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ERIC BERGER
National Media Kit 2021
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Digital & Social Media
P. 2
About us
p. 4 Vision Statement
p. 5 The ML Crew
p. 6 Mother Nature
p. 7 Demographics
Print
p. 10 Mountain Life Annual
p. 11 Mountain Life Coast Mountains
p. 12 Mountain Life Blue Mountains
p. 13 Vie en montagne
p. 14 Value Added
p. 15 Print Rates
p. 17 Social Media Reach
p. 18 Social Media Options
p. 20 Digital Ads
p. 21 Newsletter
p. 22 Branded Content
p. 23 Contests
TIPClick on a lin
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Mountain Life exists to connect people from all walks of life to
the magic of the mountains.
DUNCAN SADAVA
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P. 4 P. 4
Our goal for 2021 is to continue to grow our outdoor community
through authentic storytelling and stunning photography. We’re as
committed as ever about making
connections that spread ripples throughout the world.
We proudly support and showcase hundreds of writers,
photographers, athletes, artists and advertisers. LIVE IT UP with
us!
Vision Statement
2018
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P. 5
GLEN HARRIS Publisher & Founder
JON BURAK Publisher & Co-Founder
TODD LAWSON Publisher & Photo Editor
AMÉLIE LÉGARÉ Art Director, Designer
& Production Manager
FEET BANKS Editor, MLCM
NED MORGAN Editor, MLBM
LESLIE ANTHONY Editor, MLA
The ML Crew
SUSAN BUTLER Copy Editor, MLCM
DIANE LANGLOIS Translator, VEM
KRISTA CURRIE Financial Controller
P. 5
ALAIN DENIS Photo Editor, VEM
STEPH MARTINEK Sales, MLBM
BOBBY KOVEN Sales, MLBM
PAT WELLS Publisher, VEM
MIKESTRIMAS Sales, MLBM
SARAH BULFORD Director, Social Media
KEVIN CRAWFORD Web Developer
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P. 6
Our Commitment to Mother Nature
To offset the carbon impact of the paper products we use,
Mountain Life has planted more than 9,300 trees in British
Columbia, Ontario & Brazil, which equates to 10 years worth of
all the
magazines we’ve ever printed. Knowing we’re actively
contributing to the life and vitality of the local environment
gives our team a renewed sense of why we do what we do.
We’ve recently joined forces with PrintReleaf, a patented
software platform that empowers businesses to sustain and grow our
global forestry system—one print job at a time. All of our
publications are proudly printed in Canada.
imprimé au canadaprinted in canada
TODD LAWSON
http://www.printreleaf.comhttp://www.onepercentfortheplanet.orghttp://www.fsc.org
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P. 7
PE + NS + NL + NB
3.6%
BC
34.7%AB
10.6%
SK
2.9%
MB
2.8%
ON
29.5%
QC
14.8%
YT + NT + NU
2.5%
TK
47%
68%
53%
44%
Average amount our readers plan to spend on winter equipment in
the next 18 months
cad $2,550
Age
28% are 36-44 yrs old24% are 27-35 yrs old21% are 45-54 yrs
old16% are 55+ yrs old11% are 19-26 yrs old
Numbers of times/week our readers take part in outdoor
activity/adventure
5.3 summer 4.5 winter
Owns a home
Plans on purchasing
QUICK STATS
Combined data based on 2017 & 2019 digital analytics
surveys
Average HHI cad $102K
Demographics
WHAT ARE YOUR FAVOURITE SUMMER SPORTS/OUTDOOR ACTIVITIES?
Hiking
Canoe/kayak/SUP
Camping/roadtripping
Mountain biking/cycling
73.8%
70.7%
65.7%
40.8%
Boating/sailing
Fishing
Trail running
Rock climbing
30.4%
26.7%
20.2%
13.2%
WHAT ARE YOUR FAVOURITE WINTER SPORTS/OUTDOOR ACTIVITIES?
In-bounds skiing
Snowshoeing
XC skiing/nordic
Trail running/hiking
42.8%
41.7%
31%
30.2%
Backcountry skiing/touring
In-bounds snowboarding
Pond hockey
Backcountry snowboarding
21.8%
20.6%
20%
9.3%
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Print
THE HOME BASE FOR OUR CONNECTIONS TO TAKE PLACE
BEN HAGGAR
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Vie en Montagne Quebec 12,000 copies per issue.
