Powder Magazine

03
04
05
06
07
08
RE ADER FAC T S
& FIGURES
EDITORIAL
CALENDAR
ADVERTISING
R AT E S
S PE C I F I C AT I O N S
BRAND
EXTENSIONS
D I G I TA L
1/2
D I G I TA L
2/2
CO N TAC T
MEDIA KIT
2 015 / 2 016
Volume 44 Intro
“Everyone wants to chase the mass.
Particularly in media, everyone wants big
numbers. We don’t want big numbers. We
want engaged, quality readers, listeners,
viewers… We want to create and craft an
environment where we’re not getting into
a discussion about cost per thousands.
It’s the cost of a quality audience.”
—Tyler Brule, Monocle editor
For 44 years, Powder has strived for skiers’
attention by conveying the realities of our beloved
pastime with irreverent wit and quality storytelling.
What denotes quality? It’s a sincere effort to uncover
the authentic—characters and places, therein—
without trite or convenient fabrications.
Of course, everyone—you, Powder, our collective
audience—want to effectively promote what we’ve
all worked hard to achieve. We use quantitative
tools to measure the qualitative effect. And now
that promotion has seen a greater investment in
content from brands and individuals striving to tell
their own stories. For the last four decades—and,
most notably, the last five years with the rise of
multiple storytelling channels—we’ve earned the
trust of our audience by telling accessible stories
of the common skier to the common skier. The goal
for originality has taken us down different roads—
from the magazine to website to video and digital
features—but the message has remained consistent.
Because of this, Powder’s vibrant and intelligent
audience demands legitimacy, leery of contrived
messaging, as if they’re looking to avoid a sharky
rock hiding underneath the illusion of deep powder.
In the following pages, we give you the tools to
make an educated decision as to why Powder attracts
the very audience you’re hoping to reach. We could
champion our strength and breadth by highlighting
our seven national media awards—for print and
digital—the last two years or our burgeoning print
and digital readership and engagement. But really,
the story is the actual story, and Powder has been
doing it longer with one goal in mind: quality.
—JOHN STIFTER
CHRISTIAN PONDELLA/NIMBUS
02
BLAKE JORGENSON/MSP
01
01
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
REUBEN KRABBE
RE ADER FAC T S & FIGURES
Print Demographics
AGE
13-17
3%
18-24
18%
25-34
38%
35-44
22%
45-54
14%
55+
5%
Median Age: 34
SEX
INFLUENCE
Male 90% Female 10%
- Median HHI: $102,500
- Employed Full Time: 75%
-C
onsider themselves a peer group leader: 78%
-H
ave advised others on ski travel: 83%
-A
verage # of times have advised others on ski travel: 10
-H
ave advised others on ski equipment/clothing: 82%
-A
verage # of times have advised others on the purchase of ski equipment/clothing: 12
- Have made a purchase in the last year as a result of reading an advertisement in POWDER: 54%
E D U C AT I O N
COMMITTED TO POWDER
- Bachelors/graduate
degree: 71%
- Average # of years subscribing
to Powder : 11.1
- Read it cover to cover: 62%
INCOME
- Average hours spent reading each issue: 3
- Keep each issue of Powder : 67%
- Pass thier issue of Powder along to others: 26%
SKIING EXPERIENCE
P OW DE R R E PR E SE N T S T H E M OS T
DE D I C ATE D, A FFLUE N T A N D
QUA LIFIE D CO N SU M E R S I N SK I I N G .
