National Review
&
National Review
Online
Setting The Terms of Debate In The Nation’s Capital
and All Across America
w w w . n a t i o n a l r e v i e w . c o m
1
About National Review
National Review is America’s largest circulation and measurably influential magazine for Republican/conservative news, commentary, and
opinion. The magazine provides insightful and incomparable coverage of today’s—and tomorrow’s—most important political, economic, social, and cultural issues and trends.
Founded in 1955 by William F. Buckley Jr., National Review is the only American magazine
ever to have launched a major political movement. And the only American magazine that
has, for over 50 years, consistently provided its influential subscribers with the well-reasoned editorial commentary they depend on in forming their own opinions on today’s most
critical issues.
“I have no doubt that National Review, the principal conservative magazine, will be as strong,
shrewd, and principled a voice for a realistic and purposeful Post-Cold War American foreign
policy as it has been in changing the direction of American domestic politics, and winning the
Cold War.”
—Dr. Henry Kissinger
“It is simply the case that National Review is the most consequential journal of opinion ever.”
—George Will
“It’s been more than a magazine; it’s been a political phenomenon.”
—Peggy Noonan
“Many of the more important changes of the 20th century happened because
National Review stood strong, and that’s a fact — that’s a fact of history.”
—Former President George W. Bush
“In 1954, when Ronald Reagan was still a registered Democrat and host of
‘General Electric Theater’, the 28-year old William F. Buckley Jr.
decided to start a magazine as a standard-bearer for the
fledgling conservative movement. In the 50-year
ascent of the American right since then, his publication, National Review, has been its most influential
journal.”
—Howard Kurtz
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JOHN
“I want to let you know that when people ask me ,
‘When did your campaign go from long-shot to a serious
contender?’ I tell them, ‘When National Review put me
on the cover.’”
—Senator Marco Rubio
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MATTHEW SCUL
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49145 $3.95
Cruelty
Obama’s Threat
to American
Exceptionalism
RICHARD LOW
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RAMESH PONN
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October 4, 2010
49145 $3.95
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HOW WE AVOIDED EUROSOCI
ALISM IN THE 1970 S ,
AND WHY WE WILL AGAIN
by James C.
Bennett
www.nationalrev iew.com
Demographics
Circulation
Proactive
2015 ABC audited guaranteed circulation rate base
150,000
Sex
Donated To Charity
89.0%
Voted In Federal, State, Local Election
87.8%
Actively Worked As Non-Political Volunteer
31.1%
27.7%
Male
81.8%
Serve As Director On Charitable or Other Board
Female
18.2%
Serve On Corporate Board
24.5%
Wrote Newspaper/Magazine Editor
20.7%
Took Active Role In Civic or Social Issue
19.1%
Engaged In Fundraising
12.2%
Age
Median
66 Years
Ages 25 - 54
18.0%
Income / Net Worth
Median HHI
Wrote or Telephoned Radio of TV Station
10.8%
Actively Worked For Political Party or Candidate
11.8%
Addressed Public Meeting
10.6%
$100,200
HH Net Worth $250,000+
78.6%
Purchased Books Last Year
HHI $75,000+
64.1%
Books
91.9%
HH Net Worth $1,000,000+
34.4%
Spent $250+
41.0%
Median Purchase
$216.
