Total Audience Reach Demographics
Demographics Average Age
61
Average Household Net Worth
$2,400,000
Readers with a net income over $5 million
14%
Own their own home
90%
Own a second home
60%
College Educated
84%
LOYALTY TO PASSAGEMAKER Renewal rates exceed
70%
Read every issue
99%
Have contacted an advertiser after reading an advertisement in PassageMaker
89%
Subscribers that pass along their copy of PassageMaker for others to read
72%
Agree that PassageMaker ads keep them up-to-date about products and services they need or would like to have
89%
Would consider a new/used boat listed in a PassageMaker ad
94%
Feel PassageMaker provides better content and resources compared to Yachting Magazine
97%
Feel PassageMaker provides better content and resources compared to Sea Magazine
93%
RELATIONSHIPS WITH BOATS Own a cruising powerboat
71%
Own full displacement hull
30%
Own a semi displacement
42%
Own a planning hull
27%
Average number of years owning a cruising powerboat(s):
14
Plan to buy a new boat within five years
42%
Eventually plan to purchase a new boat
58%
Will use a financial service to purchase their next boat 40% Average anticipated expenditure for fully equipped boat Average boat size for planned purchase
Asset Type Print Social Media Email Web Tablet -‐ Digital
Will use their boat for extended cruising Average number of days a readers spends on the water per year
Amount 79,000 2,722 39,856 201,822 2,100
SOCIAL MEDIA
EMAIL
2,722 Total
39,856 Total
1,890 Facebook
21,381 Channels 18,475 TrawlerFest
$543,056 46'
60% 52
Plan to charter a boat within the next two years
30%
Anticipate needing maintenance work within two years
80%
Plan to buy electronics within two years
41%
Plan to paint their hull within two years
Total Audience Reach
30%
WEB
PRINT
79,000 Total
50,000 Buyer's Guide 29,000 PassageMaker
TABLET– DIGITAL 2,100 Total
(monthly average from 2014)
201,822 Total
160,000 Page Views 41,822 Unique Visits
PRINT: Ad Sizes & Specifications Full Page (Trim) .............................................
8.5" W x 10.875" H (216mm x 276mm)
Full Page (Bleed)*...........................................
8.75" W x 11.125" H (222mm x 283mm)
Full Page (Non-Bleed)....................................
7.75" W x 10.125" H (197mm x 257mm)
2/3 Vertical.........................................................
4.625" W x 10.125" H (118mm x 257mm)
1/2 Island...........................................................
4.75" W x 7" H (121mm x 178mm)
1/2 Horizontal...................................................
7.75" W x 4.875" H (197mm x 124mm)
1/2 Vertical........................................................
3.6875" W x 10.125" H (94mm x 257mm)
1/4 Horizontal...................................................
7.75" W x 2.375" H (197mm x 60mm)
1/4 Vertical.........................................................
3.6875" W x 4.875" H (94mm x 124mm)
1/3 Horizontal...................................................
7.75" W x 3.375" H (197mm x 86mm)
1/3 Square.........................................................
4.75" W x 4.875" H (121mm x 124mm)
1/3 Vertical.........................................................
2.375" W x 10.125" H (60mm x 257mm)
1/6 Horizontal...................................................
3.6875" W x 3.125" H (94mm x 79mm)
1/8 Horizontal...................................................
3.6875" W X 2.25" H (94mm x 57mm)
BLEED 8.75 x 11.125 TRIM 8.5 x 10.875 SAFETY 7.75 X 10.125
*Note: When creating your Full Page ad, make your document the trim size: 8.5" x 10.875", and then extend the background an extra .125" on all sides. Keep live matter (type or images you do not wish to bleed off the page) at least .25" in from the trim size on all four sides. If you design in Photoshop, make the document the bleed size: 8.75" x 11.125".
MATERIAL SPECIFICATIONS: PassageMaker Magazine has compiled a list of acceptable digital file formats in order of preference. We are a Mac based platform and prefer Mac formatted files and fonts (Adobe Type I fonts only). 1. PDF/X-1a. PDF files must have all fonts and images embedded. Images must be CMYK or grayscale and have a resolution of 300 dpi. When creating the PDF, set registration marks to 12pt (or 0.125") offset. 2. Illustrator EPS. Files should be saved as CMYK or grayscale. All type must be converted to outlines. Images must be 300 dpi and embedded in the file. 3. Photoshop. Files must have a resolution of 300 dpi, CMYK or grayscale mode, and be saved in .psd, .eps, .pdf or .tiff format. 4. Native Files. We accept InDesign CS5 files only. Be sure to package the document prior to sending. We do not accept files created by Microsoft Word, Publisher, PowerPoint, or any other word processing program.
