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					                  STAY     GIVE YOUR BUSINESS THE BLADE EDGE
2011 MEDIA KIT
                       !
                 SHARP




                 Your Leader
                 in reaCHinG tHe
                 knife industrY




                 Knife-Buying


                 Knife-Buying

                 Knife-Buying,
                 Knife-using,
                 Knife-ColleCting
                 Knife show-attendanCe
                 leader!
   Blade deliVers
   the Ultimate Knife-Buying Audience

                                                                         Reach Our
    76.0%.............. Knife Users
                                                                Quality Buyers
    75.8%....... Knife Collectors
                                                               $84,507.00
    32.9% ............Knifemakers                                    Average Household
                                                                          Income
    14.4% .................. Investors

      7.7% .....................Dealers                     Knife Ownership
                                                            • A BLADE Reader Owns an Average of 132
                                                              Knives in his Collection!
    SEX:
                                                            • The Average BLADE Reader has a knife
        ...........................................99.8%
    Male.
                                                              collection worth $10,089.00!
    Female. .........................................0.2%
                                                            Knife-Buying Power
    AGE:
                                                            • BLADE readers Purchase an average of
    Average.Age........................54.8.Years             27 knives annually!
                                                            • BLADE readers Spend an average of
    EDUCAtIon:
                                                              $1,473.00 on their hobby annually!
    Education.Beyond..
                                                            • In the past 12 months, 79.7% of
               .
    High.School. ................................70.1%        BLADE readers have Taken An Advertising-
                                                              Related Action as a result of seeing an item
    oCCUpAtIon:                                               in BLADE magazine.
    Professional................................23.4%
    Proprietor/Self-Employed.............13.7%              Knife-Buying influence

    Managerial.................................. 10.6%      • 45% of BLADE readers have Introduced
                                                              Someone to knife collecting during the past
    Technical. .................................... 14.8%     two years!
                 .
    Blue.Collar.................................. 19.3%     • Of those readers, the average BLADE reader
         .
    Other............................................8.4%     has introduced 6.4 new people to knife
                                                              collecting!




                            Conclusion … BLADE delivers the most
                             active, affluent, opinion leaders
                                   in the knife-buying market!
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                               800-272-5233                Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                           bruce.wolberg@fwmedia.com
    Knife-Related Purchases
    During The Past 12 Months
    Sharpener............................................................39.4%
    Handle.material................................................... 32.7%           Will increase or
         .
    Steel. ................................................................... 25.7%
    Sheath(s)..............................................................14.7%
                                                                                       maintain knife-buying
    Display.case........................................................ 12.6%         level over the next
    Leather.working.tools.......................................... 12.3%
    Belt.grinder.......................................................... 10.5%       12 months!
    Highest-Priced Knives Purchased:
                                                                                       ✓Average price paid For a typical
    $1,500.or.more......................................................9.2%             Knife purchase is $189.00
    $1,000-$1,499....................................................... 5.8%
    $700-$999. ............................................................8.4%        ✓33.4% of Readers Spend
               .
    $400-$699.......................................................... 22.1%            $200 or More per Knife
               .
    $200-$399.......................................................... 26.7%
    Note:.The.average.reader.paid.$669..                                               ✓Average number of Readers
    for.his.most.expensive.knife!                                                        per Copy of BLADE: 1.9

    Knife-Related Purchases From BLADE                                                 ✓79.0% Save BLADE Issues
    Advertisers During The Past 12 Months
    $1,000.or.more..................................................... 8.8%           ✓96% personally Sharpen
    $500-$999........................................................... 11.7%           their own Knives
               .
    $200-$499. ..........................................................17.0%
                                                                                         The Average BLADE Subscriber:
    Note:.The.average.reader.spends.$296..
    per.year.with.BLADE.advertisers!                                                     • Spends 3 hours and 38 minutes
                                                                                          Reading Each Issue
    Knives Purchased From:
    Direct.from.manufacturer.or.knifemaker.............44.5%                             • Has Been Reading BLADE
                                        .
    Knife.shows/conventions................................... 44.3%                      10 Years and 6 months
                                .
    Direct-mail.catalogs. ...........................................36.6%
    Retail/sporting.goods.stores...............................34.5%                     • Attends 1.8 Knife Shows per Year
    Internet................................................................ 27.3%

