A C omprehensive Marketing Guide

2015
MEDIA KIT
A C omprehensive Marketing Guide
LETTER FROM THE PUBLISHER
2015 is going to be a sensational year
for Crain’s Cleveland Business —
and for our advertisers.
Unlike other media outlets in the region, our audience is
growing. We begin 2015 with a print circulation that is more
than 40% higher than a year ago (remember, all of our
subscriptions are paid). And what an audience we have:
engaged, affluent, educated. These are the region’s
decision-makers and business leaders.
We’d love to have you along for what will no doubt be a fulfilling and exciting year.
In 2015, you will see:
n
n
n
n
A redesign of Crain’s weekly print publication.
A redesign of our website.
A special Crain’s Cleveland Business 35th Anniversary celebration and publication.
The launch of Crain’s Akron Business.
And, of course, you will continue to see the sort of journalism and business coverage
that you can only get with Crain’s.
The details are all on the pages that follow. Please examine this media kit, learn about our
audience and about how we can help you reach new customers, new partners, new donors
or just how you can spread your message to the best audience in Northeast Ohio.
Please ask your account representative about how we can help you make 2015 your best
and most profitable year ever.
You can always reach out to me personally as well, with questions, thoughts,
feedback, suggestions or even ideas and tips for news coverage. Email me directly
at jcampanelli@crain.com or call me at 216-522-1383.
Thank you so much.
Publisher
2
NEW FOR 2015!
Crain’s Cleveland Business is announcing a new partnership with COSE
(Council of Smaller Enterprises) that recognizes the value of small businesses
to Northeast Ohio. Both organizations have a commitment to empower small business.
With this partnership, every COSE member will receive a subscription
of Crain’s Cleveland Business. Crain’s is the only publication in town reaching
every small business on a weekly basis.
Our circulation numbers have increased 40%!
For COSE membership information
call their Membership Line
at 216-592-2355.
29,045 total subscribers for Crain’s Cleveland Business
MORE GREAT NEWS FOR 2015…
Crain’s Cleveland Business is launching a new publication, Crain’s Akron Business.
This will be a separate monthly publication focusing on Akron small businesses,
higher education institutions, financial and banking industries, legal affairs,
technology, real estate, manufacturing, non-profit and government news.
Approximately 5,000 Akron companies and organizations will receive
Crain’s Akron Business. The Greater Akron Chamber of Commerce is partnering
with us as well as other Crain publications within the Greater Akron area
(Summit, Medina, Portage, Stark counties).
The first issue will launch in the first quarter of 2015. Stay tuned!
5,000+ subscribers for Crain’s Akron Business
3
THE POWER
OF THE CRAIN’S
CLEVELAND BUSINESS
AUDIENCE
100%
Paid
Circulation
with a
73%
Annual
Renewal Rate
PRINT
Approximately
29,000 subscribers
+ 3.1 readers per copy
= Over 100,000
weekly readership
Approximately filling both
Progressive Field and
Quicken Loans
Arena
DIGITAL
76%
of readers hold
positions of CEO,
President, Owner
(mid-to-senior level
executives)
74%
make buying decisions
for the organization
108,000 registered users on crainscleveland.com
37%
Female
63%
Male
(a 2% increase
in female
readership
from 2014!)
