Which innovative marketing approach in the 1970s-80s led to a dramatic increase in Bible sales and accessibility in secular spaces?

Religious texts have been part of human civilization for millennia, but their publication and distribution have evolved dramatically. The Bible, in particular, has a fascinating commercial history that combines faith, publishing innovation, and marketing strategy. This trivia question explores an intriguing milestone in religious product marketing that transformed how sacred texts reached the public.

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The "Living Bible" paraphrase using contemporary language
Gideons International's hotel Bible placement program
The creation of specialty Bibles targeting specific demographics (Women's Bibles, Teen Bibles, etc.)
Zondervan's NIV Bible marketing through mainstream bookstores rather than just Christian shops