LIVING
MOUNTAIN
PHOTO BY PAUL WARCHOL
about us
PHOTO BY JULIA VANDENOEVER
publisher’s letter WHEN THE GOING GETS TOUGH, THE TOUGH GET GOING. As Mountain Living continues to readjust and re-evaluate our business to meet the needs of a changing marketplace, I’m reminded of a powerful story that beautifully illustrates that old adage: In the late 1920s, two companies, Kellogg and Post, dominated the market for packaged cereal. As the United States sank into the Great Depression in the ’30s, no one knew what would happen to consumer spending. Post responded to the uncertainty by following conventional wisdom: it slashed spending and cut back on advertising. But Kellogg made an unprecedented move. Instead of cutting back, founder W.K. Kellogg doubled his advertising spending, aggressively promoting his business by pushing its newest product lines. The result? By 1933, in the midst of the Great Depression, Kellogg’s profits had increased by nearly 30 percent, positioning the company as the industry’s leader—a spot Kellogg holds to this day. After 16 years, I can say with certainty that Mountain Living’s most successful clients are those who are aggressive, active and who sometimes challenge convention when it comes to their advertising plans. Those successful businesses never take down their signs and wait for times to get better. They view trying times as opportunities to get innovative—and to keep their names out there when their competitors are taking a breather—so that when customers are ready to buy, they’ll be top of mind. This year, Mountain Living is taking a cue from our best and brightest clients by taking full advantage of the opportunities today’s marketplace presents. In 2010, we’ll debut a new and redesigned Mountain Living that will create more opportunities for consumers to connect with your business. These are challenging times, but we’re in this together. Mountain Living is here to help you achieve your marketing goals, so please, contact us at any time to develop a media solution that fits your needs. All the best,
Holly Scott, Publisher P.S. Finalize your media plan by November 10th to receive all of the outstanding benefits Mountain Living has to offer! cont’d >
1 about us
2010 offers WE’RE PLEASED TO OFFER THE FOLLOWING BENEFITS TO MAXIMIZE YOUR MARKETING DOLLARS IN 2010:
•
Larger format and sophisticated new logo Precisely targeted distribution and demographic profile Double issues for longer newsstand shelf-life Ad mastering program
•
THE ALL-INCLUSIVE An all-inclusive integrated media
• • •
package. Your business will appear in our publication, on our Web site, and as a sponsor of our exclusive home-design videos year-round. You’ll also receive a complimentary upgrade in our annual Best of Mountain Living Issue. •
ONLINE PACKAGE Increase your interactive online audience and drive more traffic to your site with your Designer Resources Portfolio, weekly e-newsletter advertising, video sponsorship opportunities and more.
•
MOUNTAIN HOUSE A new advertorial opportunity, Mountain House sponsorship packages are designed to highlight your company’s innovative projects with a high-impact integrated branding campaign.
•
NETWORKING OPPORTUNITIES Take this opportunity to network with leading industry professionals and affluent consumers in every desirable mountain market with ML as your event partner.
•
SOCIAL MEDIA OPPORTUNITIES Join our interactive fan pages—and let us help you cultivate your own social media pages on Facebook and Twitter. It’s a simple, interactive and immediate way to connect with the home-design community.
•
LONGEVITY AND LOYALTY We’ve been attracting mountain enthusiasts and prospective homebuyers for nearly 16 years, making us the most established, well-respected mountain home-design magazine in the western United States.
about us 2
editor’s letter PUTTING TOGETHER AN ISSUE OF MOUNTAIN LIVING IS A LOT LIKE BUILDING A HOUSE. A year or so before the ink hits the paper, we start out with a basic blueprint. Then the work begins. We scour the West for the best locations. We assemble our team of writers and photographers. We select flooring, faucets and fabrics for our shopping pages, and we agonize over color palettes and finishing touches. And then one day, after hundreds of phone calls and e-mails, decisions and revisions, it’s complete. That feeling you get when you step into a new house for the first time? That’s just how we feel when we open that first hot-off-the-press copy of a new issue. This year, as we debut a larger, more sophisticated Mountain Living, we’re celebrating the completion of a renovation project, too. We began the process of redesigning our 16-year-old magazine by taking a close look at the marketplace. We talked to our readers, friends and partners who are designing, building, renovating, furnishing and selling homes in the mountains, gathering ideas as we went. Then, we examined every corner of Mountain Living, adding space where we needed it and making changes to areas in need of an update. The result? A sleeker, fresher publication with a renewed focus on luxury high-country design. We’ve added new editorial departments designed to address readers’ growing interest in remodeling and sustainable design, a dramatic new logo, and a larger format that really shows off the spectacular photography Mountain Living has become known for. We’re also expanding our audience with a vibrant online community, which includes www.mountainliving.com, a daily blog, weekly e-newsletter, and interactive communities on Facebook and Twitter. Since Mountain Living was first launched 16 years ago, we’ve had the privilege of covering an innovative design community that has evolved in some incredible ways. We think you’ll find that our new look reflects today’s expressions of high-country design, all the while honoring the rich heritage that informs it and capturing the spirit of discovery that draws us in. Best wishes,
Christine DeOrio, Editor in Chief
3 about us
