It is most definitely a marketing ploy to encourage readers to buy the full Bible versions that are included in part in the NIV Essentials Bible. It seems to include a mixed version of the Bible, with its text a combined edition from both the NIV and TNIV, a fact that makes it less trustworthy.
But I was very excited to receive my NIV Essentials Bible. It's full of wonderful study notes from six different study Bibles, my favorite of which is the Chronological Study Bible. If only they would put all the notes from all six versions in one Bible! I know I wouldn't mind the length!
It's long, as it is, and they called it "Essentials" for a reason. This is a wonderful Bible to read for the "best of" study notes, but I wouldn't make it my main Bible. There are better versions (my favorites are NKJV and ESV).
*Disclaimer: I received this Bible for free in exchange for my honest review of it.
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