PassageMaker will not be responsilbe for color reproductions of files converted from RGB, Index, or Lab color. Publisher and printer will not accept responsibility for color when color laser proofs are submitted instead of Kodak Approval or Fuji proofs with a color control bar and dot pattern. All spot colors must be in CMYK breakdown. When submitting a file, use this naming convention: AdvertIssueYear.file extension (example: SmithMarinaOct15.pdf). Do not use "PassageMaker" in the file name. Advertising materials can be emailed to [email protected] or shipped to: PassageMaker Magazine Attn: Production Dept. 10 Bokum Road Essex, CT 06426 Files can be uploaded to our FTP site:ftp4aim.com, User ID: [email protected], Password: X4ksnq_pm (case sensitive). If you use the FTP site, email [email protected] to notify us that the file has been uploaded, and include the file name. Questions? Contact the Production Department at 410-990-9086 ext. 28.
DEADLINE AND EDITORIAL CALENDAR
Passagemaker Magazine
PRINT ISSUE
ISSUE
SPACE MATERIALS ARRIVAL DATE DEADLINE DEADLINE
ISSUE FOCUS
CORRESPONDING
SHOWS & TRAWLERFESTS
Trawler Fest-Riviera Beach, FL March ’15 Feb. 10 12/22/14 12/29/14 Miami Boat Show, Palm Beach Boat Show April ’15
March 24
2/9/15
2/16/15
Northbound
May/June ’15
New England May 5 3/20/15 3/27/15 Trawler Fest– Anacortes
July/Aug ’15 June 23 5/1/15 5/7/15 Bluewater (Bonus Distribution) Sept. ’15 Aug. 11 6/19/15 6/26/15 Southbound Newport Boat Show, Seattle (fall) Boat Show Oct. ’15 Sept. 22 8/10/15 8/17/15 Fall Boat Shows Annapolis Power, Trawler Fest–Baltimore Fort Lauderdale Boat Show Nov/Dec. ’15 Nov. 3 9/18/15 9/25/15
Hot off the press for FLIBS
Jan/Feb. ’16 Dec. 22 11/9/15 11/16/15 Seattle (Winter) Show, Trawler Fest–Riviera Beach, FL
Results
You Can Measure! Ads in Passagemaker pull.
Not only do they drive direct sales and reinforce branding, but often bring a spike in advertiser website traffic coinciding with distribution of the magazine.
NORTHBOUND ISSUE, APRIL We follow the annual migrations up the East and West coasts as northern latitudes come into bloom. We will write about where to go and how best to get there, including some of the very best destinations in New England, the Canadian Maritimes, the Pacific Northwest and Alaska. We will write about the best tactics and techniques for power cruising in northern waters. BLUEWATER ISSUE, JULY-AUGUST This special issue focuses on offshore planning and skills. We’ll take look at the gear that passagemakers rely on–the communications equipment, watermakers, liferafts, etc. We’ll showcase features that highlight the risks and rewards of voyaging and interview experienced distance cruisers. We will broaden our distribution reach on this particular issue to connect with targeted groups that have demonstrated a specific interest in the offshore cruising market. This issue will have a bonus digital distribution of 100,000-plus. SOUTHBOUND ISSUE, SEPTEMBER We catch up with the cruising community as it does its annual about-face and makes way toward the equator. We’ll talk about the waterways, transit strategies and great places along the way. We’ll feature stories by cruisers about their adventures in places such as the American South, the Caribbean and Mexico. BOAT SHOWS ISSUE, OCTOBER It goes without saying that our Boat Show Issue would feature the latest cruising vessels, gear and electronics on exhibit at the various shows, but we promise to go further by featuring reader benefit stories to help them make better decisions whether they are buying boats or refitting their current vessels.
