2011 - Deer & Deer Hunting - Deer and Deer Hunting...• The 10 best new bows for 2011. • User’s...
Transcript of 2011 - Deer & Deer Hunting - Deer and Deer Hunting...• The 10 best new bows for 2011. • User’s...
Deer & Deer Hunting Magazine • 2011 Media Kit
Practical and Comprehensive Information for White-tailed Deer Hunters!
2011
Sell Where The Big Bucks Are
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Sell the Highest Quality Reader in the Industry! Independent Readership Studies Proves We’re the Reader Leader*
We’re proud of the fact that we started the deer hunting magazine industry in 1977. And we take our position as the industry reader leader seriously. That’s because we’ve always taken our readers seri-ously. Our award-winning editors work hard to pres-ent in-depth deer behavior and biology information. We give our high-income, educated read-ers real editorial meat so they can get closer to their quarry.
Some of our competitors will tell you sheer numbers of low-income read-ers are the answer. Many of them won’t even tell you whether their read-ers actually read their magazines, or how long. We do. And we give you more opportunity to build name recog-nition and product sales with our year-round publishing schedule.
Our core market of readers are the most responsive in the industry. They crave products and information that will make them better whitetail hunters. We’ve made our choice to truly help build your business by supplying you with quality read-ers. The next step is up to you!
Build Your Business with
WOW!
0 10 20 30 40 50 60
Bowhunter 68.2 pages
Petersens’ Hunting 70.9 pages
BuckMaster 52.1 pages
North AmericanWhitetail
62.1 pages
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72.8 pages!
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WOW!
Higher Average Household Income $81,651 It’s a fact. The higher our reader income, the more they spend on hunting.
More Readers Bought Products Advertised in Deer & Deer Hunting 38.2% Our readers are buyers! They spend big bucks.
Big Spenders on Hunting Last 12 Months (average) $4,399
More Gun Hunters 94.3% If our readers had to choose a hunting season, 41.6% would choose firearms.
More Bow-Hunters 84.7% If our readers had to choose a hunting season, 54.3% would choose bow.
More Muzzleloader Hunters 66.2%
More Years Reading Deer & Deer Hunting 9 years, 8 months
Serious Readers of Each Issue 3 hours, 34 minutes
Big-spending Pass-along Readers 2.4 readers per copy Readers look at each issue of Deer & Deer Hunting an average of 7.0 times.
We give you more editorial than our competitors
� Deer & Deer Hunting Magazine • 2011 Media Kit
s
Sell Our High-Income Readers
Our Readers Spend More!And the higher their income, the more they spend on hunting.
Sell Where The Big Bucks Are!
CONTACT YOUR SALES REPRESENTATIVEIf you need additional information from our Reader Survey, please contact your Deer & Deer Hunting representative. We can also provide cross-tab information about our readers in specific market areas.
Average Household Income $81,651
Spent On Hunting $4,399
Bought Equipment Advertised in D&DH 38.2%
Days Spent Gun-Hunting 27.8
Days Spent Bow-Hunting 21.0
Days Spent Scouting 23.9
■ Note: All figures for past 12 months.
It’s That Simple.
Our Higher - Income Readers Spend More
Our Reader Survey proves it. When we isolate our higher-income readers and readers with proven records of high hunt-ing expenditures, they spend more time hunting and they spend significantly greater amounts of money than our “aver-age” reader. Imagine how much more they spend on hunting compared to other publications’ lower income readers.
Our Readers Are Buyers!As examples, look at the chart to the left. Our average reader has a house-hold income of over $81,651 per year and spent $4,399 on hunting last year.
Deer & Deer Hunting Magazine • 2011 Media Kit �
Whitetails Are The Market … NSSF Survey Results
Since the 1986 NSSF study, participation in deer hunting has increased from 85% to 92% of all hunters, according to the NSSF’s most recent study.
92% Of All Hunters Hunt Deer According To A 2000 Study Conducted By The NSSF (National Shooting Sports Foundation)
Deer Hunting Activity Up
7.0%
White-tailed Deer Hunters… A HUGE Market
Our Readers Live Where The Deer AreGeographic distribution targets white-tailed deer hunters
West Mountain 5.7% 6,185
South Central 7.4% 8,011
Southeast 21.6% 23,444
Northeast 19% 20,711
Deer Are The Most Popular Game Species Hunted By American Sportsmen
Canada 1.6% 1,688
Elk
Goose
Dove
Grouse
Quail
Squirrel
Duck
Pheasant
Turkey
Rabbit
DEER
Elk
Goose
Dove
Grouse
Quail
Squirrel
Duck
Pheasant
Turkey
Rabbit
DEER 92%
20%
43%
44%
45%
48%
52%
55%
57%
57%
57%
0 20 40 60 80 100
� Deer & Deer Hunting Magazine • 2011 Media Kit
Midwest 44.7% 48,486
Audit Bureau of Circulation: Functions as an independent agency to perform audits of magazine circulation. It is an organization of advertising agencies, advertisers and publishers whose purpose it is to audit the circulation of periodicals for publisher members. A Publishers Statement, verified by an audit report, is issued. (Abbreviated ABC).
Audience: The total number of readers who will be exposed to your advertisement. Includes the primary reader and pass-along readers.
Circulation:The recorded or audited circulation of a publication, based on paid subscription and newsstand sales figures; the primary circu-lation. This figure is used by publishers to set advertising rates. Used to calculate cost-per-thousand (CPM) for advertising cost comparison purposes.
Cost Per Thousand: Advertising rate divided by the circulation, in thousands, to determine cost efficiency. (Abbreviated CPM).
Distribution:The number of periodicals printed and distributed. Not limited to the actual paid circulation. Generally includes the total newsstand distribution before single copy returns and any additional copies printed and not purchased by a primary reader. Don’t confuse distribution with circulation.
Pass-along Audience: Sometimes called the secondary readership. Persons who read the periodical after the primary reader.
Primary Reader: The individual reader who subscribed to the magazine or purchased it on the newsstands. Used to calculate CPM.
Readership: The total number of persons who read a periodical; the primary and pass-along read-ers combined.
Readers Per Copy: A ratio of a publication's readership to its circulation, stated as an average number of readers per copy.
Insist On ProofOf Real ReadersYour advertising dollars are too valuable to waste. Deer & Deer Hunting understands that. We want to help you make an educated decision, so we submit to the independent circulation audit done by the Audit Bureau of Circulation (ABC). We want to be sure your sales messages are getting to real people.
To help you analyze our ABC audit statement, we’ve provided the following definitions.
CPM (Cost Per Thousand) is only one aspect of the marketing decision. You have to look through it, and look at the real driving force we like to call CPR, or Cost Per Response. Not only do you have to reach numbers of hunters, you have to reach responsive readers. Our readers are just that. Their high incomes give them the disposable income to spend on their hunting passion.
Some magazines sell advertising based on their
cost per thousand. This quantitative approach seeks to sell numbers of readers, generally of a lower, less responsive demographic.
At Deer & Deer Hunting, our emphasis is on providing high quality upscale customers for you, based on the high quality editorial package and relative high subscription price that qualifies our readership market. That’s why Deer & Deer Hunting is your CPR leader.
Insist on proof of
real readers.Insist on an
ABC-audited magazine.
CPM vs CPR
Cost per thousand
is notthe key
ingredient. You must focus oncost per
response.
