cigar aficionado media kit

11
In August 1992, we stood before the crowd of retail tobacconists in Chicago at the annual Retail Tobacco Dealers of America trade show. It was breakfast, and sitting in boxes around the room was the first issue of Cigar afiCionado, with the cover date of Fall 1992. There were lots of smiles and plenty of congratulations offered for the glossy magazine that was devoted to the lifestyle of men who smoke cigars, and the people who make them. Years later, many present that day would say they thought they would never see another issue. Here we are, years later, and still going strong. It’s been a dream come true. We had always wanted to create a cigar maga- zine, and after Marvin’s fateful first trip to Cuba in October 1991, he decided to take the plunge. Nine months later, we had a fin- ished magazine. Today, we’ve surpassed everyone’s expectations, including our own, and defied every prediction that we wouldn’t be around the next year. The good times, and the good things that have happened, are simply too numerous to list here. There was our first celebrity cover—Rush Limbaugh—which not only spread our message to a huge crowd of his fans, but also started a long friendship. We’ve met and known scores of Hollywood celebrities, politicians and business leaders, all because they share a love of cigars. There was the first Big Smoke, in 1993, where we realized that the tip of the iceberg was hiding a huge universe of cigar lovers; hours before the event, hundreds of people lined up waiting to get in. Since then, many hundreds of thousands have attended those events, even as we’ve had to find new venues that allow smoking. The annual Big Smoke weekend in Las Vegas is simply the biggest consumer event in the cigar world every year. We’ve also become great friends with many people in the cigar business. Again, the list is so long, we can’t even begin to run down the people we call our friends and partners. The cigar industry has responded to the world’s renewed interest in cigars with some of the best new products that have ever been in U.S. stores. After decades of being in the doldrums, the cigar business is vibrant, both for cigar makers and cigar sellers. Smoking bans, new taxes and other kinds of restrictions have all complicated life for people working in the cigar business. But it hasn’t stopped the public from continuing to enjoy a product that it loves. Cigars create a world of camaraderie with friends, and even strangers. It’s a world that offers a unique kind of relaxation, and all the people who understand the pleasures of a hand-rolled cigar get to share a little bit of the good life every time they light up. MARVIN R. SHANKEN GORDON MOTT Editor & Publisher Executive Editor Your Passport to the Good Life “With the launch of Cigar Aficionado and its continued success, we’ve surpassed everyone’s expectations, including our own, and defied every prediction that we wouldn’t be around the next year.” —Marvin R. Shanken, CIGAR AFICIONADO

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Page 1: Cigar Aficionado Media Kit

In August 1992, we stood before the crowd of retail tobacconists in Chicago at the annual Retail Tobacco Dealers of America trade show. It was breakfast, and sitting in boxes around the room was the first issue of Cigar afiCionado, with the cover date of Fall 1992. There were lots of smiles and plenty of congratulations offered for the glossy magazine that was devoted to the lifestyle of men who smoke cigars, and the people who make them. Years later, many present that day would say they thought they would never see another issue.

Here we are, years later, and still going strong. It’s been a dream come true. We had always wanted to create a cigar maga-zine, and after Marvin’s fateful first trip to Cuba in October 1991, he decided to take the plunge. Nine months later, we had a fin-ished magazine. Today, we’ve surpassed everyone’s expectations, including our own, and defied every prediction that we wouldn’t be around the next year.

The good times, and the good things that have happened, are simply too numerous to list here. There was our first celebrity cover—Rush Limbaugh—which not only spread our message to a huge crowd of his fans, but also started a long friendship. We’ve met and known scores of Hollywood celebrities, politicians and business leaders, all because they share a love of cigars.

There was the first Big Smoke, in 1993, where we realized that the tip of the iceberg was hiding a huge universe of cigar lovers; hours before the event, hundreds of people lined up waiting to get in. Since then, many hundreds of thousands have attended those

events, even as we’ve had to find new venues that allow smoking. The annual Big Smoke weekend in Las Vegas is simply the biggest consumer event in the cigar world every year.

We’ve also become great friends with many people in the cigar business. Again, the list is so long, we can’t even begin to run down the people we call our friends and partners. The cigar industry has responded to the world’s renewed interest in cigars with some of the best new products that have ever been in U.S. stores. After decades of being in the doldrums, the cigar business is vibrant, both for cigar makers and cigar sellers.

Smoking bans, new taxes and other kinds of restrictions have all complicated life for people working in the cigar business. But it hasn’t stopped the public from continuing to enjoy a product that it loves.

