HOW 2012 Media Kit

HOW 2012
Media Kit
HOW Magazine
HOW Digital
HOW Conferences & Events
HOW Competitions
HOWdesign.com
HOW Design Ideas at Work
Founded in 1985, the HOW brand extends beyond the print magazine to annual events for design
professionals, yearly design competitions, digital products and books.
HOW helps designers, whether they work for a design firm, for an in-house design department or for
themselves, be more inspired, more creative and more successful. HOW unites and engages the graphic
design community to network and share information about business, career development, tools and
materials, and creative inspiration.
HOW is a powerful audience of more than 50,000 professional graphic designers with the authority
and influence to purchase graphic design-related products. This is why advertising with HOW is the
most effective way for you to reach the industry’s largest collective audience of professional graphic
design decision makers.
HOW MAGAZINE
HOW CONFERENCES & EVENTS
An award-winning publication with more than 50,000*
readers and a circulation base that is 100% paid.
The largest gathering of professional graphic design
decision makers in North America, with a combined
audience of nearly 3,500 attendees—80% of whom are
directly involved in recommending or purchasing graphic
design-related products.
*includes subscriptions, newsstand and pass-along copies
HOW Digital
A collection of digital products—websites, blogs, social
media, DesignCasts, eNewsletters, forums—delivering a
highly active online audience of design professionals.
w w w. h o w d e s i g n . c o m
HOW COMPETITIONS
Among the most prestigious competitions in the design
field, attracting nearly 10,000 entries every year in
multiple print and interactive design disciplines.
2
HOW Audience…
AGE
OWNERS
61% of HOW subscribers are between 30–54 years of
age. The average age is 36.
38% are either owners, principals or partners.
INCOME
EXPERIENCE
The average income of HOW readers is $83,000.
78% have been involved in design for more than five
years. 51% have more than 10 years of experience. The
average is 12.6 years of experience in the design field.
EDUCATION
75% of HOW subscribers hold a four-year college
degree or higher.
29% of HOW subscribers work in companies with 100 or more employees.
38% work for organizations with an annual dollar volume of over $1 million.
11% work for organizations with an annual dollar volume of over $50 million.
WHERE THEY WORK
27%
Design Firm
21%
In-House Design Department
11%
Ad Agency
8%
University/School
“I’ve never written
to a magazine, but
I am compelled to
tell you how very
inspiring your
magazine is!”
— JESSICA BOUGHRUM,
WASHINGTON, DC
w w w. h o w d e s i g n . c o m
Internet/Multimedia/Publishing
6%
4%
Prepress/Printing
3%
Marketing/PR
Illustration Studio
Photography Studio
2%
1%
3
HOW Audience…
WHAT THEY DO
Print design 67%
WHAT THEY BUY
80% of HOW subscribers are involved in purchasing decisions for their organizations.
Identity/logo design 62%
Advertising 59%
Stationery/letterhead 52%
design
PURCHASED OR SPECIFIED IN THE LAST 12 MONTHS
Poster design 47%
Business collateral 47%
design
Publication/print 46%
media design
72%
stock photography
69%
design/illustration software
Communications 41%
(i.e. PR, marketing)
printing
Signage 38%
fonts
Packaging 32%
57%
49%
28%
illustration
Illustration 31%
Production 27%
79%
paper
Website design 50%
26%
color separation/prepress services
Annual report design 27%
Point-of-purchase 26%
display design
assignment photography
Exhibit design 26%
commissioned photography
22%
18%
Photography 24%
Interactive design 24%
Design consulting 23%
Multimedia design 23%
Outdoor advertising 23%
Clothing graphics 20%
Product design 18%
HOW subscribers spend an average of $32,000 PER YEAR on design-related products and
services for their organizations.
38% of HOW subscribers plan to purchase
86% of HOW subscribers
computer hardware/peripherals in the next 12 months.
maintain a home-office space.
Education 15%
Broadcast/video design 13%
Type design 10%
Environmental design 10%
3D object design
9%
Animation
9%
JOB TITLES
36%
Graphic Designer
26%
Art Director/creative Director
7%
Freelancer
6%
Web/Multimedia Designer
Educator
4%
Managerial
4%
Marketing/PR
Illustrator/Artist
Photographer
Other
w w w. h o w d e s i g n . c o m
3%
2%
1%
9%
4
HOW and Print Audience…
HOW offers a unique, multifaceted reach throughout the design community that delivers messages
through print, online and event channels. Between subscriptions, newsstand sales, eNewsletters, unique
site visitors, blogging communities and rapidly growing social media outlets, we have more than 300,000
touch points in the market every month. And with its sister publication, Print, the two revered brands are a
trusted and vital source of information and inspiration for the entire design market.
