CM Listline: Testing Anglers for Affluence
Spring is here, and there is no audience more seasonally motivated than fishing enthusiasts. The source of their passion is a mystery, but their behavior is unmistakable. Experienced anglers find plenty of time to test the waters, and the list metadata should lead marketers to do the same. For example, the subscribers of Fly Fisherman Magazine travel approximately 16 times per year, spend an average of 32 days per year fly fishing, have household income (HHI) nearly three times the national average, and spend over $2,500 per year, on average, for fly fishing alone.
Experienced anglers have discretionary income to fund their fun. According to the information on the data cards for Gray’s Sporting Journal and Fly Fishing in Salt Waters, the average household income on these publishing files is four times the national average, and the average net worth is $1.5 million.
Of course, this information has little value if you don’t have a relevant offer. Most fly fishing enthusiasts are environmentally conscious, and they often adhere to a catch and release philosophy — another digital camera offer? And if you’re offering a Cajun catfish recipe, then you’d be better off testing a cooking list title, since bottom feeders are rarely targeted by dry fly drifters.
There are a few highly correlated lists that provide some insight beyond the obvious hunting and fishing titles. For example, the Northern Tool and Equipment Master File and the Duluth Trading Company Mailing List are also highly correlated with In Fisherman.
Fly Fisherman Magazine
Universe: 66,118
Price: $100/M
Contact: Chilcutt Direct Marketing, Jane McCoy, [email protected], (405) 478-7245
Gray’s Sporting Journal
Universe: 26,060
Price: $135/M
Contact: Lake Group Media, Anjie Logan, [email protected], (914) 925-2401
Fly Fishing in Salt Waters
Universe: 20,237
Price: $105/M
Contact: Lake Group Media, Anjie Logan, [email protected], (914) 925-2401
Eastern Fly Fishing
Universe: 10,529
Price: $110/M
Contact: Statlistics, Paul Cabiati, [email protected], (203) 778-8700
In Fisherman
Universe: 148,745
Price: $95/M
Contact: Chilcutt Direct Marketing, Jane McCoy, [email protected], (405) 478-7245
Data cards for these files are publicly available at http://lists.nextmark.com.
Chris DeMartine ([email protected]) is director of business development for NextMark.