press release MOUNTAIN LIVING DEBUTS MAGAZINE REDESIGN WITH JANUARY 2010 ISSUE Denver, Colo., September 10, 2009 Mountain Living will debut a stunning redesign with the January/February 2010 issue, which hits newsstands December 29, 2009. The publication’s new look comes as the magazine celebrates its 16th anniversary. “Since Mountain Living magazine was first launched 16 years ago, high-country design has evolved in some incredible ways,” says Editor in Chief Christine DeOrio. “The West is home to architects, builders and interior designers who are true innovators. They’re leading the ‘green’ movement and demonstrating that a mountain home can take many forms while still maintaining a strong sense of place. Our goal for this redesign was to capture this spirit of discovery while still honoring the West’s rich heritage. The result is a more modern-looking publication that exemplifies this combination of Old and New West.” Features of the redesign include a cleaner, more simplified cover and a dramatic new logo designed to boost the publication’s presence on newsstands. Mountain Living will also expand from its current size of 8 1/2" x 11" to 9" x 11". “Upgrading to a larger format will allow us to really show off the spectacular photography that Mountain Living has become known for, and will afford our advertisers more space to showcase their luxury products and services,” says DeOrio. “Mountain Living readers keep each issue for an average of 14 months, so a lot of thought went into selecting a size that will offer the greatest impact while remaining portable and storable.” The historic redesign offers the following unique features: •
Exclusive looks inside some of the most incredible homes in the Rocky Mountain West. Beautiful photography accompanies well-written articles in which top architects and interior designers share their thoughts and ideas on the newest trends in mountain architecture and design.
•
Design reports on products for the home, new shops and showrooms, travel destinations, and the style leaders who influence high-country architecture and design. cont’d >
4 about us
•
New editorial departments designed to address consumers’ growing interest in remodeling and sustainable design, including: TREND REPORT: Creative ideas that inspire readers to adapt national design trends to their high-country lifestyle; GO GREEN: Cutting-edge products, places and people that blend sustainability with high style; and INSTANT UPGRADE: A selection of design essentials for the home remodeler, from paint to plumbing fixtures, fireplaces to flooring.
•
A vibrant online presence, which includes Mountain Living’s Web site, www.mountainliving.com, a daily blog, weekly e-newsletter, and interactive communities on Facebook (http://companies.to/mountainlivingmagazine/) and Twitter (@MtnLivingMag).
•
World-class contributors: Mountain Living’s team of nationally recognized professional writers and photographers includes travel editor Linda Hayes, who contributes to Elle Decor, Hemispheres and Ski; Tara N. Wilfong, formerly of Art & Antiques; Audrey Hall, who photographs for The Robb Report and Western Interiors & Design; and Roger Wade, who photographs for Architectural Digest and National Geographic Traveler.
“There’s an unusual concentration of world-class talent and design in the Rocky Mountain West, and we’re thrilled that the new Mountain Living is the stage to showcase it,” says DeOrio. “The redesign of Mountain Living delivers exclusive original content and the highest possible standard of creative excellence—just what a sophisticated audience like ours values.”
ABOUT MOUNTAIN LIVING: Mountain Living is a part of Network Communications, Inc., the leading publisher of printed and online real estate information in North America. The company was acquired by Citigroup Venture Capital Equity Partners in January of 2005. Its magazines are read by more than 12 million readers in over 500 markets and deliver more than one million leads to advertisers each month. Network Communications’ assets, which include The Real Estate Book, Apartment Finder/Blue Book, Mature Living Choices, CorporateChoices.com, Black’s Guide, New Home Finder, Enclave, Unique Homes, Kansas City Homes & Gardens, At Home In Arkansas, New England Home, Atlanta Homes & Lifestyles, Colorado Homes & Lifestyles, St. Louis Homes & Lifestyles, Seattle Homes & Lifestyles and Mountain Living, are publications that millions of readers across the country turn to when looking for the latest information about the real-estate and home-design markets.
about us 5
testimonials “Whether they’re designing a multi-ad placement schedule or creating event sponsorship opportunities, the Mountain Living staff has been incredibly creative, helpful and above all, productive. Without the magazine’s desire to assist the Festival in continually raising its standards, the Jackson Hole Fall Arts Festival would not be as nationally recognized as it is today. The sales staff has built a truly custom ad schedule, which ALLOWS OUR ADVERTISING
DOLLARS TO GO THE DISTANCE AS PROVEN BY THE SHEER NUMBER OF READER INQUIRIES.” – HEATHER FALK, Marketing & Special Events Director, Jackson Hole Chamber of Commerce
“Mountain Living has been a great resource for our company and continues to be an important element of our marketing strategy. The editorial content serves as an excellent source for the latest trends in the real estate market, generating a large readership and offering the perfect venue to gain CONSISTENT EXPOSURE for our brand in markets with affluent ZIP codes and real estate interests. I can recommend this product for any real estate company focusing on high-end markets.” – ULI WACKERHAGE, Vail Plaza Hotel & Club
“We truly appreciate Mountain Living’s support of our Encore reception, not to mention your generous gift to the Festival. We were so pleased with how the event looked. You all WENT OUT OF YOUR WAY to make it truly special.” – LENOR G. LEEDS, Aspen Music Festival and School
cont’d >
6 about us
“Cultured Logs are made of concrete. People need to see them to believe how real they look. Our involvement with Mountain Living’s Natural Dream Home provided a unique opportunity to display and discuss our unique value proposition to a high-end audience. We have EXPANDED AWARENESS OF OUR PRODUCTS and sold several new homes as well.” – STEWART HANSEN, President, Cultured Log Systems
“Successful growth does not happen overnight. It takes a team of dedicated individuals moving consistently and simultaneously in the right direction. For us, making the decision to team up with Mountain Living has proven to be highly successful and, without a doubt, has given us the necessary and consistent exposure we were looking for in the resort communities across the West. Our most recent prospective lead resulted in an interview for a new home in Sandpoint, Idaho. The owners CAME ACROSS OUR FIRM’S AD IN THEIR HOTEL COPY of Mountain Living, took it back to Texas and gave us a call. In short, Mountain Living HAS DELIVERED, and we look forward to a long-standing relationship with ML!” – EARL ANDERSON, Earl Anderson Associates, Ltd.
