Come Together: Publishers Harness the Power of Community-Based Publishing
Support Communities That Already Exist
Molly O'Keefe, publisher of Runner's World, has also made an effort to provide a platform for her community. The running world has its own celebrities and well-known personalities, and many have taken to the blogosphere to discuss the latest gear, best training methods, and big races. "These are people who are respected in their communities, who have a strong following," says O'Keefe. "If we can tap into those audiences to give them some of the Runner's World experience, then that can only help us to grow in that space."
The Runner's World experience is all about providing support to runners, not only by offering training and gear advice, but also by motivating readers to keep running and living the runner lifestyle. "We are all runners here, so we know the mindset of the runner and we know the challenges," says O'Keefe.
One challenge O'Keefe and her team sought to address was the running slump that typically happens around the holidays. From Thanksgiving to New Years and Memorial Day to Independence Day, there are very few races. Combine that with all the holiday feasting and it becomes easy for a runner to lose motivation. In order to help overcome the slump, O'Keefe's editors created Runner's Streak-a resolution Runner's World editors and readers make to run every day. It quickly became a popular hashtag on Twitter, #RWRunStreak, and acted as a rallying point on social media for runners to track consecutive running days. Even if it's just a mile, the Streak provides the spur that keeps runner's motivated, and Twitter provides the perfect platform to share one's streak and encourage fellow runners.
It's also an amazing way to generate traffic. "At the peak of Runner's Streak, we saw that 2,200 different people tweeted about it and that led to 23 million impressions on Twitter over that three-month period," says O'Keefe.