Some hours are cheap because nobody looked.

Event Marketer reported that Outdoor Retailer put its inaugural 57hours Adventure Race there, a 90-minute orienteering course through Theodore Wirth Park in Minneapolis with more than 75 attendees selected to run it. Winnebago, Red Wing Boots, Granite Gear, and Frost River backed it.

Read the slot rather than the activity. Those four brands bought the hour with the least competition for attention in the building, in front of a category audience that had spent three days looking at gear instead of using it. That inventory prices low because demand is low, and demand is low because organizers have been treating the final morning as what is left rather than as something to sell.

Some hours are cheap because nobody wants them. Others are cheap because nobody looked.