in 2004, "men's health" began putting celebrities and athletes on the cover, and with their shirts on—a departure from the covers of the 1990s. in 2004, rodale filed suit against "men's fitness" for its redesign, "a copycat version—one that is obviously intended to confuse consumers." in may 2006, the magazine published a limited edition color cover of josh holloway. in the first half of 2006, newsstand sales for "men's health" rose from 492,000 to 544,000 during a price increase from $3.95 to $4.50. in 2006 rodale's properties, including "men's health", tried to increase online content by adding video to each section, telling section editors to write blogs, and hiring an online ad sales director.