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MEDIA KIT 2021 STATE of the Outdoor Market with the Onset of COVID, Getting Outside Has Become More Important—And More Popular—Than Ever

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MEDIA KIT 2021 STATE of the Outdoor Market with the Onset of COVID, Getting Outside Has Become More Important—And More Popular—Than Ever MEDIA KIT 2021 STATE OF THE Outdoor Market With the onset of COVID, getting outside has become more important—and more popular—than ever. Hiking increased YOY this spring more than any other activity.* Engage outdoor enthusiasts, both new and experienced, where they come to make their adventures better. $376 73% 70% 31% 26% 2020 AVG. REVENUE PER OF PEOPLE ARE OF PEOPLE PLAN TO INCREASE IN TENT THE OUTDOOR AND USER IN U.S. SPORTS & GETTING OUTSIDE AT CONTINUE HIKING SALES IN JUNE 2020 SPORT ECOMMERCE OUTDOOR ECOMMERCE, UP LEAST ONCE PER DAY THROUGH FALL AND GROWTH IN 2020 FROM $329 IN 2019 WINTER THE INCREASE IN GOOGLE SEARCHES FOR “BEST HIKING 2x NEAR ME”, 2019-2020 Sources: *OIA Covid report; Statista; AIM Active Living Group COVID-19 Study; Spectruss; Google Trends 02 the BP Universe MOBILE PRINT WEBSITE MEMBERSHIP 12.7 million+ SOCIAL outdoor enthusiasts across platforms PODCAST EMAIL CUSTOM ONLINE EVENTS COURSES CUSTOM CAMPAIGNS 03 BACKPACKER Our Audience 68% MALE 31% FEMALE + 1% PREFER NOT 12.7M TO ANSWER/ NON-BINARY TOTAL AUDIENCE 46 $121K 63% AVERAGE AGE AVERAGE HHI MARRIED describe themselves as “active lifestyle enthusiasts” 75% enjoy their sport 2-6 times a week 67% Source: Audience Study, Summer 2020 04 2021 Year of BACKPACKER JANUARY FEBRUARY MARCH Skills Learn to Hike Gear Guide 2021’s Most Important BACKPACKER Camp-In Experiences APRIL MAY JUNE Long Trails BIPOC in the Outdoors Read the Land Get Out More TV (Flora/Fauna) Kickoff National Trails Day JULY AUGUST SEPTEMBER Climate Change - The Future SAR world How Things Work of Wild Places National Summit Day Outdoor’s Coolest Jobs OCTOBER NOVEMBER DECEMBER Trail Diaries, the PCT Readers’ Choice Holiday Gift Guides Holiday Gift Guides National Take a Hike Day 05 BACKPACKER network Brand initiatives DIVERSITY | We, at Pocket Outdoor Media, have committed to taking action Moments both within our company and by using our platform to make real change in the outdoor and fitness industries. We truly believe that when diversity is celebrated and inclusion valued, we can inspire all active lifestyle participants to do the activities they love, with greater enjoy- ment, inspiration, and knowledge. SUSTAINABILITY | Our lives, our sports, and our business depend on a healthy planet. And the planet is currently at risk. As a company, we aspire to greater leadership in the field of sustainability. With the launch of Active Planet, a permanent company MILLION MILE SUMMER NATIONAL SUMMIT DAY OUT ALIVE PODCAST wide initiative, we commit to use POM’s After 2020’s summer to forget, is a celebration of our moun- Through conversations with content and platforms to educate and it’s time to inspire people to tains and those who climb them survivors, experts, and eye- inspire our audiences to take action. enjoy and celebrate the free- where we encourage everyone witnesses, the team at BP brings We are also taking steps to reduce the dom and health benefits of the to summit something—whether real stories of real people who impact of our business operations. outdoors. Million Mile Summer it’s a gnarly 14er or a neighbor- made it Out Alive. Season three will mobilize active enthusiasts hood hill. BACKPACKER partners of Out Alive is an eight-episode OLYMPICS | In 2021, POM joins the everywhere to join a nationwide with Big City Mountaineers to series that dives deep into the global community to celebrate the effort to log a collective million raise money for the organization experiences of real people who Summer Olympics in Tokyo. The athletes miles on the trail. A digital plat- while getting our readers out survived the unsurvivable. Each who engage with POM brands share a form will enable easy registration, on the trail the first Saturday of survivor takes you through what common dream with Olympians to be content sharing, and group activ- August each year. The day starts happened, from mistakes to plain their very best. Our brands will unite ities. A multichannel social blitz with a hike of your choosing and bad luck, in gripping detail, while and join the world while inspiring our will make it the BIGGEST thing ends with a virtual after party of experts and witnesses weigh in, audience to participate in their own this summer. restorative yoga, live music, and threading together never-been- athletic achievements all summer long. a live-streamed campfire. told tales of terror and triumph. 