Selling God on the Net: Beliefnet's Affinity Group
On June 25, Mr. Murdoch’s News Corporation sold the pioneering religion Web site to the owners of Affinity4, a company run by evangelical Christians and, according to its Web site, is dedicated to “the sanctity of the family.” It is another owner and another incarnation for Beliefnet, an online magazine that has survived since 1999 by nurturing every aspect of our conflicted spirituality. It has united angels and yoga, monotheism and meditation. Beliefnet has become America.
Today, the story continues, 15 million subscribers receive one or more of Beliefnet's 23 newletters. I probably ought to subscribe to this one: "Weight Loss With Norris" (would that be Chuck, or J. Frank? Hell, what's the difference?). Hey, whatever works.