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Spotlight

"All the Book Distributors Will Go Back to Godhead"

The Story of the Prabhupada Marathon
 by Madhava Smullen

It may surprise you to learn that with over 464 million copies sold since 1965, Srila Prabhupada=92s books have reached more souls than those of bestselling author Stephen King, who began his career at roughly the same time. To date, they=92ve even sold more copies than the record-breakingly successful Harry Potter series=97an amazing achievement for books on a spiritual philosophy relatively new to the western world. How? This Christmas, remember that the Prabhupada Marathon, held every December, has been a major contributing factor.

On December 22, 1972, devotees in Los Angeles noticed that stores in the area were staying open until midnight, and still attracting fervent Christmas shoppers intent on spending their money. Why not give them spiritual gifts? Devotees began to distribute books and magazines with healthy competition, vying for prizes the leaders had set for them.

At 10 p.m., exhausted after a long day, Ramesvara Dasa felt confident that he=92d won. He had stayed out later than anyone had before, and had distributed 650 magazines=97
a big day before had been twenty-five to forty. But when he got back to the temple at midnight, he was astonished to find it empty. Without consulting each other, everyone had spontaneously stayed out as late as possible to sell more books than ever before. They didn=92t realize that they had just begun the first ever Christmas Marathon.

The Marathon lasted only three days, from December 22=9624, but devotees sold five to six thousand books each day. Prabhupada was delighted at this news and wrote to Ramesvara: =93By this effort alone, all the book distributors are assured to go back home back to Godhead.=94 The letter and its dramatic statement authorized the Christmas Marathon and sent book distribution to a new high.

The year 1973 saw scores of men and women going out every day to distribute books. Bhagavad-gita As It Is quickly outsold any other edition of the Gita. Krishna, with its foreword by George Harrison, drew many young people, with devotees selling six hundred books in just two hours at one concert. By the end of 1973, over four million books had been sold, and that score was beaten the following year.

Sankirtana heroes such as Tripurari, Pragosha, Lavanga-latika, and Vaisesika soon emerged. Their friendly, personal approach and strong belief in their subject matter made them stunningly effective, despite sales techniques that shouldn=92t have worked. Vaisesika, for instance, would repeat Lord Caitanya=92s Siksastakam prayers straight out of the book. =93Well, how are you doing, sir?=94 he=92d say, approaching someone in the airport. =93All glories to the Sri-Krishna sankirtana movement, the prime benediction for humanity at large, which cleanses the heart.=94 He sold hundreds of books every day.

Prabhupada wasn=92t impressed, however, when he learned that some book distributors used deceptive tactics, presenting themselves as something they were not to evoke sympathy. =93It is not advisable to make lies just to sell books,=94 he wrote to ISKCON leaders. =93If we simply stick to describing how wonderful Krishna is, that will not be a lie! There is sufficient merit in our books that if you simply describe them sincerely to anyone, they will buy.=94

Book distribution continued to grow throughout the 1970s, spreading to other countries and spawning various projects and parties. Two BBT parties were formed: one, headed by Tripurari, comprised of leading book distributors; the other, the BBT library party, visited prestigious universities and sold entire sets of Prabhupada=92s books to professors. Prabhupada spurred them on. =93Without books and magazines, what authority or what basis have we got for preaching?=94 he said.

The momentum continued on after Prabhupada had disappeared from this world=97at a staggering 15 million books sold, 1978 was book distribution=92s most successful year ever. But with the eighties came a sharp decline as the focus shifted from book distribution to selling stickers and paintings. Book sales suffered further over the years, as many inspirational leaders left ISKCON. Some paint a dire picture of the state of book distribution today.

But things in the 21st century are far more positive than naysayers make out. For a start, the GBC has renamed the Christmas Marathon =93The Prabhupada Marathon=94 to bring the focus back to our founder and his most treasured mission. As GBC Sankirtana Minister Vijaya Dasa points out, inspiration is an inherent part of any spiritual movement, but we can learn to take ours from Pra-bhupada himself and from his books.

And while numbers may be down from the early days, public reception is at an all-time high. Vijaya, who=92s been training book distributors in quality techniques since 2002, says Hare Krishnas are far more liked and respected than in previous decades. And of course, while 5 million books sold in 2007 is but a third of ISKCON=92s most successful annual score ever, it=92s certainly no mean feat.

What=92s more, many things have changed since the 1970s: ISKCON=92s social structure, the way information is distributed, and receptivity to spirituality. What defines =93successful book distribution=94 has also changed over the last thirty years. For instance, in the 1970s book distribution in India was virtually non-existent. But last year, 76% of all books distributed were handed out in India, a phenomenon that Prabhupada foresaw.

Since most of ISKCON=92s population now consists of householders with nine-to-five jobs and families=97rather than celibate students with nothing but the mission to engage them=97leaders are realizing the power of mobilizing the congregation. In San Jose, California, veteran book distributor Vaisesika Dasa leads seventy-five householders out for one weekend of distribution a month=97 bringing the San Jose temple, which has only two full-time residents, to the number three spot in America.

And no one can underestimate the reach of modern technology. According to a We Media/Zogby Interactive poll in February 2008, nearly half of all Americans say their primary source of news and information is the Internet. This is certainly good news for the online book distribution effort, and here=92s more: last year, the BBT=92s website krishna.com welcomed 1,320,266 unique visitors from 204 countries across the globe.

