Nelson Bibles, a division of Thomas Nelson, Inc., has established a program designed to reach 1 million people for Christ in 2005 called the Million Bible Challenge. Using a specially designed New King James Version Bible, the challenge will allow Christian retailers to exclusively sell complete Bibles to consumers at five for $5 or in case lots of 20 for $20. Retailers can invite their customers to "skip lunch for a day" and introduce five new people in their life to the gospel message.

The Million Bible Challenge urges retailers to work with local churches to let the community know about the Million Bible Challenge through promotional mailings, in-store signage and word of mouth. Nelson will be promoting the Million Bible Challenge with various marketing, advertising and publicity initiatives beginning in March and running through March 2006.

"I am excited by the idea that we Christian retailers could engage a million people through this million Bible outreach campaign," said Bill Anderson, president of CBA. "Certainly the Bible is central to everything that we are doing, and all of us have a passion to see more people reading and learning from the Word of God. I applaud Thomas Nelson for giving us this kind of channel exclusive."