Reader's Digest Teaming With Rick Warren For Multimedia "Purpose Driven Connection" Partnership

Mary Berner hates the musical chimes that have played for decades in the Reader's Digest Association headquarters. She asked about replacing the "1950s elevator music," she says, with rock 'n' roll, but she settled for updating the tunes, "and the next step is we get rid of the chimes."

Ms. Berner has been a jolt to the system for this stodgiest of media companies since she became chief executive in a private equity takeover 20 months ago. She has replaced executives, sold unprofitable businesses and even set out to change the company's name, shaking it up any way she can.

Most important, the company is taking risks, starting dozens of new magazines at a time when its peers are contracting.

One of the biggest new ventures, to be announced Monday, is a multimedia partnership with Rick Warren, the renowned minister and author, hoping to tap into the vast audience for his book "The Purpose Driven Life."

Together, they are creating a Christian membership organization, The Purpose Driven Connection, built on Mr. Warren's call to faith and charitable work. Paying members will receive a quarterly magazine edited by Mr. Warren, with DVDs and pull-out study guides in each issue, and access to a social networking Web site.

The things that make Reader's Digest Association seem earnest or old-fashioned next to other big magazine publishers -- its small-town readership, and a traditional emphasis on faith, families, volunteerism and sober self-improvement -- appealed to Mr. Warren.

"They always have been interested in the practical aspects of helping people in their daily lives, so I think that's a good fit," he said.

Read the whole story here.

Comments

[Retrofuturistic]

Gag me with a crucifix....

[smokeystover39]

Readers Digest has always seemed to be a publication with appeal to those with an eclectic taste in literature - a little humor, many informative articles, a few expose's, etc, BUT if Rick Warren and his talabangelicals are going to participate it's time for us to move on. If subscriptions drop perhaps Ms. Berner will get the message and return to the tried and true, but we'll never know about it.

[ArthurTwoShedsJackson]

Sheesh, judging from that photo of Rick Warren, God has told him to "purposefully" tuck into as many banana boats as he can.

[greatlardini]

This guy is a charlatan of the first order. That rigged "forum" with Senator McCain and PRESIDENT ELECT OBAMA proved that.

[ArthurTwoShedsJackson]

Yes, the deck was definitely stacked against him, and President Elect Obama did very well. Warren and the crowd knew they had better be on their best behavior too. A "moral" victory for Obama, pun intended.

[old lady]

Small town - what a joke. Peterborough has become one of the most upscale bastions of nouveau riche in New Hampshire. Faith based values? Yeah, if your faith is in oil -garaging multiple gas guzzling SUV's and Hummers... littering the mountain landscape with dirt bikes and skimobiles.. and tons of heating oil for to keep brand new Mcmansion homes snuggly warm.

[old lady]

Only purpose for Readers Digest is Doctor Office Clutter = Never read it ... now will read it less.

[Indie2008]

"Its small town readership--appealed to Mr. Warren" ...I wonder why!

[springsm]

Purpose Driven Life...yup ...who's purpose? I guess this guarentees I will not even pick an edition up in the library while I waste time and surely not in the doc's office. Haven't subscribed for years and years. Rick Warren has his own agenda..the Readers Digest is now going to advertise for him with this partnership. Blah

[majorteddy]

Purpose Driven----thePurpose? To make money !!

[FortuneTeller]

...its small-town readership, and a traditional emphasis on faith, families...
Is that all faiths or just christian faith? I imagine the use of the term traditional would mean only families consisting of married couples 1 man/1 woman. Rick Warren is a jerk. I used to enjoy Reader's Digest, now I see it as another waste of trees.

[VOTER]

The Reader's Digest has for years been scamming seniors through renewing
subscriptions without permission, selling junk knick-knacks, etc..
I was able to get my father-in-law's money back but only after many hours
of research and hard work.
How ironic the rag is now putting on a Christian facade.

[elr50]

I dropped my subscription to Reader's Digest when George W. Bushit was first elected and I learned about his and its (the digest's) connection to the religious right. I refuse to bankroll any of this crap.

[Demi-Crat]

Bye Bye Readers Digest!!!!

[LollieDotCom]

AMEN!

[chris48]

Rick Warren.....I didn't like the way he asked questions or the questions he asked to Obama during the campaign. I think the "purpose driven" interview was clearly biased. As for RD, I never read it anyway.

[sunbeltvoter]

What is so wrong with merging "The Purpose Driven Life" and the Greed & Oil Party? I just went through two months where the Republican Base was all stuck on their mode of "The Palin
Driven Life".

[Susej]

Why are so many people surprised when Lynne Cheney is the director of Reader's Digest Assoc.

[VOTER]

Good Point.