By Jeff Zbar

Dec. 14, 2007

David Raterman thought South Florida’s outdoors were hot – but not in a climate change way. The avid outdoorsman knew locals spent time exploring the region’s environment and sporting activities, but he also realized the market had no publication dedicated to its various adventure sports.

So, in 2005, he launched South Florida Adventures. Today, the publication is building on its niche, with new advertisers, expanded circulation and breaking news.

Divers Direct, a scuba outfitter near the International Fishing Hall of Fame, inserted its catalog into 10,000 copies of its November-December issue. The company bound its catalog into the 7,500 copies distributed at the recent Marathon of the Palm Beaches. The scuba company also bought the issue’s back cover ad.

Why? Raterman – the Fort Lauderdale publication’s founder, editor and publisher – says coupon code insert tracking showed healthy return on previous ad buys reaching a desirable demographic of outdoor sports enthusiasts who spend heavily on their chosen pursuits.

Buoyed by the news, Raterman – a former communications executive with Huizenga Holdings and Central Asia emergency relief worker – has big plans for the growing the publication. In 2008, he plans to go monthly from bi-monthly and bump the glossy publication’s circulation 150 percent – from 10,000 to 25,000 across the tri-county area. Beyond subscriptions, the controlled distribution will be split among area gyms and bicycle, running, scuba, kayaking, surfing and other sports stores. Ad rates have risen 40 percent to support the expanded circulation, he said.

“When we launched, I had a gut feeling the market needed our magazine,” he said. “Now, I’m more convinced than ever.”