Have a look at this:
This is a random Google Images collection of Runner’s World Covers.
1. Abs
I’ve been running for about 3 years, and I don’t have abs. Running is not something which gives you abs, so why are Runner’s World covers a washboard chest fest? This is belly button porno at its best. Fine, if there’s a cover issue of pro-athlete it’s understandable they have abs, but is that what readers need to see? Is it what Runner’s World wants to say with a photo of that person? Is an athlete the sum of their abs?
And when I think of male runners, the guys who I pass on the street, they don’t look like those guys. Running will not make you look like this, the gym, protein and weights will. Show me a hot runner guy! They do exist.
2. Hot pants
I have no problem with hot pants. ASICS sell hotpants, it’s just that perhaps 1 in 10 girls can/would wear hot pants while running. EVERY single girl on that random snapshot is wearing hotpants. Give me a break! Where is the alternative take on what women can or should wear while running? Looking at these covers we could imagine there are no trends or style to dressing for running. This one really really bugs me because I think a running wardrobe can say something about yourself, it’s an opportunity for self expression just like the rest of your clothes. The clothes on Runner’s World covers have nothing to say about what we wear while running, except that it should be as little as possible.
3. The cover conflicts with the content
“Mind & Body Issue”, “Beginners’ Guide”, “Winter Special”.Yet all the covers are the same smiling heads, topless, hot pants in summer and winter. It’s so weak, so unwilling to acknowledge the variety of a runner’s life, shaped by season, experience and gender and age. Any race is evidence that runner’s come in all shapes and sizes, young and old. The variety and range people who can be runners is one of the reason why I love it.
4. Context
The “runners” on these covers aren’t anywhere. They are in this weird blue and green world, divorced from any real place. It’s sad since many people read to connect with their surroundings. Simple but important point.
5. Happiness
The biggest lie told and sold about running is that it’s fun. That you will be smiling ear to ear all the time. Running, will have you abbed, tanned and in hysterics. No dear friends, those runners among you know that the path is frought with tiredness, sadness, anger and the big one….pain. Running hurts. It’s part of the deal. It’s part of what makes running a cathartic and worthwhile experience. What would be so bad with someone showed an ounce of any of those emotions on the cover of Runner’s World?
Let’s compare Runner’s World to the masters of the cover, Vogue. When I look at these pictures though I am less intimidated by these women by those bouncing bimbos in ponytails above. They are strong, sexy, beautiful and expressive. I won’t say realistic, clearly they are exceptional images of exceptionally beautiful women -that’s the point. There’s a good reason for the cult around Vogue covers. These covers inspire, they challenge, they reflect and at the same time lead the world of their readers.
Runner’s would do well to aspire to do the same.
Running Round Up:
Distance: 8km , Fast
Time: 00:45:51
I used to love getting Runner’s World before I cancelled it but only as my favourite game was ‘spot the airbrushing’ and I have to say, I never lost. There was always so much of it plus the photoshopping onto random backgrounds. ‘Today I will run in the desert and will not sweat at all’. It made my day!
Sounds like hours of fun!
Agree with you on Runners World though don’t really see a big difference with vogue and most womens magazines covers. Far to often the latter covers are of women size 8 and 10 or anemic and don’t reflect something that is achievable for most people same as runners world abs. I have given up buying Runners World but no doubt it inspires many to buy on the false promise of gaining a great figure and a lot of people do lose a lot of weight. Thats advertising
Well, I didn’t know Runners World, and I think I’ll continue without knowing it :) I’m not a regular runner, and perhaps I can learn more things talking with regular ones like you! Nice and funny post! :P
Ah, one of my favourite subjects! I promise to try and keep it brief. Agree with you about the false advertising of running but I have been in and around Repro Houses and retouchers enough to know that practically every human image you see in advertising or retail is heavily altered. “Get rid of that wrinkle” or “lose her moustache” are the kind of thing retouchers hear every day. Images like these represent a completely unattainable ideal, so unattainable that the models themselves do not come up to it’s exacting standards without undergoing a Photoshop makeover.
Still, I can’t see Runners World selling many copies if they were to feature as their cover star a sweaty, red-faced, red-eyed runner grimacing his/her way through grey and rainy streets…
Most likely the covers are designed to appeal to the non-runner who sees the magazine and thinks “Ooh… if I were to buy this mag, I too would become gorgeous and sexy with great abs and hot pants…”
I would love to see a few covers with the Ayami models, sweaty, tired but happy they’ve had a great run.
For sure! Let’s have it! I think many believe a campaign like AYAMi just can’t work-that people don’t want to see real runners- but ASICS shows it can be done. It can be real and say something.
Runner’s World is a ghost of its former self. I seems to be nothing but a vehicle for advertising and as you suggested, blue/green screened ‘models’ on the front. It has little to do with running and more to do with marketing. A quick look at the wiki on it shows the magazine having received several awards; all for advertising.
I won’t touch it…