Search engine giant’s electronic bookstore not ‘digital book solution’ for industry, CBA’s leader says

Industry leaders, publishers and retailers are enthusiastic about Google’s entry into digital book sales as another avenue to market Christian books. But the head of CBA does not see the online search engine giant as “the digital book solution” for Christian retailers and the association’s e-book efforts for the industry.

Launched in December, Google’s long-awaited Internet bookstore, called eBooks, draws upon a portion of the 15 million printed books that Google has scanned into its computers. About 4,000 publishers are also allowing Google to carry many of their recently released books in the new store.

In a possible help for brick-and-mortar retailers who have been hurt by online companies and discounters, Google is allowing independent bookstores to participate in the digital transition by offering tools for selling e-books directly from their own Web sites, and sharing revenue.

The Google e-books offering joins other digital book options such as Apple’s iPad, Amazon’s Kindle, Barnes & Noble nook, Sony Reader and Christian Book Distributors Reader.

Most in the Christian book industry see eBooks as “a good thing,” according to Evangelical Christian Publishers Association (ECPA) President and CEO Mark Kuyper.

“It creates tremendous opportunity to help consumers connect with content in our industry,” he told Christian Retailing. “The most prominent search engine in the world helping people find and purchase Christian books is a very positive move. Additionally, its ability to direct business to retailers is a big plus.”

Kuyper noted that a Google presentation on its digital book program Google Editions, now called eBooks, during  ECPA’s Executive Leadership Summit in Nashville last May was well-received. “Most of the publishers I talked to were happy about the program,” he said. “It offers similar competition to Amazon. Most publishers are excited because it’s a another way to sell books.”

Google is scheduled to give an update on eBooks at ECPA’s leadership summit in Colorado Springs, Colo., to be held May 2-4, 2011, Kuyper added.

Thomas Nelson has several thousand titles available on e-books, according to Senior Vice President and Group Publisher of Specialty and Global Publishing Tod Shuttleworth. 

“We will be exploring additional possibilities in the coming months, including how some of the Google book-specific tools can improve our ability to market and sell books,” he told Christian Retailing. “The benefits are that eBooks can serve as a distribution channel into more retailers. In addition, people search Google for just about everything, and this technology allows our content to be available to provide answers to their queries.”

Zondervan spokesperson Tara Powers told Christian Retailing that the publisher was “strongly committed” to Google’s e-book program and had more than 1,500 titles available on eBooks.

“As Google eBooks enters the marketplace, Zondervan will work to ensure that all of our e-books are made available for sale,” she said. “We’re encouraged by our experience with the ever expanding e-book market. It seems to be increasing consumer interest in books overall.”

Tyndale House Publishers had about 100 titles available for eBooks’ launch, according to Director of Marketing Services Alan Huizenga.

“We were part of the Google books program for many years, and have been putting most of our content into the Google Book Search program,” he told Christian Retailing. “So, when Google announced Google Editions, we were ready to participate immediately.”

Baker Publishing Group Executive Vice President of Sales and Marketing David Lewis said the company had more than 400 titles on eBooks.

“Google has a large share in the search engine part of the Web,” he told Christian Retailing. “It seems that it is good marketing and, potentially, a good opportunity to find new readers. … While e-book sales may eventually take sales away from brick-and-mortar stores, to date it has proven to provide new readers for our authors and books.  

“Google has the potential to be a game changer for local independent stores by providing them an opportunity to participate in the e-book economy,” Lewis added.

CBA Executive Director Curtis Riskey said that Google Editions had been considered as a digital book provider by a Christian retail task force.

“But retailers thought it would have a commodifying effect, and that it doesn’t speak to industry needs,” he told Christian Retailing. “Just having the ability to sell e-books will not be enough to differentiate Christian stores from giant online retailers. 

“In the Google environment, retailers would have no control over what the customer sees after leaving the retailer’s Web site,” Riskey said. “Like Amazon.com, customers could be subject to any manner of search findings, and find themselves supporting content and companies that may not align with Christian retailers’ customers’ expectations and values.”

Lorraine Valk, co-owner of Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich., said she would “cautiously consider” eBooks.

“One of my greatest problems with Amazon … is searching for something and having inappropriate content coming up,” she told Christian Retailing. 

“My customers deserve to have a filter where only quality appropriate materials would show up, and where support does not go to companies that have agendas in direct opposition to theirs,” she said. “Somehow books need to have an approval by a trusted source.”

Brenda Harrison, co-owner of Lighthouse Christian Bookstore in Bedford, Ind., said that she would consider Google’s e-book program.

“We would be willing to work with others to provide Christian e-books to our customers at a competitive price,” she told Christian Retailing. “We do not want to lose our customers to other avenues because they cannot purchase Christian e-books from us. We still have a few Sony Readers that we purchased from Zondervan as part of the Symtio (program).”