Cigars create a world of camaraderie with friends, and even strangers. It’s a world that offers a unique kind of relaxation, and all the people who understand the pleasures of a hand-rolled cigar get to share a little bit of the good life every time they light up.

MARVIN R. SHANKEN GORDON MOTT Editor & Publisher Executive Editor

Your Passport to the Good Life

“With the launch of Cigar Aficionado and its continued success, we’ve surpassed everyone’s expectations,

including our own, and defied every prediction that we wouldn’t be around the next year.”

—Marvin R. Shanken, CIGAR AFICIONADO

Page 2: Cigar Aficionado Media Kit

Passions, Hobbies & interests Own a Valid Passport 81%

Average Vacations per Year 5

Average Business Trips per Year 10

Flies First Class or Business Class 28%

Travel Outside the U.S. 60%

Spent $3,000+ on Apparel 78%

$5,000+ on Leisure, Entertainment, and Dining 41%

Purchased Wine by the Case 35%

Have Wine Cellar/ Refrigerator 32%

Willing to Spend More on Gourmet Food 56%

Entertains At Home 65%

Attends Live Theater 60%

Visits Museums 55%

Attends Art Auctions / Gallery Exhibits 44%

Golf 24+ Times per Year 240 index

Owns / Leases 2+ Vehicles 91%

Spent $5,000+ on Watch or Jewelry 401 index

Digital Computers/Mobiles Owned in Home 100%

Any Smartphone/Other Mobile 91%

Any Smartphone 60%

Any Tablet 179 index

Any Apps Installed on Smartphone 55%

5+ Apps Installed on Smartphone 211 index

11+ Apps Installed on Smartphone 130 index

Profile of Our Readers Mendelsohn Affluent Study 2010, HHI $100,000+

Mendelsohn Affluent Study 2010, Heads of Household, $100,000

Total Audience: 286,000

genDer / Marital status Male 75%

Female 25%

Married 90%

age 21+ 100%

25–54 72%

35–64 78%

Median Age 50

HH & asset ValuesMedian HHI $178,305

HHI $100,000+ 100%

HHI $150,000+ 62%

HHI $200,000+ 38%

Median Total HH Net Worth $720,991

Median Value of Financial Accounts plus Real Estate

$960, 965

ProPerty & real estate Own Home 96%

Own 2+ Homes 30%

Value of Principal Residence $250,000+ 70%

Value of Principal Residence $500,000+ 31%

eDucation & occuPation Any Top Management/Chief Officer Title 31%

College Degree+ 68%

Page 3: Cigar Aficionado Media Kit

Education & occupation Attended College+ 84%

College Degree+ 57%

Managerial/Professional 39%

Fin/Acct/Eng/GenMgmt 49%

C-Suite/Top Mgmt 18%

LifEstyLE Recycled Products 58%

E-reader 7%

MRI Fall 2010 Survey

All numbers HHI $100,000+ except total audience and RPC (no income)

Total Audience 1,688,000

Readers Per Copy 7.34

gEndEr / MaritaL status Male 76%

Female 24%

Married 75%

agE 21+ 100%

25-54 75%

35-64 81%

Median Age 45

HousEHoLd incoMEMedian HHI $143,680

HHI $150,000+ 43%

HHI $200,000+ 21%

Mean Respondent Income $92,398

Median Respondent Income $76,688

propErty & rEaL EstatE Owns Home 82%

Own Home $200,000+ 71%

Own Home $400,000+ 31%

Page 4: Cigar Aficionado Media Kit

$2,000,000+ 18% 114

$3,000,000+ 13% 125

$4,000,000+ 7% 122

$5,000,000+ 6% 129

Adults Ages 25-54, HHI $100,000+Value of retirement accounts: $250,000+ 44% 221

Value of retirement accounts: $500,000+ 19% 209

Value of retirement accounts: $1,000,000+ 9% 203

HH Liquid Assets: $100,000+ 71% 123

HH Liquid Assets: $250,000+ 56% 198

HH Liquid Assets: $1,000,000+ 11% 191

MMR 2010 net worth

Mendelsohn Affluent Study2010

%Comp Index

net wortH, Adults Ages 25–54, HHI $150,000+ $250,000+ 92% 115

$500,000+ 71% 123

$2,000,000+ 15% 157

$5,000,000+ 7% 241

VAlue of fInAncIAl Accounts plus reAl estAte, excludIng prImAry resIdence $250,000+ 77% 140

