The Waddell Effect

John Brown — Wed, 20 Jan 2010 21:39:59 +0000

One night, during the spring of 2003, Brian Godfrey and I found ourselves running through an almost empty Miami International Airport, searching for Michael Waddell and hoping he hadn’t been abducted by a group of Cuban exiles. We’d missed our exit on the way to the airport, gotten lost and arrived almost an hour late. Now, we were searching for both Michael and someone who spoke English. Eventually, we found him, standing outside the terminal, having a conversation with a group of folks who more than likely didn’t understand a single word Michael was saying but like most people, seemed intrigued by what was coming out of his mouth. The days that followed, turkey hunting the Seminole Reservation were awesome. I don’t know that I’ve ever laughed so hard in all my life. Michael was……..well, Michael. That guy who always seems to know the right thing to say at the right moment and can always find the humor in just about any situation. That person who seems to fit in anywhere, regardless of where he is or who he’s with. Always more concerned with the folks around him and quick to shun the spotlight. And even though I’d met Michael before, that week in Florida made me a huge Michael Waddell fan. I’m happy to report that to this day I’m still a Waddell fan. However, as Michael’s star continues to rise, I find myself worrying about my ability to continue earning a living in our industry.

For all the tremendous upside that Waddell brings to our business, I can’t help but notice that like most things, there’s also a downside. The major negative that I see to this point comes from those manufacturers who either didn’t have the funds to secure Waddell as an endorsee of their products, or simply moved too late to join the sweepstakes. Of these companies, it appears that most have decided to bury their heads in the sand and wait for the Waddell Effect to blow over. Sure, I understand how bad the economy is, I’m sitting at home writing this during SHOT and that should give you an idea of just how tight money is around BOSS these days. Still, I don’t think those companies on the outside looking in are doing themselves any favors by sitting on their hands, hoping that someone will discover a skeleton in Waddell’s closet. Those companies need to understand that nothing is going to stop this train anytime soon. In the past our industry has tried to embrace the personality, but for one reason or another, for all of their attempts, the others fell short. In my opinion, the major difference between the others and Waddell is that Michael’s talent and dynamic personality were developed over a long period of time. Michael had time to develop, for viewers and fans to learn to know him and eventually become huge fans. For the first time a personality wasn’t forced on the viewers. It was a natural process, one where all the stars lined up, for the first time.

Not surprising, the companies that have developed their own talent over the past several years aren’t hurting for sales or viewership. Will Primos figured it out years ago. Put your money into your own people. Create personalities that buyers and viewers can identify with through the use of the “team” concept. Certainly, no other company has come close to being as successful as Primos in this type of public relations. Mark and Terry Drury have been super successful using the same formula with a little “tweaking” for good measure. On the contrary, a company like Knight and Hale, who promoted David and Harold solely for so many years now find themselves having to plug new personalities into their own show. The “team” concept works, why else would Waddell surround himself with Nick Mundt (a star in his own right) and T-Bone? Producers would be well advised to promote this concept to their clients, regardless of whether they’re on camera talent or a potential sponsor. In addition to Mundt and T-Bone, Waddell also went into business with two of our industries most talented producers. Both Steve Finch and Marc Womack would be like gold to any company fortunate enough to hire them. The combination of Waddell talking and smiling and Finch and Womack driving the truck will be very tough to compete against.

However, the majority of the industry seems to be acting like a bunch of children who didn’t get their way. Or, in this case, didn’t get to play with the person they wanted. Still, I’ve been very impressed with a short list of companies who decided not to sit around, waiting on someone to kidnap the kid. I love what Benelli did with Phil Robertson and his gang of long hairs. No Michael, no problem. Benelli simply went out, found a quality production company and put the money in the right hands. What’s come back on their return has been nothing short of spectacular outdoor television. And while Phil Robertson was already a household name with waterfowlers, now he’s a household name with all hunters, one who seems to always be holding that Benelli shotgun. BOOM,BOOM,BOOM.

