07.13.2015

AUDUBON.ORG

2015 MEDIA KIT

Audubon | New York, NY | 212.979.3176

MEDIA KIT

+ audubonmagazinE.org

OUR MISSION For 114 years Audubon, America’s leading voice for conservation, has used its signature blend of explanatory and advocacy journalism and vibrant photography to inform an impassioned audience about the natural world, inspiring and motivating them to take action on behalf of habitat and wildlife, especially birds, throughout the Western Hemisphere.

EDITORIAL FOCUS Field Notes

Travel

Profiles

Short, newsy stories on issues affecting the natural world, from fascinating discoveries about birds to energy to how technology is changing conservation.

Audubon’s unique brand of travel adds a conservation angle to coverage of exotic destinations that offer great birding and/or wildlife viewing.

Conservation as seen through the eyes of compelling, colorful characters making outsized contributions to the cause.

Incite

Birding Trails

A passionate, often provocative, and sometimes controversial column from Ted Williams, one of the country’s leading environmental journalists.

Directing bird lovers to the best trails around the country.

Photo Essays

Journal

Deeply personal writing on the authors’ experiences and observations of the natural world.

Stunning visual presentations that explore important issues like global warming and celebrate the beauty of nature.

Audubon Living

Stories for consumers looking to practice conservation at home.

The Illustrated Aviary

The magazine’s last page is a contemporary artist’s take on one of the iconic bird paintings of John James Audubon.

Audubon | 225 Varick Street, NY, New York 10014

AUDUBON.ORG

MEDIA KIT

Reader Profile Total Audience

1,535,000

Female / Male

60% / 40%

Age 25-49

20%

Age 50-64

37%

Age 65+

41%

Any College+

134 INDEX

Graduated College+

195 INDEX

Post-Graduate Degree

241 INDEX

Extra time. Fewer demands. Earned affluence. Audubon readers are enjoying the fruits of their labors after a lifetime of responsibilities. HH Net Worth

INDEX

Average

$571,427

162

Median

$386,710

173

Impressive Net Worth

COMP

INDEX

$400,000+

48%

171

$500,000+

37%

173

$750,000+

28%

225

$1,000,000+

19%

256

BUYING STYLES

690= 661= 100= Green Advocates

Participate in Environmental Groups/Causes

690 INDEX

661 INDEX

27+73

Defining Characteristics

National Average = 100 INDEX

SOURCE: 2015 GFK MRI DOUBLEBASE; BUYING STYLES & PSYCHOGRAPHICS, 2015 GFK MRI SPRING]

73%

Buy based on quality, not price

40+60 60%

More likely to purchase a brand that supports a cause I care about

Audubon | New York, NY | 212.979.3176

AUDUBON.ORG

MEDIA KIT

The small but persuasive segment of the population known as “Influentials” lead social ad marketplace trends, shape public opinion and generate the buzz that increasingly drives consumer behavior. Influentials amplify a marketer’s message.

Influentials #3:

Audubon’s Rank Among All 191 Measured Titles, Including Thought-leader publications Index: 337 Comp: 23%

Audubon reaches: • 541 Members of Congress • The President, Vice President, and the Cabinet

76% 368,000

of Audubon readers voted in a Federal, State or Local election

Audubon activists opt-in to receive our Action Alert e-mail advisories about pressing environmental conservation issues before Congress

“INFLUENTIALS” are defined as having participated in 3 or more of the following Public Activities in the past year:

Audubon INDEX

Worked for a political party*

421

Been active member of group to* influence public policy/government

353

Attended a political rally, speech or organized protest*

300

Served on a committee for a local organization*

288

Written or called any politician at any level

275

Held or run for political office

246

Written letter to paper/magazine or called a radio/TV show

233

Served as an officer for a club or organization*

226

Attended a public meeting on town or school affairs

199

Made a speech

194

Written an article for a magazine or newspaper

183

SOURCE: SPRING GFK MRI 2014

Audubon | 225 Varick Street, NY, New York 10014

+ AUDUBONMAGAZINE.ORG

MEDIA KIT

Environmentally Conscious BUYING STYLES

Audience

comp.

