A New Look—and Attitude—For Prevention


When Prevention was founded nearly 63 years ago by organic farming and publishing visionary J.I. Rodale, it was envisioned as a resource for those seeking alternatives to the postwar industrialization of food, medicine and health care. Putting an emphasis on lifestyle choices rather than medical treatments, the magazine anticipated the holistic health movements of the 1970s by 20 years. Fitting, then, that the magazine should today turn its focus back to the boomer generation and figures like Dr. Andrew Weil in undertaking what the company calls a “major brand reinvention,” reaching out to an affluent generation of women as they move into their 50s, 60s and beyond.