Media Kit for Whitetail News by Whitetail Institute

The Whitetail News Reader Profile He has property to hunt:

He is a bow hunter:

Average number of acres owned................. 280 acres Leases additional hunting land.................. 48% Average number of acres leased................. 900 acres

He owns bows.......................................... 75% He hunts deer with a bow........................ 66% Average number of bows owned............... 2

He has financial means:

He is a gun hunter:

Male......................................................... Average Age............................................. Average Household Income..................... Owns Home...........................................

99% 43 $ 81,900 86%

He spends his time hunting: Hunted deer last year............................... Average number of days hunted deer.............................................. Average number of days scouted deer............................................. Hunted turkey last year........................... Average number of days hunting turkey..........................................

99% 41 days 28 days 68% 10 days

He lives where deer are plentiful: Percent that live in top 5 Whitetail states.................................... 37% (PA, MI, TX, WI, NY)

He owns rifle............................................ He hunts deer with a rifle......................... Average number of rifles owned................ He owns shotguns.................................... Hunts deer with shotguns........................ Average number of shotguns owned........................................ He owns muzzleloaders............................ Hunts deer with a muzzleloader............... Average number of muzzleloaders owned................................

98% 82% 5 92% 88% 4 66% 54% 1

He owns a truck: He owns a pickup.................................... 93% He owns ATV / UTV............................ 62% He owns more than one ATV.................. 37%

He shares his copy of Whitetail News: He passes along to others*........................ 68% He keeps for future reference.................... 47% The Whitetail News enjoys a pass along rate of 3.7 per issue *

Total Circulation of the Whitetail News: 171,416* *156,416 Mailed / 15,000 Consumer Show Distribution

Where our readers live West 2%

West

Central

Northeast

Southeast

Central 26% Southeast 33% Northeast 38% 40

Because The Whitetail News is and has always been a service publication for a loyal community of hunters and Whitetail Institute customers, media buyers should understand that an ad in The Whitetail News will reach serious sportsmen and active buyers. Whitetail News readers have demonstrated a willingness to put time, effort, and money into the sport of deer hunting and deer management.

Our readers are not casual browsers, nor are they casual hunters. Committed to the sport of deer hunting, they read each issue of The Whitetail News from cover to cover, and invest money in long-term deer management and enjoyment of the sport. Our readers are not only buyers of Whitetail Institute products, but as countless advertisers will attest, they are also buyers of other hunting related products.

Your ad in The Whitetail News will go directly to the demographic most likely to buy your product. The cost of such an ad is well below the cpm rate of larger, less-targeted publications. While you can find many periodicals with a larger readership,you will not find one with a more intensely defined vertical market.

Our readers are avid hunters and avid buyers.

2012 Whitetail News “Whitetail News delivers an extremely targeted audience of passionate hunters. With their ability to tailor their message directly to the affluent and well versed hunting enthusiasts, Whitetail News delivers the audience our clients are looking for in an efficient and effective way.”

Jeff Bergmann Providence Marketing Group

“We advertise with Whitetail News because it just makes sense for our business. We are a company with a limited

Advertising Rate Card Effective January 1, 2012 One Time inserT nser iOn nserT Unit Full page 2/3 page 1/2 page 1/3 page 1/4 page

BW $4,995 $4,045 $3,450 $2,680 $2,141

2-COLOR $5,150 $4,402 $3,748 $2,855 $2,320

4-COLOR $5,250 $4,878 $4,045 $3,212 $2,499

COVers (COLOr r Or BLACK AnD WHiTe) Cover 2- $7,250 Cover 3- $6,500 Cover 4- $7,750

advertising budget. We have to carefully analyze where we spend our money. We view Whitetail News as having a very concentrated target audience.The recipients of Whitetail News are very serious about their sport and have demonstrated they are willing to spend money on superior products that will

issUe CLOsinG DATes Issue Fall Winter Spring

Material Deadline April 2 May 9 December 14

Release Date June 25 August 15 March 1

enhance their capabilities. In short, Whitetail News readers are 2011 speCiAL DeALer issUes

serious people who demand the best.”