index

Rank vs. all 201 Titles

Company’s environment record important in purchasedecisions -Agree

1,035,000

63%

127

5

I'll pay more for a product made by a company I trust- Agree

1,496,000

90%

125

2

935,000

56%

121

7

I'm willing to pay more for product that's environmentally safe- Agree

1,017,000

61%

113

27

More likely to purchase brands that support a cause I care about - Agree

1,012,000

61%

119

6

Green Advocates

231,000

14%

813

2

Environmentally Conscious (Agree) 10+ of 18 Items

667,000

40%

200

3

9+ of 18 Items

881,000

53%

173

4

8+ of 18 Items

1,044,000

63%

149

3

7+ of 18 Items

1,121,000

68%

125

7

Contributed to Environmental Groups/Causes

394,000

24%

523

1

Participated in Environmental Groups/ Causes

391,000

24%

709

3

Interested in finding out how I can help the environment –Agree

1,275,000

77%

117

2

Global warming is a serious threat –Agree

1,276,000

77%

116

10

Category Influential Consumers: Environmentally-friendly Products

170,000

10.3%

393

2

Been Active Member of Group to Influence Public Policy/Government

250,000

15%

466

3

Written or Called any Politician at Any Level

358,000

22%

258

8

I'm willing to give up convenience for an enviro safe product - Agree

Green ATTITUDES & Behaviours

INFLUENCE

SOURCE: SPRING GFK MRI 2013

Audubon | 225 Varick Street, NY, New York 10014

+ audubonmagazinE.org

MEDIA KIT

Audubon Delivers Affluent & Active Adventure Travelers Audubon COMP.

INDEX

Preferred Vacation Type: Active Adventurer

36%

134

Preferred Vacation Type: TOUR GROUPIES

27%

150

“I buy based on quality, not price” –Agree

73%

110

“I’ll pay more for a product made by a company I trust” –Agree

90%

125

Participated in 2+ Sports, Past Year

56%

121

Went to Bars/Night Clubs/Dancing/ Dining Out Once a Month+ (Each)

53%

142

Attend Music/Dance Performances/Live Theatre/Museums Past Year

48%

144

TRAVEL ATTITUDES

high value Placed on Quality and InTegrity

Enjoying Active and engaged Lifestyles

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ Audubon Magazine readers are active and frequent travelers, Ranking Top 10 vs. all 204 measured magazines...including MOST Travel magazines

Audubon INDEX

RANK vs. All 201 Pubs.

121

5

9+ Nights Away, on Domestic Vacation or Honeymoon Trip

186

15+ Nights Away, on Domestic Vacation or Honeymoon Trip Average Amount Spent on Domestic Vaca., Past Year: $2,409

Domestic Travelers Average Nights Away on a Domestic Trip: 9.1 Nights

$3,000+ Spent On Domestic Vacations Past Year

Audubon INDEX

RANK vs. All 201 titles

Average Nights Away on Int’l. Trip, Past 3 Years: 15.2 Nights

113

10

6

8+ Nights Away, on Int’l. Vacation or Honeymoon, Past 3 Years

188

7

247

2

11+ Nights Away, on Int’l. Vaca. or Honeymoon, Past 3 Years

197

8

128

10

Average Spent on International Vacations, Past Year: $4,573

154

1

248

4

406

4

161

8

159

10

International Travelers

$6,000+ Spent On International Vacation, Past Year Means of International Travel, Past Three Years: Cruise Ship

ACTIVE Domestic Travelers Went Backpacking While on Domestic Vacation

307

1

Visited National Park while on Domestic Vacation

205

2

ACTIVE International Travelers Golf/Run/Sail/Scuba/Other Outdoor Sports while on Int’l. Vaca.

SOURCE: 2013 GFK MRI SPRING. COMPARED TO ALL MEASURED PUBLICATIONS (NO GROUPS). SOME INDEXES MAY BE RELATIVELY UNSTABLE DUE TO LOWER NUMBER OF RESPONDENTS.

