Zondervan has taken over running the annual National Pastors Convention as part of an effort to connect more with those the publisher sees as key promoters of its Bibles and books.

A co-sponsor of the event with Youth Specialties for several years, Zondervan will sponsor the next convention in partnership with Leadership Journal and InterVarsity Press, to be held in San Diego Feb. 22-25, and expected to attract between 1,500 and 2,000 pastors from across the country. Speakers are to include Anne Graham Lotz, John Ortberg and Tony Campolo.

The move was prompted by research that underscored the important position of influence church leaders hold, said Zondervan President and CEO Doug Lockhart. “We have really found that the pastor is just so foundational for Christian products in the CBA industry,” he said. “There are 230,000 senior pastors out there, and they influence about 1.3 million church leaders who influence 71 million people that sit in the pews every week.”

Many pastors had told how they were often asked which Bible they would recommend people use and didn't know how to answer, Lockhart said. When asked what it took for them to feel comfortable recommending a particular Bible, pastors said they had to have one themselves or have experienced it in some way so that they trusted it, he added.

“We realized that we have to be connected to the pastors because they influence their congregations, especially in the Bible area,” Lockhart said.

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