Education
Undergraduate Degree or Beyond
75.4%
Purchased Mail Order Last Year
Post Graduate Degree
42.5%
Via Mail/Phone/Internet
87.8%
Books
76.4%
Via Internet
74.3%
Clothing/Apparel
66.1%
Gifts
60.3%
Via Mail/Phone
59.1%
CDs/DVDs
45.1%
Food
28.1%
Home Products
27.1%
Reader Involvement
Read 4 Out of 4 Issues
85.4%
Average Length of Subscription
Average Time Spent With Each Issue
4 Years
1 Hour, 6 Min.
Subscription Renewal Rate
85.0%
Employment
Professional/Managerial
85.4%
Any Chief Officer
47.4%
Circulation Duplication
Owner/Partner
41.3%
Wall Street Journal
25.2%
Top Management (Chairman, Director, VP, Officer)
33.3%
The Weekly Standard
21.0%
Work for Federal / State Government
16.4%
Forbes
15.3%
Time
8.7%
The Economist
7.0%
Atlantic Monthly
4.1%
US News & World Report
3.9%
Foreign Affairs
3.1%
The New Yorker
2.1%
Harper’s
1.0%
The Politico
0.8%
National Journal
0.4%
The Hill
0.2%
Roll Call
0.2%
The New Republic
0.2%
*Above from 2014 Erdos & Morgan Subscriber Study
Washington, D.C. Beltway Readership
National Review delivers Congress and proactive opinion leaders from the nation’s capital, as well
as from all across America
A must-read among Republicans/conservatives in Congress directly
involved with setting the legislative agenda and shaping its outcome,
no other publication has more influence with these individuals than
National Review.
But what really sets National Review apart from other D.C.-based
media is that it also delivers Republican/conservative opinion leaders
from outside the D.C. Beltway. It is these proactive, influential individuals who will regularly e-mail, write, call, and fax their Senators
and Representatives on policy matters. These are the very people
who bring pressure to bear on a reluctant Congress
National Review offers an all-star Washington bureau of seasoned insiders whose discerning coverage and analysis of the political scene is required reading from Capitol Hill to K Street. Often
feared, widely admired, and always influential, the Capitol Hill office of National Review consistently provides those who shape policy and legislation with in-depth insights and arguments they
depend on in developing their own position on the important issues.
National Review’s Executive and Congressional Branch Readership
Executive Branch
Congressional Branch
Total
Respondent
Universe:
112,564
5,309
National Review
Readership:
10,806 or 9.6%
1,911 or 36.0%
*Above from 2014 Erdos & Morgan Opinion Leader Study
National Review’s Beltway Circulation
Washington, D.C.
n U.S. Senate
300 Copies
n U.S. House
1,320 Copies
n Senate & House Leadership Committees and Subcommittees
n Cabinet Departments
n Federal & Related Agencies
75 Copies
360 Copies
95 Copies
n Federal Government Agencies, Lobbying Firms, Law Firms,
PR/Advertising Firms, and Political Consultants Copies
1,300 Copies
n Washington Media (Magazines, Newspapers, Radio,
TV, Newsletters, and Wire Services)
1,060 Copies
n District of Columbia
452 Copies
n Virginia
5,454 Copies
n Maryland
2,830 Copies
Total
13,264 Copies
Readership Coverage Among Those Who
Directly Shape Policy & Legislation
Readership Coverage Among Those Who...
Influence Legislative/Government
Policy Issues
National Review
Roll Call
New Republic
National Journal
The Hill
The Weekly Standard
CQ Weekly
Influence Economic & Financial Issues
15.9%
12.0%
12.0%
12.0%
13.0%
11.7%
8.5%
National Review
Roll Call
New Republic
National Journal
The Hill
The Weekly Standard
CQ Weekly
14.6%
10.9%
10.9%
10.5%
10.6%
10.1%
7.2%
Influence Law & Legal Issues
Influence Energy & Environmental Issues
National Review
Roll Call
New Republic
National Journal
The Hill
The Weekly Standard
CQ Weekly
12.5%
10.8%
10.5%
8.3%
10.8%
8.7%
6.3%
National Review
New Republic
National Journal
Roll Call
The Hill
The Weekly Standard
CQ Weekly
13.3%
9.5%
8.5%
10.1%
10.3%
9.5%
6.7%
Influence Science & Technology Issues
Influence Business Issues
National Review
The Hill
Roll Call
New Republic
National Journal
The Weekly Standard
CQ Weekly
11.5%
10.9%
10.0%
9.1%
8.6%
8.1%
6.1%
Influence Any Defense & National Security Issues
National Review
National Journal
The Weekly Standard
Roll Call
New Republic
The Hill
CQ Weekly
16.3%
9.7%
12.1%
12.1%
12.0%
12.9%
