Thomas Nelson has announced an "unprecedented" three-year sales program for best-selling author Max Lucado's products. The Lucado Impact Plan incorporates all product lines—adult, children's, gift products, Bible study, fiction and Bibles—for both frontlist and backlist titles.

Nelson Senior Vice President and Group Publisher David Moberg said that the long-term program was a first for the book industry. "The plan is unprecedented," he said. "This is a unique opportunity for retailers to strategically leverage all that only the Lucado brand can offer their consumers."

Lucado has 100 million products in print—on a variety of subjects—since his first book was published 25 years ago by Nelson. The formats include trade books, gift books, children's books, study Bibles, devotionals, commentaries, animated children's videos, calendars, greeting cards, teaching curriculum and gift products.

The plan launches in May with the release of a new book, Max on Life: Answers and Inspiration for Today's Questions, and a daily devotional, Live Loved: Experiencing God's Presence in Everyday Life.

The program—which provides a detailed in-store plan for stocking and displaying key Lucado titles each season of the year—also features a promotional and marketing strategy.

Published Sept. 14, Lucado's latest book—Outlive Your Life: You Were Made to Make a Difference (Thomas Nelson)—spent a month on the New York Times Hardcover Advice best-seller list.

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