Rodale Names First Brand Editor for 'Prevention'

Prevention, the healthy living magazine, is not what one thinks of as being cutting edge or full of brand-optimization, but they've broken the mold by appointing what seems to be the magazine industry's first Brand Editor. Responsible for maintaining the Prevention brand extensions such as DVDs and the website, Leah McLaughlin will also oversee the nutrition and, most interestingly, psychology, sections of the magazine. "When she thinks about a story idea, it's not just a story in Prevention," Ms. Vaccariello said. "It also might have legs on the website; it may be a book someday. It could be a tent at the walking marathon we put on. But it shows that we're constantly thinking about how to reach out to consumers in a platform-agnostic way." Only time will show if this means better coverage of how to better live, or just t-shirts with the Prevention logo on them. In any case, it's fascinating evidence of how ethical consumerism is penetrating mainstream business practices. [GT]

Rodale Names First Brand Editor for 'Prevention'

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