2019 Media Kit€¦ · CONTACT: Fine Woodworking Advertising Team • 800-309-8954 • [email protected] • FineWoodworkingMediaKit.com 2019 Media Kit Award-winning, trusted content

CONTACT: Fine Woodworking Advertising Team • 800-309-8954 • [email protected] • FineWoodworkingMediaKit.com

2019 Media KitAward-winning, trusted content

1.8 million of the most engaged woodworkers anywhere

A choice of platforms that can be customized just for you

Engaged Ready to Spend

Reach

Connected

3.07 hours spent on average reading

each issue

156.8k circulation

975k monthly sessions

49k paid online

memberships

250k eletter subscribers

230k eblast recipients

$7.3k spent yearly on related purchases

$156k average yearly

Income

Custom and Sponsorable Content

$1.2B in buying

power(yes, BILLION)

Fine Woodworking is the most trusted and highest quality woodworking resource where advertisers get it all: award-winning content, 1.8 million of the most

engaged woodworkers, and a choice of platforms that can be custom packaged just for you.

90k+ monthly podcast

downloads/listens

453k+ total social audience

Podcast

Social

Print

Email

Web

YouTube

Blog

Video

$562k average home market value

147k+ subscribers

30.8k+ followers

7k+ followers

89.2k+ followers

179k+ followers8.6 years average subscription

length

S M T W T F S

Your best customers are here


92% positive renewal intention

2.4M monthly page views

$30.95 average

subscription price

Live Eventsface-to-face engagement

MAGAZINECore Magazine 156.8k 7x a year

Special Interest Publications w/ single topic themes3x a year, newsstand only90k distribution

eNEWSLETTERSFine Woodworking 250k email subscribers 230k custom eblast recipients

WEBSITESFineWoodworking.com975k monthly visits 2.4m page views

StartWoodworking.com 288k monthly visits

LIVE EVENTFine Woodworking Live Limited exhibitor and sponsor opportunities250 paid attendees

DIGITAL EDITIONS & APPSFWW Digital Edition Replica of magazine with bonus video content & embedded links 8.3k+ downloads per month

SHOP TALK LIVE Podcast90k+ monthly downloads and listens

MOBILE48% of our audience accesses our content using mobile devices – 14% on tablets, and 34% on phones

SOCIALFineWoodworking and StartWoodworking YouTube: 147k+ subscribersInstagram: 179k+ followersFacebook: 89.2k+ followersTwitter: 30.8k+ followersPinterest: 7k+ followers

VIDEOImmensely popular long and short-form videos and videos series. Opportunities for pre-roll, sponsorship, and product integration with trackable video views.


1.8 Million Brand Universe

Print Magazine Print Audience Print Dates Print Specs

For over 40 years Fine Woodworking has been providing the most trusted and highest quality information on every aspect of the woodworking craft. Experienced and respected woodworkers share their extensive knowledge with our audience of all skill levels, whetherthey are novices or advanced woodworkers building the most challenging projects.

Fine Woodworking’s content is available on all platforms – magazines, websites, videos, newsletters, social media, and more – where our readers trust the authoritative instruction, design-based information, and high-quality photography, hallmarks of our brand.


The #1 Source for Woodworkers of Every Skill Level


Affluent, Educated Homeowners

Gender 98% male

Married 83%

4+ years of college 68%

Average income $155,523

Average age 60.6

Average value of home $562,447

Highly Engaged

Own or have access to a workshop 96%

Primary workshop at home (among those who own/have access)

92%

Projects completed in past year 8

Items owned currently 21+

Hours spent woodworking per week 12+ hours

Years involved in woodworking 30

Intermediate skill level 53%

Advanced/highly skilled/experts 43%

Source: Taunton Audience Profiling Study 2016 Harvey Research, Inc.


