Media Kit 2015/16
Vogue Knitting Media Kit
Table of Contacts
Mission Statement
History
Digital Marketing
Vogue Knitting Live
Circulation
Demographics
Custom Publishing
Ad Specs
Schedule and General Info
Contact
Page 3
Page 4
Page 6, 16
Page 8, 17
Page 9
Page 11- 14
Page 18
Page 19- 20
Page 21
Page 22
VOGUE Knitting Media Kit 2015/16
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Our Mission
Statement
VOGUE is a name synonymous with fashion
and style, and when it comes to knitting,
nothing equals the impact of VOGUE
Knitting.
Our goal is to create editorial that inspires
and educates our readers, and motivates
them to use their leisure time to engage in
the process of knitting
We deliver to our advertisers the
most dedicated knitting consumer
with the deepest passion, wellhoned skills, and with the
discernment it takes to recognize
quality and purchase the best
brands on the market.
VOGUE Knitting Media Kit 2015/16
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We know KNITTING—we’ve been publishing it longer
than anyone else
Launched in 1892, VOGUE magazine has been
setting high standards for over 120 years.
Vogue was purchased in 1909 by Conde Nast
and from 1932 to 1969, VOGUE Knitting was the
leading fashion knitting publication in the world.
Since the Fall 1982 relaunch, VOGUE Knitting
has been setting the standard for knitting and
fashion excellence.
Under the umbrella of the most recognized
fashion publishing brand in the world, and with
an illustrious 80+-year history, we stand apart
from every other knitting magazine on the planet.
VOGUE Knitting Media Kit 2015/16
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Print
Individual
Patterns
Tablet
We’re spreading
YOUR message
to our readers through
multiple platforms
Books
Destination
Travel
Social
Media
Digital
eNews
Events
VOGUE Knitting Media Kit 2015/16
VOGUE Knitting has Exceptional
Digital Reach
VogueKnitting.com
15.4 million page views
per year
258.8 million
impressions per year
Over 1.1 million
patterns are
downloaded from our
site every year
Mobile (iPhone, iPad,
Kindle, Andriod)
KnitNews & Fashion
Preview Emails
500,000+ downloads of
the reader app
Reach- 295,000+
mailboxes
Over 50,000 copies
were sold last year, up
50% from the previous
year
Average open rate 24%
with 6.5% click-through
rate
100,000+ downloaded
by print subscribers
VOGUE Knitting Media Kit 2015/16
Global averages 17.5% open
and 3.15% click-through ratesmartinsights.com
6
We have the deepest SOCIAL MEDIA
penetration in KNITTING publishing
Facebook
186,000+
followers
Instagram
Twitter
Youtube
Pinterest
2,400+
23,000+
7,800+
followers
followers
13.5 million
views
18,000+
subscribers
800+ videos
VOGUE Knitting Media Kit 2015/16
followers
Ravelry
All material
from our
magazines
and books
is posted
for
searchability
7
We Bring Our Pages to Life at
2015 – 2 locations, 15,000 consumers from over 25 countries, 600 classes, 350 shopping booths, 30
fashion shows.
Our goal is to tap into the passion of our readers and inspire them with a unique LIVE learning and
shopping experience.
VOGUE Knitting Media Kit 2015/16
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We invest in quality circulation so you can target
the top tier knitting consumer.
•
Over 1000 of the BEST yarn stores
•
Newsstand in the US and Canada
•
Targeted distribution in specialty
chains and bookstores
•
Subscriptions
•
Global digital delivery to iPad, iPhone and
Android devices- this is our largest
growth area with 54% increase from
2013 to 2014 and a 90%+ renewal rate
•
In Canada, Vogue Knitting and Knit Simple
account for 69.5% of all newsstand sales
of knitting magazines.
•
Consumer events engaging over
15,000 consumers per year.
VOGUE Knitting Media Kit 2015/16
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Content and ads are
COVETED and SAVED by our
readers!
Vogue Knitting is a collector’s item: 95%
save EVERY issue.
They share each issue with friends, ensuring
three readers per issue, on average, and
guaranteeing repeated exposure for your
brand and products for many years to
come.
