About VeloNews The VeloNews Audience

Transcription

1 2019 MEDIA KIT

2 TABLE OF CONTENTS About VeloNews The VeloNews Audience CHANNELS Custom Content Print Magazine Newsletters & Custom s Podcast Video Social Platforms Display Advertising Editorial Calendar Rates and Specifications CONTACT VELONEWS ADVERTISING, SPONSORSHIPS, AND PARTNERSHIPS MARK GOUGE, VeloNews Publisher (303) VELONEWS 3002 Sterling Circle, Ste 100 Boulder, CO USA vimeo.com/velonews youtube.com/velonews velonews.com/podcast velonews.com/show

3 audience ABOUT VELONEWS VeloNews is America s leading bike racing media brand with nearly 50 years as the authoritative voice of cycling. VeloNews offers access to the most loyal, engaged, and active consumers in cycling. THE VELONEWS MISSION: We are America s leading experts on bike racing and we offer the world s cycling enthusiasts the most interesting and incisive coverage of bike racing, the most trusted cycling gear and tech reviews, fascinating personality stories, and deep dives that celebrate the world s most beautiful sport. We work with endemic clients and stakeholders in our sport to ensure their success while maintaining our commitment to audience-first journalism in the media formats our audience demands. The VeloNews reader is an affluent, highlyeducated professional who is dedicated to cycling and spends heavily on the sport. DEMOGRAPHICS & SPENDING 51 YEARS OLD EARNS OVER $211,000 (MEAN HHI) SPENDS $4,000 ON GEAR AND SERVICES SPENDS $2,200 ON CYCLING-RELATED TRAVEL RIDES 8 HOURS A WEEK OWNS 5 BICYCLES 98% OF THE VELONEWS AUDIENCE RIDES EVERY WEEK ENGAGEMENT PARTICIPATION 68% RACE OR RIDE EVENTS 94% take action based on ads they see in VeloNews magazine. 89% take action based on ads they see on VeloNews.com. The typical VeloNews reader has been a loyal reader for 9-12 years. 40% have read VeloNews for 5-14 years. 1 in 6 reads only VeloNews. Only 15% read other cycling print media. 87% of print magazine readers read every issue (1.6 hours median reading time). 69.5% visit VeloNews.com at least once a day. 82% regularly give advice on cycling products, races, or topics.

4 channels VELONEWS IS THE EXPERT With nearly 50 years experience in speaking to the cycling audience, VeloNews is the expert in reaching and influencing cyclists and enthusiasts. VeloNews offers comprehensive, omnichannel access to the most loyal, engaged, and active consumers in cycling. Bring us your goals and VeloNews will guide you to the most effective products, timing, and duration to achieve them. 98K members 21.4% Open Rate 9.1% Click Rate STRENGTHS: Specific Promotions, List Acquisition, Trackable Campaigns, Conversions, One-Time Offers CUSTOM CONTENT STRENGTHS: Flexibility, Long Life, High Engagement SOCIAL STRENGTHS: High engagement, awareness campaigns, follower campaigns, athlete activations 1.6 hours reading time per issue. TURN THE NEEDLE PRINT STRENGTHS: Bring your brand to life through stories and engaging images. DISPLAY ADS STRENGTHS: 200% growth in CTR. 75% viewability, Trackable campaigns, Conversion tracking. 94% of readers act on ads they see in VeloNews magazine. 72% Completion Rate VIDEO & PODCASTS STRENGTHS: Organic, authentic product integration 70% Completion Rate (Industry average: 40%) 88.7% act on ads they see on VeloNews.com.

5 MARIANNE VOS HOLIDAY GIFT GUIDE WINTER WEIGHT TRAINING VOL. 47/NO. 10 $5.99 U.S. NOVEMBER DECEMBER 2018 $6.99 CAN custom content THE CUSTOM CONTENT CASCADE VeloNews offers unmatched storytelling and the most engaged audience in print, online, social, streaming video, and podcasts. Set your goals and our content team will prepare world-class content in any medium for native advertising, collaborative content, branded content, editorial-inspired stories, and sponsored stories. VeloNews will recommend the most effective products to meet your goals and suggest a cascade the best timing and duration for each phase of your campaign in social, online, video, podcast, and print. CAPABILITIES Feature stories and long-form Experiential storytelling Product placement and integration Custom video and podcasts World-class photography Personalities behind the brand VELONEWS MAGAZINE 70,000 MONTHLY READERSHIP Average Time on Content 1.6 hours PER MONTH Actions Taken 94.3% OF PRINT READERS TAKE ACTION ON ADS THEY SEE IN VELONEWS 2018 AWARDS ISSUE PHOTOS OF THE YEAR HOLIDAY GIFT GUIDE THE BEST OF ST ANNUAL VELONEWS AWARDS PHOTOS OF THE YEAR THE BEST IN TECH VELONEWS.COM Pageviews 9.2 million (JULY 2018) High visibility ON HOME PAGE OR CATEGORY 88.7% OF READERS TAKE ACTION ON ADS THEY SEE ON VELONEWS.COM Time on Content 1 22 to 4 14 DEPENDING ON SOURCE (JULY 2018) Clickthrough Rate.30%

