He (99% are men) loves the publication and utilizes it throughout the month and year (92% of our readers save them indefinitely). He’s probably college educated (84% are) and has a household income over $86,000 (91% do). More than 78% of them own a boat and at least 44% plan on purchasing a new one in the next year. He spends up to 15% of his income on fishing and boating (85% do) and fishes within our coverage area 97% of the time. Most of them own a truck (90%) and more than half (52%) plan on buying a new one in the next year.