Rodale Program in Online Communication

Bob Rodale took his first journalism class at Lehigh in Fall 1948, his sophomore year. It was his first A. That class began a unique relationship, a rich and rare commingling of students, professors and mentors; boardrooms, classrooms and living rooms; alumni, family and friends.

Bob went on to create the international publishing company, The Rodale Press, publishers of magazines such as Men's Health, Organic Gardening, Prevention and many others. Yet he and his family never let lapse their connection with Lehigh. The creation of The Rodale Program in Online Communication is in some ways the culmination of a relationship that has been nurtured for a half century.

Society is witnessing a rapid and fundamental change in the way communication is produced, consumed and understood. Online technology -- from e-mail bulletins to CD-ROMs to the World Wide Web -- is transforming how we communicate news, health information, family announcements, stock results, music, commerce and myriad other aspects of our lives. Companies and universities that can understand and anticipate changes brought by new technology will lead and shape the world of tomorrow.

The Rodale Program in Online Communication assures that the Rodale Company and the Department of Journalism & Communication at Lehigh remain at the forefront of change. The program and the resulting partnership between Rodale and Lehigh make possible:

The Rodale Scholars Program: Top high school journalism students from around the country, and eventually the world, are brought to Lehigh and supported through generous financial aid as Rodale Scholars. The program offers outstanding students extraordinary educational opportunities. They are enriched through classroom and professional experience. They are the future of journalism and communication.

Incoming freshmen apply through a letter of application included with their Admissions application. In that letter, candidates should show demonstrated interest, abilities and leadership in journalism and communication as well as a superior academic record. They are expected to major or minor in the Department of Journalism and Communication. If they withdraw from the Department, the award will be rescinded.

Income from the Rodale Program in Online Communication Endowed Fund supports the Rodale scholars. The number of scholars will depend on the needs of the Program. Scholarships will initially be for $2,500 a year but this amount too may vary depending on the needs of the Program. Each award will be renewable over the next three years, based on the student's academic performance.

A National Recruitment and Publicity Effort: As an integral part of the Rodale Scholars initiative, each year top high school journalism and communication students are recruited and invited to apply. Brochures promoting the Rodale Scholars program are sent to the best high school journalism and communication programs.

An Innovative Curriculum: The curriculum in Lehigh's Department of Journalism and Communication already has received national attention for its balance of traditional values and modern skills. The Rodale Program in Online Communication allows the Department to build upon this curriculum. It has enabled the Department to expand offerings in online communication. It uses technology to bring information to Lehigh from authors and institutes around the world. It increases opportunities for undergraduate research. And it enhances the close faculty-student interaction that is the hallmark of the Department.

Internship Program: Numerous Lehigh students have worked in a variety of positions throughout the Rodale Company. The Rodale Scholars program guarantees that all Scholars will secure internships with Rodale or other high-profile communication media in cities around the world. Students will be ambassadors of the Rodale-Lehigh partnership around the globe.

The Rodale Assistant Professor in Online Communication: The Rodale Online Communication Program has made possible the hiring of Professor Kathy Olson. Professor Olson is an outstanding young teacher and researcher. She brings the latest research and technological expertise to the program.

Intellectual and Personal Partnerships: The program also promotes activities that encourage the continued sharing of intellectual resources of the Rodale Company and the Department of Journalism and Communication. Rodale editors visit online and traditional classes, taking part in discussions, giving to and learning from the Rodale Scholars. Executives and editors have the opportunity to serve as adjunct instructors, becoming true colleagues with faculty of the department. Members of the Rodale family come to campus dinners. Rodale Scholars travel to the Rodale site.

The Continued Legacy: The Rodale Online Communication program thus adds to the conversation of online communication at Lehigh, Rodale and around the country. And we can continue and build on the legacy begun by Bob Rodale at Lehigh more than fifty years ago.