Taking the gloves off in the outdoor magazine publishing sector

Circulators generally take the high road in their  promotion and emphasize their magazine's strengths and reader benefits rather than knocking the competition. 

But apparently, the gloves are off in the "hook & bullet" sector, judging by a recent subscription pitch from Ontario Out of Doors magazine (published by the Ontario Federation of Anglers and Hunters). 

Clearly referring to the recent decision by competitor Outdoor Canada (published by Quarto Communications) to publish six times a year instead of 8, the OOD insert, signed by publisher Mike Reader, makes much of the fact that OOD publishes 10 issues a year. But -- without specifically naming its competitor -- it goes further.

"How does a national magazine expect to cover a year of fishing and hunting with 40% less of the issues delivered by your Ontario Out of Doors?

Ontario Out of Doors magazine has always taken pride in being the only outdoors magazine in Canada to offer 10 issues a year, including the Fishing and Hunting Annuals."

 And it goes further still:

Ontario Out of Doors magazine promises that:

• we will never get soft on fishing and hunting content;
• we will never deliver a skimpy-thin issue;
• we will continue to deliver 10 issues as part of your hard-earned subscriptions dollars

Is this fair game and good business? Or an unsubtle departure from custom?

(By the way, Outdoor Canada sells 6 issues for $23.70; Ontario Out of Doors sells 10 issues for $24.50.)