Hammer Magazine

Muscles strain. Exhaustion sears the brain. You could ease off, or stop altogether. Or, you could find out what you've really got inside, push harder and HAMMER.

HAMMER Magazine is dedicated to the passion of the modern endurance athlete, men for whom pushing the limits is a way of life. Runners, rowers, cyclists, skiers, skaters, swimmers -- the sports may change, but the drive behind them is the same: there is no greater challenge than maximizing your own potential.

Combining elements of lifestyle magazines such as Outside and Men's Health, sports magazines like Runner's World, VeloNews, and Sports Illustrated with the attitude of Blender and Spin, HAMMER is a high-style take on managing an dynamic life, targeted to the affluent achiever. HAMMER gives readers the tools to train their bodies for high-level performance, inspires their minds with investigative articles, and stokes their desires for the active life and all its accessories. Its pages are filled with gear, tips, profiles, event listings, advice and attitude that will appeal to a wide range of advertisers and lifestyle markets eager to reach this passionate group of early adopters.

The market for a magazine that approaches the pursuits of the amateur athlete as a lifestyle, one that can serve both the weekend warrior and the committed competitor, numbers in the millions. This market will only expand as Generation Y matures - the children of the soccer moms will enter adulthood with a love of participatory sports. Initially, the magazine will be nationally distributed in running, cycling and other speciality retailers, as well as selected newsstands. Free copies will also be distributed through clubs and organizations that host races and events to build an initial subscriber base and raise general awareness of the product. HAMMER is not only conceived as a magazine, it is an expression of a lifestyle and an attitude- in this vein, HAMMER has the potential to expand into other media outlets including the web and television.

Scott Frampton is the Editor-In-Chief of CMJ New Music Monthly and CMJ Network Inc.'s Vice President of Content. Under his watch, CMJ New Music Monthly has grown from a zero-circulation start-up to a venerable niche magazine serving fans of the up-and-coming, alternative and interesting in music. Several of the magazine's ideas and features have been adopted by magazines from Spin and Blender to YM. As the VP of content, Frampton oversaw the creation of consumer and b-to-b websites, the redesign and reconception of music business trade journal and all content spread out over the company's properties, including a 10,000-attendee music event in New York City.

Darcy Doyle has worked as an art director in the magazine business for over ten years, winning many industry awards, including several from the Society of Publication Design. Doyle's design work has distinguished the pages of magazines such as This Old House, Food and Wine and the New York Times Magazine. Her art direction and design has also been instrumental in the creation and launch of magazines such as SonyStyle for Time, Inc. and Aveda for Hachette Filipaachi.

Alex Bruskin is a freelance television producer and writer. He has worked with all the major networks as well as numerous channels in the Universal Television and Viacom families, and is currently a creative consultant at Nickelodeon. Alex also is an avid semi-elite athlete, coaching runners and teaching martial arts in his spare time.