media pack 2010

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"Love what you're doing... gives me hope" Steve Mason

Officially the largest entertainment and listings magazine in Scotland

Media Pack 2010

ISSUE 55 • APRIL 2010 •

MUSIC | FILM | CLUBS | PERFORMANCE | DIGITAL | READING | COMEDY | ART | FASHION | LISTINGS

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FREEISSUE 55 • APRIL 2010 • ISSUE 58 • JULY 2010 •


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FREE

MITCHELL MUSEUM

LEAD THE CHARGE ON THE SCOTTISH FESTIVAL CIRCUIT

INTERVIEWSPLASTIKMAN • CONVERGE • THEMSELVES

CHROME HOOF • HYPNOTIC BRASS ENSEMBLE & JOANN SFAR ON GAINSBOURG

EXCLUSIVE THE UNBOUND PROGRAMME FOR EDINBURGH INTERNATIONAL BOOK FESTIVAL

ISSUE 57 • JUNE 2010 •


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FREE THE FESTIVAL ISSUE

The Skinny: journalistic slang from the 1930's, the scoop, the buzz, the inside story

Key factsThe Skinny currently has three main platforms of interaction -

1 The Skinny monthly free magazine - ABC certified 34,329

1 www.theskinny.co.uk (120K unique users/ month)

1 Weekly e-newsletter CyberZap 5,000+subscribers/week

In brief:1 Estimated readership of 160,000 per month

1 Distributed in over 700 of the best live music venues, cafe's, universities, colleges, theatre's, art galleries and many more high profile locations

1 Media partnerships with key festivals from T in the Park, Edinburgh International Book Festival, Rock Ness, Edinburgh International Film Festival, Glasgow Film Festival and more.... many clients value working with The Skinny

1 No other magazine talks to Scottish youth in such an alternative, intelligent or informed manner

1 Trusted voice to the culturally savvy audience 1 Broad range of advertisers from Jack Daniels, Tiger Beer, HBOS, American Apparel, Edinburgh International Film Festival, X-Box, Quiksilver, Hostelworld,

Future Shorts, Diageo and many more.

The GameplanThe Skinny aims to be the most renowned and respected culture magazine in Britain.

1 The website and magazine will be the first port of call for anyone wanting to know where to go and what to do, what to listen to, watch and read.

1 We will cover the stuff we’re most excited by in a style that suits the subject: informed, enthusiastic yet critical, without taking ourselves too seriously.

1 We embrace new technologies and use them at the forefront of presenting our ideas, understanding that we must develop to be relevant in changing cultural landscapes. 1 We accept no rivals. We are unique, and in the future we hope that everyone else realises this.

1 We aim be a company that people love to work for, known for grafting hard and having fun, driven by passion for our field and the products we create.

The Skinny will be the most inspiring culture magazine in Britain: thousands of people will do new things they love because of us. Hundreds of musicians, artists and writers are given exposure and support they would not otherwise have had. Our staff will have jobs that they love, within a creative network that supports them.

In summary, we're going to have fun.

Additional Products:1 The Skinny Student Handbook: September

1 Fest Magazine: bespoke festival publication: August

1 Ten Tracks: Music subscription service. www.tentracks.co.uk

1 Bespoke publications, supplements and guides

Additional Platformswww.theskinny.co.uk: Listings, reviews, previews, interviews from across the music and arts sectors. Having grown by over 800% since our re-launch in April 2008 the website keeps on gaining new users every day.

The Skinny CyberZap: Informative, interesting and a call to action to our dedicated subscriber base on the top ten events for the week ahead.

Events: Gigs promoting the best new Scottish talent, Space themed warehouse parties, book talks from Alasdair Gray to David Simon, festival launch parties and bespoke creative exhibitions. The Skinny hosts our own events to keep the Scottish youth in amongst emerging talent and hosts events for brands looking to reach a new audience and show their creative side.

Handbooks: The Skinny guides to help you run your life, from a Home hand-book (April 2010), The Student Handbook (September 2010) and a Music Almanac to round up the year (December 2010) we have all aspects of life covered with our unique twist.

Who we areThe Skinny is the only magazine in the UK to combine passionate coverage of cool youth culture - music, arts, alternative scenes - with so much useful information.

But wer're not a UK magazine, we're a Scottish magazine, which makes us even more special: we have taken the already vibrant scene and given it a voice, a focus, and a sense of greater opportunity. No wonder our readers love us so much.

Our readership is a unique beast too: 'all Scottish creatives' (we were recently told), opinion formers, music fans, fashion hungry kids, and microcultural experts; as well as people of all ages and backgrounds who want to know what's what and why in Scotland. As a rule, our readers go out, spend money, and like to know why they're spending.

What we doThe Skinny Makes culture count.

