No other California magazine reaches such a broad cross section of outdoor enthusiasts. Ninety-four percent of our readers engage in five or more outdoor pursuits. By advertising your business in ASJ, you will reach people who already participate in your target activity as well as a receptive audience of potential new customers.

• Inclusion in our Adventure Directory Listings in our Adventure Events Calendar listings (free with every display ad)
• Web site links and banner ads
• Sponsorship of Adventure Events Calendar or Tide Charts
• Sponsorship of the Adventure Sports Journal adventure racing team
• Event profiles and product reviews (editors' discretion)

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Targeted Distribution

From the beginning, we have worked to make the most of each and every printed copy of Adventure Sports Journal. We are firm believers that carefully monitored distribution is the best way to maximize impact and achieve a low return rate. From San Luis Obispo to the Oregon border, ASJ is distributed at more than 400 carefully chosen locations, including all northern California and Nevada REI stores, plus independent outdoor shops, bike shops, surf shops, ski shops, outfitters, climbing gyms, health clubs, juice bars, coffee shops, microbreweries, resorts and lodges. ASL also makes it into the right hands through:

ASJ also makes it in the An exclusive relationship with the northern California REI events and outreach program. Copies of the ASJ are made available to participants at REI slideshows, presentations and clinics. Distribution in race bags at adventure races, cycling events, triathlons and other outdoor competitions and festivals, as well as racing and training clinics

Over the past four years, ASJ's distribution has more than tripled and it continues to grow. We now distribute more than 24,000 copies. And our reader survey indicates that each copy of ASJ is read by more than three readers. Thus, an ad in ASJ has the potential to reach more than 70,000 interested, active individuals. Given our current growth rate, this number promises to rise exponentially.

 

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Our Readers

The majority of Adventure Sports Journal readers are successful, educated, outdoor enthusiasts. Three quarters are between the ages of 25 and 49, and we have a strong following among men and women.

Gender:

• 60% Male
• 40% Female

Marital Status:

• 61% Single
• 39% Married

Average Age: 37

Age Brackets:

• 18-24 ...........14%
• 25-29 ...........14%
• 30-39 ...........31%
• 40-49 ...........30%
• 50+ ...............11%

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Income and Education

Average Household Income: $78,850

Income Brackets:

• < $20,000 ..........................10%
• $20,000 - $29,999 .............5%
• $30,000 - $49,999 ...........18%
• $50,000 - $74,999 ...........26%
• $75,000 - $99,999 .............6%
• $100,000+ ........................35%

ASJ readers are educated.

• 97% have attended college.
• 71% of our readers have completed a four year degree.
• An additional 21% are enrolled in college.

Degree Brackets:

• Attend College/no degree ............21%
• Associates Degree...........................5%
• Bachelors Degree ..........................41%
• Masters Degree ..............................25%
• Doctorate ...........................................5%

A majority of our readers have professional careers.

Career Brackets:

• Professional................................................42%
• Executive/Managerial/Administrative .....19%
• Clerical/Sales/Technical .............................9%
• Precisions/Crafts/Repair .............................4%
• Other Employed ..........................................24%
• Retired ...........................................................2%

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Spending Power

• 94% of our readers engage in five of more outdoor pursuits.
• 55% of ASJ readers spend over $1,000 on outdoor gear and equipment per year.
• 62% of ASJ readers drive a SUV, Truck or Van, and
• 48% of our readers' vehicles are Four Wheel Drive. A majority of our readers eat energy bars, health supplements and organic food.

Spending Brackets:

• $0 ..................................................1%
• $100-$299 .....................................7%
• $300-$499 .....................................7%
• $500-$999 ...................................30%
• $1000-$1,499 ..............................27%
• $1,500-$1,999 .............................13%
• $2,000+ .......................................15%

Consume:

• Energy Bars ............................82% 2.5 per week
• Sports Drinks ..........................60% 2 per week
• Health Supplements ................41% 6 per week
• Organic Foods ........................72% 5 per week

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Internet Savvy

• 96% of readers use the internet
• 94% use the internet during leisure time outside of work
• 71% purchase gear online
• 65% make hotel reservations online

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Active Multi-sport Readers

Here are some of the activities our readers participated in last year.