Yarn placement lives on. And on.
We have 3100+ patterns for sale
on our site, and combined with over
800 videos on our YouTube
channel, we keep your yarn in
front of our readers long after
an issue is off the shelves
VOGUE Knitting Media Kit 2015/16
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DEMOGRAPHICS
Vogue Knitting Survey 2014
59.9% of our readers are between
45 and 64 years old
71% are married
82% have no children at home
80.3% graduated college or grad
school - up 10% since 2011
46.3% are employed
63% HHI over $75,000-up 14%
since 2011
72.3% live in large urban areas
VOGUE Knitting Media Kit 2015/16
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PSYCHOGRAPHICS
Vogue Knitting Survey 2014
85% are above average/expert
knitters- up 10% since 2011
91% buy VK to satisfy need for creativity
and 79.7% for the health benefits
98% knit for themselves
98% use the internet
daily- up 6% since 2011
62% own more than 25 knitting books
34% own more than 50 knitting books
87% have downloaded
patterns- up 15% since 2011
76% have watched knitting videos
82% have taught others to knit
VOGUE Knitting Media Kit 2015/16
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ADVERTISING ENGAGEMENT
Vogue Knitting Survey 2014
96.5% have visited a website
after seeing an ad in VOGUE
Knitting
69% have purchased from
that search
VOGUE Knitting Media Kit 2015/16
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ADVERTISING ENGAGEMENT
Vogue Knitting Survey 2014
79.3% shop online - up 9% since 2011
88% shop at a LYS (local yarn store)
67.2% purchase yarn by brand name
30% have spent over $100 on a
knitting accessory
42.2% say there is NO limit on what
they will spend on yarn if they love it
VOGUE Knitting Media Kit 2015/16
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Additional Marketing
Opportunities
NEW & KNITWORTHY This special advertising
section provides mini reviews of products
and services, allowing you to spotlight your
product with a picture, copy, contact
information with prime up-front
positioning.It’s a proven information
and sales driver.
ADDED VALUE FEATURES These
custom-designed advertising units
enable your company and products to
stand out and offer additional value.
Ask one of our sales representatives
these special offerings: Half-front
cover wraps • Fold-out booklets*
• Split covers • Inserts*
• Stand-alone supplements*
•Can be printed in overruns for distribution
•at shows and point of sale.
VOGUE Knitting Media Kit 2015/16
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Digital Marketing Opportunities
•
VOGUEknitting.com ADVERTISING Ads rotate on over 750 pages with over 14.4 million page
views per year.
Banner Ads are available on FREE PATTERNS.
•
E-NEWSLETTER ADS These are placed in our KNITNews and FASHION PREVIEW newsletters
17x per year and to 270,000+ subscribers.
•
DEDICATED EMAIL BLAST We can deliver your customized E-Newsletter to our opt-in
subscribers, sending your message directly to the top tier of the knitting community. These are
designed to drive traffic back to your site.
•
LIVE ADVERTISER WEB LINKS Take advantage of a direct link from the digital version of our
magazines to your site. Advertising enhancements can include custom video, tappable content,
photo galleries and minor animations.
•
FACEBOOK PROMOTIONS Dedicated offers and advertising posts with live links to your page,
your website, or your store. We can add additional boost.
For information on offers: https://www.facebook.com/help/410451192330456/ and https://www.facebook.com/page_guidelines.php
VOGUE Knitting Media Kit 2015/16
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VOGUE Knitting LIVE!
Sponsorship Opportunities
Our shows are a tangible touch point between
the most engaged, proficient and affluent
knitting enthusiasts and your product.
Sponsorships deliver the
maximum marketing impact
aligning your brand with
our readers in person, as
well as pre- and postevent promotions.
These include:
•Premier Event Sponsor
•Fashion Shows
•Beginner Lounge
•Yarn Tasting Lounge
•Fitting Station
•Class & Lecture Sponsor
•Gala Dinner Gift Bag Sponsor
•Marketplace Sponsor
VOGUE Knitting Media Kit 2015/16
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Custom Publishing and
Partner Publishing
We work with our advertisers to create
custom content to support the sales of
their branded product. Our awardwinning imprint, Sixth&Spring Books,
is one of the most successful in craft
publishing.
