Christian retail channel remains 'an important piece' of the music field, industry leader says

Retailers lauded the caliber and variety of artists at the convention, while music officials praised the Christian retail channel as still an "important piece" of the music industry.

Greg Bays, chairman of the Christian Music Trade Association, which tracks sales of Christian music, said that the music industry was "well represented" at ICRS via the Worship Him event and the Heart of the Artist Luncheon.

"As it relates to booth space, events and overall presence at ICRS, from what I have seen and heard, it appears that the Christian music industry's presence is on par with what it has been over the last two years," said Bays, senior vice president of sales and marketing for EMI CMG Distribution.

He added that EMI CMG's labels and artists were in St. Louis "because our company recognizes the unique opportunity ICRS offers to connect artists and retailers." EMI CMG's show line-up included Jeremy Camp, Matthew West and Sanctus Real as well as new and developing artists such as Audrey Assad, The Museum and Willie "P-Dub" Moore.

Additionally, the Pacesetter event featured performances by The Blackwood Brothers Quartet and Gold City, celebrating the 100th anniversary of Southern gospel music.

Bays said the CD format and Christian retail stores are "still vital to the health" of the Christian music industry, and Christian music "is still vital to the health" of Christian stores.

"Without question, Christian retail is still an important piece of the music industry," he said. "ICRS still provides a great place for music companies and artists to connect with key accounts, marketing groups and with the hundreds of independent retailers who attend the show and serve their local communities."

Bays said the latest research from The NPD Group (National Purchase Diary) revealed that 65% of Christian-music buyers only purchases CDs, while 17% buys both CDs and digital formats.

"This translates to only 18% of Christian music buyers being 'digital-only' buyers," he said. "Christian retail still receives exceptionally high customer-satisfaction ratings from consumers, with customer service/shopping experience and selection/availability of music being key factors. These factors help to explain why Christian retail music sales dropped only 1% in 2009 versus 2008, while general market retailers experienced a 10% decline in music sales."

A large crowd heard compelling stories and testimonies from contemporary, rap and Southern gospel artists during the Heart of the Artist Luncheon sponsored by the Gospel Music Association.

Hosted by Mark Schultz, the event featured performances by contemporary musicians Audrey Assad, Sanctus Real and Matthew West as well as Candy Christmas and rapper P-Dub.

West shared about how he spent two months in a Tennessee cabin reading thousands of letters and e-mails sent by fans and strangers, which led him to write songs for his latest album, The Story of Your Life, to be released Oct. 5 by Sparrow Records.

"God opened my eyes to see the world outside my door," he said. "There were times before I would go on stage and I would hear a voice that said, 'You're just preaching to the choir.' ... After reading stories of broken hearts, I began to see people in a different way. ... This experience changed me."

Then in a lively segment in which Moore—who referred to himself as P-Dub—started by asking the crowd to stand and sing a rap version of Rich Mullins' "Awesome God." He shared how he had a rap album with Universal Records in Los Angeles, but then God "called" him to an evangelistic, hip-hop ministry. He also encouraged retailers to support his first Christian rap album, The Turning Point, to be released in September by EMI Gospel.

Barb Eaton, assistant manager of Trinity Christian Gifts & Books in Richmond, Ind., said the rapper was "amazing." "I was blown away by his passion for Christ, and his message of being who Christ called me to be," said Eaton, a first-time ICRS attendee. "I will enjoy his CD. His performance has (opened) my ears to this sound."

Kymburly Odell, gift buyer of The Master's—A Parable Christian Store in Clovis, N.M., said she was grateful to CBA and GMA "for giving us a glimpse of what it takes (for artists) to write songs."

Tina Beyer, co-owner of Skia Christian store in Bentonville, Ark., said hearing the artists' stories "got me excited to get their albums." Her husband, Bill Beyer, added: "Anytime we can tell the story behind the album, they sell better. We feel more connected to it."

