Christian Retailing

New releases mark Bible publisher anniversaries Print Email
Written by Christine D. Johnson   
Wednesday, 01 February 2012 10:05 AM America/New_York

Two new Bibles initiatives were among the big product debuts at the Munce Group CPE (Christian Product Expo), which drew around 100 retailers to the Lancaster County Convention Center in Lancaster, Pa., Jan. 29-31.

Tyndale House Publishers—honored with a cake marking the start of its 50th anniversary year—unveiled its third Christian retail channel exclusive.

The Ghana Student Edition Bible project aims to see 500,000 special editions presented to high school students, in partnership with the country's president and First Lady Dr. Ernestina Naadu Mills, who has penned an introductory letter in the Bible.

With a glossy, faux leather cover featuring the Ghanian national colors of red, yellow and green, the Bible is being offered to stores with a display case inviting customers to donate a copy for $5.99 and sign their name on a book plate.

Running March 1 through June 15, the initiative follows Tyndale's successful Operation Worship Bible campaign, which saw almost 800,000 copies donated to U.S. military personnel, and the Beautiful Everyday edition given to crisis pregnancy centers.

NavPress announced that its popular The Message is to be made available in paperback for the first time, as part of its 10th-anniversary celebrations. To be released in July, The Message Remix edition, with a letter from translator Eugene Peterson on how to use a “reading Bible,” will retail for $19.99, $10 less than the hardcover.

“We had a really big response” to the news of the paperback release, said Paula Ladefoged, NavPress trade account manager. “When it first came out, the demand was such that having it in hardback and/or leather version and that price point was working very well. But we are finding, particularly in today’s economy, where people are watching their pennies and yet wanting to buy a gift, they are looking for a lower-cost option.”

Mary Rajasekhar, owner of Olivet Book & Gift in Alpena, Mich., planned to go back and work on developing her store's online and social media presence after attending educational sessions on the topics.

She attended the event—held in Lancaster for the first time, after moving from its longtime home in Hershey, Pa.—“because I really needed to get an ear for what is going on,” she said. “There's no better way to do that than in talking with other folks around the country who are in a similar situation.”