Audubon | 225 Varick Street, NY, New York 10014

+ AUDUBONMAGAZINE.ORG

MEDIA KIT

Audubon’s Photography Enthusiasts Audubon readers are twice as likely as the national average to engage in Photography once a week+ | Index: 205 AUDUBON INDEX

RANK VS. ALL 201 TITLES

Amateur Photographer

140

4

Advanced Amateur Photographer

174

8

Tech-thusiasts

473

4

PHOTOGRAPHY: “I have great experience in this topic”

174

3

EXPERIENCE

Our readers are more than twice as likely as the national average to be Super Influential Consumers for Photography | Index: 250 AUDUBON INDEX

RANK VS. ALL 201 TITLES

Any Camera Bought Last 12 Months

232

1

Digital Point & Shoot Camera Bought Last 12 Months

251

2

Own Camera Telephoto/ Zoom Lens

273

2

Own Camera Wideangle Lens

282

3

Own Camera Any Accessory

159

2

Own Camera Tripod

213

3

Own Camera Gadget Bags

230

3

Own Camera Lens Filter(s)

249

5

Own Camera Flash Unit

213

6

Own Camera Photo Printer

188

2

Own Camera Photo Paper

204

2

Printed Digital Photos from Home/Personal Photo Printer

345

5

EQUIPMENT OWNERSHIP CAMERAS

LENSES

ACCESSORIES

PRINTERS SOURCES: 2014 GFK MRI SPRING. COMPARED TO ALL MEASURED PUBLICATIONS (NO GROUPS). SOME PROJECTIONS RELATIVELY UNSTABLE.

Audubon | 225 Varick Street, NY, New York 10014

AUDUBON.ORG

Audubon delivers a top-ranked audience of avid book readers ...and book buyers. 15,641,000

BOOKS PURCHASED BY AUDUBON READERS IN THE PAST YEAR

ranks Audubon Out The Atlantic New York New Yorker erican Scientific Am & Smithsonian Vanity Fair

AUDUBON RANKED VS. ALL 200 MEASURED MAGAZINES AVID READERS Read Books 2+ Times a Week

Index 200

#1

Index 224 Index 298 Index 228 Index 331

#1 #1 #5 #6

Index 189 Index 221

#4 #4

Index 195

#5

Ê

PURCHASED GENRES AUDIENCE 1,787,000 CIRCULATION 400,000 % Female/Male 59/41 Graduated College+ Index 189 Postgraduate Degree Index 220 Average HH Net Worth $549,218 Median HH Net Worth $383,412

PUBLISHING RATES (Net) Full Page

$19,000

2/3 Page

$12,500

1/2 Page

$9,500

1/3 Page

$6,500

1/6 Page

$3,500

Bought Mystery Books Bought History Books Bought Biography Books Bought Travel Books TABLET/E-READER BRAND OWNED Amazon Kindle Fire Barnes & Noble Nook Color BOOKS: CATEGORY INFLUENCE Category Influential Consumer

ence Greater Influ rker or than New Yo Vanity Fair

Ê

WHERE BOOKS ARE PURCHASED Bookstore Barnes & Noble Amazon.com Supermarket Mail Order

717,000 419,000 415,000 112,000 93,000

Index 188 Index 174 Index 145 Index 182 Index 259 SOURCE: GFK MRI FALL 2014.

ADVERTISING CONTACT John Kodin, Media Representative (P) 360-714-8662 (E) [email protected]

