The Outdoor Business update from SportsOne Source had an interesting article earlier in the month that pointed to a surge in interest for all things camping from a demo you wouldn't expect.
http://www.sportsonesource.com/news/spec/spec_article.asp?section=2&Prod=2&id=28232
This gets back to an earlier post where I mentioned that understanding your target market and WHERE they hang out is one of the most powerful things you can bring to making your campaign a success.
Since the article mentions it is the teen crowd looking to get outdoors (maybe they are finally tired of xBOX?), finding a web publisher who has this audience is important. What would be even cooler is if you distanced yourself from the crowd of your competition and decided to bump up your campaign one level so you could get your ad rates lower ( target one demo above where you want, get it cheaper, and then stay there until the demo you should target grows into that category. They probably already are!)
For the network of outdoor sites at NameMedia, the average demo runs 18-35 Male. Certain sites in the portfolio would skew higher or lower, but this would be the sweet spot.
Sounds like a run of channel campaign to me....now its only a matter of finding a tent company smart enough to take advantage if this!