In addition to Benelli, Nikon has continued to promote their personalities, not backing away from fear of not having a signature Waddell line of rangefinders or scopes. Nikon’s add campaigns have always been well done, top shelf ideas with quality industry personalities promoting the product. And while Scott Shultz and Scent Blocker wrapped up Waddell early on, Scent Lok continues to be a major player in terms of television sponsorship and promotions. These are the companies, that despite not having Waddell in their camp at this moment, will continue to be viable options for producers in the future.

On the flip side, several companies simply refuse to respond to the challenge. Rather, they choose to stand on the sidelines and watch as companies that have signed Waddell pour money into television and print advertising. I would suggest that those companies start creating their own personalities. Or is Waddell’s popularity so great that companies are scared to even put up a fight. For companies like Benelli, Nikon and Scent Lok, it’s just another day in the field, one that I truly believe they will come out of better for working hard at promoting their products in the face of the Waddell Effect. Now, if you’ll excuse me, I have to go order a Bone Collector set of sheets and comforter for my wife.

Something New

John Brown — Wed, 02 Sep 2009 02:05:27 +0000

A Different Look
It appears that the time has finally come for BOSS to self produce a title of our own. After numerous emails and phone calls, meetings and text messages, we’ve finally decided to “bite the bullet” and do it. We started with only one rule, that our show be different. That it wouldn’t be another hunting show. The way we figure, there are plenty of great hunting shows on air already. Why fight for limited sponsorship dollars with a program that looks or feels like 90% of the other programs out there.

This Could Be Good
The result of our meetings produced an idea that has really pumped up the excitement level for 2009/2010. A show, that if done correctly will stand alone in terms of what it will offer the viewer. What we came up with was a behind the scenes look at how BOSS Outdoor Productions works. From field to editing suite and everything in between, warts and all. Arguments, misses, budget concerns, hanging stands, planting food plots, the whole nine yards.

Ready Set GO!
Brian and I got started last week working on the pilot for the new show by taping a great archery hunt in Low Country of South Carolina. 9 days in 95 degree heat will make you question your sanity. However, in the end it all came together and we put hunt number one in the can. On September 14th, I’ll head to Maryland’s eastern shore and join our friend Mali Vujanic. He’s been sending me some SICK photos of bucks he’s watching and I can’t wait to get up there with my camera.

Meet The Team
The show revolves around the BOSS team members, a group of guys that I consider to be some the most talented in the business. In addition to Brian and myself, viewers will also meet Pete Brown, who produces American Guardian and was the original producer of American Rifleman. Jake Stoke who produces American Rifleman and also finds himself being tapped as half of a Whitetail Freak team for 2010. And Tater Haviland, a 20 year veteran of our business, who both Brian and I believe is half Billy Goat based on the fact that the man can walk up the side of a mountain, with all his camera gear and never break a sweat.

Looking For Support
Many of you who I reach out to when I publish a new blog entry are members of our business. You’re producers and editors just like those of us who form BOSS Outdoor Productions. I hope that you’ll spread the word among your friends and co-workers in an effort to create a little buzz over this new project.

Wow!

The Spring of 2009

John Brown — Mon, 18 May 2009 01:35:54 +0000

The Game Has Changed

John Brown — Fri, 20 Mar 2009 16:32:44 +0000

Economic Indicators

John Brown — Mon, 16 Mar 2009 15:46:53 +0000

For the most part, I’ve enjoyed a pretty good run in terms of being able to work over the years. Even when I first entered the field 16 years ago, I routinely would turn down several freelance opportunities each season. Some of those first trips I took will be forever etched in my mind. I went to New Mexico for Realtree, where I had the opportunity to meet Charlie Alsheimer. On the way back to the airport we stopped to eat and discovered a mutual love of all things baseball. I taped a hunt with Walter Parrott for Knight and Hale in Missouri. I remember the two of us hunting in the rain as I struggled to get my rain gear over my camera. I’ve done editing work for Primos and Mossy Oak where I was able to meet folks like Troy Ruiz. And for the most part, I’ve been able to stay in contact with a lot of the individuals I worked with. Even while I held steady jobs with other companies, I continued to freelance when I could. I would often use vacation time in order to make a little extra money. It was always welcomed and helped our family out during that end of the month crunch time.

