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ACTIVE, ENGAGED AND INFLUENTIAL READERS

Our readers are active in many outdoor activities:

- 67% have gone camping in the past 12 months
- 71% have gone boating in the past 12 months

They spend an average of 43 days annually engaged in sports:

- 20 days fishing in the past 12 months
- 23 days hunting in the past 12 months

68% have given advice to an average of 3.9 people on fishing equipment

62% have given advice to an average of 3.7 people on hunting equipment

They spent $634M on hunting and fishing equipment in the past 12 months.

Sources: MRI Doublebase 2008, Subscriber Study: 2006

DEMOGRAPHICS
Total Adults: | 9,601,000
Median Age: | 45
Att/Graduated College: | 46%
Employed: | 70%
Served in Armed Forces: | 36%
With Kids: | 41%
Median HHI: | $58,238
Men: | 8,047,000
Male: | 84%
Men 18-24: | 7%
Men 25-34: | 13%
Men 35-44: | 20%
Men 45-54: | 19%
Men 55-64: | 14%
Men 65: | 11%
Sources: MRI Doublebase 2008, Subscriber Study 2006