Published twice a year.
p. 13
ML Blue Mountains Ontario 12,000 copies per issue.
Published four times a year.
p. 12
Mountain Life Annual Canada-wide 9,000 copies per issue.
Published every November.
p. 10
ML Coast Mountains British Columbia 12,000 copies per issue.
Published three times a year.
p. 11
P. 9
Overview
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Our mission is to craft stories that stand the test of time. In
seven short years, Mountain Life Annual has become a well-respected
voice in the outdoor media world. Elegantly designed and
well-thought-out, MLA’s package of premium, targeted print and
international digital media helps us showcase your brand to
millions of people annually. Your brand’s presence in Mountain Life
Annual involves premium visibility in a fully-integrated print,
digital and social media platform that runs on all cylinders, all
the time — from November 1, 2021 to October 31, 2022.
We focus most of our efforts on getting MLA into the right hands
with curated, targeted distribution. MLA is delivered from coast to
coast throughout Canada, utilizing strategic partnerships and niche
events that puts our publication into an elite demographic of
readers. Here is how we distribute 9,000 copies of the
magazine.
PRINT DISTRIBUTION
2,000 Fairmont Hotels (Jasper, Banff, Lake Louse &
Whistler)
1,500 Air Canada Maple Leaf Lounges
1,000 Six Private Ski Clubs in Ontario
1,500 Banff Mountain Film & Book Festival
1,000 95 Chapters/Indigo stores across Canada
1,500 Subscriptions, Outdoor Retailer, SIA and other industry
events
500 Vancouver International Mountain Film Fest
Mountain Life AnnualDISTRIBUTION
PRINT DISTRIBUTIONDEADLINES
Ad Booking: Sept. 25 Artwork: Oct. 4 Street Date: Nov. 15
P. 10
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P. 11
Published three times a year, Mountain Life Coast Mountains is
an award-winning magazine with diversity as its central theme. With
one of the best, FREE distribution programs in the industry, MLCM
targets the 3 million + summer and winter visitors to the #1 Ski
Resort in North America.
With a focus on Vancouver, Squamish and Whistler, our free,
targeted circulation enables us to reach an industry-best 99%
pick-up rate. Here is how we distribute 12,000 copies of the
magazine.
PRINT DISTRIBUTION
5,000 High Traffic Locations (Sea to Sky)
3,000 Outdoor Retail Locations
2,500 Canada Post Mail-Out (North & West Vancouver)
1,000 Hotel Lobbies and Cafés
500 Subscriptions and Professional Offices
Mountain Life Coast Mountains
DISTRIBUTION
DEADLINES
Issue Ad Booking Artwork Street Date
Late Winter Jan. 2 Jan. 10 Feb.1
Summer May 2 May 10 June 1
Early Winter Oct. 2 Oct. 10 Nov. 1
P. 11
MLCM annual circulation 36,000
MLCM total readership 260,000
MLCM pick-up rate 99%
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P. 12
Since its inception in 2003, Mountain Life Blue Mountains has
been promoting the world-class playground of the Blue Mountains,
which boasts the best skiing and boarding in Ontario, all within
easy reach of Toronto. In Canada, Blue Mountain Resort is second
only to Whistler Blackcomb in annual visits.
We have partnered with PrintReleaf, a reforestation program that
enables ML to choose a forest to plant the same amount of trees
that were used to print our magazine.
PRINT DISTRIBUTION
4,250 Outdoor Retail Locations
2,250 Private Ski Clubs
2,000 Hotel Rooms
2,000 High Traffic Locations
750 Tradeshows and Events
750 Professional Offices
Mountain Life Blue Mountains
DISTRIBUTION
DEADLINES
Issue Ad Booking Artwork Street Date
Spring March 5 March 15 April 5
Summer June 5 June 15 July 5
Fall Sept. 5 Sept. 15 Oct. 5
Winter Dec. 5 Dec. 15 Jan. 5
We are proudly showcased at premier shops and high-traffic areas
in Collingwood, Thornbury, Barrie, Creemore, Owen Sound and the
Bruce Peninsula.
Here is how we distribute 12,000 copies of the magazine.
