Carlton Garborg, president, Ellie Claire Gift & Paper Expressions

In this day of Facebook and Twitter, do people still want to journal on paper?
"Our generation is writing more than any generation since the invention of the feather pen. People use Twitter and Facebook as tools to foster and develop relationships with others. People use journals as tools to develop a relationship with their core being, and in our inspirational market, with God.

"The Internet and social media applications have become a huge part of some people's lives, and that won't change. Online communication, though, is public by design. The process of journaling, especially in relation to spiritual discipline, is a deeply private, intimate act. For many, it is comforting to step away from the QWERTY keyboard, take pen in hand and commit their deepest thoughts, feelings and insights to paper. Journaling has proved to be essential to many persons'
spiritual growth and is a time-honored act of writing, thinking, praying, remembering and reflecting. Additionally, a healthy and active journaling life can be the basis of new and exciting insights that will then enhance a journaler's online contributions.

"We see journal sales increasing because, while those outward-focused relationship tools are great, people will always be looking for ways to retreat from technology, to reflect and seek meaning, to nurture their inner person."

How can Christian retailers appeal to that kind of customer?
"Retailers can be specifically relevant because they are serving customers who have a personal relationship with God. Journals, especially guided or devotional journals, provide those customers with a place to be quiet, to be alone with themselves and with God, and to deepen that relationship."

Is add-on selling effective in moving journals into the hands of these customers?
"Add-on selling is effective if there is a value-add. Our devotional journals have that value-add built in."

What's new in journal design?
"We see an increase in journal designs for a younger generation."

How can journals best be displayed?
"Journals that are design-driven are best displayed ‘face out' and also in high-impulse areas. Many of our journals are gift-able and tie in with a variety of seasonal products and can also be cross-merchandised with other books and gifts effectively as well."

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