Religion: Rivals to the King James Throne

A blooming new Bible market offers a confusion of choices

Every day the trucks pull up to the loading docks at Riverside Book and Bible Co., tucked into the cornfields of Iowa Falls, Iowa, and haul away 40 tons of Bibles. Riverside, the nation's biggest Bible wholesaler, enjoyed a 34% jump in sales last year, to $25 million.

It has always been a salesman's maxim that Bibles are a recession-proof product, and, with America's new turn to old-time religion, business is in full boom. Sales run to more than $150 million a year in the U.S....

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