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New Audio Conference: Publicizing Youth-Lifestyle and Action-Sports Products

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Editor’s Note: Occasionally, AdventureTravelNews(TM) will share information about special conferences, clinics, etc., that seem to be particularly relevant to the adventure travel community. The Bulldog Reporter is a widely respected public relations journal. This announcement just arrived – the ATTA has no affiliation with this group, nor any connection to this conference, but as the youth market is increasingly important to the future of our industry, we thought you might wish to consider it. If you elect to do so, please share with Chris Doyle () any feedback about this conference. Thanks in advance!

PR University Presents

Publicizing Youth-Lifestyle and Action-Sports Products: Editors at Top Youth Culture and Extreme Sports Media Reveal How to Reach 33 Million Americans, March 30, 2006

Register Now!

What’s your share of the $12 billion action sporting goods market? Hundreds of thousands outdoor and extreme sports enthusiasts make these purchases — most of whom belong to the traditionally elusive, younger demographic. To win your way into the minds of these sporty consumers . . . first earn the trust of the media outlets they turn to for the latest in outdoor and action sports-oriented gear, fashion and news. Join Bulldog Reporter’s PR University panel of editors from the top outlets in this sector to learn what they want to be pitched — and how.

Your Presenters:

  • Stan McNeal, Managing Editor, Sporting News (circ. 715,767)
  • Steve Malley, Editor, ESPN the Magazine(circ. 1,894,193)
  • Stephanie Pearson, Senior Editor, Outside magazine (circ. 657,725)
  • Dustin Goot, Sports Editor, Sync; Freelancer, Sports Illustrated (circ. 3,238,101)


  • Brian Pittman, Director of Content, Bulldog Reporter’s PR University

Why you and everyone on your team should attend this PR University training session:

What’s the next “big thing” in youth culture? Answer: Action sports. Look no further than the X-Games craze or the overnight superstar status of Olympian Shaun White (the “Flying Red Tomato”) and you’ll see it’s true. Huge swathes of the 33 million teens in America today are jumping on the bandwagon. In fact, their purchases of everything from equipment to soft goods like fashion wear to sports-related accessories have driven the dollar volume of action sports goods above $12 billion.

The good news: You can ride this promising wave into the hearts and minds of millions of trendy (and sporty) teens and twenty-somethings by successfully pitching the media they rely on for the latest in outdoor and action sports-oriented gear, fashion and news.

Audio Conference at a Glance

Date: Thursday, March 30, 2005
Time: 1PM EST; Noon CST; 11AM MST; 10AM PST
Place: Your telephone or speakerphone
Cost: $279 per dial-in site (unlimited attendance per dial-in site)

Join our exclusive panel of the nation’s top action sports journalists to learn what (and how) they prefer to be pitched, which hot youth culture trends to tie to now, and how to get your product reviewed in their popular pages. These scribes will also reveal how they craft stories that appeal to millions of thrill-seeking young Americans — and how you can do the same with your youth-oriented campaigns.

Who should attend:

If you want to showcase your action sports wares, youth culture and lifestyle news or even seasonal fashion items in front of millions of young Americans with money (and attitudes) to burn, then this is exclusive panel is the answer you’ve been seeking. Whether you’re a buyer, manufacturer or retailer, this 90-minute training session will give you the tools you need to successfully pitch the biggest names in action sports media today — and show you what it takes to break your brand into this burgeoning youth lifestyle market.

What You’ll Learn:

  • Best Targets: The top outlets covering outdoor, action or “extreme” sports, fashion and gear — and how to pitch each one * The youth culture trends driving these popular pubs, programs and sites — and how PR can tap these developments to reach millions of Americans
  • Secrets of irresistible pitches — the story elements that resonate with “extreme” media consumers . . . and how to use them to grab headlines
  • How (and when) to get your surf, skate, swim, snow, footwear and fashion items featured and reviewed in seasonal sports-related buying guides
  • Which action sports events or conventions these top journalists attend — and how you can get their attention on the floor
  • Which hooks and stories will win outsized coverage in 2006 among editors covering surf-to-turf sports — and how to tie to these editorial hot buttons
  • Best Practices: How the best PR pros in this space have gained the ear — and the trust — of top editorial gatekeepers and how you, too, can build valuable long-term relationships with them
  • Editorial sections most receptive to PR — and new ways to earn more your fair share of this valuable editorial real estate
  • How teams with limited resources can create creative campaigns that capture and command the media — and publics — hearts and attention

A high-value learning experience:
This PR University audio conference is affordable, easy-to-access and offers a very high return on investment. For one low price of $279, you and your entire team can take part in this unique conference offered exclusively by Bulldog Reporter’s PR University. Simply gather your team around a speakerphone — no travel required! And if there’s something you need to know that the speakers haven’t covered, simply email your questions directly to the panel or join in the discussion yourself when we open the phone lines for live Q&A.

How to Register

Call toll free: 1-800-959-1059.

Registration deadline: Registrations accepted until the morning of the audio conference, 8AM PST.

Refunds: Cancellations before 5PM PST, three business days before the date of the audio conference may receive a full refund less a $25 service charge

Your audio conference registration includes:

  • A site license to attend the 90-minute conference right in your office (invite as many colleagues as you like to join you around a speakerphone, at no extra charge)
  • PR University’s conference manual, which includes up-to-the-minute, verified contact information and background on the panel, as well as additional value-add articles from the archives of Bulldog Reporter
  • A full transcript, emailed to you soon after the conference
  • The opportunity to connect directly with any or all of the speakers during the audience Q&A session

You will receive an e-mail confirmation shortly after you complete the registration. You will receive a separate e-mail confirmation of your credit card charges.

Thursday, March 30 Presenters

Stan McNeal is a Managing Editor at the Sporting News where he has been since May, 2000. He coordinates coverage of major league baseball and the NBA for the magazine and web site, which means he assigns, edits and—as often as possible—writes stories. Before joining Sporting News, Stan worked at the San Diego Union-Tribune for 15-plus years, the last five as a sports editor.

Steve Malley is the Deputy Editor for ESPN the Magazine and the Editor of EXPN the Magazine, a 52 page action sports magazine that gets inserted into ESPN the Magazine two times a year. Prior to joining ESPN in 2001, Steve was part of the team that created Sports Illustrated for Kids and was the magazine’s Deputy Managing Editor when he left.

Stephanie Pearson is a Senior Editor at Outside magazine. In the ten years Stephanie has been with Outside, she has held numerous positions, including research editor, “Wild File” columnist, and correspondent. In her current position, Stephanie specializes in conceptualizing, writing, and editing travel features for both Outside and the bi-annual issues of Traveler. Two features Stephanie has written for Outside have received notable mentions in the Best American Travel Writing series.

Brian Pittman is Content Director of Bulldog Reporter’s PR University and the weekly email newsletter Journalists Speak Out. Previously, Brian served as Editorial Director at Infocom Group, where he edited, reported for and launched titles such as Media Relations Insider, PR Agency Insider, Ad Agency Insider and Managing Partner. Prior to that, he served as Editor of Utah Business magazine, among other titles. He is a seasoned reporter with extensive experience interviewing such personalities as Steve Forbes, Bob Edwards and Margaret Thatcher.

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