Meanwhile, a benefit CD to raise funds for relief work in Haiti will be part of the effort for the premiere Christian Store Day on Oct. 23. The $5 compilation CD will feature artists such as Francesca Battistelli and Sidewalk Prophets, with royalties donated to a Haiti fund that will be divided between Compassion International, Samaritan's Purse and World Vision.

Among the specials confirmed so far is Word Label Group's knocking all its CDs down to $5 for the day, organizers said. In addition, Provident Label Group has moved the release of Third Day's new More to Oct. 19 to support the effort.

Emphasis on electronic publishing, social media 'just enough' for stores

Christian bookstore representatives were brought up to speed on technology as the convention had a significant emphasis on digital publishing, social media and visual entertainment.

Besides several workshops that spotlighted the importance of using social media, the show offered a session that featured a panel of industry leaders and digital experts to discuss the future of the Christian retail store in terms of today's increasingly digital environment.

David Amster, chief innovation officer of the digital media company Integra Interactive who led the "Drill Down: Digital Solutions" workshop, told Christian Retailing that the emphasis on digital technology was "warranted, but the information presented must be practical for the independent retailer."

"If the top 300 independent retailers cannot reasonably implement it, it is not useful to the CBA channel," he said.

Marcie Chamness, owner of Trinity Christian Gifts & Books in Richmond, Ind., believed "there was just enough" focus on digital technology at ICRS.

"A lot of the bookstores are owned by older people," she said. "Not that that's bad or good, but most do not have the techie experience. I still feel that most people want to see and feel the books. The younger generation are the technology geeks, but they are not coming into the bookstores.

"Hence, that's where the techie stuff comes in," Chamness added. "Unfortunately, we are losing that type of business. So what they did was get our feet wet with that information."

Integra Interactive launched and promoted several offerings at the convention for its myMEDIA BurnBar in-store burning systems, including personalized mix playlists, Books 2-Go audiobook visual merchandising and its new Lifestyle Gift CD programs.

Amster said a select group of stores has agreed to test the Lifestyle Gift CD program this fall.

"The customer selects a card and then scans the card on the BurnBar Touchpoint kiosk," he said. "The customer can then select the songs they want and put a personalized message of up to 100 characters on the front. The card's artwork is the CD cover art. Initially, we have created cards for more than a dozen categories with multiple cover art images for each category."

In his educational session, Amster noted that digital music sales was projected to comprise 50% of all music sales this year. Regarding digital technology, Amster said that "you can do nothing and absolutely be left behind.

"We are no longer on the bleeding edge of digital technology about the use of digital media kiosks," he said. "We are at the point where people know about them and are asking for them."

A completely new department within the store is emerging called the digital media center, he said, "which makes extensive use of visual merchandising to present 'fake' representations of products for shoppers to pick up and view, and then have them created on demand.

"A key component to this emphasis is capitalizing on the strong trend of personalization."

Rich Hauhuth—director of online sales & marketing for Innovative, a leader in providing Web sites to retailers—said the company promoted several new offerings at the show, including resources for retailers to interface their Signature Websites with their Facebook and Twitter social-networking accounts.

Elsewhere, Bookstore Manager celebrated its 20th anniversary at ICRS. Founded in 1990, Bookstore Manager offers technology solutions including inventory control, point of sale (P.O.S.) and customer kiosks for Christian retail stores.

Popular ESV expands selection, Nelson announces lifetime guarantee, new NIV sees interest

After a couple of ICRSes dominated by attention given to successful audio editions, print Bibles grabbed the limelight, with strong interest in three forthcoming study editions.

Leading the promotional charge with major signage was B&H Publishing Group's HCSB Study Bible, due out in October. Spending $100,000 on research, the publisher developed a study Bible that comes in at under 2,100 pages to make it more convenient for carrying.

In addition, it gives at least half of most pages to the biblical text, in response to concerns that God's Word be emphasized, said Jedidiah Coppenger, HCSB brand manager. Prices will range from $49.99 for hardcover to $150 for black premium cowhide.