However, it appears that this spring will be different. About 30 days ago I sent word to six different companies that I was looking for freelance work this spring. As of this writing I’ve yet to hear back a single response. Seems to me that this rotten economy has finally trickled down to guys like myself. In addition, companies like Bass Pro have cut back significantly on their television sponsorships, along with lay-offs to try and ease the fallout. In the end, I look for some larger companies to make severe cuts in their Television/Video departments or eliminate them altogether. And while I hate to see anyone lose their job, this in turn creates opportunity for small production companies like BOSS. I firmly believe that several organizations will need to out-source their television in order to secure their ability to have a show.

Certainly, having it done in-house, by your own people has numerous advantages. First off, you have much more control over the product. Secondly, management can work more closely with producers in an effort to create exactly what the vision is. And pet project/commercial work is super easy and can be produced quickly without much thought. However, on the flip side, a company housing its own Television/Video Department in todays economic climate has a lot at risk waiting to pull the organization down. Salaries, healthcare, equipment repair and upgrade. Numerous reasons could be added to both lists but in the end it will come down to what makes the most economic since. In my opinion, out sourcing makes the most fiscal since. These days producers can have support materials emailed directly to their computers and have the materials placed on timelines within a couple of hours.

I’m sure there are many other story lines taking place that I’m yet aware of, ones that will determine how we will make our livings in the future, but for now we plan on continuing onward. One thing is for sure though, we’ve decided to become much more proactive with our search for business. Beginning next Monday we start a series of meetings with companies that we feel we can help maintain their television presence. No longer are we waiting on the phone to ring, no, we’re about to go do some hunting.

Random Notes / NWTF

John Brown — Wed, 04 Mar 2009 02:05:30 +0000

NWTF Show Huge Success!
It appears that the National Wild Turkey Federation is moving forward after a year of turmoil that eventually led to the resignation of former CEO, Rock Keck. The organization recently held its annual convention and sports show and judging by the attendance figures folks are ready to hit the spring woods. Michael Waddell served as host for the evening events and did a superb job as usual. While Michael’s style is very much different from Keck’s, his laid back attitude went over well with the crowds. In addition, The Bone Collector booth at the sports show produced the longest autograph/photo lines I’ve ever seen anywhere. One thing that really caught my eye was the addition of a booth located at the front entrance where members could meet and speak with their National Board Officers. While I’m not sure who’s idea this was, I considered it homerun for new CEO, George Thorton.

Rob Keck
And while were on the subject of Rob, I’d like to report that I recently spent some time with my former boss. He’s as motivated as I’ve ever seen him, and after a lengthy conversation it was easy to see that he’ll soon be back in television in one form or another. Even though we often argued in the field, I’ve always had a tremendous amount of respect for Rob and continue to do so. In my opinion, he’s easily one of the countries best turkey hunters. His tenacity alone is the stuff of legend, a characteristic I was fortunate enough to witness on several spring mornings. Since leaving the NWTF I’ve heard his name bounced around in relation to several television projects.

Look Who Came To Dinner
One other note of interest was Keck’s arrival for the Saturday night awards banquet in Nashville. Regardless of how many invitations you may receive to the ball, you have to accept the one that John L. Morris extends. Rob looked comfortable as he greeted volunteers in the aisle moments prior to the event beginning. I also thought it was very classy of Waddell to notice Rob from stage, the same one he occupied for so many years.

Troy Ruiz
I wanted to mention my friend Troy Ruiz who recently departed from Primos Hunting Calls after several years. Troy’s work while with Primos set the bar for that companies long and rich production history and I hope that he will continue to make quality television for years to come.

