20182018
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The AAA brand influences readership & buying habits
2018 Media Kit
Via magazine is the award-winning title serving AAA members in Northern California, Nevada, Utah, Montana, Wyoming and Alaska.
Via’s popularity is fueled by the strength and integrity of the AAA brand, which drives readership and brings credibility to our content. The magazine is the only way advertisers can gain access to all of our members and the tremendous purchasing power they represent.
Via reaches every other household in Northern California with market penetration exceeding that of any other regional media—broadcast or print. Via is published four times a year and features travel, automotive and lifestyle editorial content. The club’s consistently high membership renewal rate and Via’s impressive readership statistics are evidence of the reader trust that produces measurable results for advertisers.
Winner of the Lowell Thomas AwardSilver Medal for Best Travel Magazine
20182018
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CONTENT
VIA & OUR READERSAUDIENCE PROFILE
READERSHIP
TRAVEL PATTERNS
REGIONAL TRAVEL
VIA MAGAZINECIRCULATION
EDITORIAL
ADVERTISING: RATES & SPECS
GENERAL
TRAVEL GUIDE
DISCOVER INSERTS
DIGITAL OPTIONS
20182018
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AGE AND GENDER
Men 51.3%
Women 48.7%
18-34 7.7%
35-54 30.8%
55-64 29.7%
65+ 31.9%
Average Age 57
HOUSEHOLD INCOME
Average $111,800
Median $88,300
PRIMARY RESIDENCE
Average Value $633,400
Median Value $471,400
Own 69.2%
Rent 30.8%
MARITAL STATUS
Married 55.9%
Separated/Divorced 16.7%
Single (never married)
13.9%
Widowed 5.7%
PartneredRelationship
7.9%
EDUCATION
Any College 94.6%
4 Years+ 57.7%
Bachelors Degree 35.5%
Graduate Degree 22.2%
Rate Base: 2,700,000
Total Readers:5,940,000
Circulation Region: Northern CaliforniaNevadaUtahMontanaWyomingAlaska
Desirable audience characteristics, exceptional reach and low CPMs make Via a smart buy.
Source: January 2018 Via Reader Profile Study, GfK MRI
AUDIENCE PROFILE
20182018
v.15
ACTIONS TAKEN AS A RESULT OF READING VIA IN THE PAST YEAR
ALL VIA READERS
Took any action
100%
78.7%
Visited any web sites included 44.4%
Became aware of/used AAA discount(s) 36.7%
Visited AAA.com 34.0%
Visited/contacted AAA office 31.4%
Traveled to a destination advertised or written about 27.3%
Visited a particular destination, hotel or attraction 26.8%
Used AAA Tour Book 17.2%
Visited an advertiser’s website 15.5%
§ 76% of Via readers read 3 or 4 of the last 4 issues received.
§ Readers spend, on average, 29 minutes out of their busy schedules to enjoy reading the magazine. This attentive audience is what produces results for Via advertisers.
§ Via enjoys pass along readership with an average of 2.2 readers per copy.
§ 61% of Via readers prefer receiving the printed magazine in the mail.
§ Eight out of ten readers took any action as a result of reading Via. Actions included:
Compelling content drives reader involvement and attracts a loyal and involved audience issue after issue.
Via readers are engaged, looking to Via as a trusted source of information and advice.
READERSHIP
Source: January 2018 Via Reader Profile Study, GfK MRI
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• AAA Via and website are the No. 1 source for travel advice after friends and relatives.
• Via received The Lowell Thomas Award for Best Travel Magazine in 2017.
Trusted and respected
TRAVEL PATTERNS
Source: January 2018 Via Reader Profile Study, GfK MRI
Via readers are prolific travelers
Travel moreVia readers took an average of 6.7 trips lasting more than one day in the past year, which is two and a half times more than the average US adult.
Spend more Via readers spent more than two times as much as the average US adult on domestic vacations.
Stay longerVia readers paid for an average of over 15 nights of hotel or paid lodging in past year—more than two times the national average for US adults.
