At a time when many stores have been concerned about falling music sales, industry newcomer Mike Isabella has found success by going out after customers.

Sponsoring local artists and running merchandise tables at concerts has not only brought in revenues for Doors to Knowledge Christian Books and Gifts in Perth Amboy, N.J., but also helped put his young store on the map, with between 35-40% of income generated by music sales-almost three times the industry average.

In addition to going out on the road locally, co-owner Isabella also hosts regular signings and events in his 2,400-square-foot, downtown store. Most of the music sales have come in the Spanish music category, serving the area's large Hispanic community that he said has not yet been as dramatically impacted by digital music sales.

Opening the store two years ago, Isabella felt from the start that it was "important to reach the young people". Among the local artists Doors to Knowledge has sponsored is RunawayMC, a New Jersey-based rapper who speaks in schools and detention centers. Isabella has also sponsored a local Hispanic Christian singing group, TruDestiny.

Read the full "Store Strategies" report in the May 19 issue of Christian Retailing.