Running Times Bought by Runners World
What do you think about the sale of Running Times to Rodale-the owner of Runners World? Good or bad for runners?
I just hope that the two magazines stay separate as announced and not combined to lose Running Times identity.
News to me
Tom, That's interesting. Where did you learn about that?
Nothing much expected
Neither. Life in the corporate world. Two decades ago, Rodale Press purchased The Runner from George Hirsch and merged it with Runner's World giving us the magazine we love today. But a decade ago, Rodale also acquired National Masters News, kept its hands pretty much off and later decided to give the publication back. Unless you were paying attention, you would not have noticed any change. That may happen in this case. There are too many information options outside the print world to worry too much about what is going to happen anyway. Nevertheless, I like the idea of there being a second magazine on the newstand.
Originally Posted by Tom Filippone
Does anybody remember when Running Times was owned by Larry Flynt?
Larry Flynt and Running Times
The Larry Flynt thing raises an interesting idea...
What about a running magazine that focuses purely on the male audience? Kind of a hybrid of Runner's World, FHM, Men's World, and Easy Rider.
RT Owned by Larry Flynt
It was for 2-3 years in the early 1990s at a time when LFP was trying to upgrade its image. Most people never knew about LFP's ownership and the magazine operated independently on its own.
Opportunties for Race Advertising
It will be interesting to see what happens with all of the race advertising that RT had. Will RT still be sold as a separate package or will race directors have to pay RW's higher rates which I would think would be beyond the means of most races even though RW has higher numbers. (I'm sure that's what the ad sales people will want to impress on you.) I know races could get a decent sized ad in RT for under $3,000 and know that they were reaching a more hard core racing audience than RW offers. My race, the Credit Union Cherry Blossom, took a full page ad in RT and a classified ad in RW.
It certainly seems like this might be a boon for many of the Running Networks' regional publications.
Our event advertising person, who isn't being retained by the new ownership, wondered the same thing.
Also, there was the "Let's Race" section which was basically a classified section for $250 listings. Also, there were a lot of 1/6 and 1/4 page display ads; RW generally runs larger fractionals.
However, if the new owners' intent to keep the editorial direction of the magazine separate and distinct from RW, and targeted toward the more serious competitive runner, their adverstising may follow suit. Expect to see more non-running ads, however - which hopefully will be a good thing for RT.
Originally Posted by Tom Filippone
I'm very worried, not only about the cost of the advertising, but the quality of the magazine. I used to subscribe to RW and canceled it because I was tired of articles that seemed to be recycled every couple of years or that advertised techniques to run faster without training more/better. I saw that Jonathan Beverly will stay on. I hope the same will be true of Pfitzinger, Gerweck and the shoe guy.
RT and Rodale
Our intention of bringing RT to Rodale was to better serve the running community. The best way to accomplish that is allowing RW continue to pursue its mission of reaching the broadest cross section of the running public, while allowing RT to accomplish its mission of reaching the more highly dedicated, more competitive runner. We will keep each brand separate and distinct with their own unique voices and opinions. Trust me, this was Jonathon and Jim's (and all the contribs) baby - and will continue to be. Only with additional investment and resources.
On the ad front - RT has done a great job (I think) of serving the race community with fair rates. This will continue. I'm personally responsible for insuring that. The bonus however, is that race directors - whether they are running in RT or RW or both - will be allowed to tap into the resources of both RW and RT's marketing capablities: Our race and event series, bib and bag program, email blasts, expo appearances, data bases, etc. (Unlike the edit teams, the ad sales and marketing will be one organization with combined resources.)
To Tom's original question. Is it good or bad for runners? Its going to be great for runners. All of us at Rodale, RW and RT are committed to that.
If you have any questions and if you don't think we're fulfilling on the promise, please email me at: email@example.com