7.6%
Influence Health, Education, and Human Services Issues
National Review
New Republic
National Journal
Roll Call
The Hill
The Weekly Standard
CQ Weekly
10.6%
8.6%
7.4%
8.6%
9.4%
7.6%
5.2%
*Above from 2014 Erdos & Morgan Opinion Leader Study
National Review
The Hill
Roll Call
New Republic
National Journal
The Weekly Standard
CQ Weekly
12.3%
10.8%
10.1%
10.6%
8.1%
8.1%
6.4%
2011
2015 Production Schedule
C O V E R D AT E
ORDER CLOSE
M AT E R I A L D U E
M A I L D AT E
January 24
26
December 24
26
December
January 2 31
January 68
February 79
February
February 21
23
February
January 79
January
January 21
23
January
January 14
16
January
January
30
January 28
January 20
22
January
February
February 35
March 9
March 7
March 23
March 21
February 6
February 4
February 20
February 18
February 13
February 11
February 27
February 25
February 19
February 17
March 5
March 3
April 6
April 420
April 18
May 4
May 218
May
March 6
March 420
March 18
April 3
April 117
April
March 13
March 11
27
March 25
April 10
April 824
April
March 19
March
April 2 17
March 31
April 16
April 14
30
April
May 16
June 1
June 22
June 6
June
July 620
April 15
May 1
May 22
May 6
May
June20
5
April 22
May 8
May 29
May 13
May
June27
12
April 28
May 14
June 4
May 19
June
June 218
July 20
July 4
August
July
18 10
August 24
August 1
September 7
August 15
September 21
August 29
June 19
June 3
July 10
June
17
July 24
July 1
August 8
July 15
August 21
July 29
June 26
June 10
July 17
June
24
July 31
July 8
August 15
July 22
August 28
August 5
July 2
June 16
July 23
June
30
August 6
July 14
August 20
July 28
August 3
August 11
October 5
September
October 19 19
September 4
August
19 18
September
September 11
August
26 25
September
September 17
September
October 1 1
November
October
3 2
November
October
1719**
October 31
December 7
December 14
21
November
December 31
October 2 2
September
October 16 16
September
September 30
November 6
November
October
1420
December 4
October 9 9
September
October 23 23
September
October 7
November 13
November
October
2127
December 11
October 15 15
September
October 29 29
September
October 13
November 19
December
October
273
December 17
December 5
November 4
Review’s 60th Anniversary
Issue 18
**National19
December
November
December 31
December 2
November 11
November 25
December 9
November 17
December 1
December 15
2015 Ad Sizes & Rates
General Advertising Rates
Black & White
Page
2/3
1/2
1/3
1/6
Four-Color
Page
2/3
2
1/2
1/3
1x
3x
6x
12x
24x
$ 8,640
6,740
5,180
3,460
1,900
1x
$ 8,210
6,400
4,920
3,290
1,810
1,810
3x
$ 7,780
6,070
4,660
3,110
1,710
1,710
6x
$7,340
5,730
4,400
2,940
1,620
1,620
12x
$6,910
5,390
4,140
2,770
1,520
1,520
24x
$ 12,100
9,680
7,500
5,080
$11,500
$11,500
9,200
7,130
4,830
$10,890
$10,890
8,710
6,750
4,570
$10,290
$10,290
8,230
6,380
4,320
$9,680
$9,680
7,740
6,000
4,060
3x
6x
12x
Direct Response Advertising Rates
Black & White
1x
Page
Page
P
2/3
2/3
1/2
1/2
1/3
1/3
1/6
1/6
1/12
1/12
11
$ 6,050 $6,050
4,720 4,720
3,630 3,630
2,420 2,420
1,330 1,330
730
730
Four-Color
Page
P
2/3
1/2
1/3
$5,750
4,480
3,450
2,300
1,260
1,260
690
690
$5,450 $5,450
4,250 4,250
3,270 3,270
2,180 2,180
1,200 1,200
1,200
660
660
660
$5,140
$5,140
4,010
4,010
3,090
3,090
2,060
2,060
1,130
1,130
1,130
620620
620
1x
3x
6x
12x
$8,470
6,780
5,250
3,360
$8,050
6,440
4,990
3,190
$7,620
6,100
4,730
3,020
$7,200
5,760
4,460
2,860
Premiums
Cover 2
Cover 4
Bleed
15% Premium
20% Premium
10% Premium
Standard Unit Sizes
Trim Size:
Live Area:
Bleed Size:
Single Page, 8,125”x10,75” (Live matter must be kept within 0.5” of trim size)
Single Page, 7.1”x9.73”;Spread, 14.2”x19.46”
Single Page, 8.25”x11”, Spread, 16.5”x11”
24x
$4,840
3,780
2,900
1,940
1,060
1,060
1,060
580
580
24x
6,780
5,420
4,200
2,690
Full Page
8.125” x 10.75”
Full-Page Sread
16.5” x 11”
2/3-Page
4.625” x 9.5”
1/2-Page Horizontal
7” x 5”
1/2-Page Horiz. Spread
14” x 5”
1/2-Page Island
4.625” x 6.5”
1/3-Page Vertical
2.25” x 9.5”
1/3-Page Square
4.65” x 4.65”
1/6-Page
2.25” x 4.625”
1/12-Page
2.25” x 2.25”
Production Specifications
Follow AAAA-MP Standard Specifications for
advertising reproduction material for magazine
offset web printing. Type size for page is 1335
lines to the column; 405 lines to the page.
