Rolling Out - Steed Media Media Kit 2012-1

360° Brand Engagement
What is Steed Media Group?
360° Degree Integrated Engagement of the Urban Consumer
Print
The nation’s largest chain of African-American
newspapers, in 19 of the Top 25 AA markets.
Events/Promotions
Aimed at producing brand-engagement
experiences and onsite activations.
Video
Branded content that drives more than
60% of traffic at rollingout.com.
Digital
Original content that rides the pulse of
Urban America.
Custom Publications
Using the power of relevance to drive
brand consideration.
Video On Demand
Harnessing the power of an
engaged audience.
Print
At nearly 40 million, the AfricanAmerican population represents more
than 13% of the U.S. population, is
growing faster than the general
population, and is experiencing faster
income growth than
the rest of the population.
The nation’s largest chain of African-American newspapers. Like general-market readers,
African-American readers in the
desirable 18-44 age group are less likely
to read traditional newspapers.
Forty percent of the African-American
population is concentrated in 10 DMA’s.
Sources: African-American/Black Market
Profile, Magazine Publishers of America,
2008; Targeting African Americans,
Newspaper Association of America, 2008
rolling out is Urban America’s preferred lifestyle resource. Because of our dedication
to showcasing and celebrating the urban community, our readers look forward to
seeing positive images of themselves reflected within our pages. Our audience is
made up of singles, mothers, professionals, students, families and urbanites of all
walks, all of whom recognize rolling out as the arbiter of the elements that matter in
the urban space.
rolling out creates original content aimed at today’s stylish, active
African-American consumers.
• A weekly print edition publishing 1.2 million copies in 19 of the
Top 25 African-American markets.
• Aimed at the upwardly mobile, career-oriented urban professional.
• Original profiles of today’s urban executives, thought leaders,
entertainers, trendsetters and tastemakers. Relevant to the lives
of its readers in the workplace, finance, fashion, music, film, TV,
sports, health, beauty, automotive and more.
1,201,817 copies weekly
in 19 of the Top 25
African-American markets
Reader Demographics
Engage Every Segment of the Urban Audience
Every custom designed Steed Media engagement opportunity yields benefits including:
• Pre
and post event coverage in print
• Video wrap-ups
• Multimedia promotion
• Opportunity for signage, data collection, lead generation,
sampling
• Appearances by notable personalities
• Opportunity for live streaming to the web
The Future of Urban is Digital
The internet is an equalizing force, creating a level playing field in which compelling content gets noticed. Our
digital programming and strategies maximize this leverage to deliver the strongest online presence and
produce opportunities that create and enhance awareness.
Our digital marketing capabilities include:
• Creation & management of custom micro-sites
• Online contests and sweepstakes
• Digital strategy development
• Social media strategy development and execution
• Viral content propagation: the distribution of content to the online destinations that reflect your audiences’
primary touchpoints
Monthly uniques:
150,000+
• Local, regional and national e-blasts
• Post and doing event Facebook and Twitter
• Digital ads on www.rollingout.com
Monthly pageviews 966
966,000
Your banner Ad
Alexa 1-month average rank:
34,416
Page views per user:
3.8
Minutes spent on site:
4.1
Female / Male
61 / 39
% Age 18-49
65
Children in Household
51%
$ 60,000+ HHI
43 %
College/Postgraduate
54 %
Sources: Alexa, Quantcast
Custom publications that drive brand consideration
The key is relevance. We provide the
expertise, access and execution necessary to
create and distribute branded publications
that are relevant to the lives of today's urban
professionals. Clients include American
Family Insurance, Toyota, Gillette,
McDonald’s, American Airlines’ Black Atlas
and the American Diabetes Association.
The Class and Flash editions of The Striver s
Guide were created to Toyota s particular
specifications, down to the original content and
photography.
In support of their Georgia launch,
financial services giant, American
Family Insurance, called upon us to
create and distribute two custom
publications: one (Anasa) which speaks
to their African American target, and
another (Alegre) designed specifically
for their Latino base.
Steed Media & Company, the custom publishing arm of The Steed Media Group, speaks to the urban
community in a dialect that allows for the integration of editorial that adheres specifically to the missions of
the populations to which its publications are addressed. As the parent company of rolling out weekly, Steed
Media Group has become known for producing custom publications and accompanying campaigns for
companies across the country.
Why custom publications?
Because of their versatility and accessibility, industries ranging from specialty retailers and cultural
institutions to consumer goods and food & spirits are utilizing custom publications to grow their business,
increase sales, connect with consumers and redefine brand perceptions. The development of a proprietary
product built on custom content creates the opportunity to deliver innovative, targeted content directly to your
target consumers.
No matter the audience or occasion, promoting your messaging within a custom publication that is "on brand"
allows you to create the desired perceptions of your brand through innovation and differentiation that will
expand your reach, deepen relationships, and promote you in a way that speaks directly to your audience in
their own language.
