Field & Stream’s The Gun Nuts features two longtime editors—Phil Bourjaily and David E. Petzal—who are revered as the best authorities on rifles and shotguns in the business. Beginning in July 2010 and leveraging print and online assets, plus key strategic partnerships with cable network Outdoor Channel and sponsor Smith & Wesson, the publication blitzed consumers across a variety of channels including a branded television series and target-shooting contest that drove readers to its Web site.

The campaign has been a hit. Field & Stream received thousands of contest entries, its branded blog received a large uptick in traffic when the series aired, and the series itself was the second-highest-rated shooting-themed show during the quarter it aired. Even better, Smith & Wesson renewed its sponsorship for another year.

“With the right editorial platform, we learned that the footprint of our brand is very easily accepted and integrated on multiple media outlets,” says F&S associate publisher/marketing and online services Elizabeth Burnham Murphy. “Loyalty to Field & Stream and the talent and advice of our editorial team remains intact across print, digital, mobile and television.”

Fast Fact: The “Gun Nuts” television series runs July-September, with each episode airing three times per week and a minimum of one airing always in prime time as part of Outdoor Channel’s shooting-themed programming block.