FOR IMMEDIATE RELEASE, October 8January 17, 2003, 2002

Contact: Jana Muntsinger, 804.754.2118

jana@mmpublicrelations.com18

jana@mmpublicrelations.com

Online Christmas Sales Up For Parable Stores, Ministries SitesParable Christian Stores Engages the Church

Sales Up 48% During Christmas SeasonPastors’ Seminars, Breakfasts Target ‘Gatekeepers’ , Up 52% Overall for 2002

SAN LUIS OBISPO, CA—CA—Christian bookstores and ministries associated with Parable Interactive had a very merry 2002 Christmas. During the peak shopping season, November 19 to December 25, 2002, online sales for both bookstores and ministries increased 48% from 2001 (same period, same stores). For the entire year, retailers’ and ministries’ online 2002 sales were up 52% over 2001.

Parable Interactive provides e-commerce solutions for independent retailers belonging to The Parable Group as well as for not-for-profit ministries. Sales have increased in both sectors during 2002, not through the creation of more e-stores but through additional sales at each existing e-store. Sales statistics during the Christmas season and throughout 2002 tell the story:

· Christmas 2001 online sales as compared to Christmas 2002:

o Ministries and retailers combined saw a 48% increase for same outlets

o Retailers experienced a 57% increase in same store sales

o Ministries had a 36% increase in sales for the same ministry sites

· Ministries and retailers had a combined 52% sales increase from 2001 to 2002 for same outlet sales.

Parable Interactive President Ron Johnston is thrilled with the numbers: “Online sales represent a huge growth segment for independent bookstores and ministries. We can see how online sales pack a big bang for the buck, since there is a relatively low investment for initial start-up and on-going maintenance.”

Johnston believes several strategic initiatives contributed to the significant sales increase in 2002, including store cross-promotion, better search engine placement and increased browsing capabilities.

· Store cross-promotion: Parable stores more effectively promoted their e-stores in their “bricks and mortar” store, realizing online sales would not jeopardize their existing sales.

· Better search engine placement: Parable Interactive e-stores were listed in more Internet search engines, allowing online shoppers to discover Parable e-stores when searching for books, music and various Christian products.

· Increased browsing capability: Parable Interactive, by partnering with Christian Books and More and by capitalizing on its close relationship with vendors, increased the quality and quantity of product information at its sites. As a result, all Parable e-stores now utilize “Song Search,” allowing customers to find where songs have appeared on CD, tape, folio or accompaniment tapes. Additionally, Parable websites feature more product details such as first chapters, sound clips, interior page spreads and author/artist interviews.

Johnston says the result is simple: more sales. “Fewer shoppers left our e-stores to look for additional information about potential purchases—because they found what they needed at our sites. We want Parable e-stores to be the ultimate sources for Christian products, and we have made significant strides in that direction this past year,” explains Johnston.

During the five weeks prior to Christmas, Parable Interactive used a variety of methods—including email ads, discounted product and free shipping—to promote its affiliate websites (both store and ministry sites). Parable created full-color, graphically enhanced email newsletters to offer discounts on books by Billy Graham and Gary Smalley, music by DC Talk and VeggieTales videos.

Many Parable member websites have seen significant percentage growth at their e-stores. Dorothy Alford, owner of Parables in Omaha, NE and of www.parablesomaha.com, has seen a 397% increase in 2002. “In 2003, we are planning more customized promotions on our website. We service quite a few small communities and churches surrounding Omaha. Our website gives these customers a great option for shopping because they can explore our wide product selection from the convenience of their own home. Our website gives them a great for shoppingour product selection and service, right from the convenience of their own home. We expect even more web sales in 2003!”

Brian Phelps, Vice President of Evangel Family Bookstore in Medford, OR, says their website, www.evangel.com, has seen succeededsales increase 484% in 2002 without draining valuable resources: “Parable Interactive constantly updates and refines our website. When we were managing our own site, it took way too much time. Now we can have a great looking, well-functioning site effortlessly.”