This makes us perfect for advertisers. Because of our influential content, we've attracted and run great campaigns for Mini, Rockstar Games, Red Bull Replay, American Apparel, as well as leading alcohol brands who understand our readers are the most trend-setting drinkers in town: Jack Daniel's, Miller Genuine Draft, tennent's, Bacardi, Tiger and many more.

And because of our invaluable information service, we've got all the best Scottish clubs, gig promoters, theatres, galleries, and music services advertising month in, month out.

Contact [email protected] to find out moreThe Skinny is essential AND exceptional.We'll communicate the same for your brand.

Demographics

Even Appeal 52% Female47% Male1% Transgender

What do Skinny Readers Get up to 79% Listen to music everyday 65% Spend spare cash on music/ downloads60% Go to a gig at least once a week 59% Eat out at least once a week 50% Work Full Time 25% Student70% Live with partner/ friends 35% Earn over 20K per year

Readers Favourite Picks 64% Live Music 60% Records/ music releases 59% Film What’s On/ Listings 56% Festivals 56% Venues 54% Fashion

Getting The Skinny fix

54% From venues 19% Recommended 18% via theskinny.co.uk 9 % Read at a friends house

Skinny readers love us 90% Content is excellent/ good 82% Think the mag looks great 80% Rate the writing style/ tone as excellent/ good

78% Love the illustrations 72% Think the photography is excellent/ good

Leading Edge tribes are the smallest segment in the youth market. However, they drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popular culture, and are the main influence over other Tribes like the Young Alts. Leading Edge Tribes are hard to persuade and sell to, The Skinny has a natural synergy with these groups due to our fore-ward thinking content and style.

Tribes

26% Indie Scensters (Leading Edge)18% Young Alts (Alternative)10% Get Paid Crew (Urban)10% Metalheads (Alternative8% Trendies (Aspirant Mainstream)6% Geeks (Leading Edge)4% Hipsters (Leading Edge)4% DIYers (Urban)4% Craft Kids (Leading Edge)2% Skaters (Alternative)8% Other

96% of The Skinny Audience is over 19

4% Under 18 25% 19 - 24 44% 25 - 35 17% 35 - 44 10% 45+

The Skinny readers are young, have cash & go out

53% Urban Sophisticates (Young, well educated singles in city apartments)14% Town Centre Singles (Single people living in the town centre)8 % Families on the move (Busy families who are moving up in their careers & lifestyles)7% Upper Echelons (Successful people living in the choicest surbaban locations)18% Other

The Skinny Readership set the trends

Results collected from research by The Audience Business Dec 08 and Napier University Dec 09

Advertisers and Clients

Testimonials"one of the best listings mags in the UK... the skinny straight from the hipster's mouth" - Guardian

"you have become the 'must-read' for all Scottish creatives" - Graham Weir, Director, Popular Music Industries, Napier University

"Love what you're doing... gives me hope' - Steve Mason, musician

"The Skinny is fucking awesome" - David Prowse, drummer, Japandroids

"I mostly love The Skinny because it is not shit... so many shit magazines in the world" - John McCall, reader

"We have worked closely together with The Skinny over the past 6 months. They are knowledgable, passionate and have an intimate understanding of their audience. I would gladly recommend them as a partner but not to any rivals to brands we represent!" - Justin Crosby, MS&L PR

CyberZap

To advertise in The Skinny CyberZap please email [email protected] or call 0131 467 4630

How to advertiseThere are two main options for advertising each week;

1. Skyscraper Advert

An excellent method of giving an event an extra push to act as a reminder or make people aware of what you have on offer.

1 Highly visible

1 Appears left hand side of content

1 160 W * 600 H in pixels

1 Full colour

1 Direct link to website of choice

1 Quick turnaround time – artwork needed for Monday before inclusion

1 £0.08/ subscriber

What is a CyberZap? An organically grown eNewsletter with widespread appeal for individuals who want to be in the know at a click of a fingertip.

Effortlessly informed: Providing the top ten interesting and unique events direct to your inbox as recommended by The Skinny, Scotland’s voice on emerging talent and cultural activity.

When? Every Thursday, our subscribers get the heads up on what to do and what not to miss for the week ahead and this offers you the opportunity to ensure that your message is heard.

How do I get it?Sign up at www.theskinny.co.uk/register and join us in the quest for knowledge….

Facts and Figures1 5,100 subscribers per week

1 Growing by 55+ subscribers per week

1 38% open rate within 7 days

1 70% of subscribers that open the Zap come

back 3 times

1 5% of opens come back over 10 times

2. Editorial Inclusion

Only one lucky advertiser gets to take the editorial spot on offer each week, placed in the centre of the Zap you receive excellent placement and exposure for your campaign.

Includes:

1 75/ 100 words editorial, logo placement, image and link.

