Prevention Goes to the ‘The Doctors’

Hoping to mimic the success of its partnership with NBC’s hit Biggest Loser, Rodale’s Prevention is teaming up with The Doctors, the CBS-distributed TV talk show.

The multi-level deal includes appearances throughout Season 2 of The Doctors by Prevention editor Liz Vaccariello.

Vaccariello will start appearing on the show Oct. 5 and will weigh in on health issues alongside hosts, who include Drs. Travis Stork and James Sears.

The show and magazine also will promote each other in print and online. The show’s doctors will be incorporated into the magazine starting with the November issue. Rodale will publish a service book based on the show.

While magazines have had a tough time extending their brands to TV by creating spinoff shows, piggybacking on existing shows has proved more successful.

Prevention’s six-season partnership with Biggest Loser has proved to be a winner for Rodale, extending to book publishing, online diet club, on-air promotions of the magazine, and show appearances by Vaccariello and Rodale’s Men’s Health editor David Zinczenko.  
In the case of The Doctors, Prevention also hoped to extend partnership financially by cross-selling advertising with the show.