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Reaching Active Men ONLINE

Reaching Active Men ONLINE. Men’s Outdoor Group. The Three Leading Brands in the Outdoors. #1. #2. and. most recognized brands and brands named as the Authority in the Outdoors. #1. T he #1 Network Outdoorsmen recognize - On TV and Online.

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Reaching Active Men ONLINE

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  1. Reaching Active Men ONLINE

  2. Men’s Outdoor Group The Three Leading Brands in the Outdoors #1 #2 and most recognized brands and brands named as the Authority in the Outdoors #1 The #1 Network Outdoorsmen recognize - On TV and Online Source: F&S/OL: Taylor Nelson Sofres Study; OC: Trophy Research, Fall 2008

  3. Men’s Outdoor Group The Top Three Brands Reaching Active Outdoorsmen Field & Stream, Outdoor Life and Outdoor Channel have joined to form the Men’s Outdoor Group, a special network offering our advertisers the combined strengths of the leading outdoor brands and the ability to capture the highest quality active men online. Source for outdoors content for over 100 years, offering a community-like forum for Outdoorsmen Extensive video library of cable network programming

  4. Delivering Mass Male Reach 108,031,000 Men in the U.S. 38,740,000 Outdoorsmen 1 in every 3 Men 20,517,000 1 in every 5 Men Source: MRI Fall 2008 - Participated in hunting/fishing/target shooting, archery, or camping in the last 12 months

  5. Reach More Consumers Field & Stream, Outdoor Life and the Outdoor Channel delivers a larger consumer segment than Golf Digest, Golf Magazine and the Golf Channel.... 21% MORE > 20.5 million Outdoorsmen 16.9 million Golfers Source: MRI Fall 2008

  6. Where America Lives 60% of the United States population lives in B/C/D counties A Counties = 40% U.S. Population B/C/D Counties = 60% U.S. Population Source: Audit Bureau of Circulation

  7. Where Wal-Mart Shoppers Live Wal-Mart shoppers over index for the population in these same B/C/D counties Over Index Average Under Index Source: Source: Audit Bureau of Circulation, Shopped at Wal-Mart in last 12 months

  8. Where Outdoorsmen Live Outdoorsmen over index for the population in these same B/C/D counties Over Index Average Under Index Source: Audit Bureau of Circulation

  9. Men’s Outdoor Group Coverage Men's Outdoor Group brands deliver this same audience Over Index Average Under Index Source: Audit Bureau of Circulation Read Field & Stream/Outdoor Life in last 12 months

  10. Men’s Outdoor Group Well-Rounded, Active Lifestyle The Men’s Outdoor Group is made up of visitors with a well-rounded, active lifestyle. Well-Rounded Outdoor Lifestyle INDEX %COMP CAMPING 285 45% BOATING/MOTORBOATING 365 22% CAMPING IN AN RV 250 19% BACKPACKING/HIKING 254 17% MOTORCYCLING 288 13% CANOEING/KAYAKING 306 13% MOUNTAIN BIKING 306 5% SCUBA DIVING 240 5% Source: Nielsen NetRatings @Plan Summer 2009 - FS

  11. Men’s Outdoor Group Well-Rounded, Active Lifestyle The Men's Outdoor Group is also reaching active DIYers. Active DIY Participation INDEX %COMP PURCHASED AUTO PARTS IN-STORE 250 45% HOME REPAIR/RENOVATION 153 24% LANDSCAPING 188 20% CARPENTRY/WOODWORKING 302 19% PROVIDES FREQUENT AUTO ADVICE 309 17% FIXING/RENOVATING CARS 353 15% PURCHASED AUTO PARTS ONLINE 290 15% FURNITURE REFINISHING 294 7% Source: Nielsen NetRatings @Plan Summer 2009 - FS; *Purchased online in past 6 months and in-store in past 30 days

  12. Men’s Outdoor Group We’ve Got Outdoorsmen Covered The Men's Outdoor Group reaches an audience of close to 1.3 million* outdoorsmen each month and are the leading three content providers in the outdoor market. Reaching Active Outdoorsmen INDEX %COMP ANY HUNTING/FISHING 491 72.3% FISHING 515 63.4% HUNTING 732 42% FISHING VACATION 562 34% ANY OUTDOOR ADVENTURE SPORT 267 17% Source: @Plan Summer 2009 - FS; *Omniture FSOL, Hitbox OC Sept '09 UV

  13. Latest Traffic Data December 2010 Statistics - Internal Data Men's Outdoor Group December 2010 Traffic 2,048,228 Total Monthly Unique Visitors 16,772,294 Total Monthly Page Views FieldandStream.com 787,612 unique visitors 6,692,020 page views 11.07 minutes spent per UV 7.27 page views per visit OutdoorLife.com 293,094 unique visitors 4,262,286 page views 10.8 minutes spent per UV 12.74 page views per visit OutdoorChannel.com 967,522 unique visitors 5,817,988 page views 4.06 minutes spent per UV 5.05 page views per visit Traffic Source: Omniture for F&S and OL; Hitbox for OC

