Taylor Allan

Intro to Media Advertising

Media Plan for Orscheln Farm and Home

TAYLOR ALLAN 1

Hunting/Shooting (Hunters/shooters) as a Target Group for Orcheln Farm and Home

Target Segment Summary

Target’s Psychographic Summary

- Hunters

- Enjoys Camping/hiking

- Enjoys recreational vehicles

- involved in wildlife/environmental issues

- Enjoys fishing

- Owns a dog

- Enjoys vegetable gardening

Target’s Demographic Summary

- Gender: Males

- Martial Status: either single or married

- Age range: 25-64

Target’s Geographic Summary

Metro Priority No. 1: Columbia-Jefferson City, Missouri

Columbia-Jefferson City, MO. Households: 46,451 Percentage: 27.6 There are12,820 that

hunt in the are of Columbia-Jefferson City. The reason that I chose Columbia-Jeff City

areas was that there are 5 Orschelns stores in the area. Most of the cities are in a range of

28-35 minutes away for the stores, besides the one that is in Jeff City. Most hunters

would drive the 28-35 minutes, if the stores were an hour away I highly doubt that the

target audience would want to drive that distance. Though there is one store that is 58

TAYLOR ALLAN 2

minutes away The first Orschelns that in the area is in Jeff City so it would be easy to get

to Orschelns. The second Orschelns is in California, MO. California, MO is only 28

minutes away from Columbia-Jefferson City area. The third city that has Orschelns in it,

around Columbia-Jefferson City area is Eldon, MO. Eldon, MO is only 36 minutes away

from Columbia-Jefferson City. The fourth city that has an Orschelns Fulton, MO. Fulton,

MO is 30 minutes away from Columbia-Jefferson City Area. The final city is Hermann,

MO, it is 58 minutes away from Columbia-Jefferson City Area. Though its an hour away,

most of the hunters/shooters would be going to the closer stores rather than an hour away.

Metro Priority No. 2: Springfield, Missouri

Springfield, Missouri. Households: 115,609 Percentage: 28.6. There are 33, 064 people

that like to hunt in Springfield, Missouri. The reason that I chose Springfield was that

there are 5 Orscheln stores in 3 different cities in close vicinity of Springfield. The first

city that has an Orschelns store is Ozark, MO. The Orschelns in Ozark, MO is only 27

minutes away from Springfield. The second city that has an Orschelns in it, is Republic,

MO. Rebuplic, MO is 26 minutes away from Springfield. The third city that has an

Orschelns is Marshfield, MO. Marshfield is roughly 33 minutes away from Springfield.

The fourth city that has an Orschelns is Lamar, MO. Lamar is an hour and twenty-eight

minutes away from Springfield. The fifth city is Neosho, MO. Neosho is an hour and

twenty-seven minutes away. For the Target audience wouldn’t really want to drive to the

last two cities because they are far away. Though if the store farther away had some

equipment that other stores didn’t have then the audience might actually drive the

distance.

TAYLOR ALLAN 3

Metro Priority No. 3: Kansas City, Missouri

Kansas City, Missouri. Households: 172,926 Percentage: 18.9. Therefore, the total

number of people that are hunters in Kansas City, Missouri is 32, 683. The reason that I

chose Kansas City was that there is 5 Orscheln Stores around the area. The 5 stores are in

5 cities that are in a range of 20-58 minutes away from Kansas City. The first city that has

an Orschelns in it is Kearney, MO. Kearney is 29 minutes away from Kansas City. The

second city is Raymore, MO. Raymore is 32 minutes away from Kansas City. The third

city is Excelsior Springs, MO. Excelsior Springs is 37 minutes away from Kansas City.

The fourth city is Richmond, MO. Richmond is about an hour away from Kansas City.

The fifth city is Lawrence, KS. Lawrence is 43 minutes away from Kansas City. The last

two cities would be too far away for the target audience. No person would want to drive

and hour to get to a store but again if the stores closer to Kansas City do not have things

that the audience might need, the store that is an hour away has what they need, the

audience might just have to drive the distance to get what they need.

