Zondervan's recent announcement of an exclusive Bible line for Wal-Mart stores has prompted complaints from Christian retail supporters disappointed by the move.

Commenting on the news at Christian Retailing's Web site, industry observers expressed concern that the decision would make it harder for Christian bookstores to compete with the retail giant.

"Thanks Zondervan," wrote John Samuels. "Now there's one more reason for customers not to visit their local Christian bookstore this Christmas season. When we're all out of business, is Wal-Mart going to sell the rest of your repertoire?"

Jeff Kaster said that if the move was not just an attempt to increase Christmas-season revenues, the promotion would last beyond its announced January 2010 time frame. "I do believe it is our duty to reach everyone with God's Word," he said. "However, I do not believe that we should jeopardize integrity for financial gain."

Another reader, James Ring, defended Zondervan's move. "Why all the hate towards Zondervan?" he asked. "More people will see Christian products at Wal-Mart than will ever see them at a CBA store-and surely we want the whole world to see and read the Bible. ... "

Zondervan Vice President of Public Relations and Communications Jason Vines said businesses that offer an exclusive "sometimes makes some people a little upset." "The fact is, in the retailing space, we offer a ton of products, so it's not like we're offering anyone the short end of the stick," he told Christian Retailing. "This is just an exclusive we're offering to the largest retail place in America."

Vines added that before the limited-time exclusive ends in January, the company plans to announce when and where the "Essential Bible Series" will be available next. The series of 12 Bible titles--designed to simplify Bible purchases--include repackaged titles such as the NIV Study Bible, Large Print King James Version, The Busy Mom's Bible, The Adventure Bible and The Beginner's Bible.

What do you think of Zondervan's exclusive Bible line for Wal-Mart? To post your comments, click here.

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