To support that, the Cokesbury Web site has been upgraded to improve search capabilities and ease of checkout, while UMPH's Abingdon Press online presence has also been improved to support the launch of its Abingdon Fiction line.

The emphasis was acknowledged by UMPH President and Publisher Neil M. Alexander, speaking to Book Business magazine for a "Publishers Outlook 2011" article in the January/February issue.

But religious bookstores "remain very important to us," said Alexander. The launch of the Common English Bible had "brought us into even more dynamic marketing and distribution relationships with important Christian bookstore groups" like Munce, Parable and Covenant Groups and Family Christian Stores, he said.

UMPH's Vacation Bible school programs were being carried in many Christian bookstores, including LifeWay Christian Stores, he added. "These are important and growing relationships for Abingdon Press products in all categories."

Meanwhile, Cokesbury stores will give more emphasis to products from other publishers and vendors, "to increase options for customers without over-burdening our own publishing and production activities."

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