outside magazine

I read through "Outside" magazine. Here are some of the tag lines:
"Beat this: 59 real food secrets to get fit and live longer"
"Nutrition Special"
"Why Your Workout Is All Wrong"
"Winter Gear and Travel--Ski, Sports, Style and North America's 15 Best Resorts"
"The World's Fastest, Lightest Mountain Bike"
"My Ski Trip Disaster"

These tag lines say to me that normal readers of this magazine are interested in outdoor sports and everything connected to them: biking, skiing and hiking, along with working out and eating right so they'll be better at them and going to the right places so they'll have the most fun in our sports. They also probably live in the Midwest, because the magazine is loaded with skiing and hiking, and is skewed toward doing these activities in the Rockies.
Readers of this magazine are also willing to shell out the cash in order to enjoy their sports the most! Ads were VERY specialized to this audience of (mostly) single or just married 30-something year old men with a penchant for adrenaline and the great outdoors.

Advertisements:
Timberline Boots
Columbia Ski and Sport Wear
Eddie Bauer ski and sport wear
Dare Fragrance by Adidas-- it's interesting that there IS a "cosmetics" ad, but it's for a "daring, exciting, edgy" cologne (that will apparently make you better at your sport??).
Patagonia clothing
Sprint
Figg--waterbottles, Swiss
REI
Whistler ski resort
Orbits travel site
Northface ski and sports clothing
Invisiline invisible braces-- this is such an odd ad, but really makes sense if you think about it! The target audience, if they are told that they need braces, are not going to want to get those lame, teenager-y metal mouths... but this new, hip technology is totally fine!
Soyjoy nutrition bars
Ski resorts in Utah 10 pages
Suzuki cars-- very "wilderness friendly", perform well in snow.

I think it's interesting that the magazine can tell the reader what the best equiptment and clothing is, and the reader will not only believe them, but BUY the magazine to see what they think!