Doing what everybody else does won’t build fans. Being like the other guy but faster, cheaper, shinier won’t build fans.
Sometimes, however, you need to point out how you are different and that can be a way to build fans.
Mountain Gazette is my new favorite magazine. Each issue is a huge 11”x17”, like a coffee table book. The long-form articles are unusual and smart and the photography stunning. It’s independently owned and the small team digs producing a magazine celebrating the mountains they love. Founded in 1966 and revived in 2020 for a modern era, Mountain Gazette is the original outdoor magazine.
Mountain Gazette is clever about how they build fans.