$500,000+ 54% 144

$750,000+ 42% 165

$1,000,000+ 33% 182

$1,500,000+ 17% 162

$2,000,000+ 13% 180

$3,000,000+ 7% 178

$4,000,000+ 5% 209

$5,000,000+ 4% 266

net wortH, Adults Ages 25-54, HHI $250,000+$250,000+ 99% 108

$500,000+ 85% 109

$2,000,000+ 27% 119

$5,000,000+ 14% 223

VAlue of fInAncIAl Accounts plus reAl estAte, excludIng prImAry resIdence $250,000+ 92% 123

$500,000+ 75% 126

$750,000+ 59% 132

$1,000,000+ 44% 132

$1,500,000+ 23% 104

Page 5: Cigar Aficionado Media Kit

HHI $100K travel

Index

Valid Passport 80% 128

Median travel round-trips 4

First or Business class 181First class 233Private air through business 291Use of charter service 155

$10,000+ cost of travel 268$25,000+ cost of travel 286

20+ commercial airline trips 25430+ commercial airline trips 36350+ commercial airline trips 447

3 cruises past 3 years 2334 cruises past 3 years 212

Luxury Boutique hotels 143Five Star accommodations 171

11–14 nights hotel 15120–29 nights hotel 19230+ nights hotel 23050+ nights hotel 371

20+ nights in hotel for business reasons

234

30+ nights in hotel for business reasons

234

50+ nights in hotel for business reasons

231

Index

Domestic20+ domestic trips 17430+ domestic trips 203

20+ domestic nights in hotel 21230+ domestic nights in hotel 26850+ domestic nights in hotel 155

11+ domestic commercial airline trips

252

20+ domestic commercial airline trips

288

30+ domestic commercial airline trips

390

20+ domestic business round trips

192

30+ domestic business round trips

243Mendelsohn Affluent Study 2010, all numbers age 25–54, HHI $100K+

Index

Foreign20+ foreign trips for business

past three years 192

30+ foreign trips for business past three years

229

50+ foreign trips for business past three years

114

20+ foreign trips for business 20130+ foreign trips for business 293

11+ foreign nights in hotel 15520+ foreign nights in hotel 11430+ foreign nights in hotel 209

20+ foreign business nights in hotel

143

30+ foreign business nights in hotel

206

50+ foreign business nights in hotel

252

Index

DestinationsCalifornia 108San Francisco 146Palm Springs 247

Florida 112Miami/Miami Beach 169Palm Beach 175Nevada 172Las Vegas 174Arizona 163Colorado 212Hawaii 166Washington, D.C. 130Chicago 146Hamptons 164Boston 204New England 161

Australia 230Canada 140Mexico 114Caribbean 146British Virgin Islands 405US Virgin Islands 198Puerto Rico 405South America 498Europe 148Ireland 197France 160Pacific Rim 139China/Hong Kong 140Japan 133

Page 6: Cigar Aficionado Media Kit

Index

Domestic20+ domestic trips 15430+ domestic trips 12150+ domestic trips 109

20+ domestic nights in hotel 15530+ domestic nights in hotel 167

20+ domestic commercial airline trips

159

30+ domestic commercial airline trips

175

20+ domestic business round trips 146

Index

Foreign30+ foreign trips 161

20+ foreign trips for business 20230+ foreign trips for business 284

11+ foreign nights in hotel 14250+ foreign nights in hotel 205

30+ foreign nights in hotel for business

239

50+ foreign nights in hotel for business

268

Index

DestinationsCalifornia 136San Francisco 169Palm Springs 202Boston 175New York City 127Hamptons 183Florida 116Miami/Miami Beach 134Palm Beach 155Las Vegas 155Hawaii 110Chicago 182New England 135

Australia 145Canada 195Mexico 109Caribbean 152British Virgin Islands 295US Virgin Islands 252Puerto Rico 252South America 231Europe 110France 106Switzerland 334China/Hong Kong 103Japan 144

HHI $200K travel

Index

Valid Passport 79% 99

Median travel round-trips 6.8

First or Business class 152First class 166Jet Card 169Fractional/shared private aircraft 128

4 cruises past 3 years 1995 cruises past 3 years 250

$10,000+ cost of travel 160$25,000+ cost of travel 214$50,000 cost of travel 261

20+ business round trips 13930+ business round trips 107

11+ commercial airline trips 14220+ commercial airline trips 16130+ commercial airline trips 153

