Capturing the Christian market: religious booksellers' convention offers chances to network and get your praise on

Black Issues Book Review, July-August, 2003 by Victoria Christopher Murray

For 54 years, thousands of Christian bookstore owners, buyers, agents, authors and media representatives have gathered at the Christian Booksellers Association (CBA) annual convention. This year, from Saturday, July 12 through Thursday, July 17, more than 13,000 attendees will converge at the Orange County Convention Center in Orlando, Florida.

The convention floor will showcase hundreds of exhibitors. The event will include book signings and workshops covering more than 28 topics from becoming a successful retailer to providing better customer service.

While the CBA convention looks a lot like other bookselling conventions, at times it feels like a church revival. The convention schedule sets aside time for some serious praise and worship. A Saturday night concert featuring several artists such as Kirk Franklin will have attendees clapping their hands and stomping their feet. Every day begins with a morning devotional service. Even children and young adults will be able to participate in special programs designed just for them. On Sunday, there are special worship services--one for children age 10 and younger and another for teens.

Overall, the CBA convention will be six days for networking, discovering new business ideas and having a good, old-fashioned gospel time.

Working It ...

The CBA gathering takes place in a space that is as long and wide as six football fields. With hundreds of exhibitors, an attendee (especially a first-timer) may take one glance and be tempted to turn around and catch the next plane home. With just a bit of planning and following in the steps of some who have gone before, however, you can make the trip to the convention a major highlight of your career.

Here are some tips:

1. Walk the complete floor. It will probably take more than one day, and no doubt you will be tired. Those thousands of steps will be worth it because you never know whom you might meet. Take notes. Study the items that are important to you--for example, if you are self-published and you want to know what's working, study book covers.

2. Remember that this is a networking opportunity. Take business cards, press kits, even copies of your self-published book and be prepared to give away everything that you have. Take whatever you need to leave an impression with those you want to make contact with.

3. Go to as many signings/special events as possible. Read the schedule, map out your time. Attend signings of authors who are writing in the same genre you want to enter. Definitely attend the events of the African American Christian retailers.

4. Speak to people. Introduce yourself to publishers, agents, booksellers and others. Remember names, take notes and do everything you can (within reason, of course) to make sure that people will remember your name.

For more advice on making your convention experience a great one, BIBR asked some "people-in-the-know."

Stephanie Perry Moore, author of A Lova' Like No Otha' and eight other Christian fiction novels for young adults. Moore has a publishing contract with two Christian publishers and has attended five CBA conventions, says:

"The CBA is a great deal-making time. Publishers and agents are looking for new authors--and today, many are looking to break into the African American Christian market. So this is a good time for us. Use this time to meet with publishers and agents. Many attendees are not aware that they can set up appointments to meet with agents and publishers by contacting them ahead of time. Most fill their calendars at least a month in advance, but even if you get to the convention without an appointment, it can still work. Visit the publishing booths, ask for the editor and find out if they have any open appointments. Make sure you ask for the specific editor in the genre you're looking to enter. Don't ask for the fiction editor if you're writing children's books."

Evelyn Curtiss, owner of Word of Life Christian Bookstore in Los Angeles, and the chairman of the board and president of the Christian African American Booksellers Association (CAABA), comments:

"My advice to first-time attendees is to take the tour that CBA has set up. On Sunday afternoon, before the floor opens, CBA sponsors a 'first-timers tour,' which not only takes you through the exhibit hall but also gives you advice on how to make the most of the entire convention, including how to maximize your time, how to set goals. This is the best way to become acclimated to the entire convention."

Of Special Interest to African Americans

CAABA is the organization for black Christian retailers in the industry. According to Curtiss, the association will sponsor these events:

Sunday, 3-5 P.M.: Reception for members and potential members of CAABA. The program will include a preview of the week.

Monday, 1-2:45 P.M.: Workshop on Gospel Music Trends and Marketing.

Monday, 7:00-9:30 P.M.: Gospel Concert

Tuesday, 1-2:45 P.M.: Workshop on Marketing for the Christian Retailer

Tuesday, 7-9:30 P.M.: Parade of Authors: This most popular event sponsored by CAABA features publishers and distributors introducing their authors and new books to bookstores.