ISLAND PRIDE Caribbean Spirit Alive
Media Kit 2014
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introduction
From 1820 to 2002, more than 68 million people emigrated from the Caribbean region to the United States. Today, people of Caribbean heritage can be found in every state—numbering more than 12 million; individually and collectively making an indelible mark in numerous industries and contributing to the colorful fabric that forms American society. From one of America’s most influential Founding Fathers, to legends and modern trailblazers in politics, entertainment, sport, business and academia, Caribbean Americans have influenced American life and are shaping American history.
ISLAND PRIDE Caribbean Spirit Alive
Imagine a national lifestyle publication for Caribbean Americans—people who are very sophisticated, very intellectual, very worldly, very affluent, very innovative, very involved, very dynamic, very American, but in love with where they’re originally from and proud of their colorful ancestry. 404.668.8291 www.islandpridemag.com advertising@islandpridemag.com
introduction
Meet Island Pride… … A gorgeously rendered love-letter to Caribbean culture
Positioning Statement
Island Pride magazine is 132 pages, fresh, vibrant, luxurious, slightly oversized and chic with a distinct Caribbean flair.
Island Pride magazine is a reflection of the essence of Caribbean heritage. It is an inspiring testament to the shining contributions made by Caribbean people to American society and the world. It is a passionate testimony from the sons and daughters of a rich origin who have created a cultural experience like no other.
A first-class coffee-table-book type publication, its content meets the highest journalistic and creative standards, and on top of that is always engaging, enlightening and entertaining. Featuring a clean, design-forward layout, Island Pride’s photography and overall artistic direction reflects the new modern/traditional aesthetic mix of its audience.
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ISLAND PRIDE Caribbean Spirit Alive
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With an emphasis on life well lived through achievement and community advancement, it documents celebrates, challenges and elevates the pride of Caribbean Americans. As a result, in each issue, Island Pride forges a unique connection with a vibrant audience—a rich identity that shines.
Source (mock cover images): cedellamarleydesign.com, gladwell.com and heatherheadley.com
ISLAND PRIDE Caribbean Spirit Alive
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editorial Mission Caribbean people are proud people. They are proud of their culture, accomplishments, and, most of all, each other. Island Pride magazine seeks to showcase and celebrate this island pride through superior-quality editorial content that is informative, invigorating and insightful. Island Pride will profile the people, places, pursuits and passions of the Caribbean-American landscape. Whether internationally acclaimed or actively contributing to the local scene, Island Pride will share the stories of Caribbean people with the national community and beyond.
Founder’s Statement “With this magazine we have an opportunity to make a real mark. A mark of presence, of unity, of advancement—of a proud heritage; a prolific life. To connect with Caribbean Americans in a way no other publication or media platform ever has. To share our stories, accomplishments, issues, legacies and the true essence of our culture with the wider social sphere. With this we own the narrative, we direct the discourse. Through this we inform, educate, engage and elevate. Because of this we empower and are empowered.” — Caryn I. Anderson, Founder & Editorial Director
ISLAND PRIDE Caribbean Spirit Alive
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editorial Editorial Vision Superior quality editorial content that is newsworthy and inspiring to our target market is the top editorial goal of the publication’s management. Island Pride aspires to play a special role— to be the primary indispensable link and magazine media brand among people of Caribbean heritage and lovers of Caribbean culture throughout the U.S.; represented in a wellspring of writing and imagery that nurtures community and solidifies important Caribbean values. In essence, it’s the Caribbean Spirit Alive!
