Rodale has named Leah McLaughlin, formerly of Fitness magazine, its “brand editor” for the healthy lifestyle magazine Prevention. This looks like a smart move. We always worry when the person or department in charge of spreading the brand isn’t close to the creative side of the magazine. McLaughlin, however, is an actual editor–meaning that she will be intimately familiar with the magazine’s readers, mission, and content.

We also worry about editors who don’t see publishing’s new reality: that a magazine can’t be an island unto itself anymore. But it sounds like they get that at Rodale. Here’s how McLaughlin’s boss, Prevention Editor in Chief Liz Vaccariello, put it:

“When [McLaughlin] thinks about a story idea, it’s not just a story in Prevention. It also might have legs on the website; it may be a book someday. It could be a tent at the walking marathon we put on. But it shows that we’re constantly thinking about how to reach out to consumers in a platform-agnostic way.”