05660
Dec. 8, 2005

A Bible for every buyer

Niche-marketing scripture —
to hip-hoppers, speed-readers, nimrods, idiots

by Nancy Haught
Religion News Service

WASHINGTON — The Holy Bible, a staple of hotel rooms and many American households, remains a popular choice for Christmas giving — especially now that publishers are making versions for every conceivable lifestyle and marketing niche.

        This season’s offerings include portable Bibles, quick-read Bibles, “Biblezines” and the latest in devotional and study Bibles. They come in shapes, sizes and translations to suit almost every potential believer. There’s even something for readers who don’t know where to begin.

        How niche-specific is the Bible getting? Here’s a quick look at four unique versions.

Real: The Complete New Testament

        Target readers: 25-year-old black males.

        What’s unique: the complete New Testament in a magazine format, with hip-hop photos and features, including “Bible 411” on Jesus, Resurrection, hell and heaven; and “The Script,” rap renditions of Gospel stories, including Jesus’s feeding of the 5,000 and his Crucifixion.

        Translation: New Century Version — “God loved the world so much that he gave his one and only Son so that whoever believes in him may not be lost, but have eternal life.” (John 3:16)

        Publisher: Nelson Bibles, $16.99; in stores.

The Outdoor Bible

        Target readers: skiers, snowboarders, hikers, hunters, climbers, boaters or anyone in the military or doing mission work in the outdoors.

        What’s unique: the New Testament printed on six thin water- and tear-resistant plastic sheets, folded like road maps and packaged in a burlap bag.

        Translation: New American Standard Bible —  “For God so loved the world, that He gave His only begotten Son, that whoever believes in Him shall not perish, but have eternal life.” (John  3:16)

        Publisher: Bardin & Marsee, $34.95 (or $9.95 per “map”), available only online at www.theoutdoorbible.com.

The HCSB Light Speed Bible

        Target readers: those with seventh-grade-level reading ability and more desire than free time to read the Bible cover to cover.

         What’s unique: a step-by-step plan allowing you to read the entire Bible in 24 hours or less — with, the editors promise, “good comprehension”; Old and New Testaments marked for reading at four intensity levels (Light, Landmark, Learning and Meditative) plus self-quizzes to check your understanding.

         Translation: Holman Christian Standard Bible — “For God loved the world in this way: He gave His One and Only Son, so that everyone who believes in Him will not perish but have eternal life.” (John 3:16)

        Publisher: Broadman & Holman, $19.97; in stores.

The Complete Idiot’s Guide to the Bible (3rd edition)

        Target readesr: complete idiots — or anyone, as the introduction says, “haunted by ghosts of Bible studies past.”

        What’s unique: maps, timelines, explanation of how an epistle differs from a Gospel, a fair amount of context, a glossary of Biblical names and terms, a section on non-canonical books (those that didn’t make it into the “official” Bible).

         Translation: volume doesn’t include the whole text —  “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.” (John 3:16)

        Publisher: Alpha, $18.95; in stores