While the HCSB had the highest profile on the show floor, Crossway's The MacArthur Study Bible in the ESV (English Standard Version) raised its visibility elsewhere—featuring on convention hotel room key cards. "Since the ESV came out, we've had people asking us for the MacArthur," said James Kinnard, Crossway's director of marketing.

Releasing in August, the ESV edition joins the MacArthur Bible in the New American Standard Bible and New International Version translations, with some small changes to the original 1997 notes to account for differences in the translation of some key words.

Tyndale House Publishers did not have new content for its Life Application Study Bible, but was promoting special personal-size, anniversary editions, due out this fall in the New International Version (NIV) and the New Living Translation.

At Moody Publishers, Director of Sales Steve Gemeiner reported an "outstanding" response to the forthcoming February 2011 release of the publisher's Ryrie Study Bible in the ESV. "It gives us a chance to ride the shirttails of the ESV a little bit since it has seen such popular acceptance," he said.

For Zondervan, there was strong interest in next year's release of the updated New International Version, with show staff handing out a leaflet explaining the revision process. "Everyone was very enthusiastic and are anxious to have the product on shelves," said Verne Kenney, executive vice president of sales.

Though Thomas Nelson's only exhibit-hall presence was with its bargain books division, Senior Vice President and Bibles Group Publisher Gary Davidson was at ICRS to introduce retail representatives to the publisher's new quality pledge.

From Aug. 1, every Nelson Bible is being guaranteed for life against manufacturing defects, with fresh packaging promoting the offer of a free replacement that includes information on how purchasers or recipients can go online to register their edition.

The pledge is part of a three-pronged Nelson Bible campaign that includes a celebration next year of the 400th anniversary of the King James Version and a long-term partnership with World Vision. The aim is to raise more than $100,000 for the organization through March 2012 from Christian retail channel sales.

"Most of the time a Bible purchase is a major personal commitment," Davidson said. "Many are given as heirlooms, so we felt that this guarantee was a way for us to make a strong statement."

Davidson said that while some other publishers' high-end Bibles carried similar lifetime guarantees, he believed that Nelson's move was the first time that all of a publisher's Bibles—including children's and regardless of binding—are covered.

Nelson's award-winning audio project The Word of Promise Audio Bible, was debuted by the Danteck Group on its Now Bible mobile device. Releasing this month for $189.99, the edition offers read-along text synched with the audio presentation, which includes The Passion of The Christ actor Jim Caviezel voicing Jesus.

David C. Cook reported enthusiasm for the September arrival of The Action Bible, a 752-page updating of the publisher's successful Picture Bible by former Marvel Comics and DC Comics artist Sergio Cariello.

Some of the items introduced at the show 'might have legs' to be best-sellers, says leading children's market expert

Despite the continuing downturn in the economy, distributors and game companies at the show reported strong sales and interest in new children's products and toys.

Joanna Price, director of marketing and promotions for New Day Christian Distributors, said the company "did very well."

"Children's products and Willow Tree were the two biggest product items that we sold," she said. "The interest was greater this year from new stores that weren't our customers before. I believe our sales from children's products will be better than last year. We had more offerings this year."

Price noted that the company had good sales and interest from Snap Caps, the interchangeable bottle cap necklace created by 13-year-old Maddie Bradshaw who met retailers at New Day's booth. New Day also brought in Lego executive Joe Ottelagano to discuss New Day's expanded line of Lego products at the convention, which included Duplo blocks. Additionally, New Day introduced a Playskool nativity set.

"We had people stop by for the new Legos," Price said. "(Ottelagano) was able to explain why Lego was up 30% last year in a down economy. … We were very pleased with the show. We didn't have time to slow down. From the floor open to the time it shut down, we were busy."

Creation By Design was pleased with the reception for its new products, company officials said. Founded last year by Steven Kaye, the company offers Bible-based trading cards, featuring 3-D, computer-generated artwork. Creation By Design rolled out more than 50 new products, including a second series of collectible trading cards; BibleStrike, a card-based strategy game; T-shirts; posters; artwork; and giftware.

