Media Usage Statistics for Anglers, Hunters, and Shooters

First Quarter 2018

CONFIDENTIAL

Each Southwick Associates Research Client is legally obligated not to lend the company’s reports or reproductions thereof. With the exception of “permissible uses” (see page 6), do not make copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates.

Produced by: Southwick Associates, Inc. P.O. Box 6435 Fernandina Beach, FL 32035 [email protected] TABLE OF CONTENTS

INTRODUCTION AND BACKGROUND ...... 4 Methods ...... 4 Reliability ...... 5 AnglerSurvey.com©, ShooterSurvey.com©, and HunterSurvey.com© ...... 5 Permissible Uses of This Information ...... 6 CUSTOM REPORT OPTIONS ...... 7 MEDIA USAGE OF HUNTERS, SHOOTERS, and ANGLERS ...... 8 Percent of Hunters and Shooters by Media Consumed ...... 8 Percent of Anglers by Media Consumed ...... 9 STATE REGULATION GUIDES BY HUNTERS, SHOOTERS, and ANGLERS ...... 10 Top State Regulation Guides read by Hunters/Shooters ...... 10 Top State Regulation Guides read by Hunters/Shooters ...... 11 MAGAZINES BY HUNTING, SHOOTING, and ANGLING ACTIVITY ...... 12 Top 15 Ranked Magazines by Percent of Hunters...... 12 Percent of Hunters by Hunting Activity and Magazine Title ...... 13 Top 15 Ranked Magazines by Percent of Shooters ...... 14 Percent of Shooters by Shooting Activity and Magazine Title ...... 15 Top 15 Ranked Magazines by Percent of Anglers ...... 16 Percent of Anglers by Angling Activity and Magazine Title ...... 17 Magazine “Digging Deeper” Questions ...... 18 TELEVISION PROGRAMS BY HUNTING, SHOOTING, and ANGLING ACTIVITY ...... 18 Top Ranked Television Networks by Hunters/Shooters and Anglers ...... 17 Top 15 Ranked Television Programs by Percent of Hunters ...... 22 Percent of Hunters by Hunting Activity and Television Program ...... 23 Top 15 Ranked Television Programs by Percent of Shooters ...... 25 Percent of Shooters by Shooting Activity and Television Program ...... 26 Top 15 Ranked Television Programs by Percent of Anglers ...... 28 Percent of Angling by Angling Activity and Television Program ...... 29 Television “Digging Deeper” Questions ...... 30 WEBSITES BY HUNTING, SHOOTING, and ANGLING ACTIVITY ...... 31 Percent of Hunters by Hunting Activity and Website...... 31 Percent of Shooters by Shooting Activity and Website ...... 33 Percent of Anglers by Angling Activity and Website ...... 35 Social Media “Digging Deeper” Questions ...... 37 PODCAST LISTENERSHIP BY ACTIVYTY ...... 41 Percent of Hunters/Shooters by Top 15 Podcast Titles and Method of Access ...... 41 Percent of Anglers by Top 15 Podcast Titles and Method of Access ...... 42 HUNTERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE ...... 43 Percent of Hunters by Hunting/Shooting Equipment Purchased and Magazine Title ...... 43 Percent of Hunters by Hunting/Shooting Equipment Purchased and Television Program ...... 45 Percent of Hunters by Hunting/Shooting Equipment Purchased and Website ...... 47 SHOOTERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE ...... 49 Percent of Shooters by Hunting/Shooting Equipment Purchased and Magazine Title ...... 49 Percent of Shooters by Hunting/Shooting Equipment Purchased and Television Program ...... 51 FRESHWATER ANGLERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE ...... 55 Percent of Freshwater Anglers by Angling Equipment Purchased and Magazine Title ...... 55 Percent of Freshwater Anglers by Angling Equipment Purchased and Television Program ...... 57 Percent of Freshwater Anglers by Angling Equipment Purchased and Website ...... 58 SALTWATER ANGLERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE ...... 61 Percent of Saltwater Anglers by Angling Equipment Purchased and Magazine Title ...... 61 Percent of Saltwater Anglers by Angling Equipment Purchased and Television Program ...... 63 Percent of Saltwater Anglers by Angling Equipment Purchased and Website ...... 64 APPENDIX A: FREQUENTLY ASKED QUESTIONS ...... 66 APPENDIX B: FULL LIST OF MAGAZINE TITLES ...... 70 APPENDIX C: FULL LIST OF TELEVISION PROGRAMS ...... 71 APPENDIX D: FULL LIST OF WEBSITES/SOCIAL MEDIA SITES/FORUMS...... 72 APPENDIX E: LIST OF ITEMS IN EACH PURCHASE CATEGORY ...... 73 APPENDIX F: FULL LIST OF PODCASTS ...... 74 APPENDIX G: FULL LIST OF SOCIAL MEDIA INFLUENCERS ...... 75

NEW DETAILS!

We now ask more in-depth questions about why people choose to consume their outdoor media of choice. These questions will change quarterly. This will help keep our panel members engaged by asking them what they’d like to see in the survey AND give us the opportunity for you, the subscriber, to include questions of your own in our quarterly SAMM survey. This quarter we asked panelists to rank attributes of outdoor magazines and television programs, as well as who they follow on social media. The results of our digging deeper questions are on page 31 for television programs and page 39 for social media. Subscribers can email [email protected] with questions that you would like to see asked.

INTRODUCTION AND BACKGROUND

This report presents the results of a quarterly online consumer panel survey that tracks hunter, angler and shooters’ media consumption preferences. The purpose of the Media Monitor is to measure use of outdoor media - namely magazine, television, and internet (social media) in the fishing, hunting and shooting communities and to match sportsmen’s purchasing preferences to specific media programs and titles.

Methods

The survey tool was distributed via email invitation on April 2, 2018 to 12,198 individuals registered to participate in AnglerSurvey.com©, ShooterSurvey.com© and HunterSurvey.com©. The survey remained open until April 15, 2018. The focus of this survey was the first quarter (January 1 through March 31) of 2018. All questions asked of participants reflected that time period. A total of 3,175 responses were collected, for a 26.03% response rate. Of those total responses, 2,967 were paired with previous response data from HunterSurvey.com©/ShooterSurvey.com©/AnglerSurvey.com© to match hunting, shooting, and fishing activities and purchases in the last year with media consumption habits.

This survey will continue to run quarterly. The next round of survey invitations will be distributed via email on July 2, 2018.

SURVEY STATISTICS Number of Invitations Sent Number of Observations (completed surveys) Response Rate Number of Useable Observations paired with Angler/Hunter/ShooterSurvey Participants Number of Participants Who Reported Hunting in the last 12 months Number of Participants Who Reported Shooting in the last 12 months Number of Participants Who Reported Hunting &/or Shooting in the last 12 months Number of Participants Who Reported Freshwater Fishing in the last 12 months Number of Participants Who Reported Saltwater Fishing in the last 12 months Number of Participants Who Reported Freshwater &/or Saltwater Fishing in the last 12 months

Reliability

To overcome biases common to online surveys, the survey respondents are weighted to reflect the true population of U.S. anglers, shooters and hunters based on their activities, avidity, age, income, geography and more. Furthermore, those anglers who responded to this survey were weighted to account for avidity; this procedure has not been carried out for hunter/shooter data, as the population estimates are not available Data from random-based surveys are used for weighting purposes. A series of proprietary variables are included in each survey and matched with results from known sources to gauge reliability.

All surveys have variation, meaning the survey results will be within a certain percentage range of the truth. The level of variation around any survey estimate is driven in part by the number of people responding to that question. Results based on fewer responses typically have a higher margin of error. Readers should use all results of any survey with caution, keeping an eye on the sample size and methods used. The confidence limits for the major results reported with the Southwick Media Monitor include:

RELIABILITY OF RESPONSES REGARDING TYPES OF MEDIA USED TO ACCESS OUTDOOR (FISHING, HUNTING, SHOOTING) INFORMATION – JANUARY TO MARCH 2018 HUNTER/SHOOTERS Sample Lower Upper Rank: Media Results Size Limit Limit State regulation guides Books Television Internet/ Social M Magazines Newspaper Podcasts Radio

RELIABILITY OF RESPONSES REGARDING TYPES OF MEDIA USED TO ACCESS OUTDOOR (FISHING, HUNTING, SHOOTING) INFORMATION – JANUARY TO MARCH 2018 ANGLERS Sample Lower Upper Rank: Media Results Size Limit Limit State regulation guides Books Television Internet/ Social M Magazines Newspaper Podcasts Radio

AnglerSurvey.com©, ShooterSurvey.com© and HunterSurvey.com©

Every other month, Southwick Associates, Inc. surveys over 3,000 anglers, hunters and shooters to track activities afield, purchases, top brands, where products are sold, and more. The results are available from Southwick Associates via subscriptions or custom reports. Southwick Associates can also assist in statistically assessing optimal product prices, which combination of product features are in greater demand by customers, and other research designed to boost your sales and profits. For more information, email [email protected].

Frequently Asked Questions (Questions linked to Appendix A):

What is the purpose of Southwick Associates’ market monitoring services? What do the results report? What are the limitations? How precise are the SAMM results? Why do you report sample sizes? How do I interpret these numbers? What survey methods are used? How are panelists recruited to participate? Are online surveys less accurate than other surveys? How reliable are internet-based surveys? Who is Southwick Associates?

Permissible Uses of This Information:

Paying clients of this information are permitted to use this information as follows:

1. First 10 pages (unedited; unaltered segments) 2. Specific information related to those media properties owned by the paying organization. Percentages, overall ranking, ranking within niche or category. 3. Comparisons to other competitors in a percentage fashion:

Permitted Examples: “XYZ Hunting Magazine was ranked the #1 magazine, out of over 300, in readership among Hunter Survey respondents. (Southwick Associates 2018 Q1 survey)” “ABC Hunting show was the #1 ranked show for purchasers of archery equipment. (Southwick Associates 2018 Q1 survey)” “23.6% of all respondents who hunted in the last year watched ABC Hunting Show from January through March, 2018.

NOT Permitted Examples: Specific information (percentage, etc.) relating to competitive media properties. No company may simply reproduce these pages even if they are ranked at or near the top, nor may they cut and paste specific information comparing their actual numbers to those of other media properties.

CUSTOM REPORT OPTIONS

Custom report options could include basic descriptive tables or cross-tabulations of:  Demographic break-outs: gender, age, income, education, state or region  Hunting activity break-outs: deer, turkey, waterfowl, small game, coyote, predator/predator calling, upland game birds, varmint, dove, elk  Shooting activity break-outs: handgun, rifle or shotgun shooting; also competitive shooting  Fishing activity break-outs: freshwater species, saltwater species, places fished from (canoe, kayak, land/pier/dock/wading, powerboat, boat (non-power)  Hunting/Shooting equipment purchase sub-categories: o Firearm (rifle, shotgun, muzzleloader, handgun, crossbow, air rifle) o Ammunition (rifle, shotgun, handgun) o Bowhunting or Archery Equipment (bow, arrow, fletching, broad head, release & tab, peep site, silencer, stabilizer, arm guard, quiver, rest, target, string, bow case, sight, bow stand) o Decoys and Game Calls (waterfowl, turkey, big game) o Optics (scope, scope accessories, binocular, spotting scope, range finder, sighting-in device, optics accessories) o Hunting Apparel (blaze orange, camouflage, shooting vests, boots, head gear, under garments, gloves, coveralls, hunting socks, chest waders, chaps) o Hunting Accessories (bipod/shooting stick, GPS, 2-way radio, lighting, gun case/sleeve, game cleaning, gun safe, knives, scent, tree stand, trail camera) o Shooting Accessories (bench/rest, target, safety equipment, clay, trap, rifle sling, gun cleaning supplies, holster/ammo belt, lens cleaning kit, recoil pad, choke tube, magazine)  Angler equipment purchase sub-categories: o Fishing Rods o Fishing Reels o Fishing Combos o Fishing Line (monofilament, super-line or braid, fluorocarbon) o Fishing Lures (hard bait, soft bait, spinner bait, dough bait, jig) o Terminal Tackle (bobbers, hooks, leaders, rigs, sinkers, swivels) o Fly-Fishing Gear (fly rod, fly reels, rod and reel combo, fly rod case, flies, fly leader and tippet, fly line, fly tying tool and vise (with breakouts by type of tool), fly tying material, fly vest, pack bag, fly fishing chest wader, fly fishing wading boot, fly fishing rain jacket) o Fishing Apparel (footwear, hats or headgear, raingear, clothing, waders, gloves, life jacket or vest, fishing vest) o Other Fishing Equipment (tackle box, bait buckets or aerators, cast nets, hook sharpeners/removers/pliers, knives, landing nets, scales/grips/measuring devices, stringers, trolling motor)

PRICING: go to www.southwickassociates.com for details.

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MEDIA USAGE OF HUNTERS AND SHOOTERS

Nearly XX (XX%) of hunters and/or shooting respondents looked to XXX as a source of hunting, shooting and fishing information and entertainment.

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MEDIA USAGE OF ANGLERS

The most popular media outlet for hunting, fishing, and shooting information among angling respondents was the XXX (XX%).

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STATE REGULATION GUIDES BY HUNTERS AND SHOOTERS

Note: The Media Monitor asks whether an individual read a state regulation guide in the last three months, and then presents a list of states to select all that apply. More than one state can be selected.

