Zondervan has announced plans for a national advertising campaign this summer aimed at driving consumers to CBA member stores.

The $600,000 campaign will begin in mid- to late-June, is slated to run for two months, and will include a series of print and radio ads in large- and mid-size metropolitan markets across the country.

The print ads, which are currently being developed, will be either a full- or two-page spread, depending on the market. The ad will include an inspirational message and then a listing of CBA stores in the market with store locator information. The radio ads will also be written to drive traffic to local Christian bookstores. Zondervan will not be the focus in any of the ads.

"Our goal with this campaign is to promote our valued Christian retail customers, not Zondervan," said Bruce Ryskamp, president of Zondervan. "We understand a big challenge the industry is currently facing is decreased store traffic. We hope that this ad campaign will serve to help increase customer traffic at CBA stores. This is our way of thanking our retailers for their ongoing support and doing our part to help the industry thrive."

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