The Press: Catching Up to Rodale Press

Back in the 1950s, Prevention magazine catered to an esoteric group. Sprinkled among ads for rose-hips tablets, kelp and dolomite toothpaste were articles that were far ahead of their time: cautions against the use of DDT, attacks on phosphate detergents, warnings against excessive cholesterol intake. Now, 21 years after it started, Prevention retains its basic premise: that nature should not be tampered with and abused, but studied and used. It is a magazine idea whose circulation has come.

J.I. (for Jerome Irving) Rodale, founder of Prevention and nine other Rodale Press publications, admits that...

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