On the heels of Rolling Stone accepting an ad for the Today's New International Version, Lifeway Christian bookstores refuse to carry it:
The Rolling Stone Magazine reversed its decision not to air an advertisement for the Today’s New International Version (TNIV) of the Bible earlier this week, but the Southern Baptist Convention (SBC)-affiliated Lifeway Christian Resources has not yet changed its decision to keep the edition out of its 122 bookstores because of the version’s gender-neutral translations.
The controversy over the International Bible Society (IBS) and Zondervan Publishing House’s TNIV began in 2002 when initial publishing began. Fundamentals and evangelicals rejected the version’s rendering of male terms like “son” and “father” into the gender neutral “child” and “parent”, respectively.
The initial plan was to update the NIV itself, but Zondervan pulled back after criticism. The issuing of the TNIV was a dodge of their pledge to leave the NIV alone. So maybe an ad appearing in Rolling Stone isn't out of place at all.