HOW AND PRINT’S AUDIENCE REACH
• 404,000 Twitter Followers for Print and HOW
• 144,000 Monthly Visitors to HOW’s site (450,000+ impressions)
• 140,000 Monthly Visitors to Print and Imprint’s site (460,000 impressions)
• 100,000 Unique Email Blast Names in the Print, HOW and ID database
• 48,000 Paid Circulation for Print and HOW Magazines
• 45,000 Email Subscribers to HOW’s eNewsletter
• 31,000 Email Subscribers to The Daily Heller Blog
• 42,000 Email Subscribers to Print’s eNewsletter
• 41,000 Email Names in Competition Data Base
• 28,000 Email Names in HOW Conference database
• 24,000 Facebook fans for HOW and Print
• 3,500 Attendees at the HOW Design Conference, InHOWse Conference and
Creative Freelancer Conference
w w w. h o w d e s i g n . c o m
5
Why Advertise in HOW?
HOW magazine is one of the most respected publications within the graphic design community, an
award-winning publication with more than 50,000 readers and a circulation base that is 100% paid.
Advertising in HOW means your message will be seen by a large audience of fully engaged professional
graphic designers who directly purchase or influence the purchase of graphic design related products.
GRAPHIC DESIGNERS VALUE HOW
HOW magazine is read by more than 50,000 graphic design professionals who have been practicing graphic design
for an average of 15 years at design firms and in-house design departments.
The HOW magazine reader is fully engaged, spending on average more than one hour
reading every issue of HOW magazine, which means your advertising message will be seen.
HOW magazine has a 100% paid circulation base — every subscriber chooses to pay a premium price to receive
HOW magazine.
HOW MAGAZINE GETS RECOGNITION
HOW magazine is an award-winning publication with five Folio Editorial Excellence
awards, two Folio Ozzie design awards and recognition from AIGA, the professional association for design.
w w w. h o w d e s i g n . c o m
6
Departments & Columns
LOOK
tem
m • sep
ber/oc
tober
2011
–
20 11 SELF n
promotio
Design
AnnuAl
HOW’s front-of-the-book digest section, with unusual news items, new product information, updates on
paper promotions and new fonts, profiles of rising-star creatives and other hard-to-categorize content.
Our most popular column with readers.
www.h
owdes
ign.co
ion
illustrAtbAr
by noMA
team
creative ure
of the fut
page 36
BUSINESS
Ard
Aw
95 wInnIng
promot
Expert advice on marketing, promotion, management and legal issues of interest to principals and design
managers.
signs
ional de
.
R
.
NG E SOA
phases
GRO W CHA
for all
motion
self – pro
s
busines
of your
.com • J
u ly 2 0 1 1
t
can
tAk E Fli GH
PROjEC tS social media fun
n how
DES
lear
IGN
clients
ER’S
ous
yield seri
CAREER
wdesign
ULTIM AT
E
TypiGN
tHE BEAt
e Too
tO lkiT
ce for
influen
ic be the
Book
let mus
s, Blog s page 114
aND t project
your nexwEbS ItES
DES
27
67
30
CAN $15.95
0
04 0120
JUYrVyBQdWJsaWNhdGlvbnMsIEluYyAo
SW9sYSBkaXZpc2lvbikPR3JlZ29yeSBL
cnVlZ2VyAE0Rw+0EMTAuNAI4MAExBVVQ
Qy1BDDA3NDQ3MDAxNTI1MwA=
FnL1
01
02
03
04
www.ho
07
74470
3
01525
Display until
August 22,
2011
Targeting students and novice designers, Career offers real-world guidance on breaking into and succeeding
in the design profession.
FaNtaStIc
Foun dries
prod ucTs
For
Type love rs
Typ e ru les
For desig ners
To live By
6
IN-HOUSE ISSUES
IN DES
Tips for the unique challenges of designers working in in-house creative departments within corporations,
organizations and educational institutions.
IGN
2011
AW
S
COLOR
sens aTio nal
SaNS SERIF
S FoR
your nexT
proJ ecT
ARD
FREELANCE
..........
........................
e ...
..
ial iSSu
... Spec
........
........................
Offers business advice for creative freelancers from Ilise Benun, HOW’s partner in the Creative Freelancer
Conference, and spotlights successful solopreneurs.
2011
om • mAY
get Creative
NOW!
www.how
design.c
ting
Pow er Prin
give s
Lett erpr ess
punc h
pape r Mor e
WORKSPACE
A very visual peek into the offices of leading creative firms.
A:
NUSR
BO
win
vEERT!
ST
PO
COSIIN
DE
IN R
HOW tO sell
idea s tO
clie nts
big
P
CREATIVITY
Des ign er
WO rkO ut
st 20
10
Inspiration and information to fuel designers’ creativity.
Augu
To
Plus 7 Tools
helP you Pick
The righT PaPer
m • J
u ly/
6
ways To
be More
creaTive
desig
n.co
do your
best w
or
k!
www
.how
how to
a Crea define
tiv
proCes e
s
works that
for yo
u
4
cAreer
ruts
And
cAn esc how you
Ape th
em
steps
to prove
your
teAm’s in-house
worth
5
What’
s next
for
OMO
SELF– PR NUAL
typog
on theraphy
web
A gallery of current, noteworthy projects from a cross-section of creative disciplines, with behind-thescenes details on how those projects were created. This is another
popular column with readers.
DESIGNING CHANGE
A response to the interest in sustainable practice and design for social causes, this column spotlights a
different notable project in this niche each issue.