PERCENT OF HUNTERS AND/OR SHOOTERS WHO REFERENCED STATE REGULATION GUIDES FOR HUNTING, SHOOTING OR FISHING BY STATE (N=XXX)

TOP 15 STATE FISHING, SHOOTING, AND/OR HUNTING REGULATION GUIDES READ BY HUNTERS AND/OR SHOOTERS % of State Regulation % of All HS Respondents State of Regulation Guide Readers** Who Hunted or Shot* Pennsylvania Texas Colorado Michigan New York Missouri Wisconsin Florida Montana Wyoming Mississippi New Hampshire North Carolina Arkansas Arizona Total *Respondents to HunterSurvey/ShooterSurvey who reported hunting and/or shooting at least once in the last year. **Percent of all hunter/shooter respondents who claimed to have read a state regulation guide in the last three months.

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STATE REGULATION GUIDES BY ANGLERS

Note: The Media Monitor asks whether an individual read a state regulation guide in the last three months, and then presents a list of states to select all that apply. More than one state can be selected.

PERCENT OF ANGLERS WHO REFERENCED STATE REGULATION GUIDES FOR HUNTING, SHOOTING OR FISHING BY STATE (N=XXX)

TOP 15 STATE FISHING, SHOOTING, AND/OR HUNTING REGULATION GUIDES READ BY ANGLERS % of State Regulation % of All AS Respondents State of Regulation Guide Readers** Who Fished* Arkansas Michigan New Mexico Florida Texas Wisconsin Pennsylvania Mississippi New Jersey Kansas Georgia Utah Minnesota California Colorado Total *Respondents to AnglerSurvey who reported fishing at least once in the last year. **Percent of all angler respondents who claimed to have read a state regulation guide in the last three months.

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MAGAZINES BY HUNTING, SHOOTING, AND ANGLING ACTIVITY

Note: The Media Monitor asks whether an individual read a magazine by providing a list of hunting, shooting, fishing, and boating magazines (see Appendix B for list presented). This means that a person could have selected a title without necessarily purchasing it.

Below is an example of how to interpret this table:  “American Rifleman” (XX% ± X%) has a statistically higher (=.05) readership among HunterSurvey/ ShooterSurvey respondents that hunted in the last year than “Field and Stream” (XX% ± X%).

TOP 15 RANKED MAGAZINES BY PERCENT OF HUNTERS* PERCENT OF HUNTERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of HS Respondents Magazine Title Who Hunt* Lower CL Upper CL AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED PETERSENS HUNTING SHOOTING TIMES BUGLE FUR FISH GAME IN FISHERMAN TURKEY COUNTRY DEER AND DEER HUNTING PENNSYLVANIA OUTDOOR NEWS SPORTS AFIELD Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent of waterfowl hunters read “American Rifleman” in the last three months. PERCENT OF HUNTERS* BY HUNTING ACTIVITY AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE HUNTER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. % of HS % of HS % of HS % of HS HUNTERS BY ACTIVITY & MAGAZINE TITLE Respondents Respondents Respondents Respondents

Who Who Hunted Who Hunted Who Hunted Magazine Title Hunted* Deer** Turkey** Waterfowl** AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED PETERSENS HUNTING SHOOTING TIMES BUGLE FUR FISH GAME IN FISHERMAN TURKEY COUNTRY DEER AND DEER HUNTING PENNSYLVANIA OUTDOOR NEWS SPORTS AFIELD PHEASANTS FOREVER CONCEALED CARRY HANDLOADER NORTH AMERICAN WHITETAIL BOWHUNTER BASSMASTER or BASS GUNS BOWHUNTING SHOTGUN NEWS PETERSENS BOWHUNTING GUN DIGEST PREDATOR XTREME AMERICAN HANDGUNNER HANDGUNS RIFLESHOOTER RIFLE BUCKMASTERS WHITETAIL SHOOTING ILLUSTRATED TROUT UNLIMITED AMERICAS FIRST FREEDOM WISCONSIN OUTDOOR NEWS OUTDOOR NEWS Total Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018)

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**Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting deer, turkey or waterfowl at least once in the last twelve months (April 2017 - March 2018). Below is an example of how to interpret this table:  “Field and Stream” (XX% ± 0.X) has a statistically higher (=.05) readership among HunterSurvey/ShooterSurvey respondents that shot in the last year than “Outdoor Life” (XX% ± 0.X).

TOP 15 RANKED MAGAZINES BY PERCENT OF SHOOTERS* PERCENT OF SHOOTERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of HS Respondents Magazine Title Who Shot* Lower CL Upper CL AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED SHOOTING TIMES PETERSENS HUNTING FUR FISH GAME BUGLE IN FISHERMAN TURKEY COUNTRY GUNS DEER AND DEER HUNTING CONCEALED CARRY Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of those who shot a rifle at least once in the last year also read “American Hunter” at least once in the last three months.

PERCENT OF SHOOTERS* BY SHOOTING ACTIVITY AND MAGAZINE TITLE THE MAGAZINES LISTED HAVE 2% OR MORE SHOOTER READERSHIP. A FULL LIST OF TITLES IS IN APPENDIX B. SHOOTERS BY ACTIVITY & MAGAZINE TITLE % of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents Who Shot Who Shot Who Shot Magazine Title Who Shot* Rifle** Handgun** Shotgun** AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED SHOOTING TIMES PETERSENS HUNTING FUR FISH GAME BUGLE IN FISHERMAN TURKEY COUNTRY GUNS DEER AND DEER HUNTING CONCEALED CARRY HANDLOADER AMERICAN HANDGUNNER PENNSYLVANIA OUTDOOR NEWS SHOTGUN NEWS SPORTS AFIELD PHEASANTS FOREVER HANDGUNS NORTH AMERICAN WHITETAIL GUN DIGEST BASSMASTER or BASS SHOOTING ILLUSTRATED BOWHUNTER BOWHUNTING PETERSENS BOWHUNTING RIFLESHOOTER RIFLE PREDATOR XTREME BUCKMASTERS WHITETAIL AMERICAS FIRST FREEDOM GUN TESTS TROUT UNLIMITED Total number of responses Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to HunterSurvey, ShooterSurvey and reported rifle shooting, handgun shooting, or shotgun shooting at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  “Field and Stream” (XX% ± 0.X) has a statistically higher (=.05) readership among AnglerSurvey respondents that fished in the last year than “Outdoor Life” (XX% ± 0.X).

TOP 15 RANKED MAGAZINES BY PERCENT OF ANGLERS* PERCENT OF ANGLERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of HS Respondents Magazine Title Who Fished* Lower CL Upper CL AMERICAN RIFLEMAN FIELD AND STREAM OUTDOOR LIFE GUNS AND AMMO BASSMASTER or BASS AMERICAN HUNTER IN FISHERMAN DUCKS UNLIMITED SALTWATER SPORTSMAN GUNS BASS TIMES FLW OUTDOORS OUTDOOR NEWS SHOOTING TIMES AMERICAS FIRST FREEDOM Responses are multiple selection and can total over 100% * Individuals who responded to Angler Survey and reported fishing at least once in the last twelve months (April 2017 - March 2018)

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Below is an example of how to interpret this table:  XXX percent of saltwater anglers (XX%) read “Guns and Ammo” in the last three months.

PERCENT OF ANGLERS* BY ANGLING ACTIVITY AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE HUNTER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. % of AS % of AS ANGLERS BY ACTIVITY & MAGAZINE TITLE % of AS Respondents Respondents

Respondents Who Freshwater Who Saltwater Magazine Title Who Fished* Fished** Fished** AMERICAN RIFLEMAN FIELD AND STREAM OUTDOOR LIFE GUNS AND AMMO BASSMASTER or BASS AMERICAN HUNTER IN FISHERMAN DUCKS UNLIMITED SALTWATER SPORTSMAN GUNS BASS TIMES FLW OUTDOORS OUTDOOR NEWS SHOOTING TIMES AMERICAS FIRST FREEDOM BASS ANGLER MAGAZINE CONCEALED CARRY SPORTS AFIELD BUGLE AMERICAN ANGLER AMERICAN HANDGUNNER HANDGUNS FLYFISHERMAN THE FISHERMAN PENNSYLVANIA OUTDOOR NEWS Total number of responses Responses are multiple selection and can total over 100% * Individuals who responded to AnglerSurvey and reported fishing at least once in the last twelve months (April 2017 - March 2018) **Individuals who responded to AnglerSurvey and reported freshwater or saltwater fishing at least once in the last twelve months (April 2017 - March 2018).

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MAGAZINE “DIGGING DEEPER” QUESTIONS:

OF THE MAGAZINES YOU READ IN THE LAST 3 MONTHS, WHICH IS YOUR PREFERRED OUTDOOR MAGAZINE TO READ? % Hunters Top 5 Favorite Outdoor Magazines Read Top 5 Favorite Outdoor Magazines Read and/or % Anglers in the Last 3 Months in the Last 3 Months Shooters AMERICAN RIFLEMAN AMERICAN RIFLEMAN FIELD AND STREAM FIELD AND STREAM AMERICAN HUNTER BASSMASTER or BASS GUNS AND AMMO SALTWATER SPORTSMAN OUTDOOR LIFE GUNS AND AMMO Total number of responses Total number of responses

DO YOU SUBSCRIBE TO THE MAGAZINE THAT YOU DESCRIBED ABOVE? Hunters/Shooters Subscribing to % Hunters Anglers Subscribing to Magazines % Anglers Magazines Yes Yes No No Total number of respondents Total number of respondents

WHEN YOU READ YOUR FAVORITE MAGAZINE, IS IT TYPICALLY PRINT OR DIGITAL FORMAT? % Hunters Magazine Medium and/or Magazine Medium % Anglers Shooters Print Print Digital Digital Both print and digital Both print and digital I have no preference I have no preference Total Total number of respondents

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WHAT ATTRIBUTES MAKE [YOUR FAVORITE MAGAZINE] YOUR TOP PICK? [SCALE OF 1 =NOT IMPORTANT TO 5=VERY IMPORTANT] Importance Top 10 Attributes Contributing to Top 10 Attributes Contributing to Importance to Hunters/ Selection of Favorite Magazine Selection of Favorite Magazine to Anglers Shooters Truthful and accurate Truthful and accurate The articles are in-depth and well- Informative/how-to information written Topics are current Topics are current The articles are in-depth and well-

Informative/how-to information written The amount of articles within the

Variety of topics magazine Technical insights Promotes ethical harvest The amount of articles within the Technical insights magazine Promotes ethical harvest Easily available Easily available Variety of topics Contributors to magazine are Contributors to magazine are

outdoorsmen like me outdoorsmen like me Total number of respondents Total number of respondents

IN GENERAL, HOW IMPORTANT ARE THE FOLLOWING ATTRIBUTES TO YOU WHEN DECIDING WHICH OUTDOOR MAGAZINE TO READ? [SCALE OF 1 =NOT IMPORTANT TO 5=VERY IMPORTANT] Importance Top 10 Attributes Contributing to Top 10 Attributes Contributing to Importance to Hunters/ Selection of Any Magazine Selection of Any Magazine to Anglers Shooters Truthful and accurate Truthful and accurate The articles are in-depth and well- The articles are in-depth and well-

written written Informative/how-to information Informative/how-to information Topics are current Topics are current Technical insights Technical insights Variety of topics Variety of topics Promotes ethical harvest Promotes ethical harvest The amount of articles within the The amount of articles within the

magazine magazine Contributors to magazine are Easily available outdoorsmen like me Contributors to magazine are Easily available outdoorsmen like me Total number of respondents Total number of respondents

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TELEVISION NETWORKS AVAILABLE AND VIEWED BY HUNTING, SHOOTING, AND ANGLING ACTIVITY OF RESPONDENT

For those who said that they viewed outdoor television in the last 3 months, they were asked which networks they had available in to view in their homes with their current television package and which channels they recently viewed.

Below is an example of how to interpret this table:  Of those hunters and shooters who watched outdoor television in the last 3 months, XX% had the Discovery Channel available in their home package and XX% viewed the network for hunting/shooting/fishing entertainment.

NETWORKS AVAILABLE IN SUBSCRIPTION PACKAGE VERSUS THOSE VIEWED FOR OUTDOOR PROGRAMMING.* REPORTED AS PERCENT OF OUTDOOR PROGRAMMING VIEWING HUNTER/SHOOTERS AND ANGLERS. Hunters/Shooters Anglers Networks in Networks viewed Networks in Networks Network package package viewed A&E Animal Planet Comcast SportsNet Discovery Channel ESPN/ESPN 2 History Channel Military Channel National Geographic NBC Sports Outdoor Channel Pursuit Channel Sportsman Channel Sunshine Network / SUN Sports WildTV World Fishing Network Other national network Local/regional networks Don't remember which network No networks in my TV package Total number of respondents *Networks could have been viewed away from home, and result in a higher percentage of sportsmen who viewed a network but do not have it available in their home.

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*Networks could have been viewed away from home, and result in a higher percentage of sportsmen who viewed a network but do not have it available in their home.

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Note: The Media Monitor asks whether an individual viewed a program by providing a list of programs (see Appendix C for list presented). Respondents are asked whether they viewed a program in the last three months.

TELEVISION PROGRAMS BY HUNTING, SHOOTING, AND ANGLING ACTIVITY

Below is an example of how to interpret this table:  “Gun Stories Presented by Midway USA” (XX% ± 0.X) does not have a statistically different viewership among hunting respondents from “Jim Shockey’s Hunting Adventures” (XX% ± 0.X).

TOP 15 RANKED TELEVISION PROGRAMS BY PERCENT OF HUNTERS PERCENT OF HUNTERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of HS Lower Program (Network) Respondents Upper CL CL Who Hunt* GUN STORIES PRESENTED BY MIDWAYUSA JIM SHOCKEYS HUNTING ADVENTURES WARDENS TED NUGENT SPIRIT OF THE WILD SHOOTING USA GUN STORIES ALASKA BONE COLLECTOR AMERICAN RIFLEMAN CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS MEATEATER PREDATOR NATION Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018)

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Below is an example of how to interpret this table:  XX percent (XX%) of turkey hunters watched “Wardens” in the last three months.

