1. New Insights into Media Usage and Equipment Purchasing Behavior of U.S. Sportsmen Questions Sales:Courtney Olson - courtney@c2csalesandmarketing.comcourtney@c2csalesandmarketing.com Admin:Donna Leonard – donna@southwickassociates.comdonna@southwickassociates.com

2. Media Preferences By Hunters and Shooters - SAMPLE

3. WHO IS SOUTHWICK ASSOCIATES? Over 20 years examining fish and wildlife statistics and economics. Clients: Nearly all state fish and wildlife agencies Sportsmen-related conservation groups Outdoor companies & trade associations We provide greater insights into outdoor recreation, quantify sales and trends, and help outdoor-related businesses improve profitability.

4. THREE PRIMARY SURVEYS ARE OPERATED: Started in 2007 in response to a huge lack of data: AnglerSurvey HunterSurvey/ShooterSurvey Launched this year in response to the rapidly changing media market: Southwick Associates Media Monitor (SAMM)

5. HOW IS THE INFORMATION GENERATED? 4,000-8,000 sportsmen complete the surveys each month. Respondents primarily come from: Partnerships with non-profits and state fish & game agencies, Press releases covering recent Southwick Associates research, Commercial email lists, and Selected commercial websites (few). Respondents are not paid. Ten gift cards awarded monthly. Results are weighted to represent all U.S. sportsmen: All surveys have some level of error Good surveys recognize this and make adjustments. Sample sizes are reported.

6. ADVANTAGES OF ONLINE APPROACH: Southwick Associates conducts online, telephone, mail and in-person surveys. Like any job, you must use the right tool for the right job. Online surveys provide feasible & affordable data compared other survey approaches: Sample sizes are much larger, and Generates information for smaller sectors of the outdoors market. Around mid-2000’s, online surveys became practical. Visit www.HunterSurvey.com or www.ShooterSurvey.com to see the survey live.www.HunterSurvey.comwww.ShooterSurvey.com

7. CONTENT PROVIDED

8. Firearms Ammunition Black powder Bowhunting or Archery Equipment Decoys and Game Calls Hand-loading Equipment Optics Hunting Apparel Hunting Accessories Shooting Accessories Major product categories tracked: Fishing Rods Fishing Reels Fishing Combos Fishing Line Fishing Lures Terminal Tackle Fly-Fishing Gear Fishing Electronics Ice Fishing Fishing Apparel Other Fishing Equipment

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14. Courtesy of NSSF

15. WHAT DO THE SAMM RESULTS REPORT? Results reported QUARTERLY for outdoor: TelevisionMagazines WebsitesSocial media By matching responses with the other surveys, we can report: Buying habits of each property’s audience, and Participation habits of each audience Major outdoor television networks are monitored, major websites, and major national, regional and local publications. Programs on local TV, local publications and many lesser-used websites are not monitored.

16. APPLICATIONS Manufacturers & retailers: Helps guide advertising & marketing decisions. Media companies: Help explain each media property’s strengths and audience interests as compared to competitors.

17. EXAMPLES OF SAMM RESULTS

18. Media Preferences By Hunters and Shooters - SAMPLE

19. Magazine Title % of Anglers Lower range Upper range FIELD & STREAM15.1% X 13.38%16.83% BASSMASTER (B.A.S.S.)10.7% X 9.19%12.17% AMERICAN RIFLEMAN9.0% X 7.62%10.37% OUTDOOR LIFE7.7% X 6.42%8.99% NORTH AMERICAN FISHERMAN6.8% X 5.56%7.97% IN-FISHERMAN6.1% X 4.94%7.24% GUNS & AMMO6.0% X 4.86%7.14% AMERICAN HUNTER5.4% X 4.30%6.48% BASSIN'5.1% X 4.04%6.16% BASS TIMES4.8% X 3.82%5.88% QUARTERLY SAMPLE - TOP 10 RANKED MAGAZINES BY % OF ANGLERS COLORED BARS REPRESENT OVERLAP IN CONFIDENCES INTERVALS WHOSE BOUNDS ARE DETERMINED BY UPPER AND LOWER 95% CONFIDENCE LEVELS (CL)

