Nat Geo 'Adventure' Folds

Update: A sad day. National Geographic Adventure Magazine announced it has published its final issue. As per a note by editor Steve Casimiro on www.theadventurelife.org, National Geographic Adventure will cease operations, a victim of the down economy and “systemic changes in publishing.” The final issue is December/January, which is on newsstands now.

Writes Casimiro: “It was no surprise that the magazine was struggling; all outdoor publications have suffered big drops in advertising and most have had layoffs. Like many, Adventure cut costs dramatically, including dropping from 10 issues a year to 8, but it wasn’t sufficient. Just a few issues after celebrating NGA’s 10th anniversary, the National Geographic Society decided enough was enough.”

NGS released the following statement: National Geographic is transitioning its Adventure brand from traditional print to a multi-platform model that will include newsstand editions, books, e-magazines, mobile applications and a robust Web site. National Geographic will also continue to honor the world’s great explorers and adventurers with the National Geographic Adventure Awards. “We’re tremendously proud of what John Rasmus and his team have accomplished over the last 10 years,” NG Publishing President John Q. Griffin said in making the announcement. “They have consistently delivered award-winning editorial to an enthusiastic audience of readers and advertisers. But given the current advertising environment and the opportunities we see in emerging digital platforms, we think the time is right to transition the Adventure brand.” Griffin shared the news at a staff meeting in New York today. A total of 17 staffers in New York and Washington are affected.

Casimiro continues: “The sadness I feel at NGA’s passing is deep beyond words. Some of my dearest friends and most respected colleagues lost their jobs today, and though I have every confidence they will thrive in their new ventures, the dissolution of this amazing group of people has me heartsick.”

We wish Casimiro and the entire magazine staff the best of luck. Great work over the years, fellas!

ORIGINAL POST (12/02/09):
One of the most well-known magazines in the outdoors world is for sale. According to Folio, a magazine that tracks the publishing industry, National Geographic Society’s Adventure is up for grabs.

The magazine, which claims to have 2.5 million readers, has been hit as hard as many other print publications since the recession started. Adventure advertising dollars took a nosedive more than any other magazine in National Geographic’s group, according to the Folio story.

Ad pages are down 44 percent through the third quarter of 2009, according to the article. This is compared to 21 percent for National Geographic magazine.

Folio cited one potential buyer — though both companies deny it — as Bonnier Corp., owner of titles like Ski and Skiing. Folio offers that a sell might be difficult as National Geographic would not extend its brand — and fabled yellow boarder — in a sale of the Adventure brand.

The magazine is known for its gear reviews, adventure-travel news, vibrant photography, and vivid, sometimes outlandish stories about trips most of us can only dream of taking. What do you think? Would you miss the magazine?

—Ryan Dionne