Media Kit 2015/16
Vogue Knitting Media Kit Table of Contacts Mission Statement Page 3 History Page 4 Digital Marketing Page 6, 16 Vogue Knitting Live Page 8, 17 Circulation Page 9 Demographics Page 11-14 Custom Publishing Page 18 Ad Specs Page 19-20 Schedule and General Info Page 21 Contact Page 22 2
Our Mission Statement VOGUE is a name synonymous with fashion and style, and when it comes to knitting, nothing equals the impact of VOGUE Knitting. Our goal is to create editorial that inspires and educates our readers, and motivates them to use their leisure time to engage in the process of knitting We deliver to our advertisers the most dedicated knitting consumer with the deepest passion, wellhoned skills, and with the discernment it takes to recognize quality and purchase the best brands on the market. 3
We know KNITTING we ve been publishing it longer than anyone else Launched in 1892, VOGUE magazine has been setting high standards for over 120 years. Vogue was purchased in 1909 by Conde Nast and from 1932 to 1969, VOGUE Knitting was the leading fashion knitting publication in the world. Since the Fall 1982 relaunch, VOGUE Knitting has been setting the standard for knitting and fashion excellence. Under the umbrella of the most recognized fashion publishing brand in the world, and with an illustrious 80+-year history, we stand apart from every other knitting magazine on the planet. 4
Individual Patterns Print Tablet Books We re spreading YOUR message to our readers through multiple platforms Digital enews Destination Travel Social Media Events
VOGUE Knitting has Exceptional Digital Reach VogueKnitting.com 15.4 million page views per year 258.8 million impressions per year Over 1.1 million patterns are downloaded from our site every year Mobile (iphone, ipad, Kindle, Andriod) 500,000+ downloads of the reader app Over 50,000 copies were sold last year, up 50% from the previous year 100,000+ downloaded by print subscribers KnitNews & Fashion Preview Emails Reach- 295,000+ mailboxes Average open rate 24% with 6.5% click-through rate Global averages 17.5% open and 3.15% click-through ratesmartinsights.com 6
We have the deepest SOCIAL MEDIA penetration in KNITTING publishing Facebook 186,000+ followers Instagram 2,400+ followers Twitter 23,000+ followers Youtube 13.5 million views 18,000+ subscribers 800+ videos Pinterest 7,800+ followers Ravelry All material from our magazines and books is posted for searchability 7
We Bring Our Pages to Life at 2015 2 locations, 15,000 consumers from over 25 countries, 600 classes, 350 shopping booths, 30 fashion shows. Our goal is to tap into the passion of our readers and inspire them with a unique LIVE learning and shopping experience. 8
We invest in quality circulation so you can target the 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 and Android devices- this is our largest growth area with 54% increase from 2013 to 2014 and a 90%+ renewal rate In Canada, Vogue Knitting and Knit Simple account for 69.5% of all newsstand sales of knitting magazines. Consumer events engaging over 15,000 consumers per year. 9
Content and ads are COVETED and SAVED by our readers! Vogue Knitting is a collector s item: 95% save EVERY issue. They share each issue with friends, ensuring three readers per issue, on average, and guaranteeing repeated exposure for your brand and products for many years to come. Yarn placement lives on. And on. We have 3100+ patterns for sale on our site, and combined with over 800 videos on our YouTube channel, we keep your yarn in front of our readers long after an issue is off the shelves 10
DEMOGRAPHICS Vogue Knitting Survey 2014 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 11
PSYCHOGRAPHICS Vogue Knitting Survey 2014 85% are above average/expert knitters- up 10% since 2011 91% buy VK to satisfy need for creativity and 79.7% for the health benefits 98% knit for themselves 98% use the internet daily- up 6% since 2011 62% own more than 25 knitting books 34% own more than 50 knitting books 87% have downloaded patterns- up 15% since 2011 76% have watched knitting videos 82% have taught others to knit 12
ADVERTISING ENGAGEMENT Vogue Knitting Survey 2014 96.5% have visited a website after seeing an ad in VOGUE Knitting 69% have purchased from that search 13
ADVERTISING ENGAGEMENT Vogue Knitting Survey 2014 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 14
