Advantage: Running

May 2, 2010

The first point runners use to sell their sport is the lack of necessary gear. All you need is a pair of shoes, they'll say. At no time is running's advantage more apparent than on race morning. I'm writing this blog post on my first race morning of 2010 at a quite reasonable time of day, 6:45 a.m., and I'm afforded this luxurious combination of free time and restedness by running's simplicity.

Other than two years of walk-on swimming in college (where you need a pool, goggles, a towel, and apparel that will fit in the palm of your hand), the dominant sporting activity of my adult life has been triathlon. If I were racing a tri this morning, I'd have spent a solid hour last night coordinating equipment: shoes, socks, tri shorts, tri jersey, gloves, sunglasses, helmet, bike, spare tires, spare tubes, air pump, chain lube, water bottles, various energy gels and powders, sunblock, goggles, wetsuit, wetsuit lube, race belt, running shoes, speedlaces, gym bag, towel, and probably those few items that triathletes are always worried to forget but usually remember if they provide enough opportunities to coordinate race-day equipment.

The race would likely have begun at 9 a.m., and it would have been at a reservoir, which would likely require a half-hour drive to get to. The transition area would have opened at 8 a.m., and I would want to have arrived bright and early to get a choice location and avoid bumping elbows with stallmates. Add in gear-wrangling into and out of the car, and that's a 7:15 a.m. departure and a 6:15 a.m. wake-up, at the latest. Once at the race venue, there's tire-pumping, lugging bike, gym bag, and wetsuit to transition, race number, body marking, and timing chip, sunblock, last-minute hydration, the inevitable porta-potty line, and a three-sport warm-up.

And then there's the attempt at flawless execution of the race-day plan where all that gear serves to speed you up instead of slow you down so that you finish a few minutes faster (though it still takes at least an hour to finish a tri). To be a triathlete requires neurotic organization; there's just too much to remember for it to be a sport for the forgetful or unmotivated. And that's just race day and the day before. Let's not forget a few months of daily periodized training in three sports.

Last fall, I was given the opportunity to take my running more seriously. Since then, life circumstances have forced my (unreluctant!) temporary retirement from triathlon. I've been running instead, and I can appreciate single-sport training over triathlon.

Sure, triathlon forces you to work out every day. Sure, you enjoy fitness in three sports instead of one. Sure, the endless gear wrangling and triplicate gym bags help keep you on your toes.

Cycling's got the pure fun of riding a bike. But, man, you can't race a bike with any panache without spending huge amounts of time riding. Swimming, especially outdoors in mid-summer, is pleasant and scenic, but again, to be competitive takes at least an hour of swimming a day and, frankly, who can stomache getting into a cold pool that often?

Running has its downsides, too (future blog post!), but gear-wrangling is not one of them. Preparing the gear for today's 5K took me about 1 minute per mile. Shirt, shorts, shoes, socks, race belt, charge the Garmin, hat, sunglasses, warmup pants, jacket, and a few colder weather versions of these items. And I actually got a decent night's sleep knowing that the gear was under control and that today's race should take me about 23 minutes (hopefully slightly fewer!).

I'm now back from the run, having dropped 52 seconds from my best 5K time. In my first-ever podium finish, I placed third in my age group (20-39) with a time of 22:18 (Here's the Garmin data.).

It was after the race that I realized yet another advantage of running over cycling or triathlon: when you finish the race, you simply walk away. In triathlon, you've got to pack everything up, including a sopping wetsuit, wrangle stuff and bike to your car, jam it all in there, get it home, and do a little preventative maintenance before you stow it away.

But at this race, I didn't just walk away. I took a few minutes to enjoy watching the finishers, many of whom were grade school kids. On my way back to the car, I enjoyed a rare treat: a free post-race coffee.

Running has its advantages!

Anatomy of a Publicity Stunt

It was a friend in college who introduced me to the concept that luck comes with hard work. He'd just beaten me at some game, on what I felt was a lucky shot. I told him so and he replied, "You make your own luck."

I've found it's double-edged sword to work in publicity. Rarely can a publicist claim full responsibility for some good press, yet it's often that a publicist can claim at least some of it. This week, some hard work paid off in the form of a lucky break, but it was a fan boy blogger and the quick-thinking, fastest pro cyclist in the world who deserve most of the credit.

