EVENTS & PROMOTIONS: ON A ROLL: DAVID HESSEKIEL

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Ad sales veteran David Hessekiel joined Rodale Press' integrated marketing department in 1993, helping orchestrate consumer promotions for advertisers through Rodale's network of seven magazines including Prevention, Men's Health, Runner's World and Bicycling. Sponsors of major multiple-title promotions and custom-publishing ventures he's overseen include Amoco Corp., National Fluid Milk Processor Promotion Board and Visa USA.

Age: 37.

Title: director of Rodale Marketing Solutions and Rodale Active Network, New York.

Coups: A long-term promotional tie-in including 15 partners across multiple titles. Also, helping Rodale build a promotional connection with Chrysler Corp.'s Camp Jeep, Jeep-Eagle's biggest event. The Rodale Outdoor Energy Center at Camp Jeep was a unique event within an event.

Opinion: More magazines are using custom-published premiums and sponsored events as turnkey integrated marketing programs to enhance opportunities for advertisers.

Tip: Link multiple advertiser brands together in promotions to create immediate value, then build events around the promotions.

Insight: A progressive magazine can package promotional opportunities faster and

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