"CHRISTIAN BOOKSTORES" --INDICATORS OF CURRENT CHRISTIANITY
Dr. Arnold L. Cook
Over the decades I have watched the rise and fall of Christian Bookstores. As I was coming into ministry in the late 1950s they were struggling businesses. On the mission fields they survived by generous subsidies as did the publishing houses. By the mid 70s, greatly assisted by the recent arrival of the "Church Growth" thrust from the mission fields, book stores became financially profitable. Fuelled by the popularity of the "how to" philosophy and the new growth surge of mega churches, book stores became strong economically.
In the Christian and Missionary Alliance, our Publishing House in Camp Hill PA predated our denomination (founded several years prior to 1887). Even though they were balancing their books with the new surge in the 70s and 80s, they were criticized on two counts: "they're selling primarily "how to do" books versus theologically based books;" and secondly, "they're balancing their books by marketing "holy hardware." There was a proliferation of goods such as T shirts, ties, greetings cards, Christian jewellery, trinkets, mottos, musical equipment etc. etc. This was seen as a substitute for recruiting Christian writers to publish and sell Bible based books which supported and advanced our biblical and denominational mandate. During these good years a number of Christian publishers also yielded to the temptation to sell out to large secular publishers.
Since the mid 1990s the bookstore and publishing businesses have faced a new crisis. Our own operation, Christian Publications, had for over a century had been publishing and selling new books but also had bought and managed a growing number of Christian Bookstores. This latter operation had become a major source of income for supporting our publishing operation based in Camp Hill PA. But in 2001 they experienced a serious economic crisis. This financial challenge was concurrent with the major terrorist attack of "Nine/eleven" in
On the North America level, Christian Booksellers Association (CBA) continues to attract several thousand delegates to their conference in
Rick Phillips, an evangelical author of the recent book, Jesus the Evangelist, shares his observations of his first trip to CBA. He commends several publishers he met who have worked hard at continuing to publish literature for churches and missionaries in the developing world, e.g. Reformation Trust, Crossway, and Christian Focus. But he raises concern about several aspects of the CBA and how it reflects the deplorable condition of the Evangelical church in
His overall observation was that "the focus was on marketing, not ministry."
CBA is also referred to as ICRS (International Christian Retail Show) which seems quite appropriate. It draws from a broad spectrum of Christianity where marketing has become the bottom line. The question "what is truth" has long been muted by the bottom line question "what will sell." I asked a long term member of CBA what the issue were at the most recent meeting in
Unfortunately we often have to step outside of mainstream Evangelicalism to hear a prophetic warning concerning our urgent need to recover spiritual discernment. One such voice comes to us from the Independent Baptist Churches of
Early 21st century evangelicalism has pontificated the great Biblical truth: "God wants His church to grow" into a heresy, i.e. "we must market the Gospel and "therefore the end justifies the means." A couple of little books recently written by pastor Gary E. Gilley speak to this tragic trend This Little Church Went to Market: 2002; This Little Church Stayed at Home: Evangelical Press PO 825, Webster, N.Y 14580, 2006. Professor/pastor David Fitch's book The Great Giveaway: Baker Books, 2005 addresses the eight church functions we have lost to the marketers and how we can recover them.
I am encouraged that there are finally these prophetic voices being raised by "conservative Evangelicals" within our ranks. May their tribe increase and their warnings be heeded.