Rupert Murdoch's News Corp. is acquiring Beliefnet Inc., a multifaith-based Web site. Fox Interactive Media had looked at acquiring the site, but The Wall Street Journal reported that it felt it was beyond the current scope of its user base. Fox Entertainment, though, has a healthy serving of spirituality content: Beliefnet co-founder and editor in chief Steve Waldman notes Zondervan, a Christian book publisher; HarperOne, a leading multifaith spirituality publisher; and Fox Faith, a creator of faith-based films. Beliefnet will become part of Fox Digital Media, headed by president Dan Fawcett. Fawcett noted that Beliefnet may pursue partnerships with News Corp.'s MySpace.com in the future, since the firm has a social networking aspect.

Price wasn't disclosed, but the Web site paidContent reported that consideration included cash plus an earnout component. A division of Marketresearch.com gave a market outlook, putting the demand for religious and spiritually oriented materials like books, DVDs, software, etc. at over $8 billion. Waldman — whose company has been approached by other buyers in the past — also noted in a video that it would be joining the ranks of News Corp.'s soon-to-be-acquired Wall Street Journal and Bart Simpson. No mention of the media conglomerate's racier products, such as the U.K. tabloid The Sun, with its topless Page 3 girls. — Baz Hiralal

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