford to just talk about these things. We need to move to strategy and action."

One option under consideration is the IndieCommerce white-label e-commerce platform serving general market independent bookstores, from Ingram—parent company of Spring Arbor, whose director of sales, Chris Smith, mentioned the possibility during ICRS' opening general-session panel: "Digital/Mortar: Store Value in a Digital Age."

"We've had preliminary discussions regarding e-book fulfillment solutions with the CBA," he told Christian Retailing.

"IndieCommerce currently serves hundreds of independent ABA-member booksellers, and it could serve as a roadmap for a possible CBA solution."

Evangelical Christian Publishers Association President and CEO Mark Kuyper, who took part in the digital session and other discussions at ICRS, said he was pleased with the interest in embracing e-books at retail.

"It's a step in a direction that is unfamiliar to them, so there is some fear involved in that and probably a sense of risk," he said, but "they are more than willing and ready to try to embrace it and do what they can."

The e-book thrust at ICRS came the same week of news of the end of another digital initiative that was launched at the show two years ago.

Zondervan announced the sale of its Symtio digital-distribution service to general market digital-marketing and distribution company LibreDigital. However, the buyer did not take on the in-store side of the business, which allowed Christian stores to sell cards enabling at-home downloads. Zondervan suspended that service in June.

Retailers at ICRS were urged to learn lessons from how the music industry handled the digital shift, by David Crace, senior vice president and chief marketing officer of EMI Christian Music Group.

Speaking in the digital panel discussion, he said that music companies had been slow to respond to the digital revolution, first being in denial about the changes and then trying to defend their old ways of doing things from innovation.

Thinking that they could stop people buying digital music, "we wasted a lot of time," Crace said, rather than working out how to embrace the changes in the best way. "Get on with the reality of thinking, ‘Let's think forward a couple of years of what it would look like for all of us to be successful across all these channels," he urged.

Fears that physical music sales would die out had been exaggerated, with CDs still accounting for 65% of all music purchases, he said. Six out of 10 consumers still only buy CDs.

In addition, Crace added, there were positive differences for digital books compared to digital music, which meant that its impact may be less. The big shift in music had come when digital content made it possible for shoppers to buy individual songs rather than having to purchase an entire album.

"I don't believe we will be in a place where people will be buying one chapter of a Max Lucado book, so there's a real benefit," he said.

There was also some encouragement from David Campbell, senior account manager for publishing information specialist R.R. Bowker. In a session presenting data from a survey of consumers' book-buying habits, he said that while purchases of e-books had quadrupled between 2008 and 2009, they still accounted for just 1.4% of all titles bought.

Marcie Chamness, owner of Trinity Christian Gifts & Books in Richmond, Ind., said that she felt that CBA was doing "a good job" in trying to help Christian retailers and publishers deal with the challenges of the digital book revolution.

"I am not sure what more they can really do," she said. "They are bringing the info to us. … We were involved in the Symtio project, but removed them after they told us to. ... It's a great deal for us."