Media Kit 2012

Playboy.com
Media Kit 2012
Canada
MEDIA KIT 2012
“I read it for
the articles.”
Since its inception, Playboy has been associated with the highest in editorial
standards. Not only is the magazine a leader in journalism, style and interviews,
but it also helped shape the sexual revolution.
The new Playboy.com is a tribute to the sophistication of the contemporary man:
young, fresh, and cutting edge. The re-launch is, in many ways, a return to Playboy’s
roots. Editorials will remain strong but internet-friendly to capture and tend to the
rapidly changing needs of today.
Playboy.com is now entirely SFW (safe for work) and available for everyone to
enjoy.
In an effort to appeal to a broader audience and reclaim our leadership role, we
have relegated all nude content to PlayboyPlus, our freshly redubbed member’s
area.
The re-launch will set Playboy.com as the one-stop shop for what today’s man
needs to know about women, fashion, global issues, music, culture, and everything
in between, a gentlemen’s bible for ‘The Modern Playboy.’
MEDIA KIT 2012
SFW
=
Safe For Work
even
More
value
for your media dollars
MEDIA KIT 2012
Demographics & Reach
240K
unique monthly
visitors in
CANADA
62K
median HHI
is the
of our users
with over
3MM
page views
75%
a combined
are employed,
following over
of our users
college educated
men
+
SOCIAL
of
8 million
people
MEDIA KIT 2012
Social Media
With 6.5MM Facebook fans and 426k Twitter followers, Playboy
leads the world of men’s magazines in social media.
Fans
6.7 Million
http://www.facebook.com/playboy
Followers
450 K
https://twitter.com/#!/Playboy AKA @playboy
Subscribers
115 K
Video Views
Over 150 Million
http://www.youtube.com/playboy
http://www.youtube.com/cybergirls
Stats of May 2012
We’re also paving the way on the latest social media platforms,
creating strong inroads on Instagram, Google+, Pinterest, and more.
MEDIA KIT 2012
Advertisers
In the tradition of the Playboy brand standard, Playboy.com
has effectively partnered with many of the top brands in each
respective category. The goal of every campaign is to develop
unique and high-impact media solutions that ultimately drive
consistent traffic to our partners websites or co-branded features.
Entertainment
Spirits
•Film District
•Spike
•7 Crown
•Ketel One
•HBO
•Starz
•Bacardi
•Pinnacle
•Lionsgate
•SyFy
•Belvedere
•Smirnoff
•Relativity
•Universal
•Bombay
•Sobieski
•Showtime
•Warner Brothers
•Jim Beam
•Stoli
•Sony
Auto
Gaming
•Activision
•Sony Playstation
•Sega
•Square Enix
•Mini
•Harley
•Victory
Fashion / Grooming
Beer
•Bud Light
•BMW
•Milwaukee’s Best
•Axe
•Coty
•Brut
•Pert Plus
MEDIA KIT 2012
Editorial Franchises
The PlayBook
A dark and humorous take on the world of professional sports, The
PlayBook always pushes boundaries; giving readers a no-holdsbarred look at American sports culture.
Play-By-Playmate
Sports-obsessed Playmate and former Miami Dolphins cheerleader
Jaime Edmondson gives readers a funny and informative look at
some of the hottest topics and events in sports.
Never Sleeps
New week, new city. Never Sleeps takes readers on a 12-hour
rollercoaster ride through the world’s best nightlife cities, from fine
dining and nightclubs to greasy-spoons and dives.
Gamer Next Door
Playboy model and gaming expert Jo Garcia hosts a sexy and
informative weekly video blog that takes fans into her world of
game and gadget reviews.
Facetime
Facetime utilizes social media to create a fan-generated weekly
interview with Cybergirls and Playmates, allowing readers to
interact with, and get to know their favorite models.
Femme on Fire
This Q&A interview series features some of the hottest up-andcoming female talent in television, film, and music.
Dinner with Mei-Ling
From giving tips on how to wine and dine your woman to attending
major events like The Masters, foodie Playmate Mei-Ling Lam is
sure to cover it in her biweekly column.
MEDIA KIT 2012
Editorial Franchises
Gadget Geek
The Gadget Geek covers a specific topic, highlights the most
advanced and exclusive gadgets and reviews the best and latest
gaming apps.
The Spot
Everyone dreams of traveling like a rock star. In The Spot, stars
tell Playboy.com readers about their favorite bars, restaurants and
nightclubs in major cities.
1% Travel Guide
The 1% Travel Guide gives readers a chance to peek inside the
most exclusive establishments, where your net worth is checked
before entering.
Where to Bring Your Bunny
This competition-based destination guide puts two very different
locales head-to-head to showcase the coolest hotels, restaurants
and nightlife across the globe.
Wined Down
Joe Roberts, one of the 100 Most Influential People in the US Wine
Industry, introduces readers to the world of wine in this bimonthly
article.
The Pickup with Nick Savoy
Learn the secrets of a successful pickup from the professionals.
Nick Savoy, president of Love Systems (the leading pickup artist
firm) unmasks the mysteries of the opposite sex.
Self-Styled with Elliot
Elliot Aronow is a TV personality, editor, and music and style
hustler living in New York who pens our weekly column about the
hottest men’s fashion.
