GIVE AWAY A TROJAN HORSE: Freemium is part of the new model. Milepost59 conceived of, designed, and developed DayHikeGear for Adventure Press. This app creates customized packing lists for day hikers. It’s a handy tool—given away for free—that functions as a powerful branding message in users’ pockets. It also happens to be a mobile gear store. But rather than selling products via intrusive ads, the app sells by providing useful information at the moment of need—while packing for a trip.