I received my March issue of Runners World in the post the other day, and I have to say I’m beginning to find the covers something of a joke. It’s almost always an absurdly fit looking person, smiling in the perfect-teeth sort of way only an American can manage, with a lovely backdrop and no visible sign of sweat or exertion. Usually in a one foot raised ‘look mom I’m running’ kind of way.
It’s all a little tiresome really. I don’t actually think I’ve seen such creatures in the short time I’ve been involved in the running community. It’s also something that comes up on the forums occasionally, challenging whether they’re “real runners” or “just models”. My votes with the latter. Because Runners World is an international publication with localised editions, it seems strange they only seem to use what appear to be American front covers, especially given the heavily localised content inside. The dirt tracks and scenery certainly don’t look like anything I’ve ever seen in all my years in this country, runner or not.
Ah, a spot of Googling reveals Runners world customer service get this a lot:
Yes, we realize that many of our covers and photos do not represent the average, everyday runner. However, as a runner, you know what it means to be a competitor. Runner’s World is also a competitor in a national-magazine marketplace where every other magazine uses models who are younger, more gorgeous, and more well-proportioned than anyone deserves to be. And, as a competitor, we have little choice but to try to match these other magazines. That’s what helps us stay in business so we can bring Runner’s World to readers like you every month.
Erm, competition? Last time I checked in Borders, there’s only one other national running magazine on the shelf, and it (Running Times, perhaps?) featured “everyday runners”, even if (from the website) they might be in a very different location, at least it’s actually a real runner, and looks genuine and unstaged.
The appeal in this country is surely to the vast bulk of runners who, I’d have thought, know what it’s like to run in adverse conditions. I can’t even imagine these unsweaty, perfectly tanned, smiling models know what a damn, cold, muddy and windy British running session is, much less use a different pose that doesn’t show off their abs.
Or have I got the wrong end of the stick, am supposed to embrace the models’ falseness in a yes-isn’t-it-wonderfully ironic sort of way? Nah. Can’t do it. I just think the covers suck.
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January 31st, 2008 at 11:40 am
As soon as I saw the subject of this entry in my newsreader I knew exactly where this post was heading. The scenery and backdrop of these pictures is normally lovely and I’d love to run there – but clearly its not in the UK (or anywhere I’ve found ‘down south’).
As for the women – I can understand the visual appeal of them but when I buy a running magazine I buy it for its content – not the ‘bird on the cover’. The covers do look more and more like magazines such as FHM, stuff, nuts etc. using fake ‘models’ for cover shoots. You are indeed correct in that these girls never sweat and don’t look like any runners who you’ve seen in the real world.
Personally I’d much prefer to see some of the fantastic “rave run” photos from inside the magazine featured on the cover, but I guess that doesn’t help sell magazines….
January 31st, 2008 at 11:46 am
I completely agree with you Dave on the ‘rave run’ photos, as well as one or two of the pictures from the race reports.
April 3rd, 2008 at 3:11 pm
[...] few months ago I had a bit of a rant about the persistent use of cheesy, tanned, smiling American models on the front cover of Runner’s [...]
June 19th, 2009 at 2:52 pm
I consider myself a runner of substance and more importantly a decent bloke, and I like the cover models.
I like that they attract people who are not already hooked on running or the content of the magazine.
They make running look fun and glamorous, almost enticing.
My beautifully manicured, pampered girlfriend has even been heard to say ‘that looks good, maybe I should start running’.
Maybe we should let Runners’ World indulge us with a little glamour and enjoy the reputation it gives us as the beautiful sport?
I am bleaching my teeth and my trainers as I speak : )
March 9th, 2010 at 10:18 pm
I have been reading Runner’s World basically since I could read (my dad’s a runner and has been subscribing for years). Now I am an avid runner and a subscriber. Personally, I have always found the gorgeous “runner” models an inspiration. Their beauty, especially the models with blatant muscles and tone, has always motivated me to get out there and work.