The Crush
After watching The Crush this past Sunday night, it’s going to be super tough for American Hunter to take next years Golden Moose Award for best turkey footage. The show, which featured the decoys of Hazel Creek was awesome! Kudos to the guys behind the cameras.

Well, that’s all this time but I’m sure things will start heating up again when the turkeys start gobbling here in the next few days.

Just My Opinion

John Brown — Mon, 09 Feb 2009 15:41:38 +0000

Lloyd Brian Adams of the Outdoor Channel has a problem. It’s the 5,000 pound pink elephant in the corner of the room that no one really wants to talk about. In this case, the elephant comes courtesy of page 3, article 4 of the Outdoor Channel Technical Guidelines that specify the following: at no time will high fences or automatic feeders be allowed on screen. Now, let me begin by stating that I’m not entirely opposed to taping hunts behind high fences. As a matter of fact, I’ve done it myself and quite often found it to be difficult. If managed properly, I feel a high fence operation can offer any hunter a challenging and rewarding experience. However, the problem as I see it is that these challenging and rewarding experiences are often far and few between.

Make no mistake about it, if asked to vote on how they feel about hunting high fenced areas, the majority of TOC viewers would be opposed to the practice. Producers like Will Primos, Mark and Terry Drury, Jay Gregory and others who promote “fair chase” hunting, consistently rate highly for TOC. In addition, if you spend anytime at all reading outdoor related message boards, you’ll surely find that discussions about hunting behind fences brings a multitude of raw emotions to the surface. Perhaps it’s TOC’s relationship with Ted Nugent that has caused the company to cast a blind eye towards the high fence/feeder issue to this point. As you all know, Uncle Ted is never one to back down from a good argument and in the world of outdoor television this is about as good as they come. While I know for a fact that Nugent has a tremendous amount of stroke with TOC, another hot commodity to the network would never be caught behind a high fence. Years ago I had a personal experience with Jim Shockey, one in which he let it be known that he would never hunt behind a fence.

I recently turned on my television and witnessed a Keith Warren production in which feeders and high fences flashed across my screen at a steady rate. In addition, the program was sponsored by a high fence association. A high fence association? Yep, and they’ve even named them Agri-Parks now. You can’t make this stuff up folks. While I’ve never been a big fan of his productions, Keith Warren seems to be a genuine person who has done extremely well in terms of outdoor television. However, this could be the apple that turns over the cart in terms of what is acceptable and what’s not. With advertising budgets as tight as I’ve ever seen them and shows already making changes in order to make ends meet, fair chase producers should be feeling a little “shafted” by this seemingly lack of oversight by TOC. Make no mistake, in my experiences it cost roughly half as much to produce a high fence show versus a 100% fair chase program. It’s a no brainer.

In the end the sponsors will decide. Which companies will align themselves with programs that openly hunt high fences and which ones won’t. And more importantly, how long will it take before fair chase producers begin making noise about the direction of TOC, if the Keith Warren production starts a trend? At one time I believed that viewers could have cared less where or how an animal was harvested on tape. No longer do I feel this way. For Lloyd Brian Adams and the rest of the TOC management team a day is coming when they’ll have to go on record concerning high fences. And this time it won’t be with an obscure rule in the technical guidelines book.

Random Notes from SHOT

John Brown — Mon, 19 Jan 2009 02:09:38 +0000

They Got This One Right…….
It goes without saying that each year the Golden Moose Awards hold a few surprises, and last night was no exception. For me, the surprises dealt more with the losers than the winners. Shows that had traditionally taken home the hardware, took a backseat to a few new faces and names. While Primos, Mark and Terry Drury and Archers Choice went home empty handed, Roger Raglin walked off with just about every Fan Favorite Award of the night. Never mind that his acceptance speeches combined went longer than an episode of his show, can someone explain this to me? In addition, I was a little disappointed in some of the nominees in the Best Overall Production categories. Does this mean highest rated program or best camerawork, editing, sound engineering and graphics? Anyway, in my opinion, they got it right in the end by honoring Whitetail Freaks. Since the first episode of this program I personally saw, I’ve maintained it was the best of what The Outdoor Channel has to offer. Congratulations to Jason Miller for somehow taking guys with little to no camera experience and getting this type of field production out of them. Until Freaks, this was really unheard of in our industry. While a stable of TOC shows use weekend warriors for taping hunts, most leave something to be desired from a quality standpoint. Miller knocked it out of the park…… way out.