Ready to Spend

Spend on woodworking per year $7,384

Bought woodworking materials in the past year 93%

Bought tools/machinery in the past year 85%

Have purchased a product or service advertised in Fine Woodworking

47%

Would consider buying a product or service advertised 93%

Have requested information on a product or service advertised in Fine Woodworking

70%

Find advertising extremely/very/somewhat useful 88%

Took some action in the past year as a result of reading Fine Woodworking

98%

Loyal to Fine Woodworking

Time spent with each issue 3 hours

Average subscription 8.6 years

Read 4 out of the last 4 issues 87%

Trust the information provided by Fine Woodworking 95%

Subscriber Demographics



Fine Woodworking Editorial Calendar 2019

Dates are tentative

November/December #271

Learn to saw curves with Brian Boggs • Make a pendant pull with Phillip Morley • Make a coopered basket with Peter Lutz • Steve Brown builds a Chippendale side chair • The cove and pin joint, by Louis Kern

Ad close: 08/10/18Ad materials: 08/17/18On sale: 10/09/18

Tools & Shops #272

Fine Woodworking’s special annual issue, Tools & Shops, is dedicated to workshops and the gear you need to woodwork. Content often includes workbench projects, shop storage solutions, tool reviews, and tips on working more efficiently. It also includes profiles of a variety of shops, from small to large, amateur to pro


January/February #273

Ellen Kaspern reviews 8-in. jointers • Making hand cut moldings with Matt Bickford • Modern inlay technique with Ivy Siosi • Adirondack chair project with Rough Cut host Tom McLaughlin • Hardware store finishes to enhance cherry by Tim Puro


March/April #274

Honing guide review with Chris Gochnour • Recessed door and drawer pulls • Make a Limbert-style bookcase with Willy Sandry • Swivel-arm wall lamp by Chris Becksvoort • Hexagonal kumiko with Mike Farrington


May/June #275

Introduction to letter carving with Clark Kellogg • Make a better cutlist by Hank Gilpin • Understanding wood grain with Jason Roberts • Bar stool project with Peter Galbert • Build a tray table with Heide Martin


July/August #276

Basics of bent lamination with Brian Boggs • Custom dowel jigs by Michael Fortune • Review of cordless trim routers • Small dining table by Philip Morley • Mid-century wall unit by Anissa Kapsales




Fine Woodworking Editorial Calendar 2019

Dates are tentative

November/December #278

Pembroke table by Al Breed • Review of midi-lathes • Pencil post bed by Jeremy Zietz


Tools and Shops #279

Fine Woodworking’s special annual issue, Tools & Shops, is dedicated to workshops and the gear you need to woodwork. Content often includes workbench projects, shop storage solutions, tool reviews, and tips on working more efficiently. It also includes profiles of a variety of shops, from small to large, amateur to pro.


September/October #277

Steam-bending basics with Brian Boggs • Make a tansu chest by Len Cullum • Krenovian style wood handplanes with Dylan Green



Dates are tentative


Special Interest Publications Calendar 2019

Furniture Projects

In this special collection of Fine Woodworking articles, you’ll get timeless tips and tricks from the pros to help you build better furniture. From design tips to joinery solutions, it’s all here.

Ad close: 11/9/18 Ad materials: 11/16/18On sale: 1/8/19

Outdoor Projects

In this special collection of Fine Woodworking articles, you’ll get smart ideas for building interesting and useful outdoor projects and helpful approaches to gardening.

Ad close: 1/11/19 Ad materials: 1/18/19On sale: 3/12/19

Tool Guide 2020

Packed with tool reviews from Fine Woodworking and Fine Homebuilding, this annual guide helps readers make informed buying decisions. Our editors and experts evaluate and rate the best tools in each category, from big machines to small accessories.



Page Unit Sizes (width x height)

1/2 page (horizontal)

75⁄8" x 43⁄4"bleed available*

1/3 page (square)

5" x 43⁄4"

1/6 page (vertical)

23⁄8" x 43⁄4"


5" x 21⁄4"

2/3 page (vertical)

5" x 93⁄4"bleed available*

1/3 page (vertical)

23⁄8" x 93⁄4"

1/2 page (vertical)

311⁄16" x 93⁄4"bleed available*

1/4 page

311⁄16" x 43⁄4"

1/12 page

23⁄8" x 21⁄4"


311⁄16" x 21⁄4"

full page – live area: 7 5⁄8" x 93⁄4" trim size: 85⁄8" x 107⁄8" bleed size: 87⁄8" x 111⁄8"

1/2 page (digest)

5" x 71⁄4" bleed available*

Spreads – Bleed all sides: 171⁄2" x 111⁄8"

*Bleed available only for 1/2 page and larger ads. All sizes effective 2015.


