The world's largest publisher of religious material is selling the sizzle along with the solemn in a line of "Bible-zines" -- repackaged Bibles aimed at hip Christian teen-agers.
Leaning on the successful slogan of famous Depression-era salesman Elmer Wheeler -- "Don't sell the steak, sell the sizzle" -- Transit Books, the teen division of publisher Thomas Nelson, adopted the eye-popping format of mainstream teen magazines to create Revolve, a four-color, 388-page New Testament for teen-age girls.
The smashing success of Revolve, a one-time magazine that went on sale in July for $14.99, has led to the planned Easter launch of Refuel, a Bible-zine aimed at teen-age boys.
Revolve, which has no advertising, excerpts easy-to-digest biblical passages to answer the tough questions teen-agers often ask. Woven throughout is an easy-to-read Bible in a flashy format so teen-agers might feel more comfortable paging through it in public.
"We've found a way to make the word of God exciting, relevant and fun for young women again," said Transit Books brand manager Laura Whaley.
Revolve does not duck once-forbidden topics, with one reviewer likening it to Seventeen magazine, "only saintlier."
One article in Revolve defines rape and urges victims to speak out, and another deals with sexual issues.
'DATING A GODLY GUY?'
Interspersed with scripture are quizzes and snappy columns such as "Are You Dating a Godly Guy?" and "Beauty Secrets You've Never Heard Before." It suggests ways to getting along with mother by hosting "a chick flick night for your friends and their moms" and baking a cake together.
Especially popular with Revolve readers are blurbs entitled "Guys Speak Out" in which boys are asked to respond to topics such as "describe your ideal girl."
A calendar asks readers to "Pray for a person of influence" and notes celebrities' birthdays that include Martin Luther King, Justin Timberlake and Mel Gibson, whose movie "The Passion of the Christ" is drawing big Christian audiences.
A "beauty secret" blurb urges readers to make it a habit to talk to God while applying sunscreen. Numerous surveys probe whether readers gossip, or whether they pray for a boyfriend. Another item suggests not dressing to show off one's body because it makes boys think unwanted sexual thoughts.
Sold primarily in Christian bookstores around the United States, Revolve sold 30,000 copies in its first month -- more than any other Bible for that period published by Thomas Nelson -- and then went on to sell at least 40,000 more with 10,000 additional orders, Whaley said. She would not disclose overall sales.
The publisher is based in Nashville, a city in the Bible Belt, the Southeastern U.S. region that is strongly religious.
"We had thousands of e-mails pouring in from youth ministers and parents and young men themselves asking us to create the same type of product for guys," said Whaley, whose father is a minister.
To create Refuel, advice was sought from youth ministers around the country, biblical scholars were enlisted to write passages, and teen-agers were asked for their responses.
Thelma McMurray, a sales clerk at Lifeway Christian Book Stores in Nashville, said sales of Resolve were brisk. "After the publicity in newspapers and on television came out, we couldn't keep (it) in stock," she said.
SIBLING MAGAZINE
The publisher's targeting of the teen market began in 1999 with the "Extreme for Jesus" line that sold more than 2 million copies, producing $14 million in revenue, editor Kate Etue said. Then its sibling magazine, "Extreme Teen Bible," sold almost a million copies, compared to the average Bible edition that sells about 40,000 copies.
But Revolve did draw some complaints for its content and some criticism that it trivializes the Bible.
Initial copies of Revolve contained the statement, "God made guys to be leaders in relationships." After some readers complained, the reference was removed.
"It was taken out of context," Whaley said. "Rather than argue, we removed it from subsequent issues. But we encourage girls not to (phone) their crushes. The tendency for teen girls is just to pick up the phone and yap to this guy, but that's not always perceived in the best way on the other end."
So what will the boys' Refuel feature?
The splashy cover should attract any young guy interested in girls, hot-dogging on skis, girls, basketball, pop music ... and girls.
Refuel asks, "What should a guy do to impress a girl?" Answer: "Nothing. He should concentrate on being himself ..." A calendar contains reminders to perform good works such as "Talk to someone you usually ignore."
There is a blurb on "How to Wrestle an Alligator" (hop on its back, lock its jaws and clobber its nose) and a warning against using dietary supplements that can enlarge male breasts and shrink genitals.
There is also a list of the "Top Ten Ways to Honor Your Dad," which range from "Look him in the eye when he talks" to "Don't threaten to put him in a rest home."
Next, the publisher plans a Bible-zine for women, set for release in June. As of now, there is no Bible-zine in the works for men.