Field & Stream tells readers the 7 best days of the year to be in the stand hunting. To capitalize on the popularity of this feature each year sponsors have the opportunity to purchase adjacencies to this content through either a special edit gatefold unit or a pull out poster unit detailing the seven days to hunt as well as the best tips for hunters during the rut. In 2011, Field & Stream extended reader interaction by launching an extensive online component to the program allowing readers to report on the activity in their area of the country. Weekly gear prizes were awarded. Also in 2011, the Rut Reporters app for iPhone launched and received more than 15,000 downloads in its first three weeks.