Rodale Creates Brand Marketing Group for New Media Extensions
Rodale Inc. made organizational changes designed to accelerate the company's magazine brand extensions into new-media platforms.
The publisher will establish a brand marketing group led by senior vice president of customer marketing Jim Berra. Rodale's magazines' editors-in-chief will assume roles that extend their editorial involvement from their magazines to include branded book development, video creation, online editorial direction and licensing opportunities.
Rodale will also realign its international magazine, international trade books and international direct-response activities so that they will be managed from the United States.
The realignment is aimed at enabling the international businesses to leverage best practices in the United States. Gregg Michaelson, U.S.-based senior vice president of Rodale Direct, will be responsible for the international direct-response business.