2017 MEDIA KIT gunsandammo.com MEDIA KIT 2017 Mission Statement Guns & Ammo is the preeminent, most respected media brand in the firearms field. G&A covers the complete spectrum of firearms, accessories and related products and it reaches more enthusiast- consumers than any other content provider in the category — in print (Guns & Ammo magazine), online (gunsandammomag.com) and on TV (Guns & Ammo TV, Guns & Ammo Classics and Personal Defense TV). For the most effective campaigns, savvy marketers leverage the strength of the brand across the entire Guns & Ammo media platform. MEDIA KIT 2017 G&A at a Glance Take Advantage of this diverse, active and influential Circulation 386,190 consumer by leveraging the synergies of the Guns & Frequency Monthly Ammo brand Independent Research by Dynamic Logic and Millward Brown Total Audience 10,139,000 confirmed that the most effective approach to driving consumer Male/Female (%) 87/13 ‘purchase intent’ is to rely on media synergy to best drive results. Median Age 40.8 Key revelations from 32 studies conducted from 2003 through 2007 include: Average Household Income $79,100 • Three media were better than two, and two media were better than one in generating results. • The combination of TV and magazines provided more response Shooting and the American Consumer* (versus TV alone) than did TV plus online. • Print was the most effective in driving online traffic — and While mainstream marketers often misrepresent the that traffic increased considerably when URLs were included shooting enthusiast and the media that serves them in advertising and marketing messages. as niche, or as having undesirable connotations, the reality is that these consumers represent a powerful Cumulative Effects of Different Media and deep cross-section of American consumers. Key Combinations facts about this influential market include: Pre/Post Point Change (Index vs. TV Alone) • 43% of U.S. households own firearms, representing over 200 Aided Brand Awareness Advertising Awareness million guns. • 20 million individuals take part in competitive shooting in the 224 218 230 United States — and the 2016 Summer Olympics featured 15 different shooting events for both men and women. 175 • Over 1.4 million Americans used firearms in their line of work 149 145 — including law enforcement and military personnel. 100 100 • The U.S. firearms industry includes approximately 200 companies employing about 15,000 individuals with annual revenues in excess of $2 billion. TV Only TV+Online TV+Magazines TV+Magazines+Online Sources: Hunting in America: Hunting and Fishing: Bright Stars in the American Economy, The Congressional Sportsmen’s Foundation, 2012; Dynamic Logic/Millward Brown CrossMedia Research, 2004-2007; AAM, June Note: Results reflect the impact of different media combinations expressed as an index of TV as the base medium 2016; MRI, Spring 2016. MEDIA KIT 2017 Editorial Calendar JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY • PRS Rifles and Optics • Blue Collar • Best of SHOT Show • Striker-Fire Shootout • Securing Guns • The Defensive • Start Reloading! • Hunting Elk Guns & Optics • Equipment & Skills • Holsters in Vehicles Pistol Issue • Video Tech for the • Semiauto Sub-Guns • Snubbie Revolvers to Improve Reliability • Spring Turkey Guns • Gearing Up for • Lever Gun Range • Range Bags and Ammo Pistol Competition Hog Hunting • Designs by • Target Systems John