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Al Schoenfield Media Award

2012 Richard “Dick” Deal (USA)


Richard “Dick” Deal was born in 1947 in Los Angeles, California. As a college student, he obtained a BA in Political Science in 1970 at Arizona State University. Before he got into the magazine business, he was a Committee Consultant for the California Legislature from 1972 to 1976. In 1977, he became the owner and publisher of Swimming World Magazine, one of the world’s most prominent magazines featuring swimmers and swimming.


In July 1951, Swimming World was first published by Bob Kiphuth, swimming coach at Yale University. It contained mostly records and times with very few photographs. In 1960, Al Schoenfield acquired the magazine from Kiphuth and began to publish Swimming World and Swimming Technique magazines. Al was publisher and editor of the magazines with his wife, Faye, until 1977.


In 1952, Peter Daland published Junior Swimmer magazine, stimulating age group swimming, which was becoming a large part of swimming in the United States in 1960, when Peter left Yale University where he had been coaching with Kiphuth and became the swimming coach at the University of Southern California. He passed Junior Swimmer on to Schoenfield. Schoenfield’s magazine now became known as Junior Swimmer. In 1962, Swimming World became the prominent name again for the magazine, with the tag name of Junior Swimmer. When Deal became editor and publisher in 1977, he was also publishing SWIM and Swimming Technique magazines. He hired a staff of experienced writers, most of whom have been with him for many years. In March of 2005, these magazines were printed separately. SWIM magazine became a publication of United States Masters Swimming.


Deal revamped Swimming World magazine by adding multiple photographs, influential articles on swimming technique, training, conditioning and event coverage. He worked hard to increase the quality and circulation of the magazine. His main initiative was to provide swimming information to the swimming community.


In 1994, Deal published the secret “Stasi Files” which proved the East German swimmers were being doped at the height of their success. Deal described mixed feelings over publishing Phil Whitten’s report, saying he was happy the information was public, but sad there were athletes who were cheated out of Olympic gold medals.


In 2006, Deal teamed up with Brent Rutemiller, who became Publisher and CEO of the magazine. Now called Sports Publications International, Deal is part owner, President and Chairman of the Board. Located in Sedona, Arizona, Deal has a staff of 14 highly qualified individuals and another 22 international contributor correspondents.


Swimming World is the official magazine of the College Swimming Coaches Association of America, United States Swim School Association, National Interscholastic Swimming Coaches Association, and is endorsed by the American Swimming Coaches Association and the Australia Swimming Coaches Teachers Association.


Dick has always been a huge supporter, the guy behind the scenes helping media members who have worked at Swimming World on the development and improvement of swimmer’s stories. His efforts have been invaluable in promoting and celebrating the great achievements of the world’s aquatic athletes.

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