Imagining a Video Study Bible (via Vook)
Occasionally, I like to take a moment to imagine what relevance a new technological product might have for biblical studies. Yesterday, a friend of mine told me about a fairly new and hype-gathering tool called Vook (a name that does not exactly roll off the tongue). This is a tool that seems to be aimed at the iPad and whatever other similar devices follow the iPad. It integrates e-reading with watching videos. At first, I didn’t get it. Okay, so, maybe some sort of instruction manual could use video to show you how to do something. But how do you find complementary video for literary works. On their trailer, they include what looks like stock video of a woman running. Really? I’m reading about a woman running and you give me a video of a woman running? Is that how it works? That’s a little hokey.
On the other hand, apparently they also have video bits that are like documentaries. So, you decide to read Sherlock Holmes and you get videos on Sir Arthur Conan Doyle and his historical situation, as well as some impromtu “on the street” interviews about his fictional characters. This is more like it. Not something that helps me “get in the mood” of the story, per se, but something that is kind of like a commentary… giving me background information or relevant conversation about the topic, story, or author at hand. I think I could get into that. Naturally, if they team up with quality producers of informed video content (BBC, PBS, etc.), they could get something really amazing going on there.
Can’t you see Zondervan getting behind something like this and putting out hosts of different sorts of study Bibles for different audiences? The more academic publishers could try to create one with top scholars being interviewed on particular passages or themes, archaeological issues. Vook Bibles could include sermons appropriate to the audience or something like Rob Bell’s NOOMA videos. Maps included in study Bibles could go beyond mere stagnant arrows, to show sequential movement. Charts and tables of information could be adapted for video format and placed in appropriate locations in the text.
As we move down the road a few years, I can see quite a few people getting access to these sorts of devices. If institutions follow the trend of schools handing out the latest technologies to students, then I could see something like Vook offering a really interesting service for academic works (e.g., textbooks, etc.). I tell you what, though, if they want to make some money, I bet coming out with Zondervan-style plethora of Bibles would do them lots of good. Of course, I would like a couple Vook Bibles to be the New Oxford Annotateds or New Interpreters or HarperCollins Study Bibles of the Vook Bible lineup (a category that I have just made up). So, what do you think, Vook?
Review: HarperCollins Study Bible (Part 2)
HarperCollins Study Bible: Fully Revised and Updated – Student Edition
Editors: Harold W. Attridge (General Editor, Revised); Wayne A. Meeks (General Editor, Original)
Hardcover: 2128 pages
Publisher: HarperOne
Year: 2006
ISBN:9780060786830
Buy: HarperCollins; Amazon
Positives
- Excellent running commentary by world-class biblical scholars.
- More notes than other study Bibles based on critical research.
- The lack of a solidified confessional stance allows for less apologetically motivated notes than some other study Bibles on the market.
- Helpful essays added to the revised edition.
- Relatively thin for a study Bible of this magnitude.
Negatives
- Maps. The maps are terrible, looking like blurry photocopies from the previous edition. It’s not just my copy because this is a common criticism.
- General formatting: In order to get a thin feel, the font is quite small and cramped with very little margin space for note taking. The notes are not as clearly distinguished from the biblical text as in the New Oxford Annotated Bible.
- The “Student Edition” is nothing more than a cooler-looking cover and it lacks the concordance of the non-student edition, in order to have more blank “Notes” pages.
- More cross-referencing between topics found in various places would be helpful.
- Intermittent topical excurses, as found in many other study Bibles, would be helpful.
Revision. The back cover indicates the revised edition includes “completely new introductions and notes for select biblical books, plus a full revision and updating of all others–over 25 percent new or revised material.” The Introduction to this volume has a paragraph on the differences between the original and this revised edition:
The present revised edition of the HarperCollins Study Bible has updated and expanded the annotations with the latest perspectives on the biblical text derived from historical, archaeological, and literary sources. The notes also provide more complete information on the ways in which various biblical books echo other parts of scripture. A series of introductory essays offer reflections about the contexts within which biblical books are currently read.
