Advertising with The American Prospect: How to reach our audience

2011 media kit
A
dvertising with The American Prospect:
How to reach our audience of engaged
citizens and influential professionals
2011 media kit
about us
he american prospect is devoted to promoting informed
discussion and debate on public-policy matters of interest to
all Americans—and, in many cases, of global interest—from a
progressive perspective.
A nonprofit, The American Prospect was founded in 1990 by
Robert Kuttner, Robert Reich, and Paul Starr. We have grown
from a quarterly publication to a magazine, Web site, weekly enewsletter, and publisher of special reports on specific policy topics.
We have developed a reputation for authoritative, engaging commentary. As a result, our writers are quoted extensively in the media and
even testify before Congress. We are especially proud that our Young
Writers Fellowship Program has proved to be a fertile incubator for a
new generation of progressive voices.
The magazine publishes monthly, reaching elected officials, government
policy makers and staff, think tanks, academics, lobbyists, philanthropists, trade unionists, and advocacy groups and citizens interested in
public affairs. We inform policy makers, and we widely
distribute the magazine to Congress, the White House,
Cabinet members, and government agencies, including
the Pentagon, SEC, Federal Reserve, and FCC.
Our website, Prospect.org, is a magnet for thousands of
daily visitors seeking a timely view of public policy and
political events. We have two staff written blogs: Adam
Serwer, and TAPPED. Prospect.org also has a mix of
long-form policy articles from our print magazine, and
daily, web-only exclusives which are popular with
aggregators like Real Clear Politics, Arts and Letters Daily,
and Andrew Sullivan.
TAPPED:
THE AMERICAN PROSPECT BLOG
■ Winner of the 2010 Utne Independant
Press Award for best political coverage
■ Winner of the 2007 Hillman Award for
best journalism that contributes to social and
economic justice
Young writers fellowship
program alumni
Drake Bennett
Kate Cambor
Nick Confessore
Tim Fernholz
Mark Leon Goldberg
Dana Goldstein
Alex Gourevitch
Mark Greif
Richard Just
Ezra Klein
Laura Maggi
Josh Micah Marshall
Ayelish McGarvey
Chris Mooney
Jed Purdy
Adam Serwer Kate Sheppard
Noy Thrupkaew
Matt Yglesias
Our writers are frequent commentators on TV and radio
(Bob Kuttner, above left, and Tim Fernholz, right)
“The Prospect best captures the political
zeitgeist of any opinion magazine out there.”
In the 2nd half of 2010 The American Prospect began providing
its “e-subscribers” a digital edition of the magazine easily readable
on computers and mobile devices. Marketing of this digital edition at a less expensive subscription rate will be a priority in 2011 with the
reasonable goal of having a 5-figure reader circulation by the end of 2012.
What will The American Prospect do in 2011? With Republicans newly
empowered in Congress and major parts of Barack Obama’s agenda
still incomplete, The American Prospect becomes an even more important player. In our role as chronicler and analyst of public policy and
promoter of progressive ideas, we will help explain and define what’s
possible in the next two years and beyond.
—spencer ackerman, tap senior correspondent
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five ways to advertise:
■ Magazine (print and digital edition)
■ Web site
■ Special reports
■ Weekly e-newsletter
2011 media kit
about our magazine subscribers
Influential Professionals
READERS WHO IN THE LAST YEAR HAVE:
Written to an elected official
about a matter of public interest
Written to an editor of a newspaper or magazine
58%
39%
Addressed a public meeting
22%
Published an article (in the past two years)
18%
Served as a board member
18%
“There is no other magazine today
that so engages the passion, stimulates
the imagination, and enlarges the
understanding of our politics and
common future.”
—doris kearns goodwin,
historian and author
Education level
Engaged and Loyal Readers
Bachelor’s
READERS WHO IN THE LAST YEAR HAVE:
Discussed articles with others
80%
Passed issues along to others
59%
Recommended The American Prospect
46%
Master’s or some postgraduate work
16%
40%
16%
Other
28%
Doctorate
Committed Readers
READERS WHO IN THE LAST YEAR HAVE:
Contributed money to political and nonprofit organizations
Volunteered time to political and nonprofit organizations
92%
Male/Female Ratio
43%
Female
Male
35%
65%
Unique Readers
prospect subscribers who don’t subscribe to:
The Nation
62%
Mother Jones
68%
The New Yorker
71%
The Progressive
74%
The Atlantic
81%
Nre York Review of Books
83%
The Washington Monthly
86%
The New Republic
91%
The bottom line:
Our Audience
is highly educated
■ has high household income
■ is politically, socially, and
environmentally engaged
■
source: readex subscriber study
2011 media kit
magazine advertising
magazine AD RATES 2011
Premium Positions PRE-SUPPLIED INSERT COSTS
■ 2 pages/4 sides with or without BRE: $3,000
1x 3x 5x 10x
Cover 2 - Inside Front Cover $2900 $2755 $2610 $2320
Cover 3 - Inside Back Cover $2900 $2755 $2610 $2320
First Right-Hand Page $2900 $2755 $2610 $2320
SUBMITTING MATERIALS
Cover 4 - Back Cover $3600 $3420 $3240 $2880
Special Report Cover 4 $3900 $3705 $3510 $3120
Please supply a high-resolution Adobe Acrobat PDF with fonts embedded and with bleeds included (if applicable). All embedded images (TIFF or EPS file type recommended) should
be final, color corrected, high-resolution (300dpi) CMYK files.