“You are wonderful to take such an interest in Vail Mountain School and its home tour. Thank you again for helping promote the tour. I can’t thank you enough. Having always been such an avid reader of your magazine, it is indeed a privilege to get to know you and see it a bit from ‘behind the scenes.’ If every business gave AS MUCH SUPPORT AS YOU DO TO NONPROFITS around the mountains, the world would be a better place!!!” – NANCY YOUNG, Director of Development, Vail Mountain School
“Working with Mountain Living has proven extremely successful for Cordillera and I have found the friendly and KNOWLEDGEABLE STAFF to be UNSURPASSED. I look forward to working with Mountain Living for many years to come.” – DELL ANN CLAYPOOL, Marketing Manager, Cordillera Metro District
about us 7
contacts Mountain Living Magazine 1777 South Harrison Street, Suite 903, Denver, CO 80210
Local 303.248.2060 Toll Free 888.577.7702 Fax 303.248.2064 Holly Scott Publisher 303.248.2058 hscott@mountainliving.com
Christine DeOrio Editor in Chief 303.248.2063 cdeorio@mountainliving.com
Sarah Herscovici Sales and Marketing Coordinator 303.248.2067 sherscovici@mountainliving.com
Cyndi Hochberg Media Account Executive 303.641.3262 chochberg@mountainliving.com
Katrina Nail Media Account Executive 720.933.7078 katrina@mountainliving.com
8 about us
PHOTO BY LIVING IMAGES PHOTOGRAPHY
readers
2010 reader profile Average age Female Male Married College graduate
INCOME/NET WORTH Average household income Average net worth
52 65% 35% 84% 92%
$353,500 $2,019,094
ML readers are 1,343% more likely to own a second home than the average U.S. consumer HOME OWNERSHIP Average home value Own mountain home Primary resident Secondary resident
$598,964 55% 54% 46%
61% of ML readers plan to BUY or BUILD a home in the mountains in the next 12-24 months PROFESSIONAL STATUS Owner/partner in business Member of board of directors/trustees
52% 30%
READER ENGAGEMENT 95% read four out of four issues 95% use ML for information they can’t find in any other publication Readers spend an average of 65 minutes with each issue and keep each issue an average of 14 months IN THE LAST 12 MONTHS: 50% saved an advertisement/article for future reference 62% visited an advertiser’s Web site 80% took action as a result of seeing advertisements and editorial content Source: Ad-Q Harvey Research Study 2007-2009
CROSSOVER READERSHIP OF ML READERS: 29% also read ARCHITECTURAL DIGEST 23% also read SUNSET 19% also read COLORADO HOMES & LIFESTYLES 18% also read COASTAL LIVING 18% also read LUXE 14% also read COWBOYS & INDIANS 8% also read SOUTHWEST ART Cumulative Ad-Q Harvey Research 2007-2008 and 2004 MRI Custom Division Studies
cont’d > 9 readers
purchasing power 80% of ML readers have PURCHASE INTENT for your products and services. Take a look at what they plan to purchase in the next 12-24 months:
HOME PRODUCTS Appliances Art/Antiques Building Supplies/Hardware Closets/Storage Decks/Patios Doors/Windows Fireplaces Flooring/Carpet/Rugs Furniture/Home Accessories Home Electronics/Home Theater Hot Tubs/Saunas Kitchen/Bath Products Lighting Linens/Fabrics Specialty Retail: gifts, accessories, tabletop Tile/Marble/Granite/Solid Surface Wall Coverings/Paint Wine Cellar Services/Materials
44% 39% 30% 25% 20% 25% 15% 31% 39% 21% 20% 38% 26% 28% 17% 21% 26% 13%
HOME SERVICES Architectural Services Financial Services Home Builders/Contractors/Remodeling Interior Design Services Landscaping Real Estate Services and Developments
18% 6% 23% 18% 41% 18%
LIFESTYLE Automobiles Clothing/Accessories Cosmetic Surgery/Dentistry/Spas Jewelry Specialty Foods: liquor, wine & catering Travel/Events
19% 46% 29% 19% 29% 34%
Source: Ad-Q Harvey Research Study 2007-2009
readers 10
distribution profile MOUNTAIN MARKETS Colorado - Aspen/Basalt/Carbondale - Vail/Beaver Creek/Avon/Edwards - Summit County/Breckenridge/ - Copper/Frisco/Keystone - Telluride/Mountain Village - Steamboat Springs - Winter Park/Granby - Crested Butte
Montana - Big Sky/Bozeman - Kalispell/Whitefish
Wyoming - Jackson/Teton Village
New Mexico - Santa Fe/Taos
Utah - Park City/Deer Valley
Canada (NEW!) - Whistler, B.C.
