Hot Cd Picks From… 'Organic Gardening'?

Folio: The Magazine for Magazine Management, Dec 1, 2002 by Sarah Gonser

Byline: SARAH GONSER

Revenue-hungry magazine publishers have been known to peddle everything from cookies to glue guns, and we more or less agree that that's just fine. Commerce can sometimes make for comedic bedfellows. Still, it's jarring when, say, gardening magazines start selling rock CDs.

We recently discovered that Rodale is quietly testing music retail sales with a tiny selection of CDs. And a while ago, we reported that High Times produced its own compilation disc, The Hip Hop Collection. Far more common, we found, is the practice of a magazine linking to music retailers. For instance, Essence.com highlights DVDs, like Jason's Lyric, which then links to Amazon.com, and Seventeen.com links to CD picks at Sonymusicdirect.com.

Our curiosity piqued, we called Rodale's 800 number to chat about what it's selling on Rodalemusic.com. The site lists four competitively priced CDs: Bonnie Raitt's Silver Lining, Paul McCartney's Driving Rain, Josh Groban's Josh Groban, and Norah Jones's Come Away with Me. A woman named Marilyn answered and explained that Rodale is just testing the waters with these four introductory offers. "We're promoting CDs that we feel promote relaxation, enjoyment, something to help you feel happy," she says. Marilyn sounded nice, so we kept going, as we were already feeling more relaxed.

Folio: So, have you heard any of these CDs yet?

Marilyn: No. Well, actually, I've heard the Josh Groban one.

Folio: How is it?

Marilyn: Oh, he's wonderful. He looks so young, but his voice...

Folio: He's a looker.

Marilyn: Yes! He's very attractive. Oh, but his voice is very mature.

Folio: I hear the Norah Jones album is really good.

Marilyn: That one I haven't heard.

We sign off with Marilyn and promise to call back with some suggestions on CDs for the site. ("We're taking comments from our customers," Marilyn volunteered early in the conversation.) Now we understand why magazines are peddling CDs and DVDs instead of leaving that business to Amazon.com: It's because they can. Not to worry, though; it does not signal a major new direction for Rodale. Says a company spokeswoman, "It's no big deal, really, just a small test-marketing thing we're doing with a record company."