The Outside Reader
ACTIVE •
ACCOMPLISHED •
ADVENTUROUS •
CLASSIC •
ENGAGED •
FIT & HEALTHY •
QUALITY CONSCIOUS •
CONFIDENT & AUTHENTIC
ACTIVE
#2 vs. all 200+ magazines for participating in outdoor adventure sports. (Index 388)
Source: MRI Spring 2009
Target: Leisurestyles: "Outdoor Adventurers"
ACCOMPLISHED
Outside ranks in the top 5% of all 200 + MRI paid circulation magazines for educated executives*-ahead of Forbes, Fortune, and Business Week. (Index 342)
SOURCE : 2009 MRI Doublebase
*Grad College+ & Job Title of President, VP, Treasurer,Chairman/CEO, Member of the Board, Comptroller/CFO, Owner/Partner, or General Manager
ADVENTUROUS
95% of Outside readers agree, "I am always seeking out new experiences."
1
#2 vs. all magazines with 91% agreeing "I like trying new things."
2
1. Source: Outside Summit 2009
2. Source: MRI Spring 2009
CLASSIC
72% agree, "I prefer fashion that is classic and timeless as opposed to trendy."
#1 vs. all men's magazines.*
Source: MRI Spring 2009
*Esquire, GQ, Men's Health and Men's Journal.
CONFIDENT & AUTHENTIC
92% agree "I am always comfortable with my decisions once I make them."
1
92% agree "being sincere/having integrity is extremely important."
2
#1 vs. all men's magazines.*
1. Source: Outside Summit, 2009
2. Source: MRI Fall 2009
* Esquire, GQ, Men's Health and Men's Journal.
ENGAGED
Outside readers are engaged with the magazine just as much as they are engaged with the active lifestyle.
87% of subscribers read the entire issue within just a few days of receiving it.
Source: Outside Summit, 2009
FIT & HEALTHY
#3 vs. all magazines for agreeing,
"I try to eat healthy and pay attention to my nutrition" or
"I follow a regular exercise routine." (Index 138)
Source: MRI Spring 2009
QUALITY CONSCIOUS
#1 vs. all 200+ magazines for agreeing, "I am typically willing to pay more for high-quality items."
(Index 129)
Source: MRI Spring 2009