I find the decision to only give completely new introductions for select biblical books. Why were these books chosen over others? I suppose the research is moving faster regarding some books over others (or, perhaps in some cases the original work was not completely up-to-date in the first place?). The only books that we know for certain have been revised are those with two authors assigned (see my previous post on HCSB contributors). Here is a list of those books that have apparently been revised–to some extent–by a second author (for those books that have only one contributor, I can’t tell whether the original contributor revised his or her own content):
Genesis: originally done by Joel W. Rosenberg with apparently a completely new introduction (and notes?) by Ronald Hendel.
Joshua and Judges: originally done by Robert G. Boling (who died in a car accident doing research in Jordan in 1995) and revised by Richard D. Nelson.
Esther and the additions to Esther: originally done by W. Lee Humphreys and revised by Sidnie White Crawford.
Ecclesiastes: originally done by Raymond C. Van Leeuwen and revised by Kent Harold Richards.
Lamentations: originally done by Werner E. Lemke and revised by Kathleen O’Connor.
Daniel: originally done by Pamela J. Milne and revised by John J. Collins.
Hosea: originally done by James Luther Mays and revised by Stephen L. Cook.
Joel: originally done by Richard A. Henshaw and revised by Marvin A. Sweeney.
Amos: originally done by Gene M. Tucker and revised by J. Andrew Dearman.
Obadiah: originally done by Richard A. Henshaw and revised by Ehud Ben Zvi.
Micah: originally done by Philip J. King and revised by Carol J. Dempsey.
Wisdom of Solomon: originally done by David Winston and revised by Thomas H. Tobin.
Sirach: originally done by Burton L. Mack and revised by Benjamin G. Wright III.
Letter of Jeremiah: originally done by Richard J. Clifford and revised by Jeffrey C. Geoghegan.
Mark: originally done by C. Clifton Black and revised by Adela Yarbro Collins.
Luke: originally done by David L. Tiede and revised by Christopher R. Matthews.
John and the Johannine epistles: originally done by David K. Rensberger and revised by Harold W. Attridge.
James: originally done by Sophie Laws and revised by Walter T. Wilson.
1 Peter: originally done by David L. Balch and revised by Paul J. Achtemeier.
Comparison with New Oxford Annotated Bible. The back cover of the book boasts that there are “[t]wice as many notes as the leading study Bible.” Beyond sounding like a dish soap commercial, this comment has me wondering what precisely is the leading brand of detergent study Bible. Seeing as the New Oxford Annotated Bible (NOAB) weighs in at 15,200 on the Amazon rank, while the most popular edition of the HCSB ranks at 34,182, I suppose that’s the answer. Well, the note on the back cover invites us to compare the HCSB to the NOAB, so that’s what I’ll do. [I have just noticed that the New Interpreter's Study Bible actually slightly beats the NOAB on the Amazon sales rank at the moment, but I'm doubtful this would have been the "leading study Bible" in mind for Harper at the time of publication.]
Perhaps it is my predisposition (NOAB has been my standard hard copy Bible for some time), but I prefer the notes format in the NOAB to the HCSB. The HCSB goes for a two-column approach, which aligns with the two columns of biblical text. There are two things setting apart the notes from the biblical text in the HCSB: (1) smaller font and (2) a solid gray line. I actually appreciate this format within poetic portions of biblical text, such as the Psalms or parts of the prophets. But when combined with prose, there simply isn’t enough to distinguish the notes from the text of the Bible. It hurts the eyes a little bit. The NOAB, on the other hand, leaves the notes in a wide single column in contrast to the double column format of the biblical text. The NOAB has no need for a solid line to separate the text from the notes.
The typeface of the HCSB is about a point or two smaller than in the NOAB (for both the main biblical text and the notes), making it somewhat more difficult to read–but allowing for “twice as many notes.”
Content. The real reason why someone buys this study Bible is not format per se, but content. The book opens with five essays, which are new to this edition:
- Strategies for Reading Scripture by John Barton. (This essay does a wonderful job of distinguishing and balancing the concepts of “critical” and “canonical” readings of Scripture.)
- Israelite Religion by Ronald Hendel.
