• Ad Age, Wednesday, September 13, 2006 11:30 AM

Rodale has created a new position--brand editor--at its Prevention magazine, and has named Leah McLaughlin to fill the spot. The idea is for her to develop brand extensions for the magazine, including its Web site, DVDs, and book series. "When she thinks about a story idea, it's not just a story in Prevention," says Liz Vaccariello, editor in chief. "It also might have legs on the Web site; 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." For Vaccariello, it's a signal about the way magazine editors need to be thinking. "Leah's not the only editor that's going to have this kind of role. It's a signal to the business community."

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