With decades of experience, Wilstermann will head up ASA, a new initiative helping publishers reach major retailers through a seasoned sales team
NEW KENSINGTON, PA, July 9, 2025 — Anchor Distributors, a division of Whitaker Corporation and a trusted supplier to the Christian retail and gift market for over 50 years, is proud to announce the launch of the Anchor Sales Alliance (ASA), a new initiative aimed at providing proactive, cost-effective sales representation to publishers, ministries, and gift suppliers.
The program launches under the leadership of Dale Wilstermann, a seasoned sales and marketing professional with over two decades of experience in the Christian publishing marketplace.
“We’re excited to now offer our partners a way to scale their reach and get in front of key retailers without the time and expense of building a sales team from the ground up,” said Ned Clements, Vice President of Sales
A Strategic Sales Channel for Publishers and Suppliers
Through ASA, partners can gain direct access to experienced sales representation and long-standing relationships.
- Partnerships are already built with independent bookstores, church stores, gift retailers, and major national chains including Barnes & Noble, Books-A-Million, Hobby Lobby, Mardel, and Christianbook.
- This unique approach enables smaller publishers and suppliers to compete at scale, gaining exposure across channels they may not otherwise have access to.
Wilstermann will lead the program’s sales efforts, bringing with him a proven track record of success from his work with Hachette Book Group, Worthy Publishing, and Guideposts/Ideals. He has managed major retail accounts including Readerlink, Barnes & Noble, Books A Million, Sam’s Club, Walmart, Christianbook, and others, consistently delivering results through effective negotiation, strategic partnerships, market insight.
“I’m honored to step into this role and help connect great products with the retailers who need them,” said Wilstermann. “There’s a real opportunity to bridge the gap for publishers and ministries who want to grow but don’t have the resources to expand a full sales force. ASA is that solution.”
About Anchor
Part of the Whitaker Corporation, Anchor has served the Christian retail and inspirational gift industry since 1970. Located in western Pennsylvania, Anchor supplies books, Bibles, music, and gifts to Christian bookstores, churches, and general gift retailers across the country. With a longstanding commitment to quality and service, Anchor remains a trusted partner to thousands of stores and ministries nationwide.
To learn more about the Anchor Sales Alliance, contact Beth Swaney at beth.swaney@
Media Contact:
Beth Swaney, Anchor Distributors, 1-800-444-4484 x203, Beth.swaney@
