Hipper than Thou
(from Business 2.0)
Zondervan, the world’s leading Bible seller, has created a new line of Bibles that can be described as "youth-oriented lifestyle accessories." Zondervan’s VP said, "It’s a Baskin-Robbins world. Young people have so many choices, we need to keep things fresh to keep them interested." Below are a few examples of their new line of Bibles they have created to connect more with today’s youth:
1. True Identity targets women by using "gender corrected" text (for example, "sons" is used instead of "children") and by binding the Bible in faux alligator.
2. Sports Devotional Bible includes comments made by professional athletes that involve Scripture and religion in general. The covers of these Bibles look and feel like footballs and basketballs.
3. Word on the Street includes "tabloid-style headlines, epistles written as e-mails and psalms structured as rock lyrics." This product has been advertised on MTV.com, the Onion and Rolling Stone.