Or sometimes you can merge both of those "elements," as in the new Rodale release, Life's a Beach, Then You Diet, which is up to 125,000 copies after two trips to press. The book's author, Miami Beach cardiologist Dr. Arthur Agatston, made an April 2 "house call" on the ladies of The View (who evidently enjoyed his company—four more appearances are scheduled). He was the subject of an 11-page cover story in Prevention magazine (circulation: 3.25 million), and an e-newsletter campaign is being targeted to 500,000 subscribers of Prevention's Spotlight newsletter. (Also, beginning on June 17, a Prevention "Special Interest Publication on Weight Loss" will be on the newsstands until August 5.) A major feature has run in Complete Woman magazine, with features also slated for Self, New Living, Health and Woman's World. Agatston has been interviewed on WOR radio's Joan Hamburg Show and has done a 20-city TV satellite tour and a 20-market radio campaign.
With reporting by Dick Donahue