Nervous in a spare-part kind of way at the delivery of my first child, I figured I could helpfully contribute to the process by correcting junior's mom when she misquoted the psalm she had memorized to help her through the birth.

Turns out that attention to detail isn't always appreciated in the midst of transition.

Nonetheless, while keen to encourage some joyful expectancy for this year's International Christian Retail Show (ICRS) in St. Louis, I also want to risk seeming a bit of a mope.

First, the good. The content of the program is the strongest I can recall. It also is going to be a great opportunity to see and hear more of the new CBA leadership and the vision and strategy that I believe holds lots of potential. So, if you have been undecided about St. Louis, let me encourage you to be there.

See, we can talk all we like about how our industry is different from others and that, in addition to doing business, there is spiritual significance in meeting together. But unless some people are prepared to foot the bill for hosting an event (and that traditionally has been the suppliers) and others are willing to show up, it's just so much hot air.

And that is the reality CBA is facing. Yes there were high fives all round last year after such a positive response to the show in Denver. But let's be honest—while it was a good event, expectations going into the thing were, for the most part, so low that so-so became superior by comparison.

The real test, I suspect, is going to be this year, with what for many feel is a right-sized event. Will ICRS deliver the results suppliers need for them to justify returning—especially when they have so many new and growing marketing channels opening up, competing for limited dollars?

It's no secret that times have changed. You can get a snapshot of just how much by looking back, without turning to the high-watermark years of the industry and the show's resulting record attendances to make the point.

Just glance at 2005, the year in which CBA rolled out its revamped show, retiring the CBA International title in favor of ICRS.

Back then, there were around 320 exhibitors at the Colorado Convention Center in Denver—compared to the 235 or so (at the time of writing) signed up for St. Louis.

There are other signs. It used to be that attendees were spoiled for choices for evening entertainment, many splitting their time between events so they could double up on the free food and giveaways. Our office was awash with invitations to this dinner and that reception. This year you are going to be hard pressed to find much of anything to do (on a supplier's dime) after the show floor closes.

Another indicator of how things have changed can be seen in the show schedule. There was a time when the event was a who's-who of Christian books, with all the big names signing their new releases and available for media. This year it's more of a who-are-they list of new authors looking for some publicity.

I'm not predicting a failure—just wondering whether we will see enough of a success to permit an unchanged course. I wouldn't be surprised to find greater energy, after St. Louis, being given to discussions about some more collaborative event in the future, drawing together other associations and interests. The informal talks that have taken place to date are likely to take a more serious turn.

Any new effort would require those involved to give up some of their turf, but the reality is that the ground is already eroding anyway, so what do they have to lose?

And, while we're speculating, if we do end up with some sort of new event, could we please retire the current logo that is used to promote ICRS?

I've always felt that making the cross the center of a shopping bag is a little crass and certainly provides fuel for those critics who accuse our industry of commercializing the gospel. Maybe something a bit more inspirational?

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