Yankee Magazine Media Kit

MEDIA KIT

BRAND OVERVIEW

Yankee is the trusted resource for all that New England encompasses—from travel, food, home, and lifestyle, to culture and history. Drawing readers from across generations and backgrounds, Yankee is New England’s storyteller: exploring the future, present, and past of this fabled region, and sharing the secrets that only the locals know. Through beautiful photos and unforgettable stories, Yankee paints a portrait of New England that feels like home to all who live here, and inspires people everywhere to discover the New England they dream of.

RECENT AWARDS

2025 TASTE AWARDS

SPECIAL ACHIEVEMENT FOR OUTSTANDING VISION

WINNER: WEEKENDS WITH YANKEE

2021 TASTE AWARDS

BEST CITY OR REGIONAL PROGRAM

WINNER: WEEKENDS WITH YANKEE

LOWELL THOMAS TRAVEL AWARDS 2023

BEST TRAVEL PHOTOGRAPHY

GOLD: YANKEE

BEST U.S./CANADA TRAVEL COVERAGE

GOLD: YANKEE

BEST TRAVEL COVERAGE IN A GENERAL MAGAZINE

SILVER: YANKEE

BRAND PILLARS

TRUSTED STORYTELLING

ISSUES

JAN/FEB - WINTER TRAVEL ISSUE

MAR/APR - HOME & GARDEN ISSUE

MAY/JUN - ANNUAL TRAVEL ISSUE

JUL/AUG - SUMMER ISSUE

SEP/OCT - FALL TRAVEL ISSUE

NOV/DEC - HOLIDAY FOOD ISSUE

TOTAL PRINT AUDIENCE: 1.4 MILLION+ 75% reside within the Northeast

$1,337,600

Average net worth (MRI 354)

Yankee readers earn 23% more than the average magazine consumer ($126,200 household income)

58 Average age of Yankee readers

86% OWN PRIMARY RESIDENCE

NEW ENGLAND & BEYOND

Yankee may be all about New England, but our readership stretches far beyond the borders of the region.

TOP MARKETS

1. Massachusetts

2. Connecticut

3. New Hampshire

4. New York

5. Florida

6. Pennsylvania

7. Rhode Island

8. Maine

9. California

10. Virginia

11. Vermont

12. Texas

source:

TRAVEL AUDIENCE

Yankee has New England’s largest travel audience. Every issue invites locals and visitors alike to explore New England with travel-planning ideas and recommendations from our editors.

3.5

Average trips anticipated in the next 12 months

93% love doing research on a location before travel (MRI 114)

83% recommend great vacation spots to others

Yankee readers spent 64% MORE on travel in the last 12 months

76% think it is worth it to pay more for high-quality accommodations

source: mri simmons december 2021 yankee magazine reader study

“Exposure in Yankee and NewEngland.com has resulted in thousands of visits to our websites, allowing us to increase our exposure and deliver messages to our target audiences. These mediums are well aligned with our businesses and have helped our efforts to reach affluent and educated individuals.”

OCEAN HOUSE MANAGEMENT

CONSUMER AUDIENCE

BUYING ATTITUDES

Yankee has a strong connection with its audience, which builds trust and drives purchases. Partnering with Yankee engages customers, builds favorable brand perceptions, and creates measured results.

93% will buy a more expensive product if it is made by a company that they trust (MRI 118)

90% buy based on quality over price (MRI 128)

88% are always looking for new ways to live a healthier life (MRI 115)

source: mri simmons december 2021 yankee magazine reader study

CONSUMER AUDIENCE

HOME & GARDEN

$505,400

Average value of primary residence (MRI 161) 86% own their primary residence (MRI 120)

61% invested in home improvements in the past 12 months (MRI 189)

YANKEE READERS ARE... 2X

MORE LIKELY to hire an outside contractor (MRI 255) 80%

MORE LIKELY to remodel their bathroom and/or kitchen (MRI 180/182)

“[Our company] has found good synergy with Yankee over the years as a digital and print advertising partner. The Yankee audience shares a similarly minded demographic with our customers and delivers an audience that has an affinity for New England–based businesses, an appreciation for art and beautiful objects, and most importantly is a media brand that readers trust.”

BONHAMS SKINNER

“ YANKEE IS A THRIVING AVATAR OF NEW ENGLAND.”

—The

New York Times

IN THE NEWS

Recent coverage of Yankee and its editors in various media outlets:

51 Average age of NewEngland.com visitors Yankee

480,000+ Average monthly page views

240,000+ Average monthly unique users

100,000+ E-newsletter subscribers

SOCIAL MEDIA

In today’s digital age, the importance of a strong social presence cannot be overstated. For this reason, our digital team is always finding new ways to connect with our audience through engaging content on Facebook and Instagram.

