snowsports media 2014 / 15

SNOWSPORTS MEDIA
2014 / 15
WHO IS
S - M E D I A?
S-Media is North America’s only fully-integrated
snowsports media company with original network television programming, print magazines,
digital and event properties. S-Media has a highly
defined business strategy: to appeal to high-end
snowsports travellers & lifestyle enthusiasts, with
compelling snowsports content across multiple
media platforms.
EDITORIAL GOAL
Deliver a multi-media product, rich in lifestyle, destination
and aspirational content with the goal to inspire, inform and
educate a high-net worth audience of ski travellers.
PROPERTIES
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S-Magazine Print & Digital
S-Competition Print & Digital
Ski Television (12x magazine shows, 8x event programs)
S-Weekly Wrap (26x weekly digital magazine)
www.snowsportsculture.com / www.skitelevision.com
OUR AUDIENCE
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Are avid skiers and riders committed to a
life-long passion on the slopes
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Have a high discretionary income
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Are affluent and ambitious
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Are high intermediate to expert skiers,
both genders
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Are actively engaged in the snowsports community,
ranging in age from 25 to 60
E D U C AT I O N +
EMPLOYMENT
84% have a university education
•
29% have post graduate degrees
•
79% are employed full time
•
Of those employed full time, 39% are senior management or owners. 70% directly control a budget of $2M
to over $20M
C O N T E N T/
E D I TO R I A L
FEATURES
Destinations Behind-the-scene exclusives from the
best ski resorts around the world, including: South
America, Canada, USA, Japan and Europe.
Lifestyle Inspirational features that will inspire,
educate and motivate.
Fashion The latest trends and high-end wear.
Athlete Profiles A close look at athletes’ tales and
heroic (and often bizarre) journeys to the top of their
sport.
REGULARS
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Food & wine
Lighter side of snowsports
Photo galleries
Technology
Health & fitness
Preparation tips
Must-have gear
Ski fashion
Tips from the pros
Ski legends
Nutrition
Ski fashion trends
FORMAT AND PRESENTATION
12 x 30 minute weekly magazine shows beginning in
•
December, airing for 12 consecutive weeks.
Broadcaster: Rogers Sportsnet & RDS
•
2 x full feature print magazines - fall and early winter
•
Digital compilation of television content and features,
print articles, daily news and blogs
EVENT PROGRAMS
Content
FIS World Cup alpine, freestyle and ski cross events.
Format
Edited program of event highlights and features airs within
one to two weeks of event. Each show contains at least
one “departmental feature” related to the event and one
athlete profile.
THE MOST MULTI MEDIA IMPRESSIONS
AMONG ALL SKI MEDIA COMPANIES
SKI TELEVISION
The leader in snow sports television
Each episode of the Ski Television
programming, Ski Television’s regular
magazine program is also available on
network program that focuses on ski travel,
tv.snowsportsculture.com.
lifestyle and ski improvement continues to
service and build on its loyal following in
For 2014/2015, the Ski Television magazine
both the magazine show and event
show will continue to provide top-notch ski
programs. The 2013/2014 lineup — made
destination programming while the event
up of 12 magazine shows (30 minutes), 22
program will continue its focus on world-
Alpine event programs (60 minutes) and 3
class coverage of international FIS events.
2.6M
2.6M
TOTAL
TOTAL VIEWERS
VIEWERS
BBM CANADA
BBM CANADA
Ski Cross Event Programs aired on Rogers
Sportsnet.
PROGRAM
EPISODES
VIEWERS
TOTA L V I E W E R S H I P
Magazine Program
12
56,120
673,300
Alpine Programming
22
76,913
1,692,100
Ski Cross Programming
3
86,500
259,500
PACKAGES AND PROMOTIONS
AVAILABLE AT
MONT-SAINTE-ANNE.COM
Only 30 minutes from the city, this extraordinary mountain is renowned for impeccable
snow conditions.
Slope
STYLE
The skiable terrain includes 69 trails spread
across 3 sides of the mountain. After sundown,
19 trails remain floodlit and become the highest vertical drop for night skiing in the country.
