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OUR MONTHLY EDITIONS
e
2018 MEDIA KIT
• Available for FREE throughout every franchise territory • Supported by local businesses, local tournaments, marinas, and local charter captains and guides in every franchise territory • Loyal organic social media following in each franchise territory
phOtO BY capt. MichaeL BrUner
2
Lowest CPM in the outdoor industry The ability to GEO Target your ad placement. Choose Local, Regional, or National Loyal local readership in each franchise territory Practical and reliable localized resource for anglers in each franchise territory
PHOTO COURTESY OF HAL HERRICK
n 2007, a humble little local fishing magazine in Melbourne, Florida discovered a unique publishing model based on the franchise concept. It’s goal: Establish a network of local fishing magazines and combine a common section of each magazine that enabled advertisers to reach more than one area without having to place separate ads. The founders of this simple publishing model had no idea of the profound effect it would have on the publishing and advertising industry. By keeping to the premise of a FREE local area fishing magazine, while expanding the reach of the common pages, the magazine would retain it’s relevance as a reliable resource for the local outdoor enthusiast while improving it’s attractiveness to the regional and national advertisers. Something else occurred that none of the original architects of this unique print model could have anticipated. The economies of scale inherent in franchising enabled Coastal Angler to offer an ad at a substantially reduced rate compared to its competitors. Producing a product at a better price than your competition has long been the hallmark for success in American business. Today, Coastal Angler boasts more national and regional advertising partners than any other magazine in the outdoor industry, and its position as the industry’s “BEST BUY” is indisputable. If you’re not advertising in Coastal Angler Magazine, you’re probably spending more than you have to in order to reach your audience.
• • • •
x
A Fresh Approach to the “Fishing Magazine” I
4/18/15 1:48 PM
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www.coastalanglermag.com • www.theanglermag.com FRANCHISE OPPORTUNITIES AVAILABLE WORLDWIDE 888-800-9794 • info@coastalanglermagazine.com
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6K $3,500/Month 9K $3,500/Month 12K $3,500/Month
IMPRESSIONS COST
Digital Ad (Rectangle) 300 x 250px Digital Ad (Leaderboard) 728 x 90px Digital Ad (Bragboard) 1010 x 107px Digital Ad (Takeover Pop-Up) 1000 x 600px
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AD SUBMISSION GUIDELINES Required format for print ads: Adobe PDF file all advertising submitted should be created to exact size specifications and be in CMYK color format 300 dpi. All assets due by the 10th of the month for the following month edition.
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COASTALANGLERMAG.COM • THEANGLERMAG.COM
I
PRINT/DIGITAL
WIDTH
HEIGHT
8.125” 10.875” 8.625” 11.3975” 7.625” 10.375” 7.625” 10.375” 7.625” 5.0125” 3.7625” 10.375” 3.7625” 5.0125”” 3.7625” 2.48”
I
2018 MEDIA KIT
11
2018 MEDIA KIT FOR DIGITAL
A Highly Engaged Digital Following and A Truly Organic and Loyal Social Media Platform. Digital Display
R I G H T R EC TA N G L E A D
Coastal Angler brings you the best information on local destinations, tactics and techniques to help passionate fisherman of all skill levels. Reach Your Target Audience with Visually Engaging Display Ads.
Social Media Display
L E A D ER B OA R D A D
B R AG B OA R D L E A D ER B OA R D
1134 X 107
728 X 90
10 SECOND CLIP
Partners gain access to Coastal Angler’s desirable social fans and followers through a new-to-market sponsorship of its high-performing Facebook posts. These co-branded social posts drive higher click-through rates, as well as increased engagement and sharing of brand partner messaging.