THE POWER CRUISING AUTHORITY
105 Eastern Avenue, Suite 202 | Annapolis, MD 21403 | Phone: 410.990.9086 | Fax: 410.990.9094 | www.passagemaker.com
61
Average Household Net Worth
$2,400,000
Readers with a net income over $5 million
14%
Own their own home
90%
Own a second home
60%
College Educated
84%
LOYALTY TO PASSAGEMAKER Renewal rates exceed
70%
Read every issue
99%
Have contacted an advertiser after reading an advertisement in PassageMaker
89%
Subscribers that pass along their copy of PassageMaker for others to read
72%
Agree that PassageMaker ads keep them up-to-date about products and services they need or would like to have
89%
Would consider a new/used boat listed in a PassageMaker ad
94%
Feel PassageMaker provides better content and resources compared to Yachting Magazine
97%
Feel PassageMaker provides better content and resources compared to Sea Magazine
93%
RELATIONSHIPS WITH BOATS Own a cruising powerboat
71%
Own full displacement hull
30%
Own a semi displacement
42%
Own a planning hull
27%
Average number of years owning a cruising powerboat(s):
14
Plan to buy a new boat within five years
42%
Eventually plan to purchase a new boat
58%
Will use a financial service to purchase their next boat 40% Average anticipated expenditure for fully equipped boat Average boat size for planned purchase
Asset Type Print Social Media Email Web Tablet -‐ Digital
Will use their boat for extended cruising Average number of days a readers spends on the water per year
Amount 79,000 2,722 39,856 201,822 2,100
SOCIAL MEDIA
2,722 Total
39,856 Total
1,890 Facebook
21,381 Channels 18,475 TrawlerFest
$543,056 46'
60% 52
Plan to charter a boat within the next two years
30%
Anticipate needing maintenance work within two years
80%
Plan to buy electronics within two years
41%
Plan to paint their hull within two years
Total Audience Reach
30%
WEB
79,000 Total
50,000 Buyer's Guide 29,000 PassageMaker
TABLET– DIGITAL 2,100 Total
(monthly average from 2014)
201,822 Total
160,000 Page Views 41,822 Unique Visits
PRINT: Ad Sizes & Specifications Full Page (Trim) .............................................
8.5" W x 10.875" H (216mm x 276mm)
Full Page (Bleed)*...........................................
8.75" W x 11.125" H (222mm x 283mm)
Full Page (Non-Bleed)....................................
7.75" W x 10.125" H (197mm x 257mm)
2/3 Vertical.........................................................
4.625" W x 10.125" H (118mm x 257mm)
1/2 Island...........................................................
4.75" W x 7" H (121mm x 178mm)
1/2 Horizontal...................................................
7.75" W x 4.875" H (197mm x 124mm)
1/2 Vertical........................................................
3.6875" W x 10.125" H (94mm x 257mm)
1/4 Horizontal...................................................
7.75" W x 2.375" H (197mm x 60mm)
1/4 Vertical.........................................................
3.6875" W x 4.875" H (94mm x 124mm)
1/3 Horizontal...................................................
7.75" W x 3.375" H (197mm x 86mm)
1/3 Square.........................................................
4.75" W x 4.875" H (121mm x 124mm)
1/3 Vertical.........................................................
2.375" W x 10.125" H (60mm x 257mm)
1/6 Horizontal...................................................
3.6875" W x 3.125" H (94mm x 79mm)
1/8 Horizontal...................................................
3.6875" W X 2.25" H (94mm x 57mm)
BLEED 8.75 x 11.125 TRIM 8.5 x 10.875 SAFETY 7.75 X 10.125
*Note: When creating your Full Page ad, make your document the trim size: 8.5" x 10.875", and then extend the background an extra .125" on all sides. Keep live matter (type or images you do not wish to bleed off the page) at least .25" in from the trim size on all four sides. If you design in Photoshop, make the document the bleed size: 8.75" x 11.125".
MATERIAL SPECIFICATIONS: PassageMaker Magazine has compiled a list of acceptable digital file formats in order of preference. We are a Mac based platform and prefer Mac formatted files and fonts (Adobe Type I fonts only). 1. PDF/X-1a. PDF files must have all fonts and images embedded. Images must be CMYK or grayscale and have a resolution of 300 dpi. When creating the PDF, set registration marks to 12pt (or 0.125") offset. 2. Illustrator EPS. Files should be saved as CMYK or grayscale. All type must be converted to outlines. Images must be 300 dpi and embedded in the file. 3. Photoshop. Files must have a resolution of 300 dpi, CMYK or grayscale mode, and be saved in .psd, .eps, .pdf or .tiff format. 4. Native Files. We accept InDesign CS5 files only. Be sure to package the document prior to sending. We do not accept files created by Microsoft Word, Publisher, PowerPoint, or any other word processing program.
