Amid Fitness Boom the New Editor of Womens Running Sees Opportunity

first_img Warren: The popularity of running is really taking off with women in particular. Women now account for the majority of entrants in competitive races, clocking in at 57 percent, according to RunningUSA. That’s millions of women, and I want to reach all of them! Warren: I would love to start a podcast and explore the possibility of live events. I think the best way for a brand to grow and evolve is to foster an ongoing conversation with its audience. Building a strong and engaged community of readers helps to drive the brand forward and inform its content choices, and this is a core focus for me in the next year. Warren: Our biggest challenge is the same one that every media company faces: finding the best way to connect with our audience. The constantly evolving digital landscape means publishers have to remain vigilant about new technologies and agile about responding to how consumers want to receive content. Warren: Jessie has built a phenomenal brand, and I want to carry on the work that she has done by increasing brand awareness for readers as well as for advertisers and content partners. My experience customizing and localizing content across multiple platforms for various publishing and brand partnerships and my role as a brand spokesperson will be beneficial in achieving these goals. Last month, Competitor Group tapped Lonely Planet managing editor Rebecca Warren to do just that. Folio: sat down with Warren to learn a little more about her background and plans for the title going forward. With America in the midst of a “running boom” — 17 million people ran a race in the U.S. last year, 57 percent of them females — suffice it to say that her successor has some big sneakers to fill. Folio: What do you see as some of your biggest growth opportunities for the brand? ​Over her seven-year tenure as editor-in-chief of Women’s Running — prior to being promoted, earlier this year, to VP of Media for parent company Competitor Group Inc. — Jessica Sebor garnered deserved applause for repositioning the monthly title as not just a fitness magazine, but an advocate for inclusion, empowerment, and positivity. Covers that once almost exclusively featured models jogging in sports bras and taglines teasing 24-hour diets and shortcuts to flat abs have given way to women of all body types, who encourage readers with messages like “Love yourself,” “Dream big,” and “Feel great.” In the past year alone, Women’s Running cover stars have included a wheelchair track and field star, a transgender woman, and a runner wearing a hijab.  Folio: What about some challenges? Sebor’s impact has been felt on the business side too, where digital traffic has more then doubled in the last two years to over one million monthly visitors, while print circulation holds steady at around 45,000 copies per issue. Warren: Yes, we have a strong base of readers who subscribe to the print magazine and that remains a priority for me. Industry-wide, the dwell time with a print article is much greater than with a digital one, and it also offers a chance to have a focused, tactile interaction with the reader. The value of being able to engage with an article without a text message or alert popping up during your reading time can’t be overstated. Increasing our presence at races, through partnerships and brand ambassadors, is one way to do that. I also want to hone our social media strategy to give people a consistent and focused brand message across all of our content channels. We have a website redesign in the works as well, and my focus will be bringing a cohesive look and message across all of our content hubs. I’d also like to explore the possibility of retail partnerships and direct-to-consumer services. The fact that running is a low-barrier, widely accessible sport was also appealing. There is a broad audience available for women-specific running content, and that is an exciting opportunity. Rebecca Warren: I love what the brand stands for: inspiring and empowering women to live healthy, fulfilled lives. Women’s Running offers readers a holistic approach to wellness, focusing on running as a gateway to healthy living, by promoting positive body images, balanced nutrition, and practical and achievable fitness goals. Folio: Obviously the brand is seeing a lot of growth on the digital and social media side. Do you expect the print magazine to remain a priority going forward? Folio: Any other opportunities for expanding the WR brand? Rebecca Warren Folio: What first attracted you to the editor-in-chief role at Women’s Running? Folio: What do you bring to the position that will help you pick up where Jessie [Sebor] left off? last_img read more

Now Ratan Tata invests in speciality tea startup Teabox

first_imgRatan Tata, the former chief of the Tata Group who is currently chairman emeritus of Tata Sons, the Group’s holding company, has invested an undisclosed sum in a speciality tea start-up, Teabox. This is Tata’s fifth investment in a start-up this year. The announcement was made by Teabox in a media statement released on Wednesday.”His (Ratan Tata’s) direct guidance and experience in the tea industry will surely help us grow Teabox to be the first global premium tea brand from India,” said Kaushal Dugar, founder and CEO, Teabox.Teabox said that it procures premium tea directly from plantations in Darjeeling, Assam, Nilgiri and Nepal with the help of its warehouses in these places and sells them to customers worldwide. The four-year-old start-up raised $6 million in Series A funding in March 2015, taking the total fund raised to $7 million till date. Teabox was founded in 2012 by Kaushal Dugar and is backed by JAFCO Asia, Accel Partners, Keystone Group LP and Dragoneer Investment Group. Ratan Tata’s earlier investments in the current year are in technology and data provider Tracxn Technologies, pet dog care portal DogSpot, founded by Rana Atheya, cashback and coupon portal CashKaro, co-founded by Swati Bhargava and Rohan Bhargava, and baby care products retailer FirstCry.India is home to about 4,200 start-ups, according to software industry body, Nasscom. Recently, the government launched “Start-up India”, an initiative launched by Prime Minister Narendra Modi to encourage Indian start-ups.last_img read more

Watch Audience cannot stop whistling dancing as Disha Patani appears during Bharat

first_imgDisha Patani in Bharat as a trapeze artist.InstagramEver since the makers of Bharat released the trailer, the glimpses of slow motion song had built curiosity among the audience. Now that the film has hit the screens, the audience is going gaga over the whistleblowing performance of Disha Patani during the much-awaited performance.Disha took to her social media and shared the insights to the live reaction of the audience in the theatres captioning, “Thank you for your immense love #bharat”As soon as Disha makes an impressive entry in the film, the audience start hooting and when the Slow motion song begins the people start enjoying it so much that they do no’t hesitate to get up on their seats and start dancing while blowing whistles. The slow-motion fever is gripping the nation and the actress feels surreal watching people enjoy her work. Close The audience goes gaga over the whistle-blowing performance of Disha Patani as ‘Bharat’ hits the screenscenter_img Bharat is Disha’s third film in the row which has minted Rs 42.3 crore on the first day itself. The actress’ debut film M.S. Dhoni: The Untold Story and her second film Baaghi 2 were box office hits.When it comes to dancing, the actress is an absolute stunner with graceful and effortless moves. Disha has been treating the fans with insights to her dance rehearsals and now with Slow Motion song, it is a treat for the audience.After the back to back success of M.S. Dhoni -An Untold Story and Baaghi 2, which raked more than Rs 100 crore at the box office, Disha’s film Bharat has hit the screens across the country. The actress will also be seen alongside Aditya Roy Kapoor in Malang.last_img read more

Eating walnuts may help fight breast cancer

first_imgConsumption of walnuts may help suppress growth and survival of breast cancer, a study claims. The study, published in the journal Nutrition Research, found that consumption of two ounces of walnuts a day for about two weeks significantly changed gene expression in confirmed breast cancers. In this first clinical trial, women with breast lumps large enough for research and pathology biopsies were recruited and randomised to walnut consuming or control groups. Immediately following biopsy collection, women in the walnut group began to consume two ounces of walnuts per day until follow-up surgery. Pathological studies confirmed that lumps were breast cancer in all women who remained in the trial. The study showed activation of pathways that promote apoptosis or programmed cell death and cell adhesion and inhibition of pathways that promote cell proliferation and migration.last_img read more