Print - Outdoor Sportsman Group

2016
MEDIA
KIT
PETERSENSHUNTING.COM
THE NEXT GENERATION
UNEQUALLED LEVEL OF
EDITORIAL EXPERIENCE…
Only Petersen’s Hunting combines the
innovative opinions of the young guns with
the wisdom and experience of the old pros.
Contributors include:
~ Craig Boddington ~ Tom Martineau
~ Michael Waddell
~ Lee Thomas Kjos
~ David Hart
~ Dusan Smetana
~ Joseph Von Benedict
A NEW LEVEL OF QUALITY…
~ Fresh, youthful & vigorous format
~ Vibrant, modern layout & design elements
~ Compelling, high-grade photography
Petersen’s Hunting
has raised the bar for
graphic design. Modern,
easy-to-read typography
is masterfully combined
with high-quality
photographs and
artwork to create a
unique sense of style
and unparalleled
attractiveness.
CONTENT UPGRADES…
~ Field Test: detailed, head-to-head
competitive product evaluations
~ Great Gear: Seal of Excellence recommendations for superior performers
~ High-Tech Hunting: The hottest apps,
and the newest technology that define
the cutting edge
~ Bowhunting: a compelling column geared
toward tuning new hunters into archers
and gun hunters into bowhunters
~ International Destinations: Craig Boddington picks the world’s best hunting spots
~ Waddell’s World: expert advice from America’s most entertaining hard-core hunter
~ Roughin’ It: unique luxury indulgences
and destinations for the discriminating
NEW GEAR
YOUR SHOWCASE TO THE
HARD-CORE HUNTER
NEW GEAR
S
Our New Gear department presents products
in a new and exciting way. In-house studio
photography displays items to their utmost
advantage, and our product category groupings
are designed to complement each other, thereby
increasing reader interest and knowledge.
ingularly obsessive: That’s a pretty
good way to describe not only the
staff of Hunting but the core
group of readers who count on
our product features. In this jaded world
of instant amateur Internet “reviews,”
legitimate editorial mentions are among
the more powerful forms of product
branding influence available, and our
New Gear pages are the white-hot spotlight of the discerning hunting reader.
Hunting readers know that our hunting related-gear features are not watered
down reviews from the soft-core staff of
a general interest magazine that also
features articles on crappie fishing and
“bassing babes.” They know we get it,
pure and simple, because Hunting staff
don’t do anything else.
Hunters aren’t necessarily the richest
demographic in the world, but someone
forgot to tell them that. When it comes
to their passions, they out-spend any
other single demographic of enthusiasts
on products and gear, and they are not
the typical once-and-done purchasers
like golfers, flyfishers and non-consumptive wildlife enthusiasts.
They spend heavily, but what they don’t
do is spend recklessly. Shotgun shells are
purchased on performance, not price, and
hunters will not hesitate to spend a
month’s salary on a scope if they are sure
it is the best. Our audience is the most
core, discriminating and committed group
of people in the hunting world, and New
Gear is our showcase to their world.
All hunters are born gear-aholics, and
nine times a year, New Gear is the premier
place to get your new products mentioned
and talked about. Eye candy is what we are
aiming for here: we use high-grade studio
photography we shoot in-house to ensure
that our products fit the high-end look we
are going for. Our edgy new format features
products grouped together by topic, and
we include it all: price, photo, a concise
writeup and product Web address.
All you have to do is provide the
smart product.
FIELD TEST
A TRUE HEAD-TOHEAD COMPARISON
FIELD TEST
T
his is the place where hunters
who “get it” come to get what it
is they are looking for.
It is tough to catch a sportsman’s attention these days, in a world
of so many competing voices. Hunting
readers know our core committed staff
promotes legitimate testing in the field
in a manner only people who spend many
months afield each year can, thinking of
ways in which products will be stressed
and tested outside the manufacturers’
drawing rooms. Our readers know we
aren’t going to pull punches or endanger
the long-standing credibility of the world’s
most distinguished pure-hunting magazine with padded reviews of products.