Mont-Sainte-Anne offers one of the most
consistent snow seasons in the area, which
generally starts mid-November and lasts until
late April, with its spring madness ski festival.
Snowsports
fashion trends
BY MICHAEL MASTARCIYAN
MEN IN BLACK
60 S–Magazine
or snowboard shop. Whatever it is, black is
definitely back!
One of the best examples of this year’s
return to blackness is a very special jacket
called “The Exclusive Model” done up by
one of Japan’s most iconic snowsport
labels Goldwin.
Inspired by traditional Japanese Samurai armours and designed with “Kigokochi”
(which means ease of wear in Japanese),
The Exclusive Model in “Urushi” black
(Urushi is a traditional Japanese lacquer
colour), this little gem may one day become
the Holy Grail of black ski jackets as only
200 have been made for global sale in each
size. Japanese minimalist chic at its best,
this jacket is definitely for the inner Ninja in
every dude out there who’s ever wanted to
look black and stealthy while ripping.
Another Japanese snow sportswear giant
with a katana to grind in the black jacket
department is Descente.
With several sleek, slim-fitting jackets
for men and women in black, some in pure
unadulterated ebony, some with brightly
coloured zippers and trims, Descente
seems to be confident that once you go
black, you’ll never go back!
The most outstanding contribution to
the blackening of the slopes this season
comes isn’t purely black, in that it’s a black
jacket/black&white print pant combo, and
yes it’s from the designers at Descente. Its
“Maser” jacket, from the label’s Platinum
Collection, is a slim-fitting black jacket,
with sharp, clean lines and with no visible
outer hood. Normally I hate jackets without
hoods, but this jacket is the exception and
Portrait by Peter Arkle
Black is the new black … especially if you’re a dude!
i’d like to sit you down, look you straight in
the eye, and tell you with conviction that I’ve
consulted the fashion oracle and received
word that black is the new “in” colour for the
upcoming winter season. But quite frankly,
that wouldn’t be true — because black, as a
fashionable colour on the slopes, is always
“in.” It’s just that this season it happens to be
a lot more “in” than usual.
But why the sudden shift from light and
bright to dark and gloomy in the “in-ness”
department?
Maybe it’s a reflection of tough times in
the global economy, and black is the snow
fashion world’s subconscious attempt at
austerity measures. It could even be a reaction to years and years of bright colours
pummelling your eyes every time you look
at the clothing racks of your favourite ski
snowsportsculture.com
Slopestyle_KM.indd 60
S - M AG A Z I N E
11/3/13 6:30 PM
The print edition of S-Magazine and
along with bonus circulation. The digital
S-Competition was published twice in
edition of S-Magazine is Canada’s first
2013/14 with direct distribution to our
magazine to fully integrate print and digital
subscriber base, to over 2,000 newsstand
along with professionally produced video
locations across Canada and 35,000
content for a richer and more interactive
readers through Air Canada Lounges.
experience.
Locations include all Canadian airport
In 2014/15, S-Magazine will continue to
lounges, New York, Los Angeles, Paris,
focus on aspirational snow sports lifestyle
London and Frankfurt. Additionally,
while separating out competition content
S-Magazine digital edition was distributed
through the continuation of the new
to S-Media’s 22,000+ digital database,
S-Competition supplement.
I SS U E
#1 : November 2013
#2 : January 2014
S - M AG
S - CO M P
2.6M
144K
TOTAL READERS
VIEWERS
TOTAL
BBM CANADA
PRINT READERS
D I G I TA L V I E WS
Great Escapes
Mogul Mania
64,500
7,245
Heli
Spec Wars
64,500
7,245
2.6M
21.7
#1
2.6M
+45 2.6M
%
%
TOTAL
TOTAL USERS
VIEWERS
BBM CANADA
AVG.
