Covey Rise

What Covey Rise does

Covey Rise, LLC is a privately held Alabama-domiciled magazine publishing company that produces Covey Rise Magazine, a bi-monthly print publication devoted exclusively to the upland sporting lifestyle. Founded as a legal entity in 2012 and premiering with Volume 1 Number 1 in December/January 2013 (with the publication's editorial roots traceable to 2002 under founder Kim N. Price), the company targets affluent, enthusiast readers interested in upland bird hunting, bird dogs, fine shotguns, sporting destinations, conservation, and the culinary and social traditions surrounding the sport. The publication distinguishes itself through an industry-unique 75% editorial / 25% advertising ratio and 1,000-1,500-word feature articles supported by high-end photography. The company has reached Volume 14, Number 4 as of the June-July 2026 issue, demonstrating continuous publication for 12+ years.

The business operates three revenue streams. First, recurring magazine subscriptions sold directly via ssl.drgnetwork.com at $59.99/year (6 issues) or $99.99/two years (12 issues), with gift subscription options and a dedicated subscription services operation based in Big Sandy, Texas. Second, advertising sold to brands targeting the upland sporting lifestyle audience, with advertising deliberately capped at 25% of content to preserve editorial integrity. Third, e-commerce merchandise sold through shop.coveyrisemagazine.com, spanning branded apparel (pocket tees, long-sleeve performance shirts, waxed cotton hats), co-branded goods (YETI tumblers and bottles, Boker Bird Knife, Sack-Ups gun socks, Manchester Farms quail, Denali performance shirts, Leonard Logsdail silk ties, Glencairn tasting glasses), dog gear developed with MTN Straps, collector's editions, and back issues. The company has no proprietary technology platform; its core asset is editorial content and brand affinity. Distribution combines direct-to-consumer subscriptions, retail newsstand placement at Barnes & Noble, Bass Pro Shops, Cabelas, Books-A-Million, Orvis, Field and Stream, and Hastings, plus a global e-commerce storefront accepting international orders.

Name

Covey Rise

Legal name

Covey Rise, LLC

Website

https://coveyrisemagazine.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Covey Rise, LLC is a privately held Alabama publisher of Covey Rise Magazine, a bi-monthly print magazine serving affluent upland hunting and bird dog enthusiasts with subscriptions, advertising, and a branded e-commerce merchandise store.

Ownership category

akta.pro rank

Product category

Magazine Publishing

NAICS

Periodical Publishers (51312), Sporting Goods Retailers (459110)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYMPAJAEAJ

Sports & Recreation Magazines

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)

Keywords

• Upland hunting magazine
• Sporting lifestyle publication
• Outdoor print media
• Subscription magazine publishing
• Branded sporting merchandise

Headquarters

HQ city

Alexander City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Magazine Subscriptions: Recurring subscription revenue from print magazine subscriptions, available in 1-year (6 issues) and 2-year (12 issues) terms, with gift subscription options. Subscriptions offer significant discounts off cover price.
2. Merchandise Sales: E-commerce sales of branded merchandise including apparel (t-shirts, hats, long-sleeve shirts), accessories (dog collars, leashes, knives, tumblers, decals, stickers), home goods, and game products (quail). Sold through shop.coveyrisemagazine.com.
3. Advertising: The magazine sells advertising space to brands targeting the upland sporting lifestyle audience. The publication maintains a 75% editorial to 25% advertising ratio.
4. Back Issue Sales: Sale of past magazine issues, including collector's editions such as the 10th Anniversary hardcover edition priced at $159.99.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Covey Rise publishes a bi-monthly print magazine devoted to the upland sporting lifestyle, featuring in-depth editorial coverage (75% editorial, 25% advertising) of hunting destinations, bird dogs, fine shotguns, conservation, and sporting traditions. The company also operates an e-commerce store selling branded apparel, accessories, home goods, and game products (quail) targeted at the upland sporting community.