As We Edge Closer To Pop Life……
Perhaps the fact that some of the better rated shows in the industry went home empty handed is an indicator of what’s to come. I firmly believe that our viewers are becoming more and more like music buyers. In other words, there was a time in our industry where longevity was measured in years, if not decades. Today, I feel that changing, and it’s not the shows, producers or talent, it’s the viewer. Smart producers would do well to watch mainstream media before making important decisions involving show themes or talent. As usual, we’ve always been behind in style and trend, and this isn’t going to change anytime soon. In addition, show personalities should be aware that sponsors are not only looking at show ratings these days but how they interact with the public as well. Another piece of advice for producers would be to remember that as business longevity becomes shorter, copycat shows won’t make it. This goes for copycat personalities as well. Think original and be rewarded.

Attention Sponsors…………..
Seated at a back table and clothed in camo from head to toe, Phil Robertson attended last nights awards for the first time. Surrounded by his family and friends, Robertson, in my opinion is the closest thing to Ted Nugent or Michael Waddell we have in this business. Notorious for not wanting to leave the comfort of his bayou home, Phil has started to travel more, either for seminars, church events or trade shows. For the life of me I can’t understand why this man does not have a show on The Outdoor Channel. Furthermore, I can’t believe that we have folks working in the advertising industry who don’t see this opportunity right in front of their eyes. If I had a product to sell that duck hunters could use I would be living on this mans door step in an effort to sign him to a long term contract. With all due respect to Tom Knapp, if a Duck Commander show ever sees the light of day on TOC, Tom won’t ever step foot on stage again to accept an award for Best Bird Footage. For over 15 years now, Robertson and his team have done one thing and one thing only……… kill ducks on tape. The combination or Robertson’s eccentric personality, gumbo mud, feathers floating on air and the Duckmen is pure ratings gold waiting to be mined. I would move back to Louisiana tomorrow if I had the chance to produce this show.

Slight of The Night…………
While the Mossy Oak commercial with Mr. Fox Haas is an exceptional piece of work, well written and beautifully shot, it in no way compares to the Benelli/Robertson spot titled, “Boom,Boom, Boom”. The judges dropped the ball on this one.

No More Mister Nice Guy……..
Also in attendance last night were a couple of the finest gentlemen in our business. Terry Drury and Jim Crumley are two men that have mentored and inspired me for many years now. Both embody class and integrity in everything they do and say. And while I know that I’ll never live up to the standard they’ve set as ambassadors within the hunting community, I’m still blown away by their kindness and support.

The Kingfish Has Landed……
I’m happy to report that we’ll all be able to see John Tate’s work again beginning in July of 2009. According to John, his new company, Tate Productions is now the production company of record for Hank Parker’s 3-D. John is another one of those class acts that we’re fortunate to have.

A Debt of Gratitude……..
If you make your living in outdoor television, you should do yourself a favor and go visit David Hale the next time you have a chance. For 20 years now, Hale’s company, Commonwealth Productions has been making outdoor television, and in doing so created many opportunities for todays producers. Listening to him speak about the early days of capturing hunts on tape are priceless and help give you an idea of just how far we’ve come.

Random Thoughts

John Brown — Sun, 11 Jan 2009 02:00:05 +0000

Hunting Season Recap
What started with so much promise finally came to a merciful conclusion last week in Illinois as the BOSS team finished off another fall/winter taping season. Brian and Tater began the season doing some Mule Deer/Elk combo hunts out west. To say these went badly would be an understatement. Let’s just say that somebody paid an awful lot of money for a whole lot of nothing. Tater did manage to lay down some successful Antelope hunts with his friend and fellow field producer Larry Beckett however. Other than that it took the state of Texas to give us something west of the Mississippi River this year.

