2011 - deer & deer hunting - deer and deer hunting...• the 10 best new bows for 2011. •...

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!

70

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


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


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

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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


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


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.


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


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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


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


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


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%


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


0 10 20 30 40 50 60 70 80

69.7%

41.1%

38.2%

36.4%

35.5%

12.1%


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


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%


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


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 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


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


“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


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


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



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.


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!


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


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


1-��-��-��


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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