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MAG. | SIG SAUER ELITE HUNTER TIPPED AMMO gunsandammo.com THOMPSON/CENTER COMPASS II 6.5 CREEDMOOR MEDIAKIT Mission Statement Guns & Ammo is the preeminent, most respected media brand in the firearms field. G&A covers the complete spectrum of firearms, accessories and related products and it reaches more enthusiast-consumers than any other content provider in the category — in print (Guns & Ammo magazine), online (gunsandammomag.com) and on TV (Guns & Ammo TV and Handguns & Personal Defense TV). For the most effective campaigns, savvy marketers leverage the strength of the brand across the entire Guns & Ammo media platform. MEDIAKIT At a Glance Take Advantage of this diverse, active and influential Circulation 369,682 consumer by leveraging the synergies of the Guns & Ammo brand Frequency Monthly Independent Research by Dynamic Logic and Millward Brown Total Audience 8,394,000 confirmed that the most effective approach to driving consumer ‘purchase intent’ is to rely on media synergy to best drive results. Male/Female (%) 84/16 Key revelations from 32 studies conducted from 2003 through Median Age 44.8 2007 include: • Three media were better than two, and two media were better than one in generating results. • The combination of TV and magazines provided more response (versus TV alone) than did TV plus online. Shooting and the American Consumer* • Print was the most effective in driving online traffic — and that traffic increased considerably when URLs were included While mainstream marketers often misrepresent the in advertising and marketing messages. shooting enthusiast and the media that serves them as niche, or as having undesirable connotations, the reality is that these consumers represent a powerful Cumulative Effects of Different Media and deep cross-section of American consumers. Key Combinations facts about this influential market include: Pre/Post Point Change (Index vs. TV Alone) • 43% of U.S. households own firearms, representing over 200 Aided Brand Awareness Advertising Awareness million guns. • 20 million individuals take part in competitive shooting in the 230 224 218 United States — and the 2016 Summer Olympics featured 15 different shooting events for both men and women. 175 • Over 1.4 million Americans used firearms in their line of work 149 145 — including law enforcement and military personnel. 100 100 • The U.S. firearms industry includes approximately 200 companies employing about 15,000 individuals with annual revenues in excess of $2 billion. TV Only TV+Online TV+Magazines TV+Magazines+Online Sources: 2019 MRI Doublebase (Audience, Age and M/F). Most recent Accelara subscriber study (HHI). Hunting in America: Hunting and Fishing: Bright Stars in the American Economy, The Congressional Sportsmen’s Foundation, Note: Results reflect the impact of different media combinations expressed as an index of TV as the base medium 2012; Dynamic Logic/Millward Brown CrossMedia Research, 2004-2007. Circulation, June 2020 AAM. MEDIAKIT 2021 Editorial Calendar JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY • The Red Dot Issue • History of Modern LE • High-Capacity Shotguns • Best Minimum-Strength • Semiauto vs. Over-Under • California-Legal Roundup • Must-See Distributor • Screw & Adapter Guide Pistols • Setting Up the Hi-Power Handguns for Trap Shooting • Out-of-the-Box Handgun Exclusive Handguns to Mounting Red Dots on • Lights for Compact Carry 9mm for Concealed Carry • Battle-Belt Setup • LPVO Roundup: Low-Power Shootout • Guns for Pocket Carry Pistols Pistols • Quick-Access Gun Storage • Bench Tools for Variable Optics • Long-Range Ballistics 101 • Shotguns for Home • Optic-Ready Slide Kits • Gun Schools; Options Hobbysmiths • New Turkey Shotgun • Budget-Minded Reloading Defense • Red Dot Holster Roundup Understanding Body Armor • Long-Range Training with • Steel-Case Ammo vs. Brass Roundup Equipment • Discreet Carbine Bags & • Suppressor-Height Iron • Arm Braces .22s • Two-Gun Competition • Suppressors for Shooting • Profiling Italian Shotguns Cases 6.5mm Sight Options • Hearing Production at • 50-Caliber Air Rifles • How to Build an At-Home • Aftermarket Pistol Grip Every Price Point Gun Vault Textures • Reusable Targets for Training Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date October 2, 2020 November 4, 2020 December 3, 2020 December 31, 2021 February 8, 2021 March 9, 2021 April 5, 2021 On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand December 1, 2020 January 5, 2021 February 2, 2021 March 2, 2021 April 6, 2021 May 4, 2021 June 1, 2021 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 2022 • Semiauto PDWs • Revolvers for Primary Carry • Entry-Level AR-15 Comparo • Pocket Dump: Tools for Everyday • Modern Muzzleloader Technology • Pocket Carry Guns • John Browning’s Most Popular • Tricks to Minimize Recoil • Dove Guns Carry • New Defensive Carbine Lights • Deer Slug Technology Designs • Lead-Free Bullets • Extended Mags for Pistols • Stock Exchange: Adjustable • Full-Auto Airguns • .22-Caliber Competitions • Lever-Action Accessories Riflestocks • How to Collect Surplus Guns • DIY Firearm Finishes • How Factory Ammo is Made • Home-Defense Lights & Lasers • Triggers for M700 Actions • New for 2021 Deer Rifles • Polymer AR-15 Mag Roundup • Tipped Bullets for Hunting • Night Vision for AR-15s • Long-Slide Conversion Kits • Best Bullets for Elk • Shotgun Shells – Paper or • Chronographs for Rifles • German Rifles for Hunting Plastics? • Aftermarket 1911 Magazines • Ultimate Indoor Laser Training Set-Ups Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date May 7, 2021 June 7, 2021 July 12, 2021 August 9, 2021 September 7, 2021 October 8, 2021 On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand July 6, 2021 August 3, 2021 September 7, 2021 October 5, 2021 November 2, 2021 December 7, 2021 MEDIAKIT Meet the Readers Total Audience 8,394,000 Married 55% Average Household Income $102,000 Have Children 47% Average Net Worth $687,000 Attended College 51% Men/Women % 86/14 Professional/Management 40% Craftsman/Tradesman 28% MIlitary/Law Enforcement 11% 57% of Guns & Ammo readers belong to a Gun Club or Organization HUNTING • 79% of Guns & Ammo readers participated in Hunting in the last 12 months 92% OWN A HANDGUN • 53% of Guns & Ammo readers hunted with a Bow or Crossbow in the last 12 months • 74% Revolvers Centerfire • 60% Automatic Pistols Centerfire • Guns & Ammo readers spend an average of $233 annually on Hunting Apparel • 53% Automatic Pistols Rimfire • 57% Pistols (semi-auto) WHAT THEY HUNT... • 28% Bolt Action • 62% Big Game • 21% Single Shot Centerfire • 58% Small Game 87% OWN A SHOTGUN • 51% Varmints • 67% Pump Action • 35% Upland Game Birds • 43% Semi-Automatic • 22% Water Fowl • 36% Single Shot • 3% Exotic Game • 29% Side by Side • 25% Over and Under • 5% Other 86% OWN A RIFLE VEHICLES • 71% Bolt Action Centerfire • 55% own/lease Pick-up Truck/s • 47% Lever Action Centerfire • 43% own/lease Sport/Utility Vehicle/s • 46% Semi-Automatic Centerfire • 31% Single Shot • 8% own/lease Vans • 15% Pump Action • 91% are primarily responsible for Vehicle Maintenance • 82% purchased motor oil in the last 12 months Sources: 2019 MRI Doublebase; 2008 Guns & Ammo Subscriber Study, MRI Market Solutions.