A C omprehensive Marketing Guide
Transcription
A C omprehensive Marketing Guide
2015 MEDIA KIT A C omprehensive Marketing Guide LETTER FROM THE PUBLISHER 2015 is going to be a sensational year for Crain’s Cleveland Business — and for our advertisers. Unlike other media outlets in the region, our audience is growing. We begin 2015 with a print circulation that is more than 40% higher than a year ago (remember, all of our subscriptions are paid). And what an audience we have: engaged, affluent, educated. These are the region’s decision-makers and business leaders. We’d love to have you along for what will no doubt be a fulfilling and exciting year. In 2015, you will see: n n n n A redesign of Crain’s weekly print publication. A redesign of our website. A special Crain’s Cleveland Business 35th Anniversary celebration and publication. The launch of Crain’s Akron Business. And, of course, you will continue to see the sort of journalism and business coverage that you can only get with Crain’s. The details are all on the pages that follow. Please examine this media kit, learn about our audience and about how we can help you reach new customers, new partners, new donors or just how you can spread your message to the best audience in Northeast Ohio. Please ask your account representative about how we can help you make 2015 your best and most profitable year ever. You can always reach out to me personally as well, with questions, thoughts, feedback, suggestions or even ideas and tips for news coverage. Email me directly at [email protected] or call me at 216-522-1383. Thank you so much. Publisher 2 NEW FOR 2015! Crain’s Cleveland Business is announcing a new partnership with COSE (Council of Smaller Enterprises) that recognizes the value of small businesses to Northeast Ohio. Both organizations have a commitment to empower small business. With this partnership, every COSE member will receive a subscription of Crain’s Cleveland Business. Crain’s is the only publication in town reaching every small business on a weekly basis. Our circulation numbers have increased 40%! For COSE membership information call their Membership Line at 216-592-2355. 29,045 total subscribers for Crain’s Cleveland Business MORE GREAT NEWS FOR 2015… Crain’s Cleveland Business is launching a new publication, Crain’s Akron Business. This will be a separate monthly publication focusing on Akron small businesses, higher education institutions, financial and banking industries, legal affairs, technology, real estate, manufacturing, non-profit and government news. Approximately 5,000 Akron companies and organizations will receive Crain’s Akron Business. The Greater Akron Chamber of Commerce is partnering with us as well as other Crain publications within the Greater Akron area (Summit, Medina, Portage, Stark counties). The first issue will launch in the first quarter of 2015. Stay tuned! 5,000+ subscribers for Crain’s Akron Business 3 THE POWER OF THE CRAIN’S CLEVELAND BUSINESS AUDIENCE 100% Paid Circulation with a 73% Annual Renewal Rate PRINT Approximately 29,000 subscribers + 3.1 readers per copy = Over 100,000 weekly readership Approximately filling both Progressive Field and Quicken Loans Arena DIGITAL 76% of readers hold positions of CEO, President, Owner (mid-to-senior level executives) 74% make buying decisions for the organization 108,000 registered users on crainscleveland.com 37% Female 63% Male (a 2% increase in female readership from 2014!) THE AVERAGE BUYING POWER OF OUR AUDIENCE IS OVER $524,000 PER YEAR PHOTOGRAPHS: Henryk Sadura / Shutterstock.com 4 AVERAGE AGE OF THE CRAIN READER = 54 years old AVERAGE COMPANY GROSS REVENUE = $1.14 billion AVERAGE COMPANY SIZE = 4,302 employees Average household income per subscriber = $400,000 Average net worth per subscriber = $1.87 million Average investable assets per subscriber = $1.407 million 94% AVERAGE HOME VALUE = $444,000 of our audience donates and/or volunteers for a local charity The average donation amount is $4,320 91% 