Business is booming for Rodale: publishing ed tech and niche magazine + redesign, partnership for Prevention.com
2015 is shaping up to be a busy year for Rodale publishing, the health and lifestyle leader always on the lookout for ways to maximize their digital magazine properties – while branching out with new ones.
The company recently announced the launch of ed tech platform RodaleU.com as well as online magazine EatClean.com, while redesigning longtime title Prevention.com with an exclusive Outbrain partnership.
The moves represent Rodale’s efforts to diversify content, further narrow its niches, and personalize audience experience, respectively.
Let’s take a closer look at each arm of the recent Rodale publishing strategy.
RodaleU.com
In January, we looked at Lynda.com’s latest investment round, which is the largest of its kind in six years. Ed tech – which includes reshaping your content as paid coursework – is a rapidly emerging option for publishers, and Rodale has paid attention.
The project will be presented in partnership with Thought Industries, and courses will feature such Rodale brands as Bicycling, Men’s Health, Women’s Health, Prevention, Rodale’s Organic Life, and Runner’s World.
This year will see Rodale publishing eight to 10 classes, including “Lose Your Spare Tire,” “Run Your First Marathon,” “Bike Maintenance 101,” and “Sugar Smart.” All courses will be optimized for desktop, tablet, and mobile devices, according to the company.
“The launch of Rodale U is consistent with our mission of helping our customers live healthier, happy lives through our great tools and content,” Rodale President Scott Schulman said in a statement. “Collaborating with Thought Industries affords us the unique ability to optimize our trusted and authoritative brand content and package it in a new, learning-focused and goal-oriented online platform.”
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EatClean.com
An online magazine that showcases original content on healthy and sustainable food, EatClean.com launched in early March with an informative but irreverent approach. The articles are highly shareable. Staff includes Lori Burgess, Sarah Toland, Bruce Kelley, and Hollis Templeton. The site debuted with sponsor Wild Planet, which has 100% share of voice.
Prevention.com
Prevention.com is the first Rodale digital property to undergo a major redesign, according to the company, and this one focused on mobile experience, personalization, and engagement. In January alone, the site welcomed 12 million uniques. Rodale as a whole boasts a combined 50 million uniques per month.
But that number could grow quickly in the wake of an exclusive deal with content discovery platform Outbrain, which consulted on Prevention.com’s new layout and will integrate its technology across desktop, tablet, and mobile.
“We are excited to unveil the new Prevention.com design and to extend our relationship with Outbrain,” said Rodale SVP of Digital Operations and Strategy Beth Buehler in a statement.
“As we pursue an aggressive digital strategy, launching new products and producing more content across our brands, Outbrain’s leading platform and innovative new products will enable us to provide an increasingly personalized experience to our users.”
What are your thoughts on the Rodale publishing strategy so far in 2015? Let us know in the comments!
To read more about Rodale publishing new titles and platforms, visit RodaleInc.com.
