Anniversary and new launch plans offer promotional push

With an anniversary, a rebirth and a launch, the next year is shaping up to be a major one for the Bible market.

Publishers are preparing big promotional efforts for the events, which themselves follow an active season of new editions and formats.

Thomas Nelson leads the way, this month kicking of a 400-day celebration of the 400th anniversary of the publishing of the King James Version (KJV), in 1611.

The leading publisher of the KJV and copyright holder of the New King James Version (NKJV), the Nashville-based company is releasing special commemorative editions of the KJV—priced from $49.99 to $119.99—and books telling the story of the first English translation of the Scripture.

Additionally, Nelson has partnered with The History Channel Club and Salem Communications to promote the anniversary, with a 24-page commemorative booklet to be included in some of the special releases.

Though Nelson leads the way, the company is not alone in marking the four-century milestone.

Holman Bible Publishers (B&H Publishing Group) last month released a leather-bound, large print KJV 400th anniversary Bible, priced at $99.99, as Oxford University Press, USA introduced its King James Bible: 400th Anniversary Edition. The hardcover retails for $79.95.

Earlier this year, Hendrickson Publishers released its hardcover KJV 1611 Bible 400th Anniversary Edition, priced at $39.95.

In January 2011, Barbour Publishing's KJV Study Bible, retail price $44.97, will "bring the KJV into a 21st century context." The following month, Baker Publishing Group will  release A Visual History of the King James Bible, retailing for $24.99.

Though the KJV is the biggest-selling Bible in history, the most popular modern translation is set to grab its share of the spotlight during 2011.

Work on a revision and updating of the New International Version (NIV) is nearing completion, publisher Zondervan and copyright holder Biblica announced in September, with a March 2011 launch planned for the new line.

Production for print and digital versions of the NIV update are due to start soon, once the Committee on Bible Translation—an independent group of Bible scholars—has completed its work.

The updated NIV will replace earlier editions of it and the troubled 2005 Today's New International Version (TNIV), which was criticized by some conservatives for its treatment of gender references.

Both the KJV anniversary plans and the NIV timeline are likely to be a topic of conversation this month at two major academic events—the Evangelical Theological Society and the Society of Biblical Literature, meeting in Atlanta Nov. 17-19 and 20-23 respectively. The two events attract several thousand participants and representatives of most of the leading Bible publishers.

Another new translation due in stores by mid-2011 will be presented at the conferences—the Common English Bible (CEB) whose translation has been sponsored by five mainline denominations—the Presbyterian Church USA, the Episcopal Church of America, the United Methodist Church, the Disciples of Christ and the United Church of Christ.

The new translation is being printed and distributed by Abingdon Press and follows interviews with more than 4,000 Bible purchasers. Project director Paul Franklyn said that there had been strong interest in the Christian retail channel in the CEB.

"We started presenting to the bookstores even before reaching into our denominational affiliations, because we anticipated that Bibles are still the most important product mix for the future of the Christian retailer," he said. "The breadth of the response has exceeded our expectations."

Retail prices for the new line will range from $1.99 for an outreach New Testament, releasing in January, to $35 for a leather reference edition due out in November 2011.

Nelson's quadricentennial efforts start Nov. 26 with the launch of www.kjv400celebration.com. The campaign includes in-store merchandising and display materials such as end-caps and window clings for stores. Family Christian Stores plans to devote an entire wall to KJV 400th anniversary products, said Carla Ballerini, Nelson Bible's Vice President of Marketing.

The KJV focus is part of a three-pronged Bibles initiative from Nelson. The company introduced a lifetime guarantee on all Bibles in the summer and has also launched God's Word in Action, championing support for World Vision and other ministries.

While there is much emphasis on the future of the Bible category, it has also seen plenty of recent activity, including last month's launch of B&H's Holman Standard Christian Bible Study Bible.

Crossway is soon to announce a major campaign for its popular ESV (English Study Bible), said Chief Operating Officer Geoff Dennis. He told Christian Retailing that the company was not worried that the forthcoming KJV and NIV spotlights would steal attention from other translations like the ESV.

"We trust it will be good for the church, and will generate healthy conversation regarding translation principles among church leaders and lay people," he said.

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