MEDIA KIT2016

P E T E R S E N S H U N T I N G . C O M

THE NEXT GENERATION

UNEQUALLED LEVEL OF EDITORIAL EXPERIENCE…Only Petersen’s Hunting combines the innovative opinions of the young guns with the wisdom and experience of the old pros. Contributors include:

A NEW LEVEL OF QUALITY…~ Fresh, youthful & vigorous format

~ Vibrant, modern layout & design elements

~ Compelling, high-grade photography

CONTENT UPGRADES…~ Field Test: detailed, head-to-head

competitive product evaluations

~ Great Gear: Seal of Excellence recom-mendations for superior performers

~ High-Tech Hunting: The hottest apps, and the newest technology that define the cutting edge

~ Bowhunting: a compelling column geared toward tuning new hunters into archers and gun hunters into bowhunters

~ International Destinations: Craig Bodding-ton picks the world’s best hunting spots

~ Waddell’s World: expert advice from Amer-ica’s most entertaining hard-core hunter

~ Roughin’ It: unique luxury indulgences and destinations for the discriminating

~ Tom Martineau

~ Lee Thomas Kjos

~ Dusan Smetana

~ Craig Boddington

~ Michael Waddell

~ David Hart

~ Joseph Von Benedict

Petersen’s Hunting has raised the bar for graphic design. Modern, easy-to-read typography is masterfully combined with high-quality photographs and artwork to create a unique sense of style and unparalleled attractiveness.

NEW GEARYOUR SHOWCASE TO THE

HARD-CORE HUNTER

Our New Gear department presents products in a new and exciting way. In-house studio photography displays items to their utmost advantage, and our product category groupings are designed to complement each other, thereby increasing reader interest and knowledge.

S ingularly obsessive: That’s a pretty good way to describe not only the staff of Hunting but the core group of readers who count on

our product features. In this jaded world of instant amateur Internet “reviews,” legitimate editorial mentions are among the more powerful forms of product branding influence available, and our New Gear pages are the white-hot spot-light of the discerning hunting reader.

Hunting readers know that our hunt-ing related-gear features are not watered down reviews from the soft-core staff of a general interest magazine that also features articles on crappie fishing and “bassing babes.” They know we get it, pure and simple, because Hunting staff don’t do anything else.

Hunters aren’t necessarily the richest demographic in the world, but someone forgot to tell them that. When it comes to their passions, they out-spend any other single demographic of enthusiasts on products and gear, and they are not the typical once-and-done purchasers like golfers, flyfishers and non-consump-tive wildlife enthusiasts.

They spend heavily, but what they don’t do is spend recklessly. Shotgun shells are purchased on performance, not price, and

NEW GEAR

hunters will not hesitate to spend a month’s salary on a scope if they are sure it is the best. Our audience is the most core, discriminating and committed group of people in the hunting world, and New Gear is our showcase to their world.

All hunters are born gear-aholics, and nine times a year, New Gear is the premier place to get your new products mentioned and talked about. Eye candy is what we are aiming for here: we use high-grade studio photography we shoot in-house to ensure that our products fit the high-end look we are going for. Our edgy new format features products grouped together by topic, and we include it all: price, photo, a concise writeup and product Web address.

All you have to do is provide the smart product.

FIELD TEST A TRUE HEAD-TO- HEAD COMPARISON

T his is the place where hunters who “get it” come to get what it is they are looking for.

It is tough to catch a sports-man’s attention these days, in a world of so many competing voices. Hunting readers know our core committed staff promotes legitimate testing in the field in a manner only people who spend many months afield each year can, thinking of ways in which products will be stressed and tested outside the manufacturers’ drawing rooms. Our readers know we aren’t going to pull punches or endanger the long-standing credibility of the world’s most distinguished pure-hunting maga-zine with padded reviews of products.

Competition in production of hunting gear has reached the point where there is simply not the plethora of junky, cheap products on the shelf that there was in the past. Hunters are more discriminating, and discerning features that distinguish a great product from a good one can be as subtle as the shape of the handle on a bow.

Our readers know we’ll pick up on the subtleties and point them out in an un-subtle manner. Few products are heavily

criticized in our test features, they simply do not make these pages if “that dog don’t hunt.”

Whether it’s rangefinders, binoculars, gun cases, spotting scopes or the latest in archery equipment, we don’t just tell the customer what is out there and why it is the best, we inform them what is the best buy for their hard-earned money. The winner receives the Petersen’s Hunting Editor’s Choice Award as recognition, a powerful endorsement logo that can be used across marketing avenues from Web sites to displays.

