1. 20 CHRISTIAN MARKET / DECEMBER 2016 / WWW.CBAONLINE.ORG
The family is one of civilization’s most important
and foundational institutions. Unfortunately, the
traditional concept of family is under attack, the implications
of which are far reaching. According to author and blogger
Tim Challies, “We know that a distinctly Christian notion of
family is crucial to raising children in the discipline and
instruction of the Lord. But there’s more at stake than raising
the next generation of Christians. Family is crucial in at least
two other ways: It teaches us fundamental truths of the
Christian faith and it serves as an important kind of ministry.”
Equipping and strengthening families is vital to the life of the
church and the faith and should be of great importance to the
Christian retail marketplace.
ISSUES AND NEEDS
In 2006, LifeWay Christian Resources published a list of the
issues Christian families wrestle with. Near the top was
divorce, a finding Moody Publisher’s John Hinkley, associate
publisher of the Gary Chapman Publishing Team, agrees with.
“The absence of a nuclear family works against raising children
in a stable and healthy environment.”
Bill Sharp runs Living Room Christian Books & Gift in
Bastrop, Texas, with his daughter Kim Burns. They believe “the
traditional family structure is being assaulted by society, social
media, and entertainment. The family is bombarded from all
directions, and our youth are being told that traditional values
are not relevant.”
Benjamin Thocher, director of sales at Crossway, says other
important issues affecting families include “discussions
surrounding human sexuality, the implications of religious
pluralism, and technology’s impact on our relationships.”
Just being a family can be a challenge. Marj Pon, associate
publisher and editor of teaching and learning at Abingdon
Press, notes that family schedules are “so packed that families
have little time to be together as a family and often the
overload leads to less time in learning about our faith together.”
Cultivating an abiding relationship with God is an important
aspect of Christian family life. David C Cook VP of Sales and
Marketing Learning Resources Chriscynethia Floyd says
cultural influences “being experienced by families—and
especially youth—are blurring the fundamentals of our faith.
The shifts are subtle in some ways and others not so much, but
in the end they’ll have a lasting impact on the church and how
the church is viewed in history.”
With pressures coming at them from all sides,
Christian families need supportive resources
“that build a lifetime of faith. There needs to be
greater diligence in building the faith
foundation, not only for defending one’s faith
but in order to understand, as Christians, we are called to
‘be in the world but not of the world.’ When you talk about
building a foundation, you must start with the Bible, and
instilling the love for the Word of God in your family is
critical,” says Floyd.
Abingdon Press Associate Publisher of Christian Living Books
Susan Salley says, “So many things are changing for modern
families—schedules, proximity to family, and a lessening of time
and support. We see more parents looking for help in building a
steady foundation of faith and confidence for their family.”
GAPS AND OPPORTUNITIES
While a wealth of resources to help families fill Christian
stores, gaps remain. “We’re hearing from our partners [about]
the need for reaching a generation of youth that aren’t ‘into
doing church.’ This means being innovative about how content
is created and ultimately delivered,” says Floyd.
Thocher agrees: “Teenagers are a somewhat underserved
demographic. Given current cultural trends, it’s important for
them to have resources—devotionals, study Bibles,
biographies, etc.—that connect their daily lives to the realities
of the Gospel and prepare them to speak cogently and
winsomely about their faith.”
Storeowners Sharp and Burns note they need more materials
for this age group. “We need help to address this population
better, but [we’re] not sure what that looks like.” The duo says
they would love to stock more hands-on or activity-based
products for youth between elementary grades and early
adulthood.
Pon considers these gaps to be opportunities for resources that
“help teach both adults and children about God, Jesus, and the
Christian faith in accessible and understandable ways, as well
as assistance with how to incorporate faith practices and
spiritual disciplines into their everyday lives.”
“Parents need other parents to walk together through the
challenges of raising families in today’s world. Small group
studies that will stimulate camaraderie and transparent
discussions will help parents feel both understood and
supported. These resources may also provide an element of
Family M
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2. CHRISTIAN MARKET / DECEMBER 2016 / WWW.CBAONLINE.ORG 21
accountability,” says Hinkley. “They need to hear other parents
who have overcome the obstacles of raising kids at every phase
of development.”
Christian storeowners could consider hosting a
multigenerational get-together at which parents can share
ideas or war stories and get tips and advice. Pon sees the value
in parents supporting one another in a safe environment. “[It
gives them the chance to say] my kid asked this, my kid said
this. Have you heard this before? How did you handle this?
What should I say and do?”
She suggests additional helps come in the form of family
devotions, apps, and emails; Sunday school lessons for parents;
and small group resources that provide new ideas and concepts
for parenting, using stories of real parent-child issues.
Thocher suspects that an increasing number of resources related
to family life—such as those dealing with parenting, sexuality,
and technology—and the spiritual disciplines of prayer and Bible
reading will represent the next wave of publishing.
Hinkley has an innovative idea for retailers and suppliers to
equip moms and dads.
“For many of today’s parents, the first place they go to discover,
learn, and grow is the internet. Publisher- and retailer-
sponsored websites that provide both time-tested and
up-to-date parenting instruction and resources will meet these
men and women where they are and guide them toward
becoming more effective parents,” he says.
THE ROLE OF THE CHURCH
Supporting the mission of the church is central to Christian
retail. Churches also play an important part in the life of
Christian families. While the church isn’t the only way to serve
families, it should certainly be the primary way, says Thocher.
“It’s important to keep the church—its leadership, worship, and
mission—central to the rhythms and structures of our family
life. Pastors and elders, not publishers, are the spiritual
authorities that God has placed in the lives of His people,” he
says. “We should try as much as possible to equip and
encourage these church leaders to shepherd families well.”
Salley agrees: “Church communities are also finding effective
ways to support parents, moms particularly, offering
multigenerational mentoring, relationships, and support,
whether the families are church members or not. That kind of
community building, especially for young parents far from
their own parents and grandparents, fills a void.”
“The church is in the best position to meet these needs,
although it may not involve using the church building.
Addressing parenting and family needs can be an effective
outreach strategy for churches—to be Christ and meet needs
where people are,” says Hinkley. “The best environment for
this may be in homes, where a family invites other families/
parents from their neighborhood to a discussion group in their
home once a week. Over time these couples may be drawn to
Christianity and ultimately the church.”
He sees value in helping the church sponsor seminars, classes, or
small group experiences where parents come to learn and share
together. “Publishers and retailers can partner together with a
church to both resource and promote these learning experiences.
Publisher- and retailer-hosted parenting events and partnering
with local churches has the potential of attracting both
Christians and non-Christians. This can be done at a civic center
to make it more natural and nonthreatening to those who feel
less comfortable attending church.”
The goal remains keeping families together and developing a
strong foundation of faith.
“The top issue for parents is and has always been raising
children who love God and love others,” says Thocher, “while
ultimately entrusting that outcome to God alone.”
With more than 20 years in magazine and book publishing,
Lora Schrock is owner of Editorial Answers, LLC, www.
MattersTOP 10 ISSUES FACING
CHRISTIAN FAMILIES
1. Anti-Christian culture
2. Divorce
3. Busyness
4. Absent father figure
5. Lack of discipline
6. Financial pressures
7. Lack of communication
8. Negative media influences
9. Balance of work and family
10. Materialism.
Source: LifeWay Christian Resources, 2006.
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