Word: warrens
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...premiere issue features a softly lit, smiling Warren on the cover (though his spokesman Larry Ross is quick to make clear that the cover images will change - "this isn't going to be like O"). Inside, no fewer than seven articles are written by Warren or his wife Kay. Two additional pieces are transcripts of Warren's Inauguration prayer and his August 2008 forum with Obama...
...Even two long features that are ostensibly about other subjects - rebuilding efforts in Rwanda and the Cambodian trial of a former Khmer Rouge official who became a born-again pastor - are really about the international Purpose Driven work that has helped make Warren so popular. The Cambodia article is a solid work of journalism, and shows how Comrade Duch's religious awakening led him to be the only Khmer Rouge leader on trial who has confessed his crimes, an insight that is missing from virtually all of the mainstream coverage of the trial. But the Rwanda story veers toward hagiography...
...pastor's partners at Reader's Digest aren't worried about readers being turned off by a Rick Warren overload. On the contrary, they're counting on his global appeal. "He's a powerhouse," says Alston in explaining the publisher's decision to take on the new title. "Nearly 50 million people read The Purpose Driven Life - that's nearly 20% of America!" The math added up for Reader's Digest, even as the company is preparing to either undergo financial restructuring or file for Chapter 11 bankruptcy. "If we touched just 1% of Evangelicals in America," Alston continues, "that...
...word members instead of subscribers is another clue as to why Alston and her colleagues believe this new Purpose Driven venture will succeed - and why they're not worried about those who first heard about Warren through the backlash for his role in Obama's Inauguration. "We're not really focusing on newsstand sales," says Alston. That's because, for all of its gorgeous photography and professional design, Purpose Driven Connection is really more of a multimedia curriculum for Evangelical small groups than it is a traditional magazine - a trade more than a consumer publication. The magazine, which will come...
...idea is to market the magazine through Warren's existing pastor networks. Reader's Digest has already sent out "pastor kits" (with copies of the new issue and DVD) to 100,000 churches that have worked with Warren in the past and contacted an additional 130,000 pastors with e-mail pitches. Congregants who subscribe in groups are eligible for a discounted membership that goes for less than the annual $29.95 rate...