ONLINE AD PRICES 2012
Online Advertising Prices
Leaderboard
Billboard Collapsed
Medium Rectangle
Pushdown Collapsed
Size: 728x90 px
Price: $8 CPM
Size: 300x250 px
Price: $8 CPM
Half Page
Size: 300x600 px
Price: $10 CPM
Pre-Roll
Size: 970x90 px
Price: $10 CPM
Video Format: .mov
Price: $25 CPM for 15 sec
$35 CPM for 30 sec
Button
Size: 970x66 px
Price: $10 CPM
Size: 88x31 px
Billboard Expandable
Size: 970x90 px expandable to 970x250 px
Price: $15 CPM
Homepage Takeover
PLAN
BASIC
PREMIUM
Button
Button
Leaderboard (AF) or Billboard Collapsed
(AF) or Pushdown Collapsed (AF)
Billboard Expandable
970x90(250)px
Leaderboard (BF) or Billboard Collapsed
(BF) or Pushdown Collapsed (BF)
Leaderboard (BF) or Billboard Collapsed
(BF) or Pushdown Collapsed (BF)
Medium Rectangle (AF)
Half Page (AF)
Medium Rectangle (BF)
Medium Rectangle (BF)
Skin
Skin
Total
$1,500 + eCPM
$1,500 + eCPM
eCPM*
$28.57
$50
Note
No expandable units
Header can expand
Ads
* Calculated based on 700k impressions.
** ROS can only be offered to the MEDIUM RECTANGLE (300x250px), LEADERBOARD (728x90px), Billboard Collapsed (970x90px) and Pushdown Collapsed (970x66px) ad
spots.
*** AF : Above fold | BF : below fold
ADS SPECS 2012
GIF
Playboy.com
Placement
name
Max. #
Max.
Max.
of Anim.
File Size
File Size
Loops
Max. #
of Anim.
Loops
Video
Frame Flash
Notes
Rate Version
Audio
Auto
Play or
User
Initiated
File
Type
Auto Play or
User Initiated
:15 Pre-Roll
Full HD
N/A
60k
:15 sec / No
Looping
24
N/A
Auto Play
.mov
AUTO
:30 Pre-Roll
Full HD
N/A
60k
:30 sec / No
Looping
24
N/A
Auto Play
.mov
AUTO
Medium
Rectangle
300x250
50k
3x
50k
:15 sec / 3x
24
8+
AS2
N/A
User Initiated
Leaderboard
728x90
50k
3x
50k
:15 sec / 3x
24
8+
AS2
N/A
User Initiated
Half Page
300x600
40k
3x
40k
:15 sec / 3x
24
8+
AS2
N/A
User Initiated
Billboard
Collapsed
970x66
60k
3x
60k
:15 sec / 3x
24
8+
AS2
N/A
User Initiated
Extended
Leaderboard
970x90
60k
3x
60k
:15 sec / 3x
24
8+
AS2
N/A
User Initiated
Billboard
Expanded
970x250
60k
3x
60k
:15 sec / 3x
24
8+
AS2
N/A
AUTO
Skin
Other
Creative
Dimension
Flash
Skin
N/A
Button
88x31
10k
Mobile Unit
307x61
20k
What’s Hot
Banner (Facebook)
N/A
N/A
N/A
ADS SPECS 2012
Rich Media
Other
Playboy.com
Placement
name
Initial
Load File
Size
Max.
Banner
File Size
Max.
Looping/
Animation
Expand
Direction
Max.
Expand
Size
:15 Pre-Roll
N/A
:30 Pre-Roll
N/A
Sync
Accepted
Audio/Video
Acceptance
Max. Video
Weight (In
Banner)
Site/Agency/
Option to have
Site Built
Additional
Notes
Medium
Rectangle
50k
2.2MB
:15 sec / 3x
Left, Up,
Down*
300x600*
or
600x250*
Yes
User Initiated
2.2MB
Optional
* Extra fees
applied
Leaderboard
50k
2.2MB
:15 sec / 3x
Left, Up,
Down*
970x250*
Yes
User Initiated
2.2MB
Optional
* Extra fees
applied
Half Page
50k
2.2MB
:15 sec / 3x
Left*
500x600*
Yes
User Initiated
2.2MB
Optional
* Extra fees
applied
Billboard
Collapsed
60k
2.2MB
:15 sec / 3x
Down*
970x418*
Yes
User Initiated
2.2MB
Optional
* Extra fees
applied
Extended
Leaderboard
60k
2.2MB
:15 sec / 3x
Down*
970x250*
Yes
User Initiated
2.2MB
Optional
* Extra fees
applied
Billboard
Expanded
60k
2.2MB
:30 sec
Yes
User Initiated
2.2MB
Optional
N/A
Skin
N/A
Button
N/A
Mobile Unit
What’s Hot
Banner (Facebook)
* Extra fees
applied
ADS SPECS 2012
Takeovers and Sponsorships
Playboy Takeovers
Homepage
Video
Gallery, Girls
Playground (Sub-categories available
individually)
Magazine, World of Playboy
Playboy Sponsorships
Placements
300x250
728x90
970x66
300x600
Skin
88x31
Placements
Never Sleeps
Frisky Fridays
Play-by-Playmate
Femme on Fire
The Playbook
Facetime
Where to Bring Your Bunny
Late Night Foodie
Gamer Next Door
Dinner with Mei-Ling
The 1% Travel Guide
Advertiser Custom Pages
300x250
728x90
970x66
300x600
Skin
88x31
ONLINE AD PLACEMENTS
Home - Billboard Collapsed
ONLINE AD PLACEMENTS
Home - Billboard Expanded
ONLINE AD PLACEMENTS
Playground
ONLINE AD PLACEMENTS
Girls
ONLINE AD PLACEMENTS
Videos