Competition in production of hunting
gear has reached the point where there is
simply not the plethora of junky, cheap
products on the shelf that there was in the
past. Hunters are more discriminating,
and discerning features that distinguish a
great product from a good one can be as
subtle as the shape of the handle on a bow.
Our readers know we’ll pick up on the
subtleties and point them out in an unsubtle manner. Few products are heavily
criticized in our test features, they simply do
not make these pages if “that dog don’t hunt.”
Whether it’s rangefinders, binoculars,
gun cases, spotting scopes or the latest
in archery equipment, we don’t just tell
the customer what is out there and why
it is the best, we inform them what is the
best buy for their hard-earned money.
The winner receives the Petersen’s Hunting
Editor’s Choice Award as recognition, a
powerful endorsement logo that can be
used across marketing avenues from Web
sites to displays.
If a product gets our Editor’s Choice
endorsement, our readers know with confidence that dog will hunt.
ROUGHIN’ IT
OUR TRIBUTE TO THE
BETTER THINGS IN LIFE
ROUGHIN’ IT
Y
Featuring only the finest
accessories and
accouterments for the
hunter, our Roughin’ It
department showcases
life’s practical indulgences.
Boutique liquor, fine
tobacco, crafted leather
goods and more are
featured each month for
our readers’ enjoyment
and amazement.
ou could live without these
products, but who would
want to?
The best of the best, plain
and simple. Roughin’ It provides a lighthearted approach to the best things the
good life has to offer. Like the playful name
implies, fun, lively writing (“it’s a satchel,
not a man-purse”) tempers the tone of
this potentially self-serious feature that
in fact does take a very discriminating
look at the best things in life, from a
sportsman’s perspective.
Recession or not, modern hunters have
more leisure time and expendable income
than their forefathers did, and they have
grown more discerning with each passing
year. Guided hunts or out-of-state trips
used to be the domain of the rich; now
most serious hunters have experienced
these dream trips at one time or another,
a drastic increase compared to just a
dozen years ago.
Similarly, a guy spending thousands on
an elk hunt is not going to buy cheap scotch
to celebrate the success of a dream trip
coming together. Recognizing this, our
Roughin’ It writers are a rare breed: veterans
of luxury magazines who are also fanatical
hunters. When it comes to items such as
satchels, Hunting’s savvy and hard-core
audience knows buying quality the first
time means not having to buy again. You
don’t have to be an elitist veteran of African
safaris to appreciate a great Dominican
handmade cigar, and Roughin’ It is the
ultimate showcase in Hunting magazine.
A few products at a time, portrayed with
smart writing and strictly top-notch
in-house photography.
There is no substitute for the types of
products featured in Roughin’ It, and
there is nothing else like Roughin’ It in
the hunting world for editorial position.
THE NUMBERS
~ EDITORIAL CALENDAR
~ DEMOGRAPHICS
~ CIRC. & DISTRIBUTION
~ SPECS AND RATES
2016
EDITORIAL
CALENDAR
Each issue of Petersen’s
Hunting is designed to
highlight every season of
the hunters’ year.
Reach our readers via
specific content in specific
issues to maximize the
efficiencies of your
annual marketing plan.
THE ANNUAL: The Big Gear Issue
~ E ditor’s Pick The Best Gear of—packs, boots,
optics, tents, guns, loads, scopes, stoves, ATVs,
coolers, knives, bows, crossbows, muzzleloaders, GPS, spotting scopes, binoculars,
rangefinders and more - in short the Annual
will be a place for any and every manufacturer
of sporting goods related to hunting.
