PORTLAND, Ore. (AP) — Martin Luther King Jr. graces one page, Angelina Jolie the next. A photo of a man on fire opens the Book of Revelation. And laid across a two-page image of gasoline spilling from a pump is the quote that begins, "The whole earth was amazed and followed the beast."
It's not the good book some may remember.
While the Bible has been recreated and repackaged innumerable times, publishers of the newest editions are using some distinctly unique formats to capture the attention of readers.
"In general, Bible publishers have always been creative, but now they are scrambling to meet a culture where people are moving away from print reading," said Paul Gutjahr, an associate professor of English and adjunct associate professor in religious studies at Indiana University.
Secular as well as traditional religious Bible publishers are getting in on the act. Dozens of different versions of the Bible come out each year for various niches: the outdoorsman, the married couple, business leaders. There are electronic Bibles available for the Kindle, iPods and handheld devices. There are graphic novel and comic book interpretations. There's even a new chronological version of the Bible coming out this fall.
It's difficult to capture how many different versions of the Bible are sold each year. But the Book Industry Study Group estimates that Bibles, testaments, hymnals and prayer books were a $795.2 million market in 2007.
Experts say Bible sales tend to rise in times of war and economic crisis. And the Book Industry Study Group says a Bible publishing boom is indeed under way. The market size has grown steadily over the past several years and is expected to jump in the coming years. The group estimates the market will reach $823.5 million this year — growth other publishing categories might covet.
The Bible is reinvented quite often. While essentially still the same book, Gutjahr said that for the past two decades, updates were largely focused on new translations. There are also versions that come out each year that are essentially the same book, with different covers and sizes based on people's wants. But he sees the next trend as one toward textual translation and visual translation.
"In a visually literate, advertising-skeptical age — how do you grab people's attention?" Gutjahr asked. "Mixing the biblical text with Angelina Jolie doesn't surprise me."
First published in Sweden last year, "Bible Illuminated: The Book" is the glossy fashion magazine-style publication that features Jolie. It looks like it might be more at home on a coffee table or the nightstand of the latest hipster hotel than a church.
The creation of former advertising executives, it pairs intense photo essays — including images such as a child with a gun or beatings in the Belgian Congo under King Leopold's II's regime — with passages from the New Testament. It is aimed at people who might not otherwise ever read the Bible.
"There is a large part of the population that considers themselves smart, educated, conscientious, connected people who are not particularly religious and have not regularly read the Bible," said Larry Norton, a former publishing executive and president of Illuminated World, the company that is putting out "Bible Illuminated."
"That group of people probably know it would be smarter, more sensitive to their surroundings if they read the Bible if they were religious or not," Norton said. Continue >>
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I have become all things to all men so that by all possible means I might save some.
-St. Paul (1Cor9:22)
I guess I'm not so much opposed to new translations either, but it seems that the latest thing is to have Bibles that caters to certain groups, even to the point of omitting passages that may be offensive to those groups.Again, to make money!!
$$$$$$$ that's what this is all mostly about. it is kind of sad. now i do agree there is a place for new translations, but one with Jolie in it? what's next?
What's with all the "new Bibles"? I agree with you guys, God isn't running a "Catering" Service!!
Yeah, I love the way the old King James Version puts it:
"Be grave, not double-tongued, not given to much wine, not greedy of filthy lucre."
Regarding these new "translations" and their publishers, greed rules the day, filthy lucre fills their hearts. I don't think God is too well-pleased. What was He said:
"If any man shall add unto these things [His Word], God shall add unto him the plagues that are written in this book."
Folks, we're looking at the new post-modern version of a watered-down Christianity. It's no small wonder this nation is going to Hades and FAST!
To Teddyrux
You said it very well. I agree.
It's a scam, It's not of God. It's just another way of making money, it's not about getting the Word of God to the public.
But there will be many within the Church who will declare that it's the greatest thing to come down the pike in ages. God help us.
(And laid across a two-page image of gasoline spilling from a pump is the quote that begins, "The whole earth was amazed and followed the beast.)
Another example of the church allowing someone or something (culture) to replace Jesus Christ at its head; this is extremely sad.
Personally, I'm very happy that God does not "Cater to (an) ever-changing culture". I don't think His intends His Word to either.