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Reach the Most Influencial and Active of All Turkey Hunters! 2009 Media Kit Welcome to& TURKEY & TURKEY HUNTING magazine, The only magazine that delivers a core market of virtually 100% active turkey hunters and targets this popular growth market. As turkey populations continue to expand their range, new hunting opportunities arise, bringing new hunters to the sport.

Our 100% turkey hunting editorial is a perfect match for these new hunters, as well as those looking to sharpen their skills. It 9s the perfect climate to build your business. The 2007 Turkey & Turkey Hunting readership survey and state-by-state turkey hunting results that follow demonstrate why you should plan to advertise to this dynamic market.

You 9ll reach core hunters with the disposable income available to spend on new turkey hunting gear. In fact, our readers spent an average of $4,814 on hunting activities in the past 12 months! Build your business in 2009 by (d;ertising to this pro;en hunting m(rket ...

WE GET RESULTS! Sincerely, Brad Rucks, Publisher To Whom It May Concern, In March 2007, TURKEY & TURKEY HUNTING conducted a survey among its subscribers. A sample of 1,000 subscribers was selected on an Nth name basis from the entire galley ... more. less.

of U.S. paid subscribers to TURKEY & TURKEY HUNTING. On 12/5/06, each name was mailed an eight-page survey, a cover letter, a $2.00 bill, and a Business Reply Envelope in an oversized envelope. A cThank You d postcard was mailed on 12/11/06 thanking everyone for participating in our survey. And finally, a fourth mail- ing consisting of a survey, cover letter, and Business Reply Envelope was mailed on 12/27/06 to non-respondents (an incentive was not included in this mailing). All returns were received directly by the Marketing Research Department at Krause Publications, Inc. When the survey closed for tabulation, a total of 627 usable questionnaires had been received. This represented an overall response rate of 62.9 percent. All tabulations, percentages, and other calculations published in the accom- panying report were compiled by the Marketing Research Department at Krause Publications, Inc., in accordance with established research standards. Sincerely, Dave Pulvermacher, Research Analyst Editorial Calendar .............................................. 2 Advertising Deadlines ....................................... 2 Group Buy Opportunities ................................. 3 Current Advertiser Listing ................................. 4 Geographic Distribution - State by State ........ 5 Demographic Profile ......................................... 6 Reader Turkey Hunting Profile ..................... 7-8 Hunting Equipment Ownership ....................... 9 Purchasing Practices .......................................... 9 Other Hunting/Outdoor Activities ................ 10 Magazine Readership ..................................... 11 U.S. Hunting License Holders ....................... 12 Index magazine Introduction magazine In keeping with our mission of providing practical and compre- hensive information for wild turkey hunters, each issue of Turkey & Turkey Hunting is loaded with features that cover the sport from many angles. Here is a partial list of the valuable informa- tion provided by our feature material in every issue: " Hunting strategies for challenging situations " Interviews with industry experts " Advice for improving calling skills " Technical information on turkey hunting gear " Great destinations for traveling hunters " Current events