Magazine Mechanical Requirements


Final Trim size: 8 5/8 x 10 7/8 inches

Print SpecsLive Area

(width x length)Bleed Available(width x length)

2 Page Spread 17.5 x 11.25

Full Page 7.625 x 9.75 8.875 x 11.125

2/3 Page Vertical 5 x 9.75 5.625 x 11.125

1/2 Page Digest - Top 5 x 7.25 5.625 x 7.847

1/2 Page Digest - Bottom 5 x 7.25 5.625 x 8.028

1/2 Page Horizontal - Top 7.625 x 4.75 8.875 x 5.347

1/2 Page Horizontal - Bottom 7.625 x 4.75 8.875 x 5.528

1/2 Page Spread - Bottom 17.5 x 5.528

1/2 Page Vertical 3.688 x 9.75 4.312 x 11.125

1/3 Page Square 5 x 4.75 N/A

1/3 Page Vertical* 2.375 x 9.75 3 x 11.125

1/4 Page 3.688 x 4.75 N/A

1/6 Page Horizontal 5 x 2.25 N/A

1/6 Page Vertical 2.375 x 4.75 N/A

1/8 Page Horizontal 3.688 x 2.25 N/A

1/12 Page 2.375 x 2.25 N/A

*1/3 bleed ad is only allowed when purchased with a full page as one unit.


Email ads to: [email protected] Please indicate ad is for Fine Woodworking.

Print Spec Sheet

Art Preparation/SpecificationsFull-Page/Fractional Ads: We accept digital files only, preferably high resolution, cymk, font-embedded PDF or PDF/X-1a. Ads must be prepared according to our specification guidelines, which are available by contacting the Advertising Production Coordinator at 866-505-4687 or emailing inquiries to [email protected]. All ads must be accompanied by a proof made from the file submitted to verify content. Color ads must be accompanied by a high-quality, full resolution color proof calibrated to SWOP specifications. For black & white ads without halftone images, a high-quality computer printout (600 dpi or greater) is acceptable. We reserve the right to charge for processing time in the event the file does not meet ad specification guidelines. All ads must reach the size of the space ordered at some point in width and height.

Production DataTrim size: 8 5/8" x 10 7/8" • Binding: Perfect bound • Printing: Black & white, 4-color process; text and cover – web offset • Paper: Text – 45-lb. coated stock; cover – 100-lb. coated stock

Bleed RequirementsBleed available only for 1/2 page and larger. Bleed image should be limited to tints or background. Live matter, including type, must be kept within the live area, which starts 5/8" from top, 3/4" from bottom, 5/8" from left, and 5/8" from right of the bleed ad size.

Publication ServicesIn-house production services are available for an additional charge and they are non-commissionable. Contact the Advertising Production Coordinator for details. Please note: All publication services will be billed at trade rates. Ads requiring work by the Publisher may not qualify for the camera-ready discount.

Deadline for Publisher-set copy is 7 days prior to closing date.

Position RequestsConsidered but not guaranteed.

Shipping and Production InformationAll advertising materials should be shipped directly to: Advertising Production Coordinator, The Taunton Press, 63 South Main Street, PO Box 5506, Newtown, CT 06470-5506 Phone: 866-505-4687 • Fax: 203-426-3434 • Email: [email protected] (Please indicate ad is for Fine Woodworking.)

Billing QuestionsPlease contact the Business Office at 800-926-8776, ext. 3606 • Email: [email protected]



Print Spec Details


Opportunities to Consider

• Fifth colors: Add a PMS color or a varnish to a page

• Business Reply Card (BRC) paired with a full page ad

• Single Sheet Insert (SSI) – one sheet, but 2 pages of space

• Brochures – 4 or more pages, full size or smaller, tear out or permanent

• Gatefolds positioned within the text or on the cover – many styles available

• Dot Whacks – a sticker applied to the front cover or a text page

• Cover versioning – text, design, photo, wrap, price, flaps, gates, post-its, stickers

• Audience splits – subscriber vs newsstand copies

• Regional Content to reach a small portion of our audience

– Regional inserts are easy to accomplish and inexpensive to produce

– Regional ads are not typical, and are more costly

• Ride-A-Longs enclosed in a polybag or bound in – generally product samples that weigh less than 3.5 oz. (examples: CDs/DVDs, sand paper, color chart)

• Personalization added to our subscriber copies to boost response

• Origami – die cut, glued, paper & plastics as distinctive (and expensive) projects

Let Us Help Your Brand Stand OutFine Woodworking magazine has many ways you can leverage our print customization to make a splash, reach the audience you want, deliver custom messaging, and more. Ask us how we can customize your print presence.

