Delta Sky
2015 Media Kit
5.4
WHO WE ARE
Sky Magazine’s Mission
MILLION
MONTHLY
READERS
A dynamic traveling companion, Sky embodies the energy, reach
and influence of Delta, the airline that carries more passengers
than any other in the world.
Through arresting images and prescriptive contributions from
some of the world’s leading tastemakers and thought-leaders,
Sky introduces our readers to the people, places and subjects
that define our ever-evolving world.
Sky is engaging and experiential, yet both intimate and
customized. The magazine provides special access to movers,
shakers and celebrities–offering an experience above and beyond
an “inflight.”
Source: GfK MRI Spring 2014
Delta Air Lines
Reach and Influence
T H E R E A C H A N D I N F L U E N C E O F D E LTA A I R L I N E S
Delta carries more passengers than any other airline in the world
• 14 million monthly passengers to 6 continents
• 15,000 daily flights to 57 countries
• Nearly 165 million annual passengers to 314
destinations
(Source: Delta Air Lines Internal Data, 2014)
Delta is the No. 1 or No. 2 carrier in
70% of its 271 cities served.
DELTA SKY 151.7
150,000
125,000
DOMESTIC
CARRIER:PASSENGERS:
120,000
DELTA AIR LINES
140,856,095
100,000
Southwest Airlines
122,141,905
United Airlines
112,295,857
American Airlines
83,866,863
US Airways
78,256,575
Alaska Airlines
25,532,044
JetBlue Airways
24,279,328
AirTran Airways
16,532,044
All other carriers
51,173,075
ED AIRLINES 126.
3
UNIT
HWEST SPIRIT 122
T
U
.4
SO
RICAN AIRLINES 96
.6
AME
US AIRWAYS 82.3
80,000
A
25,000
(Source: US DOT 2013)
INTERNATIONAL
CARRIER:PASSENGERS:
United Airlines
13,977,556
American Airlines
12,780,653
DELTA AIR LINES 10,863,103
US Airways
4,065,540
Southwest Airlines
236,102
JetBlue Airways
3,720,362
All Other Carriers
46,758,077
A
KA
S
LA
ES JETBLUE
IRLIN 27.9
AIR
W
AY
S
Readership
Judge us by our numbers
Sky Delivers 5.4 million monthly readers
Our readers are confident and plugged-in. Ahead of the curve.
Smart, busy, and discerning. Affluent and educated.
31
min
46
$108,707
average
reading time
per issue
median age
median
household
income
9.9
84%
readers
per copy
54%
male
73%
46%
female
73%
employed
(4.5 million)
college
educated
(3.9 million)
homeowners
Source: GfK MRI Spring 2014
Readership
Sky reaches more.
Sky reaches 5.4 million monthly readers—more than most national
business & lifestyle titles as well as other in-flights.
6,568,000
6,118,000
5,390,000
3,598,000
3,486,000 3,481,000
3,459,000
2,754,000
2,697,000 2,675,000
1,550,000
Travel +
Leisure
Forbes
DELTA
SKY
Fortune
Condé
Nast
Traveler
US
Airways
Southwest Wall Street
Spirit
Journal
USA
Today
United American
Hemispheres Way
Delta Sky reaches MORE employed, professional and well-educated
readers than any other publication in the listed competitive set.
• 4.1 million are employed
• 2.6 million are professional/managerial
• 1.4 million have a post-graduate degree
Source: GfK MRI Spring 2014; 2013 Doublebase
Readership
Judge us by our numbers
Sky readers are:
LOYAL CONSUMERS 82% say that when they find a brand they like, they stick to it. 76%
agree that if a product is made by a company they trust, they will pay more for it.
AMBITIOUS 83% are ambitious and consider aspiring to get ahead important. 75% often
lead others.
ADVENTURE SEEKERS 90% value excitement in their lives. 76% prefer to travel to places
they’ve never been on their vacations. 59% choose active vacations.
QUALITY CONSCIOUS 66% agree that they buy based on quality, not prices. 62% are
willing to pay more for top-quaility electronics.
MAGAZINE READERS 62% believe magazines keep them up-to-date with the latest styles
and trends. 52% say magazines give them good ideas. 50% say that magazines are a
good source of learning.