Client Description

Company Overview

Orscheln Farm and Home is a family owned business and not a franchise. The first ever

Orscheln Farm and Home was established in the 1960’s and opened in Sedalia,

Missouri (linkedin). Orschelns, a family owned business, has over 200 locations all

acrosst he U.S. The headquarters for Orschelns is located in Moberly, Missouri. Out of

the variety of locations of Orscheln stores, the stores are located in Missouri, Kansas,

Iowa, Arkansas, Oklahoma, Nebraska, Kentucky, and Indiana(linkedin).The company

TAYLOR ALLAN 4

also allows customers to see the suppliers of the products that the business receives and

allowing them to get redirected to the suppliers home page if desired. Orschelns shows

items in store but do not have online shopping yet but are working to get that feature.

Orschelns company provides scholarships to graduating seniors who are in range of

Orscheln stores. Orschelns has a variety of items to choose from such as automotive to

livestock to hunting. They are the kind of establishment that wants to give a variety of

products to adapt to a specific audience i.e customers. Orschelns also offers guides for

do-it-yourself products. Orschelns wants to be able to give the best deals on the their

products that no one else really does.

Major Product Lines Offered

The major product lines offered at Orschelns are Automotive, Bird & Wildlife care,

Clothing and Footwear, Equine, Farm and Ranch, Fencing, Home and Toys, Home

Improvement, Hunting, Lawn and Garden, Livestock, Pet Care, Power Equipment, Tires

and Batteries, and Tools and Welding. Automotive products consist of Grease, oil and

accessories, pickup tool boxes, trailers, towing and accessories, vehicle repair and

accessories. Bird and wildlife products consist of bird houses and accessories, bird feed,

bird feeders and accessories and wildlife feed. Orschelns clothing and footwear consists

of belts, jewelry and accessories, hats and caps, insulated and winter wear, mens clothing

and socks. The equine section consists of horse feed and supplements, horse fly controls,

horse grooming tools, horse health medicine, stall supplies, tack. The farm & ranch

section consists of ag sprayers and spraying, farm repair, hay and harvesting,

implements, pest and rodent control and tractor parts and accessories. All of Orscheln

TAYLOR ALLAN 5

products work together in a certain way. Most of the products can either work with

Farm or home. They incorporate all aspect of the farm and home and other various

things as well.

Product Focus

The specific product category that I will be focusing on is the hunters section. The

hunting section involves archery and supplies, group blinds, optics, other hunting

supplies, safes and ammo, scents, lures and calls, tree stands, targets and decoys. All of

these products incorporate the essence of hunting, but the hunting that is shown is

archery. The specific target audience that I will target is hunting/shooting. One of the

products that Orschelns offers is stationary targets. The stationary targets work with the

target group that I chose because hunters want to be able to practice before they

actually go out into the wild and take fire. Shooting at targets helps hunters gain the

confidence to shoot at something without the fear of completely missing the product.

(Fischer) Another product that Orschelns offers is the tree stand. People who enjoy

wildlife and the outdoors would want to be able to sit and relax while out in the wildlife.

The tree stands work for the target audience because most hunters depending on the area

want to be in a higher position to wait for their prey. Another product that Orschelns

offers is ammo for hunters. The product works with the target audience because, for every

gun or bow and arrow that a person owns, there are different types of ammo for the

weapon. Say for example, if someone was referring to a .223 Remington or a .243

Winchester, both who need different types of shells in other to shoot and Orschelns offers

an assortment of ammo.

TAYLOR ALLAN 6

Target Audience: Hunters (Hunting/Shooting)

The specific target audience that I will target is hunting/shooting. Hunting and shooting

work together. Hunting is the pursuit and killing or capture of wild animals which is

regarded as a sport. There are many different regions that hunters go hunting one of them

being the Midwest. Hunters/Shooters listen and read and watch a variety of media

sources to find out about hunting and shooting. Magazines remain the dominate media

source for hunters. After a survey was taken the number of hunters that said that

magazines were their primary source for information was 47%.(Thompson) Another

survey that was taken had to do with how hunters are perceived in movies and television

shows. The 2008 April survey said that about 51% felt that hunters are “rarely” made to

look real and are sometimes fake and 43% felt that hunters in movies and shows were

portrayed some what accurately(Thompson).

