1 part Red Bull + 1 part magazine = 1 wild read

One of the early U.S. versions of the magazine contains a nice feature on unorthodox pitcher Tim Lincecum of the San Francisco Giants. A slow-motion video within the piece details the unique throwing motion that earned Lincecum his "The Freak" nickname.Most everyone is familiar with Red Bull the energy drink. But Red Bull is more than a beverage, it's a lifestyle that spills over into many different things, like auto racing, thrill sports and, more than ever, publishing. 

And traditional publishers should be wary of the energy a drink company can deliver in stealing readers bored with the same ol', same ol'. 

Red Bull first dipped its toes into publishing upon launching its Formula 1 racing team in 2005, producing The Red Bulletin, a lively "alternative" newsletter published four times each race weekend. The Red Bulletin created ripples for its punk attitude in what had been a traditionally reserved sport, with lively layouts and content that said what people were thinking but were afraid to say. Perhaps the most famous example was a blast against the French at the French Grand Prix, held at the Magny Cours circuit far from the country's charms. 

iPad versions of the mag are available in two languages so far: English and German"The nearest town to the circuit is Nevers and if you pronounce it the right way, it perfectly describes how many times people want to come back," The Red Bulletin said, generating waves of protest from offended French patriots. 

Fast forward to 2011, when the company has broadened, but not softened, The Red Bulletin in pursuit of a global audience interested in non-traditional pastimes. TRB is now a glossy magazine featuring both print and iPad versions published in multiple languages. 

The U.S. version of the print magazine formally launched earlier this month but an English-language iPad app has been available in "soft launch" form for a few months. The iPad version of The Red Bulletin is free for now, but the company says that might not last.

This navigation option in the iPad gives you an idea of the story mix and design pop.I've perused the three montly iPad editions of The Red Bulletin and it's a blast. The content is timely, enlightening and unexpected, with a dominant adventure sports mix peppered with features on music, technology and fashion. Most "stories" are confined to text blocks that anchor related photo galleries or videos. But each issue features four or five longer multi-page stories that provide as much depth as you might want. And the writing is engaging, and the reporting often done in stressful conditions (can you say flying off a cliff in subfreezing temperatures wearing a wingsuit?). 

The photography and design are excellent, and the multimedia elements on the iPad are among the best I've seen on a tablet. I wish there were good examples of the TRB multimedia available online but I haven't seen any. In fact, I'm shocked that a company like Red Bull, geniuses at marketing, have taken such a passive approach in marketing what is a killer app. 

If you can't look beyond in-your-face branding, The Red Bulletin isn't for you. Given that this is a magazine published by a company that's in the business of selling beverages, there are ever-present visuals showing Red Bull branding on clothing, equipment, bikes and vehicles. You can't avoid the Red Bull brand throughout the magazine, a thought that will offend purists. 

Sure, the magazine isn't covering events sponsored by Monster or Rockstar. But outside of the images, the content takes a straightforward approach to presenting genuinely interesting content. It's not our fault Red Bull is funding adventure sports that you're unlikely to read about in Sports Illustrated. 

It doesn't matter that the content might not be as pure as that in SI, The New York Times or Latham's Quarterly. TRB isn't striving to be your father's Oldsmobile. They know the real battle is about winning consumer attention as opposed to the respect of old-school journalists. 

And, Red Bull fans seem to get that alternative approach to publishing. They appreciate the "be yourself" lifestyle the company preaches, and trust that the company will be transparent in shoving its brand down their throat. 

As I read The Red Bulletin, I'm reminded of the debut of ESPN The Magazine back in 1998. Longtime Sports Illustrated fans sniffed at the snotty TV punks trying to do serious journalism with bold design and large doses of attitude. A few years later, ESPN The Mag had not only earned its share of investigative and general excellence awards, but seemed to contain much more advertising than SI (which I love and to which I still susbscribe). 

In 2011, can it be possible that TRB is the outsider ESPN once was, ready to take the hill by going up the cliff on the backside rather than the well-worn path that's served so well over the years?  

Update on Monday, September 19, 2011 at 1:01 AM by Logan Molen

More proof Red Bull has drunk the kool-aid on branding its lifestyle through content: "The Art of Flight," a high-dollar movie that's in limited distribution but coming to theaters near you. 

The stunts in this trailer are simply jaw-dropping. The acting and storyline I've seen in other clips is pretty lame but earning awards and pleasing a high-brow audience isn't the goal here. Remember the goal is to reach the right people with the right vibe -- right?