I began the season in Maryland with good friend Mali Vujanic (yes that’s how you spell his name) where I was fortunate enough to take a doe with archery equipment. Nick Sampson was behind the camera as Mali and I also did several pieces on low impact hunting on small tracts. After that it was on to Illinois where I was worried about the lack of corn in the area. Sure enough, we had a terrible taping season. Our friend and business associate Matt Duffy got us off to a good start by taking a 135 class buck on tape with this bow. Tater was behind the camera for this hunt and we were all pumped up about the job he and Matt did. After that,Danny Miller took a nice, fat doe on tape for me one afternoon in October, and Primos/Mossy Oak Pro Staffer Travis Sumner arrowed an additional doe during the same week.

Outdoor writer Bob Robb joined us again this season in camp and left with the same result as last year. Zero. While we didn’t kill, we did capture a massive 8 pointer on tape that Bob promptly named “Sumo”. We both guessed him to be in the 160’s. Last year Brian Godfrey was on fire, this year cold as an icicle. Last year he arrowed two P&Y bucks and took a third 140 class animal with his muzzleloader. This year was a different story. In five hunts we saw over 50 bucks. On two occasions we had deer in the 140’s at 20 steps or less and simply couldn’t get it done.

Travis Sumner returned in November and punched his buck tag with a solid 8 point during a light rain. Travis took both of his deer this season with a Rage Broadhead and both fell well within eyesight of the stand. Deadly. Our buddy Jim Velazquez from Bowtech decided to venture east of the Big Muddy and was successful in taking a buck on tape for me. Jim is an individual of the highest quality and he always has open invitation to hunt with us. On a separate note, Travis Sumner is one heck of a cook and we were lucky to have him around this season to help us out.

During a 2 day period in November when I didn’t have hunters in I went afield with my bow. The first afternoon I deflected an arrow off a branch on a 140 class 8 point. Knowing that my time to hunt was super limited I crawled back in the stand the following morning. 5 times I turned the Primos Can Call over and 5 times bucks came to my setup. The last one turned out to be a 145 inch 10 point. Again, with a Rage tipped arrow I watched the animal die 15 feet from my tree. Upon closer inspection I discovered that the buck had broken off a tine that would have put him in the 150’s. How do I know this? I’d video taped this buck on three other occasions during the season. Thanks to Jim Velazquez and CJ “Big Daddy” Davis for the help with my bow.

For 3 years Brian, Matt Duffy and myself had chased a monster buck we named Phil. This season Phil’s luck ran out. After an early encounter with American Hunter’s John Zent and an even earlier archery encounter with Duffy, Phil finally made the mistake of walking past Knight and Hale’s Chad Ritter who was perched muzzleloader in hand. Phil was 8 years old, weighed in at over 200 pounds and sported 140 inches of bone. A true trophy.

Across the river in White County another buck all too familiar to us finally took his own dirt nap. The “Big 6″ that Matt had been hunting for 4 years was taken by our own Tater Haviland, bringing to a close yet another chapter in the life of a very old buck.

In addition, Scott Childress spent some time in Illinois with Mali Vujanic and taped our old friend Kirk Thomas taking a nice buck in Alabama just the other day.

I want to thank all the folks who helped make this season what it was. While we didn’t take the number of animals we’d hoped for, we still had some success and for that were all thankful. First off, Matt and Martin Duffy of The Country Lodge, as well as Amanda and Cathy Duffy. Kevin “what’s in the suitcase” Edmonds, DJ, Josh Holmes, Jake Stoke, the ladies who fry the fish on Friday nights at The Legion and the rest of the entire New Haven Mafia. Bob Robb, Jim Velazquez, Travis Sumner, Danny Miller, Robbie Adair and CJ Davis. Also a big thank you to TJ Williams of Primos Hunting Calls, a man who knows how to take care of business for sure! Mali Vujanic of Outdoor Essentials LLC, Scott Childress, Larry Beckett and anyone else I’ve failed to mention.

