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The History of Field & Stream

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  1. Introduction
  2. Field and stream today: A general overview
    1. Maintaining the original mission
    2. The original mission of conservation
  3. The appearance of Field and Stream
    1. A dramatic evolution
    2. Daniel McClain: The Design Director
  4. The content and writers of Field and Stream
    1. Cheers and Jeers
    2. The six regular columns
  5. The business of Field and Stream
    1. The demographic information
    2. Field and Stream's media kit
    3. The magazines circulation
    4. The ad rates for Field and Stream
    5. The advertisements found in current issues
  6. Conclusion
  7. Bibliography

The history of Field & Stream would be incomplete without first exploring the past of another great outdoor magazine, Forest and Stream, On August 14, 1873, Forest and Stream debuted. The magazine was founded by a group of sportsmen that included Charles Hallock, who also served as the magazine's first editor. The magazine's focus was on ?game, fish, and conservation,? and it proved to be quite foresighted because ?few were the Americans of that day who had the vision or wisdom to see the necessity for conservation?

[...] The advertisements found in current issues of Field & Stream are geared very specifically towards the magazine's demographic. In reviewing the February and March 2007 issues of Field & Stream, the advertisements found in these issues include eight advertisements for trucks (by different manufacturers including Chevy and Toyota), four for liquor (Jack Daniels and Evan Williams), five for various prescription drugs, and four promoting the United States military. Each of these advertisements was created with the intention of targeting the middle age, American male outdoorsman. [...]


[...] The issues for this coming year include April's ?Your Biggest Fish July's ?Shotguns Issue,? September's All Gear Issue,? and November's Perfect Rut Plan.?[11] In regard to the writers for Field & Stream, Edna Shalev, Editorial Administrator at Field & Stream , says, ?Most of our articles and departments are written by professional writers who are also avid fishermen and hunters and write of their experiences.? She goes on to say that, do not publish fiction.?[12] Obviously, it takes a special writer to work for Field & Stream. [...]


[...] Just as Field & Stream has not lost sight of its original mission of conservation, the magazine has maintained a similar writing style over the years. At its inception, the tone of the articles was friendly and open, and ?most articles were upbeat and informal to the point of being folksy, like betters between friends.? Similarly, humor was and still is an important part of the style of Field & Stream, When reading current issues of Field & Stream, one cannot help but notice the playful and somewhat snarky tone prevalent in this publication, especially in the letters to the editor (known in Field & Stream as Cheers & Jeers). [...]

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