If a product gets our Editor’s Choice endorsement, our readers know with con-fidence that dog will hunt.

FIELD TEST

ROUGHIN’ IT OUR TRIBUTE TO THE BETTER THINGS IN LIFE

ROUGHIN’ IT

Featuring only the finest accessories and accouterments for the hunter, our Roughin’ It department showcases life’s practical indulgences.

Boutique liquor, fine tobacco, crafted leather goods and more are featured each month for our readers’ enjoyment and amazement.

Y ou could live without these products, but who would want to?

The best of the best, plain and simple. Roughin’ It provides a light-hearted approach to the best things the good life has to offer. Like the playful name implies, fun, lively writing (“it’s a satchel, not a man-purse”) tempers the tone of this potentially self-serious feature that in fact does take a very discriminating look at the best things in life, from a sportsman’s perspective.

Recession or not, modern hunters have more leisure time and expendable income than their forefathers did, and they have grown more discerning with each passing year. Guided hunts or out-of-state trips used to be the domain of the rich; now most serious hunters have experienced these dream trips at one time or another, a drastic increase compared to just a dozen years ago.

Similarly, a guy spending thousands on an elk hunt is not going to buy cheap scotch to celebrate the success of a dream trip coming together. Recognizing this, our Roughin’ It writers are a rare breed: veterans of luxury magazines who are also fanatical hunters. When it comes to items such as

satchels, Hunting’s savvy and hard-core audience knows buying quality the first time means not having to buy again. You don’t have to be an elitist veteran of African safaris to appreciate a great Dominican handmade cigar, and Roughin’ It is the ultimate showcase in Hunting magazine. A few products at a time, portrayed with smart writing and strictly top-notch in-house photography.

There is no substitute for the types of products featured in Roughin’ It, and there is nothing else like Roughin’ It in the hunting world for editorial position.

THE NUMBERS ~ EDITORIAL CALENDAR~ DEMOGRAPHICS~ CIRC. & DISTRIBUTION~ SPECS AND RATES

Each issue of Petersen’s Hunting is designed to highlight every season of the hunters’ year.

Reach our readers via specific content in specific issues to maximize the efficiencies of your annual marketing plan.

EDITORIAL CALENDAR

2016

MARCHTHE PREDATOR ISSUE ~ Species Focus: Coyotes~ New Gear: Predator Calling Gear~ Field Test: Electronic CallsAd Close: Dec. 15, 2016 On Sale: Feb. 16, 2016

APRIL / MAY: SPECIAL DOUBLE ISSUETHE PEOPLE ISSUE ~ Focus: Hunters: Industry, Famous, and Regular Joe~ New Gear: N/A ~ Field Test: N/AAd Close: Jan. 25, 2016 On Sale: March 22, 2016

JUNE/JULY: SPECIAL DOUBLE ISSUE THE DIY ISSUE ~ Focus: Must-Learn Skills ~ New Gear: Backcountry Gear~ Field Test: Hiking Pole ReviewAd Close: March 8, 2016 On Sale: May 3, 2016

AUGUSTTHE CROSSBOW/ARCHERY ISSUE~ Focus: ATV and Crossbow Tests~ New Gear: Archery Equipment ~ Field Test: Gaiter ReviewAd Close: May 6, 2016 On Sale: July 5, 2016

SEPTEMBERTHE WESTERN BIG GAME ISSUE~ Species Focus: Antelope to Elk~ New Gear: Ultralight Gear~ Field Test: BackpacksAd Close: June 13, 2016 On Sale: Aug. 9, 2016

OCTOBERTHE HERITAGE ISSUE~ Focus: The Next Generation~ New Gear: Young Guns~ Field Test: Youth Sized GearAd Close: July 18, 2016 On Sale: Sept. 13, 2016

NOVEMBERTHE RUT ISSUE ~ Species Focus: Whitetails~ New Gear: Whitetail Gear~ Field Test: Trail CamerasAd Close: Aug. 19, 2016 On Sale: Oct. 18, 2016

DECEMBER/JANUARY: SPECIAL DOUBLE ISSUETHE ADVENTURE DESTINATION ISSUE ~ Focus: Arctic to Africa~ New Gear: Travel Gear~ Field Test: Two-Way CommunicationAd Close: Sept. 26, 2016 On Sale: Nov. 22, 2016

THE ANNUAL: The Big Gear Issue~ Editor’s Pick The Best Gear of—packs, boots,

optics, tents, guns, loads, scopes, stoves, ATVs, coolers, knives, bows, crossbows, muzzle- loaders, GPS, spotting scopes, binoculars, rangefinders and more - in short the Annual will be a place for any and every manufacturer of sporting goods related to hunting.

