Prevention Magazine Rolls Out First Ad-Free Issue

Rodale publication no longer has to worry about a rate base.

The bold new strategy tipped by Rodale earlier this year for Prevention magazine is finally here. When the July issue (pictured) hits newsstands next week, it will contain not a single ad.

From New York Times media reporter Sydney Ember’s item:

By going ad-free, [Rodale chairwoman and publishing group CEO Maria] Rodale said, Prevention will reduce its operating expenses by more than 50 percent. The savings will come in part because the magazine will no longer have to maintain a certain circulation level – a number very important to advertisers – which can result in magazines doing things like printing many copies of issues and offering steep discounts or giving them away free.

Ember lays out some of the other elements associated with the strategy besides the concept of a rate base being rendered obsolete. In the fall, to go along with this new print approach, Rodale plans to add a paywall to the magazine’s website.

The first issue of Prevention, which carried a June 1950 date, was devoted entirely to polio.

Previously on FishbowlNY:
Prevention Goes Ad-Free
Rodale Partners With Outbrain for Revamp

@hollywoodspin Richard Horgan is co-editor of Fishbowl.
Publish date: June 6, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT