New Insights into Media Usage and Equipment Purchasing Behavior of U.S. Sportsmen

Questions Sales: Courtney Olson - courtney@c2csalesandmarketing.com Admin: Donna Leonard – donna@southwickassociates.com

Media Preferences By Hunters and Shooters - SAMPLE

Magazines

Websit

e

Television

Social M

edia

Newspaper

Books

RadioNone

Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

79.2%73.0%

54.0%

29.4%

20.7% 20.0%

6.3% 4.9%2.2%

WHO IS SOUTHWICK ASSOCIATES? 

• Over 20 years examining fish and wildlife statistics and economics.

• Clients: • Nearly all state fish and wildlife agencies• Sportsmen-related conservation groups • Outdoor companies & trade associations

• We provide greater insights into outdoor recreation, quantify sales and trends, and help outdoor-related businesses improve profitability.

THREE PRIMARY SURVEYS ARE OPERATED:

• Started in 2007 in response to a huge lack of data:AnglerSurveyHunterSurvey/ShooterSurvey

• Launched this year in response to the rapidly changing media market: Southwick Associates Media Monitor (SAMM)

HOW IS THE INFORMATION GENERATED?

• 4,000-8,000 sportsmen complete the surveys each month.• Respondents primarily come from:

• Partnerships with non-profits and state fish & game agencies,• Press releases covering recent Southwick Associates research,• Commercial email lists, and• Selected commercial websites (few).

• Respondents are not paid. Ten gift cards awarded monthly.• Results are weighted to represent all U.S. sportsmen:

• All surveys have some level of error• Good surveys recognize this and make adjustments.

• Sample sizes are reported.

ADVANTAGES OF ONLINE APPROACH:

• Southwick Associates conducts online, telephone, mail and in-person surveys.

• Like any job, you must use the right tool for the right job.• Online surveys provide feasible & affordable data compared other

survey approaches:• Sample sizes are much larger, and• Generates information for smaller sectors of the outdoors market.• Around mid-2000’s, online surveys became practical.

• Visit www.HunterSurvey.com or www.ShooterSurvey.com to see the survey live.

 

CONTENT PROVIDED

FirearmsAmmunitionBlack powderBowhunting or Archery EquipmentDecoys and Game CallsHand-loading EquipmentOpticsHunting ApparelHunting AccessoriesShooting Accessories

Major product categories tracked:

Fishing RodsFishing ReelsFishing CombosFishing LineFishing LuresTerminal TackleFly-Fishing GearFishing ElectronicsIce FishingFishing ApparelOther Fishing Equipment

10

Launched in 2011

Courtesy of NSSF

WHAT DO THE SAMM RESULTS REPORT?

• Results reported QUARTERLY for outdoor:Television MagazinesWebsites Social media

• By matching responses with the other surveys, we can report:• Buying habits of each property’s audience, and • Participation habits of each audience

• Major outdoor television networks are monitored, major websites, and major national, regional and local publications.

• Programs on local TV, local publications and many lesser-used websites are not monitored.

APPLICATIONS

• Manufacturers & retailers: Helps guide advertising & marketing decisions.

• Media companies: Help explain each media property’s strengths and audience interests as compared to competitors.

EXAMPLES OF SAMM RESULTS

Media Preferences By Hunters and Shooters - SAMPLE

Magazines

Websit

e

Television

Social M

edia

Newspaper

Books

RadioNone

Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

79.2%73.0%

54.0%

29.4%

20.7% 20.0%

6.3% 4.9%2.2%

Magazine Title% of

Anglers                              Lower range

Upper range

FIELD & STREAM 15.1%X                            

13.38% 16.83%

BASSMASTER (B.A.S.S.) 10.7%  X                          

9.19% 12.17%

AMERICAN RIFLEMAN 9.0%    X                        

7.62% 10.37%

OUTDOOR LIFE 7.7%      X                      

6.42% 8.99%

NORTH AMERICAN FISHERMAN 6.8%        X                    

5.56% 7.97%

IN-FISHERMAN 6.1%          X                  

4.94% 7.24%

GUNS & AMMO 6.0%            X                

4.86% 7.14%

AMERICAN HUNTER 5.4%              X              

4.30% 6.48%

BASSIN' 5.1%                X            

4.04% 6.16%

BASS TIMES 4.8%                  X          

3.82% 5.88%

QUARTERLY SAMPLE- TOP 10 RANKED MAGAZINES BY % OF ANGLERS COLORED BARS REPRESENT OVERLAP IN CONFIDENCES INTERVALS WHOSE BOUNDS ARE DETERMINED BY UPPER AND LOWER 95% CONFIDENCE LEVELS (CL)

