06 December 2006

A Bible For Me!


Today on Opinion Journal:

"For a long time the Bible was just the Bible," noted Kevin O'Brien, director of Bibles at Tyndale House. "You put it out there and people bought it. They didn't ask about the options, because there weren't any options. But now, especially in evangelical circles, people are seeing their lives not just in color but high-definition color, and they want the Bible to fit in with that. This is not your mother's Bible."

Thus, following the gospel of Seventh Avenue, publishers are displaying their wares in the season's hot colors. "This year alone I've seen four shades of purple," said Ms. Love, whose stores have also done well with two-tone Bibles. The pink and brown model has been particularly popular. Bibles are also available in the colors of your college, with a fur cover, a flower-patterned cover, and to appeal to young adherents, with a camouflage cover, a metal cover and a duct-tape cover. Next spring Tyndale House will be bringing out a paperback Bible in a plastic case that looks like a flattened Nalgene bottle.

But Bibles are becoming as much personal statements as fashion statements. "What people are saying is 'I want to find a Bible that is really me," noted Rodney Hatfield, a vice president of marketing at Thomas Nelson. "It's no different than with anything else in our culture."

Responding to such desires, publishers offer compact Old and New Testaments like Thomas Nelson's so-called checkbook Bible and Zondervan's Bible in a Bag, as well as myriad themed Bibles, among them archaeology, leadership and sports. "Sometimes what you have to work with seems quite inadequate," begins one section of the basketball edition. "Consider the plight of Rollie Massimino, the coach of the Villanova Wildcats . . . Villanova was ranked, well nowhere . . Several thousand years earlier there was another underdog group that didn't have much to work with. They were called the Israelites."

Here's the whole maddening thing.
 

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