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Lynn Garrett -- 12/13/99

You Want Fries with That Book?

To promote kids' books, take them where kids like to eat--that seems to be the philosophy behind a new deal Tommy Nelson has cooked up to promote its Veggie Tales line. During November and December, 3.8 million special smaller-format copies of the six Veggie Tales titles published by Tommy Nelson will be distributed free to pint-size customers at 850 Chick-Fil-A fast-food outlets in 35 states. Based on the wildly popular videos from Big Idea, other Veggie Tales products--plush toys, scrapbook kits, journals, hand puppets, etc.--are produced by a number of license-holders, but Tommy Nelson publishes the only books based on the cruciferous characters. The titles have sold 800,000 combined units since their 1997 release and held the numbers one through six spots on the Christian Booksellers Association Children's Bestsellers list in November. Tommy Nelson celebrated in September when it made the PW Top 15 Children's Book Publishers list for the first time, debuting in the number 14 spot. "Making that list is a goal I set for Tommy Nelson the day we first opened for business," said executive v-p and general manager Dan Johnson. The unit has grown from sales of $8.4 million in fiscal 1996, the year of its launch, to $22 million to date in fiscal 1999. Johnson's goal is to double the company's current revenues to $50 million by 2002.

New Christian Fiction Awards Established

Carol Johnson, v-p of editorial at Bethany House Publishers, has announced the establishment of the Christy Awards "to recognize novelists and novels of exceptional quality and impact." Johnson spearheaded the organization of the awards, which are named in honor of novelist Catherine Marshall's most popular character. The first honorees will be named on the Friday night (July 7) preceding the CBA International 2000 convention in New Orleans. Publishers of winning novels will be asked to contribute $4,000 to a promotional fund for marketing the award and the books to consumers and the industry in fall 2000. "I am personally committed to the integrity of the awards process," Johnson stated. "Though I would be delighted for BHP novelists to win, my interest has always been in promoting excellence in Christian fiction." The nonprofit organization providing the legal umbrella for the Christys will be Christian Life Missions, a ministry partner of Strang Communications, based in Lake Mary, Fla. Independent publishing consultant and former literature teacher Donna Keh will administer the awards process; the initial advisory board includes Johnson; Peter Marshall (Catherine's son); Dick Malone, v-p of product purchasing at Spring Arbor Distributors; Phyllis Tickle, PW contributing editor; Stephen Strang of Christian Life Missions; and Dan Balow, marketing manager at Tyndale House. Awards submissions must be received by Donna Keh by January 5, 2000; for details on the submissions process, call Keh (734) 663-7931 or e-mail CA2000DK@aol.com.