mission statement editorial Martha Stewart Living is about really, truly living: living confidently, living creatively, living beautifully.

Transcription

1 MEDIA KIT / 2011

2 editorial mission statement Martha Stewart Living is about really, truly living: living confidently, living creatively, living beautifully. We celebrate the ordinary moments, and the special ones, too. Informative, visually spectacular content motivates readers to create the rituals and habits that elevate the everyday. Knowledge inspires confidence and a can-do attitude. Our experts have an authority and breadth of wisdom unparalleled in their fields. For both the editor and the reader, the joy is in the doing, creating a sense of shared discovery on every page. Innovative, forwardlooking, inquisitive and hands-on, Martha Stewart Living reflects the spirit of its founder and its audience. It is the singular magazine of great American living.

3 editorial editorial experts and content Our experts know-how, passion and endless curiosity yields original content that resonates with consumers. Our 5 Core Editorial Themes Food/Entertaining Decorating & Home Collecting Gardening Holiday & Crafts Lucinda Scala Quinn SVP, Executive Editorial Director of Food

4 editorial 2011 editorial calendar Celebrating 20 years of Martha Stewart Living January The Back to Basics Issue Smart Living July The Celebrating America Issue Local Living close: 10/18/10 on sale: 12/20/10 close: 4/18/11 on sale: 6/13/11 February The Dessert Issue Sweet Living August The Effortless Issue Carefree Living close: 11/15/10 on sale: 1/17/11 close: 5/23/11 on sale: 7/18/11 March The Gardening Issue Green Living September The Home Issue Inspired Living close: 12/6/10 on sale: 2/14/11 close: 6/20/11 on sale: 8/15/11 April The Fresh Issue Clean Living October The Halloween Issue Creative Living close: 1/18/11 on sale: 3/14/11 close: 7/25/11 on sale: 9/19/11 May The Floral Issue Beautiful Living November The Thanksgiving Issue Family Living close: 2/21/11 on sale: 4/18/11 close: 8/22/11 on sale: 10/17/11 June The Easy Entertaining Issue Delicious Living December The Holiday Issue Celebrating Living close: 3/21/11 on sale: 5/16/11 close: 9/19/11 on sale: 11/14/11 Editorial content subject to change

5 / editorial reader engagement Martha Stewart Living readers are active and passionate participants in the Martha Stewart Living way of life. 42% of Martha Stewart Living readers devour their issues the very day they receive them1 Nearly 1 in 3 can t get enough, reading each issue 4X (29%)1 3 out of 4 say Martha Stewart Living is one of my favorites or very good (73%)1 2X more likely than the average woman to influence others in purchase decisions (index 198)2 Source 1: Affinity Vista, 2010 Averages Source 2: MRI Doublebase 2010 (Base Adults, Women Targets)

6 editorial engagement with advertising This relationship extends to the way they interact and engage with our advertising pages. Based on Vista results across all ads measured in 2009/2010 Martha Stewart Living has higher average scores for Ad Recall, Brand Association, and Actions Taken than Oprah and Real Simple According to MRI, Martha Stewart Living readers are more likely than the readers of all the other Women s Lifestyle magazines to take action after reading an issue 57% of MSL readers took action after seeing an ad in the magazine Martha Stewart Living also outperforms Oprah and Real Simple on average scores for readers who: Purchase and/or Consider Product Purchase Sources: Affinity Vista, Measured issue 2009/2010 averages

7 editorial demographics A Highly Engaged and Discerning Audience Total Audience 11 million % Female 89% Median Age 48 Median HHI $74,288 Own Home 76% Married 60% Employed 62% Any College 71% Children at Home 39% Source: MRI Doublebase 2010 (Base Adults) psychographics Delivering an audience of Women Who Do Influence 2X as likely to be asked for advice when it comes to food (index 203) Engage 77% more likely to be the primary shopper of the household Purchase Nearly $1 billion spent at food stores in an average week Indulge More than 2x as likely to frequently bake with chocolate (index 229) Welcome time-savers 85% more likely to be too busy to finish everything they need to do Spend time when it matters 45 minutes with every issue Prefer brand names 67% more likely to say they only buy brand name food products Source: MRI Doublebase 2010 (Base Adults, Women Targets)

8 readers growth and quality in circulation Year after year, Martha Stewart Living grows stronger and more vibrant, allowing advertisers to engage confidently with our readers. Total Circulation: 2,112,688 Circulation is up 7% over the last 5 years and 5% over the last 3 years NO verified circulation delivering pure consumer demand undiluted by free distribution Rate base: 2,050,000* Rate base has been raised 4x since 2006 Delivered +4.3% bonus over our 2,025,000 rate base from 2H 10 The only women s lifestyle title to deliver ratebase on every issue in 2010 Newsstand: 277,983 Premium pricing One of the highest newsstand prices among all women s magazines Sells nearly 2x as many copies on the newsstand as Redbook, as well as more than Better Homes & Gardens, and More Subscriptions: 1,834,705 Subscriptions were up +.7% from 2H09 Has more subscribers than Real Simple and More while having one of the highest average subscription prices among all women s magazines Source: ABC Statement 2H2010 *As of January 2011

9 readers award-winning publication 2 American Photography Awards, 2009 and 2010 Martha inducted into ASME Magazine Editors Hall of Fame 2009 Gael Towey inducted into min Editorial Hall of Fame 2009 min s #1 Most Engaged Brand of the Year 2009 Adweek s Magazine Brand Leaders 2006, 2007 and 2008 ASME for General Excellence and Excellence in Photography 17 nominations and 3 wins Capell s Best Circulation Performer, 6 times Adweek s Hot List 2007 and awards from the Society of Publication Designers Adweek s Executive Team of The Year 2006

10 advertising 2011 ad schedule Issue Space Closing Materials Due On Sale January 10/18/10 10/25/10 12/20/10 February 11/15/10 11/22/11 1/17/11 March 12/6/10 12/13/11 2/14/11 April 1/18/11 1/24/11 3/14/11 May 2/21/11 2/28/11 4/18/11 June 3/21/11 3/28/11 5/16/11 July 4/18/11 4/25/11 6/13/11 August 5/23/11 5/31/11 7/18/11 September 6/20/11 6/27/11 8/15/11 October 7/25/11 8/1/11 9/19/11 November 8/22/11 8/29/11 10/17/11 December 9/19/11 9/26/11 11/14/11 General Conditions Cancellations must be made in writing and are not accepted after the published ad closing date. Publisher reserves the unrestricted right to reject any advertising at any time after receiving proofs of text and illustrations. Publisher holds advertiser and/or its agency jointly and separately liable for such monies as are due. Publisher shall not be liable for any costs or damages for failing to publish an ad. Positioning of ads is at the discretion of the publisher except when a specific position is expressly guarantees in writing. Publisher is not responsible for insertion of incorrect pub set key codes. It is understood that, in consideration of the publication of advertisements, the advertiser and agency, jointly severally, will unconditionally indemnify and save that publisher, its agents, employees, and officers harmless on demand, from and against any and all loss, liability, and expense (including reasonable attorney fees) suffered or incurred by reason of any claims, proceedings, or suits for libel, violation of right of privacy, plagiarism, copyright infringement, and any other claims or suits based on the contents or subject matter of such advertisements. Agency Commission 15% commission to recognized advertising agencies on general display advertising rates only. Commission is forfeited if not paid within 30 days. To be recognized, an agency must provide an independent billing and creative service to the advertiser and accept financial liability for the insertions placed with Martha Stewart Living Omnimedia. Credit and Payment Terms First-time advertisers must prepay for their first insertion, and may submit a credit application for future billing. Once credit is approved, payment terms are 2% 10, net 30 days.

11 advertising rate base: 2,050,000 Frequency 1x 3x 6x 9x 12x Discount 5% 8% 10% 12% National Advertising Color Rates Full Page $166,050 $157,750 $152,750 $149,450 $146,100 2/3 Page $132,750 $126,100 $122,150 $119,500 $116,800 1/2 Page $103,750 $98,550 $95,450 $93,400 $91,300 1/3 Page $74,700 $70,950 $68,700 $67,250 $65,750 Digest page $93,400 $88,750 $85,950 $84,050 $82,200 Black & White Rates Full page $116,150 $110,350 $106,850 $104,550 $102,200 2/3 page $92,950 $88,300 $85,500 $83,650 $81,800 1/2 page $72,600 $68,950 $66,800 $65,350 $63,900 1/3 page $52,250 $49,650 $48,050 $47,050 $46,000 Digest page $65,350 $62,100 $60,100 $58,800 $57,500 Marketplace Color Rates Frequency 1x Full Page $57,400 2/3 Page $51,350 1/2 Page $39,400 1/3 Page $26,850 1/6 Page $13,700 1/9 Page $10,850 1/12 Page $7,150 2 Page spread $114,800 Marketplace Black & White Rates Frequency 1x Full Page $54,000 2/3 Page $48,350 1/2 Page $37,050 1/3 Page $25,250 1/6 Page $12,900 1/12 Page $6,750 1/9 Page $- Premium Pages 2nd cover $207,550 $197,200 $190,950 $186,800 $182,650 3rd cover $182,650 $173,550 $168,050 $164,400 $160,700 4th cover $215,850 $205,100 $198,600 $194,300 $189,950 T.O.C $182,650 $173,550 $168,050 $164,400 $160,700

