Scott Bolinder, an executive vice president at Michigan-based Bible publisher Zondervan, said creativity is the key to selling copies of a book that is already owned by 91 percent of U.S. households, the Los Angeles Times reported Tuesday.

"People ask, 'How do you get excited working on one darn book?'" Bolinder said. "Yet there's probably no place you can be more imaginative -- and more strategic."

The company creates Bibles in a variety of splashy colors and unique shapes. Zondervan also publishes holy books with designs and special commentary and prayers for specific groups, ranging from newlyweds to Sorority sisters.

"A lot of people read the Bible because it's obligatory, something to keep God off their backs," says Paul J. Caminiti, a vice president. "We're looking to turn them into Bible lovers ... so it becomes part of the warp and woof of their being."