FOR IMMEDIATE RELEASE
March 31, 2006
The Appalachian Mountain Club (AMC), the nation’s oldest nonprofit conservation and recreation organization, today announced the re-launch of its member magazine, AMC Outdoors. The magazine’s April 2006 issue features an entirely new design and front of book “Trailhead” section, including new departments covering trip ideas, outdoor skills, nutrition and fitness.
The new design makes greater use of images, provides better navigation, and offers many new, shorter points of entry to capture reader interest. Beginning with an opening “Vista” photo spread, the design conveys a sense of motion throughout, ending with a “Backcountry” section listing the thousands of programs and activities offered by AMC each year.
Despite a number of visual and editorial changes, AMC Outdoors will continue its tradition of providing compelling features about outdoor recreation and conservation in the Northeast, plus covering news on outdoor and environmental issues. The April issue, for example, includes a feature by Executive Editor Ed Winchester on the allure of the International Appalachian Trail, and a story by author Elizabeth Grossman on how dam removal and re-licensing impact both paddlers and river ecosystems.
The AMC conducted a series of reader surveys and focus groups in preparation for the redesign. “Our readers are passionate about the magazine. But they also expect us to adapt to changes in lifestyle,” said Kevin Breunig, AMC Director of Communications and magazine publisher. “We heard a consistent message that readership is high, but readers want more weekend trip ideas, more skills, and more natural history.”
“We expect a more dynamic, approachable magazine will benefit advertisers as well,” said Breunig, noting new advertisers such as Mountain Hardwear, Osprey, and Black Diamond, which complement long-time advertisers such as L.L. Bean and Eastern Mountain Sports.
Advertisers can contact Justin Taylor, jtaylor@outdoors.org, 617-523-0655 extension 376 for rates and other promotional opportunities.
Outdoors enthusiasts can subscribe to AMC Outdoors by joining the AMC at www.outdoors.org. Individual memberships are $50 per year.
Founded in 1876, the Appalachian Mountain Club is the oldest conservation and recreation organization in the United States. With 90,000 members in the Northeast and beyond, the nonprofit AMC promotes the protection, enjoyment, and wise use of the mountains, rivers and trails of the Appalachian region.
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