2018 Media Kit. The AAA brand influences readership & buying habits

Transcription

1 2018 Media Kit Winner of the Lowell Thomas Award Silver Medal for Best Travel Magazine The AAA brand influences readership & buying habits Via magazine is the award-winning title serving AAA members in Northern California, Nevada, Utah, Montana, Wyoming and Alaska. Via s popularity is fueled by the strength and integrity of the AAA brand, which drives readership and brings credibility to our content. The magazine is the only way advertisers can gain access to all of our members and the tremendous purchasing power they represent. Via reaches every other household in Northern California with market penetration exceeding that of any other regional media broadcast or print. Via is published four times a year and features travel, automotive and lifestyle editorial content. The club s consistently high membership renewal rate and Via s impressive readership statistics are evidence of the reader trust that produces measurable results for advertisers.

2 CONTENT VIA & OUR READERS AUDIENCE PROFILE READERSHIP TRAVEL PATTERNS REGIONAL TRAVEL VIA MAGAZINE CIRCULATION EDITORIAL ADVERTISING: RATES & SPECS GENERAL TRAVEL GUIDE DISCOVER INSERTS DIGITAL OPTIONS

3 AUDIENCE PROFILE Desirable audience characteristics, exceptional reach and low CPMs make Via a smart buy. AGE AND GENDER Men 51.3% Women 48.7% HOUSEHOLD INCOME Average $111,800 Median $88, % % % % Average Age 57 PRIMARY RESIDENCE Average Value $633,400 Median Value $471,400 Own 69.2% Rent 30.8% Rate Base: 2,700,000 Total Readers: 5,940,000 Circulation Region: Northern California Nevada Utah Montana Wyoming Alaska EDUCATION Any College 94.6% 4 Years+ 57.7% Bachelors Degree 35.5% Graduate Degree 22.2% MARITAL STATUS Married 55.9% Separated/Divorced 16.7% Single (never married) 13.9% Widowed 5.7% Partnered Relationship 7.9% Source: January 2018 Via Reader Profile Study, GfK MRI

4 READERSHIP Compelling content drives reader involvement and attracts a loyal and involved audience issue after issue. Via readers are engaged, looking to Via as a trusted source of information and advice. 76% of Via readers read 3 or 4 of the last 4 issues received. Readers spend, on average, 29 minutes out of their busy schedules to enjoy reading the magazine. This attentive audience is what produces results for Via advertisers. Via enjoys pass along readership with an average of 2.2 readers per copy. 61% of Via readers prefer receiving the printed magazine in the mail. Eight out of ten readers took any action as a result of reading Via. Actions included: ACTIONS TAKEN AS A RESULT OF READING VIA IN THE PAST YEAR ALL VIA READERS Took any action 100% 78.7% Visited any web sites included 44.4% Became aware of/used AAA discount(s) 36.7% Visited AAA.com 34.0% Visited/contacted AAA office 31.4% Traveled to a destination advertised or written about 27.3% Visited a particular destination, hotel or attraction 26.8% Used AAA Tour Book 17.2% Visited an advertiser s website 15.5% Source: January 2018 Via Reader Profile Study, GfK MRI

5 TRAVEL PATTERNS Via readers are prolific travelers Travel more Via readers took an average of 6.7 trips lasting more than one day in the past year, which is two and a half times more than the average US adult. 6.7 trips Via Readers 2.6 trips Average US Adult Spend more Via readers spent more than two times as much as the average US adult on domestic vacations. $4,200 Via Readers $2,000 Average US Adult Stay longer Via readers paid for an average of over 15 nights of hotel or paid lodging in past year more than two times the national average for US adults nights Via Readers 7.2 nights Average US Adult Trusted and respected AAA Via and website are the No. 1 source for travel advice after friends and relatives. Via received The Lowell Thomas Award for Best Travel Magazine in Source: January 2018 Via Reader Profile Study, GfK MRI

