2021...since 2012, barista magazine has offered free access to our online issues with via our e-pub...
TRANSCRIPT
2021MEDIA KIT
SERVING PEOPLE SERVING COFFEE SINCE 2005
3welcome
4barista magazine reflects our world
5editorial calendar 2021
6barista magazine online
7barista magazine digital
8• social media
• the official wbc program
9• circulation + distribution
• testimonials
10advertiser benefits
11• submission calendar
• 2021 advertising rates: print + online
• layout specifications
12contact us
contents
WITHOUT QUESTION, 2020 DID NOT UNFOLD THE WAY ANY OF US HOPED. The normal calendar of work, school, travel, and all aspects of our everyday lives slammed to a stop in February and March around the world as the global COVID-19 pandemic overwhelmed
our normal routines. In fits and starts, some businesses opened then closed again. Strident new health regulations transformed operations at many small shops and cafés as they sought to continue serving their communities while protecting their employees.
The summer brought even more tumult as the killing of George Floyd on the streets of Minneapolis caught on video drove home the brutal and systemic racism plaguing our society. Demands for justice grew to a fever pitch as millions held protests around the world. In the midst of the pandemic, the hope that change was coming was palpable, as was the belief that our global coffee community could emerge from the rubble as a leader in building a more equitable society where respect, liberty, and opportunity are within reach for all.
Indeed, it seems that the specialty-coffee community can and must lead the charge, as the whole system from seed to cup that binds us together and provides us with our livelihoods relies inherently on open communication, international trade, goodwill and comity, and most critically, honesty. The face of that movement is often the face of specialty coffee, the frontline workers serving coffee through all manner of conditions with hospitality and grace. These café owners and baristas continue to inspire us and keep us motivated to do our best work here at Barista Magazine, no matter the challenges and hardships we face.
In fact, the pandemic and its accompanying shutdown, which ostensibly closed the community spaces that are coffeehouses, has paradoxically
welcome to barista magazine
ALICIA ADAMS Red Bay Coffee Oakland, Calif.
CASSIE ASH Small Planes Coffee Washington, D.C.
BRITTNEY BALESTRA Cavegirl Coffeehouse Longmont, Colo.
KAIE BIRD Sharing Tables Tel Aviv, Israel
KATE BLACKMAN Messenger Coffee Kansas City, Mo.
GABRIEL BOSCANA Maquina Coffee Roasters West Chester, Penn.
BRITTANY DAVIES Discovery Coffee Victoria, B.C.
ERICA ESCALANTE The Arrow Coffeehouse Portland, Ore.
T. BEN FISCHER Glitter Cat Bootcamp Los Angeles, Calif.
ANTOINE FRANKLIN Blacksmith Coffee Houston, Texas
UMEKO MOTOYOSHI Umeshiso Kansas City, Mo.
LETICIA POLLOCK Panther Coffee Miami, Florida
ABNER ROLDÁN Café Comunion San Juan, P. R.
RUNE SNYDER Deeper Roots Coffee Cincinnati, Ohio
editorial advisory board 2019–2021
given café owners even greater visibility and responsibility in restoring normality to their communities.
In a year without trade shows or major gatherings, Barista Magazine’s print and online content has provided the much needed bridge between the far-flung members of the global specialty-coffee community. From our unparalleled print magazine, cutting-edge digital version, industry-leading social media presence, and daily, original online content, the members of the Barista Magazine team work tirelessly on behalf of the community, as we always have and will continue forward, undaunted, well into the future.
Sarah Allen, Co-founder Barista Magazine
barista magazine reflects our worldWHEN THE COVID-19 PANDEMIC ERUPTED ACROSS THE WORLD IN THE WINTER OF 2020, much of the normal business cycle in the specialty-coffee industry was upended. For our readers, the economic impact of the pandemic, and the haphazard federal response to it, sent many once-booming businesses into a dizzying cycle of uncertainty. From mandated closures, to limited seating restrictions, to dealing with workers exposed to the virus, what had once been a fairly straightforward business suddenly necessitated adaptability and the ability to pivot on a moment’s notice.
At Barista Magazine, we have also been confronted with this enduring sphere of insecurity, and we know many of our advertisers have, as well.