MLBM annual circulation 48,000
MLBM total readership 348,000
MLBM pick-up rate 99%
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P. 13
In Vie en montagne, the newest addition to the big ML family,
expertly curated bilingual content speaks to both Quebecers and
tourists. With a special focus on photography, Vie en montagne
showcases the characters, adventures and issues in the Quebec
outdoors, inspiring people from all walks of life to create stories
of their own.
We have partnered with PrintReleaf, a reforestation program that
enables ML to choose a forest to plant the same amount of trees
that were used to print our magazine.
PRINT DISTRIBUTION
4,250 Outdoor Retail Locations
2,250 Cafés & Restaurants
2,000 Hotel Rooms
2,000 High Traffic Locations
750 Tradeshows and Events
750 Professional Offices
DISTRIBUTION
DEADLINES
Issue Ad Booking Artwork Street Date
Summer May 3 May 14 June 10
Winter Oct. 12 Oct. 23 Dec. 3
Vie en montagne is distributed in over 300 hotels, shops,
professional offices and high-traffic areas throughout the
province, with a focus on the Eastern Townships, the Laurentians
and Quebec City. Here is how we distribute 12,000 copies of the
magazine.
Vie en montagne
VEM Annual circulation 24,000
VEM Total readership 180,000
VEM Pick-up rate 99%
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P. 14
Going above and beyond
With each insertion in MLCM, MLBM and Vie en montagne, you can
receive a free inclusion in our valued ‘Local Picks’ gear guide
section. This print placement ensures more foot traffic through the
doors of your local retailers, and shines the spotlight on your
product.
*Local picks also appear on social media for extra buzz.
Value Added
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P. 15
Print Rates
MASON MASHON
ML Coast MountainsML Blue MountainsVie en montagne
Single Insertion Cost
Multiple Insertions Cost (per issue)
Double Page Spread $4,740 $4,325
Outside Back Cover $3,825 $3,450
Inside Front Cover $3,650 $3,280
Inside Back Cover $3,525 $3,170
Page 3 $3,400 $3,150
Full Page $3,100 $2,780
Half Page $1,730 $1,550
Quarter Page $930 $830
Mountain Life Annual Cost
Inside Front Cover Spread $13,600
Inside Back Cover Spread $12,900
Double Page Spread $10,800
Full Page $7,000
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Digital & Social Media
REACHING MILLIONS OF READERS EVERY YEAR
BEN HAGGAR
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P. 17
Facebook Instagram Twitter
Mountain Life 26,780+ 19,200+ 4,737
Ski Journal 13,000 53,900 623
Ski Television (S-Media) 10,000 5,056 N/A
The Snowboarder’s Journal 25,000 43,300 N/A
Mountain Culture Group 9,800 7,864 1,879
Ski Canada 3,800 2,669 8,778
Forecast Ski Magazine 2,900 15,500 1,363
Social Media Reach
WORLDWIDE1. Canada
2. United States
3. Australia
4. United Kingdom
5. Mexico
top5
566,045POST ENGAGEMENT
987,684TOTAL REACH
ANNUAL FACEBOOK STATS
(JAN. 1, 2020 - DEC. 31, 2020)
When we post to social, our followers engage.
113,052POST ENGAGEMENT
709,932TOTAL REACH
ANNUAL INSTAGRAM STATS
(JAN. 1, 2020 - DEC. 31, 2020)
499,987TOTAL PAGEVIEWS
1,513,785TOTAL IMPRESSIONS
ANNUAL WEBSITE STATS
(JAN. 1, 2020 - DEC. 31, 2020)
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NICHOLAS SPOONER
Package 1 Package 2 Package 3 Package 4
1 in-feed post: Instagram & Facebook
3 Stories
Analytics 2 weeks after posting
1 post boost $100/5 days
2 in-feed post: Instagram & Facebook
6 Stories (2 weeks)
Analytics 2 weeks after posting
2 post boost $100/5 days
1 week takeover (5 in-feed posts): Instagram & Facebook
3 Stories daily x 5 days
5 Post boosts $100/5 days
Analytics 2 weeks after posting
Content creation bundle of 10 images & 1 video
10 in-feed posts over one month: Instagram & Facebook
3 Stories daily x 10 days
$1,500 $3,000 $5,000 $10,000
Social Media Options
Increase exposure, engage with more customers
and have fun doing it.