In an ongoing effort to link Christian retailers with local Christian churches, The Parable Group offers two unique programs to Parable member stores: the Pastors’ Professional Development Seminar, featuring pastor and author Dale Bourke, and the annual Pastors’ Breakfast. Both programs are designed to re-engage church “gatekeepers” with their local Parable stores while providing valuable information and products to the guests. This fall’s two-pronged efforts are designed to help local Parable stores more effectively partner with local churches.

“We are passionately committed to re-engaging the church,” says Tim Blair, Executive Vice President and General Manager of The Parable Group. “Both the Pastors’ Seminars and Pastors’ Breakfasts are a perfect way to bring community church leaders together under one roof, where they have a chance to network with other pastors and get to know their local Parable store owner.”

The first prong of Parable’s fall efforts is the Pastors’ Professional Development Seminar, subtitled “Surviving Success in Ministry,” which helps pastors develop a personal plan to manage their ministry’s growth while restoring passion and energy to their calling. Individual stores may host a local event for local pastors—with valuable logistical assistance from The Parable Group. The store sponsorship fee of $299 allows Parable to handle all logistical details--from reserving the venue to catering, to registration of participants and providing name badges. The Parable Group will also produce marketing pieces (up to 1,000 pieces at no cost) and in-store signage to support the events. In addition, Parable will coordinate with publishers and music companies to provide great giveaway packages for seminar attendees. The attendance fee for pastors who sign up for the all-day seminar is $99. [what does Dale Bourke have to do with this? see opening graph]

“We got a great response from pastors in our area,” said Steve Starks, church sales manager of The Carpenter’s Son in Lafayette, Indiana, which hosted a pastors’ seminar in May 2002. “About 28 pastors signed up, and they enthusiastically thanked us afterward. We’d do it again in a heartbeat.”

The second prong of this fall’s effort to connect with church leaders is a series of local Pastors’ Breakfasts. Parable member stores that want to host a Pastors’ Breakfast are encouraged to schedule the event for October, which is “Clergy Appreciation Month.” Participating stores receive a strategy guide to assist with step-by-step planning and offers suggestions for making the Pastors’ Breakfast a successful event. The strategy guide includes everything needed to plan an event—including a planning calendar checklist, sample invitation, a computer disk which helps customize promotions for the event, a video “keynote address” from John C. Maxwell and valuable vendor giveaways for pastors.

-more-

Parable Pastors Promotions, page two

Four vendors are providing giveaway product for Parable’s Pastors’ Breakfasts:

·Warner Books, whose best-selling author John C. Maxwell will be the “keynote speaker” for the breakfasts via his Running With the Giants videotape. The video is customized for the breakfasts and available free to all participating stores. Attending pastors will also receive a free copy of the companion book by the same title.

·Multnomah Publishers will supply participating Parable stores with a two-page coupon sheet, with coupons redeemable for audio books.

·Tyndale House will offer videotapes describing iLumina, its new interactive Bible software, along with free CD samplers.

·The Christian Music Network will provide free videos and sample magazines.

Based in the hills of San Luis Obispo, CA, The Parable Group provides comprehensive marketing services to hundreds of Christian retail outlets in the United States. Each member store is independently owned and operated, representing more than $325 million in annual sales of Christian products to consumers. Some of Parable’s specialized services include full color catalogs, data base marketing, in-store displays, e-commerce websites and exclusive products.

# # #

October 8, 2002Parable Interactive was created with one simple goal: help organizations minor on technology and major in ministry. With its corporate headquarters in San Luis Obispo, CA, Parable Interactive serves as a ministry partner to hundreds of religious web sites, including World Vision, Big Idea, Youth Builders, Wesleyan Publishing House and CBN.org. Parable opened its first web-based store in November of 1996, integrating its website with its member stores. Now Parable Interactive can provide a wide array of services, including e-commerce for more than 120,000 products, online donations capabilities, customized product selection, outsourced distribution and customer support.

# # #

January 17, 2003