With its 30th anniversary on the horizon, C&I rides into the future with both devotion to its legacy and excitement for the trail ahead.
During his two-decade-plus tenure as owner and publisher of Cowboys & Indians magazine, Greg Brown has seen the American West change and evolve substantially.
“The Western lifestyle and culture have a naturally expanding audience. As the years have gone by since we’ve owned the magazine, there have been more and more people who’ve fallen in love with the West, be it a place or state of mind,” Brown says.
Brown — a longtime landowner and rancher himself — cherishes the connection between the people of the American West and the natural beauty and authentic culture surrounding them. He has guided C&I since the year 2000 with that ethos and a mission to communicate the West’s greatest attributes to anyone who picks up an issue.
The original decision to become owner and publisher of the magazine was an easy one, Brown says. He’d been a subscriber himself, and had a business partner who was already involved with C&I. “The content was presented so well, and it was content you couldn’t find anywhere else,” he says.
Over the years since, Brown has worked closely with countless editors, writers, visual teams, digital professionals, artists, vendors and, of course, Western entertainment icons who have graced covers. He’s been intimately involved in all planning and publishing aspects of C&I.
“I’ve made lifelong friends with staff, readers, vendors, artists, and entertainers — C&I has grown into an extended family for me,” he says.
Recognizing the changing media landscape, the focus on new technologies and platforms, and their effects on legacy publications, Brown decided in recent years to begin looking for a partner to help usher the magazine into its next chapter and beyond. Seeing the potential for C&I’s continuing reach and engagement worldwide, he decided late last year to enter into a new ownership agreement with the American-owned multi-platform company Teton Ridge, a growing brand that is, by definition, devoted to the Western way of life.
Cowboys & Indians magazine joins Teton Ridge’s stable, which also includes The American rodeo, the equestrian training facility TR9 Ranch, and ground-level involvement with elite-level quarter horses and athletes. There’s an outreach component to the organization that benefits the Justin Cowboy Crisis Fund, Protect the Harvest, the Reining Horse Foundation, the conservation efforts of Yellowstone Forever, and other Western initiatives.
“With the magazine’s future in mind, it was important to find the right partner to move forward,” Brown says. “I thought it was important to the legacy to get some other people involved — some with other resources that would continue to expand the exposure.”
Teton Ridge founder and self-made entrepreneur Thomas Tull turned out to be the right partner. Teton Ridge has assumed ownership of the magazine, but Brown will stay involved in his publisher’s role.
“What impressed me about Thomas Tull was he had the resources and the vision to bring greater exposure to the West in the proper way,” Brown says. “He is the right guy, and it was the right time, and I’m excited to work with Teton Ridge.”
Before founding Teton Ridge and bringing C&I into its fold, Tull built his career in the service, entertainment, professional sports, and technology industries. Tull formerly served as chairman and CEO of Legendary Entertainment, the film company behind such box-office smashes as The Dark Knight, The Hangover, and Jurassic World. He’s also a part-owner of the Pittsburgh Steelers.
With the magazine’s future in mind, it was important to find the right partner to move forward. I thought it was important to the legacy to get some other people involved — some with other resources that would continue to expand the exposure. —Greg Brown
But it was a lifelong appreciation for Western heritage and culture that spurred Tull to found Teton Ridge. Having bought and tended to his own ranches in recent years, Tull discovered a kinship with Brown in their discussions preceding the sale of C&I. Both self-made entrepreneurs and committed stewards of the land, they see C&I’s approach to covering the West as an extension of that stewardship.
“This wasn’t transactional for Greg,” Tull says. “He cares very deeply about it. I love the way he communicates, and [his] vision. At the same time, I love the fact that he said, ‘Hey, we’ve got ideas, but I want to hear your ideas too.’
“[C&I is] authentic, but it’s aspirational,” Tull says. “Anytime I would walk into a lodge or a ranch, the magazine was always there. I always considered it part of the tapestry.”
While committed to the magazine’s history and what it covers, Tull sees the potential for greater engagement and exposure to readers who haven’t yet discovered its breadth of content.
“There are different mediums to enjoy the same content,” Tull says. “You can look at other examples of beloved magazines that now have a wider voice. So that’s what we want to do: invest in and expand this magazine and this voice that we all admire.”
As for Teton Ridge’s larger mission, Tull says it’s about “further expanding the live events that we have, the athletes that we have — from our barrel racing lineup to our amazing riders that we have across reining cow horse, cutting, and Western bloodstock, making sure that we’re helping to cultivate the very best quarter horses in the country.” Tull hopes for larger audiences and greater access to the sports and athletes supported by Teton Ridge.
A connection to the West and a passion for horses go hand in hand for Tull. “If you don’t ride and haven’t had that experience of an almost telepathic bond with a horse, then it’s hard to get your head around. ... Riding out on the trails and deep into the forest so that you feel there’s not a telephone pole, there’s not a mark of civilization — it is one of my favorite things to do.”
Aside from his experiences traveling, ranching, and riding horses, Tull credits his fascination with western films as a source of the inspiration that’s led him to his new ventures. Off the top of his head, he lists his favorite films as Unforgiven, Tombstone, The Outlaw Josey Wales, The Magnificent Seven, Open Range, and a new one he just saw that he says blew him away — Old Henry.
“I’ve always loved westerns,” Tull says, “and now we’re going to have the opportunity to do some things in that genre. You’re fortunate in life if you can put yourself in a position to be around and among the things that you love.”
Covering The West
C&I publisher Greg Brown reflects on some of his favorite cover stars during his tenure as owner and publisher.
SAM ELLIOTT, ROBERT DUVALL
“When I started doing covers, Sam was one of my first. He became a life-long friend and is an icon in the Western world. I have tremendous respect for him and his wife, Katharine Ross. Of course, anytime I have gotten to work with Robert Duvall [on a shoot], it was fantastic. He loves Texas — especially Perini Ranch Steakhouse’s barbecue.”
JAMES BROLIN
“On our approach to shooting covers, you always want the person to feel comfortable. You want them to look engaged, looking at the camera. I think back to our great cover with James Brolin.”
WES STUDI
“I’ve worked on two photo shoots with Wes Studi. He’s so thoughtful. We got that amazing shot with him in front of that truck — it was at a friend’s ranch in Las Vegas, New Mexico. One of my favorites.”
KURT RUSSELL
“Another great one. He appreciates and supports the Western lifestyle. A sincere guy who is passionate about the outdoors and the West.”
MORGAN FREEMAN
“We shot Morgan at The Autry Museum in L.A. A legendary actor and professional. He was as interested in C&I as we were in him, which made for a fun day.”
KEVIN COSTNER
“He knows the look of a great Western shoot, he loves the lifestyle, and he’s a class act. An incredible storyteller. I’ve worked with him several times and look forward to working with him again in the future.”
TOM SELLECK
“Another great guy — easy to be around, easy to talk to, and ask questions. We visited about cowboy gear — tack, saddles, firearms. He’s very knowledgeable and passionate about it all.”
From our April 2022 issue
