A new title on mastheads?

Prevention magazine, the long-established health and fitness digest book from Rodale Inc. has established a wholly new job and job description at its shop -- brand editor. According to a story in MediaDaily News, Leah McLaughlin, formerly executive editor of Natural Health has been hired to the lead as the magazine develops brand extensions across all media--print, Internet, broadcast, DVDs and mobile.

"This is a way for Prevention to maintain its credibility and integrity across all platforms," says McLaughlin. "Too often, when you see a magazine brand on a product, if you're in the business, you know it's coming from [the corporate] side of the business. Editors are not involved."