PERCENT OF HUNTERS* BY HUNTING ACTIVITY AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE HUNTER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. HUNTERS BY ACTIVITY & TELEVISION PROGRAM % of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents

Who Who Hunted Who Hunted Who Hunted Program (Network) Hunted* Deer** Turkey** Waterfowl** GUN STORIES PRESENTED BY MIDWAYUSA JIM SHOCKEYS HUNTING ADVENTURES WARDENS TED NUGENT SPIRIT OF THE WILD SHOOTING USA GUN STORIES ALASKA BONE COLLECTOR AMERICAN RIFLEMAN CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS MEATEATER PREDATOR NATION GUNNY TIME WITH R LEE ERMEY PRIMOS TRUTH ABOUT HUNTING DEADLIEST CATCH EASTMANS HUNTING TV SHOOTING GALLERY DRIVEN WITH PAT AND NICOLE REALTREES MONSTER BUCKS MOSSY OAKS HUNTING THE COUNTRY LINDNERS FISHING EDGE RIVER MONSTERS LONG RANGE PURSUIT ARCHERS CHOICE WITH RALPH AND VICKI LINDNERS ANGLING EDGE ADDICTED TO THE OUTDOORS HOLLYWOOD WEAPONS GUNS & AMMO PRESENTED BY BROWNELLS BUCKS OF TECOMATE WINCHESTER WORLD OF WHITETAIL TRACKS ACROSS AFRICA TECOMATE WHITETAIL NATION BILL DANCE OUTDOORS WHITETAIL FREAKS WESTERN EXTREME HANK PARKERS OUTDOOR MAGAZINE FOXPRO FURTAKERS RAM OUTDOORSMAN

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HUNTERS BY ACTIVITY & TELEVISION PROGRAM % of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents

Who Who Hunted Who Hunted Who Hunted Program (Network) Hunted* Deer** Turkey** Waterfowl** LEUPOLDS PIGMAN THE SERIES BOWHUNTER TV CABELAS AMERICAN ARCHER Total Number of Respondents Responses are multiple selection and can total over 100% *Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting deer, turkey or waterfowl at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  “Alaska” (XX% ± 0.X) does not have a statistically higher viewership than “Bone Collector” (XX% ± 0.X).

TOP 15 RANKED TELEVISION PROGRAMS BY PERCENT OF SHOOTERS* PERCENT OF HUNTERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of HS Lower Upper Program (Network) Respondents CL CL Who Shot* GUN STORIES PRESENTED BY MIDWAYUSA SHOOTING USA JIM SHOCKEYS HUNTING ADVENTURES GUN STORIES TED NUGENT SPIRIT OF THE WILD ALASKA WARDENS AMERICAN RIFLEMAN BONE COLLECTOR CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS GUNNY TIME WITH R. LEE ERMEY SHOOTING GALLERY Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of individuals who reported handgun shooting in the last year watched “Swamp People” in the last three months.

PERCENT OF SHOOTERS BY SHOOTING ACTIVITY AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE SHOOTER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. SHOOTERS BY ACTIVITY & TELEVISION PROGRAM % of HS % of HS % of HS % of HS Respondents Respondents Respondents

Respondents Who Shot Who Shot Who Shot Program (Network) Who Shot* Rifle** Handgun** Shotgun** GUN STORIES PRESENTED BY MIDWAYUSA SHOOTING USA JIM SHOCKEYS HUNTING ADVENTURES GUN STORIES TED NUGENT SPIRIT OF THE WILD ALASKA WARDENS AMERICAN RIFLEMAN BONE COLLECTOR CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS GUNNY TIME WITH R LEE ERMEY SHOOTING GALLERY MEATEATER PREDATOR NATION PRIMOS TRUTH ABOUT HUNTING DEADLIEST CATCH EASTMANS HUNTING TV DRIVEN WITH PAT AND NICOLE REALTREES MONSTER BUCKS MOSSY OAKS HUNTING THE COUNTRY LINDNERS FISHING EDGE RIVER MONSTERS GUNS & AMMO PRESENTED BY BROWNELLS LONG RANGE PURSUIT HOLLYWOOD WEAPONS LINDNERS ANGLING EDGE ARCHERS CHOICE WITH RALPH AND VICKI ADDICTED TO THE OUTDOORS WINCHESTER WORLD OF WHITETAIL BILL DANCE OUTDOORS TRACKS ACROSS AFRICA BUCKS OF TECOMATE WHITETAIL FREAKS TECOMATE WHITETAIL NATION WESTERN EXTREME HANK PARKERS OUTDOOR MAGAZINE RAM OUTDOORSMAN

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SHOOTERS BY ACTIVITY & TELEVISION PROGRAM % of HS % of HS % of HS % of HS Respondents Respondents Respondents

Respondents Who Shot Who Shot Who Shot Program (Network) Who Shot* Rifle** Handgun** Shotgun** FOXPRO FURTAKERS LEUPOLDS PIGMAN THE SERIES Total Number of Respondents Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to HunterSurvey, ShooterSurvey and reported rifle, handgun, or shotgun shooting at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  “Lindner’s Angling Edge” (XX% ± 0.X) does not have a statistically higher viewership than “Fishing with Roland Martin” (XX% ± 0.X).

TOP 15 RANKED TELEVISION PROGRAMS BY PERCENT OF ANGLERS* PERCENT OF ANGLERS WITH UPPER AND LOWER 95% CONFIDENCE LEVELS (CL) % of AS Lower Upper Program (Network) Respondents CL CL Who fished* BILL DANCE OUTDOORS DEADLIEST CATCH ALASKA RIVER MONSTERS LINDNERS FISHING EDGE GUN STORIES PRESENTED BY MIDWAYUSA AMERICAN RIFLEMAN LINDNERS ANGLING EDGE GUN STORIES SHOOTING USA FISHING WITH ROLAND MARTIN HANK PARKERS OUTDOOR MAGAZINE MAJOR LEAGUE FISHING CRUSH WITH LEE AND TIFFANY BONE COLLECTOR Responses are multiple selection and can total over 100% * Individuals who responded to AnglerSurvey and reported fishing at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table.  XX percent (XX%) of saltwater anglers watched “River Monsters” in the last three months.

PERCENT OF ANGLERS BY ANGLING ACTIVITY AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE ANGLER VIEWERSHIP. APPENDIX C HAS A FULL LIST OF PROGRAMS. ANGLER BY ACTIVITY & TELEVISION % of AS Respondents % of AS Respondents PROGRAM % of AS Respondents Who Freshwater Who Saltwater Program (Network) Who Fish* Fish** Fish** BILL DANCE OUTDOORS DEADLIEST CATCH ALASKA RIVER MONSTERS LINDNERS FISHING EDGE GUN STORIES PRESENTED BY MIDWAYUSA AMERICAN RIFLEMAN LINDNERS ANGLING EDGE GUN STORIES SHOOTING USA FISHING WITH ROLAND MARTIN HANK PARKERS OUTDOOR MAGAZINE MAJOR LEAGUE FISHING CRUSH WITH LEE AND TIFFANY BONE COLLECTOR SWAMP PEOPLE DUCK DYNASTY Total Number of Respondents Responses are multiple selection and can total over 100% * Individuals who responded to AnglerSurvey and reported fishing at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to AnglerSurvey and reported freshwater or saltwater fishing at least once in the last twelve months (April 2017 - March 2018).

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TELEVISION “DIGGING DEEPER” QUESTIONS:

CHECK ANY OF THE WAYS YOU WATCH ANY OUTDOOR TELEVISION SHOWS. % Hunters and/or Shooters % Anglers who use this Platform who use this platform platform Traditional TV (cable, local channels, etc.) Recorded Shows (DVR, DVDs, TiVo, etc.) On-Demand through TV On-Demand through other device (AppleTV, Roku, computer, phone, etc.) Other web (YouTube, Vimeo, etc.) Total Number of Responses

WHAT PERCENT OF YOUR VIEWING TIME IS SPENT ON THESE TYPES OF TV? Platform Hunters and/or Shooters Anglers Traditional TV (cable, local channels, etc.) Recorded Shows (DVR, DVDs, TiVo, etc.) On-Demand through TV On-Demand through other device (AppleTV, Roku, computer, phone, etc.) Other web (YouTube, Vimeo, etc.) *Respondents were only asked about the methods of access that they used. As such, these results have been normalized to total 100%, although not every respondent used each method of access.

In general, how important are the following attributes to you in choosing your outdoor TV program? [SCALE OF 1 =NOT IMPORTANT TO 5=VERY IMPORTANT] Importance Importance Top 10 Attributes to Hunters/ Top 10 Attributes to Anglers Shooters Truthful and accurate Truthful and accurate Emphasizes values, ethics, and Emphasizes values, ethics, and

sportsmanship sportsmanship Informative/how-to information Informative/how-to information Explains the current situation Engaging (temperature, equipment setup, and weather conditions, etc.) The personality of host The personality of host Meaningful to the average sportsman Engaging Species targeted Meaningful to the average sportsman Explains the current situation (temperature, equipment setup, and Doesn't push products weather conditions, etc.) Doesn't push products Species targeted Location of the activity Location of the activity Total number of respondents Total number of respondents

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WEBSITES BY ACTIVITY

Note: The Media Monitor asks an individual to select from a list any of the fishing/hunting/shooting related websites they have accessed in the last three months. The list of websites has been compiled from previous Media Monitor survey respondents in past quarters (See Appendix D for the list of websites given to individuals).

Below is an example of how to interpret this table:  XX percent of turkey hunters accessed Cabelas.com for hunting/shooting/fishing information, entertainment or gear in the last three months.

PERCENT OF HUNTERS* BY HUNTING ACTIVITY AND WEBSITE THE WEBSITES BELOW WERE ACCESSED BY 1% OR MORE HUNTERS. A FULL LIST OF WEBSITES OFFERED AS OPTIONS IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIGHTED. % of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents Who Hunted Who Hunted Who Hunted Who Hunted* WEBSITE NAME (http address) Deer** Turkey** Waterfowl** CABELA'S (CABELAS COM) YOUTUBE FISH/WILDLIFE AGENCY FOR MY STATE OF RESIDENCE MIDWAY USA (MIDWAYUSA COM) FACEBOOK BASS PRO SHOPS (BASSPRO COM) GUNBROKER (GUNBROKER COM) BROWNELLS (BROWNELLS COM) SPORTSMAN'S GUIDE (SPORTSMANSGUIDE COM) NATIONAL RIFLE ASSOCIATION (NRA) (NRA ORG) CHEAPER THAN DIRT (CHEAPERTHANDIRT COM) FISH/WILDLIFE AGENCY FOR A STATE OTHER THAN

MY STATE OF RESIDENCE ACADEMY SPORTS & OUTDOORS (ACADEMY COM) FIELD & STREAM (FIELDANDSTREAM COM) AMERICAN RIFLEMAN (AMERICANRIFLEMAN ORG) INSTAGRAM OUTDOOR LIFE (OUTDOORLIFE COM) NATIONAL SHOOTING SPORTS FOUNDATION (NSSF)

(NSSF ORG) GUNS AMERICA (GUNSAMERICA COM) GOOGLE+ DUCKS UNLIMITED (DUCKS ORG, DU ORG) TWITTER GANDER MOUNTAIN (GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES COM) AR-15 COM (AR-15 COM) NATIONAL WILD TURKEY FEDERATION (NWTF) (NWTF

ORG) GUNS & AMMO (GUNSANDAMMO COM)

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% of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents Who Hunted Who Hunted Who Hunted Who Hunted* WEBSITE NAME (http address) Deer** Turkey** Waterfowl** SCOUT LOOK WEATHER (SCOUTLOOKWEATHER

COM) NORTH AMERICAN HUNTING CLUB (NAHC)

(HUNTINGCLUB COM)(HUNTING SCOUT COM) ORVIS (ORVIS COM) DEER & DEER HUNTING (DEER AND DEERHUNTING

COM) IN-FISHERMAN (IN-FISHERMAN COM) TACKLE WAREHOUSE (TACKLEWAREHOUSE COM) WIRED 2 FISH (WIRED2FISH COM) PINTEREST BUCKMASTERS (BUCKMASTERS COM) REALTREE (REALTREE COM) BOWHUNT OR DIE (BOWHUNTING COM) ICESHANTY COM (ICESHANTY COM) LAKE LINK (LAKE-LINK COM) BASS ANGLERS SPORTSMAN SOCIETY (B A S S )

(BASSMASTER COM, BASSRESOURCE COM) NORTH AMERICAN FISHING CLUB (FISHINGCLUB

COM) (NAFC COM)(FISHING SCOUT COM) TEXAS HUNTING FORUM (TEXASHUNTINGFORUM

COM) ULTIMATE BASS RESOURCE

(ULTIMATEBASSRESOURCE COM) Total Number of Respondents Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting deer, turkey, or waterfowl at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of individuals who reported shooting a rifle within the past year accessed YouTube for hunting/shooting/fishing information, entertainment or gear in the last three months.