UP-TO-DATE 55% prefer products that offer the latest in new technology. 55% are willing
to pay more for a product that is environmentally-safe.
SOCIALLY ACTIVE 88% consider working for the welfare of society important. 85% have
been involved in public activities in their community.
Source: MRI Spring 2014
Audience
Judge us by our numbers
Sky Delivers the Best Audience for Your Brand
Our readers are confident and plugged-in. Ahead of the curve. Smart, busy, and
discerning. Affluent and educated.
TOTAL AUDIENCE
Sky’s audience
Audience Per Issue
5,390,000
Readers Per Copy
9.96
Circulation Per Month
602,500
Median Age
46
Average Household Income (HHI)
$108,707
Average Personal Income (IEI)
$68,776
Average Value of Home
$262,337
Sky’s readers
READERS
Men54%
Women46%
Married61%
Single39%
AGE
Age 25-54 60%
Age 35-54 43%
Age 50+ 40%
EMPLOYMENT
Employed73%
Professional/Managerial46%
Top Management
46%
AFFLUENCE
HHI $100,000+
HHI $150,000+
HHI $200,000+
54%
33%
15%
EDUCATION
College Educated
84%
Post-Graduate Degree 23%
HOME OWNERSHIP
Owns a Home
73%
Value of Owned Home $300,000+ 30%
IEI $75,000+
IEI $100,000+
IEI $150,000+
33%
23%
10%
Source: 2013 Ipsos Affluent Survey
Affluence
Judge us by our numbers
Sky’s affluent audience
Audience Per Issue
2,183,000
Median Age
50
Average Household Income (HHI)
$165,300
Average Personal Income (IEI)
$87,800
Average Value of Home
$341,300
Sky’s affluent readers
READERS
Men53%
Women47%
Married79%
Single21%
AGE
Age 25-54 60%
Age 35-54 46%
Age 50+ 50%
EMPLOYMENT
Employed82%
Professional/Managerial72%
Top Management
25%
AFFLUENCE
HHI $150,000+
HHI $175,000+
HHI $200,000+
58%
45%
34%
EDUCATION
College Educated
93%
Post-Graduate Degree 31%
HOME OWNERSHIP
Owns a Home
92%
Value of Owned Home $250,000+ 66%
IEI $125,000+
IEI $150,000+
IEI $175,000+
25%
18%
13%
Source: 2013 Ipsos Affluent Survey
Audience
Delivering Travelers
5.4
MILLION
MONTHLY
READERS
SKY READERS SPEND MORE
ON DOMESTIC AND FOREIGN
T R AV E L T H A N T H E R E A D E R S
OF ANY OTHER INFLIGHT
Sky delivers
travelers who spend
70% (3.5 million) plan to take a
vacation in the next 12 months.
Sky readers have spent more than
$5.6 billion on domestic travel
within the past year.
Sky readers have spent more
than $4.6 billion on foreign travel
within the past 3 years.
Source: GfK MRI Spring 2014
Editorial
Content that connects
5.4
MILLION
MONTHLY
READERS
S K Y I S T H E U LT I M AT E
RECOMMENDER
Sky readers are
plugged in
Sky’s editorial is a blend of
on the clock and off the clock
content for the business
traveler who lives to work and
works to live.
We feature sources that
are as plugged-in as our
readers, from travel experts
and business notables to
celebrities who can bring a
destination to life. These
uber-travelers offer inside
tips and lead our readers to
the best all over the country,
the globe and all airports in
between. Where to eat, stay or
hold a perfect meeting.
Sky blends the beauty and
allure of travel with smart and
compelling content, giving
readers thought-provoking
insight into the people, places
and companies that are
making things happen. Sky
sparks curiosity and inspires
exploration, opening up
the world to those who are
already traversing it.
Source: GfK MRI Spring 2014
Sky+
Your brand online
online
OUR CONTENT
Sky reaches audiences everywhere
Sky’s content reaches audiences everywhere, creating an environment for
brands inflight, online and across social platforms. Sky is a multi-platform
editorial experience essential to the always-on requirements of our reader.
FlyDelta iPad App
Sky’s readers can access the current issue of the magazine 24/7 as a part of
Delta Air Lines’ Fly Delta iPad app, with nearly half a million downloads per
month.
