Christian retailers should consider introducing a new age-related products section in their stores to tap into a previously overlooked but now rapidly growing emerging market-twentysomethings.

That was the challenge from Cameron Strang, founder and president of Relevant Media Group, which began in 2000 and was the first Christian publisher to focus on 18- to 34-year-olds. That age group, Strang told Munce Group members during their Independents Day breakout session, was "hungry for God" but "disenfranchised by traditional religion" and "probably not shopping in Christian stores."

While Relevant titles had been widely accepted by mainstream stores such as Borders and Barnes & Noble, Strang said, "we don't want Christian retail to get left behind." Twentysomthings did visit CBA market stores to buy modern worship music, and could be drawn to other items that would appeal to them, including books and apparel, if the products were grouped, he said.

Retailers could also develop relationships with local churches that hold services specially for young adults, he suggested, and develop links with twentysomethings by sending out e-mail updates that advise them of newly released books and CDs that would interest them.

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