Back when independent bookstores dotted the landscape like churches, religion publishers represented only a fraction of the overall number at ABA's annual trade show. Apart from a few large trade houses that published the occasional book in the category, publishers whose focus was religion had other avenues to reach their audience. Their primary sales channels were not trade bookstores but denominational or larger chain religion outlets or independent evangelical Christian stores.

For decades, these houses focused on curriculum sales, denominational issues, devotional books, doctrine or theology for courses in seminaries and churches, and bestselling books by popular Christian authors like Billy Graham and James Dobson. General trade houses might have small imprints like Random House's Image, which reprinted mostly Catholic classics, but publishers such as Eerdmans, Abingdon, Westminster John Knox, and the Jewish Publication Society found their largest audiences and sales outside of general independent bookstores and didn't think of themselves primarily as trade publishers.

Then, in the early to mid-1990s, America's interest in religion mushroomed, and religion publishers responded with books that ranged over diverse topics, from angels and pyramids to the debates between religion and science, new archeological discoveries, interreligious dialogue, critical readings of sacred texts, and the recovery of ancient religious traditions—not to mention faith-based fiction.

Burgeoning reader interest coincided with the rise of the chain bookstores that pushed many independents out of business, and religion publishers began to see what had by then become BEA as a way to reach a wider audience by expanding their sales and marketing channels to include general trade and chain bookstores, using the show to gain exposure and publicity as they moved into the retail mainstream.

Needs Have Changed

But in recent years many religion publishers have found BEA less useful and far less valuable than religion-specialty and/or consumer shows such as the American Academy of Religion/Society of Biblical Literature annual meetings. As Roger Bilheimer, director of press operations and special events at BEA, points out, the presence of religion publishers is much smaller. Only 21 religion publishers will exhibit this year, down from more than 50 over a decade ago. Bilheimer attributes the change to the number of trade houses that are publishing religion books as part of their lists as well as to declining marketing dollars for religion publishers who must choose among a number of trade shows.

Mark Yeh, director of sales and marketing at Abingdon Press, says BEA continues to be important for his house. The press has exhibited for 30 years, and for Yeh the greatest value of the show is the opportunity it provides to showcase new products. "We have used BEA to introduce our new Christian fiction line and the Common English Bible, a new translation," he notes, adding that it is important for the Abingdon Press brand to be seen within the larger publishing market.

Some religion publishers who spoke to PW acknowledged that while they continue to exhibit at BEA, their use of the show has shifted. Jewish Publication Society has exhibited for at least 30 years, according to Laurie Schlesinger, director of sales and marketing. But since BEA has become less about selling, JPS has cut back on the number of staffers attending and focuses more on meeting with its vendors, e-books/e-rights contacts, librarians, Jewish book fair contacts, and media. "On a scale of importance, BEA does not rank at the top of our list as compared to several of the religion and academic conferences [such as AAR/SBL and the Jewish Studies Association] that we attend as exhibitors each year," Schlesinger says.

Stuart Matlins, publisher of Jewish Lights and Skylight Paths, echoes Schlesinger regarding the initial value of BEA to Jewish Lights, but cites diminishing returns for his company. Jewish Lights has been exhibiting for as long as it has existed, about 20 years, and Skylight Paths since it was launched 10 years ago. Matlins observes that BEA was crucial in the early days—it was a more important event in general, and "we were in the early stages of establishing our name and brand identity." BEA provided an opportunity to show and tell independent booksellers and media about Jewish Lights.

Now, Matlins says, "The size of the show and the attendance have become less attractive over the years—the direct costs increase each year, but the direct benefits diminish." BEA, which was once Jewish Lights' top event of the year, is now on a par with RBTE (Religious Booksellers Trade Exhibit) and AAR/SBL, and is far exceeded by Frankfurt for meetings with foreign publishers and rights sales. "Exhibiting at BEA is now a year-by-year cost/benefit decision, while RBTE and AAR/SBL are automatic decisions for us," Matlins says.

Continuum International Publishing continues to maintain its presence at BEA, although its trade religion list occupies only a small part of its exhibit. Although Continuum has been at BEA in various incarnations over the past three decades, it is far less significant to its religion publishing division than other shows. According to Larissa Elt, head of sales for the U.S., Canada, and Latin America, BEA offers a networking opportunity and a chance to see what other publishers are doing, but "Continuum's focus is shifting to customer-oriented shows such as AAR/SBL."