that affect the future of hunting An extensive feature lineup is just the start! Our industry- respected contributing editors provide insight into every aspect of turkeys and turkey hunting via these regular departments: BIOLOGY 3 Lovett Williams Jr. From wild turkey behavior to land management and conserva- tion concerns, Williams, retired from a distinguished career as a biologist for the state of Florida, brings insight into the turkey 9s world. DECISION TIME 3 Brian Lovett Turkey & Turkey Hunting 9s well-traveled former editor presents advice to help readers strategize for success. TURKEY TOOLS 3 Scott Bestul Hunters want information on gear, and T&TH delivers it with a detailed summary of products that help readers make buying decisions. CRAFT & CULTURE 3 Jim Casada T&TH 9s editor-at-large knows turkey hunting history like no one else. The sport 9s rich past provides a never-ending list of subjects for him to cover. BAD BIRDS 3 Jim Spencer From the first call to the final shot (or not), Spencer details his most memorable encounters with gobblers that don 9t always play by the rules. GOBBLER SHOTS 3 Jay Langston Our shooting expert covers guns and ammo, optics and acces- sories without hype. He offers solid advice for the real-world turkey hunter. FAVORITE CALLS 3 Jim Casada This has become a popular column with call collectors. Casada details some of his favorites from his personal collection and helps readers understand this rapidly growing pastime. NEW HUNTING GEAR 3 T&TH Staff In every issue we highlight the industry 9s newest products and provide company contact information to help our readers make informed buying decisions. February 2009 E(rly Se(son Str(tegy Tips for hunting cbefore the green-up, d land management for a healthy turkey population and early season calling strategy. Marc/ 2009 Big Issue with Speci(l Distribution This issue hits just before the earliest seasons open, when customers 9 turkey fever is at its highest. Bonus SHOT Show distribution. April 2009 Our Biggest Issue of the Ye(r! This can 9t-miss issue hits smack in the middle of the season. Strategies and gear for tough, henned-up and call-wise turkeys. Spring 2009 L(st Ch(nce Issue Caters to the mid- to late-season hunter with advice on how to successfully wrap up what 9s left of the season. Fall 2009 F(ll Hunting Speci(l Issue focuses on turkey hunting 9s csecond season. d Includes information on turkey dogs, calling strategies and where to find fall flocks. Winter 2009 Speci(l cGet Re(dy for Spring d issue Includes our annual state-by-state Spring Gobbler Guide and features articles on calling, scouting, shotguns and trip planning. Special Incentive Programs/Advertising Deadlines The following incentive programs are available to all advertisers who meet the specified requirements. They are designed to help you maximize your advertising budget. EaRLY ORDER INCENTIvE A 5% Early Order Incentive savings is available to all advertisers who contract for space for a given year by the preceding November 1st of that year. To qualify, advertis- ers must contract for space equal to, or greater than, that used in the previous year. The 5% savings applies to the frequency rate earned. SEaSONaL DISCOUNT A 20% Se(son(l Discount is available to advertisers contracting space in the Fall and Winter issues of TURKEY & TURKEY HUNTING. The Seasonal Discount applies to all ads sized 1/6 page and larger. Schedule Tentative and Subject to Change. 