Women's Health warms up for global growth

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Women's Health will debut some design tweaks and its first celebrity cover model with its October 2008 issue, followed by a rate base increase to 1,350,000 in January.


The changes are all part of a global brand-building effort by the Rodale-published monthly. Elizabeth Banks, of the movie “W,” will grace the cover of the October issue.


"We are moving quickly to expand the Women's Health brand's global platform, and a celebrity cover is just the beginning," Women's Health editorial director, and Men's Health editor in chief, David Zinczenko said in a statement. He said the company planned on applying a global growth strategy similar to its Men's Heath title.


As Women's Health navigates its expansion, Rodale executives are searching for a replacement for the magazine's VP, editor in chief Tina Johnson. Johnson is leaving the magazine after a four-year stint that saw ad pages rise 24% and five rate base increases, counting the forthcoming January boost. As of December 31, 2007, Women's Health was delivering 6.8% above its guaranteed rate base of 850,000, for a total paid and verified circulation of 907,838. Statements did not indicate where Johnson would be going next, in a statement she said she was looking to pursue, “new challenges and opportunities in this rapidly changing marketplace.”


A majority of Women's Health readers (86.4%) fall in the 18-49 year old range, and more than half have a household income of $75,000 or more. Representatives from Women's Health declined interview requests.

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