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Rodale Inks Production Deal

20 Jun, 2005 By: Jessica Wolf

One of the country's biggest health and lifestyle magazines, Prevention, is throwing its weight into the fitness video market with the help of leading supplier GoodTimes Entertainment.

GoodTimes and Rodale — publisher of Prevention and other fitness lifestyle magazines like Men's Health, Runners World, Bicycling, Backpacker and Mountain Bike — have teamed up to produce and release a line of Prevention-branded workout videos, the first due later this year.

The programming is partially inspired by and will be connected to content in the fitness column for the monthly magazine, said Donald Silvey, senior director of business strategy at Rodale.

Prevention reaches 11 million readers each month. Nearly 80 percent of those readers are women, according to Rodale's data.

“Women are the biggest fitness consumers,” Silvey said. “We think there's a natural tie-in and a natural opportunity to extend the Prevention brand.”

There's also a big opportunity for Rodale to use DVD to evolve into a “multimedia, multiplatform content company,” he said.

“Everybody has seen how the DVD market has exploded over the past couple of years, and everyone has taken a look at their libraries,” Silvey said. “Fitness is a proven market in this industry. Hopefully, it's only going to be getting bigger, and we think we have the brand and the content that will match this consumer.”

Rodale and GoodTimes kicked off their partnership early in June with the video release of Iron Yoga: Combine Yoga and Strength Training for Weight Loss and Total Body Fitness. The title coincides with the release of Iron Yoga, the book by triathlete Anthony Carillo, published by Rodale. The workout was created by and stars Carillo.

It's a product Rodale can provide to consumers and a service it can offer other authors in the future, Silvey said.

Rodale plans to take a look at all its properties to find viable video opportunities.

It's found the right partner for the video market, he said.

“We view [GoodTimes] as the premier distributor in this business in terms of fitness product,” he said. “They know how to market fitness product not just to consumers, but also to the retail community.”

Prevention will promote the upcoming line of titles in the editorial content of the magazine, he said. And the company will tap into the publication's 25 million-member database to get the word out about Prevention-branded workout titles as they begin to hit the market late this year.

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