WWW.H
OWDES
IGN.CO
PTEM
M • SE
BER/O
CTOBE
R 2010
AN
DESIGN
PLE
9SIM
rules
SM ART & NG
you ne
Crowds
ed to
MA RK ETI
know
Contro ourCingTAC TIC S
ve
rsy
design
expert
s weigh
in
BEHIND THE DESIGN
“
S
OMOTION
SELF – PR AL
GONE VIR Did It
Firm
How One
107
Engaging
before maki a designer to
do work
ng
that a clien
the profe a determination
t gets to
ssion of
to
evalu
design and pay them—or
not—deni ate
– debb
all desig
ie mill
mAn presi ners everywher grates
e.
dent of
AIGA
”
NA
PROMOTIO
CTS
L PROJE
D YOUR
STYLE
PROMO
QUIZ…FIN
PERFECT
6
SIDELINES
As design professionals increasingly produce, manufacture and sell their own products (stationery lines,
posters, T-shirts, home décor), this column spotlights a designer who’s doing that successfully, with links to
resources that help readers make and sell their own well-designed goods.
AWARD –
BSITE
NEW WEGIES
STRATE e Clients
Mor
To Attract
BY
ILLUSTRATION ,
CHRIS SICKELS
Studio
Red Nose
w w w. h o w d e s i g n . c o m
MY BEST WORK
A look at design legends’ own all-time favorite projects.
7
2012 HOW Magazine Editorial Calendar
On Sale: 12/18/11
Issue Mails: 12/4/11
Ads Close: 10/17/11
Materials Due: 10/24/11
JANUARY/FEBRUARY
IN-HOWSE DESIGN AWARDS AND TOP YOUNG CREATIVES
HOW will publish the top 89 winners in our In-HOWse Design Awards, a competition that draws
submissions from America’s leading corporations, organizations and associations—so it’s sure to pique
interest among this huge (and hard-to-reach) segment of the design audience. We’ll also showcase
the work of 16 young, talented designers, illustrators and photographers. Plus, we’ll offer a month-bymonth career guide for in-house designers. Bonus: Stock Agency Directory
SPECIAL ADVERTISING SECTION: Typography
On Sale: 2/21/12
Issue Mails: 2/7/12
Ads Close: 12/13/11
Materials Due: 12/20/11
MARCH/APRIL DOUBLE ISSUE: HOW DESIGN ANNUAL
We’ll feature the winners of HOW’s 20th International Design Awards and 12th Interactive Design
Awards—together in a single spectacular issue. This is HOW’s largest, most comprehensive Design
Annual—a perennial best-seller on the newsstand. An all-star lineup of judges—Tyson Damman, Jr.,
Patrick McNeil, Ann Willoughby and Mary Zalla—will share their observations on the winning work.
The issue will spotlight Best of Show winners and in-depth Outstanding Achievement project profiles
from both competitions, as well as hundreds of other top design projects from around the globe. Plus,
we’ll profile notable international designers and show their favorite projects.
SPECIAL ADVERTISING SECTION: Stock Photography with Stock Agency Directory
On Sale: 4/17/12
Issue Mails: 4/3/12
Ads Close: 2/17/11
Materials Due: 2/24/11
MAY/JUNE SPECIAL FOCUS: CREATIVITY + PAPER DIRECTORY
HOW takes readers deep into a subject that’s near and dear to their hearts: creativity. Features will
include inspirational profiles of designers and visual artists who are tapping into their creativity in
new ways. Plus, we’ll deliver proven strategies to help designers develop their best ideas.
SPECIAL ADVERTISING SECTION: Paper, with Paper Mill Directory
SPECIAL ADVERTISING SECTION: Print Vendor Directory
BONUS DISTRIBUTION: HOW Design Conference, HOW’s Creative Freelancer Conference, the InHOWse Managers Conference
and The Dieline Conference
On Sale: 6/19/12
Issue Mails: 6/5/12
Ads Close: 4/20/12
Materials Due: 4/25/12
JULY/AUGUST SPECIAL FOCUS: TYPOGRAPHY + INTERACTIVE DESIGN
This issue will explore new trends in typography, from the historical to the super-current, and profile
noteworthy designers who create and work with type.
New this year: A bonus section on interactive design, spotlighting the top interactive creatives and trends.
SPECIAL ADVERTISING SECTION: Typography with Type Foundry Index
On Sale: 8/21/12
Issue Mails: 8/7/12
Ads Close: 6/28/12
Materials Due: 7/5/12
SEPTEMBER/OCTOBER SELF-PROMOTION DESIGN ANNUAL
Another consistent best-seller and perhaps HOW’s best-known issue, the Self-Promotion Annual is the
designer’s essential guide to marketing their work. Featuring the winners of HOW’s Promotion Design
Awards, the issue also serves up real-world marketing tips to help designers find their ideal clients and
maximize success.
