PUBLISHING Stores suffer as Christian books go mainstream

Small stores are competing with big chains such as Barnes & amp; Noble.
ASSOCIATED PRESS
The Better Book Room, a Christian retailer based in Wichita, Kan., closed last fall after more than 50 years in business. The economy was part of the problem. So was the store's location -- a fading downtown neighborhood.
And, said owner Tim Johnson, so was the popularity of Christian books.
"We've got competition we didn't have years ago," he said, citing Barnes & amp; Noble, Borders, Wal-Mart and Target. "Over the past few years, we were selling a lot less of the really popular titles."
Wider recognition for Christian books has actually hurt Christian booksellers. Books such as Rick Warren's "The Purpose-Driven Life," which once would have been sold only in Christian stores, are now available at chain stores often at much lower cost.
Bill Anderson, president and CEO of the Christian Booksellers Association, said, "It isn't just a matter of losing sales on a few high-profile titles. It's the additional items that don't sell because people aren't coming to the store."
Membership drops
Membership in the CBA peaked at 3,000 in the early 1990s, but has fallen in recent years, with the economy and consolidation. Current membership is 2,370, a drop of 95 from a year ago.
The CBA is trying to rebound. It began running ads on the Christian Broadcasting Network and persuaded such publishers as Waterbrook Press and Thomas Nelson to include information in the books on how to find a local Christian store.
And the CBA is trying to increase business with churches, an area of surprisingly little activity. Years ago Christian stores sold Sunday school materials and other products to churches, but churches eventually bought directly from wholesale suppliers.
Christian retailers have also installed coffee bars and listening centers.
One store, the For-All Bible Center in Joplin, Mo., improved sales with big discounts for best sellers, a risky strategy for smaller stores. Other stores are compensating for higher prices with broader selection and better service.