AuditBureau of Circulation
YOuR CPR LeADeR
Insist On ProofOf Real Readers
QUALITy QUAnTITy
vs
Deer & Deer Hunting Magazine • 2011 Media Kit �
Mathews Rates
Ice Fishing Rates
Predator Rates
Four ColorFull ......................................... $7,5552/3 ...........................................5,6301/2 ...........................................4,5401/3 ...........................................3,1801/4 ...........................................2,420Covers 2 ............................9,050Covers 3 ............................8,335Back Cover ......................9,435
Hunter’s Closet1/6 ........................................$2,0551/12 ............................................6351-inch ........................................325
B/WFull .........................................$5,3502/3 ...........................................3,9651/2 ...........................................3,1051/3 ...........................................2,1501/4 ...........................................1,615�nd color1/2 page or morel ...$1,0501/3 page or less ...............525
Where to Go1" ................................................$1952" ....................................................3503" ................................................... 4954" ....................................................625
Distribution:100,000 Mathews products110,000+ newsstand copies
Bonus Circulation• All new Mathews bows will be packaged with a copy of Mathews Solocam Bowhunting Whitetails• All Deer & Deer Hunting subscribers
On Sale Date:August 24, to November 26, plus inserted into every Mathews bow box
Body: 48 pages of 4-color on38#, and 80 pages on 50# white offset; Perfect Bound
Cover: 60# enamel
Four ColorFull .........................................$2,3122/3 ............................................1,7821/2 ...........................................1,5551/3 ........................................... 1,0871/4 ................................................855Covers 2 & 3 ...................2,535Covers 4 ..............................2,663
Two ColorFull .........................................$1,9572/3 ...........................................1,5351/2 ...........................................1,3201/3 ............................................... 9301/4 ................................................726
B/WFull .........................................$1,7102/3 ...........................................1,3181/2 ...........................................1,1541/3 ............................................... 8031/4 ................................................628
Where to Go1" ................................................... $982" ....................................................1853" ................................................... 2684" ................................................... 340
Four Color 1x �x
Full...........................$2,503......$2,003
2/3.............................1,906........1,525
1/2.............................1,530........1,226
1/3.............................1,130...........906
1/4................................835...........649
Covers.2.&.3..............2,792........2,235
Cover.4......................3,136........2,513
Two Color 1x �x
Full...........................$2,168......$1,735
2/3.............................1,648........1,318
1/2.............................1,320........1,056
1/3................................989...........793
1/4................................726...........582
B/W 1x �x
Full...........................$1,905......$1,525
2/3.............................1,525........1,220
1/2.............................1,082...........865
1/3................................757...........608
1/4................................603...........485
1/6................................438...........350
1/12..............................242...........196
1"..................................150...........124
Where to Go 1x �x
1"................................$103...........$83
2"..................................201...........165
3"..................................294...........237
4"..................................392...........315
SAVE 20% BY RUNNING IN BOTH ISSUES
Distribution:60,000+ newsstand copies
Bonus CirculationIssues will be bulk drop shipped to leading predator hunting associa-tions.
Release Dates:Fall IssueOn Sale November 1, 2011
Winter IssueOn Sale December 13, 2011
Distribution:55,000+ newsstand copies
On Sale Date:October 25, 2011
Body: 84 pages of 4-color on38#, Perfect Bound
Cover: 60# enamel
� Deer & Deer Hunting Magazine • 2011 Media Kit
Outdoor SpecialsAdvertise
�0112011-12 Editorial Calendar
JUNE 2011 Hot New Gear for 2011• Top 50 new products unveiled at this
year’s ATA and SHOT shows, as picked by the editors of D&DH.
• Deer management strategies for early season hunting
SUMMER 2011Land & Deer Management• Managing Micro Properties for
Megabucks• How to Improve Your Land’s Overall
Nutrition • Food Plot Advice that Stands the Test
of Time
AUGUST 2011Bow-Hunting & Archery Tuning• How to establish mineral sites deer will
use during bow season.• Top tips for extending your bow-shoot-
ing effective range.• Tree stand selection and placement for
hunting mature bucks.
2011 DEER HUNTERSEQUIPMENT ANNUAL• The best forage options for year-round
food plots.• Feed attractants that really work.• Digital camera enhancements.• Bone-busting broadheads.• The 10 best new bows for 2011.• User’s guide to awesome arrows.• Bow sights step up to the next level.• Calls that bring bucks running.• Here comes the crossbow!• Handguns for deer hunting.• Tack-driving enhancements for shotgun
slug shooters.• A look at the best new rifles.• Introducing new bullet designs for
whitetail hunters.• Go blind for big bucks.• Tree stands built for safety and comfort.• How to get the max from your muzzle-
loader.• How to pick out the best optics for your
needs.
• Buyer’s guide to ultimate footwear.• New camouflage options.• Clothing for the three-season deer
hunter.• ATVs and tractors for the land-manager.
SEPTEMBER 2011Hunting the Pre-Rut• Hunting pressured bucks on public land.• Scent-control tactics of a bow-hunting
addict.• Deer research exclusive
OCTOBER 2011Hunting the Rut• Annual lunar rut predictions by Charles
Alsheimer• Trophy hunting analysis • Research exclusive on rut-time activity.
NOVEMBER 2011Big-Buck Issue• Lease or buy? Guide to hunting land
acquisition.• Exclusive trophy buck profile.• How to select a trophy buck destination
and outfitter
DECEMBER 2011Hunting with Rifles, Shotguns, Muzzleloaders and Handguns• 25 top tips for opening day.• A look at muzzleloading’s new rifles and
powders.• Handgun hunters: The new wave of
deer hunting recruits?
JANUARY 2012 Late-season Hunting• Shooting strategies for late-season
bow-hunts.• Tips for muzzleloading in the modern
era.• Scouting plans for next year’s buck.• Ammo and accessories every gun-
hunter should consider.
LEADERThe ediTorial & reader
Deer & Deer Hunting Magazine • 2011 Media Kit �
Nine Big Issues Sell Year-Round
Takeadvantageof our readerloyalty.
Sell themin every issue.
Sell To our HigH-income BuyerS All yeArJune 2011 S.H.O.T. Show equipment Review
Newsstand Release - March 29 • Ad Reservations Close - February 14Did you launch a new product at the S.H.O.T. Show or Archery Trade Show? We’ll tell our high-income readers about it.
Summer 2011 Land Management IssueNewsstand Release - May 17 • Ad Reservations Close - April 4Food plots, harvest strategies & more!
August 2011 Bow-Hunting IssueNewsstand Release - June 14 • Ad Reservations Close - May 281.9% of our readers bow-hunt for deer.Our readers spend $61,983,636 annually on bow-hunting gear.
Annual 2011 Special Deer Hunters equipment AnnualNewsstand Release - July 12 • Ad Reservations Close - June 8This issue’s catalog action form generated more than 16,383 sales leads last year. See next page for details.
September 2011 Prepare To Hunt The RutNewsstand Release - August 9 • Ad Reservations Close - June 26Our highly-involved readers spend an average of 76.5 days per year in the field, hunting and scouting.
October 2011 Hunting The Rut IssueNewsstand Release - September 6 • Ad Reservations Close - July 25Special rut-hunting editorial attracts one of our biggest readerships of the year.
November 2011 Big-Buck Hunting Issue
Newsstand Release - October 11 • Ad Reservations Close - August 29Reach active hunters that participate in a deer management program.
December 2011 Gun Season IssueNewsstand Release - November 8 • Ad Reservations Close - September 26Keep selling hunters in the industry reader leader. 92.1% of our readers hunt deer with a modern firearm. 62.7% hunt with a muzzleloader.
January 2012 Late-Season StrategiesNewsstand Release - December 6 • Ad Reservations Close - October 24Sell hunters before major northern seasons begin.
March 2012 Bonus Distribution Show IssueNewsstand Release - January 3 • Ad Reservations Close - November 21Boost your sales efforts with bonus distribution at the ATA Trade Show and the S.H.O.T. Show.
