• by Erik Sass , December 12, 2006

In another sign of the growing importance of online advertising to consumer magazines, Rodale Magazines is unifying its print and online sale sales teams while significantly expanding the online force. The change will affect major titles like Prevention, Men's Health, Best Life, and Runner's World, and is accompanied by an increase in responsibility for top editors, who are now charged with leading brand extensions in a variety of media including online, books, DVDs, and licensing.

The new sales force will be headed by Rodale Executive Vice President and Group Publisher MaryAnn Bekkedahl. Since May, the editors have been working with Rodale Senior Vice President Jim Berra, the head of the brand marketing group. Berra is responsible for managing the development of new products and communicating with the chief editors of Rodale's various publications to facilitate the flow of content and editorial expertise. With the new organizational structure, he is also assuming greater responsibility for targeting and engaging both consumers and advertisers.

The announcement comes a little over a month after Bekkedahl hinted at such a change at the American Magazine Conference in Phoenix, AZ. Describing the difficulties of selling ads for a multi-platform brand, Bekkedahl noted that Rodale had established a relatively efficient cross-channel sales team--but added: "We'd love to be even better organized for integrated sales." By combining the sales teams themselves, rather than having a "floating" cross-channel team, Rodale appears to be taking the next step.