PERCENT OF SHOOTERS* BY SHOOTING ACTIVITY AND WEBSITE THE WEBSITES BELOW WERE ACCESSED BY 1% OR MORE SHOOTERS. A FULL LIST OF WEBSITES OFFERED AS OPTIONS IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIHGHTED. % of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents Who Shot Who Shot Who Shot Who Shot* WEBSITE NAME (http address) Rifle** Handgun** Shotgun** CABELA'S (CABELAS COM) YOUTUBE MIDWAY USA (MIDWAYUSA COM) FISH/WILDLIFE AGENCY FOR MY STATE OF RESIDENCE FACEBOOK GUNBROKER (GUNBROKER COM) BASS PRO SHOPS (BASSPRO COM) BROWNELLS (BROWNELLS COM) NATIONAL RIFLE ASSOCIATION (NRA) (NRA ORG) SPORTSMAN'S GUIDE (SPORTSMANSGUIDE COM) CHEAPER THAN DIRT (CHEAPERTHANDIRT COM) ACADEMY SPORTS & OUTDOORS (ACADEMY COM) FISH/WILDLIFE AGENCY FOR A STATE OTHER THAN MY

STATE OF RESIDENCE AMERICAN RIFLEMAN (AMERICANRIFLEMAN ORG) FIELD & STREAM (FIELDANDSTREAM COM) GUNS AMERICA (GUNSAMERICA COM) NATIONAL SHOOTING SPORTS FOUNDATION (NSSF)

(NSSF ORG) INSTAGRAM GOOGLE+ OUTDOOR LIFE (OUTDOORLIFE COM) AR-15 COM (AR-15 COM) DUCKS UNLIMITED (DUCKS ORG, DU ORG) TWITTER GUNS & AMMO (GUNSANDAMMO COM) GANDER MOUNTAIN (GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES COM) NATIONAL WILD TURKEY FEDERATION (NWTF) (NWTF

ORG) ORVIS (ORVIS COM) SCOUT LOOK WEATHER (SCOUTLOOKWEATHER COM) NORTH AMERICAN HUNTING CLUB (NAHC)

(HUNTINGCLUB COM)(HUNTING SCOUT COM) DEER & DEER HUNTING (DEER AND DEERHUNTING

COM) TACKLE WAREHOUSE (TACKLEWAREHOUSE COM) IN-FISHERMAN (IN-FISHERMAN COM) PINTEREST WIRED 2 FISH (WIRED2FISH COM)

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% of HS % of HS % of HS % of HS Respondents Respondents Respondents Respondents Who Shot Who Shot Who Shot Who Shot* WEBSITE NAME (http address) Rifle** Handgun** Shotgun** REALTREE (REALTREE COM) BUCKMASTERS (BUCKMASTERS COM) BOWHUNT OR DIE (BOWHUNTING COM) BASS ANGLERS SPORTSMAN SOCIETY (B A S S )

(BASSMASTER COM, BASSRESOURCE COM) ICESHANTY COM (ICESHANTY COM) LAKE LINK (LAKE-LINK COM) NORTH AMERICAN FISHING CLUB (FISHINGCLUB COM)

(NAFC COM)(FISHING SCOUT COM) TEXAS HUNTING FORUM (TEXASHUNTINGFORUM

COM) ULTIMATE BASS RESOURCE (ULTIMATEBASSRESOURCE

COM) Total Number of Respondents Responses are multiple selection and can total over 100% * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting rifle, handgun, or shotgun at least once in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of freshwater fishing respondents accessed Bass Pro Shop’s website for hunting/shooting/fishing information, entertainment, or gear in the last three months.

PERCENT OF ANGLERS* BY ANGLING ACTIVITY AND WEBSITE THE WEBSITES BELOW WERE ACCESSED BY 1% OR MORE ANGLERS. A FULL LIST OF WEBSITES OFFERED AS OPTIONS IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIGHTED. % of AS % of AS % of AS Respondents Respondents Respondents Who Who Who Fished* Freshwater Saltwater WEBSITE NAME (http address) Fished** Fished** CABELA'S (CABELAS COM) FISH/WILDLIFE AGENCY FOR MY STATE OF RESIDENCE YOUTUBE FACEBOOK BASS PRO SHOPS (BASSPRO COM) GUNBROKER (GUNBROKER COM) MIDWAY USA (MIDWAYUSA COM) NATIONAL RIFLE ASSOCIATION (NRA) (NRA ORG) ACADEMY SPORTS & OUTDOORS (ACADEMY COM) SPORTSMAN'S GUIDE (SPORTSMANSGUIDE COM) FISH/WILDLIFE AGENCY FOR A STATE OTHER THAN MY STATE OF

RESIDENCE CHEAPER THAN DIRT (CHEAPERTHANDIRT COM) INSTAGRAM BROWNELLS (BROWNELLS COM) AMERICAN RIFLEMAN (AMERICANRIFLEMAN ORG) BASS ANGLERS SPORTSMAN SOCIETY (B A S S ) (BASSMASTER COM,

BASSRESOURCE COM) GOOGLE+ ORVIS (ORVIS COM) TWITTER FIELD & STREAM (FIELDANDSTREAM COM) NATIONAL SHOOTING SPORTS FOUNDATION (NSSF) (NSSF ORG) TACKLE WAREHOUSE (TACKLEWAREHOUSE COM) GANDER MOUNTAIN (GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES COM) OUTDOOR LIFE (OUTDOORLIFE COM) THE FISHING WIRE (THEFISHINGWIRE COM) TEXAS FISHING FORUM (TEXASFISHINGFORUM COM) IN-FISHERMAN (IN-FISHERMAN COM) GUNS AMERICA (GUNSAMERICA COM) NATIONAL WILD TURKEY FEDERATION (NWTF) (NWTF ORG) GUNS & AMMO (GUNSANDAMMO COM) WIRED 2 FISH (WIRED2FISH COM) SCOUT LOOK WEATHER (SCOUTLOOKWEATHER COM) AR-15 COM (AR-15 COM) NORTH AMERICAN FISHING CLUB (FISHINGCLUB COM) (NAFC

COM)(FISHING SCOUT COM)

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% of AS % of AS % of AS Respondents Respondents Respondents Who Who Who Fished* Freshwater Saltwater WEBSITE NAME (http address) Fished** Fished** DUCKS UNLIMITED (DUCKS ORG, DU ORG) NORTH AMERICAN HUNTING CLUB (NAHC) (HUNTINGCLUB

COM)(HUNTING SCOUT COM) REALTREE (REALTREE COM) BUCKMASTERS (BUCKMASTERS COM) PINTEREST BASS FAN (BASSFAN COM) FISHING LEAGUE WORLDWIDE (FLWOUTDOORS COM) ON THE WATER (ONTHEWATER COM) LAKE LINK (LAKE-LINK COM) ICESHANTY COM (ICESHANTY COM) BASS BOAT CENTRAL (BASSBOATCENTRAL COM) FISH HOUND (FISHHOUND COM) Total Number of Respondents Responses are multiple selection and can total over 100% * Individuals who responded to AnglerSurvey and reported fishing at least once in the last twelve months (April 2017 - March 2018). **Individuals who responded to AnglerSurvey and reported freshwater or saltwater fishing at least once in the last twelve months (April 2017 - March 2018).

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SOCIAL MEDIA “DIGGING DEEPER” QUESTIONS: WHO ARE THE INFLUENCERS?

Beginning in 2018, the Southwick Associates Media Monitor began asking about influencers within and across four different social media platforms: Facebook, Instagram, Twitter, and YouTube. The results are presented here. A complete list of profiles can be found in Appendix G.

FACEBOOK INFLUENCERS

While XXX reached the greatest audience of Facebook-using hunters (XX%), shooters (XX%) and freshwater anglers (XX%), only XX% of saltwater anglers who use Facebook viewed, visited, or followed this Facebook page.

Hunters Shooters Total % of Hunters Who Use Facebook Total % of Shooters Who Use Facebook Ted Nugent Ted Nugent Jim Shockey Jim Shockey Eva Shockey Eva Shockey Michael Waddell Michael Waddell Lee & Tiffany Lakosky Lee & Tiffany Lakosky Melissa Bachman Melissa Bachman Phil Robertson Phil Robertson Kendall Jones Kendall Jones Ralph & Vicki Cianciarulo Ralph & Vicki Cianciarulo Taylor Drury Taylor Drury Pat & Nicole Reeve Pat & Nicole Reeve Will Primos Will Primos Kevin VanDam Kevin VanDam Travis T-Bone Turner Travis T-Bone Turner Cameron Hanes Cameron Hanes

Freshwater Anglers Saltwater Anglers Total % of Freshwater Anglers Who Total % of Saltwater Anglers Who Use

Use Facebook Facebook Ted Nugent Lee & Tiffany Lakosky Lee & Tiffany Lakosky Shawn Luchtel Shawn Luchtel Michael Waddell Phil Robertson Ronnie Strickland Kevin VanDam Bill Jordan Jim Shockey Kevin VanDam Eva Shockey Gerald Swindle Jase Robertson Jackie Bushman Ronnie Strickland Will Primos Michael Waddell Andy Morgan Willie Robertson Tim Horton Jep Robertson Ted Nugent Hank Parker Ralph & Vicki Cianciarulo Ralph & Vicki Cianciarulo Hank Parker Gerald Swindle Rick Clunn

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TWITTER INFLUENCERS

XXX Twitter account was one of the top 3 accounts viewed, followed, or visited by hunters (XX%), shooters (XX%), freshwater anglers (XX%), and saltwater anglers (XX%) who used Twitter.

Hunters Shooters Total % of Hunters Who Use Twitter Total % of Shooters Who Use Twitter Steven Rinella @stevenrinella Steven Rinella @stevenrinella Jim Shockey @JimShockey_ Jim Shockey @JimShockey_ Ted Nugent @TedNugent Ted Nugent @TedNugent Drury Outdoors @DruryOutdoors Drury Outdoors @DruryOutdoors Eva Shockey @EvaShockey Eva Shockey @EvaShockey Michael Waddell @boogerbottom Michael Waddell @boogerbottom Cameron Hanes @CameronHanes Cameron Hanes @CameronHanes Lee and Tiffany Lakosky @TheCrushTV Lee and Tiffany Lakosky @TheCrushTV Heartland Bowhunter @TeamHBTV Heartland Bowhunter @TeamHBTV Travis T-Bone Turner @tboneoutdoors Travis T-Bone Turner @tboneoutdoors Mike Iaconelli @mike_Iaconelli Mike Iaconelli @mike_Iaconelli Kendall Jones @kendalljones Kendall Jones @kendalljones Willie Robertson @williebosshog Willie Robertson @williebosshog April Vokey @AprilVokey April Vokey @AprilVokey Don and Kandy Kisky @whitetailfreaks Don and Kandy Kisky @whitetailfreaks

Freshwater Anglers Saltwater Anglers Total % of Freshwater Anglers Who Use Total % of Saltwater Anglers Who Use

Twitter Twitter Jim Shockey @JimShockey_ Mike Iaconelli @mike_Iaconelli Steven Rinella @stevenrinella Kevin VanDam @Kevin_Vandam Ted Nugent @TedNugent Jim Shockey @JimShockey_ Willie Robertson @williebosshog Ted Nugent @TedNugent Kevin VanDam @Kevin_Vandam Dave Mercer @FactsofFishing Mike Iaconelli @mike_Iaconelli Mark Zona @ZTrain1 Mark Zona @ZTrain1 Eva Shockey @EvaShockey Skeet Reese @SkeetReese1 Alton Jones @JonesProFishing John Crews @crewsmissile Michael Waddell @boogerbottom Randy Howell @theRandyHowell Ott DeFoe @OttDeFoe Ott DeFoe @OttDeFoe Randy Howell @theRandyHowell Eva Shockey @EvaShockey John Crews @crewsmissile Brandon Palaniuk @BrandonPalaniuk Skeet Reese @SkeetReese1 Edwin Evers @edwinevers2 Edwin Evers @edwinevers2 Dave Mercer @FactsofFishing Travis T-Bone Turner @tboneoutdoors

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YOUTUBE INFLUENCERS

Although consumed at varying rates, both XXX and XXX YouTube channels were followed, viewed, or otherwise accessed by many hunters, shooters, and anglers.

Hunters Shooters % of Hunters who use YouTube % of Shooters who use YouTube Hikock45 Hikock45 Ted Nugent Ted Nugent Joe Rogan Joe Rogan Melissa Bachman Melissa Bachman Solo HNTR Solo HNTR Keith Warren Keith Warren Tim Wells Tim Wells Cameron Hanes Steve Lee – I Like Guns Steve Lee – I Like Guns Cameron Hanes John Dudley – NockonArchery John Dudley – NockonArchery Lindner Media/Angling Edge Lindner Media/Angling Edge Bowmar Bowhunting Bowmar Bowhunting Ted’s HoldOver Ted’s HoldOver Milliken Fishing Milliken Fishing Fly Tying with Davie McPhail Fly Tying with Davie McPhail

Freshwater Anglers Saltwater Anglers % of Freshwater Anglers who Use % of Saltwater Anglers who use

YouTube YouTube Hikock45 Melissa Bachman Ted Nugent Hikock45 Fishing with Rod Ted Nugent Fly Tying with Davie McPhail Fly Tying with Davie McPhail Andy's Fishing Lindner Media/Angling Edge Lindner Media/Angling Edge Steve Lee – I Like Guns Melissa Bachman Milliken Fishing Steve Lee – I Like Guns Joe Rogan Solo HNTR Bowmar Bowhunting Joe Rogan Keith Warren Keith Warren Solo HNTR Milliken Fishing Tim Wells Ted’s HoldOver Fishing with Rod Tim Wells Andy's Fishing Bowmar Bowhunting Sean’s Outdoor Adventures

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INSTAGRAM INFLUENCERS

Although only a small portion of respondents reported using Instagram to access entertainment regarding hunting, shooting, or fishing, many Instagram users reported following a multitude of pages.