6 REGIONAL TRAVEL 84% of regular Via readers took at least one overnight domestic trip in the past year Three out of four of California s leisure visitors in 2016 were California residents TOP AREAS VISITED IN THE PAST YEAR San Francisco Bay Area 50.0% Monterey/Carmel 29.2% California Wine Country 29.0% Sacramento/Central Valley 28.4% Central California Coast 24.2% Los Angeles Area 24.1% Lake Tahoe 23.3% Las Vegas, NV 23.3% Half Moon Bay 23.2% Reno, NV 21.0% San Diego County 20.1% Seattle, WA 17.8% Yosemite 15.8% Phoenix/Scottsdale, AZ 12.2% Big Sur 11.5% Portland, OR 11.5% Shasta/Cascades 10.1% Palm Springs 9.3% TOP 5 STATES VISITED IN THE PAST YEAR California 72.4% Nevada 39.0% Oregon 27.7% Arizona 22.0% Washington 20.4% Source: January 2018 Via Reader Profile Study, GfK MRI; 2016 TNS TravelsAmerica/D.K. Shifflet & Associates Ltd.

7 CIRCULATION CIRCULATION BREAKDOWN VIA California: 2,844,877 Northern California Nevada Utah Montana Wyoming Alaska 2,359, , ,247 73,608 24,429 16,137 SAN FRANCISCO BAY AREA 1,383,521 SACRAMENTO AREA 598,181 FRESNO AREA 137,322 MONTEREY 120,617 REDWOOD COAST/SIERRA 119,925 Source: Fall 2017 Via Mail List

8 EDITORIAL CALENDAR SPRING 2018 Closes January 3 In-Home: February 20-24, 2018 Spring Splendor Theme: Waterfalls Desert Wildflowers New Orleans Bodega Bay, California Maui s Makena Beach SUMMER 2018 Closes March 1 In-Home: May 5-9, 2018 National Parks Theme: National Parks Without the Crowds Secrets of Yellowstone Italy/Best of Europe 2018 Redding, California Lake Powell FALL 2018 Closes July 2 In-Home: August 21-25, 2018 Autumn Getaways Theme: Falling for Lake Tahoe and Other Great Fall Getaways Trains, Ships, and Automobiles: Best Ways to See Canada, Alaska, and New Zealand Pescadero, California San Diego WINTER 2019 Closes November 1 In-Home: December 22-26, 2018 San Francisco Hawaii/Oahu Where to Go in 2019 Palo Alto, California Joshua Tree National Park Revised 1/29/18

9 GENERAL AD RATES & SPECS Rate Base: 2,700,000 Total Readers: 5,940,000 Circulation Region: Northern California Nevada Utah Montana Wyoming Alaska 1x 2x 4x 4 COLOR Full Page $42,850 $40,710 $38,560 2/3 Page 31,620 30,040 28,450 1/2 Page 24,840 23,600 22,350 1/3 Page 16,930 16,090 15,240 1/6 Page 9,320 8,850 8,380 B&W Full Page $33,760 $32,070 $30,380 2/3 Page 25,280 24,010 22,760 1/2 Page 19,970 18,970 17,970 1/3 Page 13,510 12,830 12,160 1/6 Page 7,430 7,050 6,690 All rates are gross Trim size: 8 x 10.5 Bleed size: 8.25 x /3 Square wide x tall Digital Requirements Ad materials will be accepted in the following digital formats: InDesign, Illustrator or Photoshop. Full Page 7 x 9.5 (live copy area) 8.25 x (bleed) 2/3 Page Vertical wide x 9.5 tall 1/3 Page Vertical 2.25 wide x 9.5 tall 1/6 Page Vertical 2.25 wide x tall 1/2 Page Horizontal 7 wide x tall Include all fonts and high resolution images with a list of fonts and graphics. Resolution should be 300 dpi at 100% finished size. All 4-color images should be supplied CYMK. High resolution PDF files are acceptable. file to: natasha.alcala@norcal.aaa.com Proof Requirements Laser prints are acceptable. Contact Information All ads sent must include a client name, contact person, phone number, fax number and address. Spring 2018 In-Home February Close: 1/3/18 Material: 1/9/18 Fall 2018 In-Home August Close: 7/2/18 Material: 7/9/18 Extensions No extensions will be granted without approval. For extensions, contact: Natasha Alcala on , or at natasha.alcala@norcal.aaa.com Summer 2018 In-Home May 5-9 Close: 3/1/18 Material: 3/8/18 Winter 2019 In-Home December Close: 11/1/18 Material: 11/7/18

