Hooked on the Outdoors Magazine, published by ADventure, LLC of Atlanta, Georgia, will publish five rather than the previous seven issues planned for 2006, and at the same time place more emphasis on its other marketing platforms including retail-based events, the Hooked On the Outdoors website, and additional broadcast avenues for “Gear Minutes” to provide more value to its advertising clients in the outdoor industry.

Said Jason Meninger, president of ADventure, LLC, “We are focusing our operating model on building more tools and marketing platforms that will drive sales and tangible results for our marketing partners. In this way, we’re staying true to our mission of being the most plugged-in outdoor media company, offering a multitude of entry points to the outdoor enthusiast marketplace.”

According to Hooked, the shift to these new, more consumer-effective avenues comes in light of trends showing flat to declining budgets for endemic print advertising over the past few years.

“It’s not that print is a dying breed,” said Meninger,” but we’re learning that an adapted mix of print marketing with these other evolving platforms will deliver the most effective program for our advertisers. There are simply too many monthly magazines, and advertisers are looking at new outlets-online and broadcast media as well as event and dealer-driven programs-that will engage the consumer and ultimately ring their retailers’ cash registers.

“Recognizing this allows us to respond to the market accordingly. We’re an agile company that is flexible and that can adjust quickly to changing market conditions-that has been one of our core competencies since day one. Our strategy is to tweak our business model whenever necessary to stay ahead of the curve in best serving the outdoor market.”

Events

Hooked will serve its market by positioning sponsor products and its publications directly in the hands of core end users through the magazine’s event distribution model that has been in place since 2001. Partnering with event organizers throughout the country, the magazine will have a presence at more than 525 of the nation’s most impactful events, competitions and festivals this year.

“A large portion of the 100,000 plus copies we distribute each issue is through very targeted event partners and we will continue to build through that model along with growing the magazine’s presence in the specialty outdoor retailer market,” added Meninger. “Our event platforms complement and reinforce our publication and have a track record of delivering measurable results that advertisers are demanding. These event programs drive sales and immediate return of investment for all involved.”

“We will continue producing proprietary retail-focused tours for our marketing partners in addition to the expansion and creation of ADventure, LLC event properties like the “Run for the River” charitable 5K run series.”

Web component

With a dedicated effort to grow its web presence, www.ruhooked.com will post more content on a weekly basis highlighting gear and reviews, ultimately directing consumers to purchase product from retailers. The site will also feature travel, as there is a synergy between traveling to particular destinations and the applicable gear needed to maximize outdoor experiences. “We are investing in creating more experiential and interactive content online. This, too, will ultimately drive more consumers to point of sale,” explained Meninger.

NATIONAL BROADCAST Gear VIGNETTES

Hooked will be making announcements in the future about various broadcast distribution channels for its “Gear Minutes,” including the current agreement with RSN (Resorts Sports Network).

“We know what works in increasing sales for our marketing partners-the remainder of 2006 will be focused on dialing in our existing strategies even more. Gear Minutes will provide our advertisers with an affordable broadcast option,” explained Meninger.

The endemic magazine will continue to serve core outdoor enthusiasts with five gear-heavy issues for 2006; Jan/Feb, March/April, 2006 Fishing Annual, Summer Gear Guide and Winter Gear Guide. Said Meninger, “the issues will be gear and travel focused to enhance our integrated direct sales tour, web and broadcast offerings.”

While regretfully these changes mean that the company will be closing its Boulder-based editorial office at the end of March, Editor-in-Chief Nancy Coulter-Parker, Executive Editor Doug Schnitzpahn and Art Director Marshall McKinney will remain in place to help the company through this transition, and to ensure that the editorial content and design remain unchanged.

“Every endeavor we undertake will continue to support our central mission of being loyal and focused on the endemic, outdoor advertising base,” said Meninger. “The industry is telling us that there are only so many dollars to spend on print-only buys, and that they want programs that will show measurable results for their investment. This is where Hooked has always stepped in.”