Thomas Nelson is launching a three-part, Bible publishing initiative that features what is believed to be an unprecedented quality pledge.

From Aug. 1, every Nelson Bible will be guaranteed for life against manufacturing defects, with fresh packaging promoting the offer of a free replacement that includes information on how purchasers or recipients can go online to register their edition.

"Most of the time a Bible purchase is a major personal commitment," said Gary Davidson, Nelson's senior vice president and Bible group publisher. "Many are given as heirlooms, so we felt that this guarantee was a way for us to make a strong statement. In fact, our consumer research shows that 65% of Bible customers surveyed ranked a lifetime guarantee as a key added value they want when they buy a Bible, and we at Thomas Nelson want to deliver."

Davidson said that while some other publishers' high-end Bibles carried similar lifetime guarantees, he believed that Nelson's move was the first time that all Bibles, regardless of binding, were covered. The guarantee will apply to both English and Spanish versions as well as adult and children's titles.

"Our goal is 100% perfection on the Bible" he said. "After all, it is the Word of God, so it's our responsibility to uphold the utmost integrity and care.

"As experienced by the publishing industry overall, printer problems can occur, and we've encountered our share in the last few years," Davidson added. "We want someone who buys a Bible to feel good about their purchase and to know that the company that has produced it will stand behind it."

The other two parts of the new Bible campaign will emphasize "legacy" and "heart." The publisher is planning a major celebration of the 400th anniversary of the King James Bible next year and has also announced a long-term partnership with World Vision. The aim is to raise more than $100,000 for the organization through March 2012 from Christian retail channel sales.

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