Promotion & Distribution
Much of the beauty in custom publications is the opportunity for tightly targeted strategic distribution, whether
your publication is hard copy, digital download or both. Distribute your hard copy publication at your special
events, offices or branches and the lifestyle locations that cater to your audience. We can also utilize our
distribution team as well as other home distribution methods to deliver your custom publication to areas and
zip codes that we select according to your desired reach. You can narrow in on a demographic based on
geography, age, shopping/spending habits, leisure activities or nearly any other categorical designation!
As a digital download, your custom publication has the potential for global reach. In addition to making it
available through the most highly-trafficked outlets accessed by tablet computer and e-reader users,
consider direct promotion to your audience through methods like:
• Digital ads on your website
• Distribution of a select number of free download codes at your branded and sponsored events and initiatives
Meeting Viewer Demand…On Demand
On Demand media delivery services have
turned viewers into their own television and
video programming executives: deciding exactly
what they want to watch, precisely when they
want to watch it. As the only African American
owned on-demand cable product, Hip Hop On
Demand (HHOD), our Video On Demand service
allows us to put your brand front and center
before an audience of consumers who are
already engaged and attentive.
Hip Hop On Demand is the premiere video-ondemand channel programmed exclusively for
young adults with sophisticated urban tastes and
preferences. HHOD’s short form programs
include interviews with top artists, rap and dance
battles, music video mixes and comedy. Serving
45 of the top 50 DMAs, Hip Hop On Demand is
an authentic destination delivering quality
programming when its audience wants it.
• Video On Demand vehicles include :15 & :30 second
pre-roll commercials, long form post-roll and
marquis-style scrolling bars with text and images
• Visibility to the nationwide cable viewing audience;
reach 30 million households over 4 cable systems
including Comcast, Cox, MediaCom and Bresnan
• Over 5 million video impressions per month
You Are in Good Company
AUTOMOTIVE
Chevrolet
Ford Motor Company
Mercedes-Benz
Toyota
BEAUTY & PACKAGED GOODS
African Pride
Bronner Bros. International Hair Show
Bump Zapper
Colgate-Palmolive
Cover Girl
Perfect Results
Procter & Gamble
World Natural Health & Beauty Show
EDUCATION
Atlanta Technical College
Baltimore City Community College
Emory University
Georgia Perimeter College
National Education Association
Wayne County (MI) Community College
EVENTS, SHOWS & VENUES
Center Stage Atlanta
Center Theatre Group, Los Angeles
Brooklyn Academy of Music
Feld Entertainment
Ferst Center for the Arts, Atlanta
For Sisters Only
Honda Battle of the Bands
Live Nation
Rialto Center for the Arts, Atlanta
Six Flags America
Woodruff Arts Center, Atlanta
FOOD / BEVERAGE
Bacardi
Burger King
The Coca-Cola Company
Copeland's
Crown Royal
Hennessy
Jewel-Osco
Korbel
MillerCoors
Pepsico
FINANCIAL
Allstate
American Family Insurance
Chase
Comerica
GEICO
Nationwide Insurance
State Farm
Wachovia
Wells Fargo
HEALTHCARE
Abbott Labs
American Diabetes Association, Chicago‫‏‬
Amerigroup Community Care
The Female Health Co.
Eli Lilly
DeKalb County (GA) Health Department
MISCELLANEOUS
Bookspan
ComEd
D.C. Lottery
Georgia Power
Harley-Davidson
Illinois Lottery
Internal Revenue Service
New Birth Missionary Baptist Church (Atlanta)
Obama for President
The Urban League
RETAIL
Eye Care Centers of America
The Home Depot
Macy's
MetroPCS
Mall at Stonecrest (Atlanta)
Target
Verizon
Walmart
SPORTS
Atlanta Braves
Atlanta Dream
Atlanta Hawks
Atlanta Thrashers
Harlem Globetrotters
NBA
TELEVISION, MOVIES & MUSIC
BET
Comcast
Dimension Films
HBO
Fox Searchlight
Lionsgate / Lionsgate Home Video
Nielsen Media Research
Overture Films
Screen Gems
Sony Music
Touchstone Pictures
Turner Broadcasting
TVOne
Universal Studios
TRAVEL / TOURISM
American Airlines
Bermuda Department of Tourism
Delta Airlines
Los Angeles CVB
Orlando/Orange County CVB
Wisconsin Department of Tourism
Case Study: Gillette Fusion Razor
Steed Media Group created a microsite (http://
gillette.rollingout.com) and executed a series of launch
events in Chicago, New York, Philadelphia,
+
Washington DC and Atlanta including the Men of
Style Awards and a barbershop tour, providing
editorial, event production, sweepstakes execution,
advertising and video support.
Case Study: CoverGirl Queen Collection
Steed Media partnered with CoverGirl Queen
Collection to produce a four-city women’s
empowerment tour based on our Female Success
Factor platform. Campaign elements included
events, editorial, digital components, sampling,
custom video, local and national PR and celebrity
outreach.
Case Study: Sips & Styles with Chambord Vodka
In support of the launch of Chambord’s new raspberry infused vodka, Steed Media
created, planned, promoted and executed Sips & Styles, a series of over 30
stylish tasting events hosted in upscale salons across six major markets. This
glamorous campaign featured events, celebrity participation, customized
premiums, editorial integration, custom video production and digital & grassroots
promotion.