Pacific NW magazine media kit

2015
MEDIA KIT
EDITORIAL
PROFILE
P
acific NW is the region’s
No. 1 most-read magazine.
an
e th
Mor
More than 816,900 readers look
$
to us each week for fresh, uniquely
NOVEMBER 17, 2013
CHANCE OF SHOWERS
High, 49. Low, 44. > B10
seattletimes.com/weather
local perspectives.
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ER PRIZES
WINNE R OF NINE PULITZ
PHARMA’S WINDFALL
s
The mining of rare disease
How a drug for few patients
turned into $81 million in sales
Our award-winning writing is
here. These are the quintessentially
Northwest stories that capture our
character: Authentic. Intimate. Smart.
Relevant. Contemporary. Constantly
discovering something new that is
so good it must be shared.
DINING OUT
NOVEMBER 16, 2014
intelligent, like the people who live
Orphan drugs, approved for
rare diseases, can become big
sellers. One Seattle biotech’s
drug provides a case study in
how the chase for profits can
turn into accusations of
unlawful marketing.
folklore: A small Seattle biotech announced
a
that it had turned the heavy metal into
lifesaving cure.
to mar­
Developing a drug — and getting it
J. BERENS
By KEN ARMSTRONG and MICHAEL
But in fall
ket — takes money, time and luck.
Seattle Times staff reporters
The
off.
it
pulled
Inc.
cs
2000, Cell Therapeuti
as
trioxide, a
Best known in the popular imagination
company won approval for arsenic
e
and
a poisonous murder weapon — “inheritanc
compound it would market as Trisenox
also
powder,” it was once called — arsenic
$22,000 for a year of treat­
about
at
price
em­
use,
has a storied history of therapeutic
than two ment.
braced by healers in China for more
That was the good news. The bad news
millennia.
was the market’s size.
up to
Thirteen years ago, science caught
Part Two
of a Seattle Times investigation
only
The government approved Trisenox
promy­
for relapsed or refractory APL (acute
of an
elocytic leukemia), a subset of a subset the
States,
already rare disease. In the United
400 a
number of new patients was maybe
year.
a rare
Because Trisenox was approved for
drug.”
disease, it was designated an “orphan
would
That meant Cell Therapeutics, or CTI,
from the
receive an array of financial breaks
years of
federal government, including seven
MACHINISTS SEETHING
777X proposal to vote
Divided leaders who put Boeing’srtain of path ahead
of union members now unce
By DOMINIC GATES
Seattle Times
aerospace reporter
“We love reading
the Sunday paper
over coffee. Pacific
NW magazine is
one of the last
things that we
read – save the
best for last.”
JFK’s
death
50 years later
Tokens
of history
keep sad
day alive
By CHRISTOPHER SULLIVAN
and JAMIE STENGLE
The Associated Press
DALLAS — The mementos are
everywhere, preserved for five
decades by people who wish
they could forget: Letters of grief
and thanks, in a widow’s hand.
An unwanted wedding band. A
rose stained with blood.
Those who were closest to
events on the day President John
F. Kennedy was assassinated still
talk about what they witnessed
as if it happened yesterday. And
they frequently mention a keep­
sake, some small but often heavy
burden they’ve carried since
Nov. 22, 1963, perhaps a touch­
stone to happier memories or
just an artifact proving history
brushed their lives. Some can’t
explain the items they keep from
those awful 24 hours.
Retail Advertising
206.464.2400
Website
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HE SEATTLE TIMES
ELLEN M. BANNER / T
Wroblewski, second from right,
offer, local Machinists President Tom
Having earlier torn up Boeing’s contract
of 777X incentive legislation. Seen
officials gathered Monday for a signing
was back on a neutral message as
Conner and Gov. Jay Inslee.
Patty Murray; Boeing executive Ray
with Wroblewski, from left, were Sen.
Trash cans
containing
Many of our local
union ballots
leadership were dead
from Everett
set against this and
are unloaded
were out on the floor
for counting
saying vote no.”
