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BREAKING NEWS & VIEWS
Runner’s World Editors to Join the ‘Challenge’Friday, January 15, 2010 We always wondered if some of the editors at Rodale pubs were in the same shape as their apparently fat-free cover models and featured trainers. We are about to find out. Its leading magazine for runners announced that it is expanding the Runner’s World Challenge marathon series to encompass four cites this year: Cincinnati, San Francisco, Toronto and Richmond. The program is built from a 16-week marathon training plan (and 10-week half marathon plan) that the company is selling to users in a series of packages that includes opportunities to work out virtually and run with the editors in real life. The $130 General Challenge/Train With Us plan ($99 for half marathons) is a combo package of training tools, email programs, microsite access and books. The Event Specific Challenge/Train With Us & Run With Us plan ($250 full/$240 half marathons) adds to the package individual entry into any of the four marathons where Runner’s World editors and EIC David Willey also will participate. Saucony is presenting sponsor of the program, and TrainingPeaks is a partner for Web-based training and nutritional information. The promotion is a good example of the kind of highly integrated programs many magazine brands aspire to without necessarily achieving. Leveraging live events, online proprietary content, books and real interaction with editors not only offers readers value they will pay for, it gives sponsors a unique way to touch the consumer in many ways. Saucony will appear on every aspect of the Challenge, from magazine to online to signage at events. It will also be part of the messaging and training programs for the plans on Twitter, Facebook and in email. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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