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Heartland USA “Journal Of The American Outdoor Lifestyle”« Previous Articles | Next Articles »
Feature: Chopper Mania

Chopper Mania

Custom bikes—and the people who ride them—
have suddenly become way cool

Used in conjunction with “Chop Shop,” a promotional sweepstakes. This article took a look at the custom bike scene and helped launch a contest for readers to design their own custom bike and then win it.

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Feature: Think Small For Big Bass & Crappie

Think Small For Big Bass & Crappie

Smaller lakes can actually yield big dividends for these popular freshwater species

Fishing articles relevant to the publishing schedule dates were a valuable part of Heartland USA’s editorial runsheets. Articles and photography were supplied by some of the country’s most renowned fishing experts.

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Feature: High Plains Hoorah

High Plains Hoorah

The Lower Brule Sioux Reservation promises a smorgasbord of wild game pursuits in a breathtaking South Dakota setting

Hunting articles were perennial favorites for Heartland USA readers. The magazine included a cross-section of game pursuits, authored and photographed by highly skilled contributors.

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Feature: Mud, Sweat And Gears

Mud, Sweat And Gears

A primer for adventurous souls looking for some filthy, dirty fun

Rough-and-tumble off-road adventures were a perfect fit for Heartland USA’s demographics.

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Feature: Dangerous Money

Dangerous Money

For Alaska’s Crab Fishermen,
Financial Reward Outweighs Occupational Hazards

“Here’s how you can die on a crab boat: You can be knocked senseless by 1,500 pounds of live crabs in a swinging pot. You can be swept overboard into the raging Bering Sea, where you will freeze to death” Opening paragraphs like this made Heartland USA articles exciting reads.

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Department: Heartland USA Outdoors

Heartland USA Outdoors

Hunting & Fishing Destinations, Plus Expert Tips

In every issue, this department gives a roundup of what’s hitting and biting across the country, with an assortment of tips, tricks and tactics.

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Heartland USA Magazine Cover

Heartland USA Magazine

Backstory: Heartland USA
Design: Outgate Media Inc.
Production: Outgate Media Inc.
Photo Editing: Outgate Media Inc.
Content: Freelance

» Heartland Website

View screenshots of the website

» Heartland Media Kit

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Heartland USA covers Heartland USA covers Heartland USA covers

Heartland USA

Journal Of The American Outdoor Lifestyle

This loyalty custom publication for United States Smokless Tobacco (USST) reached more than 1.2 million customers for the Copenhagen, Skoal and Red Seal brands. A general-interest men’s magazine covering the American outdoors, Heartland USA featured hunting, fishing, motorsports and lifestyle articles supplemented with a well-rounded group of departments including products, guides and short how-to pieces.

Mailing three distinct versions to targeted customers enabled each brand to place its own advertisements in a given magazine, as well as coupons and promotions to market sister brands and products. Cover wraps established each brand’s identity, and brand-specific customer incentives were promoted inside.

From 2006 to 2009 Outgate Media Inc. designed and produced the three versions of the publication.

The print magazine was discontinued in 2009 when USST was purchased by Altria Group. Altria Group contracted with Outgate Media to redesign, develop, copy edit and manage the content of the Heartland USA website.

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Chopper Mania

Used in conjunction with “Chop Shop,” a promotion for Copenhagen. This article took a look at the custom bike scene and helped launch a promo for readers to design their own bike and win it. The contest was run through the Copenhagen website to allow everyone to view and vote on the custom designs.

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Think Small For Big Bass & Crappie

The first warming rays of sunlight were turning the mist rising from the mirrored surface of the lake into mystifying shades of gold. A light breeze swirling across the nearby dam caused the colors to move…

Every issue of Heartland USA contained a fishing-related story, this is just one of many.

Feature: High Plains Hoorah Feature: High Plains Hoorah Feature: High Plains Hoorah

High Plains Hoorah

The Lower Brule Sioux Reservation promises a smorgasbord of wild game pursuits in a breathtaking South Dakota setting

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Mud, Sweat and Gears

A primer for adventurous souls looking for some filthy, dirty fun.

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Healing Waters

Can you imagine a better place than a remote river in central Montana to make the acquaintance of a band of wounded warriors being introduced to the fine art of flyfishing? Some of my new fishing buddies wear prosthetic devices, or suffer the emotional trauma that is a sad reminder of battles waged in Iraq. Those conditions, however, have not dampened their fighting spirit.

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Dangerous Money

For Alaska’s Crab Fishermen, Financial Reward Outweighs Occupational Hazards

A look at the hazards and rewards of Alaska’s crab fishermen

Home Page of Heartland USA Outdoors Website Hunting Section Index Page Spread three of Heartland USA Outdoors department

Heartland USA Outdoors

This department was included in every issue. It gave a broad view of what was hitting and biting throughout the country by regional sections. It also contained tips, tricks and tactics from some of the best in the business.

Home Page Original Design Original Design Original Design Home Page Redesign Redesigned Web Page Redesigned Web Page Redesigned Web Page

Heartland USA Website

Original Design:
USST
Redesign:
Outgate Media
Development:
Outgate Media
Content Management:
Outgate Media
Copy Editing:
Outgate Media
Image Correction & Optimization:
Outgate Media

These images show the stages of the website’s evolution. The early pages were redesigned to add more color and user interaction. The merger between United States Smokeless Tobacco and Altria Group resulted in the removal of the ads from the original pages.

The first three images are the site in its original form (sans ads). The final four are the redesign.