Some of my fondest childhood memories are snuggling next to my mom as she read to us, utterly engrossed with the goings-on of The Five Little Peppers and How They Grew, the adventures of The Bobbsey Twins, the suspense of Treasure Island and Kidnapped. Listening to those wonderful classic stories instilled in me a love of reading; I still enjoy the thrill of being transported to another world through the words of the author. It was a legacy I wanted to pass on to my own children, and I treasure the time we spent together pouring over the wonderful words and pictures of Beatrix Potter, Barbara Cooney, Chris Van Allsburg, and Eric Carle. We explored the lives of the pioneers through Laura Ingalls Wilder’s Little House on the Prairie series, we laughed at the antics of Mrs. Piggy-Wiggle, and we learned about our country’s history when the American Girls series first began.

Flashforward to today, and imagine this scene—a mom and her children gathered next to her, waiting to hear the opening words from Little Women as mom turns on the Kindle and begins. What? Snuggling up with a good Kindle? Is that possible? Not only is it possible, but educators and parents alike are seeing the value of getting their children to read by using the Kindle. A recent news spot on MSNBC featuring Dr. Jim Henderson, director of instructional technology in Granite School District in Salt Lake City, begins with these rather frightening words, “Say goodbye to school libraries as we know them.” But Henderson not only is sold on the Kindle for his own personal use, but he also believes that the Kindle will encourage children to read more because books will be more easily available to them. Henderson has bought Kindles for everyone in his department and plans to buy 147 more as a trial for the district’s avid readers club. He hopes that in two years, all students in his school district will be using Kindles in favor of textbooks.

So what does that mean for those of us who are in the business of creating, developing, and producing books for young people? First and foremost, it means we need to be “container agnostics” and look at print products as just one avenue for content, but not the only one. We need to think outside the traditional trim sizes and embrace this technology and others that are sure to come as yet another tool to place God’s Word into children’s hands, minds, and heart. Think about it. A tween may not want to carry a Bible into school, but he or she can easily take one with them via the Kindle. We should not only limit our thinking of new product development in these terms, but what about the wealth of content and material on our collective backlists? What better way to breathe new life into kids’ devotionals, fiction series, and Bibles than by offering it in a newer, cooler format for kids? The possibilities are endless once we open our minds to what can be done.

I may never give up my wonderful stack of picture books that I have carefully packed away with the hopes of one day sharing them with my grandchildren, but I am willing to explore any avenues that will encourage children not only to read, but to carry God’s Word with them wherever they are. Aren’t you?

Betsy Schmitt
Director of Children & Youth Products, Product Development, Agent

Here in Chicago, baseball is king these days. We have two (count ’em, two) teams in the playoffs, something that hasn’t happened in 102 years. And, I must confess, that I am a baseball fan, more specifically, a perpetually suffering, wait-till-next-year, die-hard Cubs fan.

If you follow baseball at all, you’ll be sure to hear or read the comments of a general manager after a “blockbuster” trade. This past season I heard lots of them from Jim Hendry (Cubs) and Kenny Williams (White Sox). And they almost always emphasize that a trade must be good for both teams. But that’s not what fans like me want to hear. We want to get another team’s stud in trade for an unproven minor leaguer to be named later or another teams golden arm for one of our over-the-hill, lame arms. We’d like to trick the other team and win in the deal. But, as the wise general manager will say, “A trade like that might work once, but that team would never trade with us again. A good trade must benefit all the parties.” In other words, it must be a win-win.

That expression, “win-win,” is common in business. Ideally, any negotiation or deal should end with both parties benefiting. Interestingly, in my 20+ years in Christian publishing, I haven’t always found that to be the case. Maybe it’s because my company (The Livingstone Corporation) is small or perhaps because we “serve” publishers. (Of course, it’s also possible that I’m just paranoid or a perpetual whiner.) Often I get the feeling that we are expected to do whatever we can to help the other party succeed at our expense. Usually that happens during our negotiations when the discussion turns to the costs of our services. Sometime it involves schedule.

