Tim Fogarty,
I'd be very interested to get your opinion on my idea of vouching for the advertisers:
VOUCH FOR YOUR ADVERTISERS
When supplement company X wants to purchase a full page ad (~$5k) for some product (say: Protein Powder X), someone from IRONMAN should head to the nearest GNC and buy a tub of said protein powder and send it off to a qualified lab for a full quality analysis.
Send the labs bill to the supplement company, then and only then should the ad go to print... with the lab analysis included.
Granted, the snakeoil companies would no longer advertise in IRONMAN, but you can bet most supplement consumers would pick up a copy of the mag... the increase in readership and prestige afforded by an IRONMAN magazine endorsement would allow you to charge whatever you want for ad space.
God I'm clever...
The Luke
...wouldn't that step, and relying less on the bullshit supplement manufacturers for your advertising income lend IRONMAN some modicum of the respect/integrity sadly lacking in the field. That would win over a loyal readership base.
Perhaps an added emphasis on natural bodybuilding would help... but instead of calling Jeff Willet a natural while simultaneously running articles in which 300 lb IFBB pros also claim to be naturals, IRONMAN should label steroid users ("Chemical Bodybuilding" perhaps) and confront the steroid issue head on.
-run articles on exactly what lifts/measurements constitute a good natural base (maximum natural size)
-emphasize that only those who have reached their maximum natural size should even consider steroid use
-put an emphasis on pre-steroid era bodybuilding
-cover other athletes who lift weights for their sport
-print/summarize in layman's terms the latest nutritional research
-do star profiles on inspirational bodybuilders such as Chet Yorton who stayed natural and keep lifting into their 60s
-stop the ghost written articles
-admit the role steroids play in bodybuilding
-admit steroids work
-cover the health/criminal problems encountered by those who use steroids; be candid about the fact that steroids aren't particularly dangerous... but don't skip over the statistical evidence that steroid users are a high risk group for other (associated) risk factors
...basically, turn IRONMAN into a magazine expounding the benefit of weight training as a way of life. Not a magazine that glorifies the sorry state of affairs that bodybuilding has become.
The Luke