Rolling Stone spurns ad for with-it Bible

GRAND RAPIDS, Mich. – Rolling Stone magazine declined to run an advertisement for a new translation of the Bible aimed at young people, the nation’s largest Bible publisher said Wednesday.

Zondervan, a division of HarperCollins Publishers, bought space in the magazine months ago as part of an ad campaign for Today’s New International Version, said Doug Lockhart, Zondervan’s executive vice president of marketing.

“Last week, we were surprised and certainly disappointed that Rolling Stone had changed their mind and rejected our ad,” he said.

Lockhart said Zondervan, based in Grand Rapids, paid Wenner Media last July to run the ad in February, when the Bible is due on bookshelves.

On Tuesday, USA Today quoted Kent Brownridge, general manager of Wenner Media, as saying his staff first saw the ad copy last week, and “we are not in the business of publishing advertising for religious messages.”

Lockhart said the ad features the face of a contemplative-looking young man and includes this copy:

“In a world of almost endless media noise and political spin, you wonder where you can find real truth. Well, now there’s a source that’s accurate, clear and reliable. It’s the TNIV – Today’s New International Version of the Bible. It’s written in today’s language, for today’s times – and it makes more sense than ever.”

Media outlets that agreed to carry the ad include Modern Bride, The Onion, MTV.com and AOL, Lockhart said.