Via Readers
Average US Adult
6.7 trips
2.6 trips
Via Readers
Average US Adult
$4,200
$2,000
Via Readers
Average US Adult
15.1 nights
7.2 nights
20182018
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of regular Via readers took at least one overnight domestic trip in the past year
TOP AREAS VISITED IN THE PAST YEAR
San Francisco Bay Area 50.0%
Monterey/Carmel 29.2%
California Wine Country 29.0%
Sacramento/Central Valley 28.4%
Central California Coast 24.2%
Los Angeles Area 24.1%
Lake Tahoe 23.3%
Las Vegas, NV 23.3%
Half Moon Bay 23.2%
Reno, NV 21.0%
San Diego County 20.1%
Seattle, WA 17.8%
Yosemite 15.8%
Phoenix/Scottsdale, AZ 12.2%
Big Sur 11.5%
Portland, OR 11.5%
Shasta/Cascades 10.1%
Palm Springs 9.3%
Three out of four of California’s leisure visitors in 2016 were California residents
TOP 5 STATES VISITED IN THE PAST YEAR
California 72.4%
Nevada 39.0%
Oregon 27.7%
Arizona 22.0%
Washington 20.4%
REGIONAL TRAVEL
84%
Source: January 2018 Via Reader Profile Study, GfK MRI; 2016 TNS TravelsAmerica/D.K. Shifflet & Associates Ltd.
20182018
v.15Source: Fall 2017 Via Mail List
CIRCULATION BREAKDOWN
VIA California:
Northern California
Nevada
Utah
Montana
Wyoming
Alaska
2,844,877
2,359,566
244,890
126,247
73,608
24,429
16,137
CIRCULATION
SAN FRANCISCO BAY AREA
SACRAMENTO AREA
FRESNO AREA
MONTEREY
REDWOOD COAST/SIERRA
1,383,521
598,181
137,322
120,617
119,925
20182018
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Closes March 1
In-Home:May 5-9, 2018
Closes January 3
In-Home: February 20-24, 2018
Closes July 2
In-Home: August 21-25, 2018
Closes November 1
In-Home: December 22-26, 2018
Spring Splendor Theme:
Waterfalls
Desert WildflowersNew OrleansBodega Bay, California
Maui’s Makena Beach
SPRING 2018
SUMMER 2018 National Parks Theme:National Parks Without the Crowds
Secrets of Yellowstone
Italy/Best of Europe 2018Redding, California
Lake Powell
FALL 2018 Autumn Getaways Theme:Falling for Lake Tahoe and Other Great Fall Getaways
Trains, Ships, and Automobiles: Best Ways to See Canada, Alaska, and New Zealand
Pescadero, CaliforniaSan Diego
WINTER 2019 San Francisco
Hawaii/Oahu
Where to Go in 2019
Palo Alto, CaliforniaJoshua Tree National Park
EDITORIAL CALENDAR
Revised 1/29/18
20182018
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Rate Base: 2,700,000
Total Readers:5,940,000
Circulation Region: Northern California NevadaUtahMontanaWyomingAlaska
1x 2x 4x4 COLORFull Page $42,850 $40,710 $38,560
2/3 Page 31,620 30,040 28,450
1/2 Page 24,840 23,600 22,350
1/3 Page 16,930 16,090 15,240
1/6 Page 9,320 8,850 8,380
B&WFull Page $33,760 $32,070 $30,380
2/3 Page 25,280 24,010 22,760
1/2 Page 19,970 18,970 17,970
1/3 Page 13,510 12,830 12,160
1/6 Page 7,430 7,050 6,690
All rates are gross
Full Page7” x 9.5” (live copy area)8.25” x 10.75” (bleed)
1/3 Page Vertical2.25” wide x 9.5” tall
2/3 Page Vertical4.625” wide x 9.5” tall
1/3 Square4.625” wide x 4.625” tall
1/6 Page Vertical2.25” wide x 4.625” tall
1/2 Page Horizontal7” wide x 4.625” tallDigital Requirements
Ad materials will be accepted in the following digital formats: InDesign, Illustrator or Photoshop.
Include all fonts and high resolution images with a list of fonts and graphics. Resolution should be 300 dpi at 100% finished size. All 4-color images should be supplied CYMK.
High resolution PDF files are acceptable. Email file to: [email protected]
Proof RequirementsLaser prints are acceptable.
Contact InformationAll ads sent must include a client name, contact person, phone number, fax number and email address.
ExtensionsNo extensions will be granted without approval. For extensions, contact: Natasha Alcala on 925.274.8168, or at [email protected]
Trim size: 8” x 10.5”Bleed size: 8.25” x 10.75”
GENERALAD RATES & SPECS
Spring 2018In-Home February 21-24Close: 1/3/18Material: 1/9/18
Summer 2018In-Home May 5-9Close: 3/1/18Material: 3/8/18
Fall 2018In-Home August 21-24Close: 7/2/18Material: 7/9/18
Winter 2019In-Home December 22-26Close: 11/1/18Material: 11/7/18
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Ads may not be less than 1 column inch in depth.