Material:
We prefer that advertising is submitted digitally
(see below). Where this is not possible, we prefer negatives, right-reading, emulsion side down
or mechanical (camera ready with type and copy
dot). Materials should be forwarded to Scott
Budd at the address below. Specifications for
Submitting
Digital Files:
General Guidelines:
n Files can be supplied on Zip disks or
delivered via an FTP program (e-mail is only
an option if digital files are not too large).
FTP instructions are available
http://www.nationalreview.com/nr-ftp.
n File Names: Include
“NR”_“issue date”_“advertiser name”.filetype.
Sample:
NR_9-23_companyname.pdf.
Sample for revised file:
NR_9-23_companyname_revise1.pdf.
All folders that include ad files should be
similarly named.
Sample:
NR_9-23_companyname.
n Set all color information appropriately.
n PDF files may be supplied if created in Quark
Xpress or Adobe InDesign. Images and fonts
MUST be embedded in PDF files.
Layout:
n Quark Xpress for Macintosh or Windows, version 4.1 or higher.*
n Set document size to the exact size of the ad.
Full-page ad is 8.125” x 10.75”.
n For full-page ads, maintain a minimum of 0.5”
margins. Items that bleed off the page should
extend at least .25” beyond the trim.
n Remove any custom style sheets prior to
submitting files.
n Colorization of picture-box backgrounds of
grayscale tiffs is not supported.
n Do not set the backgrounds of picture boxes
containing scanned images to None unless the
enclosed graphic is 1-bit Line Art or an EPS
picture with a clipping path.
Fonts:
n The advertiser must supply all fonts necessary
for printing the ad. Both screen and printer
fonts must be supplied. Do not supply addi
tional fonts that are not used in the ad.
n Only Adobe Type 1 fonts from the Adobe Type
Library should be used.
n Text set in any other variety of font must be
converted to paths and placed as a graphic.
Graphics:
n All graphic files necessary to print the ad
must be supplied in either TIFF or EPS format,
without internal compression, such as LZW or
JPEG, applied.
n Color files must be in the CMYK color space
or, if the ad is two-color, specify “PANTONE
286 CV”as the second color. One-color ads
should use black only.
n Resolution of scanned images, for grayscale
and color halftones, should be 300 dpi, at the
size they will be used. Line Art 1-bit scans
should be 600-1200 dpi at the size they will
be used.
n Total ink densities of scans and color builds
should not exceed 300%.
n Highlight and shadow points of scanned
halftones, either color or grayscale, should not
be less than 2% in the highlights or more than
98% in the shadows. Follow SWOP standards
for dot gain (20% in the midtone), etc.
n Duotones are not recommended.
n Remove any halftone screening information or
transfer curves from EPS files.
Proofs:
n Sample output must be supplied with
every ad.
n Supply laser proofs at 100% size. For color
ads, both composite and separated lasers are
strongly recommended.
n Color output can be helpful for reference, but
will not be used as contract proofs.
