Months ago i was at an airport, and picked up an issue of Men's Journal so that I could have something to read on the plane. It's one of my fav mags, but I dont have a subscription, and I only seem to be able to find it at airports. Anyhow I was thiumbing through the pages and something caught my eye...I entered a state of confusion. I recognized the item on the page, but I couldn't understand why I was looking at it in that particular moment, or in that particular context. The thing that stared back at me was a ULA Catalyst, filling up an entire 1 page spread. It didn't make sense to me because my brain was trained to think that the only times it would see ULA gear is when I'm surfing on my mac book, not when I thumb through physical tangible media. Getting over the confusion, I glance above the ULA catalyst, to a caption that described Ultra light backpacking. The next 2 following pages went on to describe gear necessary to a sub 10 lb list. I was blown away, albeit it wasn't the most complete list, but still! Better than anything I had seen in backpacker in the past 4 years that I've had a subscription for.
It's always interesting to see lightweight gear in a mainstream mag. I've seen tarptent, JRB, WM, ULA, and i guess MLD now, in mainstream mags. Not bad...pretty exciting actually. This way I get hassled less on the trail when people ask me who makes that funny piece of gear I own.
For those interested, the particular Men's Journal issue had Robert Downey Jr on the cover (yeah it's an old one, like when Iron Man 2 was hitting theaters). This magazine has it all, and better gear reviews that anything I usually see in backpacker. They don't always cover backpacking, when when they do...its awesome