Let me explain, here, that often we bring product ideas to publishers. At other times, they contact us for help in producing their ideas.

Lest you begin to hear the sound of a fine whine, I have to say that I understand that negotiation involves give and take, back and forth, offer and counter offer. I’m just saying that in all of this I would hope that both parties would be working for win-win. Sometime that means win-win-win (when an agent represents us) or win-win-win-win (when an agent represents someone else to the publisher, and we are retained by either the agent or the publisher).

At times, the publisher is probably thinking, “You don’t understand. This will turn out to be a big investment, and we’re taking all the risk here. We’ve got to make our pro-forma work with sales projections . . . ” At the same time we’re thinking, “You don’t understand. We’re not a freelance brother-in-law who does this in his spare time out of his house. We’re a company of professionals, with real company overhead expenses . . . ” Both valid points. And the negotiations continue.

Eventually, I guess, it gets down to trust with each party wondering if the other one has his or her best interests at heart or is pulling a fast one. We never know for sure, unfortunately, till the deal is done. But if we feel ripped off, we’ll probably not do business with that person or company anytime soon.

Fortunately, through the last couple of decades, I’ve found that most industry veterans understand this and try to work with us. The push back often comes from newer staff who feel the pressure of budget constraints and superiors’ expectations (and they don’t know us very well).

My point is simply this: Let’s at least approach the discussions/negotiations with the goal of win-win.

Dave Veerman, Chief Creative Officer

He held up his hand in a “stop-right-there-for-a-moment” gesture. I could tell something had just triggered a disconnect in his mind.

“Let me get this straight,” he said. “You’ve been involved in developing dozens of published presentations of God’s Word in numerous translations over the last two decades, but you claim you have never sold a Bible?”

“That’s pretty much what I said,” I answered. But I knew the setting made my claim a little incongruous. At that moment, we were standing on opposite sides of a book table. It included quite a large selection of study Bibles, devotional Bibles, and several uniquely bound Bibles, along with other books that Livingstone has produced over the years. I was on the selling side of the table.

I also knew that he was perplexed over my statement since it followed hard on the heels of an exchange in which I had handed him a Life Application Study Bible and he had handed me some money. He doubted the veracity of my claim and thought his case was irrefutably made. He held out his new Bible as exhibit A and smiled. “Excuse me, but didn’t you just sell me this Bible?”

“Actually,” I said with a smile of my own, “I didn’t just sell you that Bible.”

With a friendly furrow of confusion between his eyes, my customer said, “I guess you’ll have to explain, because if it looks like a sale, and smells like a sale, and costs like a sale, I’m thinking it’s a sale.” He was gesturing with his new Bible for emphasis as he spoke. The sword-waving similarities of his actions immediately reminded me of several passages in Scripture, but I didn’t want to digress.

So, I tried to allay his curiosity with an explanation that went something like this: “The reason I try to remember to never think of the Bible as an object I sell is because God’s Word isn’t for sale. Like the gift of salvation, the Scriptures are a priceless gift from God. Whether a copy of the Bible is handed over free or sold for money, the content of God’s Word is not for sale. And putting any price on it has the subtle effect of devaluing the treasure God has given to us.

“The price tags that are affixed to copies of the Bible must always relate to what is reasonably available for sale: cost for translating, the value of various types of paper, costs for production, costs for the time to develop various features, outlay for cover choices, and dozens of other factors that create a market aspect of a particular copy of the Bible. But the value of God’s Word remains beyond calculation.

“So,” I said in conclusion, “the money you just gave me covered some of the material and human costs for that copy of Bible, but you just got God’s Word for free.”

This thought parallels one of Jesus’ parables of the Kingdom that Matthew collected in his thirteenth chapter. Jesus described our encounter with His Kingdom as an episode in which a man goes on a stroll through the fields and stumbles over hidden treasure. When he realizes what he’s found, he immediately sells everything he has in order to buy the field. The point of the parable, of course, is not that the Kingdom of God costs us everything. Rather, Jesus was telling us that even after giving up everything, the Kingdom of God always comes to us free, hiding in the field we bought. So whether we have a little or a lot to give up in order to receive God’s Kingdom, the final accounting determines that we got the Kingdom absolutely free.

