BIBLES: The Message marks 10th year, King James continues to excel

Christian Retailing editors and writers reflected on what mattered and why in 2012. We share each of these segments with you online and in print in our January issue. In Bibles early in the year, Zondervan looked to former President Jimmy Carter who taught the Bible for years to join his lessons with the text of the New International Version (NIV). The result, NIV Lessons From Life Bible, features in-depth studies, application-oriented notes and prayers and quotations from the Sunday-school-teacher-turned-president.

NavPress marked the 10th anniversary of The Message with the advent of The Message Study Bible, adding Eugene Peterson’s insights to his colloquial translation of the text. In addition, the publisher celebrated the 400th anniversary of the King James Version (KJV) by producing the book of Proverbs with the KJV and The Message side by side.

BOOKS: Fiction marks a first-printing milestone; heavenly nonfiction still tops

Nonfiction titles including new release To Heaven and Back by Dr. Mary C. Neal (WaterBrook Press) and 2010 title Heaven Is for Real by Todd Burpo (Thomas Nelson) continued their heavenly sales in 2012.

Jesus Calling by missionary Sarah Young remained strong on best-seller lists, leading the way for her new devotional title, Jesus Today (both Nelson).

AUDIO: Demand is still strong for audiobooks despite looming ‘digital cliff’

BY TODD HOYT, chief executive officer, eChristian

Much has been made recently in the national news regarding the “fiscal cliff” in front of us as a country. The automatic cuts in spending and increase in taxes has created such a “cliff” that if we go over it, there will be irreparable damage to the U.S. economy.

Much has been made of a “digital cliff” ahead of us as well. The digital cliff represents the thinking that physical products will cease to exist and that the world will only consume digital products and negate the need for physical retail stores.

In retailing, sales data continues to show a migration from physical to digital. This is true in books and true in audio. But there is more to the story beneath the surface.

Audiobooks have some similarities to the issues that face print: cannibalization of physical sales, medium- to higher-priced retail titles facing severe pressure and declining retail shelf space. How do we as a publisher and you as a retailer work to address these important issues?

In the case of audiobooks, the good news is that consumer demand is strong and growing, and audiobook consumers tend to remain among the most active and repeat customers. While the 2012 Audio Publishers Association Sales Survey shows a slight decline in physical sales units, the revenue from CDs is still 53%, more than half of the  audio market. There is and will continue to be a demand for CD audiobooks, and the revenue is healthy. The number-one consumer of audiobooks is the commuter, and most commuters tend to listen through their car CD player.

So, here are some ideas:

Selection. As mentioned, audiobook purchasers tend to consume quite a few audiobooks (and regular books, for that matter). Stock and display a variety of genres and price points that are similar to the print books your store is successful with.

Suggestive selling. The primary reason that a book consumer has not purchased an audiobook is because they hadn’t thought about it. Many people want to read more, but cannot fit it into their day. Listening while driving, exercising or relaxing is another way to engage more of the great content from leading Christian writers.

Sale. Running promotions and sales is a surefire way to attract customers to this category. Retail audiobook pricing has come down in the last several years. In fact, christianaudio has more than 20 titles from popular authors (John Maxwell, John Piper, Stormie Omartian, Beverly Lewis) that start at just $5.98, and most retail-priced titles range from $15 to $25.

Service. Nothing is more important than a knowledgeable salesperson. Most audiobook publishers are willing to sample audiobooks to accounts specifically so salespeople can better understand the distinctives and unique qualities of audiobooks.

Sound. When I am in Christian stores, I tend to hear music from leading Christian artists. Have you ever considered playing an audiobook or audio Bible? Playing a dramatized audio Bible or The Screwtape Letters or the latest releases from Karen Kingsbury, Francis Chan or Max Lucado would show the variety available and introduce a captive audience to another reason to come back into your store.

Audiobooks need to be a part of your overall strategy to retain your customer, grow sales and become a destination.

