Beliefnet.com was launched in 2000 and now boasts 3.2 million monthly visitors.
The spirituality and inspiration Web site now wants to create a platform to discuss religion's role in politics. "There's not really a place where you can go on the [Web] - until now - to see all of the religion and [political] news affecting each candidate," says Dan Gilgoff, politics editor, Beliefnet.com.
Idea: The site created the God-O-Meter '08 - a device measuring how candidates are using religion in their election campaigns. It gives an instant assessment of the impact a candidate's faith-based actions can have. The scale's low end indicates a "secularist" profile; as the needle rises, the candidate is becoming more "theocratic." Gilgoff explains, "Beliefnet is trying to cook up contention in the blog world by getting political and religious sites to link to us."
Tools: Beliefnet teamed with Time to launch the meter. Time will use Beliefnet's information to print a weekly version of it until next year's election. In a few weeks, Beliefnet will also roll out a feature where visitors can click on the candidates' icons to determine their stand on religious and social issues, beliefs, and religious histories.
Measurement: Success will be measured by how many other blogs pick up on the God-O-Meter and how it becomes breaking news itself through the election cycle, shares Gilgoff.
Company: Beliefnet.com and Time
Campaign: Launch of God-O-Meter '08
PR team: The Morris & King Company
Launch: September 27 on Beliefnet.com and the October 8 issue of Time