-A
verage # of days skied per season: 39
-A
dvanced/expert/pro-level skier: 95%
-A
verage # of years as a skier: 27
-O
wn a season pass: 77%
O T H E R AT H L E T I C I N T E R E S T S
- Hiking: 79%
- Mountain Biking: 66%
- C amping: 64%
- Running/Jogging: 49%
- Road Cycling: 39%
T R AV E L
- Canoeing and
Kayaking: 36%
- Climbing: 29%
- Surfing: 20%
- C ow-Tipping: 5%
-T
ook an overnight ski trip in the past year: 86%
-A
verage amount spent on ski travel
last year: $2,956
-A
verage # of ski trips taken in the last year: 7.8
-A
verage # of days per trip: 4.8
Winner of 3 Western
Publishing Association
2014 Maggie Awards:
T O TA L C I R C U L AT I O N
45%
-T
otal distribution: 105,500
- Circulation: 72,500
-T
otal reach: 326,250
[average of 4.5 readers per copy]
- Subscribers/Controlled: 49,500
BEST SERIES OF ARTICLES:
“DEEP: THE FUTURE OF SNOW IN
AMERICAN AND EUROPE”
3%
BEST VIDEO CHANNEL: POWDER T V
NORTH AMERICA
BEST ORIGINAL OR REPLICA OF
A D I G I TA L P U B L I C AT I O N F O R A
TA B L E T: “ F R O Z E N I N T I M E ”
C I R C U L AT I O N B Y R E G I O N
Canada: 3%
Foreign Markets: 2%
- Plan to buy skis/boots in
the next 12 months: 76%
- Plan to buy ski apparel in
the next 12 months: 72%
- Average amount spent on ski
equipment last year: $1,850
- Purchase items at a local
retailer: 62%
2015 National Magazine Awards
Finalist, Multimedia Category:
“The Human Factor”
Circulation
Pacific and Mountain: 45%
New England and Atlantic: 33%
Central: 17%
PURCHASING
2%
FOREIGN
MARKETS
45%
17%
33%
02
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
EDITORIAL CALENDAR
Monthly Issues
ISSUE
DAT E S
DESCRIPTION
Buyer’s Guide
Trans-Siberia Traverse
Space Close: Jun. 16, 2015
Materials Due: Jun. 23, 2015
September 2015
Volume 44.1
On Sale: Aug. 21, 2015
The must-read issue for gear-junky skiers. Now that
over 80 percent of consumers read online reviews
before purchasing, the print replicated digital
Buyer’s Guide features the ability to purchase from
e-commerce partner. Accompanied by Sherpas
Cinema, Powder documented the untold: Russia’s
9,300-kilometer-long Trans-Siberia Traverse.
Apparel Guide
Switzerland On-Location
Space Close: Jul. 22, 2015
Materials Due: Jul. 29, 2015
October 2015
Volume 44.2
On Sale: Sept. 25, 2015
Resort Guide &
Heli/Cat Guide
Ski Town Throwdown
Space Close: Aug. 18, 2015
Materials Due: Aug. 25, 2015
On Sale: Oct. 23, 2015
November 2015
Volume 44.3
Patagonia, Real Women,
& The End Game
Space Close: Sept. 23, 2015
Materials Due: Sept. 30, 2015
December 2015
Volume 44.4
On Sale: Nov. 20, 2015
The Photo Annual
Space Close: Oct. 20, 2015
Materials Due: Oct. 27, 2015
January 2016
Volume 44.5
Far Out Way Back When
On Sale: Dec. 18, 2015
Space Close: Dec. 1, 2015
Materials Due: Dec. 7, 2015
Powder introduces its first European on-location
issue: Switzerland. Where else to showcase
the exotic than the birthplace of Alpine culture?
Coinciding is the Apparel Buyer’s Guide based
off feedback from the Fourth Annual Thread The
Needle on-hill event, with full digital replicaiton
and one-click purchasing.
Where’s the best place to ski and take the dream
trip with friends? The Resort Guide, Heli/Cat Guide,
and award-winning Ski Town Throwdown contest
have the answers. A unique combination of editorial
perspective combined with the popular vote to
determine the most popular ski resort in North
America.
Powder continues its tradition of premium storytelling by traveling through the American West in
search of the most passionate non-pro female
skiers going. We also travel to the new Patagonia
National Park in Chile, while revisiting how the ski
industry pushes skiers to go farther and further
with the responsibility and consequences thererin.
The best ski photographers in the world come to
Powder first. And we save the most unique and
beautiful images for the Photo Annual. In one of
the best-selling issues, Powder travels to British Columbia in a quest for deep pow and zany characters
atop and around three mountain passes.
On Sale: Jan. 29, 2016
Ever skied West Virginia? Honky-tonks, coal, and
deer steaks will be featured alongside an essay on
the lost histories of skiing’s most classic haunts—
Whistler, Steamboat, Sugarloaf, Mammoth, and
more. While we look back, we look forward to
two of skiing’s most influential characters—Phil
Casabon and Henrik Harlaut.
ISSUE
DAT E S
DESCRIPTION
Gear Guide
Space Close: Sept. 9 2015
Materials Due: Sept. 16, 2015
A newsstand-only issue, the Gear Guide is a
compilation of over 300 products from the Buyer’s
Guide, Apparel Guide, and Holiday Gift Guide
(accessories). Targeted to the news stand only
consumer who typically buys later in the season,
closer to the holidays.
February 2016
Volume 44.6
Newsstand-Only Issue
Gear Guide SIP
Volume 44 SIP
On Sale: Nov. 6, 2015
03
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
DARCY BACHA
A DV E R T I S I N G R AT E S
Rates
4-COLOR
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Cover 2
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Special Sections
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(6 MONTH MINIMUM)
950×100 Home, Video pages
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TA R G E T I N G
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3.) 3
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3.) 300×600—Large Rectangle
04
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
BLAKE JORGENSON/MSP
S P E C I F I C AT I O N S
Specifications
SPREAD
1/ 2 PAG E S P R E A D
F U L L PAG E
1/ 2 PAG E
HORZ.
