This past week, Robert attended the Podcast Movement in Washington, DC. It is the largest gathering of podcasters in the world, where several thousand people gather to learn, network, and discover what is new in the multi-media space—not just podcasts.
Robert has attended this conference every year since 2017 and always brings back at least one thing he implements immediately. Since acquiring Mushing Magazine and Team and Trail in late 2023, we have deliberately re-vamped the media properties and added much more value to our customers.
As many of you know, we have made it a policy to be as transparent as possible and continue to do so when the need arises to announce policies, procedures, new ideas, and struggles that we are contemplating here at the magazine and its related properties.
One of the talks at the conference is something that we have been thinking about since we bought the company: How do we merge the podcast with the magazine and complement it in a way that our readers want?
We took many polls, and many of you expressed strongly how important it was to keep the print magazine. Many of you do not even listen to podcasts. While our data shows that more than 12,000 people listen each month, and in more than 86 countries in the last quarter, we had an ah-ha moment on the first day of the podcast conference.
One key takeaway from a panel hosted by NPR (National Public Radio) was creating content that never touches the other channel.
Do not push your customers too hard to experience one channel over the other.
Some people may not want the magazine. Others may not like the podcast or vice-versa.
It makes perfect sense after we hear it.
If you think about it, many properties work this way (even though that is slowly changing). Case in point: You may be a year-long subscriber to National Geographic Magazine but may never watch the Nat Geo channel on TV.
These are two separate entities. While they complement each other and have the same mission, there is little cross-over, and you will rarely hear/see National Geographic suggest that readers/watchers move from one media property to the other. Sure, they may promote the TV channel in the magazine, but they are not trumping one property over the other. Each one is special and unique.
The magazine started in 1987, long before podcasting, social media, and even the Internet became widely used by most people. It was THE publication for mushing news worldwide and gained a lot of traction in the sport because of its storytelling, features, advertising catering toward mushers, and breadth of knowledge of the sport and the lifestyle.
To our knowledge, it has been in continuous print since its inception over 35 years ago. People have become comfortable with the print magazine; many still want to have and hold the paper version.
We plan to continue the paper magazine for as long as it is financially viable. We do not know how long that will be as the print media landscape is constantly changing, but if our visit to our printers, Walsworth Publishing, in July, is any indication, PRINT IS NOT DEAD.
A quick story…When Robert was young, maybe in early middle school, he would lie in bed at night and put a little radio under his pillow. This was the mid-1980s. At the time, he was living in Washington, DC, and he would pick up, late at night, Larry King, or later years, shows like Coast to Coast AM, an American late-night radio talk show dealing with various topics. Most frequently, the topics relate to either the paranormal or conspiracy theories. The audio was scratchy and would sometimes fade in and out. That was part of its appeal.
It was the companionship that audio provided. As he lay there and drifted off to sleep, he would listen to these people who had a way with words that could weave you into practically another world. The radio was there and did not require anything else to listen to.
A podcast is much the same way. It can be with you throughout your day and doesn’t require much of anything except listening. Many have told us that they listen to us when doing dog yard chores, on runs with their sled dogs, in the car, or on the smart speaker while making dinner.
A podcast is often story and emotion-driven much differently than a magazine article. It has depth and emotion. You can hear the passion in our guests’ voices, be with them in their triumphs and struggles, laugh with them, and maybe even cry. You can get up-to-date news that doesn’t have an editorial deadline. You might even learn something.
But it is not the print magazine of Mushing, and it should not be.
Moving forward, we aim to invest heavily in both media properties but treat them as very different entities. While we hope you will become a rapid print and digital magazine reader and an avid podcast listener, it is okay if you don’t do both.
We are passionate about both mediums. All our media are print magazines, podcasts, websites, social media, videos, short-form content, and more. It is okay if you do not like one or the other. We are OK with you as a fan on social media but not as a subscriber. You may not agree with all our editorial decisions or the stories we write or publish. Some things interest some, but not others. We understand that some of you come to our properties to see the latest and greatest; others come for the Super Dogs, the race profiles, or gear you may never own but want to learn about.
From now on, you can choose where to spend your time. We promise that all our offerings will be fantastic.
What do you think? Let us know in the comments or on social media.