FOLLOW US: @YANKEEMAGAZINE

169K+ FOLLOWERS

145K+ FOLLOWERS

BRANDED CONTENT

Yankee Custom Marketing draws on the talents of all the professionals at Yankee Publishing Inc. to provide the best expertise and service to its clients.

CAPABILITIES INCLUDE

CUSTOM VIDEO

ADVERTORIAL SELECTIONS

DIGITAL GUIDES & ARTICLES

BOOK PUBLISHING

BRANDED MAGAZINES

ON-SITE ACTIVATIONS

SOCIAL MEDIA

GIVEAWAYS

“Throughout the course of our partnership, the Yankee team has been thorough, passionate, thoughtful, and attentive at every turn. More important than their consistency and timeliness is their devotion to creating a quality product that, in our case, celebrates the extraordinary achievements of our athletes and the legacy of our organization and marquee event. As a storied publication and organization, Yankee has preserved, honored, and enhanced an important keepsake of the Boston Marathon.”

BOSTON ATHLETIC ASSOCIATION

Now in its 10th season, Weekends with Yankee is a travel and lifestyle program airing on public television stations nationwide, created in partnership with public media powerhouse WGBH.

1.1 MILLION+

National television viewership per episode (13 episodes per season)

18 MILLION+

Public television viewers reached annually (does not include streaming services or online)

100% of Top 50 U.S. markets reached (including all New England driving markets)

source: nielsen 2022

SERIES HIGHLIGHTS

Behind the scenes at Tanglewood with longtime Boston Pops conductor Keith Lockhart

Day trip to Rhode Island’s beautiful Farm Coast

Indigenous and early American food traditions in Plymouth, Massachusetts

Revisiting the golden age of auto racing at Connecticut’s Lime Rock Park

In the kitchen at Vermont’s King Arthur Baking

Diving into food and fun at Maine’s Fryeburg Fair

Foliage fireworks in New Hampshire’s White Mountains

“Watching Weekends with Yankee is like taking a direct flight to the Northeast and having a personal tour guide pick you up at the airport.”

— Brook Holmberg | Publisher, Yankee

ABOUT THE HOSTS

AMY TRAVERSO

Amy is the senior food editor at Yankee. Previously, she was food editor at Boston magazine and an associate food editor at Sunset magazine. Her work has also been published in The Boston Globe, Salon.com, and Travel & Leisure, and she has appeared on The Martha Stewart Show, Throwdown with Bobby Flay, and Gordon Ramsay’s Kitchen Nightmares. She is the author of The Apple Lover’s Cookbook, which was a finalist for the Julia Child Award for best first-time author and won an IACP Cookbook Award in the “American” category.

RICHARD WIESE

In addition to his work on Weekends with Yankee, Richard is the host of the Emmy Award–winning television series Born to Explore with Richard Wiese. He is the author of the guidebook Born to Explore: How to Be a Backyard Adventurer, and in 2002 he became the youngest-ever president of the Explorers Club. Richard has traveled to all seven continents and has participated in numerous expeditions and projects, including two expeditions to Antarctica, a cross-country skiing trek to the North Pole, and the largest medical expedition ever conducted on Mount Everest.

PRINT AD SPECIFICATIONS

FULL PAGE

NONBLEED: 6-3/4” X 9-1/2”

BLEED: 8” X 10-3/4”

TRIM: 7-3/4” X 10-1/2”

LIVE: 7-1/4” X 10”

1/2 HORIZONTAL SPREAD

NONBLEED: 14-3/4” X 9-1/2”

BLEED: 15-3/4 X 5-5/16”

TRIM: 15-1/2” X 5-1/4”

LIVE: 15” X 4-15/16”

2/3 VERTICAL

NONBLEED: 4-1/2” X 9-1/2”

BLEED: 5” X 10-3/4”

TRIM: 4-7/8” X 10-1/2”

LIVE: 4-5/8” X 10”

1/3 SQUARE

NONBLEED: 4-1/2” X 4-1/2”

SPREAD

NONBLEED: 14-3/4” X 9-1/2”

BLEED: 15-3/4” X 10-3/4”

TRIM: 15-1/2” X 10-1/2”

LIVE: 15” X 10”

1/2 HORIZONTAL

NONBLEED: 6-3/4” X 4-1/2”

BLEED: 8” X 5-5/16”

TRIM: 7-3/4” X 5-1/4”

LIVE: 7-1/4” X 4-15/16”

1/3 VERTICAL

NONBLEED: 2-1/8” X 9-1/2”

BLEED: 2-5/8” X 10-3/4”

TRIM: 2-1/2” X 10-1/2”

LIVE: 2-1/4” X 10”

1/6 VERTICAL

NONBLEED: 2-1/8” X 4-1/2”

MARKETPLACE 3” 2” 1”

NONBLEED: 2-1/8” X 3” 2-1/8” X 2” 2-1/8” X 1”

Please note measurements are width x height in inches.

