Women’s Wear Daily
04.17.2014
business
business

MediaBank: A New Running Mag for Women

"Women’s Running" targets burgeoning consumer group.

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NEW YORK — We’ve been hearing for months: women runners are a growing group. And now that group has its own magazine.

Starting next month, Her Sports & Fitness, based in St. Petersburg, Fla., will be rebranded as Women’s Running. The magazine’s founder and publisher, Dawna Stone (an athlete and Ironman finisher in her own right) gave MediaBank a preview of the new publication:

1. Tell us about Women’s Running. How is it different from Her Sports & Fitness?

Women’s Running is the only women’s-specific running magazine. The number of women runners has exploded recently, and the demand for women-specific information has grown equally fast. We provide women the information and motivation they need to live an active running lifestyle.

We continue to focus on real, everyday women athletes who balance their careers and family life with regular training and good nutrition. Women’s Running puts our marketing partners in touch with intelligent consumers who not only possess tremendous purchasing power, but who are enthusiastic in their pursuit of products that support their lifestyle and image.  

While we’ve made some changes to the magazine, our team remains committed to our original mission: to motivate and inspire women to lead healthier and more active lives. And we strongly believe our premiere issue of Women’s Running does just that.

2. Will there be any new editorial sections?

We’ve retained many of our most popular Her Sports & Fitness sections — “Women Who Move,” “Ask the Experts” and our training plans, to name a few — while adding in more running-specific content, such as “Rave Races” and a column by noted running coach Jenny Hadfield.

First-time readers will discover that our columns and articles cater specifically to the needs and goals of female runners.

3. Who is your audience?

Ninety-eight percent of our current readers are runners. They are affluent, successful and although they run regularly, they also participate in many other activities, including triathlon, hiking, skiing, yoga, pilates and cycling.  

4. What is your circulation, and how will the magazine be distributed?

Women’s Running has a 90,000 circulation. However, based on our initial feedback, we believe circulation will increase dramatically over the next year. We already have substantial increases in our newsstand orders and have already seen a jump in our subscribers, even though we haven’t officially announced the rebranding to the general public.

The magazine is sent to paid subscribers and can also be found on newsstands. Our current newsstand partners include Barnes & Noble, Borders, Book-A-Million, REI, Dicks Sporting Goods, Eastern Mountain Sports, Sports Authority and select specialty retailers such as Target, Publix, Kroger and Fleet Feet.

5. How have your footwear advertisers reacted to the change?


All our footwear advertisers have been excited about the change from Her Sports & Fitness to Women’s Running. In addition to continuing to work with our current partners, we have received interest from new advertisers. One of our newest advertisers, Under Armour, has secured the opening spread in the first three issues of Women’s Running.  

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