20+ nights in hotel for business 17530+ nights in hotel for business 18650+ nights in hotel for business 231

11+ nights in hotel 11520+ nights in hotel 15230+ nights in hotel 140

Mendelsohn Affluent Study 2010, all numbers age 25–54, HHI $200K+

Page 7: Cigar Aficionado Media Kit

AUTOMOTIVE & MOTORCYCLEπAudi

πBMW

π Cadillac

π Camaro

π FordFlex

π Harley-Davidson

π HondaS2

π Hummer

π Jaguar

π Lexus

π Nissan

π Mercedes-Benz

π Porsche

π Saturn

OTHER LUXURYπ AmericanExpress

π Kohler

π VikingRange

π Visa

WATCH & JEWELRYπ Bell&Ross

π CarlF.Bucherer

π Cartier

π Chopard

π IWC

π Jacob&Co.

π MauriceLacroix

π Mikimoto

π Oceanus

π Panerai

π Zenith

CONSUMER ELECTRONICSπ Bang&Olufsen

π Canon

TRAVELπ BorgataHotel&Casino

π DominicanRepublic

π DoonbegGolfResort

π EmbassySuites

π Foxwoods

π IndiaTourism

π MGMGrand

π MonacoTourism

π NetJets

π Pinehurst

π PuntaNizuc

π PuntaCanaResort&Club

π Quintess

π RitzCarltonClub&Residences

π RocoKi

π SeaIslandResort

π St.KittsMarriott

π TrumpInternationalGolfClub:Residences

π VenetianHotel&Casino

π VillasatRoyalLahaina

FASHION & ACCESSORIESπ Chanel

π ErmenegildoZegna

π LouisVuitton

π Talbott

π TommyBahama

CIGARS & ACCESSORIESπ A.TurrentWorldSelect

π AlecBradley

π ArturoFuente

π Ashton

π CAOInternational

π CasaMagna

π ChateauReal

π Cohiba

π Cuesta-Rey

π Cusano

π Davidoff

π DiamondCrown

π DonPepin

π DonTomas

π Dunhill

π FelipeGregorio

π Fonseca

π GranHabanos

π Gurkha

π JoyadeNicaragua

π LaAurora

π LaAromadeCuba

π LaCaya

π LaFlorDominicana

π LaGloriaCubana

π LigaPrivadaNo.9

π Macanudo

π Oliva

π Padilla

π Partagas

π RockyPatelPremium

π S.T.Dupont

π SanCristobal

π Savinelli

π Siglo

π Stradivarius

π Tatuaje

π Ted’s

π Torano

π WinstonChurchill

π ZinoPlatinum

π ZippoBLU

asamplingofourluxuryadvertisers

Page 8: Cigar Aficionado Media Kit

2011 issue dates and deadlines

EstimatEd EstimatEd subscribEr NEwsstaNd covErdatE spacEclosE matErialduE maildatE oN-salEdatE

Jan/Feb 2011 Nov 23, 2010 Nov 30, 2010 Dec 29, 2010 Jan 15, 2011

march/april 2011 Jan 18, 2011 Jan 25, 2011 Feb 22, 2011 March 16, 2011

may/June 2011 March 1, 2011 March 8, 2011 April 5, 2011 April 26, 2011

July/august 2011 May 3, 2011 May 10, 2011 June 7, 2011 June 28, 2011

sept/oct 2011 July 8, 2011 July 12, 2011 Aug 9, 2011 Aug 30, 2011

Nov/dec 2011 Sept 13, 2011 Sept 20, 2011 Oct 18, 2011 Nov 8, 2011

Jan/Feb 2012 Nov 18, 2011 Nov 29, 2011 Dec 28, 2011 Jan 13, 2012

Page 9: Cigar Aficionado Media Kit

production specifications

PrintingWeb Offset (SWOP)

Binding: Perfect Bound

Publication Trim Size: 9.75" x 11.875"

Digital File SPeciFicationSPDF/X-1a

n PDF/X1a file (Only one ad per file)

n Images must be CMYK or Grayscale TIFF or EPS prepared for the SWOP3 color environment

n Total Area Coverage for CMYK color builds should not exceed 300%

Delivery oF aD MaterialDigital files uploaded to our ad portal http://mshanken.SendMyAd.com (uploading tutorial available on site)

Advertising material will be retained for one year, unless return is specifically requested. M. Shanken Communications is not responsible for keeping material beyond one year.