Similarly, the priceless treasure of God’s Word may come to us hiding on pages of recycled newsprint between a simple paperback cover or it may be enclosed in fragrant, embossed leather and printed on fine, gilded-edge paper, but the value of the presentation never compares to the worth of the Word.

Growing up among Wycliffe Bible Translators missionaries, working in Youth for Christ, and spending years as pastor of a rural church in Wisconsin, my life has been laced with opportunities to deliver God’s Word to people in various presentations. Studying the Scriptures with others and preparing various products designed to facilitate people’s access to the Bible have created a continual metronome in my life between challenge and delight.

Now, whether assisting pastor-authors in developing manuscripts, brainstorming Bible products, or writing a continually widening variety of devotional, instructional, and expositional pieces, I find this work always stimulating. As I visit with our clients and remind them of our experience and expertise, I’m amazed how often people with whom we’ve worked for years will say, “I didn’t know Livingstone could do that! You guys can really help me!”

Nothing thrills us more than seeing a well-designed presentation of God’s Word delivered into the hands of a carefully identified audience. We enjoy thinking up new ways to make that happen. I know Livingstone can help you.

Just don’t ever ask me to sell a Bible.

Neil Wilson
Special Projects, Account and Project Manager

News Bits for Publishers

News Bits for Publishers

Industry News
Summer Event Round-Up
Publishing Trends (8/29)
In their September newsletter Publishing Trends gives a summary of this summer’s significant publishing news events, from a NYC perspective.

Branding
More Than Book Covers, Logos and Slogans
Publishing Trends (8/29)
Informative, concise article demonstrating the critical importance of brand alignment, what internal branding really is, and its implications.

Social Networking
What People Are Reading
GoodReads.com (8/29)
GoodReads provides social networking opportunities for readers to share what they’re reading and their thoughts. In his blog Tim O’Reilly expresses the belief that GoodReads is “the pinnacle of private social networking.” Could be relevant to new product developers and acquisition editors.

Marketing Research
Reader Relationship Management
Advertising Age (8/25)
Acquisition editors make choices in part based on knowledge of their readership. How deep and accurate is that knowledge?  Readership knowledge directly shapes editor’s decisions that, in turn, shape purchasing and publishing decisions, market success, and ROI. This article, though focused on CRM practices in non-publishing companies, could have crossover applications for Christian publishers. Of interest to strategic planners and publishing marketers interested in relational-marketing strategies.

Ideation
25 Ways to Capture Ideas
LifeDev (8/2008)
Ideas on different options to capture those precious brainstorming or inspired insights.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.

News Bits for Publishers

Publishing
How Publishers Can Still Matter
Publishers Weekly (8/4)
A thoughtful perspective piece by Clay Shirky on how traditional publishing houses can position themselves for relevancy amid industry changes brought on by new media and technology.

Analytics
Google’s New Tool for Marketers
New York Times (8/6)
Article announces launch of new tool by Google intended for marketers. Insights for Search tracks and ranks the most popular words people type into Google’s search box. This has relevance for Christian publishers attempting to do more information-based product development and online marketing communications strategizing.

Product Development
Marketing to the Middle Class–Which One?
Pew Research Center
A recent study by the Pew organization discovers that the American middle class is not a single group but actually four different groups. Solid profile information with applications for more precise Bible and Christian product development.

Young Adult Consumers
College Students and Social Responsibility
Advertising Age (8/4)
Survey shows the rising influence of a company’s perceived social responsibility commitment in college students’ purchasing decisions. Could be relevant to shaping communications strategies and tactics, as well as packaging.

Branding and Digital
Four Lessons from Digital Brands
Advertising Age (8/5)
Relates four “success factors” of digital brands that can be applied to all brands–including Christian ones.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.

August 1, 2008

Sony Adopts e-Book Standard
Publishers Weekly (7/24)
Sony adopted The International Digital Publishing Forum’s e-book standard for their reader. Interestingly, as Jim Milliot points out, Amazon has yet to do so.