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Digital Ads
P. 19
Ad Slot Placement Creative sizes required
1x 2x*
728 x 90 Leaderboard
728 x 90 1456 x 180
320 x 50 Mobile Leaderboard
320 x 50 640 x 100
300 x 250 Medium Rectangle
300 x 250 600 x 500
Instructions required• Start Date/Time
• End Date/Time
• Click-through URL
• Any other special requests, e.g. creative rotations
600 x 100 Newsletter
600 x 100 1200 x 200
Instructions required• Click-through URL
$30 CPM
$30 CPM
The best way to get eyeballs looking at your brand.
With full analytics and post-campaign reporting, gain valuable
insight into how your ads are performing.
Cost: $30 CPM
What’s included in your CPM?
• ability to change flights when you want
• optimization of ads to increase CTR
• full campaign reporting including CTR and analytics We offer
site takeovers and wraparounds too! Please ask your rep for
rates.
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Newsletter
THE FRONT RANGE OUR BI-MONTHLY NEWSLETTER
Every two weeks, we send our curated content to our 19,000+
targeted subscribers. Inside these digital pages we offer banner
placements, links to your custom content or contest, as well as
extended online gear reviews and more. Let us deliver your
news!
P. 20
Reach our targeted audience with frequent, curated content.
We offer two ways to do that.
1. 600 x 100 Banner ads Cost: $350 CAD per newsletter 2. Branded
Content within newsletter Cost: $1,000 CAD per newsletter (see next
page for specifics) Current Subscribers: 19,117
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P. 21
OPTION 1Cost: $1,700 Details: All content includes posting to
mountainlifemedia.ca, geo-targeted and amplified Facebook boosting
+ social media blasts. Estimated reach: 25,000+
OPTION 2 Cost: $2,250 Details: All content includes posting to
mountainlifemedia.ca, geo-targeted and amplified Facebook boosting
+ social media blasts. Estimated reach: 50,000+
OPTION 3 Cost: $3,150 Details: All content includes posting to
mountainlifemedia.ca, geo-targeted and amplified Facebook boosting
+ social media blasts. Estimated reach: 75,000+
Branded Content
Let us create credible content for your brand. All content
pieces are researched and written by our editors, and delivered to
our audience via our digital and social platforms. Our editors will
work with you to plan and strategize custom content that drives
traffic to your site, and creates awareness for your brand
initiatives.
How do we achieve Total Reach?
• Targeted Facebook Posts
• Boosted amplification
• Website Traffic
• Banner Impressions
• Social Media Engagement
** Note: FB ‘handshakes’ are
available if you choose to
increase your boost from within.
** With 3 or more pieces of
branded content, we create a
custom landing page,
CASE STUDY
Tourism Quebec IMPRESSIONS 745,066
IMPRESSIONS PURCHASED 626,900
POST REACTIONS 4,800
COMMENTS 92
POST SHARES 113
LINK CLICKS 3,865
https://www.mountainlifemedia.ca/2018/12/one-range-fits-all-quebecs-laurentian-mountains-offer-no-limitations/https://www.mountainlifemedia.ca/2018/12/one-range-fits-all-quebecs-laurentian-mountains-offer-no-limitations/
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P. 22
A turn-key solution to premium consumer engagement. Our digital
team will create, design and activate a visually-impressive,
user-friendly contest using your brand’s logo, visuals and
message.
The contest landing page will contain the entry form, plus
on-brand CTA to send users to your website—as well as social
sharing buttons to extend the reach of the contest.
Contest Benefits:
• Exceptional interaction within our audience.
• Great reach and positive ROI.
• Opt-in email addresses for your marketing team are a key item
here.
CASE STUDY
Leatherman TIMEFRAME 30 Days
ENTRIES 1,723
FACEBOOK REACH 54,512
IMPRESSIONS 97,994
POST CLICKS 2,272
POST INTERACTIONS 312
Contests
“Honestly I’m always amazed by the results of these contests
with Mountain Life. You have a
great reach and customer base! Very pleased with the
partnership.” –Nathan Benson, Burton
Option 1 Option 2
Cost $1,500 $3,000
Estimated Reach 30,000+ 65,000+
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JIMMY MARTINELLO
We’re thankful for the opportunity to work with you this
year.