We have sought to serve our readers and our advertisers—both of whom are critical to Barista Magazine’s survival—in these most challenging of times. With the onset of COVID-19, we quickly revised our editorial content to provide readers with crucial information about the place of specialty-coffee retail, production, and culture in a suddenly isolating world.
JUNE + JULY 2020 • VOLUME 16/ISSUE 2
MOVING FORWARD FROM
CRISIS:
CHINA’S JEREMY
ZHANG 32 INFLUENCERS DISCUSS
THE COVID-19 REPERCUSSIONS
ON SPECIALTY COFFEE
WHAT’S NEXT: RESOURCES
FOR REBUILDING
In addition, we have worked to bridge the gap between our advertisers and readers in the space normally occupied by in-person contacts, trade shows, and global events.
Throughout this calamity, Barista Magazine has been devoted to the task of keeping the specialty-coffee community connected, responsive, and thriving whenever and however we could and can continue to do so.
Our efforts have reflected another major event of 2020: massive demonstrations and popular demands for racial and social justice. We continue our work in providing for underrepresented communities, calls for action and equity in all spaces, including coffeehouses and roasteries. This, too, grows out of the very community we serve, which is one dedicated to changing the way the world works for the better. It is made up of people who see inequality in the traditional coffee market and seek to remedy it whether it be by increasing payments to farmers, giving better wages and benefits to frontline workers like baristas, or committing their businesses to social justice.
We stand with this community. Though the pandemic will someday recede, we know the work for real racial justice in our society is just beginning. Barista Magazine will be there for the community through it all.
AUGUST + SEPTEMBER 2020 • VOLUME 16/ISSUE 3
SHANITA NICHOLAS +AMANDA-JANE THOMAS
HEALTHIER DRINKS FOR A COVID-19 ERA
COFFEE + COLONIALISMRESILIENCY IN THE BLACK COFFEE COMMUNITY
On Community + Coffee inInglewood, California
editorial calendar 2021AUGUST + SEPTEMBER 2021
• Defining the Fourth Wave • Kid-Friendly Beverages • Quantifying Taste • Cashbox: The Business of Beverage Retailing
Event distribution: Coffee Fest Anaheim, Anaheim, California; Melbourne International Coffee Expo; Canadian Coffee & Tea Show; Specialty Coffee Expo and Re:co, New Orleans, Louisiana; U.S. Coffee In Good Spirits, U.S. Roasters Cup, and U.S. Cup Tasters Championship, New Orleans, Louisiana
OCTOBER + NOVEMBER 2021 • How to Sell Expensive Coffee • The Unglamorous and Crucial Tools for Success • Clean Everything: A Breakdown • Stuff: The Latest Products & Trends
Event distribution: New York Coffee Festival; Toronto Coffee Festival, Toronto, Canada; HOST Milan, Milan, Italy; Kona Coffee Cultural Festival; San Francisco Coffee Festival
DECEMBER 2O21 + JANUARY 2O22 • Best Bar Tools • Talking About Your Tea Menu • Barista Body Basics • Takeaway: What We’re Loving in Coffee
Event distribution: Sigep, Rimini, Italy; Fancy Food Show, San Francisco, California
DECEMBER 2020 + JANUARY 2021 • Best Bar Tools • ADA Compliance • COVID-19 + Coffee Producers • Stuff: The Latest Tools + Products
Event distribution: Most events on hold due to COVID-19
FEBRUARY + MARCH 2021 • Gearing up for Summer • Trends in Café Design • Everything Matcha • Cashbox: The Business of Beverage Retailing
Event distribution: Los Angeles Coffee Festival; GulfHost, Dubai, UAE; Amsterdam Coffee Festival, Amsterdam, Netherlands; Coffee Fest New York; Paris Coffee Festival; Caffe Culture, London, UK
APRIL + MAY 2O21 • Harvest in a New World • To-Go Is Here to Stay • Outdoor Options for Retail • Takeaway: What We’re Loving in Coffee
Event distribution: London Coffee Festival, London, UK; Houston Coffee Festival, Houston, Texas; Milan Coffee Festival, Milan, Italy.
