Monday Morning Music Ministry

3-6-17

A possible Sign of the Times. But this sign says “Going out of business.” Not Sears nor Macy’s nor Outback Steakhouse nor JCPenney nor Kmart nor Office Depot nor Aeropostale. Not American automakers, either; nor air-conditioning plants; not other businesses being yanked back to our shores.

No, this week it was announced that Family Christian Stores, the self-proclaimed “World’s largest retailer of Christian-themed merchandise,” is giving up the ghost. For several years, the chain’s financial woes widely have been discussed, inside and outside the camp.

There were bankruptcies, reorganizations, proposals, takeovers, conversions from for-“profit” status to non-profit; promises to earmark income to charity; inventories that disappeared; unpaid invoices; at least one publisher and one distributor who were forced to go out of business because of Family Christian’s actions; and, of course, approximately 3000 employees in 240 stores across 36 states.

Beyond this recitation of facts, no more will be said, even as employees in the home office in Michigan are not being told much more than their final dates to report. Many good people tried to make Family Christian Stores work, and the causes perhaps will be fully revealed someday.

The chain began 85 years ago when brothers Pat and Bernie Zondervan (yes, those Zondervans) opened stores. Their bookstores were re-christened Family Christian Bookstores when HarperCollins bought the Zondervan publishing arm. This was about the time, in the interest of disclosure, that books I edited were distributed by Zondervan, and books I wrote were sold in FCB shops. So Zondervan begat Family Bookstores begat Family Christian Bookstores begat Family Christian Stores…

When I noticed that the logo changed – removing “Books” from the name – it told me more than did gossip on business pages and in Christianity Today. Two years ago, in a court-sanctioned bankruptcy move, the chain “shed” $127-million of its obligations; and soon thereafter was sold for $55-million. Customers were little affected, but publishers, authors, manufacturers, and distributors were, negatively.

Excuse me for already breaking my Commandment to recite no more facts. We have the sad reality of this major go-to source for everyday Christians… no longer is a reality. In any form of reorganization.

Time and chance, however, happeneth to all. “The business of America is business,” Calvin Coolidge famously said (and, little appreciated by many, not as a valedictory to capitalism but as a spiritual rebuke to shallow materialism) – and there is a macro-narrative about companies that outlive their usefulness. Manufacturers of buggy-whips were mightily depressed when Henry Ford coldly threatened their existence.

Similarly, as many American manufacturing jobs are moving overseas, history might record that it was the “turn” of emerging economies as the United States moved on to other technologies. To the extent this is true, despite the discomfort and dislocation of middle-aged factory workers, a lot of Economic Nationalism might be retrograde.

Lucky for me, digressions are still in vogue, and I shall return from mine. My point is that times are a-changin’ in retail publishing, as elsewhere. Another Michigan-headquartered chain, Borders, was a recent casualty. Barnes & Noble retains a measure of viability because, and to the extent that, it has become a bookish theme-park in each store, with coffee bars, easy-chair oases, gifts, toys, music, puzzles, and kids’ zones. Smart.

Family Christian did the same thing, accelerated in the past few years. Unlike Barnes & Noble or Starbucks’ pastry and CD counters, the move was doomed to fail, however. Family Christian was in a different line of work, and when it forgot that fact, its days were numbered.

Ken Dalto is “retail expert.” These days, despite the Trump Bump, I fear, his line of work – that is, performing autopsies – will be a growth industry. But his post-mortem of Family Christian’s demise is: “I don’t think it has anything to do with religion – I see it as pure business.”

Indeed, that was the problem: the stores had less and less to do with religion; the Christian religion, specifically.

Which was the chicken; which was the egg? Did the customer-base of believers hanker for more jewelry, pictures frames, wall hangings, travel mugs, driftwood with Bible verses, and baseball caps? Or did Family Christian’s strategic planners cast bigger nets to capture larger numbers of fish? The question is not rhetorical, nor is the answer dispositive: both trends must be true. However, it would have been difficult to hew close to the bedrock commitment to offer of solidly Christian material; and to remain a retailer of books and music.

Being “all things to all people” failed St Paul’s injunction when, say, FCS refused to carry Chick tracts but ballyhooed the latest Osteen books or Christian-lite DVDs. No, Family Christian had tried to become some thing for some people according to the dogmas of marketers and focus groups. In so doing it fell between the pier and the boat.

A Christian literary agent, Steve Laube, was quoted, I think about the consequent failure of Send the Light Distributors: “One less [sic] major distributor to feed the Christian store market.” Beyond the cold analysis, which is unavoidable at any temperature, we arrive at a snapshot of Christian publishing, 2017. Literary agents using bad grammar; Christian book stores that scarcely carry books (during this morning’s visit to my local Family Christian store, a large outlet, I counted only four short aisles of books); and many of the “Christian” books are relativist, celebrity-oriented, motivational, sometimes heretical.

“The Shack” and “Silence” are touted, and consumed, as contemporary substitutes for the Gospel itself. So many new translations of the Bible appear these days that I wonder if God sees this, ultimately, as a churchy Tower of Babel redux.

But times does march on, and there is nothing new under the sun. Is there?

I love my 14 commentaries, most of them the size and weight of car batteries. I am proud of my 40-volume set of Luther’s works. Yet I will admit that I haven’t cracked them in several years, not the commentaries anyways. After almost everything I write, I literally thank God and Google. And Wikipedia, sure. Change.

As a Christian author I lament the death, and perhaps dearth, of Christian stores.
But the internet allows us all to sell, and to buy. Smartphones and iPads allow us conveniently to follow scripture passages in our pews. Bibles have not yet been outlawed; and they have margins to accommodate home study.

Up to the minute, the great site FaithHappenings is a one-stop shop for ordering books, reading reviews, following debates, learning about concerts and speakers – more than “old-fashioned” (ouch) retail outlets ever could.

Roughly concurrent to the Family Christian announcement, Tim Keller of Manhattan’s Redeemer Presbyterian shared the news that he would retire from his pulpit… however to shepherd his megachurch into three smaller congregations; each in turn to plant three “daughter” churches of their own. Thus (through the City to City program) has Tim encouraged the establishment of almost 400 churches in 54 cities around the world.

It’s hard to keep a good Gospel down. But my daughter Emily made a prescient point about the trend, perhaps death-spiral, of Family Christian’s product-line decisions. Christian jewelry and decorations and toys were not co-opting Target and WalMart – who will, after all, pick up Jesus products in new corners of their stores, complete with the superficiality.

No, it might all be illustrating the stark fact that contemporary Christianity in America has become jewelry and decoration and toys.

If belly-up Family Christian Stores across the landscape is what we need to demonstrate that sad fact, then may the chain Rest in Pieces.
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