~ Expanded Hunting Adventures TV Section
Ad Close: May 27, 2016 On Sale: August 2, 2016
MARCH
THE PREDATOR ISSUE
~ Species Focus: Coyotes
~ New Gear: Predator Calling Gear
~ Field Test: Electronic Calls
Ad Close: Dec. 15, 2016 On Sale: Feb. 16, 2016
SEPTEMBER
THE WESTERN BIG GAME ISSUE
~ Species Focus: Antelope to Elk
~ New Gear: Ultralight Gear
~ Field Test: Backpacks
Ad Close: June 13, 2016 On Sale: Aug. 9, 2016
APRIL / MAY: SPECIAL DOUBLE ISSUE
THE PEOPLE ISSUE
~ Focus: Hunters: Industry, Famous, and Regular Joe
~ New Gear: N/A
~ Field Test: N/A
Ad Close: Jan. 25, 2016 On Sale: March 22, 2016
OCTOBER
THE HERITAGE ISSUE
~ Focus: The Next Generation
~ New Gear: Young Guns
~ Field Test: Youth Sized Gear
Ad Close: July 18, 2016 On Sale: Sept. 13, 2016
JUNE/JULY:SPECIAL DOUBLE ISSUE
THE DIY ISSUE
~ Focus: Must-Learn Skills
~ New Gear: Backcountry Gear
~ Field Test: Hiking Pole Review
Ad Close: March 8, 2016 On Sale: May 3, 2016
NOVEMBER
THE RUT ISSUE
~ Species Focus: Whitetails
~ New Gear: Whitetail Gear
~ Field Test: Trail Cameras
Ad Close: Aug. 19, 2016 On Sale: Oct. 18, 2016
AUGUST
THE CROSSBOW/ARCHERY ISSUE
~ Focus: ATV and Crossbow Tests
~ New Gear: Archery Equipment
~ Field Test: Gaiter Review
Ad Close: May 6, 2016 On Sale: July 5, 2016
DECEMBER/JANUARY: SPECIAL DOUBLE ISSUE
THE ADVENTURE DESTINATION ISSUE
~ Focus: Arctic to Africa
~ New Gear: Travel Gear
~ Field Test: Two-Way Communication
Ad Close: Sept. 26, 2016 On Sale: Nov. 22, 2016
2016
Total Audience: DEMOGRAPHIC
HIGHLIGHTS
Petersen’s HUNTING’s
reader audience is the premium core of avid
and passionate hunting enthusiasts.
Our readers “influence
the influencers.”
From median age to
education, income
and employment, our
highly qualified readers
are key to your
marketing success.
4,053,000% Comp
Men Women 97%
3%
Median Age 47.7
Single Married Widowed or Divorced In a Long Term Relationship 8%
76%
9%
4%
Management/Professional Tradesman/Craftsman/Services 22%
16%
Average Household Income Average Household Net Worth $83,700
$625,800
Average Number of
Years Hunting:
28.8
Hunt With:
Firearms Bow Crossbow 99%
42%
19%
Species Hunted Past 12 Months:
Whitetail Deer Blacktail Deer Mule Deer Other Deer Elk Waterfowl Exotic Species 71%
5%
20%
3%
18%
26%
6%
Reloads Own Ammunition: 46%
Average Number of Hunting Trips
Taken Past 12 Months: 9.2
Average Amount Spent of All Hunting Trips
Past 12 Months $2,962
Average Amount Spent of Overnight
Hunting Trips Past 12 Months $2,407
Average Amount Spent of Hunting Gear
& Supplies in the Past 12 Months $1,030
Types of Vehicles Owned:
Household Owns Pick-up Truck Household Own Sport/Utility Vehicle Household Owns Minivan 57%
55%
7%
Vehicle Use:
Hunting Recreation Food Plots / Feeding game Farming / Ranching Work (Tradesman, Other) 95%
76%
32%
29%
28%
Type of Off-Road Vehicles Owned:
ATV 4-Wheeler Tractors Off-road Motorcycle UTV 30%
29%
24%
6%
5%
Source: 2013 Accelara Reader Survey
2016
1. Total Average Paid & Verified Circulation
CIRCULATION
& DISTRIBUTION
Rather than delivering
the “most” in circulation,
Petersen’s Hunting has
made an effort to
deliver the “best.”
