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Into the fiery heart of triathlon with LAVA mag


With its inaugural issue available on 15 July 2010, innovative new triathlon magazine, LAVA has now made its debut. Under the direction of John Duke, LAVA will take readers into the fiery centre of triathlon.

LAVA is part of the Ironman Network of World Triathlon Corporation (WTC), owner of the Ironman, Ironman 70.3, Iron Girl and IronKids brands.

Playing homage to the volcanic islands in the Pacific Ocean where Ironman and the sport began, LAVA 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, will start hitting mailboxes in July.

All US 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 31 December 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 US$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.”

LAVA will be accompanied by an interactive Web site, www.LavaMagazine.com, which will feature content and tools to complement what is seen in print. A social-media component 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.




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