Paddlesports Dominate in Sierra's May/June 2008 Issue

For Immediate Release,
April 23, 2008
For editorial information contact:
Bob Sipchen at (415) 977-5542 or
Email: bob.sipchen@sierraclub.org
For advertising information contact:
Kristi Rummel at (608) 435-6220 or
Email: kristi.rummel@sierraclub.org

Paddlesports Dominate in Sierra’s May/June 2008 Issue

San Francisco, CA – SIERRA’s May/June 2008 issue takes readers on Alaskan waterways to explore the special connection to nature this human-powered form of recreation can offer. Since 2006, SIERRA has made great strides in bringing paddlesports recreation to its 1.2+ million readers, many of whom are already paddling enthusiasts.

In Savoring Wild Salmon (p. 32), noted author and outdoorsman Daniel Duane paddles Alaska’s Inside Passage to immerse himself in the wildlife and habitat that support a thriving salmon fishery. Funded by the Sierra Club’s hunter-angler outreach campaign, the article is illustrated with stunning photographs of the Sitka Sound flora and fauna. Editor-in-chief Bob Sipchen sees this feature as a good example of positive and inspiring environmental reporting—an important balance to the more political coverage that also appears in SIERRA

“To give our readers an intimate view of jaw-dropping big drop and waterfall descents we introduced them to Jock Bradley, Dunbar Hardy and Charlie Munsey, three top action-sports photographers who were daredevil paddlers first and then turned to catching the action with a camera. In No Do-Overs (p. 46) readers who may never shoot rapids like these will be able to experience the thrill through these photos,” said Sipchen.

SIERRA’s Annual Paddling issue showcases paddling advertisers and paddling destinations with the Third Annual Paddling section written by Darren Bush of RUTABAGA. Bush takes readers along with his family on a paddling getaway to Alaska’s Frederick Sound and LeConte Glacier. “I know the Sierra Club encourages and supports paddling as a great way to get outdoors,” said Bush, “so it was a treat to share our family’s Alaska adventure in the May/June paddling issue.” SIERRA’s Second Annual Paddlesport contest offers readers a sweepstakes with great prizes from sponsors Bell Canoe Works, Necky Kayaks and Lee County’s The Beaches of Fort Myers-Sanibel.

“Paddlesports are a natural fit with SIERRA’s audience and the Club’s local Chapter/Group paddling sections. Kayak and canoe trips in Alaska, Montana, California, Wyoming, Georgia, and Florida offered by the Sierra Club Outings program on page 61 demonstrate the support in the Sierra Club and its magazine for paddling recreation,” said Kristi Rummel, SIERRA’s National Advertising Director. “In Mixed Media on page 70, author Lou Ureneck reviews current books, films and web sites as he fishes for meaning in examples ‘of the power of rivers to change our lives’.” According to Rummel, “The May/June 2008 issue is one that Sierra Club Outings trip leaders and our members will definitely want to read!”

Other May/June 2008 issue highlights include:
• The Green Life—includes Media Lounge, Trendsetter with Free Geek, a recycling cooperative in Portland, Oregon, Grapevine and Hey Mr. Green. (pp. 18-25)
• Lay of the Land— with the 2008 Goldman Environmental prizewinners. (p. 29)
• Good Going—Alabama’s Cahaba River and its rare Cahaba water lilies. (pp. 30-31)
• Sierra Club Outings─2008-09 Open Foreign & Domestic Adventure Trips. (pp. 57-66)
• Comfort Zone—San Francisco’s new federal building offers workers windows that open and a three-story tall “sky garden.” (pp. 68-69)

ABOUT SIERRA:
Go to sierraclub.org/sierra to view the May/June 2008 issue online. Our on-line media kit is available at sierraclub.org/sierra/mediakit. A bimonthly, Sierra is published by the Sierra Club, the oldest, largest, and most influential grassroots environmental organization in America, with 713,000 members nationwide. In 1893 the organization issued the first Sierra Club Bulletin, which became Sierra in 1977. The bulk of Sierra’s paid circulation comes from readers who spend an average of $36 for membership in the Sierra Club. A recent study found that Sierra readers consider the magazine to be the number-one benefit of club membership. With multiple readers per copy, Sierra reaches a total audience of more than 1.2 million readers.
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