While the International Christian Retail Show returns to Denver, July 12-15, in the thick of a tough economy that seems set to shrink booth spaces and attendee numbers, CBA President Bill Anderson remains upbeat about the association's summer convention.

He and other leaders see reasons for optimism as suppliers and retailers grapple with the challenges of multi-channel demand for Christian resources and the impact of the revolution in digital content.

Since the first CBA convention in the 1950s, not only has the industry seen vast growth in the quality, marketing and packaging of books, music and other products, these shifts have occurred to reach changing customers, Anderson said.

"Our industry has been quite willing to be innovative and expand into other formats to help people understand God's Word," Anderson reflected, naming an explosion of music genres, Bible translations and fiction as examples. "None of these are inexpensive undertakings, but have required significant investment by our industry."

Without underestimating the challenges ahead, Anderson and other Christian products world leaders looked to the future with expectancy, as they talked with Christian Retailing for an assessment of the industry.

Among those who spoke with the magazine were Evangelical Christian Publishers Association CEO Mark Kuyper, LifeWay Christian Stores President Mark Scott, Mardel Christian & Educational Supply Stores President Jason Green and industry consultant Jim Seybert.

Read the full report in the July 6 issue of Christian Retailing.