2014-2015 Editorial Calendar
Pillars Passion
community, politics, volunteerism, business, issues, entrepreneurship, family
Adventure
destinations, sport, festivals, the outdoors, pastimes, events
Wellbeing
health, spirituality, fitness, traditions, lifestyle, beauty, relationships
Music Issue
october/ NOVEMBER 2014
december 2014/ JANUARY 2015
Festive Issue
Power Issue
february/ MARCH 2015
april/ MAY 2015
Food Issue
Culture Issue
june/ JULY 2015
Culture august/ SEPTEMBER 2015
music, literature, art, the stage, the screen, the street, the scene
Cuisine Outdoors Issue
caribbean food culture, recipes, restaurants, techniques, celebrity chefs
Design
interiors, fashion, architecture, crafts, perspectives
ISLAND PRIDE Caribbean Spirit Alive
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content Features
Departments
Pride Profile Extensive profile of an illustrious, highprofile Caribbean/Caribbean-American person
Mangé A taste of the scrumptious cuisine the Caribbean region is famous for—includes recipes, tips and techniques, an interview of a Caribbean/ Caribbean-American food personality or “sweethand” food enthusiast, restaurant spotlight and other foodie news
Casa Beautiful Delightful living spaces and a guide to life at home—from organizing tips to disciplining with love to container gardening, and everything in between; this section offers unparalleled insights into mastering your domain, making it beautiful and living happily in it
Live Good Trusted advice from our esteemed experts— in the areas of Health/Wellness, Relationships, Finance, Career, Inspiration/Spirituality—to help you succeed in the game of life
Out & Explore Spotlight on the active lifestyle of outdoor enthusiasts, and an insider view of premium destinations and adventure spots
Island People Awe-inspiring stories of CaribbeanAmerican individuals succeeding in various industries and fields of work and making valuable contributions to their communities and the nation—whether on the world’s stage or in their own backyards My Destination Island Journey back home with a CaribbeanAmerican celebrity via this showcase of the beauty, people and places of a Caribbean destination
Chant Profiles and reviews of the latest offerings from Caribbean/Caribbean-American music makers, and celebration of Caribbean music influences from around the world
Island Scen e Vibes | Buzz | Almanac | Icon | Tak e 5 | Pride Lis ted
Artistic Interviews of Caribbean/Caribbean-American authors, actors, filmmakers and cultural curators, and reviews of new literary titles, films and plays Caribbean Flair Beauty tips and picks plus the latest in fashion design—including profiles of the offerings of Caribbean/Caribbean-American designers Preview Issue
ISLAND PRIDE Caribbean Spirit Alive
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content Island Scene Vibes Who-was-where montage of notable happenings Almanac Jam-packed agenda of things to know, do, see and taste Buzz Making-news snippets on the Caribbean/Caribbean-American people, products, projects and places that everyone’s loving Icon Profile of a legendary Caribbean/ Caribbean-American figure Timeline Spotlight on an historical event in Caribbean/Caribbean-American history Making Me Caribbean/Caribbean-American celebrity revelations Pride Listed A showcase of specialty goods made in the Caribbean and/ or developed by individuals of Caribbean heritage
De Market Editor’s pick of the products and professional services that we’re raving about—features product reviews and showcase of Caribbean/CaribbeanAmerican boutiques, consultants, organizations, local retailers, online stores, etc. Insider Musings from the Editor-at-Large Parlez Quotables
Columns Now… Noteworthy run down from the Editorial Director Perspective Inspirational phototorial Take 5 Hot topics we’re talking about Dialect In-depth news report Back Chat Straight-with-no-chaser
ISLAND PRIDE Caribbean Spirit Alive
commentary on a current event or topic of interest from a Caribbean-American perspective
Personal Shopper Where-to-buy listing of items featured in this issue
Locale View City close-up
Rundown Round-up of noteworthy facts, current events and discussion topics
The Best Way to... Culinary expertise delivered
in Every Issue Contributors A listing of this issue’s acclaimed contributing writers and photographers In Writing Readers share their thoughts on the previous issue
Expose All eyes on an Island Pride reader Island Best Reader poll We Social Showcase of Caribbean/ Caribbean-American bloggers, social media personalities and other online innovators
On islandpridemag.com Spotlight on islandpride.com’s engaging content Backstage An insider look at this issue’s cover shoot or behind-the-scenes of a special feature. Sound Off Feedback from our readers on “the question”
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readers
Our Audience The target audience of Island Pride magazine is defined as persons of Caribbean heritage (birth or ancestry) living in the United States, aged 25 - 55. Our target segment of the CaribbeanAmerican market is comprised of professional, affluent and upwardly mobile consumers. Gender: 53% Female / 47% Male. Age: 25-34 – 34%; 35-49 – 55%. Reader Median HHI: $115K There are also auxiliary audience segments made up of: •
persons within the U.S. informally affiliated with or bearing general interest in the Caribbean region and the contributions of its descendants to American culture and the wider world stage
•
West Indians at home in the Caribbean region
•
persons of Caribbean heritage (birth or ancestry) located throughout the Diaspora
Our readers enjoy a vibrant life — culture, fine dining, travel, shopping — are active and informed, and desire a unique publication that speaks to their interests, captures the true substance of their lives, and documents the stories that are taking place in their local communities, cities, and beyond. They seek opportunities to celebrate their heritage and enhance their lives through organic collaboration and communication as part of a global conversation. Addressing only the most engaged, sophisticated, and discerning readers, Island Pride takes its audience on a voyage of cultivated enlightenment with each dynamic issue. Featuring the highest standards of upscale lifestyle coverage with a distinct Caribbean flair, Island Pride offers its readers content to elevate and inspire every aspect of their lives.
