• Mediaweek, Monday, February 23, 2009 10:02 AM

As a way to deal with the downturn, Rodale's CEO Steve Murphy is prepping a new slew of consumer- and ad-supported spinoffs for 2009, building on its stable of health and fitness magazines, books, DVDs and events. Today's tough times require a mix of media products that don't depend on ad support, says the publisher of Prevention and Men's Health.

New sidelines for Men's Health editor David Zinczenko include a restaurant version of the bestseller "Eat This, Not That!" In addition, Men's Health and Women's Health will each come out with a "Big Book of Exercises." Women's Health has two high-priced, long-life magazine titles in the works Prevention's extensions include a diabetes cookbook and an online tool that complements its book on brain health.

For ad-supported media, Rodale plans sections designed to live across multiple formats, with online content, newsstand specials, books and events. Two new ad-friendly newsstand specials also are on tap for the fall. Rodale's revenue declined 5% in third quarter, reflecting slowing growth across the board. Overall, though, the company's ad pages have held up better than the industry, declining 5.2% in '08 versus an 11.7% drop for all magazines, per PIB.

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