Print is a subject of much debate. What’s the future? What are best practices? Who is winning with print? Now, I’m a marketing nerd, which means that when I see a new ski mag in the mailbox, I go straight for the print ads. With mags showing up with a little more frequency as of late, here are the ones I’ve liked the most and least…so far.

Alta
Crazy Accurate Print Ad Rating (CAPAR): 7.5
I’m a huge fan of simplicity and am a strong believer in its use in print. I’m digging the throwback style but do wish that they specified a bit more of an offer, especially since Alta is pretty affordable for the quality of skiing.

Killington
Crazy Accurate Print Ad Rating (CAPAR): 7.5
Once again simplicity rises to the top in my rating scale. Headline that pitches one side of the mountain’s personality, a QR code accompanied by a URL where the reader can snag a 2-1 pass. Simple. My big gripe is that readers of SKI magazine will likely need to travel to ski Killington, so where is info and offers for vacation packages or lodging?

Okemo
Crazy Accurate Print Ad Rating (CAPAR): 6.0
Let me first say that I love the photo. That alone connects with me more than any of the other ads. Early morning light, fresh snow, corduroy…makes my mouth water and brings back lots of great memories. I get lost a bit in the headline. I’m not really sure what it’s supposed to mean, how I am supposed to feel when I read it, or what I am supposed to do afterwards.

Solitude
Crazy Accurate Print Ad Rating (CAPAR): 5.0
On a powder day in Utah, Solitude really is my favorite place to ride, so their headline makes sense. However, when I think of Solitude I don’t think of carving a groomer, I think of slashing deep, untracked powder all day. When I do think of groomers, Solitude is famous for wide open, uncrowded runs, which a tight shot just doesn’t illustrate.

Deer Valley
Crazy Accurate Print Ad Rating (CAPAR): 4.5
Deer Valley is about as legit as you can get when it comes to classy skiing in Utah. I like the amenities and features they spotlight with this ad, but the way it’s done seems really strange, like I’m reading a comic book. Deer Valley is amazing, just didn’t think the illustrated characters conveyed that very well.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.