Swimming World Moves Toward Metered Paywall

Video Preview of February Issue

PHOENIX, Arizona, February 2. IN the February 2012 issue of Swimming World Magazine, CEO Brent Rutemiller lays out the company's reasoning behind implementing a metered paywall for online content in the second quarter of 2012.

In 2012, SwimmingWorld.com will move to a metered pay wall, subscription-based model to ensure our long-term growth and viability. This is the final phase of our evolution to consolidate all of our media vehicles under the Swimming World brand.

Access to our content will originate from SwimmingWorld.com. We will no longer be able to provide unlimited free access to our online content without financial support from the swimming community.

We are firmly committed to remaining an independent, magazine-based, multimedia company for aquatic sports.

Being independent allows us to provide truthful and unbiased reporting of news and events. This has been a point of pride for Swimming World since its inception nearly 60 years ago. It takes real dollars to provide the service that our loyal readers expect.

Our only revenue support has been through magazine subscriptions, advertising support and sales from our swim shop. However, those revenues are not enough for us to compete in the emerging world of publishing.

Beginning in Q2 of 2012, users who come to SwimmingWorld.com will be allowed a limited amount of free access to our content. At some point, they will be prompted to support our efforts with a minimum monthly subscription fee that will include access to Swimming World Magazine. We anticipate that the cost to support Swimming World will be less than the cost of a hamburger or a Vente' latte coffee from Starbucks.

We have already started the process with the launching of our SwimmingWorld App found in the Apple Store and Android Market for $3.95. Download the app to get our "Morning Swim Show" and "Streamlined News" delivered to your mobile device.

Yes, we expect that there will be those who believe that the Internet should be free and will not support us. And we know that our Internet competitors will market against us. However, we believe that a majority of our users appreciate the important role we play in the swimming community and will be willing to support our vision.

Swimming World's employees are dedicated to bringing you the news via print, web and Internet TV. We also have several freelance reporters and contributors who work around the clock running down important stories every day. We travel to major events at our own expense and support clubs with streaming services—all with the intent to promote the sport we so dearly love.

Our infrastructure took years to build and is recognized worldwide as the record for the sport. But "record" is no longer defined as simply a listing of times. It means having previews, athlete and coach profiles, technique and analysis. It means taking on tough issues and investigative reporting. It means publishing that content in print and digitally to all media platforms. All of this requires real dollars and real support from our passionate users.

Being the publisher and CEO of Swimming World is more of a responsibility to the sport through the ages than a simple business model. I can count on two hands the number of independent publishers who have come and gone in our sport, and I am proud that Swimming World has been able to survive and evolve with the times.

Our next step will certainly be our biggest, and we are counting on your continued support.

Click here for a preview of the other multimedia items available in the February issue.

This issue is truly interactive with nearly 50 links for Premium Subscribers to get the rest of the story, results or even visit the web sites of Swimming World Magazine's advertisers.

Become a Premium Member Today to take advantage of these great digital versions of Swimming World Magazine.

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February 2012 Issue
Contents of The February issue:

7 International Spotlight: South Africa by Jason Marsteller
9 Lane Lines to London sponsored by Competitor by Jason Marsteller
This month's regional Olympic preview features Africa.
12 2012 Olympic Preview: Water Polo by Emily Sampl
At this summer's London Olympics, the water polo competition looks to be a dogfight, with no clear favorites among the men or women.
14 Olympic Flashback by Jeff Commings with special contributions by Steve Johnson
Duke Kahanamoku, Aileen Riggin, Johnny Weissmuller, Yasuji Miyazaki and Hendrika Mastengroek were among the champions who competed in the Olympics between 1920 and 1936.
16 Rising above the Crowd by John Lohn
Come this summer in London, Sarah Sjöström just might have what it takes to become Sweden's first female Olympic gold medalist.
19 Defining Moments by Jason Marsteller
USA Swimming's senior and junior nationals as well as the Duel in the Pool between the United States and Europe highlighted the end-of-the-year competition.
20 Workout Card: Crimson Tide Masters by Coach Catalina Casaru
22 Q&A with Coach Sean Peters by Michael J. Stott
25 How They Train: Kayla Scott by Michael J. Stott
26 The Case for Volume by Michael J. Stott
Part I of a two-part series on volume examines the premise that mega-yardage is a requisite for distance swimming excellence.
28 USSSA: Swimming with Autism
by Tammy Anderson-Lee
35 National Age Group Record Setter by Judy Jacob
36 American Relay by Judy Jacob
37 TYR Age Group Swimmer of the Month

DEPARTMENTS
6 A Voice for the Sport
30 Camp Directory
39 Lane 9/Gutter Talk
40 For the Record
45 Calendar
46 Parting Shot

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