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RODALE PRESS – HISTORY OF A HERO MOVING INTO SHEER MARKETING GENIUS
First, for those who haven't lived in the U.S. or who have lived there, but under a rock... an introduction to Rodale's history. Rodale Press is located in Emmaus, Pennsylvania. Emmaus is a small American one stoplight town.
This is the home of Rodale Press founded by J.I. Rodale, a former New York tax accountant. who started Rodale Manufacturing in 1923. Yes, manufacturing. Not publishing. During the Great Depression, Rodale moved to a big empty warehouse in Emmaus. He had a passion for printing – and put a printing press in the corner of that big warehouse. His first efforts were flops. He did a humor magazine that lasted one issue, then some health digests and his first book of health facts (Ahaa, my Student, now the bell rings in your head!) None were boomers in fact most were “draggers.”
Through 1942, nothing seemed to work, money came in dribbles. Then he got a deal and moved his operations to a 60 acre farm. In addition to publishing, J.I. Rodale, a health pioneer, had a passion natural farming techniques and organic living. By 1942, he had combined the two and was publishing a magazine called "Organic Gardening and Farming." But "Organic Gardening" (now titled "OG") is still around. With over 3 million subscribers globally today it is a solid winner! The passion-publishing combination seemed to do the trick. Rodale started producing a slew of health magazines and books... "Prevention" debuted in 1950 – one of the grand successes in magazine in history – with 10.5 million subscribers was one of them. [Today hot modern magazine titles include "Men's Health," "Backpacker," "Runner's World"... Million seller books like "The South Beach Diet," "Shrink Your Female Fat Zones," "The Testosterone Advantage," "Martha Stewart Says" and a ton more have crossed best seller lists.]
The Rodale empire grew rapidly when he hit the “main spring” of America... HEALTH! And J.I. Rodale became a major publishing icon in the world... and fortunately for you, he financially prospered. Why? He had stirred up a battle with the American Medical Association (AMA) by giving control of health to consumers through knowledge. Of course the AMA went to their political buddies in Washington D.C. for clout.
The Government attack began on “Health Education” in America; The AMA raised the ire of the FDA and FTC who went after Rodale with a vengeance. He was a brave unselfish man. He fought the censorship of the FDA and FTC in Federal Courts and even counter attacked them using the Constitution and Bill Of Rights of the United States. Our advanced natural health movement began in the U.S. and has now spread worldwide. We owe it all to Rodale’s fighting for freedom of speech in print... Those court battles still hold true today or you wouldn’t be thinking about starting an MLM Company nutritional or not!
The Stress of the battles and his passion got to J.I Rodale... He had a massive heart attack and died in front of the cameras on the Dick Cavett show in 1971. What was he saying when he died? He was lambasting the FTC/FDA for their restriction of your rights! His detractors at the FTC and FDA said, “he staged his death with millions of people watching to embarrass them” While all the issues weren’t settled the FTC/FDA had taken such a beating, they left the issues alone and limped back to their hiddy-holes.
Okay, okay. I know what you're thinking...SO WHAT THE HELL IS THE MLM MARKETING SECRET?
No, staging your death on TV in front of millions... is not a marketing trick!
The first of Rodale's direct-mail book promos, I saw I got in delivered to my medic’s aid station in a foxhole in Vietnam in 1965. I ordered the “Health Handbook” to be delivered to my base in the rear. Back then, according to experts, direct sold books (by mail) like Rodale’s were 4% of the book market. No publishers fees, no agent fees great margins. In current books sales that market has shrunk to about 1.4%. Starting back in 1992 Rodale's book division felt the pinch. Others, like Time-Life, cancelled their direct-mail efforts altogether in 1995.
Not Rodale press. They stayed in direct mail marketing. From experiments and study came the power idea: Focus! More person centric focused marketing... more focused editorials... more targeted benefits to customers.
Rodale folks were computer embracers. They used the new wave of computerization combined with common sense for more focused tracking of their customer’s buying behavior. Note: The emphasis on common sense!
Rodale Press collected survey data, customer purchase behavior, and their magazine databases... and applied the same high tech sorting techniques you'd expect from a bank. They sorted and re-sorted their customers into fitness buffs, gardeners, fat loss, long livers, researchers and clinicians, etc. The brilliance was then... Then they sorted even deeper until they found unexpected connections. Rodale found organic gardeners buy household-hint books, Runners buy organic-lifestyle books. Using that information, Rodale sends out 100 million mailings a year.
Rodale's direct-mail book sales took off. In 2002, they represented 31% of Rodale’s $450 million in revenue and run about the same ratio today on $600 million in sales. If the core of Rodale’s strategic thinking pays dividends like this, what can you do with an MLM Company?
