Well it sure has been an interesting couple of days.

Camp one was flooded and all the competitors had to be evacuated to hotels. However, 4 people to a 2 man room assured that we all felt like we were in camp.

In fact our British spirit really showed through yesterday when about 20 of us broke camp (the hotel) and went for a run in the rain, much to the amusement of the other nationalities.

The first stage of the race has had to be scrapped as the tents and equipment could not rescued in time for today’s scheduled start.

But fear not, the race may be 1 day shorter, but the organisers have thrown in 10 miles of the biggest dunes around into a revised day one to keep Marathon des Sables on target as the toughest footrace on earth.

Matt Mahoney

Through knowledge comes hope
Running Marathon des Sables 2009 for Yorkshire Cancer Research

Links:

Sponsor me: www.justgiving.com/mattmds
Web: www.mahoney.co.uk/mds.php
Charity Site: www.yorkshirecancerresearch.org.uk
Official Race Site: www.darbaroud.com/index_uk.php

27th March
Day: T minus 2 – Into the desert
Excitement Level: Damp

So you thought the Sahara was hot and dry. Well Today that couldn’t be further from the truth. The entire country seems to be flooded and half the competiors can’t even get to the first camp.

What is notoriously the toughest foot race on earth is fast looking like turning into the toughest swim.

At this very moment in time we are sat 12kms away from camp and unable to get there because it’s too dangerous for the military transport.

This might be a very long damp night.

26th March
Day: T minus 3 – Fly to Ouarzazate (Morocco)
Excitement Level: Medium rare

“Training to run 100 miles is like training to get hit by a truck”
Luis Escobar

Right now I am pondering the collective noun for the throng of Marathon des Sables competitors that congregated at Gatwick this morning; an asylum, a band of mad men or maybe a hobble (probably more appropriate for the inbound journey)?

So this is it, we have all arrived on the worst self catering beach holiday on earth. Nonetheless, spirits are high and 800 MdS bores have finally released their family and friends from months of obsessive gibbering about freeze dried food, pack weight, their latest injury and the pros and con of long v short parachute silk gaiters … guilty as charged I’m afraid.

Spirits were high as dinner chat turned to pack weight and calories.
So many different tactics, the proof, no doubt, will be in the running.

So we all headed to bed early to pack and repack. 1 day to go!

Day: T minus 7 days
Status: Philosophical
Excitement Level: about 5 on the Richter scale

“You’ve got an abnormality in your heart”, said my doctor, “but it’s quite normal for an athlete”. Phew! Medical passed. Never has so much teetered on the latter part of a sentence.

So cleared as being fit as a fiddle, a bizarre expression if ever there was, the race is on!

Eighteen months of preparation including 216,000 situps, 21,000 pushups, 4,200 miles run in training and completing, amongst others, 101 miles in 24hrs, has finally culminated in one week to go.

Someone recently asked me whether I was ready. I answered, with bravado of course, “I was born ready”. But the truth be known the MdS has an awful reputation for culling even seasoned ultra athletes. Sure the 24hr marathon is mentally harder, and perhaps physically, but you’re not carrying 12kgs and running for 7 day in 50c+ heat with the much fabled problem of trashed feet.

Everyone has their Everest, and at the moment the Marathon des Sables is mine. I often say to people I train that the thinking is always worse than the doing, but when you’re there, seven days from the start line of the toughest footrace on earth, it is very hard to listen to your own advice.

There remain a few bits of kit to scrabble together over the next few day, oh and the all important crew hair cut (luscious locks are not the order of the day in the desert), but otherwise everything is pretty much ready to go.

“What are you running?” I hear you cry.
The Marathon Des Sables is a gruelling 7 day, 150 mile foot race through some of the world’s most barren desert terrain in temperatures exceeding 40 degrees centigrade.

Competitors carry all their own rations, water, cooking and sleeping equipment and are to all intents and purposes entirely self sufficient…. and certifiable.

“Why?” - For Yorkshire Cancer Research (YCR) of course.
YCR is a wonderful charity that has become the most successful regional medical research charity in the UK. They fund internationally recognised research into the cause and cure of cancer at universities and their associated teaching hospitals throughout Yorkshire.

Links:

Sponsor me: www.justgiving.com/mattmds
Web: www.mahoney.co.uk/mds.php
Charity Site: www.yorkshirecancerresearch.org.uk
Official Race Site: www.darbaroud.com/index_uk.php

There’s no doubt these are tough times for the media industry. Advertising revenue for both newspapers and television companies is substantially down with forecasts of a 20% reduction in one year is common.

In truth it is hard for these companies to survive and we’re witnessing both a haemorrhaging of jobs and significant closures of titles. And bizarrely we’re all able to watch this play out on the new media that was in line to save these venerable organisations. Employees can be seen blogging and twittering away on their last days at work.

And the cause of all this isn’t difficult to see. Despite the cuts the cost bases of these traditional media houses are too high. On-line advertising just hasn’t filled the gap caused by the decline in revenues and people simply don’t want to pay for news – be it on or off-line. And despite what the clever people tell you a ‘free’ economic model is never going to pay the bills.

But there’s an underlying issue here that goes far beyond this recession. And if we’re going to be honest with ourselves it needs to be addressed if we’re going to come out of it. Is the industry we work for meeting the needs of the audiences it serves?

The danger here is that our major media outlets are driven more by their cost models than the needs of their constituents. We’re too keen to distribute what we want to produce rather than what people will pay to receive.

And there lies the rub. Interestingly all our research shows that people – both personally and professionally – have a much greater need to communicate than they did before. And if we actually listen hard and work to meet that need then the economic model will follow.

Examples aren’t hard to find from iTunes through to journal subscriptions people will pay for what matters to them. So lets put our efforts into making sure that the ‘new’ media economy that comes out of this recession is fit for purpose and not just a re-hash of 19^th century ideals.

When the average American watches the evening news there is precious little international coverage. And you can bet that what there is pays scant regard to the millions of lives affected each year in the world’s poorest countries by disease and malnutrition.

And it’s the same when it comes to newspapers. Throughout the United States thousands of editorial jobs have been lost, budgets cut and revenue restricted which has led to a narrowing of coverage. And this means less room for stories about the world’s poor who after all don’t vote and don’t buy advertising.

And here lies the paradox. Because the United States is also responsible for spending hundreds of millions of dollars on fighting these killer diseases in the developing world. The Government through its various aid projects and wealthy private sector organizations such as the Gates Foundation.

So how do we square this circle? There is clearly both the interest and the money to fight disease but no place for coverage in traditional media. Part of the answer here lies in new technology. Take Global Health TV as an example. The channel tackles many of the issues talked about here and is funded via several initiatives. But even so being a web based channel it suffers from the normal competition driving traffic to its site.

So enter the EdgePlayer. Global Health TV has transformed its reach by putting video players on high profile sites whilst retaining control of the content played on them. Take a look at thelancet.com and globalhealthcouncil.org as examples. And the result is over 100, 000 people each month tuning into coverage on global health. And given the problems we have to deal with that coverage is invaluable.