Choice Books of Northern Virginia

The information in this column was provided to MinistryWatch by the ministry itself. It was last updated 5/10/2021. To update the information in this column, please email:


Choice Books is a direct-store-delivery (DSD) distributor of inspirational, wholesome and family-oriented reading materials operating through a network of regional distributors working cooperatively with a Central Office located in Harrisonburg, VA.

The organization purchases books from over 60 publishers and distributes them from more than 10,600 displays in various retail locations (i.e. supermarkets, mass merchandisers, airports, drug stores, travel centers, gift shops, etc.) scattered across the continental United States and Hawaii. At regular intervals, Choice Books sales/service representatives visit each retail location, replenishing best-selling books and replacing damaged/slow-moving books with new books at no shipping, delivery or warehouse cost to the retailer. Most retailer locations sell Choice Books on displays provided by Choice Books at no cost to the retailer. In certain situations, Choice Books sells books to stores without the full complement of direct-store-delivery services as outlined above.

The name "Choice Books" is a registered trademark owned by Choice Books LLC and managed by the Choice Books Central Office, Harrisonburg, VA.

Choice Books distributes a wide variety of books and products (i.e. adult and juvenile fiction, Bibles, biography, children's, Christian living, classics, cookbooks, devotional, entertainment, family living, seasonal, self-help, calendars, audio books, notecards, and Bible covers), including some Spanish titles. The organization has been operating for more than 50 years and now sells over 5.3 million books annually.

Contact information

Mailing address:
Choice Books of Northern Virginia
10100 Piper Lane
Bristow, VA 20136


Phone: 800-827-1894


Organization details

EIN: 540987761

CEO/President: Ken Gonyer

Chairman: Paul Petersheim

Board size: 16

Founder: M. Martin, E. Garber, N. Martin, O. Eichelberger

Year founded: 1991

Tax deductible: Yes

Fiscal year end: 09/30

Member of ECFA: Yes

Member of ECFA since: 2010


Choice Books is a direct-store-delivery (DSD) distributor of inspirational, wholesome and family-oriented reading materials servicing displays in thousands of retail locations across the continental United States and Hawaii.

Mission statement

Company Vision: "To provide inspiring and wholesome reading material for shoppers across the United States"

Statement of faith

Transparency grade


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Financial efficiency ratings

Sector: Christian Growth

CategoryRatingOverall rankSector rank
Overall efficiency rating302 of 89424 of 65
Fund acquisition rating424 of 89430 of 65
Resource allocation rating85 of 89413 of 65
Asset utilization rating635 of 89443 of 65

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Balance sheet
Receivables, inventories, prepaids$6,966,696$6,058,068$5,471,350$5,008,949$5,426,406
Short-term investments$0$0$0$0$0
Other current assets$0$0$0$0$0
Total current assets$9,928,944$6,980,128$6,004,231$5,864,599$6,846,995
Long-term investments$1,367,340$1,367,127$972,092$1,065,818$542,635
Fixed assets$1,212,329$1,384,645$1,536,012$1,437,093$1,438,511
Other long-term assets$457,699$240,755$2,602$11,870$11,870
Total long-term assets$3,037,368$2,992,527$2,510,706$2,514,781$1,993,016
Total assets$12,966,312$9,972,655$8,514,937$8,379,380$8,840,011
Payables and accrued expenses$1,347,709$1,317,869$1,147,555$873,996$1,037,158
Other current liabilities$920,229$912,945$916,879$884,642$807,280
Total current liabilities$2,267,938$2,230,814$2,064,434$1,758,638$1,844,438
Due to (from) affiliates$0$0$0$0$0
Other long-term liabilities$326,059$180,875$0$0$0
Total long-term liabilities$1,368,359$180,875$0$0$0
Total liabilities$3,636,297$2,411,689$2,064,434$1,758,638$1,844,438
Net assets20202019201820172016
Temporarily restricted$0$0$0$0$0
Permanently restricted$0$0$0$0$0
Net assets$9,330,015$7,560,966$6,450,503$6,620,742$6,995,573
Revenues and expenses
Total contributions$233,133$191,051$201,982$66,050$93,946
Program service revenue$0$0$0$0$0
Membership dues$0$0$0$0$0
Investment income$174,534$178,404$143,333$163,792$180,095
Other revenue$9,381,947$8,609,150$8,054,846$7,691,530$8,498,782
Total other revenue$9,556,481$8,787,554$8,198,179$7,855,322$8,678,877
Total revenue$9,789,614$8,978,605$8,400,161$7,921,372$8,772,823
Program services$7,128,823$6,853,940$7,743,114$7,397,376$7,093,199
Management and general$864,764$989,965$799,876$871,008$982,854
Total expenses$8,020,565$7,868,142$8,570,400$8,296,203$8,083,970
Change in net assets20202019201820172016
Surplus (deficit)$1,769,049$1,110,463($170,239)($374,831)$688,853
Other changes in net assets$0$0$0$0$0
Total change in net assets$1,769,049$1,110,463($170,239)($374,831)$688,853