Hunters Shooters % of Hunters who use % of Shooters who use

Instagram Instagram Eva Shockey Eva Shockey Jim Shockey Jim Shockey Cameron Hanes Cameron Hanes Kendall Jones Kendall Jones Taylor Drury Ted Nugent Ted Nugent Taylor Drury Melissa Bachman Melissa Bachman Lee & Tiffany Lakosky Lee & Tiffany Lakosky Travis T-Bone Turner Travis T-Bone Turner Michael Waddell Michael Waddell Pat & Nicole Reeve Pat & Nicole Reeve Mark Drury Mark Drury Matt Drury Willie Robertson Ralph & Vicki Cianciarulo Matt Drury Willie Robertson Ralph & Vicki Cianciarulo

Freshwater Anglers Saltwater Anglers % of Freshwater Anglers who % of Saltwater Anglers who use

use Instagram Instagram Eva Shockey Eva Shockey Jim Shockey Ted Nugent Cameron Hanes Jim Shockey Ted Nugent Bill Jordan Lee & Tiffany Lakosky Cameron Hanes Don & Kandi Kisky Don & Kandi Kisky Michael Waddell Field Hudnall Shawn Luchtel Gregg Ritz Willie Robertson Lee & Tiffany Lakosky Phil Robertson Mark Drury Bill Jordan Matt Drury Field Hudnall Melissa Bachman Gregg Ritz Michael Hunsucker Mark Drury Michael Waddell Matt Drury Nick Mundt

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PODCASTS

Beginning in 2018, the Southwick Associates Media Monitor began asking about podcast listenership. The podcasts below were accessed by hunters and/or shooters within the past three months. A full list of podcasts offered as options is located in appendix F.

Below is an example of how to interpret this table:  XX percent (XX%) of hunters/shooters who listened to podcasts, listened to Wired to Hunt in the last three months.

HUNTERS AND SHOOTERS WHO LISTENED TO PODCASTS

How did you access podcasts? Which podcasts have you listened to in the past three months?

% of Hunters/ % of Hunters/ Shooters Who Shooters Who How Hunters/Shooters Accessed Podcasts Top 15 Podcasts That Hunters/Shooters Accessed Listened to Listened to Podcasts* Podcasts* % of Hunters Who Listened to Podcasts MeatEater An app on my smartphone Wired to Hunt iTunes Hunt Talk Radio Downloaded directly from podcast webpage Nine Fingers Chronicles Google Play Reloading Podcast Spotify AR-15 Podcast Other Fish Nerds Fishing Podcast The HP Outdoors Waterfowl Podcast This Week in Guns Anchored The Hunt Backcountry The Rich Hunting Outdoors Fly Fishing Consultant Handgun Radio The Turkey Hunter Podcast with Andy Gagliano

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Beginning in 2018, the Southwick Associates Media Monitor began asking about podcast listenership. The podcasts below were accessed by anglers within the past three months. A full list of websites offered as options is located in appendix F.

Below is an example of how to interpret this table:  XX percent (XX%) of anglers who listened to podcasts, listened to The Orvis Fly-Fishing Guide in the past three months.

ANGLERS WHO LISTENED TO PODCASTS

How did you access podcasts? Which podcasts have you listened to in the past three months?

% of Anglers Who % of Anglers Who How Anglers Accessed Podcasts Listened to Top 15 Podcasts That Anglers Accessed Listened to Podcasts* Podcasts* % of Freshwater Anglers who Listened to Hunt Talk Radio

Podcasts The Orvis Fly-Fishing Guide

Downloaded directly from podcast MeatEater

webpage Wired to Hunt

Google Play Ike Live

An app on my smartphone Fishing Florida Radio Show

iTunes Bass Edge's THE EDGE

Spotify AR-15 Podcast Other Firearms Talk Handgun Radio Handgun World Modern Self Protection This Week in Guns Anchored Other

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HUNTERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE

A FULL LIST OF EQUIPMENT BREAKOUTS CAN BE FOUND IN APPENDIX E.

Below is an example of how to interpret this table:  XX percent (XX%) of hunters both purchased at least one firearm in the last year and read “American Rifleman” sometime from January - March 2018.

PERCENT OF HUNTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE HUNTER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. HUNTERS WHO READ MAGAZINES AND PURCHASED HUNTING &/OR SHOOTING EQUIPMENT Hunting Hunting Shooting % of HS Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted Total Respondents AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED PETERSENS HUNTING SHOOTING TIMES BUGLE FUR FISH GAME IN FISHERMAN TURKEY COUNTRY DEER AND DEER HUNTING PENNSYLVANIA OUTDOOR NEWS SPORTS AFIELD PHEASANTS FOREVER CONCEALED CARRY HANDLOADER NORTH AMERICAN WHITETAIL BOWHUNTER

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HUNTERS WHO READ MAGAZINES AND PURCHASED HUNTING &/OR SHOOTING EQUIPMENT Hunting Hunting Shooting % of HS Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted BASSMASTER or BASS GUNS BOWHUNTING SHOTGUN NEWS PETERSENS BOWHUNTING GUN DIGEST PREDATOR XTREME AMERICAN HANDGUNNER HANDGUNS RIFLESHOOTER RIFLE BUCKMASTERS WHITETAIL SHOOTING ILLUSTRATED TROUT UNLIMITED AMERICAS FIRST FREEDOM WISCONSIN OUTDOOR NEWS OUTDOOR NEWS DELTA WATERFOWL NEW YORK OUTDOOR NEWS GUN TESTS * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent of hunters purchased archery equipment in the last year and watched “Wardens” at least once from January to March 2018.

PERCENT OF HUNTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE HUNTER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. HUNTERS WHO WATCHED TELEVISION AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Program Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted Total Responses GUN STORIES PRESENTED BY MIDWAYUSA JIM SHOCKEYS HUNTING ADVENTURES WARDENS TED NUGENT SPIRIT OF THE WILD SHOOTING USA GUN STORIES ALASKA BONE COLLECTOR AMERICAN RIFLEMAN CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS MEATEATER PREDATOR NATION GUNNY TIME WITH R LEE ERMEY PRIMOS TRUTH ABOUT HUNTING DEADLIEST CATCH EASTMANS HUNTING TV SHOOTING GALLERY DRIVEN WITH PAT AND NICOLE REALTREES MONSTER BUCKS MOSSY OAKS HUNTING THE COUNTRY LINDNERS FISHING EDGE

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HUNTERS WHO WATCHED TELEVISION AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Program Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted RIVER MONSTERS LONG RANGE PURSUIT ARCHERS CHOICE WITH RALPH AND VICKI LINDNERS ANGLING EDGE ADDICTED TO THE OUTDOORS HOLLYWOOD WEAPONS GUNS & AMMO PRESENTED BY BROWNELLS BUCKS OF TECOMATE WINCHESTER WORLD OF WHITETAIL TRACKS ACROSS AFRICA TECOMATE WHITETAIL NATION BILL DANCE OUTDOORS WHITETAIL FREAKS WESTERN EXTREME HANK PARKERS OUTDOOR MAGAZINE FOXPRO FURTAKERS RAM OUTDOORSMAN LEUPOLDS PIGMAN THE SERIES BOWHUNTER TV CABELAS AMERICAN ARCHER * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting and equipment purchase at least once in the last twelve months (Jan 2017- Dec 2017).

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Below is an example of how to interpret this table:  XX percent of hunters purchased hunting apparel in the last year and visited CheaperThanDirt.com at least once the last three months.

PERCENT OF HUNTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND WEBSITE THE WEBSITES LISTED HAVE 2% OR MORE HUNTER USERS. A LIST OF WEBSITES IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES ARE HIGHLIGHTED HUNTERS WHO VISITED WEBSITES AND PURCHASED HUNTING &/OR SHOOTING EQUIPMENT Hunting Hunting Shooting % of HS Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Website Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted Total Responses CABELA'S (CABELAS COM) YOUTUBE FISH/WILDLIFE AGENCY FOR MY STATE

OF RESIDENCE MIDWAY USA (MIDWAYUSA COM) FACEBOOK BASS PRO SHOPS (BASSPRO COM) GUNBROKER (GUNBROKER COM) BROWNELLS (BROWNELLS COM) SPORTSMAN'S GUIDE

(SPORTSMANSGUIDE COM) NATIONAL RIFLE ASSOCIATION (NRA)

(NRA ORG) CHEAPER THAN DIRT

(CHEAPERTHANDIRT COM) FISH/WILDLIFE AGENCY FOR A STATE

OTHER THAN MY STATE OF RESIDENCE ACADEMY SPORTS & OUTDOORS

(ACADEMY COM) FIELD & STREAM (FIELDANDSTREAM

COM) AMERICAN RIFLEMAN

(AMERICANRIFLEMAN ORG) INSTAGRAM OUTDOOR LIFE (OUTDOORLIFE COM)

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HUNTERS WHO VISITED WEBSITES AND PURCHASED HUNTING &/OR SHOOTING EQUIPMENT Hunting Hunting Shooting % of HS Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Website Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Hunted NATIONAL SHOOTING SPORTS

FOUNDATION (NSSF) (NSSF ORG) GUNS AMERICA (GUNSAMERICA COM) GOOGLE+ DUCKS UNLIMITED (DUCKS ORG, DU

ORG) TWITTER GANDER MOUNTAIN

(GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES

COM) AR-15 COM (AR-15 COM) NATIONAL WILD TURKEY FEDERATION

(NWTF) (NWTF ORG) GUNS & AMMO (GUNSANDAMMO

COM) SCOUT LOOK WEATHER

(SCOUTLOOKWEATHER COM) NORTH AMERICAN HUNTING CLUB (NAHC) (HUNTINGCLUB COM)(HUNTING SCOUT COM) ORVIS (ORVIS COM) DEER & DEER HUNTING (DEER AND

DEERHUNTING COM) IN-FISHERMAN (IN-FISHERMAN COM) TACKLE WAREHOUSE

(TACKLEWAREHOUSE COM) WIRED 2 FISH (WIRED2FISH COM) PINTEREST * Individuals who responded to HunterSurvey, ShooterSurvey and reported hunting at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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SHOOTERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE

A FULL LIST OF EQUIPMENT BREAKOUTS CAN BE FOUND IN APPENDIX E.

Below is an example of how to interpret this table:  XX percent (XX%) of shooters purchased ammunition in the last year and read “American Hunter” in the last three months.

PERCENT OF SHOOTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE SHOOTER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. SHOOTERS WHO READ MAGAZINES AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot Total Respondents AMERICAN RIFLEMAN FIELD AND STREAM AMERICAN HUNTER OUTDOOR LIFE GUNS AND AMMO DUCKS UNLIMITED SHOOTING TIMES PETERSENS HUNTING FUR FISH GAME BUGLE IN FISHERMAN TURKEY COUNTRY GUNS DEER AND DEER HUNTING CONCEALED CARRY HANDLOADER AMERICAN HANDGUNNER PENNSYLVANIA OUTDOOR NEWS SHOTGUN NEWS SPORTS AFIELD

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SHOOTERS WHO READ MAGAZINES AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot PHEASANTS FOREVER HANDGUNS NORTH AMERICAN WHITETAIL GUN DIGEST BASSMASTER or BASS SHOOTING ILLUSTRATED BOWHUNTER BOWHUNTING PETERSENS BOWHUNTING RIFLESHOOTER RIFLE PREDATOR XTREME BUCKMASTERS WHITETAIL AMERICAS FIRST FREEDOM GUN TESTS TROUT UNLIMITED WISCONSIN OUTDOOR NEWS * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of shooters purchased optics in the last year and watched “Gun Stories” in the last three months.

PERCENT OF SHOOTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE SHOOTER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. SHOOTERS WHO WATCHED TELEVISION AND PURCHASED HUNTING &/OR SHOOTING Hunting Hunting Shooting % of HS EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Program Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot Total Respondents GUN STORIES PRESENTED BY

MIDWAYUSA SHOOTING USA JIM SHOCKEYS HUNTING ADVENTURES GUN STORIES TED NUGENT SPIRIT OF THE WILD ALASKA WARDENS AMERICAN RIFLEMAN BONE COLLECTOR CRUSH WITH LEE AND TIFFANY SWAMP PEOPLE DUCK DYNASTY REALTREE OUTDOORS GUNNY TIME WITH R LEE ERMEY SHOOTING GALLERY MEATEATER PREDATOR NATION PRIMOS TRUTH ABOUT HUNTING DEADLIEST CATCH EASTMANS HUNTING TV DRIVEN WITH PAT AND NICOLE REALTREES MONSTER BUCKS MOSSY OAKS HUNTING THE COUNTRY

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SHOOTERS WHO WATCHED TELEVISION AND PURCHASED HUNTING &/OR SHOOTING Hunting Hunting Shooting % of HS EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Program Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot LINDNERS FISHING EDGE RIVER MONSTERS GUNS & AMMO PRESENTED BY

BROWNELLS LONG RANGE PURSUIT HOLLYWOOD WEAPONS LINDNERS ANGLING EDGE ARCHERS CHOICE WITH RALPH AND

VICKI ADDICTED TO THE OUTDOORS WINCHESTER WORLD OF WHITETAIL BILL DANCE OUTDOORS TRACKS ACROSS AFRICA BUCKS OF TECOMATE WHITETAIL FREAKS TECOMATE WHITETAIL NATION WESTERN EXTREME HANK PARKERS OUTDOOR MAGAZINE RAM OUTDOORSMAN FOXPRO FURTAKERS LEUPOLDS PIGMAN THE SERIES * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of shooters purchasing hunting accessories in the last year visited Cabela’s website for fishing, shooting and/or hunting entertainment or information in the last three months.

