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Catering to Those Who Want Their Gun TV

Perry Massie knows what real men want: guns and trucks.

By Nadine Heintz | 
 

Leisure

Perry Massie knows what real men want. His hunting-and-fishing-heavy Outdoor Channel is an unlikely independent success in the cable industry, which is dominated by News Corp. and Viacom. Revenue rose 24%, to $21.4 million, last year; Massie's family owns 59% of the thinly traded public company, which is based in Temecula, Calif. Massie, 41, started out in 1987 making infomercials for the family gold-prospecting business. ( Seriously. ) Today, his channel boasts 23 million viewers and a lineup that includes Ted Nugent Spirit of the Wild. Though there's more competition these days -- TNN is now Spike TV ( think Lifetime Television for men ), and a Maxim channel is in the works -- Massie isn't concerned. "Our shows appeal to guys who shoot guns and drive trucks," he says, "not Madison Avenue types."


Nadine Heintz

The Goods is focused exclusively on products and services for business owners. We won't ignore the latest netbook or the hottest smartphone, but we'll also examine the services, software, and Web-based tools that can help make your business succeed. Nadine Heintz, a senior editor at Inc., edits The Goods, as well as Quick Hits. Send suggestions, comments, and deals to nheintz@inc.com.