Nevada/California - Tahoe/Incline Village/Truckee Idaho - Sun Valley/Hailey/Ketchum - McCall/Boise
FEEDER MARKETS - Albuquerque - Anchorage - Atlanta - Austin - Chicago - Dallas - Denver
- Houston - Knoxville - Las Vegas - Los Angeles - Miami - Missoula - New York
- Orlando - Phoenix - Salt Lake City - San Francisco - Seattle - Vancouver
NEWSSTAND DISTRIBUTION 27,000 Readers who are looking to buy a home or property in the mountains travel to our top mountain markets from feeder markets nationwide. CONSUMER SUBSCRIBERS 9,200 Affluent readers who source ML for design trends, industry experts, new products, services and more. TRADE PROFESSIONALS 5,100 Influential and high-volume buyers are members of AIA, ASID and HBA, as well as travel and real estate associations. HIGH-PROFILE EVENTS 5,900 ML is front and center at high-profile events, luxury home tours, mountain resorts, real estate offices & ML advertiser businesses across the West. MILLION-DOLLAR HOME OWNERS 2,800 Owners looking to add your products and services to their luxury mountain homes.
TOTAL DISTRIBUTION:
TOTAL READERSHIP:
50,000
150,000
• Plus our Digital Edition readership
(includes pass-along)
2009 Ad-Q Harvey Research Studies
11 readers
media comparison
luxe. Issues/yr Circulation Audience
Editorial Focus
Average Age Avg. Household Income Median Net Worth Years in Print Source
Issues/yr
7
4
50,000
20,000
Highly educated, affluent readers looking to buy, build, design and shop for their mountain homes
Affluent consumers who want inspiration and ideas for their quality home design
ML delivers the highcountry’s finest architecture, interior design and real estate. Our affluent readers seek, source and buy products as a direct result of our editorial
Spotlights elite Colorado design and architecture with an emphasis on high-end products
52
54
$353,500
$175,000
$2,019,094
$1,870,000
16
5
2009 Media Kit
2009 Media Kit
4
8
55,000
32,500
Audience
Explores the western United States in search of art that ranges from established to emerging works
Affluent homeowners who are passionate about their home and who lead active lifestyles
Editorial Focus
Approaches coverage of the arts from a lifestyle perspective, offering insight into the collector’s life
The latest trends in interior design, stunning architecture, real estate and Colorado lifestyle
Average Age
N/A
54
Avg. Household Income
N/A
$283,027
Median Net Worth
N/A
$1,695,605
4
30
2009 Media Kit
2009 Media Kit
Circulation
Years in Print Source
cont’d > 12 readers
4
8
Issues/yr
35,000
147,400
Circulation
High-income, big-asset households; secondhome owners living across the nation
C&I covers the hardworking people living the Western lifestyle
Audience
Specialty building and homeimprovement products, lenders, retailers and service providers
Investigative reports on important issues, celebrity profiles, Western and American Indian cultures
Editorial Focus
N/A
47
$55,141
$173,000
N/A
$1,500,000
N/A
17
2009 Media Kit
2009 Media Kit
Average Age Avg. Household Income Median Net Worth Years in Print Source
12
5
Issues/yr
850,502
40,000
Circulation
Readers who appreciate great design and who aspire to live a luxurious lifestyle
Northern Rockies home owners who enjoy all the Rocky Mountains have to offer
Audience
Provides a vision that stretches the imagination and sets new benchmarks for the life readers wish to live, whether they’re just starting out or at the peak of achievement
Content matches readers’ lifestyle, from hunting to flyfishing and the fine arts. Includes features and fiction, photos and poetry, tall stories, landscape, people and lifestyle
Editorial Focus
48.9
N/A
Average Age
$100,445
84% over $100,000; 30% over $300,000
Avg. Household Income
N/A
N/A
Median Net Worth
30
17
Years in Print
2009 Media Kit
2009 Media Kit
Source
readers 13
travel statistics Mountain Living readers spend $462 million annually on accommodations alone. How much of that market do you want? OUR READERS ACTIVELY TRAVEL Mountain Living readers spent an average of 27 nights away in the past 12 months.
