Luxury Lovers Go Outside
After 30 years of conquering outdoor challenges and newsstand shelves, Mariah Media’s Outside magazine has sired an offspring — Outside’s Go. The new launch isn’t quite as adventurous, preferring fine wines and luxury golf destinations to climbing K2 without aid of bottled oxygen.
It’s no accident of birth. The quarterly boasts a rate base of 200,000 and caters to the upper crust of Outside’s affluent readership — those with an average household income over $194,000. That translates into an emphasis on upscale travel and men’s style.
The premiere issue has features on a Greg Norman-designed golf tour along the Pacific Rim, a motorcycle trip through Portugal’s wine country, and timber baron Tim Blixseth launching a string of ultra-exclusive resorts. Regular sections focus on standard topics like cars and food, but for a high-end crowd.
Advertisers mirror the editorial focus: Travelocity, Porsche and Bombardier Flexjet. Destination locales, like Jamaica and North Carolina, are also among the marketers on Go’s pages.Outside had a respectable 4.8 percent growth in ad pages last year. That may bode well for Go as it finds its feet, or in this case, its vintage Maserati