Time after time, our high-income readers tell us the one thing that would make the unique Deer & Deer Hunting editorial package of behavior and biol-ogy information even more valuable is to give them even more issues every year, not fewer. We've listened to these core market, high-income read-ers and developed a publishing sched-ule that serves both our readers and our advertisers.
� Deer & Deer Hunting Magazine • 2011 Media Kit
fact fact
Record-Setting Equipment Annual
2011Equipment
Annual
It’s aGREAT VALUE!
Same ratesas our regular
issues.
Newsstand Release
July 12th
Advertising Reservation
Closing
May 27th
Don’t miss this giant
opportunityto build your business in
2011!
Deer & Deer Hunting was the 1st to create a truly complete Equipment Annual for the white-tail industry. Our high-income readers love the product-focused editorial and they respond to your sales messages. Here’s a proven advertis-ing vehicle for selling your products.
An editorial climate that motivates readers to understand and buy new hunting equipment.
A core market of deer hunters with average household incomes of $81,651—
Leader
Not only do our subscribers receive this issue, but so do newsstands, making this a great advertising value. With a timed release geared for the equipment-buying season, August through November 30th, you’ll be able to sell thou-sands of new equipment buyers. These newsstand buyers’ interests are purely equipment oriented making them 4-5 times more likely to respond to your ads than any other newsstand buyer.
We’re committed to providing you with a proven direct-lead market of real buyers who have the discretionary income to devote to their whitetail passion. If you’re serious about selling products to the deer hunting market, our 2011 eQuIPMeNT ANNuAL is the marketing medium of choice.
PLAN NOW TO INCLuDe THe 2011 DeeR HuNTeRS eQuIPMeNT ANNuAL AS AN eSSeNTIAL PART OF YOuR ADVeRTISING PROGRAM!
Responsive Readers
888-457-2873
proven buyers.
Proven Response
Deer & Deer Hunting Magazine • 2011 Media Kit �
Advertisers
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10 Deer & Deer Hunting Magazine • 2011 Media Kit
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Deer & Deer Hunting Magazine • 2011 Media Kit 11
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1� Deer & Deer Hunting Magazine • 2011 Media Kit
MATHEWS BOWHuNTING WHITETAILS NOW gOES TOALL DeeR & DeeR HuntInG
SuBSCRIBERS!
GuN & BOW MARKeT SuMMARIeS 14DeMOGRAPHIC PROFILe 15 TableEducation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Sex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Marital Status . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Principal Residence . . . . . . . . . . . . . . . . . . . . . . . 5Household Income . . . . . . . . . . . . . . . . . . . . . . . 6Population of Residence/Locale . . . . . . . . . . . . . 7 Personal Computer Ownership . . . . . . . . . . . . . 8
MAGAZINe ReADeRSHIP 16
TableActions Taken As a Result of Reading Deer & Deer Hunting . . . . . . . . . . . . 9Time Spent Reading Average Issue . . . . . . . . . 10 Average Times Each Issue Referred To . . . . . . 11Number of Pass-along Readers . . . . . . . . . . . . 12
DeeR HuNTING MARKeT PROFILe 17, 18
TableDeer Season Participation . . . . . . . . . . . . . . . . 13 Where Readers Hunt . . . . . . . . . . . . . . . . . . . . . 14 2000 Deer Hunting Success Rates . . . . . . . . . . 15Hunting-Related Expenditures . . . . . . . . . . . . 16Years of Firearm Hunting Experience . . . . . . . 17Weapons Used To Hunt Deer . . . . . . . . . . . . . . 18Days Spent Hunting And Scouting . . . . . . . . . 19Other Family Members Who Hunt Deer . . . . 20Trends In Deer Hunting Activities . . . . . . . . . . 21Factors For Increased Participation . . . . . . . . . 22Types of Land Where Hunters Hunt . . . . . . . . 23Hunting From Elevated Stands . . . . . . . . . . . . 24
HuNTING WITH GuIDeS/OuTFITTeRS 18
TableHunting With A Guide . . . . . . . . . . . . . . . . . . . 25Plans To Hunt With A Guide . . . . . . . . . . . . . . 26
BOW-HuNTING MARKeT PROFILe 19Table
Big Game Hunted With A Bow . . . . . . . . . . . . . . . . . . .27Archery Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28Bows Owned For Deer Hunting . . . . . . . . . . . . . . . . . .29Bow Purchases Planned . . . . . . . . . . . . . . . . . . . . . . . . . .30Archery Accessories Owned . . . . . . . . . . . . . . . . . . . . . .31Accessory Purchases Planned . . . . . . . . . . . . . . . . . . . . .32
Days Spent Bow-Hunting . . . . . . . . . . . . . . . . . . . . . . . .33Important Purchasing Factors . . . . . . . . . . . . . . . . . . . .34Frequency of Bow Purchase . . . . . . . . . . . . . . . . . . . . . .35
FIReARMS MARKeT PROFILe 20, 21
TableBig Game Hunted With A Gun. . . . . . . . . . . . .36Other Types of Game Hunted. . . . . . . . . . . . . .37Shooting Activities . . . . . . . . . . . . . . . . . . . . . . .38Synthetic Stock Ownership . . . . . . . . . . . . . . . .39Optics Ownership . . . . . . . . . . . . . . . . . . . . . . .40Types of Firearms Owned . . . . . . . . . . . . . . . . .41Readers With FFL. . . . . . . . . . . . . . . . . . . . . . . .42Where Firearms Were Purchased . . . . . . . . . . .43Scope Use With Firearms . . . . . . . . . . . . . . . . .44 Firearm Purchases Past Year . . . . . . . . . . . . . . .45Boxes of Factory Ammunition Purchased . . . .46Types of Ammunition Hand-loaded . . . . . . . .47Activities Ammo Hand-loaded For . . . . . . . . .48Firearm Purchase Plans Next Year . . . . . . . . . .49Accessory Purchases Planned . . . . . . . . . . . . . .50 HuNTING ACCeSSORY BuYINGTReNDS 22
TableAccessories Purchased Past Year . . . . . . . . . . . . 51Where Equipment Purchased . . . . . . . . . . . . . 52
VeHICLe OWNeRSHIP/PuRCHASeS/MAINTeNANCe/ATVs 23
TablePassenger Cars Owned . . . . . . . . . . . . . . . . . . . 53Number Of Trucks Owned. . . . . . . . . . . . . . . . 54Number of Sport Utility Vehicles Owned . . . . 55Four-Wheel Drive Truck Ownership . . . . . . . . 56Vehicles and Equipment Purchased . . . . . . . . . 57Maintenance And Repairs Performed . . . . . . . 58ATV Ownership . . . . . . . . . . . . . . . . . . . . . . . . . 59ATV Purchasing Plans . . . . . . . . . . . . . . . . . . . . 60
OuTDOOR ReCReATION/eQuIPMeNT/TV 24
TableRecreation In Addition To Hunting . . . . . . . . 61Recreation Equipment Owned . . . . . . . . . . . . . 62Cable And TV Outdoor Show Viewing . . . . . . 63 Most Popular TV Days . . . . . . . . . . . . . . . . . . . 64Most Popular Times To Watch Outdoor TV Shows . . . . . . . . . . . . . . . . . . . . 65Most Popular TV Months . . . . . . . . . . . . . . . . 66 Videotaping . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Ordering From Outdoor Shows . . . . . . . . . . . . 68
We Deliver Upscale, Serious Hunters
“I’ve gotten about half way through the new equipment issue and I just want to say GOOD JOB!”
