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Paddling from a Print Past into the New Digital Future
Scott MacGregor & Cristin Plaice
Last year, Rapid Media’s Paddling Magazine launched two innovative online tools offering its passionate paddling audience hundreds of products, experiences, and services. Rapid Media’s founder Scott MacGregor, and director of marketing, Cristin Plaice, share the inspiration and cross-platform integration behind Paddling Trip Guide and Paddling Buyer’s Guide, their experience building the tools, and their innovative and evolving revenue models for advertising sales and e-commerce. Scott MacGregor is the founder and publisher at Rapid Media, the world’s leading paddlesports media company including, Paddling Magazine, Kayak Angler and Paddling Business. He is an avid kayaker, canoeist, skier and mountain biker. His passion for paddlesports and the outdoors drove him to entrepreneurship when he started the company 21 years ago. MacGregor’s believes the success of Rapid Media can be attributed to its steady adaptation to new ideas while giving enthusiast readers and endemic media partners exactly what they want. Cristin Plaice is Rapid Media’s Director of Marketing and Business Development. Plaice joined the team five years ago and is now diversifying revenues and exploring new media channels. She believes media companies like Rapid must always be creating products to fill niche needs and positioning its brands as authorities to their audiences where they already are.
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