SNOW Fits Its Niche

When it comes to skiing magazines, SNOW stands alone. The Bonnier Corporation title is one of a kind, focusing on the lifestyle of the most affluent skiers. "Our audience is made up of dedicated skiers, but not the 'get in the car after work and drive to the resort to sleep in the parking lot' kind," says David Gibson, editor-in-chief for SNOW. "They appreciate all the trappings of ski resorts - the gourmet food and wine, the parties, the spas, and especially the fashion - as well as the history and romance of skiing."

SNOW is published three times a year during the winter in the U.S. and is primarily available in-room at luxury hotels at ski resorts, along with being sold at newsstands in the luxury ski markets, major metropolitan areas that are big ski feeder markets, private jetports, airport bookstores and first-class lounges in hubs that service resorts, and some targeted mailings.

SNOW is the only publication that treats ski fashion like actual fashion, and photograph it like the fashion magazines do, says Gibson. So don't expect stories on big jumps and halfpipe tricks that you get in most skiing magazines. SNOW doesn't have any how-tos either, or tips on ski technique or complete restaurant and hotel listings. "Our set is the kind that goes heliskiing for a week at a time, travels to Europe and South America to ski, and ends a day of skiing with a gourmet meal and a great bottle of wine before heading back to a big suite at a slope-side luxury hotel," says Gibson. "We like to believe they're curling up with one of our literary features by the fire."

In keeping with its target audience, SNOW doesn't market itself with competitions or by offering ski deals but focuses on the lifestyle aspects. "SNOW has had great success with fashion shows and related events," says Gibson. "In these events, snow clothing brands and ski resorts pay to put on a show for an exclusive invite list of retail buyers, media, and VIPs. They are always great parties, and usually generate a great amount of press coverage for the magazine and the advertisers."

And this year, SNOW is taking it one step further, hosting an event called SnowBiz. "We're inviting all of our favorite clothing brands and ski destinations to help us throw a giant fashion show and party in July in New York City, and inviting media from more mainstream media outlets - essentially being the authority on the world that we cover, and delivering it to a wider audience," says Gibson.

Gibson is proud that the magazine has managed to survive despite the difficult economic situation. Launched shortly before the financial crisis hit, the magazine has continued to grow by 5,000 copies per year - currently there are 50,000 per issue, with 300,000 readers due to the magazine's unusual distribution model.

"We managed to keep our editorial quality up, and people really began to appreciate that we address the ski culture in an important and unique way," says Gibson. "And now that the industry is on the rebound, we're rising right along with it. We're very well positioned to speak to a growing market."