Sarah Young’s Jesus Calling took the Audio category for eChristian in last year’s Retailers Choice Awards.

Editor’s note: Christian Retailing asked Retailers Choice Awards winners from 2012 to look ahead to the coming year in their particular product category. We share these segments with you online and in print in our January and February issues.

The ever-changing children’s market requires constant refreshing

Laura Minchew, vice president and publisher, children’s books and gift books, Thomas Nelson

“Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children.”

The children’s market changes and moves at lightning speed. Only a few years ago we were researching sound chips for novelty books and now we are creating applications for iPads. From toys to television and from books to snacks, the children’s world must be cutting edge in technology and innovation.

Our children are becoming media savvy as preschoolers, which means we have to deliver products to meet their ever-progressing level. Throw in the fact that the children’s market customer has this terrible habit of growing up, leaving publishers and booksellers with a completely new audience every five to seven years, children’s publishers are constantly turning their wheels trying to keep up with the ever-changing landscape. 

With all that in mind, booksellers may be left to wonder if there is a future for inspirational children’s books.

Yes, there is still a strong market for kids’ product.

The good news is that with approximately 4 million children born each year, the kids’ market is large and always fresh. In a recent survey conducted in the 2009 Book Consumer Annual Review, 37% of books given as gifts were to children, with the religion category having solid percentage of unit sales and dollar volume. 

Parents are very interested in providing faith-based products for their children. Whether it is in the form of books, DVDs, activity kits or toys, children’s products have a strong place in the market.

To meet these unique needs, Thomas Nelson has created a children’s strategy team that cross-functions between publishing, marketing and sales. The goal of the team is to look forward, spot trends and offer new products that align with the current and upcoming innovations and themes for kids. 

QUALITY AND INNOVATION

Parents are looking for inspirational products that mirror or exceed the quality of what the general market is offering, and kids want products tied to hot trends. 

Everyone knows that girls love all things fun, festive and sparkly—why can’t their Bibles look the same? We felt that developing a girl’s Bible that is glittery and girly would perfectly combine both needs and wants. So we created our Sequin Bibles line—full-text Bibles in a child’s translation bound in floral fabric and embellished with shiny sparkly sequins.

In the same way, our best-selling “God’s Little Princess” line by Sheila Walsh was inspired from the princess themes of movies and toys.

REFRESHED BRANDS

Another research finding is that brands need to be refreshed and updated. In the general market even the classic brands refine and refresh their look from time to time; think Strawberry Shortcake or Barbie. The combination of a classic, familiar brand and a refreshed, more modern look offers great appeal to the parent, mixing both nostalgia and current tastes.

For us, that has meant refreshing the successful Max Lucado’s Hermie & Friends brand, which has touched the lives of more than 5 million families since 2003. We have come up with a new and updated look, yet are keeping the same lovable characters, voice talents, fun storylines and the trusted teachings.

PRODUCT BREADTH

Christian stores have a tough job due to the breadth of product they offer, endeavoring to meet a wide range of needs in sometimes limited space. But I love my Christian bookstore because the breadth of inspirational product offerings for children cannot be found anywhere else. 

If you go to a general market bookstore, the breadth of general market titles is wide. Thinking of the picture book wall, a parent knows they can find a wide array of books on every topic. However, the inspirational section of a general store does not often compete with that of a Christian bookstore. 

Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children: Imagine going to a general market bookstore and not finding the classic Goodnight Moon. Backlist titles are critical to customers feeling that the store maintains the books they come in looking to buy. 

At the same time, we’ve seen stores focus so much on backlist that they don’t bring in enough frontlist and their department looks stale. No parent or child wants to go to a children’s section in a store that looks exactly the same as it did on their last visit. Look at a toy store and you’ll find what is new and hot. Sure backlist titles are in the store, but the frontlist is what keeps it fresh. 