THE AVERAGE BUYING POWER
OF OUR AUDIENCE IS
OVER $524,000 PER YEAR
PHOTOGRAPHS: Henryk Sadura / Shutterstock.com
4
AVERAGE AGE OF
THE CRAIN READER
= 54 years old
AVERAGE COMPANY
GROSS REVENUE
= $1.14 billion
AVERAGE
COMPANY SIZE
= 4,302
employees
Average household income per subscriber = $400,000
Average net worth per subscriber = $1.87 million
Average investable assets per subscriber = $1.407 million
94%
AVERAGE HOME VALUE =
$444,000
of our audience donates
and/or volunteers for a
local charity
The average donation
amount is
$4,320
91%
20%
OWN THEIR
PRIMARY RESIDENCE
18%
OWN A
SECOND HOME
25%
OWN/HAVE INTEREST
IN ADDITIONAL REAL ESTATE
Average time
spent volunteering
= 53.9
hours
per year
OF CRAIN’S SUBSCRIBERS
HAVE CHILDREN
IN PRIVATE SCHOOL
U S E O F P U B L I C AT I O N
70% of readers
HAVE
TAKEN
ACTION
after seeing an ad in print
25 minutes is the
80%
AVERAGE
TIME SPENT
READING
READ
CRAIN’S
WEEKLY
a weekly issue
(3 out of 4 issues)
1.8 months is the
AVERAGE
SHELF
LIFE
of an issue
Distributed to 7 Counties:
Cuyahoga, Geauga, Lake, Lorain, Medina, Summit and Portage
5
CRAIN’S
MARKETING
SOLUTIONS
PRINT
Crain’s Cleveland Business
is a full service media
company producing trusted
and relevant news
publications, lead generation,
research and data products,
custom publishing
and events with
uncompromising integrity.
52 WEEKLY ISSUES, BOOK OF LISTS, FIVE SUPPLEMENTS/MAGAZINES, ADVERTORIALS
DIGITAL
10 NEWSLETTER PRODUCTS, DAILY NEWS COVERAGE ON CRAINSCLEVELAND.COM,
APP, BLOGS, WEBINARS, PODCASTS, PHOTO GALLERIES, SPONSORED CONTENT
EVENTS
9 KEYNOTE EVENTS,
CUSTOM EVENTS
6
DIGITAL
SOLUTIONS
Crain’s C leveland Business delivers 24/7 breaking news online at CrainsC leveland.com.
Our online offerings have increased significantly over the past five years —
13 newsletters, webinars, podcasts, blogs, and sponsored content.
The audience seems to be responding . . .
Crainscleveland.com Traffic
600,000
450,000
2012
300,000
2013
150,000
2014
0
Video
impressions
Registered
users Blog
views 7
Mobile
views
Tablet
Crainscleveland.com Metrics
2012
2013
Social Media Stats
2014
Unique
visitors
Page
views
FACEBOOK FOLLOWERS: 11,657
Total
visits
0 1,500,000
3,000,000
4,500,000
6,000,000
Time on Crainscleveland.com
(minutes)
7
TWITTER FOLLOWERS: 17,100
6.5
6
5.5
5
2012 2013 2014
Newsletters
PRODUCTS
RECIPIENTS
LINKEDIN MEMBERS: 17,484
OPEN RATE
Morning Roundup (M – F)
17,000
45%
Afternoon Report (M – F)
19,500
40%
This Week in Crain’s (Sun)
23,500
32%
Weekly Webcast (Fri)
19,000
26%
Real Estate (Mon)
13,500
40%
Health Care (Tues)
14,000
35%
Manufacturing (bi-weekly Wed)
25,000
22%
Small Business (Thurs)
24,000
35%
Energy (Fri)
16,000
20%
Middle Market Report (2nd Tues)
18,000
20%
Breaking News (anytime)
17,000
41%
8
INSTAGRAM FOLLOWERS: 496
Here’s what
our attendees
think about a
Crain’s event:
96%
have recommended
an event to a
colleague or friend
92%
feel our events
are high quality
91%
CRAIN’S
SIGNATURE
EVENTS
CIO of the Year
(April)
Health Care Forum
+ Health Care
Heroes (May)
Women of Note
(July)
Archer Awards
(August)
view the events/
programs
as prestigious
90%
rate the venues,
atmosphere, food,
networking and
awards presentations
as ‘favorable’
or ‘above average’
88%
[M]Power
Manufacturing
Assembly
(September)
have established
new contacts
or business leads
82%
have a favorable
impression of the
sponsor after leaving
a Crain’s event
CFO of the Year
(October)
Forty Under 40
(November)
FAST 50
(November)
CUSTOM
OPPORTUNITIES:
General & In-House
Counsel
(December)
Executive
Insights
9
80%
feel our events
deliver the content/
results as advertised
MECHANICALS
AD SPACE SIZES AVAILABLE
Frequency is determined by the number
of insertions used in any issues of Crain’s
Cleveland Business within 12 months from date
of first insertion of contract period. A spread
is counted as two insertions. Multiple units
of space in one issue are priced as individual
unit rates and are counted as individual units
towards frequency discounts.
