Cover Story by Suzannah Baruth Nine out of every 10 Americans have a Bible in their houses. Less than half read it.

Back to Table of Contents | Back to Main Index Previous Cover Stories | Send mail to The Voice The Bible market is big business The "End Times Bible" helps readers discover " God's word of Prophecy for the End of the Age." "Why didn't Saul's army carry swords or spears?" Find this question and its answer in Zondervan's "Teen Study Bible." Christian Supply Bookstores featured this Bible as the September "Bible of the month" for $14.99. Teachers, pastors, parents, recovering addicts and couples all have their own specialty or study Bible. A "Spirit filled" application Bible, a "Woman thou are Loosed" devotional Bible, and many other specialty Bibles weigh down the sales racks. Anyone can find a Bible with notes crafted for nearly every age, theological stance or walk in life. Do these multiple versions of English Bibles appear excessive when compared to the 3,000 language groups in need of just one translation? The typical study Bible adds 800 pages of maps, history and reference materials. The "Reflecting God" study Bible contains inserts that tell the reader how to "Reflect God in holy living," "Become like God, Holy," and to "Become a holy community." The Bible highlights key verses and adds study helps. The typical specialty Bible adds 400 pages of devotional notes. The "Marriage" specialty Bible uses its notes to tie the book of Judges with the ups and downs of married life, and the "Collegiate devotional Bible" gives readers "devotions for knowing God and discovering his purpose for your life." The specialty and study Bibles use the notes to motivate people to act on what the text says and explain what the text means. Nine out of every 10 Americans have a Bible in their house. Less than half read it. According to Barna research, as reported by Tyndale House Publishers, people don't have time to read the Bible, they don't understand what the text says, or they don't find the Bible relevant to their lives. Publishing companies say they try to meet people's needs by making specialty and study Bibles. Who's producing Bibles? Recently, two non-Christan companies bought out Thomas Nelson and Zondervan, the two main publishing houses for specialty Bibles. The take-over companies do not require their employees to practice Christianity, not even employees in the Bible department. Zondervan representative Sharon Cole said that Harper Collins, the company that bought out Zondervan, "gives us complete editorial freedom to publish evangelical Christian products. We have also worked with them to co-publish certain titles such as 'Just As I Am' by Billy Graham and the recently released 'All Things Possible' by Kurt Warner." A receptionist at Thomas Nelson Publishing House said that the company required a drug test but had no rules regarding the religious beliefs of its workers. A Thomas Nelson Publishing House representative said that the company "continually seeks to expand its Bible product line by developing or aiding in the development of new translations and editions and seeking new publishing opportunities. The company also continually makes editorial and design changes to its existing line of Bibles in an effort to increase their marketability." How much do Bibles cost? Now the world's best selling book is an even bigger seller. Last year, Zondervan made $75 million net sales on Bibles alone. Of that they made $6,860,000 on devotional (specialty) Bibles and $29,928,000 on study Bibles. Thomas Nelson earns 71 percent of its sales from the Bible alone. All together, the company has more than 1,100 different kinds of Bible products in English. These products include the Bible on tape, children's Bibles and devotionals. More than 100 different Bibles are sold on Nelson's web site. Christian Supply, a major local vendor, stocks approximately 60 varieties of Bibles. Most vendors sell specialty and study Bibles from $20 to $100. Prices depend on the advertising, binding and paper used to produce them. Thomas Nelson spends more than $500,000 producing one line of Bibles, said Gary Phillips of Thomas Nelson's Bible department. How valuable are these Bibles? The fact is that "consumers are looking for what's new and relevant in their lives, and they're not going to buy a Bible for the sake of buying a Bible," Tom Makabb said in a New York Times article. "If the Bibles aren't used or necessary for learning, then we have failed in making them," Mark Norton of Tyndale Publishing House said. Specialty and study Bibles give people an extra push understanding the Bible, Mr. Norton said. Dr. Ron Frost of Multnomah Biblical Seminary agrees. "Anything that supports someone's participation in the Word is very useful," he said. Although readers should not get their Bible knowledge from only one source, Dr. Frost said, these Bibles help people find answers so that they can continue reading the main text. "Many people don't know anything about the Bible, and these Bibles help people learn how to study on their own," Mr. Norton said. Notes kindle people's thoughts and stir their interest so that they delve deeper into the Bible, Dr. Frost said. Many of the Bibles have questions that engage people's minds. "These Bibles help people come out of an isolated view of what the Bible is saying," David Sanford, co-writer of the notes in the Living Faith Bible, said. "They help us learn from others." Although some may find use in knowing that Saul's men didn't carry swords or spears because "the Israelites didn't have metal-working skills," they can find out for themselves by reading the Bible's text. Readers do not need notes to embellish this point. Back to Table of Contents | Back to Main Index Previous Cover Stories | Top Of Page Send mail to The Voice| Journalism department website © 2000 The Voice. No part of this publication may be reproduced in written or electronic form without prior written consent from the journalism adviser of Multnomah Bible College. All rights reserved.