Randy WinchesterKansas
ReachConsumers
Like Randy— Only In
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
table listings
Deer & Deer Hunting Magazine • 2011 Media Kit 1�
Gun/Bow Hunting Market Summaries
99.4% Hunt Deer
94.3% Hunt DeerWith A Gun
78.2%Hunt WithA Bow
Delivers Gun & Bow Buyers
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Types of Firearms Used For Deer Hunting
Highly-InvolvedBow-Hunters ...• 84.7% Have Bow-Hunting Experience 40.7% Harvested a whitetail with a bow, last year 78.7% Bow-hunt from a tree stand47.6% Increased their bow-hunting activity in the past five years 15.3% Average years of bow-hunting experience 2.4% Average number of bows owned by bow owners
Archery Sports Participation (31.8% of all readers)17.0% 3-D shoots 16.8% Active in target/field archery 9.4% Bow-hunting club member 6.3% Indoor/outdoor archery league
Types Of Bows Used For Deer Hunting(Among all readers) 75.2% Compound 9.6% Crossbow 4.8% Traditional recurve 0.9% Longbow
Archery Accessory Purchases PlannedIn The Next 12 Months
24.6% Camouflage clothes24.2% Broadheads19.3% Carbon arrow shafts17.7% Scent elimination clothing16.4% Feathers/Fletching13.3% 3-D archery target 12.6% Assembled hunting arrows (carbon) 12.2% Arrow rest12.0% Bowsight 10.9% Archery target (not 3-D) 10.4% Aluminum arrow shafts10.0% Assembled hunting arrows (alum.)Multiple answers allowed; total may exceed 100%.
Serious Gun &Ammo Buyers ...• 96.5% Hunt deer with a gun • The average reader, who owns at least one firearm, owns a total of 12.5 firearms.
98.7% Own at least one firearm70.4% Harvested a whitetail with a gun, last season 70.0% Increased their gun hunting activity in the past five years
Ammunition Reloading Activities• 23.8% Reload - and of these,15.7% Reload for rifle12.4% Reload for shotgun 8.8% Reload for handgun
Firearms Purchased In The Last 12 Months• 44.7% Purchased one or more guns20.7% Rifles (.22 caliber or above .22 caliber)17.9% Muzzleloader 16.3% Rifle above .22 caliber15.9% Shotgun 8.3% .22 caliber rifle 7.6% Handgun 4.6% Air gun
Muzzleloader hunting continues to be a
growing Market for Deer & Deer Hunting readers.
(see graph below)
Rifle
Shotgun
Muzzleloader
Handgun
0 25 50 75 100
85.2%
72.3%
69.5%
24.5%
Order Of Contents
1� Deer & Deer Hunting Magazine • 2011 Media Kit
Demographic Profile
High-Income, Upscale Hunters
Who Buy!
$�1,��1Average Annual
Income Leads Industry
��.�% Are �� - ��
years old
Average age is ��.� years old
$100,000 or mor e
$75,000 - $99,999
$45,000 - $74,999
$35,000 - $44,999
$25,000 - $34,999
Under 25,000
0 5 10 15 20 25 30 35 40
6.4%
5.6%
10.7%
35.7%
16.8%
24.8%
Percent of Readership
Inco
me
1-240
5
10
15
20
25
30
25-34 35-44 45-54 55-64 65 or moreAge
Perc
ent
of
Rea
der
ship
4.6%
14.3%
24.5%26.0%
11.0%
19.6%
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Readership Age
Income Levels Of Deer & Deer Hunting Readership
700 East State Street Iola, WI 54990-0001
Table 1Education• 53.0% attended or graduated college or technical school.
Graduated high school ............ 40.8%Attended/Grad. College .......... 33.5%Attended/Grad. Tech. school ... 12.7%Post-grad. study/degree ............ 6.8%
Table 2SexMale .......................................... 98.6%Female ........................................ 1.4%
Table 3Age• Average age 46.71 - 24 years old ............................ 4.6%25 - 34 years old ........................ 14.3%35 - 44 years old ........................ 24.5%45 - 54 years old ........................ 26.0%55 - 64 years old ........................ 19.6%65+ years old ............................. 11.0%
Table 4Marital StatusMarried ..................................... 78.3%Single (never married) ............ 10.7%Separated/Divorced .................... 6.9%
Table 5Principal ResidenceOwn home ............................... 89.8%Own recreational land ..............28.7%Rental .......................................... 6.8%
Table 6Household Income • 60.2% have an annual HHI over $60,000.
$100,000 or more .................... 24.8%$75,000 - $99,999 .................... 16.8%$45,000 - $74,999 .................... 35.7%$35,000 - $44,999 .................... 10.7%$25,000 - $34,999 ...................... 5.6%Under $25,000 ........................... 6.4%Average HHI: ....................... $81,651
Table 7Population Of Residence/Locale• 66.8% live in rural country setting or towns with a population under 25,000.
100,000 or more ...................... 12.8%25,000 - 99,999 ........................ 19.5% 5,000 - 24,999 ........................ 19.9%Rural town less than 5,000 ..... 15.0%Rural - in the country ............. 32.8%
Table 8Personal Computer Ownership1999 2001 2003 200647.2% 57.0% 71.3% 75.5%
Country
32.3%
RuralTown15.0%
Small City(5,000 - 24,999)
19.9%
Large City(25,000 or more)
32.8%
Where Readers Live
Deer & Deer Hunting Magazine • 2011 Media Kit 1�
0 10 20 30 40 50 60 70 80
69.7%
41.1%
38.2%
36.4%
35.5%
12.1%
Percent of Readership
Act
ion
16.2%
Saved issue
Took to deer camp/meeting
Bought equip. advertised
Visited advertiser's website
Passed items to another
Clip/copy items
Contacted advertiser
Magazine Readership
Over���,��1Avid Readers (includes pass-along readers)
��.�% Bought Equipment Advertised In
��.�%Spend More Than Two Hours Reading Each Issue
��.�%Took An Advertising-related Action After Reading Magazine
��.�%Took an Electronic Communica-tions-Related Action
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Actions Taken As A Result of Reading
Deer & Deer Hunting Magazine
5 Hours + 4-5 Hour s 3-4 Hour s 2-3 Hour s 1-2 Hour s Under 1Hour
0
5
10
15
20
25
30
Time
Perce
nt of
Read
ersh
ip
20.9%
10.2%
16.5%
32.2%
17.1%
3.1%
Time Spent Reading An Average issue of Deer & Deer Hunting Magazine
Table 9Actions Taken In The Past 12 Months As Result Of ReadingDeer & Deer HuntingSaved the entire issue ............. 69.7%Took magazine to deer camp or hunting club meeting ........ 41.1%Bought hunting equipment advertised ............................ 38.2%Visited advertiser’s website ...... 36.4%Passed item(s) along to someone else ...................... 35.5%Clipped or copied items .......... 16.2%Contacted advertiser for more information ......................... 12.3%
Multiple answers allowed;total may exceed 100%.
Table 10Time Spent Reading An Average Issue• 79.8% spend more than two hours reading each issue.More than 5 hours ................. 20.9%4 - 5 hours ............................... 10.2%3 - 4 hours ............................... 16.5%2 - 3 hours ............................... 32.2%1 - 2 hours ............................... 17.1%Under 1 hour ............................ 3.1%Average ............ 3 hours, 34 minutes
Table 11Average Times Each Issue Is Referred To By Reader• 45.5% refer to each issue five or more times.11 or more times .................... 14.1%7 - 10 times ................................ 9.9%5 - 6 times ............................... 21.5%3 - 4 times ............................... 43.3%1 - 2 times ............................... 11.2%Average .............................. 4.5 times
Table 12Number Of Pass-Along Readers• There are a total of 2.3 readers per copy .
