Industry Needs Improvement But FCS Haters’ Words Not Helpful
On Friday we reported the impending closure of 240 Family Christian bookstores. If you missed that, you can read it here. I started my Saturday morning at Internet Monk, and was a little surprised by both the negative comments concerning this type of establishment, but also the great number of people bashing the stores as opposed to those saying they were sorry they were closing and that the store would be missed. Before I knew it, I was typing this article, which first appeared Sunday at Thinking Oud. Comments, and my responses included:
- So Family JesusJunk Stores are closing. I feel for the employees, but I can’t say I’m disappointed otherwise. Those places were an abomination.
I’m not sure what you are expecting. Here: Take $100,000 and spend it on products that will be of interest to: Mainliners, Evangelicals and Charismatics; kids, teens, twenty-somethings, middle-agers and seniors; seekers, new believers and veterans; scholars, students, and blue-collar workers; people needing help with their marriage, parenting, addictions, finances, interpersonal relationships, prayer life, devotional life and bad habits; those wanting to learn more about missions, church history, denominational distinctions, and church leadership. To all this add some products which enhance Christian life for those who want to: fill their home with Christian music including hymns, chants, country, adult contemporary, modern worship, rock, rap, etc.; have a few inspirational quotes on their walls and tables including plaques, paintings and picture frames; offer their family a wholesome substitute for the movies they would otherwise watch; have some little gift or novelty that they can give to a child to remind them that God loves them.
Oh yes… and Bibles!
And this is an abomination? That’s rather strong language.
- I already have more than enough Bibles, and I can’t think of a single other book they’d carry that I would want to read.
Seriously? There’s nothing there for you at all? Not one author who represents your brand of Christianity? Nothing you need for personal enrichment? You’ve got it all.
- I am sorry for the employees losing their jobs in depressed places – but the closing of Family Values Propaganda Market is a good thing, IMO. Good riddance.
To the above we now add propaganda? By definition, this is material that a group writes about itself. There isn’t one book on the shelves is about Jesus? Maybe you simply (think you) know too much. You’ve been totally jaded and can’t see the good that is still be accomplished through those books.
Or…maybe you’ve never been in a country where nationals would give their eye teeth to get their hands on a commentary or Christian living title or even a praise CD.
- Yeah, I am not sorry to see the Family Christian book stores close. So much “Jesus junk” made in China; candles with Bible verses, straws in the shape of the Jesus fish, sox that have some religious symbolism, and a few cheesy books but very little that is truly theological.
You focused on the non-book products, and when you did look at the books you wrote them all off with the term cheesy. Perhaps you don’t realize that the high-brow academic tomes you seek are sold in places like that by special order.
Oh, and by the way, if something is anti-theological, bookstore chains and independents vet their product very carefully, something you can’t say for the “Christian” section of Barnes and Noble.
- The last couple of Bibles I bought for gifts, I got online just to avoid the bookstore.
The bookstore was more than a store. It was a meeting place for Christians and performed a large number of non-retail functions, including referrals to local churches and Christian counselors; as well as staff trained to help new believers connect with that first Bible and parents get the appropriate Bible for their kids, rather than buying one online and then finding it’s too young or too old for them. In 240 places, that will not happen anymore. Your disdain led to the demise of something which you judged as not necessary.
Sorry. That attitude does not emanate from someone who possesses the Spirit of God. A Christian wants to be with and encourage fellow Christians. A Christian wants to come alongside the people, places and ministries which God is using.
And God used those bookstores. You just don’t hear those stories as loudly as you hear from those who seem to be almost rejoicing at Family Christian’s demise; a behavior I would more expect — forgive me for this — from demons.
- I haven’t set foot in a Christian bookstore in twenty years. I won’t miss them when they go.
Again, a personal choice perhaps, but being flaunted like a badge of honor. I haven’t given to the Salvation Army in twenty years. I won’t miss them when they go. Or, I haven’t been to a Christian conference in twenty years. I won’t miss them when they go. Or, I haven’t listened to Christian radio stations in twenty years. I won’t miss them when they go.
