O'Dair Named 'Prevention' EIC, Oversees New Ad-Free Magazine
- by Sara Guaglione , May 11, 2016
Rodale Inc. today named Barbara O’Dair editor-in-chief of Prevention. She will oversee the
magazine’s transition to a new, ad-free business model starting with the July issue.
O’Dair will be in charge of the editorial direction across all
Prevention brand platforms, including the magazine’s editorial, digital and mobile presence.
Mike Lafavore, Rodale editorial director, explained to Publishers
Daily that there is “a real opportunity to create a premium product that will break through the clutter and help readers make informed decisions when it comes to their health.
"By moving to an ad-free model, we can focus on generating consumer revenue, which has always been the driving force in Prevention’s success as a brand.”
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Rodale CEO
and chairman Maria Rodale stated that the move to an ad-free business model means Prevention will be “a magazine that today’s health-minded consumer wants, needs and will pay
for.”
The magazine’s newsstand price will increase by a dollar to $4.99 and the new annual subscription price will increase from $24 to $48.
Prevention.com will continue with a primarily ad supported model, a Rodale spokesperson told PD.
In the fall, Prevention.com will launch an expanded set of paid content offerings that will enable subscribers to digitally access articles from the new magazine.
According to the New York Post, Rodale found it was getting too expensive to deliver the minimum circulation promised to advertisers each issue. Given this, Rodale
had to deliver 61,000 copies for free each month.
Though advertising went up in 2015, paid subscriptions dropped by 32% in the second half of the year. Rodale is hoping higher newsstand and subscriptions prices and printing fewer copies will help the 66-year-old magazine become profitable again.
In the company’s statement, Rodale praised O’Dair’s
“enthusiasm for our mission,” which she says will “enable her to drive the new vision and success of this important brand.”
"I'm thrilled to lead this great
brand in a new, transformative direction that will include investigative reports, reader voices, and innovative digital products,” O’Dair stated.
O’Dair previously
worked as executive editor at Reader’s Digest for eight years. Before that, O’Dair served as executive editor of More magazine. She has also served in a number of editorial
positions, including senior editor on the launch team at Entertainment Weekly, deputy editor of Rolling Stone and executive editor of Details and Harper's Bazaar.
Congratulations on this bold move and to Barbara O'Dair. #jimnico