REI launches in-house magazine 'Uncommon Path'
REI Co-op is entering its latest effort to support environmental activism with the launch of its own print magazine, dedicated to environmental and outdoor journalism.
The magazine, titled 'Uncommon Path', is set to make its debut this fall as REI phases out its full-price mail-order catalog, the outdoorwear company said in a press release.
The magazine will be published by Hearst Magazines - with particular help from HearstMade, the media company’s branded content studio - in collaboration with an in-house team of journalists and editors at REI. Once launched, Uncommon Path will be available at all 155 REI stores and in select newsstands nationwide.
REI management announced the launch at Outdoor Retailer Summer Market in Denver.
"Uncommon Path tells the stories of the experiences, the events, issues and ideas that shape the relationship between people and life outside," said Ben Steele, REI's executive vice president and chief customer officer.
"But those stories aren't limited to trails and peaks. They take us to parks and urban places closer to home, covering issues like climate change impacts that, due to dwindling resources and shrinking local newsrooms, are getting less and less press."
The first issue of Uncommon Path will feature full-length feature stories about outdoor life and culture, including stories on Civil Bikes founder Nedra Deadwyler; the landscape of the U.S./Mexico border; and phosphorescent diatoms in the intracoastal waterway of northern Florida; in addition to offering product recommendations, gear reviews and more.
REI said it will also provide support to local, nonprofit newsrooms covering issues facing the outdoors. To fulfil this goal, REI announced a new partnership with NewsMatch, a national matching-gift campaign that runs from November 1 to December 31.
Through the partnership, REI will invest in ten local news organizations, including InvestigateWest, Carolina Public Press, Adirondack Explorer, EcoRI, and the Midwest Center for Investigative Reporting, among others.
Uncommon Path joins REI’s suite of media offerings, including an online journal, film and podcast program.
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