~ Expanded Hunting Adventures TV Section

Ad Close: May 27, 2016 On Sale: August 2, 2016

Total Audience: 4,053,000 % Comp

Men 97% Women 3%

Median Age 47.7 Single 8%Married 76%Widowed or Divorced 9%In a Long Term Relationship 4%

Management/Professional 22% Tradesman/Craftsman/Services 16%

Average Household Income $83,700 Average Household Net Worth $625,800

Average Number of Years Hunting: 28.8

Hunt With: Firearms 99%Bow 42%Crossbow 19%

Species Hunted Past 12 Months: Whitetail Deer 71%Blacktail Deer 5%Mule Deer 20%Other Deer 3%Elk 18% Waterfowl 26%Exotic Species 6%

Reloads Own Ammunition: 46%

Average Number of Hunting Trips Taken Past 12 Months: 9.2 Average Amount Spent of All Hunting Trips Past 12 Months $2,962

Average Amount Spent of Overnight Hunting Trips Past 12 Months $2,407

Average Amount Spent of Hunting Gear & Supplies in the Past 12 Months $1,030

Types of Vehicles Owned: Household Owns Pick-up Truck 57% Household Own Sport/Utility Vehicle 55% Household Owns Minivan 7%

Vehicle Use: Hunting 95%Recreation 76%Food Plots / Feeding game 32%Farming / Ranching 29%Work (Tradesman, Other) 28%

Type of Off-Road Vehicles Owned: ATV 30%4-Wheeler 29%Tractors 24%Off-road Motorcycle 6%UTV 5%

Source: 2013 Accelara Reader Survey

Petersen’s HUNTING’s reader audience is the premium core of avid and passionate hunting enthusiasts.

Our readers “influence the influencers.”

From median age to education, income and employment, our highly qualified readers are key to your marketing success.

DEMOGRAPHIC HIGHLIGHTS

2016

Rather than delivering the “most” in circulation, Petersen’s Hunting has made an effort to deliver the “best.”

Our readers have been carefully distilled over 38 years of publication into the most highly qualified subscribers and single-copy newsstand purchasers. Both pay a premium price per copy for a premium product.

Petersen’s Hunting carries no non-paid circulation via various bulk acquisition methods. We’ve opted not to play the numbers game, delivering only to those willing to pay the price.

CIRCULATION & DISTRIBUTION

2016 1. Total Average Paid & Verified Circulation Average for the Statement Rate Period % Base Paid & Verified Circulation:

Subscriptions:Paid 138,407 67.3%Verified 56,993 27.7%

Total Paid & Verified Subscriptions: 195,400 93.0%Single Copy Sales 9,974 7.0% None

Total Paid & Verified Circulation: 205,374 100.0 Claimed

2. Prices Suggested Average Price (2) Retail Prices (1) Net Gross (Optional)

Average Single Copy $4.49Subscription $19.94Average Subscription Price Annualized(8 issue frequency) $10.88Average Subscription Price per Copy $.99

(1) For the Statement period(2) Represents subscriptions for the 12 months ended December 31, 2011.

3. Paid & Verified Circulation by Issue Total Paid & Total Paid & Paid Verified Verified Single Copy VerifiedIssue Subscriptions Subscriptions Subscriptions Sales Circulation

Dec./Jan. 141,843 195,857 13,378 209,235Mar. 138,872 192,696 9,105 201,801Apr. 138,760 197,611 8,711 206,322May/June 134,152 195,436 8,704 204,139

For the six months ended June 30, 2014Field Served: Sport hunting, including big game, small game, upland birds, waterfowl, varmints and exotic game. Reports on game management, guns and loads, gun dogs, bow hunting and big-game anatomy. Basic where-to and how-to information for all types of recreational hunting.Published by InterMedia Outdoors, Inc. • Frequency: 8 times/year • ABC Member # 04-0853-5

A SWOP-standard proof,

pulled from the supplied

file, must be submitted

with each 4-color ad.

Non-Bleed - 1/2” inside

trim. Non-bleed ads should

have all elements within

this measurement.

Bleed - 1/8” outside the

trim. Elements that “bleed”

off trimmed page should

extend at least 1/8”

beyond trim.

Trim - The edge of the page

Safety - 1/4” inside of trim

edge. All image and text

not intended to bleed

should be within this

measurement.