As controlled experimentation, focus and clarity had helped J.I. Rodale back in 1942, so it helped Rodale Publishing revamp in 2002. Focused ideas, passionately produced. Rodale Executives made sure they put quality behind the focused ideas. Bigger promises made... and kept to customers. Understanding a crystal clear answer to the question, "What does the customer want?" In Network Marketing often CEO’s ask, “what good would a survey do us?” As a student of Network Marketing practices, I hope that you ask, “what should we survey?”
Rodale Press says this of themselves, "Rodale is America's leading 'how to do it, you can do it' book publisher... regardless of whether it's a book, magazine, or Web site, we take pride in our ability to communicate with our readers through personal, positive, practical and passionate editorial... " Ok, Rodale is at the top of the game in their market with their focus. Typical MLM Executives say, “It’s hard for us, we have two customers, our Distributors who are out customers at wholesale and our retail customers.” Then they go on to say, “plus that we sell two things, the opportunity and the products, oh woe is us!” “This survey and focus is too hard”
CLICK BELOW TO FIGHT THE ABUSES OF THE FDA
IN WITHOLDING SCIENTIFIC INFORMATION!
DISTRIBUTOR RIGHTS ASSOCIATION
JOIN THE MARCH ON WASHINGTON --> FDA - FTC
YOU ARE INVITED TO BE "SPECIAL" TO HELP (IT'S FREE)
THE COALITION TO END FDA AND FTC CENSORSHIP
The MLM Distributor Rights Association and MLM WatchDog are Founding Members of the Coalition
PETITION BELOW: Make a 100 copies of the petition pdf below and have everybody you
know sign them including your local nutrition stores! Help get
The Health Freedom Protection Act H.R. 4282 passed!
& Have Them Mailed Back To The Address On The Bottom Of The Petition!
KEEP GOING SIGN UP BELOW!
The FDA and the FTC routinely violate our First Amendment rights. That is why we so very much need your signature on the petition to Congress to Pass House Bill H.R. 4282. Please sign up below!
KEEP GOING SIGN UP BELOW!
H.R. 4282 IS TO HELP ALL MLM COMPANIES!
Want to Participate? Luv Ya! Rod Cook MLM WatchDog
The WatchDog is looking for volunteers to put on a "March" on Washington! This not a protest March but a visit your Congress Person "March about H.R. 4282." It is the chance of a lifetime to tour the Hallowed Halls of Congress with a pass and permission! NOT MANY PEOPLE GET THIS CHANCE IN A LIFETIME!
FULL PERMISSION
COPY AND PRINT THE ARTICLE BELOW FOR PEOPLE WITH QUESTIONS - OR FOR YOUR WEBSITE!
A REVIEW TO HELP PEOPLE WITH QUESTIONS
The Health Freedom Protection Act H.R. 4282
-By Rod Cook, The MLM WatchDog
The Food and Drug Administration is in the business of censoring health information. You may recall how the FDA prohibited the claim that folic acid reduces the risk of neural tube defects (NTDs) for four years while the Centers for Disease Control and Prevention recommended to every woman of childbearing age taking that supplement to reduce NTDs. FDA thereby contributed to an estimated 10,000 preventable NTDs. The FDA continues this same kind of censorship despite four court orders condemning the practice as a violation of the First Amendment.
There is a wealth of scientific evidence that glucosamine and chondroitin sulfate are effective in the treatment of osteoarthritis, that omega-3 fatty acids may reduce the risk of sudden death heart attack, and calcium may reduce the risk of bone fractures. Yet, the FDA prohibits each of those claims.
In the Dietary Supplement Health and Education Act this Congress compelled FDA to let the public have access to scientific articles and publications on the role of nutrients in disease. FDA has defeated that purpose of DSHEA by deeming every article of that kind of evidence of a company's intent to sell a drug. Rather than give the public access to health information, FDA has ensured that the public is deprived of it.
Indeed, FDA prohibits every claim that a nutrient treats a disease whether true or not. House Bill H.R. 4282 The “Health Freedom Protection Act” would end that practice of censorship. It would codify the First Amendment standard adopted by the federal Courts but that FDA refuses to apply. It would open the marketplace to all manner of truthful health information. It would make the consumer King and the government the consumer’s servant, as it should be.
The Health Freedom Protection Act (House Bill H.R. 4282) not only prevents FDA from denying the public access to health information, it arrests actions by the FTC that are destroying businesses all across the United States.
Under the First Amendment, the government must prove an advertising statement false before it may act against that statement. Under FTC’s regime, no company can advertise a health benefit for a product unless the company has proof to a near certain degree that the statement is true. This is virtually impossible. To prevent FTC from blocking innovation and evolution in the marketplace, we have got to limit its role to regulating illegal activity and not freedom of speech.
TO GET COPIES OF A PETITION GO TO
http://www.mlmwatchdog.com/MLM_Freedom_FDA_2.html
Questions: www.mlmwatchdog.com
ANY BODY! ALL OF YOU - WATCHDOG and/or DRA VOLUNTEERS
FREEDOM - FDA - House Bill H.R. 4282
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