GUNS Magazine Special Edition Reader Profile

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READER PROFILE

An in-depth look at who really reads them and why:

If you want to reach a buying audience of firearms and shooting sports enthusiasts with your sales message, FMG Publications Special Editions offer a year-round cost effective solution.

In 1976 American Handgunner became the first magazine devoted 100% to handguns and handgun shooting sports. Today it’s still the first place handgun-ners everywhere turn for the latest and most reliable handgun news and information.

GUNS Magazine had influenced the buying deci-sions of avid shooting sportsmen since its inception as the first national monthly newsstand firearms publica-tion in 1955. The most active group of shooting sports-men anywhere turn to each issue for the most current firearms and sport shooting information available.

The editorial resources that make both American Handgunner and GUNS Magazine so appealing, are joined to create the most dynamic combination of an-nual issue and special editions the industry has to offer.

Newsstand buyers and direct mail purchasers world-wide look to each issue published by the FMG Publications for news and buying information they know they can trust.

Special editions offer advertisers:

• Six months on the newsstand = double exposure!
• Over 85,000 copies are distributed internationally.
• Average newsstand sell through of 35-48%.
• Ads cost less than half regular issue rates.
• Best marketing deal in the industry.
• Back issues sold months after shelf-life.
• Get your advertising in front of REAL sportsmen.

An in-depth look at who really reads them and why:Industry media buyers have learned that American Handgunner and GUNS Magazine Special Editions are the best advertising values available, but up until now, little was known about the readership. How old are they? How often do they shoot? Do they shoot alone or with friends? How much do they plan to spend on firearms and shooting accessories this year? A recent reader survey helped solve the mystery of the buy-ing habits and firearms interests of these shooting sportsmen. As it turns out, Special Edition readers are very active. They spend $9.95 per issue with the hopes of discovering more ways to enjoy their favorite part of shooting. Here are the highlights that make the Special Edition audience a valuable addition to any media budget.

ACTIVE CONSUMERS

• 90% will use information in each issue as a guide to making a gun purchase.
• 85% will use information as a guide to making a shoot ing accessory purchase.
• 90% find ads useful in making purchasing decisions.
• 75% of readers share their copy with at least two other people and as many as five.

INTERESTS

• 64% are most interested in Self-Defense.
• 58% buy Special Editions for the Buyer’s Guide.
• 32% are interested in hunting guns.

AGE

• 83% are between the ages of 20-54.

INCOME

• 71% make more than $30,000 per year.
• 21% make more than $65,000 per year.
• 53% make more than $40,000 per year.

FIREARM INTERESTS

• 73% will spend from $500 to over $1000 on guns
and accessories this year.
• 40% prefer Target Shooting.
• 84% own self-defense handguns.
• 64% own shotguns.
• 72% own rifles.

SHOOTING

• 51% shoot 25 to 50 or more days per year.
• 29% shoot at least 40 times per year.
• 84% go shooting at least 10 times per year.

ACTIVE SHOOTERS

• 45% shoot at a range or gun club most often.
• 76% shoot with family or friends.
• 65% of Special Edition readers hunt.

BUYING HABITS

• 73% currently buy or plan to buy shooting supplies
online or through the mail.

Advertising Manager:
Scott McGregor
Phone: (800) 553-7780
Fax: (858) 605-0208
e-mail: scott@americanhandgunner.com

Advertising Sales Director:
Anita Carson
Phone: (866) 972-4545
Fax: (858) 605-0211
e-mail: anita@shootingindustry.com

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GUNS Magazine is an FMG Publication.