Geographic Choice Explanation

Priority City No. 1:

Columbia-Jefferson City, MO. Households: 46,451 Percentage: 27.6 There are 12,820

that hunt in the are of Columbia-Jefferson City. The reason that I chose Columbia-Jeff

City areas was that there are 5 Orschelns stores in the area. Most of the cities are in a

range of 28-35 minutes away for the stores, besides the one that is in Jeff City. Most

hunters would drive the 28-35 minutes, if the stores were an hour away I highly doubt

that the target audience would want to drive that distance. Though there is one store that

is 58 minutes away The first Orschelns that in the area is in Jeff City so it would be

easy to get to Orschelns. The second Orschelns is in California, MO. California, MO is

TAYLOR ALLAN 7

only 28 minutes away from Columbia-Jefferson City area. The third city that has

Orschelns in it, around Columbia-Jefferson City area is Eldon, MO. Eldon, MO is only

36 minutes away from Columbia-Jefferson City. The fourth city that has an Orschelns

Fulton, MO. Fulton, MO is 30 minutes away from Columbia-Jefferson City Area. The

final city is Hermann, MO, it is 58 minutes away from Columbia-Jefferson City Area.

Though its an hour away, most of the hunters/shooters would be going to the closer stores

rather than an hour away.

Priority City No. 2:

Springfield, Missouri. Households: 115,609 Percentage: 28.6. There are 33, 064 people

that like to hunt in Springfield, Missouri. The reason that I chose Springfield was that

there are 5 Orscheln stores in 3 different cities in close vicinity of Springfield. The first

city that has an Orschelns store is Ozark, MO. The Orschelns in Ozark, MO is only 27

minutes away from Springfield. The second city that has an Orschelns in it, is Republic,

MO. Republic, MO is 26 minutes away from Springfield. The third city that has an

Orschelns is Marshfield, MO. Marshfield is roughly 33 minutes away from Springfield.

The fourth city that has an Orschelns is Lamar, MO. Lamar is an hour and twenty-eight

minutes away from Springfield. The fifth city is Neosho, MO. Neosho is an hour and

twenty-seven minutes away. For the Target audience wouldn’t really want to drive to the

last two cities because they are far away. Though if the store farther away had some

equipment that other stores didn’t have then the audience might actually drive the

distance.

TAYLOR ALLAN 8

Priority City No. 3:

Kansas City, Missouri. Households: 172,926 Percentage: 18.9. Therefore, the total

number of people that are hunters in Kansas City, Missouri is 32, 683. The reason that I

chose Kansas City was that there is 5 Orscheln Stores around the area. The 5 stores are in

5 cities that are in a range of 20-58 minutes away from Kansas City. The first city that has

an Orschelns in it is Kearney, MO. Kearney is 29 minutes away from Kansas City. The

second city is Raymore, MO. Raymore is 32 minutes away from Kansas City. The third

city is Excelsior Springs, MO. Excelsior Springs is 37 minutes away from Kansas City.

The fourth city is Richmond, MO. Richmond is about an hour away from Kansas City.

The fifth city is Lawrence, KS. Lawrence is 43 minutes away from Kansas City. The last

two cities would be too far away for the target audience. No person would want to drive

and hour to get to a store but again if the stores closer to Kansas City do not have things

that the audience might need, the store that is an hour away has what they need, the

audience might just have to drive the distance to get what they need.

Orscheln Media Plan Introduction

The target audience is Hunters/shooters. In this media plan I will explain each

media vehicle that is important to the target audience. Magazines and radios are the most

important media vehicle for the plan. Hunters/shooters prefer to read magazines for

information rather other media vehicles. The second most important media vehicle is

Radio. Hunters/shooters look to the radio for information regarding the weather and other

information or even just listen to music to help them relax before the hunting. The Plan

TAYLOR ALLAN 9

will discuss the products that are offered at Orscheln Farm and Home online and how

they connect with the other media vehicles.

Media Type Priorities:

The most important media type that I have are the Magazines. Researching the

media vehicles for the media plan I found out that the Magazines were the most

important for hunters/shooters. According to Thompson 47% of hunters/shooters voted

that the main media source that they go to for information is the magazine. Magazines

would be the best source merely for the fact that they carry more information about

hunting and other information that hunters/shooters would be looking for. The

Magazines that I chose were geared towards hunters and shooters specifically. I could

see an ad in these magazines rather than say for example TIME Magazine. I could not

see an ad placed here because the target audience is completely different. The second

most important media vehicle for the target audience would be Radio. Radio is another

way that hunters get information. Hunters want to know about the weather and what is

going on in the specific area. There are also radio stations that are specifically geared

towards hunting and shooting. The radio stations that I chose were to spread the word

about Orschelns and not stick to the cookie cutter part of staying with the radio stations

that are specifically hunting/shooting. I wanted to widen the perspective and go with

stations that more people listen to such as popular country music stations.