The bleed spec includes 1/8-inch bleed on the inside edge of the ad; this allows us some leeway in placing the ad on the page, whether it resides on a left- or right-hand page. Yankee Publishing Inc. is not responsible for trimmed live copy if live copy exceeds safety area.

PRINTING PROCESS:

Process color (CMYK) on web offset.

Cover line screen 150, text 133.

BINDING METHOD: Perfect.

PUBLICATION TRIM SIZE: 7-3/4" W x 10-1/2" H

BLEED ADS: Bleed measures 1/8" outside trim, all around. Safety area is 1/4" inside trim, all around.

FULL-PAGE BLEED:

Safety/live area measures 7-1/4" W x 10" H, which is 1/4" inside trim, all around. Bleed area measures 8" W x 10-3/4" H, which adds 1/8" bleed outside trim, all around.

SPREAD BLEED:

Bleed measures 15-3/4" W x 103/4" H, which adds 1/8" outside trim, all around. Safety area is 15" W x 10" H, which is 1/4" inside trim, all around.

GUTTER SAFETY: Measures 1/4" each side of center.

ACCEPTABLE FILE FORMATS:

+ Adobe InDesign (Adobe CC) + Adobe Illustrator (Adobe CC)

+ Adobe Photoshop (Adobe CC)

PDF FORMATS:

Hi-res press-optimized PDFs or PDF/X-1a files. Fonts must be embedded; no TrueType fonts unless converted to outlines. Convert all spot/PMS colors to CMYK. All images must be in CMYK, 300 dpi minimum. Download our PDF job options at: YankeeMagazine.com/ joboptions

TECHNICAL SPECIFICATIONS:

+ All color images should be supplied CMYK (no RGB or PMS).

+ Line art should be supplied at 1,200 dpi at 100% placement.

+ 4-color images 300 dpi or higher at 100% placement (EPS, TIF, or JPG). + Minimum reproducible dot size is 3%.

CONTRACT PROOFS:

Please supply a contract proof. Yankee cannot be responsible for reproduction of your ad without a supplied contract proof made from the supplied file.

+ Color—Kodak Approval, Iris at 100%.

* If you are unable to obtain a contract color proof, please call 800-736-1100 x168

AD MATERIAL DELIVERY OPTIONS:

FTP INSTRUCTIONS

All information must be entered in lowercase.

+ From the Web, sign on to: http://mx01.Yankeepub.com

USER NAME: advertising PASSWORD: Yankee04

+ Upload ad via the "Upload" button

+ When complete, click "Logout" button

+ Confirm to Janet Selle at: janets@Yankeepub.com

EMAIL

+ File size up to 16MB: janets@yankeepub.com

SHIPPING ADDRESS

Yankee Magazine

Attention: Advertising Production P.O. Box 520 • Dublin, NH 03444

QUESTIONS

+ PHONE: 800-736-1100 x168

+ FAX: 603-563-8516

+ EMAIL: janets@yankeepub.com

PORTLAND, ME

| MICHAEL D. WILSON/ YANKEE

DIGITAL AD SPECIFICATIONS

NEW ENGLAND TODAY NATIVE TEXT AD

35-word ad with brief headline and URL sent to 100K+ subscribers via our daily New England Today E-Newsletter

NEW ENGLAND TODAY SPONSORSHIP

Includes a text ad and 300x250 display ad placed within our daily New England Today E-Newsletter. Sent to 100K+ subscribers.

NEW ENGLAND TODAY TAKEOVER

Includes all ad placement in the New England Today E-Newsletter (4 text ads and a 300x250 display ad). Sent to 100K+ subscribers.

NEW ENGLAND SHOP E-NEWSLETTER

580x580 ad unit, promoting a specific product or service, sent to 50K+ subscribers via a dedicated New England Shop E-Newsletter

NEW ENGLAND FOCUS E-NEWSLETTER

A dedicated email blast to 100K+ subscribers, featuring partner content or relevant NewEngland.com content. Includes a text ad, 300x250 display ad, and logo placement within the email.

NEW ENGLAND TRAVELER E-NEWSLETTER

580x580 ad unit, promoting a specific destination or property, sent to 50K+ subscribers via a dedicated New England Traveler E-Newsletter

NEWENGLAND.COM ROS DISPLAY ADS

Available sizes: 300x250, 728x90, 300x600