Hearst Expected to Buy Rodale

The potential acquisition would also bolster Hearst’s position within the licensing industry and on License Global’s annual Top 150 Global Licensors report.

NORTH AMERICA–Hearst Magazines is expected to acquire Rodale, the publisher of magazines such as Women’s Health, Men’s Health and Runner’s World, among others, according to The New York Post.

According to Women’s Wear Daily sources, Hearst outbid Meredith Corp. for the company, with an offer reported to be more than $250 million. The deal is expected to close in the coming weeks.

Rodale, which is family-owned, put itself up for sale in late June and since then bidders including American Media Inc. (which recently acquired Us Weekly and Men’s Journal from Wenner Media), Meredith and Hearst have surfaced, according to WWD.

In terms of licensing, Rodale is the world’s No. 121 largest licensor, reporting $155 million in licensed retail sales in 2016, according to License Global’s Top 150 Global Licensors report. The company has also made substantial strides with Men’s Health, which currently boasts subscription boxes, frozen entrees, multiple licensing agents and digital media editions in international markets. Rodale has also licensed Runner’s World magazine for monthly subscription boxes.

The potential acquisition would also elevate Hearst’s position within the licensing industry. In 2016, the company was the world’s no. 84 largest licensor, reporting $350 million in licensed retail sales. Top licensed properties for the brand include Seventeen, Esquire, Car and Driver, Country Living, Metropolitan Home and Good Housekeeping.