20% OWN THEIR PRIMARY RESIDENCE 18% OWN A SECOND HOME 25% OWN/HAVE INTEREST IN ADDITIONAL REAL ESTATE Average time spent volunteering = 53.9 hours per year OF CRAIN’S SUBSCRIBERS HAVE CHILDREN IN PRIVATE SCHOOL U S E O F P U B L I C AT I O N 70% of readers HAVE TAKEN ACTION after seeing an ad in print 25 minutes is the 80% AVERAGE TIME SPENT READING READ CRAIN’S WEEKLY a weekly issue (3 out of 4 issues) 1.8 months is the AVERAGE SHELF LIFE of an issue Distributed to 7 Counties: Cuyahoga, Geauga, Lake, Lorain, Medina, Summit and Portage 5 CRAIN’S MARKETING SOLUTIONS PRINT Crain’s Cleveland Business is a full service media company producing trusted and relevant news publications, lead generation, research and data products, custom publishing and events with uncompromising integrity. 52 WEEKLY ISSUES, BOOK OF LISTS, FIVE SUPPLEMENTS/MAGAZINES, ADVERTORIALS DIGITAL 10 NEWSLETTER PRODUCTS, DAILY NEWS COVERAGE ON CRAINSCLEVELAND.COM, APP, BLOGS, WEBINARS, PODCASTS, PHOTO GALLERIES, SPONSORED CONTENT EVENTS 9 KEYNOTE EVENTS, CUSTOM EVENTS 6 DIGITAL SOLUTIONS Crain’s C leveland Business delivers 24/7 breaking news online at CrainsC leveland.com. Our online offerings have increased significantly over the past five years — 13 newsletters, webinars, podcasts, blogs, and sponsored content. The audience seems to be responding . . . Crainscleveland.com Traffic 600,000 450,000 2012 300,000 2013 150,000 2014 0 Video impressions Registered users Blog views 7 Mobile views Tablet Crainscleveland.com Metrics 2012 2013 Social Media Stats 2014 Unique visitors Page views FACEBOOK FOLLOWERS: 11,657 Total visits 0 1,500,000 3,000,000 4,500,000 6,000,000 Time on Crainscleveland.com (minutes) 7 TWITTER FOLLOWERS: 17,100 6.5 6 5.5 5 2012 2013 2014 Newsletters PRODUCTS RECIPIENTS LINKEDIN MEMBERS: 17,484 OPEN RATE Morning Roundup (M – F) 17,000 45% Afternoon Report (M – F) 19,500 40% This Week in Crain’s (Sun) 23,500 32% Weekly Webcast (Fri) 19,000 26% Real Estate (Mon) 13,500 40% Health Care (Tues) 14,000 35% Manufacturing (bi-weekly Wed) 25,000 22% Small Business (Thurs) 24,000 35% Energy (Fri) 16,000 20% Middle Market Report (2nd Tues) 18,000 20% Breaking News (anytime) 17,000 41% 8 INSTAGRAM FOLLOWERS: 496 Here’s what our attendees think about a Crain’s event: 96% have recommended an event to a colleague or friend 92% feel our events are high quality 91% CRAIN’S SIGNATURE EVENTS CIO of the Year (April) Health Care Forum + Health Care Heroes (May) Women of Note (July) Archer Awards (August) view the events/ programs as prestigious 90% rate the venues, atmosphere, food, networking and awards presentations as ‘favorable’ or ‘above average’ 88% [M]Power Manufacturing Assembly (September) have established new contacts or business leads 82% have a favorable impression of the sponsor after leaving a Crain’s event CFO of the Year (October) Forty Under 40 (November) FAST 50 (November) CUSTOM OPPORTUNITIES: General & In-House Counsel (December) Executive Insights 9 80% feel our events deliver the content/ results as advertised MECHANICALS AD SPACE SIZES AVAILABLE Frequency is determined by the number of insertions used in any issues of Crain’s Cleveland Business within 12 months from date of first insertion of contract period. A spread is counted as two insertions. Multiple units of space in one issue are priced as individual unit rates and are counted as individual units towards frequency discounts. Size: Full Page is 70 column inches (5 columns by 14 inches deep). Space is available in any number of columns or inches as desired, with limitations on depth as noted below except that any ad exceeding 11-1/2 inches in depth will be billed at full column depth of 14 inches. Minimum size ad is 4 column inches. Ads must be at least as many inches deep as columns wide. SPECIAL POSITIONS Positions may be purchased as available and mechanically feasible. Contact your account executive for availability. Any premium charge is computed using black & white space rate as the base. Page Two: 