300 X 250
Packages Organic Post - (1200 X 628)
Organic content is intended to boost and expose your brand in consistent and authentic ways. • Provides natural exposure • Consistent posting means top of mind awareness • Leverage Coastal Angler’s highly engaged audience
348 X 280 300 X 400 E - M AG PAG E
FE AT U R ED CO N T EN T
SK YS CR A PER A D
Advertising - (1200 X 900)
Social Advertising has an immediate impact of aggressive exposure by targeting users that fit in your desired network. • Target new users with co-op branding • Ads only display to desired users • Strong Sales message • Great for Product/Offer promotions
10
2018 MEDIA KIT
I
DIGITAL
300 X 250
FE AT U R ED V I D EO A D
I
B R AG B OA R D PAG E
300 X 250
COASTALANGLERMAG.COM • THEANGLERMAG.COM
300 X 400
350,000
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FREE
Outdoor Apparel
32nd Annual Palm Beach International Boat Show
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March 23-26
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F R A N C H I S E
O P P O R T U N I T I E S
A V A I L A B L E
W O R L D W I D E
Distributed in 35 Markets At Over 10,000 Distribution Sites
MARCH 2017
Massive Monthly Content E
ach month our 30 plus franchisee co-publishers work with over a dozen local fishing guides and charter captains to inform their local readership on ”what’s biting, where, when and how”. They also publish tide charts, water tables and regulations to ensure that their local publication is a sought after resource for the local angling community. Each month our corporate office works with 7 to 12 national and regional columnists to provide editorial from some of the best known writers in the industry.
LET’S DO THE CONTENT MATH 35 Franchise Locations x 12 Local Forecast Writers 420 Fishing Forecast Articles + 12 Corporate Columns 432 Articles Per Month
Pick up any local edition of “Coastal Angler Magazine” or our interior freshwater version “The Angler Magazine” and you will be very well informed about the local fishing, the local tournaments, the local boat shows or anything related to the local marine industry. That is the reason we have such a loyal localized readership. As an advertising partner, our readers identify with your product and your message reaches 10,000 local readers in 35 distinct markets each month.
EDITORIAL CALENDAR Content That Speaks Volumes.
• • • •
JANUARY
FEBRUARY
MARCH
APRIL
“Winter Fishing / Gear Guide Edition”
“Rods & Reels Edition”
“Outdoor Apparel Edition”
“Paddlesports Edition”
Winter Gear Guide Review Casting for Redfish Cold Weather Gear Heads of Cold Steel
MAY
10 Must Have Camping Items 5th Wheel vs. Motorhome Great Family Camping Destinations
SEPTEMBER
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10 Must Have Boating Items Boat Reviews Great Fishing Boats Trailer Maintenance vs. Replacement
• Fly Fishing
Fall Fishing and Hunting The Art of Sight Fishing Night Vision Sunglasses Reviews
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OCTOBER “Fly Fishing Edition”
“Best of ICAST Edition”
Winter Fly Fishing Catching Winter Cobia Rods & Reels Product Review Easier Ice Fishing
• • • •
New Outdoor Apparel Trends Buying Online vs. Local Retailers What’s Hot, What’s Not The “Classics”
• The Art of Fly-Tying • The Return of the Golden Trout • Fly Fishing Gear Review
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• • • •
JULY
JUNE “Boats & Motors / Boating Accessories Edition”
“Electronics / Camping Edition” • • •
• • • •
AUGUST “Technology / Spearfishing Edition”
“Summer Fishing / Sunglasses Edition”
• • • •
UV Protection Secrets The Art of Sight Fishing Night Vision Sunglasses Reviews
• • • •
NOVEMBER “Travel Destination / Holiday Gift Guide Edition” • Costa Rica’s Eco Tourism • The Adventure Angler • The Return of the Santee Cooper Legend • Family Friendly Destinations
COASTALANGLERMAG.COM • THEANGLERMAG.COM
Propulsion Kayaks New SUPs Inflatables The Backpack Boat
Dive Equipment Review Spearing Tuna Lobstering in the Florida Keys Going Deep with Sheri Daye
DECEMBER “Gifts for Anglers Edition”
• • • •
Stocking Stuffers for Anglers Holiday Gift Guide Christmas in Costa Rica The Best Gift I Ever Received
Digital Overview
2018 MEDIA KIT FOR DIGITAL
@CAMTAMagazine @CAMTAMagazine @coastalanglermag
Within Coastal Angler’s audience are anglers of various skill-levels, brand affinities and purchase intent. Using research and database management, we can identify, surface and activate high-value enthusiasts across all of our media channels in order to drive tangible results.
