Case Study: Backpacker Magazine achieves new revenue streams and 6x digital subscriptions with Adobe Digital Publishing Suite (Adobe)

Backpacker magazine carves new revenue streams with digital edition, created using Adobe Digital Publishing Suite, Enterprise Edition

Backpacker magazine, a 39‑year‑old Active Interest Media title with a 1.2 million‑reader print following, needed to reach tech‑savvy outdoor enthusiasts and develop new revenue streams while producing tablet editions with a small in‑house team and integrating digital production into existing print workflows.

The team created interactive iPad editions using Adobe Digital Publishing Suite and Adobe InDesign—adding maps, GPS, multimedia and sponsor integrations—and later upgraded to the Enterprise Edition for advanced analytics and custom linking. The digital strategy drove strong results: a sixfold increase in digital subscriptions (March 2012), rising back‑issue sales, major sponsorships (e.g., REI), high app rankings and user satisfaction (96% would recommend, 92% “well done”), and new, measurable advertising and subscription revenue.

Backpacker Magazine

Anthony Cerretani

Deputy Editor and Digital Director, Backpacker