When our team got together and decided to launch a media company, we had a very specific plan: We would only cover issues and interests associated with the mountains of North America. We would feature skiing and mountain biking and the other mountain sports worth traveling for, but we'd also report on environmental and social issues. We wouldn't chase fashion. Instead of dumbing down our content we'd smarten it up. The goal was to create content built to last.
Of course, we decided to launch Mountain Media during the deepest throes of the worst economic downturn since the Great Depression. But the bad economy just made us all the more lean. The bigger hurdle had to do with some twisted but fashionable perception that print is dead. It's not. Imagine if print magazines were never invented. Now here comes this remarkable, tactile medium that celebrates photography and long-form journalism. The experience is calming and uplifting at the same time. Our version is called, Mountain, a beautiful glossy magazine full of inspirational photography and storytelling that's worthy of staying on your coffee table till it grown dog-eared and beer-stained.
But while we love the timeless feel of the print magazine, our digital strategy is just as targeted and content driven. Look to our site and blog (mountainonline.com) for behind the scenes outtakes from our writers and photographers, sneak peeks at new gear, interviews on everything from beer to slow food, and the occasional breaking news story that can't wait for the printing press. Better still: Sign up for our newsletter Mountain Logbook and we'll push that relevant and timely content right to your inbox.
An editor once told me that content only has to be "good enough" for the readership. But good enough doesn't cut it for oilrigs or Humvee armor, and it shouldn't cut it for media companies either.
Welcome to Mountain Media. We think it's way better than "good enough."
