Rodale Inc. Announces Major Brand Re-Invention for Prevention
NEW YORK, SEPT. 17, 2012 — Rodale Inc. Chairman & CEO Maria Rodale and Healthy Living Group GM David Zinczenko, today announced that Anne Alexander has been named Senior Vice President and Editorial Director for Prevention, where she will lead an ambitious re-invention of the brand to reach the growing upscale female boomer audience moving into the title's demographic. Alexander will report directly to Maria Rodale, who helped cultivate the new vision and premium positioning for the brand.
Alexander returns to Rodale after most recently serving as Senior Vice President and Editorial Director at National Geographic Books, where she led a turnaround of the company's Adult Books division that resulted in its highest levels of profitability in recent years. She had previously served as VP and Editorial Director of Prevention from 1997 through 2000, and drove significant newsstand growth and subscriber renewals while also penning the New York Times bestseller "Win the Fat War."
"The Prevention brand is very important to this company and, to the same
extent, to our family," said Rodale. "For more than 60 years, Prevention
has served its readers as a leading resource for healthy living, but we
have an opportunity now to be even more than that; we can actually
define what it means to be healthy for a significant audience who, to
this point, has been largely ignored."
"There has never been a more educated, affluent and empowered generation
of women determined to live long, healthy, happy lives fulfilling their
personal missions. They've told us exactly what information they're
looking for—health, well-being and diet, and no brand knows more about
these issues than Prevention. Anne's vast experience, both at Prevention
and at other notable companies, makes her the ideal editorial leader to
transform this brand and its future."
The New Prevention
The new Prevention will debut with the magazine's January 2013 issue and will raise its monthly newsstand price to $3.99 to more accurately reflect its premium content.