media pack 2011

CONTENTS

THE SKINNY MEDIA PACK

1 THE SKINNY: KEY PLATFORMS2 ABOUT US: HISTORY3 OUR READERS: DEMOGRAPHICS 4 CLIENT SUPPORT: TESTIMONIALS & BRANDS6 WWW.THESKINNY.CO.UK7 THE SKINNY CYBERZAP: EMAIL NEWSLETTER8 STUDENT HANDBOOK9 MAGAZINE PRINT RATES AND DATES

THE SKINNY: JOURNALISTIC SLANG FROM THE 1930'S, THE SCOOP, THE BUZZ,THE INSIDE STORY

THE SKINNY MEDIA PACK1

PRINT 1 Biggest in Scotland

1 Free

1 34,329 – ABC verified circulation

1 160,000 estimated readers/month

1 Full colour

1 Available in over 700 venues

1 Edinburgh, Glasgow and Dundee

1 Large trimmed tabloid newsprint

1 Respected voice of Scottish youth

MUSIC | FILM | CLUBS | PERFORMANCE | DIGITAL | READING | COMEDY | ART | FASHION | LISTINGS

REBIRTH

THE PHANTOM BAND RETURN

INTERVIEWS:

GRINDERMAN

YEASAYER

HOWARD MARKS

GOLD PANDA

ICE CUBE

PLUS:

GLASGAY!

LONDON FASHION WEEK

TRAVELS IN KURDISTAN

TUT VU VU

AND MORE...

ISSUE 61 • OCTOBER 2010

.CO

.UK

FREE

ONLINE

1 WWW.THESKINNY.CO.UK

1 80,000 unique users per month

1 What’s on, gigs, clubs, interviews and features

1 Exclusive online only content PLUS print content

1 30% returning users

1 72% users based in UK

1 International readership

DIGITAL NETWORK

1 Email newsletter ‘CyberZap’

1 5,000 subscribers

1 Weekly, Thursdays

1 Top ten events for the week ahead

1 25% open rate

1 20,000 friends

1 Full colour and large ad spaces guarantee impact for clients

THE SKINNY PROFILES EMERGING TALENT ALONGSIDE BIG-NAME ARTISTS ACROSS THE CULTURAL SPECTRUM AND MIXES CUTTING EDGE JOURNALISM WITH TIPS ON THE BEST PLACES TO PARTY, EAT, DRINK AND BE MERRY.

WHO WE ARETHE SKINNY was born in autumn 2005, when a group of like-minded folk came together with the idea of creating a free magazine to provide Scotland with an informed, street level voice on cultural goings on across the country.

The magazine filled a void, providing free listings and witty writing produced by local residents for local residents and visitors alike, helping to increase awareness of gigs, plays, exhibitions, club nights, film screenings, festivals and much more besides.

We’ve been running for five years now, and in that time grown from a start up business with a budget of nothing, to a respected publication read and enjoyed by tens of thousands each month. The Skinny has become an integral part of the cultural promotions network in Scotland.

WHAT WE DOWe cover artists who are big news internationally, and have had exclusive interviews with people like Metallica, Massive Attack, Raekwon and The Prodigy.

But it’s also really important to us to cover things that are going on locally, to support homegrown talent, be it through dedicating cover stories to up and coming bands like Mitchell Museum or the Phantom Band (back in the day), or by devoting a double page spread each month to a Scotland-based visual artist or designer in our Showcase section.

THE SKINNY IS ESSENTIAL AND EXCEPTIONAL

WE'LL COMMUNICATE THE SAME FOR YOUR BRAND


WHERE WE REACHOur magazine is distributed to over 700 venues across Glasgow, Edinburgh and Dundee.

Our circulation has grown so much that we’re now officially recognised by ABC as the third biggest entertainment and listings magazine in the UK (behind only Time Out and the Big Issue).

We also have a website, www.theskinny.co.uk, which provides up to the minute news and extended coverage for local and international readers alike. You can of course follow us on Twitter, Facebook and MySpace. If you want updates on the best things to do each week you can get them through our Cyberzap email newsletter(sign up at www.theskinny.co.uk/zap).

