Organic Style, launched 4 years ago by Rodale as a mainstream title on organic living, will shut its doors after the October issue. The most likely cause of its demise was a bad decision by Rodale made about a year ago to transform the publication into a bland, mainstream women's magazine featuring celebrities and other subject matter unrelated to organic living. What's strange about the move is that Organic Style had been a moderate success, with recent increases in both advertising revenue and paid circulation. The magazine had enormous potential at a time when interest in organic food has never been higher. A corporate memo to staff announcing the closure said, "The magazine was deemed not to be a viable long-term business for us to pursue." Now magazine watchers are concerned about the fate of the company's related title, Organic Gardening.