magazine has rejected a Zondervan ad promoting the new Today's New International Version (TNIV) Bible, citing a policy against running advertisements with religious messages.

The decision has shined a media spotlight on Zondervan this week, with company executives talking up the controversy and the new Bible-designed to reach 18- to 34-year-olds-in prominent news mediums such as USA Today and CNN.

The entertainment magazine was a key publication in Zondervan's $1 million campaign to spread the word about the new translation, according to company executives. Ads still will appear in secular mediums such as MTV and AOL and in The Onion and Modern Bride publications. More ads are booked for Web sites.

Although Zondervan bought the space in July for a February ad, Zondervan learned about Rolling Stone's decision last week. The rejected ad shows the serious face of a young man. Next to him appear the words: "Today it makes sense more than ever." The ad calls the TNIV a source for "real truth" in a world of "almost endless media noise and political spin." The image of a blue Bible is in the corner of the ad.

Doug Lockhart, Zondervan's marketing director, said no legal action would be taken against the magazine and hopes Rolling Stone will reconsider.

"We were excited about it," Lockhart told Christian Retailing. "We were surprised and disappointed when they changed their mind last week."

A full story will appear in the Feb. 21 issue of Christian Retailing.

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