4 or more others ......................... 8.9%3 others ....................................... 8.1%2 others ..................................... 18.6%1 other ...................................... 31.9%Just myself ............................... 32.5%
1� Deer & Deer Hunting Magazine • 2011 Media Kit
Deer Hunting Market Profile
��.�% Of Our Readers Plant And
Maintain Food Plots
While An Additional ��.�% Provide
Deer Mineral Supplements
Modern firearms Bow Muzzleloader0
10
20
30
40
50
60
70
80
90
100 96.3%
80.4%
63.2%
Perc
en
t Part
icip
ati
on
Season Either gun or bo w By gun By bow0
10
20
30
40
50
60
70
80
80.2%
60.6%
38.4%
Perc
ent
Read
ersh
ip
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Deer Hunting Participation By Season Harvested A Whitetail
Last Season
Table 13Deer Seasons Readers Normally Participate InRegular firearm season (modern firearms) ............96.3%Archery season ......................................................... 80.4%Muzzleloader season ............................................... 63.2%Multiple answers allowed; total may exceed 100%.
Table 14Percent That Hunt Deer Out Of StateHunt multiple states ..................................................33.6%Hunt in state only .....................................................66.4%
Table 15Harvested A Whitetail During 2005 Season• 80.2% harvested a deer during the 2005 season.Gun kill (net) ........................................................... 60.6%Rifle kill .................................................................... 38.9%Bow kill ..................................................................... 38.4%Muzzleloader kill ..................................................... 21.3%Shotgun kill .............................................................. 19.9%Handgun kill .............................................................. 2.2%Multiple answers allowed; total may exceed 100%.
Table 16Hunting-Related Expenditures In The Past 12 Months• The average dollars spent on hunting comes to $2,638 per reader, per year.
$5,000 or more .........................................................13.8%$3,000 - $4,999 .........................................................14.4%$2,000 - $2,999 ..........................................................16.0%$1,000 - $1,999 .........................................................24.5%$500 - $999 ...............................................................17.5%$200 - $499.................................................................10.1%$0 -$199 .......................................................................3.7%
Table 17Years Of Firearm Deer Hunting Experience Rifle/ Muzzle- Hand- Shotgun loaders guns
30 or more yrs. ...... 45.2% ............... 2.2% ................ 1.3%20 - 29 yrs. ............. 26.5% ............... 9.3% ................ 2.0%10 - 19 yrs. ............. 19.4% ............. 25.0% ................ 4.1%1 - 9 yrs. ................... 6.1% ............. 28.7% .............. 12.4%0 yrs. ........................ 2.8% ............. 34.8% .............. 80.2%Avg. years .............. 26.3 yrs. .......... 7.3 yrs. ........... 1.8 yrs.
New Hunters15.9% Have muzzleloader hunted 4 years or less 6.3% Have handgun hunted 4 years or less
Table 18Weapons Used To Hunt DeerGuns (net) ................................................................ 99.4%Bows (net) ................................................................ 86.8%Rifle ........................................................................... 76.6%Compound bow ...................................................... 75.2%Muzzleloader ........................................................... 66.2%Shotgun .................................................................... 55.6%Handgun .................................................................. 18.4%Crossbow .................................................................. 12.9%Traditional recurve bow ............................................ 3.1%Longbow ..................................................................... 1.4%Multiple answers allowed; total may exceed 100%.
Deer & Deer Hunting Magazine • 2011 Media Kit 1�
Deer Hunting Market Profile
Scoutin g Gun-Huntin g Bow-Hunting Total0
10
20
30
40
50
60
70
Activity
Da
ys H
un
tin
g/S
co
uti
ng
23.9Days
27.8Days
21.0Days
72.7Days80
0 10 20 30 40 50 60 70 80 90
11.1%
23.7%
50.3%
86.1%
Wh
ere
Read
ers
Hu
nt
Land involved in QDM
Leased land
Public land
Privately owned
66.2% Reported An Increase In Gun Deer Hunting ActivityIn The Past Five years
Readers Spend��.� Days In The Field
1�.� Average yearsBow-Hunting Experience
��.�% Of Our Readers Hunt FromTree Stands
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Type Of Land Where Hunters Hunt
Days Hunting And Scouting
Table 19Days Spent Hunting And Scouting During The Past 12 Months• Readers spent an average of 21.0 days bow-hunting, 27.8 days gun-hunting and 23.9 days scouting in 2005.
Days Bow Gun Scouting50+ ......... 8.9% ... 15.5% ..... 13.0%40 - 49 .... 7.1% ..... 6.9% ....... 2.3%30 - 39 .. 14.4% ... 15.3% ....... 8.3%20 - 29 ... 16.2% ... 21.4% ..... 10.2%10 - 19 .... 20.2% ..... 20.5% ..... 24.0%5 - 9 ......... 6.8% ..... 10.3% ..... 17.7%1 - 4 ......... 4.4% ....... 4.3% ..... 14.0%0.............. 22.0% ....... 5.8% ..... 10.5%
Table 20Other Family Members Who Hunt Deer• 65.4% have family members who deer hunt.
Males (net) .............................. 51.1%Son ........................................... 33.7%Females (net) .......................... 19.2%Brother .................................... 14.2%Father ....................................... 12.1%Wife ......................................... 12.0%Daughter ................................... 8.8%Husband .................................... 7.0%Sister .......................................... 0.4%Mother ....................................... 0.6%Multiple answers allowed; total may exceed 100%.
Table 22Factors Contributing To Increased Hunting ParticipationMore personal time to hunt .. 59.3%Taking advantage of more seasons ...................... 45.4%More liberal bag limits ........... 28.1%Traveling to more areas .......... 25.1%More deer available ................ 21.3%Wanted to try something new ....................13.7%Magazine influences ............... 12.0%Multiple answers allowed; total may exceed 100%.
Table 23Type Of Land Where Readers Hunt
Privately owned .......................86.1%Public land ...............................50.3%Leased land .............................. 23.7%Land involved in QDM ...........11.1%Multiple answers allowed; total may exceed 100%.
Table 24Hunting From An Elevated Tree Stand• 92.6% hunt deer from an elevated stand.• Average reader owns 6.5 tree stands.
Bowhunters ............................. 81.0%Gun hunters ............................ 74.9%Multiple answers allowed; total may exceed 100%.
Table 25
Hunted With A Guide In The Past 12 Months• 11.5% hunted deer with a guide.
Table 26Plans To Hunt With A Guide In The Next 12 Months• 18.7% plan to hunt deer with a guide.
Table 21Trends In Deer Hunting Activities During The Past Five Years• 53.7% of readers reported an increase in their gun deer hunting in the past five years.
Rifle Shotgun Handgun Muzzleloader Bow
Increased ................. 20.9% .................. 13.6% .................. 5.2% ...................... 31.1% ..................... 43.6%Stayed the same ....... 37.9% .................. 24.5% .................. 6.3% ..................... 23.3% ..................... 26.1%
888-457-2873
1� Deer & Deer Hunting Magazine • 2011 Media Kit
“Excellent work gentlemen, really enjoyed the whole thing. (August 2009 issue)”
Joel Hoffman
30+ 20 - 29 10 - 19 5 - 9 1 - 4 00
5
10
15
20
25
30
16.3%
19.8%
26.7%
12.6%
8.7%
15.9%
Years
Perce
nt Re
aders
hip
Bow Hunting Market Profile
��.�% Own At Least
One Bow
��.0% Bow Hunt
��.�%Plan To Buy
Archery Accessories
��.�% Harvested
A Deer With A Bow
��.�% Increased Their
Bow-hunting Activity
new Bow Hunters
18.4% Have bow-hunted
9 years or less
7.9% Have bow-hunted
4 years or less
17.8% Purchased a
bow in the past 12 months
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
700 East State St., Iola, WI 54990-0001
Table 27Total Readership That Hunted Big Game With A BowBig game (net) ......................... 83.0%White-tailed deer .................... 84.7%Bear .......................................... 11.3%Elk ............................................... 7.2%Mule deer .................................. 4.2%Multiple answers allowed; total may exceed 100%.
