Matt Soberg grew up in the Heart O’ Lakes area of Central Minnesota, equidistant from the vast prairies of the Dakotas and the dark forests of the Northwoods. There, he learned life’s hunting and angling lessons from his father and grandfather before him. He currently edits Covey Rise, a magazine based in Alabama that celebrates our upland-hunting lifestyle and champions wildlife conservation. When not in the office, you can find him making memories by teaching his young son and three bird dogs the lessons he learned long ago—how to miss birds and lose fish, all with a smile on your face.

Board Member Spotlight – Q & A with Matt Soberg:

• Tell us about your path to getting into the outdoor industry.

I received my undergraduate degree from the University of Minnesota and later earned a Juris Doctorate. While practicing law, I started writing a syndicated column for small-town newspapers on the side. It was such a creative release from the stresses of the day job and got me dreaming of having my own magazine. So, I finally did just that. After spending 8 years as a lawyer, I switched career gears.

Living in a small town in Western Minnesota, I’ve had great exposure to the outdoors. The area is full of hunting and fishing opportunities, and it naturally attracts outdoor enthusiasts to enjoy the Minnesota lakes and the Northwoods. It made for a great outdoor media hub and inspiration for my magazine: the Minnesota Sporting Journal.

After around three years, I sold the magazine and took the role as editor and director of communications for the Ruffed Grouse Society. I worked with RGS for 7 years and built a great network in the conservation world, including John Thames of Covey Rise magazine through his work on the Quail Forever Board of Directors. I was truly impressed with the high quality and standards of photography and storytelling of Covey Rise. I knew I wanted to work with media that upholds the integrity of the outdoor industry and of print publishing. In 2018 I was lucky enough to start my post as editor for Covey Rise.

• How long have you been a member of POMA and why did you join?

I became a POMA member around 2013. I joined because, as an aspiring professional in the hunting and fishing space, I wanted to connect with others in the industry and felt a duty to give back to the profession by being a member. POMA was known as the go-to organization for networking and creating key connections for hunting and fishing media members.

• Tell a specific story about how being a part of POMA has helped you.

I wasn’t as active as I should have been early on in my membership, but once I started networking, I realized pretty quickly the “power of POMA.”  I’ve met so many good people who have become more than colleagues, but friends. There are POMA members who I’ll call to discuss opportunities and ideas. These members are extremely smart and professional, and I can trust them and rely upon them to give honest opinions and feedback.

• What’s your pulse on where the organization is at this time (what are some opportunities and challenges you see)?

With a specific focus on outdoor-related media, POMA is a niche of a niche, in a sense, which makes recruitment difficult. We need to think outside the box to find these media professionals and figure out creative ways to communicate with them. We need to sharpen our pencils to figure out how to get in front if these professionals to show them what I believed in 2013 is true: that POMA is the go-to organization for networking and connecting and business for outdoor media. We need to show them the tangible and professional benefits of POMA and show them reasons to give back to the resource and the future of professional outdoor media.

• Tell us what’s next for you (or what’s the most exciting thing you’re currently working on)?

Covey Rise just celebrated its 10-year anniversary by publishing a special collector’s edition in December. I’m lucky to have been a part of the past decade and look forward to more years of storytelling, through words and images in print and online channels, that celebrates our outdoor traditions and perpetuates them for future generations