It’s just too easy to fill in that blank, but to what end? It’s not particularly righteous sounding is it? But it has enough of an air of spiritual arrogance and self-righteousness that someone might be impressed by it. For at least 60 seconds. And then it kind of hangs there and the speaker’s heart is laid bare.
So…want to know the real reasons Family Christian stores closed? It wasn’t the stores’ fault entirely.
- The U.S. publishing establishment is caught in a “hardcover first edition” mentality which diminishes sales potential through high prices. When a “trade paperback conversion” happens a year later, the sales momentum is completely lost. As more and more Christian authors migrated from the traditional Christian publishers (Baker, Cook, Tyndale, etc.) to the big publishing houses (Hachette, Harper, S&S, etc.) where this mentality is more entrenched, average retail prices for new releases by the bestselling authors actually skyrocketed.
- The industry is founded on a “stack ’em high and watch ’em fly” mentality instead of a common sense, “just in time” distribution and delivery system. They send out “floor dumps” and “planograms” with an “if you build it they will come” confidence while failing to see to the organic nurture and cultivating of an author over time.
- The parent company never embraced the “order online; pick up instore” concept, even as record numbers of parcels were being stolen off front porches. Or the idea of “shop online, refine your purchase instore.” We need to offer that third-way, middle-ground option in our stores.
- Christian publishers were too content to produce products for Christians, when in fact Christians were looking for things to give their non-Christian friends, neighbors, relatives and co-workers. (Not to mention the recent study that upwards of 30% of the ultimate consumers of Christian media are non-churched individuals.)
- Individual FCS stores were caught in national marketing programs that necessitated purchasing of products nobody wanted or needed at the expense of things for which there was demonstrated local interest. You have to ask: What do your customers want? If I simply picked up my store and dropped it in place or New Brunswick or Saskatchewan, it would be far less productive, since my inventory has been tailored to my market over time.
- There was no equivalent to the woman at the big box store handing out samples. First chapter excerpts of the latest Christian titles were simply too hard to come by online. Give people a taste of the author, let them understand his or her heart and intention, and perhaps they might have made the purchase. When you find such resources — and publishers don’t make it easy and often have restrictions or want the reader to be on their mailing list — you need to link them on your store website. (Oh…and stores with Book Manager need to have a non-Book Manager website or blog to have the conversation with their customers. At the moment, all your sites look the same.)
- Chain stores and publishers have no consumer product panels and no working customer feedback mechanisms. There’s no suggestion box, no place for people to offer their opinions except for the angry rants when a chain shuts down. (I can tell you that some of the major players in U.S. Christian publishing have nobody to whom store owners and managers can send an email suggestion. They know it all. They have all the answers. They create the products, the stores just sell them; a condescending relationship. Believe me, I’ve tried. And don’t buy the Canadian distributors promise that they’ll “pass your comments on at the next sales meeting.”)
- The industry lost credibility when authors and artists admitted moral failure and yet they continued to market and distribute their products. We really do need to clean up our shelves.
- Ten years ago, publishers offered print on demand as kind of second life for slow-moving backlist titles and series, but then got seduced by the quicker, lower-cost solution they found in eBooks. (But hey, you’ve already read my rants on this subject enough times here.)
- Some pastors got too big for their britches. Once they started to see national success on a grand scale they stepped down from their churches and lost a big part of their platform overnight. I challenge you to show me a “former Pastor of …” who is better known now then they were then. (Okay, maybe the guy who teamed up briefly with Oprah.) (Update: And one just announced this weekend.)
This is a crisis for American Christianity generally. Don’t blame the people at Family Christian. Yes, management mistakes were made; but many were doing the best they could with the materials they were given.
If the industry doesn’t shake itself awake, LifeWay and Parable are next. Hopefully, the requiem for the entire retail genre is still not needed.