- The Greco-Roman Context of the New Testament by David E. Aune.
- The Bible and Archaeology by Eric M. Meyers.
- Archaeology and the New Testament by Jürgen Zangenberg.
All of the introductions to the biblical texts that I was able to read through were very well done, though they could have been a tad longer given the complexities they address. The running notes are really where this volume shines. The notes are what makes the study Bible worth buying, even with any other shortcomings. On average, I would say the notes take up about 20-25% of each page, though there are a few rare pages with no notes and a several that hit 50% or more of the page. I believe the prize for most notes on a single page goes to the Proverbs duo (Camp/Fontaine) for about 80% of a page taken up by notes within Proverbs 1. All notes that I have seen have been extremely helpful and even more detailed than what you might find in the NOAB (though, of course, having both in front of you is even more helpful).
Each book’s introduction and notes is a kind of mini-commentary. Given this reality, therefore, some conclusions by the contributors may not align quite perfectly. Or one contributor may have mentioned important concepts to which another contributor should refer (sort of like a Bible dictionary might point you to other relevant articles), but this reference does not always occur. It would have helped to have some cross-referencing between introductions, particularly when major issues have been touched on in other introductions (such as the documentary hypothesis, the synoptic problem, or pseudonymity).
Actually, it might have been nice to have “excurses” included within the books: little mini-essays on topics pertinent to the passage at hand. That way, the notes could reference the excurses as necessary (e.g., “see Imprecatory Psalms, page 810″; “see Emperor Worship, page 2093″).
Of course, the greatest portion of “content” within the HCSB is the biblical text itself, in the NRSV translation. The back cover claims the NRSV is “the most accurate English Bible translation.” I can understand the marketing impulse here, but such an unsubstantiated claim is questionable.
Charts and Maps. The HCSB has several helpful charts and tables. Some of these charts are in between books or sections of books (such as parallel passages in the synoptic Gospels), while others are embedded within the text of certain biblical books (such as suggested fulfillments of Acts 1:8 within the book of Acts). The first chart of the study Bible is a very helpful historical timeline. One of the handiest charts is found in the back: “Quotations of the Jewish Scriptures in the New Testament.”
The maps, however, may be my least favorite part of the entire study Bible. HarperCollins was kind enough to also send along their newer HarperCollins Atlas of Bible History by James B. Pritchard. The maps embedded within the biblical texts of the HCSB are strangely out of focus–as if they had been photocopied from the first edition into this one. For the crisp and beautiful layout of their Atlas of Bible History, I would hope for more in the HCSB than blurry maps. The NOAB, by the way, has quite elegant maps. The maps at the back of the HCSB are in color and are not blurry, but still not quite as attractive as those found in HarperCollins’ atlas.
“Student Edition.” I do have one lingering question: What difference does the “student edition” make other than having (what I think is) a more attractive cover? I have the “college edition” of the NOAB and never figured out what that meant. Apparently, the only difference between the “student edition” of the HCSB and the normal revised edition is the lack of concordance in the “student edition.” The “student edition” trades the concordance for a little over ten additional blank “Notes” pages in the back — which are also an attempt to make up for the lack of margin space to take notes with the text. Don’t “students” appreciate concordances? It seems to me that a “student edition” should be more pleasing to the eyes, with helpful excurses, and perhaps even some color: something more akin to the study Bibles published by Zondervan perhaps.
The Bottom Line. As far as format goes, I personally prefer the wider single column notes and more elegant maps of the New Oxford Annotated Bible to the double column notes, smaller font, and blurry maps of the HarperCollins Study Bible. In my opinion, the trimmer size of the Bible in comparison to the NOAB is not worth the cramped font. What I would like to see out of a future edition of the HarperCollins Study Bible (particularly its “student edition”) is something more akin to what they have done in the revision of the HarperCollins Atlas of Bible Lands, which is light-years ahead of its original edition in its attractive and approachable presentation.