Table 28Archery Activities In Addition To Bow-Hunting• 34.7% of bow-hunters are involved in organized archery activities.3-D shoots ............................... 23.4%Target/Field archery ............... 19.4%Bow-hunting club member ..... 7.4%Outdoor/Indoor archery league .................................... 6.0%Multiple answers allowed; total may exceed 100%.
Table 29Types Of Bows Owned(One Or More For Deer Hunting)• Readers own an average of 2.5 bows for deer hunting.Percent of all readers that own aCompound bow ...................... 93.5%Traditional recurve bow ......... 32.2%Crossbow ................................. 13.7%Longbow .................................... 9.1%Multiple answers allowed; total may exceed 100%.
Table 30Bow Purchases Planned In The Next 12 Months (Among All Readers)Any bow (net) ......................... 17.0%Compound bow ...................... 11.6%Crossbow ................................... 2.6%Traditional recurve bow ............ 1.8%Longbow .................................... 1.0%Multiple answers allowed; total may exceed 100%.
Table 31Bow-Hunting Accessories Owned (Among Bow-Hunting Readers)Quiver ...................................... 90.0%Fixed broadheads ...................... 79.3%Release aid ............................... 82.6%Stabilizer .................................. 73.9%Aluminum arrows .................. 56.8%Fiber optic bow sight ............. 65.0%Archery targets (not 3-D) ........ 61.7%3-D animal targets .................. 46.8%Carbon arrows ........................ 63.0%Scent elimination clothing ....... 51.8%Expandable broadheads ........... 36.1%Fletching equipment .............. 31.1%Laser range finder ..................... 39.0%Carbon Arrow Inserts .............. 29.5%Overdraw ................................. 19.0%Bow-fishing equipment ......... 11.1%Bow-fishing arrows ................ 12.7%Range finder ............................. 12.3%String tracker .......................... 10.0%Multiple answers allowed; total may exceed 100%
Table 32Archery Accessory Purchases Planned In The Next 12 months• 64.5% of readers plan to buy new archery accessories.• Readers spent $533 on archery items last year.
Arrows and/or componentsBroadheads (net) ......................32.6% Fixed ......................................25.6%Carbon arrow shafts .............. 12.1%Feathers/Fletching ................. 24.5% Expandable ...........................12.1%Assembled hunting arrows - carbon .................. 15.0%Field points ............................... 8.4%Aluminum arrow shafts ........... 9.2%Assembled hunting arrows - aluminum .............. 5.2%Bow-fishing arrows .................. 2.1%
AccessoriesCamouflage clothes ............... 19.9%
Scent elimination clothing .......17.5%
3-D animal targets .................... 9.9%
Arrow rest ................................. 9.1%
Bow sight ................................ 11.4%
Archery target (not 3-D) ........... 9.1%
Release aid ................................. 7.9%
Quiver ........................................ 7.8%
Tree steps .....................................6.4%
Stabilizer .................................... 5.4%
Laser Range finder ......................4.5%
Broadhead sharpener ................2.5%
Overdraw ................................... 0.6%Multiple answers allowed; total may exceed 100%
Table 33Days Spent Bow-Hunting In The Past 12 Months• The average reader spent a total of 21.5 days bow-hunting in the past 12 months.0 days ....................................... 22.0%1 - 4 days ................................... 4.4%5 - 9 days ................................... 6.8%10 - 19 days ............................. 20.2%20 - 29 days .............................. 16.2%30 - 39 days .............................. 14.4%40 - 49 days ................................ 7.1%50+ days ..................................... 8.9%
BOW BUyInG FACTORS
Table 34Important Factors When Making A Bow PurchaseQuality ....................................... 55.1%
Cost/value ................................. 53.6%
Weight of bow........................... 51.5%
Let-off percentage ..................... 48.7%
Technological advances in design, style, composition ................ 47.2%
Speed ......................................... 46.4%
Availability of bow from local dealer who can provide service ........42.6%
Brand names ............................. 41.3%
Recommendations of friends/relatives .................... 31.3%
Articles/ads I’ve read ................ 30.6%
Endorsements of famous hunters/shooters .................... 3.0%Multiple answers allowed; total may exceed 100%. Data from 2001 survey
Table 35Frequency of Bow PurchasesEvery year .......................................1.3%
Every 2-4 years .......................... 15.0%
Every 5-9 years .......................... 27.3%
Every 10 years ........................... 10.7%
When my other bow wears out or breaks ........................ 24.4%
When a new innovation is developed that I like/want ... 21.4%
When I’m bored with my other bow ................................ 7.0%
Other ........................................... 5.1%Multiple answers allowed; total may exceed 100%.
years Experience
Bow-Hunting For Deer
Deer & Deer Hunting Magazine • 2011 Media Kit 1�
Firearms Market Profile
�1.�% Bought Firearms Within Past 1� Months
Average Reader Owns 1�.� Guns
��.�% Hunt Deer In An Area Designated As Shotgun Only
0
10
20
30
40
50
60
70
80
90
100
Small Game(net)
Predator s (net)
Waterfowl (net)
Upland Bird (net)
Wild Turkey Big Game (net)
98.8%
72.8%
52.7%
23.5%
74.7%
45.0%
Excellent RimfireRifle andAmmunitionMarket
Excellent Shotgun Market
Percent of Readership
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
Types of Game Hunted With Gun/Bow In The Last 1� Months
Table 36Big Game Hunted With A Gun Big game (net) ........................ 97.3%Whitetail deer ......................... 94.3%Bear .......................................... 20.6%Elk ............................................ 10.4%Mule deer .................................. 8.9%Antelope .................................... 3.9%Multiple answers allowed; total may exceed 100%.
Table 37Types Of Upland Game And Small Game Hunted Wild turkey .............................. 72.8%
Upland bird (net) ................... 52.7%Pheasant ................................... 29.1%Quail/Grouse/Partridge .......... 30.6%Dove ......................................... 19.9%
Waterfowl (net) ...................... 23.5%Duck ......................................... 20.5%Goose ......................................... 17.8%
Small game (net) .................... 74.7%Squirrel ..................................... 46.0%Rabbit ....................................... 45.7%Wild boar ................................. 10.2%
Predators (net) ........................ 45.0%Coyote ....................................... 40.4%Fox ............................................ 15.5%Raccoon ...................................... 9.6%Bobcat ........................................ 9.7%
OthersWoodchuck/Prairie dog .......... 18.7%Crow ......................................... 12.1%Multiple answers allowed; total may exceed 100%.
Table 38Shooting Activities Participated In During The Past 12 Months
Percent Who Participate
Target Shooting . . . . . . . . . . . . 78.9%Plinking . . . . . . . . . . . . . . . . . . 54.0%Trap. . . . . . . . . . . . . . . . . . . . . . 30.4%Sporting Clays . . . . . . . . . . . . . 23.7%Skeet . . . . . . . . . . . . . . . . . . . . . 21.8%Silhouette . . . . . . . . . . . . . . . . . 13.5%Multiple answers allowed; total may exceed 100%.
Table 39Readers Who Own Firearms With Synthetic StocksOwn one or more ................... 74.1%
Table 40Optics OwnedOptics (net) ............................ 98.5%Binoculars ............................... 97.2%Rifle scope ............................... 88.0%Shotgun scope ......................... 39.1%Spotting scope ........................ 32.3%Multiple answers allowed; total may exceed 100%.