Culture
Changing American Reading Patterns
New York Times  (7/27)
Article concerned with the sociology and generational aspects of reading in America today.  Print, web, new media–all involve reading. Story may contain relevant insights for publishers’ new product development and distribution planning.

Online
Generational Activity Differences Online
Social Media Optimization (6/08)
Story on a Deloitte & Touche study regarding generational differences in using blogs and other online activities. The segmentation yields interesting insights for digital strategic planning.

New Media
Text Messaging Still Growing Strong
Wireless Developer Network (7/30)
Another article on why publishers might consider making SMS marketing a part of their promotional and content distribution strategy.

Livingstone.com Ideas to Marketplace.

Editor: Christopher Ribaudo, Chief Brand & Marketing Strategist

“Let the Bible speak for itself,” my friend said over her latté. “All of this specialty gobbledy-gook just waters down what’s really important.”

I had just described for her some of the Bible projects I was working on. I think she went on overload as I talked about the specialty Bible products that pass through Livingstone’s hands every year.

I couldn’t help but wonder if she had a point. Isn’t that part of the struggle we’re all facing in Christian publishing? As Bible publishers jostle for shelf space, as we consider the sheer cost of producing a 2000-page Bible, we also wonder, “Is there room for another Bible?”

I believe there is—there always is. And I don’t say that just because I’m in the business.

I say that because I love God’s Word with every fiber of my being—as do most of us who stare into our computer screens all day laboring over products that are meant to share that Word in a variety of genres.

I love God’s Word because it changes lives. I know that from personal experience.

I remember receiving a specialized New Testament in The Living Bible back in 1975 when I was in high school. I brought that New Testament home and devoured it—and I vividly remember reading the book of Hebrews and actually “getting it.” It was an AHA moment, a moment when I understood what the book was about and how the New Testament fit with the Old Testament. And I’ve been in love with Scripture ever since.

My heart is to help others have those AHA moments. I want them to realize that the Bible is not a big scary book, but a big amazing story—so big that it reaches across time itself. And yet, it can reach into their lives on a rainy day and give them the comfort they need to keep going. Those AHA moments mean they get it. They begin to see how the pieces fit together and to understand how that matters to them personally.

As a kid of 17 in 1975, I needed the simple and clear language of The Living Bible to make the book of Hebrews make sense to me (thank you, Ken Taylor). So as I watch different Bible versions be created, I’m overjoyed. Someone else will have an AHA moment as well.

Now granted, in the same breath I could also say that the same person may find himself utterly confused. Standing at the local Christian bookstore to buy a Bible, he thinks to himself, NIV? ESV? GWT? NLT? KJV? NKJV? NRSV? OK, I really need some help here. I’m drowning in alphabet soup! But if he reads a few lines of these Bibles, it won’t take long before he finds one that reads to his level, his liking.

Aren’t we amazingly privileged to be able to do this? William Tyndale would be astounded.
Beyond that, however, we might ask the question my friend was pondering—specialty gobbledy-gook. By adding our ancillary material, are we guilty of not letting the Bible speak for itself?

I fondly remember purchasing my very first study Bible after wearing out my New Testament. I had started college and wanted something with notes, something that looked serious, something to help me really understand more deeply what the Bible was saying. That first study Bible was a burgundy bonded leather Criswell Study Bible. His “scarlet-thread of redemption”—his way of describing how the salvation message runs throughout Scripture—captured my heart. Through those notes began a journey that has brought me where I am today.

But have we gone too far? Do moms, dads, parents, kids, teens, tweens, sick people, hurting people, tired people, business people really all need a Bible of their own?

I believe that if we can create something that will speak to them, then we should do so. Why? Because of the AHA moments that still need to happen in the lives of those moms, dads, parents, kids, teens, tweens, etc. People need Scripture “in their own tongue”—the material we produce is meant to help those people understand that the Bible speaks to them, it’s relevant. Mind you, we aren’t making the Bible relevant (it doesn’t need our help), but we are helping these many audiences see that relevance, maybe for the first time. For some of those people, that plain text Bible in a particular translation or that specialty Bible designed just for them might provide that first AHA experience.

