Move over porn, prayer has power online

Evenby the 'anything goes' standards of internet publishing, these topics might seem a little on the fringe: a trivia quiz on the angels of the Bible, a discussion of sixth century BC Zoroastrian theology, a 'spiritual weight loss' programme based on filling the emptiness with faith instead of food.

Actually, the material all comes from a website that is so popular it has pulled off something of a small miracle. Beliefnet.com (), devoted to religions of all kinds, has grown its advertising revenues steadily over the past year, when so many other content sites faced their last judgement.

"I think it is something like 11 of the last 12 months that our revenues have been going up," said Steve Waldman a co-founder of New York-based beliefnet.

Much has been made of the abundance of 'sin' content - porn and gambling sites that thrive on the internet even through economic downturns. But at the other end of the moral spectrum, consumers are also flocking to sites to learn more about Islam or participate in online prayer circles.

In its latest report of internet traffic, Jupiter Media Metrix found that a growing number of spiritual sites such as interview-withgod.com, which offers films based on Bible verses, received at least 500,000 visitors each month.

Another recent study, by the Pew Internet and American Life Project, found that some 28 million Americans have sought out religious or spiritual information online - more than the number of people who used the internet to gamble or even trade stocks.

The easy explanation is that the tragedies of September 11 ignited a mass craving for meaning in people's lives. Or perhaps, they just become more prayerful when they are feeling less prosperous.

Waldman maintains that the curiosity in spiritual matters is more enduring. A former editor of US News and World Report, he founded beliefnet in 1999 because he had long observed a mainstream interest in religion.

"I would see there was a huge appetite for information about spirituality and religion. Every time we would put religion on our cover, our news-stand sales would go way up," he recalled.

The Pew study found that most 'religion surfers' used the internet purely for content - to find information about their own faith or another faith. Other popular uses were emailing prayer requests or downloading religious music.

Because buying is often the last thing on the minds of these faith seekers, many online content sites have been slow to pick up on the potential of marketing to this audience. That is why beliefnet is so unusual. To date, it has made most of its revenue from religious advertisers such as Christian book publishers or dating services. But Waldman says he expects it will eventually woo some of the biggest consumer products advertisers, like car makers.