1. Two-Page SpreadNon-Bleed: 14.5 x 9.5Bleed: 15.75 x 10.75Trim: 15.5 x 10.5Safety: 15 x 10

2. Two-Page One-Half Hori-zontalNon-Bleed: 14.5 x 4.75Bleed: 15.75 x 5.5Trim: 15.5 x 5.25Safety: 15 x 4.75

3. Full PageNon-Bleed: 6.75 x 9.5Bleed: 8 x 10.75Trim: 7.75 x 10.5Safety: 7.25 x 10

4. Two-Third VerticalNon-Bleed: 4.375 x 9.625Bleed: 5.25 x 10.75Trim: 5 x 10.5Safety: 4.5 x 10

5. Two-Third HorizontalNon-Bleed: 6.75 x 6.75Bleed: 8 x 7.125Trim: 7.75 x 6.875Safety: 7.25 x 6.375

6. One-Half VerticalNon-Bleed: 4.375 x 7.25Bleed: 5.25 x 8Trim: 5 x 7.75Safety: 4.5 x 7.25

7. One-Half HorizontalNon-Bleed: 6.75 x 4.75Bleed: 8 x 5.5Trim: 7.75 x 5.25Safety: 7.25 x 4.75

8. One-Third VerticalNon-Bleed: 2.125 x 9.625Bleed: 2.875 x 10.75Trim: 2.625 x 10.5Safety: 2.125 x 10

9. One-Third SquareNon-Bleed: 4.375 x 4.75Bleed: 5.125 x 5.5Trim: 5 x 5.25Safety: 4.5 x 4.75

10. One-Third HorizontalNon-Bleed: 6.75 x 3.375Bleed: 8 x 3.875Trim: 7.75 x 4.125Safety: 7.25 x 3.625

11. One-Quarter VerticalNon-Bleed: 3.375 x 4.75

12. One-Quarter HorizontalNon-Bleed: 4.375 x 3.625

13. One-Sixth VerticalNon-Bleed: 2.125 x 4.75

14. One-Sixth HorizontalNon-Bleed: 4.375 x 2.25

15. One-Eighth HorizontalNon-Bleed: 4.375 x 1.5

16. One-Eighth PageNon-Bleed: 2.125 x 3.5

17. One-Twelfth PageNon-Bleed: 2.125 x 2.25

18. One-Inch BannerNon-Bleed: 6.75 x 1

19. Two-Inch BannerNon-Bleed: 6.75 x 2

20. Eight-Inch VerticalNon-Bleed: 2.125 x 8

21. Seven-Inch VerticalNon-Bleed: 2.125 x 7

22. Six-Inch VerticalNon-Bleed: 2.125 x 6

23. One-Inch 2-ColumnNon-Bleed: 4.375 x 1

24. One-Inch Vertical Non-Bleed: 2.125 x 1

MECHANICAL SPECIFICATIONS

2016

ADVERTISING RATES

20164-Color 1 x 3 x 6 x 10 x

Full Page $25,215 $24,461 $23,686 $22,190

2/3 Page 20,169 19,557 18,968 17,745

1/2 Page 16,380 15,889 15,408 14,404

1/3 Page 13,879 13,442 13,039 12,198

1/4 Page 11,597 11,248 10,910 10,210

2-Color 1x 3x 6x 10x

Full Page $18,979 $18,411 $17,854 $16,708

2/3 Page 14,819 14,360 13,923 13,027

1/2 Page 11,761 11,411 11,062 10,352

1/3 Page 9,108 8,835 8,562 8,026

1/4 Page 7,579 7,371 7,142 6,683

B&W 1x 3x 6x 10x

Full Page $15,179 $14,709 $14,273 $13,355

2/3 Page 11,531 11,193 10,833 10,156

1/2 Page 9,108 8,835 8,562 8,026

1/3 Page 6,836 6,617 6,432 6,006

1/4 Page 5,307 5,165 5,001 4,674

1/6 Page 3,800 3,680 3,582 3,353

1/12 Page 2,064 1,988 1,922 1,812

1 Inch 841 819 786 720

Covers 1x 3x 6x 10x

Cover 4 $32,771 $31,799 $30,794 $28,851

Cover 2 28,982 28,130 27,245 25,520

Cover 3 27,726 26,896 26,066 24,406

For current advertising rates and detailed specifications please contact :

Kevin Steele, Publisher — 805.472.2168 kevin.steele@ imoutdoors.com or James McConville, National Endemic Sales — 404.327.3610 james.mcconville@imoutdoors.com

Electronic media kits can be obtained at : imoutdoorsmedia.com

Petersen’s HuntingDigital Advertising Opportunities

Petersen’s Hunting online adds a valuable dimension to the brand by bringing visitors the most up-to-date news and infor-mation on big-game hunting, presented with engaging video content, gear reviews, hunting tips and access to the adventure and big-game hunting community.

