I just came across the article, “Selling the Good Book by its cover,” by Stephanie Simon at the LA Times. It is an interesting look at something I’m always fascinated by when I go to the bookstore: what do the Bibles look like here? Here are some excerpts from the article, which features the efforts of Zondervan publishers:

GRAND RAPIDS, MICH. — The original scribes of the Bible may have been inspired by God. Their modern-day successors? They find inspiration in vacuum cleaners, polka-dot bedspreads and a slick, hot-pink Juicy Couture purse.

This all may sound a bit irreverent. But consider it from the Bible publisher’s point of view: How do you sell a really old book that 91% of households already have?

You can’t update the content, or get the author on Oprah.

But you can make the look sizzle. If pink and shiny sells a purse, why not a psalm?

[ . . . ]

It’s still possible to purchase, for as little as $7, a traditional Bible with a stiff, dark, fake-leather cover, of the sort that used to be tucked into pews all across America. But if the industry had stuck to those, it wouldn’t be selling $770 million worth of Bibles a year in the U.S. alone.

Figuring an average price of about $30, which may well be conservative, that adds up to 25 million Bibles a year. By comparison, Scholastic has shipped 14 million copies of the latest Harry Potter book in the U.S. The second-hottest book this year, “The Secret,” has sold about 3 million copies.

In that context, the Bible’s success is phenomenal. Zondervan plans to keep stoking demand by making sure God’s word looks hip, sounds relevant and is advertised all over, including in Rolling Stone magazine and Modern Bride, on MySpace — even on a jumbotron in New York City’s Times Square.

[ . . . ]

Zondervan began churning out limited-edition, one-season-only Scripture: a thin checkbook-shaped Bible with jazzy blue and silver stripes for $30, a square Bible in meadow green for $35, a pocket-size edition in soft browns and oranges for $20. At least a third of Bibles are purchased as gifts, and Zondervan made sure there was one for every occasion — even sorority rush. (The light-pink and apple-green colors of Alpha Kappa Alpha have been a big hit.)

[ . . . ]

All this has raised predictable concerns.

“Where the fine line between accessibility and desecration is, is not real clear sometimes,” says Phyllis Tickle, a noted Christian author. “I find it really, really distressing to think that young people may have their first impression of Christian Scripture presented to them in an almost pandering way.”

[ . . . ]

In a way — an admittedly commercial way — theologian Kurt Fredrickson sees modern publishers as following the hallowed footsteps of Christian heroes such as Jan Hus, William Tyndale and Martin Luther, who risked their lives to bring God’s word to the masses.

“For centuries, there’s been a desire to make the Bible more accessible,” says Fredrickson, who directs the doctor of ministry program at Fuller Theological Seminary.

Yes, the concept of a trendy Gospel may sound tacky.

“But we’re Americans,” Fredrickson says. “We’re always trying to find a niche.”

I admit that I’m conflicted about this trend. I find myself probably somewhere between Tickle and Fredrickson. I am certainly disgusted by some of the gimmicks, but on the other hand, if the gimmicks get people to read the Bible (rather than letting it sit pretty on a shelf), then I think that’s a good thing. Sure, people who are not trained in biblical studies may not understand the historical situation and the nuances of literary criticism. But I think it’s still good for people to read it for themselves, and making it more “hip” looking may help some people do that. To be honest, I think my Quest Study Bible by Zondervan was one of the reasons I got so excited about the Bible in high school. And that initial excitement got me here, so I can’t argue with that.