My friend didn’t want me watering down what was most important. I explained to her that I just see myself as laboring alongside modern-day Martin Luthers and William Tyndales and early church leaders who simply sought to bring Scripture to the people—all people, in all places, in all walks of life, in all phases of life. Whatever it takes, I want them to have that AHA experience that will help them see the message of salvation and grace.

And really, isn’t that what it’s all about?

Linda Taylor, Editorial Director

In most evangelical publishing firms, acquisition editors are typically the ones charged with searching for new talent, cultivating relationships with authors and agents, entertaining new proposals, and purchasing a certain number of projects a year.

Acquisition editors function as key culture-shapers because what authors get contracts, what stories get admitted into the mainstream Christian publishing system, and what personalities get media platforms and distribution for their story is largely influenced by this virtually unseen and unknown group.

To a significant degree, in traditional marketing and increasingly in online communications, acquisition editors select the content that in turn shapes the ideas, opinions, attitudes, rhetoric and discourse within evangelical circles and the broader evangelical movement.

For these reasons, it’s interesting to ponder how acquisition editors do what they do. How do they sort through the glut of opportunities to identify the ones they want to invest in?

In a recent post, Michael Hyatt, President and CEO of Thomas Nelson, informally sketched out a two-criterion approach that included “brand equity” and “competitive advantage.” Building on this, I want to suggest two more criteria editors could use in assessing new opportunities: Gospel content and Gospel motivation.

Gospel Content

By Gospel content I’m suggesting that evangelical acquisition editors might evaluate business prospects with an eye to alignment with the actual biblical facts of the full Gospel.

For example, an acquisition editor could perform a Gospel risk-benefit analysis by asking how much and how well the proposed idea or concept reflects the Church’s historic Gospel message.

Salvation by grace alone through faith alone in Christ alone are Gospel facts. But what about other Gospel facts beyond these—like foreknowledge, regeneration, faith and repentance, justification and sanctification, spiritual adoption, glorification and union with Christ?

How conscious are acquisition editors about these Gospel truths as they evaluate different manuscripts for content and quality?

From a theological and Kingdom perspective, the quality of an acquisition editor’s evaluation of authors and proposals is linked to the accuracy and quality of Gospel facts they possess and can apply. This understanding is a powerful precondition and influencer of an acquisition editor’s thinking and choices.

Gospel Motivation

In addition to Gospel content, I also suggest Gospel motivation be a selection criterion.

By this I mean acquisition editors would evaluate authors and proposals and the degree of alignment between how their content—directly or indirectly—motivates believers and how the Gospel does.

Watching my sons grumble when asked to clean their rooms one day reminded me of something I learned over time growing up. I remember times when I was asked to do a specific chore. I did it, but I did it with a grumbling and complaining spirit. I outwardly obeyed, but inwardly I was all about rebellion. I externally conformed while inwardly breaking the 1st and 5th Commandments. I was performing rather than living by faith and love.

The point is God desires disciples and not performers. He desires people who externally follow him because internally they are continuously rooted and transformed by Gospel grace.

When evaluating the risk-benefit profile of a particular author or book deal, acquisition editors could ask, “How does the author or content—directly or indirectly—motivate readers? Does it seem to rely on appeals to egotistic, pragmatic, emotional, sentimental, romantic, hedonistic, duty or private ethical motivations, or does it motivate believers to obedience flowing from heart gratitude to God and the joy of the Gospel in Christ?

Four Criteria for Acquisition Editors

Christian content that leaves out truths of the Gospel distorts it and loses Kingdom relevance. On the other hand, content about the Gospel’s message of grace that directly or indirectly motivates believers to live by performance or fear, instead of by grace, undermines the Great Commission.

For publishing houses concerned with providing content that is missional and Kingdom-focused, an acquisitions approach that includes brand equity, competitive advantage, Gospel content and Gospel motivation as its criteria may more effectively help you achieve your ministry goals and vision.