QUARTERLY SAMPLE- TOP 15 RANKED OUTDOOR TV SHOWS BY % OF ANGLERS

Program (Network)

% of AS Respondents

who Freshwater

Fished

% of AS Respondents

who Saltwater Fished

% of All AS Respondents

Who Freshwater

&/or Saltwater Fished

BASSMASTERS (ESPN) 20.9% 15.6% 20.1%

BASSMASTER CLASSIC (ESPN) 19.2% 13.1% 18.4% BILL DANCE OUTDOORS (VERSUS) 13.6% 12.4% 13.0%

CITY LIMITS WITH MIKE IACONELLI (VERSUS) 12.6% 12.3% 12.4% DEADLIEST CATCH (DISCOVERY) 11.8% 18.8% 12.3% BABE WINKELMAN (VERSUS) 12.8% 11.8% 12.2% BASS PROS (VERSUS) 12.4% 11.6% 11.7%

FISHING WITH ROLAND MARTIN (VERSUS) 11.5% 12.0% 11.0% SONS OF GUNS (DISCOVERY) 9.8% 11.3% 10.0%

NORTH AMERICAN FISHERMAN (VERSUS) 9.7% 7.8% 9.4% LINDER'S ANGLING EDGE (VERSUS) 9.3% 6.2% 8.8% JIMMY HOUSTON AND BIG FISH MADNESS

(VERSUS) 9.0% 9.1% 8.7% TOP SHOT (HISTORY) 8.3% 10.4% 8.1% HANK PARKER 3- D (VERSUS) 7.3% 6.4% 7.0% NAPAS NORTH TO ALASKA (VERSUS) 6.4% 8.0% 6.3%

 Magazine Title

Reel Purchasers

Rod Purchasers

Rod/Reel Combo Purchasers

Fishing Lure Purchasers

Fishing Line Purchasers

Terminal Tackle Purchasers

Fly Fishing Tackle Purchasers

Fishing Electronics Purchasers

Fishing Apparel Purchasers

% of Saltwater Anglers

% of Saltwater Anglers 23.5% 20.8% 9.8% 12.4% 17.9% 18.2% 8.0% 8.4% 21.9%  FIELD & STREAM 2.5% 1.5% 1.5% 0.4% 1.3% 1.1% 0.9% 0.5% 5.2% 13.9%AMERICAN RIFLEMAN 1.0% 0.5% 0.8% 0.3% 1.0% 0.5% 0.6% 0.4% 3.6% 9.8%

NORTH AMERICAN FISHERMAN 2.3% 2.6% 0.5% 0.1% 0.8% 0.4% 3.8% 0.4% 0.7% 8.6%FLORIDA SPORTSMAN 2.4% 1.6% 0.4% 1.3% 1.1% 2.2% 0.5% 1.3% 1.1% 6.7%SALTWATER SPORTSMAN 2.4% 2.5% 2.2% 2.1% 0.6% 2.6% 0.5% 0.8% 2.7% 6.5%

QUARTERLY SAMPLE- SALTWATER ANGLERS by Equipment Purchased and MAGAZINE Title

“Nearly three percent (2.6%) of saltwater anglers purchased terminal tackle in the last year and read “Saltwater Sportsman” magazine in the last three months.”

WEBSITE NAME (http address)

% of Respondents Who Hunted

% Who Hunted Deer

% Who Hunted Turkey

% Who Hunted Waterfowl

CABELA'S (cabelas.com) 33.4% 31.8% 33.1% 39.9%

NORTH AMERICAN HUNTER (huntingclub.com) 17.7% 18.4% 18.3% 16.3%

MIDWAY USA (midwayusa.com) 16.7% 16.3% 15.2% 11.0%

NATIONAL RIFLE ASSOCIATION (NRA) (nra.org) 15.4% 13.4% 11.8% 19.0%

GUNBROKER (gunbroker.com) 14.8% 14.8% 13.3% 12.6%

BASS PRO SHOPS (basspro.com) 14.8% 12.7% 14.4% 22.1%

GOOGLE (google.com) 13.0% 12.5% 11.9% 11.5%

YOUTUBE (youtube.com) 12.9% 12.2% 12.6% 14.2%

CHEAPER THAN DIRT (cheaperthandirt.net) 11.5% 11.2% 12.5% 9.0%

QUARTERLY SAMPLE - TOP OUTDOOR WEBSITES BY HUNTING & SHOOTING RESPONDENTS

“18.3 percent of hunters and shooters who hunted turkey in the last year accessed North American Hunter’s website for shooting and hunting entertainment or information in the last three months.”