The breadth of backlist gives Christian bookstores the competitive edge, and the new releases featured make it feel fresh and fun.

Designating a children’s specialist—a staff person passionate about children’s products—really makes a difference in the ability to keep a children’s department looking fresh. A children’s specialist is likely to know what is hot in a child’s world, and will help buy and merchandise accordingly.

CROSS-MERCHANDISING

With crammed schedules and little time to shop, parents are relieved to discover products from authors they know and trust. Christian bookstores have a unique ability to make this cross-promotion easy and to increase the total sale by merchandising various product genres together.

A mom who is an Andy Andrews fan and purchases The Butterfly Effect will still be an Andy fan if she sees the kid’s version of that message for her child in The Boy Who Changed the World. And if the books are side by side, you’ve just doubled the purchase. But if the children’s book is in the kid’s section and the adult book is on an endcap or in the trade book section, then your shopper may not even notice that Andy has a children’s book.

Instead of relying on customers to do the legwork to know these books exist, cross-promotion via merchandising and placement impacts sales. 

If multi-genre merchandising is impossible, include signage near the trade book that says, “If you like The Butterfly Effect by Andy Andrews, look for his book The Boy who Changed the World in our children’s department.”

THE CHILDREN’S PURCHASER

At first glance you would think the children’s department should target only the child, but remember the actual buyer of products in the children’s section is likely a mom or grandmom. 

We want children to feel safe and comfortable in our children’s departments, but when it comes to signage, it is good to address the felt need that the parents feel for the child, such as “A great book to inspire children to help” next to Max Lucado’s One Hand Two Hands. And every shopper in the children’s section has the goal in mind of helping grow a child’s faith.

No doubt we will continue to see a variety of changes all around the children’s market, but one thing is for certain. As long as there are parents (and grandparents), there will be a market for children’s products to help kids develop a rich and strong love for God. 

The digital revolution requires dramatic changes by publishers and retailers alike

Tami Heim, partner, 
The A Group branding agency

I  was the president of Borders Inc. when I felt the first tremors in the retail world. An annoying Internet startup called Amazon began stalking my stores, stuffing flyers in books on front tables and parking minivans wrapped with their brand logo in our parking lots. Even more irritating, this startup became the venerated poster child for the entire dot-com explosion, illustrative of the coming challenges for all retailers. 

The book industry is now in a period of complete reinvention. This time nobody is exempt. All industry players have been knocked off their game and must think differently in the search for steady ground. The days of lavish advances are evaporating; a project’s viability is now determined based on an author’s existing platforms, networks and ability to do some heavy lifting to market and promote the book.

It’s important to listen for God’s whispers above the noisy winds of change

Bill Hybels Author and senior pastor, Willow Creek Community Church, South Barrington, Ill.

Every responsible ship captain about to head out on an ocean passage knows to check the weather forecast. One valuable piece of information a forecast will provide is an estimate of the average height of the waves. The computer printout of the forecast might show that the expected waves will be only 3 feet high in the charted direction. Or, the forecast might be for 6-foot waves. 

When the ship captain receives a report suggesting 9-foot waves are in the forecast, it becomes more disturbing. It’s at this point he or she has to determine whether or not it’s still wise to make the voyage.

Knowing and loving the books we publish and sell is essential to our success

Many of us in the Christian retail world have viewed the advent of digital publishing as just another pressure to add to the competition from the general market—but it could turn out to offer us an unlikely opportunity.

Recent media reports about the struggles of the big, general market bookstore chains in the face of the growth of e-books have suggested that these outlets' decline could pave the way for the return of the independent bookseller, as consumers seek a place that knows and loves books.

I believe that is true, but as I considered this encouraging possibility, a terrible thought struck me. Are we independent Christian book retailers really going to be able to provide the experience that consumers remember and still long for?

With all the stores that have closed and with so many great long-term retailers having gotten out of the business, are we who are left really able to take up this mantle effectively?