Tyndale House Publishers used key opportunities during ICRS to inform retailers about the September arrival of the anticipated NLT Study Bible.

Speaking as a sponsor at Monday's Super Session, Tyndale President Mark Taylor explained the features of the Bible, which he said is the third-largest Bible event in the company's history, following the debut of The Living Letters (The Living Bible) and the arrival of the New Living Translation (NLT).

"This has been a project we've been working on for seven years," Taylor told Christian Retailing, adding that the company commissioned 40 scholars to write the study notes, which he personally edited.

Taylor said even though the Bible will arrive in a busy season for study Bibles along with the release of Crossway's ESV Study Bible and Zondervan's anniversary edition of the NIV Study Bible, a distinctive of the NLT Study Bible is that its text is so easily understandable that the study notes are able to dig deeper into the "hows" and "whys" of theological argument.

"A traditional study Bible has to explain the words of the text; the NLT Study Bible doesn't have to do that so we can jump right into the background and talk about the theological arguments," he said.

The Bible will release simultaneously in print, online and in three electronic versions for WORDsearch, PocketBible and Logos. Customers who purchase the print edition will receive a card to give them access to an online version for life.

Tyndale has set a marketing budget of $800,000 for the launch and are actively promoting the new Bible on social networking sites like Facebook and YouTube and through a blog at nltblog.com.

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