75,000 copies published Bi-annually

Kristi Hoffman

Black Hills Ammo

“As an agency, we are always looking to find the the most

One Time inserT nser iOn nserT Unit Full page 2/3 page 1/2 page 1/3 page 1/4 page

4color $1,200 $1,000 $ 750 $ 500 $ 300

relevant channels to reach our consumer base. Whitetail News is just that. We know that our ads reach our target consumer – high affinity hunters who buy our clients’ products. ”

Aaron McCaleb

Source Outdoor Group

DeALer issUe CLOsinG DATes Issue Fall Spring

Material Deadline April 2 December 14

Release Date Mid June Mid February

FreQUenCY DisCOUnTs 3X – 7%

eArLY pAY p menT DisCOUnTs Net 30 Days (after agency commission)

COpY p AnD COnTrACT pY r rACT reGULATiOns 1. All advertisements are published by The Whitetail Institute, with the understanding that the advertiser and/or agency is authorized to publish the entire contents and subjects included in the ad.

4. Acceptable Formats: Macintosh format applications including: QuarkXpress (up to 8.5), Adobe Photoshop (up to CS5), Adobe Illustrator (up to CS5), Adobe InDesign (up to CS5). TIFF, EPS or JPEG files at a minimum 300 dpi at actual size.

4. The Whitetail Institute reserves the right to reject any advertising. All copy and photos are subject to publisherâ&#x20AC;&#x2122;s approval.

5. Fonts: All native application files must be submitted with associated support files including graphics, photos and screen and Postscript printer fonts used in those files. Type 1 Postscript fonts are preferred over TrueType fonts. Do not mix Type 1 OpenType, and TrueType fonts of the same family. Photoshop and Illustrator files may have their fonts converted to outlines. Black type on white backgrounds should be 100% black only.

5. Cancellations and changes are not accepted after the closing dates.

6. Files should conform to SWOP guidelines and area density should not exceed 300%.

6. Rates are subject to change upon publisherâ&#x20AC;&#x2122;s notice Prevailing rates apply.

7. Photographs/Illustrations: TIFF or EPS images are preferred. All photographic images must be 300 pixels per inch at the actual size used in the layout in CMYK format. DO NOT send images as RGB. Duotones and/or special match color created using Pantone Matching System colors must be converted to CMYK.

2. Ad position is at the discretion of the publisher. 3. Island ads are special-position ads.

7. Agencies are responsible for payment of all space ordered by them. 8. If material is not camera-ready, we reserve the right to refuse agency commission.

2012 meCHAniCAL reQUiremenTs Trim Size Live Area Full Page Full Page w/Bleed 2/3 Vertical 2/3 Horizontal 1/2 Vertical 1/2 Horizontal 1/3 Vertical 1/3 Square 1/4 Vertical

9 X 10.875 8.25 X 9.875 8.25 X 9.875 9.25 X 11.125 5.417 X 9.625 8.25 X 6.341 4 X 9.625 8.25 X 4.687 2.583 X 9.625 5.417 X 4.687 4 X 4.687

(All sizes in inches) 1. Body and covers are printed 4/C process. 2. All ad materials must be submitted in digital format. 3. Preferred Formats: Adobe Acrobat PDF files created for print. PDFs should be saved as version 1.4. PDFs should be created by postscripting then distilling to create reliable files. This is an industry standard. Use the Press Optimized job option in Acrobat Distiller. Transparency must be flattened and fonts and graphics must be embedded in the PDFs for high resolution printing.

8. Media: Files may be submitted on CD-ROM, e-mailed to our design/production department at gpudzis@knology.net or downloaded to the ftp site. Call 334-356-1601 or e-mail gpudzis@knology.net for download information. 9. Proofs: Advertisers MUST submit a contract level printed proof regardless of delivery method. The publisher and printer will not accept responsibility for accuracy when no contract proof is provided. If no client proof is provided, one will be created by the publisher or printer and charged to the advertiser. All advertiser furnished material will be held one year and then disposed of unless notified otherwise in writing. Make-up ads are due three working days before ad closing.

Send Advertising Materials To: Whitetail Institute of North America 239 Whitetail Trail, Pintlala, AL 36043 Phone 334-281-3006 / Fax 334-286-9723 Send Digital Files To: gpudzis@knology.net or downloaded to the ftp site. Call 334-356-1601 or e-mail gpudzis@knology.net for download information.