• Ad Age, Monday, May 8, 2006 11:15 AM

Rodale, which has long been associated with magazines about health and healthy living, has finally entered the market with a product about yoga. That's no surprise. In fact, the only question is, what took so long. In an increasingly crowded field dominated by Yoga Journal, it seems Rodale is a bit late to the party. But the Pennsylvania-based publisher has taken an aggressive approach to the launch of its new title. In addition to the magazine, to which it has not yet committed beyond the first issue, now on newsstands, Rodale has launched a rich Yoga Life Web site, which features podcasts, a newsletter offer, and links to various books about yoga. Says Ad Age: "At first glance the magazine is a graphically compelling look at balancing yogic beliefs with a modern woman's lifestyle. To wit, the Web site examines how four women have been affected by yoga and how they keep it part of their busy lives. In focusing more on the consumer's life, Yoga Life gives off a down-to-earth point of view in an industry that can seem to have very lofty and sometimes unlivable ideals."

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