  14. 666,673 Men’s Outdoor Group Total Unique Visitors Monthly Growth - Internal Data w The Men's Outdoor Group received over 24.2 million monthly Unique Visitors in 2010 w Unique visitors to the Men's Outdoor Group network of sites increased 79% from 2009 to 2010 Monthly Unique Visitors (000) 3,023 2,783 2,699 2,434 2,443 2,048 1,761 1,508 1,412 1,416 1,374 1,350 Jan Feb Mar April May June July Aug Sept Oct Nov Dec Source: Omniture (FS/OL) and Hitbox (OC)

  15. 666,673 Men’s Outdoor Group Total Page Views Monthly Growth - Internal Data w The Men's Outdoor Group received over 160 million Page Views in 2010 w Page Views on the Men's Outdoor Group network of sites increased 74% from 2009 to 2010 Monthly Page Views (000) 23,439 17,513 16,772 16,356 14,397 13,325 11,401 11,477 10,614 9,212 8,261 7,882 Jan Feb Mar April May June July Aug Sept Oct Nov Dec Source: Omniture (FS/OL) and Hitbox (OC)

  16. Men’s Outdoor Group - Comscore Competitive Landscape: Reaching Active Men Unique Visitors (000) Men's Outdoor Group MensHealth.com RunnersWorld.com MensFitness.com Source Interlink Action Sports Backpacker.com Outside Online 2,335 2,189 1,091 438 149 37 33 Source: comScore, November 2010, UV (000)

  17. Men’s Outdoor Group - Comscore Competitive Landscape: Reach vs. Traditional Sports Sites Unique Visitors (000) 3,106 USAToday Sports SportingNews.com Men's Outdoor Group NCAA Golf.com PGA.com 2,604 2,335 504 462 272 Source: comScore, November 2010, UV (000)

  18. Men’s Outdoor Group - Comscore Competitive Landscape: Reaching DIY’ers Unique Visitors (000) HGTV.com DoItYourself.com DIYNetwork.com Men's Outdoor Group ThisOldHouse.com BobVila.com HGTVPro.com 4,179 3,609 2,628 2,335 1,318 872 295 Source: comScore, November 2010, UV (000)

  19. Men’s Outdoor Group - Comscore Competitive Landscape: Reaching Auto Enthusiasts Unique Visitors (000) MotorTrend.com Men's Outdoor Group PopularMechanics.com CarandDriver.com SpeedTV.com OFF-ROAD.com RoadandTrack.com 3,002 2,335 1,464 1,441 508 329 268 Source: comScore, November 2010, UV (000)

  20. Men’s Outdoor Group - Comscore Competitive Landscape: Reaching Outdoorsmen Unique Visitors (000) Men's Outdoor Group Intermedia Outdoors Versus.com OutsideHub.com HuntingNet.com NRA.org HuntingClub.com 2,335 580 266 189 185 132 87 Source: comScore, November 2010, UV (000)

  21. Men’s Outdoor Group Demographic Profile - Internal Data Demo Male 91.1% Age 18 - 44 46.7 % Age 25 - 54 62.5% Age 35+ 68.3% Married 72.2% Children - 1+ in HH 42.0% Some/College Grad 70.5% Employed (full or part) 76.5% Served in Military 26.1% Average Days Fishing 16.9 Average Days Hunting 14.8 Median $HHI $71,500 Source: Walker Communications Visitor Survey

  22. Case Study Ad Effectiveness with Men's Outdoor Group In a recent auto related brand study, of all the major competitive brands surveyed, the brand that advertised on the Men's Outdoor Group was the only brand to show an increase across all categories of brand awareness and intent to purchase in the test vs. the control point change. +16.6 Pre Post 93.0 +10.1 76.4 66.0 +15.4 55.0 52.0 +16.5 39.6 36.6 23.1 Brand Awareness Ad Awareness Brand Favorability Purchase Intent Source: Walker Communications Pre/Post Survey Fall 2009

  23. Capabilities

  24. Men’s Outdoor Group Advertising Capabilities Standard ad creative sizes across MOG include: 728x90 pixels 300x250 pixels Other creative sizes available include: 160x600, 120x90, and video pre-roll w w

  25. Men’s Outdoor Group Advertising Capabilities Additional units available include: Home Page Intro Units Home Page Road Blocks OPA Units Video Pre-roll Site navigation integration opportunities Exclusive channel/content sponsorship w w w w w w Home Page Intro Unit Examples In-Page Pre-roll Example

  26. Men’s Outdoor Group Dedicated Newsletter Database The Men’s Outdoor Group combines to offer a large opt-in e-mail database for advertisers. This list is comprised of users who have specifically opted-in to receive communications from Field & Stream, Outdoor Life and Outdoor Channel advertisers. Based on scheduling availability advertiser may select date and distribution of message. Portions of the list can be geo-targeted. Combined List Size: 600,000+ Rate Card CPM: $105 Gross 600x800 pixels 50K max file size w w w w

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