6 VOL. 47/NO. 10 $5.99 U.S. NOVEMBER DECEMBER 2018 $6.99 CAN DISPLAY UNTIL JUNE 18, 2018 VOL. 47/NO. 6 TDF 2018 DISPLAY UNTIL SEPTEMBER 10, 2018 MAGAZINE ENGAGEMENT 94% of subscribers take action on ads they see in VeloNews magazine. (SOURCE: 2018 AUDIENCE STUDY) VeloNews takes readers inside competitive cycling and ignites the passion they have for top riders, iconic races, and participant-driven events: Fascinating storytelling and incisive analysis of the greatest races In-depth features and profiles of personalities Comprehensive reviews of the latest gear and tech Expert training advice World-class photography Engaging infographics to explore races, riders, and trends in cycling Personal essays and opinion from expert voices and guest writers 81% visited a product or service website after seeing an ad in VeloNews magazine. 52% purchased a product or service website after seeing an ad in VeloNews magazine AWARDS ISSUE PHOTOS OF THE YEAR HOLIDAY GIFT GUIDE MARIANNE VOS HOLIDAY GIFT GUIDE WINTER WEIGHT TRAINING THE BEST OF ST ANNUAL VELONEWS AWARDS PHOTOS OF THE YEAR THE BEST IN TECH 2018 VELONEWS BUYER'S GUIDE BUYER'S GUIDE FIND YOUR NEXT BIKE! From tarmac to singletrack, and everything in between Over 20 pages of MTB, gravel bikes, and gear Your dream gravel bike (see page 54) TOUR DE FRANCE THE CONTENDERS THE STAGES TEAM PROFILES SAGAN VS. CAV THE FROOME DILEMMA 2018 OFFICIAL GUIDE THE FAVORITES Froome Quintana Nibali THE SPRINTERS Sagan Cavendish Kittel ROMAIN BARDET Can he end the French drought at the Tour? CHRIS FROOME Should the defending champ be allowed to race? DETAILED ANALYSIS STAGES TEAMS 44% visited a local bike shop to learn more about a product they saw advertised in VeloNews magazine. 7 issues + 2 specials The Official Guide to the Tour de France and the VeloNews Gear Issue VOL. 47/NO. 3 BUYER'S GUIDE 2018 WIN A PINARELLO! (see page 4 for details) 82,000 MONTHLY READERSHIP 23,483 SUBSCRIBERS 93% PAID CIRCULATION (Source: 2017 CVC Aud 82% regularly give advice on cycling products, races, or topics. 1.6 hours per issue READING TIME The typical VeloNews reader has been a loyal reader for 9 years. 40% have read VeloNews for 5-14 years. 87% of subscribers read every issue. 1 in 6 read only VeloNews. Only 15% read other cycling print media.

7 VELONEWS NEWSLETTER AND CUSTOM SENDS The twice-weekly VeloNews newsletter covers breaking news, race results, gear and tech reviews, and hot topics that VeloNews is following. 94,500 SUBSCRIBERS 21.4% AVERAGE OPEN RATE CAPABILITIES Custom Lead generation Special offers Flash sales Contests Event or series registrations 9.1% CLICK RATE (July 2018) 4.6% AVERAGE CLICK RATE 3 20 AVERAGE TIME ON CONTENT AFTER CLICK

