{President”s Message}

Content Matters

AFEW DAYS AGO, I STOPPED BY THE DRUGSTORE TO PICK up a prescription. The guy ahead of me at the pharmacy counter wasn’t leaving until he was sure the contents of his newly filled prescription were right. He wanted to know that the contents were correct and that the label was accurate. And he clearly wasn’t moving until his concerns were resolved.

In our work, the content is no less important! It’s the message that makes our product Christian. It’s content—not claim. The Spirit of God uses the

Word of God to transform lives. It’s the living Word…the Sword of the Spirit. Just as in the 1^st century—and especially now with the popularization of Christian products—we must guard against that which tickles the fancy of man and appeals to itching ears, but breaks the heart of God. His plumb line doesn’t bend to accommodate popularization and cultural drift.

Content is important because the customers who come through our front doors trust we provide a “safe filter.” They expect we’ve done our work of selecting-in products that are life-giving, true, healthy, good, and effective. And that we’ve selected-out products that aren’t.

Content matters, too, because we’re committed to reaching people with the truth of God. We need new, creative, and effective books, music, DVDs, and products. We need variety and spectrum that ad-

dress the whole Church—not just our denominational stripe—and attract to the Lord Jesus those who are spiritually en route. We need authentic and contemporary products that reach the youth, 20- and 30-somethings, as well as baby boomers. We need new approaches that take timeless truth to new audiences and those customers presently in the outer circles of our market potential. We need products that are biblically accurate and culturally relevant.

Most importantly, content matters because the King demands it! We’re bearers of the King’s message. He has entrusted to us the task of taking His truth into our culture. We want widespread exposure and acceptance of His message through greater distribution of our products. But in getting there, we need to not only be effective, but accurate in delivering the King’s message to our market.

Bill Anderson

CBApresident-CEO

We need to not only be effective,

but accurate in delivering the King’s

message to our market.

The fact is—this is one retail channel that cares about product content. We care what it says—not just if it sells. We can’t make our customers buy. But customers’ willingness to buy doesn’t ensure accuracy.

That customer at the pharmacy counter wasn’t trying to be obstinate— just insistent. Not just careful, but caring. His attention to correct content was essential. He knew the life of his loved one depended on ensuring that prescription was right. Do our beloved customers deserve less? Are they any less important? How are we doing with our prescription for the soul? We want to be culturally relevant in product and in retail. But not at the expense of being biblically accurate. Both are important. AR

6 | AspiringRetail | March2006

March 2006 • Vol. 2, Number 3

Business-Ministry Solutions for Progressive Christian Stores

Publisher

Dorothy Gore

Editorial Advisor

Leon C. Wirth

Director of Business Solutions Dean Edwards Publications Manager Kathleen Samuelson Art Director Michael Regennitter Editors Lynn Waalkes Lisa Tamayo Associate Editor Carrie Erickson Technical Editor Eric Grimm Graphic Designer Jenny Wollen Advertising Coordinator Steve Herndon Publications Coordinator Anna Sternberg Contributing Editors Michael Covington Terry Jackson Verne Kenney Tom Lacey Scott McDonald

Statement of Purpose

As an official publication of CBA, ASPIRINGRETAIL offers Christian retailers the business solutions and focused Information they need for success and ministry.

Editorial Offices

9240 Explorer Dr.,

Colorado Springs, CO 80920

P.O. Box 62000,

Colorado Springs, CO 80962-2000 Phone: (719) 265-9895 Fax: (719) 272-3510 E-mail: publications@cbaonline.org Web site: www.aspiringretail.com

Readers and contributors: Send all queries, columnist questions, suggestions, and other editorial communication to publications@cbaonline.org, or fax to (719) 272-3510.

Publicists and marketers: Send new product and media releases to the following editors directly: Book & Bible—Lynn Waalkes at lwaalkes@cbaonline.org Music & Video—Carrie Erickson at cerickson@cbaonline.org Gift & Apparel, and Kids—Lisa Tamayo at ltamayo@cbaonline.org

For display advertising information contact: Carlton Dunn & Associates at (856) 582-0690.

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ASPIRINGRETAIL (ISSN 0006-7563) (USPS 357-870) is published monthly by the CBA Service Corp., 9240 Explorer Dr., Colorado Springs, CO 80920. Periodicals postage paid at Colorado Springs, CO, and additional entry offices. Postmaster: Send address changes to ASPIRINGRETAIL, P.O. Box 62000, Colorado Springs, CO 80962-2000. Subscriptions: $49.95 per year for U.S. members of CBA and $59.95 per year for U.S. nonmembers of CBA. Telephone: (719) 265-9895. Any and all polybag inserts are germane to this publication. Canadian Publications Mail Agreement Number 40016843. Canadian return address: 155 Suffolk St. West, Suite 15, Guelph, Ontario N1H2J7. Statements of fact and opinion are made solely on the responsibility of the authors and do not represent or imply an opinion on the part of CBA Service Corp., its editors, officers, or the membership of CBA. Printed in the U.S.A. ©CBA Service Corp., 2006.