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Ad space for sale where you'd least expect it: on

Online retailer of high-end outdoor gear breaks with tradition and adds paid advertising to the retail space.

PARK CITY, UTAH (Sept. 14, 2010)—In another first for the outdoor retail industry, has unveiled what may well be the most targeted and cost-effective advertising opportunity in the outdoor space. The online retailer of high-end outdoor gear is now making available display media advertising inventory opportunities on’s family of stores. The advertising buys will boast an inventory of exposure opportunities to’s1–4 million unique monthly visitors who engage in 10–35 million page views per month (depending on the month) — exposure that is unparalleled in the endemic outdoor industry media.’s advertising program gives vendors, industry partners, and other customer-complementary advertisers the ability to purchase advertising real estate on stores in an extremely easy, efficient, and cost-effective manner. The program leverages’s niche-focused approach to retail and gives advertisers an opportunity to target a super-specific and influential customer at a powerful point in the purchase process.

“Most people still use the internet as it was originally intended: a research medium,” said Dustin Robertson,’s Chief Marketing Officer. “Having customer-complementary ads on our sites can enhance the customer’s shopping experience as well as provide the customer with more brand and product information opportunities while they are in their research phase.”

Advertisers can buy inventory available on a taxonomy navigation level basis (Men’s Clothing, Women’s Clothing, Hiking…) as well as on all Product Detail Pages. They will have the ability to send traffic to any destination URL they choose; from their own site, to a smaller retailer or to a custom campaign, the choice is theirs. “We would much rather have our customers exit to a vendor site to learn more about the products they are researching than go anywhere else,” said Robertson.

The program is in its embryonic stages. Reps are in the process of introducing vendors to the availability and costs.Space will be offered to’s vendor partners before it becomes available to non-endemic manufacturers and organizations.

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About is an online retailer of high-end outdoor gear. The e-tailer carries more than 400 brands in various categories, including backpacking, camping, cycling, hiking, climbing, trail running, paddling, skiing, snowboarding, snowshoeing and adventure travel. Backcountry also operates,,,,,, and is a controlled subsidiary of Liberty Media Corporation attributed to the Liberty Interactive Group (Nasdaq:LINTA).