mountainmediabetter than good enough 2011/2012

What We Believe When our team got together to launch a magazine, we had a very specific plan: We would only write about issues and interests associated with the mountains of North America. We would cover skiing, mountain biking, Alpinism, and the other mountain sports we love, but we would also report on advocacy and tough environmental and social issues. We wouldn’t chase fashion. Instead of dumbing down our content, we would smarten it up. We would create a magazine built to last. Despite the chatter on Friendbook, print is not dead. But magazines that try to compete with the incomparable superficiality of the Internet should die. A magazine should be the opposite of a vapid tweet. Since we can’t simply delete our mistakes, we try to get a little better with each issue. We invest in intellectual property and hire better photographers, illustrators, and writers. We treat our readership with respect and assume (correctly) that they’re of great intelligence. We surprise and inform. And ultimately we deliver a product with timeless value. In this case, a beautiful glossy magazine full of inspirational photography and storytelling—a magazine that’s worthy of staying on your coffee table till it has grown dog-eared and beer-stained. An editor once told me that maga-zines only have to be “good enough” for the market. But good enough doesn’t cut it for Humvee armor or air traffic control naptimes, and it shouldn’t cut it for magazines either. Welcome to the third year of Mountain. We think it’s way better than “good enough.” Marc Peruzzi, Editorial Director, Mountain

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2011/2012 Editorial CalendarEarly Winter 2011 Skiing is BackIn a depressed economy North Americans rediscover their love for mountainsThe 2010/2011 ski season brought record-setting storms, skier visits, and ski sales. All of which serves as evidence that in a bad economy, people invest in what matters. And skiing matters. Armed with brand-new rockered skis and memories of good times, now they’re looking forward to winter 11/12. In our annual resort guide we give it to them. Expect 32 pages of jaw-dropping photography, insider advice, and inspiration to push them back to the mountains. Also: The Gear Swami and his Minions reveal the results of their weeklong ski test in Snow-bird, Utah. Yes, rocker still rules.Plus: Advocacy and environmental reporting—why wind power matters. We report on the pros and cons of wind farms in the mountains. And profiles and features; steak and eggs. Ad Close: September 1, 2011 // On-Sale: October 4, 2011

Winter 201225 Top Trips Your next adventure is hereFrom a plush week with the fam in Deer Valley skiing Utah’s most overlooked powder, to a backcountry tour in the British Columbia backcountry, we reveal 25 can’t-fail vacations worth dreaming about. It’s going to be deep. Plus the gear you need to make it happen. Also: Why We Love Risk: An investigation of the human mind’s penchant for all things fast.Plus: The Gear Swami reviews Nordic gear, backcountry skis, packs, and puffies.Ad Close: November 2, 2011 // On-Sale: December 6, 2011

Spring 2012An Ode to the Mountains Once a year we pull back, reflect, and celebrate the mountains of North America with the best storytelling, photography, and illustrations our contributors can de-liver. It’s an eclectic mix of stories that range from the haunting to the humorous. In the process we give a voice to the mountains and mountain people. Also: Please Don’t Remove my Mountaintop: From coal mining to fracking, we look at the future of energy and mountains.Plus: Your new mountain bike is here: The Gear Swami and his test team go to Fruita, Colorado to drink beer and test bikes. Then we put the “mountain” back in mountain biking.Ad Close: February 6, 2012 // On-Sale: March 1, 2012

Summer 2012Want To Take You Higher Your mountain town vacation is waiting. Get ready to hike, bike, run, paddle, climb, swim, and float down a mountain stream between the “beer tube” and the “dog tube.”Also: Fire on the Mountain. When humans took fire out of the landscape in the Mountain West, they turned the high country into a big bonfire just waiting for the match. Now what are we going to do about it? Plus: The trail runner test. A smart roundup of off-road shoes. And camping gear, packs, and sunglasses, too Ad Close: May 4, 2012 // On-Sale: June 5, 2012

reader profileMale 59% Female 41%

Median Age 43 Median HHI $149,540

Liquid Assets (excluding home) Average $1,079,000

Net Worth (includes home) Average $1,621,000

Own Multiple Residences 35%Audience 550,000Rate base 125,000

Readers-Per-Copy 4.4

HHI $150,000+ 50% HHI $250,000+ 17%

DeadlinesEarly Winter

Space 9/1/2011 // On-Sale: 10/4/2011

WinterSpace 11/2/2011 // On-Sale: 12/6/2011

SpringSpace 2/6/2012 // On-Sale: 3/1/2012

SummerSpace 5/4/2012 // On-Sale: 6/5/2012

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