AD SIZE
TRIM
BLEED
NON-BLEED
Spread
18˝× 10.875˝
18.25˝× 11.125˝
17˝× 9.875˝
Full Page
9˝× 10.875˝
9.25˝× 11.125˝
8˝× 9.875˝
1/2 Page Spread
18˝× 5.3125˝
18.25˝× 5.5625˝
17˝× 4.8125˝
1/2 Horizontal
9˝× 5.3125˝
9.25˝× 5.5625˝
8˝× 4.8125˝
2/3 Vertical
5.75˝× 10.875˝
6˝× 11.125˝
5.25˝× 9.875˝
1/3 Vertical
3.0625˝× 10.875˝
3.3125˝ × 11.125˝
2.5625˝× 9.875˝
5.25˝× 4.8125˝
1/3 Square
S E N D M AT E R I A L S T O :
MARKETPL ACE SIZE
2 / 3 PAG E
V E R T.
1/ 9 PAG E
V E R T.
1/ 3 PAG E
V E R T.
2 / 9 PAG E
V E R T.
1/3
SQUARE
2 / 9 PAG E
HORZ.
The gray box represents the
ad size on the page layout
Production Info
1/9 Page Vertical
2.5625˝× 3.1875˝
2/9 Page Vertical
2.5625˝× 6.4375˝
2/9 Page Horizontal
5.25˝× 3.1875˝
Trim Size: 9˝× 10.875˝
Safety Area: 8.5˝× 10.375˝
For bleed ads hold all live
matter at least 0.25˝ inside
trim edges
To use the Ad Portal, you will
need to register as a user:
PREFERRED FILE TYPES
PDF/X-1a, Illustrator 8.0 + EPS TIFF/
IT-P1 Accepted File Types: Illustrator
8.0 + EPS, Photoshop 6.0 + EPS
MEDIA
Files can be sent on DVD or via
our Ad Portal, an electronic filetransmission system for the delivery
of print advertisement files to its
publications. This system offers a
faster and more efficient process
submitting advertisement materials.
1. G
o to http://adportal.
sourceinterlink.com
2. Click on “Register.”
3. Fill in the form. Areas marked
with a red asterisk need to be
filled in before you can continue.
4. C
lick the blue “Submit” button
at the bottom of the page.
ALWAYS INCLUDE A LO-RES JPG
FOR OUR REFERENCE.
Also there MUST be a file
extension appended to the end of
the file name (i.e. jpg).
Powder Magazine
Attn: Katie Matteson
(Ad Coordinator)
katie@powder.com
Please refer to our web site for complete
digital requirements and FAQ:
PowderMediaKit.com
PROOFS
COLORS
A content proof MUST be
submitted with every ad–no
exceptions! Advertisers must
supply a “contact quality,”
SWOP-Certified proof with color
bar for all 4/C ads. Clients who
send a laser or do not send a proof
at all will be charged $60 to pull an
acceptable 4/C proof. A complete
list of SWOP-certified systems is
available online: http://swop.org/
certification/certmfg.asp
No RGB or Pantone color
spaces. Please check your
color pallets in Quark,
Illustrator, InDesign, etc., to
make sure there are no RGB or
Pantone defined color spaces.
The effective resolution of images
should be 300 dpi.
Exceptions: if you paid for a
fifth color in your ad, it must
be from a Pantone library
and set to “spot.” If you have
purchased a fifth color, you
must provide a fifth-color
separation proof.
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
05
DAV I D R E D D I C K
BRAND EXTENSIONS
Celebrating its 15th anniversary, the annual Powder Awards and Powder Poll
returned to downtown Salt Lake City at The Depot on December 6, 2014, for its second straight year to honor the artistry and athleticism in ski film and photography.
Recognized by the industry, athletes, and fans as the pinnacle awards show in skiing, the 15th annual show continued to be the marquee red-carpet event attended
by the biggest names in the industry. A historical theme played out throughout the
show, honoring past winners as guest speakers, who included the likes of Kent
Kreitler, Kim Reichelm, Scott Markewitz, Aaron McGovern, and Gordy Peifer. The
event was open to the public, who made a mandatory $12 donation that benefited
the nonprofit High Fives Foundation. For those who couldn’t make it, they tuned-in
to the live red-carpet webcast. Tune-in to PowderAwards.com. to watch the show.