Price

• Varies by project

• We are happy to work with you on specific needs

bind in edge

” bleeds

8 3/8” 7 7/8” 7 7/8”

10 7/8”

11 1/8”

Special Print Opportunities

Digital Media Digital Specs


Overview• Hosted by popular Fine Woodworking staff

• Engaging, audience-submitted topics

• Entertaining discussions on techniques, principles, and challenges

• Reaches an audience of 106k monthly listeners

• 2 podcasts per month

Program Options & Benefits• In-content audio ad unit (30-second in-read)

• Companion ads on podcast pages: 300x250 and 728x90

• Promoted through Fine Woodworking digital channels:

– FineWoodworking.com

– Social Media Channels

– Fine Woodworking Bi-Weekly eLetter - 230k

• Sponsor product giveaway during podcast (optional for sponsor)

• Co-branded impressions

• Code-specific offers

Woodworking discussions that inspireShop Talk Live is Fine Woodworking’s lively and engaging podcast, devoted to the craft of woodworking. Our editors Tom McKenna, Mike Pekovich, Ben Strano, and guest hosts such as Anissa Kapsales weigh in on reader-submitted topics and talk about their all-time favorite woodworking topics. Premium Opportunities

• Live interview with sponsor/brand representative

• Podcast on-site at live event

• Promotion of exclusive offers for podcast listeners

Pricing• Exclusive sponsorship available

INDUSTRY LEADING VOICES, AND FUN GUYS TO HANG WITHMike Pekovich’s Instagram followers: 162k @pekovichwoodworksFine Woodworking Instagram followers: 179k @finewoodworkingmagazine



Overview

• Created in collaboration between the advertiser and Fine Woodworking

• Produced and scheduled by Fine Woodworking

• Fine Woodworking will secure location and write script

• Advertiser has opportunities for review and feedback

Benefits

• One video 2-5 minutes in length

• Advertiser owns full rights to video

• Video may be used promotionally at the advertiser’s own discretion

• An ideal opportunity for advertisers looking to own content and use promotionally at their own discretion

Custom video provides advertisers with an opportunity to maintain creative control and own the rights to a video product, while taking advantage of Fine Woodworking’s extensive expertise.

Opportunities

• Videos feature a product and messaging of the advertiser’s choice

• Video shows integration of product (product to be provided by advertiser)

• Script includes integration of brand/marketing message

Price

• Pricing to be determined based on specific project

Custom Video


Overview

• Native ad units are targeted to the content you designate

• Provide your own content (subject to review and approval) or take advantage of Fine Woodworking’s extensive expertise

• We can create a custom video or white paper for your brand

• If Fine Woodworking creates content, the advertiser owns the end product for use in other promotional efforts and advertising programs

Program Benefits

Native Ad Units on FineWoodworking.com:

• Drive traffic to custom video or white paper content

• Replicate the look and feel of content on FineWoodworking.com

• Impression-based and seamlessly placed among relevant content

• Provide premium visibility for marketing messages among content

• Deliver a highly engaging, non-interruptive user experience

• Are labeled as “sponsored content”

Capture Audience Attention and Increase EngagementThe quality and scalability of Native Advertising allows you to fill the gap between brand publishing and banner advertisements. In the content-heavy world we all live and operate in, native advertising offers marketers a degree of flexibility.


Native Advertising


The online destination for woodworkers

WE’LL HELP YOU BUILD A CUSTOM ONLINE CAMPAIGN• Standard IAB Units

• Rich Media Units

• Contextual Targeting

• Pre-Roll

• Social Media Programs

• Lead Generation

• Content Integration

• Custom Video

Source: Google Analytics 3-month average ending July 2017

BPA Worldwide registrants: 46,581Source: BPA Worldwide June 2017Source: Taunton Audience Profiling Study 2016,

Harvey Research, Inc.