Social Media Site

% of Respondents

Who Shot% Who Shot

Rifle% Who Shot

Handgun% Who Shot

Shotgun

Facebook 34.2% 30.7% 31.5% 31.6%

YouTube 13.1% 12.9% 14.3% 12.7%

LinkedIn 5.1% 5.7% 6.7% 4.9%

Google 3.2% 3.0% 3.1% 2.9%

Twitter 3.1% 3.3% 3.7% 3.8%

Camo Space 1.4% 1.2% 1.1% 1.1%

MySpace 1.3% 1.4% 1.2% 1.2%

QUARTERLY SAMPLE - SOCIAL MEDIA SITES BY TYPE OF SHOOTING ACTIVITY

A LIST OF MAGAZINES TRACKED (Presented in each issue):

AFRICAN HUNTER ALABAMA GAME & FISH ALABAMA OUTDOOR NEWS ALASKA FISH ALASKA MAGAZINE ALBERTA OUTDOORS AMERICAN ANGLER AMERICAN FIELD AMERICAN HANDGUNNER AMERICAN HUNTER AMERICAN RIFLEMAN AMERICAN WATERFOWLER AMERICA'S FIRST FREEDOM ARIZONA GAME & FISH ARIZONA WILDLIFE VIEWS ARKANSAS OUTDOORS ARKANSAS SPORTSMAN ATLANTIC SALMON JOURNAL BACKWOODS BADGER SPORTSMAN BASS AND WALLEYE BOATS BASS ANGLERS MAGAZINE BASS TIMES BASS WEST BASSIN' BASSMASTER (B.A.S.S.) BAYED SOLID BEAR HUNTING BETTER BEAGLING BIG BUCK BIG GAME JOURNAL BILLFISHING REPORTS BIRD DOG & RETRIEVER NEWS BLACK POWDER CARTRIDGE BOAR HUNTER BOAT ACCESSORY CATALOGS BOAT SHOPPER BOAT US MAGAZINE BOATING BOATING BUSINESS BOATING WORLD BOW & ARROW HUNTING BOWHUNT AMERICA

BOWHUNTER BOWHUNTING BOWHUNTING WORLD BRITISH COLUMBIA MAGAZINE BRITISH COLUMBIA OUTDOORS BUCKMASTERS RACK BUCKMASTERS WHITETAIL BUGLE BULLET CALIFORNIA GAME & FISH CALIFORNIA WATERFOWL CANADA OUTDOORS CANADIAN FIREARMS JOURNAL CANADIAN FLYFISHER CANADIAN SPORTSMAN CANOE & KAYAK CHESAPEAKE ANGLER CLAY SHOOTING USA COASTAL ANGLER COASTAL FISHERMAN COLORADO DOW OUTDOORS JOURNAL COLORADO OUTDOORS COMBAT HANDGUNS CONCEALED CARRY CONNECTICUT WILDLIFE CONSERVATIONIST CRAPPIE WORLD DAKOTA COUNTRY DECOY DEER & DEER HUNTING DELTA WATERFOWL DOUBLE GUN JOURNAL DRAKE DUCKS UNLIMITED EASTERN FLY FISHING EASTMAN'S BOWHUNTING JOURNAL EASTMANS HUNTING JOURNAL ELK COUNTRY JOURNAL ESPN OUTDOORS SALTWATER MAGAZINE

FAIR CHASE (BOONE & CROCKETT) FIELD & STREAM FIELD TRIAL FIN FUR & FEATHER FISH & GAME FINDER FISH & GAME NY STATE FISH SNIFFER FORUM FISHERMAN (NORTH AMERICAN FISHING CLUB) FISHING TACKLE RETAILER FLORIDA ANGLER FLORIDA GAME & FISH FLORIDA SPORTFISHING FLORIDA SPORTSMAN FLORIDA WILDLIFE FLW OUTDOORS FLY FISHING GUIDE FLY FISHING IN SALT WATER FLY ROD & REEL FLY TYER FLYFISH JOURNAL FLYFISHERMAN FRONT SIGHT (USPSA) FULL CRY FUR-FISH-GAME GAFF GAMETRAILS GARDEN & GUN GEORGIA OUTDOOR NEWS GEORGIA SPORTSMAN GRAY'S SPORTING JOURNAL GREAT DAYS OUTDOORS GREAT LAKES ANGLER GREAT LAKES FISHERMAN GREAT PLAINS GAME & FISH GULF COAST OUTDOORS GUN DIGEST GUN DOG GUN HOUND GUN LIST GUN TESTS GUN WEEK GUN WORLD GUNHUNTER

