The launch of the updated New International Version (NIV) tips a hat to the King James Version, whose 400th anniversary is being celebrated this year.

Leading up to the March 1 print arrival, Zondervan has announced a 400-hour countdown during which 1 million free downloads of the entire NIV text will be made available online at www.youversion.com, beginning Feb. 12.

Chip Brown, senior vice president and publisher of Bibles, said that the free download offer was "to see more people engaging the Bible more." "YouVersion's Bible app helps accomplish this purpose," he added. "It is an outstanding resource available on nearly every mobile device on the market, and that makes accessing God's Word as easy as making a phone call."

The digital promotion follows the text's publication online in the fall and the sale of e-book editions of the updated NIV from Christmas. It sold more units in its first month than any other Zondervan Bible in digital or print format, Brown said.

More than 300 SKUs are due to be introduced in two waves this year, with some new product lines. "As we look to the future, we are always evaluating current products and potential new ideas," Brown said. "This NIV launch is no different, but does give us a unique opportunity to improve upon our current mix of bindings, interior layouts and so forth."

Read the complete report in the March issue of Christian Retailing magazine. Click here to find out more about the free downloads of the updated NIV.

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