Wednesday at
DAN SWANK
the Machinists
Worker on the Everett
headquarters
flight line
in South
Seattle.
“
The killer
It was past 6 a.m. that Friday,
and dawn was approaching.
In a bungalow in the Dallas
suburb of Irving, the only one up
was Lee Harvey Oswald. He
made coffee, dressed for work
and then paused before leaving
his wife, Marina, and two young
daughters. He drew most of the
cash from his pocket, removed
See > KENNEDY, A10
© 2013 Seattle Times Co.
60% of our newsprint contains
recycled fiber, and inks are
reused.
“We’ve had stellar results from advertising in Pacific NW magazine. People walk in
with the ad in their hand, and our phones start ringing with questions right after
we run. And hits to our website have been increasing.”
See > BOEING, A12
TTLE TIMES
DEAN RUTZ / THE SEA
OPEN NOW
EMP MUSEUM
e photoM A R T I N S C H O E L L E R ’s large-scal
access
graphic headshots offer detailed
le faces
to some of the most recognizab
political
the
field,
sports
the
from cinema,
rock.
of
arena
the
and
podium,
– Stacy Kovats, sales and marketing, Issaquah Cedar & Lumber
SUN
Readers say:
Boeing’s Machinists union
went into Wednesday’s cru­
cial 777X decision deeply
divided on whether the com­
pany’s contract proposal
even deserved a vote. The
union’s national leaders
pushed the vote through
despite an emotional con­
frontation with local staff
and officials just days earlier,
according to people who
were present.
Tens of thousands of jobs
in the state building the
planned 777X jetliner and its
advanced wing were resting
on that vote.
Yet after the resounding
rejection of the offer, the
local union leadership re­
mains bitterly split, im­
mensely complicating any
reopening of talks with Boe­
ing to salvage the eight­year
deal.
On Thursday and Friday,
two local units of the Inter­
national Association of Ma­
chinists (IAM) passed votes
of no confidence in District
751 President Tom
Wroblewski and called for
his resignation.
In addition, several peti­
tions to decertify the union
are circulating in the Boeing
plants, though these are
unlikely to succeed.
Meanwhile, Boeing pulled
its offer to build the 777X jet
in Washington state, which
must now compete for the
work against states around
the country.
Tom Buffenbarger, the
union’s Washington, D.C.­
based international presi­
dent, said in an interview
that he doesn’t see a way
forward. Only a change of
See > PHARMA, A8
7
59423 32000
3
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2
3
SECTION
OVERVIEW
NORTHWEST LIVING
FIT FOR LIFE
Step inside environmentally attuned local
homes with inspiring architecture and notable
design that reflect the personalities of their
inhabitants. These are the homes you admire,
learn from and want to live in.
We’re all busy and need help making our
lives healthier in a realistic, doable way.
Fit for Life, written by Nicole Tsong, offers
accessible ideas to help you stay healthy
and fit for the long term.
TASTE
DESTINATIONS
Our diary of our region’s bountiful and
ever-evolving food scene explodes with
flavor, exploring multicultural cuisine, the
collaborative talents of celebrated local chefs,
the joys of home-cooked meals, and the warmth
and spirit of our communal table.
Sophisticated photography captures
a sense of place.
THE GRAPEVINE
Andy Perdue takes readers from field to glass,
profiling new and local wineries and wines, as
well as the personalities behind them. He shares
his specific regional expertise, offering tips on
everything from navigating a tasting to touring
in wine country, where he makes his home.
NOW & THEN
Our Northwest history in pictures. Paul Dorpat,
the original Northwest character, spotlights a
❱THE WINE ISSUE
photo from the past and shows us what that
same place looks like today.
NOVEMBER 2, 2014
NATURAL GARDENER
Readers say:
“Were it not for
Pacific NW, my
Sunday would
not be complete.”
“I buy things I see
in Pacific NW.”
