media kit 2015/16 - vogue knittingmedia.vogueknitting.com/dnn/vk/about/vk201516mediakit.pdf ·...
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Media Kit 2015/16
Vogue Knitting Media KitTable of Contacts
Mission Statement Page 3History Page 4Digital Marketing Page 6, 16Vogue Knitting Live Page 8, 17Circulation Page 9Demographics Page 11- 14Custom Publishing Page 18Ad Specs Page 19- 20Schedule and General Info Page 21Contact Page 22
VOGUE Knitting Media Kit 2015/16 2
Our MissionStatement
VOGUE is a name synonymous with fashionand style, and when it comes to knitting,
nothing equals the impact of VOGUEKnitting.
Our goal is to create editorial that inspiresand educates our readers, and motivates
them to use their leisure time to engage inthe process of knitting
We deliver to our advertisers the most dedicated knitting consumer
with the deepest passion, well-honed skills, and with the
discernment it takes to recognizequality and purchase the best
brands on the market.
3VOGUE Knitting Media Kit 2015/16
We know KNITTING—we’ve been publishing it longer than anyone else
Launched in 1892, VOGUE magazine has beensetting high standards for over 120 years.
Vogue was purchased in 1909 by Conde Nastand from 1932 to 1969, VOGUE Knitting was theleading fashion knitting publication in the world.
Since the Fall 1982 relaunch, VOGUE Knittinghas been setting the standard for knitting andfashion excellence.
Under the umbrella of the most recognizedfashion publishing brand in the world, and withan illustrious 80+-year history, we stand apartfrom every other knitting magazine on the planet.
4VOGUE Knitting Media Kit 2015/16
We’re spreadingYOUR message
to our readers throughmultiple platforms
Digital
Tablet
EventsSocialMedia
IndividualPatterns
DestinationTravel
Books
eNews
VOGUE Knitting Media Kit 2015/16
VOGUE Knitting has ExceptionalDigital Reach
KnitNews & FashionPreview Emails
Reach- 295,000+mailboxes
Average open rate 24%with 6.5% click-through
rateGlobal averages 17.5% openand 3.15% click-through rate-
smartinsights.com
VogueKnitting.com
15.4 million page viewsper year
258.8 millionimpressions per year
Over 1.1 millionpatterns are
downloaded from oursite every year
Mobile (iPhone, iPad,Kindle, Andriod)
500,000+ downloads ofthe reader app
Over 50,000 copieswere sold last year, up50% from the previous
year
100,000+ downloadedby print subscribers
6VOGUE Knitting Media Kit 2015/16
We have the deepest SOCIAL MEDIApenetration in KNITTING publishing
Facebook186,000+followers
Youtube
13.5 millionviews
18,000+subscribers
800+ videos
7,800+
followers
23,000+
followers
RavelryAll material
from ourmagazinesand booksis posted
forsearchability
2,400+
followers
7VOGUE Knitting Media Kit 2015/16
We Bring Our Pages to Life at
2015 – 2 locations, 15,000 consumers from over 25 countries, 600 classes, 350 shopping booths, 30fashion shows.
Our goal is to tap into the passion of our readers and inspire them with a unique LIVE learning andshopping experience.
8VOGUE Knitting Media Kit 2015/16
We invest in quality circulation so you can targetthe top tier knitting consumer.
• Over 1000 of the BEST yarn stores
• Newsstand in the US and Canada
• Targeted distribution in specialty chains and bookstores
• Subscriptions
• Global digital delivery to iPad, iPhone andAndroid devices- this is our largestgrowth area with 54% increase from2013 to 2014 and a 90%+ renewal rate
• In Canada, Vogue Knitting and Knit Simpleaccount for 69.5% of all newsstand salesof knitting magazines.
• Consumer events engaging over15,000 consumers per year.
9VOGUE Knitting Media Kit 2015/16
Content and ads areCOVETED and SAVED by our
readers!
Vogue Knitting is a collector’s item: 95%save EVERY issue.
They share each issue with friends, ensuringthree readers per issue, on average, andguaranteeing repeated exposure for your
brand and products for many years tocome.
Yarn placement lives on. And on.We have 3100+ patterns for sale
on our site, and combined with over800 videos on our YouTube
channel, we keep your yarn in front of our readers long after
an issue is off the shelves
10VOGUE Knitting Media Kit 2015/16
59.9% of our readers are between
45 and 64 years old
71% are married
82% have no children at home
80.3% graduated college or grad
school - up 10% since 2011
46.3% are employed
63% HHI over $75,000-up 14%
since 2011
72.3% live in large urban areas
DEMOGRAPHICSVogue Knitting Survey 2014
11VOGUE Knitting Media Kit 2015/16
PSYCHOGRAPHICSVogue Knitting Survey 2014
85% are above average/expertknitters- up 10% since 201191% buy VK to satisfy need for creativityand 79.7% for the health benefits98% knit for themselves98% use the internetdaily- up 6% since 201162% own more than 25 knitting books34% own more than 50 knitting books87% have downloadedpatterns- up 15% since 201176% have watched knitting videos82% have taught others to knit
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ADVERTISING ENGAGEMENTVogue Knitting Survey 2014
96.5% have visited a websiteafter seeing an ad in VOGUEKnitting
69% have purchased fromthat search
13VOGUE Knitting Media Kit 2015/16
79.3% shop online - up 9% since 2011
88% shop at a LYS (local yarn store)
67.2% purchase yarn by brand name
30% have spent over $100 on a
knitting accessory
42.2% say there is NO limit on what
they will spend on yarn if they love it
ADVERTISING ENGAGEMENTVogue Knitting Survey 2014
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Additional MarketingOpportunities
NEW & KNITWORTHY This special advertisingsection provides mini reviews of productsand services, allowing you to spotlight yourproduct with a picture, copy, contactinformation with prime up-frontpositioning.It’s a proven informationand sales driver.
