Christian retailers have often been urged to think about their futures-and that means bringing in younger customers-but the question of how much the adults of tomorrow will actually read lingers.

With research suggesting that teens and young adults are reading less often and for shorter durations, some Christian publishers are looking at new ways to connect with them.

Zondervan has made a significant investment in manga titles under its Zonderkidz imprint in an effort to draw in younger readers. In addition, the publisher has developed "I Can Read!" books to engage 4- to 7-year-olds with active illustrations and playful stories.

Meanwhile, Thomas Nelson has introduced more hands-on, interactive products meant to "engage a new generation of readers and help create a lifetime habit of regular reading," according to publicist Jacklyn Johnston. Big brands Hermie & Friends, Bibleman, Gigi and Jack Hanna's new series include peel-and-stick playsets, write-on/wipe-off coloring page books and move-the-pieces magnets that augment text.

Annie Teich, a literacy advocate who co-founded Greensboro, N.C.-based New Day Publishing to produce Christian titles so young children could develop reading skills early, said: "One of the easiest things that publishers can do is to create books that encourage parents and children to read together ... so children can associate reading with warmth and pleasure."

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

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