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The next Christian retail channel exclusive campaign will feature a partnership with MOPS (Mothers of Preschoolers) International, a ministry for young mothers.
Details of the initiative by Baker Publishing Group (BPG) and CBA are due to be unveiled at the International Christian Retail Show (ICRS) in St. Louis in June. Centering on BPG's forthcoming Momology by Shelly Radic, the promotion is due to begin in the fall.
The effort follows a series of successful channel exclusives, designed to drive sales at Christian retail stores.
"We are very interested in doing creative promotions with Christian retail stores to drive consumers there," said BPG Director of Sales and Marketing David Lewis. "We are very concerned about these stores and want to see them survive."
CBA plans to work with publishers to produce four channel-exclusives a year, said CBA Executive Director Curtis Riskey. The first for 2010 was the recently launched More Than a Carpenter evangelism kit from Tyndale House Publishers. The six-week DVD curriculum is based on Josh McDowell's best-selling apologetics book and features him and his son, Sean.
"We have been in discussions with a lot of companies," Riskey said, noting that the success of earlier exclusives had shown that Christian retail was a strong channel.
Read the full report in the April issue of Christian Retailing .
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