Lance Armstrong Foundation launches custom magazine to e-mail database

Share this content:

The nonprofit Lance Armstrong Foundation has launched LiveStrong Quarterly, a custom publication aimed at cancer survivors and their advocates. The magazine was developed by Spot On Media.

Margot Sandenbergh, COO and editorial director of Spot On, said that has an e-mail database of three million, with one-third opting in for e-mail newsletters. The group sent the first issue last month to 100,000 database members.

The group sent e-mail messages to database members during the last week of January to ask them to opt in for the magazine, Sandenbergh said. Thirty-eight percent of those members did so.

“This is a company with very high brand recognition with a very loyal client base,” she said. “The advertisers will now be able to reach these people who are so passionate and engaged with health and wellness, and have their brands aligned with the LiveStrong brand.”

Advertisers can place ads online, as well as in the print edition. Sandenbergh said there are also opportunities for event marketing and sponsorships with the organization.

The publication's target audience is a psychographic, rather than an age or gender group, said Sandenbergh. She added that when the foundation launched, members skewed more male because the founder, Lance Armstrong, is male. However, that has changed.

“Because cancer is something that touches everyone in some way, we're now more focused on all those that are health-conscious,” she said.

The media outlet will feature profiles of cancer survivors, resources and information on cancer prevention and treatment and articles about general health and fitness. Sandenbergh added that the magazine will also serve as a fundraising vehicle and a communications avenue for the group.

The magazine is free, but Sandenbergh said the company could charge for it in the future.  

Calls and e-mails seeking comment to the Lance Armstrong Foundation were not immediately returned.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here