SPECIAL ADVERTISING SECTION: Design Schools and Design Schools Directory
On Sale: 10/16/12
Issue Mails: 10/2/12
Ads Close: 8/17/12
Materials Due: 8/24/12
w w w. h o w d e s i g n . c o m
BONUS DISTRIBUTION: HOW Interactive Design Conference and MYOB
NOVEMBER/DECEMBER BUSINESS ANNUAL + DESIGNING CHANGE
The HOW Business Annual is the designer’s business bible. This year’s edition will feature profiles of top
design studios (always a reader favorite) and case studies from successful firms, paired with expert business advice. Plus, we’ll identify industry salary figures and trends for 2013 in our must-see salary survey.
Designers tell us they keep this issue on their desks for years as a valuable reference.
New this year: A special Designing Change package highlighting designers and projects that are making a difference,
plus tips for working with nonprofits.
8
2012 HOWDesign.com Editorial Calendar
Connect with one of the
largest online hubs for
designers.
See page 13 for online
advertising opportunities.
Did You Know: HOWDesign.com garners nearly 1.8 million visits per year and over 4 million
pageviews. In additon, HOW’s eNewsletter reaches 50k subscribers, and gives subscribers an
early look at content to be featured on HOWDesign.com’s homepage.
Each month, HOWDesign.com provides a mix of both standing content that readers can look
forward to a regular basis and monthly themed content, which can serve as companions to
articles in HOW magazine.
Standing Content on HOWDesign.com: Every Month
Top 10 Websites for Designers: This perennial favorite is reader-submitted and takes a snapshot of
websites that will inspire designers. Overall, Top 10 is HOWDesign.com’s most popular feature.
Designer Spotlight: HOW shines the spotlight on a design firm or freelancer creating amazing work.
Get an inside look at the team and their business philosophy. Plus, see their work.
Designing Change: Designers can create powerful ripples for social change with their work. View
projects and tips for designing change and making an impact.
Career Advice: HOW’s official career partner, The Creative Group, dishes tips and statistics that can
help designers achieve their career goals, whether they aim to land their dream job or need tactics to
work better within their organization.
Monthly Themes
JANUARY: Top Young Designers, Career Advice for the New Year
*Featuring web companions to January Issue of HOW magazine.
Editorial ENewsletter: 01/09/12 and 01/23/12
February: Freelance Files, In-House Issues
*January Issue sneak peek: My Best Work, Behind the Design, In-HOWse Design Awards Best
of Show, 1 story from this issue.
Editorial ENewsletter: 02/06/12 and 02/20/12
MARCH: International Designer Spotlight Series
*Featuring web companions to March Issue of HOW magazine.
Editorial ENewsletter: 03/05/12 and 03/19/12
April: Branding Your Business & You (basic, intermediate, advanced)
*March Issue sneak peek: My Best Work, Behind the Design, International and Interactive
Design Awards Best of Show winners.
Editorial ENewsletter: 04/02/12, 04/16/12 and 04/30/12
w w w. h o w d e s i g n . c o m
9
2012 HOWDesign.com Editorial Calendar
May: Creativity, Paper/Folding
*Featuring web companions to May Issue of HOW magazine, plus the Paper and Print Vendor
Directories posted online.
Editorial eNewsletter: 05/14/12 and 05/28/12
June: Mid-Year Review for Your Business
*May Issue sneak peek: My Best Work, Behind the Design, 1 story.
Editorial eNewsletter: 06/11/12 and 06/25/12
July: Typography, Interactive Design
*Featuring web companions to July issue of HOW magazine, plus the Type Foundry list
posted online.
Editorial eNewsletter: 07/09/12 and 07/23/12
August: Letterpress, Design Education,
*July Issue sneak peek: My Best Work, Behind the Design, 1 story.
Editorial eNewsletter: 08/06/12 and 08/20/12
September: Promotion, Elevate Your Web Presence
*Featuring web companions to September issue of HOW magazine.
Editorial eNewsletter: 09/04/12 and 09/17/12
October: Online Competition Galleries Unveiled, Salary & Pricing
*September Issue sneak peek: My Best Work, Behind the Design, 1 story.
Editorial eNewsletter: 10/01/12, 10/15/12 and 10/29/12
November: Business, Designing Change
*Featuring web companions to November issue of HOW magazine, plus the Stock Agency
Index list posted online
Editorial eNewsletter: 11/12/12 and 11/26/11
December LOOK Gift Guide (products by designers), Designer WIshlist
*November Issue sneak peek: My Best Work, Behind the Design, 1 story, plus the Salary Guide
presented online from the Nov. issue.
Editorial eNewsletter: 12/10/12
w w w. h o w d e s i g n . c o m
10
HOW is… Conferences & Events
The HOW Design Conference, InHOWse Managers Conference, and Creative Freelancer Conference
make up the largest gathering of professional graphic design decision makers in North America with a
combined audience of nearly 3,500 attendees, of whom 80% are directly involved in the purchase of
graphic design-related products—and they’re actively looking for new products and services.
With three overlapping audiences of graphic designers and decision makers gathered in the same
location, your sponsorship dollars go even further than ever before.
We can create a sponsorship package to fit your goals and budget. For more information, contact Elayne
Recupero at (267) 247-5874 or elaynerecupero@gmail.com.