20% Back Cover: 15% Center Spread, Opposite Editorial Page, Inside Back Cover, Other Positions: 10% Minimum position charge: $150 Note: Ads in some specified positions must conform to special sizes. ISSUANCE & CLOSING DATES Publisher may act on the written instructions of either the advertiser or agency as to any ad. No liability is assumed as to any instructions received after closing date. Crain’s Cleveland Business is published weekly, issued Monday. Except during holiday weeks, the last advertising forms close Thursday, 11 days preceding date of publication. Material is due six days prior to publication date unless otherwise specified. AGENCY COMMISSION 15% of gross billing allowed to recognized agencies on space, color and position, provided account is paid within 30 days of invoice date. Commission not allowed on other charges, such as insert handling, special binding or trimming of inserts, reprints or other mechanical charges and non-display classifed advertising. general industry guidelines for preparing files and proofs that will assist our printer to obtain a good match in the web offset press process: BLEED OR SPREAD ADS Bleed: No charge Single Page Non-Bleed: 10-1/4” x 14” Single Page Bleed: TRIM: 10-1/8” x 14-1/5” BLEED: 11-1/8” x 14-3/4” Spread, Gutter Bleed Only: 21” x 14” Spread, Full Bleed: TRIM: 21-3/4 x 14-1/2” BLEED: 22’ x 14-3/4” On Bleed Ads, position live matter 1/2” from top, bottom and sides. n INSERT MECHANICAL REQUIREMENTS Publication Size: 10-7/8” x 14-1/2” Printing: Heat-set web offset Paper Stock: 36 lb. basis weight, matte-coated Binding: Saddle-stitched Proofs to Advertisers: Proofs of publication-set ROP advertisements will be sent to advertiser or agency for approval upon request, and will be deemed approved unless returned to the Publisher prior to closing date. Shipping Instructions: Space and insertion orders, correspondence, etc., should be addressed to The Advertising Department; Crain’s Cleveland Business; 700 West St. Clair Ave., Suite 310; Cleveland, OH 44113. PREPRESS SPECIFICATIONS Supplied Digital Advertisement All print advertising should be provided as PDFx1a files. Required format for black & white or four-color digital advertisement is high-res PDF file format with all fonts and images embedded. Additional formats may be acceptable. Please contact production manager for availability: 216-771-5184. Embedded fonts and images must be a minimum of 266 ppi (pixels per inch). File Preparation The following recommendations are offered as *All color must CMYK (cyan, magenta, yellow & black) Please do not include ICC color profles. Minimum of 120-line screen, do not exceed 133-line screen. n Maximum density in any one area, all colors, should not exceed 300% with only one solid color. n Reverse lettering in four-color advertisements should be spread with dominant color forming shape letters. Thin lines, serifs, small and medium-size lettering should be restricted to one color only. n Preferred proofs are Kodak Approvals or Iris proofs prepared 5 – 7% heavier than the file to simulate press gain and ink coverage to our o]set press. n Recommended proofing stock is 60-lb. basis weight of (nominal) brightness. n Color lasers or low-quality ink jet prints are not acceptable for color guidance. n File formats To avoid any font problems — all text should be converted to outlines or embedded. n TIF, tagged image file n EPS, encapsulated post-script n PDF, portable document format (Adobe) — preferred n JPG, joint photographic experts group n PS, postscript (Adobe) Advertisements supplied to Crain’s Cleveland Business without an acceptable color proof will be printed to SWOP standards. The printer and/or publisher will not be held liable for color complaints when files are submitted without an acceptable color proof. Material is due six (6) days prior to publication date unless otherwise specified. Alterations Not accepted by Crain’s Cleveland Business. AD UPLOAD INSTRUCTIONS Please visit our upload area at www.crainscleveland.sendmyad.com. Registration is required. This portal will help in preparing your advertisement and pre-flight the ad for possible mechanical problems. It will provide direction on revisions to meet approval. TERMS & CONDITIONS Please visit www.CrainsCleveland.com/adterms for more information regarding rates, payment terms and protective clauses. 