I don’t know if I agree about print media being dead… As I personally would much rather read something in a magazine than on the computer. Especially long articles. Plus every-time I visit a grocery store, airport, pharmacy, book store, etc there is a huge magazine section full of the craziest hobbies.. So if they can make it then there would be no reason why BPL couldn’t..
Lets say for arguments sake there is 100,000 stores that carry magazines. If you could get BPL in 10% of those stores via some magazine distributor (which I wouldn’t think would be hard given it already has a national audience) and sold a dozen magazines a month per store that would be 120,000 magazines. Even if you only made a $.50 per magazine after printing costs (at the wholesale level) that would still be 60K a month in gross profit + the amount of money you could make off the ad’s inside. I called Backpacker once to see how much an ad was. They wanted something like $600 a month or more for a business card sized ad in the back. A full page was something like 5-10K.. And with the reputation BPL has built over the years as the go to place for lightweight gear and how its pretty much the standard way people backpack now and how gear is being made, it would be safe to say BPL wouldn’t have trouble filling all the ad space the first month which would gross another few hundred grand a month.
Not to mention the added revenue from subscriptions of magazines your shipping directly to customers and then if your charging extra for additional content like BPL is doing now plus you could sell a ton of t-shirts, hats, stickers, etc.. While this would be some hard work (being in business usually is), I see no reason a print BPL couldn’t compete directly against something like Backpacker or Outside and be successful in the process.
If publishing a magazine was something I knew anything about I would seriously consider making Ryan J an offer to buy the rights to this place as I see the potential. You could hire the full time staff this place needs and pump content out faster than people could read it.. And in the case of a printed magazine, the more the content, the more the ad space..
That said, 10 years ago it might of not worked as well due to UL backpacking being a small niche and having a smaller customer base. But now, it would have no problem what so ever..