GUNS GUNS & AMMO GUNS & WEAPONS OF LAW ENFORCEMENT GUNS OF THE OLD WEST HANDGUN HUNTER HANDGUNS HANDLOADER HAWKEYE HUNTING & FISHING NEWS (NH) HORIZONTAL BOWHUNTER HUNTERS HORN HUNTIN FOOL HUNTING & FISHING COLLECTIBLES HUNTING ILLUSTRATED HUNTING LIFE HUNTING REPORT NEWSLETTER IDPA TACTICAL JOURNAL IHEA JOURNAL ILLINOIS FISH & GAME ILLINOIS OUTDOORS INDIANA GAME & FISH IN-FISHERMAN IOWA GAME & FISH JAKES JERSEY FISHERMAN JERSEYMAN JUST LABS KAYAK FISHING KENTUCKY AFIELD KENTUCKY GAME & FISH LAKE ONTARIO OUTDOORS LIVIN' VERMONT WAY LONE STAR OUTDOOR NEWS LONG ISLAND BOATING WORLD LONG ISLAND FISHERMAN LOUISIANA SPORTSMAN MAINE SPORTSMAN MARLIN

MARYLAND HUNTING & FISHING JOURNAL

MARYLAND NATURAL RESOURCES MAGAZINE MASSACHUSETTS WILDLIFE MICHIGAN OUT OF DOORS MICHIGAN OUTDOOR NEWS MICHIGAN OUTDOORS MICHIGAN SPORTSMAN MID-ATLANTIC FLY FISHING GUIDE MID-SOUTH HUNTING & FISHING NEWS MIDWEST OUTDOORS MILITARY RIFLE JOURNAL MINNESOTA OUTDOOR NEWS MINNESOTA SPORTSMAN MISSISSIPPI SPORTSMAN MISSOURI CONSERVATIONIST MISSOURI GAME & FISH MISSOURI SPORTSMAN'S INFORMATION NETWORK MONTANA BOWHUNTER MONTANA GAME & FISH MONTANA OUTDOORS MONTANA SPORTING JOURNAL MOTORBOATING MUSKY HUNTER MUZZLE BLASTS MUZZLELOADER NATIONAL BOWHUNTER NATIONAL FISHERMAN NEBRASKALAND NEW ENGLAND GAME & FISH NEW HAMPSHIRE WILDLIFE JOURNAL NEW JERSEY ANGLER NEW JERSEY FISH AND WILDLIFE DIGEST NEW JERSEY FISHING NEW MEXICO GAME & FISH NEW YORK GAME & FISH NEW YORK OUTDOOR NEWS NEW YORK SPORTSMAN NJ ANGLER NON-TYPICAL HUNTER

NOREAST NORTH AMERICAN CARP ANGLER NORTH AMERICAN HUNTER NORTH AMERICAN HUNTING CLUB NORTH AMERICAN WHITETAIL NORTH CAROLINA GAME & FISH NORTH CAROLINA SPORTSMAN NORTH DAKOTA OUTDOORS NORTHWEST FLYFISHING NORTHWEST SPORTSMAN NORTHWOODS SPORTING JOURNAL OHIO GAME & FISH OHIO OUTDOOR NEWS OHIO VALLEY OUTDOORS OKLAHOMA GAME & FISH ON TARGET ON THE WATER ONTARIO MONSTER WHITETAILS ONTARIO OUT OF DOORS OREGON BOW HUNTER OREGON HUNTER TODAY OREGON HUNTERS ASSOCIATION OUTDOOR ALABAMA OUTDOOR CANADA OUTDOOR EDGE (WESTERN CANADA) OUTDOOR GUIDE (ST LOUIS) OUTDOOR ILLINOIS OUTDOOR JOURNAL OUTDOOR LIFE OUTDOOR NEWS OUTDOOR OKLAHOMA OUTDOOR TIMES OUTDOORS MAGAZINE OVERTON'S PACIFIC COAST SPORTFISHING

