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Ad For Bible Doesn’t Fit by Cathy Lynn Grossman (USA Today)
Posted by Ed and Lois
The nation’s largest Bible publisher, rolling out its biggest marketing campaign ever to promote a new translation aimed at “spiritually intrigued 18- to 34-year-olds,” has stumbled over a little rock: Rolling Stone.
The magazine rejected Zondervan’s Bible ad just weeks before its scheduled run date, citing an unwritten policy against accepting ads containing religious messages.
Zondervan executives say the entertainment magazine was key in its $1 million campaign to reach young adults who have rarely, if ever, seen Bible ads before. Surveys show that 53% of this age group read the Bible less than once a year or never, although they are huge buyers of books on spiritual and religious themes.
Today’s New International Version of the Bible (TNIV) is a modern English translation from Zondervan, publisher of the world’s best-selling English translation, the 1978 New International Version. The TNIV features updated language and scholarship
The rejected ad shows a serious young man, apparently pondering the problems of modern life. The text touts the TNIV as a source for “real truth” in a world of “endless media noise and political spin.” A blue Bible peeks up from the corner of the ad.
We’re really surprised and disappointed,” Lockhart said. “Our mission is more people engaging the Bible more, and Rolling Stone was a perfect fit for the group we want to reach. This rejection underscores the challenge we face.”
Full Post:http://www.usatoday.com/news/religion/2005-01-17-bible-ad_x.htm