November 18, 2023 — The first volume of J.R.R. Tolkien’s masterpiece The Lord of the Rings trilogy was published in 1954, with two additional books released in quick succession within 14 months. In its pages are many mythical, magical characters and intriguing twists and turns in Middle Earth. But no character stands out more than the bearded, hat-wearing protagonist Gandalf.
Gandalf’s attributes were many, but one that has stood out to readers (and cinemagoers) for decades is his status as a father figure to Frodo Baggins, the hobbit of the Shire who inherits the ring from his cousin Bilbo.
Ted Terry, founder of The Noble Marketing Group, was not working in the publishing industry when Tolkien’s works were launched into the marketplace, but he arrived not much later. And like Gandalf, he’s been something of a father figure to many of people: Booksellers, publishers, and authors alike.
Terry, who was recognized for his work with an honorary doctorate by Northwest University in Kirkland, Washington and its president, Dr. Joseph Castleberry, in May of 2016, will retire on January 1, 2024, and the leadership of Noble Marketing will transition to David M. Terry, one of his sons who has been a longtime associate of the company. Ryan Garrett will remain in the publisher relations position. Ryan Wheat, Terry’s grandson, will continue in the position of events coordinator.
It was in March of 1964 that Terry met with Ernie Kennedy, sales manager at Thomas Nelson Publishers, about his first role in Christian publishing.
“He said, ‘Ted, I want to hire you! However, I must first caution you about your decision. If you say yes to this position, you will no doubt be in publishing the rest of your working career,’” Terry said. “Mr. Kennedy was correct. Serving as a sales representative and as owner of the Noble Marketing Group has been more fulfilling than I could ever have imagined. Working with Christian booksellers and publishers who are now lifetime friends has been a marvelous blessing.”
After working at Thomas Nelson, Terry held positions at W.W. Norton in New York and with the Lee Collins and Associates firm, representing a portfolio of publishers across the country. In April of 2001, Terry Founded the Noble Marketing Group to similarly represent an assortment of publishers that currently includes Baker Publishing Group, Kregel Publications, InterVarsity Press, The Good Book Company, David C. Cook, and Broadstreet, among others. The organization has continued to serve those publishers in the midst of a shrinking footprint of retail bookstores, serving as a strategic partner in a changing business landscape.
Dwight Baker, CEO of the Baker Publishing Group from 1997 to 2023, was among Terry’s first conversation partners when the idea of a new representation group was being considered.
“With passion and vision Ted Terry led The Noble Marketing Group through more than two decades of faithful service to Christian book readers,” Baker said. “Terry’s leadership demanded his consistent navigation through transition and turmoil in both the publishing and retail communities, and may he enjoy some well-earned satisfaction in his lasting contribution to the vitality of the church.”
The name Noble Marketing arose around a dinner table in the Terry home.
“As we ate one evening, I broke the news of starting a sales representation group and asked if anyone had a suggestion for a name,” Terry said. “My son, Jim, said, ‘Dad, you are a very noble person in my book and I would suggest you name the company Noble Marketing.’” And a 22-year enterprise was born.
Publishers, Noble Marketing employees, and booksellers that Terry served throughout his career all shared words of tribute upon learning of his pending retirement.
“Ted Terry is one of a kind. He’s devoted his life to making sure that everyone involved in Christian books, from authors, to publishers, to reps, to stores, to readers is treated with respect and care,” Justin Paul Lawerence, divisional vice president of marketing and sales at IVP and a client of the Noble Marketing Group, said. “In the eight years I’ve been able to spend time with him, I’ve consistently seen him care for everyone, from CEOs to busboys. He’s truly an example of someone who bears Christ to others, even in challenging circumstance. I wish him and Marietta well as they begin a new chapter.”
Alan Read, a long-term member of the Noble sales team who covers accounts in the western and midwestern states, spoke of Terry’s faith and his practice of listening.
“Ted Terry always spoke last in a business meeting. He would listen attentively to what was said and then offer his opinion, while always being thoughtful of how he might differ from what was said earlier,” Read said. “He always had your back in public, in private he would address reality. Ted’s faith is unshakable, as demonstrated when they lost their son Teddy to cancer. Love is stronger than death and it certainly is for Ted.”
Jeff Crosby, president and CEO of ECPA, has known Ted Terry since prior to the formation of The Noble Marketing Group and commented on his personal and professional impact.
“As one who has known and worked with Ted in one capacity or another for more than three decades, I am yet another life he has touched; another person for whom he has become a father figure,” Crosby said. “There are many of us throughout this industry who would say the same. And I join the chorus of voices from bookselling and publishing and beyond in saying, ‘Well done, good and faithful servant.’”
Three Christian booksellers added their voices in tribute, as well.
Dan Elenbaas of Cornerstone Christian Bookstore in Helena, Montana added, “While we have had some great sales reps over the years, none have had the longevity in our store as Ted Terry. All reps will sell to your store, but Ted Terry invested in our store’s success. His commitment to us, whether by his convenient and safe ordering plans that expanded our offers, or in his nearly pastoral concern for our family made him someone we didn’t want to disappoint. He made us feel valued.”
“When Ted calls and says he’s coming, we all get very excited as he makes it a celebration for us,” Kathi Broughton, book buyer at Sower Bible Bookstore in Coeur d’Alene, Idaho, said. “Ted’s knowledge of the Christian market has been a great help to us, and he is willing to answer our barrage of questions. Both Ted and Marietta are also prayer warriors and have been ones we count on many times. We’ve been immensely blessed to have his as our rep, and we will continue to call him for advice and prayer.”
Mark Phelps of Evangel Bookstore in Medford, Oregon echoed the other booksellers in saying, “Thank you, Ted, for your amazing service to this great industry! Evangel has been so blessed to have you as our sales rep for over 40 years. More importantly, thank you for being an amazing friend to the Phelps family.”
Media Contact: David M. Terry, dmterry@aol.com
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Esther Press is an imprint of David C Cook. Learn more at 
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