January 3, 2019
Niche Bible Nosedive
From After Class Podcast Despite record holiday sales, a titan of Christian merchandising is entering the new year in the red. Rumors of layoffs and closures at Living Path Christian Stores are growing. While sales on phone cases with crosses, waffle makers that burn the face of Jesus on batter, and “Save Your Breath” mints are up, executives fear their biggest moneymaker—the niche study Bible—has reached its saturation point. Living Path executive Jordan Gecko shared his vision: “Our goal has always been to put a targeted Bible into the hands of every seeker. So we try to follow cultural trends
