"We always had a trade show with a small program," said Els de Jong-van Gurp, director of BCB--which represents the Netherlands in the Christian Trade Association International. "Now the main thing will be the program, and the trade show and the booths will be less dominant.... The festival (will be) the answer to a changing consumer-who wants to experience instead of only look and buy-and changing demands from publishers."

Depending on logistics, the revamped Christian Book & Music Festival will be held in fall 2009 or in 2010, BCB officials said. For the new Christian Bookstore Day, planned for early 2010, BCB plans to coordinate and generate nationwide publicity, and develop in-store materials. Publishers will be encouraged to participate with discounts and giveaways, and other promotions to attract buyers.

Meanwhile, the association's trade shows in February were successful, with retailers' attendance holding steady compared to previous years.