With more brand-new titles being sold in diverse channels, backlist has become a bigger focus for Christian retailers.

Stores and suppliers say they are giving more marketing and promotional emphasis to their backlist titles, blogging about them, pairing an author's new and older titles on displays, and watching news and cultural trends closely in order to promote books on popular topics.

"If I don't have a deep backlist, if I just have what's new and current, you can get that at Wal-Mart," said Sue Smith, manager of Baker Book House in Grand Rapids, Mich. "In fiction, especially, I need to have everything that is in print by their favorite authors.

"In Grand Rapids, there are Christian bookstores everywhere. There are other Christian stores a half-mile from me in both directions. I can't afford to be out of what the customer wants."

The increased focus on backlist is highlighted in the latest in Christian Retailing "Essential Guide to Christian Retailing" series, in the July 6 issue of the magazine. The report notes that retailers must understand their store's core customers in order to know just what to stock.

"We can't afford to carry all of the depth that we used to, but we try to make sure that we are constantly carving out our niche that fits our customers," said John Pope, owner of Cornerstone Bookstore in Boone, N.C. "We are always reviewing our categories. We have a new section on emerging issues. We have also set up a section for college students on dating and the like. We have a Christian history section, and we carry charismatic books."

Read the complete article in the July 6 issue of Christian Retailing.

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