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Vision

ASN's vision is to preserve outdoor sports and protect the environment by creating a community of and for outdoor sportsmen through the delivery of high quality outdoor sports entertainment,broadcasting, and e-procurement services.

Company Overview

The American Sportsman Network, "Your Personal Outdoor Internet Guide," is a network of globally branded media properties and aggregated outdoor content distributed primarily through the World Wide Web. Under the "ASN" brand, the Company provides aggregated broadcast and third party content, Web search and directory services, community and personalization features, personal Web publishing, and online shopping.  The Company seeks to draw a large number of viewers to its web sites by providing a one-stop destination for outdoor information, communication and shopping services on the Web.

Strategy

The Company's objective is to continue to draw a large number of viewers to the American Sportsman Network by striving to provide the most comprehensive array of the most popular Outdoor Web content, broadcasting, products and services, and by presenting those offerings to as many Internet users as possible.

Key elements of the Company's strategy include:

Aggressively Extend Brand Name Recognition. The Company believes that continuing to enhance its brand name recognition is crucially important to attract consumers who are just beginning to use the Internet as a key source of information, entertainment and commercial activity. The Company seeks to continue its brand awareness through advertising campaigns, personalization of its product line, international partnerships and distribution relationships with Internet service providers ("ISPs") and hardware and software manufacturers. The Company is also extending the ASN brand name by licensing its products for use in other media, such as clothing and other outdoor-related products.

Enhance, Expand, and Personalize the Company's Content and Services. ASN intends to enhance its products and services with additional content, features and functionality to maintain its position as a leading online service. The Company's strategy is to differentiate its products and services from competing companies and increase user loyalty and retention through the availability of personalized offerings and by expanding the breadth and depth of its services such that it maintains its position as one of the most popular destinations on the Web. In order to expand the Company's product offerings, the Company has plans to acquire businesses in the fields of broadcasting, publications, technologies, web development, content and services that are complementary or related to the Company's operations and may pursue other acquisitions in the future. The Company also incorporates into its products and services new technologies developed internally or licensed from other companies, which it believes, will further differentiate its offerings and provide viewers with a richer, more satisfying Internet experience.

Expand Online Community. The Company seeks to make the ASN service the first and most frequent stop for Internet users. The Company believes one of the most effective ways to achieve this is through the creation of a sense of online community which, in turn, results in increased user affinity to the site. Products and services such as free personal homepages, personalized e-mail, topic-based chat services, and online clubs are designed to create a sense of community among users. By establishing a sense of community, the Company believes that users will both visit the site more frequently and remain at the site for a longer period of time.

Create Innovative Advertising Solutions. The Company believes that the traffic flow generated from its products and services provides an attractive platform for measurable, targeted, cost-effective and interactive advertising on the Internet. The Company combines technical skills with advertising industry expertise to provide differentiated solutions to advertisers, helping them exploit the capabilities of the Internet as an advertising medium. The Company actively seeks to develop innovative ways for advertisers to reach their target audiences through the Internet. The Company designs and offers customized packages which include the ability to change advertisements quickly and frequently, to link a specific search advertisement to a term or topic, to target advertisements based on demographics, to conduct advertising test campaigns with rapid result delivery and to track daily usage statistics.

Pursue Value-Added Electronic Commerce Solutions. The Company believes that Web-based electronic commerce will continue to grow as an increasing number of businesses and consumers embrace the Internet as a viable method of purchasing goods and services. The Company's strategy is to integrate its commerce offerings into the ASN service based on the user's information needs. By integrating the commerce transaction into the online community and navigational process, the Company believes it will be able to better target products to potential customers. For example, through the Company's arrangement with Orvis, a user who types a search query on a particular topic is presented with a link to the Orvis web site which contains a list of products on the related topic.

Expand Distribution Through Strategic Alliances. In order to increase traffic to the Company's web sites and to extend the ASN brand internationally, the Company seeks to enter into strategic relationships with business partners who offer content, technology and distribution capabilities as well as marketing and cross-promotional opportunities. In addition, the Company seeks to partner with key aggregators of users such as ISPs and hardware and software manufacturers in order to drive additional traffic to its sites. Whenever feasible, the Company also seeks to broaden its offering of localized versions of its products and services to users outside the United States by partnering with large local companies in order to leverage the promotion, marketing and sales strengths of its partners and reduce the costs associated with global expansion. In addition, the local partners provide local expertise and infrastructure. By creating sites in native languages with local content, the Company believes that it can improve the experience for the international user.

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