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In average, only 30% of print magazines handled by large distributors are sold, and the remaining 70% ends up thrown away. When working with these distributors, publishers are not only unable to reclaim their unsold magazines, but they can’t even target an adequate choice of retailers. BESIDE promotes both sustainability and creative entrepreneurship, and therefore it was essential that its distribution model reflect on these values. “We had to find an innovative way to distribute the first issue of our magazine while being true to our core values. So we have resigned our discussions with big distributors and imagined our distribution as a tool to get closer to our community across North America,” says Jean-Daniel Petit, BESIDE’s Creative Director.
The Roadtrip
With the partnership of Mountain Equipment Coop (MEC), BESIDE is going on a one-month Coast to Coast Distribution Roadtrip, from Eastern to Western Canada and along the US West Coast, during which its editorial team will be travelling aboard a camper van. The departure date is set for 10 November 2016 from Montreal, and until December 12, they will be making the following stops: Rimouski, Cascapédia—Saint-Jules (Gaspésie), Dartmouth, Rouyn-Noranda, Thunder Bay, Winnipeg, Regina, Calgary, Banff, Bend, Portland, Seattle, Victoria, Tofino, Squamish and Vancouver.
Connecting With the New Outdoor Community
Along the way, BESIDE will organize pop-up launches, develop relationships with hundreds of new retailers from outdoor boutiques to cafes and design stores, and, of course, experience the magnificent North American natural playground. But most importantly, in each region, they will meet people that are, like them, driven by nature, sustainability and the outdoors. They will collect these shared moments and discussions with adventurers, entrepreneurs, photographers, conservationists and farmers that compose the New Outdoor Community.
Follow the Journey
BESIDE will share its journey with articles and videos published online, to communicate its discoveries, memorable encounters and life on the road to its readership every step of the way. They invite people to partake in one of their many gatherings, send ideas of places to go and people to meet, and to follow their unique roadtrip with a mission!
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besideontheroad.wordpress.com 