At a recent conference the author heard members of the trade discuss what to do in the future; the change is accepted as the new normal rather than a temporary downturn. Some are moving to cheaper premises, some are using market stalls rather than shops, some are adding coffee shops and some are tightening their businesses. Churches have given almost no help at all in supporting their local bookshops: they have their own income problems and also seek their cheapest suppliers wherever possible. In 2012 a survey of 20,000 Christian book buyers was conducted, which found several findings listed by Mitchell, including one which seems particularly relevant to the development of strategies for church organisations:
Specialist publishers and retailers need to embrace fully the idea of communities and social media, and the tangible and extra benefits these can provide to win customer loyalty.
But consumers are themselves not so loyal, they freely shop around for the best price and do little to support a bookshop just because it is Christian based. The retailers talk about growing loyal communities, both geographically and theologically, but the harsh reality is that consumers do not give loyalty so readily unless there are clear benefits and added value to receive in return. The sector as a whole is not responding to all the changes. Publishers have adapted by diversifying their product range and focusing on international sales but retailers are more insular and focused on serving a specific place. Christian bookshops are evolving tactics to cope with falling sales and increasing competition but there is not enough industry wide strategic engagement with the issues. The author suggests there are opportunities open to the trade which rely on reinvigorating the local connection to churches, making the most of the fact that most Christian authors, publishers and booksellers are not motivated by profit but a desire to communicate the Gospel and deepen people’s spiritual lives. The Christian book trade should re-engage with the church, its primary community, with inspiring titles and genres and theology that dovetail with the churches work.
So can the book trade re-inspire the Church? The signs at the moment aren’t promising, but there are some new voices appearing in the world of books that are pushing, challenging and unsettling the status quo.