3.19 Pages Per Session 114,000 Average Monthly Page Views (755,741 Yearly) 81,000 Custom Email Subscribers 230,000 Average Annual Sessions 105,000 Social Media Audience
Digital / Email Display
Newslet ter
Exclusively focused placement with editorial content, linked directly to your store or website.
Average Household Income 101K+ 18% 80-100K 14% 35-80K 68%
Average Readership Age
18-34 35% 35-64 47% Other 18% Fished in the Last 30 Days 85% Male 78% Female 22%
80,000
N E W SL E T T ER A D N E W SL E T T ER A D
728 X 90
N E W SL E T T ER A D E-BLAST AD I M AG E & C TA E-BLAST AD W I T H PA R AG R A PH
138 X 358
Your products/offers are seamlessly displayed within highly relevant content and linked directly to your store.
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oastal Angler’s digital audience represents active, passionate anglers that can be targeted to fit your detailed needs as a brand. This information is representative of our total audience across all media channels.
Custom Email Subscribers
Coastal Angler’s digital audience is a very active and engaging community. Now you can reach new market share and exposure by advertising in one of the most proven forms of digital marketing: email. With original content and stories, our Newsletters and E-Blasts are a welcome sight in e-mail in-boxes across the country.
Packages
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230 X 289
358 X 138 (WITH 200 WOR D PA R A G R A P H )
OR 600 X 600 ( W I T H 10 0 W O R D PA R A G R A P H )
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It would appear that it is simply based on a “hilly nilly” formula of what a publisher asks, and of course, what the advertiser is willing to pay. At Coastal Angler Magazine, we believe the price should be based on circulation. If you want to reach more people you should be charged more than if you are willing to reach less people. Right? Simple, isn’t it? But that is not the case in the outdoor publishing industry. The range of cost to reach 1000 readers varies from a low CPM of $17 per thousand to a high of $235 per thousand. How can that be, you might ask. That range is extraordinary, we simply do not have an answer for you on how much a full page ad in a marine oriented publication should cost. It’s really incredible, the price that one magazine charges for a full page ad verses what another charges, it is so beyond belief that it’s not really discernible. When viewed from outside of the box, the current differential is absurd.. The most recent Global Research Study on the top 40 titles in the outdoor industry showed the variance in the price of a full page ad to range from an astronomical high of $130,000 per page, to an industry low of $1,300 per page and circulation had very little to do with the price. How can that be, you might ask. Once again, we cannot tell you why. That’s simply the way it is in the marine publishing industry. If you or your media buyer has not run a CPM calculation on your print buy decision, you may have missed one of the most important factors in your print buy criteria. It’s all about the number of eyeballs. The industry has gone through dramatic
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What Determines the Price That A Magazine Charges For An Ad?
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It is based on: • How many readers you’re reaching • The quality or demographics of the reader that you are reaching • The ratio of editorial verses ad space (the exclusiveness) of the publication • The Geographics of the publication (where your readers are located) • The prestige of the writing staff • Number of years in business • The quality of paper and ink
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he subject of advertising rates has long confounded the advertising buyer. Most industries have a standard formula that determines the price of a product in that industry. It would appear that publishing and advertising rates do not have a commensurate formula for determining the cost of advertising.
changes in the last ten years, and if today you’re using the same criteria for your publishing partner choice, you’re not investing your print dollar as well as you could or should. But hey, if price doesn’t matter and number of eyeballs is not important, then sleep well, you cannot make a mistake and you are in such an enviable position that it contradicts standard Keynesian economics. You have arrived. You can do no wrong. God bless you, because you are obviously operating in some kind of superior realm that the majority of ad buyers only dream of being in.