WHERE WILL THEY STAY? Luxury Hotel/High-end Resort Vacation Home Bed & Breakfast Fractional Ownership Guest Ranch
50% 18% 16% 10% 6%
TOP CHOICES OF COMMERCIAL AIRLINES AMONG MOUNTAIN LIVING READERS: United Southwest Delta American Frontier Private Jet Other
24% 19% 14% 13% 12% 4% 14%
HOW DO OUR READERS FIND NEW DESTINATIONS? Online Mountain Living Newspaper TV Other
31% 29% 12% 12% 16%
TOP ACTIVITIES MOUNTAIN LIVING READERS PARTICIPATE IN WHILE AWAY: Hiking Boating/Water Sports Food/Wine Spa Visits Skiing/Snowboarding Antiquing Fishing Golf/Biking Snowshoeing Home Tours
65% 48% 45% 42% 42% 39% 35% 29% 20% 19% cont’d >
14 readers
Mountain Living readers have proven travel plans to upscale high-country destinations over the next 24 months. TAKE A LOOK AT WHERE THEY PLAN TO SPEND THEIR DOLLARS: $63.6 million will be spent in Denver, CO $63 million will be spent in Taos/Santa Fe, NM $62 million will be spent in Jackson Hole/Yellowstone/Grand Teton, WY $50.9 million will be spent in Vail, CO $46.1 million will be spent in Aspen/Basalt/Carbondale, CO $36.6 million will be spent in Glacier National Park, MT $36 million will be spent in Telluride/Mountain Village, CO $33.4 million will be spent in Sedona/Flagstaff, AZ $27.1 million will be spent in Portland/Bend, OR $27 million will be spent in Winter Park, CO $25.5 million will be spent in Salt Lake City/Park City, UT $20.7 million will be spent in Missoula, MT $20.7 million will be spent in Mammoth, CA $20.6 million will be spent in Coeur d’Alene, ID $20 million will be spent in Palm Springs/Palm Desert, CA $20 million will be spent in Sun Valley, ID $14.3 million will be spent in McCall, ID
Mountain Living readers are 1,343% more likely to own a second home than the average U.S. consumer! WHY ADVERTISE? Our readers have proven travel plans to high-country areas... Our readers plan to stay at upscale destinations... • Our readers use Mountain Living as their primary travel resource • •
Sources: 2007 Mountain Living Reader Travel Survey; 2007 Ad-Q Research Study
readers 15
PHOTO BY AUDREY HALL
content
editorial calendar* JANUARY/FEBRUARY 2010 ML’S REDESIGN DEBUT: THE MOUNTAIN MODERN ISSUE
ML Recommends: 2010 High-Country Event Guide Trend Report: 2010 Design Preview Real Estate: Top Properties in Whistler & Vancouver, B.C. Insider’s Guide: Whistler & Vancouver, B.C. Winter Olympics Special Edition Home: Best Mountain-Modern Homes AD MATERIALS DUE: NOV. 10, 2009 ON NEWSSTANDS: DEC. 29, 2009
MARCH/APRIL 2010 THE GREEN ISSUE
Go Green: 2010 Responsible Development Award Winners Revealed — Entries due by November 1, 2009 Real Estate: Sustainable Residential Developments Shopping: The West’s Best Sources for Sustainable Style Insider’s Guide: Eco-Travel Destinations Home: Best Sustainable Luxury Homes AD MATERIALS DUE: JAN. 14, 2010 ON NEWSSTANDS: MAR. 2, 2010
MAY/JUNE 2010 THE REMODELING ISSUE
Designer Update: Women In Design Real Estate: Historic Homes with Of-the-Moment Upgrades Insider’s Guide: The New Vail Instant Upgrade: Luxury Updates Home: Best Mountain Makeovers Plus: Ad-Q Harvey Advertising Research Study AD MATERIALS DUE: MAR. 18, 2010 ON NEWSSTANDS: MAY 4, 2010 cont’d >
16 content
JULY/AUGUST 2010 THE REAL ESTATE ISSUE
Hot Spots: The Top Places to Build & Buy Now Sneak Peek: Up-and-Coming High-Country Developments The Good Life: Golf & Spa Communities Inside: Aspen Music Festival & School Special Section Cordillera Home & Garden Tour Official Program Haciendas Santa Fe Parade of Homes Special Section AD MATERIALS DUE: MAY 12, 2010 ON NEWSSTANDS: JUNE 29, 2010
SPECIAL ANNUAL EDITION THE BEST OF MOUNTAIN LIVING ISSUE
Our exclusive annual guide to the high country’s best architects, interior designers, luxury homes, destinations, real estate, home-design essentials and more! Inside: Jackson Hole Fall Arts Festival Official Program, ASID Awards AD MATERIALS DUE: JUNE 16, 2010 ON NEWSSTANDS: AUG. 3, 2010
SEPTEMBER/OCTOBER 2010 THE ARCHITECTURE & DESIGN ISSUE
Designer Update: Top Mountain Architects & Interior Designers Real Estate: Architect-Designed Homes for Sale Insider’s Guide: Telluride, Colorado Home: Best High-Country Architecture & Interior Design Inside: Summit County Parade of Homes Official Program Telluride Film Festival Special Section AIA Colorado 2010 Design Awards Special Section AD MATERIALS DUE: JULY 15, 2010 ON NEWSSTANDS: AUG. 31, 2010
NOVEMBER/DECEMBER 2010 THE HOME OF THE YEAR ISSUE
ML Recommends: Best High-Country Kitchens Insider’s Guide: Holidays Away Special Holiday Travel Edition Get Inspired: Great Entertaining Spaces Home: 2010 Home of the Year — Entries due by July 15, 2010 Inside: Luxury Living Special Section AD MATERIALS DUE: SEPT. 16, 2010 ON NEWSSTANDS: NOV. 2, 2010
* Editorial calendar subject to change
content 17
editorial features ML PICK The editors share their most fabulous find of the season, from furniture and lighting to home accessories and fine art