    Knife Show Expenses The Past 12 Months:
                    .
    $3,000.or.more. .................................................. 10.2%
                   .
    $2,500-$2,999. ..................................................... 1.2%
                   .
    $2,000-$2,499. ..................................................... 2.7%
    $1,500-$1,999........................................................2.4%
    $1,000-$1,499........................................................9.2%
    $500-$999.......................................................... 16.2%
    Note:.Show-going.readers.spent.an.average.of.$907.
    on.show-related.expenses.during.the.past.12.months!




Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                                      800-272-5233                           Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                             bruce.wolberg@fwmedia.com
                                                                    Rate Card #32
                                                                    BLADE SHoppE MARKEtpLACE
                                                                    An ad in this section will be positioned with no surrounding
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15% camera-ready discount available.                                                 1x          3x         6x        9x        12x
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                                                                    • Column width: 2¹/8" • Column height: 9½"
1/6.         $690..    .$577..    .$510..    .$470.. .$420.         Sizes (Live Matter)             Width              Height
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2/3..      $2,885.. .$2,615.. .$2,475...$2,360...$2,230.
                                                                    1/2 page (2 cols.)              45 /8"               7"
1/2.       $2,580.. .$2,125.. .$2,020.. .$1,970.. .$1,905.          1/3 page (2 cols.)              45 /8"              45 /8"
                                                                    1/3 page (1 col.)                21 /8"             9½"
1/3.       $1,890.. .$1,585.. .$1,550.. .$1,480.. .$1,365.
                                                                    1/6 page (2 cols.)              45 /8"              21 /4"
1/6.       $1,300.. .$1,135.. .$1,070.. .$1,030..      .$979.       1/6 page (1 col.)                21 /8"             45 /8"
                                                                    1/12 page                        21 /8"             21 /4"
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Full.Page. $5,230.. .$4,750.. .$4,135.. .$3,870...$3,652.           Live Area                        14-5/8"                 10"
2/3.       $4,645...$4,030.. .$3,615...$3,430.. .$3,310.            Trim                              15½"                  10½"
                                                                    Bleed                             157 /8"               10¾"
1/2.       $3,535...$3,045.. .$2,785...$2,685...$2,500.             • No live matter within 1/4-inch of final trim size for bleed ads.
1/3.       $2,480.. .$2,115.. .$1,900.. .$1,805.. .$1,700.          • Bleed dimensions, allow for 1/8-inch trim on all bleed edges.

1/6.        $1,615.. .$1,335.. .$1,200.. .$1,115.. .$1,060.         Inserts: A limited number of special units, such as inserts,
                                                                    gatefolds, booklets, business return cards, etc., are available
Covers	        1x	       3x	         6x	       9x	      12x         and are subject to acceptance by publisher.

