Prevention’s First Ad-Free Issue Arrives
Betting on editorial authenticity over ad dollars, Maria Rodale says the ad-free move will also cut costs in half.
Prevention's ad free issue has finally arrived. Rodale has revealed the July 2016 issue (right) which has no ads and includes new features and formatting in an attempt to attract more readers.
With a circulation of about 1.5 million, the brand is set to lose print ad revenue of around $12 million a year.
However, with no ads there is no need for an ad sales staff. Rodale has cut 20 sales members from the brand, including publisher Lori Burgess. And by going ad-free, chairman and chief executive Maria Rodale said,Prevention will reduce its operating expenses by more than 50 percent, according to The New York Times.
In February, Folio: reported that the company would bump up the single copy cost from $3.99 to $4.99. Rodale has followed through on that statement and has raised the brand's current yearly subscription price of $24 to $48, as well.
“The move to an ad-free model presents an opportunity for us to forward the conversation around health, broaden our appeal to a wider audience and deliver a magazine that today’s health-minded consumer wants, needs and will pay for,” Rodale said in a release.
Barbara O’Dair, the newly appointed editor-in-chief, emphasized the editorial freedom that the magazine would have without ads; planning to bring in controversial stories.
For example, in the July issue, there’s an article about medical marijuana. “In the past, advertisers might not have wanted to be side by side with that content,” O’Dair said in the release.
Ad-free issues will be available on newsstands June 14 and the company plans to continue selling print ads for its other titles, which include Runner’s World and Men’s Health.