Demographic Profile

The Fisherman readers represent the largest concentration of saltwater anglers in The Northeast and Mid Atlantic regions. Our readers not only have the financial means to participate in saltwater fishing, they also demonstrate an unusually high level of participation, knowledge and experience that clearly positions them as avid, passionate anglers who read The Fisherman with tremendous urgency. This is a special, one of a kind readership that yields the most sought after sport fishing market segment in the country. Each reader is influential to the buying decisions of other consumers, each reader truly lives a fishing lifestyle and each reader will continue to participate in fishing no matter what economic challenges they encounter.

The following data is based on our 2007 Subscriber Study conducted by Beta Research, one of the industries predominate authorities on audience research.

Readers Behavior

• 70% of all Subscribers renewed their subscription in 2008 (Subscription cost $29)
• 94.4% of all readers have read 4 out of the last 4 issues
• 4 times - Average number of times read, looked through or referred back to a typical issue
• 2 hours – Average total time spent reading a typical issue
• 11 years – Average number of years readers have subscribed to The Fisherman
• 3 – Readers per copy
• 16 weeks – Average number of weeks readers save copies
• 28% of all subscribers, subscribe to no other fishing magazine
• 93.7% of all readers claim The Fisherman overall has become a better magazine in the last two years

Actions taken as a result of seeing an ad:

• 68.9% – Considered Purchasing an advertised product
• 31% – Advised another on the purchase of a product seen in The Fisherman
• 58.4% – Purchased an advertised product
• 17% – Telephoned or wrote to an advertiser for more information
• 42% – Saved ad for future use
• 53.4% – Visited a Website
• 37% – Visited a dealer/retailer to examine a product

Fishing Involvement

• 23.3 Years – Average number of years have been fishing
• 84.5% – % of time go saltwater fishing
• 15.5% – % of time go freshwater fishing

Ranking of Types of Fishing Readers Participate in:

• Inshore – 86.5%
• Party/Charter Boat – 49%
• Offshore – 47.7%
• Freshwater – 42.1%
• Surf – 40%
• Tournament – 16.6%
• Fly – 10.8%

Tackle

• 15 – Number of rod/reel outfits currently owned
• $3,177 – Estimated total value of rod/reel outfits currently owned
• $588 – Amount spent on fishing tackle in the past 12 months

Types of Rod/Reel Outfits Currently Owned:

• 90% – Spinning
• 77.7% – Baitcasting
• 76.3% – Conventional/Trolling
• 63.4% – Surf
• 49.6% – Offshore
• 27.6% – Fly

Types of Rod/Reel Outfits Planned To Buy:

• 50.3% – Spinning
• 38.1% – Baitcasting
• 33.3% – Conventional/Trolling
• 18.5% – Surf
• 18.0% – Offshore
• 9.5% – Fly Casting

Boat Ownership

• 71% of those planning to purchase a boat plan in the next 12 months plan to purchase a new boat
• $35,335 – Average amount spent on most recently acquired boat
• $600 – Amount spent on Fishing Tackle in the past 12 months
• 37.7 Days – Average Number of day used boat in the past 12 months

Month of purchase on most recent boat:

• 6.7% – January
• 10.8% – February
• 14.9% – March
• 12.0% – April
• 12.6% – May
• 8.8% – June
• 5.6% – July
• 5.8% – August
• 8.2% – September
• 6.4% – October
• 3.8% – November
• 4.4% – December

Type of Boat Owned:

• 37.8% – Center Console
• 34.3% – Walkaround
• 25.9% – Aluminum
• 8.1% – Sport Fishing Yacht
• 5.6% – Dual Console
• 3.3% – Freshwater Bass Boat
• 2.5% – Flat Boat

Type of Marine Power Owned:

• 89.7% – Any Outboard
• 35.7% – Carburetor
• 26.9% – 4 Stroke
• 19.4% – EFI
• 7.7% – High Efficiency 2 Stroke
• 11.1% – Gas Inboard
• 6.3% – Sterndrive
• 4.6% – Diesel

Horsepower of Marine Motor Owned:

• 7.9% – Under 25HP
• 13.6% – 25-59HP
• 5.4% – 60-89HP
• 21.2% – 90-149HP
• 42.2% – 150-225HP
• 19.0% – 225HP+

Marine Electronics

• $2,000 – Average Dollar Value of Marine Electronics Currently Own

Marine Electronics Equipment Currently Owned:

• 87.2% – Fish Finder
• 73.8% – GPS
      55.4% – Fixed Mount
      34.0% – Hand Held
• VHF Radio – 71.2%
      4.6% – Handheld
      59.7% – Fixed Mount
      1.3% – SSB Radio Telephone
• 30.7% – Chart Plotter
• 30.7% – Stereo
• 18.6% – Electronic Compass
• 17.3% – Navigational/Electronic Charting Software
• 7.6% – EPIRB
• 6.3% – Auto Pilot
• 2.2% – Satcom
• 1.3% – Onboard Computer

Consumer Purchasing Behavior

• $3,550 - Total Average Boat Operating Cost

Total amount spent on operating boat in the past 12 months:

• $800 – Fuel
• $400 – Engine Maintenance and Repair
• $100 – Average amount spent on bottom paint
• $200 – Other Maintenance and repairs
• $900 – Dock Space
• $100 – Entertaining
• $400 – Insurance
• $100 – Towing Insurance
• $200 – Bait
• $150 – Accessories

Fishing And Other Marine/Safety Items Currently Owned:

• 84.9% – Sunglasses
• 84.2% – Cooler/Ice Chest
• 82.4% – Life Jackets/PFDS/Personal Safety Gear
• 78.2% – Binoculars
• 76.2% – Foul Weather Gear
• 76.1% – Oil, Grease, or Lubricants
• 75.1% – Marine Battery
• 64.1% – Marine Wax or Cleaning Supplies
• 60.2% – Boat Shoes
• 58.1% – Boat Trailer
• 51.6% – Fuel Additive
• 46.1% – Marine/Fishing Books and Videos
• 39.0% – Bottom Paint
• 36.9% – Trim Tabs
• 7.5% – Life Raft
• 6.9% – Auxiliary Generator/Genset

Sources of Information Readers Consider Before Purchasing