We throw great parties, gigs, exhibitions, the occasional conference. We frequently enter into media partnerships with local festivals and events, going the extra mile to support things we believe in from the Glasgow Film Festival to Music Like A Vitamin. We’ve even won some awards, although we’re really too modest to shout about them here. What matters to us most is providing a magazine that has the highest quality writing, the best photographers, the most cutting edge illustrators, the slickest design, covering the most exciting events and releases, encouraging people to go out and engage with the cultural life of this country. And we provide it all for free.

DEMOGRAPHICS

Even appeal52% Female47% Male1% Transgender

What do The Skinny readers do 79% Listen to music everyday 65% Spend spare cash on music/ downloads60% Go to a gig at least once a week 59% Eat out at least once a week 50% Work full time 25% Study70% Live with partner/ friends 35% Earn over 20K per year

Our readers love our content 64% Live music 60% Records/ music releases 59% Film/What’s on/ Listings 56% Festivals 56% Venues 54% Fashion

Our readers love The Skinny 90% Content is excellent/ good 82% Think the mag looks great 80% Rate the writing style/ tone as excellent/good78% Love the illustrations 72% Think the photography is excellent/ good

96% of The Skinny audience is over 19 4% Under 1825% 19 - 24 44% 25 - 34 17% 35 - 44 10% 45+

Mosaic Profile

53% Urban sophisticates (Young, well educated singles in city apartments)14% Town centre singles (Single people living in the town centre) 8% Families on the move (Busy families who are moving up in their careers & lifestyles) 7% Upper Echelons (Successful people living in the choicest surburban locations)18% Other

Results collected from research by The Audience Business Dec 08 and Napier University Dec 09

The Skinny readership set the trends Leading edge tribes are the smallest generation in the youth market.They drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone across the globe.

These tribes stand at the gateway of popular culture, are the main influence over other youth tribes and are hard to sell to or persuade.

These people are our audience and they love The Skinny.

40% Leading Edge30% Alternative14% Urban 8% Aspirant Mainstream 8% Trendies


Reader Profile by Tribe Type

4IP Tribes information: http://uktribes.com

THE SKINNY READERS ARE YOUNG, HAVE CASH & GO OUT

TESTIMONIALS


❝LOVE WHAT YOU'RE DOING... GIVES ME HOPE❞- STEVE MASON, MUSICIAN

❝THE SKINNY IS FUCKING AWESOME❞- DAVID PROWSE, DRUMMER, JAPANDROIDS

❝ONE OF THE BEST LISTINGS MAGS IN THE UK... THE SKINNY STRAIGHT FROM THE HIPSTER'S MOUTH❞- GUARDIAN

❝YOU HAVE BECOME THE 'MUST-READ' FOR ALL SCOTTISH CREATIVES❞- GRAHAM WEIR, DIRECTOR, POPULAR MUSIC INDUSTRIES, EDINBURGH NAPIER UNIVERSITY

❝I MOSTLY LOVE THE SKINNY BECAUSE IT IS NOT SHIT... SO MANY SHIT MAGAZINES IN THE WORLD❞- JOHN MCCALL, READER

❝WE HAVE WORKED CLOSELY WITH THE SKINNY OVER THE PAST 6 MONTHS. THEY ARE KNOWLEDGABLE, PASSIONATE AND HAVE AN INTIMATE UNDERSTANDING OF THEIR AUDIENCE. I WOULD GLADLY RECOMMEND THEM AS A PARTNER, BUT NOT TO ANY RIVALS OF BRANDS WE REPRESENT!❞ - JUSTIN CROSBY, MS&L PR

CLIENTS



ONLINE

WHY ADVERTISE ONLINE?

Growing industry: Target & account for your spend per impression.Internet ad spend grew by 10% year-on-year (ad industry as whole: grew by 6.3%)

Online market share: Total advertising budgets are dedicating more to onlineOnline budgets have grown to 24.3% for the half year January – June 2010, up from 23.1% for the same period in 2009.