Specific Media Choices: Magazine Choices:

The reason the magazines were chosen was that they are the most important form

of information for the specific target audience.The first magazine that I chose is Deer &

TAYLOR ALLAN 10

Deer Hunting is geared towards hunting with a rifle specifically and how to hunt deers.

The Magazine also talks about which deer are which and what kind of points the shooter

is going to receive after shooting the deer. Orschelns offers a variety of target

practices to help with their hunting skills.

Another magazine that was chosen for the target audience was Gun’s & Ammo.

Gun’s & Ammo talks about specific guns and ammo. The Target audience which is

hunters/shooters, would want to look at the magazine in regards to guns and ammo.

Orschelns offers different type of ammo. With the ad being placed here means that you

can address the types of ammo that Orscheln Farm and Home offers. The circulation of

this magazine would really help get out the word about Orschelns and your deals.

The next magazine that was chosen was Petersen’s Hunting. Petersen’s Hunting is

a well known magazine for hunters/shooters. The circulation for this magazine is well

over 300,000. This shows that the average number of total audience for the magazine

would be over 1.4 million total audience. Petersens Hunting talks about deer, hunting,

targets, also sells things. The target audience would look towards this magazine for help

and information as to what they will need when they will be hunting.

The next magazine that was chosen is North American Hunter. The North

American Hunter is a small produced magazine that hunters go to for information

whenever they need it. The total population of the magazine is roughly 150 thousand

people. Though the total audience is small it allows for ads to be placed where not very

many people would actually look for an ad from Orschelns.

TAYLOR ALLAN 11

The next magazine that I chose is North American Whitetail. This magazine

describes the specific type of deer that around the areas and what you need to look for

while out shooting things. I felt that the target audience would read this to get information

about the deer, there are specific deer that hunters can shoot and there are ones that they

cannot shoot too.

The next magazine that was chosen is Outdoor Life. The Outdoor Life is more of

a education magazine of hunting. This would be best for hunters who are wanting to start

early. The magazine shares a wide range of information to the target audience. The

information in the magazine ranges from how deer die and how to train our dog to

retrieve ducks that you shoot down. The magazine would be very influential to the

readers to help them out. It also shows ways to keep healthy for the hunting season.

The last and final magazine that was chosen is Midwest. The Midwest Outdoors

offers a wide assortment of information to the target audience. The magazine gives advice

to the target audience specifically from actual hunters that want to give their advice. I felt

that with this magazine is specifically targeted the geographic location of the midwest.

The target audience that is from the midwest would read this magazine because they are

familiar with the name and information that is given. If the information is given to the

readers from real life hunters they would feel more comfortable going to this magazine

for advice.

Newspaper Choices:

The media vehicles for Newspapers that was chosen are The Kansas City Star,

Jefferson New Tribune and the Springfield News leader. My main choice for the Kansas

TAYLOR ALLAN 12

City area was The Kansas City Star. The reason that I chose this newspaper was for the

fact that it was in my specific geographic area and targeted the main audience that area. I

felt that sunday was the best day for the ad to be printed for the fact the highest

circulation of the newspaper is on sunday. I felt that the target audience would get this

paper rather than on another day of the week. The section that this ad will be placed in is

outdoors. I felt that this was the most important section that the target audience would go

to.

The second paper that was chosen was the Jefferson News Tribune. The reason I

chose a newspaper in Jefferson City was that there is an Orscheln Farm and home in

Jefferson City and in Columbia, MO, the closest Orscheln Farm and Home is more the 30

minutes away from Columbia itself. I felt that it made more since to have the ad run in a

Jefferson rather than in Columbia. The section of the newspaper that the ad will be run is

in the Outdoors section. The ad will run on the Thursdays addition of the paper. With

buying multiple ads for the Thursdays paper you recieve a discount, needless to say this

was the right time to run an ad. I felt that the target audience would look here for

information and news.

The third newspaper that was chosen was the Springfield News Leader. The

Springfield News Leader is the main seller of newspapers than other newspapers and it

was the only Springfield Newspaper that I could find. I think that with the total audience

being 138 thousand people and the actual number of people per household is 115

thousand, it would make since that this newspaper would get around the city of

Springfield. The ad will be run on the Thursday circulation day. Thursday is the day that

TAYLOR ALLAN 13

the target audience start to get ready for the upcoming weekend for hunting. Thursday

would give the target audience enough time to get ready and find the information that

they need to get ready for the weekend. The section that the ad will be run in is the

Outdoors section. I felt that the target audience would look here for information and facts

when and if they are needed.

