Adventure Continues to Gain Media Presence

27 January 2009

For adventure travel industry professionals worldwide, two new high quality media outlets in North America lending new exposure to the adventure travel community warrant attention: First, Backpacker Magazine, a U.S. focused magazine which traditionally and almost exclusively coverged backpacking within the U.S. for individual hikers, and second, USA Today, which until now, limited its adventure travel coverage to its USA Weekend edition, now publishes quarterly inserts of Open Air Magazine with a smart and progressive editorial focus.

First, for Backpacker, find a "The Godfather of Trekking" profile about adventure industry legend Leo LeBon (story on pages 72, 73 - at right, Nadia and Leo LeBon hike in Northern California, January 25, 2009), a feature on "The World's Best Unknown Treks", and a series of articles in such sections as, "Adventures," Nadia and Leo LeBon hiking in Northern California, January 25, 2009"Nature", and "Skills". Outside, National Geographic Adventure and Men's Journal now have another "player" in the space.

Meanwhile, USA TODAY, with its readership in the millions, apparently now finds the "active" and adventure lifestyle space compelling enough to warrant its own publication. Here, in its own words, is a bit on USA Today's new Open Air Magazine:

"Open Air Magazine redefines adventure for those who embrace an active lifestyle. With a compelling new perspective, it opens readers' eyes to the adventure possibilities that surround us each day - from ordinary activities to once-in-a-lifetime opportunities. It is inspirational and practical, with a unique voice and signature images. Open Air presents a new outlook on adventure, one that rewards body, mind and spirit. Open Air Magazine is a quarterly publication, and can be found inserted into the following issues of USA TODAY:

Friday, November 7, 2008

  • Monday, April 6, 2009
  • Monday, June 9, 2009
  • Monday, August 31, 2009
  • Monday, November 9, 2009"
In a period where economic challenges and rises in digital media are contributing to layoffs and even the shuttering of doors magazines and newsprint nationwide, industry professionals may find now a good time to re-double efforts to reach out and provide compelling story concepts and resources to the journalists and media outlets dedicating valuable real estate to adventure travel, which, with their help, continues to gain market share from the traditional travel and leisure market.