Rodale Takes Minority Stake in

Posted on October 25, 1999

Rodale has taken a minority equity position in, an Internet retailer and information source for natural and healthy living products. The agreement makes the exclusive VSM site with access to online content from health books published by Rodale. Rodale also has equity positions in, where it provides the site content from Pets: part of the family magazines and book lines, and in, where it provides content from Prevention magazine and books and New Woman magazine.

"Rodale's web strategy calls for us to develop innovative partnerships with companies that combine a proven record of success in their niche with an outstanding business plan for the future," says Pat Corpora, Managing Director of Rodale Interactive and President of Rodale Books. " has quickly become one of the most-visited health sites on the Internet, offering consumers thousands of natural and healthy living products. The site also has extensive health information from a panel of health and medical professionals. They are a perfect e-commerce fit with Rodale's wealth of content on healthy, active living information. This is a perfect example of the alliance model we think will lead to success on the Web."

The Rodale relationship will broaden's content, offering users access to text from Rodale's collection of health books as well as selected columns from Prevention magazine. Visitors to will be able to search the Web versions of Rodale books, as well as purchase the books on the site. A search engine will show all of's encyclopedia content, health journal articles and hyperlinks to Rodale books.