Channel Mastery - Ep. 52: Michael Roberts, Executive Editor of Outside Magazine

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

“People are realizing what's good for brands can be good for retail shops, can be good for distribution strategies... But the playing field is shifting all the time.”
- Michael Roberts

episode preview

The outdoor industry JUST went mainstream, and I mean that in the best possible way. We may have thought this happened when the federal government recognized our SIGNIFICANT contribution to the GDP. That was enormous news. Let me just say….this may be BIGGER.

The August issue of Outside Magazine dropped yesterday. In it, writer Mya Frazier and executive editor Michael Roberts investigate how Amazon is changing the outdoor market. Today, I interview Michael Roberts about the process, what was learned, and how only fools will predict what’s going to happen.

The reason this is so huge is because Outside is speaking directly to our consumers. It is one of the biggest and most influential media outlets in our markets, and it’s shining a light on how our customers research and buy their gear. This is a must-read article and (I hope) a must-hear podcast.

featuring

michael roberts

Michael Roberts is an executive editor of Outside Magazine and the host of the Outside Podcast, Adventures in Audio.

topics covered

Outside Magazine, Amazon, Amazon and the outdoor industry, specialty retail, national editorial, paid reviews, buying local, consumer research journey, commoditization of outdoor gear

select quotes

“[Approving this story] wasn't hard. Everyone saw the relevance of the story to our viewership.”
“Our story was, ‘What is this massive shift in how we are buying our gear and learning about our gear doing to this market?’”
“These [outdoor] products are often connected to life experiences that you hold onto. They have a real nostalgia to them and a real emotional energy to them.”
“[In terms of] trying to predict where this is going and where this is going to end up: We talked to a lot of smart people, and every single one of them had the same answer. It's like, ‘Good luck with that.’”
“In some ways, the starting point or the impetus to writing this story is [in] trying to explain to the consumer, ‘This is what's happening. This is how your experience is changing.’"
“This ultimately comes down to the consumer. What is the choice they're going to make?”
“People are realizing what's good for brands can be good for retail shops, can be good for distribution strategies... But the playing field is shifting all the time.”
[On persuading consumers to shop local] “Guilt is not going to win the day for anybody.”
“If we're not a magazine or a media brand or a podcast or website that you're talking about, then we're not going a good job.”