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“In a world of almost endless media noise and political
spin, you wonder where you can find real truth.” –
From an ad for the “Today’s New International
Version” Bible, cancelled by Rolling Stone magazine
“It’s a religious message that I personally don’t disagree with.” –
Kent Brownridge, general manager of Rolling Stone’s
parent company, which cancelled the ad
One of these days I’m going to write a column that
consists entirely of quotes. Not that I get tired of my own
writing, but sometimes the best way to tell a story is to let people
say it in their own words.
In the unlikely event Mr. Brownridge’s pious remark is
not just spin, he might want to consider another quote, from Mark
8:38: “If anyone is ashamed of me and my words in this adulterous
and sinful generation, the Son of Man will be ashamed of him when he
comes in his Father’s glory with the holy angels.”
According to USA Today, Rolling Stone accepted the
advertisement in July 2004 from Zondervan, the country’s largest
Bible publisher. The ad was scheduled to run in February 2005 to
coincide with the release of the new version, but in mid January the
magazine suddenly discovered an “unwritten policy” against ads with
religious messages and called off the deal.
Ever curious, I picked up the January 27, 2005 issue of
Rolling Stone to see what kinds of advertisements do not offend the
magazine’s sensibilities. One shows a couple snuggling in front of
a fireplace, with a man caressing an attractive blonde’s hair and
cooing sweet nothings: “If we don’t switch to renewable energy
we’re all doomed. That’s why we should have sex now.” This
touching moment was brought to you by the environmental group
Friends of the Earth.
Another socially responsible message comes from an
outfit called Earth Justice: “Breathing air makes you a
plaintiff.” Then there are ads for Porn Star brand clothing, a line
of “personal lubricants,” and “Dirty T-Shirts” bearing at least one
message I will not repeat here – or anywhere else.
This is pretty much what I’d expect from Rolling Stone,
but in light of their official unwritten policy it is hard to know
what to make of an ad for a T-shirt bearing an open-armed likeness
of Jesus and the caption “Put down the drugs and come get a hug.”
My best guess is that a cartoon Jesus might be
tolerable, but the Bible is a bit too counterculture for Rolling
Stone. Ironically, the magazine fancied itself a counterculture
vanguard when it was founded in 1967, and perhaps it was.
Unfortunately they won, and today’s culture is in large part what
Rolling Stone and like-minded folks have made of it. Crass is in,
and little in the magazine wouldn’t pass muster in a PG movie.
Rolling
Stone’s angst aside, the Today’s New International Version has been
roundly criticized by Bible scholars for its politically correct
mangling of scripture, including an attempt to neuter its gender
references. I took a whack at the TNIV myself when the New
Testament portion was released in early 2002, noting “I suppose this
sanitized adaptation will find a market, but if it turns the virgin
birth into ‘Jesus Has Two Mommies’ I’m switching to King James.”
One would
think that if any Bible could make it past security at Rolling Stone
it would be this one. The ad will still run in gutsier
youth-oriented media like the websites of music channels MTV and
VH1, while musty old Rolling Stone will stick to personal
lubricants. This is one rolling stone that might have gathered a
bit too much moss.
NOTE: The day after this was submitted, Rolling Stone
reversed its decision and agreed to run the Zondervan ad in its
February 24, 2005 issue. The reason was given as an “internal
miscommunication.” That can happen with unwritten
policies. |
