Climbing circulation increases 20 percent in 18 months

Boulder, CO, and New York, NY – According to the recently-released Audit Bureau of Circulations statement, Climbing Magazine (climbing.com) saw an increase of 20 percent in circulation to 44,349, for the 6 months ending June 2008 compared with the December 2006 period. Skram Media, publisher of Climbing, acquired the magazine from Primedia in December 2006. 

Publisher Mark Crowther said, “I couldn’t be more pleased with how strongly Climbing has bounced back under our ownership. I put it down to bringing the soul back to the magazine – which is attributable to Editor in Chief Matt Samet, and Art Director Andy Outis; plus we have a greater capacity for creative marketing at the consumer level, and we’re very active in grass roots events.” 

Climbing Magazine’s circulation – the only ABC-audited circulation in the category – is now at the highest level in more than 5 years, and 47% larger than that claimed by the number-two magazine in the same category, Rock & Ice. 

The only other magazine in the category approaching Climbing Magazine’s annualized circulation growth rate of 13%, is Urban Climber (also published by Skram Media) – which since its launch 4 years ago has become the unrivalled market leader in the youth-climbing segment. 

Jonathan Lantz, President of La Sportiva North America, commented, “Climbing Magazine has focused its energy on the heart of the sport and has since been rewarded for its efforts. By speaking to the core climber and refining the feel of the magazine, the crew at Climbing has rediscovered the soul of American rock climbing.” 

Jim Karn of Metolius Climbing, manufacturer of rock climbing gear for more than two decades, added “Skram Media has done an outstanding job restoring Climbing Magazine to its former greatness. The improved content and increased circulation are obvious for anyone to see. What isn’t obvious, unless you’ve worked with the new staff, is the excellent customer service. They have made my job easier and my marketing budget more effective. What more could you ask for?” 

Crowther concluded, “Climbers are devoted both to their passion and to our magazine. Our advertising and circulation keep increasing because, recession or not, people will give up many other things but keep climbing. We are not a discretionary magazine but an integral part of climbers’ lives.” 

Copies of Climbing Magazine’s June 30, 2008 ABC statement can be obtained by contacting: Mark Crowther, at mark@skrammedia.com or phone (212) 691-2921 x101. 

About Climbing Magazine:
Founded in 1970, Climbing Magazine (climbing.com) is the largest-circulation climbing magazine in North America. Skram Media, formed by Mark Crowther in 2004 to launch Urban Climber, acquired Climbing from Primedia in December 2006. The Company also produces the market-leading web-sites in the climbing category: Climbing.com and UCTV (ucmag.tv) the leading destination online for climbing video entertainment.