Radio Choices:

The second media vehicle that was chosen are radio stations. I felt that radios

were the second important media vehicle for the target audience. The first radio station

thatI chose was KCLR-FM in Columbia, MO,which is a country station. I felt that a

country station would be most evident to run an ad for Orschelns. The day part that the ad

will be run in is the AM drive. Most hunters start the day off early and listen to the radio

as the drive to their destination. KWWR-FM Columbia, MO is the second radio station

that was chosen. This station is a country station as well and I felt that it was appreciate to

run an ad here as well. The daypart that the ad will be run in is the AM part. The target

audience starts their day off in the early morning and I felt that this was the most

important time of the day that the ad should be run.

The third radio station that was chosen was KATI-FM which is a country radio

station in Columbia, MO as well. I felt the country radio station would be best. This

station has a low rating, I felt that we should place an ad here so that listeners from a

smaller listening area would hear the ad for Orschelns. The smaller the area the more

likely the target audience in that area will hear the ad and want to visit the store. The

day part that the ad will be run is in the PM. The reason for the PM part was for the target

TAYLOR ALLAN 14

audience that is driving home. Doing the research I noticed that in the SRDS booklet I

saw the the most popular time to listen to was the PM part. So I felt that this would be the

best place to run the ad.

The fourth radio station that was chosen is KRES-FM. KRES-FM is another

country radio station that is in Columbia, MO. This station is also a low rating station. I

feel that if you reach out to a lower listening audience the more likely the target audience

will visit the store after listening to the radio station and hearing the ad. The

daypart that the ad will be run in is the PM part. I chose this station to broadcast the ad

while everyone is driving home for the night. I feel that the most important information is

given in the evening.

The fifth radio station that was chosen was WIBW-FM in Kansas City, MO.

WIBW-FM is a country radio station. It has a high rating for the fact that they have a lot

of listeners the tune into the station to either listen for news or the ads or the music or

even just all of it, i.e. and avid listener. The day part that the ad will be run in is the PM. 5

O’clock is the busiest of the drive home.

The sixth radio station that was chosen was KTTS-FM in Springfield, MO.

KTTS-FM is another country station. KTTS-FM has a high rating due to the population.

The total audience would more than likely be the best factor and figuring out which radio

station would be the best. KTTS-FM offers weather alerts and events that will be

happening, it also talks about the area of Springfield and what will be going on.

TAYLOR ALLAN 15

The final radio station that was chosen is KOMG-FM, which is another country

music radio station. I felt that country would be the best genre to place an ad because

most country people listen to country stations.

TV Choices:

The first TV show that was chosen was American Guardian. American Guardian

talks about situations in the wildlife. The show elaborates on how to take care of yourself

under a stressful situation. The show will be played in Columbia-Jeff City, Kansas City

and Springfield. This relates back to the target audience for their lifestyle of being

involved in wildlife. The second show that was chosen was Shooting USA Impossible

Shots. The show will be played in Columbia-Jeff City, Kansas City and Springfield. This

show is more of an entertainment show for the target audience. This show would show

the target audience ways of perfecting their shooting in a way that they can have fun with

their equipment. The third and final show is The Crush with Lee and Tiffany. The show

will be played in Columbia-Jeff City, Kansas City and Springfield.The Crush with Lee

and Tiffany specifically targets the target audience lifestyle of involved in

wildlife/environmental issues. The show shows that the couple is very involved with

maintaining their land. The target audience is very involved in wildlife/environmental

issues and I feel that this show would allow the target to learn new ways to keep their

land looking great.

Web Site Choice:

The first website that was chosen was www.thecrush.tv. The website talks about

the show The Crush with Lee and Tiffany. Lee and Tiffany are the creators of the show

TAYLOR ALLAN 16

and are very involved with everything that they do. The show shows Tiffany and Lee

maintaining their land. The target audience lifestyle loves to be involved in

wildlife/environmental issues. The show also shows that Lee and Tiffany enjoy having

dogs. The target audience would relate to this website for the fact that they might own a a

dog themselves. The target audience also enjoys recreational vehicles, the website shows

the creators enjoy recreational vehicles as well. The show also allows for the audience to

get ahold of them if they have any questions.

