The “In Your Face” Role of Magazines: Runner’s World Special Issue “Outrunning Cancer”June 4, 2011
When you want to a send a loud and clear message to your readers, the iPad copy of your magazine will not do it. Magazines are much more than the ink printed on the paper; that I know. Magazine are experience makers that reflect, initiate, educate, inform, entertain and above all demand a second look from any browsing person on the nation’s stands or friends’ coffee tables. The July issue of Runner’s World magazine does all the above and more. It reflects, initiates, educates, informs and entertains all in one stunning special issue dedicated to “outrunning cancer.”
“To dramatize the truth that cancer transcends age, race, and gender” Runner’s World July issue has seven newsstand covers of cancer survivors. I do not believe that seeing those covers on the iPad have the same “in your face” impact as picking up the magazine at the newsstand and holding and displaying all seven covers next to each other (like I did at home after buying all seven copies). The need to know the stories about each cover subject, combined with the powerful and dramatic design of each cover, initiates that curiosity in each and everyone of us to reach out and touch the magazine.
Runner’s World and its parent company Rodale Inc. put their money where their mouth is. The magazine offer readers the chance to do more to help fight cancer. Runner’s World compiled “a comprehensive list of cancer charities with running connections and made it easy to support any of them.” You can visit crowdrise.com/runnersworld and contribute to the cause. Runner’s World and Rodale Inc. already did by donating $5,000.