Wednesday, October 12, 2011
Runner's World gets creative with ebooks
While reading the new (November) issue of Runner’s World this weekend, I came across an interesting experiment they’re trying. Distance running great Grete Waitz recently died, and of course the magazine has done a profile of her life, what they’re calling an “oral history”, for the print issue.


But it’s the next step that’s creative and cool – they’ve packaged the “full” version of this profile with eight stories about Waitz from the Runner’s World archives to create an ebook, available for $1.99 for Kindle, Nook or iBooks and with a portion of proceeds going to Norwegian cancer charity Aktiv Mot Kreft (Active Against Cancer), which Waitz helped found.

It’s a smart way to repackage existing content around a single theme, and to demonstrate to readers old and new your expertise on a topic. I’d love to see how well this performs for the magazine. 
- Kat Tancock
About Me
Kat Tancock
Kat Tancock is a freelance writer, editor and digital consultant based in Toronto. She has worked on the sites of major brands including Reader's Digest, Best Health, Canadian Living, Homemakers, Elle Canada and Style at Home and teaches the course Creating Website Editorial at Ryerson University.
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