PENNSYLVANIA ANGLER & BOATER PENNSYLVANIA GAME & FISH PENNSYLVANIA GAME NEWS PENNSYLVANIA HUNTING TODAY PENNSYLVANIA OUTDOOR NEWS PENNSYLVANIA TRADITIONAL BOWHUNTING PETERSEN'S BOWHUNTING PETERSEN'S HUNTING PHEASANTS FOREVER POINTING DOG JOURNAL POWER & MOTORYACHT POWERBOAT PRECISION SHOOTING PREDATOR XTREME PRIMITIVE ARCHER QUAIL FOREVER JOURNAL QUAIL UNLIMITED QUALITY DEER MANAGEMENT QUALITY WHITETAILS RANGE REPORT RANGER ROB'S OUTDOOR REAL HUNTERS JOURNAL RETRIEVER JOURNAL RIFLE RIFLESHOOTER ROCKY MOUNTAIN GAME & FISH RUFFED GROUSE SOCIETY SAFARI SAILING WORLD SALMON TROUT STEELHEADER SALTWATER AND OFFSHORE FISHING SALTWATER FISHING SALTWATER SPORTSMAN SHALLOW WATER ANGLER SHOOTING ILLUSTRATED SHOOTING SPORTS USA SHOOTING SPORTSMAN SHOOTING TIMES

SHOT BUSINESS SHOTGUN NEWS SHOTGUN SPORTS SINGLE SHOT EXCHANGE SINGLE SHOT RIFLE JOURNAL SKEET SHOOTING REVIEW SOLDIER OF FORTUNE SOUNDINGS SOUTH CAROLINA GAME AND FISH SOUTH CAROLINA SPORTSMAN SOUTH CAROLINA WILDLIFE SOUTH DAKOTA CONSERVATION DIGEST SOUTHCOAST SPORTFISHING SOUTHERN BOATING SOUTHERN OUTDOORS SOUTHWEST FLYFISHING SPORTFISHING SPORTING CLASSICS SPORTING CLAYS SPORTS AFIELD SPORTSMAN ALLIANCE OF MAINE STICK & STRING SUCCESSFUL HUNTER SWAT T R MICHEL'S TRINITY MOUNTAIN OUTDOOR NEWS TALK HUNTING TARGET SHOOTER TENNESSEE SPORTSMAN TENNESSEE VALLEY OUTDOORS TENNESSEE WILDLIFE TEXAS FISH & GAME TEXAS FISHING TEXAS OUTDOORS JOURNAL TEXAS PARKS & WILDLIFE TEXAS SALTWATER FISHING TEXAS SPORTING JOURNAL TEXAS SPORTSMAN TEXAS TROPHY HUNTERS JOURNAL

TEXAS WILDLIFE TIDE TRADITIONAL BOWHUNTER TRAILER BOATS TRAP & FIELD TRAP SHOOTING USA TRAPPER & PREDATOR CALLER TROPHY HUNTER TROUT UNLIMITED TURKEY & TURKEY HUNTING TURKEY CALL TURKEY COUNTRY UPLAND ALMANAC US POWER SQUADRON ENSIGN USA SHOOTING VARMINT HUNTER VARMINT MASTERS VERMONT OUTDOOR NEWS VERSATILE HUNTING DOG VIRGINIA GAME & FISH VIRGINIA SPORTSMAN VIRGINIA WILDLIFE WASHINGTON-OREGON GAME & FISH WATERFOWL & RETRIEVER WEST VIRGINIA GAME & FISH WESTERN CANADIAN GAME WARDEN WESTERN HUNTER WESTERN OUTDOOR NEWS WESTERN SPORTSMAN (CANADA) WHITETAIL FANATIC WHITETAIL JOURNAL WHITETAIL NEWS WILDERNESS UNLIMITED WILDFOWL WILDLIFE IN NORTH CAROLINA WING & SHOT WISCONSIN BOWHUNTING WISCONSIN NATURAL RESOURCES

WISCONSIN OUTDOOR NEWS WISCONSIN OUTDOORS WISCONSIN SPORTSMAN WOODEN BOAT WOODS 'N WATER WYOMING WILDLIFE

SAMM SUMMARY

• Tracks relative rankings and purchasing influence impact of hundreds of media properties

• Reports the buying & participation habits for each property’s audience

• Can examine interactivity between TV, print, web and social media

• Ability to customize and drill deeper for specific niches and/or brands.

Inquires: Courtney Olson - courtney@c2csalesandmarketing.com