A mountain resort does more than offer skiing: it is a complex of services both winter and summer that cater to the recreational needs of millions of outdoor enthusiasts. In size, they range from small community facilities up to huge destination resort communities with international clienteles.
The market consists of the mountain resorts and the touring centers of North America. The key decision-makers and decision-influencers in this market are responsible for highly sophisticated lift systems, multi-million dollar snowmaking systems, fleets of modern slope-grooming equipment, ticketing systems and comprehensive access control.
They are also volume feeders, catering to the food and beverage needs of 57 million skier and snowboarder visits a season. And that doesn’t include all the cross-country and snowshoe activity. They are in the retail business with ski and snowboard shops, and in the lodging and real estate business with hotel, housing and condominium sales and operations. They gross millions annually in equipment rentals. Many operate year-round and offer a vast range of summer attractions.
Ski Area Management (SAM) magazine is the professional trade publication for the mountain resort market. It is published bi-monthly with an all-paid circulation. It is wholly independent, working closely with all trade associations, but the official organ of none. SAM readers are key decision-makers and influencers in this market.
SAM’s growth and evolution has taken us from a publishing company to a dynamic multi-channel media and events company. The influencers who read the magazine also consume content through our online channels, and attend our various industry events to gain knowledge that will help them, and their operations, be more successful.
We take great pride in our role as the industry’s most trusted resource, and our advertising partners have benefitted from the exposure this position wields for decades.
SAM’s circulation is 100 percent paid. Additional unpaid distribution occurs at important regional and national industry conventions. Market penetration is comprehensive, circulating as it does to virtually all North American ski areas. Most SAM subscribers are at the owner and managerial level, but many are supervisors, foremen, and other decision-influencers.
Pass-along readership at ski area operations is a major multiplier of the magazine’s reach. For example, 26 percent of SAM subscribers pass their copy along to five or more other readers. This is a good indicator of the interest in SAM and the value of its content to mountain resort staff members of all levels, as well as how extensively the magazine is read by all resort departments.
The magazine enjoys considerable paid circulation overseas, too, with subscribers in Australia, New Zealand, South America, Japan, Korea, and more than a dozen European ski regions.
Now in its 60th year under the same ownership and editorship, Ski Area Management is an industry institution—a forceful, respected presence and an influential voice. The editorial authority and credibility of SAM creates a unique and powerful climate for any advertiser wishing to reach and sell the ski resort industry. “I saw it in SAM” is always heard about products promoted on its advertising pages.