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How Do Publishers Determine Ad Cost? T
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2017 Media Comparison Study
Global Research Study of publication in values for Cost Per Thousand (CPM) From Lowest to Highest. PUBLICATION
Circulation Rate CPM
Coastal Angler Magazine...................................350,000........... $7,294...... $21.00 Great Lakes Scuttlebutt ....................................100,000........... $3,400...... $34.00 Bassin................................................................220,000........... $8,200...... $37.27 Georgia Outdoor News........................................45,208........... $1,744...... $38.57 Florida Sport Fishing...........................................70,000........... $3,149...... $44.98 Louisiana Sportsman...........................................31,500........... $1,824...... $57.90 Michigan Outdoor News......................................24,612.............. $439...... $58.46 Carolina Sportsman (combined NC & SC)..........29,258........... $1,839...... $62.85 Game and Fish (IM)...........................................413,182......... $26,249...... $63.52 Ohio Outdoor News.............................................22,108........... $1,439...... $65.08 Alabama Outdoor News........................................9,143.............. $662...... $72.40 In-Fisherman (IM)..............................................197,533......... $14,885...... $75.35 Woods-N-Water News (Michigan).......................15,000........... $1,235...... $82.33 Florida Sportsman ..............................................77,000........... $6,500...... $84.41 Fly Tyer ...............................................................34,000........... $3,030.......$89.11 On the Water.......................................................55,630........... $5,106...... $91.78 Bassmaster........................................................500,000......... $47,660...... $95.32 Guns & Ammo (IM)............................................386,190......... $40,919.... $105.95 Mississippi Sportsman...........................................9,011........... $1,103.... $122.40 Fly Fisherman (InterMedia).................................76,597........... $9,800.... $127.94 Outdoor Life.......................................................750,000....... $100,000.... $133.33 Field & Stream................................................1,000,000....... $138,100.... $138.10 American Angler..................................................32,000........... $4,570.... $142.81 Soundings............................................................40,000........... $5,967.... $149.17 Gray’s Sporting Journal.......................................32,302........... $4,990.... $154.47 Pacific Coast Sportfishing ...................................24,045........... $4,085.... $169.88 Sport Fishing (Bonnier)........................................80,000......... $18,535.... $231.68 Saltwater Sportsman (Bonnier).........................125,000......... $29,892.... $239.13 Boating (Bonnier)...............................................140,000......... $48,632.... $347.37 Marlin (Bonnier)...................................................40,000......... $14,152.... $353.80
COASTALANGLERMAG.COM • THEANGLERMAG.COM
Our National Columnist Team FLY FISHING From huge makos off southern California to giant trevally out of Christmas Island, Conway Bowman travels the globe catching anything that can be caught with a fly rod. He holds the IGFA world record for redfish on a fly and shares his adventures, techniques and Conway Bowman tactics with Coastal Angler readers each month.
ON FLORIDA’S WATERS
Kevin McCarthy
TIPS FROM A PRO Bassmaster Elite Series Pro and three-time Bassmaster Classic qualifier Brandon Lester fishes at the pinnacle of bass tournaments. With his column, Tips From a Pro, Lester details the tackle and techniques he uses to stay in the money on the most competitive circuit in Brandon Lester the world.
Sheri Daye
UNDER THE SEA One of the most recognizable names in diving, Sheri Daye holds multiple world records as a freedive spearfisher and is an expert in everything under the surface. Her column Under The Sea covers the spearfishing world for expert and novice divers, alike.
An author and an English professor at the University of Florida, Kevin McCarthy loves fishing, everything about fishing. Sometimes humorous, sometimes educational, and always entertaining, his column On Florida’s Waters delves deep into the culture of fishing as well as into the waters we fish.
FISH & FISHING
Mark Sosin
Mark Sosin is an award-winning writer, photographer and television producer, but most of all he is a legendary angler. An inductee to the IGFA Hall of Fame, Sosin uses his incredible base of knowledge and experience to put anglers on fish with his monthly column Fish and Fishing.
