To photo/digital imaging advertisers, this is the "photo magazine with a focus on the outdoors." To outdoor, travel and auto advertisers, this is the "outdoor magazine with a focus on photography. Consider the unique combination of photo and outdoor demographics that define these multifaceted readers: Readers' film usage and digital capture is a testament to both their dedication to photography and interest in the outdoors. Readers take frequent domestic trips to photogenic destinations. Readers drive sport-utility vehicles to suit their active outdoor lifestyle. Readers rely on specialty outdoor apparel to "stay out" for the best shots when the weather is the worst.