Powder To The People Tour
Back by popular demand the P2P tour returns after a seven year hiatus. One of
the most successful grass-roots activations within the skiing-resort community,
the two week mobile tour travels coast to coast (two satellite teams) in early
April. As part of the first ever Pond Skimming World Championships Powder
has selected four marquee resort locations to partake in the annual year end
celebration and crown four local champions. Each will be pre-qualified for the
PSWC in Sunshine Village, Alberta where one well deserved male and female will
be crowned as World Champions!
2001
W I N N I N G T H E F I R S T- E V E R F U L L T H R O T T L E
AWARD C ALL S FOR A 40 OZ . OF OLED E .
A ARON McGOVERN OBLIGES.
2014
CEL EB R AT IN G
2005
CANDIDE THOVEX WINS HIS SECOND
BES T TRICK POWDER AWARD FOR GOING
A B S O L U T E LY M A S S I V E I N M AT C H S T I C K
PRODUCTIONS’ YEARBOOK.
15 YEARS
OF SKIING
AN ORIGINAL FILM CALLS FOR AN ORIGINAL
A C C E P TA N C E S P E E C H , O R S O M E T H I N G L I K E T H AT.
SWEETGR ASS PRODUC TIONS ACCEPTS THE PRESTIGIOUS
M OV IE O F T H E Y E A R AWA R D FO R VA L H A L L A .
THE POWDER POLL IS LIVE.
VOTE FOR YO UR FAVORITE SKIERS
A ND W IN A PRIZE PACK AGE.
C L I C K- I N T O P O W D E R A W A R D S . C O M
A ND M A KE YO UR VOICE HE A RD.
DECEMBER 5, 2014
SALT L AKE CIT Y, UTAH
THE DEPOT
2007
THE MAN WHO HAS WON MORE POWDER
POLLS THAN ANY OTHER SKIER, SETH
M O R R I S O N A L S O W O N B E S T N AT U R A L
A I R I N T G R ’ S A N O M A LY.
#POWDERAWARDS
#POWDERAWARDS
2009
2010
T H E N I G H T S A G E C AT TA B R I G A ALOSA CLEANED UP WITH FOUR
AWARDS, INCLUDING PHOTO OF
THE YEAR WITH ADAM CL ARK.
THE MOST FIRED UP MAN IN
S K I I N G , D A R O N R A H LV E S TA K E S
HOME HIS FIRS T POWDER AWARD
F O R B E S T L I N E I N M S P ’ S I N D E E P.
GABE SCHRODER
Powder Awards
06
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
D I G I TA L 1/2
Powder.com
Daily Bookmark: With varied long and
short content, Powder.com has become
the leader in the digital ski media space
for its trusted content.
Multimedia Features, HTML5 Projects,
and Digital Flipbooks that offer another
channel for storytelling, with words,
photos, videos, animation, and design
all integrated.
Powder TV: A valued video source,
rather than a dumping ground, for
premium and exclusive storytelling
through motion picture.
Largest Social Media
Footprint in Ski
Media: Powder reaches
500,000-plus skiers/
day through Facebook,
Twitter, Instagram, and
Google+.
The Safe Zone: An avalanche education
and backcountry resources page,
Powder.com is the
only ski media website
T H E FI R S T
to establish a place
SK I T ITLE
for snow safety and
discussion with weekly
E VE R TO B E
tips, commentaries,
A N AT I O N A L
and a map and
M AG A Z I N E
hyperlinks to every
avalanche center in
AWA R D
North America.
FI N A LI S T
Award-Winning: In
December 2014, Powder
won Best Use of Facebook at the
annual Folio Awards for the Ski Town
Throwdown.
Digital Features: Unprecedented in ski
ski media, in 2014, Powder launched
Gear: Featuring
bi-weekly reviews in our Gear Locker
department and with the Buyer’s Guide,
Apparel Guide, and Accessories Guide,
skiers can find anything they desire
and want to purchase at the click of the
mouse.
MOBILE MARKETING
The mobile revolution has arrived with a growing
portion of digital traffic being consumed through
mobile devices. Powder provides both IAB standard
units as well as custom branded solutions for all
apple and android mobile platforms.
FRANCHISE SPONSORSHIP OPPORTUNITIES
Powder.com features new original content and world class editorial every day. We will
work with your specific campaign goals to find a content partnership that supports your
brand and enhances your messaging. We’re always adding fresh content to the site
daily, so inquire with your sales rep what’s new and available for sponsorship.
Website Traffic
M O N T H LY AV E R A G E S ( S E P T- A P R I L )
-F
irst Chair: The latest from the ski community served up three times a day.
