MAR 2011 $7.00
The industry at your fingertips at www.christianretailing.com
series looks for retail
lessons from rival
businesses, page 34
Lighting up candle sales
Bringing in the outdoors
Top 100 Gifts listing
MOMS DADS GRADS
Graduation and the great
gift categories explored
in our latest supplement.
Plus top sellers, sales
advice?with this issue.
READ BY THE SUPPLIERS AND RETAILERS OF THE $4.6 BILLION CHRISTIAN PRODUCTS INDUSTRY
of backlist gives competitive
Strategies for success with the fast-changing category, page 36
26 PRODUCT BRIEFING
Big demand for
Zondervan by interest and
orders for revised best-selling translation
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Zondervan Field Sales Representative Michael Gaines with a
Thinline updated New International Version and new product
lines of the best-selling modern Bible translation (left).
E-book solution still in process
Retailers told digital book sales may close this year
his arrival in stores of the updated New International Version (NIV) marks the culmination one of the most high-pressure
Bible publishing projects ever undertaken. The widely anticipated
revision of the best-selling modern translation, the focus of a multimilliondollar marketing campaign, debuts with more than 150 SKUs prepared in
just a few months.
The hot-off-the-press updated NIV comes to a Bible market more crowded than when the previous translation was released in 1984, and with a residue of controversy, but Zondervan has been pleased by its initial reception.
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Strang now group getsCharismarebranding move
called new name in Media
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offer e-books, he said.
are a lot of providers who can
Retailers continue to await an announce- allow a store to sell digital products, but we
know as an industry we need
ment about a digital Riskey said.
ing option for Christian stores,
simply a transaction, then
more than six months after
we become a me-too and there
CBA identified it as the chanare other me-toos out there.
we are looking at
working as fast as we
is how can we maintain the
can. We are hoping to have a
relationship with our core
solution as fast as we CBA
customer base, but also give
Executive Director Curtis Risthem something that is unique
key said in January.
and different?which sets
A group of retail represenour Christian retail channel
tatives was evaluating about Curtis Riskey
10 possible systems that could be adopted, he added.
CBA set a digital platform as its
which involved asking the providers how
they might be adapted to create an indus- No. concern at the International
try-wide platform for Christian stores to
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The company known for the last 30 years magazines such as Charisma, Ministry
as Strang Communications has rebrand- Today and Christian Retailing.
But its book group?now called Chaed as Charisma Media.
risma House?has grown
The Feb. name change
rapidly in recent years with
caps a series of recent books on the New York
porate shifts, including reTimes best-sellers, becomlaunching the
ing the largest part of the
risma magazine?and reThe Spannaming its book
Founder and CEO Steve CHARISMA MEDIA ish group, called Casa
Strang said that the moves not only posi- was the fastest-growing
tion Charisma Media for growth in the part of the organization in 2010. The
digital age, but also undergird the orga- company is stepping up its digital
purpose of people to products, which include a free Charadically change their through the risma News application, electronic
books, e-newsletters and digital diversified resources.
The company is best known for its
A I A I A a 10
to view the
Inspirational Gift Mart
Industry News-Viewpoint CR 3-11.indd
Karl Barth and Kindles
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Christian Retailing DITOR
So, something to do while you wait (drum fingers, drum fingers) for an announcement about the
industry-wide platform intended to give Christian
stores a way of securing a slice of the digital book
pie: Go buy an e-reader.
This will likely not be a popular idea out in some
parts of our retailing community, where there are
folks for whom names like Kindle and Nook are
PERSPECTIVE, page 38
2/23/11 4:05 PM