Submit materials to econnors@prospect.org.
Inside Positions
1x 3x 5x 10x
Full Page $2400 $2280 $2160 $1920
Half Page – Masthead $1800 $1710 $1620 $1440
Half Page $1300 $1235 $1170 $1040
One-Third Page
$1000 $950 $900 $800
One-Quarter Page
$700 $665 $630 $560
One-Sixth Page
$500 $475 $450 $400
$250 per space
–
–
–
Web Ad Discounts*
1x 3x 5x 10x
Full Page – $8 cpm $6 cpm $4 cpm
Book Marketplace
*Multiple rate magazine advertisers receive unlimited website advertising rates listed above.
All rates are gross; agency commission is 15% off gross.
■ Self-mailer: $2,500
CONTACT INFORMATION
Ed Connors, Advertising Manager
202.776.0730 ext. 119 | econnors@prospect.org
The American Prospect | 1710 Rhode Island Avenue NW, 12th Floor | Washington, D.C. 20036
Ad Sizes (in inches)
Page trim size Full page
with bleed
SCHEDULE 2011
Issue
On Sale ReservationsMaterialsSpecial Report
Date
Due Due
Topic*
March 2/15/11
1/14/11
1/17/11
Reclaiming the Middle-Class
April 3/15/11
2/11/11
2/14/11
Race in America Spring Books
May 4/12/11 3/11/11
3/14/11
The Wal-Mart Economy
June 5/17/11 4/15/11
4/18/11
Housing Policy Summer Books
July/August 6/21/11
5/20/11
5/23/11
Immigrant Civic Inclusion
September Full page no bleed
8/9/11
7/8/11
7/11/11
October 9/13/11
8/12/11
8/15/11
TBD
TBD Fall Books
November 10/18/11 9/16/11
9/19/11
TBD
December 11/15/11
10/14/11
0/17/11
TBD
Jan/Feb 2011 12/13/11
11/11/11
11/14/11
TBD
*Special report topics are subject to change or rescheduling.
1/2
vert.
1/2
horiz.
1/3
vert.
1/4
1/3
square 1/6
8 x 10.5
Full page with bleed 8.25 x 10.75
Full page no bleed
7 x 9.5
1/2 vertical 3.375 x 9.167
1/2 horizontal 7 x 4.5
1/3 vertical 2.23 x 9.167
1/3 square 4.63 x 4.5
1/4 page 3.375 x 4.5
1/6 vertical 2.23 x 4.5
2011 media kit
website advertising: prospect.org
Reach a whole new
audience: 75% of
prospect.org visitors
do not subscribe to
the magazine.
Leaderboard
size: 728 x 90 pixels
placement: above editorial
content on all pages except
the home page
Full Banner
home page
size: 468 x 60 pixels
placement: on all pages
above editorial content
article page
Skyscraper
size: 160 x 600 pixels
placement: appears to the
right of editorial content on
article pages, or in the righthand column on all pages
about our
website visitors
Average monthly unique visitors: 313,000
Average monthly page views: 1.2 million
Median Age: 30 to 35
Median Income: $50,000 to $69,000
Gender: 65% male / 35% female
Education: 46% college degree / 37%
post graduate degree
web AD RATES 2011
labor’s new
globalism
A special report
Medium Rectangle
size: 300 x 250 pixels
placement: below editorial
content on home page
Ad Unit Position Open Rate
Leaderboard Above fold, all article & blog pages $10 cpm
Full Banner Above fold, upper right corner of all web pages $10 cpm
Skyscraper
Above fold, in article & right side of all web pages $10 cpm
Medium Rectangle
Home page, middle page location $7.50 cpm
technical specifications: We accept a wide variety of IAB standard ad units in both standard and rich media
formats: GIF, HTML, JPEG, Image Map, FLASH (up to 30 seconds), and JavaScript.