1 Compiled by our CyberZap Editor in order to keep in The Skinny style.

1 Excellent opportunity to explain your product/ venue/ event service in more depth

1 High visibility placement in centre of the CyberZap

1 £0.10/ subscriber

Size Rate

OBC £1995

Page 3/ IFC £1395

Full page £995

Spread £1750

1/2 Page £5801/4 Page £3501/8 Page £200

Student Handbook

Mechanical Info

All sizes are in millimetres, width x height. All adverts should be supplied as 300dpi CMYK PDFs, TIFFs or JPEGs

Booking deadline: 20 AugustArtwork deadline: 24 August

Rates

Full terms and conditions are available on request. Contact your account manager. Credit subject to approval. Bookings under £500 must be paid in advance.

Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

Terms & Conditions

Call or email our sales team:0131 467 [email protected]

Discounts are available on multiple bookings and for distribution partners

The Student Handbook will be printed in a high-quality, glossy, perfect bound A5 format with over 64 pages packed full of advice and information for students, Released throughout September to coincide with the new university term and throughout October, offering extended coverage to our advertisers. The Skinny has the local knowledge to offer new and returning students an insight into the Scottish cultural scenes - from gig venues, clubs, art galleries, even where to get the best sunday breakfast. The Skinny Student Handbook will have it all - written in an intelligent, approachable and interesting style.

A special microsite will be launched alongside the Student Handbook, with the best Student content from our site and previous student handbooks, alongside all new features and imagery. To get involved or sponsor sections of the site please contact [email protected].

Now in its fourth year, The Skinny's Student Handbook is the complete guide for students studying in Scotland.

Over 30,000 copies with be distributed FREE via:

1 Available in Edinburgh, Glasgow and Dundee1 Scottish Universities and colleges1 Fresher Fair Events - via hand to hand and stalls1 Uni bars/ cafe's and unions1 Specially selected Student hotspot venues that The Skinny has access to all year round

full pageBleed 154 x 216Trim 148 x 210Type 128 x 190

half horiz. 123 x 92half vert. 59.5 x 187 qtr. banner 123 x 44qtr. box 59.5 x 92 eighth banner 123 x 21

Rates and Dates for Advertsing in The Skinny

Technical Details

f Adverts must be CMYK, 300DPI, TIFF/JPEG or PDF. f THE SKINNY is printed on trimmed coldset newsprint. f Total ink usage must not exceed 240, max K 95. f 5mm bleed must be included on full pages and spreads. f Ensure any essential content is within the type-safe area specified, to ensure it isn’t trimmed off. f Adverts should be sent to [email protected] with the advertiser in the subject box f Any technical enquiries should be made through your account manager, who will arrange for a

member of the production team to contact you.

For more information:0131 467 [email protected]

Type 1k viewsLeaderboard ( 728w x 90h) £8 (£9.50)

Banner ( 468w x 60h ) £5 (£6.50)

MPU ( 300w x 250h) £14 (£16)

Skyscraper ( 160w x 600h) £12 (£14)

Rich media in any position £20 (£25)

Cyberzap e-newsletterRange of options starting from 6p/recipient

Digital

DPSBleed 570 x 350Trim 560 x 340Type 540 x 320

full pageBleed 290 x 350Trim 280 x 340Type 260 x 320

1/2 spread 532x155

1/4 spread 532x76 1/2 horiz 256x155

1/2 vert 126x314

1/4 banner 256x76

1/4 box 126x155

1/4 vert61x314

1/8 vert.61x155

1/8 banner 256x37

1/8 horiz 126x76

all sizes are in millimetres, width x height. please ensure the orientation is correct.

Mechanical InfoPrint RatesSize RateFull Page £1395 1/2 Page £895 1/4 Page £545

1/8 Page £325 FC/Page 3 £1795Inside Back Cover £1495 Outside Back Cover £1995 Double Page Spread £2225

Priority placement is subject to negotiation

Discounts 6 Month booking 15% 12 Month booking 25% Distribution Partners 10% Agency Commission 10%

Inserts Per 1000 from £45

Issue Booking Artwork Street

January 15 Dec 15 Dec 05 Jan

February 26 Jan 26 Jan 02 Feb

March 23 Feb 23 Feb 02 Mar

April 23 Mar 23 Mar 30 Mar

May 20 Apr 20 Apr 27 Apr

June 19 May 25 May 01 Jun

July 17 Jun 22 Jun 29 Jun

August 16 Jul 20 Jul 27 Jul

September 19 Aug 24 Aug 31 Aug

October 17 Sep 21 Sep 28 Sep

November 22 Oct 26 Oct 02 Nov

December 20 Nov 23 Nov 30 Nov

January 2011 09 Dec 17 Dec 04 Jan

February 2011 20 Jan 25 Jan 01 Feb

March 2011 16 Feb 22 Feb 01 Mar

Print Dates

Full terms and conditions are available on request. Contact your account manager. Credit subject to approval. Bookings under £500 must be paid in advance.Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

Terms & Conditions

media pack 2010

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