In the 24 hours after Mark Cavendish sprinted to victory in the first stage of the Tour of California last Sunday, a book I'm promoting got mentioned on ESPN.com (since updated), in the New York Times (since updated), the Los Angeles Times, the San Francisco Chronicle (since updated), the Sacramento Bee, the Santa Rosa Press Democrat, and two cycling websites. This is a mother lode of publicity, more than many small publishers could hope for in a few years!

Last winter, we acquired Mark Cavendish's autobiography, Boy Racer, which  from the original UK publisher as a late addition to our fall 2010 list. We planned to publish the book in June, a comfortable month before the start of the Tour de France. In February, we made some print-on-demand ARCs (advance reader copies) of the book. Book publishers make ARCs to send to taste makers to ask for their endorsement and to magazines to line up publicity during the months it takes most magazines to plan out, develop, and publish their editorial content.

In March, I shipped out 20 ARCs to the big cycling print magazines and in April, I shipped 10 more to cycling websites and bloggers. I didn't ask for an embargo (because I think publicity embargoes are cheesy, especially in a small market like cycling), but I asked the magazines to consider book reviews and excerpts for their pre-Tour guides and mentioned to the websites that I was hoping for publicity after the Tour of California start.

Cav won the stage, which meant he was expected to take questions from the cycling media during a press conference soon after the race. Velonation described the scene like this:

"Following the race, Cavendish was relaxed and confident, and answered the myriad of questions with aplomb, but in an almost whisper. When asked about the Tour de Romandie victory salute debacle and whether he was thinking about that as he crossed the line, Cavendish was blunt and didn't pass up on an opportunity to give a healthy nod to his recently released book.

"I honestly don't think about my celebrations too much. You should read my book, Boy Racer. It's out in America now. I'll be doing some book signings during and after the Tour of California. It's a good book. In the book, I talk about how I switch off my emotions during the race. As soon as I cross the line, it all comes out. Most things are pretty impromptu, it's just all that emotion built up inside. When I cross the line first, sometimes I'm a quick thinker and come up with something, but for the most part, it's pretty impromptu."

At this point, a journalist in the crowd pulled out a copy and handed it to Cavendish. He dutifully held the book up and flashed a big grin." 

It looked like this.

That journalist was Richard Masoner, the blogger behind the Cyclelicious website, to whom I had sent a Boy Racer ARC just a few weeks before the race. He had taken his ARC with him to the Tour of California, hoping to get Cav to autograph it so that he could give the signed book away to a reader.

The Santa Rosa Press Democrat described the events with more snark:

"Sprinters in cycling are like sprinters in track. They strut. They like to call attention to themselves. They are divas, showmen, who blossom like a peacock in front of a camera. When Cavendish stepped in front of the camera Sunday in the post-race press conference, he couldn't resist. From the podium he motioned to a man in the audience, presumably, and embarrassingly, a journalist. The journalist rose from his seat and brought to Cavendish a book.

It was Cavendish's recently published autobiography. That alone speaks volumes. Cavendish is only 24 years old. Some NFL wide receivers could get tips from this guy on self-promotion – which would soon become readily apparent.

The Brit then propped up the book, its cover facing the audience, pointed to it and said, “It's a good book.”

He smiled and he didn't stop smiling and he kept the book propped up for the couldn't-be-ignored photo op. Yes, maybe he had to squelch a defiant urge when he crossed the finish line but Cavendish couldn't be rung up for self-promotion."

It was Cav pimping his book after his win that caught the attention of the New York Times, ESPN, the Los Angeles Times, the San Francisco Chronicle, the Sacramento Bee, the Santa Rosa Press Democrat, and Velonation.

I learned about all this on Monday morning when I checked Google Reader and noticed the New York Times headline about Cav winning the stage. My jaw hit the floor when I saw how the book was mentioned, and then I raised my arms in victory!

It looked like this.

As any good publicist would, I printed the page to pdf and hit Google to search for more. I soon stumbled onto the ESPN and LA Times versions. (Quick aside: I noticed a lack of AdWords ads in the search results, so I took a few minutes to set up a campaign for Boy Racer.)

Another victory salute and then, having recovered my wits, I publicized the victory to some coworkers and our book trade distributor.