Northwest native Valerie Easton is your guide
to getting dirty. A practical gardener, she
makes gardening manageable and emphasizes
sustainable, environmentally sensitive gardens
that have year-round beauty.
“The quality of content and packaging of
Pacific NW in combination with the value
of their readership has continued to benefit
Aegis Living in branding and direct sales.”
– Jennifer Hall, director of
marketing, Aegis Living
5
THEMED
ISSUES
P
acific NW is unique among magazines
in that we are weekly, not monthly, and
are able to respond to what is happening in
the news – and how it affects the lives of
Northwest residents.
Issues throughout the year focus on specific
themes – themes that coordinate well with
advertiser needs.
In addition, we have four “green,” ecothemed issues, designed to help local families
make environmentally friendly, sustainable
choices in all areas of their lives.
“It is what I
want my
backyard to
look like.”
Outdoor Living/Green
April 19
Green
May 10
Spring Home Design
June 7
Health and Fitness
August 9
Green
September 13
October 18
Architecture
Fall Home Design
November 1
Wine
November 15
Dining Out
November 22
Green
December 6
Arts
S PA C E R E S E R VAT I O N D E A D L I N E
“It makes
Sunday special.”
February 8
THEME
Readers say:
2 0 1 5 P U B L I C AT I O N DAT E
Pacific NW is a weekly magazine that publishes on Sunday. The materials and
space reservation deadline is 20 days prior to publication date. Client-submitted
PDFs are due 17 days prior to publication date. Deadlines are subject to change
due to holidays; contact your sales representative for confirmation.
January 19
March 30
April 20
May 18
July 20
August 24
September 28
October 12
October 26
November 2
November 16
Dates of themed issues are subject to change.
7
DEMO
GRAPHICS
DEMO
GRAPHICS
816,900
PEOPLE READ
PACIFIC NW
MAGAZINE
EACH WEEK
70% own their home,
accounting for $619.5 million
in remodeling
Median age: 54
65% married
Highest paid
circulation to the
area’s wealthiest
ZIP codes
Educated: 33% some college, 25%
college grad, 20% post-graduate degree
51% female and
49% male readership
Affluent: average
household income
of $91,844
No. 1 most-read
magazine in
the region
Produced
weekly, so your
messages can
stay fresh
OUR READERS ARE ACTIVE
18%
14%
boat
do yoga/
Pilates
31%
25%
13%
hike
golf
belong to
health clubs
29%
9%
go to
day spas
THEY TRAVEL
THEY ARE BUYERS
28%
95%
42%
13%
bought furniture, with an average
spend of $930 in the past year, or
a total spend of $170.6 million
own at least
one computer
own a
tablet
(107,000) bought fine jewelry, with
an average spend of $343 in the past
year, or a total spend of $33.4 million
THEY ATTEND EVENTS
40%
33%
44%
jog
They dine out
at sit-down
restaurants an
average of 3.1
times per month.
attended a professional
sporting event in the
past year
attended a live performance
(concert, dance, theater)
in the past year
volunteer
traveled internationally
in the past three years
(124,400) have been to
Hawaii in the past year
have flown domestically
in the past year
THEY CONSUME ALCOHOL
48%
46%
42%
attended a museum or
gallery in the past year
THEY ARE PHILANTHROPIC 40%
46%
15%
61%
79%
bought wine in the
past month
consumed beer
in the past month
consumed hard liquor
in the past month
donate
Survey methodology and data validation
Data are from 2014 Nielsen Scarborough Research Report, Release 1. This is a nationally syndicated study among 4,350 randomly selected adults in Western
Washington. Scarborough Research is the premier source for consumer insights. It measures the shopping patterns, lifestyles and media habits of consumers locally,
regionally and nationally. The research has a tolerance/accuracy factor of plus or minus 1.5 percentage points. We update our data twice per year to provide you the
best and most up-to-date information. If you do not see a category you are interested in, please let your account executive know and he/she will check to see if data
are available. Reader quotes taken from Seattle Times focus groups.