Size: Full Page is 70 column inches (5 columns
by 14 inches deep). Space is available in any
number of columns or inches as desired, with
limitations on depth as noted below except that
any ad exceeding 11-1/2 inches in depth will be
billed at full column depth of 14 inches. Minimum
size ad is 4 column inches. Ads must be at least
as many inches deep as columns wide.
SPECIAL POSITIONS
Positions may be purchased as available and
mechanically feasible. Contact your account
executive for availability. Any premium charge
is computed using black & white space rate as
the base.
Page Two: 20%
Back Cover: 15%
Center Spread, Opposite Editorial Page,
Inside Back Cover, Other Positions: 10%
Minimum position charge: $150
Note: Ads in some specified positions must
conform to special sizes.
ISSUANCE & CLOSING DATES
Publisher may act on the written instructions
of either the advertiser or agency as to
any ad. No liability is assumed as to any
instructions received after closing date. Crain’s
Cleveland Business is published weekly, issued
Monday. Except during holiday weeks, the
last advertising forms close Thursday, 11 days
preceding date of publication. Material is
due six days prior to publication date unless
otherwise specified.
AGENCY COMMISSION
15% of gross billing allowed to recognized
agencies on space, color and position, provided
account is paid within 30 days of invoice date.
Commission not allowed on other charges, such
as insert handling, special binding or trimming
of inserts, reprints or other mechanical charges
and non-display classifed advertising.
general industry guidelines for preparing files
and proofs that will assist our printer to obtain
a good match in the web offset press process:
BLEED OR SPREAD ADS
Bleed: No charge
Single Page Non-Bleed: 10-1/4” x 14”
Single Page Bleed: TRIM: 10-1/8” x 14-1/5”
BLEED: 11-1/8” x 14-3/4”
Spread, Gutter Bleed Only: 21” x 14”
Spread, Full Bleed: TRIM: 21-3/4 x 14-1/2”
BLEED: 22’ x 14-3/4”
On Bleed Ads, position live matter 1/2”
from top, bottom and sides.
n
INSERT MECHANICAL REQUIREMENTS
Publication Size: 10-7/8” x 14-1/2”
Printing: Heat-set web offset
Paper Stock: 36 lb. basis weight, matte-coated
Binding: Saddle-stitched
Proofs to Advertisers: Proofs of publication-set
ROP advertisements will be sent to advertiser
or agency for approval upon request, and will
be deemed approved unless returned to the
Publisher prior to closing date.
Shipping Instructions: Space and insertion
orders, correspondence, etc., should be
addressed to The Advertising Department;
Crain’s Cleveland Business; 700 West St. Clair
Ave., Suite 310; Cleveland, OH 44113.
PREPRESS SPECIFICATIONS
Supplied Digital Advertisement
All print advertising should be provided as
PDFx1a files. Required format for black & white or
four-color digital advertisement is high-res PDF
file format with all fonts and images embedded.
Additional formats may be acceptable.
Please contact production manager for
availability: 216-771-5184. Embedded fonts
and images must be a minimum of 266 ppi
(pixels per inch).
File Preparation
The following recommendations are offered as
*All color must CMYK (cyan, magenta, yellow & black)
Please do not include ICC color profles.
Minimum of 120-line screen, do not exceed
133-line screen.
n Maximum density in any one area, all colors,
should not exceed 300% with only one solid
color.
n Reverse lettering in four-color advertisements
should be spread with dominant color
forming shape letters. Thin lines, serifs, small
and medium-size lettering should be
restricted to one color only.
n Preferred proofs are Kodak Approvals or Iris
proofs prepared 5 – 7% heavier than the file
to simulate press gain and ink coverage to
our o]set press.
n Recommended proofing stock is 60-lb. basis
weight of (nominal) brightness.
n Color lasers or low-quality ink jet prints are
not acceptable for color guidance.
n
File formats
To avoid any font problems — all text should be
converted to outlines or embedded.
n TIF, tagged image file
n EPS, encapsulated post-script
n PDF, portable document format (Adobe) —
preferred
n JPG, joint photographic experts group
n PS, postscript (Adobe)
Advertisements supplied to Crain’s Cleveland
Business without an acceptable color proof will
be printed to SWOP standards.
