WTC Sells Lava Magazine
Written by: Dan Empfield
Date: Wed May 16 2012
The period intervening saw a change of direction at WTC, with a new CEO, Andrew Messick, and a general housecleaning and refocusing of the Ironman brand on what Messick sees as his core mission: the worldwide expansion of Ironman-branded races. The sale of Lava Magazine is a further clearing of the decks in pursuit of that mission. "Ironman is in the business of creating extraordinary races and event experiences," said Messick in a short statement announcing the sale of Lava, "not publishing."
If Lava Magazine placed WTC in the uncomfortable position of producing events while owning a magazine that competed with publications WTC wants to have champion its events, the sale of Lava goes a good distance toward solving that.
Triathlon's established print magazines will get a strong challenge from a familiar publication team. Lava Magazine to be a full service publication for committed, serious triathletes. 3.01.10
The former publisher of Competitor.com's print titles is now Ironman's manager of content. How will Triathlete Magazine's longtime publisher impact Ironman's message? 1.29.10