Christian Small Publisher's Association ~ Sarah Bolme

Sarah Bolme is the director of Christian Small Publishers Association (CSPA), the owner of Crest Publications, and the author of 7 books and numerous articles. She is also the editor of the CSPA Circular, the bi-monthly newsletter of Christian Small Publishers Association. Sarah’s passion is educating others to help them improve their situation.

What is Christian Small Publisher's Association and its purpose?

Christian Small Publishers Association (CSPA) is a professional association for publishers who produce materials for the Christian Marketplace. The purpose of CSPA is to assist publishers in marketing in the Christian marketplace. We believe that there is strength in numbers. Together, small publishers can accomplish more than each one working alone.

CSPA assists publishers in gaining affordable access to the Christian marketplace in three main ways. The first is through information. CSPA provides our members information on affordable resources available for marketing in the Christian marketplace with tips and ideas for making the most of these resources. The second is through networking. CSPA provides opportunities for our member publishers to network with each other to learn from each other and help each other promote their titles. The third way CSPA provides affordable access to the Christian marketplace is through cooperative marketing ventures with our member publishers. These cooperative advertising opportunities help keep book promotion affordable for small publishers.

CSPA started in January 2004 with three publishers and has grown to over 50 member publishers in the past three years. To learn more about Christian Small Publishers Association and the benefits we provide our member publishers, please visit our website at www.christianpublishers.net.


What are the hurdles that come along with publishing via a small press?

The biggest hurdle in publishing a book is the promotion of a book. I think writing and publishing are the easier parts of producing a book. Promotion is the most difficult piece. Any publisher with a million dollars to put into a marketing campaign for a book is almost guaranteed to have a best seller. Small publishers don’t have this kind of money. The challenge for small publishers is effectively promoting books on a limited budget.

With any small business the members of the enterprise wear many different hats. So it is with many small publishers. Often small publishers don’t have one person whose sole job is publicity. Instead this task is included with other jobs. If care is not given, publicity can get pushed aside when the urgency of other tasks are more demanding.


What are the benefits?

Large publishing houses give a book one year to become a best-seller. If a book is not a best-seller within a year, the book goes out-of-print. Large publishers have no incentive to keep the book in-print. On the other hand, small publishers thrive on back-lists. Small publishers take on books knowing that they may not become best-sellers, but usually are willing to keep the book selling for a couple of years if the author is willing to work with the publisher to continue to promote the book. For authors this is a great benefit.

It is hard to see a book you have labored to bring into fruition die after a short shelf life. Knowing that your book will be available for purchase for a few years is great fuel for an author. Not only does it give incentive to continue to promote your book, but also drives the desire to develop additional books for a growing readership. This of course benefits both the author and the publisher in the long run through bringing additional book sales and revenue.


What might surprise authors to know about small publishing houses?

Small publishers don’t just publish no-name authors. Some well-known Christian personalities are published by small publishing houses. One example of this is Green Key Books. This publishing company was born about 5 years ago and one of their first authors was Josh McDowell. Another example is Parsons Publishing House. This brand new small publisher just produced a book by Ron Kenoly.

You've written a book, "Your Guide to Marketing Books in the Christian Marketplace." What have been your experiences with this subject?

There are many books available on marketing books. These books are wonderful resources with great marketing ideas and resources. Sadly, most of these books lack information on resources for marketing to Christian consumers and book buyers in the Christian marketplace. My book, Your Guide to Marketing Books in the Christian Marketplace, is the only marketing book designed exclusively for the Christian marketplace.

As the director of Christian Small Publishers Association (CSPA), I have spent the past four years gathering information on the specific resources to reach the Christian market. This book is a compilation of these resources. It is the book I wish I’d had when my husband and I started a publishing company to produce Baby Bible Board Books™ in 2002.

Your Guide to Marketing Books in the Christian Marketplace has garnered rave reviews and won a bronze award in the Writing/Publishing category from the IPPY Awards. One Christian small publisher who had been in the business for nine years reported that she learned about resources she was not previously aware of from the book.

How does marketing in the Christian marketplace differ from the secular?

Overall, the marketing techniques used to sell books are the same in both markets. The difference is the avenues which these techniques are used. The Christian marketplace has its own trade journals, industry tradeshows, media outlets, and bookstores. Knowing these resources is essential for reaching this market.

Within the Christian marketplace there are a number of nuances that publishers and authors need to be aware of. Different denominational beliefs segment the marketplace. Many consumers and book buyers are tuned into their segment of the marketplace whether that is Pentecostal, Urban, Catholic, or Episcopal. Knowing these differences and how a book fits within each segment is important for effective marketing. For example, a non-fiction book from a Southern Baptist perspective would not do well in an Episcopal Christian bookstore.


What hurdles exist for Christian authors in the secular world of bookselling?

The secular marketplace has become very open to Christian books in the past few years. Christian best-sellers such as The Prayer of Jabez and The Left Behind series paved the way for the secular booksellers to embrace Christian books and increase the number of these books they offer their customers. I believe the doors are wide open for Christian books in the secular world of bookselling.


Can you give authors some tips to getting both their non-fiction and fiction books noticed by book buyers and consumers?

The other day I picked up a children’s book in a bookstore. On the cover, at the top, in large letters it read “Jan Karon.” I immediately thought, “Oh, a new children’s book by Jan Karon (the best-selling author of the Midford series).” On closer inspection, I noticed that the cover really said “Jan Karon Presents.” This was not a book by Jan Karon, but a children’s book by an obscure author who was savvy enough to get Jan Karon to endorse the book so that readers would recognize her name and buy the book.

Endorsements by known personalities get book buyers and consumers to notice a book. The Christian marketplace is no exception to this truth. Rather, it is probably even truer for the Christian marketplace. Due to the religious beliefs that are held by Christian consumers, this market is largely driven by name recognition; either publisher or author. Relying on name recognition enables retailers and consumers to be assured that they are receiving products that hold to their basic tenets.

The Christian marketplace is a hard place for an unknown Christian name to enter and be accepted as a credible “Christian” product. If you are a relatively unknown Christian author, the best tip I can give you to be noticed by book buyers and consumers is to obtain an endorsement from a well-known Christian author or personality. If a Christian consumer or retailer does not recognize the publisher or author of a book, but recognizes the name of an endorser of the book, they know that it is a “safe” product to purchase, whether for their store or personal use.

Another tip to get your book noticed is: Don’t give up! Many authors and publishers quit too soon. Selling books is a marathon not a sprint. Again, recognition is key. Research shows that it takes consumers a minimum of 12 exposures to a new product before they act on the information they have received and purchase the product. It is no different with books. Each time book buyers and consumers see or hear about your book, the chances that they will purchase your book increase.

Parting words?

Christian Small Publishers Association has launched a new book award to bring recognition to books by small publishers in the Christian marketplace. This award, Christian Small Publishers Book of the Year Award, will be given in 2008. Nominations for this award are being accepted through November 15, 2007 in three categories: Fiction, Non-fiction, and Children’s. Eligibility guidelines and nomination information can be found on CSPA’s website at www.christianpublishers.net.