8 PODCAST VeloNews is the multimedia leader in cycling with over 2.29 million downloads of the VeloNews podcasts and 3.37 million views of the VeloNews video series. VeloNews podcasts have seen explosive growth of 162% in monthly listens since Broadcast via SoundCloud to dozens of podcast subscription services and apps for ios and Android. CAPABILITIES Custom content Episode branding Topic takeovers Athlete activation Exclusives LISTEN NOW velonews.com/podcast VELONEWS PODCAST Spirited discussion, informed humor, and insider access to top pros and team directors, the VeloNews Podcast brings listeners into the beautiful, often absurd heart of pro cycling. FAST TALK PODCAST Hosted by VeloNews Managing Editor Chris Case and coach Trevor Connor, Fast Talk offers science-driven, entertaining discussions of training and performance-related tech. NEW! TECH PODCAST VeloNews Tech Editor Dan Cavallari and special guests discuss complex tech topics and distill them into terms and techniques we can all understand. ENGAGEMENT 74K 2018 UNIQUE DEVICES 8,500 AVERAGE DOWNLOADS PER EPISODE 37 minutes LISTEN TIME PER EPISODE 68% COMPLETION RATE ENGAGEMENT 39K 2018 UNIQUE DEVICES 13K AVERAGE DOWNLOADS PER EPISODE 52 minutes TIME LISTENED PER EPISODE 77% COMPLETION RATE ENGAGEMENT 8K 2018 UNIQUE DEVICES 13K AVERAGE DOWNLOADS PER EPISODE 25 minutes TIME LISTENED PER EPISODE 71% COMPLETION RATE

9 VIDEO First launched in 2009 as VeloCenter, the 1,000-episode VeloNews video series has become the sport s leader in streaming video with over 3.37 million views. This weekly streaming video program offers humorous, opinionated, and sometimes controversial views of races, athletes, and breaking news in the sport. CAPABILITIES Custom content Episode branding Topic takeovers Athlete activation Exclusives 10K MONTHLY VIEWS 3.37 million LIFETIME VIEWS ENGAGEMENT 3 32 VIEWING TIME PER EPISODE 70% COMPLETION RATE (Industry average: 40%) WATCH NOW velonews.com/show

10 social media VeloNews has built the most loyal readership in cycling over its nearly 50-year history in print and digital. That engagement has followed VeloNews to the most popular social media platforms for our audience. About 81% of the VeloNews audience primarily finds VeloNews content in print or on VeloNews.com, but 19.4% of the VeloNews audience finds VeloNews content primarily on three social media platforms: 65% use Facebook regularly, 41% use Instagram regularly, 28% use Twitter regularly. CAPABILITIES VeloNews offers custom social media promotions including amplified editorial custom content athlete takeovers awareness campaigns stories live video follower campaigns FACEBOOK 285,860 FOLLOWERS 6.9% ENGAGEMENT RATE (or 1,433 engagements per post) 4.3% LINK CLICK RATE (or 903 clicks per post) 1 34 TIME ON VELONEWS.COM AFTER CLICK INSTAGRAM 75,647 FOLLOWERS 1,052 ENGAGEMENT RATE (engagements per post) 1 43 TIME ON VELONEWS.COM AFTER CLICK TWITTER 141,104 FOLLOWERS 3.5% ENGAGEMENT RATE (or 415 engagements per post) 3% LINK CLICK RATE (OR 343 CLICKS PER POST) 1 00 TIME ON VELONEWS.COM AFTER CLICK

11 display advertising VeloNews.com is one of the longest continuouslyoperating sports websites in the world of any sport. VeloNews.com has seen many online advertising trends come and go, but one truth still stands: the most important metric is the loyalty and engagement of the audience. ENGAGEMENT 69.5% VISIT VELONEWS.COM AT LEAST ONCE A DAY. 88.7% OF VELONEWS.COM READERS TAKE ACTION BASED ON ADS THEY SEE ON VELONEWS.COM. 85.4% VISITED A PRODUCT OR SERVICE WEBSITE AFTER SEEING AN AD ON VELONEWS.COM. 45.7% PURCHASED A PRODUCT OR SERVICE ONLINE AFTER SEEING AN AD ON VELONEWS.COM. With new lazy-loading ad spots and zero programmatic ad calls, VeloNews.com displays between 3 and 3.5 ads per pageview at 75% viewability. Right rail ad spots follow the user down the page. In-content ads load on scroll.

