824 
FOREST AND STREAM 
FOREST AND STREAM 
825 
IMPORTANT ANNOUNCEMENT 
A Monthly Why? 
B EGINNING January first “Forest and Stream” will be published monthly at one dollar a year. The issue will 
contain sixty-four pages and colored cover. Publication date will be the first of each month. Everything 
that has made “Forest and Stream” the sportsman's authority for forty years will be retained and improved. 
The Field correspondence, Trap Department, Game Bag and Gun, Sea and River Fishing will be enlarged. 
A live Kennel Department will be added and in the spring the once famous “Forest and Stream” Yachting 
Department will be re-established. The Canoeist, for whom “Forest and Stream” is the official organ, will get such 
material as to gladden his heart. We feel no doubt of being able to give you the best outdoor magazine extant, and 
one that hums with action and draws irresistibly on the man with red corpuscles. During the past few years such a 
tremendous amount of reading matter has been published that the average man is surfeited. His interests do not per¬ 
mit him to give as much time as necessary to the weekly outdoor paper, nor to the big fat, half slush, monthly. 
Twice a month has proved itself out of the question; the medium seems to be a much larger sized weekly, issued 
monthly. No fat — just meat from and about the wide outdoors. You, Mr. Reader, may be interested in an experi¬ 
ment we tried before this change of issue was made (there will be no change of policy). 
Two years ago we laid out a subscription campaign. Selecting carefully prepared lists of sportsmen, we opened 
fire on two lists, each containing the same number of names, and in relative geographical locations. To one list we 
offered a monthly number of “Forest and Stream” — that is, the first number in the month, taken from the regular 
weekly issue, for one dollar a year. 
To the other list we offered the weekly issue at three dollars a year. We used the same effort, and the same 
amount of money on one campaign as upon the other. The result was that in two years the dollar plan brought eight 
thousand subscriptions, as against eleven hundred at three dollars. From this we are convinced that what the aver¬ 
age sportsman wants, in the magazine line, must sell at ONE DOLLAR and must be a MONTHLY. 
“Forest and Stream” is the official organ for seventeen sportsmen’s associations, and we expect, within another 
year, to be the representative organ for the big majority—in other words, to bring associations and their members 
into closer communion by having one mouth piece for all. We are not after the rocking-chair fleet—we must have 
the active, on-the-jump, do-something sportsman, in order that conservation in woods, stream and field may mean, in 
ten years, that there is more for the sportsman than is found at the present time. The real gunner and fisherman is 
the best game warden. He takes his share, leaves the rest, and sees to it that game hog and market hunter are kept 
within the legal limit. It is the active sportsman that we have added to our list in the past two years, and when we 
get his brother, as we soon will, we will be the biggest sportsman’s organization in the country—and the chief item 
in game conservation and protection. Now is the time to “kick in.” 
W E have reduced the price of Forest and Stream to one dollar a year because we want as regular readers 
a larger peicentage of the tour and one-half million shooters who took out licenses this year; because 
we want to get in closer contact with the even larger number of people who are interested in outdoor 
matters—who seek the woods, fields and streams for recreation, and on whom depend the continuance 
of outdoor life in America. 
We are after this unreached percentage, and we are going to get it. One of the most gratifying evidences of 
the success of this campaign is the support already pledged by thousands of people who, after paying for their cart¬ 
ridges and ammunition, their fishing tackle and camping appliances, have heretofore regarded “Forest and Stream” 
at three dollars a year as a luxury desired, but denied. 
These people are all true sportsmen, true sportswomen, just as ardent as anyone of us, just as fair in their taking 
of game and fish, and just as much entitled to belong to our family as the older members. In union there is strength. 
We are incorporating the big percentage of these men and women into an organization. We feel that we have solved 
the problem, and we fully expect to carry out the new policy. It will work for the good of all—everyone of us. 
“Forest and Stream” for more than forty-one years has fought the battles of the sportsmen. It has done their 
bidding, and has shown them how to get a communion of interests of the greatest good for the greatest number. By 
curbing the game hog and throttling the market hunter, it has made possible at least a fair day’s sport for the hunter 
and fisherman. It has worked hard and at great expense for better legislation, and we reiterate, it has been in the 
larger percentage of cases successful. 
With the many thousands of new subscribers being added to our list, we can accomplish reforms, and we can pro¬ 
tect and conserve YOUR interests much better than before. 
Every evil head that comes above the trench, between the sportsman and his rights, will be popped at, regardless 
of upon whose shoulders it rests. We are for you every minute. If we can make your shooting less expensive, we 
will do it. If any agency is destroying your game, or through any manner of means or appliances, taking too much 
of it, let us know it; that is all you will have to do, except to vote or talk to your legislative representative. 
To those subscribers who are on our subscription list for the weekly, we want to say that your subscription will 
be extended pro rata; in other words, if you have an unexpired term of one year your subscription will go forward 
three years. Notice of time to which your subscription has been extended will be sent you by our subscription depart¬ 
ment in a few days. It will take a little time to check up the list, but do not worry; in the meantime you will receive 
your paper, and it will be a much finer paper—much finer. 
It will still be the “Forest and Stream” of old in style, and in the high quality of its literary contents, but a big¬ 
ger “Forest and Stream,” a liver one, and—it will cost you less. 
If you have any problems that may be helped by our editorial department, send them along. We will do our 
best to help you out. We wish every reader of “Forest and Stream”—and every other sportsman—a Happy New Year. 
Forest & Stream Publishing Co., 22 Thames St., New York 
