1. mountainmedia
2010/2011

2. mountain sports+living
Better than Good Enough
When our team got together last year and decided to launch
a magazine, we had a very specific plan: We would only write
about issues and interests associated with the mountains of North
America. We would cover skiing, mountain biking, Alpinism, and
the other mountain sports we love, but we would also report on
advocacy and tough environmental and social issues. We wouldn’t
chase fashion. Instead of dumbing down our content, we would
smarten it up. We would create a magazine built to last.
Despite the chatter on Friendbook, print is not dead.
But magazines that try to compete with the incomparable
superficiality of the Internet should die. A magazine should
be the opposite of a vapid tweet. Since we can’t simply delete
our mistakes we try to get a little better with each issue. We
invest in intellectual property and hire better photographers,
illustrators, and writers. We treat you (our readership) with
respect and assume (correctly) that you’re of great intelli-
gence. We surprise and inform. And ultimately we deliver a
product that has timeless value. In this case, a beautiful glossy
magazine full of inspirational photography and storytelling—a
magazine that’s worthy of staying on your coffee table till it
has grown dog-eared and beer-stained.
An editor once told me that magazines only have to be
“good enough” for the market. But good enough doesn’t cut it
for brake pads or Humvee armor, and it shouldn’t cut it for
magazines either.
Welcome to the second year of Mountain. We think it’s
way better than “good enough.”
Marc Peruzzi, Editorial Director, Mountain
2010/2011 Editorial Calendar
Winter 2011 Spring 2011 Summer 2011
The End of Our Ropes: Ditching Mecca for Medina Five Days Well Spent
The New Face of Adventure Skiing Forget the national RV parks and crowded trailheads, We sent our writers and photographers out in the
From resort hike-to terrain, to a guided tour, to the we find the places where you don’t have to wait in line mountains with a mission: Make the most of five days.
ultimate heli-ski trip, the North America backcountry to paddle, bike, and climb. And they’re dog-friendly, From rafting the Salmon River to riding the Colorado
beckons. We profile three revolutionary operations that too. Our essays and images will take you there. Trail to climbing in the Gunks—here’s what they came
require a little grit of their customer base—and serve up Also: Never Summer, ski mountaineering in Iceland, up with.
bottomless powder skiing in return. April in AK, road-cut powder schralping in Chile—the Also: Follow the Beer: Road biking through wine country?
Also: Reinventing Skiing: When Black Diamond Equipment skiing never stops. Don’t make me barf. Vermont contributor Ben Hewitt
decided to make a push into the ski market they kept running Plus: The Gear Swami’s top picks for mountain bikes, mountain bikes from craft brewery to craft brewery in
into naysayers, and negativity. So they decided to reinvent the trail runners, deli sandwiches, and light hikers. search of perfect singletrack and beer that isn’t over-
ski business instead—and they had just the right mix of pas- hopped and reeking of fruit.
sionate skiers and whacky engineers to make it work. Ad Close: January 28, 2011 // On-Sale: February 22, 2011 Plus: Road bikes—tested. And camping gear, packs, and
Plus: The Gear Swami reviews Nordic gear, snowboards, sunglasses, too. • Photo essays, columns, and how to
zero-degree bags, and avalanche safety equipment. make thin crust pizza in your JetBoil.
Ad Close: November 1, 2010 // On-Sale: December 6, 2010 Ad Close: April 18, 2011 // On-Sale: May 23, 2011

3. mtn content
mtn gear
the ultimate
set-ups
mountain sports+living
reader profile
Male 59% Female 41%
Mo’ Bettah Gear
Median Age 43 Median HHI $149,540
The MS+L Gear Swami (with the help of his
expert test team) reviews camping gear,
high-end racks, all the flyfishing tackle you’ll
ever need, and ridiculously nice road bikes.
ILLUSTRATOR CHRISTIAN NORTHEAST
HHI $150,000+ 50% HHI $250,000+ 17%
Liquid Assets (excluding home)
mtn
gallery
Average $1,079,000
Net Worth (includes home)
Average $1,621,000
Own Multiple Residences 35%
Audience 550,000
Rate base 125,000
Readers-Per-Copy 4.4
Deadlines
justin bailie
south lake tahoe, california Early Winter
Space 9/1/2010 // On-Sale: 10/4/2010
Flow
the Art of
Winter
Space 11/1/2010 // On-Sale: 12/6/2010
How a revolutionary new concept Spring
in trail design is fulfilling the promise Space 1/28/2011 // On-Sale: 2/22/2011
of gravity-fed mountain biking.
by Marc Peruzzi photographs by Scott Markewitz
Summer
Space 4/18/2011 // On-Sale: 5/23/2011
!
Available at Borders,
Barnes & Noble nationwide!
+ Eastern Mountain Sports,
Whole Foods, Pharmaca
and more...
targeted
distribution
east 42% central 24% west 34%
Key Markets Key Markets Key Markets
New York Dallas/Ft. Worth Los Angeles
New Jersey Houston San Diego
Philadelphia Austin San Francisco
Detroit
chasing water Boston Seattle
Washington DC Chicago
chasing water
86 mountain sports+living MTNaccess.com
a visual journey down the Colorado River
written and photographed by Peter McBride
mountain sports+living 87
Atlanta
Miami
Minn/St. Paul

4. mountaindigital
user Male 62% Age 25-54, 73% Composition of skiers 71% of users took an
profile Female 38% HHI $75,000+ 72% and/or snowboarders: 96% overnight ski trip last season
digital ad Display Ads Sponsored e-mails Direct promotions network Custom programs
options
mountain access.com custom mountain app email newsletters
leaderboard
728 x 90 Cost-effective app delivers 20,000+ subscribers
exclusive information, promotions,
conditions and more Exclusive custom blasts
Geo-targeted radar and Premium Sponsorship:
weather reports top banner + content inclusion
Custom resort trail maps and Basic Sponsorship:
rectangle snow conditions lower half banner
300 x 250
Includes resort news and
deals feed
the most powerful, independent source of national and worldwide
snow conditions and resort information on the planet
2,000,000+ page views 250,000+ unique visitors
mountain World Headquarters, 3121-A Longhorn Rd., Boulder, CO 80302, 303.815.1080, www.mtnaccess.com
Jamie Pentz Rob Hudson Marc Peruzzi Doug Sabanosh
media President/Founder
303.815.1088
jamie@mtnmedia.com
VP/Sales
303.815.1083
rob@mtnmedia.com
EVP/Editorial Director
303.815.1086
marc@mtnmedia.com
VP/Digital
303.815.1084
sabo@mtnmedia.com