100% Turkey Editorial Helps You Sell More Product! cFull Season Buy d This special buy gives you an ad in each of our six issues of Turkey & Turkey Hunting . You get unbeatable pricing on all ads 1/4 page and larger and reach this hard-core audience all season long. C(ll for det(ils! 888/457-2873 or 715/445-2214 to advertise phone: 888-457-2873 or fax: 715-445-4087 Editorial Calendar, Ad Deadlines & Special Incentive Programs Editorial CalEndar 2 2009 Advertising Deadlines and Release Dates Cover Advertising Materials Release Date Deadline Deadline Date Feb. 2009 Oct. 20 Oct. 27 Dec. 9 March 2009 Dec. 1 Dec. 8 Jan. 27 April 2009 Jan. 12 Jan. 19 March 3 Spring 2009 Feb. 16 Feb. 23 April 7 Fall 2009 June 29 July 6 Aug. 18 Winter 2008 Aug. 31 Sept. 8 Oct. 20 Maximi=e Your Ad:ertising Budget 9s Efficiency & when you advertise in two or more of the quality magazines from F+W Publications 9 Outdoor Group. Buy two titles and save; buy three and save more; buy four and save even more! The more you buy, the greater your savings! Remember that when you buy F+W Publications 9 Outdoor Group titles, you are buying the movers and the shakers, the doers and the leaders, the buyers and the users, in their respec- tive special interest fields. In addition to TURKEY & TURKEY HUNTING, the outdoor group includes: DEER & DEER HUNTING DEER & DEER HUNTING magazine is published nine times a year for serious, technical white-tailed deer hunters in the U.S. and Canada. Editorial features promote success- ful deer hunting and enjoyment of the sport for the year-round enthusiast. Arti cles wr itten for both gun and bow-hunters focus on the chow to d of hunting, scouting, deer behavior and biology, hunting ethics and sportsman- ship, new hunting equipment, hunting methodologies, plus deer management, current deer research and issues which impact today 9s deer hunter. Articles are well-researched and factual, having established DEER & DEER HUNTING as the authority on white-tailed deer hunting in the U.S. WISCONSIN OUTDOOR JOURNAL WISCONSIN OUTDOOR JOURNaL magazine is the largest and leading title covering the outdoors in Wisconsin. The state is recognized as one of the top hunting and fishing markets in the country. With more than 773,000 hunt- ers and 1,402,000 fishermen, the state abounds in outdoor interests. Published eight times a year, WISCONSIN OUTDOOR JOURNaL has the latest in hunting and fishing from around the state. OUTDOOR SPECIALS OUTDOOR SPECIaLS are a conglomerate of specialty titles, includ- ing two titles for Realtree Outdoors each with its own theme (Spring Turkey, Fall Waterfowl), as well as an archery title sponsored by Mathews Incorporated titled cMathews Solo Cam Bowhunting Whitetails. d These titles have a timed release for peak news- stand efficiencies and boast an average newsstand sell through of 30%. THE TRAPPER & PREDATOR CALLER THE TRAPPER serves a select market of dedicated trappers, pred- ator callers, black powder enthusi- asts, and fur ranchers. It 9s the most widely read trapping and calling publication, and the most respected in the industry. THE TRAPPER offers help on the trapline, a better understanding of wildlife conservation, updates on both national and state furbearer legis- lation, fur handling methods, and tips on effective predator calling. THE TRaPPER & PREDaTOR CaLLER is published 10 times per year. OUTDOOR GROUP TOTaL PaID CIRCULaTION: 317,734 OUTDOOR GROUP TOTaL DISTRIBUTION: 525,000 For indi;idu(l medi( kits (nd Outdoor Group (d;ertising r(tes cont(ct your (d;ertising s(les represent(ti;e. Phone (715) 445-2214 " FAX (715) 445-4087 TOLL FREE: 1-888-457-2873 Sell The Whole Market And SAVE! Distribution: 73,293 Paid Circulation: 30,664 Group Buy