Audience Continued

The advertisements play on the fact that the audience is generally men. However, even the editor and chief admitted that women are becoming more prevalent among the Field & Stream readers.

LICATA: “About 15 percent of Field & Stream readers are women. More important, many recent studies and surveys have identified that women make up the fastest growing segment of people who fish, hunt, and camp. As the largest outdoor sports magazine brand, we want to make sure that we're not only acknowledging this new audience but taking a leadership role in supporting it and helping it grow. It's too early to say if we're getting more female readers as a direct result of this cover, but I can say that it's been our best selling cover of 2014.”