ML RECOMMENDS A report on the region’s newest shops and showrooms, travel destinations, residential communities and dining hotspots — plus the latest design books, exclusive mountain daytrip itineraries, and profiles of the West’s most talented artisans
TREND REPORT Creative ideas that inspire readers to adapt national design trends to their high-country lifestyle GO GREEN Cutting-edge products, places and people that blend sustainability with high style
REAL ESTATE A selection of the most desirable residential communities and luxury homes for sale in the West
DESIGNER UPDATE Profiles of the tastemakers who influence high-country architecture and interior design, plus their product picks, expert tips and more
SHOPPING Inspiring vignettes that display fine products for the home, from fabrics to furnishings INSIDER’S GUIDE Our travel editor reveals the best places to live, stay, shop and play in the West’s best hotspots and hidden gems
GET INSPIRED Stand-out spaces that inspire—and the design secrets behind them INSTANT UPGRADE A selection of design essentials for the home remodeler, from paint to plumbing fixtures, fireplaces to flooring
GET THE LOOK Valuable design ideas and inspirations from the homes and designers featured in each issue HOUSE OF THE MOMENT The West’s finest luxury home on the market
HOME FEATURES In every issue: A showcase of ultra-luxe high-country homes, each selected for its spectacular architecture and interior design
18 content
passport to publication THANK YOU FOR YOUR INTEREST IN CONTRIBUTING TO ML! We are always on the lookout for stunning story ideas and projects, from luxurious high-country retreats to smart small spaces, with styles that range from traditional to contemporary. Receiving a large variety of submissions and story ideas enables us to produce the best magazine possible, and we are always eager to review new materials. Here are some tips and guidelines for getting published on our pages:
WHAT ARE WE LOOKING FOR? Spectacular Architecture, Great Design Ideas, New Products, Current Trends, High-Country Destinations, Intriguing Story Lines, Creativity and Uniqueness
GENERAL TIPS FOR BEING CONSIDERED FOR PUBLICATION •
Familiarize yourself with Mountain Living’s editorial content: how features are written, how departments are presented and our target audience.
•
Send us information and non-original images of your projects, products or services on an ongoing basis.
•
Inform us of the latest trends and products. We often turn to vendors, designers and architects as quotable sources in stories.
•
Advertising with ML has ABSOLUTELY NO BEARING on if you will be featured editorially, and editorial coverage can’t be bought.
•
An editor can never tell you exactly when a piece will run, as stories often get moved, deleted and added at the last minute.
•
Please don’t send your story ideas to several publications at once. We would never want a story to appear in our magazine and another at the same time.
BE SURE TO SEND SUBMISSIONS FOR THESE ANNUAL EDITORIAL OPPORTUNITIES The Green Issue Responsible Development Awards • The Remodeling Issue • Home of the Year • Spectacular High Country Kitchens & Baths • Holiday Homes • •
Visit mountainliving.com to find details and deadlines for current contests.
cont’d >
19 content
CRITERIA FOR HOME FEATURE CONSIDERATION •
Project cannot be for sale or about to go on the market.
•
Project must be a lived-in residence—no model or spec homes please.
•
Homeowners must allow access to their home for a photo shoot.
•
Project can be an entire house or individual spaces, such as kitchens, baths, home offices, wine cellars, home theaters, etc.
•
Submission MUST include photos of exterior, kitchen, baths, master suite and any other bedrooms, great room/living room, dining area, and any other distinctive interior or exterior details.
•
If the project has been featured in any other publication, this information must be disclosed.
•
Editors review submissions every 6-8 weeks, and plan features approximately 4-6 months prior to the run date.
WHAT TO SEND FOR HOME FEATURE CONSIDERATION SCOUTING IMAGES •
Images do not have to be professional photographs. Color copies and snapshots are acceptable.
•
Digital jpeg images by e-mail or on disk are acceptable and do not have to be high resolution.
•
DO NOT SEND ORIGINAL TRANSPARENCIES unless requested.
BACKGROUND INFORMATION •
Provide a brief and concise synopsis of the project or story idea.
•
Identify location and homeowner’s name.
•
Please indicate if we have permission to use the homeowner’s name in an article.
•
Indicate if and when the project was published or will be published in other publications.
•
Indicate if project has already been professionally photographed, and if so, if Mountain Living may use the photos.
GENERAL CRITERIA FOR PRODUCT SUBMISSIONS •
Send good quality, sharp, ready-to-print photos. Acceptable formats include slides, transparencies and digital images (must be 300 DPI or higher, saved as a TIFF). DO NOT SEND ORIGINALS unless requested.