The primary reason a person should purchase the HCSB over the NOAB is in the extent of its notes. The NOAB excels in its maps, charts, and provides more extensive essays and introductions. But most readers, I imagine, will want to use a study Bible to actually . . . study the Bible. That is, study the biblical text itself. Thus, the mini-running-commentary proves more helpful in the day-by-day and longer term usage of a study Bible. Here the HCSB has an edge on the NOAB–two times more of an edge, if we take the back cover at its word. Both study Bibles have excellent scholars contributing (though the HCSB has a few more “household names” for those familiar with biblical scholarship) and the notes in both are well done for the most part. The HCSB just provides more notes, which helps the reader understand the text a little bit better.
Therefore, if you’re looking for the best running commentary notes in a study Bible, this is probably the best study Bible based on critical scholarship. If the presentation and format are important to you, then you may want to look into the NOAB. If you’d like a study Bible that holds a more confessional stance without neglecting critical scholarship, the New Interpreter’s Study Bible might be the one for you. Personally, I would recommend all three to round out your Bible study.
Review: The HarperCollins Study Bible (Part 1: Contributors)
HarperCollins Study Bible: Fully Revised and Updated – Student Edition
Editors: Harold W. Attridge (General Editor, Revised); Wayne A. Meeks (General Editor, Original)
Hardcover: 2128 pages
Publisher: HarperOne
Year: 2006
ISBN:9780060786830
Buy: HarperCollins; Amazon
Many thanks to Kayleigh at Harper Academic for forwarding this review copy! Reviewing the premier study Bible on the market is a bit of a daunting task. It seems fitting to begin simply with a list of the contributors (given in canonical order of the books they have worked on, rather than alphabetical). I provided the best links I could find for each contributor. This is the dream team of biblical scholarship and it pretty much speaks for itself.
That said, this “dream team” is generally of a certain persuasion. Generally speaking, this is not the dream team that, say, conservative Evangelicals might hope for. You won’t find Carson, Moo, Bock, Blomberg, Schreiner, Grudem, Wenham, Wallace, or even N. T. Wright or James D. G. Dunn. Of the contributor’s affiliated institutions at the time of publication, most are either research universities or seminaries/divinity schools in the “mainline” or Catholic (Boston College is well represented) traditions. This is the sort of collection of scholars that you might expect in a project like this. The hope is that the study notes are used more for unfettered historical-critical work, rather than for doctrinal apologetics. Most of those other folks can be found as contributors to the ESV Study Bible. [I'm not making any qualitative judgments at this point; just saying, if you're looking for Evangelical scholarship, don't come knocking at the HarperCollins Study Bible--but you already knew that.]
All scholars have their biases, however, and I appreciate where the editors have assigned two scholars to the same biblical book. If there are any weaknesses that I would point out in this post on contributors, it would be my desire that all books receive double coverage (though I can understand how that might be an editorial nightmare). I suppose when two scholars are listed for one book, it could mean that one wrote the notes for the original edition while the other wrote for the revised edition. I am uncertain of this, but it actually seems likely upon observing that many of the folks in this list are retired (and some of those retired quite some time ago).
In a second post, I will go into the format and features of the edition.
Update: I have discovered that the books that name two scholars are those that have been revised. It makes me wonder why some books were chosen for revision and others not. The back cover boasts “over 25 percent new or revised material.” For a study Bible, that actually seems on the low end to me.
List of Contributors in the Canonical Order found in the Study Bible:
General Editors: Wayne Meeks (Original); Harold Attridge (Revised)
Consulting Editor: James Luther Mays
Editorial Assistants: John Leinenweber; Lindsay A. Lingo
Consultant for Maps: Roger S. Boraas
Hebrew Bible/Old Testament (Editors: Werner E. Lemke; Susan Niditch)
Genesis: Ronald Hendel; Joel W. Rosenberg [first edition]
Exodus: Edward L. Greenstein
Leviticus: Jacob Milgrom
Numbers: Jo Ann Hackett
Deuteronomy: S. Dean McBride Jr.