Digital magazine on deltaskymag.com
Readers can also browse the digital version of Sky online at deltaskymag.com.
In addition, they’ll find blogs from Sky contributors around the world, along
with offers, contests and sweepstakes from Sky’s biggest brands.
Social Platforms
Readers can engage with Sky on Facebook, Twitter, YouTube and Spotify.
Everything from behind-the-scenes photo shoots with a collection of celebrity
sources to special giveaways are offered to Sky’s audiences in real time.
E-Newsletter
Sky brings the best of each month’s content to readers’ inboxes every
month. Sky’s biggest brands are able to use this tailored platform to
showcase news and offers.
Sky+
Your brand in print
OUR CONTENT
Sky delivers multi-faceted content
print
By offering special sections on a diverse set of topics, Sky tailors its content to
a global audience. Sky engages readers with Despegando—a monthly section for
Spanish-speaking readers, profiles on various cities and regions and an intellectual and
compelling look at culture, economics, and everything in-between.
Wine Traveler
The newest section in Sky invites readers to explore the
tastes and sights of vineyards around the world.
City and Regional Profile Sections
Sky’s city and regional profile sections focus on economic development and
key commerce sectors that contribute to growing economies.
Despegando
Despegando
Personas. Lugares. Tendencias.
Reach Latin American consumers in Sky’s monthly Spanish section, featuring
translated content and features specific to Spanish-speaking audiences.
foco
Eva
Mendes
Nacida en Miami de padres
cubanos, Eva Mendes creció a las
afueras de Los Ángeles e inició
su carrera artística en 1997. Sus
primeras apariciones fueron en
videos musicales para Will Smith y
Aerosmith y su primera actuación
reconocida en Hollywood fue al ser
escogida para actuar con Denzel
Washington en la película Training
Day (2001). Eva ha actuado en
papeles dramáticos y comediantes,
en películas como 2 Fast 2 Furious
(2003), Hitch (2005), Ghost Rider
(2007) y The Place Beyond the Pines
(2013). La actriz cumplió hace poco
40 años y también ha explorado el
mundo de la moda. Mendes tiene
una línea de decoración en Macy’s
y recientemente lanzó su nueva
colección de modas con la tienda
New York & Company.
fotografÍa por tXEMa YEStE/trunk archivE
d e lta s k y / m ayo 2 0 1 4
107
Special Content Sections
In-depth monthly features on health, education,
business and other relevant topics.
Rates
2015 Advertising Rate Card
4-COLOR
1X 3X
6X
9X
12X
Full Page
50,740
48,210
45,660
44,395
43,130
2/3 page
38,050
36,150
34,250
33,300
32,350
1/2 page
30,440
28,910
27,400
26,635
25,870
1/3 page
22,840
21,690
20,550
19,980
19,410
1/6 page
14,200
13,500
12,780
12,425
12,070
Spread
96,420 91,320 86,26084,73083,200
B & W
1X
3X
6X
9X
12X
Full Page
35,480
33,710
31,930
31,045
30,160
2/3 page
26,610
25,280
23,950
23,285
22,620
1/2 page
21,290
20,220
19,160
18,625
18,090
1/3 page
15,970
15,170
14,370
13,970
13,570
1/6 page
9,930
9,440
8,940
8,690
8,440
Spread
67,420 63,86060,32059,250 58,180
COVERS
1X 3X6X9X12X
2
61,900 58,82055,710 54,165 52,620
3
59,370 56,410 53,42051,940 50,460
4
64,44061,230 57,990 56,385 54,780
2015 ADVERTISING DEADLINES
ISSUE
CLOSING DATE
MATERIAL DUE
JANUARY
11/10/14
11/18/14
FEBRUARY
12/8/14
12/17/14
MARCH
1/12/15
1/21/15
APRIL
2/9/152/19/15
MAY
3/11/153/20/15
JUNE
4/13/154/22/15
JULY
5/11/15 5/20/15
AUGUST 6/6/156/18/15
SEPTEMBER
7/13/15
7/22/15
OCTOBER
8/11/15
8/20/15
NOVEMBER9/10/15 9/21/15
DECEMBER10/13/15 10/22/15
PRODUCTION CHARGES: (Non-commissionable) Ask your sales representative
for specific information about our advertising design services.
