One to Watch

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At Rodale, "The Abs Diet" isn't just one of the company's best-selling books-it's also corporate strategy. This summer, Rodale shuttered Organic Style, and last month doubled down on its star franchise, Men's Health, by green-lighting Women's Health.

"We were happy we published Organic Style," says Rodale CEO Steve Murphy, but "we felt the organic market wouldn't embrace a single brand the way some markets do."

During Mr. Murphy's six-year tenure at Rodale, first as president and then CEO, the company has become increasingly confident about flexing its muscles in new markets. Instead of merely subsisting on the mega-success of "The South Beach Diet," Rodale Books has moved aggressively to sign deals with Condoleezza Rice, Bill Maher, Pete Rose and Martha Stewart as it pushes into the mainstream.

The company's magazine division may follow, as Rodale intends to launch as many as three more titles during the next two years. "We are always looking to extend our reach while staying on mission," Mr. Murphy says.

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