National Geographic Adventure
Feel like hiking in Death Valley, midsummer? How about taking an 18-month sailing trip around the world? Or maybe you would like to just sit back in your most comfortable armchair and read about such daring expeditions by explorers from around the globe in the new magazine for active, adventurous readers, National Geographic Adventure.
Reaching the challenge seekers
Why did the National Geographic Society, Washington, D.C., decide to launch a new magazine when the Society already publishes several successful publications, including National Geographic and Traveler, that fulfill the Society's mission to encourage geographical knowledge? Christopher Sachs, National Geographic Adventure's publisher has the answer: "The world has never been more accessible. If the '80s were about discretionary income and collecting toys, the '90s are more about discretionary time and collecting experiences.
"The premise of the magazine (launched in April 1999) is geared toward a new generation, or an expanding generation of active men and women who are looking to maximize the quality of their leisure time."
As National Geographic Adventure draws on this new demographic of high-risk-taking readers, Gail Jackson, advertising production director, and Jennifer Darnell, digital specialist, are finding that National Geographic Adventure is also attracting a new category of advertisers.
Darnell notes that most of National Geographic Adventure's advertisers are looking to reach "challenge seekers." The magazine has already attracted more than 50 advertisers that are new to the Society, including Nike, Ralph Lauren Polo Sport, Kawasaki, Eagle Creek and Swiss Army.
According to Jackson, the Society views this launch as an extension of the National Geographic brand. She adds that while advertisers will naturally cross the market between the three titles, National Geographic Adventure appeals to a new group of advertisers that wish to reach active outdoor enthusiasts interested in apparel and gear.
Braving the digital sea