For Further inForMationGo to mshanken.com, or contact:

Connie [email protected]: 212-481-8610 x344

Carolyn Plouffé[email protected]: 212-481-8610 x365

aDvertiSing SiZe SPeciFicationS

WIDTH DEPTH

Publication Trim Size 9.75" 11.875"

Full Page Bleed 10" 12.125"

Full Page Non-Bleed 8.125" 10.5"

Spread Trim Size 19.5" 11.875"

Spread Safety 19" 11.375"

Spread Bleed 19.75" 12.125"

Spread Non-Bleed 16.25" 10.5"

2/3 Page Vertical Bleed 7" 12.125"

2/3 Page Vertical Non-Bleed 6" 10.5"

1/2 Page Vertical Bleed 4.875" 12.125"

1/2 Vertical Non-Bleed 4" 10.5"

1/2 Page Horizontal Bleed 10" 6"

1/2 Page Horizontal Non-Bleed 8.125" 5"

1/3 Page Vertical Non-Bleed 3.625" 10.5"

1/3 Page Vertical Bleed 3.75" 12.125"

SWOP® is a registered trademark of SWOP, Inc.

Page 10: Cigar Aficionado Media Kit

copy and contract requirements

The acceptance or execution of an order is subject to 1.Publisher’s approval of copy, text, display and illustration.

All copy, text, display and illustration are published on 2.the representation that the advertiser and the advertising agency are fully authorized and have secured proper written consent. The advertiser and the advertising agency agree to indemnify and save harmless the Publisher from any and all liability, loss and expense of any nature arising from such publication.

Any insertion of advertising made by the agency or 3.advertiser represents an acceptance by both the agency and the advertiser of all the terms and conditions of the rate card applicable to the issue in which such insertion is to be published.

All rates and units of space are subject to change on 30 4.days’ notice.

Orders for specific units of space and dates of insertions 5.are necessary.

Orders specifying positions are accepted on request 6.basis only.

The Publisher assumes no responsibility for errors in 7.key numbers or telephone numbers, or in the printing or insertion of numbers for inserted material.

Orders that contain incorrect rates or conditions will be 8.inserted and charged for at regular-schedule rates. Such errors will be regarded as clerical.

Conditional orders are not accepted by the Publisher.9.

Cancellation or changes in orders not accepted after 10.closing date.

All orders accepted by the Publisher are contingent 11.upon acts of God, fires, accidents, strikes or other interruptions to production and/or distribution of the same or different nature beyond his control.

Rates charged and discounts allowed are subject to 12.short rate at expiration of ad schedule.

Publisher reserves the right to cancel the contract upon 13.default in payment or breach of any provision herein, and all unpaid charges and short rates shall become immediately payable.

Publisher reserves the right to reject, exclude, or cancel 14.any advertisement, insertion order, space reservation or position commitment at any time, for any reason, without liability, even if previously acknowledged or accepted.

All advertisements must be clearly identified by the 15.trademark or signature of the advertiser. Those which, in the judgment of the Publisher, look like editorial pages will be marked “Advertisement.”

The liability of the Publisher for any error for which he 16.may be held legally responsible will not exceed the cost of the space occupied by the error. The Publisher will not, in any event, be liable for loss of income or profits or any consequential damages.

No conditions, printed or otherwise, appearing on 17.contract orders or copy instructions that conflict with the Publisher’s policies, listed on this rate card, will be binding on the Publisher.

As used in this section, the term “Publisher” shall refer 18.to M. Shanken Communications, Inc.

Page 11: Cigar Aficionado Media Kit

2011 insertion order

Advertiser:________________________________________ _Brand:____________________________________________

Address:_ __________________________________________________________________________________________

City/State/Zip:______________________________________________________________________________________

Phone:___________________________________________ _Fax:______________________________________________

Contact:__________________________________________ _ _Email:____________________________________________

Date:___________________________Sales_Rep:___________________________________________________________

Size_of_Space: Page Spread Other

Issue_Date: Jan/Feb 2011 Mar/Apr 2011 May/June 2011

July/Aug 2011 Sept/Oct 2011 Nov/Dec 2011

Space_Cost:_ _________________ Gross_ _ _________________ Net

Authorized_Signature:_________________________________________________ _Date:___________________________

Please fax back to: 212-481-1540

M. SHANKEN COMMUNICATIONS, INC.

387 PARK AVENUE SOUTH π NEW YORK, NY 10016

PHONE: 212-684-4224 π FAX: 212-481-1540