- Lucia Moses, Mediaweek

NEW YORK As the ad-starved print industry scrambles to find new ways to charge consumers for its content, Rodale's Runner's World is launching a paid feature on its site where runners can access training programs to prepare for fall marathons.

The Marathon Challenge will launch June 9. For a $130 fee, runners can access features like personalized training tools, weekly e-mails and access to the site's community section. A $250 program will offer those same features and extra perks like post-race massages for people who want to run the Richmond Marathon on Nov. 14 with Runner's World 14 editors.

Runner's World is partnering with TrainingPeaks, an online training platform, to create the program.

The program is the first online paid initiative for Runner's World and won't immediately carry advertising, said Chris Lambiase, vp, publishing director of the magazine.

"This was created as an editorial product," he said. "In an ad recession, we're looking for other revenue streams. Once it starts to accumulate members, it's going to offer a very attractive opportunity for advertising."

Source: Mediaweek.com