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thedrifter
01-26-05, 06:28 AM
Rolling Stone Magazine Gathers Moss

January 26, 2005


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by Brent Morrison
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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.

On Brentmorrison.com: See the rejected ad.
http://www.brentmorrison.com/

UPDATE: Following days of controversy, Rolling Stone reversed its decision the day after this column was submitted and will run the Zondervan ad, unchanged, in its February 24 issue.

Brent Morrison

Ellie