Why REI Swapped Its Catalog for a Magazine—and What That Means for Print Media

In September, some 450,000 members of outdoor goods store REI, the largest U.S. consumer co-op, received a surprise in their mailboxes. In lieu of the typical 28-page fall catalog talking up the merits of the latest waterproof jacket or tent, the Seattle-based outdoor gear retailer mailed out the first 84-page issue of a new quarterly print magazine, Uncommon Path.

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