The same lack of Gore technology is evident when one looks at the running market, and in response Gore has licensed the Runners World name from Rodale publishing for its Running line (BOSS_0340). Rodale, the publisher of Runners World Magazine, has seen a bit of negative feedback coming from vendors and publishers alike, with unsubstantiated claims of lack of profitability and compromised editorial integrity flying about the deal.
In an exclusive interview with SEW, Tom Busey, president of Rodales Mens Health & Sport Group said, “We outsource all of our reviews to a neutral party”, refuting claims by others of a lack of neutrality. The Runners World editorial staff, whose salaries depend on advertising dollars, remains separated from the review process entirely.
“This was a licensing agreement, not an endorsement, and has nothing to do with the content development of the magazine,” said Busey. “I think the people who are complaining the loudest will find, in a year or two, they will have a bigger piece of an overall bigger running market.”
>>> We remember the reasons vendors cite for getting into retail when retailers dont fully represent their full line to consumers. Isnt this just the same strategy moving upstream?