Joshua: Robert G. Boling [died in a car accident in 1995, taught at McCormick Theological Seminary]; Richard D. Nelson
Judges: Robert G. Boling [died in a car accident in 1995, taught at McCormick Theological Seminary]; Richard D. Nelson
Ruth: Adele Berlin
1 Samuel: P. Kyle McCarter Jr.
2 Samuel: P. Kyle McCarter Jr.
1 Kings: Robert R. Wilson
2 Kings: Robert R. Wilson
1 Chronicles: Ralph W. Klein
2 Chronicles: Ralph W. Klein
Ezra: David J. A. Clines
Nehemiah: David J. A. Clines
Esther: Sidnie White Crawford; W. Lee Humphreys
Job: James L. Crenshaw
Psalms: Patrick D. Miller
Proverbs: Claudia V. Camp; Carole R. Fontaine
Ecclesiastes: Kent Harold Richards; Raymond C. Van Leeuwen
Song of Solomon: Michael V. Fox
Isaiah: J. J. M. Roberts
Jeremiah: Leo G. Perdue; Robert R. Wilson
Lamentations: Werner E. Lemke; Kathleen O’Connor
Ezekiel: David L. Peterson
Daniel: John J. Collins; Pamela J. Milne
Hosea: Stephen L. Cook; James Luther Mays
Joel: Richard A. Henshaw; Marvin A. Sweeney
Amos: J. Andrew Dearman; Gene M. Tucker
Obadiah: Ehud Ben Zvi; Richard A. Henshaw
Jonah: James S. Ackerman
Micah: Carol J. Dempsey; Philip J. King
Nahum: Kent Harold Richards
Habakkuk: Kent Harold Richards
Zephaniah: Kent Harold Richards
Haggai: W. Sibley Towner
Zechariah: W. Sibley Towner
Malachi: W. Sibley Towner
Apocryphal/Deuterocanonical Books (Associate Editor: Eileen M. Schuller)
Tobit: George W. E. Nickelsburg
Judith: John J. Collins; Toni Craven
Additions to Esther: Sidnie White Crawford; W. Lee Humphreys
Wisdom of Solomon: Thomas H. Tobin; David Winston
Sirach: Burton L. Mack; Benjamin G. Wright III
Baruch: Carol A. Newsom
Letter of Jeremiah: Richard J. Clifford; Jeffrey C. Geoghegan
Prayer of Azariah and the Song of the Three Jews: Lawrence Wills
Susanna: Lawrence Wills
Bel and the Dragon: Lawrence Wills
1 Maccabees: Daniel J. Harrington
2 Maccabees: Daniel J. Harrington
1 Esdras: David J. A. Clines
Prayer of Manasseh: James A. Sanders
Psalm 151: James A. Sanders
3 Maccabees: John J. Collins
2 Esdras: Michael E. Stone
4 Maccabees: Thomas H. Tobin
New Testament (Associate Editor: Jouette Bassler)
Matthew: Dennis C. Duling
Mark: C. Clifton Black; Adela Yarbro Collins
Luke: Christopher R. Matthews; David L. Tiede
John: Harold W. Attridge; David K. Rensberger
Acts: Beverly Roberts Gaventa
Romans: Leander E. Keck
1 Corinthians: Victor Paul Furnish
2 Corinthians: John T. Fitzgerald
Galatians: Richard B. Hays
Ephesians: J. Paul Sampley
Philippians: Ronald F. Hock
Colossians: J. Paul Sampley
1 Thessalonians: Edgar M. Krentz
2 Thessalonians: Jouette M. Bassler
1 Timothy: Jouette M. Bassler
2 Timothy: Jouette M. Bassler
Titus: Jouette M. Bassler
Philemon: Harold W. Attridge; Ronald F. Hock
Hebrews: Harold W. Attridge
James: Sophie Laws; Walter T. Wilson
1 Peter: Paul J. Achtemeier; David L. Balch
2 Peter: Richard J. Bauckham
1 John: Harold W. Attridge; David K. Rensberger
2 John: Harold W. Attridge; David K. Rensberger
3 John: Harold W. Attridge; David K. Rensberger
Jude: Richard J. Bauckham
Revelation: David E. Aune
Articles
Strategies for Reading Scripture: John Barton
Israelite Religion: Ronald Hendel
The Greco-Roman Context of the New Testament: David E. Aune
The Bible and Archaeology: Eric M. Meyers
Archaeology and the New Testament: Jürgen Zangenberg
Looking for Some Academic Study Bibles on Libronix
There was a long stretch where Logos Bible Software was coming out with some powerhouse academic resources in their prepublication program. Bunches of stuff on Josephus, Philo, the Pseudepigrapha, Ancient Near Eastern books, great original language items. One of the most amazing offerings of this period was Hermeneia. More recently, they have offered the Anchor Yale Bible series (83 vols). That is definitely now at the top of my list (if Logos would like to send me a review copy once it’s done–I would be happy to oblige!).