9
MARKET
MARKET
COMPARISON
COMPARISON
Pacific NW is read
by more than
816,900 people
each week
HOW WE COMPARE
Readers say:
“I read the
magazine
front to back.”
P
Seattle Met is
read by 50,300
each month
acific NW reaches 637,700 more readers each week
than the other local lifestyle magazines combined,
which have only monthly or bimonthly distribution.
Because it is produced weekly, Pacific NW provides an
Seattle magazine
is read by 97,000
each month
425 magazine is
read by 31,900
every two
months
effective repetition of your message for greater brand
awareness. Our weekly schedule also offers flexibility
Home Ownership
for time-sensitive messaging.
Pacific NW: 65% (531,000)
Seattle magazine: 73% (70,000)
Seattle Met: 65% (32,700)
425 magazine: 52% (16,600)
276,900
Pacific NW is far and away
the magazine of choice to reach
the most–affluent adults
170,100
290,500
Pacific NW reaches nearly
six times as many adults
ages 55-64, who have
exceptional buying power,
than these local magazines
combined
Reach of affluent adults
(households with $100K+
income) in DMA
HHI $150,000 or more
HHI $100,000 – $150,000
Pacific NW reaches more
than three times the adults
ages 35-54 than these local
magazines combined
Average issue reach of
ages 35-54 in DMA
Average issue reach of
ages 55-64 in DMA
45,800
PACIFIC NW
SEATTLE
MAGAZINE
17,000
15,000
SEATTLE
MET
425
MAGAZINE
16,500
44,600
12,500
28,000
1,000
PACIFIC NW
SEATTLE
MAGAZINE
SEATTLE
MET
425
MAGAZINE
PACIFIC NW
SEATTLE
MAGAZINE
425
MAGAZINE
14,400
SEATTLE
MET
Source: Nielsen Scarborough Research, 2014, R1
11
MECHANICAL
RATE
SPECS
CARD
AD SIZES
MECHANICAL SPECIFICATIONS
Standard ads (no bleed)
Images placed in the document need to be in bitmap, grayscale or CMYK, saved
as TIFF or composite EPS format, and flattened with no masking channels.
1/20 vertical 1/10 horizontal
1/10 vertical
3/20 vertical
1/5 horizontal
3/10 vertical
1.95” x 2.6”
4.025” x 2.6”
1.95” x 5.175”
1.95” x 7.837”
4.025” x 5.175”
4.025” x 7.837”
• When converting RGB to CMYK images, customize the Photoshop color settings to
SWOP inks, 15% dot gain, GCR, medium black generation and 300% total ink limit.
This color setting file can be provided on request. Avoid using RGB, LAB or indexed
color images in your document. Do not use PICT, GIF or JPEG for placed images.
Standard ads (no bleed)
1/5 vertical
3/10 horizontal
1/2 horizontal
1/2 vertical
3/5 horizontal
3/5 vertical
7/10 horizontal
7/10 vertical
Full page
Double truck
1/20
vertical
1.95” x 2.6”
Ads with bleed
1/5
vertical
2.137” x 10.875”
3/5
horizontal
9” x 6.724”
12
1/10
horizontal
4.025” x 2.6”
3/5
vertical
5.6” x 10.875”
6x13x26x40x
$335 $315 $300
1/10
760 715 670 630 590
3/20
1,140 1,070 1,005 945 890
Screen-tint builds should have a value of a minimum of 5% for any color.
1/5
1,520 1,430 1,340 1,260 1,185
For large areas with heavy black-ink coverage, create a rich black. The preferred build
is 60% cyan, 40% magenta and 100% black. Do not use rich black for text, except for
bold type larger than 72 points in size.
3/10
2,280 2,140 2,015 1,890 1,780
1/2
3,645 3,425 3,220 3,030 2,845
Specify rule weight value at a minimum of .5 points, and avoid hairline rules in
your document. Any rules that are screened or built from process colors must be
a minimum value of 2 points in weight. For borders or frames, specify a custom
minimum size of no less than .3 points.