Opportunities Distribution: 225,000 Paid Circulation: 113,133 to advertise phone: 888-457-2873 or fax: 715-445-4087 3 Distribution: 28,300 Paid Circulation: 20,000 BUILD YOUR TURKEY PRODUCT SALES IN WISCONSIN Distribution: 210,000 Distribution: 39,000 Paid Circulation: 41,000 magazine APPAREL ATK BROWNING BUG-OUT OUTDOOR WEAR COLD RIVER UNLIMITED CUSTOM CAMO/TOMAFLAGE DAY ONE CAMOUFLAGE DOWN WIND CAMOUFLAGE FLATWOODS CAMO GAMEHIDE/CORE RESOURCES, INC. HOOTS BELT COMPANY JERZEES OUTDOORS MLR ENTERPRISES MOSSY OAK APPAREL CO. MOSSY OAK/HAAS OUTDOORS, INC. REALTREE OUTDOOR PRODUCTS INC TREBARK CAMO/HAAS OUTDOORS UNDER ARMOUR WALLS INDUSTRIES BLIND MANUFACTURERS BUCKWING PRODUCTS, INC. DOUBLE BULL ARCHERY INVISIBLIND SHELTER PRO TRIPLE CROWN OUTDOOR PRODUCTS CALL MANUFACTURERS A-WAY HUNTING PRODUCTS B & R TURKEY CALLS CANE CREEK CALLS CANNON COUNTRY GAME CALLS CEDAR HILL GAME CALL CO. CHESTNUT RIDGE WILD TURKEY CAL CODY TURKEY CALLS CONSTANTINE PRODUCTIONS EIGHT-HOOTER WILDLIFE CALLS EMPIRE GAME CALLS ERNIE 9S HANDCRAFTED BOX CALLS FANTOMB CALLS HAYDEL 9S GAME CALLS HUNTER 9S SPECIALTIES INC. HUNTERS TECH IHW CUSTOM CALLS ILLUSION SYSTEMS LOHMAN/KOLPIN MAD CALLS/OUTLAND SPORTS NEW MOON GAME CALLS PARKER WHEDON PENN 9S WOODS PRODUCT PRADCO PRIMOS INC. QUAKER BOY INC RED WOLFE GAME CALLS RSR CUSTOM TURKEY CALLS RUT 8N 9 STRUT GAME CALLS SCEERY OUTDOORS SNOWFLAKE CALLS SOUTH CENTRAL MFG. CORP. STRUTN J 9S GAME CALLS WOODHAVEN CUSTOM CALLS WOODS WISE PRODUCTS FIREARMS BENELLI USA BERETTA USA CORP. BROWNING CABELAS FEDERAL AMMUNITION KENT CARTRIDGE AMERICA INC KICKS INDUSTRIES KNIGHT RIFLES KOLPIN OUTDOORS INC MILLETT SIGHTS O.F. MOSSBERG & SONS REMINGTON RHINO GUN CASES, INC. SPRINGFIELD STURM, RUGER & CO THOMPSON/CENTER ARMS TOP LINE PORTING U.S. REPEATING ARMS INC WILLIAMS GUN SIGHT CO. WINCHESTER AMMUNITION GUIDES, OUTFITTERS, RESORTS ADOBE LODGE HUNTING CAMP ADVENTURES WILD BACK ACHRES RANCH BARE TRACKS TROPHIES LLC BEAVER DAM LODGE BIG FORTY HUNTING LODGE BIG WEST WHITETAILS BLACKWATER HUNTING SVC. BOSTICK PLANTATION HUNT CLUB BOX L RANCH BRISTOL HILLS OUTFITTERS BUD HAROLD BUDD BUFFALO RANCHES BURNT LEATHER RANCH CHENANGO GUIDE SERVICE CLEVELAND-WADSWORTH FARMS COULEE COUNTRY OUTFITTERS CRYSTAL CREEK OUTFITTERS DAVID REEVES DAVID REEVES DEER CREEK, LLC. ENDLESS HILLS FULL DRAW OUTFITTERS GAME MANAGEMENT SERVICES GEORGE WALLACE HEREFORD RANCH GREAT SOUTHERN OUTDOORS GREGG BIGGINS H & H OUTFITTERS HASHKNIFE RANCH HEARTLAND OUTFITTERS HELEN THOMPSON MEDIA HENRY CLARK HEREFORDALE RANCH HIGH TINES OUTFITTERS HONEY HOLE OUTFITTERS HORSE CREEK OUTFITTING HORSE THIEF CAVE RANCH IMB OUTFITTERS JOHN METZGER KETTLE CREEK LODGE LAKE OF THREE FIRES OUTFITTERS LIVE OAK HUNTING LODGE INC LONGBEARD GUIDE SERVICE MAGNUM GUIDE SERVICE LLC MANN OUTFITTING MATT PALMER OUTFITTERS MISTY MOUNTAIN TROPHY HUNTING MUSSELSHELL OUTFITTERS LLC NORTH TEXAS RIO GRANDE HUNTS NORTHERN MISSOURI OUTFITTERS OAK VALLEY OUTFITTERS OCCONEECHEE LODGE PAINT ROCK VALLEY HUNTING CLUB PENN 9S PRO GUIDES PERFORMANCE OUTDOORS PINE RIDGE LODGE PINE RIDGE OUTFITTERS PORTLAND LANDING HNTNG RESERVE RAFTER W RANCHES RANCHO EL DURANGUENO RANGER CAMP RANCH RED BLUFF LODGE ROBLYN 9S NECK TROPHY CLUB ROCKY OUTDOOR GEAR ROYAL FLUSH OUTFITTERS SASQUATCH OUTDOORS SHEDD OUTFITTERS SIERRA MADRE HUNTING ADVENTURE SKYLINE HUNTING SERVICES INC SMOKEY HOLLOW HUNTING PRESERVE SOUTHEASTERN OHIO WHITETAILS SOUTHWEST VIRGINIA OUTFITTERS STRUT 8N 9 RUT GUIDE SERVICE STRUT N RUT HUNTING CAMP INC. STRUTTIN 9 OUTDOORS T AND C WILDLIFE HUNT CLUB TEXAS LTD. TROPHY WHITETAILS TEXAS RIO GOBBLERS THE ROOST TL GUIDED HUNTS