Rodale to Advance Ad Deadlines

Rodale has become the latest magazine publisher to push up its ad deadlines in response to the dismal advertising climate.

Its biggest-circulation title, 3.3 million-circ Prevention, has shaved two weeks off the time between its ad deadline and on-sale date, and the company is working on doing the same with the rest of its titles, said MaryAnn Bekkedahl, executive vp, group publisher.

Rodale also publishes Men’s Health and Women’s Health, which are served by a different printer from the digest-sized Prevention.

Advertisers have long complained about the long time between ad close and on-sale date, which can run seven weeks at a typical monthly. As ad spending has sharply declined this year, a number of publishers including Hearst, Meredith, American Express Publishing and Wenner Media have moved to reduce the lead times at their monthlies.