IFC.       $6,010.. .$5,180.. .$4,770...$4,645...$4,538.            FTP Instructions:
                                                                    If you are on a MAC
IBC.      $5,445...$4,695.. .$4,340...$4,200...$4,090.              ftp.krause.com
OBC.       $6,195...$5,320.. .$4,895.. .$4,725...$4,650             User ID: type the word “anonomys”
                                                                    Password: is your email
                                                                    Inbound folder
ADVERtISInG DEADLInES:                                              Then look for folder of publication you are submitting for
Issue                  Ad Deadline                     on Sale      If you are on a PC:
March,.2011.             November.19.                 January.4     ftp://ftp.krause.com
April,.2011.             December.17.                February.1
                                                                    onLInE/EMAIL ADVERtISInG
May.                     January.14.                     March.1    Web display rate: $10/1,000 impressions
June.                    February.11.                 March.29      Email rates: Newsletter sponsorship $375 ($25 CPM),
July.                    March.11.                       April.26   list rental $675 ($45CPM, current list size 15,000)
                                                                    For more detail on our many online/email opportunities,
August.                  April.8.                        May.24
                                                                    ask your ad rep.
September.               May.6.                          June.21
October.                 June.3.                          July.19   WHERE to nEt ’EM:
                                                                    Contracted Display Advertiser Rate:	         $209	per	year	Bold type
November.                July.1.                      August.16
                                                                    	                                            $140	per	year	Light	type
December.                July.29.                 September.13      Non-contracted Display Advertiser Rate: 	 $229	per	year	Bold type
January,.2012.           August.26.                  October.11     	                                            $160	per	year	Light	type
February,.2012.          September.23.             November.8       Please contact your advertising sales representative for more info.
Complete.Guide.          October.21.               December.6       notES:
March,.2012.             November.18.           January.3,.2012     • The publisher’s liability for any error shall not exceed the cost
• For multi-page ads or ads requiring special handling, contact     of the space occupied by that error.
your sales representative for advanced deadlines.                   • All orders non-cancelable after closing date.
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                                     800-272-5233                           Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                            bruce.wolberg@fwmedia.com
BLADE 2011-2012                          Editorial Calendar
April 2011 BLADE®                          May 2011 BLADE®                        June 2011 BLADE®
DEADLINE—12-17                             DEADLINE—1-14                          DEADLINE—2-11
ON NEWSSTANDS—2-1                          ON NEWSSTANDS—3-1                      ON NEWSSTANDS—3-29

HOOKS—The Textured Handle Feel/            HOOKS—Sub-hilt Fixed Blades, the       HOOKS—Factory Lockbacks, New
Look and the Knives That Have It, The      Hottest Carbon Steels and the Knives   Knives of the SHOT Show, Folders
Best Rust-Resistant Knife Steels and       That Have Them, 10 New Knives For      with the IKBS Pivot System, Rust-
the Knives That Have Them, Companies       Camping, Knives with the Hinderer      Prevention Maintenance Products
That Do Outsourced Knife Work,             Lockbar Stabilizer                     SPECIAL SECTION: Knifemaking
Blademag.com’s Knife Showcase              KNIfE MECHANISMS                       Equipment
SPECIAL SECTION: Latest Sharpeners          • The Hinderer Lockbar Stabilizer     KNIfE DESIgN
WHAT’S HOT                                   fIxED BLADES                          • Knives With “Flow”
 • Textured Knife Handles                   • Super Sub-hilts                     fOLDErS
STEELS                                       KNIfE HISTOry                         • Return of the Lockback
 • Which Steels Resist Rust Best?           • 175th Anniversary of The Alamo      KNIfE MAINTENANCE
MILITAry COLLECTIBLES                        KNIfE MATErIALS                       • How To Prevent Rust
 • What’s Hot in Vintage Military Knives    • The Hottest Carbon Steels           fACTOry KNIvES
 • History                                   COLLECTINg                            • New Knives Of The SHOT Show
SWOrDS Of THE SILvEr SCrEEN                 • The Knives of George Herron         HOW TO MAKE KNIvES
DO IT yOurSELf                             KNIfE PEOPLE yOu SHOuLD KNOW            • How To Do Roman Knot Filework
 • Knife Showcase: The Future of            • Jack Barrett                        KNIfE MECHANISMS
   On-Line Knives                          OuTDOOr KNIvES                          • The IKBS
BEHIND THE SCENES                           • 10 New Knives For Spring            EDgES
 • All About Farmed-Out Knife Work         DEPArTMENTS                              • Wharncliffes
DEPArTMENTS                                 • Why I Collect                       DEPArTMENTS
 • Ask BLADE                                • Knife Talk, by Ed Fowler             • Ask BLADE
 • Knife Talk, by Ed Fowler                 • The Knife I Carry                    • Knife Talk, by Ed Fowler
 • The Knife I Carry                        • Spec Sheet: Knife Test               • The Knife I Carry
 • Question & Answer                        • Question & Answer                    • Spec Sheet: Knife Test
 • Spec Sheet: Knife Test                   • What’s New                           • Question & Answer
 • Knife Show Calendar                      • Knifemaker Showcase                  • What’s New
 • What’s New                               • Knife Show Calendar                  • Knifemaker Showcase
 • Knifemaker Showcase                      • Profile In Steel: Tim Galyean        • Knife Show Calendar
 • Forging Ahead: Matt Roberts              • Factory Focus: 5.11 Tactical         • Forging Ahead: Phillip Patton
 • Factory Focus: Hoguet                                                           • Factory Focus: Rock Creek Knives




Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                              800-272-5233                        Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                  bruce.wolberg@fwmedia.com
BLADE 2011-2012                          Editorial Calendar
  July 2011 BLADE®                         August 2011 BLADE®                    September 2010 BLADE®
  DEADLINE—3-11                            DEADLINE—4-8                          DEADLINE—5-6
  ON NEWSSTANDS—4-26                       ON NEWSSTANDS—5-24                    ON NEWSSTANDS—6-21

  HOOKS—Coolest Damascus Patterns HOOKS—BLADE Show Preview,                      HOOKS—Hottest Flipper Folders,
  and the Knives That Have Them,          BLADE Show Program, BLADE Show         Knives With XHP Blade Steel, What
  Folders With Different Handle Materials Factory Intros, Latest Takedown        To Look For In Fixed Blades, Latest
  On Each Side, Everyday Carry Knives,    Knives, Integral Lock/Framelock        Diamond Sharpeners, Automatics,
  LinerLocks™                             Folders, Handle Maintenance,           EOD/Bomb Squad Knives
  SPECIAL SECTION: Kitchen Knives for Father’s Day Knives                        fOLDErS
  Mother’s Day                            KNIfE SHOWS                             • Hottest Flippers
  WHAT TO LOOK fOr …                       • BLADE Show Preview                  KNIfE MATErIALS
   • … in An Everyday Carry Knife          • BLADE Show Program                   • XHP Steel: What Exactly Is This
  DAMASCuS                                KNIfE DESIgN                              Stuff?
   • Coolest Damascus Patterns             • Latest Takedowns                    KNIfE SHOP
  KNIfE MATErIALS                         KNIfE MAINTENANCE                       • How To Make The Larry Fuegen
   • One Handle, Two Materials             • How To Keep Handles From Cracking      Sheath
  KNIfE HISTOry                           WHAT’S CuTTIN’                         WHAT TO LOOK fOr
   • 30 Years Of The BLADE Show            • BLADE Show World Cutting             • 10 Most Important Fixed-Blade
  COLLECTINg                                 Championship Preview                   Features
   • The Knives of Jimmy Lile             TrADITIONAL KNIvES                     SHArPENINg
  KNIfE MECHANISMS                         • Western: Pocketknife Partners        • Latest Diamond Sharpeners
   • The LinerLock™                       gIfT KNIvES                            EDgES
  EDgES                                    • Father’s Day Favorites               • Girl Scout/Campfire Girl Knives
   • Pruning Knives                       KNIfE MECHANISMS                       KNIfE MECHANISMS
  DEPArTMENTS                              • The Integral Lock                    • The Automatic
   • Why I Collect                        KNIfE ADvENTurEr                       TACTICAL
   • Knife Talk, by Ed Fowler              • Robert Pelham Young                  • Knives of the Bomb Squads
   • The Knife I Carry                    WHAT’S HOT                             DEPArTMENTS
   • Spec Sheet: Knife Test                • BLADE Show Factory Intros            • Why I Collect
   • Question & Answer                    DEPArTMENTS                             • Knife Talk, by Ed Fowler
   • What’s New                            • Ask BLADE                            • The Knife I Carry
   • Knifemaker Showcase                   • Knife Talk, by Ed Fowler             • Spec Sheet: Knife Test
   • Knife Show Calendar                   • Unsheathed                           • Question & Answer
   • Profile In Steel: Sal Manaro          • The Knife I Carry                    • What’s New
   • Factory Focus: Dustar                 • Spec Sheet: Knife Test               • Knifemaker Showcase
                                           • Question & Answer                    • Knife Show Calendar
                                           • What’s New                           • Factory Focus: Buck
                                           • Knifemaker Showcase                  • Euro-Maker: Andre Andersson
                                           • Knife Show Calendar
                                           • Forging Ahead: Jimmy Chin
                                           • Factory Focus: Camillus


Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                             800-272-5233                        Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                 bruce.wolberg@fwmedia.com
BLADE 2011-2012                          Editorial Calendar
October 2010 BLADE®                       November 2010 BLADE®                  December 2011 BLADE®
DEADLINE—6-3                              DEADLINE—7-1                          DEADLINE—7-29
ON NEWSSTANDS—7-19                        ON NEWSSTANDS—8-16                    ON NEWSSTANDS—9-13

HOOKS—Hottest Knives of the               HOOKS—G-Mascus Handles,               HOOKS—Knives Of The Year®,
Hottest Makers, Push Daggers,             9-11 Commemorative-Type Knives,       BLADE Show Review, ABS Annual
Affordable Carbon Steel Knives,           Damascus Steel Suppliers, Lockbacks   Award Winners, BLADE Show Factory
Assisted Openers, Multi-Blades            SPECIAL SECTION: Hunting Knives for   Knife Debuts, Knives for Christmas
WHAT’S HOT                                the Fall                              SPECIAL SECTION: Latest Sharpeners
 • Hottest Knives of the Hottest          KNIfE MATErIALS                       KNIfE SHOWS
   Makers                                  • What Exactly is G-Mascus?           • BLADE Show Recap
fIxED BLADES                              KNIfE HISTOry                         AWArD KNIvES
 • Push Daggers                            • 9-11: 10 Years After                • Blade Magazine 2011 Knives Of The
EvOLuTION Of A DESIgN                     KNIfE SHOP                               Year®
 • The Spyderco Endura                     • How To Make and Use An Oyster      fACTOry
COLLECTINg                                   Knife                               • BLADE Show Debut Knives
 • The Knives of Jim Schmidt              DAMASCuS                              CuSTOM
EvEryDAy uTILITy KNIvES                    • Damascus Steel Suppliers            • ABS Top Annual Knives
 • Affordable Carbon Steel Knives         KNIfE MECHANISMS                      gIfT KNIvES
KNIfE MECHANISMS                           • The Lockback                        • Christmas Cutlery
 • The Assisted Opener                    EDgES                                 KNIfE PErfOrMANCE
SLIP JOINTS                                • BIG Antique Collectibles            • BLADE Show World Championship
 • Multi-Blades with Moxie                OuTDOOr KNIvES                           Cutting Competition
DEPArTMENTS                                • SPECIAL SECTION: Hunting Knives    DEPArTMENTS
 • Ask BLADE                              DEPArTMENTS                            • Unsheathed
 • Knife Talk, by Ed Fowler                • Why I Collect                       • Why I Collect
 • The Knife I Carry                       • Knife Talk, by Ed Fowler            • Knife Talk, by Ed Fowler
 • Spec Sheet: Knife Test                  • The Knife I Carry                   • The Knife I Carry
 • Question & Answer                       • Spec Sheet: Knife Test              • Spec Sheet: Knife Test
 • What’s New                              • Question & Answer                   • Question & Answer
 • Knifemaker Showcase                     • What’s New                          • What’s New
 • Knife Show Calendar                     • Knifemaker Showcase                 • Knifemaker Showcase
 • Profile In Steel: Michael Burch         • Knife Show Calendar                 • Knife Show Calendar
 • Factory Focus: Stone River Gear         • Hot Euro-Maker: Aad van Rijswijk    • Forging Ahead: Barbara Baskett
                                           • Steel Standards: Randall Made       • Factory Focus: Grayman Knives
                                             Knives




Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                            800-272-5233                        Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                bruce.wolberg@fwmedia.com
BLADE 2011-2012                          Editorial Calendar
  January 2012 BLADE®                      february 2012 BLADE®                      March 2012 BLADE®
  DEADLINE—8-26                            DEADLINE—9-23                             DEADLINE—11-18
  ON NEWSSTANDS—10-11                      ON NEWSSTANDS—11-8                        ON NEWSSTANDS—1-3-12

