Ask your local Christian bookstore owner what his or her top priority is. You might think it’s keeping up with the latest products, moving stock or making money. But most bookstore owners say it’s actually ministry.

Marlene Coghlin, executive director of the Guelph-based Canadian Booksellers Association Canada (CBA Canada), says, "These are people who are trying to make a difference, even in remote places like Yellowknife and Grand Falls."

The problem is they also have to spend a lot of time and energy on selling products and making money just so they can stay in business to do ministry.

Knowing there is strength in numbers, many independent bookstores have joined the CBA Canada whose mission is

"to unite all members of our industry in Canada and equip them to expand the Kingdom through business excellence."

Canada was originally a region of the U.S.-based Christian Booksellers Association. But in 1979, Glen Cameron, who owned three bookstores in Ontario, led the formation of CBA Canada and stayed on as executive director for 12 years. Bonnie Pioveson, who, along with her husband Glen, owns The Storehouse Christian Bookshoppe in Guelph, Ontario, served as executive director for six years. Coghlin became the executive director in 2000.

CBA Canada has 220 retail members, 55 members who are suppliers (distributors or publishers), and some affiliate members— non-bookstores who carry some books.

Belonging to CBA Canada allows members to get discounts on group insurance, pension plans, debit and credit card transactions; participate in trade shows, educational events, and national ad campaigns; receive an annual directory, newsletter, Marketplace magazine; and network with like-minded people among other things. Some members also form buying groups that share ideas and get group buying discounts.

Identity challenges

One of the biggest challenges facing CBA Canada is trying to differentiate itself in a U.S.-dominated business. Since 90 per cent of Christian products sold in Canada come from the U.S., trade shows in Canada are small potatoes compared to the very large U.S. trade shows. Canadian bookstore owners have to choose whether to attend the larger CBA show, a smaller Canadian one or both.

The flip side is the question of whether to carry Canadian products.

Lando Klassen, board chair for CBA Canada and owner of the House of James bookstore in Abbotsford, B.C., says "We should have huge Canadian sections—we should really be promoting our own authors as much as possible.

"In the past there has been somewhat of a poor self image for home grown products and the thinking that U.S. books were better quality—but this has changed and will continue to change."

Commercial challenges

Then there are the ongoing commercial challenges.

CBA Canada is looking for ways to help bookstores deal with the competition from big-box and Internet bookstores that are selling more and more Christian materials. These stores don’t have the range of a Christian store or the expertise to help the customer find the perfect book, but they are very visible and very handy. And they do have the latest big-sellers.

CBA Canada members are sharing ideas about what’s working for them—everything from offering meeting rooms for book clubs and other groups, serving coffee and hosting special events to setting up book tables at local churches.

U.S. surveys find that fewer than 25 per cent of Christians shop at Christian bookstores. Although there hasn’t been a similar survey in Canada, the number is likely lower here. "Many Christians are still quite unaware of the selection we have in our stores," says Klassen, "or they tried us once years ago and weren’t impressed so they haven’t been back."

Community emphasis

There is also the challenge of reaching out to people who may have never visited a Christian bookstore, or may not even know what one is. CBA Canada is cooperating with both their suppliers and their bookstores on a flyer sent out in early September.

Coghlin is particularly proud of its emphasis on reaching out to the community. "It’s called, ‘What goes into the mind comes out in the life.’ The intention is to let the general public know Christian bookstores have many resources to help them live their lives," she says.

Although not a bookstore owner, Coghlin cares deeply about Christian bookstores. Since she came to Christ at age 25, she has grown through the many helpful resources she has found in them. Her goal is to see that the public continues to have access to quality materials sold by people who pray before they open their doors to do business.

Nancy J. Lindquist is a versatile writer, whose work includes novels for teens. If you would like bookmarks highlighting Canadian authors (for yourself, or enough for your church), contact her at njlindquist@rogers.com or phone: 877-842-8574.