Increased number of people online: Active online user base grew from 36.8 million in April 2009 to 40.5 million in April 2010 (3.7 million new active users in just 12 months)

Growing amount of time online for leisure: Social media accounts for 23% of all time spent online in the UK, making online sessions more immersive and opportunities for engaging brand advertising possible

*Research from the IAB Online Adspend Study

WHY THESKINNY.CO.UK?

1 Direct exposure to our culturally active audience, proven to be taste makers in forming trends 1 Engaged users of the site – 77% coming to the site searching for the niche information available

1 Quantitative ROI – report on impressions and CTR after each campaign

1 Brand affinity - users of www.theskinny.co.uk already like our brand and what we do, by advertising on our site a natural harmony between The Skinny, your brand and the audience results

1 Limited advertisers - policy of only having three advertisers per ad spot keeps visibility and advertising impact high

1 AVERAGE 80,000 UNIQUES A MONTH1 GENERATING 185,000 PAGE VIEWS1 LOOKING AT 2.5 PAGES EACH1 JUST UNDER 2 MINUTES PER PERSON1 30% OF USERS ARE RETURNING1 70% ARE NEW VISITORS

By country:72% UK10% US 2% Canada 2% Germany1% Australia13% Other

By city:18% London16% Edinburgh 13% Glasgow 2% Manchester 2% Aberdeen 49% Other

Traffic sources:10% direct traffic23% referring sites67% Search engines

Browser use: 36% Internet Explorer 35% Firefox 17% Safari10% Chrome 2% Other

Stats Rates

TYPE SIZE 1K Impressions Leaderboard 728w x 90h £8 (£9.50) Banner 468w x 60h £5 (£6.50)MPU 300w x 250h £14 (£16) Skyscraper 160w x 600h £12 (£14)Rich media in any position £20 (£25)*Cost in brackets refers to targeted campaigns

1 Files to be provided as jpeg or animated gif 1 Flash files must be externally hosted1 IAB standards apply to all artwork filesizes

FOR MORE [email protected]

0131 467 4630


There are two main options for advertising each week;

1. Skyscraper AdvertAn excellent method of giving an event an extra push to act as a reminder or make people aware of what you have on offer.

1 Highly visible

1 Appears left hand side of content

1 160 W * 600 H in pixels

1 Full colour

1 Direct link to website of choice

1 Quick turnaround time – artwork needed for Monday before inclusion

1 £0.08/ subscriber

WHAT IS A CYBERZAP?An organically grown email newsletter with wide-spread appeal for individuals who want to be in the know at a click of a fingertip.

Effortlessly informed: Cyberzap provides the top ten interesting and unique events direct to your inbox as recommended by The Skinny, Scotland’s voice on emerging talent and cultural activity.

Our subscribers get a heads up on what The Skinny recommends in the coming week, and this offers the opportunity to get your message heard in a timely and effective format.

WHEN? Every Thursday.

HOW DO I GET IT?Sign up at www.theskinny.co.uk/zap and join us in the quest for knowledge….

2. Advertorial InclusionOnly one lucky advertiser gets to take the editorial spot on offer each week, placed in the centre of the Cyberzap you receive excellent placement and exposure for your campaign.

Includes:

1 75/ 100 words editorial, logo placement, image and link

1 Compiled by our Cyberzap Editor in order to keep in The Skinny style

1 Excellent opportunity to explain your product/venue/event service in more depth

1 High visibility placement in centre of the Cyberzap

1

£0.10/ subscriber

CYBERZAP

1 5,000 SUBSCRIBERS PER WEEK1 25% OPEN RATE WITHIN 7 DAYS1 70% OF SUBSCRIBERS COME BACK 3 TIMES1 5% OF OPENS COME BACK OVER 10 TIMES

HOW TO ADVERTISE?