10 DIGITAL MEDIA SPECIFICATIONS WEBSITE ADVERTISING FILE TYPES TRADITIONAL FORMATS n ACCEPTED GIF, JPG and PNG files are accepted RICH MEDIA Rich Media is defined as advertisements that users can interact with in a web page format (as opposed to solely animation and excluding click-through functionality). These advertisements can include sound, video, or Flash. Rich Media may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, expandable/retractable units and tear-backs. Rich Media also includes in-page and in-text digital video advertisements where the associated content is not streaming in a player environment. Please contact your sales representative for submission guidelines relating to over-the-page units and video in-banner units. All expenses related to serving third party rich media ads will be the responsibility of the advertiser. FLASH ADS Please save down to Flash 8.0 Buttons placed on layers below the invisible clickTAG button will not display or respond to mouse interaction. n No two buttons should overlap n Ads which load additional files should load these files from absolute URLs (i.e., http://www., etc.) n Up to 3 additional loads of up to 50k each may be initiated after a user moves their cursor over or clicks on the ad n Flash frame rate must be 18 fps or less; frame rate of twelve frames per second is preferred n ActionScript 2.0 is required n When submitting Flash (SWF) files, please refer to modification instructions at http://www.crain.com/flash/ n An alternate gif/jpg image must be provided n Shockwave (.swf) files can have NO spaces in the names - please use underscores. (_) n n THIRD-PARTY NETWORKS Crain's accepts creative from most major ad serving networks (please inquire) n 3rd party tags must be live at the time of submission to enable thorough testing before launch n Reporting access must be provided for all 3rd party served campaigns DIMENSION (WXH) PIXELS 728 x 90 300 x 600 300 x 250 640 x 480 180 x 150 PNG/GIF/JPEG SIZE LIMIT 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL 40K WEB/20k EMAIL FLASH/RICH MEDIA SIZE LIMIT 40K WEB 40K WEB 40K WEB 40K WEB 40K WEB *3 loops, :15 animation n AD UNITS 300 x 600 300 x 250 728 x 90 EXPANDABLE SIZE Expands to 600 x 600 - Ask for details Expands to 600 x 250 - Ask for details Expands to 728 x 315 - Ask for details All must be third party served 11 EMAIL ADVERTISING ONLY STATIC .JPG AND ANIMATED .GIF FILES ARE ACCEPTED n n ACCEPTED FILE TYPES Rich Media, including Flash is not accepted for email advertisements 3rd Party Serving: Not available OR Creative file to specs with click command and tracking pixel 15-second maximum for all animation n Creative with a white background must have a minimum 1-pixel border to differentiate ad from editorial content n Advertising Operations Group is not responsible for any changes to the Ad Creative itself. All changes must be made by the Client and resubmitted for trafficking n Any ads submitted over 22k run the risk of being read as spam by some email programs n Many email clients remove or truncate animation in banners. It is recommended that desired marketing information be contained in the first frame for best results. n n Please Note: While we can accept animated GIF formats, we strongly recommend advertisers use static jpegs for email advertisements. Reason: Some email programs, like Outlook 2007 and iPhone, truncate animation at the first creative frame. Remember: If using animation, pertinent information should be included in the first frame. All file sizes must be limited to 22k max. DIMENSION (WXH) PIXELS 300 x 250* 728 x 90* MAX SIZE LIMIT 22k 22k *Please include a 