Observers says the tours?which put authors and musicians together?is an innovative way to connect with Christian audiences in a relevant manner, while driving product sales at Christian stores.

Among those taking part in the events is Max Lucado, whose latest Thomas Nelson book—Outlive Your Life: You Were Made to Make a Difference—debuted on the New York Times Hardcover Advice best-seller list in October.

Lucado spoke during the Make A Difference Tour 2010, for which sponsors included World Vision, Thomas Nelson and AEG Live. The 20-date tour—which also featured Michael W. Smith, TobyMac, Jason Gray and Third Day—wrapped recently.

Meanwhile, best-selling author Donald Miller joins artists Derek Webb, Sandra McCracken and Robbie Seay Band for the Love Tells the Story Tour this month. Touted as "a rare night of music, art and storytelling," the event is to make stops in 10 southern and eastern cities.

"People enjoy the experience of hearing an author or an artist. (They) engage more fully because it is a multisensory experience, where they can see, hear and sometimes even physically participate," said Mark Kuyper, president and CEO of the Evangelical Christian Publishers Association. "I believe these tours are (a) foreshadowing of how and why people will engage in content in the new digital era.

"With rich media imbedded in the content, readers will be able to hear the author, witness events and experience the author in a deeper, more personal way."

Read the full report in the December issue of Christian Retailing.

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