“Steve Waldman’s belief paid off today when News Corp. purchased Beliefnet.com, the spirituality-based Web site Waldman founded in 1999 and has run as editor-in-chief since. In response to an anonymous tip we received, a call to Waldman resulted in a return call from a Fox spokeswoman requesting that this item be held until tomorrow morning to be supplemented by further information. When offered the opportunity to deny the story, the response was ‘Okay, we’re not going to comment.’”

No doubt details, including how much was paid for the site will be coming soon. As for what this means for Beliefnet? Well, loads of money most likely, and I wouldn’t be surprised if there was some “synergy” between MySpace and Beliefnet’s own social networking beta site. Not to mention content-sharing opportunities from News Corp’s massive media holdings.

Perhaps most importantly, this is the end of Beliefnet as an independent entity. While I certainly have my criticisms of the site for its treatment of non-monotheists, it was at least not dancing to the tune of Murdoch whose other religious-oriented holdings include Christian publishing company Zondervan, and Christian movie distributor Fox Faith (they once owned Pat Robertson’s Christian Broadcasting Network too, but sold it off).

No doubt promises of independence and a glorious future are forthcoming, but I’m not sure this will be good for the already-marginalized religious minorities who were once strong supporters of Beliefnet. I wouldn’t be surprised at all if, over the next few years, Beliefnet grows ever-more Christian and conservative in tone. A “family friendly” site to help promote Fox Faith films and hype new Christian book releases from (coincidentally) Zondervan.

ADDENDUM: Get Religion has just posted the official news-release on the story, which seems to confirm some of my suspicions regarding the acquisition.

“FEG’s goal is to leverage these characteristics across a broader media canvas and provide programming, production, advertising sales, technology and marketing expertise that will enhance an already terrific product in a rapidly growing market.”

Translation: Fox owns Beliefnet now, and you can expect a lot of Fox-centric (Christian) content in the near future.
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