Terms & Conditions Full terms and conditions are available on request. Contact your account manager. Credit subject to approval. Bookings under £500 must be paid in advance.Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

THE COMPLETE GUIDE FOR STUDENTS IN SCOTLAND The Skinny has the local knowledge to offer new and returning students an essential insight into Scotland’s cultural scenes – from stand out gig venues, clubs and art galleries, to where the best Sunday breakfast or that pub which opens at 6am can be found.

The Skinny student has it all: intelligent, informed, approachable.

1 30,000 copies 1 FREE1 High quality glossy1 A5, 84 pages 1 September release1 October top up’s1 Distributed in universities, colleges & specially selected Skinny student hotspots


STUDENT HANDBOOK

Booking deadline: 20 AugustArtwork deadline: 24 August

Rates

Discounts are available on multiple bookings and for distribution partners

SIZE RATE 1/8 page £200 1/4 page £350 1/2 page £580 Fullpage £995 Page 3/IFC £1395Spread £1750OBC £1995

FOR MORE INFORMATION:0131 467 [email protected]

Mechanical Info

1/2 VERT

59.5 x 187

1/2 HORIZ

123 x 92

1/4 BANNER 123 x 44

1/4 BOX 59.5 x 92

1/8 BANNER 123 x 21

1/8 BOX

59.5 x 44

Spread

B 308 x 216T 296 x 210Ty 256 x 190

FULL PAGE

B 154 x 216T 148 x 210Ty 128 x 190

All sizes are in millimetres, width x height. B = Bleed, T = Trim, Ty = Type Safe Area All adverts should be supplied as 300dpi CMYK PDFs, TIFFs or JPEGs

Technical Details

f Adverts must be CMYK, 300DPI, TIFF/JPEG or PDF f THE SKINNY is printed on trimmed coldset newsprint f Total ink usage must not exceed 240, max K 95 f 5mm bleed must be included on full pages and spreads f Ensure any essential content is within the type-safe area

specified, to ensure it isn’t trimmed off f Adverts should be sent to [email protected] with

the advertiser in the subject box f Any technical artwork questions should be sent to

[email protected]


RATES AND DATES FOR ADVERTISING IN THE SKINNY

Print Dates

ISSUE BOOKING ARTWORK STREET

January 09 Dec 14 Dec 04 Jan February 21 Jan 25 Jan 01 FebMarch 18 Feb 22 Feb 01 MarApril 25 Mar 29 Mar 05 AprMay 22 Apr 26 Apr 03 MayJune 20 May 24 May 31 MayJuly 17 June 21 June 28 JuneAugust 22 Jul 26 Jul 02 AugSeptember 19 Aug 23 Aug 30 Aug October 16 Sep 20 Sep 27 Sep November 21 Oct 25 Oct 01 Nov December 18 Nov 22 Nov 29 NovJanuary 09 Dec 13 Dec 04 Jan

Print Rates

SIZE RATE

1/8 Page £325 1/4 Page £5451/2 Page £895 Full Page £1395IBC £1495IFC/Page 3 £1725OBC £1995DPS £2225

Priority placment is subject to negotiation

DISCOUNTS

6 month booking 15%12 month booking 25%Distribution partners 10%Agency commission 10%

INSERTS

Per 1000 from £45

FOR MORE INFORMATION:0131 467 4630

[email protected] Info

1/2 VERT

126x314

DPS

B 570 x 350T 560 x 340Ty 540 x 320

1/2 SPREAD

532x155

1/4 SPREAD

532x76

1/2 HORIZ

256x155

1/4 BANNER 256x76

1/4 BOX 126x155

1/8 BANNER 256x37

1/8 HORIZ

126x76

FULL PAGE

B 290 x 350T 280 x 340Ty 260 x 320

1/4 VERT

61x314

1/8 VERT

61x155

All sizes are in millimetres, width x height. B = Bleed, T = Trim, Ty = Type Safe Area

Full terms and conditions are available on request, contact your account manager. Credit subject to approval. Bookings under £500 must be paid in advance.Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

Terms & Conditions

media pack 2011

Documents

skinny cyberzap

datesthe skinny

arethe skinny

skinny media pack1 print

film screenings

free magazine

listings magazine

free listings