From the inception of the magazine in 2007, there were more than just a few factors going against the success, and survival, of Overland Journal. For starters, in 2007 the overland scene in North America was simply a fraction of what it is today with few even knowing what the term even meant—much less that there was an entire magazine dedicated to it. On top of that, the way people read and received their information was changing fast, arguably, printed magazines were seen to be in the process of dying. Even still, Overland Journal pushed forward, expanding to new heights, and along with the rest of the industry, the premium publication saw phenomenal growth. Even with pressure from the looming digital age, more and more readers find solace within the stories and images on the high quality pages that make Overland Journal what it is.
We're proud to say that they have just reported a 30% increase in circulation for 2012, and in addition the publication will be adding eight additional pages to the magazine to allow for more detailed stories, additonal images, and more adventure-motorcycle content.
Read the full press release below.
Record Growth for Overland Journal
Continued Expansion Contrary to Media Trends
Prescott, AZ, 2013-2-1 — Overland Journal, the leading publication in the vehicle-supported adventure-travel industry, announced 2012 was another banner year and forecast increased growth in 2013.
Publisher Scott Brady commented on the reasons for Overland Journal's continued growth when many media outlets, especially print publications, are struggling: "First of all, we'd be nowhere without the continued support of our loyal subscribers. We listen to our readers, and constantly strive to improve, which has resulted in an additional 30% increase in our circulation this year. Our Churn Rate is among the lowest in the industry, and we still retain most of our original subscribers as we enter our 8th year of publication."
Editor-in-Chief Chris Collard emphasized the continuous print refinement process "We strive to make every single issue better than the one before it. That means I am always pushing for greater photography, sharper writing, more compelling stories, and industry-leading, impartial gear reviews. The feedback I receive from readers tells us they appreciate the efforts, and many have told me that we are the only print publication they still subscribe to."
"With our newsstand and retail expansion in 2012 we have more ad placement demand then space available." added Business Development Director Brian McVickers, "That process was complex since we insist on a high sell-thru to reduce wastage, but we've built good relationships with key distributors. We're now available at Barnes & Noble, Books-a-Million, Chapters, and dozens of independent newsstands. That, combined with our surge in subscriptions, has resulted in a significant increase in demand for space within the magazine. Since we refuse to exceed 30% of the pages in the magazine as an advertising cap, which is much lower than the rest of the industry, we've decided to add eight pages to the magazine starting with the Spring 2013 issue."
Collard continued, "By adding eight pages, we can add even more detail to our feature stories, and also include more adventure-motorcycle content, which our readers have been clamouring for. These continuous improvements to the magazine are the reasons why we've doubled our circulation over the past 3 years."
About Overland Journal:
Overland Journal is wholly owned by Overland International Inc., which is also the parent company for the Expedition Portal online community, and our video and TV production division. Each of these properties is a leader in their field. The company is a majority employee-owned business headquartered in Prescott, Arizona.