This print magazine is thriving by treating itself like a collector's item

Podcast: The Business of Content with Simon Owens · Simon Owens

Opublikowano: 2026-06-16

My newsletter: https://simonowens.substack.com/ When Mike Rogge purchased Mountain Gazette in early 2020, he wasn't acquiring a thriving media business. For $5,000 and the cost of a couple beers, he bought a dormant outdoor magazine brand whose main assets consisted of a URL, a trademark, decades of archives, and boxes of old issues sitting in storage. But Rogge believed the magazine's legacy — which included contributions from writers like Hunter S. Thompson and Edward Abbey — still carried meaning. At a time when many publishers were chasing algorithms and scale, he wanted to prove there was still a mar...