Crossroads

From brick-and-mortar to cyberspace

by Tony McReynolds

posted 6/21/2011

Murray Zetterholm closed Crossroads, his Christian bookstore in the Oak Valley shopping center, in April, after twenty-two years in that location. But he hasn't gone out of business--Crossroads is still open online.

Zetterholm says he decided to shutter the store in March, but he'd seen it coming for years. He'd let all his employees go a year ago and even then couldn't make the numbers work. "It comes down to not being able to pay yourself," he says. "There's no basis for running a business."

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