Petersen’s Hunting Online: Vital Statistics Monthly Avg.

Unique Visitors 166,000Pageviews 1,035,000Traffic from Mobile Device 47%Traffic from Tablet 14%

Petersen’s Hunting e-Newsletter Subscribers

2x/month Distribution 70,000

Source: Google Analytics, September 1, 2014 - August 31, 2015.

300 x 250 Rectangle

728 x 90 Leaderboard

Site Skin

Hunting Mobile

Content Targeted Ads

Hunting e-Newsletter

Petersen’s HuntingDigital Advertising Rates

Outdoor Sportsman Group Digital Network offers marketers the ability to develop highly-targeted campaigns that are fully integrated with any combination of multimedia assets – including OSG magazines, television programming, mobile and events. These advertising opportunities give your products and services high-profile exposure to 80+milion American Sports-men – and drive results!Display Advertising Units: The OSG net-work utilizes the Internet AdvertisingBureau’s (www.iab.net) standard display units as well as several custom creative options.Streaming Video: Delivers your brand’s video messaging (or TV spot) to a captive audience via:n :15 or :30 pre-rolln Embedded in custom Superheader adE-Mail Newsletters: Sent directly to opt-in subscribers, with advertisements appearing within the most current information and content on Sportsmen’s preferred passion – whether it is hunting, fishing or shooting.n Custom e-blasts (with exclusive content about your brand) are also available.Custom Creative: High-profile and engag-ing ad units that best position your brand and surround the most relevant content across OSG websites.Targeting: Increase your hyper-focused marketing efforts by targeting consumers most likely to purchase - we deliver po-tential buyers to your home page, specific product pages, e-commerce site or retail location.n Available with geographic, contextual orsection targeting.n Sponsorships available for specific sections of content and specific stories – please inquire.Online Ad Specs: Comprehensive techni-cal advertising creative specifications are available by clicking here.

Advertising Rates & Positions

All online advertising is is sold on a cost-per-thousand (CPM) basis, unless otherwise noted.

Site Placement Advertising Unit Net CPM

Leaderboard 728 x 90 $10

Medium Rectangle 300 x 250 12

Sticky-Medium Rectangle 300 x 250 10

Half-Page 300 x 600 14

Roadblock 300 x 250; 728 x 90 20

Targeting Geographic, Section, Contextual CPM plus $2

Mobile 320 x 50 / 300 x 50 5

Custom Creative

Site Placement Advertising Unit Net CPM

Video Pre-Roll: 15 / 30 Seconds 640 x 480 $20/30

Superheader 1020 x 90 > 1020 x 415 35 with video/25

Site Skin 1400 x 800 25

Interstitial (pre-) 600 x 400 25

E-Commerce Widget Custom, with product integration 25

E-Mail Newsletters & Custom E-Blasts

Site Placement Advertising Unit Net CPM

E-Mail Newsletter (by brand) 728 x 90, 300 x 250 Flat fee; see p. 5

Custom E-Blast 600 x 800 50 Outdoors Sportsman Group Digital Network also offers customized packages, beyond standard sizes and placements, that satisfy the spe-cific needs and objectives of our clients. For more information, please contact your local sales rep or email: david.grant@outdoorsg.com.

Terms : ROS: Run-of-site (on a specific website). ROC: Run-of-category (hunt, fish, shoot).RON: Run-of-network (all OSG websites).

OSG Online Properties Complement and Support the Most Effective Multi-Media Marketing ProgramsOnline User Demographics

Male: (%) 76.7 Unique Visitors per Month (MM) 6.6

Median Age: 43.0 Page Views per Month (MM) 35.1

Age 18-49: (%) 45.4 Average Time Spent (minutes) 10.2

Age 35-64: (%) 55.0 Average Page Views/Visit 5.3

Average HHI: $77,000 Researched Product Online (%) 85.1

Fish (Index) 254 Brought Product Online (%) 85.0

Hunt (Index) 425 Camp (Index) 157

Sources: Google Analytics Sept-Aug 2015 monthly average; Digital User Survey, TouchPoint Research June 2014 (demographics, activities); ComScore July 2014 (median age).

•MISSION STATEMENT•

Our goal at Petersen’s Hunting is to grow and foster the iconic status of the magazine as the heart and soul of the sport.

To bring together the most passionate and discerning hunters of this generation and the next. To inform and entertain, from the edgiest

stories to the smartest product features. To create the most dynamic and experiential content in existence on the places, products and

people that define and evolve the world of hunting.