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Karl Lagerfeld directed a series of minifilms for the forthcoming U.S. launch of ice-cream brand Magnum.

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Cover of Prevention

Photo By Courtesy Photo

HEALTHY, BUT FUN, TOO: Like a shot of wheatgrass or getting enough fiber, reading Prevention used to be a habit that, while undoubtedly good for you, was hard to keep up with. Full of research, it sometimes read more like a medical journal than a health magazine. Editor in chief Diane Salvatore, who was hired in August, is reinventing this healthy reading habit with the May issue. Over a Prevention-approved lunch of salmon and broccoli at ABC Kitchen, Salvatore talked about trying to reinvigorate the Rodale title while staying true to its original purpose. “I wanted to make it more entertaining, encouraging and motivational,” said Salvatore. She’s created a more lifestyle-driven magazine and called for more rigorous reporting for features. One piece, for example, reports on how Viagra has shaken up marriages and relationships while another considers the differences between conventional and organic farming.

Longtime readers will notice new sections, original photography and fresher formats. Beauty coverage, in particular, is increasing by 58 percent in the May issue and Sonia Kashuk has been tapped as a new beauty columnist. Perhaps as a result, beauty advertising is up 64 percent in the issue. Fashion editorial, in small doses, is also making its way into Prevention. On the cover, Sheryl Crow is wearing J Brand jeans and a tank by BCBG. And speaking of the cover, editorial director Bill Stump and Salvatore have retooled the logo and tagline (although it may take the eagle-eye observer to recognize it). “It’s more modern, feminine and lighter,” said Salvatore. On the ad side, publisher Laura Petasnick said paging is up 3 percent for the issue with new advertisers including Neutrogena Healthy Skin, Nestlé Carnation Breakfasts and Energizer Batteries.

“Readers can still rely on us to question authority and be their champions but they can get all of this without it feeling like a spoonful of medicine,” Salvatore said. “This is all about making Prevention as compelling and engaging as possible.”

— Amy Wicks

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