Larry Carpenter—who recently stepped down as president of Standard Publishing and now consults for Creation By Design—said the company "had a real good show with lots of interest in the products."

Rob Anderson, president of Cactus Game Design, said his company released four plush toys, Bible Taboo and The Disciples: Redemption Card Set—which were "well received."

"My sense is that stores added our new items to their show orders because they could see, feel and hear them," he said. "The face-to-face meetings and ability to actually handle the toys and play the new games continues to be an important reason for us all to gather at ICRS. ... Overall, our sales were pretty good."

Besides Playskool, other new game lines and children's products introduced at the show have the potential to be best-sellers in the Christian retail channel, according to leading children's market consultant and author Mary Manz Simon.

Simon—who again hosted the popular Children's Product Trends event—singled out Tommy Nelson's Printoons, an art and activity kit for children ages 5 and older featuring characters created with fingerprints. Simon also praised David C. Cook's The Action Bible, based on the best-selling Picture Bible and illustrated by well-known Brazilian-American artist Sergio Cariello—who has done work for Marvel Comics.

"This is the first time in two to three years that the new children's products might have legs," Simon said.

She urged a large group of retailers during her session to get more hands-on toys and games to capitalize on a trend and boost sales for their children's department.

"Play is coming back for a number of reasons," said Simon, whose latest children's book, My Basket of Blessings, was released by Standard Publishing at the convention. "Michelle Obama has made physical activity a centerpiece in her 'Let's Move' campaign against childhood obesity. Even the White House has a swing set.

"Children live in a test culture," she added. "Childhood stress is on the increase. Parent encouragement of play might be considered part of the backlash against the accountability era in schools."

Lisa Farrar, manager of The Crossing bookstore in Chesterfield, Mo., who attended Simon's session, said the play trend was "an eye opener." "We haven't really carried any (toys and games)," she said. "We've stocked books and videos for children, but we'll definitely start carrying play products."

Besides hands-on play, Simon also discussed other societal trends, including coping with the economy. "Families, still financially stretched, are tired of pinching pennies. 'Frugality fatigue' means parents want to get out of town and enjoy life, but are very budget conscious," she said. "They are looking for mobility in play things and books that are easy to pack, good quality—not consumable, so they'll last—and will keep kids happy during travel."

Several companies released new toys and games as well as children's product lines at ICRS. Leading apparel company Kerusso debuted its "Righteous Racers," a collection of eight die-cast cars similar to Hot Wheels, but "covered with clever, faith-affirming content," company officials said.

Alphabet Alley unveiled its first character-based line of books and toys for the toddler and preschool market. "Bible Train Adventures," which includes board books, puzzles and matching games, features conductor Nichodemus—who leads young children on adventures through the Bible with the help of the Bible Train.

Meanwhile, Talicor debuted two new games, Chapter & Verse and Faith & Redemption. In Chapter & Verse, archaeologist Dr. S seeks help to decipher and uncover secret words, while sifting through ancient tiles and linking them to gain clues to a message. Faith & Redemption involves players who gain followers throughout their journey from the Garden of Eden to Judgment Day.

Enesco and its Gund and Gregg Gift divisions released nearly 60 VeggieTales plush toys and gifts at ICRS.

Elsewhere, Friends and Heroes Productions made available for the first time to the Christian retail channel in North America an international-version DVD of Series 2 and 3 of its multi-award-winning animated Bible series. Each 25-minute episode of the series—which features both 2-D and 3-D animation—follows the adventures of 14-year-olds Macky and Portia, weaving in stories from the Old and New Testaments.

Following the end of its partnership with Tyndale House Publishers last year, the U.K.-based company launched Friends and Heroes LLC in Greenville, Texas, to distribute the 39-episode set—released in 2007 and is now available in 10 languages.

DaySpring released 14 new Really Woolly baby products, including the Trusting in the Shepherd DVD.