ADDED VALUE FEATURES Thesecustom-designed advertising unitsenable your company and products tostand out and offer additional value.Ask one of our sales representativesthese special offerings: Half-frontcover wraps • Fold-out booklets*• Split covers • Inserts*• Stand-alone supplements*
•Can be printed in overruns for distribution•at shows and point of sale.
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Digital Marketing Opportunities• VOGUEknitting.com ADVERTISING Ads rotate on over 750 pages with over 14.4 million page
views per year.Banner Ads are available on FREE PATTERNS.
• E-NEWSLETTER ADS These are placed in our KNITNews and FASHION PREVIEW newsletters17x per year and to 270,000+ subscribers.
• DEDICATED EMAIL BLAST We can deliver your customized E-Newsletter to our opt-insubscribers, sending your message directly to the top tier of the knitting community. These aredesigned to drive traffic back to your site.
• LIVE ADVERTISER WEB LINKS Take advantage of a direct link from the digital version of ourmagazines to your site. Advertising enhancements can include custom video, tappable content,photo galleries and minor animations.
• FACEBOOK PROMOTIONS Dedicated offers and advertising posts with live links to your page,your website, or your store. We can add additional boost.
For information on offers: https://www.facebook.com/help/410451192330456/ and https://www.facebook.com/page_guidelines.php
16VOGUE Knitting Media Kit 2015/16
VOGUE Knitting LIVE!Sponsorship OpportunitiesOur shows are a tangible touch point betweenthe most engaged, proficient and affluentknitting enthusiasts and your product.Sponsorships deliver themaximum marketing impactaligning your brand withour readers in person, aswell as pre- and post-event promotions.
These include:•Premier Event Sponsor•Fashion Shows•Beginner Lounge•Yarn Tasting Lounge•Fitting Station•Class & Lecture Sponsor•Gala Dinner Gift Bag Sponsor•Marketplace Sponsor
17VOGUE Knitting Media Kit 2015/16
Custom Publishing andPartner PublishingWe work with our advertisers to createcustom content to support the sales of
their branded product. Our award-winning imprint, Sixth&Spring Books,is one of the most successful in craft
publishing.
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General Information
Both full-page and partial-page ads are onlyaccepted as high resolution PDF FILES WITHEMBEDDED FONTS. Please note that all imagesin the file must be 300 DPI CMYK. We cannotaccept ads sent in RGB format.
If received in this format, there will be a chargefor converting to CMYKformat, which can cause colors to change.
The ad can be sent one of the following ways:• Saved to CD and mailed with aprintout of the ad• E-mailed to [email protected]• Placed on SoHo’s FTP site
Please be sure to reference the e-mail with theadvertiser name, magazine name and issue.
Vogue Knitting Print AdSpecs
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Vogue Knitting Online Ad Specs
Contact Us:Doreen Connors
Director of Advertising Sales
Phone:(212) 937- 2554
Doreen@sohopublishing
Becky Kevelson
Accounts Manager
Phone: (212) 937-2557
Becky@sohopublishing
Large Box: 300x250
Recommended file size:GIF/JPEG: 75kFormats Accepted: JPG/GIF,Animated GIF(3 Loop Maximum),HTML, JavaScript, Flash
20VOGUE Knitting Media Kit 2015/16
Contact Us:Doreen Connors
Director of Advertising Sales
Phone:(212) 937- 2554
Doreen@sohopublishing
Becky Kevelson
Accounts Manager
Phone: (212) 937-2557
Becky@sohopublishing
VOGUE Knitting Media Kit 2015/16
Issue Space Close Material Close On Sale
Spring/Summer ‘15 Nov 9 Nov 26 Mar 4
Early Fall ‘15 Mar 9 Mar 27 July 8
Fall ‘15 May 9 May 27 Sept 2
Holiday ‘15 July 9 Jul 27 Nov 4
Winter ‘15/‘16 Sept 9 Sept 26 Jan 6
Bleed Ads: no charge
Supplement & Advertorial rates available upon request
Rate Policies: A 15% agency discount applies for electronic materials supplied and paid forwithin 30 days of invoice date. All payments are net 30 days; first-time advertisers must pre-pay to establish credit (recognized agencies excepted). Finance charge of 1%/month after 30
days.
Special Program Offers! SoHo Publishing leads the way in developing special programs andfeatures that bring your brands and products to life and make them stand out above the
crowd. Some of the offerings that are currently available are:• Gatefolds • Special Supplements or Inserts
• Advertorials
We’re always creating new programs. Come talk with us about developing a plan that willshowcase your product. We’ll help you develop a strategy that's yours — and yours alone.
Schedule and GeneralInformation
CONTACT US
Soho Publishing LLC was formed in 2001. We are a privately owned boutique publishing companyspecializing in how-to content creation, delivery and exclusive events.
161 Avenue of the Americas, Suite 1301, New York, NY 10013
ADVERTISINGDoreen Connors
Director of Advertising Sales
212.937.2554
Becky Kevelson
Accounts Manager
EDITORIAL/CUSTOMPUBLISHING
Trisha Malcolm
VP, Editorial Director
212.937.1522
EDITORIAL/CUSTOMPUBLISHINGKristina McGowen
Editor
212.225.9008
Christina Behnke
New Products Editor
212.225.9009
Joanna Radow
Yarn Editor
212.225.9010
EVENTSGabrielle Ald
Events Director
212.225.9001
Beth Ritter
Marketing Manager
212.225.9006
Karima Amir
Event Manager
212.225.9011
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