AUDUBON.ORG

MEDIA KIT

2015 Gross Rates and Closing Dates RATE CARD #43, EFFECTIVE WITH JAN/FEB 2015 ISSUE GUARANTEED RATE BASE: 400,000

2ND COVER

3RD COVER

4TH COVER

$57,300

$57,300

$67,250

4 COLOR

B&W

FULL PAGE

$50,000

$30,150

2/3 PAGE

$37,400

$22,600

1/2 PAGE

$29,900

$18,100

1/3 PAGE

$19,950

$12,100

1/6 PAGE

$12,450

$7,550

COVERS

MARKETPLACE

BRC CARD

1/6 PAGE

$5,450

1/12 PAGE

$3,400

1 INCH

$1,400

STANDARD BRC

$25,600

CLOSING DATES ISSUE

INSERTION ORDERS

MATERIALS

SUPPLIED BRC DUE

ON SALE

JAN/FEB

11/10/14

11/24/14

12/9/14

1/13/15

MAR/APR

1/6/15

1/21/15

2/2/15

3/10/15

MAY/JUN

3/5/15

3/19/15

3/31/15

5/5/15

JUL/AUG

5/6/15

5/20/15

6/2/15

7/7/15

SEPT/OCT

7/9/15

7/23/15

8/4/15

9/8/15

NOV/DEC

9/9/15

9/23/15

10/6/15

11/10/15

Audubon | New York, NY | 212.979.3176

MEDIA KIT

AUDUBON.ORG

Audubon Magazine 2015 Contract and Copy Regulations RATE CARD #43, EFFECTIVE WITH JAN/FEB 2015 ISSUE National Audubon Society, Inc., through its Audubon Magazine program (“Audubon”), and the Advertiser/Agency “Advertiser”) named in the Insertion Order, and incorporated herein, acknowledge and agree as follows: 1. All advertising orders are accepted subject to the terms and provisions of Audubon’s Rate Card #43. 2. To be eligible for the rate frequencies described in Audubon’s rate rard, all advertising obligations must be satisfied within one year from the date of first insertion. If rate frequency is not fulfilled within such one-year period, Audubon will shortrate Advertiser, and upon 30 days from invoice, Advertiser will pay Audubon according to the frequency rate actually fulfilled within the one-year period. 3. No conditions, printed or otherwise, appearing on contracts, order or copy instructions, including position requests, which may conflict with Audubon’s policies, will be binding on Audubon. 4. Unless otherwise agreed to in writing by Audubon and Advertiser, payment to Audubon must be made before closing date, and all advertising materials must be received by Audubon by the material due date. 5. Position agreements are subject to preemption by units of greater space and coloration, special units, inserts, gatefolds, and special editorial requirements. 6. No cancellations or changes in order will be accepted after publishing closing date. 7. All advertising is subject to Audubon’s approval in its sole discretion. 8. Advertiser represents and warrants that none of the materials provided in connection with the advertisement, including, but not limited to, text, representations, and illustrations (the “Materials”), will infringe upon or violate any copyright, trademark or any other proprietary right of any third party, or violate any state or federal laws, regulations or orders pertaining to the advertisement. Advertiser will indemnify and hold harmless Audubon against claims brought by any third party in connection with the advertisement, including, but not limited to, any claims alleging a breach of this paragraph.

9. Audubon assumes no liability if, for any reason, an advertisement is omitted. In the event of an omission, Audubon will insert the omitted advertisement in a subsequent issue. 10. If Advertiser submits a change of copy after the material due date, Audubon will insert the advertising copy in the form that appeared in the previous issue. 11. Audubon’s liability to Advertiser will not exceed the charge for the advertisement in question. Claims for defects, damages or shortages must be made by the customer in writing within a period of fifteen (15) days. After delivery of all, or any of the stated period shall constitute irrevocable acceptance and an admission that they fully comply with the terms, conditions and specifications. The publisher shall not accept any financial responsibility arising from error in advertisements or defects in printing. The publisher may however, at their discretion make an allowance or adjustment in such an instance providing that these be drawn to the publisher’s attention before the advertising deadline. The advertiser is not to be relieved of his liabilities under the agreement by reason of any change of the Title, Management or Ownership of the advertised business. 12. Audubon will not be liable for any error in key numbers or control numbers provided by Advertiser. 13. In consideration of Audubon’s acceptance of advertising for publication, Advertiser agrees not to make promotional reference to Audubon, including, but not limited to, Audubon Magazine, in any way except with the express prior written permission of Audubon for each such use. The acceptance of the advertisement by Audubon shall in no way constitute an endorsement or recommendation by Audubon of the contents of the advertisement or the product or service advertised.

