The Fisherman :: 2010 National Media Kit

Demographic Profile The Fisherman readers represent the largest concentration of saltwater anglers in The Northeast and Mid Atlantic regions. Our readers not only have the financial means to participate in saltwater fishing, they also demonstrate an usually high level of participation, knowledge and experience that clearly positions them as avid, passionate anglers who read The Fisherman with tremendous urgency. This is a special, one of a kind readership that yields the most sought after sport fishing market segment in the country. Each reader is influential to the buying decisions of other consumers, each reader truly lives a fishing lifestyle and each reader will continue to participate in fishing no matter what economic challenges they encounter. The following data is based on our 2007 Subscriber Study conducted by Beta Research, one of the industries predominate authorities on audience research.			Demographic Profile click on image to enlarge
Readers Behavior 70% of all Subscribers renewed their subscription in 2008 (Subscription cost $29) 94.4% of all readers have read 4 out of the last 4 issues 4 times - Average number of times read, looked through or referred back to a typical issue 2 hours – Average total time spent reading a typical issue 11 years – Average number of years readers have subscribed to The Fisherman 3 – Readers per copy 16 weeks – Average number of weeks readers save copies 28% of all subscribers, subscribe to no other fishing magazine 93.7% of all readers claim the Fisherman overall has become a better magazine in the last two years Actions taken as a result of seeing an ad: 68.9% – Considered Purchasing an advertised product 31% – Advised another on the purchase of a product seen in The Fisherman 58.4% – Purchased an advertised product 17% – Telephoned or wrote to an advertiser for more information 42% – Saved ad for future use 53.4% – Visited a Website 37% – Visited a dealer/retailer to examine a product			Who do readers consider the ultimate authority on fishing? click on image to enlarge The Ultimate Media environment to sell your product click on image to enlarge
Fishing Involvement 23.3 Years – Average number of years have been fishing 84.5% – % of time go saltwater Fishing 15.5% – % of time go freshwater fishing Ranking of Types of Fishing Readers Participate in: Inshore – 86.5% Party/Charter Boat – 49% Offshore – 47.7% Freshwater – 42.1% Surf – 40% Tournament – 16.6% Fly – 10.8%			Time Spent Fishing click on image to enlarge Rating as fisherman click on image to enlarge What readers own and plan to buy? click on image to enlarge
Tackle 15 – Number of rod/reel outfits currently owned $3,177 – Estimated total value of rod/reel outfits currently owned $588 – Amount spent on fishing tackle in the past 12 months Types of Rod/Reel Outfits Currently Owned: 90% – Spinning 77.7% – Baitcasting 76.3% – Conventional/Trolling 63.4% – Surf 49.6% – Offshore 27.6% – Fly Types of Rod/Reel Outfits Planned To Buy: 50.3% – Spinning 38.1% – Baitcasting 33.3% – Conventional/Trolling 18.5% – Surf 18.0% – Offshore 9.5% – Fly Casting
Boat Ownership 71% of those planning to purchase a boat plan in the next 12 months plan to purchase a new boat $35,335 – Average amount spent on most recently acquired boat $600 – Amount spent on Fishing Tackle in the past 12 months 37.7 Days – Average Number of day used boat in the past 12 months			Boat Ownership click on image to enlarge Boat Size click on image to enlarge
Month of purchase on most recent boat: 6.7% – January 10.8% – February 14.9% – March 12.0% – April 12.6% – May 8.8% – June 5.6% – July 5.8% – August 8.2% – September 6.4% – October 3.8% – November 4.4% – December Type of Boat Owned: 37.8% – Center Console 34.3% – Walkaround 25.9% – Aluminum 8.1% – Sport Fishing Yacht 5.6% – Dual Console 3.3% – Freshwater Bass Boat 2.5% – Flats Boa		Type of Marine Power Owned: 89.7% – Any Outboard 35.7% – Carburetor 26.9% – 4 Stroke 19.4% – EFI 7.7% – High Efficiency 2 Stroke 11.1% – Gas Inboard 6.3% – Sterndrive 4.6% – Diesel Horse Power of Marine Motor Owned: 7.9% – Under 25HP 13.6% – 25-59HP 5.4% – 60-89HP 21.2% – 90-149HP 42.2% – 150-225HP 19.0% – 225HP+
Marine Electronics $2,000 – Average Dollar Value of Marine Electronics Currently Own Marine Electronics Equipment Currently Owned: 87.2% – Fish Finder 73.8% – GPS 55.4% – Fixed Mount 34.0% – Hand Held VHF Radio – 71.2% 34.6% – Handheld 59.7% – Fixed Mount 1.3% – SSB Radio Telephone 30.7% – Chart Plotter 30.7% – Stereo 18.6% – Electronic Compass 17.3% – Navigational/Electronic Charting Software 7.6% – EPIRB 6.3% – Auto Pilot 2.2% – Satcom 1.3% – Onboard Computer			Where readers purchase marine products? click on image to enlarge
Consumer Purchasing Behavior $3,550 - Total Average Boat Operating Cost
Total amount spent on operating boat in the past 12 months: $800 – Fuel $400 – Engine Maintenance and Repair $100 – Average amount spent on bottom paint $200 – Other Maintenance and repairs $900 – Dock Space $100 – Entertaining $400 – Insurance $100 – Towing Insurance $200 – Bait $150 – Accessories		Fishing And Other Marine/Safety Items Currently Owned: 84.9% – Sunglasses 84.2% – Cooler/Ice Chest 82.4% – Life Jackets/PFDS/Personal Safety Gear 78.2% – Binoculars 76.2% – Foul Weather Gear 76.1% – Oil, Grease, or Lubricants 75.1% – Marine Battery 64.1% – Marine Wax or Cleaning Supplies 60.2% – Boat Shoes 58.1% – Boat Trailer 51.6% – Fuel Additive 46.1% – Marine/Fishing Books and Videos 39.0% – Bottom Paint 36.9% – Trim Tabs 7.5% – Life Raft 6.9% – Auxiliary Generator/Genset
Sources of information readers consider before purchasing			Sources of information click on image to enlarge
The Fisherman Personal Experience Boat/Fishing Show Friend Advice Internet (any) - Search Engine - Specific URL - Internet Retail - Other Internet site Boat/Tackle Dealer Magazine article Magazine ad MFG’s Literature TV Show/Ad Newspaper ad/article	BOAT 57.0% 59.4% 55.6% 42.0% 44.2% 31.2% 27.2% 10.6% 9.2% 30.0% 28.5% 21.7% 20.5% 11.6% 9.4%	FISHING TACKLE 84.2% 60.5% 28.2% 62.3% 47.3% 31.9% 26.5% 22.8% 12.2% 23.6% 36.9% 28.5% 24.2% 22.4% 17.8%

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