10 TRAVEL GUIDE AD RATES & SPECS Rate Base: 2,700,000 Total Readers: 5,940,000 Circulation Region: Northern California Nevada Utah Montana Wyoming Alaska 1x 2x 4x 4 COLOR 1/3 Page $11,040 $10,490 $9,940 4 inch 5,520 5,240 4,970 3 inch 4,160 3,950 3,740 2 inch 2,820 2,670 2,540 1 inch 1,460 1,380 1,310 B&W 1/3 Page $8,820 $8,380 $7,940 4 inch 4,410 4,190 3,970 3 inch 3,340 3,170 3,010 2 inch 2,250 2,130 2,020 1 inch 1,160 1,100 1,050 *All rates are net No Agency Discounts 1/3 Travel Guide 4 in Ads may not be less than 1 column inch in depth. Columns are 2 1/8" wide. Digital Requirements Ad materials will be accepted in the following digital formats: InDesign, Illustrator or Photoshop. 3 in 2 in 1 in Ads exceeding 4" will be billed at the rate of a 4" ad plus the incremental inches. Include all fonts and high resolution images with a list of fonts and graphics. Resolution should be 300 dpi at 100% finished size. All 4-color images should be supplied CYMK. High resolution PDF files are acceptable. file to: natasha.alcala@norcal.aaa.com 1/3 Travel Guide: 4.5 wide x 4 tall 4-inch: wide x 4 tall 3-inch: wide x 3 tall 2-inch: wide x 2 tall 1-inch: wide x 1 tall Proof Requirements Laser prints are acceptable. Contact Information All ads sent must include a client name, contact person, phone number, fax number and address. Spring 2018 In-Home February Close: 1/3/18 Material: 1/9/18 Fall 2018 In-Home August Close: 7/2/18 Material: 7/9/18 Extensions No extensions will be granted without approval. For extensions, contact: Natasha Alcala on , or at natasha.alcala@norcal.aaa.com Summer 2018 In-Home May 5-9 Close: 3/1/18 Material: 3/8/18 Winter 2019 In-Home December Close: 11/1/18 Material: 11/7/18

11 DISCOVER INSERTS AD RATES & SPECS Discover is a special advertising section inserted into 500,000 targeted copies of each issue of Via Loyal readers turn to Discover in search of new destinations and activities for everything from family vacations to weekend getaways. Advertiser participation includes no-charge space for client furnished advertorial. Circulation: 500,000 affluent ($75,000+) AAA homes in the Greater Bay Area and Sacramento CLOSING DATES: Discover Spring Space: December 15, 2017 Materials: December 20, 2017 Discover Summer Space: February 14, 2018 Materials: February 20, 2018 Discover Fall Space: June 14, 2018 Materials: June 20, 2018 Discover Winter Space: October 15, 2018 Materials: October 19, 2018 ISSUE/DATE Discover Spring In Home February Discover Summer In Home May 5-9 Discover Fall In Home August FULL-PAGE PLUS FULL-PAGE ADVERTORIAL HALF-PAGE PLUS HALF-PAGE ADVERTORIAL 1/3 PAGE PLUS 1/6 PAGE ADVERTORIAL $16,000 $9,500 $5,700 $16,000 $9,500 $5,700 $16,000 $9,500 $5,700 Discover Winter In Home December $16,000 $9,500 $5,700 All rates are net ADVERTORIAL MATERIALS PRODUCTION INFORMATION Full-page (plus full-page ad) Two 4/c photos 500 words of copy Half-page (plus half-page ad) One 4/c photo 300 words of copy Co-op Page One 4/c photo 2.25 W x 1.75 H, 300 dpi, JPG (bigger photo will be cropped) 50 words of copy, phone # and website 8 x 10.5 (trim) Full-page: 7 x 9.5 (live copy area) 8.25 x (bleed) Half-page: 7 W x H 1/3 page: W x H CONTACT INFORMATION Please Ad (High resolution PDF FILE) to: Via Advertising Attn: Natasha Alcala natasha.alcala@norcal.aaa.com AAA Northern CA, NV & UT 1277 Treat Blvd., Suite 1000, Walnut Creek, CA Please submit photos and advertorial copy by to: natasha.alcala@norcal.aaa.com For artwork information, contact: Natasha Alcala on , or at natasha.alcala@norcal.aaa.com

