On Episode 18 of Behind The Brand, Fuller digs deep into the past, present and future of journalism with Shawn Bean, Executive Vice President, Creative, for Bonnier Corporation. Bonnier runs the nation’s leading portfolio of media brands in the marine category, including Salt Water Sportsman, Marlin and Sport Fishing magazines. During his career in journalism, Bean has seen it all and has evolved as the face of media has changed.
After college, Bean landed an entry-level gig at CNN in New York City. After leaving New York for Florida, he joined the Bonnier team about 12 years ago as a staff writer and has seen the industry change while some aspects of the job have remained consistent.
“Bonnier still has a core following,” said Bean. “Some publications have been around 30 to 40 years while some have been around 80 to 90 years. Salt Water Sportsman is an authentic outdoor brand.”
“Over the years, we’ve had to get smart,” Bean said. “We have to follow our audience where they go. You’re more likely to find a polar bear on a unicycle than a 20-year-old reading a magazine.”
“Fundamentally, we’re always going to need stories!” exclaimed Bean. “It’s the core to who we are as humans, sharing stories and passing those forward.”
According to Bean, “platforms come and go.” Bonnier has remained consistent over the last 8 to 10 years, and publications like Salt Water Sportsman, Boating, Yachting and Cruising World are still delivering and still getting advertising.
Throughout the episode, Fuller and Bean discuss the relevance of how journalism has changed over the decades and how a global pandemic put the brakes on the brand’s events. And yet, the brand weathered that storm and has expanded its offerings and continues to look for ways to create impressions in an ever-changing market.
Episodes are available on Soundcloud and iTunes. Follow along on the TBA Outdoors Behind the Brand podcast page for episode descriptions and a complete collection of video episodes.
TBA Outdoors has niche category expertise and has been the driving force behind many national brands including Contender Boats, Outdoor America, FIREDISC Cookers, Heybo Outdoors, BOTE Boards, Fish Hippie, Williams Knife Co. and frogg toggs, developing and delivering tangible results that positively impact business in the outdoor industry.
To inquire about being a guest on the TBA Outdoors podcast, contact Todd Fuller at tfuller@tbaoutdoors.com. For more information about TBA Outdoors, visit TBAoutdoors.com, like us on Facebook or follow us on Instagram.