ALASKA FISHING
Chris Batin
Chris Batin is the leading authority on fishing in Alaska. He is Editor-in-Chief of Alaska Angler Publications, author of Alaska’s best-selling fishing books and a contributor of Alaskan adventure travel articles for Coastal Angler Magazine.
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Outstanding National Circulation
oastal Angler Magazine and its freshwater interior publication, The Angler Magazine, have emerged as one of the largest outdoor publications in the country. With a combined national readership of over a million per month and distributed to over 11,000 businesses in five regions, Coastal Angler Magazine and The Angler Magazine are the preferred resources for anglers and outdoor enthusiasts. Each of our co-publisher franchise locations prints and distributes 10,000 copies per month in their respective markets. Normally this will include Our national advertisers can count on the lowest cost per thousand in the industry, combined with the largest distribution network in the industry.
DESTINATION FISHING Award-winning writer Tom Schlichter is a household name for northeastern anglers. His byline has appeared in many outdoors publications, and Coastal Angler is bringing Schlichter to readers every month with his Destination Fishing column, which highlights incredible fishTom Schlichter eries worldwide.
Michael Okruhlik
GHOST STORIES Die-hard flats angler and flyfisher Tom Karrow is also a world-renowned researcher who is exploring the history of bonefishing in the Bahamas. With his regular contribution, Ghost Stories, he gives accounts of traveling the Bahamas to fish with the legendary guides who Thomas Karrow built the industry.
INSHORE FISHING
EDITORIAL COORDINATOR
Capt. Michael Okruhlik is a lure inventor, the owner of mycoastoutdoors.com and an expert on inshore fishing, especially in the Gulf of Mexico. When it comes to redfish and seatrout, Okruhlik gets down and dirty to provide the information that catches fish.
When he’s not planning, editing or writing for Coastal Angler, award-winning outdoors journalist Nick Carter is a regular contributor to multiple fishing, hunting and fly fishing publications. His book, “Flyfisher’s Guide to North Carolina & Georgia,” is an encyclopedia of the region’s best trout fishing.
Nick Carter
RIGGING AND JIGGING Renown angler and lure inventor, Tim Barefoot, educates readers on the techniques of presenting lures for best catch results. As the inventor of the “weighted circle hook” Tim’s hands-on articles are intended as a resource for anglers at Tim Barefoot any level.
EDITOR IN CHIEF
Ben Martin
Avid angler and outdoor enthusiast, Ben Martin, serves as Editor in Chief for both Coastal Angler Magazine as well as its interior freshwater component The Angler Magazine. From bass to billfish, Ben enjoys all aspects of covering the world of fishing.
distribution at 150-250 marine specific businesses, Big Box stores, and wherever outdoor enthusiasts frequent. Our Unique business concept delivers results. The co-publisher franchisee provides the local editorial content within the format of a regional and national publication. As such, our readers can count on an informative publication with new product reviews and field tests from marine industry leaders, as well as destination fishing articles from around the world in the same publication as their local tide charts, local tournaments, and local catch photos. This model has enabled Coastal Angler and The Angler Magazine to develop a loyal readership base and a huge following in all markets. Our national advertisers can count on the lowest cost per thousand in the industry with the largest distribution network. Rest assured, Coastal Angler Magazine and The Angler Magazine deliver the best bang for your advertising dollar.
COASTALANGLERMAG.COM • THEANGLERMAG.COM
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We Own the Florida Market
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hat an enviable position it is to inform a marine industry advertiser base that Coastal Angler Magazine is the number one buy in the Florida market! With the highest number of anglers per state, the most fishing days per state, the most boats per state and the most diverse species per state, Florida is clearly, the #1 Fishing Market in the country. In ten years, Coastal Angler Magazine has become the dominant print media in the state of Florida. Not just by a little, but by a landslide.