However, the Anchor Yale series seems to be an exception for their most recent offerings. Lately, Logos has been offering items from a more “conservative” (and maybe less “academic”) interpretive angle. Consider the Holman Reference Collection (13 Vols.) (recently mentioned on Nick’s blog), a bunch of books from Baker, commentaries from Cornerstone, a little while ago they added the WallBuilders American Foundations Digital Library.
From a business perspective, these sorts of things are most likely better money makers than some of the hardcore academic stuff. I can’t say I blame ‘em. There are a LOT of conservative evangelicals out there who are very passionate about their Bible study. But it does feed into the stereotype that Logos is the less “serious” Bible software, academically speaking (compared to BibleWorks and Accordance). And believe me, that perception is there. Many people in my academic circles (professors, fellow grad students) are surprised that Logos is my software of choice. For me, though, I believe Logos simply has more to offer of everything: the “serious academic” stuff, the more “conservative evangelical” stuff, even the fluffy junk (which shall remain nameless). You just put together the pieces that make up your ideal electronic library.
So, I would like to offer a suggestion for an academic item that might have some broader appeal than just those stuffy elitists stuck in their ivory acadmic towers: Academic Study Bibles. Currently, Libronix offers (or is developing) the following study Bibles: The NLT Study Bible (the recent SBC banning of the NLT doesn’t help
), The Apologetics Study Bible, Concordia Self-Study Bible Notes (a revised version of the notes written for Zondervan’s NIV Study Bible, emphasizing Lutheran themes), The MacArthur Study Bible, The Ryrie Study Bible, The Reformation Study Bible, and a few others.
To balance these out a bit, I think that Logos really should offer all the notes and resources of standards like the HarperCollins Study Bible, the New Oxford Annotated Bible, and perhaps also the New Interpreter’s Study Bible. I know plenty of layfolk who would love to have these perspectives so much more than all the currently Libronix offered study Bibles put together. Not only that, I think these could open a broad market for college and seminary students who are often required (or strongly encouraged) to buy HarperCollins or the New Oxford. So, Logos, have I convinced you yet?
A Green Letter Bible?
I read on the Beatitudes blog (taken from Sustainablog) recently that HarperOne is offering a new Bible that seems quite interesting: The Green Bible. Not only is the Bible made of sustainable materials (recycled paper, using soy-based ink, with a cotton/linen cover), but it includes “green” features such as:
- Information on how to read the Bible through a green lens,
- Green-Letter Edition – verses that speak to God’s care for creation will be highlighted in green ink,
- Quotes from Christian teachings on creation throughout the ages from St. Augustine to C.S. Lewis,
- Inspirational poems from St. Francis of Assisi and Wendell Berry,
- Green Bible “trail guides”, pointing out six green themes throughout the scriptures,
- A green topical index,
- And even a resource guide with suggestions to help your congregation get more involved in the green movement and practical ways to make a difference in your daily life.
Chad Crawford, who wrote the post, rightly points out, “You don’t need a new eco-friendly Bible to be a green Christian. Keeping that old tattered Bible you got when you were baptized or confirmed is still greener than purchasing one made with recycled paper.” But if you’re looking for a new Bible (that isn’t the standard study Bible) and you’re into “green” stuff, this looks like an interesting choice. For some reason, I can find the pre-order page on Amazon, but cannot find it on the publisher’s website. If anyone else can find it on the publisher site, let me know.
Oh, and it’s NRSV.
The Bible judged by its cover…

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.




