There's nothing sexy about Rodale, the Emmaus, Pa.-based publisher that keeps Dave Zinczenko button-down shirt supply in good order. That South Beach Diet franchise didn't help. But they're trying, we'll give them that. So much so that they're hoping JP Morgan will find the debt-free publisher a "strategic partner" to help them expand. Only criteria? Lots of cash, which is why U2 singer Bono's Elevation Partners is said to be an option. Bono already bought a huge chunk of Forbes; why not make a old-people-niche move and pick up Prevention?