•
You can always send the product itself, and we will photograph and return it.
WHERE TO SEND IT Mail
Project Submissions Mountain Living 1777 S. Harrison Street, Suite 903, Denver, CO 80210
Email greatideas@mountainliving.com
content 20
PHOTO BY AUDREY HALL
media menu
2010 all-inclusive marketing package Maximize your exposure—and value—with our
All-Inclusive Integrated Marketing Package. Start today and your business will benefit from print and online marketing all year long.
FULL PAGE ADS (7X), including an upgrade to a 2-Page spread in the Best of Mountain Living Issue
COMPLETE ONLINE PACKAGE in our Design Resources Portfolio, includes your business profile and 18 gallery photos, hotlink, logo placement and more
One 30-second VIDEO SPONSORSHIP SPOT on mountainliving.com and youtube.com for 12 months, with links on our Web site, e-newsletter promotion, logos, and in-magazine promotion
One BANNER OR SKYSCRAPER AD on mountainliving.com for 12 months
cont’d >
21 media menu
One SKYSCRAPER AD in a flight of 4 WEEKLY E-NEWSLETTER campaigns
One DEDICATED E-MAIL SPONSORSHIP, includes exclusive content about your products or services, up to 2 photos, logo, 230 words of copy, skyscraper ad, and hotlink to your Web site
The opportunity to participate in MOUNTAIN HOUSE, a spotlight section for your business
MOUNTAIN HOUSE 2010
Vail
media menu 22
custom publishing Give your advertising message a fresh look with these exciting and new custom publishing ideas tailored to fit your needs Call your account executive for our Tailored to Fit pricing
CUSTOM PUBLISHING INSERTS These high-quality inserts are written, designed and formatted for your company or special event. Overruns of the inserts can be distributed at your business, home tour, events and trade shows. Poly Bag An ideal way to distribute your catalog, which will be wrapped in plastic, packaged with Mountain Living and mailed to subscribers.
ADVERTORIALS Bring focus to your business. An independent writer will interview you and provide copy, which we’ll combine with your photos and a logo. Just choose your favorite issue for your advertorial debut.
REPRINTS Editorial and advertisement reprints are ideal for use as promotional handouts, direct-mail pieces and event collateral. Your company’s logo and contact info can be added if space allows.
BUSINESS REPLY CARDS Boost response by adding a reply card to your full-page ad. Customize your message and have responses sent directly to your business.
MOUNTAIN HOUSE See the Mountain House page in this section of the media kit.
MOUNTAIN HOUSE 2010 Vail
cont’d > 23 media menu
added value (7x advertisers only) •
BUSINESS-TO-BUSINESS E-MAIL BLASTS Access to more than 5,000 regional businesses via Constant Contact. Blasts are created and executed by Mountain Living. E-mails are trackable and offer hotlinks to advertiser Web sites.
•
ACCESS TO MOUNTAIN LIVING SUBSCRIBERS for your direct-mail campaigns. You will receive 1,000 names per $15,000 contract. Direct-mail list is distributed to a third-party mailing house for one-time use. Marketing piece and mailing is the responsibility of the advertiser, or will be quoted at time of negotiation.
•
COMPLIMENTARY ISSUES Receive up to 25 copies for your business.
•
GIFT SUBSCRIPTIONS Send us a list of top clients and we’ll make sure they receive a year’s worth of Mountain Living for only $1 per client. We’ll include a “Compliments of” your business name on the mailing labels acknowledging your company’s gift.
•
COUNTER CARDS Laminated counter cards featuring your ad, “as seen in” with the Mountain Living logo. (Up to 3 per year.)
•
AD-Q Each year Mountain Living participates in a third-party readership study with Ad-Q. As a half-page or larger advertiser in our annual May/June issue, you are automatically included in this study at no additional charge. Ad-Q Study provides the following feedback: – Purchase intent of ML readers in the next 12 months – Reader recall for your product or service – Purchase intent for your advertisement Commissioning this type of research on your own would cost thousands, but as a valued advertiser we provide this research without charge as a part of your ad contract.
media menu 24
mountain house This is your chance to showcase your mountain project with a high-impact integrated branding campaign. These packages are designed to highlight your company’s projects and allow ML readers to interact with your product or service.
SAMPLE PAGES:
cover
resource guide
.
project overview + full-page ad
spread with multiple sponsors
text block and multiple sponsors + full-page ad cont’d > 25 media menu
mountain house guidelines MOUNTAIN HOUSE 2010 Vail
1. This is a paid sponsorship that shall not be produced by ML’s editorial staff. Independent writers will be used. 2. A special section page count will be determined based on the number of sponsors sold. 3. ML is responsible for the design, content and layout of special section (including ad design and promotional ads). 4. ML will not be responsible for anything pertaining to: building, designing, negotiating products, associated costs. 5. ML will not begin promotional ads or online promotion without signed advertising commitment from sponsors. 6. Mountain House is not an exclusive section. More than one Mountain House may be published in each issue. 7. ML is not responsible for photography costs. (Photography must meet ML quality standards.)