The printer and/or publisher will not be held
liable for color complaints when files are
submitted without an acceptable color proof.
Material is due six (6) days prior to publication
date unless otherwise specified.
Alterations
Not accepted by Crain’s Cleveland Business.
AD UPLOAD INSTRUCTIONS
Please visit our upload area at www.crainscleveland.sendmyad.com. Registration is required. This portal will help in preparing your advertisement
and pre-flight the ad for possible mechanical problems. It will provide direction on revisions to meet approval.
TERMS & CONDITIONS
Please visit www.CrainsCleveland.com/adterms for more information regarding rates, payment terms and protective clauses.
10
DIGITAL MEDIA
SPECIFICATIONS
WEBSITE ADVERTISING
FILE
TYPES
TRADITIONAL FORMATS
n
ACCEPTED
GIF, JPG and PNG files are accepted
RICH MEDIA
Rich Media is defined as advertisements that users can interact with in a web page format (as opposed to solely
animation and excluding click-through functionality). These advertisements can include sound, video, or Flash. Rich
Media may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units
such as floating ads, expandable/retractable units and tear-backs. Rich Media also includes in-page and in-text digital
video advertisements where the associated content is not streaming in a player environment.
Please contact your sales representative for submission guidelines relating to over-the-page units and video in-banner
units. All expenses related to serving third party rich media ads will be the responsibility of the advertiser.
FLASH ADS
Please save down to Flash 8.0
Buttons placed on layers below the invisible clickTAG button will not display or respond to mouse interaction.
n No two buttons should overlap
n Ads which load additional files should load these files from absolute URLs (i.e., http://www., etc.)
n Up to 3 additional loads of up to 50k each may be initiated after a user moves their cursor over or clicks on the ad
n Flash frame rate must be 18 fps or less; frame rate of twelve frames per second is preferred
n ActionScript 2.0 is required
n When submitting Flash (SWF) files, please refer to modification instructions at http://www.crain.com/flash/
n An alternate gif/jpg image must be provided
n Shockwave (.swf) files can have NO spaces in the names - please use underscores. (_)
n
n
THIRD-PARTY NETWORKS
Crain's accepts creative from most major ad serving networks (please inquire)
n 3rd party tags must be live at the time of submission to enable thorough testing before launch
n Reporting access must be provided for all 3rd party served campaigns
DIMENSION (WXH) PIXELS 728 x 90 300 x 600 300 x 250 640 x 480 180 x 150 PNG/GIF/JPEG SIZE LIMIT 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL FLASH/RICH MEDIA SIZE LIMIT
40K WEB
40K WEB
40K WEB
40K WEB
40K WEB
*3 loops, :15 animation
n
AD UNITS 300 x 600 300 x 250 728 x 90 EXPANDABLE SIZE
Expands to 600 x 600 - Ask for details
Expands to 600 x 250 - Ask for details
Expands to 728 x 315 - Ask for details
All must be third party served
11
EMAIL ADVERTISING
ONLY STATIC .JPG AND ANIMATED .GIF FILES ARE ACCEPTED
n
n
ACCEPTED
FILE
TYPES
Rich Media, including Flash is not accepted for email advertisements
3rd Party Serving: Not available
OR
Creative file to specs with click command and tracking pixel
15-second maximum for all animation
n Creative with a white background must have a minimum 1-pixel border to differentiate ad from editorial content
n Advertising Operations Group is not responsible for any changes to the Ad Creative itself.