12 editorial calendar 90 -DAY NEWSSTAND PRESENCE January/February 2019 SEASON USA Cycling season preview WorldTour season preview March/April THE DIRT/GRAVEL ISSUE Dirt Saved My Town The State of Gravel Racing The Gear Issue Not just the what, but the why of buying your next bike, gear, and accessories Sponsorship Packages Available SPACE CLOSE 11/28 MATERIALS DUE 12/1 ON-SALE 1/9 SPACE CLOSE 1/9 MATERIALS DUE 1/18 ON-SALE 2/20 SPACE CLOSE 2/8 MATERIALS DUE 2/15 ON-SALE 3/20 May GIRO GUIDE/ ITALY ISSUE Giro Guide: teams, contenders, route The physiological evolution of Mike Woods Giro d'italia Sales Opportunities Available SPACE CLOSE 3/2 MATERIALS DUE 3/15 ON-SALE 4/ DAY NEWSSTAND PRESENCE June THE DIY ISSUE DIY racing How to set that Strava KOM Tour De France Guide THE ANNUAL GUIDE A guide with detailed information about the teams, riders, stages, climbs, history, and more TDF Print/Digital Sales Opportunities Available July/August THE YOUTH ISSUE Inside the development programs that pathways driving America s talent pool SPACE CLOSE 4/5 MATERIALS DUE 4/12 ON-SALE 5/15 SPACE CLOSE 5/10 MATERIALS DUE 5/18 ON-SALE 6/19 BEST-SELLING ISSUE! SPACE CLOSE 6/18 MATERIALS DUE 6/26 ON-SALE 7/31 September/October THE SCIENCE OF CYCLING The science of stage racing TBIs and their impact on performance November/December ANNUAL AWARDS ISSUE The 32nd VeloNews awards Photos of the year Tech awards SPACE CLOSE 8/6 MATERIALS DUE 8/15 ON-SALE 9/18 SPACE CLOSE 10/3 MATERIALS DUE 10/11 ON-SALE 11/13 * Editorial calendar subject to change.

13 advertising specs Unit size Live area WIDTH X HEIGHT Trim WIDTH X HEIGHT Bleed WIDTH X HEIGHT SPREAD* 14.5 x mm x 238.3mm 16.0 x mm x 266.7mm x mm x 273mm 1/2 PAGE SPREAD* 14.5 x mm x 112.8mm FULL PAGE x mm x 38.1mm 8.0 x mm x 266.7mm 8.25 x mm x 273mm 1/2 PAGE VERTICAL x mm x 238.1mm 1/2 PAGE HORIZONTAL x mm x 116.1mm 1/3 PAGE VERTICAL x mm x 238.1mm 1/3 PAGE SQUARE x mm x 115.7mm 1/4 PAGE VERTICAL x mm x 115.7mm 1/8 PAGE VERTICAL x mm x 115.7mm 1/8 PAGE HORIZONTAL x mm x 105.8mm *Please allow.375" in the center of artwork for gutter. Digital edition specs To ensure that all URLs in ads remain active in digital edition, embed URLs as fonts not as images. When the ad is being designed, DO NOT convert the URL text to paths or it will no longer be an active link. Uploading instructions For uploading instructions, contact: MEGHAN MCELRAVY, Senior Manager, Production mmcelravy@pocketoutdoormedia.com FTP Transfer available upon request. Accepted files Adobe PDF/X1-a files created CMYK; all images embedded Adobe InDesign files with all images and fonts included Adobe Illustrator files with all images included or embedded and fonts included or converted to outlines Adobe Photoshop EPS and TIFF files with layers flattened PRODUCTION CONTACT Pocket Outdoor Media, Production Department mmcelravy@pocketoutdoormedia.com FOUR COLOR NET RATES UNIT NATIONAL SPREAD $9,100 1/2 SPREAD $5,270 FULL PAGE $4,783 1/2 PAGE $3,121 1/3 PAGE $2,400 1/4 PAGE $1,826 Color ads CMYK Minimum 266 dpi 133 line screen Best black build: 30c, 30m, 30y, 100k Remove all color management profiles Optional proofs All files may be accompanied by a proof created directly from the supplied digital file at 100% size and to SWOP standards. Acceptable proofs Contract proof (Matchprint or Kodak approval) Rainbow proof Iris proof Color fidelity or content on press cannot be guaranteed if a contract proof is not supplied with your files. A make-good cannot be considered if an acceptable proof is not supplied

14 contact ADVERTISING, SPONSORSHIPS, AND PARTNERSHIPS MARK GOUGE, VeloNews Publisher, (303) Also available: The VeloNews 2018 Audience Study offers advertisers, marketers, and agencies results from 5,200 reader responses to 74 detailed questions on spending habits, brand ownership and intent to buy for 522 brands in 21 product categories, reading habits, riding and training habits, race and event participation, travel, replacement value, interests, technology and app use, social media preferences, and reader engagement and value by content channel. To access the study, contact us Sterling Circle, Ste 100, Boulder, CO USA vimeo.com/velonews youtube.com/velonews velonews.com/podcast velonews.com/show