New York, N.Y. — Bonnier Corp.’s Field & Stream forged a new path with its May issue, photographing a female hunter for the cover of the magazine for the first time in more than 30 years. The issue, highlighting “What’s Next” in the outdoor industry, has struck a chord, making it a buzz-worthy topic both in the press and on social media.
Over the last decade, the number of female hunters has increased dramatically — making women a huge part of “What’s Next” for the outdoor industry. Field & Stream chose to boldly illustrate that point by putting Eva Shockey, a hunting celebrity and costar of Jim Shockey’s Hunting Adventures on the Outdoor Channel, on the May cover. Shockey is only the second woman ever to be photographed for the magazine’s cover. The first was Queen Elizabeth II, who was featured with her hunting dogs in January 1976.
The story has been extensively covered in the media by more than 50 outlets — from The Washington Post and The Dallas Morning News to Mediabistro and Archery 360. The overwhelmingly positive coverage has offered kudos to Field & Stream for highlighting and promoting the important rising trend of female hunters — and handling it with class.
Response to the story on social media has been immense, giving Field & Stream a bump in users and interaction across multiple outlets. The story has been one of Field & Stream’s biggest Facebook successes, resulting in hundreds of shares, thousands of likes and an additional 10,000 Facebook followers for the brand. On Twitter, where there has been a campaign to take a “selfie” while holding the issue with Shockey on the cover, Field & Stream has gained upwards of 2,000 additional followers. On Instagram, a photo of the May cover remains the brand’s most liked post, and it has gained 500-plus followers.
“The response to this issue has been amazing,” said Anthony Licata, editorial director for Bonnier’s Men’s Group. “We really wanted to convey a positive and powerful message about what’s next in this industry, and the amount of positive feedback from the media, readers and the outdoor industry is showing us that we’ve met that goal.”
Readers have also reached out directly to the brand to express their thoughts, with many thanking Field & Stream for providing them and their children with positive female hunting role models.
For a behind-the-scenes look at the making of this Field & Stream cover, click here.
Bonnier Corp. is one of the largest consumer-publishing groups in the United States and is the leading media company serving passionate, highly engaged audiences, through magazines, events, digital media and leading-edge products.