ON A ROLL: BETSEY HUMMEL

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Betsey Hummel joined Southern Progress Corp.'s Weight Watchers early last year as marketing manager, after serving as project manager for sister magazine Cooking Light and its mobile marketing tour. The recently repositioned Weight Watchers is exploiting its access to 6,000 weight-loss meetings held each week in the U.S., where the magazine is marketing itself and its advertiser-supported cookbooks.

Age: 26.

Challenge: To create extremely targeted marketing programs, such as advertiser-sponsored Weight Watchers recipe cards for healthy eating, coming this fall.

Coup: February's "Be My Valentine" sampling promotion bringing 22 advertisers together with samples, coupons and product literature distributed to thousands of weight-loss meeting centers nationwide.

Watch for: The growth of advertiser-sponsored "infotainment" in the health arena. People are hungry for low-cost videos, books, instruction, guides and inspiration to help them survive.

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