Fifty years ago, Roger Bannister clocked the first sub-4 and Sports Illustrated began its illustrious run. Today, sub-4 miles are commonplace and the masters record is 3:58.15. But where is a masters magazine to match the milestone SI? I think it’s finally arriving. Starting this fall, GeezerJock will begin publishing.

A chief force behind this is Sean Callahan of Chicago, a free-lance sports and business writer with a track record for taking us old farts seriously. In 2001, he pitched the story of Kathy Jager to the New York Times Magazine — and was promised a big spread. Then 9/11 hit, and the deal died. But Callahan shopped the story elsewhere, and in late July 2002 it finally landed on one of the Web’s most respected sites: salon.com. You can still read “What makes Supergran run?”
About the same time, Callahan and associates launched GeezerJock.com — here shown in an early incarnation. He put up a few articles, including one on Phil Raschker But the timing was bad, and he couldn’t follow through on the site’s immense promise.
Now he’s retooled the business plan and is ready to launch a print publication under the same name. He informs us:
“GeezerJock Media will launch in October a new publication called GeezerJock that will cover masters sports and fitness. The magazine, which will focus on serious athletes who are 40 years of age and older, will cover a range of sports from marathons to baseball to basketball. The publication will include news, features, and fitness and nutrition tips. For a limited time, GeezerJock is offering FREE charter subscriptions to athletes who sign up on the publication’s Web site, www.geezerjock.com.”
Yup, he’s serious. He’s giving away free subs.
Of course, this is a tried and true tactic — called controlled-circulation publishing. Agencies exist to audit what the public calls “free throw-aways.” But lots of papers — including your typical Reader magazines in big cities (like one in San Diego) — prosper via free circulation. But it’s still risky business, this free magazine gig.
Callahan is up to the challenge. It helps that he’s a helluva writer and reporter. Even more important is his expertise in business. He’s a contributing writer for BtoB — the “magazine for marketing strategists.” Callahan’s latest piece — called Media Power 50 — shows he knows whereof he speaks.
For GeezerJock to succeed, however, it needs a sufficient base of subscribers. Advertisers in early editions are going on faith. Advertisers in later editions need hard numbers to justify their expense. That’s where we come in.
This is a win-win for masters track and older-age sports in general.
A serious, substantive and professional publication devoted to us can only help grow our numbers. With bigger numbers, we can demand more of our parent bodies (such as USATF), which currently give “the masters program” a pittance.
It’s my hope — and expectation — that Callahan’s crew will give the amazing range of masters sports the kind of attention we’ve long deserved. I’m not talking about fawning amazement that we’re still competing. I’m talking about pieces that will help us become better athletes, and give nongeezerjocks nuanced and sophisticated insights into what makes us tick.
Truth be told, GeezerJock may be our last hope for a serious magazine of this sort. About 15 years ago, a newsletter called Masters Sports had a brief run. Nobody knew about it. It crashed and burned without a trace.
But GeezerJock has made a great start already, wisely placing “contextual” ads for its free charter subscriptions on Amazon.com and others shopping sites. It’s a sponsored link on Google.com, with this blurb:

Hey Masters Athletes
Get free subscription to GeezerJock
-the new Masters sports magazine!
www.geezerjock.com
These folks have their shit together.
Now it’s your turn. Go to GeezerJock.com and sign up for a free subscription. I’ll keep y’all informed on its progress toward launch. This should be big.