Australian Geographic Outdoor magazine rebrands to Outdoor
Bauer Media’s magazine, Australian Geographic Outdoor, which is now produced by Adventure Group Holdings, has been rebranded to Outdoor.
The rebrand comes after former general manager at Bauer Xcel Media and Adventure Group Holdings CEO, Rob Gallagher, commenced publishing the title in May.
It also comes nine months after Bauer Media sold its adventure titles – Caravan World, Campertrailer Australia, Motorhome and Caravan Trader, Travelin, Turu – to Gallagher.
The rebrand sees Adventures dropping the Australian Geographic brand name from its title.
At the same time, the publication has welcomed new editor, Jack Murphy, who replaces Justin Walker.
Murphy has previously been published across Australian Geographic, The Wanderer, 4×4 Australia, Club Marine, Caravan World, Camper and Trade-a-Boat.
In 2015, Murphy, together with content director at Adventures Travis Godfredson, launched their own masthead, The Captain, which he currently co-edits.
Gallagher said it was time for Outdoor it have its own “unique voice”.
“The Adventures business will support the brand with a new look to showcase the stunning photography, new format that will enhance the reading experience and more dynamic story-telling under the direction of the new editor, Jack Murphy,” Gallagher said.
“Jack is a highly-regarded content creator in the outdoor and adventure space with proven editing pedigree to match his talents. He will breathe new life into the product by finding new and interesting ways to engage more people around the adventure space.”
He pointed out new opportunities for Outdoor online, through video and social.
Godfredson said “multi-channel publishing” was second nature to Murphy.
“Creating great content is second nature to Jack. He bought a camera at 16, started blogging and by the age of 23 he had attracted over 30,000 followers.”
Murphy said consumers could expect new faces and imagery, and more stories on human adventure under his editorship.
“Outdoor is about people getting the best out of themselves. We’ll be capturing their hopes and fears; we’ll look inside their travel kits and check out their training regimes – and we’ll tell their story of adventure, leaving the reader with calluses on their hands and sweat on their brow.”
Hi, I have just received and read the new look Outlook and my immediate response is that I am very disappointed, both in the new look and the content (both writing style and the information, or lack of it on both counts). This is not the magazine that I signed up for (actually it was a gift, at my request) and I will not be renewing my subscription. The previous magazine (ie Outback’s former incarnation) had a great balance, with a focus on useful information, rather than a “hey dude” type of lingo in this new format that in the main gives little actual information, especially regarding the locations featured.
One last point: the new 3 Capes trail in Tasmania – your hikers did their own thing and lamented the board walks etc when they reached the new trail. We all know that Tasmania builds these trails to ensure that the thousands of walkers they get don’t trash the environment – please don’t decry or sneer at the existence of the trails. Stay well away from them if you don’t like them.
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AG Outdoor was my favorite magazine. After the changes made with new format/editor and content I won’t bother reading it anymore. Sad.
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