Finally, I noticed an email from Richard Masoner in my inbox. It said:

"Hi Dave,

I had Cavendish's book with me at his stage win in Sacramento Sunday afternoon. He saw it, grabbed it from me, and held it up at the press conference telling everybody they should read it.

The LA Times and NY Times both mentioned Boy Racer in Sunday's story on his win.

He also autographed the book for me. Is it okay if I give this pre-publication copy away in a contest?

Richard

http://www.cyclelicio.us/ is yummy!"

Yummy indeed! If I get the chance to meet Richard, I owe him a round of beers. Perhaps more than one round!

Of course, there are few less-than-perfect circumstances. First, the book isn't actually available yet nor is Cav actually scheduled to sign books during the remainder of the race. The book was bound and shipped to our distributor's warehouse a few days ago, which means it's sitting at a truck stop somewhere instead of selling like hotcakes; cycling fans who are now assuredly scrambling into bookstores are pawing through the shelves and walking away confused, frustrated, and disappointed. Publicity pushed demand, but the supply wasn't ready, and that means lost sales. I can only hope that Amazon and other online retailers just saw a bump in pre-orders.

Second, the cover on the ARC isn't the final one, and it's not as good as the final one. This is a pretty minor quibble considering only Cyclelicious posted the photo of Cav with his book.

Third, the book mentions have since been taken out of the ESPN and New York Times articles (which is why it's so important to print to pdf!). That afternoon, I emailed the book press release, cover image, and photo of Cav with book to all the reporters who mentioned the Cav-ARC incident to offer them a finished copy when they arrive next week. I hope this isn't what prompted ESPN and the Times to remove the mentions (both reporters were interested in receiving a copy). Should this happen again, maybe I'll wait a few days before thanking the reporter.


So if it's true that you make your own luck, then I'm happy to have placed an ARC in the right hands, even if it was those hands that put it in Cav's.

UPDATE: A coworker managed to catch Cav at the team bus today and got the final book into his hands!

It looked like this.

Photo of Cav with ARC used with written permission of Richard Masoner/Cyclelicious.
Photo of Dave with ARC and Cyclelicious website showing photo of Cav with ARC taken by Renee.
Photo of Cav with the final book used with permission of Ben Pryhoda.

Born to Run: Too Far a Leap

Christopher McDougall's book Born to Run is not about running, at least not what most of us consider to be running. Born to Run is a wide-ranging adventure story about elite, ultra-distance trail running, a cultish specialty of running that involves 50-mile races through wilderness terrain. 

Ultra running shares little common ground with the intended reader of Born to Run, the average American runner. Hard-core ultra runners seem like rock climbers; McDougall describes dirtball outdoors people who camp out near trail systems to run all day and party all night. By contrast, the average American runner is delighted to run a few hours a week on sidewalks, roads, and paths. To say that Born to Run is about running would be more than a small stretch.

In Born to Run, McDougall describes the events leading to a 50-mile trail race through Mexico's Copper Canyon. The race features a handful of native Mexican runners and elite American trail runners, and McDougall builds the race into a clash of cultures. The Tarahumara Mexicans are an indigenous society of agrarian hunter-gatherers that practices long-distance running for sport and survival. The Americans are mostly professional ultra runners who run impressive distances -- 50-mile and 100-mile races are typical.

But McDougall's book is written more like fiction than nonfiction. He has a mythology -- the Tarahumara are like a mythical people living in Shangri-La where all societal evils are neutralized through running. The Tarahumara have no cancer or metabolic disease. They have no violence or theft. They have no concept of sexism. The Tarahumara are the perfect society, McDougall says, because of running.

McDougall explains that the Tarahumara began running to escape eradication at the hands of Spanish colonialism. The people were driven into Mexico's Copper Canyon, a brutal environment lacking water, farmland, and so baked under the hot Mexican sun that colonists could not give pursuit. Realistically, the Tarahumara are a destitute people who live hand to mouth in a lawless, cartel-infested Mexican desert because they have no choice and few opportunities. McDougall provides the historical context, but his book conjures innumerable opportunities to characterize the Tarahumara as an ideal society when, in fact, they are an unfortunate lot.

For McDougall, the Tarahumara way of running has a magical quality; he characterizes it as "easy, smooth, fast" with little motion above the waist, but it's difficult to imagine. This video profiles the Tarahumara and Caballo Blanco, the hero of Born to Run who organizes an annual Copper Canyon race between Tarahumara and Americans. You can watch them run.

