Selling Bibles is big business

The market for the Bible is still strong:

No official sales projections are publicly available, but if history provides a guide, the “NIV Zondervan Study Bible” could easily sell 100,000 copies by the end of the year — probably a lot more. The new study Bible by Zondervan, a Christian publishing house in Grand Rapids, Mich., owned by HarperCollins, could follow earlier blockbuster sales. The last NIV study Bible, published by Zondervan in 1985, sold more than 9 million copies.

The Bible business is booming. There are annual sales of 40 million Bibles — from study Bibles to family Bibles to pocket Bibles. That’s not even counting foreign markets. As journalist Daniel Radosh observed, “The familiar observation that the Bible is the best-selling book of all time obscures a more startling fact: The Bible is the best-selling book of the year, every year.”…

The “ESV Study Bible” is actually only one of 19 Bibles that have sold more 1 million copies in the past decade. The editors behind Zondervan’s new offering are undoubtedly looking for the same sort of sales, and there’s reason to believe they will get them…

The anxiety over kinds of Bibles — aggravated by the market — creates a demand for new, more authoritative works. Some of the most popular study Bibles are designed to reassure readers of the text’s accuracy and authority, while at the same time promising to be easy to read.

I worked for two summers in the warehouse of Tyndale House Publishers where we shipped a good number of Bibles (among other items, such as plenty of Left Behind books). We had all sorts of Bibles: different translations, ones for different people groups (teenagers, women, seekers, those with the education to make use of the original language and the translation side by side), and in all sorts of packaging from software to metal cases to real leather. I remember noting the two forces at work: the impulse to make the Bible available alongside the motivation to make money.

This is an area where Christianity and materialism come head to head and yet I’m not sure it gets discussed much. How useful are all those Bibles? How much do people need new and improved versions? Where does all that money go? Americans love to consume things…are the sales of Bible more of an indication of consumption than of religious fervor?

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