PERCENT OF SHOOTERS* BY HUNTING/SHOOTING EQUIPMENT PURCHASED** AND WEBSITE THE WEBSITES LISTED HAVE 2% OR MORE SHOOTER USERS. A LIST OF WEBSITES IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIGHTED. SHOOTERS WHO VISITED WEBSITES AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Website Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot Total Respondents CABELA'S (CABELAS COM) YOUTUBE MIDWAY USA (MIDWAYUSA COM) FISH/WILDLIFE AGENCY FOR MY STATE

OF RESIDENCE FACEBOOK GUNBROKER (GUNBROKER COM) BASS PRO SHOPS (BASSPRO COM) BROWNELLS (BROWNELLS COM) NATIONAL RIFLE ASSOCIATION (NRA)

(NRA ORG) SPORTSMAN'S GUIDE

(SPORTSMANSGUIDE COM) CHEAPER THAN DIRT

(CHEAPERTHANDIRT COM) ACADEMY SPORTS & OUTDOORS

(ACADEMY COM) FISH/WILDLIFE AGENCY FOR A STATE

OTHER THAN MY STATE OF RESIDENCE AMERICAN RIFLEMAN

(AMERICANRIFLEMAN ORG) FIELD & STREAM (FIELDANDSTREAM

COM) GUNS AMERICA (GUNSAMERICA COM)

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SHOOTERS WHO VISITED WEBSITES AND PURCHASED HUNTING &/OR Hunting Hunting Shooting % of HS SHOOTING EQUIPMENT Firearms Ammunition Optics Archery Apparel Accessories Accessories Respondents Website Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Who Shot NATIONAL SHOOTING SPORTS

FOUNDATION (NSSF) (NSSF ORG) INSTAGRAM GOOGLE+ OUTDOOR LIFE (OUTDOORLIFE COM) AR-15 COM (AR-15 COM) DUCKS UNLIMITED (DUCKS ORG, DU

ORG) TWITTER GUNS & AMMO (GUNSANDAMMO

COM) GANDER MOUNTAIN

(GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES

COM) NATIONAL WILD TURKEY FEDERATION

(NWTF) (NWTF ORG) ORVIS (ORVIS COM) SCOUT LOOK WEATHER

(SCOUTLOOKWEATHER COM) NORTH AMERICAN HUNTING CLUB (NAHC) (HUNTINGCLUB COM)(HUNTING SCOUT COM) DEER & DEER HUNTING (DEER AND

DEERHUNTING COM) TACKLE WAREHOUSE

(TACKLEWAREHOUSE COM) IN-FISHERMAN (IN-FISHERMAN COM) PINTEREST WIRED 2 FISH (WIRED2FISH COM) * Individuals who responded to HunterSurvey, ShooterSurvey and reported shooting at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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FRESHWATER ANGLERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE

A FULL LIST OF EQUIPMENT BREAKOUTS CAN BE FOUND IN APPENDIX E.

Below is an example of how to interpret this table:  XXX percent (XX%) of freshwater anglers purchased a reel in the last year and read “Bassmaster” in the last three months.

PERCENT OF FRESHWATER ANGLERS* BY ANGLING EQUIPMENT PURCHASED** AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE FRESHWATER ANGLER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. FRESHWATER ANGLERS WHO READ % of AS MAGAZINES AND PURCHASED Respondents ANGLING EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished Total Responses AMERICAN RIFLEMAN FIELD AND STREAM OUTDOOR LIFE GUNS AND AMMO BASSMASTER or BASS AMERICAN HUNTER IN FISHERMAN DUCKS UNLIMITED GUNS BASS TIMES FLW OUTDOORS OUTDOOR NEWS SHOOTING TIMES AMERICAS FIRST FREEDOM BASS ANGLER MAGAZINE BUGLE CONCEALED CARRY AMERICAN ANGLER AMERICAN HANDGUNNER SALTWATER SPORTSMAN

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FRESHWATER ANGLERS WHO READ % of AS MAGAZINES AND PURCHASED Respondents ANGLING EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished HANDGUNS FLYFISHERMAN PENNSYLVANIA OUTDOOR NEWS SPORTS AFIELD FUR FISH GAME * Individuals who responded to AnglerSurvey and reported freshwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XXX percent (XX%) of freshwater anglers purchased a lure in the last year and watched “Lindner’s Fishing Edge” in the last three months.

PERCENT OF FRESHWATER ANGLERS* BY ANGLING EQUIPMENT PURCHASED** AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE FRESHWATER ANGLER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. % of AS FRESHWATER ANGLERS WATCHED Respondents TELEVISION AND PURCHASED ANGLING Rod/Reel Fishing Who EQUIPMENT Television Program Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished Total Responses BILL DANCE OUTDOORS ALASKA RIVER MONSTERS DEADLIEST CATCH LINDNERS FISHING EDGE GUN STORIES PRESENTED BY MIDWAYUSA AMERICAN RIFLEMAN LINDNERS ANGLING EDGE GUN STORIES SHOOTING USA HANK PARKERS OUTDOOR MAGAZINE MAJOR LEAGUE FISHING CRUSH WITH LEE AND TIFFANY BONE COLLECTOR SWAMP PEOPLE DUCK DYNASTY FISHING WITH ROLAND MARTIN JIM SHOCKEYS HUNTING ADVENTURES TED NUGENT SPIRIT OF THE WILD WARDENS * Individuals who responded to AnglerSurvey and reported freshwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XX percent (XX%) of freshwater anglers purchased fishing line in the last year and visited YouTube for fishing, shooting and/or hunting entertainment, information, or gear in the last three months.

PERCENT OF FRESHWATER ANGLERS* BY ANGLING EQUIPMENT PURCHASED** AND WEBSITE THE WEBSITES LISTED HAVE 2% OR MORE FRESHWATER ANGLER USERS. A LIST OF WEBSITES IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIGHTED. FRESHWATER ANGLERS WHO USED % of AS WEBSITES AND PURCHASED ANGLING Respondents EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Website Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished Total Responses CABELA'S (CABELAS COM) FISH/WILDLIFE AGENCY FOR MY STATE

OF RESIDENCE YOUTUBE FACEBOOK BASS PRO SHOPS (BASSPRO COM) GUNBROKER (GUNBROKER COM) NATIONAL RIFLE ASSOCIATION (NRA)

(NRA ORG) MIDWAY USA (MIDWAYUSA COM) ACADEMY SPORTS & OUTDOORS

(ACADEMY COM) SPORTSMAN'S GUIDE

(SPORTSMANSGUIDE COM) FISH/WILDLIFE AGENCY FOR A STATE

OTHER THAN MY STATE OF RESIDENCE CHEAPER THAN DIRT

(CHEAPERTHANDIRT COM) INSTAGRAM BROWNELLS (BROWNELLS COM) AMERICAN RIFLEMAN

(AMERICANRIFLEMAN ORG)

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FRESHWATER ANGLERS WHO USED % of AS WEBSITES AND PURCHASED ANGLING Respondents EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Website Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished BASS ANGLERS SPORTSMAN SOCIETY (B.A.S.S.) (BASSMASTER COM, BASSRESOURCE COM) GOOGLE+ ORVIS (ORVIS COM) TWITTER FIELD & STREAM (FIELDANDSTREAM

COM) NATIONAL SHOOTING SPORTS

FOUNDATION (NSSF) (NSSF ORG) TACKLE WAREHOUSE

(TACKLEWAREHOUSE COM) GANDER MOUNTAIN

(GANDERMOUNTAIN COM) WIDE OPEN SPACES (WIDEOPENSPACES

COM) THE FISHING WIRE (THEFISHINGWIRE

COM) OUTDOOR LIFE (OUTDOORLIFE COM) TEXAS FISHING FORUM

(TEXASFISHINGFORUM COM) IN-FISHERMAN (IN-FISHERMAN COM) GUNS AMERICA (GUNSAMERICA COM) NATIONAL WILD TURKEY FEDERATION

(NWTF) (NWTF ORG) WIRED 2 FISH (WIRED2FISH COM) GUNS & AMMO (GUNSANDAMMO

COM) SCOUT LOOK WEATHER

(SCOUTLOOKWEATHER COM) AR-15 COM (AR-15 COM)

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FRESHWATER ANGLERS WHO USED % of AS WEBSITES AND PURCHASED ANGLING Respondents EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Freshwater Website Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished NORTH AMERICAN FISHING CLUB (FISHINGCLUB COM) (NAFC COM)(FISHING SCOUT COM) DUCKS UNLIMITED (DUCKS ORG, DU

ORG) NORTH AMERICAN HUNTING CLUB (NAHC) (HUNTINGCLUB COM)(HUNTING SCOUT COM) * Individuals who responded to AnglerSurvey and reported freshwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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SALTWATER ANGLERS WHO PURCHASED EQUIPMENT BY MEDIA TYPE

A FULL LIST OF EQUIPMENT BREAKOUTS CAN BE FOUND IN APPENDIX E.

Below is an example of how to interpret this table:  XXX percent (XX%) of saltwater anglers purchased fly fishing equipment in the last year and read “American Rifleman” in the last three months.

PERCENT OF SALTWATER ANGLER* BY ANGLING EQUIPMENT PURCHASED** AND MAGAZINE TITLE MAGAZINES LISTED HAVE 2% OR MORE SALTWATER ANGLER READERSHIP. A FULL LIST OF MAGAZINE TITLES IS IN APPENDIX B. SALTWATER ANGLERS WHO READ % of AS MAGAZINES AND PURCHASED Respondents ANGLING EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Saltwater Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished Total Responses AMERICAN RIFLEMAN FIELD AND STREAM SALTWATER SPORTSMAN DUCKS UNLIMITED OUTDOOR LIFE AMERICAN HUNTER BASSMASTER or BASS THE FISHERMAN GUNS AND AMMO IN FISHERMAN SPORTFISHING FUR FISH GAME CONCEALED CARRY FLORIDA SPORTSMAN PENNSYLVANIA OUTDOOR NEWS SPORTS AFIELD FLORIDA SPORTFISHING TURKEY COUNTRY BOAT US MAGAZINE GEORGIA OUTDOOR NEWS

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SALTWATER ANGLERS WHO READ % of AS MAGAZINES AND PURCHASED Respondents ANGLING EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Saltwater Magazine Title Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished PETERSENS HUNTING BASS ANGLER MAGAZINE BUGLE ON THE WATER * Individuals who responded to AnglerSurvey and reported saltwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XXX percent (XX%) of saltwater anglers purchased a rod/reel combo in the last year and watched “River Monsters” in the last three months.

PERCENT OF SALTWATER ANGLERS* BY ANGLING EQUIPMENT PURCHASED** AND TELEVISION PROGRAM THE PROGRAMS LISTED HAVE 5% OR MORE SALTWATER ANGLER VIEWERSHIP. A FULL LIST OF TELEVISION PROGRAMS IS IN APPENDIX C. SALTWATER ANGLERS WATCHED % of AS TELEVISION AND PURCHASED Fishing Respondents ANGLING EQUIPMENT Rod/Reel Tackle Fly Fishing Apparel Who Reel Rod Combo Lure Line Purchases Purchases Purchases Saltwater Television Program Purchasers Purchasers Purchasers Purchasers Purchasers Fished Total Responses DEADLIEST CATCH RIVER MONSTERS BILL DANCE OUTDOORS MAJOR LEAGUE FISHING FISHING WITH ROLAND MARTIN BONE COLLECTOR CRUSH WITH LEE AND TIFFANY BASSMASTERS HEARTLAND BOWHUNTER DRURY'S THIRTEEN LINDNERS FISHING EDGE ALASKA * Individuals who responded to AnglerSurvey and reported saltwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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Below is an example of how to interpret this table:  XXX percent (XX%) of saltwater anglers purchasing fishing tackle in the last year visited Facebook for fishing, shooting and/or hunting entertainment or information in the last three months.

PERCENT OF SALTWATER ANGLERS* BY ANGLING EQUIPMENT PURCHASED** AND WEBSITE THE WEBSITES LISTED HAVE 2% OR MORE SALTWATER ANGLER USERS. A LIST OF WEBSITES IS LOCATED IN APPENDIX D. SOCIAL MEDIA SITES HAVE BEEN HIGHLIGHTED. SALTWATER ANGLERS WHO USED % of AS WEBSITES AND PURCHASED ANGLING Respondents EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Saltwater Website Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished Total Responses CABELA'S (CABELAS COM) BASS PRO SHOPS (BASSPRO COM) YOUTUBE FACEBOOK FISH/WILDLIFE AGENCY FOR MY STATE OF RESIDENCE FISH/WILDLIFE AGENCY FOR A STATE OTHER THAN MY STATE OF RESIDENCE INSTAGRAM CHEAPER THAN DIRT (CHEAPERTHANDIRT COM) TWITTER ACADEMY SPORTS & OUTDOORS (ACADEMY COM) GANDER MOUNTAIN (GANDERMOUNTAIN COM) GOOGLE+ TACKLE WAREHOUSE (TACKLEWAREHOUSE COM) SPORTSMAN'S GUIDE (SPORTSMANSGUIDE COM) GUNBROKER (GUNBROKER COM) WIDE OPEN SPACES (WIDEOPENSPACES COM)

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SALTWATER ANGLERS WHO USED % of AS WEBSITES AND PURCHASED ANGLING Respondents EQUIPMENT Rod/Reel Fishing Who Reel Rod Combo Lure Line Tackle Fly Fishing Apparel Saltwater Website Purchasers Purchasers Purchasers Purchasers Purchasers Purchases Purchases Purchases Fished MIDWAY USA (MIDWAYUSA COM) BASS ANGLERS SPORTSMAN SOCIETY (B A S S ) (BASSMASTER COM, BASSRESOURCE COM) NATIONAL RIFLE ASSOCIATION (NRA) (NRA ORG) BROWNELLS (BROWNELLS COM) THE FISHING WIRE (THEFISHINGWIRE COM) FIELD & STREAM (FIELDANDSTREAM COM) NATIONAL WILD TURKEY FEDERATION (NWTF) (NWTF ORG) AMERICAN RIFLEMAN (AMERICANRIFLEMAN ORG) DUCKS UNLIMITED (DUCKS ORG, DU ORG) WIRED 2 FISH (WIRED2FISH COM) GUNS & AMMO (GUNSANDAMMO COM) FLORIDA SPORTSMAN (FLORIDASPORTSMAN COM) TURNER'S OUTDOORSMAN (TURNERS COM) ON THE WATER (ONTHEWATER COM) IN-FISHERMAN (IN-FISHERMAN COM) ORVIS (ORVIS COM) NATIONAL SHOOTING SPORTS FOUNDATION (NSSF) (NSSF ORG) * Individuals who responded to AnglerSurvey and reported saltwater fishing at least once in the last twelve months (April 2017 - March 2018). **Equipment was reported purchased in the last twelve months (April 2017 - March 2018).