Production Questions / Send Ad Materials To:
Scott Budd
National Review, Inc
215 Lexington Avenue, 11th Floor
New York, NY 10016
Telephone 212-849-2837
e-mail: sbudd@nationalreview.com
About National Review Online
Launched in 1995, NRO (www.nationalreview.com) is
America’s premier site for Republican/conservative
news, commentary, and opinion. An entirely separate
and distinct editorial product from National Review
magazine, NRO is a daily must-read among
Republican/conservative political influencers directly
involved with setting the nation’s legislative agenda and
shaping its outcome.
“I . . . want to thank you for giving me the opportunity to make my case every now and
again on NRO. Being on The Corner always gets my message out immediately, and the
response is always positive.”
—Sen. Marco Rubio
“NRO brings timely insight and commentary to the important issues of the day, all from
a principled, conservative perspective. Well done.”
—Sen. John Cornyn
“While most media outlets essentially try and clone themselves on the Internet,
National Review Online has created a split personality—with pop culture as the hook
for drawing readers who may not be addicted to politics.”
—The Washington Post
“Most online versions of print magazines are place mats—a logo stamped over a table of
contents. A busy-bee exception is nationalreview.com, the bratty cyber-twin of the conservative biweekly founded by William F. Buckley Jr.”
—Vanity Fair
Demographics
Average
Average Audience
Audience Traffic
Traffic // Site
Site Usage
Usage
Average
Average Monthly
Monthly Unique
Unique Visitors:
Visitors:
Average
Average Monthly
Monthly Page
Page Views:
Views:
Visit
Visit Daily:
Daily:
Visit
Visit 2-3
2-3 Times
Times AA Day:
Day:
Visit
Visit 4-5
4-5 Times
Times AA Day:
Day:
Reader
Reader Involvement
Involvement
1,900,000
4,500,000
21,000,000
25,000,000
25.5%
27.3%
25.2%
26.3%
15.2%
15.0%
Sex
Sex
Male
Male
Female
Female
75.7%
76.8%
24.3%
23.2%
90.4%
89.1% Have
Have Had
Had Their
Their Opinion
Opinion About
About An
An Issue
Issue Or
Or Subject
Subject
Influenced
Influenced By
By The
The Editorial
Editorial Content
Content On
On NRO
NRO
24.2%
21.3% Have
Have Had
Had Their
Their Opinion
Opinion About
About An
An Issue
Issue Or
Or Subject
Subject Influenced
Influenced
By
By Advertising
Advertising Seen
Seen On
On NRO
NRO
31.6%
25.6% Have
Have Contacted
Contacted An
An Advertiser
Advertiser Seen
Seen On
On NRO
NRO To
To Learn
Learn More
More
About
About The
The Advertiser
Advertiser And
And Its
Its Message
Message
60.5%
55.5% More
More Likely
Likely To
To Trust
Trust An
An Advertiser
Advertiser After
After Seeing
Seeing Their
Their
Ad
Ad On
On NRO
NRO
68.4%
SeeingTheir
Their
561.6%More
MoreLikely
LikelyToToSupport
SupportAnAnAdvertiser
AdvertiserAfter
AfterSeeing
Ad
Ad On
On NRO
NRO
Age
Age
Median
Median Age:
Age:
47
48
Income
Income
Average
Average HHI:
HHI:
Average
Average HHW:
HHW:
HHW
HHW $1,000,000+:
$1,000,000+:
HHI
HHI of
of $75,000+:
$75,000+:
Own
Own Home,
Home, Co-op,
Co-op, or
or Condo:
Condo:
$93,788
$95,000
$269,000
$278,999
15%
16.3%
62.7%
67.0%
78.6%
76.4%
Education
Education
Undergraduate
Undergraduate Degree
Degree or
or Higher:
Higher:
Masters
Masters Degree:
Degree:
Doctoral
Doctoral Degree:
Degree:
83.7%
85.2%
27.8%
26.4%
17.5%
20.4%
Pro
Pro Active
Active
In
In The
The Past
Past Year
Year .. .. ..