Table 42Readers With Federal Firearms License4.5% of readers have an FFL
Table 43Where Firearms Were Purchased In The Past 12 MonthsSporting goods store .............. 51.9%Gun store or dealer ................. 37.6%Chain store .............................. 13.8%Friend/Relative ........................ 17.4%Mail order catalog ..................... 4.7%Gun/Sport show ........................ 3.6%Ad in a magazine, newspaper .. 1.7%Other .......................................... 5.2%Custom/Gunsmith .................... 0.8%Multiple answers allowed; total may exceed 100%.
Table 44Deer Hunting Firearms Equipped With ScopesRifle .......................................... 81.7%Muzzleloader (net) ................... 45.1%Muzzleloader (in-line) ............ 42.7%Shotgun ................................... 36.0%Handgun ................................. 10.1%Muzzleloader (trad.) .................. 5.9%Multiple answers allowed; total may exceed 100%.
Table 41Types Of Firearms Owned Percent Average Who Own Number OwnedRifles (net) ............................................... 98.1% .............................................. 5.0Rifles (above .22 caliber) ........................ 94.2% .............................................. 3.4.22 caliber rifles ....................................... 84.8% .............................................. 1.8Shotguns ..................................................94.2% .............................................. 3.4Handguns ............................................... 60.5% .............................................. 1.9Muzzleloaders (net) ............................... 69.6% .............................................. 1.3Muzzleloaders (traditional) ................... 40.0% .............................................. 0.6Muzzleloaders (in-line) ......................... 51.5% .............................................. 0.7Air guns/BB guns .................................. 53.1% .............................................. 0.9Total firearms owned .................................................................................. 12.7
�0 Deer & Deer Hunting Magazine • 2011 Media Kit
Firearms Market Profile
�1.�% Of Our Readers Purchased One Or More Firearms In The Past year.
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
0
10
20
30
40
50
60
70
80
90
Rifle Handgun Muzzleloader(trad. )
81.7%
Shotgun
36.0%
Muzzleloader(net)
45.1%
Muzzleloader(in-line)
42.7%
10.1%5.9%
Perc
en
t o
f R
ead
ersh
ip
Hunt With Scope
On Firearm
Table 45Types Of Firearms Purchased In The Past 12 Months• 41.5% of readers purchased one or more firearms.
Rifles (net) ................................................................ 23.0%Muzzleloaders (net) ..................................................13.4%Rifle Above .22 Cal. ................................................. 16.0%Shotguns (net) ......................................................... 16.7%Muzzleloaders (in-line) ........................................... 12.4%.22 Caliber rifles ....................................................... 10.6%Handguns (net) ......................................................... 8.5%Air guns ...................................................................... 5.3%Muzzleloaders (traditional) ...................................... 1.1%Multiple answers allowed; total may exceed 100%.
Table 46Boxes Of Factory Ammunition Purchased In The Past 12 Months• Readers spent an average of $114 each on factory ammunition and bought over 14.5 boxes. A total of $13.6 million was spent on factory ammunition last year. Avg. No. Of Boxes
Rimfire (.22) cartridges . . . . . . . . . . . . . . . . . . . . . . . . .5.0Shotgun shells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5.1Centerfire cartridges . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1Shotgun slugs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.3Totals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14.5
Table 47Types Of Ammunition Hand-Loaded In The Past 12 Months• 23.8% hand-loaded ammunition during the past 12 months. Of those:
Reload Rifle .............................................................. 15.0%Reload Shotgun ......................................................... 8.4%Reload Handgun ....................................................... 6.3%Multiple answers allowed; total may exceed 100%.
Table 48Activities For Which Readers Reload Ammunition(Of Those Who Hand-Load)
Hunting .....................................................................81.7%Target Shooting ....................................................... 54.2%Plinking .................................................................... 24.6%Trap/Skeet ................................................................ 22.5%Sporting Clays .......................................................... 15.5%Silhouette ................................................................... 7.0%Multiple answers allowed; total may exceed 100%.
Table 49Firearm Purchase Plans In The Next 12 Months• 41.6% plan to buy one or more guns.
Rifle ........................................................................... 15.5%Shotgun (net) ............................................................. 9.1%Muzzleloader (net) ....................................................10.9%Muzzleloader (in-line) ............................................ 10.2%Shotgun (smooth-bore) ............................................ 6.1%Handgun .....................................................................7.5%Shotgun with rifled barrel .........................................3.6%Air gun/BB gun ......................................................... 1.4%Muzzleloader (traditional) ....................................... 0.8%Multiple answers allowed; total may exceed 100%.
Table 50Firearm Accessory Purchases Planned In The Next 12 Months• 69.2% plan to purchase firearm accessories.Optics (net) ............................................................ 31.8%Variable power scope .............................................. 21.6%Binoculars .................................................................. 7.9%Fixed power scope ..................................................... 4.7%Spotting scope ........................................................... 4.7%
Reloading (net) ...................................................... 18.1%Gun powder ..............................................................14.9%Reloading components ............................................. 9.1%Reloading equipment ................................................ 4.6%
Gun cleaning (net) ................................................. 30.1%Gun cleaner/lubricant .............................................. 24.7%Gun cleaning kits ..................................................... 12.7%
Accessories
Scope mount ..............................................................14.9%Gun sling .................................................................. 12.0%Gun case (net) ........................................................... 9.6%Screw-in chokes ......................................................... 6.5%Recoil pads ................................................................. 6.7%Gun case (hard) ......................................................... 6.5%Fiber optic sight ...........................................................3.1%Gun Locks ....................................................................2.2%Rifled shotgun barrel ................................................ 3.9%Gun case (soft) ............................................................ 4.2%Synthetic gun stock ................................................... 3.9%Laser Sight .................................................................. 1.7%Multiple answers allowed; total may exceed 100%
Over $1�.�Million Spent
On Ammo Last year
��.�% Plan To Buy
Guns This year
��.�% Plan To
Purchase Firearm
Accessories In The next 1�
Months
��.�%Completed
Firearms SafetyCourse
Deer & Deer Hunting Magazine • 2011 Media Kit �1
Table 51Hunting Accessories Purchased In The Past 12 Months• 97.0% purchased hunting gear. Deer lure/scents ...........................................................72.8%Camouflage hunting wear ..........................................64.3%Deer calls ......................................................................40.4%Hunting gloves .............................................................56.1%Boots .............................................................................45.5%Insect & tick repellent .................................................33.3%Any videos relating to hunting ...................................38.0%Treestand ......................................................................36.5%Seed for food plots ......................................................35.5%Books related to deer hunting ....................................34.0%Deer mineral supplements .........................................33.4%Thermal underwear.....................................................39.3%Deer bait .......................................................................26.5%Sccent elimination clothing ........................................29.0%Any books related to hunting .....................................17.7%Blaze orange hunting wear .........................................26.2%Scopes(s)—for rifles, shotguns, or handguns ...........23.3%Tree steps ......................................................................16.4%Binoculars ....................................................................18.4%Hunting knife ..............................................................19.4%Hunting blind ..............................................................18.0%ATV accessories ...........................................................18.0%Soft gun cases ...............................................................11.3%Hip boots/waders ..........................................................5.7%Range finder .................................................................10.6%Remote scensing camera .............................................24.5%GPS unit .........................................................................8.5%Gun Locks ......................................................................5.7%Deer game feeders .........................................................9.2%Hard gun cases ...............................................................8.4%Camouflage make-up ....................................................4.2%Deer decoys ....................................................................6.3%Hunting CD-ROM computer games ...........................6.0%Spotting scope................................................................4.3%Multiple answers allowed; total may exceed 100%.