PassageMaker will not be responsilbe for color reproductions of files converted from RGB, Index, or Lab color. Publisher and printer will not accept responsibility for color when color laser proofs are submitted instead of Kodak Approval or Fuji proofs with a color control bar and dot pattern. All spot colors must be in CMYK breakdown. When submitting a file, use this naming convention: AdvertIssueYear.file extension (example: SmithMarinaOct15.pdf). Do not use "PassageMaker" in the file name. Advertising materials can be emailed to [email protected] or shipped to: PassageMaker Magazine Attn: Production Dept. 10 Bokum Road Essex, CT 06426 Files can be uploaded to our FTP site:ftp4aim.com, User ID: [email protected], Password: X4ksnq_pm (case sensitive). If you use the FTP site, email [email protected] to notify us that the file has been uploaded, and include the file name. Questions? Contact the Production Department at 410-990-9086 ext. 28.
DEADLINE AND EDITORIAL CALENDAR
Passagemaker Magazine
PRINT ISSUE
ISSUE
SPACE MATERIALS ARRIVAL DATE DEADLINE DEADLINE
ISSUE FOCUS
CORRESPONDING
SHOWS & TRAWLERFESTS
Trawler Fest-Riviera Beach, FL March ’15 Feb. 10 12/22/14 12/29/14 Miami Boat Show, Palm Beach Boat Show April ’15
March 24
2/9/15
2/16/15
Northbound
May/June ’15
New England May 5 3/20/15 3/27/15 Trawler Fest– Anacortes
July/Aug ’15 June 23 5/1/15 5/7/15 Bluewater (Bonus Distribution) Sept. ’15 Aug. 11 6/19/15 6/26/15 Southbound Newport Boat Show, Seattle (fall) Boat Show Oct. ’15 Sept. 22 8/10/15 8/17/15 Fall Boat Shows Annapolis Power, Trawler Fest–Baltimore Fort Lauderdale Boat Show Nov/Dec. ’15 Nov. 3 9/18/15 9/25/15
Hot off the press for FLIBS
Jan/Feb. ’16 Dec. 22 11/9/15 11/16/15 Seattle (Winter) Show, Trawler Fest–Riviera Beach, FL
Results
You Can Measure! Ads in Passagemaker pull.
Not only do they drive direct sales and reinforce branding, but often bring a spike in advertiser website traffic coinciding with distribution of the magazine.
NORTHBOUND ISSUE, APRIL We follow the annual migrations up the East and West coasts as northern latitudes come into bloom. We will write about where to go and how best to get there, including some of the very best destinations in New England, the Canadian Maritimes, the Pacific Northwest and Alaska. We will write about the best tactics and techniques for power cruising in northern waters. BLUEWATER ISSUE, JULY-AUGUST This special issue focuses on offshore planning and skills. We’ll take look at the gear that passagemakers rely on–the communications equipment, watermakers, liferafts, etc. We’ll showcase features that highlight the risks and rewards of voyaging and interview experienced distance cruisers. We will broaden our distribution reach on this particular issue to connect with targeted groups that have demonstrated a specific interest in the offshore cruising market. This issue will have a bonus digital distribution of 100,000-plus. SOUTHBOUND ISSUE, SEPTEMBER We catch up with the cruising community as it does its annual about-face and makes way toward the equator. We’ll talk about the waterways, transit strategies and great places along the way. We’ll feature stories by cruisers about their adventures in places such as the American South, the Caribbean and Mexico. BOAT SHOWS ISSUE, OCTOBER It goes without saying that our Boat Show Issue would feature the latest cruising vessels, gear and electronics on exhibit at the various shows, but we promise to go further by featuring reader benefit stories to help them make better decisions whether they are buying boats or refitting their current vessels.
THE POWER CRUISING AUTHORITY
105 Eastern Avenue, Suite 202 | Annapolis, MD 21403 | Phone: 410.990.9086 | Fax: 410.990.9094 | www.passagemaker.com