12 DIGITAL OPTIONS Via E-NEWSLETTER Via s best digital option is our exciting E-Newsletter! Via s E-Newsletter is sent on a bi-weekly basis to over one million members who have registered to receive Via s content online. Via s well regarded E-Newsletter has been published since 2012 and offers the opportunity for advertisers to gain valuable online access to AAA members. The E-Newsletter editorial format carries the Via message to members in a mobile-responsive, visually stunning format, enjoying a very healthy open rate and activity rate with every issue. The Via E-Newsletter not only extends the advertiser s reach to over one million members online but it also drives a high volume of website traffic by enticing readers to click and visit the website. Via s E-Newsletter performance continues to go from strength to strength. In 2017, Via s E-Newsletter has delivered over 1 million each. Via s average Open Rate of over 25% far exceeds the national average Via E-Newsletter 25% 16% National Average Via s average Click-Through Rate of 2.93% outperforms the national average 2.93% 1.3% Via E-Newsletter National Average Source: SalesForce 2017; 2015 Silverpop Marketing Metrics Benchmark Study

13 DIGITAL OPTIONS E-NEWSLETTER SPECS Large Space: (2 positions available) $12,000 net 300 x 250 rectangle, JPEG or GIF Small Space: Small Space (4 positions available) $3,500 net Headline: The name of your business/destination Copy: 125 characters, including spaces and URL Logo Specs: 225 px wide x 200 px tall, JPEG or GIF Text Link: Text Link (4 positions available) $1,000 net Headline: The name of your business/destination Copy: 44 characters, including spaces and URL CONTACT INFORMATION Please send Ad materials to: Natasha Alcala at natasha.alcala@norcal.aaa.com

14 DIGITAL OPTIONS EDITORIAL CALENDAR Mid-January LEAD: Cozy Restaurants FOOD: Tahoe Dining Late January LEAD: Oregon BONUS: Hawaii Beaches AD CLOSE AND MATERIAL DUE DATE Mid-February LEAD: No-Ski Adventures BONUS: Top Five Mountain Towns Late February 1/26/18 LEAD: Inexpensive Eats: SF and Beyond BONUS: Spring Training Mid-March LEAD: Spring Training BONUS: Scenic Hikes Late March LEAD: Spring Break Road Trips BONUS: Wildflowers in the West Mid-April 3/15/18 LEAD: Top Photo Opps in the West BONUS: Waterfalls Late April 3/30/18 LEAD: Spring/Summer Camping BONUS: Gorgeous Gardens in the West Mid-May LEAD: Summer Theme Parks BONUS: Best Disneyland Food Late May 4/27/18 LEAD: National Parks BONUS: Favorite State Parks in Summer Mid-June 5/15/18 LEAD: Iconic Locations (Film/Television) BONUS: Best National Parks Road Trips Late June LEAD: Perfect Weekend: Seattle BONUS: Great Small-Town Escapes 12/15/17 12/29/17 1/12/18 2/15/18 2/28/18 4/13/18 5/31/18 Mid-July LEAD: Favorite Lakes in the West BONUS: Summer Day Trips from Tahoe Late July LEAD: Old and New in LA BONUS: Top Beach Towns for Summer Mid-August LEAD: Best Bike Tours in the West BONUS: Urban Hikes Late August LEAD: Perfect Weekend: Portland BONUS: Old School Restaurants in the West Mid-September LEAD: Cultural Celebrations in the West BONUS: 7 Ways to Experience Fall Fun in the West Late September LEAD: Budget Getaway: Napa BONUS: Twelve Top Wine Country Outings Mid-October LEAD: Perfect Weekend: San Diego BONUS: 5 San Diego Zoo Favorites Late October LEAD: Perfect Weekend: Half Moon Bay BONUS: Spooky Spots in the West Mid-November LEAD: Perfect Weekend: Las Vegas BONUS: 12 Favorite Places in the World AD CLOSE AND MATERIAL DUE DATE Late November 10/31/18 LEAD: Travel Gifts BONUS: Best Union Square Restaurants for Holiday Shopping Mid-December LEAD: Holiday Events in the West BONUS: Best Holiday Light Displays Late December LEAD: 2018 Travel Bucket List BONUS: 20 New Year s Resolutions for Travelers 6/15/18 6/29/18 7/13/18 7/31/18 8/15/18 8/31/18 9/14/18 9/28/18 10/15/18 11/15/18 11/30/18