The year Rapid Media publisher and editor-in-chief Scott MacGregor was planning the launch of Canoeroots, Nissan kicked off its memorable ad campaign that promised, “Everything you want, nothing you don’t.”
At the time, drivers didn’t want to be sold another luxury SUV, so Nissan created the rugged Xterra and positioned it as a uniquely bold, utilitarian truck targeted at adventurous outdoor consumers. The campaign provoked a cult following—Xterra owners banded together to form clubs, undertake expeditions and host events. Nissan energized a group of people, cementing their identity around the simple concept that their beloved SUV had everything you want and nothing you don’t.
While putting together this issue’s retrospective, I looked through a decade worth of Canoeroots back issues. I read descriptions of canoeists forming clubs, undertaking expeditions and hosting and attending events. I quickly realized the success of Canoeroots is that it provides everything canoeists want and nothing they don’t.
The magazine was introduced as an annual canoe buyer’s guide. But instead of filling pages with endless tables and small print specs, details of the latest canoes were supplemented with colorful stories about the different types of canoes and the paddlers that enjoy them.
Never has there been a kayak featured in Canoeroots. To this day, remaining canoe-focused is something we—like you—take pride in. Canoeists are always talking about what canoes to buy, how to improve their technique and where to go paddling. So is Canoeroots.
“Everything you want, nothing you don’t.”
I recently spoke with a reader who told me that the reason he loves the magazine is because we feature authentic writers like Kevin Callan, James Raffan and Cliff Jacobson; real canoeists bringing with them a sense of tradition, humor and heritage lost in other magazines.
While black flies and uphill portages haven’t gotten any easier in 10 years, the way readers can access Canoeroots certainly has. The American Canoe Association provides the magazine to its members. You can read every issue on the web, with tablets like the iPad and on smartphones, as well as in print. Readers everywhere are finding Canoeroots and sharing their own stories with other canoeists on our Facebook page and online forum. We will never replace the real social networking of the campfire circle, but with Canoeroots’ blending of tradition and technology there are now more canoeists and stories to share.
Over the years, the editorial offices of Canoeroots have grown and some faces have changed. This being just my second issue as an editor, I find myself in the unique position of sharing admiration for the progression of this magazine with a sense of pride in being a part of something canoeists like myself can truly appreciate cover to cover. Inside I hope you continue to find everything you want, nothing you don’t.
This article first appeared in the Early Summer 2011 issue of Canoeroots Magazine.