3/5
4,370 4,110 3,865 3,635 3,415
7/10
5,100 4,795 4,510 4,235 3,985
Full Page
6,075 6,075 6,075 5,710 5,635
12,150 12,150 12,150 11,420 10,730
Double Truck
ADDITIONAL INFORMATION
Contact your sales support staff if you have any questions.
3/20
vertical
1.95” x 5.175”
6.712” x 5.362”
1x
$355 1/10
vertical
3/10
horizontal
SIZES
$380 • When scaling images up in size, make sure to maintain sufficient resolution.
2.137” x 10.875”
6.712” x 5.362”
9” x 5.37”
4.438” x 10.875”
9” x 6.724”
5.6” x 10.875”
9” x 7.862”
6.719” x 10.875”
9” x 10.875”
18” x 10.875”
FREQUENCY LEVEL
1/20
• Grayscale and color images should be provided at 300-dpi resolution.
Ads with bleed
2015 AD RATES
1/5
horizontal
1.95” x 7.837”
1/2
horizontal
9” x 5.37”
7/10
horizontal
9” x 7.862”
4.025” x 5.175”
3/10
vertical
4.025” x 7.837”
All type or graphics
not intended to trim
should be positioned
.1875” from trim.
4.438” x 10.875”
6.719” x 10.875”
Material intended to
bleed must be furnished
with a minimum of
.25” image area beyond
the trim.
Cancellation policy
Pacific NW magazine ads canceled fewer than 20 days before
publication or power position ads canceled fewer than 30 days
before publication will incur a fee of 10% of the total cost of the ad.
Live area
1/2
vertical
7/10
vertical
Bleed specifications
All rates are net.
Full Page
9” x 10.875”
All ads must use these
dimensions. If they
do not, they will be
resized to fit the
designated space.
“We decided to advertise in Pacific NW to promote our big
30th anniversary sale in December. I'm glad to say that we
are having excellent results from our ads and definitely
seeing new customers come in. Overall, we are quite pleased.”
– Jerry Raine, president, Turgeon Raine Jewellers
Readers say:
“It speaks to me.”
MARKETING
SOLUTIONS
PACIFIC NW AND YOUR
MARKETING PLAN
Pacific NW magazine is an integral component
of your complete media campaign.
But we don’t stop there.
Pacific NW is powered by The Seattle Times,
which reaches nearly 2 out of 3 adults in print
and online in King and Snohomish counties and
53 percent of the millennial audience.
With our audience reach and product mix,
we can maximize and integrate your entire
marketing plan.
The Seattle Times' marketing solutions can target
your demographic with:
• Targeted in-paper and digital advertising
• Search engine marketing (SEM)
• Direct mail
• E-newsletters
• Commercial printing
• Sponsorships
• Promotions
• Media planning and assessment
We also offer Digital Plus advanced digital solutions,
which delivers your advertising across a network
of thousands of vetted websites. You can also take
advantage of targeting capabilities, which allow
your messages to follow a highly segmented audience
of readers as they click around the Web.
Our free media-planning service can help you
gauge the effectiveness of your current plan and
maximize your results with a comprehensive
media strategy for your business.
The Seattle Times is in print, online and mobile
all the time, and can reach your target audience
where they live and wherever they go.
Contact your account executive for more information
about how we can help you meet your goals.
Readers say:
“I love Pacific NW.
I always read it.”
“I like the ads.”
Retail Advertising 206.464.2400
seattletimes.com/mediakit
“We’ve been advertising with The Seattle Times' Pacific NW magazine for years now and
find it to be one of the best ad venues available. The magazine’s readership far exceeds
any of the regional glossy design magazines. I think the print ads are definitely effective.
In fact, I’ve had folks contact me after holding on to a copy of my ad for months.”
– Alan Burke, landscape architect, Classic Nursery & Landscape Co.
15
To advertise, contact your account executive today at 206.464.2400 or visit seattletimes.com/mediakit