Backpacking

• 54% backpacked an average of 12 days last year
• 30% will consider it for next year

Biking

• 64% mountain biked an average of 45 days
• 18% will consider it for next year
• 56% road biked and average of 61 days
• 27% will consider for next year

Camping

• 75% camped an average of 16 days last year
• 14% will consider it for next year

Diving

• 14% went diving an average of eight days last year
• 17 % will consider it for next year

Gym

• 57% went to the gym an average of 104 days last year
• 9% will consider it for next year

Hiking

• 94% of our readers hiked an average of 35 days last year
• 8% will consider it for next year

Kayaking

• 39% sea kayaked an average of seven days last year
• 22% will consider if for next year
• 14% white water kayaked an average of seven days last year
• 17% will consider it for next year

Mountaineering

• 19% mountaineered an average of seven days last year
• 19% will consider it for next year

Rock Climbing

• 35% rock climbed an average of 19 days last year
• 14% will consider if for next year

Skiing

• 40% skied an average of 12 days last year
• 12% will consider it for next year

Snowboarding

• 35% snowboarded an average of 15 days last year
• 14% will consider it for next year

Other Snow Sports

• 20% did other snow sports (i.e. snowshoeing) an average of six days last year
• 9% will consider it for next year

Skydiving

• 4% skydived an average of 12 days last year
• 16% will consider it for next year

Surfing

• 30% surfed an average of 37 days last year
• 14% will consider if for next year

Trail Running

• 50% trail ran an average of 55 days last year
• 9% will consider it for next year

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RACING EVENTS

Here are some of the events are readers participated in and are interested in participating in.

Adventure Races

• 14% adventure raced in average of five races last year
• 32% will consider it for next year.

Bike Races

• 20% bike raced in average of six races last year
• 15% will consider it for next year.

Running Races

• 34% ran and average of five running races last year
• 14% will consider it for next year.

Triathlon

• 17% raced an average of four triathlons last year
• 26% will consider it for next year.

Kayaking Races

• 10% raced an average of four kayaking races last year
• 9% will consider it for next year.

Skiing/Snowboarding Competitions

• 10% participated in an average of four events last year
• 10% will consider if for next year

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GEAR

Our readers have lots of outdoor gear.

Bike Accessories

• 72% own
• 40% bought
• 45% plan to buy

Bike (Mountain)

• 71% own
• 18% bought
• 18% plan to buy

Bike (Road)

• 38% own
• 8% bought
• 11% plan to buy

Binoculars

• 63% own
• 9% bought
• 4% plan to buy

Canoe

• 14% own
• 1% bought
• 3% plan to buy

Car Roof Rack

• 44% own
• 12% bought
• 17% plan to buy

GPS

• 19% own
• 7% bought
• 18% plan to buy

Home Gym System

• 17% own
• 7% bought
• 6% plan to buy

Hydration System

• 60% own
• 20% bought
• 12% plan to buy

In-line Skates

• 27% own
• 2% bought
• 4% plan to buy

Insect Repellant

• 69% own
• 28% bought
• 12% plan to buy

Kayak (sea)

• 14% own
• 3% bought
• 12% plan to buy

Kayak (whitewater)

• 6% own
• 1% bought
• 5% plan to buy

Mountaineering Gear

• 33% own
• 14% bought
• 17% plan to buy

Skiing Equipment

• 40% own
• 18% bought
• 14% plan to buy

Snowboarding Equipment

• 28% own
• 11% bought
• 11% plan to buy

Surfing Gear

• 25% own
• 9% bought
• 19% plan to buy

GEAR SPENDING BRACKETS

• $0 ...........................1%
• $1-$99 ...................3%
• $100-$199 .............7%
• $200-$299 ...........16%
• $300-$499 ...........14%
• $500-$999............27%
• $1,000+................32%

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CAMPING EQUIPMENT

Our readers have a lot of camping equipment.

Backpack

• 86% own
• 21% bought
• 11% plan to buy

Backpack (expedition)

• 31% own
• 27% bought
• 25% plan to buy

Camp Stove

• 69% own
• 9% bought
• 95% plan to buy

Daypack

• 83% own
• 15% bought
• 5% plan to buy

First Aid Kit

• 80% own
• 12% bought
• 7% plan to buy

Head Lamp

• 59% own
• 19% bought
• 14% plan to buy

Lantern

• 63% own
• 9% bought
• 4% plan to buy

Sleeping Bag

• 90% own
• 8% bought
• 11% plan to buy

Hydration Pack

• 63% own
• 14% bought
• 11% plan to buy

Topographic Map CD/Rom

• 23% own
• 7% bought
• 11% plan to buy

Sleeping Pad

• 83% own
• 12% bought
• 9% plan to buy

Tent

• 82% own
• 9% bought
• 14% plan to buy

Water Filter

• 47% own
• 8% bought
• 15% plan to buy

Other Camping Equipment

• 65% own
• 27% bought
• 32% plan to buy

CAMPING EQUIPMENT SPENDING BRACKETS

• $0 ..............................9%
• $1-$99......................24%
• $100-$199 ...............14%
• $200-$299 ...............23%
• $300-$499 ...............13%
• $500-$999 ...............10%
• $1,000+......................7%

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CLOTHING

Here are some of the clothing our readers own and plan to buy.