All changes must be made by the Client and resubmitted for trafficking
n Any ads submitted over 22k run the risk of being read as spam by some email programs
n Many email clients remove or truncate animation in banners. It is recommended that desired marketing information be contained in the first frame for best results.
n
n
Please Note: While we can accept animated GIF formats, we strongly recommend advertisers use static jpegs for
email advertisements. Reason: Some email programs, like Outlook 2007 and iPhone, truncate animation at the first
creative frame. Remember: If using animation, pertinent information should be included in the first frame. All file sizes
must be limited to 22k max.
DIMENSION (WXH) PIXELS 300 x 250* 728 x 90* MAX SIZE LIMIT
22k
22k
*Please include a 300x50 ad for mobile optimization
VIDEO PRE-ROLL
Crain Communications web sites predominately utilize the BrightCove Video Platform. The BrightCove platform is
a Flash environment and therefore the advertising campaigns that run against the players must be developed in a
format that Flash supports. The specs listed below are reproduced from our video provider and are for our most
common execution. Please confirm execution with your sales representative.
PRE-ROLL VIDEO SPECS
MP4 (H.264), FLV or MOV. 2-3 MB file size
Video length: up to :15 maximum
n Dimensions: 480x360 (4:3 Standard) or 480x270 (16:9 Widescreen)
n Frame rate: same as source or 1/2 of source (15 to 30 fps)
n Video Data Rate: 600kbps / Audio Data Rate: 48kbps
n Total Data Rate: 648kbps
n Keyframe: every 30 or 60 frames (2 seconds)
n It is recommended to crop to TV-Safe Area and de-interlace
n Video Ad is clickable, please supply a click-thru URL.
(3rd party click command allowed)
n Video should not include a leader
n For 3rd party tracking, advertiser can provide one tracking pixel (standard tag form) to track video pod.
(Pod includes pre-roll and comanion banners)
n
n
MOBILE ADS
n
n
We are currently running 300 x 50
For best performance, advertiser should create a mobile landing page
12
TOOL BOX
MATERIAL SUBMISSION
Creative units must be submitted to: CCL-onlineadops@crain.com 10 business days prior to campaign launch
to allow for thorough testing or campaign launch may be delayed.
n Send creative files attached, not embedded
n Creative submissions should be accompanied by the Creative Submission form and include the following:
*Advertiser name, Publication name, Detailed trafficking instructions, Creative files, Alternate text
(30 character limit, if applicable)
n Linking URL: Linking URLs must be domain name based and cannot be the IP address i.e., http://207.123.456.78)
n
ADDITIONAL WEB SITE CREATIVE GUIDELINES
Creative must match ad size and conform to specifications outlined herein
15-second maximum for all animation
n 3 times looping maximum
n Animation/Expansion can begin again on mouse over, but must stop immediately on mouse off
n Creative with a white background must have a minimum 1-pixel border to differentiate ad from editorial content —
Any sound must be user-initiated and is defined as a click based interaction rather than a mouseover or rollover.
All ads must be clearly labeled with “Play” and “Stop” controls.
n Up to 100K in polite download is allowed. Polite download is the portion of the ad that loads once content loads.
Up to 3 additional polite downloads of up to 50K each may be inteitdia after a user moves their cursor over
or clicks on the ad.
n Advertising Operations Group is not responsible for any changes to the Ad Creative itself. All changes have to be made by the Client and resubmitted for trafficking.
n Creative must have branding
n No fake HTML or simulated interactivity
n No obscene or otherwise objectionable images
n Creative cannot use the ‘Publication’ name or logo without pre-approval
n Ads click through to provided URL in a new browser
n
n
Exception: Pre-stitial creatives will click through to the site home page Some sites allow Pre-stitial to click through
to advertiser’s web site (inquire) — Expandable ads can expand to 2 times the size of one side of the creative
DATA REPORTED
If requested, Crain Communications will provide reporting on campaign impressions, clicks and CTR.
CRAIN will attempt to provide the same reporting for 3rd party served ads, but may be limited based on tagging configurations.
n
DISCLAIMERS:
1. Click-through tracking is not available on the following advertising elements:
n HTML advertising elements that use method=”POST” for form submittal
n Rich media elements that use embedded or compiled URL information.