VOGUE Knitting Media Kit 2015/16
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Vogue Knitting Print Ad
Specs
General Information
Both full-page and partial-page ads are only
accepted as high resolution PDF FILES WITH
EMBEDDED FONTS. Please note that all images
in the file must be 300 DPI CMYK. We cannot
accept ads sent in RGB format.
If received in this format, there will be a charge
for converting to CMYK
format, which can cause colors to change.
The ad can be sent one of the following ways:
• Saved to CD and mailed with a
printout of the ad
• E-mailed to Becky@sohopub.com
• Placed on SoHo’s FTP site
Please be sure to reference the e-mail with the
advertiser name, magazine name and issue.
VOGUE Knitting Media Kit 2015/16
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Vogue Knitting Online Ad Specs
Large Box: 300x250
Recommended file size:
GIF/JPEG: 75k
Formats Accepted: JPG/GIF,
Animated GIF
(3 Loop Maximum),
HTML, JavaScript, Flash
Contact Us:
Doreen Connors
Director of Advertising Sales
Phone:(212) 937- 2554
Doreen@sohopublishing
Becky Kevelson
Accounts Manager
Phone: (212) 937-2557
Becky@sohopublishing
VOGUE Knitting Media Kit 2015/16
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Schedule and General
Information
Bleed Ads: no charge
Supplement & Advertorial rates available upon request
Rate Policies: A 15% agency discount applies for electronic materials supplied and paid for
within 30 days of invoice date. All payments are net 30 days; first-time advertisers must prepay to establish credit (recognized agencies excepted). Finance charge of 1%/month after 30
days.
Special Program Offers! SoHo Publishing leads the way in developing special programs and
features that bring your brands and products to life and make them stand out above the
crowd. Some of the offerings that are currently available are:
• Gatefolds • Special Supplements or Inserts
• Advertorials
We’re always creating new programs. Come talk with us about developing a plan that will
showcase your product. We’ll help you develop a strategy that's yours — and yours alone.
Contact Us:
Doreen Connors
Director of Advertising Sales
Issue
Space Close
Material Close
On Sale
Phone:(212) 937- 2554
Doreen@sohopublishing
Spring/Summer ‘15
Nov 9
Nov 26
Mar 4
Early Fall ‘15
Mar 9
Mar 27
July 8
Fall ‘15
May 9
May 27
Sept 2
Holiday ‘15
July 9
Jul 27
Nov 4
Winter ‘15/‘16
Sept 9
Sept 26
Jan 6
VOGUE Knitting Media Kit 2015/16
Becky Kevelson
Accounts Manager
Phone: (212) 937-2557
Becky@sohopublishing
CONTACT US
ADVERTISING
EVENTS
Doreen Connors
EDITORIAL/CUSTOM
PUBLISHING
Director of Advertising Sales
Kristina McGowen
Events Director
212.937.2554
Editor
212.225.9001
Doreen@sohopublishing.com
212.225.9008
Gabrielle@sohopublishing.com
Gabrielle Ald
Kristina@sohopublishing.com
Becky Kevelson
Beth Ritter
Accounts Manager
Christina Behnke
Marketing Manager
212.937.2557
Becky@sohopub.com
New Products Editor
212.225.9006
212.225.9009
Beth@sohopublishing.com
EDITORIAL/CUSTOM
PUBLISHING
Christina@sohopublishing.com
Trisha Malcolm
Joanna Radow
Event Manager
VP, Editorial Director
Yarn Editor
212.225.9011
212.937.1522
212.225.9010
Karima@sohopublishing.com
Trisha@sohopublishing.com
Joannaradow@sohopub.com
Karima Amir
Soho Publishing LLC was formed in 2001. We are a privately owned boutique publishing company
specializing in how-to content creation, delivery and exclusive events.
161 Avenue of the Americas, Suite 1301, New York, NY 10013
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