Thomas Nelson Publishers plans a first-ever million-copy first printing for the release of 3:16: The Numbers of Hope by Max Lucado, according to company officials. The title of the book, to be released Sept. 11, refers to the New Testament passage John 3:16.

Nelson will unveil promotion plans for 3:16 at the International Christian Retailing Show in Atlanta next month. Besides nearly two dozen products to be released associated with 3:16, a global ministry initiative will launch next year on Palm Sunday, March 16, via worldwide simulcast, company officials said.

Nelson has published most of Lucado's books since 1990. Although the San Antonio pastor's book sales are approaching 55 million, Nelson Vice President of Marketing Larry Carpenter said Lucado is not content to rest on his laurels.

"He has written what he feels is the most important book he has ever done," Carpenter told Christian Retailing. “There's never been a definitive book written on John 3:16. No one has ever done a Prayer of Jabez-type book explaining the 26-word passage.”