While in-store book signings and appearances remain popular for local authors and some big-name writers, many are going online to build a following. The trend has been highlighted by the growth of author-run blog sites and new social media forms such as Twitter and Facebook.

"An author needs to be online somewhere-whether it's a blog, Facebook page or Web site," Cheryl Kerwin, senior marketing manager for Tyndale House Publishers, told Christian Retailing. "Digital seems to be the trend, and we recommend this to all of our authors, encouraging their involvement in this 'cost-free' communication ... (which) builds a loyal following."

Several authors, including Max Lucado, Donald Miller, Mark Driscoll, Robin Jones Gunn, Brandilyn Collins and Tricia Goyer, have signed up with the micro-blogging site Twitter, which not only reveals a glimpse into their lives, but also spreads the word about their upcoming books and projects.

Jana Muntsinger, Lucado's publicist, said she was "seeing more and more high-profile authors, those with busy pastoral jobs and writing/speaking schedules, making more of a concerted effort to engage with readers."

Sometimes, the author-fan connection impacts directly on a book. After Colleen Coble's readers expressed lingering questions about the outcome of her 2008 book, Cry in the Night (Thomas Nelson), she drafted an epilogue, and with her publisher's blessing, posted it along with an interview on her Web site.

Read more in the April 6 issue of Christian Retailing.