HOW DESIGN CONFERENCE
JUNE 22–25, 2012 BOSTON
HOW INTERACTIVE
DESIGN CONFERENCE
The single largest event in the industry. There’s no
better opportunity to reach professional graphic
design decision makers from all disciplines in one
place at one time.
This is the industry’s first conference focused on
helping print designers navigate the transition to
interactive design.
HOWdesignconference.com
HOWInteractiveConference.com
CREATIVE FREELANCER
CONFERENCE
MIND YOUR OWN BUSINESS
CONFERENCE
JUNE 21–22, 2012 BOSTON
FALL 2012
This event for solopreneurs draws professionals
from every discipline within the creative industry.
In partnership with noted design-firm consultant
David C. Baker, the MYOB Conference presents
a program packed with expert speakers who know
first-hand the challenges design firms face.
CreativeFreelancerConference.com
INHOWSE MANAGERS
CONFERENCE
FALL 2012
HOWBusinessConference.com
JUNE 21–22, 2012 BOSTON
This is the largest event for the in-house audience,
a highly targeted audience of decision makers with
corporate budgets.
InHOWseConference.com
DIELINE PACKAGE DESIGN
CONFERENCE
JUNE 22–25, 2012 BOSTON
This show brings together today’s hottest designers
and brand thought leaders to address the specific
needs of package designers.
ThePackageDesignConference.com
w w w. h o w d e s i g n . c o m
11
HOW is... Competitions
HOW Competitions are among the most prestigious in the industry, attracting nearly 10,000 entries
every year in multiple design disciplines.
Sponsor a competition and you’ll see your logo on ads in both HOW and Print magazines;
on dedicated email blasts and eNewsletters; on the competition page of the HOW website; and on the
winner section of the website for 6 months. Contact Elayne Recupero at
(267) 247-5874 or elaynerecupero@gmail.com for details.
IN-HOWSE DESIGN AWARDS
This prestigious awards program gives corporate creatives the opportunity to compete head-to-head
with peers within their own industries.
Deadline to sponsor 2012: August 1, 2011
Deadline to sponsor 2013: August 1, 2012
INTERNATIONAL DESIGN AWARDS
HOW’s oldest and best known competition draws up to 4,000 entries from designers around the world.
Deadline to sponsor 2012: December 1, 2011
Deadline to sponsor 2013: December 1, 2012
INTERACTIVE DESIGN AWARDS
This competition celebrates all things digital, from websites to interactive kiosks to video games.
Deadline to sponsor 2012: December 1, 2011
Deadline to sponsor 2013: December 1, 2012
PROMOTION DESIGN AWARDS
Exclusive to HOW, the Promotion Design Awards judges projects based on their ability to attract new
clients. This competition draws up to 3,000 entries.
Deadline to sponsor 2012: August 1, 2011
Deadline to sponsor 2013: August 1, 2012
EXCLUSIVE ONLINE COMPETITIONS
HOW’s online-only competitions run throughout the year, drawing nearly 1,000 entries each. This
year’s roster includes competitions for poster and logo design.
Deadline to sponsor 2012: June 15, 2011
Deadline to sponsor 2013: August 1, 2012
w w w. h o w d e s i g n . c o m
12
HOW is… Digital
HOW’s digital assets include a wide-range of products—websites, blogs, eNewsletters, forums and a rich
social media presence—that deliver a highly engaged audience of professional graphic designers.
HOWDESIGN.COM
145,000
118,000
335,000
visits per month
unique visitors per month
page views per month
WEBSITE ADVERTISING
Advertising on HOWDesign.com can further develop your brand and be a call to action depending on the creative you
wish to appear. HOWDesign.com is the place designers come to for fresh content throughout the week and a snapshot
of what’s happening in the design world. Leaderboard and box ads available, as well as options below. Cost: $16 per
thousand (50,000 minimum).
Wallpaper Page Takeover
You’ll have a Leaderboard or Box ad on the top of HOW and Print’s websites along with a matching background on the
page. It’ll look as if the page is presented by you—and your ad will pop. This will triple the amount of time that visitors
spend looking at your ad. Cost: $20 per thousand (minimum of 75,000 impressions) plus a $250 set up fee.
Pop-up Ads
You will have a pop-up ad that will appear to every HOW and Print website visitor. The pop-up ad only appears once
a day upon the visitor’s first impression. It’s incredibly visible. Cost: $22 per thousand (minimum of 50,000 per
month) plus a $250 set up fee.
Corner Peel
The corner peel is a very creative way to get designers’ attention. You don’t see this on many sites yet, so your ad will
really stand out. Your teaser message will appear in the upper right corner of the web page. When the visitor places
their curser over the corner, it actually peels back to reveal the rest of your message. It’s a very cool and effective way
to reach designers. Cost: $22 per thousand (minimum of 75,000 per month) plus a $250 set up fee.
Direct E-mail Blast
Direct E-mail blasts reach 100,000 subscribers (combined HOW/Print lists) and are the direct marketing component
of your media program. It pushes your marketing message to the customer and should include a “call to action” to be
effective. We limit the amount of DEBs that we send so that your message is more impactful. Your DEBs should be
sent shortly after an issue of HOW or Print has mailed, and it should tie into your magazine advertising creative within
those issues for the best results. Cost: $3,200 (frequency discounts available).