12 advertising ad specs Trim size: 9 x 10 7/8 Printing process: Web Offset Binding: Perfect Bound Required material: Digital files only PDF X1A or HIGH-RES PDF (image resolution 300 dpi min., 400 dpi preferred), accompanied by two SWOP color proofs pulled from the supplied file. Call Kevin Burke at or kburke@marthastewart.com for digital specifications sheet. Preferred PDF/X-1A delivery method: Martha Stewart Omnimedia Ad Portal: adportal.mslo.com. Line screen: 150-line screen is preferred, 133-line screen is acceptable. Maximum combined density is not to exceed 300%. No more than one solid should be used. All material must be prepared to meet SWOP (Specifications for Web Offset Publications) standards. (For more information, visit swop.org.) Proofs: All final material must be submitted with digital proofs (for color guidance on press) that have been pulled from the supplied file. All proofs must contain SWOP color bars. We require two digital proofs (Kodak approvals preferred) pulled on commercial-grade stock. Laser printouts will not be accepted as proofs for color. Color on press cannot be guaranteed without a SWOP proof supplied by the advertiser. A copy of the Insertion Order and a ruled proof or blueline for page positioning must accompany all ad material. Unit sizes available: Width Depth 1 page 7 3/4 x 10 1 page bleed 9 1/4 x 11 1/8 spread 16 3/4 x 10 spread bleed 18 1/4 x 11 1/8 2/3 page 5 1/8 x 10 2/3 page bleed 5 3/8 x 11 1/8 1/2 page horizontal 7 3/4 x 5 1/2 page horizontal bleed 9 1/4 x 5 3/8 1/3 page vertical 2 3/8 x 10 1/3 page vertical bleed 3 1/8 x 11 1/8 1/3 page square 5 1/8 x 4 15/16 Digest page 5 1/8 x 7 Live matter should be 3/8 from bleed edges. 1/3 page square and digest page sizes are not available in bleed. PMS colors will be charged a 5th-color premium. Insert cards/supplied inserts: Accepted on a limited basis, specifications and availabilities on request. For additional information, please contact Kevin Burke. Shipping instructions: All contracts, insertion orders, and printing materials to: Martha Stewart Living MARTHA STEWART LIVING OMNIMEDIA Kevin Burke, Advertising Production Coordinator 601 W. 26th St., 9th Fl. New York, NY kburke@marthastewart.com tel: fax:

13 advertising MSLO general advertising information 1. Rates published herein are before agency commission and based on the indicated average net paid circulation for the issues listed on the advertising rate sheets. Announcement of any change in rates will be made at least seven weeks in advance of the issue date of the first issue to which such rates will be applicable. 2. Advertisers may not cancel orders for or make changes in advertising after the closing dates. 3. MARTHA STEWART LIVING OMNIMEDIA, inc. (the Publisher ) may cancel or reject any advertising for any reason at any time without liability even if previously acknowledged or accepted. Advertisements that simulate the magazine editorial matter or the publication in which they are to appear or that are not immediately identifiable as advertisements are not acceptable. Publisher reserves the right to place a header on the advertisement (e.g. but without limitation Advertisement or Promotional Section ) indicating to readers that the advertisement is not editorial in nature. The Publisher does not accept tobacco advertising. 4. All advertisements are accepted and published upon the representation by the agency and advertiser that they are authorized to grant the right to publish the entire contents and subject matter thereof in the magazine and in any and all versions or formats. 5. Any condition on contracts, orders, or copy instructions, including, without limitation, those involving the placement of advertising within an issue of the magazine (such as page location, competitive separation, or placement facing editorial copy), will be treated as a request only. The Publisher s inability or failure to comply with any such condition shall not relieve the agency or advertiser of the obligation to pay for the advertising. 6. The advertiser and agency are jointly and severally liable for the payment of invoices and all other obligations in connection with advertising published hereunder. I n consideration of the Publisher s reviewing for acceptance, or acceptance of, any advertising for publication, the agency and advertiser agree not to make promotion, merchandising, commercial, or other publicized reference to the magazine(s) in which the advertising will appear or the Publisher in any way except with the prior written permission of the Publisher in each instance. 7. The Publisher shall not be subject to any liability whatsoever for any failure to publish or circulate all or any part of any issue or issues because of acts of war (whether or not declared), terrorism, strikes, work stoppages, accidents, fires, acts of God, weather, or any other circumstances not within the control of the Publisher. 8. No terms or conditions, printed or otherwise, appearing on contracts, orders, copy instructions, or otherwise that conflict with or amend the provisions of this rate card or that are inserted unilaterally by the agency or the advertiser will be binding on the Publisher. 9. Agency commission: 15% to recognized agents (does not apply to production, creative or other non-advertising related fees). 10. Invoices are rendered on or about the issue s onsale date and are due thirty days following invoice date. Publisher reserves the right to charge 1.5% interest or the maximum rate of interest allowable by law for any payments received after the above specified due date. Publisher also reserves the right and is entitled to recover any costs and expenses associated with the collection of said late payment. 11. If advertiser requests that Publisher make any additions or deletions to digital files previously supplied by advertiser, the Publisher shall bear no liability in connection with such additions or deletions. In addition, the Publisher is not responsible for any changes made after the relevant published closing date for that advertising. 12. The Publisher is a member of the Audit Bureau of Circulations. Any judicial proceeding pertaining to this rate card shall be brought in the Federal or state courts of New York county, and the laws of the State of New York shall govern all such proceedings. Frequency Advertisements must be inserted within one year of the first placement to earn a frequency discount. Advertising schedules composed of mixed space units are entitled to standard frequency discounts based on combined page sizes. Retail, travel rates If offered on the Advertising Rate sheet, retail rates apply to stores whose primary business is retailing and whose retail sales exceed any wholesale or mail-order business that the store may operate. Travel rates apply to hotel, resort, and travel advertisers.