Company to Transform Brand into Digital-First Business
January 13, 2017 — Rodale Inc., a global health and wellness content company, announced today that it will cease print publication of Rodale’s Organic Life. After production of the February/March issue, the company will embark on a new content strategy that will evolve the brand into a robust digital, social, experiential, and e‑commerce–led business.
Melanie Hansche, who was has been serving as the magazine’s Editor-in-Chief since March, has been appointed Editorial Director of Rodale’s Organic Life. She will collaborate across departments to reimagine the digital platform and branded products under the Organic Life banner, including books and special interest publications, around its core topics of natural living, food, and gardening, as well as licensing and partnerships. VP/Managing Director Jeff Tkach will continue to lead the sales and marketing efforts for the brand.
“Our research tells us that when consumers are seeking information and making decisions about living more naturally, organically, and sustainably, they are increasingly looking for that information online. That includes the majority of the brand’s new online users, as well as our heritage organic and gardening audiences, and reflects the growing environmental consciousness that we look to serve and nurture with our content,” said Chairman and CEO Maria Rodale. “With this change, Rodale’s Organic Life will be able to better serve its readers where they play most — on the Web, on their mobile devices, and on social media. It also allows us to better serve our advertising partners, as we will be able to focus more resources on accelerating the brand’s digital growth.”
In 2016 the number of RodalesOrganicLife.com’s unique visitors increased by 32% and monthly page views increased 127%. The brand also experienced a 195% increase in digital revenue, with nearly 40 new advertisers.
Building on its record digital growth last year, RodalesOrganicLife.com will increase the breadth, depth, and frequency of its content across food, parenting, gardening, wellbeing, and natural living areas. The editorial offering will feature new sections, an increase in video content, as well as how-tos, tips, and advice. Complementing its mission to provide consumers with both the inspiration and tools to live happier, healthier lives, the online destination will offer a seamlessly integrated e-commerce component, offering consumers carefully vetted products and solutions for a natural, organic lifestyle.
Rodale’s Organic Life, a relaunch of Rodale’s 70-year-old flagship brand Organic Gardening, debuted with the May/June 2015 edition. It had a bimonthly frequency with a rate base of 300,000.
About Rodale Inc.
Rodale Inc. is a global health and wellness content company based in Emmaus, Pennsylvania, and New York, New York. Known for launching the organic movement in the U.S. in 1942, the company operates today with a mission to “Inspire health, healing, happiness, and love in the world. Starting with you.” Home to a broad portfolio of best-in-class brands, Rodale engages more than 100 million people globally through an array of products and services that include magazines, books, online, mobile, e-commerce, direct-to-consumer, social, video, and events. With 100 editions in 67 countries, Rodale publishes the largest, most established health and wellness lifestyle brands, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, and Rodale’s Organic Life. Rodale Books is the premier destination for wellness content with a purpose, publishing conversation-changing titles that include Jessica Alba’s The Honest Life, Alicia Silverstone’s The Kind Diet, former Vice President Al Gore’s An Inconvenient Truth, Starbucks CEO Howard Schultz’s Onward, Maria Rodale’s Organic Manifesto and Scratch, and Dave Asprey’s The Bulletproof Diet. The Rodale Books website, RodaleWellness.com, is a content and community hub where visitors can find inspiration and information from the world’s top wellness experts. Rodale also produces numerous branded experiences that draw more than 100,000 participants annually. Rodale is a certified member of The Women’s Business Enterprise National Council (WBENC) and has received numerous industry accolades, including spots on Folio’s Top Places to Work in Media and Greatist’s Healthiest Companies in America lists, and has also been recognized as one of the Top 100 Best Adoption Friendly Workplaces.