06 Where Backpackers Gather BACKPACKER.COM Unique Monthly Visitors 826K+ Monthly Page Views 2.3M+ Page Views Per Session 2 Mobile 61% | Desktop 34% | Tablet 5% Female/Male 43%/57% Average Age 25-34 Average HHI $100K-$150K SOCIAL MEDIA Facebook 485K+ Instagram 560K+ Twitter 148K+ CUSTOM EMAIL BLASTS PODCAST Subscribers 92K+ Downloads 221K+ E-NEWSLETTERS ONLINE COURSES Gearhead 87K+ Courses, On-Demand 26 Basecamp 82K+ Students 6K+ Sources: Google Analtyics; Audience Study, Summer 2020 07 Community Connections BACKPACKER GET OUT MORE TV After 19 years of a national tour stopping at retailers around the country, the Get Out More Tour has gone digital with BACKPACKER Get Out More TV. Building on the popularity of our inaugural season, season two will return with an enhanced format. Redesigned to more closely complement our print and digital content, share the trusted voice of our editorial team, and provide brand partners even more authentic connections with our audience. The improved production will inform and inspire our passionate viewers with ten episodes that premiere monthly starting in April 2021. VIRTUAL COMMUNITY GATHERINGS This year, while outdoor enthusiasts were being challenged by the need to stay home, BACKPACKER brought people together in their own homes. For months, we gave people a taste of the outdoors with a live-streamed campfire. Then we kicked off backpacking season with an invitation to camp at home after a full day of live-streamed learning, exercise, and music. As we move forward in this uncertain world, we will continue bringing people together through streaming. 08 The Magazine RATES Full Page $24,904 1/2 Page $15,054 1/3 Page $8,609 What neuroscience 1/4 Page $4,734 says about why print Marketplace 1/2 Page $6,050 magazine ads work Marketplace 1/3 Page $3,400 Marketplace 1/4 Page $2,787 Marketplace 1/6 Page $2,200 Marketplace 1/12 Page $1,062 Classified $550 25% Premium on all covers RATE BASE: 315,000 All listed rates are net and Outdoor Industry Rates. paper-based reading: EDITORIAL CALENDAR more focused higher stimulates attention, less comprehension emotions distraction and recall and desires JAN/FEB: THE SKILLS ISSUE Space 11.3.20 | Materials 11.10.20 | Newsstand 12.29.20 MARCH/APRIL: GEAR GUIDE Space 1.12.21 | Materials 1.19.21 | Newsstand 3.16.21 MAY/JUNE: BIPOC IN THE OUTDOORS Space 3.2.21 | Materials 3.9.21 | Newsstand 4.27.21 JULY/AUG: CLIMATE CHANGE preferred by drives sensory Space 5.4.21 | Materials 5.11.21 | Newsstand 6.29.21 majority involvement slower reading SEPT/OCT: HOW THINGS WORK (even which creates speeds Space 6.29.21 | Materials 7.6.21 | Newsstand 8.24.21 millennials) reader impact NOV/DEC: READERS’ CHOICE Space 9.14.21 | Materials 9.21.21 | Newsstand 11.9.21 Dates & editorial subject to change Source: MPA Factbook 2020 09 Memberships Our MOST engaged audience pays for a BACKPACKER Pass or an Active Pass. BACKPACKER Pass members enjoy exclusive content, a members-only Facebook group, On Demand videos, exclusive gear discounts, and a full year of ViewRanger map access, among other benefits. Active Pass is a membership program that gives readers wider access to the whole network of POM brands. Readers who take advantage of this premium offering gain access to premium and exclusive content, a personalized feed, partner discounts, magazine subscriptions, training plans, and event access. MARKET TO THIS GROUP WITH: Focus Groups Product Seeding Special Events Influencer Campaigns All “Pass Perks” for our Members 10 Gear 360 HARNESS THE POWER of consumer reviews and media reviews together. BACKPACKER introduces an integrated review & e-commerce strategy to create and distribute compelling product content. Editorial reviews are proven to increase sales conversion, and Gear 360 was built to emphasize e-commerce sales. Gear 360 will provide a 360 review on BACKPACKER.com, valuable information to learn more about your products, and the opportunity to focus on new product launches and in-line products. WATCH THE VIDEO > BENEFITS: Editorial product review on BACKPACKER.com BACKPACKER’s edit review to publish on Partner’s website BACKPACKER.com will include a complete 360 Review: BACKPACKER’s Editorial Review, purchase link to your preferred ecomm, Reader/Member Reviews, and Consumer Aggregate Score (for 6 months) Traffic drivers via BACKPACKER’s email & social channels BONUS: The same review is submitted to Amazon as part of BACKPACKER’s On-Site Partnership driving traffic to your products Premium Add-Ons can also include Video Reviews or a Channel Signal Partnership for greater review data, & more 11 Custom Experiences NATIVE ARTICLES | We work with you to create content designed to educate and engage that provides service to our readers while seamlessly integrating your brand. Content can live both digitally and in print. VIDEO | From highly produced and scripted commercial spots to long-form documentary content, and everything in between, our production and editorial teams can create compelling storytelling for your brand. PHOTOGRAPHY | Let the BACKPACKER creative team art direct and shoot for use in a custom campaign or for your own materials to connect more organically to the outdoor consumer. E-BOOK | Our editorial and content teams work together to deliver a custom book to generate leads and engage consumers with long-form service-oriented advertising content.
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