Table 52Where Hunting Equipment Was Purchased In The Past 12 MonthsLocal sporting goods dealer ...................................... 80.0%Mail-order catalogs ................................................... 55.0%Department/chain store ............................................ 56.6%Sports shows .............................................................. 13.8%The Internet .................................................................21.6%Direct from manufacturer ......................................... 10.2%Magazine/newspaper ads ............................................ 9.6%Multiple answers allowed; total may exceed 100%.
Hunting Buying Trends
��% Bought Hunting Equipment Last year
��.�% Purchased Deer Management Products
��.0% Purchased Hunting Equipment From Mail- Order In Past 1� Months
Purchasing Of Hunting Equipment From The Internet Is Growing…�.�% (1���)1�.�% (�001)1�.�% (�00�)�1.�% (�00�)
“I really enjoyed the article on food plots ... inspired me to go plant my own little hunting plot in the woods ... great job as always.”
Kevin StephensKentucky
You can only reach hunterslike Kevin by advertising in
Deer & Deer Hunting!
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
0 10 20 30 40 50 60 70 80 90
80.0%
55.0%
56.6%
21.6%
10.2%
13.8%
9.6%
Local sporting goods dealer
Mail-order
Department/Chain store
Sports show
The Internet
Direct from manufacturer
Magazine/Newspaper ads
Where Hunting Equipment Was PurchasedIn The Past 1� Months
�� Deer & Deer Hunting Magazine • 2011 Media Kit
Table 53Number Of Passenger Cars Currently Owned• 55.5% own one or more cars.No cars ..........................................................................45.2%1 car ............................................................................ 43.5%2 cars ............................................................................. 9.3%3 or more cars ...............................................................2.0%Average number of cars owned .............................. 0.7%
Table 54Number Of Trucks Currently Owned• 81.3% own one or more trucks.None ............................................................................18.7%1 truck ........................................................................ 61.3%2 trucks ........................................................................ 15.1%3 or more trucks ...........................................................4.9%• Average number of trucks owned ......................... 1.1• Average number of trucks, vans, or SUV’s owned .................................................... 1.8
Table 55Number Of Sport Utility Vehicles Currently Owned• 38.2% own a sport utility vehicle.None ............................................................................61.2%One ...............................................................................32.4%Two or more SUV’s .......................................................6.4%
Table 56Own Truck or SUV Equipped With 4WD• 80.2% own a 4WD vehicle
Table 57Vehicles And Equipment Purchased In The Past 12 Months• 37.2% purchased at least one car or truck
Truck ........................................................................... 19.1%Car .............................................................................. 13.5%ATV ............................................................................... 7.4%
Supplies/Parts/EquipmentMotor oil .................................................................... 62.7%Tires ............................................................................ 44.4%Battery ........................................................................ 33.1%Spark plugs ................................................................. 26.9%Trailer ........................................................................... 7.2%Bed liner ....................................................................... 2.9% Truck topper ................................................................ 1.4%Power winch ................................................................ 2.9%Multiple answers allowed; total may exceed 100%.
Table 58Maintenance, Repair Or Upgrades Personally Performed In The Past 12 Months• 90.8% personally perform routine vehicle maintenance.
Change/Add oil .......................................................... 74.7%Change/Add coolant/anti-freeze .............................. 54.4%Replace battery ...........................................................39.6%Replace tires ............................................................... 26.8%Change spark plugs ................................................... 28.8%Replace headlights ..................................................... 23.5%Install brake linings/pads .......................................... 29.9%Minor engine repair .................................................. 23.3%Install generator/alternator ......................................... 9.7%Replace shock absorbers ............................................. 8.6%Replace muffler ............................................................ 8.1%Install bed liner ............................................................ 2.8%Install truck topper ...................................................... 4.0%Install power winch ..................................................... 2.3%Multiple answers allowed; total may exceed 100%.
Table 59ATV Ownership• 47.4% own an ATV.• Of those who own an ATV, 56.5% use it for hunting.
Table 60Plans To Purchase ATV In Next 12 Months• 7.0% plan to purchase an ATV.Purchased a NEW ATV in the past 12 months ...........4.6%Purchased a USED ATV in the past 12 months..........2.8%
Vehicle Ownership/Purchases/ATV
��.�% Bought
Vehicles Last year
��.�% Own A
Truck With�WD
��.�%Own At
Least One Truck, Van
or SUV
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
0 10 20 30 40 50 60
56.3%
41.5%
40.8%
10.4%
Percent who use
Used for hunting
Recreational riding
Work
Fishing
ATV Usage
PHONe: 888-457-2873FAX: 715/445-4087
Deer & Deer Hunting Magazine • 2011 Media Kit ��
Table 61Outdoor Recreation In Addition To Hunting• 88.8% participate in other outdoor activities besides hunting.
Fishing (net) ........................... 62.1%Camping .................................. 46.1%Boating .................................... 32.7%Outdoor photography ............ 27.6%Backpacking/Hiking ............... 18.1%Snowmobiling ............................. 8.5%Trapping .................................... 9.9%Bow-fishing ............................... 8.2%Multiple answers allowed; total may exceed 100%.
Table 62Outdoor Recreational Equipment OwnedCamping (net) ....................... 83.4%Sleeping bags ........................... 79.1%Lantern ..................................... 69.5%Tent .......................................... 51.8%Portable stove ........................... 50.4%
Fishing equipment owned (net) Rain gear ................................... 83.4%Hip Boots/Waders .................. 52.5%Fishing boat ............................ 42.6%Outboard motor ..................... 37.5%
Other EquipmentBinoculars ............................... 97.2%Chain saw ................................ 76.9%35mm camera ......................... 66.4%Video camera ........................... 45.8%ATV .......................................... 47.4%GPS unit ................................... 38.2%Telephoto lens ......................... 23.8%Multiple answers allowed; total may exceed 100%.
Table 63Cable And Television Outdoor Show Viewing• 87.2% have cable TV or a satellite dish.
• 12.8% do not have cable TV or satellite dish.
Table 64Most Popular Days To Watch Outdoor ShowsSaturday ................................... 55.2%Sunday ..................................... 61.7%Monday ................................... 19.9%Tuesday .................................... 29.7%Wednesday .............................. 20.3%Thursday ................................. 28.1%Friday ....................................... 28.7%Multiple answers allowed; total may exceed 100%.
Table 65Most Popular Times To Watch Outdoor Shows
Morning .................................... 51.4%
Afternoon .................................. 24.2%
Evening ...................................... 67.9%Multiple answers allowed; total may exceed 100%.
Table 66Most Popular Months To Watch Outdoor Shows• Winter months are the most popular TV viewing months.
January .................................... 66.2%February .................................. 56.6%March ...................................... 45.0%April ......................................... 31.6%May .......................................... 23.9%June .......................................... 23.2%July ........................................... 28.4%August ...................................... 44.4%September ............................... 68.6%October .................................... 72.9%November ................................ 72.1%December ................................ 69.1%Multiple answers allowed; total may exceed 100%.
Cable TV/Outdoor Recreation
��.�% Participate In Other Outdoor Activities
��.1% Fish ��.1% Enjoy Camping
��.�% Rent Or Purchase Hunting Videos
6.7% rented videos
57.1% purchased videos
*718 responses from 1,000 surveys randomly sent to readers. Research independently conducted and tabulated by Advantage Research Inc., of Germantown, Wisconsin.
1-���-���-����
�� Deer & Deer Hunting Magazine • 2011 Media Kit
deeranddeerhunting.com
Deer & Deer Hunting Magazine • 2011 Media Kit ��
Visitors are serious hunt-
ers who go online to learn
more about hunting an
average of 10 times per
month
Visitors spend approx.
$�,�00/year on hunting and related
passions, $�00 of that
online.
Average household
income: $�0,000
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�� Deer & Deer Hunting Magazine • 2011 Media Kit
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