Cover of Prevention magazine.
Photo By Courtesy Photo
FAMOUS FACES ALL THE TIME: During the nearly 60 years Prevention has been published, the magazine has occasionally featured a celebrity on its cover, the most recent and high profile example being the November issue featuring First Lady Michelle Obama (single-copy sales of which were up 20 percent). Now the Rodale title plans to make celebrities its permanent cover choice. The March issue has Marg Helgenberger and upcoming covers will have Vanessa Williams and Andie MacDowell.
The March issue also ushers in a double-digit rebound in advertising paging and revenue, up 31 percent and 27 percent, respectively. One of the drivers was beauty, up 26 percent, perhaps a result of the fact that prevention.com ranks number one for those who search “anti-aging skin care” and “defy your age.” And in an attempt to further boost those beauty ad pages, senior vice president and publisher Mary Murcko commissioned a “defy your age” proprietary beauty research report. The study helpfully found that 73 percent of women use antiaging products and 52 percent of women in their 30s have used something to turn back the clock. — Amy Wicks
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