The Christian Book Expo to be staged at the Dallas Convention Center from March 20 to 22, 2009 will be "an event that is wholly different from anything else you have participated in both in purpose and execution," said ECPA President Mark Kuyper as he presented the exhibitor prospectus at a launch meeting yesterday.

The new event was intended to help publishers increase awareness of their products among key influencers like pastors and avid book readers, and open up new markets, Kuyper said. "Most of us are very aware that we have not nearly yet come close to reaching the audience that we could possibly reach with our materials."

With up to 200 workshops, seminars, panel discussions and other author-centered events intended to increase awareness among consumers, the focus will be on "creating an experience" for the10,000-plus anticipated visitors, Kuyper said. Publishers will be able to sell products in the exhibition area or through local retailers who are expected to set up shop at the event.

Among those who have already committed to participating are Baker Publishing Group, David C. Cook, Howard Publishing, NavPress, Thomas Nelson, WaterBrook Press, Multnomah Books and Zondervan.

Thomas Nelson President and CEO Mike Hyatt, speaking as ECPA chairman, said that there was a great need for increased visibility for Christian products. "We need something different and we need something new," he said. "We need to stop thinking inside the box and get outside, and I think this presents that very opportunity."

In a question-and-answer session, Kuyper said that the ECPA had spoken with the National Religious Broadcasters and the Gospel Music Association about the possibility of some kind of joint initiative, but "they were not particularly interested." The ECPA had also talked with CBA, but an event that included other sales channels was recognized as "a bit challenging" for Christian retailers.

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