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.

DIGITAL + SOCIAL | Work with us on a range of custom campaigns. From giveaways and listicles to custom lead-gen quizzes and social campaigns, we can design a campaign perfect for your goal.

IN-BOOK | We produce high-impact gatefolds, perforated inserts, advertorial content, and much more to drive visibility and brand preference—all with editor-driven content that positions your brand perfectly to the yoga practitioner.

Please reach out for case studies and prior branded-content examples.

12 OF Power THE Network Pocket Outdoor Media (POM) is the world’s leading creator of active lifestyle content. Across web, print, podcast, social and video, our brands engage with millions of the most active and influential consumers in the world.

BACKPACKER Yoga Journal SKI VeloNews Climbing 103M 135K Rock and Ice ANNUAL REACH AVERAGE HHI Gym Climber Women’s Running Triathlete Trail Runner REACHING ACTIVE LIFESTYLE Better Nutrition ENTHUSIASTS AGES Bicycle Retailer Clean Eating 56% 46% Fly Fishing Film Tour PARTICIPATE IN ACTIVE STARTED THEIR ACTIVE IDEA Health & Fitness Association LIFESTYLE EVENTS LIFESTYLES IN CHILDHOOD 18-55+ Muscle & Performance Nastar National Park Trips NatuRx 68% 32% 56% MALE Oxygen PodiumRunner 43% FEMALE MARRIED NOT Roll Massif MARRIED 1% PREFER NOT SNEWS TO ANSWER/ NON-BINARY Vegetarian Times VeloPress VeloSwap Warren Miller Entertainment Source: Audience Study, Summer 2020

13 Digital Specs CUSTOM EMAILS: Please provide us with: 600x600 image STANDARD BANNERS file / click-thru URL / body copy (500 characters max) / subject line (exclusive offers or discounts are strongly AD NAME/SIZE DEVICE ACCEPTED FORMATS FILE SIZE ANIMATION encouraged) (150 characters) / preview line (150 characters) Billboard 970x250 Desktop, Tablet jpg, .gif, 3rd party tags 150kb max :15 animation or 3 loops Submit all creatives to your Campaign Manager THREE (3) Leaderboard 728x90 desktop, tablet .jpg, .gif, 3rd party tags 150kb max :15 animation or 3 loops days prior to campaign launch for static creative, Half Page 300x600 desktop, tablet .jpg, .gif, 3rd party tags 150kb max :15 animation or 3 loops FIVE (5) days prior for rich media. POM cannot guarantee Medium Box 300x250 desktop, tablet .jpg, .gif, 3rd party tags 150kb max :15 animation or 3 loops that creative received after the due date will go live on time.

Mobile Leaderboard Mobile .jpg, .gif, 3rd party tags 60kb max :15 animation or 3 loops Max of THREE (3) individual creatives in rotation at one time, 300x50 OR 320x50 unless otherwise specified for a particular placement. All SERVING/TRACKING: site served or third party served; advertiser can send 1x1s or UTM codes for tracking if site served site-served ads require a GIF/JPG and a click-through URL. OPTIONS PLACEMENT NOTES: any creative not to spec will be rejected and may impact start date Any HTML5 or rich media MUST be served by a third party. POM does NOT have the ability to create or serve rich media for any reason. NEWSLETTER SPONSORSHIP All third-party tags (creative serving AND tracking-only) AD NAME/SIZE ACCEPTED FORMATS FILE SIZE ANIMATION SERVING/TRACKING OPTIONS and accompanying technologies being served by tags must Logo 88X31 PNG with 30kb max NA Must be site-served; advertiser be SSL Compliant (HTTPS). POM cannot offer makegoods transparent background can send click tracker or a UTM for non-compliant tags. code with their click-thru URL Pre-Roll Video: Can be site-served and can accept VAST (4.1) Billboard 970X250 .jpg, .gif, 3rd party tags 150kb max Must be static site served; third party 1x1 click trackers accepted Tags for 3rd party serving. We do not accept VPAID tags.

Leaderboard 728x90 .jpg, .gif, 3rd party tags 150kb max Must be static site served: third party 1x1 Campaigns served via a third party must grant adops@ click trackers accepted pocketoutdoormedia.com reporting access within the first week to prevent reporting discrepancies. Failure to do so Click-Thru URL NA NA Must be site-served NA may result in billing off primary reporting numbers.

OPTIONS PLACEMENT NOTES: any creative not to spec will be rejected and may impact start date or ability to go live All ads with a white background require a 1px black border.

PRE-ROLL VIDEO

FILE FORMAT DIMENSIONS ASPECT RATIO CODEC FRAME RATE BITRATE LENGTH FILE SIZE BLACK BARS LETTERBOXING AUDIO SPECS

.mov or .mp4 640x480 16:9 or 4:3 H.264 23.98 or 29.97 at least 20 Mbps :15 (preferred) OR :30 up to 1GB No black bars No letterboxing Codec: PCM (preferred) OR (Required) AAC Bitrate: At least 192 Kbps 300x400 Bit: 16 or 24 bit only Sample (Mobile) rate: 48 Khz Audio Settings: Required

14 Print Specs UNIT SIZE WIDTH x HEIGHT PUBLICATION TRIM SIZE SPREAD - TRIM 17" x 10.875" 8.5" x 10.875" perfect bound SPREAD - BLEED 17.25" x 11.125" BLEED .125" beyond trim SPREAD - LIVE AREA 16.25" x 10.125" SAFETY AREA FULL PAGE - TRIM 8.5" x 10.875" .375" inside trim (and gutter for spreads) FULL PAGE - BLEED 8.75" x 11.125" RESOLUTION FULL PAGE - NON-BLEED 7.125" x 9.625" 300 ppi placed at 100% FULL PAGE - LIVE AREA 7.75" x 10.125" SUBMITTING YOUR AD 1/2 VERTICAL 3.4375" x 9.625" Please submit your ad via WeTransfer to 1/2 VERTICAL - BLEED 4.375" x 11.125" [email protected]. Please note attachment ad files to this email account 1/2 HORIZONTAL 7.125" x 4.6875" over 12MB may not be received. 1/2 HORIZONTAL - BLEED 8.75" x 5.5625" FOR TECHNICAL ASSISTANCE, 1/2 HORIZ - SPREAD 15.625" x 4.6875" PLEASE CONTACT 1/2 HORIZ - SPREAD BLEED 17.25" x 5.5625" [email protected] or 303.253.6426 1/3 VERTICAL 2.25" x 9.625" 1/3 VERTICAL - BLEED 3.375" x 11.125" 1/4 PAGE 3.4375" x 4.6875"

15 Our Team

ROBIN THURSTON DANIELLE QUATROCHI SHARON HOUGHTON CEO President & Chief Operating Officer Vice President, GM [email protected] [email protected] Outdoor/Endurance Group [email protected]

ROB HUDSON COURTNEY MATTHEWS SHANNON DAVIS LESLI KRISHNAIAH Sales Director Executive Marketing Director Editorial Director Sales Director - West Coast [email protected] [email protected] [email protected] [email protected] 303.502.7984

BRIAN BRIGMAN CASEY VANDENOEVER DOUG KOHN JOANN MARTIN Midwest & East Coast Sales Director Sales Manager Rocky Mountain Account Manager East Coast Sales Director [email protected] [email protected] [email protected] [email protected] 773.329.3957 720.203.5799 512.733.4055 917.577.0191