Move Press 'transitions' 3/Go Triathlon title
Posted: Wednesday, June 20, 2012
Nicole Formosa from Bicycle Retailer
Move Press publisher Brad Roe voiced disappointment on Monday that the business model for 3/GO triathlon magazine didn’t resonate better among industry advertisers and on the newsstand.
“I’m sad, to be honest. It’s a really great magazine and I’m proud of it; it just didn’t take,” Roe said in reference to his recent decision to end 3/GO’s print run. The brand will continue in the form of special projects, with Move Press’ creative team producing race guides, films and videos. The new media projects for 3/GO will be similar to the Peloton Presents video series called “The American Way,” which documents bike brands manufacturing in the U.S. The team has three projects booked in the next two months on the triathlon side, Roe said.
Move Press focuses on high-end design, quality and long-form journalism, an approach that didn’t seem to pop among triathletes the same way its sister publications, Peloton and Switchback, have for their respective audiences, Roe said.
While the industry perception is that the triathlon world is rife with large numbers of affluent athletes, Roe said he thinks the space is much smaller than he, or others, anticipated, not to mention the competition for ad dollars among triathlon titles. Lava magazine launched the year before 3/GO, Competitor Group publishes Inside Tri and Triathlete and H3 Publications has Tri-Magazine. Roe found out it may be too much for a niche industry.
“We tried. We went after it for sure. We just weren’t able to get the industry behind the print title. It’s just a really difficult decision for us to make. It’s a great product. I’d hold it up against any of the other titles. We just felt it was wise to move on and focus on what we do really well,” he said.
Roe said the Move Press staff would be reorganized in light of the decision to end 3/Go in its print form, and there would likely be a few layoffs, although he was not ready to talk specifics. The magazine was headed by Paige Dunn, a sports psychologist, three-time Ironman competitor, and former contributor to Road and Competitor Group. There was some staff crossover from Move Press’ other titles, and a group of regular freelance contributors.
3/GO launched at the Wildflower triathlon last year, and ran for nine issues. It cost $7.99 on the newsstand—the same as Peloton and Switchback—and had built a circulation base of about 6,000 subscribers in 22 countries in the first year.