Word: warrener
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...high-risk, questionable venture is a staple of biblical narratives - Noah building the ark, the Israelites heading out into the wilderness without any provisions, the idea that a couple of loaves and fish could feed a crowd. So maybe Rick Warren was reading Scripture instead of the business pages when he decided to expand his ministry this year by launching a glossy new magazine with a $10 cover price...
...Purpose Driven Connection, which debuted last month and is published by the Reader's Digest Association, is a leap of faith for Warren at a time when newspapers and magazines are under great financial strain. The launch also took place just months after Warren faced his first real barrage of public criticism, for his support of California's anti-gay-marriage ballot referendum, Proposition 8, and for his prominent role in Barack Obama's Inauguration ceremony. So while the magazine may be a financial gamble, it's also a test of Warren's influence and golden touch...
...secret to Warren's success isn't a mystery. The Southern Baptist has built his Purpose Driven empire with hard work, a knack for inspirational and anodyne messages and, until recently, an ability to publicly distance himself from the kind of controversial politics that have defined other Evangelical leaders, like James Dobson and Pat Robertson. He built Saddleback Church in Southern California from nothing into a congregation of 22,000 members. His first book, The Purpose Driven Life, is the best-selling hardcover in U.S. history, according to Publishers Weekly. And he was the religious leader both presidential candidates trusted...
...figure, it is Oprah Winfrey. It's no surprise, then, that the Reader's Digest executive who oversees Purpose Driven Connection launched O magazine for America's favorite talk-show host during a previous tenure at Hearst. Alyce Alston knows that the greatest asset a celebrity like Oprah or Warren brings to a publication is the power of their brand. And so just as O is all about Oprah, from the cover shot to the features inside, there's a lot of Warren in Purpose Driven Connection. (See pictures of a drive-in church...
...hits, they're often blind to the danger they're in. In a 2005 Harvard University study of more than 1,700 bankruptcies across the country, researchers found that medical problems were behind half of them - and three-quarters of those bankrupt people actually had health insurance. As Elizabeth Warren, a Harvard Law professor who helped conduct the study, wrote in the Washington Post, "Nobody's safe ... A comfortable middle-class lifestyle? Good education? Decent job? No safeguards there. Most of the medically bankrupt were middle-class homeowners who had been to college and had responsible jobs - until illness struck...