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February 11, 2012

Home > 2008 > AprilChristianity Today, April, 2008
Inside CT
Rescuing Bookstores




Cindy crosby, author of our lead essay on the parlous state of Christian bookstores, writes about 120 book reviews a year and has published in Christianity Today, Publishers Weekly, Mars Hill Review, Christian Retailing, Books & Culture, Today's Christian Woman, Life@Work, and Backpacker. She has also written for assorted websites (including Amazon.com) and published four books of her own. Right now, she's beginning a follow-on volume to the Ancient Christian Devotional that she and theologian Thomas Oden published in 2007.

Of writing about Christian books, Cindy says, "I just love it. That is where my heart is." But she has invested her life in more than books. She has also has devoted herself to bookstores. When Cindy and her husband, Jeff, were fresh out of college, they worked for small-town Indiana newspapers. Jeff was the sports editor ("He took a lot of pictures of big fish and big vegetables in his job," she says), and Cindy typeset the crop reports ("I knew everything going on in Indiana corn").

But just three months into their journalistic careers, something unexpected changed the course of their lives. Cindy's parents purchased a failing Christian bookstore near the campus of Indiana University, and asked Cindy and Jeff, both only 22 years old, to run it. Cindy had worked in another bookstore her parents had rescued and brought her experience to the challenge.

One thing Cindy learned while working at that bookstore was the kaleidoscopic richness of Christianity. "Christians from every possible denominational background were walking through those stores," she told me. "It showed us the variety and the diversity of the kingdom of God. We'd been pretty insulated growing up. And we thought, Wow! Christianity can look like this!"

After 10 years, that experience led to jobs at the Association of Logos Bookstores, where Jeff was executive director and Cindy edited newsletters and catalogs. Then came Jeff's job at Ingram, the biggest book wholesaler, and finally responsibilities at InterVarsity Press, where Jeff is now associate publisher.

Cindy talks fondly of how her parents viewed a bookstore as an opportunity for ministry. After his life was turned upside down by reading Francis Schaeffer, Cindy's father sold his pharmacy and went to seminary, only to discover that a Christian bookstore, rather than a congregation, provided the right kind of ministry for him. People Cindy met through Logos viewed their stores in a similar way. "They were a wide variety of Christians," she says, "but they came together because they wanted to get good books into the hands of Christian people and to reach the lost for Christ."

Jeff and Cindy's Bloomington store is no more. The other three Christian stores that were there have been shuttered. Those closings are also part of Cindy's story, and in her article, she explains what's going on in this fragile industry.



Related Elsewhere:

Cindy Crosby's articles about Christian bookstores in the April issue include "How to Save the Christian Bookstore," "Bringing the Bookstore to Church," and "Locking the Doors for the Last Time."

The 2008 books issue of Christianity Today also included the annual book awards.





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Discerning Believer

April 14, 2008  6:06pm

Great series of articles on bookstores, Ms. Crosby. Very interesting. I hope your folks were able to retire after closing their bookstore so they could see their dream completed and living on in you.***I wish the article subtitle weren’t so cheeky—it’s the kind of thing I’d expect from Newsweek, not a Christian publication.***The statement in your largest article probably applies to families with young children: “Traditional Christian bookstores are often embraced by more conservative Christians as safe places to shop, with no worries about sexual content, profanity, or wild theology.” For the rest of us, I’d say we go to a Christian bookstore to see what’s available in Christian writing as a grouping. I haven’t been to a Christian bookstore for some time now but a friend who recently returned to Christ found an outstanding Bible overview book sure to excite both new believers and old. She found it by just browsing around. And it’s a book that’s been around for years!

Jonathan E. Brickman

April 12, 2008  11:42pm

Here in Topeka, Kansas, there had been two Christian bookstores for decades: one was described more as a ministry, and the other openly as retail; the retail tended to cater to those that wore more expensive clothing. More recently they merged, and the latter approach dominated; anyone who walked in wearing a flannel shirt immediately began wondering if he was in the wrong place. Very recently it was sold to LifeWay, and it is thought that LifeWay will do well; I went to their factory store in Nashville, and was impressed. I am personally not worried at all about the situation. There are two brand new Christian retail stores in Wichita, Kansas. And if Christian retail does not serve the Lord's purposes in any place, He will end the phenomenon there! Either it serves the Lord to maintain them, or it will serve the Lord to cease them. There is no problem. The Lord is Lord of all, and He does not permit things to begin or to end, in vain.

b-bnewman@att.net

April 12, 2008  11:41am

We opened and directed Christian bookstores in Temuco, Chile, San Jose Costa Rica, and Seville Spain in the years from 1954 to 1985and agree with your concerns about how important this ministry is to back up the Christian communities and to give an effective testimony to an area of the availability of the Bible, good books and music that proclaim and honor Christ and the Gospel. We attended over 200 bookrack distribution points over Costa Rica for eight years to saturate the population with the Gospel witness. On two occasons as i pulled up in front of the store location I was shocked to see that it had burned down since my last visit and our books were gone! The fire would take out several businesses. Kenneth Taylor helped us with working capitol to extend the witness. PTL! FIV

Peter F. Benson

April 12, 2008  7:33am

A bookstore is a bookstore, even Christian ones. It is the Christian buyer that goes to that store that has to be selective of what he or she buys, so I disagree with the previous comment. The real challenge for the small store is providing convenient shopping, and offering an oline option as well as their physical store is the answer to their survival. Also, websites that provide resources free, like UNITYINCHRIST.COM, and other online pastoral resource sites like Ralph Wilson's JOYFULHEART.COM provide many resources, which cut down on bookstore sales. Stores need to be wise to the current marketing methods, and online competition is stiff, so they need to have an online presence as well to survive. I buy all more resources online due to the larger selection available that is not available in a small store. Bookstores are a beautiful place to see the whole body of Christ come together in a microcosm of unity. But you have to survive to provide that. Pete from UNITYINCHRIST

Scott

April 11, 2008  4:46pm

Until the bookstores get a grip on not promoting works supporting heresy, cults, false doctrine and anything that is "Christian" or "Evangelical" in name only for the supposedly sake of the Gospel then I am fully in favor of the bookstores closings. I do 99% of my book shopping at select online book vender's on purpose. Hopefully, the online shops will take heed as well!

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