Be sure to stay tuned for my annual SHOT Show report coming in two weeks.

Outdoor Television 2009

John Brown — Tue, 02 Dec 2008 21:57:16 +0000

Money Is Tight……..
With little more than a week left till the first 2009 shows are due, QDMA has just announced that they will have a television show for the upcoming year. Behind the “Eight Ball” has never described anyone as much as it does me at this moment. But I don’t blame QDMA. It’s no secret that numerous outdoor television shows have had a difficult time selling ads for 2009. And while I do believe that the market has over-reacted and chosen to use the present economic woes as an excuse to cut advertising budgets, you really can’t blame them. At the same time cable news programs scream about how bad our present situation is, gun dealers are selling firearms as quickly as they can get them. So what’s the real problem?

We Saw This Coming……..
A little more than 10 years ago you could count the number of outdoor shows on two hands, at least the ones that had a national audience and demanded a hefty sum of money in order to become a sponsor. Today, that number is in the dozens if not hundreds. And while they don’t all command large amounts of money, they do suck from the industries limited advertising budget. I can promise you this much, there will be several shows go MIA during 2009. Those that struggled before hand to sell advertising simply won’t make it through the year. And in my opinion that’s a shame, because several of those programs I enjoy watching. But what brought us to this point? Surely it’s more than just the economy? Yes, it’s more than just the present economy. Like the housing market, the outdoor television industry has been growing and pushing the envelope for several years now. And like the housing market it’s about to collapse.

Early Symptoms………….
For The Outdoor Channel it wasn’t enough to have hunting and fishing shows airing around the clock. The folks at TOC simply did what any company would, they wanted more and figured out how to get it. An industry that had started with producers turning out 13 new shows per year and airing 26 weeks turned into 26 shows and 52 weeks of programs. More airtime meant one thing, more money. And TOC pushed their producers to go “year around” no matter what the format or style of show. Advertisers went from being able to sponsor two shows per year for $65,000 to only being able to sponsor one show for the same amount. For advertisers I doubt this really meant that much. The job of those folks who determine where and when the money is spent is to put it where they get the most exposure. But for the producers it signaled a radical change in the industry.

Another Burden………..
In addition to airing year around, we’ve been hit in recent years with a change in show formats. Gone are the days when a show could receive decent ratings based solely on the content of the program. What started with Curt Gowdy and later Jackie Bushman has now turned the industry into a personality driven business. Today advertisers expect to attach their product to more than just a company logo or slogan. No more is it enough to sponsor a non-profit, conservation show because it’s “the right thing to do”. Survival in the coming years will depend on a producers ability to offer the entire package. For Michael Waddell, Lee and Tiffany Lakosky, Jim Shockey and others, the coming years will be one of continued success, simply based on their ability to promote far beyond the reaches of television. The next group that will survive and flourish will be organizations that can offer sponsors several different avenues to reach buyers. NRA, NWTF, RMEF, QDMA and other non-profits with magazines, banquet programs and television shows should do well in coming years and present economic climate, at least until the industry can grow more “personalities” to take up the slack.

The Losers……………
For the smaller producers who rode the wave of cheap editing gear and hand held cameras in, things aren’t going to be easy. Many of these individuals already “moonlight” as producers and barely break even in their conquest to hunt and fish around the country for free. In addition, the ability to shoot and edit in HD will break many. In case you haven’t priced it, we’re no longer talking about having $10,000 invested in gear and having the ability to produce a show for TOC. Which brings up another problem. With so many producers making new investments in HD equipment, sponsor costs are bound to go up. Hunting to a large extent has proven to be teflon in respect to the economy. Already this year we’ve seen that hunters didn’t allow high gas prices to hinder their trips afield, but I have a feeling that for outdoor television producers, things aren’t going to be that easy.