Product overview

Covey Rise is a media company publishing a bi-monthly print magazine devoted to the upland sporting lifestyle, complemented by an e-commerce store and digital content. The core product is the Covey Rise Magazine subscription (available in 1-year, 2-year, and gift subscription tiers), which delivers in-depth coverage of upland sport through photography and writing with 75% editorial content. The company also operates an online store selling branded merchandise including apparel (Pocket T-Shirts, LS Logo Shirts, hats), goods (Bird Knife, tumblers, decals, whiskey tasting glasses, dog collars and leashes), and specialty food items (quail from Manchester Farms). Digital Previews serve as a gateway product to drive subscriptions.

Differentiator

Problem solved

Functional benefit

Products and services

• Covey Rise Magazine A bi-monthly perfect-bound print magazine delivering 6 issues per year, devoted to the upland sporting lifestyle with industry-unique 75% editorial and 25% advertising content ratio. Features vivid photography and in-depth feature articles covering destinations, bird dogs, gunsmiths, conservation, fine spirits, cigars, and culinary content related to the hunt.
• 1-Year Covey Rise Subscription Annual magazine subscription providing 6 full-length issues delivered to subscribers, priced at $59.99 (20% savings off cover price). Billed annually.
• 2-Year Covey Rise Subscription Two-year magazine subscription providing 12 issues, priced at $99.99 (35% savings off cover price). Billed on multi-year cadence.
• Gift Subscription Gift subscription options available in 6-issue ($59.99) and 12-issue ($99.99) tiers, offering savings off cover price for the recipient.
• Pocket T-Shirt Classic short-sleeve pocket tee with relaxed fit, made from 100% ring-spun cotton, preshrunk and garment-dyed. Available in sizes S to 3XL. Priced at $35.00.
• LS Logo Shirt (Long Sleeve Performance Shirt) Long-sleeved performance shirt made by Denali with lightweight fabric, exceptional air-flow properties, and UPF 50+ UV protection. Features Covey Rise logo on left sleeve with bird emblem on back. Priced at $48.00.
• Tan Waxed Cotton Hat Year-round hat made from waxed cotton material that keeps head dry from rain and warm in cool weather. Unstructured 6-panel fit with adjustable velcro closure. One size fits most. Priced at $45.00.
• Dog Collar Field-ready collar co-developed with MTN Straps, featuring premium YKK buckles, tri-glides for adjustment, and heavy-duty welded D-rings in powder coat finish. Green and Orange Quail design. Available in Large (16-28 inches) and Medium (12-18 inches). Priced at $29.00.
• Bird Knife Pocket knife from Boker with 3 1/4-inch stainless steel blade and elongated gut hook for versatile field use. Rosewood handles with nickel silver bolsters. Closed length 4 inches with lanyard loop. Priced at $62.00.
• Glencairn Tasting Glass Custom Covey Rise Glencairn whiskey tasting glass, widely considered the standard for whiskey tasting. Sold individually at $15.00 or as a set of 6 at $75.00.
• YETI Rambler 20 oz. Tumbler

