Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013

Media Buy Overview

Media Vehicle
Televison
Hunt Masters
Hunt TV
Primos Truth About Hunting
TOTAL/AVG TV

No. Of
Insertions

Total Cost

CPM

220
330
280
830

$
$
$
$

24,860
35,990
35,800
96,650

$
$
$
$

5.62
5.62
5.62
5.62

Radio
Minneapolis-St. Paul--KEEY
La Crosse--WCOW
Salt Lake City--KSOP FM
ALL RADIO TOTALS/AVG

350
450
500
1,300

$
$
$
$

232,628
116,235
224,250
573,113

$
$
$
$

8.27
15.18
7.83
10.43

Magazines
American Hunter
Pertersen's Bowhunting
Gun Dog
North American Hunter
North American White Tail
Successful Hunter
Wisconsin Outdoor Journal
TOTAL/AVG MAGAZINES

4
2
2
3
4
2
3
20

$
$
$
$
$
$
$
$

164,720
20,920
8,660
89,940
43,140
7,298
7,350
342,028

$
$
$
$
$
$
$
$

4.86
11.18
25.77
4.30
11.75
6.82
27.84
13.22

Newspapers
Star Tribune
The Salt Lake Tribune
Desert Morning News
Leader-Telegram
TOTAL/AVG NEWSPAPERS

10
8
8
14
40

$
$
$
$
$

117,600
44,242
69,562
9,072
240,475

$
$
$
$
$

16.20
13.97
57.21
9.00
24.09

Internet
Americanhunter.org
Fieldandstream.com/blogs/whitetail-365
HuntingNet.com
Bowhunting.com
Weather.com
Outdoorlife.com
Huntingclub.com
BANNERS TOTAL/AVG

1,800
3,800
1,600
600
4,000
2,000
700
14,500

$
$
$
$
$
$
$
$

9,864
20,824
8,768
3,288
41,040
10,960
3,836
98,580

$
$
$
$
$
$
$
$

0.22
0.01
0.02
0.01
0.32
0.01
0.01
0.08

Google Search, AdWords

18,200

83,994 $

4,520

5,815

1,434,840 $

762.24

TOTAL/AVG

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013

Magazine Placements

Magazine name

Cost Per Ad

American Hunter
Pertersen's Bowhunting
Gun Dog
North American Hunter
North American White Tail
Successful Hunter
Wisconsin Outdoor Journal
Magazine Totals/Avg

$41,180
$10,460
$4,330
$29,980
$10,785
$3,649
$2,450
$

14,691

Ad Size
1 page
1 page
1 page
1 page
1 page
1 page
1 page

Total
Ad
Number of campaign
Position Insertions
Cost
3rd cover
4th cover
inside
inside
2nd cover
2nd cover
4th cover

4
2
2
3
4
2
3

$164,720
$20,920
$8,660
$89,940
$43,140
$7,298
$7,350

20 $ 342,028

PassCirculation
along
(000)
estimate
942
156
42
774
153
107
22
2,196

9.0
6.0
4.0
9.0
6.0
5.0
4.0
6.14

Total
Audience
(000)
8,478
936
168
6,966
918
535
88

CPM
$4.86
$11.18
$25.77
$4.30
$11.75
$6.82
$27.84

18,089 $ 13.22

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Newspapers

Publication Name
Star Tribune
The Salt Lake Tribune
Desert Morning News
Leader-Telegram
Newspaper Totals/AVG

Day of Week
Monday
Monday
Sunday
Sunday

Section
Sports
Sports
Sports
Sports

Ad Size
(col.in)
40
30
40
20

Cost/Col.
Inch
$
$
$
$

32.5 $

294.00
184.34
217.38
32.40

Cost per Ad
$ 11,760.00
$ 5,530.20
$ 8,695.20
$
648.00

182.03 $ 6,658.35

Number of
Insertions
10
8
8
14

Total Cost

Circulation
(000)

Pass-along
estimate

$
$
$
$

117,600
44,242
69,562
9,072

363
132
76
36

2
3
2
2

40 $

240,475

607

2.25

Total
Audience
(000)
726
396
152
72

CPM
$ 16.20
$ 13.97
$ 57.21
$ 9.00

1346 $ 24.09

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Radio Placements

Program
Minneapolis-St. Paul--KEEY
Minneapolis-St. Paul--KEEY
Minneapolis-St. Paul--KEEY Summary
La Crosse--WCOW
Salt Lake City--KSOP FM
All Radio totals/AVG

Format

Daypart

Country
Country
Country
Country

AM
PM
AM
AM

Rating
6.3
6.3
6.3
12.3
3.9
7.5

Rating (%)
6.3%
6.3%
6.3%
12.3%
3.9%

Persons 12+ in
Market
2,550,200
2,550,200
2,550,200
138,300
1,467,800

Listeners of
station

Cost per
point
Cost per :60
No. of
(CPP)
ad
insertions

160,663
160,663
160,663
17,011
57,244

$
$
$
$
$

204
218
211
21
115

$
$
$
$
$

1,285
1,373
1,329
258
449

234,918

116

679

200
150
350
450
500
1,300

Total Cost

CPM
(Listeners)

$257,040
$206,010
$465,255
$116,235
$224,250

$8.00
$8.55
$8.27
$15.18
$7.83

$805,740

$10.43

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Televison Placements

Program

Rating

Rating (%) Tv HH in Market

HH viewing
program

#/HH

Total
Viewers
(000)

Cost per
point
(CPP)