TOM STICH TOM TRASK TRIPLE B RANCH TROPHY COUNTRY TROPHY OUTFITTING TURKEY HEAVEN HUNTING LODGE TURKEY RIDGE TURKEY TRACK CLUB TURKEY TRACK CLUB TURKNINE RANCH VIRGINIA GUIDE SERV. WESTERVELT LODGE WHITE OAK PLANTATION WHITFIELD HUNTING CONSULTANTS WILD WING LODGE & KENNEL WINDSWEPT HEIGHTS WYMAN CREEK RANCHES WYOMING EDGE MISCELLANEOUS AAMERISTEP BASS PRO SHOPS BERKSHIRE ADVERTISING & OFFICE BOW TECH BRACKLYNN ARCHERY CABELAS CARRY-LITE INC. CASS CREEK GAME CALLS CHEROKEE SPORTS INC DANBURY MINT (THE) DAY ONE CAMOUFLAGE EDERSBOW ENVIRON-METAL, INC. FARGASON OUTDOOR TECH, INC. FEATHER FLEX DECOYS/OUTLAND FLAMBEAU PRODUCTS CORP. GOBBLE 8N GRUNT OUTFITTERS HUNTER 9S SPECIALTIES INC. INNOVATIVE SPORTS INC KRAMER DESIGNS L.L. OLDS SEED COMPANY MONROE-TUFLINE MFG CO MONTANA DECOY NITE LITE CO NON TYPICAL INC. NORTH PASS LTD. RECREATIVES IND. RESTORE, INC SKYLINE COVER LLC SWEENEY ENTERPRISES TARGET COMMUNICATIONS THOMPSON/CENTER ARMS VAN DYKE 9S WALKER 9S GAME EAR INC. WING SUPPLY TURKEY DECOYS MONTANA DECOY CHEROKEE SPORTS INC LEM-O-WARD RENZO'S DECOYS Our Advertisers Get Results 2008-2009 Advertisers to advertise phone: 888-457-2873 or fax: 715-445-4087 4 magazine magazine DEMOGRAPhIC PROFILE SEX 99.3% Male 0.7% Female AGE Average age is 51.2 years old and 74.3% are age 35-64 2.7% Under age 25 6.9% 25 - 34 21.5% 35 - 44 26.5% 45 - 54 26.3% 55 - 64 16.1% 65 or more years old OCCUPATION 47.4% of TURKEY & TURKEY HUNTING readers are employed in a professional, managerial or proprietary position. 23.6% Professional 26.7% Blue Collar 10.6% Proprietor/Self employed 13.2% Managerial 9.1% Technical 4.5% Sales 6.9% Other 5.4% Farmer 89.6% possess a major credit card. EDUCATION (Highest level attained) 59.1% Attended/graduated college or tech school, and of these, 12.4% have pursued graduate degrees. 12.4% Post graduate Study/Degree 59.1% Attended/Graduated college or technical school 38.3% Attended/Grad. H.S. LOCATION OF RESIDENTS 69.5% Live in rural, country settings, or a small town. 49.3% Rural area 20.2% Small town 17.2% Suburb 12.8% City 0.5% Other HOUSEHOLD INCOME 2007 Average household income of readers is $84,669 26.1% Over $100,000 19.2% $75,000 - $99,999 17.6% $60,000 - $74,999 9.0% $50,000 - $59,999 6.2% $45,000 - $49,999 11.4% $35,000 - $44,999 6.0% $25,000 - $34,999 3.4% $15,000 - $24,999 1.1% Under $15,000 OWN HOME 94.8% Yes 5.2% Rent house or apartment MARITAL STATUS 79.4% Married 8.9% Single, never married 8.3% Separated, widowed, divorced 3.4% Living in partnered relationship Under 25 25 - 3435 - 4445 - 5455 - 6465+ 2.7% 6.9% 21.5% 26.5% 26.3% 16.1% 0 Age Percent of readership 5 10 15 20 25 30 Under 15,000 $15,000 - $24,999 $25,000 - $34,999 $35,000 - $44,999 $45,000 - $54,999 $55,000 - $64,999 $65,000 - $74,999 $75,000 - $99,999 Over $100,000 26.1% 19.2% 17.6% 9.0% 6.2% 11.4% 6.0% 1.1% 16 14 12 10 8 6 4 2 0 3.4% 1819 Incomes Percent of readership 20 21 22 232425 26 27 Our readers average more than 54 days hunt- ing each year. (Includes all types of game). HOUSEHOLD INCOME Average household income of readers is $84,669 READERSHIP AGE Average age of readers is 51.2 TURKEY & TURKEY HUNTING subscribers are mature sportsmen, established in their professions with above average discretionary incomes to spend on active hunting life- styles. The average reader is 51.2 years old with an annual household income of $84,669. Despite his age, he has been turkey hunting an average of only 17.5 years. TURKEY & TURKEY HUNTING readers are the new growth market for turkey hunting equipment sales. Demographic Profile to advertise phone: 888-457-2873 or fax: 715-445-4087 5 TURKEY hUNTING PROFILE HOW READERS CLASSIFY THEIR OWN TURKEY-CALLING SKILLS 8.2% Beginner 53.4% Average 35.8% Above average 2.6% Experienced/Superior YEARS TYPICAL READER HAS TURKEY HUNTED Average reader has turkey hunted for 17 years, 6 months. 