Explore's 45-Year Evolution: From Print Icon to Resilient Media Network

WINNIPEG, MB – June 23, 2026 – In an era defined by the contraction of legacy media, Canada's most-awarded outdoor adventure publication, Explore Magazine, is celebrating its 45th anniversary not with a quiet reflection, but with an aggressive and calculated expansion. While many publications shrink their physical footprint, Explore is increasing its print presence. While others struggle with digital monetization, it is launching a premium subscription hub. And as brand identity becomes paramount, it is stepping off the page and into the real world with its first apparel line. This is more than a birthday party; it's the public unveiling of a sophisticated, multi-layered network designed for survival and growth in the modern media landscape.

Founded in 1981 as a grassroots provincial periodical, the independently owned magazine has become a cultural touchstone for Canadian adventurers. But its latest moves demonstrate a strategic pivot from being a mere content provider to becoming the central node in a comprehensive lifestyle ecosystem. It's a case study in how to build a resilient infrastructure around a legacy brand.

The Resilient Physical Network

At the core of Explore's strategy is a defiant bet on a tangible asset: the printed magazine. The 45th-anniversary issue is rolling out to over 900 newsstands nationwide, a significant expansion at a time when Canadian magazine readership and ad revenue are in a well-documented decline. This move reframes print not as an outdated relic, but as a premium, high-touch component of a broader network.

Critically, the content in the print edition is 100% exclusive and does not appear online. This strategy elevates the physical magazine from a disposable commodity to a coveted collector's item, creating scarcity and value in a world of infinite digital content. It becomes a tangible anchor for the brand's identity, a physical manifestation of the world-class storytelling and photography that has earned it over 200 editorial awards and nominations, including a recent Honourable Mention at the 2026 National Magazine Awards. By strengthening its physical distribution, Explore is reinforcing the foundational layer of its network, ensuring its presence in the physical world remains as robust as its growing digital one.

Forging the Digital Backbone: ExploreNOW

The most significant piece of new infrastructure is ExploreNOW, a subscription-based digital portal that functions as the brand's central nervous system. This is not simply a website with paywalled articles; it is a carefully architected digital hub designed to create a direct, recurring-revenue relationship with its most engaged audience. Priced at $9 per month or with bundled annual options, the platform offers a clear value proposition beyond the printed page.

Subscribers gain access to exclusive long-form features, in-depth investigations, and expert guides delivered weekly, with bonus content from Publisher David Webb. This creates a steady cadence of engagement, transforming passive readers into active members. The platform's architecture extends beyond content, integrating a community and commerce layer. Member perks include access to exclusive contests, partner discounts, and a 15% discount at the Explore Gear Shop—a powerful incentive loop that encourages both loyalty and further spending. By including a three-year archive of digital back issues, the platform also monetizes the brand’s extensive history. ExploreNOW is the digital backbone that allows the company to own its audience, understand their behavior, and build a community that exists independently of third-party social platforms or declining ad revenue.

From Media to Lifestyle: The Brand Extension Network

The final layer of this strategic trifecta is a move into the physical world of its readers. This September, Explore will launch its first-ever apparel collection in collaboration with Northern Sun, a Canadian outdoor apparel company. The collection, featuring down puffy jackets, waterproof-breathable shells, and Sherpa fleece, is a masterstroke of brand extension. It transforms Explore from a brand you read into a brand you wear.

The partnership is strategically aligned. Northern Sun, a recently revitalized brand from the late 1970s, mirrors Explore's own legacy and focuses on products “designed by Canadians for life in Canada.” The emphasis on sustainability—using PFAS-free materials, Responsible Down Standard (RDS) certified down, and offering a lifetime warranty—resonates with the values of the outdoor community Explore serves. Products like a 3-in-1 winter jacket and a down jacket that converts into a travel pillow are not just merchandise; they are thoughtfully designed pieces of gear that solve problems for the magazine's target audience. This collaboration builds a new, durable revenue stream while simultaneously deepening the brand's integration into the very lifestyle it has championed for 45 years.

A Blueprint for the Next 45 Years

Together, these initiatives—a premium print product, a robust digital subscription network, and a tangible lifestyle brand extension—form a diversified and resilient business model that offers a blueprint for other legacy media brands. It's a system where each component reinforces the others: the magazine drives brand awareness, the digital hub captures and monetizes the core audience, and the apparel line allows that audience to express their brand affinity in the real world.

This intricate network is the result of a clear-eyed vision. As President & Publisher David Webb stated, “We are committed to world-class storytelling, to amplifying Canadian voices and to expanding our print and digital products—but above all, to our critical cause: Inspiring Outdoor Experiences.” This mission is the power source for the entire network. Webb's closing words on the anniversary serve as a declaration of intent for the entire industry: “These 45 years belong to every reader, writer, photographer and adventurer who has made Explore their own. The next 45 start now.”