Outdoor magazine and content site Backpacker adds e-commerce offering
Wilderness travel publication Backpacker Magazine will add an e-commerce offering through a new three-year alliance just announced with outdoor gear retailer Altrec.com. Under the co-branded offering, visitors seeking content on outdoor activities and destinations at Backpacker.com will now be able to purchase outdoor specialty gear on the site, including equipment, apparel, and other products in a range of outdoor sports from camping and backpacking to cycling and skiing.
Backpacker Magazine is owned by publisher Rodale Inc., which also produces "Anyplace Wild," an outdoor adventure television series. The magazine`s web site, Backpacker.com, attracts more than 800,000 visits per month. Backpacker.com also operates Gearfinder.com, an online gear and information database. Altrec.com, founded in 1998, offers more than 300 brands of outdoor clothing and gear and logs in more than 600,000 visits monthly. Together, the web sites, TV series and magazine represent an audience of some 5 million. Cross-promotional activity under the alliance will include digital, direct mail and broadcast outreach. In addition to the launch of the online store, Backpacker.com and Altrec.com will share magazine and web content and partner on advertising programs.
"The alliance opens up new windows of connecting with and serving the needs of outdoor enthusiasts in ways that weren’t possible before the Internet," says Shannon Stowell, co-founder and vice president of business development at Altrec.
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