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• MTN StrapscoreStrategic or Co-development PartnerCovey Rise collaborated with MTN Straps to develop and sell branded dog collars and leashes in the Green and Orange Quail pattern. The products are made in Bozeman, Montana, and sold exclusively through the Covey Rise store. This partnership produces field-ready dog gear featuring premium YKK hardware, powder-coated D-rings, and the distinctive Covey Rise branding.
• Leonard LogsdailminorStrategic or Co-development PartnerCovey Rise partnered with Leonard Logsdail, a bespoke tailor based in New York, to create an exclusive line of quail-themed silk ties. The ties are handmade from 100% silk with wool interlining and retail for $125. Leonard Logsdail Jr. designed the ties specifically for the Covey Rise audience.
• YETIminorChannel Partner/ Reseller/ DistributorCovey Rise sells YETI-branded products including Rambler tumblers and Yonder water bottles through its e-commerce store. These products are co-branded with Covey Rise branding and marketed to the outdoor sporting lifestyle audience.
• Boker USAminorChannel Partner/ Reseller/ DistributorCovey Rise resells the Boker Bird Knife through its e-commerce store. The knife features a 3 1/4" stainless steel blade with gut hook, rosewood handles, and nickel silver bolsters, positioned as a bird hunter's trusted companion.
• Sack-UpsminorChannel Partner/ Reseller/ DistributorCovey Rise sells Sack-Ups gun socks through its store. These silicone-treated cotton gun socks protect firearms from rust, dirt, and scratches, aligning with the magazine's coverage of fine shotguns.
• Manchester FarmsminorChannel Partner/ Reseller/ DistributorCovey Rise sells flash-frozen quail from Manchester Farms in Columbia, South Carolina, through its store. The family-owned farm (since 1974) produces all-natural quail, available in natural, marinated, or bacon-wrapped breast options.
• DenaliminorChannel Partner/ Reseller/ DistributorCovey Rise sells Denali-branded long-sleeve performance shirts with the Covey Rise logo. These shirts feature UPF 50+ protection and lightweight fabric with air-flow properties for outdoor use.
• Kat McCallminorChannel Partner/ Reseller/ DistributorCovey Rise sells Kat McCall Coasters and Quail Notecards featuring sporting and wildlife artwork. The products are part of the Kat McCall Lodge Collection and sold as sets.
• Various Outdoor Brands (Gunner Kennels, Smithey, Sea Island Forge, Pecos Outdoors, Decked, Gather Grills, ESP, Levrack)minorChannel Partner/ Reseller/ DistributorCovey Rise's online store features a curated selection of outdoor and sporting lifestyle brands alongside its own merchandise, positioning the store as a destination for the upland sporting community.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Ducks Unlimited Magazine: Flagship magazine of Ducks Unlimited covering waterfowl hunting, conservation, and sporting lifestyle. Comparable as a mission-driven hunting publication with a dues/subscription model and conservation focus.
• Gray's Sporting Journal: Long-running premium print magazine covering the sporting lifestyle, including upland hunting, fly fishing, and fine guns. Closest direct competitor to Covey Rise in tone, audience, and content mix.
• Sporting Classics: Bimonthly magazine dedicated to the traditional sporting lifestyle — hunting, fishing, fine guns, and heritage. Directly comparable in target reader, editorial depth, and subscription model.
• Gun Dog Magazine: Magazine focused on bird hunting and bird dog breeds, training, and handling. Substantive overlap with Covey Rise's bird dog and upland coverage and similar subscriber demographic.
• Pointing Dog Journal: Publication dedicated to pointing breed bird dogs and upland hunting. Comparable in audience (upland hunters and bird dog owners) and in the niche depth that defines Covey Rise.
• The Upland Almanac: Quarterly magazine devoted specifically to upland bird hunting, with deep coverage of bird dogs, destinations, and conservation. Overlaps almost entirely with Covey Rise's core editorial territory.

Broad incumbents

• Petersen's Hunting: Established hunting magazine covering big game, waterfowl, and upland. Provides competitive context for subscription pricing, ad pricing, and editorial positioning in the hunting category.
• American Hunter: NRA-published hunting magazine covering firearms, hunting, and conservation. Comparable as a hunting-focused publication, though anchored to a broader firearms-policy ecosystem.
• Outdoor Life: Long-running general outdoor magazine with hunting content. Broader and more mass-market than Covey Rise, but competes for the same hunting-adjacent advertising dollars.
• Field & Stream: Established general outdoor magazine with a hunting vertical. Overlaps on upland coverage but serves a much broader audience, providing a useful incumbent benchmark for ad rates and subscription scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/coveyrisemag
• Facebookfacebook.com/coveyrise
• Instagraminstagram.com/coveyrise

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Covey Rise