Audubon | New York, NY | 212.979.3176

AUDUBON.ORG

MEDIA KIT

2015 Print Specifications DIMENSIONS Shown as width x height, in inches. NON-BLEED

Spread

TRIM

15.375 x 10

Page ½ Page Spread ⅔ Vertical ½ Horizontal ½ Digest

FULL PAGE

7 x 10

BUILD PAGES TO TRIM SIZE

4.625 x 10

BLEED ADS

■■ SAFETY: .25” on each edge ■■ LIVE MATTER: Keep .25” from trim ■■ BLEED: Enter .125” in document set-up

7 x 4.875 4.625 x 7.5 4.625 x 4.875

⅓ Vertical

2.25 x 10

1/3 VERT.

2/3 VERT.

2.25 x 4.875

1∕12 Page

2.25 x 2.375

Spread Page ½ Page Spread ⅔ Vertical ½ Horizontal ½ Digest ⅓ Square

RESOLUTION

TRIM

BLEED SIZE

16 x 10.8125

16.5 x 11.125

8 x 10.8125

8.25 x 11.125

16 x 5.375

16.5 x 5.625

5.0625 x 10.8125

5.3125 x 11.125

8 x 5.375

8.25 x 5.625

5.0625 x 8

5.3125 x 8.25

5.0625 x 5.375

5.3125 x 5.625

■■ Image/graphic files should be high resolution 300 DPI ■■ Ink density for four-color areas: 300% COLORS

1/2 HORIZONTAL

1/6 HORIZ.

1/2 DIGEST

1/6 VERT.

1/12 1 IN.

2015 PRODUCTION SCHEDULE ISSUE

FILE FORMAT: PDF/X1a

■■ Flatten layers ■■ Embed fonts ■■ Offset crop marks by .125” 1/3 SQ.

BLEED

GENERAL REQUIREMENTS EXPORTING REQUIREMENTS

4.625 x 2.375

1∕6 Vertical

Heidi DeVos Dir. of Production & Operations 212-979-3138 [email protected] PAGE SET-UP

15.375 x 4.875

⅓ Square 1∕6 Horizontal

PRODUCTION CONTACT AND EXTENSION REQUESTS

■■ Only use CMYK colors; convert spot or RGB colors to process ■■ B&W ads must be set to grayscale ■■ Do not use 4/C black or registration black for small type ■■ PMS/spot/match colors require prior approval from Audubon’s Director of Production, Heidi DeVos MATERIAL SUBMISSION UPLOAD ADS TO: adshuttle.com

New users must first set up an account on the site (instructions are provided). File your user name and password for future use. PICK-UPS: Include pick-up instructions in your insertion order.

SPACE CLOSE

AD MATERIALS

SUPPLIED BRC

ON SALE

Jan/Feb

11/10/14

11/24/14

12/9/14

1/13/15

Mar/Apr

1/6/15

1/21/15

2/2/15

3/10/15

May/Jun

3/5/15

3/19/15

3/31/15

5/5/15

Jul/Aug

5/6/15

5/20/15

6/2/15

7/7/15

DIGITAL EDITION URL/E-MAIL ACTIVATION Links can be enabled in ads in Audubon’s digital edition. Advertisers are responsible for activating URL or email addresses prior to exporting their ad to PDF.

Sept/Oct

7/9/15

7/23/15

8/4/15

9/8/15

FOR INSTRUCTIONS, VISIT:

