When "The Biggest Loser" starts its new season on Sept. 16, one big winner will be, of all things, a magazine company.
Rodale and its biggest magazine, Prevention, have been linked to NBC's hit weight-loss show for three years, a collaboration that has grown beyond mutual promotion, to best-selling books, specialty magazines and an online club.
The relationship will be strengthened over the next few months, with two new "Biggest Loser" books from Rodale, increased appearances of its editors on the show, new mobile Internet applications, and ties to another Rodale magazine, Men's Health.
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