The great outdoors

The great outdoors: MediaPost’s Michael Shields profiles the magazine Outdoor Life.


When a magazine announces that it is increasing its frequency from 9 to 10 issues a year, it is usually a sign of a startup publication growing bigger, and it’s usually not that big of a deal. But when that magazine has been around since 1898, that sort of expansion is worth noting…..(The) whole outdoor thing has been lifted by an explosion of media properties, as ESPN showcases the Great Outdoor Games and the Outdoor Life Network tracks every move of Lance Armstrong (OLN is a partner of Outdoor Life, it both licenses the magazine’s the name and broadcasts a branded content block).