Fitness and Lap Swimmers - You out there?

Ahelee, referencing your comments, why does SWIMMER have such a focus on competition swimming if 70% of the readers don't compete, and the advertisers are after that 70%, in addition to the noncompeting swimming friends of the 70%? How do they see that? That is a SUPER EXCELLENT question! Perhaps Bill Volckening can provide some insight. I can say that similar to this forum, the most vocal readers are probably the competitive athletes. They are pretty demanding about expected editorial and critical of redundant novice "how to" information. Some of these athletes who live a balanced life - and regularly swim, provide inspirational stories for readers trying to figure out how to fit it all in. When I worked on the magazine, it was owned by Rodale. They also publish Runners World, Bicycling, Backpacker, Men's Health, etc. I think this company does an amazing job of providing info for those readers new to the sport and novice in ability. As for advertisers, many do not utilize the space to reach the market they seek it is true. Whose fault? The big swimwear companies often utilize their sponsored elite athletes in their ad photography. Beside the fact that print advertising alone is perhaps not the best use of marketing/advertising dollars, our publication needs to grow in its distribution numbers to attract the big advertisers. Also build opportunities for other types of marketing via masters events and media. I believe we are going to see these circulation numbers grow quickly in the upcoming few years. But for now, SWIMMER reaches a relatively niche market for advertisers. All that said really to answer the question with; Fitness and Lap Swimmers need to speak up - and loudly, making their needs known to the editor and staff of the magazine so that they are heard. I've seen many a plea and request from Editor Bill Volckening for story ideas and submissions. No locker room or forum chit chat. Make it happen!

Ahelee, referencing your comments, why does SWIMMER have such a focus on competition swimming if 70% of the readers don't compete, and the advertisers are after that 70%, in addition to the noncompeting swimming friends of the 70%? How do they see that? That is a SUPER EXCELLENT question! Perhaps Bill Volckening can provide some insight. I can say that similar to this forum, the most vocal readers are probably the competitive athletes. They are pretty demanding about expected editorial and critical of redundant novice "how to" information. Some of these athletes who live a balanced life - and regularly swim, provide inspirational stories for readers trying to figure out how to fit it all in. When I worked on the magazine, it was owned by Rodale. They also publish Runners World, Bicycling, Backpacker, Men's Health, etc. I think this company does an amazing job of providing info for those readers new to the sport and novice in ability. As for advertisers, many do not utilize the space to reach the market they seek it is true. Whose fault? The big swimwear companies often utilize their sponsored elite athletes in their ad photography. Beside the fact that print advertising alone is perhaps not the best use of marketing/advertising dollars, our publication needs to grow in its distribution numbers to attract the big advertisers. Also build opportunities for other types of marketing via masters events and media. I believe we are going to see these circulation numbers grow quickly in the upcoming few years. But for now, SWIMMER reaches a relatively niche market for advertisers. All that said really to answer the question with; Fitness and Lap Swimmers need to speak up - and loudly, making their needs known to the editor and staff of the magazine so that they are heard. I've seen many a plea and request from Editor Bill Volckening for story ideas and submissions. No locker room or forum chit chat. Make it happen!