Our readers have been
carefully distilled over
38 years of publication
into the most highly
qualified subscribers
and single-copy
newsstand purchasers.
Both pay a premium
price per copy for a
premium product.
Petersen’s Hunting carries
no non-paid circulation
via various bulk
acquisition methods.
We’ve opted not to play
the numbers game,
delivering only to those
willing to pay the price.
Average
for the
Statement Period %
Paid & Verified Circulation:
Subscriptions:
Paid 138,407
67.3%
Verified 56,993
27.7%
Total Paid & Verified Subscriptions: 195,400
93.0%
Single Copy Sales 9,974
7.0%
Total Paid & Verified Circulation: 205,374 100.0
Rate
Base
None
Claimed
2. Prices
Suggested
Retail Prices (1)
Average Single Copy $4.49
Subscription $19.94
Average Subscription Price Annualized
(8 issue frequency) Average Subscription Price per Copy (1) For the Statement period
(2) Represents subscriptions for the 12 months ended December 31, 2011.
Average Price (2)
Net Gross (Optional)
$10.88
$.99
3. Paid & Verified Circulation by Issue
Total Paid &
Total Paid &
Paid
Verified
Verified
Single Copy Verified
Issue
SubscriptionsSubscriptionsSubscriptionsSales Circulation
Dec./Jan. Mar. Apr. May/June
141,843
138,872
138,760
134,152
195,857 192,696 197,611
195,436 13,378 9,105 8,711 8,704 209,235
201,801
206,322
204,139
For the six months ended June 30, 2014
Field Served: Sport hunting, including big game, small game, upland birds, waterfowl, varmints and exotic game.
Reports on game management, guns and loads, gun dogs, bow hunting and big-game anatomy. Basic where-to and
how-to information for all types of recreational hunting.
Published by InterMedia Outdoors, Inc. • Frequency: 8 times/year • ABC Member # 04-0853-5
2016
MECHANICAL
SPECIFICATIONS
A SWOP-standard proof,
pulled from the supplied
file, must be submitted
with each 4-color ad.
Non-Bleed - 1/2” inside
trim. Non-bleed ads should
have all elements within
this measurement.
Bleed - 1/8” outside the
trim. Elements that “bleed”
off trimmed page should
extend at least 1/8”
beyond trim.
5. Two-Third Horizontal
Non-Bleed: 6.75 x 6.75
Bleed: 8 x 7.125
Trim: 7.75 x 6.875
Safety: 7.25 x 6.375
9. One-Third Square
Non-Bleed: 4.375 x 4.75
Bleed: 5.125 x 5.5
Trim: 5 x 5.25
Safety: 4.5 x 4.75
16. One-Eighth Page
Non-Bleed: 2.125 x 3.5
Trim - The edge of the page
1. Two-Page Spread
Non-Bleed: 14.5 x 9.5
Bleed: 15.75 x 10.75
Trim: 15.5 x 10.5
Safety: 15 x 10
Safety - 1/4” inside of trim
edge. All image and text
not intended to bleed
should be within this
measurement.
