In September, David Zinczenko declared to WWD he had big plans for Women's Health, one of the three magazines he oversees as editorial director at Rodale Inc. "I expect it to be a higher circulation than Men's Health," he said. Men's Health, where Zinczenko is editor in chief, has a circulation of 1.9 million.
Now, after a three-month search, Rodale has tapped a new editor in chief for the women's title: Michele Promaulayko, who was most recently executive editor of Cosmopolitan. Promaulayko worked for eight years as the number-two to Cosmo editor in chief Kate White, and oversaw several of the brand's spin-offs. She edited Cosmopolitan Style & Beauty, a special issue dedicated to fashion and beauty, and edited this year's book, "Cosmo's Sexiest Beauty Secrets," and edited "Cosmo's Guide to Red-Hot Sex."
"An editor of Michele's caliber enables Women's Health to go head-to-head with the biggest women's magazines in the business," said Zinczenko. Incidentally, Men's Health has shown its affection for the Cosmo brand in the past, having shared editorial content on relationship issues and advice, and completed joint studies about the behavior of their young male and female readers.