The Daily Heller Blog
The Daily Heller is a popular blog that is sent to 31,000+ graphic design professionals, five days a week (155,000+
touchpoints). It’s written by Steven Heller who was the Art Director of the New York Times for 30+ years. It’s a witty,
fun criticism of current events interpreted through his design mind. You can exclusively sponsor “The Daily Heller”
which includes a banner on the top of the blog. It’s a highly visible spot, and it’s sent every day for the week. By the
end of the week, you’ve virtually been seen by the entire list. Cost: $1,100 per week (frequency discounts available).
Host a DesignCast
You can host your own DesignCast or sponsor one of our upcoming DesignCasts (see below). This is a great
opportunity for you to generate leads, increase brand recognition and be considered as a trusted source in the graphic
design industry. We’d promote your DesignCast to 105,000 design professionals. A DesignCast is an informative
audio-video presentation with a question and answer session. Attendees register and then join the DesignCast from
the comfort of their own computer. You can ask questions of all of the registrants and use their answers to target your
follow up sales calls. Cost: $3,500.
w w w. h o w d e s i g n . c o m
13
HOW is…Digital
Sponsor a DesignCast
We host DesignCasts every month featuring the industry’s leading presenters on topics for designers. If you sponsor a
DesignCast, you’ll get your logo on e-mails sent to 105,000+ designers, in our eNewsletters sent to 100,000 designers,
and on the DesignCast welcome screen that attendees will see. You’ll also get a special sponsor acknowledgement at
the beginning and end of the DesignCast.
You can ask up to 4 questions of registrants. Cost: $950.
Sweepstakes
You can run your own sweepstakes in front of 50,000 designers! For one month, your pop-up ad featuring your
product/service will be the first thing that 50,000 designers see when they visit our site. Designers will be encouraged
to sign up to win your product/service. They’ll click on your ad and be directed to a landing page showcasing your
product/service. You’ll get the e-mail address of every registrant. Cost: $1,950
Exclusive eNewsletter & Site Sponsorship
ENewsletters can be a form of branding or a call to action. You can be the exclusive sponsor of HOW or Print’s
eNewsletters. Every ad that appears within the eNewsletter will be yours. This is a great way to reach this captive
audience of graphic designers. HOW eNewsletter: Sent weekly to 45,000 design professionals. Cost: $970
Print eNewsletter: Sent to 42,000 design professionals every other week. Cost: $920
InHOWse Insights eNewsletter: Sent to creative managers and senior-level designers working in organizations,
corporations and associations. InHOWse Insights eNewsletter Sponsorship: $1,500 per month (for two per month).
In-House Site Sponsorship: $400 (Leaderboard)
HOW Interactive eNewsletter: Sent to graphic designer and intermediate web designers who are learning more about
interactive design. eNewsletter Sponsorship: $900 per month (for two per month).
Interactive Site Sponsorship: $1000 (Leaderboard and 300x250 rectangle)
Creative Freelancer Digest eNewsletter: Sent to creative professional solopreneurs seeking to bolster their business
skills and build successful solo practices. Creative Freelancer Digest eNewsletter Sponsorship: $500 per month
(for two per month) Creative Freelancer Site Sponsorship: $250 (Leaderboard and 180x150 rectangle)
Imprint Weekly eNewsletter: Sent to Imprint blogging community (all types of disciplines). Single Imprint Weekly
eNewsletter Sponsorship: $1,100. Four Imprint Weekly eNewsletter Sponsorships: $4,000
Parse Site Sponsorship: Targeted to senior-level designers, design-firm principals and industry leaders seeking to
exchange ideas and put thought into action. Cost: $300 per month (180x150 rectangle)
Text Link Sponsorships
You can have your Text Link listed under our “Sponsored Links” at the bottom of every page of HOW’s website for
only $600 for 6 months or $1,000 for one year. This includes a link directly back to your site.
By Invitation Only—Imprint Blog Community Sponsorship­
Imprint is a blogging design community from Print magazine. It aims to advance and expand the design conversation
to include voices and ideas from as many design disciplines as possible. Imprint’s more than 25 esteemed
contributors—including Nicholas Felton, Steve Heller, Debbie Millman (and more added daily)—provide fresh daily
content that sparks conversation, competition, criticism, passion, and ultimately reaction among its members. Since
its launch, Imprint has received an average on 3,000 unique hits a day.
