Remember That Rick Warren Magazine? It's Real

Back in August, I told you that Reader's Digest Association was developing a new magazine in partnership with California megapastor Rick Warren. (The mock-up above was our fanciful version of what the first issue might look like.) At the time, RDA wasn't ready to discuss it, or even acknowledge its existence; a spokesman told me, "[W]e don't have any such project either about about to happen or about to be announced."

That was then. Today, The New York Times reports on developments in the pipeline at RDA's Pleasantville headquarters:

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.

(Don't scoff. The people in RDA's database may be the only Americans left who haven't yet heard of Facebook.)

The Times also reports that RDA -- which has improved its EBITDA since going private with the backing of Ripplewood Holdings nearly two years ago, but still loses money after servicing its $2 billion debt -- is looking to rename itself.