Anniversary and new launch plans offer promotional push

With an anniversary, a rebirth and a launch, the next year is shaping up to be a major one for the Bible market.

Publishers are preparing big promotional efforts for the events, which themselves follow an active season of new editions and formats.

Thomas Nelson leads the way, this month kicking of a 400-day celebration of the 400th anniversary of the publishing of the King James Version (KJV), in 1611.

The leading publisher of the KJV and copyright holder of the New King James Version (NKJV), the Nashville-based company is releasing special commemorative editions of the KJV—priced from $49.99 to $119.99—and books telling the story of the first English translation of the Scripture.

Retailers and suppliers welcome new connections with young adult consumers

Christian retailers and suppliers are using unconventional methods to tap into the next generation—seen as "vital" for the faith-based product industry's future.

They are connecting with the young adult market through social media networking, street teams that promote brand marketing and a twentysomething entrepreneur who champion Christian retail.

CBA Chairman George Thomsen said of the younger generation that "they are tomorrow's parents and customers." "Investing time and resources in them makes sense, and will pay dividends."

Category pioneer Carol Johnson honored by writers' group for her work in 'generating shelf space'

There was a party atmosphere when more than 600 people gathered to focus on Christian publishing's hot category in Indianapolis, but it wasn't all play.

Best-selling authors, agents and leading editors passed on advice in 50 workshops for aspiring writers at the American Christian Fiction Writers (ACF) annual conference, Sept. 17-20. Themed "Serving Him in Word and Deed," the event offered classes on topics from writing basics and self-editing to marketing and publishing business essentials.

The record attendance—up 20% despite the continuing economic challenges—came in the wake of news of increased sales for inspirational fiction and widespread general media interest in the genre that now ranges from Amish romance to murder mysteries.

New offerings on heaven and hell titles target people 'fascinated' with eternal subjects

Publishers continue to release and market titles on the afterlife as interest on the topic show no signs of dying.

This month, Thomas Nelson releases Heaven is for Real: A Little Boy's Astounding Story of His Trip to Heaven and Back by Nebraska pastor Todd Burpo with Lynn Vincent. In the book, Burpo recounts the near-death experience of his 4-year-old son, Colton, who began surprising his parents with detailed accounts of Jesus, places described in the Scriptures and departed relatives, including meeting his sister in heaven—a girl lost in a miscarriage before he was born.

The book follows the July release by Tyndale House Publishers of The Boy Who Came Back from Heaven—co-authored by Kevin Malarkey. The book details the story of Malarkey's 6-year-old son, Alex, whose skull was detached from his spinal column in a car accident. While comatose, the boy says that he experienced God's voice, otherworldly music and heaven's gates.

Survey points to need to make the most of digital opportunities

Christian publishers have been urged to make sure that they are investing in enough new blood to make the most of the digital revolution.

The caution comes from their trade association in the wake of survey results that revealed limited opportunities for newcomers.

Almost two-thirds of companies surveyed by the Evangelical Christian Publishers Association (ECPA) cut staff last year, while another study by the group found that around only one in 10 employees had been in the industry for less than five years. More than 40% had 20-plus years' experience.

Adaptation of Karen Kingsbury novel praised by film critics, sparks 'Demand It' social-media campaign

Like Dandelion Dust—based on the 2006 Center Street novel by New York Times best-selling author Karen Kingsbury—created a media buzz with its adoption topic and acting performances hailed by critics, when it was released in theaters in September.

Starring Academy Award winner Mira Sorvino, Golden Globe nominee Barry Pepper and introducing child actor Maxwell Perry Cotton, Like Dandelion Dust (LDD) centers on the battle between adoptive and birth parents over a 6-year-old boy.

Bobby Downes—co-producer of the independent film with his brother, Kevin—told Christian Retailing that although the movie debuted in only 25 theaters Sept. 24, it was "on track," adding 36 more screens the following weekend.

'High-end gift product line' revived because company realized it had 'significant consumer value'

Aiming to capitalize on a known, strong name in the gift market, Thomas Nelson is bringing back its J. Countryman brand.

Having scrapped its 21 imprints, including J. Countryman, in the 2007 One Company Initiative, Nelson officials said it was time to bring back its "high-end gift product line."

The company also started using the Tommy Nelson name again last year for its children's products, which it had also eliminated due to the initiative. Lindsey Nobles, director of corporate communications, said that the return of the children's brand was due to feedback from retailers and children's product consumers.

Jennifer Deshler, vice president of marketing and publishing process for children's and gift books at Thomas Nelson, said that neither J. Countryman or Tommy Nelson "function as independent imprints."

"Tommy Nelson is the brand name for our children's products, and J. Countryman is our high-end gift product line," Deshler told Christian Retailing. "In both instances, we revitalized the branding because we realized it had significant consumer value."

Although Deshler said that she did not anticipate the revival of the name as affecting retailers in any way, she believed that the Countryman brand has "the quality standard in gift books" in years past.