Story here: http://www.theadventurelife.org/
It’s not huge news that a magazine just folded but a big deal in my universe since I worked for Outside and Men’s Journal.
All magazine categories are simply too crowded for the number of readers and advertisers available. Men’s Journal was started when Jann couldn’t buy Outside back from Larry Burke. Jann sold it to him when he moved Rolling Stone to New York because he couldn’t afford to keep both magazines afloat in the change of venues. After selling it, the outdoor category started to heat up. Mostly with companies that wanted to be associated with the rugged lifestyle. The advertising they bought was mostly as positioning. When National Geographic launched Adventure in 1999 the outdoor lifestyle category has peaked and was on its way down. I suspect Adventure was more of a reaction to National Geographic shedding millions of readers during the rise of the MTV generation than anything else. That and the average age of their readers made them think they needed to develop another product to attract new, young readers. So, this is all just the natural progression of it all as the category has 1 and a half magazines in it now because Men’s Journal has gone on to position itself as more of a mainstream men’s magazine with outdoor influences.