Liberalization of Bible printing in China will soon ease the distribution of Scripture in the communist nation, according to an American pioneer of Christian publishing efforts in the country.

Though Bibles can currently only be sold officially through recognized Three-Self Church bookstores in China, it has been rumored for some time that Bibles will be given an ISBN number, said Robert Tucker, who recently stepped down as leader of Beijing-based ZDL Publishing.

"Sooner or later, market forces are going to force that to happen because they realize there is a huge demand and opportunity there," said Tucker, who helped ZDL partner with several U.S. Christian publishers to translate and distribute in China. When that happens "then they could sell them in retail chains across the country."

Speaking with Christian Retailing for a "Talking Points" interview, Tucker told how Christian bookstores were a significant growth channel in China, with around 200 stores. "They don't carry Bibles, but other than that, they look very much like Christian bookstores that are doing well in the West," he said.

"Fifty percent to 60% of their sales happen in the gift area, but the book market is growing. They're facing the same pressures at their stores however that are being faced here in the West in that the online sales are discounted and their market in many cases is more convenient to just purchase with a direct phone call or Internet."

Read the full interview in the July 7 issue of Christian Retailing International.