Feeling inspired? Why not help to make a difference and reach even more people in 2008, the Prabhupada Marathon=92s 36th year? =93Just do whatever you can,=94 Vijaya says. =93There are no rules=97some temples or communities hold two week marathons, while others run for six weeks leading up to Christmas Day. Even if you just go out on one day=97World Enlightenment Day on Saturday, December 13th=97or sponsor books for someone else to distribute, you could affect someone=92s life and give them the ultimate gift this Christmas. And that=92s priceless.=94

News in Brief

2nd BBT Art Seminar

After last year=92s success, a second BBT Art Seminar was held from October 10 to 28 this year in Vrindavan, India.

Taught by veteran BBT artists Ram Dasa and Dhrti Dasi, the course drew fifteen attendees from countries as diverse as India, Switzerland, the Philippines, USA, Dubai, England, and France.

Age and background was just as varied=97the students were aged 19 to 50, and hailed from different walks of life. =93There were brahmachari renunciants, second generation =93gurukulis=94, students, artists, and teachers,=94 says Dhriti.

=93But they all had one thing in common=97a deep interest in developing devotional art skills.=94

The class schedule was a busy one, running six days a week and eight hours a day. The intensive art classes included life drawing, painting live models, and plein air painting (painting landscapes outside on location). BBT standards, devotional art principles, and Srila Prabhupada=92s wishes regarding art were also taught.

=93We had another wonderful group this year,=94 Dhriti says. =93They were very sincere,  worked hard, and seemed to love the challenge and experience.=94 Students were amazed at their own progress, starting at a basic level and completing their own painting of Krishna by the end of the course.

=93The courses are funded by kind donations from independent donors,=94 Dhriti concludes. =93So if this program continues, we are happy to teach it.=94

Click Here to Support Future BBT Art Seminars

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Akincana Priyabandhu Dasa

Krishna had obviously pre-planned Akincana Priyabandhu=92s destiny of translating for the BBT. In his early years, Akincana=92s mother, a teacher, and his father, a scientist, decided to teach him English by speaking to him in English and not their native Russian. At three years old Akincana was the star of the top story in a major Russian newspaper: =93Muscovite toddler speaks only English.=94

Unwittingly, Akincana=92s father brought him a step closer to Krishna consciousness when he introduced his son to his hobby of esoteric and religious topics. Akincana met devotees in 1984 at the age of seventeen, when communism still reigned in Russia and preaching openly would have landed them in prisons or mental asylums.

There were no temples, and Prabhupada=92s books were not easily available. But Akincana managed to nab an English copy of Easy Journey to Other Planets. =93When I saw that Prabhupada had dedicated the book to scientists, even mentioning several Russian ones, I was determined to translate it,=94 he says. =93And so in 1988, when I still hadn=92t even heard of the BBT, I did.=94

The next year, while giving classes at congregational meetings, Akincana met a BBT servant who introduced him to BBT authorities in the USSR. He easily passed their translator=92s test, and was recruited to work on the Russian translation of the First Canto of Srimad-Bhagavatam. As he worked on the Bhagavatam and several small books, Akincana maintained himself with outside jobs and continued his education. But he has been working exclusively for the BBT since 1993. In 2004, Akincana expanded his service to editing as well as translating. Today, he is also editorial manager for the CIS, and lectures in Moscow and abroad.

=93This work is actually nothing less than deity worship,=94 Akincana says of his job. =93Because Srila Prabhupada=92s books are grantha-avatars, incarnations of God in the form of scriptures. Reading and translating them always produces a feeling of peace, happiness and deep connection to Prabhupada.=94

Akincana unreservedly encourages devotees to work for the BBT. =93It=92s a fantastic job for developing spiritually,=94 he says. =93As a translator or editor you have to deeply explore the meaning of Pra-
bhupada=92s words=97otherwise you=92ll never be able to properly render them in your language.=94 And that=92s not all. =93All the important developments in my spiritual life, my staying in holy places and my association with advanced devotees have all been directly or indirectly connected to my work for the BBT,=94 he says.

Akincana is busy with his own job=97top of his priority list is to translate and edit the rest of Prabhupada=92s books into Russian, making comprehensive editions of all the books available for the first time. All Prabhupada lectures, conversations and letters will also be published in Russian. =93We are also planning Russian editions of other important publications, such as Brihad-Bhagavatamrita and Krishna-lila-stava.=94

Akincana=92s ultimate goal in life is to develop love of God and to please Srila Prabhupada. =93I feel so grateful for what he has given me,=94 he says. =93I just want to attain that state when each of my thoughts, words and actions will be pleasing to him.=94

Inspiring Words from Radhanatha Swami this Prabhupada Marathon

=93The internal substance of our movement will be recognized to the degree the devotees actually live by what Srila Prabhupada has taught us, and live by the example that he has set.  That is where the real integrity will manifest. Prabhupada wanted us to distribute his books by the millions.

Now is the December [Prabhupada] marathon. How wonderful it is that we have the opportunity to actually accept inconveniences, tolerate the dualities and approach every type of living being and try to give them Krishna. That sacrifice is so dear to Krishna. So let us distribute as many books as humanly possible and actually we can do more than what is humanly possible.=94

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