National Geographic (1888), important history

“Do not leave your reputation to chance or gossip; it is your life's artwork, and you must craft it, hone it, and display it with the care of an artist.”

― Robert Greene

National Geographic Society: A 136-Year Journey

If you’ve subscribed to National Geographic for 20+ years like I have, you’ll also probably feel a personal connection to its iconic yellow border, trend setting photography, and in-depth articles on the natural world. It’s a brand that has become synonymous with adventure, science, and conservation. But the story behind it, that of the National Geographic Society (NGS), is one of evolution, ambition, and, yes, some skeletons in the closet.

Let’s dive into the story of how the National Geographic Society became a global powerhouse, responsible for more than just a magazine. From its modest beginnings to its media empire and controversies, NGS has experienced highs, lows, and plenty of intrigue over its 130+ years. As usual, we’ll start at the start..

The Origins: A Gentlemen’s Club (1888)

It all started in 1888 with 33 men—scientists, explorers, and intellectuals—gathering in Washington, D.C., at the Cosmos Club. They decided that they wanted to "increase and diffuse geographic knowledge." Sounds fanciful, but basically, they wanted to help people understand the natural world better. Geography was far from popular back then—it was seen as an academic niche. But this group, led by lawyer Gardiner Greene Hubbard (the first president), had bigger ideas.

The National Geographic Society was born, and later that year, they launched their magazine, National Geographic. Initially, it wasn’t the glossy, photo-packed book we know today. In fact, the first issue had no pictures at all—just dry reports on things like "The Classification of Geographic Forms According to Structure." It was a tough sell, and for a while, they had to give away subscriptions just to keep people interested.

Enter Alexander Graham Bell: The Turnaround (1898)

When Gardiner Greene Hubbard passed away in 1897, his son-in-law, Alexander Graham Bell—you know, the guy who invented the telephone—took over as president. Bell wasn't just a tech guy; he was passionate about exploration, and he saw the Society’s potential. His first major move was bringing in Gilbert Hovey Grosvenor, his other son-in-law (lots of family ties here), as editor of the magazine in 1899.

Grosvenor had a radical idea—what if they used photographs to tell the story of the world? It sounds like common sense now, but back then, serious publications didn’t use photos. Grosvenor broke the mold in 1905 by publishing 11 pages of photos from an expedition to Tibet, and readers were hooked. It was a game-changer that took National Geographic from a dry academic journal to a must-read for adventure lovers.

The Photographic Revolution and Growth (1910–1930s)

By the early 1900s, National Geographic was synonymous with adventure and photography. The famous yellow border was introduced in 1910, and the magazine’s circulation exploded. By the 1920s, it had over a million subscribers, an incredible feat for a geography-based publication. The photos allowed readers to “travel” without leaving their homes, offering glimpses of far-off places like never before. The first documented trip was that of William Rockhill to Tibet.

Even the Great Depression couldn’t stop National Geographic. While many other publications were struggling, it continued to thrive, with circulation jumping to 1.5 million by 1935. People craved escapism, and the magazine provided it with stunning visuals and uplifting stories.

One major achievement during this time was the Society’s role in funding Admiral Richard E. Byrd’s Antarctic expeditions in the 1930s. His trips yielded groundbreaking scientific data and, of course, breathtaking photographs that fit with National Geographic perfectly.

Contd…World War II and Post-War Boom

When World War II broke out, National Geographic adapted to the times. The magazine shifted its focus to military geography, producing highly detailed maps of Europe and the Pacific that were used by Allied forces. These maps became so reliable that U.S. soldiers were reputed to even carried them into battle.

Despite the challenges of the war, the magazine’s popularity continued to soar. By 1945, circulation was nearing 2 million. And after the war, with international travel becoming more accessible, National Geographic became even more important, offering readers insights into the cultures and landscapes beyond their borders.

The post-war period saw National Geographic grow into a cultural institution in the U.S. It wasn’t just a magazine—it was part of family life, appearing on coffee tables in homes across America.

The Golden Age of the 1950s

The 1950s were a boom time for National Geographic. Under the leadership of Melville Bell Grosvenor (son of Gilbert and grandson of Bell), the magazine introduced full-color photography in 1959, further setting it apart from other publications. By the end of the decade, circulation had reached 2 million, and the magazine was at its cultural peak.

The Society also continued to support groundbreaking expeditions, including Jacques Cousteau’s underwater explorations. Cousteau’s work on oceanography, funded in part by National Geographic, captivated readers and brought the mysterious ocean depths into family living rooms for the first time.

Expansion into Television: The 1960s

By the 1960s, National Geographic wasn’t just a magazine anymore. The Society moved into television with its first special, Americans on Everest, which aired in 1965. The show documented the first American ascent of Mount Everest and was a massive hit. This foray into television was just the beginning of National Geographic’s media expansion.

