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ACTIVE, ENGAGED AND INFLUENTIAL READERS

Our readers are active in many outdoor activities:

- 62% have gone camping in the past 12 months
- 62% have gone boating in the past 12 months

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

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

59% have given advice to an average of 3.4 people on fishing equipment

60% have given advice to an average of 4.1 people on hunting equipment

They spent $440M on hunting and fishing equipment in past 12 months

Sources: MRI Doublebase 2008, Subscriber Study: 2006

DEMOGRAPHICS
Total Adults: | 5,783,000
Median Age: | 44
Att/Graduated College: | 46%
Employed: | 72%
Served in Armed Forces: | 38%
With Kids: | 45%
Median HHI: | $59,535
Men: | 4,664,000
Male: | 81%
Men 18-24: | 9%
Men 25-34: | 12%
Men 35-44: | 20%
Men 45-54: | 19%
Men 55-64: | 11%
Men 65+: | 8%
Sources: MRI Doublebase 2008, Subscriber Study 2006