Cover Photo by Denver Bryan
Winter 2011 | $7.95
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“There can be no greater issue than that of conservation in the country� Theodore Roosevelt, founder - Boone and Crockett Club December 8, 1887
Boone and Crockett Club The Leading Authority on North American Conservation and Big Game Hunting
Celebrating 125 years in 2012, the Boone and Crockett Club is the oldest conservation organization in North America, founded by Theodore Roosevelt in 1887. Nearly everything that has transpired over this time with regard to the conservation and provident management of wildlife and their habitats; the funding for, and the science that has guided these systems of conservation; and the laws, policies, and ethics that govern the sustainable use of wildlife resources, have been influenced by the Club and its members.
Readership
Boone and Crockett Club members represent the most engaged, knowledgeable, and passionate conservationminded sportsmen in North America. Giving their time, and having the wherewithal to give their money to conservation makes this the most vertical readership in the hunting marketplace.
Our Mission It is the mission of the Boone and Crockett Club to promote the conservation and management of wildlife, especially big game, and its habitat, to preserve and encourage hunting, and to maintain the highest ethical standards of fair chase and sportsmanship in North America.
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Fair Chase The Voice of the Boone and Crockett Club Cover to Cover Reading
Fair Chase is the one source for communicating with Club members. As such, editorial content focus on issues of importance to the Mission and Visions of the Club. These are presented in three sections; Conservation & History, Research & Education, Hunting, Ethics & Records.
Summer 2010 $7.95
These sections contain Club news and activities in the areas of conservation, education, hunting advocacy, conservation policy, and wildlife sciences efforts, as well as insights from experts outside of the Club. Features focus on a wide range of topics, including issues that affect hunting and big game species, articles that offer an historical perspective, and those that address future hunting and wildlife concerns. Conservation and biological features cover areas of concern to game managers and hunters, as well as success stories from across North America. Each issue also contains stories from the field, as well as listings and photos of recently accepted Boone and Crockett trophies.
Contributors
Editorial features and columns are authored by some of the brightest minds, most knowledgeable and influential conservationists, scientists, biologists, game managers, policy makers, and big game hunters from across North America, and around the world.
Records
The Boone and Crockett Club is a hunter-conservationist organization unique in that it also maintains the record books for native North American big game trophies. For over 80 years, such data has been used to track the recovery of decimated big game populations; gauge successful and unsuccessful management programs and policies; and recognize those fair chase sportsmen and women who have contributed to recovery and future management of big game by hunting selectively for mature male specimens.
Fair Chase Editorial Dates ISSUE
CLOSING
MATERIAL
DISTRIBUTION
SPRING 12
February 20
March 12
March 26
SUMMER 12
May 21
June 11
June 25
FALL 12
August 20
September 10
September 24
WINTER 12
November 19
December 10
December 24
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Fair Chase Magazine Rate Card Advertising Rates and Specifications Ad Sizes
Ad Material Requirements
Frequency Discounts
4-Color Inside Front Cover Inside Back Cover Back Cover Mag Page 2/3 page 1/2 page 1/3 page
1X 2X 4X $1,936.00 $1,815.00 $1,595.00 $1,936.00 $1,815.00 $1,595.00 $2,117.00 $1,966.00 $1,815.00 $1,595.00 $1,452.00 $1,331.00 $1,113.00 $1,029.00 $847.00 $847.00 $786.00 $726.00 $605.00 $544.00 $484.00
Mag Page Spreads 4-Color
$2,672.00
$2,541.00
$2,420.00
1/2 Page Spreads 4-Color
$1,595.00
$1,452.00
$1,331.00
Display rates are commissionable to recognized advertising agencies at 15% when final ad is furnished via e-mail, FTP or disk and invoice is paid within 30 days.
Cancellations will not be accepted until confirmed in writing 60-days prior to printing. National Advertising Sales:
Late Fees
A late charge of 1.5% per month or such maximum lesser amount as is authorized by law, will be made on overdue accounts.