The ’60s also marked the Society’s growing interest in environmentalism. Concerns about pollution, deforestation, and species extinction began appearing in the magazine, long before these issues became mainstream. Shows like The Undersea World of Jacques Cousteau raised awareness of ocean conservation, cementing National Geographic as a voice for the environment.

The Environmental Shift: 1970s

By the 1970s, the Society had fully embraced its role in conservation. The magazine often highlighted the threats facing endangered species and ecosystems, helping to popularize environmentalism at a time when it was becoming a global concern.

In 1975, Gilbert Melville Grosvenor took over as president, continuing the family tradition of leadership. Under his guidance, the Society worked more closely with schools and educational programs, aiming to inspire a new generation of explorers.

The 1970s also saw the magazine reach new heights, with over 10 million subscribers by the end of the decade.

Media Empire: The 1980s

In the 1980s, National Geographic was at the height of its power. Magazine circulation hit 12 million, and the Society had grown into one of the wealthiest nonprofits in the world. Its revenue from subscriptions, books, maps, and television specials made it a financial juggernaut.

One of the most notable moments from the 1980s was National Geographic’s role in the discovery of the wreck of the RMS Titanic in 1985. The expedition, led by Dr. Robert Ballard and part funded by National Geographic, was a sensation. The stunning photos published in the magazine captured the public’s imagination, cementing the Society’s status as a leader in scientific exploration.

The Society also continued to expand its media empire with the launch of National Geographic Traveler magazine in 1984, further extending its reach into the world of travel and culture.

Adapting to Change: The 1990s

The 1990s brought new challenges. The rise of the internet and cable television disrupted traditional media, and National Geographic had to adapt. In 1997, the Society launched the National Geographic Channel, which quickly became one of the most successful extensions of the brand. However, critics argued that some of its programming leaned more toward entertainment than education, with reality-TV-style survival shows creeping into the lineup.

Despite the changing media landscape, National Geographic remained financially strong throughout the ’90s, though magazine subscriptions started to decline as people shifted toward digital media. The Society continued to innovate, with a growing presence online and the introduction of digital storytelling tools like interactive maps and video content.

Controversies: Facing the Past

No organization is without its flaws, and National Geographic is no exception. For years, the magazine had been criticized for presenting a Western, sometimes colonialist perspective in its portrayal of non-Western cultures. These criticisms came to a head in 2018 when editor-in-chief Susan Goldberg, the first woman to hold the position, publicly addressed the magazine’s history of biased coverage. She acknowledged that National Geographic had often portrayed indigenous people through a stereotypical lens and committed to doing better in the future.

Another major controversy was the 2015 partnership with 21st Century Fox. This $725 million deal created National Geographic Partners, a for-profit joint venture. Critics argued that the move prioritized profits over the Society’s nonprofit mission. However, the organization has maintained its nonprofit status for scientific and educational projects. I think the move was a mature one, and a sign of being in touch with business needs in this era.

The Modern Era: 2000s and Beyond

Today, National Geographic continues to evolve. Disney acquired the National Geographic Channel through its 2019 purchase of 21st Century Fox, which has only increased the brand’s global reach. The Society remains deeply involved in scientific research and exploration, funding projects related to climate change, conservation, and archaeology.

In the digital age, National Geographic has adapted seamlessly. Its Instagram account is one of the most-followed accounts on the platform, boasting over 200 million followers. This social media presence has allowed the Society to reach a new, younger audience, keeping it relevant in a fast-changing world. Nat Geo has over 23 million YouTube Subscribers. Its most watched video is here. 

As much as I love this brand, it will continue to innovate. And doing that while maintaining its iconic brand status means it once again must tread with care. But it will. And it will succeed. In Disney, it probably has a perfect big brother, once politics is kept out of the mix. And you don’t make it through a century and a third without learning a bit about survival. Here’s to the next 136 years of Nat Geo.

A further note on Product - Market fit, the CRUA case

I’m becoming obsessed with this. There’s just no logic to trying to market something without first establishing product - market fit. And the tools exist. It’s never going to be an exact science but we can get a pretty good idea. That’s why we’ve asked if you feel the same. I think it’s absolutely crucial. Honesty, I think we nailed it once - well, twice! CRUA Koala V1 and V2. Why and how? Well, we gave people exactly what they wanted at a point in time - during Covid, relaxing (non hard core) hammocks were in vogue. The price point was deemed acceptable and we planned and executed a 7 figure launch. This is what trends showed:

We then used landing pages to test demand, along with acceptable prices. This was done by establishing a control, and then checking price fluctuations. And it was startlingly accurate.

So, if you’d like to learn more about product-market fit, and our planned get together in March, please take a minute to fill out this survey:

 https://cruaoutdoors.typeform.com/to/KXTxIBOm

Affiliates and Influencers?

From our experience, affiliates will work if you get the Product-Market fit right, although their effectiveness is becoming much harder to predict. I guess people are getting wise.

Similar with influencers - our experience is that it works for brand awareness, i.e. top of funnel, but not necessarily for conversion.

I’m going to dive a little further next week.