New Hope Publishers has launched three imprints in order to increase retailers' ability to “quickly and efficiently identify product resources during the purchasing process,” the company said in a statement.

While it has always produced titles in the three recently defined areas, New Hope said in a statement it was to give each line a separate name and branding icon to help visually distinguish the product and audience group for retailers. The three classifications-New Hope Impact, New Hope Arise and New Hope Grow-are to be used for the first time at the International Christian Retail Show in Denver in July.

New Hope Impact will emphasize the “missional community,” with fall titles Street Signs: A New Direction in Urban Ministry by Ray Bakke and Jon Sharpe, urban ministry experts with Bakke Graduate University of Ministry, and Trolls & Truth: 14 Realities About Today's Church That We Don't Want to See by Jimmy Dorrell, pastor of the Church Under the Bridge. In addition to missiological titles, the line will address social, personal-commitment, church-growth and leadership issues, New Hope said in a statement.

New Hope Arise will use the tagline “Inspiring Women. Changing Lives,” and will address contemporary issues for women and families with authors such as Jackie Kendall.

Bible-study and teaching resources will fall under New Hope Grow, with a workbook Called and Accountable from best-selling authors Henry and Norman Blackaby, Live a Praying Life by Jennifer Kennedy Dean and the “Woman's Guide” series by Rhonda Kelley.

“We recognize that time and a basic product understanding are critical to our customers-the booksellers,” said Wendy Wakefield, New Hope's director of marketing. “We are confident that clearly defining our three primary lines will help our customers maximize their time during the purchasing process. More importantly, it will help maximize their ability to select life-changing products and messages for their customers.”

Publisher Andrea Mullins detailed the company's branching into new areas: “While we have traditionally been perceived as a publisher for women and family products, we are hopeful this new product approach will help our customers understand our publishing focus. Our focus is to challenge Christian believers to understand and be radically involved in the mission of God.”

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