CHRISTIAN BUSINESSES BOOMING IN CAPE REGION

While recorded hymns, traditional and contemporary, play in the background, customers browse through the store's merchandise, which ranges from gourmet coffees to computer software, all with a Christian theme.

Area businesses aimed at attracting Christian patrons are blossoming. The same patrons who assure religious businesses thrive, also give a boost to Christian radio and television stations.

In Cape Girardeau, two Christian bookstores -- Living Water and Gospeland -- report increased business in the past 10 years. As a result, both stores have expanded their operations, managers say.

Melinda Parris, manager of Gospeland at West Park Mall in Cape Girardeau, credits a return to traditional values for her store's growth.

"People are realizing their morals are lost, and they are looking for direction," Parris said.

Many of the store's books give guidance on spiritual growth. Devotional and Bible study books are among the store's best-selling items, Parris said.

The same is true at The Way book store in Jackson. Also popular is contemporary music by groups like Point of Grace, Steven Curtis Chapman, and Petra.

The store offers a wide variety of items, including art and gifts for the home, said co-owner Joyce Ross.

"They fit in anyplace, but it still gives a Christian message," she said.

In the past, Christian bookstores primarily focused sales on one thing: Christian books. As patrons' needs change, marketing also has changed. The stores now tailor their merchandise to customers needs.

Cynthia Adams, co-owner of Living Water bookstore, said she tries to keep a balanced mix of merchandise in stock. The store sells everything from gourmet teas to church supplies.

"Sales are not our total emphasis," Adams said. "We have to weigh the business and ministry to make it balance."

The popularity of contemporary Christian music at religious bookstores is reflected in religious broadcasting.

A new Christian radio station, KQUA-FM 104.1, will begin operating in Marble Hill on Aug.1. The station will air Southern Gospel music and local church programming, said station manager Rick Jones.

Another Christian station, KUGT-AM 1170 has broadcast from Jackson for eight years.

In the past few years, KUGT has made format changes to include more contemporary music and new programs, station manager Kevin Williams said. The almost 47,000 regular listeners prompted many of the changes, he added.

"Christian radio fills the role of bringing unity to the churches," William said. "It is a common link that ministers to all churches through music and programing."

KACT-Channel 45 is Southeast Missouri's only Christian television station. It is operated by New Life Fellowship Outreach Center in Cape.

The UHF station began operating in 1989, with programming provided by the Trinity Broadcasting Network.