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In an unprecedented show of industry unity, all four major marketing groups are helping to test the new Christian Retail Only campaign to demonstrate the industry’s selling power and begin a drive to produce select first-run and premium product to help drive traffic and sales to Christian stores.

Additionally, industry sales rep groups Genesis Marketing and Noble Marketing Group have agreed to represent the CROnly products in support of industry unity and building up Christian stores. Because the program is for CBA members only, the rep groups also will have information on special membership trials so every Christian-store retailer may take part in the inaugural initiative.

The marketing groups are providing catalog space for the CCM United We Will Stand premium products. The Parable Group catalog runs in October and the Covenant Group, The Association of Logos Christian Bookstores, and The Munce Group catalogs will run promotions in November.


The inaugural promotion includes a CD, a DVD of the live “We Will Stand” concert, and the first-edition hardcover book by the same name. The project celebrates 40 years of Contemporary Christian Music and features 30 songs from top Christian recording artists, including Michael W. Smith, Petra, Steven Curtis Chapman, Newboys, Sandi Patty, Amy Grant, Laura Story, Phillips Craig & Dean, 4Him, and many more.

The live concert and the products are a joint effort between every major  Christian recording label and Christian music publishers to commemorate 40 years of Christian music that changed the world and continues to reach out to people to bring the hope of Christ.

The project is the first in a series of quarterly products developed by Content Road Media Corporation and CBA in a strategic partnership aimed at reinventing the industry and revitalizing the network of Christian stores where most of Christian product is sold.

The first premium product under the promotional title of “Give Hope, Get Hope” is designed as a perfect and affordable gift for Christian-store customers.

The premium is projected to retail for $5 and gives retailers an effective 55 percent margin if they buy a case. Content Road Media is giving one product for every 10 sold as a reflection of the tithe and the company’s desire to give back to the industry.

CDs and DVDs are available in box lots only. Each box contains 30 CDs or DVDs, but retailers only pay for 27 products because of Content Road’s commitment to tithe back into our industry. That makes retailer cost only $67.50 for each box. The effective cost of $2.25 per unit increases retailer margin to 55 percent. Books are available in multiples of five copies with one free with orders of 10 or more.


Content Road Media Corporation came about as a parallel to how the ancient Roman roads enabled the Gospel to “go out to all nations” through the engine of commerce and technology. Content Road’s chairman and founder, Eddie Roush, wants to create a new highway for the distribution of the Good News through Christian stores.

Roush is one of the key advisors who Dr. Kevin McAfee recruited to help CBA in its strategic planning for the association and the industry. McAfee is a film veteran and former CEO of the Hobby Lobby film company Every Tribe Entertainment. He has several feature films in his executive producer and director resume, including Last Ounce of Courage and End of the Spear, and has worked in corporate and strategic planning. He founded GR Advisors (for Golden Rule) with Roush after a miraculous recovery from a series of strokes.

Stan Moser

Stan Moser, former president of Word Records and later Word Entertainment and Star Song, leads Christian Retail Only in a consulting capacity in the music arena for all product development in premiums and first-run products. Moser helped create the CCM movement and brought many of the artists to national attention through recording agreements and promotions.

-Eric Grimm