(BOULDER, CO) February 26, 2013 — Mountain Media, publishers of Mountain magazine, has joined 1% for the Planet, a nonprofit that partners with businesses worldwide to support environmental causes. As a media partner, Mountain will use at least one percent of its advertising inventory to promote the 1% message.
“As magazine publishers we exist to serve our readership. To do that we need the support of our advertising partners. But that’s not the entire business paradigm,” says Mountain Media Publisher Jamie Pentz. “Without a healthy—and increasingly proactive—stewardship of our environment, the model falls apart. We’re in the media business it’s true, but we’re also in the business of fresh snow, cold winters, clear waters, and pristine wilderness.”
Look for Mountain to promote the 1% mission through print and digital platforms, including Mountain magazine, the weekly e-newsletter Logbook, and daily content at mountainonline.com. Nationally distributed in the U.S. and Canada, Mountain‘s 125,000 circulation reaches half a million readers with strong ties to the high country and a keen understanding of the impacts of environmental degradation.
“People who recreate in mountains tend not to be the ones pushing for mountaintop removal projects, the aerial killing of wolves, or the poisoning of our trout streams,” says Mountain Editorial Director Marc Peruzzi. “It only makes sense for Mountain magazine to partner with 1% For The Planet. Our readers and their advocates are one in the same: athletes, outdoors people, citizens.”
1% was started in 2002 by Yvon Chouinard, founder of Patagonia, and Craig Mathews, owner of Blue Ribbon Flies, to create a network of companies committed to sustainability, protection and conservation of the environment. Each partner donates one percent of its revenue to selected nonprofits dedicated to these issues. Members include 1,400 businesses in 38 countries that collectively give over $15 million each year to 2,000-plus environmental organizations worldwide. Since 2002, 1% has initiated over $50 million in donations to advocates for a healthier planet.
“We are thrilled about the collaboration between our organizations, 1% for the Planet and Mountain magazine,” says 1% CEO Terry Kellogg. “Mountain magazine represents the sweet spot of values that inspire us, many of our members, and the nonprofits in our network protecting the places we play: recreation, conservation, community, and way of life.”
Subscribe now to receive the Spring 2013 issue of Mountain, in which 1% CEO Terry Kellogg offers his personal perspective on the organization’s work in the Mtn Advocate section. Visit onepercentfortheplanet.org for more information about the nonprofit’s work.