Take a look at the numbers:
Florida Sportsman.....................................................................77,000 Florida Sport Fishing.................................................................70,000 Coastal Angler......................................................................... 180,000 * 2017 Global Research Study
Can there really be any doubt on who occupies the #1 position in the #1 marine market in the US?
180,000 Copies per Month! Pensacola/ Alabama
Panama City/ Forgotten Coast
Florida Franchise Locations
•Big Bend •Brevard •Daytona •Florida Keys •Fort Lauderdale •Fort Myers •Greater Miami •Lakeland •Naples •Jacksonville/St. Augustine •N. Central/Nature Coast •Orlando (Greater Orlando) •Palm Beach County •Panama City/Forgotten Coast •Pensacola/Alabama •Sarasota/Bradenton •Tampa Bay
Big Bend
Daytona Tampa Bay
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Greater Orlando Lakeland Brevard
Sarasota/Bradenton Fort Myers
10,000 Copies per Franchise
•Treasure Coast 6
Jacksonville/St. Augustine
N. Central/ Nature Coast
COASTALANGLERMAG.COM • THEANGLERMAG.COM
Treasure Coast
Palm Beach Co. Fort Lauderdale
Naples
Greater Miami
Florida Keys
A Revolutionary Concept T
he history of American business has always revolved around invention, change and adaptation. With few exceptions the publishing industry has remained relatively unmodified for the past two hundred and fifty years. The prevailing print concept has been based on local, regional or national readership. Successful local publishers often evolved their publications to regional readership. Successful regional publishing concepts often evolved to national readership platforms. The choice for the advertisers followed the readership platform of the publisher. Reach a local reader, a regional reader or reach a national readership base depending on your choice of publi-
cation and your budget. The Coastal Angler Magazine concept, based on locally owned and operated franchise locations, sharing common pages has now enabled advertisers the ability to choose local, regional or national exposure within the same magazine. The inherent strength of the local market publication has always been its loyal readership base. A local Advertisers can strengthen their local dealer’s exposure by having their national ad also appear in the same publication that the local dealer’s ad appears in. readership base views the publication more as a local resource, aligned with its local community and local values and nuances. Regional publications draw on a broader readership and provide a more general appeal, thus losing some of the
loyalty and identification of the reader. There is appeal for regional publications, but there is not the loyalty and community affiliation inherent with local publications. Conversely, national publications serve a broader purpose for the reader, exposing them to concepts beyond their local community. The advertiser base that aligns itself with the national publication will normally find it impractical to try to reach its audience through local publications. Today, within the Coastal Angler Magazine publishing concept, national and regional advertisers can strengthen their local dealer’s exposure by having their national ad also appear in the same publication that the local dealer’s ad appears in. This strengthens the impact of the dealers’ marketing effort. This is a revolutionary concept never before seen in the publishing industry. One publication with local, regional and national advertising in the same publication.
A Grass Roots Approach to Building Brand Loyalty
Becoming part of the Coastal Angler and The Angler Magazine Team provides your company with access to our loyal readership.
DEMOGRAPHICS Average Days of Fishing Yearly 60 Days or More.....33.6%
86%
72%
Own truck, van, or SUV
Own 2 or more automobiles
68%
36%
Own a boat
Own 2 or more boats
Plan On Buying a Boat In The Next 18 Months......
29%
Age of Reader..........................82% at 35+ years old Gender of Reader................................ 82% are Male ......................................................... 18% are Female College/Post-graduate Degree.......................... 35% Average Reader Income................................ $82,301 Income Over $100,000.................................... 14.5% Home Ownership of Readers.......................... 79.5%
95.1% 81.3% 41.6% 34.7% 85% Readers’ boats use an outboard
Trailer their boat to different fishing locales
Readers own 11 or more fishing rods
Readers own 11 or more fishing reels
COASTALANGLERMAG.COM • THEANGLERMAG.COM
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888-800-9794 info@coastalanglermagazine.com | coastalanglermag.com | theanglermag.com