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The Evangelical Connection to Beliefnet's Sale

Beliefnet's new parent company includes evangelical advisors. Plus: Rod Dreher's blog will move off of the site.

Advisors to a small media company that acquired the large multi-faith website Beliefnet include evangelicals such as Jay Sekulow of the American Center for Law and Justice and T.D. Jakes, pastor of Potter's House in Dallas.

Last week, BN Media LLC purchased Beliefnet from Rupert Murdoch's News Corporation, which also owns The Wall Street Journal and Fox News. Steve Halliday, president of BN Media, said the company plans to create further cross-promotion between Beliefnet and its subsidiaries.

The for-profit company owns Affinity4, which specializes in channeling 10 percent of consumer spending to charity, and Cross Bridge, which creates video content. Halliday says the editorial control will be left to the discretion of Beliefnet editors. Sekulow and Jakes serve as Affinity4 board members and Cross Bridge advisors, but Halliday says the company will create a separate multi-faith advisory board for Beliefnet.

"We like what Beliefnet does," he said. "We're simply looking to add tools to that ...

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