Maximum file size: 40K
Animation length: 15 seconds. Maximum Creative Rotation: 4
Submit materials to econnors@prospect.org
2011 media kit
e-newsletter
weekly
e-newsletter
Our free e-newsletter arrives in our readers’ inboxes
each week to keep them informed with links to the
top stories for the week. This is a highly targeted
audience of some our most dedicated readers. Your
message will be reaching a very active and engaged
audience within the progressive base. With only one
advertising position, advertisers achieve high visibility.
circulation: 11,000 weekly and growing. Our Enewsletter mailing list has grown by more than 40%
in the last year. We expect to increase our list to over
15,000 in 2011.
Square
size: 250 x 250 pixels
placement: upper
right of page
technical specifications: We accept static JPEG images only for the e-newsletter placement Maximum file size: 40K E-newsletter banner size: 250 x 250 pixels Submit materials to econnors@prospect.org
rate: $400 per month (Subject to availability)
ADVERTISING Policies
Discounts & Contracts
Frequency discounts are granted to all contract
advertisers. Advertisers must fulfill the obligations of their contracts within one year. The rate
card effective at the time a contract is signed will
apply to all insertions under that contract.
against any expense or loss by reason of any
claims arising out of publication.
Cancellations
Cancellations or changes are not accepted after
reservation due date. Cancellations of any portion of the contract nullify frequency discounts.
discretion of the publisher except where specific
preferred positions are covered by written commitment by publisher.
Copy and Contract Regulations
Advertisements are accepted upon the representation that advertiser and agency have the right
to publish the contents thereof. In consideration
of such publication, advertiser and agency
agree to indemnify and hold publisher harmless
■ All contents are subject to publisher’s ap-
proval. Publisher reserves the right to reject or
cancel any advertising at any time.
■ Positioning of advertisements is at the
■ Key numbers are not guaranteed. No rebate
allowed for errors due to insertion of a wrong number.
■ All insertion orders are accepted subject to
provisions of our current rate card. Publisher
shall not be liable for any costs or damages if for
any reason it fails to publish an advertisement.
■ No conditions other than those set forth in
this rate card shall be binding on the publisher
unless specifically agreed to in writing by the
publisher. The word “advertisement” may be
printed at the top of ads that resemble editorial
matter.
CONTACT INFORMATION
Ed Connors, Advertising Manager
202.776.0730 ext. 119 econnors@prospect.org
The American Prospect 1710 Rhode Island Avenue NW, 12th Floor Washington, D.C. 20036
2011 media kit
special reports
he american prospect’s signature Special Reports address issues of great national and global
concern. The reports weave together policy analysis and on-the-ground narrative reporting to offer
an in-depth discussion of a specific topic. The final product is a comprehensive guide that allows
both experts and a general audience to engage in informed conversation and debate. Special Reports
are frequently supported by major foundations, including the Annie E. Casey Foundation, the
W.K. Kellogg Foundation, the California Endowment, the Charles Stewart Mott Foundation, the
John D. & Catherine T. MacArthur Foundation, and the Ford Foundation.
Writers: An A+ list of experts, scholars, journalists, and writers with different voices and writing styles
are brought together in a single forum to provide a multifaceted look at a complex topic.
Distribution: Copies of the Special Report are included in each copy of the magazine. An additional
5,000 copies of the Special Report are printed and then circulated to influential participants in the topic
area via distribution at conferences, trade shows, and hearings.
Exclusive advertising opportunity: Advertising is accepted on the back cover of the report. Advertisers
can also receive copies of the Special Report for their own use. The Special Reports provide a highly
visible way to associate with specific editorial content that
reaches both general and expert audiences.
Reports: past
and upcoming
Future
Reclaiming the Middle Class,
Race in America, The Wal-Mart
Economy, After Sub-Prime:
A Housing Policy for America,
Immigrant Civic Inclusion
Recent
Mass Incarceration in America
Reforming a broken criminal-justice system
Labor’s New Globalism Union organizing across borders
Recovery, Not Austerity The folly of slashing the deficit before achieving a full economic recovery
Jobs Well Done What the Obama administration can do for workers right now
Fulfilling the Promise of Health Reform How to successfully implement the Affordable Care Act
Reading by Grade Three A national goal to help every child succeed
Still At Risk The financial reform we need but aren’t getting
States in Crisis Saving state budgets starved by the recession
Made in the USA Reviving American manufacturing before it’s too late
Past
Inequality Goes to College ■ Decent Work, Living Wages, and Government’s Hidden Leverage ■ Poverty:
A New Agenda Tested By Hard Times ■ The Credit Crisis and Working Americans ■ The Green Challenge
■ After Katrina: Redemption & Rebuilding ■ Revitalizing Democracy ■ Oceans & Coasts ■ The Color of
Opportunity ■ The Global Fresh-Water Crisis ■ The Path to Universal Health Care ■ Mobilizing Millennials
■ Life Chances ■ Tomorrow’s Amazonia ■ Ending Poverty in America ■ Mother Load ■ Emerald Cities
■ The Road to Good Jobs ■ Body Politics ■ The New Ballot Box