JUNE + JULY 2021 • Coffee + Cocktail Trends • Security + Safety Inside and Out • Tapped: Benefits of Bar Style Service • Stuff: The Latest Products + Tools
Event distribution: Coffee Fest San Antonio, San Antonio, Texas; World of Coffee, Athens, Greece; World Barista Championship, Athens, Greece; World Brewers Cup Championship, Athens, Greece; São Paolo Coffee Festival, São Paolo, Brazil
We understand that coffee professionals crave news, community, and educational content between each of the six print magazines we publish annually, which is why we created Barista Magazine Online. Five days a week, every week of the year, our talented Barista Magazine Online team curates exceptional and essential original articles which are available to anyone in the world to read for free.
Since its debut in 2007, Barista Mag Online has been a go-to for coffee professionals looking for the latest news, event coverage, interviews, and more—the tens of thousands of readers we welcome each month reflects that. Helmed by Online Editor Katrina Yentch, and supported by veteran coffee journalist Chris Ryan, who serves as Barista Magazine’s Managing Copy Editor as well as Online Copy Editor, Barista Mag Online keeps our readers connected and engaged every day.
Katrina Yentch
Chris Ryan
Since 2012, Barista Magazine has offered free access to our online issues with via our E-pub for readers on desktops and laptops, and the Barista Magazine app for readers on their mobile devices.
In 2021, we are launching a new and revamped Barista Magazine Digital, a single platform accessible via virtually any device with an internet connection. Built on an HTML5 interface, the new Barista Magazine Digital is a complete replication of our print issue, with some exciting new features. And since readers have access to the same edition on whatever hardware they’re using, it’s easier than ever for people across the country and around the world to read Barista Magazine.
Every url in every ad is a live link, and with a touch of finger or click of a mouse readers are sent directly from your ad to your online shop. The possibilities for how we can promote your products in creative, unique ways are endless. We can embed video to demonstrate new latte art techniques with plant-based milks, or highlight limited-time specials with a temporary ad in the digital version to accompany your print ad.
With the single, unified reader experience—and a library of two year’s worth of issues available—tens of thousands of readers will have an easier time than ever flipping through the virtual pages of Barista Magazine.
One thing hasn’t changed though: It’s still 100% free to our entire global community.
We know our readers are extremely active on social media, so that means we are, too. With just under 170,000 Instagram followers, we lead all coffee media on this fastest growing and most used social media platform. And as they have been from the start, our Twitter and Facebook accounts are among the most well-followed throughout the coffee industry.
We have found social media to be an invaluable way to reach out to and interact with our audience on a daily basis. In fact, Barista Magazine’s engagement with our social media followers is so strong, we are regularly sought for interviews about how to succeed in social media as a small business.
To augment our social media presence even more, we added a dedicated Social Media Content Coordinator to our team in 2019. A former barista himself, Mark Van Streefkerk brings a rich portfolio of experience in social media platform building to Barista Magazine.
Since 2008, Barista Magazine has been contracted exclusively by World Coffee Events and the World Barista Championship to produce the official event program for the annual global competition, which in 2019 drew more than 2 million viewers in person and online. Our WBC event program, which includes pertinent schedule details, profiles of every national champion, prize information, and more, is printed and distributed in the thousands throughout the enormous event for free to all attendees. What’s more, we post the program online so that those hundreds of thousands of people watching the livestream from home can read the program—and see your ads.
With the WBC canceled for 2020, we look forward to the 2021 event in Athens, Greece, June 24–26, which is set to draw millions of fans in person and online who are hungrier than ever to see the premiere coffee competition on the planet.
Advertising space is available for the 2021 WBC Athens program, but space is extremely limited! Reserve your position soon.
2021 PRICING Back cover: $2,250 • Inside front + back covers: $1,880Full page: $1,600 • Half page: $925
NOVEMBER 9–12, 2017
Published by Barista Magazine
social media the official wbcevent program
Barista Magazine readers make up the cutting-edge of specialty coffee. They are retailers and roasters from around the world who focus on creating high-quality coffee, exceptional experiences, and dynamic businesses. In a recent survey, four out of five of our readers identified themselves as café owners, managers, or baristas with purchasing power.
We print approximately 10,000 copies of each issue to ship directly to our subscribers, and distribute to new shop owners through our worldwide roaster program, as well as at the most relevant coffee events around the world.