OTHER RATES:
• Guaranteed positions: 10% premium added to earned rate.
• BRCs: Rates upon request.
• Multi-page inserts: Rates upon request.
• A/B Splits: $2,500
• Bind-in Charges: $2,500
PAYMENT TERMS: Net 30 days from date of publication with approved credit.
Billing date is the first day of the month of cover issue. First-time advertisers must
submit credit application or provide payment in full with insertion order. The
content and placement of all advertising is subject to Delta Air Lines approval.
We recommend all images and verbiage be airline/flying friendly to facilitate this
process.
ADVERTISING INFORMATION:
Mary Beth Hachiya, Advertising Manager, 612.313.1788.
Specs
Mechanical Specifications
BLEED ADS
NON-BLEED ADS
SIZE (inches)TRIM
BLEED
LIVE
NON-BLEED
Full page
8 x 10.5
8.25 x 10.75
7.375 x 9.875
7 x 9.625
2/3 Vertical
5.187 x 10.5
5.437 x 10.75
4.562 x 9.875
4.625 x 9.625
1/2 Vertical
5.187 x 7.625
5.437 x 7.875
4.562 x 7
4.625 x 7.125
1/2 Horizontal
8 x 5.187
8.25 x 5.437
7.375 x 4.562
7 x 4.625
1/3 Vertical
2.75 x 10.5
3.0 x 10.75
2.125 x 9.875
2.187 x 9.625
1/3 Square
n/a
n/a
n/a
4.625 x 4.625
1/6 Vertical
n/a
n/a
n/a
2.187 x 4.625
1/3
square
1/2 V
1/3
V
1/6
V
2/3 vertical
1/2 horizontal
BLEED ADS: Create ad to specified trim size and pull 0.125” bleed on all
four sides. Bleeds either trim out during manufacturing or, in the case of
fractional ads, crop out during magazine layout where applicable. Keep
critical design and type elements a minimum of 5/16” inside trim space (live
area).
NON-BLEED ADS: Create page layout document to specified non-bleed
size.
SPREAD ADS: Create as two single pages. Perfect alignment of type or
design across gutter of two facing pages is not guaranteed. Allow a min.
of 0.25” safety at gutter of each page for design and type running across.
Indicate trim on furnished proof.
UPLOADING INSTRUCTIONS: Upload ad materials via the web at:
mspaduploader.com
username: mspads
password: sonic
Follow the instructions to upload. Please fax a printed copy of uploaded
ad to 612-336-9281 or email a PDF proof to: jbenson@deltaskymag.com
We also accept ads on CD or DVD.
PLEASE SEND ADVERTISING MATERIALS TO:
Sky Magazine, MSP Communications, Production Manager
220 South 6th St., Ste 500, Minneapolis, MN 55402
PRINTING SPECS: Heat-set, Web Offset, 133 Line Screen, Perfect Bound,
8” x 10.5” Trim
PREFERRED FILE FORMAT: A high resolution (300 dpi) Adobe PDF or
PDF/X-1a with embedded fonts, CMYK colors, and flattened transparency.
ACCEPTABLE NATIVE-FILE FORMATS: Adobe InDesign, Adobe
Illustrator, Adobe PhotoShop. All images/elements must be 300 dpi at
100% size; TIFF or EPS preferred to a JPEG format.
FONTS: PostScript fonts are strongly preferred; TrueType fonts can be
problematic. We are not responsible for errors caused by TrueType fonts.
COLOR: Everything must be in CMYK format and color corrected. All other
color formats (RGB, Pantone/PMS…) will be converted to CMYK. We
are not responsible for colors which must be converted to CMYK. Overall
printing maximum density of all colors cannot exceed 280%.
COLOR PROOFS: Please supply a SWOP certified color proof pulled from
supplied materials. If you do not supply a proof, we can provide one at
a charge of $75. If no proof is provided and you choose not to purchase
one we will not be responsible for any color issues with the printed
advertisement.
PLEASE NOTE: “Delta” may not be used in any advertising without
permission and cannot be used as part of a URL for tracking. The content
and placement of all advertising is subject to Delta Air Line’s approval. We
recommend all images and verbiage be airline/flying friendly to facilitate this
process.