A New Series Celebrating Life and History in middle america
American Averagist
Stories From the American Heartland
American Averagist is a new premium quarterly book series for the thoughtful, capable, family-oriented men and women of Middle America. Confident, worldly in a grounded way, quietly capable, family-oriented, values-driven (with a Christian/family ethos), and aspirational without being flashy or elitist. It has high-level sophistication and storytelling, but applied to the guy who mows his own lawn, knows how to fix things, shows up for his family and community, and has lived a real life.
What Are Averagists?
From the Editor & Publisher: “I think averagist is a mindset. When I was looking for a term that accurately described people I met in my life, I wanted to focus on Middle Americans who build communities; people who are demographically, economically, and culturally invested in their neighbors. Averagists see opportunities where others don’t. They’re innovators who rely on common sense and real-world experience to turn disadvantages into advantages. They are exceptional without assuming they’re smarter or somehow superior to the people around them. They’re individuals who most people want to call friends. In other words, they’re normal Americans living normal lives in positive ways.”
Zac Northup
The Stories Americans Want and Need
Each book in the Averagist series is built around the real lives of everyday Americans. While every book honors the generations who built this country—one family at a time—the heart of the series lies in intimate, on-the-ground storytelling.
I gather these stories by spending time with the people who keep America running — coal miners, farmers, construction workers, commercial fishermen, small business owners, welders, firefighters, and police officers. Their daily work, quiet perseverance, and commitment to family and community embody the spirit of Middle America. From their lives I draw the material for both fiction and nonfiction that honors how ordinary people carry real weight.
Averagist History Stories
Preserve Your Family’s Stories
Every book in American Averagist series features a dedicated section for stories that bring America’s overlooked histories to life. Distinguished families can ensure their ancestors’ contributions to America’s history are told and remembered for future generations.
Families support stories ranging from 5,000 to 12,000 words. These pieces are crafted with the same rigor and narrative skill found in mainstream historical fiction, drawing on primary sources, period context, and authentic voices to create compelling narratives that people want to read.
Sponsorship allows families to preserve their legacy in a lasting, public format while contributing to a broader national conversation. Rather than allowing important family stories to fade, participants ensure their ancestors’ resilience, sacrifices, and everyday triumphs are documented and shared with readers who value authentic American heritage.
Each sponsored story appears in an online, EPUB, Kindle, paperback, and hardcover format, reaching a broad audience interested in the real people and quiet heroism that built the nation.
Sponsoring families can retain a portion of the rights and royalties for the edition they support.
If your family has roots worth remembering – and we all do – we invite you to sponsor a story that ensures it will not be forgotten. Contact Zac Northup for details.
About the Editor & Publisher
For more than thirty years, Zac Northup has told the stories of ordinary Americans — the men and women of Middle America whose grit, relationships, heritage, and quiet perseverance rarely make headlines.
After leaving the military in the late 1990s, he founded and edited National Guard Review, a quarterly defense publication distributed exclusively to senior military, government, and industry leaders. From 1996 to 2003, the journal became known for its long-form analysis and candid interviews with senators, members of the Joint Chiefs, service secretaries, and soldiers serving from Bosnia to Honduras.
Following the publication’s run, Zac focused on private client work, including ghostwriting for distinguished American families, members of Congress, and retired military officers. In recent years, he has channeled that same commitment to legacy and lived experience into historical fiction, including the Fading Darkness series, the post-apocalyptic novel Remnant, and a growing body of short fiction and nonfiction.
He continues to work selectively as a ghostwriter and his own novels while building The American Averagist as a platform for stories rooted in real American values.
His full biography is available on the ABOUT page.