In addition, each issue of Barista Magazine is read by more than 100,000 people online and through our app. In order of most visits, our online audience comes from the United States, Canada, the U.K., Australia, South Korea, Germany, and New Zealand, with a total of 81 countries and counting represented.
CANADA: 24%
AUSTRAL-ASIA: 27%
AFRICA AND THE MIDDLE EAST: 2%
EUROPE: 42%
CENTRAL AND SOUTH AMERICA: 5%
PERCENT OF SUBSCRIBERS OUTSIDE THE U.S. BY GEOGRAPHIC REGION
SUBSCRIBER BREAKDOWN:Inside the United States: 82%
In other countries: 18%
WHAT OUR ADVERTISERS ARE SAYING…
“Barista Magazine is a stand out in delivering customer leads. Thanks for being awesome!”
Alden Kelley, Routin 1883 Portland, Oregon
“Barista Magazine has the best coffee journalism in the world. We wouldn’t miss an issue—being in it as an advertiser, and reading it as someone who wants to know the very latest about what is going on in coffee.”
Guido Bernardinelli, La Marzocco Milan, Italy
“We have seen sales soar since we started advertising in Barista Magazine!”
Anna Gutierrez, Barista 22Seattle, Washington
WHAT OUR READERS ARE SAYING…
“Barista Magazine provides a space for all of us to enjoy the fruits of the coffee community and, like a neighborhood coffeehouse, helps to encourage, inspire, and hold us together as colleagues in coffee.”
Chris DeferioLouisville, Kentucky
“Every issue and every year, Barista Magazine gets better and better. I started subscribing in 2010 when I opened my first shop, and it was as invaluable to me then as it is now, and I have five shops today. I find the business information I need, accurate trend forecasting, education for me and my staff, and also plenty of fun, colorful articles about the people who make our industry special and keep us all inspired. Thank you, Barista team!”
Kimm St. GeorgeLos Angeles, California
“I was a bar back when Barista Magazine started, and now I’m a coffee buyer. I travel all over the world, and I see Barista Magazine everywhere— in cafés in Korea, on tea farms in Indonesia, in barista schools in Germany, and of course, at every quality café I go to in the United States and Canada.”
Seth BeverlyToronto, Canada
circulation & distribution
testimonials
DECEMBER 2019 + JANUARY 2020 • VOLUME 15/ISSUE 5
BEST BAR
TOOLS 201
9
KAPO CHIU
REPORTS F
ROM CRETE +
HONG KON
G
HOW TO SUSTA
IN A
CAREER IN
COFFEE
EMBARKS ON A QUEST
HONG KONGʼS
FEBRUARY + MARCH 2020 • VOLUME 15/ISSUE 6
REAL TALK: BEING A
GREEN BUYER
REPORTS FROM SEOUL
+ BUDAPEST
COMMUNICATION:
MANAGERS + BARISTAS
ELLE TAYLOR
IS ALL IN
YOUR HOMELESS
COMMUNITY + YOU
APRIL + MAY 2020 • VOLUME 16/ISSUE 1
ANNIVERSARY ISSUE
THE MANAGER’S
HANDBOOK
IANWILLIAMS
IS A COFFEE SNEAKERHEAD
REPORTS FROM L.A. +
BUCHAREST
IN THE FIELD:COFFEE VS. WINE
HOW TO APPROACH
YOUR ANNUAL REVIEW
JUNE + JULY 2020 • VOLUME 16/ISSUE 2
MOVING FORWARD FROM CRISIS:
CHINA’S JEREMY ZHANG 32 INFLUENCERS DISCUSSTHE COVID-19 REPERCUSSIONS ON SPECIALTY COFFEE
WHAT’S NEXT: RESOURCES FOR REBUILDING
AUGUST + SEPTEMBER 2020 • VOLUME 16/ISSUE 3
SHANITA NICHOLAS +AMANDA-JANE THOMAS
HEALTHIER DRINKS FOR A COVID-19 ERA
COFFEE + COLONIALISM
RESILIENCY IN THE BLACK COFFEE COMMUNITY
On Community + Coffee inInglewood, California
YOUR NEWS ON OUR SOCIAL MEDIABarista Magazine continues to lead the specialty-coffee industry in social media, which constitutes our community’s most influential online forums. We have options to help you share your company news, new products, awards, or events with our global social media audience.
