Outdoor industry marketing agency TBA Outdoors is expanding its influence with the organization’s podcast aimed at helping outdoor brands grow and connect with their customers. Hosted by TBA Outdoors President, Todd Fuller, the Behind The Brand series features monthly guests including outdoor industry marketing professionals, brand leaders and influencers that discuss a myriad of topics that relate to brand-building in the outdoor world specifically.

On Episode 18 of Behind The Brand, Fuller digs deep into the past, present and future of journalism with Shawn Bean, Executive Vice President, Creative, for Bonnier. The Winter Park, Florida-based company runs the nation’s leading portfolio of media brands in the marine category including Boating, Yachting, Salt Water Sportsman, Marlin and Sport Fishing. During his career in journalism, Bean has continually evolved as the role of media has changed.

After college, Bean landed an entry-level gig at CNN in New York City. After leaving New York for Florida, he joined the Bonnier team in 2009 as a staff writer and has seen the industry change while some aspects of the job have remained consistent.

“Bonnier still has a core following,” said Bean. “Some publications have been around 30 to 40 years while some have been around 80 to 90 years.”

“Over the years, we’ve had to get smart,” Bean said. “We have to follow our audience where they go. You’re more likely to find a polar bear on a unicycle than a 20-year-old reading a magazine.”

“Fundamentally, we’re always going to need stories!” exclaimed Bean. “It’s the core to who we are as humans, sharing stories and passing them forward.”

According to Bean, “platforms come and go” but brands like Salt Water Sportsman, Boating, Yachting and Cruising World still deliver audiences that advertisers want to reach.

Throughout the episode, Fuller and Bean discuss how journalism has changed over the decades and how a global pandemic put the brakes on Bonnier’s events. And yet, the company weathered that storm and has even expanded its offerings, continuing to look for ways to create impressions in an ever-changing market.

Episodes are available on Soundcloud and iTunes. Follow along on the TBA Outdoors Behind the Brand podcast page for episode descriptions and a complete collection of video episodes.

TBA Outdoors has niche category expertise and has been the driving force behind many national brands including Contender Boats, Outdoor America, FIREDISC Cookers, Heybo Outdoors, BOTE Boards, Fish Hippie, Williams Knife Co. and frogg toggs, developing and delivering tangible results that positively impact business in the outdoor industry.

To inquire about being a guest on the TBA Outdoors podcast, contact Todd Fuller at tfuller@tbaoutdoors.com. For more information about TBA Outdoors, visit TBAoutdoors.com, like us on Facebook or follow us on Instagram.

About TBA Outdoors

TBA Outdoors is a subsidiary of Brandon specializing in the outdoor industry. Members of the TBA Outdoors’ global team of over 100 don’t just work outside, they live outside, providing a unique advantage and niche lifestyle experience. TBA Outdoors is headquartered in Orlando, Fla., with offices in Charleston, S.C.; Myrtle Beach, S.C.; and Charlotte, N.C. As one of only 24 certified and accredited brand strategist agencies in the United States, TBA Outdoors is results-driven and digital-minded and has powered successful programs and campaigns by aligning clients’ business objectives with creative brand strategies. This team of experts is out in the field or on the water generating corporate marketing strategies and revolutionary business-building ideas for outdoor clients.