MEDIA RELEASE

The innovative new triathlon magazine LAVA made its debut July 15. Under the direction of John Duke, LAVA will take readers into the fiery center of triathlon.


LAVA, playing homage to the volcanic islands in the Pacific Ocean where Ironman and the sport began, delves into the entire multisport scene. Athletes who value the regular and hard-core multisport experience are the target for the magazine. With LAVA you will find the latest news, gear, people, events, training, photography and features.

The magazine, only available by subscription, will consist of three issues in 2010, with plans to expand to bi-monthly and monthly circulation in 2011 and 2012, respectively.

The premiere issue, dated August/September and featuring two-time Ironman World Champion, Craig Alexander, started hitting mailboxes July 15. All domestic athletes who register for a 2010 Ironman or 70.3 event in North America or sign up for a 2011 Ironman or 70.3 event in North America by Dec. 31, 2010, will receive a complimentary one-year subscription.

The magazine will be made available to international athletes, following the same registration criteria, in digital form. Starting in 2011, international readers will have the opportunity to purchase the magazine in electronic form. Digital and print subscriptions are available through www.ironman.com and www.LavaMagazine.com for $19.95.

Duke will oversee content for the magazine brand and will serve as the publisher and advertising director. Duke spent 14 years as publisher of Triathlete Magazine and most recently was senior vice president of the print media division for Competitor Group.

“I am incredibly excited about the inception of LAVA Magazine,” Duke said. “Our manifesto is simple; to speak directly to the top-tier, core triathlete. We have been overwhelmed by support from the industry and look forward to providing triathletes with the hottest news in the sport.”

Unique to the site is a social-media component that includes site-wide use of Facebook’s new social plug-ins, which allow readers to recommend, share or comment on LAVA stories with other readers. Thanks to the full integration with Facebook, readers can choose to simultaneously post their public comments to their own Facebook profile, allowing them a chance to “peel” off from the main public discussion and talk privately amongst their own Facebook friends.

Additionally, for those readers not on Facebook, the site supports sharing links to stories via Twitter, e-mail or several hundred social sharing sites all with a single click.

— Find out more:
www.LavaMagazine.com
For general LAVA inquiries, contact Kayla Newby-Fraser at KaylaNewbyFraser@LavaMagazine.com
For editorial, contact Susan Grant-Legacki at SusanLegacki@LavaMagazine.com
To advertise in LAVA, contact Sean Watkins at SeanWatkins@LavaMagazine.com