Rolling Stone will gather no Bible ad

The nation’s largest Bible publisher, rolling out its biggest marketing campaign ever to promote a new translation aimed at “spiritually intrigued 18- to 34-year-olds,” has stumbled over a little rock: Rolling Stone.

The entertainment magazine rejected an ad for “Today’s New International Version” of the Bible just weeks before its scheduled run date, citing an unwritten policy against accepting ads containing religious messages.

Zondervan publishing say Rolling Stone was key in its $1 million campaign to reach young adults. Surveys show that 53 percent of this age group read the Bible less than once a year or never, although they are huge buyers of books on spiritual and religious themes.

The rejected ad shows a serious young man, apparently pondering the problems of modern life. The text touts the “TNIV” as a source for “real truth” in a world of “endless media noise and political spin.” A blue Bible peeks up from the corner of the ad, which bears the slogan: “Timeless truth. Today’s language.”

Although Zondervan bought the Rolling Stone space in July for a February ad, magazine executives first saw the actual copy only last week and concluded that “it doesn’t quite feel right in the magazine,” said Kent Brownridge, general manager of Wenner Media.

“It’s a religious message that I personally don’t disagree with,” Brownridge said, but added: “We are not in the business of publishing advertising for religious messages.”