Adweek's 2010 Hot List - Runner's World

LINCHPIN OF THE
R U N V O L U T I O N
the indispensable guide
to everyone who runs
Adweek’s 2010 Hot List
2 National Magazine Award
Nominations for Digital Media in 2010
2010 Nominee for Sports Website
of the Year, MPA Digital Awards
2 WEBBY AWARD NOMINATIONS IN 2010

it’s A
RUNVoLUtioN
historic high of 36 million runners,
up 35%
running has the largest growth rate (+18%)
of any sport or fitness activity (2008 vs. 2007)
women runners up 39%, reaching 17 million
7.8 million frequent runners, up 12%
over the past 5 years
THE NEXT GENERATION JOINS THE RACE
frequent female runners age 18 to 24 nearly doubled in
the past 5 years (+96%)
frequent male runners age 25 to 34 up 30%
frequent female runners age 25 to 34 up 67%
15 CoNseCUtiVe YeARs
oF CiRCULAtioN GRowtH
2010 rate base of 650,000 caps 51% growth*
runner’s world newsstand sales up 3.6% while industry down 9.5%
15.3% subscription growth
averaging 100,000+ copies on newsstand
source: december 31, 2008/2009 abC fas-faX; Capell’s Circulation report—december 2009;
abC—6 months ended 6/30/09. *rate base growth based on past 15 years.
A tHRiViNG
oNLiNe
CoMMUNitY
record 1.7 million uniques in
March 2010, up 35% *
9.5 million video plays in 2009
New mobile apps, tools, and paid content
Coremetrics, March 2010 (growth vs. March 2009)
source: National sporting goods association, growth based on 2004 vs. 2008 unless otherwise noted.
frequent participation = ran 110+ days
ReACHiNG eVeRY
tYPe oF RUNNeR
YOUNG, AFFLUENT
AND ACTIVE
36.2 median age
$89,429 median hhi
2,853,000 readers
52% men / 48% women
any college+: 89% 162 index
prof /mgr: 43% 186 index
Source: 2009 MRI Fall
THE HIGHLY DEDICATED,
COMPETITIVE RUNNER
65% men / 35% women
43.8 median age
$117,000 median hhi
73% grad college+
toUCHiNG tHe soLe oF
tHe RUNNiNG CoNsUMeR
runner’s world subscribers spent $182
million+ on running shoes in the past year
running shoes purchased by subscribers
in the past year: 21 million+
average pairs owned per subscriber: 3+
source: 2008 rUNNer’s world Media group subscriber study, erdos & Morgan
teCH sAVVY
ANd oN tHe Go
THE LOOP
runnersworld.com’s online community
of more than 6,000 active users
DISCUSSIONS AND BLOGS
32,000 user-generated blog posts
500 reader bloggers each month
SOCIAL MEDIA REACH
61,000+ facebook fans, up 200%
30,000+ twitter followers, up 100%
Growth vs. Fall 2009
MOBILE APPS
access our award-winning content and tools
RW SHOE SHOP
find, shop, and reserve best shoe for you
an apple store staff pick
37,000+ downloads
25 million media impressions
COMING SOON!
RW SMART COACH
RW ROUTE FINDER
iBART
Source: 2008 RUNNER’S WORLD MEDIA GROUP
Subscriber Study, Erdos & Morgan