Nov/Dec

9/9/15

9/23/15

10/6/15

11/10/15

http://cache1.cv47.net/wpm/220/ notifications/linkingPDFfiles.pdf

AUDUBON.ORG

MEDIA KIT

2015 Print Specifications DIMENSIONS Shown as width x height, in inches. NON-BLEED

Spread

TRIM

15.375 x 10

Page ½ Page Spread

7 x 10 15.375 x 4.875

⅔ Vertical

4.625 x 10

½ Horizontal

7 x 4.875

½ Digest

4.625 x 7.5

BLEED

Spread Page ½ Page Spread ⅔ Vertical ½ Horizontal ½ Digest

TRIM

BLEED SIZE

16 x 10.8125

16.5 x 11.125

8 x 10.8125

8.25 x 11.125

16 x 5.375

16.5 x 5.625

5.0625 x 10.8125

5.3125 x 11.125

8 x 5.375

8.25 x 5.625

5.0625 x 8

5.3125 x 8.25

⅓ Square

4.625 x 4.875

⅓ Square

5.0625 x 5.375

5.3125 x 5.625

⅓ Vertical

2.25 x 10

⅓ Vertical

2.845 x 10.8125

3.095 x 11.125

1∕6 Horizontal

4.625 x 2.375

1∕6 Vertical

2.25 x 4.875

1∕12 Inch

2.25 x 2.375

PRODUCTION CONTACT AND EXTENSION REQUESTS

■■ Embed fonts ■■ Offset crop marks by .125”

Heidi DeVos Dir. of Production & Operations 212-979-3138 [email protected]

RESOLUTION

PAGE SET-UP BUILD PAGES TO TRIM SIZE BLEED ADS

■■ SAFETY: .25” on each edge ■■ LIVE MATTER: Keep .25” from trim ■■ BLEED: Enter .125” in document set-up GENERAL REQUIREMENTS FILE FORMAT: PDF/X1a EXPORTING REQUIREMENTS

■■ Flatten layers

■■ Image/graphic files should be high resolution 300 DPI ■■ Ink density for four-color areas: 300% COLORS

■■ Only use CMYK colors; convert spot or RGB colors to process ■■ B&W ads must be set to grayscale ■■ Do not use 4/C black or registration black for small type ■■ PMS/spot/match colors require prior approval from Audubon’s Director of Production, Heidi DeVos MATERIAL SUBMISSION UPLOAD ADS TO: adshuttle.com

New users must first set up an account on the site (instructions are provided). File your user name and password for future use. PICK-UPS: Include pick-up instructions in your insertion order.

DIGITAL EDITION URL/E-MAIL ACTIVATION Links can be enabled in ads in Audubon’s digital edition. Advertisers are responsible for activating URL or email addresses prior to exporting their ad to PDF. FOR INSTRUCTIONS, VISIT:

http://cache1.cv47.net/wpm/220/ notifications/linkingPDFfiles.pdf

AUDUBON.ORG

MEDIA KIT

Advertising Contacts PUBLISHER

MARKETING DIRECTOR

Patrick O’Donnell 212-979-3176 [email protected]

Susan Loredo 212-979-3101 [email protected]

DISPLAY

TRAVEL

NEW YORK, MID-ATLANTIC, NEW ENGLAND, SOUTHEAST

INTERNATIONAL

WEST

Patrick O’Donnell 212-979-3176 [email protected]

Lisa Schwartz 206-679-1930 [email protected]

NEW YORK, MID-ATLANTIC

Nancy Burke 503-961-2177 [email protected]

Lynn Lehmkuhl 917-370-5787 [email protected] Jane Newman 212-920-0145 [email protected] FLORIDA

Maria Coyne 305-756-1086 [email protected] MIDWEST

Kevin Zoeller 312-281-6582 [email protected] Angelina Moise 312-281-6617 [email protected] WEST

Lisa Schwartz 206-679-1930 [email protected] Nancy Burke 503-961-2177 [email protected]

Lynn Lehmkuhl 917-370-5787 [email protected] Jane Newman 212-920-0145 [email protected]

DIRECTOR OF PRODUCTION & OPERATIONS

Heidi DeVos 212-979-3138 [email protected]

CANADA

John Magner 416-598-0101 Ext. 220 [email protected]

NEW ENGLAND

Eric Lange 781-642-0400 [email protected]

TRAVEL MARKETPLACE

FLORIDA

John Kodin 360-714-8662 [email protected]

Maria Coyne 305-756-1086 [email protected] SOUTHEAST

Dustin Gontarski 251-967-7560 [email protected]

Dawn Marie Kodin 360-647-2842 [email protected]

BOOKS/PUBLISHING

MIDWEST

Kevin Zoeller 312-281-6582 [email protected]

John Kodin 360-714-8662 [email protected]

Angelina Moise 312-281-6617 [email protected]

Dawn Marie Kodin 360-647-2842 [email protected]