MagNet announces the acquisition of Outdoortest.it, a publication founded and directed by Alfredo Tradati, a reference in Italy for field tests of mountain technical equipment and clothing. The transition takes effect from September 2026. The operation strengthens the multi-channel strategy of the publishing house, adding to MagNet’s media a publication that has been field-testing products brought to the market for sixteen years.
Outdoortest.it joins the MagNet portfolio with an online publication active since 2010, a magazine updated daily, and a consolidated organic positioning: over half a million users in twelve months, mainly between 25 and 44 years old. Three out of four readers come from Google searches, already with a product in mind or a problem to solve. In addition, there is a network of testers active in twelve product categories, including skiing, ski mountaineering, hiking, trail running, climbing, mountain biking, and technical equipment, with test cycles aligned with commercial seasons, not editorial calendars. This heritage of tests on snow, trails, and walls, with declared criteria by category, is a know-how that becomes part of the group along with the publication.
For companies working with MagNet, the acquisition means being able to rely on an additional and powerful means of communication to the end consumer, an increasingly central target for all MagNet media reached through print and digital magazines, the various publication websites, and their social channels. It also means following a product from the buyer to the final customer with a single point of contact, combining the professional channel with the consumer audience already reached, not only through media but also through the organization of events such as Skimofestival, the first Italian ski mountaineering event, and the European Outdoor Week in Riva del Garda. In addition, Outdoortest.it adds a product validation process based on independent tests and declared criteria.
The integration between the two entities is already underway and stems from a multi-year collaboration in the organization of Skimofestival. The editorial direction and network of testers at Outdoortest.it remain the same. Field work continues without interruption: upcoming events in the coming weeks include the spring-summer 2027 test session, the final phase of winter tests in Cervinia, and participation in ISPO Amsterdam, where Outdoortest.it will be a media partner with a dedicated page and live coverage. 
Outdoortest Numbers
From May 2025 to May 2026, Outdoortest.it recorded 528K users, with an average of 44K per month and 123K page views per month, and 74% of traffic from organic search. The average reading time is 1’49”, with 71% of users reading from smartphones. The female audience represents 34%. The editorial team has established relationships with 70 outdoor brands, 16 fairs, festivals, and partner events, and 10 locations and tourist entities. 
MagNet Numbers
With its magazines (Outdoor Magazine, Snowbusiness Mag, Running Magazine, Bikefortrade, Padelbiz, HUB Style), MagNet reaches a broad and diversified audience, including companies, agents, stores, buyers, opinion leaders, influencers, agencies, journalists, bloggers, VIPs, athletes, event organizers, managers, and the end consumer. Overall, the readership exceeds 2 million users. Each publication in the group is supported by a weekly newsletter sent to over 200,000 operators. The offering is complemented by internet portals, daily information tools for the industry, and social channels, which have undergone a restyling and repositioning campaign in recent months and are experiencing strong growth.
Statements
“MagNet speaks to the market, Outdoortest.it speaks to those who fuel the market. These are two competencies that meet, not two publications that add up. What we bring to MagNet is a testing method built over sixteen years, not an archive of articles” Alfredo Tradati, Director of Outdoortest.it
“This operation represents an important step for MagNet in its growth and expansion journey, significantly strengthening its presence in the consumer market. At the same time, the experience, expertise, and credibility built by Outdoortest.it are valuable assets that we want to invest in, developing new synergies with our media and events”. Benedetto Sironi, CEO of MagNet