"How'd You Get So Rich?" hostess Joan Rivers has a new BF!

Rivers, 76, is seeing magazine publisher Norm Zada, 59, a former mathematics professor who founded Perfect 10, an adult magazine focusing on women without cosmetic surgery! Can we talk?!

The May-August romance blossomed after the two met while filming Rivers' TV Land reality show. Zada admits he fell for Rivers 30 years ago at a comedy show, but the funny girl was married at the time.