(Macromedia Flash creatives that do not us the FS command, for example).
2. Cache-busting is available automatically for pre-approved third party served agencies, others by request only.
Exception: Third party served click URLs for hard-coded placements (text links, etc.) are not chaec busted.
Therefore, click data for hard-coded placements using third party served click URLs may not match click data
from the third party agency. Please enter the Cache busting tags; Crain Communications is not responsible
for entering these tags.
3. Crain Communications reserves the right to preserve the user experience of its sites, and reserves the right to remove any advertisement which is deemed annoying and/or harmful to our users at any time.
13
CRAIN’S CLEVELAND BUSINESS STAFF
ADMINISTRATION
John Campanelli Publisher jcampanelli@crain.com
216-771-5174
EDITORIAL
Stan Bullard Senior Reporter, Real Estate sbullard@crain.com
216-771-5228
Elizabeth McIntyre Editor emcintyre@crain.com
216-771-5358
Deborah Hillyer Research Editor dhillyer@crain.com
216-771-5243
Kevin Kleps Assistant Editor kkleps@crain.com
216-771-5256
Timothy Magaw Health Care Reporter tmagaw@crain.com
216-771-5359
Rachel Abbey McCafferty Manufacturing and Energy Reporter rmccafferty@crain.com
216-771-5379
Jay Miller Government Reporter jmiller@crain.com
216-771-5362
Jeremy Nobile Finance Reporter jnobile@crain.com
216-771-5255
Dan Shingler Energy, Steel and Automotive Reporter/Shale Magazine Editordshingler@crain.com
216-771-5290
Chuck Soder Technology Reporter csoder@crain.com
216-771-5374
Amy Ann Stoessel Sections Editor astoessel@crain.com
216-771-5155
Scott Suttell Managing Editor ssuttell@crain.com
216-771-5227
John Banks Account Executive jbanks@crain.com
216-771-5172
Lindsie Bowman Account Executive lbowman@crain.com
216-771-5070
Rob Divine Account Executive rdivine@crain.com
216-771-5479
Dawn Donegan Senior Account Executive ddonegan@crain.com
216-771-5171
Laura Kulber Mintz Account Executive lmintz@crain.com
216-771-5136
Nicole Mastrangelo Advertising Director nmastrangelo@crain.com
216-771-5158
Art Director rmarkovitz@crain.com
216-771-5169
SALES
ART
Rebecca Markovitz MARKETING/EVENTS
Kim Hill Events Coordinator kehill@crain.com
216-771-5182
Jessica Rasmussen Events Manager jrasmussen@crain.com 216-771-5388
Michelle Sustar Marketing Strategist msustar@crain.com 216-771-5371
AUDIENCE DEVELOPMENT
Eric Cedo Director of Audience Development ecedo@crain.com Janel Webster Audience Development Assistant Manager
jwebster@crain.com Nancy Hanus Digital Content Strategy Manager
nhanus@crain.com
313-446-1621
Damon Sims Web Editor dpsims@crain.com 216-771-5279
Steve Bennett Production Assistant/Video Editor sbennett@crain.com 216-771-5226
Craig Mackey Web/Print Production Director cmackey@crain.com 216-771-5184
ddonaldson@crain.com 216-771-5159
330-446-6038
313-446-0471
DIGITAL
PRODUCTION
ADMINISTRATIVE/SUPPORT
Denise Donaldson Office Administrator/Classified Manager CRAIN’S AKRON BUSINESS
Sue Walton Associate Editor swalton@crain.com
14
330-802-4615
CRAIN’S
CONTACTS
C orporate Office
CORPORATE
COMMUNICATIONS
DEPARTMENT
Crain Communications Inc.
1155 Gratiot Ave.
Detroit, MI 48207-2997
313-446-0328
Fax: 313-446-1616
Corp_Comm@crain.com
OTHER
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Cleveland, OH 44113-1230
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Fax: 216.694.4264
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15
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RESEARCH SOURCES
Signet Research Inc, 2014
Audit Bureau of Circulation,
6/2014
Experian & CheetahMail, 2014
Omiture Hitbox, 2014