Biblical text paired with Jolie photos: Publishers hope unique formats draw readers

PORTLAND, Ore. — 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 re-created 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 the scripture of the New Testament. It is aimed at people who might not otherwise ever read the Bible.

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