Mechanical Requirements Mag Page Trim: 8.5 x 11
2/3 Page 5.5 x 11
bleed: 8.75 x 11.25
bleed: 5.75 x 11.25
Spring 2010 $7.95
1/2 Page Horiz. 7.25 x 5 Bleed: 8.75 x 5.625
1/3 Page ver. 2.3 x 10
Bleed: 5.5 x 7.625
Payment Terms
Established accounts will receive Net 30 days from release date. New accounts must pay in advance of publishing.
Bernard & Associates Jeff Thruston 767 Mill St. 775-323-6828 Reno, NV. 89502 jeff@bernardandassociates.com
1/2 Page ver. 4.75 x 7
Fair Chase is a 4-color glossy publication that is printed direct to plate and requires the following: Display Ads Digital files only FTP Uploads - please notify by email. www.boone-crockett.org user – public password – upl0@d initial folder – /public Notify – jthouk@boone-crockett.org Disk Requirements CD or DVD with quality color proof File Format – InDesign, Acrobat, Photoshop, or Illustrator Resolution – Images must be 300 dpi or higher and saved as TIFF or PSD files Illustrator text converted to outlines Include all fonts
bleed: 3x 11.25
1/3 Page square 4.75 x 4.75 Bleed: 5.5 x 5.365
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The Boone and Crockett Brand Publications, Websites, E-news, Television Publisher
As a conservation leader, the Boone and Crockett Club has a long standing tradition of publishing the definitive texts on the subject, dating back to the writings and visions of men like Theodore Roosevelt, George Bird Grinnell, Aldo Leopold, Gifford Pinchot, and many others. As the keeper of the records for native North American big game, the Club has, since 1906, also been the publisher of these record books, now released every three years. The Club also publishes titles relative to the historical aspects of hunting in North America, biological features on various species of big game, and historical figures in conservation and hunting.
BooneandCrockettClub.com
The electronic extension of Fair Chase magazine, B&C.com carries the Mission and Visions of the Club in a much more detailed, in depth and viral online space. Sections include what one would expect from the leading authority on North American Conservation and big game hunting, and inform and inspire over 912,000 visitors per year.
E-news
The arena changes daily as issues of importance to conservationist and big game hunters work their way toward solution, and new challenges surface. Club E-newsletters offer the perfect vehicle to stay connected and informed on a monthly basis – learning the issues and celebrating successes. The informed sportsman is conservation’s best ally.
Boone and Crockett Television
Now in its seventh year, Boone and Crockett Country takes the issues that matter the most to sportsman into the realm of outdoor programing. Hosted by internationally renowned conservation advocate and Boone and Crockett professional member, Shane Mahoney, this television series goes where no other series has gone or is going. Through a narrated-documentary format, Boone and Crockett Country delivers informational and inspiring lessons on the true heroes of conservation (sportsmen), what it took to keep wildlife with us, and what it will take to keep these natural treasures with us into the future.
In Partnership with:
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Boone and Crockett Club Web Rates www.Boone-Crockett.org AD SIZES: A) Half Banner on Leaderboard: Located within the Boone and Crockett Club header and directly above the member login area. Dimensions: 330 x 50 B) Skyscraper: Located in the left column of every page
Dimensions: 160 x 480
C) Vertical Rectangle: Located in the left column of every page.
Dimensions: 200 x 250
Special Offer-Be the title sponsor of our Trophy Watch & News Sections!
AD PLACEMENT & RATES: Big Game Records: 177,418 monthly pageviews • Half Banner on Leaderboard • Skyscraper • Vertical Rectangle
The Trophy Watch section is a very popular segment of the Club’s website dedicated to highlighting the more significant or interesting big game trophies taken recently across North America, as well as trophies entered and accepted into the B&C records. Rare or outstanding photos pertaining to native North American big game are also posted.
