08: Pure Journalism and the Evolving Consumer with Megan Tompkins

Take Me Outdoors

“Although Bicycle Retailer & Industry News is a trade magazine, it’s really a community magazine with relatives in the outdoor and snow space” - Megan Tompkins

Bicycle Retailer & Industry News, commonly referred to as BRAIN, is one of the best read and most respected trade publications in the outdoor and active lifestyle industries. I was lucky enough to sit down with Megan Tompkins, the current publisher at BRAIN, for this episode of Take Me Outdoors.

Megan never imagined that she’d be heading up a trade publication for the cycling industry. Always athletic and outdoorsy, Megan didn’t immerse herself in cycling until later in life. To add to her industry knowledge and authenticity, Megan essentially “cross-trained” by leaving the editorial side at BRAIN to work on the manufacturing side. She then returned with her expanded knowledge of the bike industry to work as the publisher at BRAIN. Her experience on both sides of the business makes her an invaluable asset to the cycling industry as a whole.

Megan shares her experience as a female in a male dominate industry, digs into the evolving consumer purchasing behavior and lays out how critical it is to protect the integrity of her publication with pure journalism.

Bulletpoints:

• The founding publisher at BRAIN, Mark Sani, is a leader in hiring smart, savvy women in the male-dominated cycling industry.
• Consumers are now dictating how they want to purchase and they want options. Traditional retail is not going away. Retailers need to take change by the horns and turn this new purchasing environment into an opportunity.

• Publishing has had to evolve from traditional print to be more flexible and responsive with incorporating robust websites, regular e-newsletters, social media, podcasts, video, etc.
• Skills acquired from being an athlete can easily be adapted to your career. Athletes learn that losses and mistakes are part of the game and that the coach will not alway soften the feedback. Learn from these experiences, use them to make yourself better and move forward.

• BRAIN has always kept a separation between advertising and editorial. From a reader’s standpoint, especially with an increase of political discussions and “fake news,” there’s more awareness and value placed on well-researched and honest journalism.

• Megan’s advice to her 25-year-old self is to be open to opportunities and know that you can’t anticipate where your journey will take you.

Links

Pearl Izumi Giveaway: https://verdebrandcomm.leadpages.co/pearl-giveaway/

Bicycle Retailer & Industry News (BRAIN):http://www.bicycleretailer.com/

IBD Summit: https://www.theibdsummit.com/

Bicycle Leadership Conference: https://www.bicycleconference.com/

Inc.:http://www.inc.com/

Fast Company: https://www.fastcompany.com/