Have
Have Given
Given AA Speech
Speech In
In Public:
Public:
16.9%
20.9%
Have
Have Served
Served On
On AA Board
Board Of
Of AA Company,
Company,
Charity,
Charity, or
or Foundation:
Foundation:
17.1%
16.7%
Have
Have Had
Had AA Letter
Letter or
or Article
Article Published
Published
Either
Either In
In Print
Print or
or Online:
Online:
22.3%
20.9%
Have
Have Contacted
Contacted An
An Elected
Elected Official
Official To
To
State
State AA Point
Point Of
Of View:
View:
55.1%
41.8%
Given
Given Time/Money/Services
Time/Money/Services To
To AA Political
Political or
or Social
Social Cause:
Cause: 65.6%
67.4%
Have
86.6%
Have Donated
Donated To
To Charity:
Charity:
89.6%
Audience
Audience Duplication
Duplication
CNN.com
CNN.com
CQ.com
CQ.com
Dailycaller.com
Dailycaller.com
Dailykos.com
Dailykos.com
Drudgereport.com
Drudgereport.com
Foxnews.com
Foxnews.com
Huffingtonpost.com
Huffingtonpost.com
Nationaljournal.com
Nationaljournal.com
Newsmax.com
Newsmax.com
Nytimes.com
Nytimes.com
Opinionjournal.com
Opinionjournal.com
Politico.com
Politico.com
Realclearpolitics.com
Realclearpolitics.com
Reason.com
Reason.com
Rollcall.com
Rollcall.com
Salon.com
Salon.com
Slate.com
Slate.com
Thedailybeast.com
Thedailybeast.com
Thehill.com
Thehill.com
Thenation.com
Thenation.com
Theweeklystandard.com
Theweeklystandard.com
TNR.com
TNR.com
Townhall.com
Townhall.com
Washingtonpost.com
Washingtonpost.com
11.8%
14.2%
1.4%
1.0%
17.0%
24.5%
1.6%
1.4%
62.3%
64.8%
45.4%
44.9%
6.5%
7.2%
3.6%
4.0%
9.1%
10.8%
17.3%
12.5%
27.3%
23.1%
26.1%
18.3%
40.4%
37.3%
19.5%
17.3%
2.1%
2.3%
2.3%
1.9%
7.8%
8.1%
5.1%
6.6%
12.1%
8.7%
0.9%
1.0%
39.4%
42.4%
4.4%
3.3%
27.5%
23.6%
17.4%
17.2%
*Above
*Above from
from 2010
2014 Survey
Survey Monkey
Monkey User
User Research
Research
2015 Ad Sizes & Rates
2011 Ad Sizes & Rates
A
A
C
C
B
B
B
B
D
D
C
C
Ad Sizes
Width
x
Height
CPM
AAd Sizes
Width
728
xx
Height
90
CPM
$25
B
A
C
B
300
xx
728
300
160 or 300 xx
250
90
250
600 or
or 600
250
$25
$25
$25
$25
D
C
300
300
250
250 or 600
$25
$25
xx
* IAB Rising Star units and other Rich Media options available. Pricing upon request.
For questions regarding rates and additional
ad opportunities, please contact:
Jim Fowler,
Advertising Director
National Review
Ph: 212.849.2843
Fax: 212.679.6174
E-mail: jifowler@nationalreview.com
www.nationalreview.com
3
2015 Digital Specifications
NRO Creative Specs:
n NRO uses DFP for all ad serving.
n We accept GIF, Flash, Rich Media & Third Party Served ads.
n 50k maximum file size for non-Rich Media ads.
n 50k initial load and 100k maximum load for Rich Media ads.
n Must have the variable “clickTAG” implemented correctly within each .swf file.
n Backup GIF files MUST be provided for any campaign running Flash.
n 30-second maximum for any non-user initiated animation.
n Any sound must be user-initiated, defined as a click and not a mouse-over or rollover, and clearly
labeled with “Play” and “Stop” controls.
n Expanding ads must have a prominent “CLOSE X” button, not less than 10-pt type, in the upper
right-hand corner of the expanded portion of the ad.
n All ads are sold run of site unless otherwise negotiated.
n NRO reserves the right to reject any potential ad campaign or creative without explanation.
CONTACT INFORMATION
For more information in regard to
magazine and website advertising,
please contact:
Scott Budd
Executive Publisher
National Review, Inc.
215 Lexington Avenue, 4th Floor
New York, NY 10016
Telephone 212-849-2837
E-mail: sbudd@nationalreview.com