5.5% 0 - 3 years 17.7% 4 - 7 years 16.3% 8 - 11 years 13.9% 12 - 15 years 7.4% 16 - 19 years 12.9% 20 - 24 years 9.2% 25 - 29 years 11.3% 30 - 39 years 5.8% 40 or more years FAMILY MEMBERS WHO ALSO TURKEY HUNT 69.7% Have other family members who turkey hunt. 35.4% Son(s) 23.4% Brother(s) 13.4% Parent(s) 20.7% Other (roommate, in-law) 8.6% Wife 9.3% Daughter(s) .5% Sister(s) PARTICIPATION IN SPRING AND FALL TURKEY HUNTING SEASONS 49.4% Hunt both spring and fall 49.6% Hunt the spring season only DAYS SPENT TURKEY HUNTING PAST YEAR Readers spend an average of 17.5 days per year hunting turkeys. 8.8% 1 - 4 days 17.5% 5 - 9 days 24.3% 10 - 14 days 11.6% 15 - 19 days 16.0% 20 - 24 days 6.7% 25 - 29 days 9.3% 30 - 39 days 5.0% 40+ Average reader spent 11.1 days scouting for turkeys in the last 12 months. 97.1% Say they will remain or become more involved in the sport of turkey hunting. 84.1% Say they either increased or maintained their turkey hunting participation in the past 12 months. 73.6% Harvested a bird in the past 12 months. 53.6% Have introduced 2.7 people to the sport of turkey hunting in the past two years. Turkey Hunting Profile magazine to advertise phone: 888-457-2873 or fax: 715-445-4087 6 The readers of TURKEY & TURKEY HUNTING represent a strong growth market for hunting gear. These are very active hunters who spend more than 16.3 days per year turkey hunting. Almost half (49.4%) hunt both the spring and fall seasons. The fact that 5.5% have turkey hunted 3 years or less, and 17.7% have turkey hunted from 4 to 7 years means many TURKEY & TURKEY HUNTING readers are in the early stages of equipping themselves and developing brand loyalties. 0-34-78-1112-1516-1920-2425-2930-39 40+ 5.5% 0 Percent of readership Years 5 10 15 20 25 17.7% 16.3% 13.9% 7.4% 12.9% 9.2% 11.3% 5.8% YEARS TYPICAL READER HAS TURKEY HUNTED Average reader has turkey hunted for 17 years 6 months Our readers are three times more successful than the national average 4 73.6% of our readers bagged a turkey last year. PERCENT WHO USE SPECIAL TURKEY AMMUNITION 88.3% Use special turkey ammo 37.4% Use Hevi-Shot WEAPONS USED FOR HUNTING TURKEY 98.9% Shotgun 96.3% 12 gauge shotgun 24.9% Bow 5.9% Muzzleloader 4.5% Rifle PERCENT WHO USE A SCOPE ON THEIR FIREARM WHEN HUNTING TURKEYS 30.6% Use a scope PERCENT WHO USE TURKEY DECOYS 92.9% Use turkey decoys CALLS USED 99.5% Use some type of friction call 91.1% Use forced-air calls 84.9% Use locator calls CALLS OWNED 96.1% Box calls 93.6% Glass/Slate friction calls 85.2% Diaphragm calls 75.9% Crow calls 70.3% Owl calls 67.8% Push-button calls 51.4% Aluminum Friction 36.5% Tube call 33.0% Wingbone calls 28.2% Fighting calls 25.0% Coyote locator 18.1% Peacock locator WHERE READERS HUNT 54.2% Within 20 miles of home 93.9% Within 50 miles of home 69.0% In my home state 34.7% Travel out of state 42.2% In neighboring states or regions TYPE OF LAND HUNTED 87.2% Privately owned 59.3% Public land 16.3% Hunting club 9s leased land 8.5% Personally leased land WHERE READERS SEE THEMSELVES IN RELATION TO TURKEY HUNTING PARTICIPATION OVER THE NEXT TWO YEARS 74.1% Will remain the same 23.0% Increasingly more involved 2.9% Will be less involved EQUIPMENT USED TO HUNT TURKEYS 88.3% Special turkey ammunition 92.9% Turkey decoys 84.9% Turkey vest 92.1% Waterproof boots 74.8% Special