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(Nashville, Tenn.) Year-end sales summary data confirms that the top sales producing Bible in the CBA market overall for the final quarter of 2009 was Thomas Nelson, Inc.’s The Word of Promise® Audio Bible which debuted in the fall at an MSRP of $124.99. The complete Bible, released as a follow-up to the ECPA Christian Book of the Year Award-winning The Word of Promise® New Testament Audio Bible, experienced strong holiday sales and consumer support despite a weakened economy, becoming the number one-selling Bible product for many retailers.
According to data provided by PubTrack and the ECPA, The Word of Promise® Audio Bible was the #1 revenue generating Bible in November, December, and the overall fourth quarter of 2009 for independent Christian retail stores. When looking at Bibles priced over $5 in PubTrack, the title was also #6 in unit volume for the last two months of the year. Despite the high $124.99 MSRP, the units moved held strong amidst the other top titles that max out at a $44.99 suggested price-point. The national Christian retail chains experienced similar results, solidifying The Word of Promise® Audio Bible as CBA’s fourth quarter’s top sales-producing Bible. Early new year indicators point to continued strong sales throughout 2010.
“The Word of Promise® Audio Bible was a strong product for us in 2009 and helped to drive our fourth quarter sales. We heard great things about it from our stores,” notes Randy Maricle, Sales and Marketing Manager for The Parable Group. “From production to packaging, The Word of Promise® Audio Bible is the right product, at the right time, with the right price. Professionally it was one of our best performing products. Personally, I’m enjoying it as well.”
“The Word of Promise® Audio Bible was a highlight in our Christmas sales this year,” adds Christian Supply, Inc. & Covenant Group President Chuck Wallington. “I’d like to thank Thomas Nelson for an outstanding audio experience, at a great price, that allowed us to be ‘heroes’ to our customers this year.”
“Many of our accounts told us that The Word of Promise® Audio Bible outsold its nearest competitor by a ratio of 2-to-1, so we are thrilled to see the consumers vote this their favorite Audio Bible,” comments Thomas Nelson’s new Senior Vice President and Bible Group Publisher Gary Davidson.
ABA retailers also had positive experiences with The Word of Promise® Audio Bible during fall 2009. In fact, stores such as Barnes and Noble and Books-A-Million are already scheduling promotions for the project for Easter 2010. Online retailer Amazon.com also saw strong sales and high unit movement. To launch the project, a comprehensive marketing and publicity campaign was initiated by Thomas Nelson Bibles to bring awareness and store traffic to the audio Bible. New media initiatives such as the company’s first free Bible-related iPhone/iPod application offering, a robust website for product information and sampling, and Facebook and Twitter account interaction offered consumers numerous opportunities to easily experience the project. These efforts paired with traditional ad placements, and media exposure which included several TBN television specials, LA Times and Chicago Tribune features, and 20+ radio interviews further established The Word of Promise® Audio Bible as a must-have Bible title.
“It’s our belief that the interactive free-standing floor displays that allowed for audio sampling at the point-of-purchase also played a key role in helping to bring awareness and sales to The Word of Promise® Audio Bible,” adds Davidson. “We appreciate the strong support our retail partners gave, and continue to give, to this merchandising opportunity.”
In addition to the retail success, the complete audio Bible project has already received a Platinum Marcom Creative Award in recognition of excellence in creativity. The Word of Promise® brand as a whole continues to set the standard for audiobook quality and has been established as the #1 Audio Bible brand, according to market share data provided in the October 10, 2009 issue of Christian Retailing magazine.
The Word of Promise® Audio Bible is a scripted dramatization of the trusted New King James Version (NKJV) of the Bible presented in a compelling, dramatic audio theater format. The project features the talents of Hollywood actors including Michael York (narrator), Richard Dreyfuss (Moses), Gary Sinise (David), Jesse McCartney (young David and Daniel), Stacy Keach (Paul and Job), Ernie Hudson (Peter), Sean Astin (Elihu), Malcolm McDowell (Solomon), Joan Allen (Deborah), Lou Diamond Phillips (Mark), Luke Perry (Judas), Harry Hamlin (Nehemiah), Jim Caviezel (Jesus), and Martin Jarvis (voice of God). Complete with production by AFTRA Award winner Carl Amari (The Twilight Zone™ Radio Dramas), an original music score by prolific Italian composer Stefano Mainetti (Abba Pater & The Shooter), and movie-quality sound effects produced, engineered, and mixed at Cerny American Creative in Chicago—an award-winning facility ranked in the Top 3 in the nation for sound design headed by director JoBe Cerny. The 90+ hour project released through Thomas Nelson, Inc., in October in a special 79-CD box set collection and an 11-MP3 CD offering, both with a bonus features DVD. Stand-alone New Testament and Old Testament sets are also available.
Thomas Nelson, Inc. is a leading provider of Bibles, products, and live events emphasizing Christian, inspirational and family value themes. Audio samples, a free iPod application, and additional information about The Word of Promise® Audio Bible are available by visiting http://www.thomasnelson.com/thewordofpromise. For more information on the company and its titles, visit http://www.thomasnelson.com or http://www.thomasnelsonbibles.com.