Yesterday’s Wall Street Journal had an article about the U.S. Bible market. Some highlights:
“For a long time the Bible was just the Bible,” noted Kevin O’Brien, director of Bibles at Tyndale House. “You put it out there and people bought it. They didn’t ask about the options, because there weren’t any options. But now, especially in evangelical circles, people are seeing their lives not just in color but high-definition color, and they want the Bible to fit in with that. This is not your mother’s Bible.”
Thus, following the gospel of Seventh Avenue, publishers are displaying their wares in the season’s hot colors. “This year alone I’ve seen four shades of purple,” said Ms. Love, whose stores have also done well with two-tone Bibles. The pink and brown model has been particularly popular. Bibles are also available in the colors of your college, with a fur cover, a flower-patterned cover, and to appeal to young adherents, with a camouflage cover, a metal cover and a duct-tape cover. Next spring Tyndale House will be bringing out a paperback Bible in a plastic case that looks like a flattened Nalgene bottle….
Fortunately for Bible publishers, consumers seem to think that if one copy of the Good Book is good, two or more are even better. “Forty percent of my customers own three to 10 Bibles,” said Mr. Hastings. “It’s sort of like me and golf. I have Tiger Woods’s book and Ernie Els’s book. I want all those different approaches to how to play golf. It’s the same with Bibles….”
In some instances, spiritual leaders are embracing myriad translations and their flocks are following suit. “You go back 20 years and the pastor would stand in the pulpit and say ‘you need to have this Bible, this translation. Go to the store and buy it,’” said Thomas Nelson’s Mr. Hatfield. “But now pastors are reaching out and grabbing the translation that best suits their point for a particular sermon….”
“The question is always how do we create Bibles that people will pick up and use but that will not be too gimmicky,” said Tyndale House’s Mr. O’Brien. “If you get too trendy you’ve turned the Bible into a widget.”
We don’t necessarily endorse all the viewpoints expressed in the article. Also see a Publishers Weekly summary of the Bible market.
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