Cost per
:30 ad

No. of
insertions

Total Cost

CPM (Viewers)

Hunt Masters
Minneapolis-St. Paul
Salt Lake City
La Crosse-Eau Claire
Hunt Masters Total/AVG

1.1
1.1
1.1

1.1%
1.1%
1.1%

1,706,740
874,650
212,210

18,774
9,621
2,334
30,730

2.5
2.5
2.5

47
24
6
77

$
$
$
$

217
113
35
122

$
$
$
$

239
124
39
134

60
80
80
220

$
$
$
$

13,020
9,040
2,800
24,860

$
$
$
$

5.09
5.17
6.60
5.62

Hunt TV
Minneapolis-St. Paul
Salt Lake City
La Crosse-Eau Claire
Hunt TV Total/AVG

1.3
1.3
1.3

1.3%
1.3%
1.3%

1,706,740
874,650
212,210

22,188
11,370
2,759
36,317

2.5
2.5
2.5

55
28
7
91

$
$
$
$

217
113
35
122

$
$
$
$

282
147
46
158

100
80
150
330

$
$
$
$

21,700
9,040
5,250
35,990

$
$
$
$

5.09
5.17
6.60
5.62

Primos Truth About Hunting

Minneapolis-St. Paul
Salt Lake City
La Crosse-Eau Claire
Primos Truth About Hunting Total/AVG

1.4
1.4
1.4

1.4%
1.4%
1.4%

1,706,740
874,650
212,210

23,894
12,245
2,971
39,110

2.5
2.5
2.5

60
31
7
98

$
$
$
$

217
113
35
122

$
$
$
$

304
158
49
170

100
100
80
280

$
$
$
$

21,700
11,300
2,800
35,800

$
$
$
$

5.09
5.17
6.60
5.62

265

122

154

830 $

96,650

5.62

All TV Totals/AVG

106,157

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Internet Placements

Web Sites
Americanhunter.org
Fieldandstream.com/blogs/whitetail-365
HuntingNet.com
Bowhunting.com
Weather.com
Outdoorlife.com
Huntingclub.com
BANNERTS TOTAL/AVG

cost/1,000
impressions
$
5.48
$
5.48
$
5.48
$
5.48
$
10.26
$
5.48
$
5.48

total impressions /
month (000)
450
950
400
150
1000
500
175

Total cost /
month
$
2,466
$
5,206
$
2,192
$
822
$ 10,260
$
2,740
$
959
$ 24,645

No. of months
4
4
4
4
4
4
4

Total No. of
Impressions
(000)
1,800
3,800
1,600
600
4,000
2,000
700
14,500

$
$
$
$
$
$
$
$

Total cost
9,864
20,824
8,768
3,288
41,040
10,960
3,836
98,580

No. of unique
visitors/ month
(000)
11,439
816,075
138,392
55,042
32,393
486,764
86,173
232,325

$
$
$
$
$
$
$
$

CPM
0.22
0.01
0.02
0.01
0.32
0.01
0.01
0.08

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Google Keyword-based Search Buys

Google Keyword-based ads

Hunting gear
bow hunting
hunting dogs
hunting boots
white tail deer hunts
Google Totals/AVG

Cost per
Click (CPC)
$
5.47
$
3.54
$
3.19
$
6.09
$
4.31
$
4.52

Total Clicks
per Month
2,000
800
600
200
950
4,550

Number of
Months
4
4
4
4
4

Total Clicks
8,000
3,200
2,400
800
3,800
18,200

$
$
$
$
$
$

Total Cost
43,760
11,328
7,656
4,872
16,378
83,994

CPM (CPC)
$
5,470
$
3,540
$
3,190
$
6,090
$
4,310
$
4,520

Media Plan for Scheels

Prepared by J. Laimans, April 10, 2013
Campaign Schedule

Television
Hunt Masters
Hunt TV
Primos Truth About Hunting
Radio
Minneapolis-St. Paul--KEEY
La Crosse--WCOW
Salt Lake City--KSOP FM

x
x

x
x
x

x
x
x

x
x

x
x

x
x

x
x
x

x
x

x
x

x
x
x

x
x

x
x

x
x

x
x
x
x

x
x
x
x

x
x
x
x
x
x
x

x
x

x
x

x
x

x
x
x

x
x
x

x
x
x

Newspapers
Star Tribune
The Salt Lake Tribune
Desert Morning News
Leader-Telegram

x
x
x
x

x
x

x
x
x
x

x
x
x
x

x
x

x
x
x
x

Internet
Americanhunter.org
Fieldandstream.com/blogs/whitetail-365
HuntingNet.com
Bowhunting.com
Weather.com
Outdoorlife.com
Huntingclub.com

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x

x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x
x

Week 4

Week 3

Week 2

Week 1

Week 4

x
x
x

x
x
x
x
x
x
x

x
x

Week 3
x

x
x

Magazines
American Hunter
Pertersen's Bowhunting
Gun Dog
North American Hunter
North American White Tail
Successful Hunter
Wisconsin Outdoor Journal

x
x
x
x
x
x

January

Week 2

Week 1

Week 4
x

x
x
x

December
Week 3

Week 2

Week 1

Week 4

Week 3

November

Week 2

Week 1

October

x
x
x

x
x
x

x
x

x
x
x

x
x

x
x

x
x
x
x
x
x

x
x

x
x
x

x
x

x
x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x
x

x
x
x
x
x
x

x
x
x
x

x
x
x
x
x