Americans Want A Different Approach
American Averagist leverages the accessibility of digital formats, but stays true to the value of print. In an increasingly digital world, readers are actively seeking the sensory depth and lasting value that only a high-quality printed magazine can deliver. The tactile experience of holding a well-crafted publication — the weight of the paper, the turn of each page, and the permanence of print — creates a more intentional and memorable connection with the content than screens can provide. For audiences who value authenticity, substance, and real-world experiences, print offers a welcome pause from digital noise, fostering deeper engagement, higher trust, and a sense of ownership that aligns with the grounded, relationship-focused lifestyle celebrated in Averagist.
The Rebirth of Print Media
Americans are yearning for analog experiences, especially when it comes to the way they consume information.
Gen Z (18–28)
- Digital fatigue is real: They grew up on screens and are now craving analog “breaks” from constant scrolling and notifications.
- Nostalgia for the “real”: Many romanticize pre-digital eras (vinyl, film cameras, physical books) as more authentic.
- Mental health & focus: Tactile experiences help them slow down, reduce anxiety, and improve concentration compared to endless feeds.
- Collectibility: They value owning physical items they can display or keep long-term.
Millennials (29–44)
- Parenting & family values: Many want their kids to experience books and physical objects rather than only screens.
- Work-life balance: After years of digital-heavy careers, they seek sensory “offline” moments for relaxation and presence.
- Authenticity over perfection: They respond to tactile, imperfect, human-feeling products and media that feel less corporate.
- Memory & sentiment: Physical items trigger stronger emotional memories than digital files.
Gen X (45–60)
- Bridge generation: They remember life before the internet and appreciate the tactile depth they grew up with.
- Practical & hands-on mindset: Many value tools, books, and physical media that support real-world skills and hobbies.
- Trust & substance: They often perceive print and physical products as more credible and less manipulative than digital ads.
- Nostalgia + quality: They have the disposable income to invest in premium tactile experiences that feel worthwhile.
Baby Boomers (61+)
- Strongest preference for print: Multiple studies show this group consistently prefers physical books, newspapers, and mail for deeper reading and comfort.
- Sensory familiarity: They grew up with tangible media and find the weight, texture, and smell of paper comforting and easier on the eyes.
- Trust & permanence: Physical materials feel more permanent and trustworthy than digital content that can disappear or change.
- Lower digital comfort: Many simply find screens less enjoyable for long-form or reflective reading.
Middle American / Practical Audiences (Core Averagist Readers)
- Value substance over spectacle: They respond to tactile experiences that feel useful, grounded, and connected to real life rather than trends.
- Hands-on lifestyle: Many work with their hands or appreciate tools, books, and objects that have lasting physical presence.
- Relationship-focused: Tactile media aligns with their preference for human connection and authenticity over algorithm-driven content.
- Affordability + quality mindset: They often seek premium tactile experiences that deliver lasting value rather than disposable digital content.
Quick Cross-Demographic Takeaways
- Digital fatigue is the #1 driver across almost all groups.
- Memory, focus, and emotional connection improve with tactile experiences.
- Authenticity and trust are stronger with physical media.
- Different motivations: Younger groups often seek it for mental health/nostalgia, while older groups value it for comfort, trust, and tradition.
This data supports positioning Averagist as a premium tactile experience that appeals across generations — especially to practical, grounded readers who want something real in a digital world.
Print Reaches Today’s Consumers in Ways Digital Doesn’t
In an era of digital saturation, sensory experiences — particularly those involving touch — create significantly stronger emotional connections and behavioral responses than visual or screen-based marketing alone. Research across multiple studies shows that tactile engagement and printed materials consistently outperform digital formats in driving emotion, memory, recall, and purchase intent.
- Touch dramatically boosts emotion and purchase intent: Shoppers who engaged in 90+ seconds of tactile exploration showed a 63% increase in emotional elevation and were 2.4 times more likely to purchase compared to visual-only interaction (MIT Media Lab + Wharton School study, 2026, involving 5,200 shoppers across 16 retail environments).
- Tactile marketing outperforms digital: Direct mail campaigns that included tactile elements achieved a 31% higher response rate than digital banner equivalents (Deloitte Digital Sensory Audit, 2026).