2. Two-Page One-Half Horizontal
Non-Bleed: 14.5 x 4.75
Bleed: 15.75 x 5.5
Trim: 15.5 x 5.25
Safety: 15 x 4.75
6. One-Half Vertical
Non-Bleed: 4.375 x 7.25
Bleed: 5.25 x 8
Trim: 5 x 7.75
Safety: 4.5 x 7.25
10. One-Third Horizontal
Non-Bleed: 6.75 x 3.375
Bleed: 8 x 3.875
Trim: 7.75 x 4.125
Safety: 7.25 x 3.625
18. One-Inch Banner
Non-Bleed: 6.75 x 1
7. One-Half Horizontal
Non-Bleed: 6.75 x 4.75
Bleed: 8 x 5.5
Trim: 7.75 x 5.25
Safety: 7.25 x 4.75
11. One-Quarter Vertical
Non-Bleed: 3.375 x 4.75
8. One-Third Vertical
Non-Bleed: 2.125 x 9.625
Bleed: 2.875 x 10.75
Trim: 2.625 x 10.5
Safety: 2.125 x 10
13. One-Sixth Vertical
Non-Bleed: 2.125 x 4.75
3. Full Page
Non-Bleed: 6.75 x 9.5
Bleed: 8 x 10.75
Trim: 7.75 x 10.5
Safety: 7.25 x 10
4. Two-Third Vertical
Non-Bleed: 4.375 x 9.625
Bleed: 5.25 x 10.75
Trim: 5 x 10.5
Safety: 4.5 x 10
12. One-Quarter Horizontal
Non-Bleed: 4.375 x 3.625
14. One-Sixth Horizontal
Non-Bleed: 4.375 x 2.25
15. One-Eighth Horizontal
Non-Bleed: 4.375 x 1.5
17. One-Twelfth Page
Non-Bleed: 2.125 x 2.25
19. Two-Inch Banner
Non-Bleed: 6.75 x 2
20. Eight-Inch Vertical
Non-Bleed: 2.125 x 8
21. Seven-Inch Vertical
Non-Bleed: 2.125 x 7
22. Six-Inch Vertical
Non-Bleed: 2.125 x 6
23. One-Inch 2-Column
Non-Bleed: 4.375 x 1
24. One-Inch Vertical
Non-Bleed: 2.125 x 1
2016
ADVERTISING
RATES
For current advertising rates
and detailed specifications
please contact:
Kevin Steele, Publisher —
805.472.2168
kevin.steele@
imoutdoors.com
or
James McConville,
National Endemic Sales —
404.327.3610
james.mcconville@
imoutdoors.com
Electronic media kits
can be obtained at:
imoutdoorsmedia.com
4-Color
1x
3x
6x
10 x
Full Page
$25,215
$24,461
$23,686
$22,190
2/3 Page
20,169
19,557
18,968
17,745
1/2 Page
16,380
15,889
15,408
14,404
1/3 Page
13,879
13,442
13,039
12,198
1/4 Page
11,597
11,248
10,910
10,210
2-Color
1x
3x
6x
10x
Full Page
$18,979
$18,411
$17,854
$16,708
2/3 Page
14,819
14,360
13,923
13,027
1/2 Page
11,761
11,411
11,062
10,352
1/3 Page
9,108
8,835
8,562
8,026
1/4 Page
7,579
7,371
7,142
6,683
1x
3x
6x
10x
Full Page
$15,179
$14,709
$14,273
$13,355
2/3 Page
11,531
11,193
10,833
10,156
1/2 Page
9,108
8,835
8,562
8,026
1/3 Page
6,836
6,617
6,432
6,006
1/4 Page
5,307
5,165
5,001
4,674
1/6 Page
3,800
3,680
3,582
3,353
1/12 Page
2,064
1,988
1,922
1,812
1 Inch
841
819
786
720
Covers
1x
3x
6x
10x
Cover 4
$32,771
$31,799
$30,794
$28,851
Cover 2
28,982
28,130
27,245
25,520
Cover 3
27,726
26,896
26,066
24,406
B&W
Petersen’s Hunting
Digital Advertising Opportunities
Petersen’s Hunting online adds a valuable dimension to the
brand by bringing visitors the most up-to-date news and information on big-game hunting, presented with engaging video
content, gear reviews, hunting tips and access to the adventure
and big-game hunting community.
Site
Skin
728 x 90
Leaderboard
300 x 250
Rectangle
Petersen’s Hunting Online: Vital Statistics
Monthly Avg.
Unique Visitors
166,000
Pageviews1,035,000
Traffic from Mobile Device
47%
Traffic from Tablet
14%
Petersen’s Hunting e-Newsletter
2x/month Distribution
Subscribers
70,000
Source: Google Analytics, September 1, 2014 - August 31, 2015.
Hunting
e-Newsletter
Hunting
Mobile
Content
Targeted Ads
Petersen’s Hunting
Digital Advertising Rates
Outdoor Sportsman Group Digital
Network offers marketers the ability to
develop highly-targeted campaigns that
are fully integrated with any combination
of multimedia assets – including OSG
magazines, television programming, mobile
and events.
