Sports Afield
11650 Riverside Dr.
North Hollywood, CA 91602
818/763-9221
http://www.SportsAfield.com
By the end of 1999, Hearst Corp. was relieved to divest itself of Sports Afield, a title the media giant viewed as old and tired. Publishers had tried introducing Gen-X
outdoor sports such as snowboarding and mountain biking to the editorial mix as a means of making the traditional hunting and fishing magazine jibe with its gaggle of younger,
hipper titles - but advertisers didn't buy it. In December, publishing magnate Robert Petersen bought the 113-year old grandfather of a magazine and, banking on its brand equity,
quickly restored the focus to the sports disciplines upon which the magazine was founded. After a quick facelift, the pub was re-launched in August, with circulation remaining
steady at 450,000. President and COO Ken Elliott says the plan now is to move the book from 10 times per year to monthly as of February 2001.
Content/Contacts
Not surprisingly, Sports Afield boasts a testosterone-heavy roster of articles dedicated to the art of killing things (although Elliott is quick to note that the
readership, once 98% male, is now about 90% male). "Our magazine talks about the joys one experiences when going outside. It's about experiencing life - and death too, which is
part of life," he says.
Coverage extends well beyond guns and rods, however. Departments also cover peripheral issues such as off-road transportation and equipment, pet care (for hunting dogs),
wilderness survival, the extinction (or threat thereof) of certain species and outdoor medicine. The latest issue features an all-terrain vehicle round-up and a piece that
discusses LASIK eye surgery as a solution for myopic sportsmen.
Pitch ideas to editor-in-chief Chris Dorsey via snail mail or email ([email protected]). Lead-time for stories is five to
six months.
Pitch Tips
The magazine relies on a sizable roster of contributing editors, and is always looking to add expert enthusiasts to its fold. "We look for contributed articles of 2,000 to
2,500 words," Elliott says. Submissions accompanied by photography (preferably 35 mm slides) are more likely to get a bite. But skip the temptation to send trophy shots of dead
animals and focus more on scenic storytelling. "If you're talking about going to Alaska to go salmon fishing, the pictures should explain why you'd want to fish this particular
spot," Elliott adds.
Another way to hit the bull's-eye with editors? Connect them with real-world hunters and anglers. "America needs to see the kinds of people who participate in these sports,"
Elliott says - meaning celebrities, business executives, public figures and average Joes. "Thirty years ago, if you said you were going hunting, your neighbors would ask you for
a pheasant. Now it's so politically incorrect that celebrities are afraid to admit they're outdoorsmen for fear of not being able to get work. We want to make these sports more
acceptable."
Comments
Sports Afield differentiates itself from competitors such as Times Mirror's Field & Stream and Outdoor Life by going beyond "how to" advice for
outdoorsmen and also covering the "why," Elliott says. "We get involved in conservation issues, too. Without taking care of the wild, we don't have a place to play," he says.
In the latest issue, which features an exclusive interview with presidential candidate and sportsman George "Dubya," the editors take a strong advocacy stance, telling readers:
"No matter whom you support in the coming election, it's more important than ever to voice your thoughts and concerns on the future direction of public land issues, Second
Amendment rights, clean water and air, private land conservation incentives and endangered species."