Columns are 2 1/8" wide.
Ads exceeding 4" will be billed at the rate of a 4" ad plus the incremental inches.
1x 2x 4x4 COLOR1/3 Page $11,040 $10,490 $9,940
4 inch 5,520 5,240 4,970
3 inch 4,160 3,950 3,740
2 inch 2,820 2,670 2,540
1 inch 1,460 1,380 1,310
B&W1/3 Page $8,820 $8,380 $7,940
4 inch 4,410 4,190 3,970
3 inch 3,340 3,170 3,010
2 inch 2,250 2,130 2,020
1 inch 1,160 1,100 1,050
1/3 Travel Guide:4.5” wide x 4” tall4-inch: 2.125” wide x 4” tall3-inch: 2.125” wide x 3” tall2-inch: 2.125” wide x 2” tall1-inch: 2.125” wide x 1” tall
3 in
4 in
2 in
1 in
1/3 Travel Guide
Rate Base: 2,700,000
Total Readers:5,940,000
Circulation Region: Northern California NevadaUtahMontanaWyomingAlaska
Spring 2018In-Home February 21-24Close: 1/3/18Material: 1/9/18
Summer 2018In-Home May 5-9Close: 3/1/18Material: 3/8/18
TRAVEL GUIDEAD RATES & SPECS
*All rates are netNo Agency Discounts
Fall 2018In-Home August 21-24Close: 7/2/18Material: 7/9/18
Winter 2019In-Home December 22-26Close: 11/1/18Material: 11/7/18
Digital RequirementsAd materials will be accepted in the following digital formats: InDesign, Illustrator or Photoshop.
Include all fonts and high resolution images with a list of fonts and graphics. Resolution should be 300 dpi at 100% finished size. All 4-color images should be supplied CYMK.
High resolution PDF files are acceptable. Email file to: [email protected]
Proof RequirementsLaser prints are acceptable.
Contact InformationAll ads sent must include a client name, contact person, phone number, fax number and email address.
ExtensionsNo extensions will be granted without approval. For extensions, contact: Natasha Alcala on 925.274.8168, or at [email protected]
20182018
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Circulation:500,000 affluent ($75,000+) AAA homes in the Greater Bay Area and Sacramento
ADVERTORIAL MATERIALS
Full-page (plus full-page ad)•Two 4/c photos•500 words of copy
Half-page (plus half-page ad)•One 4/c photo•300 words of copy
Co-op Page•One 4/c photo 2.25”W x 1.75”H, •300 dpi, JPG (bigger photo will be cropped)•50 words of copy, phone # and website
PRODUCTION INFORMATION
8” x 10.5” (trim)
Full-page: 7” x 9.5” (live copy area)8.25” x 10.75” (bleed)
Half-page: 7”W x 4.625”H
1/3 page: 4.625”W x 4.625”H
CONTACT INFORMATION
Please email Ad (High resolutionPDF FILE) to:Via Advertising Attn: Natasha [email protected] AAA Northern CA, NV & UT 1277 Treat Blvd., Suite 1000, Walnut Creek, CA 94597
Please submit photos and advertorial copy by email to: [email protected]
For artwork information, contact:Natasha Alcala on 925.274.8168, or at [email protected]
All rates are net
Discover is a special advertising section inserted into 500,000 targeted copies of each issue of Via
Loyal readers turn to Discover in search of new destinations and activities for everything from family vacations to weekend getaways. Advertiser participation includes no-charge space for client furnished advertorial.
CLOSING DATES:
Discover Spring Space: December 15, 2017Materials: December 20, 2017
Discover SummerSpace: February 14, 2018Materials: February 20, 2018
Discover FallSpace: June 14, 2018Materials: June 20, 2018
Discover WinterSpace: October 15, 2018Materials: October 19, 2018
DISCOVER INSERTSAD RATES & SPECS
ISSUE/DATE
FULL-PAGE PLUS
FULL-PAGE ADVERTORIAL
HALF-PAGE PLUS
HALF-PAGE ADVERTORIAL
1/3 PAGE PLUS1/6 PAGE
ADVERTORIAL
Discover SpringIn Home February 21-24 $16,000 $9,500 $5,700
Discover SummerIn Home May 5-9 $16,000 $9,500 $5,700
Discover FallIn Home August 21-24 $16,000 $9,500 $5,700
Discover WinterIn Home December 22-26 $16,000 $9,500 $5,700
20182018
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Via’s best digital option is our exciting E-Newsletter!
Via’s E-Newsletter is sent on a bi-weekly basis to over one million members who have registered to receive Via’s content online.