Additional Marketing Opportunities NEW & KNITWORTHY This special advertising section provides mini reviews of products and services, allowing you to spotlight your product with a picture, copy, contact information with prime up-front positioning.it s a proven information and sales driver. ADDED VALUE FEATURES These custom-designed advertising units enable your company and products to stand out and offer additional value. Ask one of our sales representatives these special offerings: Half-front cover wraps Fold-out booklets* Split covers Inserts* Stand-alone supplements* Can be printed in overruns for distribution at shows and point of sale. 15
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 newsletters 17x per year and to 270,000+ subscribers. DEDICATED EMAIL BLAST We can deliver your customized E-Newsletter to our opt-in subscribers, sending your message directly to the top tier of the knitting community. These are designed to drive traffic back to your site. LIVE ADVERTISER WEB LINKS Take advantage of a direct link from the digital version of our magazines 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 16
VOGUE Knitting LIVE! Sponsorship Opportunities Our shows are a tangible touch point between the most engaged, proficient and affluent knitting enthusiasts and your product. Sponsorships deliver the maximum marketing impact aligning your brand with our readers in person, as well as pre- and postevent 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 17
Custom Publishing and Partner Publishing We work with our advertisers to create custom content to support the sales of their branded product. Our awardwinning imprint, Sixth&Spring Books, is one of the most successful in craft publishing. 18
Vogue Knitting Print Ad Specs General Information Both full-page and partial-page ads are only accepted as high resolution PDF FILES WITH EMBEDDED FONTS. Please note that all images in the file must be 300 DPI CMYK. We cannot accept ads sent in RGB format. If received in this format, there will be a charge for converting to CMYK format, which can cause colors to change. The ad can be sent one of the following ways: Saved to CD and mailed with a printout of the ad E-mailed to Becky@sohopub.com Placed on SoHo s FTP site Please be sure to reference the e-mail with the advertiser name, magazine name and issue. 19
Vogue Knitting Online Ad Specs Large Box: 300x250 Recommended file size: GIF/JPEG: 75k Formats Accepted: JPG/GIF, Animated GIF (3 Loop Maximum), HTML, JavaScript, Flash Contact Us: Doreen Connors Director of Advertising Sales Phone:(212) 937-2554 Doreen@sohopublishing Becky Kevelson Accounts Manager Phone: (212) 937-2557 Becky@sohopublishing 20
Schedule and General Information Bleed Ads: no charge Supplement & Advertorial rates available upon request Rate Policies: A 15% agency discount applies for electronic materials supplied and paid for within 30 days of invoice date. All payments are net 30 days; first-time advertisers must prepay 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 and features 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 will showcase your product. We ll help you develop a strategy that's yours and yours alone. 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 Contact Us: Doreen Connors Director of Advertising Sales Phone:(212) 937-2554 Doreen@sohopublishing Becky Kevelson Accounts Manager Phone: (212) 937-2557 Becky@sohopublishing Winter 15/ 16 Sept 9 Sept 26 Jan 6
CONTACT US ADVERTISING Doreen Connors Director of Advertising Sales 212.937.2554 Doreen@sohopublishing.com Becky Kevelson Accounts Manager 212.937.2557 Becky@sohopub.com EDITORIAL/CUSTOM PUBLISHING Trisha Malcolm VP, Editorial Director 212.937.1522 Trisha@sohopublishing.com EDITORIAL/CUSTOM PUBLISHING Kristina McGowen Editor 212.225.9008 Kristina@sohopublishing.com Christina Behnke New Products Editor 212.225.9009 Christina@sohopublishing.com Joanna Radow Yarn Editor 212.225.9010 Joannaradow@sohopub.com EVENTS Gabrielle Ald Events Director 212.225.9001 Gabrielle@sohopublishing.com Beth Ritter Marketing Manager 212.225.9006 Beth@sohopublishing.com Karima Amir Event Manager 212.225.9011 Karima@sohopublishing.com Soho Publishing LLC was formed in 2001. We are a privately owned boutique publishing company specializing in how-to content creation, delivery and exclusive events. 161 Avenue of the Americas, Suite 1301, New York, NY 10013 22