David NislyCFO$90,254
Joe BacherPresident$82,225
Joshua ReiffVice President$72,124

Compensation data as of: 9/30/2020

Response from ministry

No response has been provided by this ministry.

The information below was provided to MinistryWatch by the ministry itself. It was last updated 5/10/2021. To update the information below, please email:


The vision for Choice Books began in the late 1950's and the early 1960's when Mark Martin, Harrisonburg, VA; Eugene Garber, Kalona, IA; Norman Martin, Chambersburg, PA; and Orrin Eichelberger, Canton, OH, began selling inspirational books to a variety of local retail stores. Initially unaware of one another, the men organized an association in 1962 that later became known as Life-Line Books.

In 1965, Life-Line Books asked a northern Indiana service agency to provide centralized book buying services for the organization. Several years later, the agency and Life-Line Books agreed that the agency's multi-media subsidiary in Virginia should assume responsibility for the management of the organization's central office and central services. Throughout the late 1960's and early 1970's, Life-Line Books grew to nearly 600 displays selling over 300,000 books annually. Displays were located primarily in eastern and central United States.

In 1973, the organization changed its name to Choice Books and registered its name "Choice Books" with the US Trademark Office. During the 1970's, the organization added additional distributor organizations and expanded its distribution services into new geographic markets. By the end of the decade, the organization had grown to 27 distributor organizations servicing approximately 2,000 displays selling nearly 700,000 books annually. Displays were scattered throughout eastern and central United States and eastern, central and western Canada.

Book sales continued to grow throughout the 1980's with sales topping 800,000 books annually by the end of the decade. While sales grew and distribution continued to expand into new geographic areas, distributor organizations began merging together to better serve the ever-changing retail marketplace.

In 1991, Choice Books set a sales record by selling one million books in a one-year period of time. Six years later, in 1997, the organization, now operating with eight (8) regional distributors, set a new record and surpassed the previous milestone by selling two million books in one year.

On January 1, 1998, seven (7) regional distributor organizations - Choice Books of Great Lakes-Rosedale; Choice Books of Gulf States; Choice Books of Kansas; Choice Books of Midwest; Choice Books of Northern Virginia; Choice Books of Ohio and Choice Books of Pennsylvania - formed Choice Books Limited Liability Company which now owns the "Choice Books" trademark and has its Central Office in Harrisonburg, VA. In 2005, CB of West Coast became the eighth regional distributor organization to join the Choice Books LLC. Three mergers since 2009 honed the ministry to five distributor owner organizations who work together to the serve the same national footprint with greater efficiencies.

Today, Choice Books sells over 5.3 million books annually. The organization purchases books from over 70 publishers and sells them from more than 10,600 displays in retail locations (i.e. supermarkets, mass merchandisers, airports, drug stores, travel centers, gift shops, etc.) scattered across the continental United States and Hawaii. With state-of-the-art technology and a staff of more than 300 people, the organization now services some of the largest retailers in North America.

Program accomplishments