Bicycle Clothing

• 63% own
• 33% bought
• 26% plan to buy

Hiking Clothing

• 84% own
• 39% bought
• 28% plan to buy

Insulated Underwear

• 78% own
• 25% bought
• 14% plan to buy

Kayaking Clothing

• 24% own
• 10% bought
• 8% plan to buy

Mountaineering Outerwear

• 34% own
• 9% bought
• 12% plan to buy

Rock Climbing Clothing

• 27% own
• 12% bought
• 8% plan to buy

Running Clothing

• 65% own
• 34% bought
• 24% plan to buy

Sailing Attire

• 11% own
• 5% bought
• 3% plan to buy

Skiing/Snowboarding Clothing

• 58% own
• 24% bought
• 19% plan to buy

Wetsuit

• 45% own
• 14% bought
• 22% plan to buy

CLOTHING SPENDING BRACKETS

• $0 ................................5%
• $1-$99 .......................11%
• $100-$199 .................17%
• $200-$299 .................28%
• $300-$499 .................18%
• $500-$999 .................14%
• $1,000+ .......................7%

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SHOES

Here are some of the shoes are readers own and plan to buy.

Approach Shoes

• 17% own
• 5% bought
• 3% plan to buy

Boat/Deck Shoes

• 19% own
• 5% bought
• 2% plan to buy

Biking Shoes

• 47% own
• 10% bought
• 10% plan to buy

Cross Trainers

• 50% own
• 15% bought
• 10% plan to buy

Hiking Boots

• 79% own
• 17% bought
• 14% plan to buy

Mountaineering Boots

• 19% own
• 5% bought
• 7% plan to buy

Rock Climbing Shoes

• 28% own
• 11% bought
• 10% plan to buy

Running Shoes

• 75% own
• 41% bought
• 36% plan to buy

Sports Sandals

• 69% own
• 13% bought
• 12% plan to buy

Water Sports Shoes

• 44% own
• 11% bought
• 8% plan to buy

SHOES SPENDING BRACKETS

• $0 ..............................6%
• $1-$99 .....................24%
• $100-$199 ...............23%
• $200-$299 ...............28%
• $300-$499 ...............10%
• $500+ ........................9%

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SKI RESORTS

How often our readers visit ski/snow resorts.

• Never.....................................12%
• Once a Year...........................33%
• Several Times a Year.............29%
• 10 + Times a Year.................17%
• Weekly....................................9%

How many of our readers buy annual ski resort lift passes?

• 17% YES
• 83% NO

How many of our readers are interested in purchasing lift ticket/pass specials from California resorts?

• 56% YES
• 44% NO

How many of our readers are interested in purchasing lift ticket/pass specials from out of state resorts?

• 30% YES
• 70% NO

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VEHICLES

What kind of vehicles our readers drive.

• SUV .....................28%
• Truck/Van.............34%
• Wagon ..................12%
• Sedan ....................20%
• Sports Car................6%

How many have four wheel drive.

• 48% YES
• 52% NO

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Travel

How many have participated in an ecotravel or adventure travel trip within the last year?

• 28% YES
• 72% NO

How many are interested in taking an ecotravel trip?

• 83% Yes
• 17% NO

How many are interested in taking an adventure travel trip?

• 71% Yes
• 29% NO

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TESTIMONY

Adventure Sports Journal has been a great platform for REI. By advertising in ASJ, REI has been able to target outdoor audiences throughout northern California. ASJ is quickly becoming the magazine outdoor enthusiasts reference to find the latest in training, gear and to find out what's happening in their community.
—Hillary Harding, REI

We love ASJ! Not only has it brought customers and friends to our surfing, climbing and mountain bike programs, it has also brought a real awareness to what we are so fortunate to have here in the Bay Area, a love of Adventure Sports! Thank you ASJ!
—Claude Amanda Silver, Girls Adventure Out

Zephyr Whitewater Expeditions has been advertising in Adventure Sports Journal since the beginning. We have had a very positive response to our ads. We are excited about the expansion of ASJ, and plan to continue advertising. Adventure Sports Journal is the only magazine that really reaches our target audience in California.
—Bob Fergusson, Zephyr

M.A.S. is having a great start to the summer season, which is always the preferred way to start the season. I feel that the ASJ has played a contributing factor to M.A.S.'s success. Thanks!
—Aaron Johnson, Mountain Adventure Seminars