  HOOKS: Tactical Fixed Blades, Latest     HOOKS—Knives with Black Blade             HOOKS—Tactical Folders, SHOT Show
  Slip Joints, The Plunge Lock and the     Finishes, What’s Hot In Automatics, The   Distribution Issue, Makers To Watch In
  Knives That Have It, Veterans’ Day       Latest in Tomahawks, 10 Knives for the    2011, Idiot-Proof Sharpeners
  Knives                                   Holidays                                  SPECIAL SECTION: Knives of the SHOT
  SPECIAL SECTION: Knifemaking             SPECIAL SECTION: Latest Knife             Show
  Suppliers                                Maintenance Products                      fOLDErS
  fIxED BLADES                             KNIfE MATErIALS                            • Hottest Tactical Folders
   • Straight Skinny on Tacticals           • The Black Blade Game                   WHAT TO LOOK fOr
  EvOLuTION Of A DESIgN                    fOLDErS                                    • Knifemakers To Watch in 2012
   • The Benchmade Griptilian               • What’s Hot In Autos                    COLLECTINg
  KNIfE HISTOry                            KNIfE SHOP                                 • The Knives of Bill Moran
   • Knives for Veterans Day                • How to Make Metal Sheaths              EvOLuTION Of A DESIgN
  COLLECTINg                               SPECIALTy PIECES                           • Kershaw Leek
   • The Knives of D.E. Henry               • The Latest Tomahawks                   SHArPENINg
  POCKETKNIvES                             EvEryDAy uTILITy KNIvES                    • Idiot-Proof Sharpeners
   • The Latest Slip Joints                 • 10 Knives For The Holidays             KNIfE MECHANISMS
  KNIfE MECHANISMS                         KNIfE MECHANISMS                           • The Ball Bearing Lock
   • The Plunge Lock                        • The Paul Lock                          EDgES
  DEPArTMENTS                              EDgES                                      • Easy Openers
   • Unsheathed                             • Christmas-Tree-Handle Knives           KNIfE NEWS
   • Ask BLADE                             SPECIAL SECTION: Latest Knife              • 2011: The Year In Knives
   • Knife Talk, by Ed Fowler              Maintenance Products                      DEPArTMENTS
   • The Knife I Carry                     DEPArTMENTS                                • Why I Collect
   • Spec Sheet: Knife Test                 • Why I Collect                           • Knife Talk, by Ed Fowler
   • Question & Answer                      • Knife Talk, by Ed Fowler                • The Knife I Carry
   • What’s New                             • The Knife I Carry                       • Spec Sheet: Knife Test
   • Knifemaker Showcase                    • Spec Sheet: Knife Test                  • Question & Answer
   • Knife Show Calendar                    • Question & Answer                       • What’s New
   • Forging Ahead: John Horrigan           • What’s New                              • Knifemaker Showcase
   • Factory Focus: Klotzli                 • Knifemaker Showcase                     • Knife Show Calendar
                                            • Knife Show Calendar                     • Knife Legend: David Boye
                                            • Profile In Steel: Grace Horne           • Factory Focus: Ka-Bar/Cutco/ALCAS
                                            • Factory Focus: Lion Steel




Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
                                               800-272-5233                           Bruce.Wolberg.•.800-272-5233,.ext..13403
                                                                                      bruce.wolberg@fwmedia.com
•.Monthly.Distributed.International.Newsstand.Leader
•.The.First.Knife.Magazine.—.Publishing.Leadership.since.1973
•.Founder.of.the.Internationally.Famous.BLADE.Show
•.Founder.of.the.Cutlery.Hall-Of-Fame.
•.Founder.of.the.BLADE.Magazine.Knife-Of-The-Year ®.Awards
•.Official.Magazine.of.The.Knifemakers’..Guild
•.Leader.—.Total.Editorial.Pages
•.Leader.—.Total.Advertising.Pages
•.Leader.—.Knife.Industry’s.Book.Publisher
•.The.ONLY.Monthly.Knife.Magazine.on.the.Newsstands
•.The.ONLY.Knife.Industry.Trade.Magazine.Publisher
—.BLADE’s.Complete.Knife.Guide.2010                                                                                      Flo
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