Mountain & Prairie with Ed Roberson

Nicole Qualtieri - Charting a New Course in the Changing Landscape of Outdoor Media

Jan 24, 2025

01:12:50

Nicole Qualtieri is an outdoor writer and editor, a conservationist, and a committed outdoorswoman. Over the past decade, she’s worked with some of the most notable brands in the outdoor industry, including MeatEater, Backcountry Hunters and Anglers, and GearJunkie, and she has bylines with many well-known outdoor publications, such as Outside, Modern Huntsman, and Backcountry Journal. But despite being plugged in with many of the best names in the outdoor business, she and a few creative friends decided to go out on a limb and start their own outdoor publication– one that focuses on substance over clickbait, depth and vulnerability over the silly quest for virality and search engine optimization.

The name of the project is The Westrn, and it combines the best parts of online writing and journalism with a printed, hold-it-in-your-hands newspaper that ships to subscribers four times per year. As you’ll hear Nicole describe, the topics covered by The Westrn’s include hunting, conservation, and a wide range of outdoor adventure. But the deeper point of it all is to build a tight-knit community of engaged outdoor enthusiasts of all stripes, who appreciate the value of nuanced writing, thinking, and publishing. As many legacy outdoor media brands have become controlled by private equity and now focus on scalability over creativity and quality, the role of people like Nicole and her partners at the Westrn are all the more important— they are taking a real risk to make the Westrn a reality, and I greatly admire their vision and commitment to action.

Nicole and I connected online– she was at her home in Anaconda, Montana and I was here in Colorado Springs– and we had an enlightening conversation filled with lots of laughs about her fascinating life, career, and the creation of The Westrn. We discussed her upbringing in what she describes as a high-control religious cult and how hunting and the outdoors were her way of working through some of that childhood trauma. We discussed her non-traditional career path, which included a stint as a stand-up comic, and how she worked her way into the outdoor industry. We discuss the importance of hard work, preparation, and grinding, and how self-confidence is generated from those activities. We discuss the current state of the outdoor media industry, the financial challenges of making it as a freelancer, her writing process, contentment vs happiness, favorite books, and of course, her goals for The Westrn.

Nicole was also kind enough to offer some discount codes for M&P listeners, so follow the appropriate links in the episode notes or on the website to get 20% off annual memberships to The Westrn and/or 20% off single issues of the print newspaper.

A huge thanks to Nicole for the conversation and thank you for listening. Enjoy!

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