Thomas Nelson has credited the success of the Million Bible Challenge as the reason its New King James Version (NKJV) has risen to the top of the CBA best-seller list for the first time. The NKJV, which was No. 4 four on the CBA best-seller list weeks ago, has climbed to No. 1 on the May list.

The Million Bible Challenge, started in March by Nelson Bibles, is aimed at encouraging CBA stores to partner with local churches and spread Bible readership by offering the Bibles for $1 each at retail. Nelson Bibles, a division of Thomas Nelson, established the challenge to reach 1 million people for Christ in 2005. The program is exclusive for CBA stores.

Within a week of launching the challenge, the publisher had reached nearly 70% of its preliminary goal. The initial print run of 500,000 Bibles, which was originally projected to last through the summer, rapidly sold out in two weeks.