YOUR COMPANY NEWS ON OUR DAILY ONLINE NEWS SITEWe welcome press releases and news from our advertisers to be featured at Barista Magazine Online, which boasts original writing and photography on a daily basis. Barista Magazine Online is visited by tens of thousands of coffee professionals every month.
EXPOSURE AT AT ALL THE INDUSTRY EVENTSBarista Magazine’s staffers travel all over the world to bring readers the most up-to-date information about coffee trends and events globally. We give away thousands of copies of the magazine for free at the top coffee events, trade shows, conferences, festivals, and competitions worldwide.
advertiser benefits
YOUR PRODUCTS IN OUR HIGH-PROFILE SHOWCASELet us show off your coffee, bar tools, syrups, hats—the choice is yours! Barista Magazine’s beautiful “Stuff: Products” section appears at the front of every issue where most readers turn first to see the latest in specialty-coffee gear and merch. Advertisers are invited to share the product of their choice in “Stuff” in every issue in which they place an ad—for no additional cost.
ISSUE RESERVE BY MATERIALS DUE
Dec 2020 + Jan 2021 October 16 October 23
Feb + March 2021 December 4 December 11
April + May 2021 February 12 February 19
June + July 2021 April 16 April 23
Aug + Sept 2021 June 11 June 18
Oct + Nov 2021 August 13 August 20
Dec 2021 + Jan 2022 October 15 October 22
FULL-PAGE (INCLUDING BACK AND INSIDE COVERS)
8.375” x 10.875”
1/2-PAGE VERTICAL ➝ 3.625” x 9.875”
HORIZONTAL ➝ 7.375” x 4.8125”
ISLAND 4.875” x 7.4375”
1/3-PAGE VERTICAL ➝ 2.333” x 9.875”
HORIZONTAL ➝ 7.375” x 3.125”SQUARE ➝ 4.875” x 4.8125”
1/4-PAGE VERTICAL ➝ 3.625” x 4.8125”
HORIZONTAL ➝ 7.375” x 2.3125”
1/6-PAGE VERTICAL ➝ 2.333” x 4.8125”
HORIZONTAL ➝ 3.625” x 3.125”
Barista Magazine’s online ad program is unique in that our ads never rotate— each advertiser owns the ad space 24 hours a day, 7 days a week, on every page of Barista Magazine’s website, for the month you purchase the ad. Most websites change the ads every time you hit refresh, resulting in minimal exposure for your ad.
Our system means that we have fewer ads to sell, so the message behind your ad will get more exposure than ever. We offer banner ads (the boxes down the right side of every page), and one leaderboard (the horizontal bar at the top of the page), per month.
ONLINE AD SIZE SPECIFICATIONSLeaderboard ads ➝ 728 x 90 pixels
Banner ads ➝ 300 x 250 pixels
ONLINE AD PRICESLeaderboard ➝ $1,500 per month
Banner ad ➝ $850 per month* Discounts may be available for purchases of multiple months.
ONLINE AD DEADLINESOnline ads must be submitted 10 days prior to the
first of the month of the run cycle.*Digital version advertising information available upon request
1 time 3 times 6 times
1/6-PAGE $805 $745 $695
1/4-PAGE $1025 $955 $895
1/3-PAGE $1245 $1150 $1050
1/2-PAGE $1550 $1450 $1350
1/2-PAGE ISLAND $1925 $1825 $1725
FULL PAGE $2350 $2250 $2150
PAGES 3, 5, 7, 10, 14 $2565 $2425 $2300
INSIDE COVER $2795 $2675 $2525
BACK COVER $3125 $2925 $2815
2-PAGE SPREAD $3650 $3450 $3285
On full-page ads please use a .5” margin on all sides (safety). This keeps important information from being printed into the spine. Please add a .125” bleed on full-page ads only. Ads submitted that do not meet size
requirements may be “floated” upon authorization of advertiser and at the discretion of the production staff. Any ads that require size changes done by
Barista Magazine may incur production charges.
PLEASE NOTE: Stuff submissions for each issue are due the same day as the space reservation deadline.
2021 ad rates
onlinead submissions
layout specifications
2021 submission calendar