300x50 ad for mobile optimization VIDEO PRE-ROLL Crain Communications web sites predominately utilize the BrightCove Video Platform. The BrightCove platform is a Flash environment and therefore the advertising campaigns that run against the players must be developed in a format that Flash supports. The specs listed below are reproduced from our video provider and are for our most common execution. Please confirm execution with your sales representative. PRE-ROLL VIDEO SPECS MP4 (H.264), FLV or MOV. 2-3 MB file size Video length: up to :15 maximum n Dimensions: 480x360 (4:3 Standard) or 480x270 (16:9 Widescreen) n Frame rate: same as source or 1/2 of source (15 to 30 fps) n Video Data Rate: 600kbps / Audio Data Rate: 48kbps n Total Data Rate: 648kbps n Keyframe: every 30 or 60 frames (2 seconds) n It is recommended to crop to TV-Safe Area and de-interlace n Video Ad is clickable, please supply a click-thru URL. (3rd party click command allowed) n Video should not include a leader n For 3rd party tracking, advertiser can provide one tracking pixel (standard tag form) to track video pod. (Pod includes pre-roll and comanion banners) n n MOBILE ADS n n We are currently running 300 x 50 For best performance, advertiser should create a mobile landing page 12 TOOL BOX MATERIAL SUBMISSION Creative units must be submitted to: [email protected] 10 business days prior to campaign launch to allow for thorough testing or campaign launch may be delayed. n Send creative files attached, not embedded n Creative submissions should be accompanied by the Creative Submission form and include the following: *Advertiser name, Publication name, Detailed trafficking instructions, Creative files, Alternate text (30 character limit, if applicable) n Linking URL: Linking URLs must be domain name based and cannot be the IP address i.e., http://207.123.456.78) n ADDITIONAL WEB SITE CREATIVE GUIDELINES Creative must match ad size and conform to specifications outlined herein 15-second maximum for all animation n 3 times looping maximum n Animation/Expansion can begin again on mouse over, but must stop immediately on mouse off n Creative with a white background must have a minimum 1-pixel border to differentiate ad from editorial content — Any sound must be user-initiated and is defined as a click based interaction rather than a mouseover or rollover. All ads must be clearly labeled with “Play” and “Stop” controls. n Up to 100K in polite download is allowed. Polite download is the portion of the ad that loads once content loads. Up to 3 additional polite downloads of up to 50K each may be inteitdia after a user moves their cursor over or clicks on the ad. n Advertising Operations Group is not responsible for any changes to the Ad Creative itself. All changes have to be made by the Client and resubmitted for trafficking. n Creative must have branding n No fake HTML or simulated interactivity n No obscene or otherwise objectionable images n Creative cannot use the ‘Publication’ name or logo without pre-approval n Ads click through to provided URL in a new browser n n Exception: Pre-stitial creatives will click through to the site home page Some sites allow Pre-stitial to click through to advertiser’s web site (inquire) — Expandable ads can expand to 2 times the size of one side of the creative DATA REPORTED If requested, Crain Communications will provide reporting on campaign impressions, clicks and CTR. CRAIN will attempt to provide the same reporting for 3rd party served ads, but may be limited based on tagging configurations. n DISCLAIMERS: 1. Click-through tracking is not available on the following advertising elements: n HTML advertising elements that use method=”POST” for form submittal n Rich media elements that use embedded or compiled URL information. (Macromedia Flash creatives that do not us the FS command, for example). 