cTurkey d gun 87.2% Binoculars 59.9% Hunting blind 27.0% A spotting scope Use he:i-S/ot 37.4% Uses Special Ammunition 88.3% 0 10 20 30 40 50 60 70 80 90 100 Crow Calls 75.9% 33.0% Diaphragm Calls 85.2% Glass/Slate Friction Calls 93.6% Coyote Locator 18.1% 0102030405060708090100 Calls used by readers Percent of readership Push-Button Calls 67.8% Owl Calls 70.3% Box Calls 96.1% Aluminum Friction 51.4% Wingbone Calls 28.2% 36.5% Tube Cal l Peacock Locator 25.0% Fighting Calls 34.7% of our readers travel outside their home state to hunt turkeys. TYPES OF TURKEY CA LLS OW NED PERCENT WHO USE SPECIAL TURKEY AMMUNITION Demographic Profile to advertise phone: 888-457-2873 or fax: 715-445-4087 7 Our readers spend money on their turkey hunting passion! magazine hUNTING EqUIPMENT OWNERShIP Each reader spent an average of $4,814 on hunting activities in the past 12 months HUNTING EQUIPMENT OWNED Percent who own one or more 100% Calls 98.4% Camouflage clothing 74.8% Gun specifically for turkey hunting 87.2% Binoculars 92.9% Decoys 92.1% Waterproof hunting boots 84.0% Chokes 84.9% Turkey vest 74.7% Fanny pack / back pack 45.9% Fiber optic sights 59.9% Portable blind 27.0% Spotting scope 32.2% GPS 15.1% Electronic game calls FIREARMS OWNED BY READERS 82.2% Own a gun with a synthetic stock. BOXES OF FACTORY AMMUNITION PURCHASED IN THE PAST 12 MONTHS BY EACH READER An average of 18.5 boxes purchased 82.4% Shotgun shells (Average of 10.1 boxes) 56.6% Centerfire cartridges (Average of 2.1 boxes) 51.1% Rimfire cartridges (Average of 4.7 boxes) 33.2% Shotgun slugs (Average of 1.6 boxes) Each reader spent an average of $142.39 on factory ammunition. BOWS OWNED BY READERS 76.8% of TURKEY & TURKEY HUNTING readers own a bow. Percent who own one or more 90.1% Compound bow 25.1% Traditional recurve bow 18.2% Crossbow 11.0% Longbow TRUCK OWNERSHIP The average reader owns 1.5 trucks, vans, and/or sport utility vehicles. A total of 95.2% of these trucks, vans, and/or sport utility vehicles are equipped with 4-wheel drive. PURChASING PRACTICES Each reader spent an average of $563.45 with a Turkey and Turkey Hunting advertisers in the past 12 months. WHERE READERS PURCHASED THEIR EQUIPMENT IN PAST 12 MONTHS 87.4% Retail sporting goods 78.4% Chain store 43.1% Mail order 45.9% Gun dealer 31.9% Bait and tackle store 28.1% Archery dealer 25.8% Internet/Online 23.6% At a hunting show 7.2% Friend or relative 42.4% of our readers maintain or plant, food plots for turkey or deer. Airguns Muzzleloaders Handguns Rifles Above .22 Caliber .22 Riffles Shotguns 99.6% 89.4% 87.7% 67.0% 65.6% 52.6% 0 Percent who own one or more firearms Firearms owned 1020 30405060 7080 90100 Hunting Equipment Market to advertise phone: 888-457-2873 or fax: 715-445-4087 8 magazine FIREARMS OWNED BY READERS Each TURKEY & TURKEY HUNTING reader owns an average of 14.0 firearms. OThER hUNTING/OUTDOOR ACTIvITIES TYPES OF GAME HUNTED IN THE PAST 12 MONTHS BIG GAME 4 88.8% hunt big game 87.4% White-tailed deer 11.3% Bear 6.5% Mule deer 8.3% Elk 2.6% Antelope 1.6% Moose SMALL GAME 4 57.3% hunt small game 43.4% Squirrel 31.9% Rabbit 9.9% Raccoon 10.4% Wild boar WILDFOWL 4 60.1% hunt wildfowl 54.4% Upland birds 29.5% Dove 32.7% Waterfowl PREDATORS/VARMINTS 4 48.8% hunt predators/varmints 40.0% Coyote, Fox, Bobcat 16.3% Crow 13.4% Woodchuck/Prairie dogs 7.7% Other Predators/Varmints OUTDOOR RECREATION INTERESTS IN ADDITION TO HUNTING 55.3% Fishing 43.6% Camping 39.1% Boating/Canoeing 37.5% Skeet/Trap/Sporting clays 27.5% Reloading 22.4% Outdoor photography/Video 22.3% Archery/Archery competition 19.7% Backpacking/Hiking 