Christian Retailing

Celebrating 75 years of God’s faithfulness Print Email
Written by Christian Retailing Staff   
Tuesday, 30 April 2013 04:21 PM America/New_York

LaneAndEbethDennis‘Gospel-Centered Publishing’ branding reflects Crossway’s purpose and mission 

In this, our 75th anniversary year, we want to express our great appreciation to the Christian retail marketplace. My wife, Ebeth, and I started Crossway in 1979 as the not-for-profit book publishing ministry of Good News Publishers. We know that Crossway would not exist today without the enormous support and partnership that Christian retail has provided. What has been true in the past is certainly true in the present—and will be equally true in the future.

WHAT GOD HAS DONE WITH $20

I (Lane) especially want to give all honor and glory to the Lord for all that He has accomplished. Though known today mainly as Crossway, Good News was originated in 1938 with $20 dedicated to the Lord by Clyde and Muriel Dennis for the publication of the first Good News gospel tracts. 

It is remarkable now to reflect on how the Lord has multiplied that first gift—through the distribution of 2 billion pieces of literature worldwide; through tens of millions of Crossway books published with 800 titles by 350 authors currently in print; and through the 80 million-plus ESV (English Standard Version) Bibles distributed via print and digital media since 2001. This simply would never have happened apart from Christian retailing—we are deeply indebted to Christian retail stores.

SUCCESS OF THE ESV

When Christian Retailing asked me to write this column, I was asked specifically to comment on “ESV success and how Christian retailers can boost Bible sales.” First, with regard to the “success” part of the topic, this is due primarily to the following four factors:

Provision and partnerships: To the extent that the ESV Bible is a “success,” it is due only to the gracious provision of the Lord, and through the partnerships that Crossway has been granted—with churches, ministries, digital media—and again, especially through Christian retailing. 

The ESV has been adopted by more than two-dozen ministry partners, denominations and other publishers. Most recently, two major global ministries—The Gideons and Child Evangelism Fellowship—have adopted the ESV as their primary or exclusive Bible translation. For Christian retailers, this means that the ESV is receiving wide exposure—preparing the way for new customers, both young and old, who are looking for an ESV Bible that will meet their needs.

In addition to these partnerships, the ESV Bible is available on more than 70 digital media platforms, providing widespread access to the ESV digitally. In fact, the ESV is highlighted and annotated on Kindle more than any other book or Bible product available on Kindle. Such massive exposure to the translation via digital media means that many who come into your store looking for a printed Bible will already be familiar with the ESV—among the millions who are already using the ESV Bible via Kindle, Apple, the Internet and numerous digital media partners. 

Unique qualities of the ESV: The ESV Bible is unique. It is an “essentially literal” or “word-for-word” translation, which emphasizes readability and literary excellence, in the classic stream of the English Bible. For example, the ESV retains the rich theological language (e.g., justification, sanctification, propitiation, redemption) that is essential for Christian doctrine. 

But the ESV is also a fresh translation that is well-suited for the whole church—and also positioned to reach the wider unchurched culture. With this in mind, the ESV outreach editions are usually widely represented in the top 10 best-selling Bible lists.

Truth, beauty and excellence: The Bible is the very Word of God. For this reason, we are called to create “Bible products” at the highest level of excellence—both in the truth of their content and in the beauty of their creation. The ESV Study Bible is an example of this—both in the beauty of the design (with all-new full-color illustrations and maps throughout) and with respect to the extent and quality of its content. 

During this 75th anniversary year, two new ESV Bible products especially exemplify this same commitment:

First is the ESV Gospel Transformation Bible to be published in September. The primary goal of this new ESV edition, as the branding statement indicates, is to help people to see “Christ in all of Scripture” and to discover the meaning of “Grace for all of Life.” 

Second is the MacArthur Drawing Near Devotional Bible (August). This new ESV edition combines 365 “Drawing Near” devotional readings by John MacArthur with daily through-the-Bible-in-a-year readings (to be published in August). 

A passion for ministry: Lastly, I would mention the importance of ministry in the ESV “success” story. Crossway is a not-for-profit ministry, which exists solely for the purpose of reaching as many people as possible worldwide with the gospel and the truth of God’s Word. Our goal especially is to provide the gospel, the Bible and Bible-based discipleship resources “to the ends of the earth” (Matt. 28:19-20; Luke 24:44-49; and Acts 1:8). 

For example, Crossway has helped underwrite the distribution of 80,000 bilingual ESV Bibles in mainland China and in a dozen other languages (including Hindi, Khmer, Tamil, Telugu and Thai). And Crossway gives away the ESV Global Study Bible free online everywhere in the world—all underwritten by Crossway as part of its not-for-profit ministry.

BOOSTING BIBLE SALES

With regard to “boosting Bible sales,” the second part of my assignment, I would add the following two suggestions.

Product breadth, selection and knowledge: A wide range of brilliant Bible products (both old and new) is published by all Bible publishers. As Christian retailers are well aware, it is crucial to know the unique value of these products. I love to see and read and touch beautifully designed Bible products with great content—not just our own! This makes my heart rejoice—to think of the impact that these Bible products are having on people’s lives for eternity! What a delight and opportunity Christian retailers have to know and love these products, and to share your knowledge and love with your customers.

Product display: For success in Bible sales, effective Bible display is especially crucial. My own (perhaps controversial) opinion is that the most effective way to sell Bibles is to organize your store’s Bible display in sections of the leading translations. Most people who walk into a Christian retail store wanting to buy a Bible have a specific translation preference in mind. The most effective way to help your customer is to lead him or her to a Bible display organized by translation. 

Once customers find their preferred translation, it is then easy to find the kind of Bible (text, reference, children’s, devotional, study, etc.) that they’re looking for. And, once they’re at the Bible display, it’s also easy to take a second step—that is, for them to compare translations as well as the various kinds of Bibles. 

A crucial part of this then becomes product knowledge—that is, your personal knowledge as a retailer of both “brilliant established” Bible products and “brilliant new release” Bible products—to help your customers discover what will best serve their needs and interests. 

URGENCY OF THE GOSPEL

Lastly, I would underscore the urgency of the gospel and the truth of God’s Word—the only hope there is for all eternity. The Word of God—encompassing the incarnate Word (Jesus Christ our Savior) and the written Word (the Bible)—is the greatest treasure in all of life. This is why we have chosen the phrase “Gospel-Centered Publishing” as our 75th-anniversary “branding statement”—as a succinct summary of the whole purpose and mission of Crossway.

God has provided His only Son to be our Savior. Apart from Christ, we are utterly and hopelessly lost. Apart from Christ, we are all les misérables, utterly destitute, lost and condemned. What a privilege, a joy and a high calling God has entrusted to us! For this reason, we are deeply grateful to the Christian retail trade for your partnership in the gospel and God’s Word.