ISLAND PRIDE Caribbean Spirit Alive
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readers The Market Americans of Caribbean descent is an interesting and economically viable target market. Although they are American, they have strong bonds with the identity, region and culture they came from. According to a recent study, 72% of Caribbean Americans prefer to be identified as “a person of Caribbean heritage.” In 2005, the U.S. government designated June National Caribbean-American Heritage Month to acknowledge and celebrate the contributions of Caribbean Americans to the U.S. since the inception of the country. Caribbean Americans: •
command over $40 billion in retail sales annually, making them a significant affluent diverse group based on income and education
•
are loyal buyers of consumer goods, go on vacation, own homes, run businesses and send their children to college at a higher rate than comparable market groups
•
are active, community oriented and celebrate many events relating to the region of their origin
•
are en vogue—becoming more and more prominent in many aspects of society i.e. politics, entertainment, business, etc.
•
are devoted consumers of luxury products and services—shopping at upscale retailers and purchasing marquee luxury brands—including automobiles, apparel, hotel accommodation, jewelry, fragrances and other personal care items
•
attain high levels of tertiary education and are holders of advanced degrees
•
occupy senior management positions in many of the nation’s most successful corporations
•
have family incomes that are 94% of the US national average and hold consumer purchasing power that is 15 to 20% higher than comparable groups
ISLAND PRIDE Caribbean Spirit Alive
Market Growth The U.S. Census Bureau 2010 American Community Survey’s examination of the place of birth of the newly arrived foreign-born population, reveals
that 9.5 percent of the foreign born who arrived before 2005 and 7.6 percent of those arriving from 2005 through 2007 were born in the Caribbean. Of the most recently
arrived (2008 or later), 9.6 percent were born in this region. These figures evidence sustained growth of our target market as immigration from the Caribbean region remains significant. Additional marked growth lies in the ongoing expansion of the Caribbean-American population in the form of descendants of Caribbean natives resulting in first-, secondand third-generation Americans of Caribbean heritage—a substantial component of our target market.
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readers Projected Distribution
Circulation Projections
Island Pride magazine will be distributed primarily via paid print and digital subscriptions. The magazine will also be available for single-copy newsstand sale at the following: • Major airports across the U.S. and internationally (Caribbean region, Canada, UK) • Drugstores • Bookstores • Grocers • Major Retailers/Club Stores • Boutique and Speciality Retailers • Zinio/ Amazon.com There will also be strategic distribution (domestic and international) of complimentary copies of the magazine at affiliated organizations and businesses, and at hotels and lounges in strategic destination locations and cities with significant Caribbean presence.
Year 1 No. of Issues: 6 Average Readers Per Copy: 5 Print Run Per Issue: 50,000+ Total Readership Per Issue: 250,000+ Circulation: 300,000+
Projected Momentum 4 increases in 3 years OCT 2017
300,000
OCT 2016
225,000
OCT 2015 APR 2015 OCT 2014
125,000 75,000 50,000
FULL Launch Issue
ISLAND PRIDE Caribbean Spirit Alive
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marketing Island Pride stands alone in its ability to connect with and influence the CaribbeanAmerican market. To capitalize on that power, Island Pride will work with you to create a unique, engaging and effective marketing program designed to extend the reach and reinforce the connection of your brand with our deeply invested readers.
IP Brand Experience Island Pride’s brand extending products and activities include:
Take advantage of opportunities to catapult your brand messages via our web and mobile platforms.
Island Pride Exclusives: Available 12/2014 A collection of timeless products, developed in conjunction with select designers and niche establishments exclusively for Island Pride, available only at our online store.
islandpridemag.com supports the larger readership base by providing access to select published articles and additional web-only content updated each week, and serves as Island Pride’s primary retail outlet.
Premium Branded Products: Available 12/2014 An assortment of Island Pride brand imprint products for the vibrant lifestyle.
Our mobile app space supports distribution of the digital issue for readers using ipad, iphone, Kindle Fire and other android devices. All web/mobile advertisers benefit from additional marketing and promotion to the thousands of individuals in Island Pride’s social media networks on Facebook, Twitter, Pinterest, etc.
Island Pride Club: Launch 06/2015 The mission of the members-only club is to bring the pages of the magazine to life through private gatherings and special privileges at some of the most distinct places. The Island Pride Club features three levels of membership: the Arts Society, the Adventure Society, and the Legacy Society. Each level includes exclusive deals at businesses across the nation, throughout the Caribbean and other key international locations, invitations to unique events, and access to select cultural activities.
