20/20 #5: Camping Magazine: A Picture is Worth 1,000 Words

Camping Magazine

Camping Magazine's photography-forward redesign has been a huge success!

Here’s our fifth 20 for 20 (20 niche magazines in 20 days  sharing their strategies for success):  Camping Magazine: a picture is worth 1,000 words.  Camping Magazine’s vital statistics:

PUBLICATION: American Camp Association’s (100th yr) bi-monthly magazine, 7,500 controlled circulation, approx. 400 paid subscriptions
TARGET: Professionals and staff in the organized camp/youth development field
BIG IDEA: User-generated photography

Harriet Lowe, Editor-in-Chief, took the magazine in a new direction with the addition of a full-color format showcasing brilliant digital photography with exceptional results. Using amateur photography from authors and encouraging camps and staff to submit, they have been able to stand out from the crowd without paying high photography fees. In addition, they began using select photographers for high quality professional images at no cost to the magazine in exchange for credit and publicity for the photographer. Working with graphic designers who can step outside the box and implement the vision is also key. The strategy been so successful the magazine now has an annual photography contest and “Golden Lens” award.

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