The Devotional Bible featured in Crossings

Book Club, National TV Ads

Advertising Blitz Coincides with Easter Buying Season

NASHVILLE, TN—The Devotional Bible, coming this March 2003 from Nelson Bibles, will be featured as a main selection in the Crossings Book Club Easter catalog as well as in national television advertising this spring. Crossing’s Easter direct mail piece was sent to more than 850,000 homes nationwide, and the popular book club has ordered an initial ~~an initial~~ 100,000 copies of the new Bible for use in 2003. The television ads for The Devotional Bible will air the week prior to Easter on cable networks that potentially reach more than 750,000,000 cumulative households. This strategic advertising blitz comes on the heels of the Bible’s release and just before Easter, which traditionally brings a spike in Bible sales for retailers of all types.

The Devotional Bible, based on the best-selling The Inspirational Study Bible, has been completely revised and updated by Lucado in 2003. Crossings sold more than one million copies of The Inspirational Study Bible from 1995 to 2002, featuring it in advertisements and direct mail pieces with annual impressions totaling more than 200 million. Now, Crossings anticipates consumers will respond as positively toward Lucado’s ~~The~~ The Devotional Bible.

“We are thrilled with this new edition,” says Andrea Doering, Executive Editor, Crossings Book Club. “Max Lucado’s ability to capture the imaginations of his readers and make God’s story real to them has made The Inspirational Study Bible our top selling Bible for years. We couldn’t be any more pleased to be able to offer The Devotional Bible just in time for Easter this year.”

Nelson Bibles is one of the primary sponsors for the one-hour TV program, “He Chose the Nails” which will be broadcast nationally the week prior to Easter. The program will feature six :30 second ads for The Devotional Bible during the TV program which features Max Lucado. “He Chose the Nails” will be aired 25 times on Trinity Broadcasting Network, PAX-TV, FamilyNet, Total Living Network and I-Life Television Network to reach more than 750,000,000 cumulative households.

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The Devotional Bible Marketing release, page two

Nelson is planning additional consumer advertising for The Devotional Bible via direct mail and e-marketing. Advertising has been placed in direct mail pieces generated by LifeWay, Family Christian Stores, Parable Christian Stores, and The Covenant Group. Total circulation for these consumer pieces is more than five million. Nelson Bibles is also planning an innovative e-marketing campaign using electronic lists from Lucado’s ministry UpWords and Thomas Nelson. Both of these efforts are scheduled for spring 2003.

In order to increase awareness of The Devotional Bible product line in bookstores, Nelson Bibles has partnered with Nelson Electronics & Reference Publishing to create a customized end cap kit for both The Devotional Bible and Experiencing the Heart of Jesus Bible study workbook. The end cap—featuring new photography of Max Lucado—is available free to stores this fall 2003 (ISBN #: 0-7180-0291-1~~). ANY OTHER IN STORE PROMOTIONAL PIECES? CASH WRAP? BROCHURES? POSTCARDS?~~ ~~No other in-store promotions~~ – ~~did Carla give you this ISBN? We actually have 2~~ ~~separate~~ ~~ECKs for Spring and then a combined one in the fall. Yes, strange, but that’s what was decided b/f I was here.~~).

Significantly, all sales channels have been enthusiastic in their ordering of The Devotional Bible. Wal-Mart and Sam’s Clubs are selling the paperback version of the Bible in ~~all~~ stores nationwide. ~~ANY SALES TO SHARE FOR THE CBA MARKET TO COUNTER BALANCE?~~ ~~No, not yet.~~

Nelson Bibles is a subsidiary of Thomas Nelson, Inc., a leading publisher, producer and distributor of books emphasizing Christian, inspirational and family value themes. Thomas Nelson Inc. is the largest publisher of Bibles and inspirational books in the English language. For more information, visit www.thomasnelson.com.

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April 11, 2003