Rodale Enters New Multimedia Partnership
An exclusive Q&A with Bill Ostroff, president, Rodale Interactive and chief marketing officer at Rodale Inc.
On Wednesday, health and wellness magazine publisher Rodale Inc. announced plans with VH1 and St. Martin’s Press to launch CelebrityFitClub.com, an online fitness and weight loss program featuring the No. 1 New York Times best-seller “The Fat Smash Diet,” written by the program’s medical/diet expert Dr. Ian Smith.
The announcement comes at a time when many in the industry are scrambling to take advantage of leveraging online content and multimedia marketing partnership opportunities.
The subscription-based weight-loss site will launch in early April to coincide with the debut of VH1’s “Celebrity Fit Club 5,” premiering April 15. The new site will complement VH1’s existing online efforts for the show, including video clips on VSPOT at VH1.com and “Dr Ian’s Diet Tips” text alerts from VH1 Mobile.
On the TV show “Celebrity Fit Club,” eight overweight stars are divided into two teams and challenged to get fit and lose weight over a 100-day period.
Members of CelebrityFitClub.com will be able to gain access to experts via articles, video, message boards and customized meal plans and exercise plans. They will also be able to set and track their personal goals like weight, body fat, dress size and energy level via personalized progress charts.
According to Rodale, the site will feature content in nutritional, motivational and fitness categories, along with tips, frequently asked questions, video clips, articles, polls, a panic button and success stories. Online community activities such as discussion boards with expert involvement, personal blogs and profiles, expert profiles and blogs will round out the site. Other featured information will include a food database, complete with nutritional information, an exercise database and an automated phase selector.
Publishing Executive Inbox asked Bill Ostroff, president, Rodale Interactive and chief marketing officer at Rodale Inc., for his thoughts on the benefits of multimedia partnerships for his company and for other publishers.