- Multisensory campaigns significantly improve recall: Brand campaigns using at least three sensory channels delivered an average 73% recall rate, compared to just 21% for visual-only campaigns. Multisensory experiences can improve brand recall by up to 70% overall (Nielsen-linked data referenced in 2026 analyses).
- Print provides unique sensorimotor advantages: Physical interaction with printed materials (weight, texture, page-turning) creates spatial and tactile memory cues that enhance comprehension, chronological recall, and deeper cognitive processing compared to screens. Multiple studies (including fMRI/EEG research) show print engages the brain more deeply than digital formats.
- Consumer preference for print’s sensory qualities: 65% of consumers prefer printed books over digital, and 58% believe students learn better with printed materials (Two Sides Trend Tracker, 2025). Print’s tactile and olfactory elements (paper texture and ink scent) contribute to stronger emotional resonance and perceived authenticity.
Reader Demographics
The Grounded Men & Women of Middle America
These are the primary readers of Averagist — a confident, capable, and values-driven man who represents a high-quality audience for brands that sell durable, well-crafted physical products. While the magazine is written with a masculine voice, it also reaches his wife or partner, who has similar tastes and influences household purchasing decisions.
Key Characteristics
Age: Primarily 30–60 (core Gen X with strong overlap into older Millennials)
Location: Lives in small towns, suburbs, or rural areas (populations generally under 100,000), often within 1–2 hours of a mid-sized city
Income: Middle class to upper-middle class household income ($75,000–$150,000+)
Family Status: Married or long-term partnered, often with children (including adult or teenage children still at home)
Values & Mindset:
- Values self-reliance, craftsmanship, and practical problem-solving
- Believes in tradition, heritage, and passing down meaningful experiences
- Prioritizes relationships and community over status or digital validation
- Skeptical of hype, algorithms, and “elitist” trends
- Is price-aware and sees quality and durability as more important than novelty
Lifestyle & Interests:
- Enjoys hands-on activities and time spent outdoors or at home
- Values time with family and close friends
- Interested in American history, local heritage, and authentic stories
- Prefers well-made products that improve with age and use
- Enjoys tactile, physical experiences and quality goods
Media & Consumption Habits:
- Still values and trusts print media for deeper reading and information
- Responds well to authentic storytelling over hard-sell advertising
- Uses digital media functionally but often feels fatigued by it
- Shops both online and in physical stores when quality matters
- Influenced by word-of-mouth, reputation, and brands that feel “real”
Buying Behavior:
- Willing to pay more for products that are well-made and built to last
- Looks for brands that align with his values (veteran-owned, American-made, heritage-focused)
- Makes considered purchases rather than impulse buys
- Often researches products thoroughly before buying
Publishing Calendar & Themes
| Issue | Date | Region | Theme | Core Feeling |
|---|---|---|---|---|
| 1 | October 2026 |
Appalachia & the South |
Roots & Resilience |
Heritage, endurance, storytelling |
| 2 | February 2027 |
Midwest |
Steadfast |
Loyalty, hard work, dependability |
| 3 | May 2027 |
Rocky Mountain West |
Go West |
Independence, freedom, self-reliance |
| 4 | July 2027 |
Southwest |
Heat & Heritage |
Resilience, tradition, American culture |
Issue 1 – October 2026: Appalachia & the South
Theme: Roots & Resilience
This issue explores the deep roots, quiet strength, and enduring traditions of the Appalachian and Southern regions. It focuses on people who carry forward heritage through storytelling, craftsmanship, land stewardship, and strong community ties — even as the world changes around them.
Issue 2 – February 2027: The Midwest
Theme: Steadfast
Set in the heart of winter, this issue celebrates the steady, no-nonsense character of the Midwest. It highlights the values of hard work, loyalty, self-reliance, and community that define the region — people who show up, keep their word, and build things that last.
