Popular ESV expands selection, Nelson announces lifetime guarantee, new NIV sees interest

After a couple of ICRSes dominated by attention given to successful audio editions, print Bibles grabbed the limelight, with strong interest in three forthcoming study editions.

Leading the promotional charge with major signage was B&H Publishing Group's HCSB Study Bible, due out in October. Spending $100,000 on research, the publisher developed a study Bible that comes in at under 2,100 pages to make it more convenient for carrying.

In addition, it gives at least half of most pages to the biblical text, in response to concerns that God's Word be emphasized, said Jedidiah Coppenger, HCSB brand manager. Prices will range from $49.99 for hardcover to $150 for black premium cowhide.

While the HCSB had the highest profile on the show floor, Crossway's The MacArthur Study Bible in the ESV (English Standard Version) raised its visibility elsewhere—featuring on convention hotel room key cards. "Since the ESV came out, we've had people asking us for the MacArthur," said James Kinnard, Crossway's director of marketing.

Releasing in August, the ESV edition joins the MacArthur Bible in the New American Standard Bible and New International Version translations, with some small changes to the original 1997 notes to account for differences in the translation of some key words.

Tyndale House Publishers did not have new content for its Life Application Study Bible, but was promoting special personal-size, anniversary editions, due out this fall in the New International Version (NIV) and the New Living Translation.

At Moody Publishers, Director of Sales Steve Gemeiner reported an "outstanding" response to the forthcoming February 2011 release of the publisher's Ryrie Study Bible in the ESV. "It gives us a chance to ride the shirttails of the ESV a little bit since it has seen such popular acceptance," he said.

For Zondervan, there was strong interest in next year's release of the updated New International Version, with show staff handing out a leaflet explaining the revision process. "Everyone was very enthusiastic and are anxious to have the product on shelves," said Verne Kenney, executive vice president of sales.

Though Thomas Nelson's only exhibit-hall presence was with its bargain books division, Senior Vice President and Bibles Group Publisher Gary Davidson was at ICRS to introduce retail representatives to the publisher's new quality pledge.

From Aug. 1, every Nelson Bible is being guaranteed for life against manufacturing defects, with fresh packaging promoting the offer of a free replacement that includes information on how purchasers or recipients can go online to register their edition.

The pledge is part of a three-pronged Nelson Bible campaign that includes a celebration next year of the 400th anniversary of the King James Version and a long-term partnership with World Vision. The aim is to raise more than $100,000 for the organization through March 2012 from Christian retail channel sales.

"Most of the time a Bible purchase is a major personal commitment," Davidson said. "Many are given as heirlooms, so we felt that this guarantee was a way for us to make a strong statement."

Davidson said that while some other publishers' high-end Bibles carried similar lifetime guarantees, he believed that Nelson's move was the first time that all of a publisher's Bibles—including children's and regardless of binding—are covered.

Nelson's award-winning audio project The Word of Promise Audio Bible, was debuted by the Danteck Group on its Now Bible mobile device. Releasing this month for $189.99, the edition offers read-along text synched with the audio presentation, which includes The Passion of The Christ actor Jim Caviezel voicing Jesus.

David C. Cook reported enthusiasm for the September arrival of The Action Bible, a 752-page updating of the publisher's successful Picture Bible by former Marvel Comics and DC Comics artist Sergio Cariello.

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