To me, these runners simply look like people who run a lot. The Tarahumara are not magical runners; they simply look that much better when compared to the average running American.

Chapter 25 of Born to Run lays blame for bad American running at the feet of Nike. Educated runners (and anyone who reads the New York Times fitness section) know the story: padding reduces the sensation of impact when our feet hit the ground. Reducing the feeling of shock makes it seem as if running is more comfortable, so it changes how we run. Untrained runners wearing shoes tend to land their feet heel first into the ground. Barefoot runners tend to land farther forward on the foot. Many biomechanists have shown that padded shoes distort our naturally evolved running form and actually may cause injuries rather than prevent them. (Stay tuned for a VeloPress book on how to run with shoes as if you were barefoot.)

McDougall takes the blame a step farther, saying that Nike's padded shoes have caused far more than millions of running injuries, they've also turned people off running, which has led to obesity, metabolic disease, and cancer. In short, Nike is the root of all Western ailments. The book pretty much says this.

In all of Born to Run, only chapter 25 seems grounded in reality, mostly because McDougall so heavily relies on what seem like second-hand interviews of authoritative sources like academics and scientists from interviews in the New York Times and on National Public Radio (specifically this 1997 This American Life episode about persistence hunting.). Still, I feel the comparison between normal running and the running in Born to Run too far of a leap. Trail running is very different from road running, requiring very different motions. Perhaps trail running's soft surfaces and its inherent variety of motions reduce its incidence of injury. After all, trail running must mimic the conditions under which we evolved to run much more closely than the hard surfaces and repetitive motions of road running. Unfortunately, I'm aware of no studies comparing injury incidence between trail and road running.

It's easy to overlook an important point here: none of the characters in Born to Run run without shoes. The traditional Tarahumara -- not all of them -- run with tire treads laced to their feet. Take a look at the video above and you'll see that their tire tread shoes are at least a half-inch thick. Even the character "Barefoot Ted" runs with Vibram Five Fingers, though the book seems vague about how often he actually wore them. Born to Run's entire mythology is based on the benefits of running -- specifically barefoot running -- and McDougall proclaims that America would be a better place to live if we all ran barefoot... yet just one person in the book runs barefoot and only some of the time.

Even McDougall runs shod -- in Nikes nonetheless. McDougall says he was inspired to write the book while seeking a cure for his own running injuries. Along the way, he comes to believe that running shoes injured him, but his own description of his rehabilitation at the hands of a running coach illustrates that McDougall was simply another bad American runner. His coach teaches him proper run technique and McDougall is cured. His comeback is evidence that Born to Run is a work of fiction: McDougall keeps his shoes on and is cured long before he runs with the Tarahumara.

This is the great joke of Born to Run: its entire premise is detached from reality. Born to Run is a make-believe book. McDougall tells us we should all run trail ultra marathons. The average American runner, for very practical and sensible reasons, should be skeptical. McDougall proclaims the benefits of barefoot running, yet no one in the book runs barefoot and back in Kansas, few competitive runners seem interested. McDougall's hero, Caballo Blanco, nearly gets into a fistfight with Barefoot Ted over what Blanco considers to be Ted's ceaseless and suicidal evangelism of barefoot running. 

Born to Run was an interesting and entertaining read, but the book requires suspension of disbelief from the first page to the end. Its writing style, which I've heard many compare to Outside magazine, is full of overstatement, jumped conclusions, and wondrous imagery. The day after I finished the book, I found myself Googling "Tarahumara" and "Caballo Blanco" during lunch at work.

I found this Running Times interview with Caballo Blanco. (The last question is telling.) I learned that, although the race has grown from 25 to 200 runners, the Tarahumara don't win Caballo Blanco's race anymore. I wonder how many Tarahumara compete for the corn and cash prizes for participants. You can read about Blanco's mission on his website.

Despite selling over 125,000 copies in its first year, Born to Run does not seem to have inspired many to take up barefoot running. Running.Competitor.com has been searching for barefooters for some time, without much luck. 

Born to Run accomplished two things. First, it introduced readers to the idea that running shoes might cause injuries. There is certainly some science to back this up, some of which is cited in Born to Run. Second, it has been raising awareness that there are healthy and unhealthy ways to run. For everyone in the running industry, this is good business. Both runners and readers should beware.