I will be curious to read about the results. I don't foresee it being very successful. My guess would be 1 in 100, at best, will result in a sale.

I think he'd have more success with iPhone text ads targeting running-related sites on the mobile web. It will cost him $.25 per click, but the conversion rate will be much higher because 100% of the people that click the ad will have an iPhone and be interested in running.