Observant arrivals yesterday got an ahead-of-the-curve introduction to Zondervan's big new digital initiative, which President and CEO Moe Girkins said that she believed could do for books what iTunes has done for music.

Many attendees on their way to the first International Christian Retail Show (ICRS) Super Session at which the company's new program was officially unveiled walked across a giant floor advertisement in the convention center that proclaimed Symtio to be "a whole new world of retailing."

They were then told at the event that Symtio, launching in September, will bring credit-card-sized book tokens that can be purchased in Christian retail stores which will allow consumers to download audio versions of the titles at home. Baker Publishing Group titles will also be available in the program, with discussions taking place about adding other publishers' works. Ebooks, software, video and other download options will likely be added in the future.

The Super Session launch included a video presentation and an outline of the benefits of the program from Zondervan Executive Vice President of Sales Verne Kenney, who developed Symtio. The aim was to create a “cash-flow positive solution” for retailers, he said. "We know that you are struggling in this current economy, and we have a solution that is cash-flow positive with healthy margins" that did not require a major investment in expensive technology. It was uncomplicated and consumer friendly, with the book cards costing retailers just 35 cents each.

Symtio was "not about a new Zondervan product, this is about an industry movement," said Girkins, appearing at her first ICRS after six months as the head of the Grand Rapids, Mich.-based company. The Super Session launch prompted heavy traffic at the Zondervan booth after the show floor opened a little later.

CBA President Bill Anderson said Symtio was "an exciting new project" that the trade association was behind. "We endorse this and we want you to take advantage of it."

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