The ‘red-backed bible’ of Country Sports since 1897.
For over 120 years, Baily’s Hunting Directory has maintained its position as trusted voice of the global Country Sports community — celebrating the people who keep the tradition alive.
Known affectionately as the “red-backed bible of hunting”, Baily’s continues to provide authoritative commentary from hunting institutions across the UK, Ireland, North America, and beyond, including reports, images and reviews
From detailed hunt profiles and maps to the names of Masters, huntsmen, and whippers-in — along with more than 800 unique hunt button images — Baily’s continues to chronicle the living history of Country Sports.
A Valued Heritage
First published in 1897, Baily’s Annual Directory remains the definitive record of hunting worldwide.
Regularly cited in Hansard during Parliamentary business related to hunting, Baily’s is recognised as the most comprehensive and respected source of information on the sport and countryside culture.
Our reputation for quality has earned coverage in leading titles such as The Daily Telegraph, The Field, Tatler, and The New Yorker.
Today, Baily’s combines 19th-century tradition with 21st-century technology, bringing hound and horse enthusiasts together through print, online platforms, and social media.
Company Overview
Baily’sHuntingDirectory.com launched oline in 2011, taking the iconic brand digital, and introducing it to a offering new global audience 120+ years of Country Sports tradition.
As a result readership has grown by over 700%, with verified subscribers in:
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UK and Ireland
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North America and Canada
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Australia and New Zealand
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France, The Netherlands, and Germany
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About Us: The Definitive Authority on Rural Tradition
For over 125 years, we have served as the ultimate record for the international Country Sport community, documenting a wide variety of Country Sports including the history, maps, and masters of packs across the United Kingdom, Ireland, America, and beyond.
But Baily’s is more than a directory; it is a way of life.
Today, we bridge the gap between historic tradition and modern rural living. Through our daily-updated digital platform and prestigious annual archives, we provide our readers with a unique blend of heritage and lifestyle—from the preservation of hunt button history to curated country recipes for both formal and informal occasions and our NEW and exclusive Baily’s Lifestyle Collection.
We don’t just report on the country life; we define it.
Audience Profile: The Modern Country Guardian
The typical Baily’s reader is a high-net-worth individual deeply embedded in the rural economy. They are stewards of the land, passionate about conservation, and deeply loyal to brands that respect their heritage.
At a Glance
- High Affluence: A significant majority are landowners and homeowners with high disposable income and a willingness to travel.
- Loyal & Engaged: Our subscribers view Baily’s as an essential resource, returning daily for Country Sport News and Views, updates, hound pedigrees, and community news.
- Active Participants: Unlike casual observers, our audience is “on the field”—they own horses, working dogs, and the estates that host these traditions.
Purchasing Power & Interests
| Category | Interest Metric |
| Land & Estate | Over 65% manage or own rural property/acreage. |
| Equestrian | 80%+ are active horse owners or regular participants in equestrian sports. |
| Luxury Goods | High affinity for bespoke tailoring, traditional sporting equipment, and premium country vehicles. |
| Hospitality | Frequent travellers to international sporting meets and high-end rural accommodation |
Exclusive Lifestyle Ranges: The Baily’s Collection
Our audience doesn’t just read about the country lifestyle—they wear it, gift it, bring it into their homes and spend their leisure time there. This means that we can offer carefully selected advertisers unique integration opportunities through our Exclusive Lifestyle Ranges:
- The Archive Collection: Featuring bespoke Hunt Button identification and heritage-themed apparel that resonates with serious collectors.
- Home & Field: Our “Boris the Basset” and Joseph Appleyard ranges offer premium melamine tableware, trivets, and homeware that bridge the gap between the mud of the field and the elegance of the dining room.
- Sporting Accessories: From children’s wool felt bowlers to brass button polishing sticks and hip-flask fuel recipes, we curate the essentials for the modern sporting gentleman and lady.
- The Gift of Heritage: Our 1,000-piece hunt jigsaws and limited-edition map bundles turn our historical data into desirable, high-quality consumer products.
The site is updated daily with articles, reviews, reports images and insights for the modern Country ports community — connecting readers across continents while remaining proudly rooted in the countryside.
Why Baily’s Matters
Subscribers gain access to a living archive of country sports events and people who shape them. And an insight into the country sports world today.
Content Highlights
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- Complete directory of all registered packs in 22 countries
- Hound and puppy show results dating back to 1894
- Over 10,000 professional hunting and countryside images with daily updates
- Exclusive articles and expert commentaries
- Authoritative reviews of books, products, and services relevant to the Country Sports enthusiast.
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Audience Snapshot
Our readership reflects the strength, style, and ongoing stewardship of the modern Country Sports community.
Key demographics:
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Average 600+ unique daily visits (Jan 2026)
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45:55 male–female split
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80% follow hounds mounted or on foot
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70% also participate in shooting, stalking or fishing
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68% live entirely in rural areas
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80% of readers are over 30
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20,000+ social media followers
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440,000+ monthly page views
- Our audience is affluent, passionate, and deeply engaged — loyal readers who value authenticity, heritage, and excellence.
In the Field
- Beyond our online presence, Baily’s actively engages with the community throughout the year.
Our distinctive Baily’s trailer unit attends leading events across the UK and overseas, offering opportunities for: -
Live audience engagement and feedback
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Product demonstrations and promotions
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Collaborations with premium countryside brands
Who We Are
Baily’s Directors come from diverse professional backgrounds — Law, Science, IT, and Publishing — but all share a lifelong love of the Country Lifestyle and a variety of Country Sports
Our shared mission:
To protect, promote, and celebrate hunting traditions while connecting today’s field sports community through expert journalism, storytelling, and digital innovation.
We welcome partnership and advertising enquiries from brands and organisations who may wish to engage with our discerning, countryside-focused readership.
Contributors
The team is regularly ‘assisted’ throughout the year by various hound pups ‘at walk’ together with retired hounds.
Our ‘more mature’ canine crew can always be relied upon to provide useful in-depth product assessment but, they are actually much keener on scenting out the best spot by the radiator and ‘just the right’ biscuits for the day.
