Rodale Study Finds Health and Fitness to Be “Recession Relevant” Passions

FOR IMMEDIATE RELEASE

 

-Healthy, Fit Consumers Continue To Spend On Products and Services Central To Their Lifestyles-

New York, NY, April 9, 2009 – Rodale Inc. today released findings from its January 2009 Economic Survey, which illustrated that in tough economic times, consumers are turning to health and fitness pursuits to relieve stress and achieve control. Rodale has found that its customers are continuing to spend effusively on the products and services central to their lifestyles as they count on physical activity to stay focused, energized, and optimistic.

“Consumer passion for health and fitness has never been stronger, and customers are connecting with our brands more than ever before,” said MaryAnn Bekkedahl, EVP, Group Publisher at Rodale. “To navigate these uncertain times, people are making the popular choice to be ‘healthy, healthy and wise’ and they are turning to Rodale for the content and tools that will help them succeed. Marketers who align themselves with our brands will be rewarded with an engaged customer.”

Key findings from the study include:

  • &middot 84% of respondents agree that there is no better time to invest in their own health than now
  • &middot 79% of respondents agree that life’s obstacles become more doable after exercising
  • &middot Reflecting a boost in optimism, 91% of respondents expect their personal financial situation to improve or remain the same in the next year
  • &middot The majority of Rodale customers plan to spend the same or more on foods that keep them healthy and energized in the next six months than they did one year ago: 83% will maintain or increase spending on grocery shopping; 97% have maintained or increased their level of healthful eating; 76% plan to spend the same or more on organic foods
  • &middot The majority of Rodale customers plan to spend the same or more on products central to their standard of living in the next six months than they did one year ago: 85% of respondents plan to maintain or increase their spending on drugs and medical supplies; 72% plan to maintain or increase their spending on beauty/personal care; 67% plan to maintain or increase their spending on footwear
  • &middot The majority of Rodale customers plan to spend the same or more on products and services that help them enjoy a full life in the next six months than they did one year ago: 68% plan to spend the same or more on health clubs/gyms; 55% of respondents plan to spend the same or more on home entertainment; 53% plan to spend the same or more on vacations/leisure travel

Nearly 4,000 members of Rodale reader panels answered a survey in January 2009 that was designed to gauge their confidence level, outline their spending habits, and illustrate the importance of their active passions.

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About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the health and wellness of the individual, community, and planet. Through a broad portfolio of leading media properties, Rodale reaches more than 70 million people around the world through multiple distribution channels, including magazines, books, online, e-commerce, direct-to-consumer, and video. The company publishes some of the best-known health and wellness lifestyle magazines, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, Running Times, and Organic Gardening, and is the largest independent book publisher in the United States, with a collection of bestselling titles, including Al Gore’s An Inconvenient Truth, The South Beach Diet, and Eat This, Not That! Rodale is also a leader in direct-response marketing and has more than 25 million active customers in its database. www.rodale.com

Media Inquiries

Senior Director, Corporate Communications Tanja Sullivan Tanja.Sullivan@Rodale.com 212-573-0554
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