Via’s well regarded E-Newsletter has been published since 2012 and offers the opportunity for advertisers to gain valuable online access to AAA members. The E-Newsletter editorial format carries the Via message to members in a mobile-responsive, visually stunning format, enjoying a very healthy open rate and activity rate with every issue.
The Via E-Newsletter not only extends the advertiser’s reach to over one million members online but it also drives a high volume of website traffic by enticing readers to click and visit the website.
DIGITAL OPTIONSVia E-NEWSLETTER
Source: SalesForce 2017; 2015 Silverpop Email Marketing Metrics Benchmark Study
Via’s E-Newsletter performance continues to go from strength to strength. In 2017, Via’s E-Newsletter has delivered over 1 million each.
Via’s average Click-Through Rate of 2.93% outperforms the national average
Via E-Newsletter
National Average
Via’s average Open Rate of over 25% far exceeds the national average
Via E-Newsletter
National Average
25%
16%
1.3%
2.93%
20182018
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DIGITAL OPTIONS E-NEWSLETTER SPECS
CONTACT INFORMATION
Please send Ad materials to:Natasha Alcala at [email protected]
(2 positions available)
$12,000 net
300 x 250 rectangle,
JPEG or GIF
Large Space:
Small Space(4 positions available) $3,500 net
Headline: The name of your business/destination
Copy: 125 characters, including spaces and URL
Logo Specs: 225 px wide x 200 px tall, JPEG or GIF
Small Space:
Text Link(4 positions available) $1,000 net
Headline: The name of your business/destination
Copy: 44 characters, including spaces and URL
Text Link:
20182018
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AD CLOSE AND MATERIAL DUE DATE AD CLOSE AND MATERIAL DUE DATE
Mid-JulyLEAD: Favorite Lakes in the WestBONUS: Summer Day Trips from TahoeLate JulyLEAD: Old and New in LA BONUS: Top Beach Towns for Summer
Mid-AugustLEAD: Best Bike Tours in the WestBONUS: Urban Hikes
Late AugustLEAD: Perfect Weekend: PortlandBONUS: Old School Restaurants in the West
Mid-SeptemberLEAD: Cultural Celebrations in the West BONUS: 7 Ways to Experience Fall Fun in the West
Late SeptemberLEAD: Budget Getaway: NapaBONUS: Twelve Top Wine Country Outings
Mid-OctoberLEAD: Perfect Weekend: San DiegoBONUS: 5 San Diego Zoo Favorites
Late OctoberLEAD: Perfect Weekend: Half Moon Bay BONUS: Spooky Spots in the West
Mid-NovemberLEAD: Perfect Weekend: Las VegasBONUS: 12 Favorite Places in the World
Late NovemberLEAD: Travel GiftsBONUS: Best Union Square Restaurants for Holiday Shopping
Mid-DecemberLEAD: Holiday Events in the West BONUS: Best Holiday Light Displays
Late DecemberLEAD: 2018 Travel Bucket ListBONUS: 20 New Year’s Resolutions for Travelers
Mid-JanuaryLEAD: Cozy Restaurants FOOD: Tahoe DiningLate January LEAD: OregonBONUS: Hawaii Beaches
Mid-FebruaryLEAD: No-Ski AdventuresBONUS: Top Five Mountain Towns
Late FebruaryLEAD: Inexpensive Eats: SF and Beyond BONUS: Spring Training
Mid-MarchLEAD: Spring Training BONUS: Scenic Hikes
Late MarchLEAD: Spring Break Road TripsBONUS: Wildflowers in the West
Mid-AprilLEAD: Top Photo Opps in the WestBONUS: Waterfalls
Late AprilLEAD: Spring/Summer CampingBONUS: Gorgeous Gardens in the West
Mid-MayLEAD: Summer Theme Parks BONUS: Best Disneyland Food
Late MayLEAD: National Parks BONUS: Favorite State Parks in Summer
Mid-JuneLEAD: Iconic Locations (Film/Television)BONUS: Best National Parks Road Trips
Late JuneLEAD: Perfect Weekend: SeattleBONUS: Great Small-Town Escapes
DIGITAL OPTIONSEDITORIAL CALENDAR
6/15/18
6/29/18
7/13/18
7/31/18
8/15/18
8/31/18
9/14/18
9/28/18
10/15/18
10/31/18
11/15/18
11/30/18
12/15/17
12/29/17
1/12/18
1/26/18
2/15/18
2/28/18
3/15/18
3/30/18
4/13/18
4/27/18
5/15/18
5/31/18
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