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Publisher of Women’s Mag Calls It Quits

Published October 6, 2011

LOS ANGELES, CA (BRAIN)—Two years after launching the quarterly journal She Pedals and rebranding it as Endure magazine earlier this year, editor and founder Dena Eaton is pulling the plug.

The magazine announced the change to readers via its Facebook page, which has more than 1,500 fans. (Click on above link).

“Due to lack of support for the continued publication of our print magazine, we will be closing this page in 14 days,” the magazine posted earlier this week.

“I’ve used up most of my savings trying to do this and it’s time to go on to other pursuits,” the magazine posted in response to a reader comment that it continue on as an online-only publication.

Eaton did not respond to phone calls or emails from Bicycle Retailer and Industry News requesting comment.

Eaton, an architect and track cyclist, launched She Pedals along with two investors in October 2009 after noticing a void in the market for a cycling publication targeted to women. Her editorial focus was on different types of women who ride, profiling the personalities behind the bike and Lycra, as well as stories on training, nutrition, travel and Q&A interviews with female pro riders and women in the sport and industry. The magazine was distributed through small book shops and some Barnes & Noble book stores, with annual subscriptions and newsstand sales providing most of the magazine’s revenue stream.

In February of this year, Eaton announced plans to expand the magazine’s coverage into running and swimming. At the time, she also planned to bump up the magazine’s frequency to six issues per year, and re-brand the magazine as “Endure,” to better represent its triathlon sport coverage.

Topics associated with this article: Media/Publishing

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