Dr. Wilda reviews: Sierra Club magazine, ‘Sierra’

21 Jan

Moi received a complimentary copy of the January/February issue of Sierra, the official magazine of the Sierra Club. See, Sierra Club Timeline, http://sierraclub.org/history/timeline.aspx

Sierra magazine describes itself:

About Us

Featuring strong reporting, engaging writing, and stunningly beautiful photographs, Sierra magazine is an indispensable guide for people who care deeply about nature. Published bimonthly by the Sierra Club, the magazine reaches more than a million people across North America.(1)

In every issue, you’ll visit intriguing wild places and learn how to protect them. You’ll discover ways to live a greener, happier life at home and get more involved in your community. You’ll meet some of the remarkable people working to ensure that our wild heritage is safe, that polluters clean up their messes, and that our neighborhoods are healthy places to live and raise children. You’ll also have the satisfaction of knowing that you are linked to the country’s oldest, largest, and most influential grassroots environmental group, the Sierra Club.             http://www.sierraclub.org/sierra/aboutus/

According to demographic information provided by the magazine:

SIERRA is ranked number #2 out of 213 magazines that reach “influentials.”

Influentials are Americans that are politically and socially active, well-informed and trusted for their opinion on a variety of products and services. Representing approximately 21 million Americans, turn to magazines for the information they need to make their own personal buying decisions and to make recommendations. cemd Circulation: 517,670


Updated 7.25.2012


Male: 53% (570,810)

Female: 47% (506,190) Median Age: 53

College Educated: 83% Median HHI: $80,673

Ages 18-44: 42% (409,260)


Owns Skis 376,692

Owns Snowshoes 125,564

Last 12 Months

Bought Winter Outerwear 408,083

Bought Thermal Underwear 345,301

Bought Ski Clothing 156,955

Bought Sport-Speci c Socks 261,592

Bought Sport-Speci c Gloves 188,346

Next 12 Months

Plans to Ski 261,592

Plans to Snowshoe 94,173

Likely to Purchase “Green”

Outdoor Gear/Apparel 533,647


2011 MRI Doublebase Study

2008 MRI Custom Subscriber Study

Sierra ABC Publisher’s Statement – December 2011

2011 Spring MRI Passalong

SIERRA a wide range of added-value opportunities

for display advertisers. Let us custom design a program for you.

Basic: 10 weeks of Reader Service & an online banner ad

Targeted outreach: To 6,000 Sierra Club U.S. trip leaders,

participants, students, followers and fans

Merchandising Opportunities: Showcase your products at the

Clair Tappaan Lodge’s 2nd Annual Demo Center in 2013. Other

at exclusive training programs.

Sales support: For manufacturing reps & retail partners

Online Initiatives: E-newsletter opportunities to our trip leaders

and members

Winter Sports Travel Sweepstakes:



The Sierra Club started in 1892 with a focus on conservation. In the 70s, the activities of the group became more political with a 1973 fight to defend the the Clean Air Act and in 1979 support for the closure of nuclear reactors. Moi mentions this because she will look for political activity when examining the magazine.

Of course, the first thing moi looked for when examining the issue was whether the issue was printed on recycled paper. The recycle symbol was at the bottom of the table of contents. The paper is of nice stock, but not of the glossy National Geographic variety, although, the magazine reminds one of the National Geographic magazine. The magazine has feature articles and regular departments. Bob Sipchen, editor-in-chief writes the issues’ Spout regular article which has the tag, “rant, react, chat, blather.” According to his comments, the issue looks at “the top of the world and the bottom of the world.”

Michael Brune’s article, Me and My Solar takes the position, “The energy battle is turning. Coal is on its way out, along with the pollution and health problems it causes.” The article takes a definite position as the the Sierra Club had done in the 70s. There are articles about baby food and BPA drinking containers. The type of articles that one would expect. All are well written with a definite point of view. That political view comes into focus most pointedly in the regular section, Grapple which featured short articles about Arctic sea ice, coral sperm, and wolves.

The photographs of skiing in Antarctica are stunning as are the photos of the various Sierra Club outings which are available. The magazine has a great layout and is easy to read. There is a wealth of information from the advertisers. There is even a DIY section which is called Repurpose which described a napkin holder project from old CDs. It was very clever.

The suggested cover price is $3.95. If one agrees with the agenda of the Sierra Club, it is well worth the price. Sierra is a well-written magazine which is very informative with a definite point of view. Sierra probably expands the definition of conservation to include a fair amount of political activism, but for the magazine’s core demographic, this probably isn’t a problem.

For those who agree with the Sierra Club agenda, Sierra gets a thumbs up.

Where information leads to Hope. ©                 Dr. Wilda.com

Dr. Wilda says this about that ©

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Review corrected to show that Sierra Magazine is not affiliated with Sierra Heritage Magazine.


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