Get Social with Island Pride Web and Mobile
Special Effects Our readers are your target customers! Engage them with the industry’s latest mobile technology solutions—a custom tag or QR Code linking to your commercial, custom video, survey or mobile webpage. Beginning with the launch issue of Island Pride, these options will enhance the reader experience by bringing select articles and advertisements to life.
Connect with your sales representative for web/mobile ad rates and to learn more about
Island Pride Summit: 09/2015 An annual event dedicated to our readers from around the world. A memorable day of learning, inspiration and fun!—convening the leaders of the Caribbean-American community for discourse, collaboration and enlightenment in the spheres of business, education, arts and politics.
Island Pride’s marketing programs and advertiser opportunities.
ISLAND PRIDE Caribbean Spirit Alive
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advertising 2014-2015 Rates
2014-2015 Closing Dates
Four Color 1X
3X
6X
Double Page
$15,532
$14,300
$13,715
Full Page
$9,002
$8,552
$8,372
2/3 Page
$6,752
$6,414
$6,279
1/2 Page
$5,176
$4,918
$4,814
1/3 Page
$3,421
$3,250
$3,181
Black and White 1X
3X
6X
Double Page
$8,700
$8,150
$7,750
Full Page
$5,649
$4,616
$4,203
2/3 Page
$4,873
$3,712
$3,403
1/2 Page
$3,279
$3,091
$2,905
1/3 Page
$2,847
$2,454
$2,297
1X
3X
6X
Cover 2
$10,803
$10,263
$10,047
Cover 3
$9,453
$8,980
$8,791
Cover 4
$11,253
$10,690
$10,465
AD Close & Materials Due
On Sale/ In Home
Oct/ Nov
August 29, 2014
September 16, 2014
Dec/ Jan
November 5, 2014
November 24, 2014
Feb/ Mar
January 5, 2014
January 20, 2015
Apr/ May
March 2, 2015
March 24, 2015
Jun/ Jul
May 1, 2015
May 19, 2015
Aug/ Sept
July 1, 2015
July 21, 2015
Issue
Covers
Caribbean Spirit Alive
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All rates are gross.
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production requirements
2-page spread
Full Page
Bleed: 18.50''w x 11.125''h (this includes gutter allowance)
Bleed: 9.25''w x 11.125''h
Non-bleed: 16'' wx 9.875''h
Non-bleed: 8'' wx 9.875''h
Trim: 18'' w x 10.875'' h
Trim: 9'' w x 10.875'' h
2/3 Page Bleed: 5.875''w x 11.125''h Non-bleed: 5.375'' wx 9.875''h Trim: 5.625''w x 10.875''h
Non-bleed: 5.375''w x 4.6875''h
Bleed: 9.25''w x 5.375''h Non-bleed: 8'' wx 4.75''h Trim: 9''w x 5.25''h
Publication Trim Size: 9” x 10⅞”
1/3 Page
vertical or square orientation (non-bleed only)
1/2 Page
Nonbleed: 2.375''w x 9.875''h
Safety: ¼” from trim on all sides Binding Method: Perfect Bound Image Resolution: 300 dpi Line Screen: 150 dpi Color Space: CMYK only
Acceptable File Format: • • • • •
PDF/X-1a - the PDF/X-1a must be made from a PostScript file with all fonts and high-resolution images embedded. For information on creating PDF/X files, go to www.adobe.com. Ensure that all elements are a minumum of 300 dpi and 100% in size. We cannot accept files with RGB in color space. If submitting with position marks, they must be placed outside of bleed area by at least ⅛”.
ISLAND PRIDE Caribbean Spirit Alive
Proofs: To ensure the highest print reproduction quality, we ask that all digital files be accompanied by a SWOP certified proof that represents the final file at 100%. In the absence of a SWOP certified proof, the color reproduction of the ad will be based on industry standard best practices to achieve as accurate color as possible from the supplied digital file. FTP Upload Instructions: Server address: ftp://studio630.net User name: IPads@studio630.net/ Password: islandpride123 Once logged in, you will go to the following subfolders: Issue month/title Send Offset Printing materials to: studio630 248 14th Ave NE St. Petersburg, FL 33701 Questions: Please contact: Jason Lowsy: jason@studio630.net (727) 895-6384 If the above requirements are not met, the advertiser will be held responsible for any additional production expenses Island Pride magazine may incur.
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