The Official Newsletter of Coastal Angler Magazine Franchising, Inc.
JUNE 2022
JOE WOODY BREAKS $30,000!
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ver the past 15 years I’ve seen numerous milestones be broken. I watched as Tom Van Horn (2008) in Orlando had his first $15,000 month. A few years later Ken Yarbrough in Jacksonville recorded our first $20,000 month (2010). In 2014, not long after purchasing the Jacksonville franchise from Ken, Danny Patrick astounded everyone by posting his first $25,000 month. Last month Joe Woody in the Smoky Mountains blew the top off our record books with an amazing $32,000 month. How did he do that? How is that possible? When I asked Joe that question, he informed me that it really wasn’t that big of a deal. Not that BIG OF A DEAL? What? Anyone who knows Joe will tell you that his demeanor is normally pretty laid back. That “No big deal” reply to $32,000 in billing was certainly indicative of that calm and collective
MAKING AN IMPACT
attitude, but when he broke down that month’s revenue for me I had to some extent agree with him. You see, Joe’s magazine sales were $20,000 that month and a lot of franchise owners have had $20,000 months. What drove Joe’s revenue to $32,000 that month was the $12,000 he had in Video Magazine sales. He’s bundling Half and Full-page local print ads with one and two page spreads in the Video Magazine! And guess what? His advertisers are getting fantastic results from that package of a strong local ad tied into the 3,200,000 outreach of the Video Magazine. That’s one of the great things about digital advertising, the number don’t lie. They can’t lie. An advertiser can tell exactly what they got from their ad. A local tackle shop that Joe put in the Video Magazine was exceptionally pleased with these results.
747,817 Impressions
20,939 Page Reads
141
Video Plays
These results are not that unusual for Video Magazine advertisers. If you review any of the analytics for any of our Video Magazine advertisers, you will quickly see that everyone is getting great results. At the end of the day, isn’t that what you really want for your advertisers, that they get great results? If you have not embraced the Video Magazine as an additional selling platform you may be missing out on one of the most exciting things to have occurred at Coastal Angler Magazine since the inception of our franchise publishing model. Congratulations Joe and thank you for helping us understand that doing over $30,000 in one month is “no big deal.”
Mississippi Gulf Coast Co-Publisher Rocky Brooks recently attended the Biloxi Boat Show as a vendor, and had a backdrop made for his booth using a bunch of his magazine covers. It looks amazing and creates quite the impact!
Ben Martin Editor In Chief Coastal Angler Magazine The Angler Magazine
2021 SPECIAL REPORT ON FISHING EMPHASIZES HIGHEST OVERALL PARTICIPATION IN 14 YEARS Surge in Female, Youth, Hispanic, and African American Participation Supports New Record
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ecreational fishing and boating continues to reach new and diverse audiences according to a new industry study from the Recreational Boating & Fishing Foundation (RBFF). The 2021 Special Report on Fishing found that:. • 19.7 million females went fishing in 2020, a 10% participation increase in comparison with 2019. • Youth and adolescent fishing skyrocketed last year, with 13.5 million youth ages 6 to 17 hitting the water. • 5 million Hispanic Americans went fishing in 2020, the highest recorded volume in 14 years. • Overall participation continues to increase, with nearly 55 million Americans fishing at least once last year. • African Americans have had the highest participation rate in the last three years, with a 7.4% increase in participation and 14.6% growth since 2019. • More than 55% of people who have tried fishing intend to continue the activity in 2021.
“Last year was definitely unique, but this increased interest in fishing is a trend we’ve seen in the making for a while,” said Stephanie Vatalaro, Senior Vice President of Marketing and Communications for RBFF. “First time fishing participants climbed to 4.4 million in 2020. This 42% increase is phenomenal, and as the data shows these new participants are more diverse than ever, helping to confirm that the water is open to everyone.” The new Special Report data comes following a year when Americans’ interest in fishing peaked as a remedy for COVID-19related stress and anxiety. The pandemic also offered a unique opportunity for people interested in other outdoor activities. The study found fishing to have the highest cross-over participation in 2020 as 81% of fishing participants reported enjoying many other outdoor activities outside fishing. “We are thrilled to see so many new and returning anglers enjoying our nation’s waters. Anglers have always been a force for conservation, and we appreciate their continued support to sustain aquatic resources for future generations,” said U.S. Fish and Wildlife
Service Principal Deputy Director Martha Williams. “We are focused on inviting a larger and more diverse community of engaged anglers to become stewards of our cherished natural resources.” The study also showed spending time with family still top of mind for fishing participation (51.3%) and more than 55% of people intend to continue fishing this year. To continue to increase the popularity of fishing and boating among new and diverse audiences, RBFF launched a public service initiative, Get On Board, in partnership with Discover Boating. This effort aims to grow awareness of how anyone can support their wellness and mental health on the water. RBFF is an industry leader in many initiatives that empower diversity and inclusion. With the increase in diversity and youth participation comes a collective voice for conservation. Catch and release was the most prominent practice across all types of fishing in 2020, showing an amplified interest in maintenance of waterways while enjoying time on the water. The Special Report on Fishing was created in partnership with the Outdoor Foundation and provides one of the most comprehensive looks at the state of U.S. fishing and take out boating participation. The full report is available at TakeMeFishing.org/SpecialReport.
DEADLINE TIP
Don’t forget to turn in your page count and quantity using your local revenue report at least one day before you upload your local files. If you fill it out the same time you do your national report you will be A-OK! (You can go back into your local report and fill in the actual ads and revenue after you turn in your local files.) Easy peasy!
