Rodale to Focus More Heavily on Online (posted 12/12)
By Marrecca Fiore
Rodale is turning its attention to the Internet with plans to establish online editorial teams, and a print and online integrated sales force for its nine magazine brands, the company said Monday.
The company’s plans call for each magazine brand to be lead by an editor-in-chief and publisher, with the editors-in-chief responsible for content in all formats including print, online, books, licensing products and DVDs, and the publishers responsible for integrating sales across all platforms.
The unified sales force will be led by Rodale’s executive vice president and group publisher MaryAnn Bekkedahl, who will report to interactive president and chief marketing officer Bill Ostroff.
Rodale, owner of Prevention, Men’s Health, Women’s Health, Runner’s World and other titles, said other plans include establishing online teams for each brand. The teams will consist of an online executive editor, designers, product developers and a "brand development editor."