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.