Prevention Magazine to Revamp Its Direction

By TANZINA VEGA

Like many print publications, Prevention, a staple of supermarket checkout lines, has suffered from a drop in ad pages in the last year.

“Unfortunately the advertising industry has always worshiped at a younger altar,” said Maria Rodale, the chairwoman and chief executive of Rodale, the magazine's publisher.

Readers of Prevention will not change radically - the magazine is geared toward women in their 40s, 50s and 60s - but the magazine will. Starting in January, Prevention will have a new editorial direction, a new look and new contributors to start the year.

Anne Alexander, who is to be announced as the magazine's senior vice president and editorial director on Monday, said the magazine's treatment of its readers would change. Prevention, she said, “used to think of the reader as Dr. Mom, improving the health of her neighbors, her kids and her husband.” Ms. Alexander said the magazine's new focus would e ncourage women to “prioritize yourself.”

Ms. Alexander was vice president and editorial director of Prevention from 1997 to 2000. Before her return to the magazine, she was senior vice president and editorial director at National Geographic Books.

The magazine will include more focus on preventive health, fitness, natural remedies, emotional healing and alternative health methods. New columnists will include Dr. Andrew Weil and Dr. Tasneem Bhatia. The updated layout will include brighter photos and less clutter on the page, Ms. Alexander said.

Rodale will begin introducing the updated magazine to advertisers this week and hopes to attract more upscale health and beauty brands like Aveda and Origins. (Mr. Weil has a line of cosmetics with Origins). Other new advertising categories include athletic apparel, finance and automotive.

According to the Publishers Information Bureau, Prevention had a 25.8 percent loss in advertising pages from 2011 to 201 2. It did, however, have a 7 percent increase in single copy sales in the first half of 2012, according to data from the Audit Bureau of Circulations. A slight increase in the cover price, to $3.99 from $3.49, will also take effect in January.