-T
ravel: A collection of photos and words from locations around the globe.
- Photo of The Day: Featured on the homepage every day along with a complete
archive.
- Powder TV/Watch This Issue: Weekly/monthly original content webisode series.
- Custom Contest/Sweepstakes: Design, hosting and data collection all in one.
-V
ideo Solutions: Whether you want to sponsor a single piece of video content or align
your brand with an online video series, we’ve got solutions that will work for you.
Page Views:
Visits:
1,078,458
844,665
Visit Duration:
2 minutes, 08 seconds
07
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
D I G I TA L 2 /2
Social Media
S O C I A L N E T WO R K CO M PA R I S O N
FACEB OOK T W IT TER
I N S TAG R A M G O O G L E+
Followers:
219,000
Followers:
83,400
Combined Likes/Fans/Followers (as of 5/1/15):
L ARGEST
SO CI A L M E D I A
FO OTPR I NT I N
SK I I N G
1. Powder:
505,000
27%
Followers:
50,400
Followers:
152,000
S TAT I S T I C A L I N C R E A S E S
24%
From Aug. 1 2014 – April 1 2015, Powder increased:
Other
SEX
AGE
9%
21%
Male 76%
25-34
30%
Female 24%
35-44
20%
Male 65%
45+
23%
Female 35%
[On Facebook]
18-24
10%
19%
2. Freeskier:
438,800
3. TGR:
290,300
4. Skiing:
154,900
5. Ski Journal:
6,659
16%
29%
67%
547%
Facebook
likes
Twitter
followers
Instagram
followers
Google+
followers
Digital Features
In 2013, Powder launched a three-tiered Digital Features section on Powder.com, augmenting ski storytelling in the digital space. In 2014, we published 16
Digital Features, including a National Magazine Award finalist in the Multimedia category for The Human Factor. Featuring multimedia—words, photos,
videos, and animation—they allow for feature-worthy content to be told in an unprecedented form in the ski or snow media space.
FLIPBOOK
HTML 5 PROJECT
M U LT I M E D I A P R E S E N TAT I O N
Overview: The Flipbook showcases the
award winning design and editorial from
Powder and delivers this in a custom easyto-view digital only feature. Accessible with
ease through any device with an internet
connection (iOS, Android, Desktop, Word
Processor) no hassle with apps or browser
complications. A total of five Flipbooks
available for Volume 44.
Partnership Deliverables:
Exclusive Presenting Sponsorship includes
custom integrations including static and
rich media branding.
Audience Engagement Metrics:
- Average Total Impressions: 573,000
- Average Time On Page: 4 min 17 sec
Overview: The HTML 5 Project presents
the latest in technology to showcase digital
storytelling at its best. Combining text,
photo and video in a 3-D layering format
resulting in a truly unique user experience.
Partnership Deliverables:
Exclusive Presenting Sponsorship includes
custom integrations including static and
rich media branding.
Audience Engagement Metrics:
-A
verage Total Impressions: 1,003,000
-A
verage Time On Page: 4 min 57 sec
Overview: The Multimedia Presentation can
best be described as a Flipbook on steroids.
Starting with a storyline we combine
videos, photos, motion graphics, hyperlinks
and more to create a unique high-impact
feature. Only two Multimedia Presentations
for Volume 44.
Partnership Deliverables:
Exclusive Presenting Sponsorship includes
custom integrations including static and
rich media branding.
Audience Engagement Metrics:
- Average Total Impressions: 2,960,000
- Average Duration Per Visit: 4 min 49 sec
P O W D E R M E D I A K I T 2 0 15 / 2 0 16
08
MIKE SCHIRF
CO N TAC T S
The Staff
EDITORIAL
ADVERTISING/
MARKETING
TEN: THE ENTHUSIAST
NET WORK MANAGEMENT
Executive Editor
John Clary Davies
davies@powder.com
Director of Photography
David Reddick
dave@powder.com
General Manager
Ashley Otte
ashley@powder.com
EVP, Sports & Entertainment
Norb Garrett
ngarrett@enthusiastnetwork.com
Editor-at-Large
Matt Hansen
matt@powder.com
Associate Editor
Julie Brown
julie@powder.com
Associate General Manager
Kevin Back
kevin@powder.com
PRODUCTION
Features Editor
Porter Fox
porterfox@gmail.com
Executive Producer, Powder Productions
John Stifter
john@powder.com
Sales, Marketing, &
Ad Coordinator
Katie Matteson
katie@powder.com
Production Director
Kasey Kelley
kkelley@enthusiastnetwork.com
The Office
2052 Corte Del Nogal,
Carlsbad, CA. 92011
Phone: 760.722.7777