Thomas Nelson President and CEO Michael Hyatt told a crowd of more than 150 industry insiders during Wednesday's 3:16 Brunch that the upcoming Sept. 11 release of the Max Lucado book is the biggest printing in the company's history.

The book will have an initial printing of 1 million copies and is being cross-promoted with other companies, including Ambassador, Bob Siemon Designs, Kerusso, SermonCentral.com, DaySpring, LifeWay, Outreach, Crossway, Lions Gate Films, Word Distribution, Indelible Creative Group and Hallmark. The book will also be translated into at least nine foreign languages.

Brunch attendees-made up of Thomas Nelson leaders, distributors, retailers, partnering company representatives and media-were also treated to a greeting from the author, who described the concept of the Scripture-based project, one of only a few books ever devoted to the famous passage.

"It's an honor to offer up a plate of 3:16 as an appetizer to people around the world," Lucado said.

Singer Jaci Velasquez, whose song "God So Loved" was part of the inspiration for the project, also appeared at the brunch, singing "Loved By You," the lead radio single from the upcoming 3:16 Songs of Hope (Indelible/Word Distribution).

The book's initial rollout will be followed with a March 16 promotion that includes a live TV simulcast for churches in time for the Easter season.

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