This is part two of two articles on the general subject of reading and language, especially as it relates to the closing of bookstores in the wider market, and Christian bookstores in particular. Click here for part one.
Times are a lot tougher than in the past. Millennials struggle to find jobs and wealth creation is not as it was in the days of double-digit interest rates. The R-word — recession — is occasionally mentioned; some say we’re moving into it, some say we’re in it, some say we’re in recovery. Christian bookstores could have reason to claim immunity for the following reasons:
- In full out economic depression, people turn to religion.
- Also in depression, people turn to entertainment. While the book industry doesn’t have the same profile as movies, music and television, it is most definitely a subset of the entertainment industry.
So why have so many Christian bookstores closed? As with yesterday’s article, I haven’t taken the time to cite studies and statistics, but trust me on some things I can offer anecdotally.
First, we mentioned the various time pressures, distractions, and diminishing attention spans. I would argue that this has led to decline in the traditional devotional reading time. Bill Hybels has tried to give this new life by christening it with a new name, Chair Time. I wrote about that in February, 2016. Curling up with a good book and building a personal library are becoming rare activities. The only way to ensure people have contact with books at all is sometimes to have small groups or home groups which are essentially book study groups. That doesn’t always happen however. Many house groups use church-provided outlines or small study guides related to DVD curriculum they are watching. I do like the traditional book groups, especially in the sense in which they provide accountability (to cover the chapters for the next meeting.)
Second, I think the problem is self-perpetuating. Focus on the Family did some studies a decade ago on the spiritual influence the Dad has in the home, citing things like church attendance over time. I would contend that a generation is arising that has never seen their fathers sitting in a chair reading and when I say reading here, I would settle for the Sears catalog or Sports Illustrated. Many homes no longer receive a newspaper; and I understand that, you can read it online. But online reading is very personal. I could be doing anything online now: Checking the weather, balancing my bank account, posting a social media status update, watching YouTube videos, playing an online game, reading a serious article, or writing for my blog. But when someone sits in a chair reading, they are very obviously reading. Kids need to see this modeled for them as a life component every bit as normal as brushing your teeth.
Third, I believe that leadership is not setting the pace. In the retail store where I hang out, we see Sunday School teachers, we see worship team members, we see small group leaders. What we don’t see is elders, deacons, board members. Sometimes I will visit other churches and I see the names of these people printed in the church bulletin and I don’t recognize any of those names. We even had an instance of a pastor who we were told on good authority did not use his book allowance in ten years. (The man was incredibly arrogant and probably felt he knew all there was to know.) There are a few exceptions to this, but many people are chosen to serve their church in this capacity because they are business owners or executives who are successfully managing the company they work for and are considered wise enough to run the affairs of the church. Maybe they’re too busy to work on their own spiritual formation. That wasn’t the case with Stephen however. When The Twelve needed to create another tier of leadership to do the everyday running of things, they chose, “a man of faith, full of the Holy Spirit.” (The solution to this is pastors who buy the books in bulk they want their elders to study and then give them out as required reading.)
Fourth, the stores need traffic generators; they require a constant hit bestseller to pay the bills. The Left Behind series accomplished this. The Shack brought people to the stores to both discuss and purchase the book. The Purpose Driven Life did the same. (I know there are people here who aren’t fans of these three examples, but they make the store sustainable for people looking for a classic Spurgeon commentary, or something by Tim Keller, or an apologetics resource.) Even on the non-book side of things the Gaither Gospel Series DVDs provided that traffic. These days, whenever something takes off in the Christian marketplace, Costco and Barnes and Noble are quick to jump into the game. Conversely, it doesn’t help when major Christian authors experience moral failure. The publishers occasionally offer products exclusively to the Christian market, but they only do this for specific chains (Mardel, Parable, Family Christian, etc.) not the independent stores who so desperately need this type of support. You have to be inside the stores to see other products you might wish to read or give away.
Finally, we’re not presently seeing a spiritual hunger. People are not desperate for God in North America and Western Europe right now. We hear reports from Africa or South America, though it’s hard to really quantify what is happening when there are often fringe movements or revivals based on extreme Charismatic doctrine or a mixture of Biblical Christianity and local animistic beliefs. In my early 20s, I remember hearing a Christian speaker say (quite tongue in cheek) “We don’t need the Holy Spirit, we have technology.” There is a sense in which this is true. It does remind me of the adage, “You can lead a horse to water, but you can’t make him drink, but you can put salt in his oats to make him thirsty.” We have to find ways to instill that hunger for reading in our local congregations. Pastor recommendations of books from the pulpit are the most significant factor driving customers to make purchases or place orders. Another way the technology can be made to work is by providing chapter excerpts for people to sample; but publishers are very reluctant to do this, for reasons which escape me.
In conclusion, all the factors mentioned in the previous article are impacting bookstores in general, these factors listed here are some things that concern me about the Christian market in particular.