These advertising opportunities give
your products and services high-profile
exposure to 80+milion American Sportsmen – and drive results!
Display Advertising Units: The OSG network utilizes the Internet Advertising
Bureau’s (www.iab.net) standard display
units as well as several custom creative
options.
Streaming Video: Delivers your brand’s
video messaging (or TV spot) to a captive
audience via:
n :15 or :30 pre-roll
n Embedded in custom Superheader ad
E-Mail Newsletters: Sent directly to opt-in
subscribers, with advertisements appearing
within the most current information and
content on Sportsmen’s preferred passion
– whether it is hunting, fishing or shooting.
n Custom e-blasts (with exclusive content
about your brand) are also available.
Custom Creative: High-profile and engaging ad units that best position your brand
and surround the most relevant content
across OSG websites.
Targeting: Increase your hyper-focused
marketing efforts by targeting consumers
most likely to purchase - we deliver potential buyers to your home page, specific
product pages, e-commerce site or retail
location.
n Available with geographic, contextual or
section targeting.
n Sponsorships available for specific
sections of content and specific stories –
please inquire.
Online Ad Specs: Comprehensive technical advertising creative specifications are
available by clicking here.
OSG Online Properties Complement and Support the Most Effective Multi-Media Marketing Programs
Online User Demographics
Male: (%)
76.7 Unique Visitors per Month (MM)6.6
Median Age:
43.0
Page Views per Month (MM)35.1
Age 18-49: (%)
45.4 Average Time Spent (minutes)
Age 35-64: (%)
55.0
Average Page Views/Visit
Average HHI:
$77,000
Fish (Index) Hunt (Index)
10.2
5.3
Researched Product Online (%)
85.1
254
Brought Product Online (%)
85.0
425
Camp (Index)
157
Sources: Google Analytics Sept-Aug 2015 monthly average; Digital User Survey, TouchPoint Research June 2014 (demographics, activities);
ComScore July 2014 (median age).
Advertising Rates & Positions All online advertising is is sold on a cost-per-thousand (CPM) basis, unless otherwise noted.
Site Placement
Advertising Unit
Net CPM
Leaderboard
728 x 90 $10
Medium Rectangle
300 x 250
12
Sticky-Medium Rectangle
300 x 250
10
Half-Page
300 x 600
14
Roadblock
Targeting
300 x 250; 728 x 90
20
Geographic, Section, Contextual
CPM plus $2
Mobile
320 x 50 / 300 x 50
5
Advertising Unit
Net CPM
Custom Creative
Site Placement
Video Pre-Roll: 15 / 30 Seconds
640 x 480 Superheader
1020 x 90 > 1020 x 415 35 with video/25
Site Skin
1400 x 800
25
600 x 400
25
Custom, with product integration
25
Interstitial (pre-)
E-Commerce Widget
$20/30
E-Mail Newsletters & Custom E-Blasts
Site Placement
E-Mail Newsletter (by brand)
Custom E-Blast
Advertising Unit
Net CPM
728 x 90, 300 x 250
Flat fee; see p. 5
600 x 800
50
Outdoors Sportsman Group Digital Network also offers customized packages, beyond standard sizes and placements, that satisfy the specific needs and objectives of our clients. For more information, please contact your local sales rep or email: david.grant@outdoorsg.com.
Terms : ROS: Run-of-site (on a specific website). ROC: Run-of-category (hunt, fish, shoot).RON: Run-of-network (all OSG websites).
• MISSION STATEMENT•
Our goal at Petersen’s Hunting is to grow and foster the
iconic status of the magazine as the heart and soul of the sport.
To bring together the most passionate and discerning hunters of this
generation and the next. To inform and entertain, from the edgiest
stories to the smartest product features. To create the most dynamic
and experiential content in existence on the places, products and
people that define and evolve the world of hunting.