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APPENDIX A: FREQUENTLY ASKED QUESTIONS (FAQS)

What is the purpose of Southwick Associates’ What do the results report? What are the market monitoring services? limitations? HunterSurvey, ShooterSurvey, and AnglerSurvey For the HunterSurvey, ShooterSurvey and were created in 2007 to help outdoor businesses AnglerSurvey, the results report the percentage and the conservation community better of retail transactions. For example, if Brand X is understand trends regarding hunting, fishing and reported to have 15% of the market, this means outdoor-related spending and activities. These 15% of all reported transactions purchased Brand surveys were designed to provide greater detail X. The results do not report the percentage of on a frequent basis across all types of activities sportsmen who bought that product. Some and retail sectors. Private companies use the customers may have purchased the same item results to identify their market share, better from several different brands. Also, the results do understand their competitors, learn where not report the percent of total dollars consumers are shopping for specific types of commanded by that brand due to price products, the prices paid, and more. Others in the differences across the brands. Southwick outdoor community use these market monitoring Associates can produce custom reports if these services to gain a better understanding of other market measures are needed. sportsmen and women’s preferences, demand SAMM reports the estimated percentage of shifts, and needs. hunters, anglers and shooters who watched a Southwick Associates Media Monitor (SAMM), specific show or read a specific magazine in the developed in 2010, measures use of outdoor previous 3 months. The major outdoor networks media - namely magazine, television, and internet are covered as are the major national and (social media) in the fishing, hunting and shooting regional publications. Most state and local communities, and matches sportsmen’s publications, outdoor television programs purchasing preferences to specific media appearing only on local stations and many lesser- programs and titles. SAMM tells us: used websites are not monitored, but could be by  Which media properties have larger utilizing additional customized research. audiences, 1.  The type of hunter, angler and shooter using 2. How precise are the SAMM results? specific media properties, and Southwick Associates’ Market Monitoring Services  The purchasing habits of each property’s are based on a series of monthly and quarterly audience. surveys of anglers, hunters and shooters nationwide. Like all surveys that are based on a SAMM is also intended to help manufacturers sample, there is a margin of error associated with understand which television programs, magazines the reported results. The user needs to be aware and websites reach a greater number of of this when interpreting the results of this or any sportsmen interested in their products. SAMM survey. also helps companies better understand the size and interests of specific audiences and monitor Typically, the margin of error is reported at a audience size trends. In short, SAMM helps specified level of confidence and allows the companies make better informed decisions reader to better understand the results. For about their advertising investments. example, if the margin of error is “plus or minus 2% at the 95% confidence level,” we can be 95%

certain that the stated result reflects the true population give or take 2%. To illustrate this point, if two magazines are reported to have

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10.0% and 13.0% of the market, we first “draw a Why do you report sample sizes? How do I range” around each estimate extending 2% in interpret these numbers? either direction. See the picture below. For the The variation around any survey number is driven first magazine, the range would be 2% above or in part by the number of people who answered below the estimate of 10.0%, which reaches from that question. Results based on fewer responses 8.0% to 12.0%. The interpretation is: “If the will have greater variation. Readers should use all survey is conducted over and over, 95% of the results of any survey with caution, keeping an eye time we will find this magazine’s audience to be on the sample size and methods used. As with all between 8.0% and 12.0%.” The second surveys, it is important for the reader to use the magazine’s audience will range between 11.0% results with caution, and combine the results with and 15.0% 95% of the time. As shown in the other available information to better understand picture below, the range for the two properties the market. overlap: What survey methods are used? These services are based on monthly online panel surveys of anglers, hunters and shooters. The use of survey panels significantly reduces costs by avoiding the need to contact many households to find one active outdoor enthusiast. Our panelists respond out of their own interest and are not paid to participate which would risk attracting individuals who are not active in the outdoors. The panels permit cost-effective sample sizes that are much larger than possible with phone or mail surveys. As of early 2012, we regularly received close to 9,000 When the ranges overlap, the survey cannot responses to the bimonthly surveys, providing detect a distinct difference in the market shares us the ability to report reliable results for many and the first magazine may in reality have a larger smaller sectors of the outdoor product and audience than the second. If the two ranges do media markets. not overlap, you can be 95% certain that magazine #2 truly has a higher readership. The How are panelists recruited to participate? converse is also true: even when the reported Panelists are recruited via an ongoing series of ranges do not overlap there is a 5% chance that press releases promoting survey results. Each the margin of error in the sample is even larger. release promotes the survey name The margin of error for different types of media (www.HunterSurvey.com, used by hunters and shooters in the first quarter www.ShooterSurvey.com, and of 2015 is presented on page 5. www.AnglerSurvey.com). In addition, a series Southwick Associates makes all possible efforts to of links are placed on various web sites report results as accurately as possible. The best carefully chosen to represent the wide range of interpretations compare the relative differences fishing, hunting and shooting activities and between the properties ranked and not interests found in the U.S. We minimize the necessarily the absolute percentages reported for number of links on commercial websites and each title or media property. increase the number of links on non-advertising website, especially state fish and wildlife agencies sites. To reduce any sourcing bias, results are weighted based on a number of characteristics, as described next.

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SAMM’s respondents are primarily active, system in 2005 and have been continually refining knowledgeable sportsmen and women. The it since. audience is generally not novices or entry-level participants, or lapsed or occasional How reliable are internet-based surveys? participants. Media properties targeting these All surveys – phone, mail, in-person or online – segments are generally not well represented in have some level of bias. None are perfect. Like SAMM results. We are also not in position to tools in a tool box, you need to choose the best fairly rate state resource agency websites tool, or survey method, for the job. Online based on their high rates of driving traffic to surveys are naturally biased to a degree towards the SAMM survey websites. SAMM compares, people who are more inclined than others to use rates and assesses the websites, shows and the internet. Though efforts are made to minimize magazines that are commercial in nature rather this error using the weighting process described than non-profit or regulatory. in the previous questions, we advise some caution when comparing data regarding the percentage of Are online surveys less accurate than other sales taking place online. Based on tests at surveys? Southwick Associates, internet-based sales may In any survey, especially internet surveys, it is be slightly overestimated by 5% to 10%. common for respondents to not accurately Weighting efforts successfully account for much represent the total population of people you want of any undue variation in the data. All other to study. For example, if someone tried to rank results have proven accurate when compared to people’s favorite soft drinks by surveying people other data sources such as wholesaler and exiting one grocery store, the results would be manufacturer records, the major surveys skewed towards those brands carried by that described earlier and other sources. store. Brands not carried in that store would be rated as poor sellers even though they may be Who is Southwick Associates? very popular at a near-by store. To overcome For over 25 years, Southwick Associates has been biases common to all survey types – including a leader in the field of fish and wildlife statistics online, phone, mail and in-person surveys – our and economics. We have worked directly with survey responses are weighted, or adjusted, to nearly all state fish and wildlife agencies and reflect the true population of U.S. sportsmen. major sportsmen-related conservation groups to Characteristics such as sportsmen activities, help advance a greater understanding of how avidity, age, income, geography and more are anglers and hunters’ expenditures support not used to adjust, or weight, our raw survey data. just conservation, but also economies. We These adjustment data are obtained from a provide greater insights into outdoor recreation, number of scientific random-based survey how to improve outdoor-related business, and sources, including the U.S. Fish and Wildlife enhance sportsmen and women’s individual Service’s National Survey of Fishing, Hunting, and experiences. Southwick Associates works directly Wildlife-Associated Recreation, a $12 million with many top outdoor-related companies on dollar survey conducted by the U.S. Census customized projects, the results which are kept Bureau and the U.S. Fish and Wildlife Service. We confidential. We are a major information resource also use a random household survey conducted for associations including the National Shooting by Southwick Associates, Inc., which is the Sports Foundation, the American Sportfishing primary source for sportsmen’s expenditures and Association, Outdoor Industries Association, and shooters’ weighting data. Every survey asks the Association of Fish and Wildlife Agencies. We questions that also appear in the weighting help non-government organizations such as the sources to help ensure the weighted results Recreational Boating and Fishing Foundation, the closely align with those from the scientific Theodore Roosevelt Conservation Partnership, sources. We developed our proprietary weighting Stripers Forever, National Archery in the Schools

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program and many more with various tasks such advisor to media companies, manufacturers, as monitoring market trends, conducting retailers and advertising agencies. On the economic and market research, implementing international front, Southwick Associates has economic development research, evaluating organized projects to quantify the economic recruitment and retention efforts, and identifying returns from sportfishing tourism to various Latin optimal membership development strategies. We American countries and identify how to increase also help individual companies understand their business, and has helped the U.S. alligator place in the market, gain customer feedback on industry open doors into Russia and China. Timely proposed new products and features, refine and dependable, Southwick Associates provides pricing strategies, and expand sales and the outdoor community with the intelligence profitability. The new media monitor (SAMM) also needed to improve participation and success. enables us to act as a marketing and advertising

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APPENDIX B: FULL LIST OF MAGAZINE TITLES

Boating Titles GUNS AND WEAPONS OF LAW ENFORCEMENT BOAT US MAGAZINE HANDGUNS BOATING HANDLOADER BOATING WORLD RIFLE RIFLESHOOTER Bowhunting/Archery Titles SHOOTING ILLUSTRATED BOWHUNTING SHOOTING TIMES BOWHUNTER SHOTGUN NEWS PETERSEN’S BOWHUNTING SPORTING CLAYS BOWHUNTING WORLD Hunting/Trapping Titles Fishing Titles AMERICAN HUNTER AMERICAN ANGLER BEAR HUNTING BASS ANGLER MAGAZINE BUCKMASTERS RACK BASS TIMES BUCKMASTERS WHITETAIL BASS WEST BUGLE BASSIN DEER AND DEER HUNTING BASSMASTER or BASS DELTA WATERFOWL COASTAL ANGLER DUCKS UNLIMITED CRAPPIE WORLD EASTMANS HUNTING JOURNAL FLORIDA SPORTFISHING GUN DOG FLY ROD AND REEL NORTH AMERICAN WHITETAIL FLY TYER PETERSEN’S HUNTING FLYFISH JOURNAL PHEASANTS FOREVER FLYFISHERMAN PREDATOR XTREME IN FISHERMAN SPORTS AFIELD NORTH AMERICAN FISHERMAN TRAPPER AND PREDATOR CALLER ON THE WATER TURKEY COUNTRY SALMON TROUT STEELHEADER WHITETAIL JOURNAL SALTWATER SPORTSMAN Outdoor Titles (with combined Hunting/Shooting) SPORTFISHING ALABAMA OUTDOOR NEWS THE FISHERMAN FIELD AND STREAM TROUT UNLIMITED FLORIDA SPORTSMAN Guns/Shooting Titles FLW OUTDOORS AMERICAN HANDGUNNER FUR FISH GAME AMERICAN RIFLEMAN GEORGIA OUTDOOR NEWS AMERICAS FIRST FREEDOM LOUISIANA SPORTSMAN COMBAT HANDGUNS MIDWEST OUTDOORS CONCEALED CARRY MISSISSIPPI SPORTSMAN DOUBLE GUN JOURNAL NEW YORK OUTDOOR NEWS DRAKE OUTDOOR LIFE GUN DIGEST OUTDOOR NEWS GUN TESTS PENNSYLVANIA OUTDOOR NEWS GUNHUNTER WESTERN OUTDOOR NEWS GUNS WISCONSIN OUTDOOR NEWS GUNS AND AMMO WOODS N WATER

Need information about readers of a specific magazine? Let us know!

