Women’s Running August Issue Shatters Body Stereotype Boundaries

September 9th, 2015

EDITORIAL INTUITION

In August, Women’s Running decided to put curvy model Erica Schenk on its cover, becoming the first running or women’s fitness magazine ever to make that choice. Even before the issue hit newsstands, subscribers began to cheer on social media:

“I almost cried when I opened my mailbox and seen a thick girl like me ON THE COVER.”

“LOVE, LOVE, LOVE this cover!!!! Not all of us that run ‘look the part.’ Thank you!!!”

PR RESPONSE

To leverage the cover’s viral momentum, our PR team acted quickly, reaching out to and fielding responses from media in the U.S. and abroad.

  • TV: MSNBC, Fox & Friends, Fox Trending, ET “The Insider,” Entertainment Tonight, CTV, Teen Choice Awards, Huffington Post TV, Good Morning San Diego
  • ONLINE: Huffington Post, People Magazine, Yahoo News, The Daily Mail, Slate, Mic, Allure, ESPN, Daily Beast, Examiner, BBC News, Fortune, Today Show, Business Insider, Toronto Star, Washington Post, Elite Daily, Bustle, Seventeen Magazine, Medical Daily, Inquisitr, Scripps Media, International Business Times, MSN, PopSugar, and many more
  • RADIO: BBC, Q on CBC

MARKETING ACTIVATION

Marketing and circulation created a special August issue deal (6 issues for $5), plastering the site, promoting on social media and reaching out to partners to drive offer awareness.

WomensRunning.com 

July saw its highest traffic day, week, and month ever! There was also the largest increase of Facebook followers month over month in history.

PRINT & DIGITAL 

Subscriptions

  • Second largest subscriber increase in 2015 (following National Running Day)
  • Highest number digital downloads in 2015
  • July: 172% increase

Newsstand: Best-selling single issue of Women’s Running in last two years (Barnes & Noble reporting)

Conversations about this cover appeared over multiple news mediums:

Fox News

MSNBC

CBC Radio

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