Browning Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date October 6, 2016 November 2, 2016 December 8, 2016 January 6 February 6 March 7 April 10 On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand December 6, 2016 January 3, 2017 February 7, 2017 March 7 April 4 May 2 June 6 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 2018 • Modern Cowboy Guns • Gunsmithing @ Home • Guns & Ammo for • Slug Gun Accuracy • Guns & Ammo • The Law Enforcement Issue • Deep Concealment • Carry Ammo Test Whitetail Hunting • How To Teach of the Year Awards • AR Magazine Roundup Techniques • New Trap Guns • How to Use Slings Pistol Shooting • Guns Made for Women • Mini RDS • Fun with Blackpowder Firearms Closing Date Closing Date Closing Date Closing Date Closing Date Closing Date May 8 June 5 July 10 August 7 September 12 October 13 On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand On Newsstand July 4 August 1 September 5 October 3 November 7 December 12 MEDIA KIT 2017 Demographic Highlights % Comp % Comp Total Audience 10,139,000 Own a Rifle 86% Bolt Action Centerfire 71 Men 87% Semi-automatic Centerfire 46 Women 13 Lever Action Centerfire 47 Single Shot 31 Median Age 40.8 Pump Action 15 Children in Household 46% Married 51 Participated in Hunting, Past 12 Months 79% Attended College 50 Big Game 62% Small Game 58 Professional/Management 40% Varmints 51 Craftsman/Tradesman 28 Upland Game Birds 35 Military/Law Enforcement 11 Water Fowl 22 Average Household Income $79,100 Exotic Game 3 Average Household Net Worth $687,000 Other 5 Belong to a Gun Club or Organization 57% Hunted with a Bow or Crossbow, Past 12 Months 53% Own a Handgun 92% Average Amount Spent on Hunting Apparel in an Average Year $233 Revolvers Centerfire 74 Household Owns/Leases Pick-up Truck 55% Automatic Pistols Centerfire 60 Household Owns/Leases Sport/Utility Vehicle 43 Automatic Pistols Rimfire 53 Household Owns/Leases Vans 8 Pistols (semi-auto) 57 Single Shot Centerfire 21 Purchased Motor Oil in the, Past 12 Months 82% Bolt Action 28 Primarily Responsible for Vehicle Maintenance 91 Own a Shotgun 87% Pump Action 67 Semi-automatic 43 Single Shot 36 Side by Side 29 Over and Under 25 Sources: MRI, Spring 2016 (audience, age, male/female, children, married, college, Av HHI); 2008 Guns & Ammo Subscriber Study, MRI Market Solutions. MEDIA KIT 2017 On Sale / Ad Close Dates 2017 Guns & Ammo Magazine Issue Ad Space Close/Materials Due Mailed to Subscribers Newsstand on Sale January 2017 10/6/16 11/23/16 12/6/16 February 2017 11/2/16 12/22/16 1/3/17 March 2017 12/8/16 1/25/17 2/7/17 April 2017 1/6/17 2/22/17 3/7/17 May 2017 2/6/17 3/22/17 4/4/17 June 2017 3/7/17 4/19/17 5/2/17 July 2017 4/10/17 5/26/17 6/6/17 August 2017 5/8/17 6/21/17 7/4/17 September 2017 6/5/17 7/19/17 8/1/17 October 2017 7/10/17 8/23/17 9/5/17 November 2017 8/7/17 9/20/17 10/3/17 December 2017 9/12/17 10/25/17 11/7/17 January 2018 10/13/17 11/29/17 12/12/17 MEDIA KIT 2017 General Advertising Rates Effective January 1, 2017 4-Color 1x 3x 6x 9x 12x Full Page $40,919 $39,688 $38,458 $37,238 $36,018 2/3 Page 33,556 32,570 31,562 30,544 29,525 1/2 Page 27,265 26,470 25,621 24,825 23,998 1/3 Page 23,064 22,375 21,685 20,996 20,305 1/4 Page 19,298 18,725 18,141 17,569 16,974 1/6 Page 16,158 15,659 15,181 14,704 14,184 2-Color 1x 3x 6x 9x 12x Full Page $31,254 $30,320 $29,377 $28,442 $27,488 2/3 Page 24,973 24,231 23,478 22,714 21,982 1/2 Page 19,860 19,266 18,662 18,078 17,483 1/3 Page 