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Los Angeles (pte040/21.01.2005/15:50) - Music magazine Rolling Stone http://www.rollingstone.com has refused to run an advert for a new edition of the bible aimed at young readers. As the Washington Times http://www.washingtontimes.com reports, the magazine has cancelled the deal forged nine months ago with Zondervan http://www.zondervan.com , the nation's largest Bible publisher to advertise the company's "Today's New International Version" (TNIV) of the Bible.
The advert, part of a 1 million dollar national campaign, features a photo of a young man and the slogan "Timeless truth, today's language." " We were surprised and disappointed," said Doug Lockhart, a spokesman for the Michigan-based publisher, which sells more than 6 million Bibles each year. According to Lockhart, Zondervan did extensive market research before deciding that the TNIV, which is aimed at 18-34 year olds, would be ideal for the Rolling Stone magazine. According to a recent Harris poll, 59 per cent of 18 to 34 year olds said the Bible was "relevant to their lives," although more than half said they had not read it. 32 million others call themselves "spiritually intrigued."
"We are not in the business of publishing advertising for religious messages," Kent Brownridge, general manager of Wenner Media, the Rolling Stone parent company, told USA Today. In the current issue of Rolling Stone, a colour advert featuring a Jesus t-shirt with the message "Put down the drugs and come get a hug" appears in the magazine's "The Shop" section. According to Lockhart, cable channels MTV and VH1, as well as America Online, Modern Bride magazine and satirical political magazine the Onion have all accepted the Zondervan advert for the new Bible.
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