Why Some Have Dropped Out

A number of religion publishers, both large and small, have stopped coming to BEA. Anita Eerdmans, v-p of marketing at Eerdmans Publishing, says the company dropped out about four years ago—even though it had been sending staff to ABA since the early 1960s—because it didn't seem worth the expense. "We noticed fewer and fewer bookseller badges among the visitors to our booth—though increased numbers of librarians, which was good, but we already attend a lot of library shows," she says. "The last year we attended, it seemed like most of the people we saw were what they called ‘industry professionals'—people who wanted to sell us services rather than buy something from us. There also seemed to be a big increase in people coming around to pitch manuscripts." Eerdmans doesn't attend ICRS any longer, either, and its biggest show is AAR/SBL, followed by RBTE. For its children's line, the library shows—ALA, ALA Midwinter, TLA, and others—are the most important.

Jon Sweeney, associate publisher of Paraclete Press, says Paraclete stopped going to BEA in 2008 because the costs outweighed the benefits. "We have started to do a much better job in-house with our national accounts, and we now have the face-to-face contact with these accounts and don't need to rely on BEA for that." Paraclete only attends RBTE and CMN (Catholic Ministry Network).

Thomas Nelson stopped exhibiting at BEA in 2008. For many years, the publisher had a substantial presence on the exhibit floor, often showcasing major authors such as Max Lucado. But Nelson's strategy shifted because the publisher felt it could find more cost-effective ways to reach the same constituents. Sally Hoffman, senior v-p for general market accounts, tells PW, "Each of our sales teams works to find the best way to stay closely connected to their accounts, and we are in constant contact with our retail partners, whether meeting them in person or scheduled conference calls." Although it will not have a significant booth on the show floor this year, Nelson's International, Remainders, and Export Sales divisions will each have a small presence.

Jeff Crosby, associate publisher and director of sales and marketing at InterVarsity Press, also emphasizes that IVP no longer attends BEA because of the lack of benefits for the cost and because BEA is not a retail show. IVP now focuses on shows or conferences where it can sell books to customers—such as AAR/SBL—or at events like Renovaré or Catalyst where IVP authors are the focus of events.

Once upon a time, religion publishers happily entered the halls of BEA, seduced by promises of larger audiences, broader media coverage, and more sales penetration into wider markets. But the glow has faded for many, and the flame has gone out for others. Perhaps more religion houses will find a reason to return, but with more moderate expectations and eyes wide open.

Religion Titles at BEA

Abingdon
Rally Round Green (the Green series) by Judy Christie (Aug.)

River’s Song (first in the Inn at Shining Waters series) by Melody Carlson (Aug.)

The Common English Bible, Full Text Common English Bible Complete Old and New Testament (Oct.)

Continuum

Quest for the Living God: Mapping Frontiers in the Theology of God by Elizabeth A. Johnson (2007)

Angels at the Table: A Practical Guide to Celebrating Shabbat by Yvette Alt Miller (Apr.)

Jewish Lights Publishing

Jewish Threads: A Hands-on Guide to Stitching Spiritual Intentions into Jewish Fabric Crafts by Diana Drew (Oct.)

The God Upgrade: Finding Your 21st-Century Spirituality in Judaism’s 5,000-Year-Old Tradition by Rabbi Jamie S. Korngold (Mar.)

The God Who Hates Lies: Confronting and Rethinking Jewish Tradition by David Hartman with Charlie Buckholtz (June )

Around the World in One Shabbat: Jewish People Celebrate the Sabbath Together by Durga Yael Bernhard (Feb.)

SkyLight Paths Publishing

Religion Gone Astray: What We Found at the Heart of Interfaith by Pastor Don Mackenzie, Rabbi Ted Falcon, and Imam Jamal Rahman (Aug.)

How Did I Get to Be 70 When I’m 35 Inside?: Spiritual Surprises of Later Life by Linda Douty (Apr.)

A Dangerous Dozen: Twelve Christians Who Threatened the Status Quo but Taught Us to Live Like Jesus by C.K. Robertson (Mar.)