Reach

Unique visitors 605k

Monthly sessions 975k

Monthly page views 2.4 M

Ready to Click and Buy

Spent on woodworking tools and activities in the past 12 months $5,615

Online Demographic

Gender male 95%

Married 81%

4+ years of college 61%

Average household income $136,880

Average age 58.1

Average value of home $466,439

Average number of woodworking projects in the last 12 months 10

Own or have access to a workshop 94%

Primary workshop at home (among those who own/have access) 94%


FineWoodworking.com



FineWoodworking.com expands on the Fine Woodworking quality content with extras that bring the magazine to life – videos, demonstrations, tutorials, projects, and an ever-changing gallery of ideas. It’s where passionate woodworkers connect and exchange ideas and information.

FineWoodworking.com users are motivated and looking to purchase:

• 82% find advertising useful as a source of purchasing information

• 76% have requested information on a product or service they saw advertised

• 90% would consider buying a product or service they saw advertised on FineWoodworking.com

• $5,615+ spent on woodworking tools and activities in the past 12 months

FineWoodworking.com visitors are highly engaged:• Our online presence allows an active audience to engage with the brand beyond the print magazine

• FineWoodworking.com paid online membership program has 45,000 members who pay a premium for deeper access to content

• Frequent visitors: Over half of the online audience have visited the site 6+ times in 3 months

• Committed to the brand: 57% of the online audience subscribe to our eNewsletter, and 41% have purchased Fine Woodworking DVDs and books

Source: Taunton Audience Profiling Study 2016. Harvey Research, Inc.

FineWoodworking.com


Ad Unit Size

Half-Page 300 x 600

MREC (Big Box) 300 x 250

MREC (Big Box) eLetter 300 x 250

Leaderboard 728 x 90

Leaderboard Expansion728 x 90

(max 728 x 225)

Taunton Audience Platform 728 x 90


Homepage Roadblock Sponsorship 728 x 90 (2)

Mobile Sponsorship 320 x 50

Site Skin200 x 800 (2), 728 x 90, 300

x 250

Geo, Contextual 300 x 250

Geo, Contextual 728 x 90

Pre-RollUp to 15 sec. high resolution

movie file

Push Down 970 x 90

Billboard 970 x 250

Interstitial 640 x 480

FILE FORMAT: .jpg, .swf, .html5 (third party only)

MAX FILE SIZE: 200k for html5

ANIMATION LOOPS: 15 seconds at 3 loops max withCTA in final frame

RUN OF SITE SPECS AND EXPANSION UNITS: Accepts third-party banners and site-served banners


FineWoodworking.com Digital Specs


Ad Unit Dimensions

MREC (Big Box) eLetter 300 x 250

SOV Button eLetter 300 x 100

Custom eblasts 600 pixel max width

FILE FORMAT: .jpg, .gif, .png

eLETTER SPECS:Site Server Banners only.

MAX FILE SIZE:40k


eLetter Specs

Digital Rate Card (continued)


Ad Unit Dimensions File Format Max File Size TP SS

Pre RollHigh resolution at 1080p (1920 x 1080). 16 x 9 aspect ratio

.mp440k at 72dpi with 25 frames per second max, 15 seconds total

Yes Yes

Site Skin1280 x 800 at 60kb each side. Elements must fit within 145 x 800. Site content is 990px.

.jpg, .png, .gif 100k at 72dpi No Yes

Interstitial 640 x 480 .jpg, .gif, .html510 seconds with 24 frames per second max

Yes Yes

TP: Third Party BannersSS: Site Serve BannersFILE FORMAT: .jpg, .swf, .html5 (third party only)MAX FILE SIZE: 200k for html5 ANIMATION LOOPS: 15 seconds at 3 loops max with CTA in final frameRUN OF SITE SPECS AND EXPANSION UNITS: Accepts third-partybanners and site-served banners

BannersRich Media


Ad Unit DimensionsFile Format Max File Size TP SS

Billboard 970 x 250.jpg, .gif, .html5

60 at 72dpi with 24 frames per second,15 seconds at 3 loops max.

