For more than a half century, Fishing & Hunting News has been a “must read” for anyone looking to stake out the best trout streams or deer hunting grounds.
But the Woodinville-based magazine, which produces editions covering Washington and 11 other states, will publish no more, a victim of a bad economy and the consolidation of sportsman gear companies that made up the bulk of its advertising base.
The decision by Outdoor Empire Publishing means that 23 employees are losing their jobs. And more than 50 freelancers across the country who contributed to the magazine also will be affected, said Publisher Tom Erikson.
The decision also creates a huge void for a loyal base of about 65,000 subscribers.
“A lot of people grew up with this magazine and now are in their 50s and still reading it,” Erikson said of the publication founded in 1954. “It’s going to be missed.”
The magazine industry as a whole has seen a steady decline in revenue this year, as advertisers have adjusted to a soft economy, according to the Publishers Information Bureau, which tracks the nation’s largest magazines. Total advertising revenue for the second quarter of 2008 declined nearly 5 percent compared with the same period in 2007. Total advertising pages dipped 8.2 percent.
Magazines covering outdoor recreation also have taken a hit on the revenue side. For example, Outside magazine saw revenue in the second quarter dip 5 percent, according to the bureau’s data. In another example, Salt Water Sportsman’s ad revenue fell 22 percent in the second quarter, no doubt a reflection of the dip in ad buying from the hard-hit boating industry.
Fishing & Hunting News joins another local influential niche magazine that stopped publishing this year. No Depression, a popular American roots music magazine published in Seattle, ended its print publication this spring, also a victim of reduced ad revenue. In that case, the culprit was lost print advertising from record labels hit hard by a sharp decline in CD sales as more music listeners turn to the internet to download music. No Depression’s editors recently announced plans to revive the label online this fall.
Erikson said Fishing & Hunting News has been for sale since its founder, Bill Farden, died in 2006 at the age of 80.
The company found no takers — and discovered it was increasingly difficult to continue because its ad revenue had taken such a hit recently. Consolidation in the companies that own brands of fishing equipment and firearms meant less competition and fewer ad dollars spent in Fishing & Hunting News, Erikson said. He said ad revenue also was affected by the overall downturn in the economy and by a decline in advertising from the boating industry.
Fishing & Hunting News had lost some of its advertising to the internet. But the bigger competition came from specialty fishing and hunting programs on cable television that are popular with advertisers.
There are no immediate plans to transform the magazine into an online edition. But the company would be interested in selling the brand if an interested buyer emerges, Erikson said.
Outdoor Empire Publishing will retain a staff of about five people and will continue to publish its three trade show product guides, including the guide to the world’s largest sports fishing trade show. The company also publishes a special issue for the National Rifle Association.
Fishing & Hunting News had maintained its loyal readership, which included a paid subscription base of about 65,000. The twice-monthly magazine also sold about 10,000 copies of each edition through about 20,000 bait and tackle shops, sporting goods stores, hardware stores and other retail outlets across the country.
The magazine’s announcement that the Aug. 7 edition would be its last caused an outpouring of sympathy and mourning on the company’s website.
Bruce Rooks of Kent praised the magazine for its comprehensive information that included maps, conditions and regulations, as well as information on gear. Rooks said that every two weeks he looked forward to immersing himself in his new copy for the “pure relaxation and enjoyment” of it.
“This is a sad event, and I must say that I’m a little ticked off (not at you, just the bean counters),” Rooks wrote. “You’ll be sorely missed.”
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