$950 $850 $550
Home Page: 27,283 monthly pageviews • Half Banner on Leaderboard • Skyscraper • Vertical Rectangle
Web Store: 18,812 monthly pageviews • Half Banner on Leaderboard • Skyscraper • Vertical Rectangle
$900 $750 $450
Trophy Watch & News: 50,056 monthly pageviews Title Sponsor will receive: • Half Banner on Leaderboard • Skyscraper Banner • Logo on Homepage link to Trophy Watch Section
$500 $500 $350
Cost: $1,500 per month. 6 month minimum commitment.
*Trophy Search: 9,097 monthly pageviews • Half Banner on Leaderboard • Skyscraper • Vertical Rectangle
$500 $500 $350
*This is a member only section. Cost is $50/year to access Trophy Search
Hunting Ethics: 2,323 monthly pageviews • Half Banner on Leaderboard • Skyscraper • Vertical Rectangle
$400 $400 $300
3 month minimum commitment for all banners
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For more information please contact Bernard & Associates • jeff@bernardandassociates.com • 775-323-6828 6
Boone and Crockett Club’s E-Newsletter Sponsorship Pricing Total Distribution: 35,000+
Presenting Sponsor: $1,750 per newsletter • This includes the 'Presented by horizontal banner ad' See below. • Also includes either a right column banner ad (see supporting sponsor below) or a horizontal ad that will run in between Feature Stories.
Distributed: Monthy
Supporting Sponsor: $500 per newsletter • Includes a right column banner ad or horizontal banner ad which will run in-between the features. See below
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For more information please contact Bernard & Associates • jeff@bernardandassociates.com • 775-323-6828 7
B&C Readers Survey - april 2012 A readers survey was completed online in 2012 to document hunting-related interests, activities, and opinions of Boone and Crockett Club’s Fair Chase readers and the hunting and conservation community. HUNTING PROFILE
PERSONAL PROFILE
Male .....................................................97.57% Female ....................................................2.43%
Number of Years Hunting Less than 10 years .................................. 0.75% 11 - 15 years .............................................0.75% 16 - 20 years .............................................2.74% 21 - 25 years ............................................ 5.99% More than 25 years ...............................89.78%
Age 21-35 ......................................................3.41% 36-50 ....................................................23.84% 51-65 ....................................................52.80% 66+ .........................................................9.95%
Days Hunting Per Year Less than 5 days ..................................... 2.00% 5-15 days ................................................19.70% 16-30 days ..............................................30.42% More than 31 days .................................47.88%
Household Income Less than $40 000 ................................3.02% $40 001 -$60 000 .................................17.59% $60 001 -$100 000 ...............................29.40% $100 001 -$150 000 .............................23.12% More than $150 000 ............................26.88%
Do other members of your household hunt? Male Hunter .......................................... 17.57% Female Hunter ...................................... 27.11% Youth Hunter ........................................19.96% None ......................................................35.36%
Own Home ................................. 94.89% Own Recreational Property ...... 37.71%
Big Game Hunted Last Year Whitetail Deer ..............................32.76% Mule Deer .................................... 13.69% American Elk ............................... 13.69% Bear ................................................ 9.59% Pronghorn ......................................6.90% Moose ............................................. 5.82% Sheep .............................................. 3.56% Cougar ............................................ 3.23% Caribou .......................................... 2.26% Blacktail Deer ................................ 2.16% Coues’ Deer .................................... 1.94% Rocky Mountain goat .................... 1.29% Roosevelt’s Elk .................................0.75% Muskox ........................................... 0.22% Other Upland Birds ................................ 24.22% Turkey ...........................................21.97% Small Game ..................................17.22% Waterfowl ......................................15.78% Varmints ...................................... 14.80% African Game ................................ 3.86% Other Activities Fishing .......................................... 22.90% Rifle Shooting ...............................18.81% Camping ....................................... 16.34% Shotgun Shooting ........................ 16.09% Outdoor Photography .................. 13.00% Pistol Shooting ............................. 12.19%