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APPENDIX C: FULL LIST OF TELEVISION PROGRAMS

Fishing Properties Hunting Properties 50 PLACES TO FISH BEFORE YOU DIE ADDICTED TO THE OUTDOORS BABE WINKLEMAN ADVENTURE BOWHUNTER BASS 2 BILLFISH ARCHERS CHOICE WITH RALPH AND VICKI BASS DR AVIAN X BASSMASTERS BONE COLLECTOR BILL DANCE OUTDOORS BOW MADNESS BILL DANCE SALTWATER BOWHUNTER TV CRAPPIE MASTERS TV BOWHUNTING ADDICTION EXTREME ANGLER BUCKMASTERS CLASSICS FACTS OF FISHING BUCKS OF TECOMATE FISHING UNIVERSITY CABELAS AMERICAN ARCHER FISHING WITH BILL MILLER CRUSH WITH LEE AND TIFFANY FISHING WITH ROLAND MARTIN DEADLIEST HUNTS GEORGE POVEROMOS WORLD OF SALTWATER FISHING DRIVEN WITH PAT AND NICOLE HANK PARKERS OUTDOOR MAGAZINE EASTMANS HUNTING TV HOOK N LOOK EASTON BOWHUNTING IN FISHERMAN FRESH TRACKS WITH RANDY NEWBERG INTO THE BLUE HEARTLAND BOWHUNTER LINDNERS ANGLING EDGE JIM SHOCKEYS HUNTING ADVENTURES LINDNERS FISHING EDGE LEUPOLDS PIGMAN THE SERIES MAJOR LEAGUE FISHING LONG RANGE PURSUIT NORTH AMERICAN FISHERMAN MAJOR LEAGUE BOWHUNTER SALTWATER EXPERIENCE MATHEWS TV WITH DAVE WATSON SPANISH FLY MOSSY OAKS HUNTING THE COUNTRY SWEETWATER MOSSY OAK’s TURKEY THUGS THE BASS PROS PREDATOR NATION THE HUNT FOR BIG FISH PRIMOS TRUTH ABOUT HUNTING THE SCOTT MARTIN CHALLENGE REALTREE OUTDOORS TIMMY HORTON OUTDOORS REALTREES MONSTER BUCKS TREV GOWDYS MONSTER FISH RMEF TEAM ELK UNCHARTED SWAMP PEOPLE WHEELS AND REELS TECOMATE WHITETAIL NATION ZONAS AWESOME FISHING SHOW TED NUGENT SPIRIT OF THE WILD THE HIT LIST Shooting/Outdoors Properties THE HUNT 3 GUN NATION THE WILD OUTDOORS ALASKAN BUSH PEOPLE TRACKS ACROSS AFRICA AMERICAN RIFLEMAN TURKEY CALL ARROW AFFLICTION WESTERN EXTREME DUCK DYNASTY WHITETAIL FREAKS GUN IT WITH BENNY SPIES WILDGAME NATION NRA ALL ACCESS WINCHESTER WORLD OF WHITETAIL SHOOTING GALLERY SHOOTING USA THE BEST DEFENSE THE GUNFATHER THE RELUCTANT OUTDOORSMAN WARDENS WILD WEST ALASKA

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APPENDIX D: FULL LIST OF WEBSITES/SOCIAL MEDIA SITES/FORUMS

Informational Sites/Organizations Retailers/Outfitters 2COOLFISHING (2COOLFISHING.COM) ACADEMY SPORTS & OUTDOORS (ACADEMY.COM) AMERICAN BASS (AMERICANBASS.COM) AR-15.COM) (AR-15.COM) AMERICAN RIFLEMAN (AMERICANRIFLEMAN.ORG) BASS BOAT CENTRAL (BASSBOATCENTRAL.COM) BASS ANGLERS SPORTSMAN SOCIETY (B.A.S.S.) BASS PRO SHOPS (BASSPRO.COM) (BASSMASTER.COM, BASSRESOURCE.COM) BROWNELLS (BROWNELLS.COM) BASS FAN (BASSFAN.COM) CABELA’s (CABELAS.COM) BLOODY DECKS (BLOODYDECKS.COM) CHEAPER THAN DIRT (CHEAPERTHANDIRT.COM) BOWHUNT OR DIE (BOWHUNTING.COM) GANDER MOUNTAIN (GANDERMOUNTAIN.COM) BUCKMASTERS (BUCKMASTERS.COM) GUNBROKER (GUNBROKER.COM) DEER & DEER HUNTING (DEER AND GUNS & AMMO (GUNSANDAMMO.COM) DEERHUNTING.COM) GUNS AMERICA (GUNSAMERICA.COM) DUCKS UNLIMITED (DUCKS.ORG, DU.ORG) MIDWAY USA (MIDWAYUSA.COM) FIELD & STREAM (FIELDANDSTREAM.COM) ORVIS (ORVIS.COM) FISH HOUND (FISHHOUND.COM) SPORTSMAN’s GUIDE (SPORTSMANSGUIDE.COM) FISHING LEAGUE WORLDWIDE (FLWOUTDOORS.COM) TACKLE WAREHOUSE (TACKLEWAREHOUSE.COM) FLORIDA SPORTSMAN (FLORIDASPORTSMAN.COM) TURNER’s OUTDOORSMAN (TURNERS.COM) IN-FISHERMAN (IN-FISHERMAN.COM) LAKE LINK (LAKE-LINK.COM) Social Media NATIONAL RIFLE ASSOCIATION (NRA) (NRA.ORG) FACEBOOK NATIONAL SHOOTING SPORTS FOUNDATION (NSSF) GOOGLE+ (NSSF.ORG) INSTAGRAM NATIONAL WILD TURKEY FEDERATION (NWTF) PINTEREST (NWTF.ORG) TWITTER NORTH AMERICAN FISHING CLUB (FISHINGCLUB.COM) YOUTUBE (NAFC.COM)(FISHING.SCOUT.COM) NORTH AMERICAN HUNTING CLUB (NAHC) Forums (HUNTINGCLUB.COM)(HUNTING.SCOUT.COM) ICE FISHING ICESHANTY.COM (ICESHANTY.COM) OUTDOOR LIFE (OUTDOORLIFE.COM) MYHUNTING FORUM (MYHUNTINGFORUM.COM) SCOUT LOOK WEATHER (SCOUTLOOKWEATHER.COM) NORTH AMERICAN FLY FISHING FORUM TACKLE TOUR (TACKLETOUR.COM) (THEFLYFISHINGFORUM.COM) THE FISHING WIRE (THEFISHINGWIRE.COM) REFUGE (REFUGEFORUMS.COM) ULTIMATE BASS RESOURCE TEXAS FISHING FORUM (TEXASFISHINGFORUM.COM) (ULTIMATEBASSRESOURCE.COM) TEXAS HUNTING FORUM (TEXASHUNTINGFORUM.COM) WIDE OPEN SPACES (WIDEOPENSPACES.COM) WIRED 2 FISH (WIRED2FISH.COM) State Fish & Wildlife Sites FISH/WILDLIFE AGENCY FOR MY STATE OF RESIDENCE FISH/WILDLIFE AGENCY FOR A STATE OTHER THAN MY STATE OF RESIDENCE

Want to delve deeper into what information hunters, shooters and anglers are seeking your website? We’ll add your site to the next survey.

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APPENDIX E: ITEMS IN EACH PURCHASE CATEGORY

Firearms Hunting Accessories Lures Rifles GPS Jigs Shotguns Radios Spinner Bait Muzzleloaders Food Plot Seed Hard Bait Handguns Game Cleaning Supplies Soft Bait Air Rifles Game Feeders Dough Bait Game Feed Ammunition Lure Scents Tackle Rifle Ammunition Odor Eliminators Hooks Shotgun Ammunition Cover Scents Rigs Handgun Ammunition Tree Stands Sinkers Air Rifle Pellets Hunting Knives Leader Blinds Swivels Optics Trail Cameras Bobbers Binoculars Game Coolers Rangefinder Lighting Devices Fly Fishing Scope Game Calls Fly Rods Spotting Scope Decoys Fly Reels Boresighters Fly Combos Night Vision Archery Fly Line Scope Mount Bows Flies Crossbows Fly Leader Hunting Apparel Arrows Fly Tippet Shirts Broadheads Fly Rod Cases Pants Arm guards Fly Tying Materials Jackets Bow Cases Fly Line Backing Boots Bow Stands Fly Boxes Vests Fletching Fly Hooks Headgear Peepsights Fly Nets Gloves Quivers Sun Gloves Undergarments Releases Fly Tying Tools Coveralls Rests Floatant Socks Sights Strike Indicators Waders Silencers Fly Fishing Apparel Backpacks Stabilizers Fly Fishing Books Strings Shooting Accessories Archery Targets Fishing Apparel Ear Protection Nocks Footwear Shooting Glasses Headgear Clays/Clay Pigeons Rain Gear Targets Clothing Target Throwing Devices Waders Holsters/Ammunition Belts Gloves Benches and Rests Life Jackets Fishing Vests Packs

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APPENDIX F: FULL LIST OF PODCASTS

ANCHORED IKE LIVE AR-15 PODCAST IN-FISHERMAN ARMED SQUIRRELS PROJECT KAYAKFISHINGRADIO BASS EDGE'S THE EDGE MEATEATER BASS TALK LIVE MODERN COMBAT AND SURVIVAL BEAR ARMS SHOW MODERN SELF PROTECTION BIG FISH NINE FINGERS CHRONICLES BLACK MAN WITH A GUN PRACTICAL FIREARMS PODCAST CATFISH EDGE RELOADING PODCAST FIREARMS CAFE RIPPLE OUTDOORS PODCAST FIREARMS CHAT PODCAST TALKING LEAD FIREARMS NATION PODCAST TEXAS FIREARMS COALITION FIREARMS TALK THE BOWHUNTER'S JOURNAL FISH BAIT RADIO THE HP OUTDOORS WATERFOWL PODCAST FISH NERDS FISHING PODCAST THE HUNT BACKCOUNTRY FISHING FLORIDA RADIO SHOW THE HUNTING SHOW FISHING SCHOOL THE ITINERANT ANGLER FLY FISHING CONSULTANT THE ORVIS DOUBLE BARREL PODCAST FOREMOST HUNTING THE ORVIS FLY-FISHING GUIDE GUN FUNNY THE RICH HUNTING OUTDOORS GUN GIRL RADIO THE TURKEY HUNTER PODCAST WITH ANDY GUN HOLSTER TALK GAGLIANO GUNDUDES THIS WEEK IN GUNS GUNS OF HOLLYWOOD WE LIKE SHOOTING HANDGUN RADIO WHITETAIL RENDEZVOUS HANDGUN WORLD WILD GAME HUNTING PODCAST HUNT TALK RADIO WIRED TO HUNT HUNTFISHTRAVEL PODCAST

*We are constantly working to expand our list of titles to present as answer options. An “other, please describe” option was offered here as a tool for crowdsourcing titles. These new titles will be analyzed and offered beginning Q2 2018.

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APPENDIX G: FULL LIST OF SOCIAL MEDIA INFLUENCERS

FACEBOOK TWITTER Mark Zona Andy Morgan Alton Jones @ZTrain1 Bill Jordan @JonesProFishing Matt Staser Cameron Hanes April Vokey @AprilVokey @averagehunter Chris Brackett Brandon Palaniuk Michael Waddell David Blanton @BrandonPalaniuk @boogerbottom David Morris Cameron Hanes Mike Iaconelli Don & Kandi Kisky @CameronHanes @mike_Iaconelli Eva Shockey Captain Dan Porter Nicole Reeve Field Hudnall @FishWithDan @nicolereeve Gerald Swindle Charlie Moore Ott DeFoe Gregg Ritz @MadFisherman18 @OttDeFoe Hank Parker Chris Lane Randy Howell Jackie Bushman @ChrisLaneFish @theRandyHowell Jase Robertson Dave Maynard Rich Lindgren Jay Gregory @TerminalAngler @HellaBass Jep Robertson Dave Mercer Skeet Reese Jim Shockey @FactsofFishing @SkeetReese1 Jordan Shipley David Blanton Steven Rinella Kendall Jones @DB_Realtree @stevenrinella Kevin VanDam David Walker Ted Nugent Lee & Tiffany Lakosky @davidwalkerfish @TedNugent Mark Drury Don and Kandy Kisky Travis T-Bone Turner Mark Randolph @whitetailfreaks @tboneoutdoors Matt Drury Drury Outdoors Willie Robertson Melissa Bachman @DruryOutdoors @williebosshog Michael Hunsucker Edwin Evers Michael Waddell @edwinevers2 Nate Hosie Eva Shockey Nick Mundt @EvaShockey Pat & Nicole Reeve Heartland Bowhunter Phil Robertson @TeamHBTV Ralph & Vicki Cianciarulo Jay Grave Randy Birdsong @jaygrave Rick & Julie Kreuter Jeff Foxworthy Rick Clunn @Foxoutdoors Ronnie Strickland Jim Shockey Shawn Luchtel @JimShockey_ Taylor Drury John Crews Ted Nugent @crewsmissile Terry Drury Kendall Jones Tim Horton @kendalljones Tony Vandemore Kevin VanDam Travis T-Bone Turner @Kevin_Vandam Will Primos Lee and Tiffany Lakosky Willie Robertson @TheCrushTV

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YOUTUBE INSTAGRAM Matt Drury Andy's Fishing Andy Morgan Melissa Bachman Bowmar Bowhunting Bill Jordan Michael Hunsucker Brendan Miller Cameron Hanes Michael Waddell Cameron Hanes Chris Brackett Nate Hosie Captain Quinn David Blanton Nick Mundt Fishing with Rod David Morris Pat & Nicole Reeve Fly Tying with Davie McPhail Don & Kandi Kisky Phil Robertson Hikock45 Eva Shockey Ralph & Vicki Cianciarulo Joe Rogan Field Hudnall Randy Birdsong John Dudley – Gerald Swindle Rick & Julie Kreuter NockonArchery Gregg Ritz Rick Clunn Keith Warren Hank Parker Ronnie Strickland Lindner Media/Angling Edge Jackie Bushman Shawn Luchtel Melissa Bachman Jase Robertson Taylor Drury Milliken Fishing Jay Gregory Ted Nugent Other Jep Robertson Terry Drury Sean’s Outdoor Adventures Jim Shockey Tim Horton Solo HNTR Jordan Shipley Tony Vandemore Steve Lee – I Like Guns Kendall Jones Travis T-Bone Turner Ted Nugent Kevin VanDam Will Primos Ted’s HoldOver Lee & Tiffany Lakosky Willie Robertson Tim Wells Mark Drury Underwater Ally Productions Mark Randolph

*We are constantly working to expand our list of influencers to present as answer options. An “other, please describe” option was offered here as a tool for crowdsourcing social media influencers. These new pages/profiles will be analyzed and offered beginning Q2 2018.

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