As a sponsor, you’ll be a Featured Guest Blogger for one month, receiving two blog posts that’ll be promoted to Print’s
373,000+ Twitter followers. You’ll also receive 30,000 impressions on Imprint, Print and HOW sites. Your logo will be
featured in Imprint’s monthly eNewsletter to 72,000+ design professionals. Cost: Sponsorship is $2,000 per month.
w w w. h o w d e s i g n . c o m
14
2012 Display Advertising Rates
FOUR COLOR
frequency
1x
3x
6x
12x
full page
5,500
5,225
4,860
4,615
full page spread
10,260
9,550
8,800
8,310
2/3 page
4,200
3,780
3,400
3,230
1/2 page
3,500
3,095
2,785
2,640
1/3 page
2,420
2,180
1,965
1,865
1/4 page
1,790
1,610
1,450
1,380
2 page insert
7,190
6,675
6,100
5,785
4 page insert
10,200
9,180
8,260
7,850
cover 2
6,715
6,045
5,435
cover 2 spread
12,070
10,865
9,775
cover 3
5,970
5,375
4,835
cover 4
7,700
7,315
6,815
Cover rates include four-color, bleed,varnish, and coated stock.
BLACK & WHITE
frequency
1x
3x
6x
12x
full page
3,840
3,455
3,110
2,960
full page spread
7,300
6,570
5,910
5,620
2/3 page
3,000
2,700
2,430
2,305
1/2 page
2,380
2,140
1,930
1,830
1/3page
1,730
1,555
1,400
1,330
1/4 page
1,345
1,205
1,090
1,030
frequency
1x
3x
6x
12x
1 1/2”
225
200
190
175
3”
410
365
345
325
1/6 page vertical
710
635
600
565
CLASSIFIED
5% discounts extended on inserts perforated at spine. Please call for quantity required.
COMISSIONS AND TERMS
No cash discounts. 15% of gross billing allowed on space, color and position only to recognized advertising agencies submitting digital art
to HOW magazine specifications. This commission applies only to invoices paid within terms. Payment is due 30 days from billing date.
ADVERTISING CONTACTS
w w w. h o w d e s i g n . c o m
Sales Director, Advertising,
& HOW Events
Elayne Recupero
Tel: (267)247-5874
ElayneRecupero@gmail.com
Publisher
Gary Lynch
Tel: (212)447-1400, x12102
Fax: (212)447-5231
Gary.Lynch@fwmedia.com
Account Executive
Amanda Wild
Tel: (715)445-4612, x13653
Amanda.Wild@fwmedia.com
Production Coordinator
Mary Lutz
Tel: (715)445-4612, x13313
Fax: (715)444-4087
Mary.Lutz@fwmedia.com
Online Production Coordinator
Gena Pamperin
Tel: (715)445-4612, x13237
Gena.Pamperin@fwmedia.com
15
Information & Production Specs
PRINTING
CONTRACT AND COPY REGULATIONS
Printed computer to plate, web offset, four-color process
only (cyan, magenta, yellow, black). Additional cost for a
fifth color is available upon request. Binding method is
perfect.
• All advertising orders are acceptable subject to the terms
and provisions of the current rate card. Orders are acceptable subject to change in rates upon notice from the publisher. However, contracts may be canceled at the time
the change in rates becomes effective without incurring a
short rate adjustment, provided the contract rate has been
earned up to the date of the cancellation.
All furnished materials should conform to SWOP specifications for web offset printing. Ad materials will be kept for
12 months after issue date. Advertising materials that do
not conform to stated requirements will incur additional
production costs.
SPECIFICATIONS
DIGITAL ADVERTISING SPECIFICATION
Print accepts only digital file formats for advertising. Please
contact your sales representative or production coordinator
for complete requirements.
FILE PREPARATION
You may prepare your files in software programs such as
Adobe Photoshop CS4, Adobe Illustrator CS4, and Adobe
InDesign CS4. Please submit a high-resolution PDF format
with fonts embedded; include all fonts, QC steps, and
reports. Include a printed job report and a disc directory
with all supplied discs. All files must be composite page layouts
ready for output.
PROOFING
A final 100%-size proof with crop marks must accompany
all supplied ad files. Color ads must be submitted with a
SWOP-accepted, digital contract proof in CMYK format. If
proof is not submitted, proper production is not guaranteed.
ARTWORK
Minimum resolution requirements: 300 dpi photo scans,
1200 dpi line art. Acceptable file formats: EPS or TIFF.
FONTS
All fonts must be PostScript compatible. No TrueType fonts
may be used. Include both screen and printer formats.
TERMS
All rates are gross and are listed in U.S. dollars. As a free service,
all advertisers will be listed in our new online lead generation
service where buyers can request free product information. The
line “For Free Information go to (URL forthcoming)” will be listed
on each ad on a per request basis.
Bulk rates must be used within a 12-month period. Ads of different
sizes may be combined to earn frequency discounts, provided the
smaller unit is at least half the size of the larger unit, and at least
half of the schedule consists of larger units.
Cover positions are cancelable only upon receipt of written notice
90 days prior to the ad closing date. All other ads are cancelable
only upon receipt of written notice 14 days prior to ad closing date.
Combination rate discounts available among Print, HOW, and I.D.
magazines. Premium positions add 20% for guaranteed placement
on page one or page opposite contents page. Add 15% for other
guaranteed positions specified by advertiser. Position guaranteed
only on non-cancelable basis.
w w w. h o w d e s i g n . c o m
• The agency/advertiser certifies that they are authorized
to publish the entire contents and subject matter thereof;
the agency/advertiser will indemnify and hold publisher
harmless from any and all loans or expenses arising out
of publication of said advertisements, including but not
limited to those resulting from claims or suits for libel,
violation of the right to privacy, plagiarism, or copyright or
trademark infringement; the publisher shall not be liable
for any costs for damages if for any reason it fails to publish an advertisement.
