CHRISTIAN RETAILING Guest Editor Byron Williamson: HEED THE Contrary to popular belief about the fallout from e-books, the sky is not falling on the printed word. In fact, there has never been a more exciting time to be in the bookselling business says Guest Editor Byron Williamson, an industry veteran and founder of Worthy Publishing. SERVING THE $4.6 BILLION CHRISTIAN PRODUCTS INDUSTRY A I 12 // 7. 00 Read more from page The i nd us a you in ge ip www. hri ti anretai i ng. com A CHAR I MA IA Publication hard to build A newcomer store emphasizes events and takes on Amazon to build a business base BY ANDY BUTCHER If keeping shoppers in the e-book and Internet age is a challenge for longtime Christian retailers, then it is even more demanding for newcomer stores. But those like Johnsen Taylor in Wheaton, Ill., are carving out a customer base with an emphasis on community, constant improvement and customer service. Eighteen months after it opened in a former American Eagle outlet, the store has established itself in an open air mall where retail neighbors include Gap, Banana Republic and Secret. The business is a partnership between Tyndale House Publishers and South African-based Christian Publishing Company (CPC), which operates Christian Art Gifts, all with offices in the area and concerned about the long absence of a Christian bookstore for the community. With a half-and-half mix of books and gifts/greeting cards, the Town Square Wheaton store is in an area that is more than where many Christian independents are located, requiring a heightened emphasis on its visual appeal. There are hardwood floors and carpeting, and large flat-screen televisions. few people leave without complimenting the store and the said Manager Mark Sutkowski. Learning its customer base, the store has plans to expand its greeting card selection and department to meet the level of need. Another recent shift has seen the introduction of a reading area at the front of the store, visible through the windows. you looked in the front, it was all said Sutkowski of the rearrangement. want people to know when you walk in that we have books, TA a 10 Bargain bookstore program aims to help recruit retail newcomers $5 sale centers launching permanent new businesses BY ANDY BUTCHER Bargain books leader Jerry Bloom is launching a temporary store program he hopes can serve as an incubator for permanent new Christian retail operations. TOP: Johnsen Taylor Manager Mark Sutkowski oversees the store that is owned jointly by Tyndale House and Christian Art Gifts; INSET: The store features an inviting reading area for customers. MORE INSIDE He is recruiting A centennial tribute to the man who helped shape Christian publishing, page 14 dates for his new $5 Cost-cutting measures: Our Vital Signs survey reveals tactics, page 16 tian Book Sale venture that A simple layout change enhances a church ministry and sales, page 17 gives prospective Christian retailers the chance to test the Low-budget shattered life drama, sees a big impact, page 24 water by running a discount Historical romance readers are looking for next-read recommendations, page 31 bookstore specializing in Why independent retailers need to get in the e-book sales game, page 32 inspirational titles for three months. lot of people come into the industry and take on a lot of debt, and when things pan out the way they thought, they are in he said. been heartbreaking for me to hear that. model is intended to take someone with little knowledge about Christian retail and take them to the point where they can test the waters and see if this is something they want to consider or if it is a viable option for Through his Treasures Media (TM) bargain books business based in Racine, Wis., Bloom is looking for people interested in investing around $7,500 to lease and equip temporary retail space for 90 days. They then sell books provided by TM and split the proceeds 50-50. A A I a 13