Retail Trade Shows 2013

By Lynn Garrett with Reporting by Marcia Z. Nelson |
Jun 28, 2013
With attendance numbers down from last year and notably smaller exhibits for some publishers, the International Christian Retail Show met June 23-26 in St. Louis, Mo. Total attendance dropped significantly, to 3, 700 from 4, 990 last year, with professional attendance down 15%, to 1, 485 buyers. International attendance was down 21%, to 288 from 57 countries. There was positive news going into the show—an 8.5% increase in sales for 2012 over 2011—and while 39 member stores closed last year, that was down from 63 in 2011. Figures for store closings so far in 2013 were not available, though CBA’s State of the Industry report stated that half the 2012 number said they planned to close this year.
As usual, there was grumbling among exhibitors about whether the show makes sense for them anymore, given the dwindling number of Christian stores and the shrinking trade show. (At its peak in 1999, ICRS drew 15, 000 attendees.) Some publishers had reduced their footprints on the show floor—the most drastic example was David C. Cook, which had only an 8-foot, tabletop exhibit. Still, all agreed it was an important place to network and hold meetings, and that there would always be a need for an annual gathering.
Some publishers still made a visual splash with their ambitious exhibits. Among them was the new HarperCollins Christian Publishing Group—at its one-year mark since the acquisition of Thomas Nelson by HarperCollins--which had both a big presence on the floor and a roomy suite just off it. HCCP CEO Mark Schoenwald told PW the major reorganization process and layoffs were finished, and he pointed to the company’s new tagline—“Together We Inspire”--reiterating Harper’s commitment to maintaining the distinct identities of Thomas Nelson and Zondervan. Commenting on the process of combining the two divisions, he added, “We built this company from within—no one came in and imposed their vision.” Asked how the spin-off of News Corp.’s publishing properties from its other businesses might impact HCCP, Schoenwald said, “If anything it will have a positive effect—HarperCollins will be a bigger piece of the publishing division, which should bring us more attention and resources.”
The Association Innovates
CBA president Curtis Riskey, three years into his tenure as association head, has introduced a number of innovations in an effort to revitalize the show, and there were more this year. The new Author’s Alley provided tabletop display space for very small publishers and, primarily, self-publishers. An Author’s Bootcamp gave advice and education about marketing, promotion, distribution, and sales. And a new merchandising area, Lifestyle Stories, offered display ideas targeting three kinds of customers: Boomer women, Millennial moms, and men. The full-scale retail displays were at the front of the hall by the main entrance to draw maximum attention. Said Riskey, “We’re working into new arenas and trying to find new markets. This show is still the apex of our industry.”
CBA has formed a partnership with the Covenant Group to launch Find It Local Today, a service that enables publishers to direct consumers to local Christian stores to buy books. The Covenant Group, which provides marketing and other services to Christian stores, created the program, which is open to both indies and chains in the Christian channel. Once 400 retailers have signed on the program will go live; about a dozen publishers so far have agreed to participate. Stores pay a one-time set-up fee and then an annual fee to be featured on publishers’ sites.
Source: www.publishersweekly.com
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