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Ohio Edition
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Mark Twain said it best when he said, “The secret of success is making your vocation your vacation.”
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WELCOME ABOARD!
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Please join us in welcoming Steve Philpott, Co-Publisher of The Angler Magazine—Ohio Edition. Steve lives in Newark, Ohio. He and his wife Gail have raised four sons and a daughter and have 15 grandchildren… so far. Steve is retiring from a successful career in IT and telecommunications to focus on building his Ohio franchise. Prior to joining The Angler Magazine family, Steve worked at Ariel Corporation for the past 14 years in Computer Services—IT Procurement and Project Management. He managed a multimillion-dollar budget and was responsible for vendor management, project management and IT Department purchasing. He managed telecommunications, network wiring and other corporate-wide projects. Steve has also led teams of technicians, providing network support of call centers, offices, warehouses and manufacturing facilities located in Ohio and international locations. Throughout the 90s and early 2000s, Steve worked in telecom in Dublin, Ohio at IBM Global Services, Qwest Communications and Ameritech Cellular, where he served as technical services professional and project manager of software integrations and upgrades. During that period, he also utilized his skills in sales by working part time as an independent insurance agent/broker. One of his earliest jobs was selling advertising for a free real estate magazine. Steve attended Otterbein College in Westerville, Ohio, where he studied business administration and computer science. Notably, he also received management training from the Harvard Business School of Publishing, among many other classes and certifications.
Steve Philpott Ohio Co-Publisher
Steve enjoys fishing, kayaking, hunting, hiking, talking to people and traveling with his camper. He plans on spending the summer camping at Lake Erie, networking and growing his business. He looks forward to his new life as a franchise owner, in which he will control his time and his earnings.
Atlanta Edition
Please join us in welcoming the new Atlanta Franchise owners, brothers Craig and Matt Glander. Craig grew up in the North Georgia area fishing the many lakes and rivers. He graduated college from the University of Georgia with a Risk Management & Insurance degree. He started his career as an Account Executive helping business owners protect their operations in Northwest Georgia. He went on to become Vice President for a large international brokerage company where he was responsible for the Southeast United States focusing on Underwriting, Sales, Loss Control and Service. After his 10-year stint, he went on to become an Executive Vice President handling the National Sales for a niche-focused company that owns both a wholesale and retail distribution channel. Craig will be running the Atlanta Franchise with his brother, Matt Glander. Raised in the great State of Georgia, Matt experienced hunting and fishing at an early age, taking his first buck with his dad when he was 10. From Craig & Matt Glander that point forward his love and respect for the outdoors has grown into Atlanta Co-Publishers a lifelong passion. Matt has been fortunate enough to have traveled the country to hunt and fish in many great places. He has developed his skills in land management and deer management over the past 30 years and understands how those can result in a quality piece of land. For the past eight years, Matt has been working with buyers and sellers all across Georgia in selling quality farms, hunting, timber, recreational and lake properties. Matt has been married to his beautiful wife Stacey for 21 years and they have been blessed with two amazing children, Phillip, who just graduated from high school, and Lauren, who will be starting high school this year.
2nd Location!
Emerald Coast Franchisees Acquire Panama City Beach
We are pleased to announce that Capt. Jeremy Russell and Capt. Elizabeth Kempski, Co-Publishers/Franchisees of Florida’s Emerald Coast edition, have recently acquired their 2nd franchise location, Panama City Beach, FL, and have combined their two locations into the all new Panhandle edition! Capt. Jeremy has lived on the Gulf Coast of Florida for 25 years. He and his family have owned and operated Reel Nock Outfitters for over six years. Jeremy also works as a salesmen for a global automation company named Siemens.
Capt. Jeremy Russell & Capt. Elizabeth Kempski The Panhandle Co-Publishers
Capt. Elizabeth Kempski was born and raised in the Florida panhandle and loves everything the area has to offer. A recent graduate from the University of West Florida majoring in Comprehensive Marketing and minoring in Management, she has been a Captain and co-owner at Reel Nock Outfitters for three years and plans to continue running charters.
Capt. Jeremy and Capt. Elizabeth are both excited to have the opportunity to revive Coastal Angler Magazine in the Panama City Beach area, and are looking forward to growing The Panhandle edition into a huge resource for anglers and outdoor enthusiasts alike.
UPCOMING FRANCHISEE DEADLINES JULY EDITION
ALL DUE BY NOON • June 16 — National/Regional Ads & Reports Due • June 17 — Local Editions Due • June 30 — Video Mag Ads & Reports Due
AUGUST EDITION ALL DUE BY NOON
• July 18 — National/Regional Ads & Reports Due • July 19 — Local Editions Due • July 29 — Video Mag Ads & Reports Due
SEPTEMBER EDITION ALL DUE BY NOON
• August 16 — National/Regional Ads & Reports Due • August 17 — Local Editions Due • August 31 — Video Mag Ads & Reports Due *The full 2022 CAM/TAM Production Calendar is available on the franchise support site. (support.coastalanglermag.com)
Welcome the Littlest Member of the CAM/TAM Family! CAM/TAM Corporate Art Director Laura Kelly is thrilled to announce the birth of her first grandchild, Lincoln Duff. Her daughter Hannah (pictured) and son-in-law Dylan welcomed their 9 lb. 8 oz. and 21” bundle of joy into the world on February 1st. Mommy and baby are both doing really great, and proud grandma—aka “Cookie”—is just over the moon and can’t wait to get a rod and reel into her grandson’s little chunky hands. Congratulations, Cookie!