I really wanted to like the ELCA's "Book of Faith" initiative ; I really did. But frankly I didn't find a lot of "there" there, nor did I find any compelling reasons for a Bible newbie to suddenly get engaged in reading Scripture.
The folks I know who'd like to know more about the Bible tend not to read it because it's hard...because they have no context in which to understand what they're reading. So dontcha think a program designed to encourage Scripture reading would place some major emphasis on helping laypeople understand the who/when/where/why of the texts? And wouldn't that be approached in a sequential way?
I'm just sayin'.