2. Cache-busting is available automatically for pre-approved third party served agencies, others by request only. Exception: Third party served click URLs for hard-coded placements (text links, etc.) are not chaec busted. Therefore, click data for hard-coded placements using third party served click URLs may not match click data from the third party agency. Please enter the Cache busting tags; Crain Communications is not responsible for entering these tags. 3. Crain Communications reserves the right to preserve the user experience of its sites, and reserves the right to remove any advertisement which is deemed annoying and/or harmful to our users at any time. 13 CRAIN’S CLEVELAND BUSINESS STAFF ADMINISTRATION John Campanelli Publisher [email protected] 216-771-5174 EDITORIAL Stan Bullard Senior Reporter, Real Estate [email protected] 216-771-5228 Elizabeth McIntyre Editor [email protected] 216-771-5358 Deborah Hillyer Research Editor [email protected] 216-771-5243 Kevin Kleps Assistant Editor [email protected] 216-771-5256 Timothy Magaw Health Care Reporter [email protected] 216-771-5359 Rachel Abbey McCafferty Manufacturing and Energy Reporter [email protected] 216-771-5379 Jay Miller Government Reporter [email protected] 216-771-5362 Jeremy Nobile Finance Reporter [email protected] 216-771-5255 Dan Shingler Energy, Steel and Automotive Reporter/Shale Magazine [email protected] 216-771-5290 Chuck Soder Technology Reporter [email protected] 216-771-5374 Amy Ann Stoessel Sections Editor [email protected] 216-771-5155 Scott Suttell Managing Editor [email protected] 216-771-5227 John Banks Account Executive [email protected] 216-771-5172 Lindsie Bowman Account Executive [email protected] 216-771-5070 Rob Divine Account Executive [email protected] 216-771-5479 Dawn Donegan Senior Account Executive [email protected] 216-771-5171 Laura Kulber Mintz Account Executive [email protected] 216-771-5136 Nicole Mastrangelo Advertising Director [email protected] 216-771-5158 Art Director [email protected] 216-771-5169 SALES ART Rebecca Markovitz MARKETING/EVENTS Kim Hill Events Coordinator [email protected] 216-771-5182 Jessica Rasmussen Events Manager [email protected] 216-771-5388 Michelle Sustar Marketing Strategist [email protected] 216-771-5371 AUDIENCE DEVELOPMENT Eric Cedo Director of Audience Development [email protected] Janel Webster Audience Development Assistant Manager [email protected] Nancy Hanus Digital Content Strategy Manager [email protected] 313-446-1621 Damon Sims Web Editor [email protected] 216-771-5279 Steve Bennett Production Assistant/Video Editor [email protected] 216-771-5226 Craig Mackey Web/Print Production Director [email protected] 216-771-5184 [email protected] 216-771-5159 330-446-6038 313-446-0471 DIGITAL PRODUCTION ADMINISTRATIVE/SUPPORT Denise Donaldson Office Administrator/Classified Manager CRAIN’S AKRON BUSINESS Sue Walton Associate Editor [email protected] 14 330-802-4615 CRAIN’S CONTACTS C orporate Office CORPORATE COMMUNICATIONS DEPARTMENT Crain Communications Inc. 1155 Gratiot Ave. Detroit, MI 48207-2997 313-446-0328 Fax: 313-446-1616 [email protected] OTHER CRAIN RESOURCES C leveland CRAIN’S CLEVELAND BUSINESS 700 West St. Clair Ave, Suite 310 Cleveland, OH 44113-1230 216.522.1383 Fax: 216.694.4264 www.CrainsCleveland.com Subscriptions: 888.909.9111 www.CrainsCleveland.com/subscribe New York Detroit CRAIN’S NEW YORK BUSINESS CRAIN’S DETROIT BUSINESS 711 Third Ave. New York, NY 10017-4036 212-210-0100 Fax: 212-210-0499 Subscriptions: 888-909-9111 www.newyorkbusiness.com 1155 Gratiot Ave. Detroit, MI 48207-2997 313-446-6000 Fax: 313-393-0997 Subscriptions: 888-909-9111 www.detroitbusiness.com Customer Service: 877.824.9373 REPRINTS Alicia Samuel, Reprint Account Executive Crain Communications Inc. 685 Third Ave. New York, NY 10017 212-210-0750 212-866-596-9216 [email protected] 15 Chicago CRAIN’S CHICAGO BUSINESS 150 North Michigan Ave. Chicago, IL 60601-3806 312-649-5200 Fax: 312-649-5415 Subscriptions: 888-909-9111 www.chicagobusiness.com RESEARCH SOURCES Signet Research Inc, 2014 Audit Bureau of Circulation, 6/2014 Experian & CheetahMail, 2014 Omiture Hitbox, 2014