wfn.org | [PCUSANEWS] Presbyterian Publishing goes digital: the upside of

[PCUSA NEWS <PCUSA.NEWS@ECUNET.ORG>]

Note #8941 from PCUSA NEWS to PRESBYNEWS:

05527
Sept. 29, 2005

PPC does digital

Publisher delivers the business lowdown: Downloads have lots of upside

by Alexa Smith

SACRAMENTO, CA - Downloadable lessons in theology and the Bible, popular
culture, spirituality, Christian living and contemporary issues.

	That's the heart of a strategic plan the Presbyterian Publishing
Corporation (PPC) has implemented to increase sales.

	A new hymnal for the Presbyterian Church (U.S.A.) - to be ready in
2013 - is also under study.

	The Thoughtful Christian: Faithful Living in a Complex World will
package lessons that can be printed and photocopied for use in classes and
retreats and for personal study and devotion. About 50 selections are under
development now. New studies will be added regularly.

	"This is the centerpiece of this year's strategic plan," Publisher
Davis Perkins told the PPC board during a recent meeting here. "It's a
downloadable learning resource, and the thing has just taken off."

	The launch of the Web site, TheThoughtfulChristian.com, is scheduled
for Feb. 1 and will coincide with the annual meeting of the Association of
Presbyterian Church Educators in St. Louis, MO, which opens on the same day.

	A marketing campaign will begin in January.

	The studies posted at the site will run from one to four sessions
each. Each session is designed for one hour and includes a three-to-four-page
handout and a two-to-five-page leader's guide with lesson plans and
resources. The Web site is intended to be ecumenical.

	The Rev. David Maxwell, the senior editor of Geneva Press, said the
studies were tested with certified Christian educators and local pastors.
They were written by academics and clergy.

	"The idea is to clarify issues," said Maxwell, who is in charge of
the project. "The writers may show where they come out, if the subject is
controversial ¾ but  they are required to show the reason and logic behind
the opposite point of view."

	Geneva Press is PPC's line of books specifically for use in the
PC(USA).

	For subscribers who sign up by Sept. 30, 2006, the first-year cost
will be $250, and annual renewals will run $225. After Sept. 30, the cost of
subscribing for a year will be $500.

	Individual studies may be downloaded at $5 for one session, $9 for
two and $12 for three. Each additional session beyond three costs $3.

	 Marc Lewis, PPC's senior vice president and general manager, told
the board that the project is a safe investment. He expects it will cost
$300,000 to launch, develop and promote the site in 2005 and 2006. Once that
is done, expenses will amount to just about $40,000 a year, mostly for
writer's fees.

	To date, studies under contract include Iraq: What Is Our
Responsibility?, Terrorism: A Christian Response, Stem Cell Research: Facts
and Choices, How the Rapture Involves Israel and Divestment: Why Israel? Why
Now?, all in the "contemporary issues" category.

	Movie studies include Hotel Rwanda, Vera Drake, Harry Potter and the
Sorcerer's Stone, Friday Night Lights and Ray. 

	In "Christian living": What Would Jesus Drive?, What's My Kid Doing
on the Internet?, Parental Responses to the Playground Bully and Is God in
the Workplace?

	PPC's sales were down by about 11 percent as of August, Lewis said,
noting that most booksellers are reporting disappointing sales. According to
the American Booksellers Association, sales of retail books sales have
declined in 12 of the last 14 months.

	"It is not just us," Lewis said. "It is other denominations. Other
publishers. Book-selling in general is a fairly tough business - unless
you're Amazon." 

	He said PPC is hustling to improve sales through Amazon: So far it
has enrolled more than 700 titles in Amazon's inventory.

	PPC is expecting net income of $285,000 for 2005, with $9 million in
sales. Despite the slow market, that would be the second-best year in PPC
history. Lewis anticipates sales of $8.6 million in 2006, with a net income
of $187,000.

	PPC's best year was 2004, largely because of Credo, a hardback
edition of quotes from the Rev. William Sloane Coffin, a best-seller.

	PPC also is researching the development of a new PC(USA) hymnal. The
216th General Assembly authorized PPC to assess the need for a new hymnal and
report on the matter to next summer's 217th Assembly in Birmingham, AL.

	"The question we're asking is whether people want a new hymnal,"
Maxwell told the Presbyterian News Service, emphasizing that the project is
by no means a "done deal."

	"We'll look at the surveys, and then we'll have to determine what
they want in it," Maxwell said. "If they want a hymnal, we'll have to work
hard to get what they want. If not, we'll have to look at what other
resources may be useful."

	The August 2005 Presbyterian Panel survey will poll 3,000 ministers
and elders on the need for a new hymnal, what it should include, and how
their congregations use hymnals.

	Westminster/John Knox Press (WJKP), the denomination's academic book
line, plans to develop a three-year acquisition list and to increase the
number of books it publishes each year from 75 to 100.

	Beginning Jan. 1, WJKP will assume production, marketing,
distribution and financial operations of Theology Today, a 61-year-old
theological journal published by Princeton Theological Seminary. Princeton
will continued to provide editorial leadership

	PPC can take on production and marketing of the journal without
hiring additional staff. The publication is expected to create about $250,000
in revenue.

	The board re-elected Perkins to a fourth four-year-term as PPC's
publisher, subject to General Assembly confirmation.

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