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Hunt multiple states in the last three years? Yes ........................................................ 66.33% No .........................................................33.67% Did you hire a guide or outfitter to go hunting in the last three years? Yes .........................................................42.96% No .........................................................57.04% Did you go on a self-guided hunt out of state in the last three years? Yes .........................................................53.27% No .........................................................46.73% Do you apply to accumulate non-resident bonus or preference Points? Yes .........................................................45.73% No .........................................................54.27% Which of the following do you hunt on primarily? Private Land .......................................... 32.41% Public Land ...........................................24.12% Both ......................................................43.47% Do you usually hunt selectively for a mature male animal? Always ...................................................54.77% Sometimes .............................................42.46% Never .......................................................2.76%
CONSUMER PROFILE
Hunt With a: Rifle ............................................... 30.18% Shotgun ......................................... 27.32% Bow ............................................... 20.15% Muzzleloader ...................................16.31% Handgun ......................................... 5.87% Do you reload your own ammunition? Yes .........................................................42.21% No .........................................................57.79% Purchases This Past Year: Camouflage Clothing ................... 18.22% Optics ............................................12.71% Taxidermy ..................................... 12.58% Game Calls ...................................12.39% Rifle ................................................. 9.63% Wildlife Art ....................................7.60% Handgun ......................................... 6.16% Treestand ........................................5.64% Shotgun .......................................... 5.57% Bow .................................................4.06% Muzzleloader ...................................2.36% Own a: 4x4 Truck or SUV ........................ 34.57% Boat ............................................... 20.73% ATV .............................................. 19.29% Hunting Dog .................................12.89% Horses/mules ................................... 4.97% Snowmobile ....................................4.58% Airplane .......................................... 1.24% 9
Believe practicing fair chase hunting is vital to the future of hunting .................................... 99.50% What motivates you to support the Boone and Crockett Club? Supporting fair chase and ethical hunting 20.05% Protecting our hunting heritage .....19.45% Involvement in conservation issues .......... 17.04% Big game records keeping .......................... 16.80% Trophy hunting news .................... 12.70% Staying current on wildlife research ......... 13.49% What other conservation and outdoor recreation organizations do you belong to? National Rifle Association ............ 18.33% Pope and Young Club .................... 12.16% Rocky Mtn. Elk Foundation ......... 11.67% Safari Club International .............. 10.69% Ducks Unlimited............................10.00% Wild Turkey Federation .................. 9.02% Wild Sheep Foundation ..................8.63% Mule Deer Foundation .................... 5.78% Dallas Safari Club ...........................3.04% BuckMasters .................................... 1.76% Quail Unlimited ..............................1.08% Other: Pheasant Forever Quality Deer Management Association Do you own an e-reader or mobile device that you use to read books/magazines or prefer to read online? Yes ................................................. 25.27% No ..................................................74.73%
Winter 2009 $7.95
Do you currently view any magazines on your mobile device or e-reader? If so, are they digital only, or do you recieve a printed copy as well? Yes digital only ........................................7 7.45% Yes digital and print .............................. 33 35.11% No print only ........................................54 57.45% As a current Fair Chase subscriber, would you be more likely to renew if there was an online and/or tablet edition available? Yes .................................................34.04% No.................................................. 65.96% Given the option, would you select the digital edition only, or choose a bundle option of the print magazine and digital edition? Digital edition only ......................... 8.51% Bundle both digital and print ....... 65.96% Print only....................................... 25.53% What device do you prefer to read on? ipad................................................ 36.56% tablet ............................................... 3.23% kindle ............................................ 19.35% nook................................................. 9.68% computer ....................................... 24.73% other ................................................ 6.45% 10
The Boone and Crockett Advantage Fair Chase is everywhere Boone and Crockett Club Members Distribution by Region
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Fall 2009 $7.95
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