• Ads only cancelable upon receipt of written notice.
Cancelable for cover positions up to 90 days prior to ad
close date, for other guaranteed positions up to 30 days
prior to ad close, and for all other ads up to 14 days before
ad close. A short rate will apply to advertisers on contract
for ads already run.
• Orders containing incorrect rates will be regarded as clerical errors and insertions will be billed at current rates.
• The contract year is 12 consecutive months. Contracts
must be completed within one year from date of first
insertion.
• The publisher reserves the right, without liability, to
reject, omit, or exclude any advertisement for any reason
at any time with or without notice to the advertiser or
advertising agency, and whether or not such advertisement was previously acknowledged, accepted, or published.
• The word “advertisement” shall be printed at the top of
the advertisements that, in the opinion of the publisher,
might be confused with editorial pages.
• The publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, insertion orders,
or copy instructions when such conditions conflict with
the regulations set forth on this rate card. Contracts,
insertion orders, or copy changes will not be accepted
without written confirmation.
• Orders for specific positions are accepted as requests.
The publisher shall not be bound by such requests and
has the right to determine the actual position.
• HOW is not responsible for errors in key numbers or
other typesetting done by the publisher.
• Advertisers and their agencies are liable for all contents
of advertisements printed and are also responsible for any
claim arising therefrom against HOW.
• The publisher reserves the right to hold an advertiser and/
or its agency jointly and severally liable to such monies as
are due and payable to the publisher.
16
Information & Production Specs
AD SIZES
A
1/2 Page Vertical
3 1/2" x 9 1⁄2"
B 1/3 Page Vertical
2 3⁄4" x 9 1⁄2"
FullPage
Live Area 8" x 10 5/8"
Trim 8 1⁄2" x 10 7⁄8"
Bleed 8 3⁄4" x 11 1⁄8"
A
2 Page Spread
Live Area 15 7⁄8" x 10 5/8"
Trim 17" x 10 7⁄8"
Bleed 17 1⁄2” x 11 1⁄8"
C 2/3 Page Vertical
4 1⁄4" x 9 1⁄2"
D 1/2 Page Horizontal
7 1⁄4" x 4 1⁄2"
E 1/4 Page
3 1⁄2" x 4 1⁄2"
F 2 1⁄4" x 1 1⁄2"
CLASSIFIEDS
G 2 1⁄4" x 3"
H 1/6 Page Vertical
2 1⁄4" x 4 1⁄4"
B
C
F
• Perfect binding
• Visual gutter loss
allow for 1⁄8" to 1⁄4"
• Halftones up to
150 screen
• Safety margins are
3⁄8" from final trim
• 4 color density up
to 300%
D
G
H
E
INSERTS
WEB ADS
Single Insert
Final Trim Size 8 1/2" x 10 7/8"
Untrimmed 8 3⁄4" x 11 1⁄8"
HOW
300 x 250
728 x 90
Imprint
728 x 90
120 x 600
HOW
160 x 600
468 x 60
InHOWse
160 x 600
468 x 60
Spread Insert
Final Trim Size 8 1/2" x 10 7/8" (each page)
Untrimmed 17 1⁄2" x 11 1⁄8"
PRINT
300 x 250
728 x 90
160 x 600
Parse Blog
180 x 150
Daily Heller
468 x 60
Creative
Freelancer
160 x 600
468 x 60
• Allow 1⁄8” trim all sides
• Multiple page inserts must be folded
• Inserts are provided to publisher’s specifications; a blueprint
prior to insert printing is required. Printed inserts are shipped
directly to publication’s printer (along with a memo identifying
quantity shipped), and three printed samples sent to publisher’s
representative. contact representative for quantity and
shipping instructions.
ENewsletterS
Imprint
160 x 600
468 x 60
ID
300 x 250
160 x 600
125 x 125
Print
300 x 250
468 x 60
• Must be
a jpg or gif
file under
45K
eMEDIA AD SIZES
w w w. h o w d e s i g n . c o m
Position
Creative Size Maximum file size
File type
(width x height in pixels)
Maximum Animation
Loops
Leaderboard
728x90px
40 KB
gif or jpg
3 loops or :15 sec
Banner
468x60px
40 KB
gif or jpg
3 loops or :15 sec
Skyscraper
120x600px
40 KB
gif or jpg
3 loops or :15 sec
Half Skyscraper
120x240px
40 KB
gif or jpg
3 loops or :15 sec
Wide Skyscraper
160x600px
40 KB
gif or jpg
3 loops or :15 sec
Half Wide Skyscraper
160x240px
40 KB
gif or jpg
3 loops or :15 sec
Box
300x250px
40 KB
gif or jpg
3 loops or :15 sec
E-mail Blast
Popup
600px wide
550x480px
40 KB
30K image/40K flash
html
gif, jpg, flash
Wallpaper Backgrounds
1600x800
17