Gore Documentary Inspires Publisher to Produce First “Green” Bible: A Q&A with Thomas Nelson CEO Michael S. Hyatt
Extra: With so many editions of the Bible in print, what methods do you employ to help market each new edition of the Bible, including this new “green” edition, to existing audiences and new audiences?
Hyatt: At Thomas Nelson, we employ a wide range of marketing tactics for each new edition of the Bible, as each one is published with a particular target market in mind. … The people with an affinity for this new edition of the Bible are probably going to be people on the Internet. … The Internet communities will be important to us, as will target publications. We’re doing everything we can to get it out—e-mail, newsletters, blogs and Web sites. Our retail partners have been enthusiastic. And we will devote marketing resources to staff training, merchandising in-store and promotion of this Bible through catalogs and retailer Web sites.