10.2% Trapping TYPES OF FIREARMS USED TO HUNT 92.4% Shotgun (smooth-bore) 74.3% Rifle 52.6% Compound bow 27.1% Muzzleloader (traditional) 36.0% Muzzleloader (non-traditional) 24.8% Shotgun (rifled) 15.0% Handgun 9.4% Crossbow DAYS SPENT HUNTING 47.3 Days gun hunting 12.4 Days bowhunting 29.6 Days scouting Crossbow Muzzleloader (non-traditional) Shotgun (rifled barrel) Handgun Muzzleloader (traditional) Compound Bow Rifle Shotgun (smooth bore) 92.4% 74.3% 52.6% 27.1% 24.8% 36.0% 15.0% 9.4% 0 Percent of readership Firearms 10203040 5060 708090100 Sell Our Active Hunters Who Hunt Big Game, Upland Birds and Predators Nowhere is the quality of the TURKEY & TURKEY HUNTING market proven more than with the facts that readers spent an average of 59.7 days (includes all types of game) hunting and an average of 29.6 days scouting during the past year (includes all types of game). These are extremely high rates of participation. A substantial 59.7% are also active bow-hunters, and 55.3% hunt with black powder. Active sportsmen leading active hunting lifestyles, combined with high discretionary incomes and a passion for their sport translates into a dynamic market for your hunting equipment. FIREARMS USED TO HUNT 47.0% use an ATV for hunting. Demographic Profile to advertise phone: 888-457-2873 or fax: 715-445-4087 9 magazine MAGAzINE READERShIP AMOUNT OF TIME SPENT READING AN AVERAGE ISSUE OF TURKEY & TURKEY HUNTING The average reader spends 3 hours 9 minutes reading each issue. 4.3% Less than 1 hour 21.1% More than 1 hour, less than 2 32.5% More than 2 hours, less than 3 16.4% More than 3 hours, less than 4 10.5% More than 4 hours, less than 5 15.2% More than 5 hours ACTIONS TAKEN IN THE PAST 12 MONTHS AS RESULT OF READING TURKEY & TURKEY HUNTING 67.2% Took action on an advertised item (wrote for information, called or visited an advertiser etc.) 37.6% Used articles for ideas 35.2% Looked for an advertised product or service in a store, catalog, or on a website 32.0% Visited a new website 31.8% Visited an advertiser 9s website 30.0% Passed item(s) along to someone else 25.7% Purchased/requested a product or service that was advertised 25.2% Clipped/copied/saved an article for future reference 22.9% Requested information on a product or service advertised 13.8% Clipped/copied/saved an adfor future reference 13.6% Sent for a price list or catalog 10.6% Contacted an advertiser 10.4% Planned a turkey hunt to another region of the country Equally Involved More Involved In Sport Less Involved In Sport 74.1% 23.0% 2.9% 0 10 20 30 40 50 60 70 Subscribers are very involved with TURKEY & TURKEY HUNTING MAGAZINE . The average reader spends more than three hours reading each issue, and 63.6% report saving entire issues. Our editorial keeps them paging through our magazine and look- ing at your advertisements. In fact, most hunting titles report their readers only spend about one hour reading their titles. The proven editorial quality of TURKEY & TURKEY HUNTING magazine and our readers active hunting lifestyles means your advertising message will impact a core market of buyers for your hunting equipment. TURKEY hUNTING PARTICIPATION OvER ThE NEXT TWO YEARS Magazine Readership to advertise phone: 888-457-2873 or fax: 715-445-4087 10 magazine 9.1% E-mailed to request information from an advertiser 7.0% Purchased a featured book 4.0% Attended a show that was listed/ advertised in the magazine 2.3% Viewed a TURKEY& TURKEY HUNTING issue online 1.0% Wrote or e-mailed a letter to the editor 17.2% None of these

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