20. QUARTERLY SAMPLE - TOP 15 RANKED OUTDOOR TV SHOWS BY % OF ANGLERS Program (Network) % of AS Respondents who Freshwater Fished % of AS Respondents who Saltwater Fished % of All AS Respondents Who Freshwater &/or Saltwater Fished BASSMASTERS (ESPN) 20.9% 15.6% 20.1% BASSMASTER CLASSIC (ESPN) 19.2% 13.1% 18.4% BILL DANCE OUTDOORS (VERSUS) 13.6% 12.4% 13.0% CITY LIMITS WITH MIKE IACONELLI (VERSUS) 12.6% 12.3% 12.4% DEADLIEST CATCH (DISCOVERY) 11.8% 18.8% 12.3% BABE WINKELMAN (VERSUS) 12.8% 11.8% 12.2% BASS PROS (VERSUS) 12.4% 11.6% 11.7% FISHING WITH ROLAND MARTIN (VERSUS) 11.5% 12.0% 11.0% SONS OF GUNS (DISCOVERY) 9.8% 11.3% 10.0% NORTH AMERICAN FISHERMAN (VERSUS) 9.7% 7.8% 9.4% LINDER'S ANGLING EDGE (VERSUS) 9.3% 6.2% 8.8% JIMMY HOUSTON AND BIG FISH MADNESS (VERSUS) 9.0% 9.1% 8.7% TOP SHOT (HISTORY) 8.3% 10.4% 8.1% HANK PARKER 3-D (VERSUS) 7.3% 6.4% 7.0% NAPAS NORTH TO ALASKA(VERSUS) 6.4% 8.0% 6.3%

21. Magazine Title Reel Purchasers Rod Purchasers Rod/Reel Combo Purchasers Fishing Lure Purchasers Fishing Line Purchasers Terminal Tackle Purchasers Fly Fishing Tackle Purchasers Fishing Electronics Purchasers Fishing Apparel Purchasers % of Saltwater Anglers 23.5%20.8%9.8%12.4%17.9%18.2%8.0%8.4%21.9% FIELD & STREAM2.5%1.5% 0.4%1.3%1.1%0.9%0.5%5.2%13.9% AMERICAN RIFLEMAN1.0%0.5%0.8%0.3%1.0%0.5%0.6%0.4%3.6%9.8% NORTH AMERICAN FISHERMAN2.3%2.6%0.5%0.1%0.8%0.4%3.8%0.4%0.7%8.6% FLORIDA SPORTSMAN2.4%1.6%0.4%1.3%1.1%2.2%0.5%1.3%1.1%6.7% SALTWATER SPORTSMAN2.4%2.5%2.2%2.1%0.6% 2.6% 0.5%0.8%2.7%6.5% QUARTERLY SAMPLE- SALTWATER ANGLERS by Equipment Purchased and MAGAZINE Title  “Nearly three percent (2.6%) of saltwater anglers purchased terminal tackle in the last year and read “Saltwater Sportsman” magazine in the last three months.”

22. WEBSITE NAME (http address) % of Respondents Who Hunted % Who Hunted Deer % Who Hunted Turkey % Who Hunted Waterfowl CABELA'S (cabelas.com)33.4%31.8%33.1%39.9% NORTH AMERICAN HUNTER (huntingclub.com)17.7%18.4% 18.3% 16.3% MIDWAY USA (midwayusa.com)16.7%16.3%15.2%11.0% NATIONAL RIFLE ASSOCIATION (NRA) (nra.org)15.4%13.4%11.8%19.0% GUNBROKER (gunbroker.com)14.8% 13.3%12.6% BASS PRO SHOPS (basspro.com)14.8%12.7%14.4%22.1% GOOGLE (google.com)13.0%12.5%11.9%11.5% YOUTUBE (youtube.com)12.9%12.2%12.6%14.2% CHEAPER THAN DIRT (cheaperthandirt.net)11.5%11.2%12.5%9.0% QUARTERLY SAMPLE - TOP OUTDOOR WEBSITES BY HUNTING & SHOOTING RESPONDENTS  “18.3 percent of hunters and shooters who hunted turkey in the last year accessed North American Hunter’s website for shooting and hunting entertainment or information in the last three months.”

23. Social Media Site % of Respondents Who Shot % Who Shot Rifle % Who Shot Handgun % Who Shot Shotgun Facebook34.2%30.7%31.5%31.6% YouTube13.1%12.9%14.3%12.7% LinkedIn5.1%5.7%6.7%4.9% Google3.2%3.0%3.1%2.9% Twitter3.1%3.3%3.7%3.8% Camo Space1.4%1.2%1.1% MySpace1.3%1.4%1.2% QUARTERLY SAMPLE - SOCIAL MEDIA SITES BY TYPE OF SHOOTING ACTIVITY

24. A LIST OF MAGAZINES TRACKED (Presented in each issue):

28. SAMM SUMMARY Tracks relative rankings and purchasing influence impact of hundreds of media properties Reports the buying & participation habits for each property’s audience Can examine interactivity between TV, print, web and social media Ability to customize and drill deeper for specific niches and/or brands. Inquires: Courtney Olson - courtney@c2csalesandmarketing.comcourtney@c2csalesandmarketing.com