Looking to extend its brand online, health information publisher Rodale is launching Rodale Interactive, a business unit that is expected to expand the company's current Web business and identify new online business prospects.
Pat Corpora, president of Rodale Books, has been named managing director of RI and will add the new unit to his responsibilities. Corpora said his goal is "to expand not only our own Web presence but that of our business partners." Rodale currently administers a Web publishing and e-commerce network (including an online bookstore) comprising 50 Web sites based on its book and magazine publishing (www.rodale.com).
Patrick S. Taylor, director of corporate communications, pointed to current Rodale deals with Women.com and Petsmart.com. Rodale provides content and has an equity stake in both firms. Taylor told PW the new unit will "provide content as well as take a stake in new ventures. It's the best way to build a brand and maximize resources."