Issue 3 – May 2027: Rocky Mountain West
Theme: Wide Open
This issue captures the spirit of independence, vast landscapes, and personal freedom found in the Rocky Mountain West. It focuses on people who live with big skies and bigger challenges — those who embrace self-reliance, adventure, and a deep connection to the land.
Issue 4 – July 2027: The Southwest
Theme: Heat & Heritage
This issue explores the toughness, tradition, and culture of the Southwest. It looks at people who have learned to thrive in a demanding landscape — blending ancient heritage with modern resilience, and carrying forward both history and identity with pride.
Story Sponsorships
In addition to traditional advertising, Averagist offers companies and organizations the opportunity to directly support individual stories. Sponsors can underwrite profiles that highlight the people and industries they believe deserve greater recognition — whether it’s a coal mining family, a small business owner, a first responder, or a commercial fisherman.
Each sponsored story includes a simple, transparent credit: “This story was made possible with the support of [Company Name].”
Story sponsorships allow partners to align their brand with authentic, high-quality journalism that celebrates the work, character, and communities of Middle America. These are not advertorials. Sponsors support the reporting without influencing its content, ensuring the integrity of the storytelling remains intact.
| Sponsorship Package | Net Rate | What’s Included |
|---|---|---|
| Basic Sponsorship |
$3500 |
Credit line in print: “This story was made possible with the support of [Company].” + Logo on the web version of the story |
| Standard Sponsorship |
$4000 |
Everything in Basic + limited editorial input |
| Premium Sponsorship |
$4500 |
Everything in Standard + Ability to suggest a story topic (subject to editorial approval) |
| Family History Sponsorship | Contact | These stories are completely customizable and are often based on flat rates. Contact Zac Northup for more details. |
Sources for Sensory Marketing Assertions
Here is a clean, copy-and-paste ready list of sources for the data points provided:
**Touch dramatically boosts emotion and purchase intent**
MIT Media Lab + Wharton School study (2026). Shoppers who engaged in 90+ seconds of tactile exploration showed a 63% increase in emotional elevation and were 2.4 times more likely to purchase compared to visual-only interaction.
Source: https://www.amraandelma.com/sensory-marketing-statistics/
**Tactile marketing outperforms digital**
Deloitte Digital Sensory Audit (2026). Tactile-inclusive direct mail campaigns achieved a 31% higher response rate than digital banner equivalents.
Source: https://www.amraandelma.com/sensory-marketing-statistics/
**Multisensory campaigns significantly improve recall**
Nielsen-linked data (referenced in 2026 analyses). Brand campaigns using at least three sensory channels delivered an average 73% recall rate, compared to 21% for visual-only campaigns. Multisensory experiences can improve brand recall by up to 70% overall.
Source: https://www.amraandelma.com/sensory-marketing-statistics/
**Print provides unique sensorimotor advantages**
Multiple studies (including fMRI/EEG research) show that physical interaction with printed materials creates spatial and tactile memory cues that enhance comprehension, chronological recall, and deeper cognitive processing compared to screens. Print engages the brain more deeply than digital formats.
Key supporting studies:
– Mangen et al. research on reading comprehension and sensorimotor cues (various publications, including *International Journal of Human-Computer Studies*)
– General overview: https://lockhartadvantage.com/blog/digital-vs-print-what-science-says-about-memory-emotional-impact-comprehension-and-persuasion/
**Consumer preference for print’s sensory qualities**
Two Sides Trend Tracker (2025). 65% of consumers prefer printed books over digital, and 58% believe students learn better with printed materials. Print’s tactile and olfactory elements contribute to stronger emotional resonance and perceived authenticity.
Source: https://www.graphicvillage.com/power-of-touch-and-print/
Additional reference: https://twosides.info/ (Two Sides Trend Tracker reports)
These sources are drawn from 2025–2026 industry reports and studies. The MIT/Wharton and Deloitte figures appear in aggregated sensory marketing summaries, while the print preference data comes directly from Two Sides. Let me know if you need more formal citations (APA/MLA style) or additional verification.
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