Jerome Rodale, the founder of Prevention magazine and an early promoter of organic food, died of a heart attack at age seventy-two, while taping The Dick Cavett Show—a death made particularly memorable by Rodale’s off-camera statement that he had “decided to live to be a hundred.”2 Jim Fixx, author of the bestselling The Complete Book of Running, believed he could outwit the cardiac problems that had carried his father off to an early death by running at least ten miles a day and restricting himself to a diet consisting mostly of pasta, salads, and fruit. But he was found dead on the side of a
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