OPEN
RATE
TOTAL
VIEWERS
BBM CANADA
SKITOTAL
MEDIA VIEWERS
WEBSITE
IN CANADA*
BBM CANADA
SNOWSPORTS
C U LT U R E . C O M
S-Media’s open rate is
14% higher than the
sport & recreation,
tourism & travel and
publishing industries
average open rate of
18.7%.
S-Media has three weekly emails going out to a
subscriber list of 24,187 with an average opening
rate of 21.27%. The Monday “Weekly Wrap” is a
competition based wrap of the weekend’s events,
while the Wednesday and Friday “Daily Descent”
emails are more inspirational lifestyle focused
www.snowsportsculture.com is Canada’s only
pieces.
fully integrated snow sports website that features
video, competition news, blogs and resort
•
Emails sent: 53
destination information. Naturally, the website
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Total opens: 252,691.
has heavy usage from October to April, tapering
•
Average open rate: 21.27%
off to lower traffic volumes in the off-season.
Based on www.alexa.com traffic rankings, www.
snowsportsculture.com combined with the
skitelevision.mobilerider.com video player have
the best traffic ratings of any ski media company
in Canada.
*Based on Alexa world rankings
E-NEWS
SOCIAL
Fans & Friends
+12% / 5,172
Daily Engaged Users
+34% / 11,238
Daily Total
Impressions
454,694
Top Major Cities
Toronto, Vancouver,
Calgary
MEDIA
increases each season and saw
huge growth in our Facebook user
engagement this year, up by 34%.
The 2014/2015 season will see the
FAC E B O O K
S-Media’s social media reach
launch of new platforms to engage
with viewers and followers. Watch for
new contests and video content, as
Activity Trend
+1.46% / day
from the S-Media TV hosts, star
athletes and the photographers
and producers.
YO U T U B E
well as behind the scenes insights
Engagement Quality
Excellent
+34
%
USER
ENGAGEMENT
TOTAL VIEWERS
Total Views
632,822
Top Countries
USA, Canada, UK
A DV E RT I S I N G
TELEVISION
$100
Per regional commercial occasion, minimum
purchase of 72 occasions.
Billboards and feature sponsorships available
upon request. Season-long sponsorship packages available at exceptional value.
best of the east
→15 best eastern getaways
MAGAZINE
$3,500
powder
up high
PRIME HELI & CAT SKIING OUTFITS
wh20
it’s more than
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at whitewater
chile:
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old-world
skiing at the
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+
Beaver creek:
Splendido
Per full page advertisement, includes print
and digital distribution (20% premium for
IFC/OBC).
WEB
$600
/WEEK
WEB
$800
/WEEK
300 X 250
728 X 90
E-NEWS
$1000
Per e-blast (exclusive)
728 x 90
the moon
Boot is Back!
early winter 2014 $4.95
Volume 8, number 1
[Dufour-Lapointe Sisters: Canada’s Triple Threat]
snowsportsculture.com
Canada Post PubliCation agreement # 42084025
S–Magazine 1
fashion backward: Swiss ski racer and sports store owner Roger Staub poses with two
fashionably-dressed (Staub design) ski models in Arosa, Switzerland, in 1962.
66 S–Magazine
© STR/Keystone/Corbis
parting shot
snowsportsculture.com
FO R A DV E RT I S I N G +
PA R T N E R S H I P I N Q U I R I E S
Snowsports Media Incorporated
President & Executive Producer - Chris Robinson
Partner - Mark Kristofic
Director, Business Development - Ashley Herod Tait
ASHLEY
H E R O D TA I T
Editor - Gordie Bowles
Art Director - Aprile Elcich
Managing Editor - Don Cameron
Senior Photographer - Paul Morrison
Director, Business Development
Snowsports Media Inc.
905-510-0668
ashley@s-media.ca
Senior Writer - Michael Mastarciyan
Controller - Lisa Crowley
Administration - Janet Fairbridge
Digital - Kit Redding
Production and Camera - Steve Simons and Darryl Palmer
Hosts/Contributors - Edith Rosza and Josh Foster
Hosts - Martha Lee, Claire Challen and Steve Young