15,361 14,916 14,439 13,994 13,527 1/4 Page 12,815 12,413 12,042 11,638 11,277 1/6 Page 10,683 10,344 10,047 9,696 9,400 B&W 1x 3x 6x 9x 12x Full Page $24,995 $24,252 $23,499 $22,735 $21,993 2/3 Page 19,468 18,874 18,311 17,717 17,144 1/2 Page 15,361 14,916 14,439 13,994 13,527 1/3 Page 11,532 11,182 10,843 10,493 10,153 1/4 Page 8,965 8,689 8,413 8,179 7,893 1/6 Page 6,397 6,207 6,026 5,835 5,644 Covers 1x 3x 6x 9x 12x Covers 4 $53,183 $51,602 $50,011 $48,409 $46,807 Covers 2 47,051 45,661 44,229 42,818 41,429 Covers 3 45,004 43,677 42,320 40,961 39,625 MEDIA KIT 2017 Industry Advertising Rates Effective January 1, 2017 4-Color 1x 3x 6x 9x 12x Full Page $33,970 $32,941 $31,943 $30,926 $29,896 2/3 Page 27,859 27,021 26,183 25,345 24,528 1/2 Page 22,639 21,950 21,272 20,592 19,913 1/3 Page 19,150 18,566 18,003 17,431 16,868 1/4 Page 16,009 15,563 15,054 14,577 14,088 1/6 Page 13,378 13,017 12,603 12,200 11,766 2-Color 1x 3x 6x 9x 12x Full Page $25,918 $25,165 $24,358 $23,606 $22,809 2/3 Page 20,730 20,125 19,489 18,862 18,237 1/2 Page 16,486 15,988 15,489 15,001 14,492 1/3 Page 12,741 12,381 11,998 11,606 11,224 1/4 Page 10,631 10,323 10,004 9,676 9,358 1/6 Page 8,859 8,593 8,329 8,063 7,787 B&W 1x 3x 6x 9x 12x Full Page $20,730 $20,147 $19,489 $18,874 $18,247 2/3 Page 16,179 15,669 15,203 14,704 14,216 1/2 Page 12,741 12,381 11,998 11,606 11,224 1/3 Page 9,558 9,283 8,996 8,699 8,403 1/4 Page 7,426 7,236 7,002 6,768 6,535 1/6 Page 5,315 5,166 4,997 4,848 4,678 Covers 1x 3x 6x 9x 12x Cover 4 $44,155 $42,818 $41,513 $40,186 $38,851 Cover 2 39,063 37,896 36,739 35,550 34,383 Cover 3 37,376 36,241 35,126 34,013 32,878 MEDIA KIT 2017 Mail Order Advertising Rates Effective January 1, 2017 4-Color 1x 3x 6x 9x 12x Full Page $28,644 $27,785 $26,925 $26,077 $25,207 2/3 Page 23,499 22,788 22,077 21,366 20,677 1/2 Page 19,096 18,513 17,940 17,357 16,816 1/3 Page 16,168 15,659 15,193 14,694 14,216 1/4 Page 13,516 13,103 12,699 12,296 11,892 2-Color 1x 3x 6x 9x 12x Full Page $21,865 $21,208 $20,560 $19,903 $19,245 2/3 Page 17,495 16,953 16,422 15,914 15,373 1/2 Page 13,887 13,495 13,071 12,646 12,232 1/3 Page 10,757 10,439 10,121 9,803 9,464 1/4 Page 8,965 8,689 8,413 8,179 7,893 B&W 1x 3x 6x 9x 12x Full Page $17,505 $16,964 $16,434 $15,924 $15,393 2/3 Page 13,633 13,219 12,815 12,391 11,998 1/2 Page 10,757 10,439 10,121 9,803 9,464 1/3 Page 8,063 7,808 7,607 7,342 7,086 1/4 Page 6,281 6,089 5,899 5,719 5,527 1/6 Page 4,488 4,350 4,222 4,085 3,947 1/12 Page 2,430 2,356 2,270 2,206 2,132 1 Inch 987 965 933 913 881 MEDIA KIT 2017 Vehicle Aftermarket Advertising Rates Effective January 1, 2017 4-Color 1x 3x 6x 9x 12x Full Page $28,644 $27,785 $26,925 $26,077 $25,207 2/3 Page 23,499 22,788 22,077 21,366 20,677 1/2 Page 19,096 18,513 17,940 17,357 16,816 1/3 Page 16,168 15,659 15,193 14,694 14,216 1/4 Page 13,516 13,103 12,699 12,296 11,892 2-Color 1x 3x 6x 9x 12x Full Page $21,865 $21,208 $20,560 $19,903 $19,245 2/3 Page 17,495 16,953 16,422 15,914 15,373 1/2 Page 13,887 13,495 13,071 12,646 12,232 1/3 Page 10,757 10,439 10,121 9,803 9,464 1/4 Page 8,965 8,689 8,413 8,179 7,893 B&W 1x 3x 6x 9x 12x Full Page $17,505 $16,964 $16,434 $15,924 $15,393 2/3 Page 13,633 13,219 12,815 12,391 11,998 1/2 Page 10,757 10,439 10,121 9,803 9,464 1/3 Page 8,063 7,808 7,607 7,342 7,086 1/4 Page 6,281 6,089 5,899 5,719 5,527 1/6 Page 4,488 4,350 4,222 4,085 3,947 1/12 Page 2,430 2,356 2,270 2,206 2,132 1 Inch 987 965 933 913 881