The second website that was chosen is www.shootingusa.tv. This website is very

educational for the target audience. This website allows for the audience to learn how to

accurately shot their gun for precision. It also talks about shooting needs to be done in a

safe environment. The target cares about environmental issues and this website really

emphasizes safety.

The third website that was chosen is www.hpj.com. This website is an online

journal that talks about the issues in the midwest. It also talks about the markets for the

crops and what will sell well. The target audience lifestyle towards vegetable gardening

this website helps with their lifestyle. The website gives help towards how to plant wheat,

corn, soybeans, grain sorghum, cotton and canola. The target audience would want to

keep their land looking nice and making it presentable to everyone around the area.

The fourth website that was chosen is www.agweb.com/farmjournal. This website

has to mainly do with machinery and vehicles that people would use. The target audience

lifestyle they enjoy recreational vehicles would work well with the website. The target

TAYLOR ALLAN 17

audience likes to work with their hands and get involved with their land and keep it

maintained.

The fifth website that was chosen is pubs.acs.org/journal/jafcau. This website is

more of a chemical research website that talks about how to maintain your land. The

target audiences lifestyle shows that they enjoy the environment and wildlife. The site is

very educational and gives information for the web users(target audience) from A-Z.

Google Keywords:

The keywords that were chosen to search for the target start off with Hunting

supplies. The target audience would use this search with this keyword to find hunting

supplies that they need. Bow and arrow key words would help the target audience find

bow and arrows if they were looking for that exact product. Rifles keywords has to

directly work with the target audience just for the fact that the audience is hunters/

shooters. Hunters/shooters will have an assortment of guns and rifles through out their

life. Gun storage keyword is involving storage for the target audiences guns. The target

audience wants to keep their guns clean and in good condition for the hunting seasons.

Gun Cleaning kit keywords will help the target audience find specific types of gun

cleaning kits for their guns, with almost every gun there is some sort of cleaner for it. The

Target audience needs to keep their guns clean or they wont work properly. Hunting

scents keywords is a way for the target audience to find specific scents that works for the

type of hunting they will be doing. In regards to bear hunting bears are attracted to honey

and sweets. Orschelns offers scents that attract different types of animals. Target Practice

keywords is a way for the target audience to search of specific types of targets practice

TAYLOR ALLAN 18

devices. There are multiple forms of target practice that is involved with hunting.

Orschelns offers an assortment of targets to practice on. Hunting Cameras keywords is a

way for the target audience to get cameras while they are hunting. Orschelns offers

cameras that capture any movement that passes by the camera.

Media Plan Schedule:

The four consecutive months that were chosen are October, November, December

and January. The months coincide with specific hunting times that are allowed in the

midwest. Deer Hunting starts November 12, 2011 and the ending date is to be announced.

Furbearers hunting starts November 15, 2011 and ends January 31, 2012. Rabbit hunting

starts October 1, 2011 and ends February 15, 2012. Turkey hunting starts October 1, 2011

and ends October 31, 2011. Advertising in these specific months would be beneficial due

to the fact the these dates are the main hunting times for the specific target audience.

Justification of Money Spent:

The justification for the money spent was that it needed to be spread out evenly.

The money was well evenly spent over the media types. I believe that $1.5 million should

be spent about evenly over the media types over the four months. The amount of money

that is to be spent will be based on the months. The months have everything to do with

how much of the money will be spent. Magazine was the most important due to the fact

that the target audience goes here for most of their information. The second most

important would be the radio and thats why it was the second most expensive. I felt that

with buying ads the company needs to get their name out there and everywhere. If the

company stays with one media type then their advertisement is not going to be going

TAYLOR ALLAN 19

anywhere. The company would get their information out if it only stayed at one place.

$1.5 million is a well spent over many media types. If the money is spread out evenly

then the word is getting out there and about the company.

TAYLOR ALLAN 20

Bibliography

Orschelns Farm and Home." Orschelns Farm&Home. Linkedin, 2010. Web. 16 Feb 2011. <http://www.linkedin.com/company/orscheln-farm-&-home>.

Thompson, Andy. "Outdoors blog with Andy Thompson." Blogs. Richmond Times-Dispatch, 29 January 2009. Web. 17 Feb 2011. <http://www.mytimesdispatch.com/index.php/ sports/ outdoors/hunting_and_fishing_survey_data/6698>.

TAYLOR ALLAN 21