Yes No

Portrait 300 x 1050.jpg, .gif, .html5

80k at 72dpi with 24 frames per second,15 seconds at 3 loops max.

Yes No

Push Down

970 x 90.jpg, .gif, .html5


Yes No

Film Strip 300 x 600.gif, .html5, .jpg

60k at 72dpi with 24 frames per second Yes No

Rising Star Units

TP: Third Party BannersSS: Site Serve BannersPLEASE NOTE: We accept html5 for all ad unit sizes. Max file size is 200k. Third-party served only.

Visit Interactive Advertiser Bureau (IAB) website at www.iab.com for more detailed specs.

Digital Rate Card (continued)


DIY Central for a New Generation of CraftersStartWoodworking.com provides the foundation to start woodworking the right way with project plans, videos, galleries, how-to series, blogs, and much more! Created for the skilled dabbler, StartWoodworking.com reaches a highly engaged audience of woodworkers who are eager to learn and be inspired.

Brand UniverseHighly Engaged Audience Ready to Take Action

Would consider purchasing a product or service as a result of advertising seen on the website

90%

Say advertising is useful 97%

Took some action in the past 12 months 54%

Visited the website 2+ times in the past 3 months

76%

Social Media

Facebook likes 3,273

Twitter followers 457+

Start Woodworking Demographic Profile

Gender 96% Male

Median age 59.9

Married 82%

4-year college degree or more 55%

Income $99,700

Average homes owned 1.3

Average market value of primary home $357,000

Average number of hours per week spent on woodworking 12.9

Average amount spent on woodworking per year $3,767

Average number of woodworking projects currently in-volved in

5

Own a workshop 86%

Advanced/highly skilled/expert & intermediate skill levels 89%

Participated in fitness/outdoor/a sport activity in the past 12 months

73%

Would consider purchasing a product or service they saw advertised on StartWoodworking.com

90%

(as of August 2016)

Source: 2016 deKadt Fine Woodworking Audience survey, Start Woodworking


ONLINE SPECS CARD

StartWoodworking.com Digital SpecsAd Unit SizeHalf-Page 300 x 600

MREC (Big Box) 300 x 250

MREC (Big Box) eLetter 300 x 250 (max 504 x 250)

Leaderboard 728 x 90

Leaderboard Expansion 728 x 90 (max 728 x 225)



Homepage Roadblock Sponsorship 728 x 90, 300 x 250, 320 x 50

Mobile Sponsorship 320 x 50

Site Skin200 x 800(2) at 60kb each side.

Elements must fit within 145 x 800. Site content is 990px.

Geo, Contexual, and Behavioral Targeting 300 x 250



Pre-RollHigh resolution at 1080p

(1920 x 1080)

Push Down 970 x 90

Billboard 970 x 250

Interstitial640 x 480 .jpg, .gif, .html5 10 seconds with 24 frames

per second max

FILE FORMAT: .jpg, .swf, .html5 (third party only)

MAX FILE SIZE: 200k for html5

ANIMATION LOOPS: 15 seconds at 3 loops max withCTA in final frame

RUN OF SITE SPECS AND EXPANSION UNITS: Accepts third-party banners and site-served banners

TP: Third-party bannersSS: Site-served banners


ONLINE SPECS CARD

Rising Star Units Specs

Ad Unit DimensionsFile Format Max File Size TP SS

Billboard 970 x 250.jpg, .gif, .html5

60 at 72dpi with 24 frames per second,24 seconds at 3 loops max.

Yes No

Portrait 300 x 1050.jpg, .gif, .html5


Yes No

Push Down

970 x 90.jpg, .gif, .html5


Yes No

Film Strip 300 x 600.jpg, .gif, .html5

60k at 72dpi with 24 frames per second Yes No

Banners

TP: Third–Party Banners

SS: Site–Serve Banners

PLEASE NOTE:We accept html5 for all ad unit sizes. Max file size is 200k. Third-party served only.

Visit Interactive Advertiser Bureau (IAB) website at www.iab.com for more detailed specs.


Documents

2019 Media Kit€¦ · CONTACT: Fine Woodworking Advertising Team • 800-309-8954 • [email protected] • FineWoodworkingMediaKit.com 2019 Media Kit Award-winning, trusted content