MOUNTAIN HOUSE SPONSORSHIP INCLUDES Print (advertorial) 1. 8-,16-, or 24-page special section in the issue(s) of your choice 2. Interview with professional writer 3. Each sponsor will receive a 75- to 100-word description of their product, service or commitment to project 4. Complete design and formatting of your special section with your approval 5. Company logo on Mountain House Resources page 6. Overruns of the complete section to distribute as promotional pieces throughout the year Online 1. Design Resource portfolio on mountainliving.com, including 18 gallery photos, product description, and hotlinks to your Web site for 12 months (additional charges may apply) 2. Two skyscraper ads on two e-newsletters Networking 1. ML subscribers and trade professional mailing list to use for your private events (one-time usage) 2. E-mail blast sent through ML promoting your private event 3. ML will host and plan a private event if needed (additional fees will be negotiated)
media menu 26
home of the year Mountain Living invites you to sponsor our
2010 Home of the Year Contest Sponsorship affords the opportunity to reach Mountain Living’s readership: 150,000 affluent consumers and industry professionals with a passion for mountain homes and design, and the desire for your products and services. Now in our sixteenth year of publication, ML is the nation’s premier mountain home and design resource. With spectacular photography and rich content, each issue is an exceptional and cost-effective marketing vehicle for our advertisers.
SPONSORS WILL RECEIVE THE FOLLOWING BENEFITS:
YOUR FULL-PAGE AD
HOME
’09
OF THE YEAR
YOUR HOME COULD END UP ON THE PAGES OF MOUNTAIN LIVING
Body text here. Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.Body text here. Body text here.Body text here.Body text here.Body text here.Body text here.Body text here.
SPONSORED BY
YOUR LOGO
Grand Prize Winner will receive...
3 Full-page, premium ads
Logo inclusion on 3 Full-page promotional ads
Skyscraper ad on 3 e-newsletters of your choice
Online program for 12 months, complete with business profile, up to 18 photographs, and a profile of your business
Banner ad on mountainliving.com
27 media menu
events & partnerships ASID COLORADO CHAPTER AWARDS May, 2010 www.asid.org Mountain Living and Colorado Homes & Lifestyles present an exclusive portfolio of some of the state’s most talented design teams, awarded by The American Society of Interior Designers (ASID) Colorado Chapter for excellence in their field.
ASPEN MUSIC FESTIVAL June-August, 2010 www.aspenmusicfestival.com This concert and workshop series represents the best in classical music’s established and up-andcoming talent and includes a wide array of performances—from standards to contemporary works.
JACKSON HOLE WINE AUCTION June 24-26, 2010 www.gtmf.org This major fundraiser for the Grand Teton Music Festival is one of the top wine auctions in the country, drawing outstanding chefs and winemakers to Jackson, Wyoming.
CHERRY CREEK ARTS FESTIVAL, 20TH ANNIVERSARY July 3-5, 2010 www.cherryarts.org Colorado’s signature arts event, held annually during the Fourth of July weekend, is a celebration of the visual, culinary and performing arts, and enjoys an attendance of 350,000 visitors.
SANTA FE PARADE OF HOMES August 2010 www.santafehometour.com For two consecutive three-day weekends, the Santa Fe Parade of Homes showcases new and remodeled homes representing the best in architecture, design and craftsmanship.
CORDILLERA HOME TOUR August, 2010 www.cordillerametro.org Visitors step inside some of Vail Valley’s finest homes in this spectacular mountain community.
GRAND COUNTY PARADE OF HOMES September, 2010 www.grandcountyparadeofhomes.com Featuring the best in builders and real estate that the area has to offer, this home tour gives visitors a taste of real mountain living and true residential craftsmanship. cont’d >
28 media menu
SUMMIT COUNTY PARADE OF HOMES September 2010 www.summitcountybuilders.org For two weekends in September, the Summit County Builders Association presents a tour of its members’ finest work—from cozy cabins to fabulous estates, all in a beautiful mountain setting.
TELLURIDE FILM FESTIVAL September 4-7, 2010 www.telluridefilmfestival.org Screen breakthrough works and rediscovered classics, enjoy tributes and encounter one-of-a-kind discussions with filmmakers who are at ease in the low-key atmosphere of this mountain festival.
WESTERN DESIGN CONFERENCE September 9-11, 2010 www.westerndesignconference.com Brings together crafts people, scholars, collectors, interior designers, architects and fashion designers with an interest in the West. The 18th Annual Exhibition + Sale is a one-of-a-kind showcase for museum quality functional art.
JACKSON HOLE FALL ARTS FESTIVAL September 9-19, 2010 www.jacksonholechamber.com Jackson Hole, Wyoming, attracts discerning Western art collectors with a 10-day event that features more than 30 galleries exhibiting Western and wildlife art. Includes tours of historic ranches.
VAIL MOUNTAIN SCHOOL HOME TOUR September 19, 2010 www.vms.edu Offering exclusive access to some of the Vail Valley’s most spectacular homes, this tour benefits Vail Mountain School’s scholarship program.
THE AIA 2010 DESIGN CONFERENCE October, 2010 www.AIA.org Each year the AIA hosts this high-profile Western conference featuring distinguished speakers, a product and technology exhibit floor and design awards gala.
R O C K Y
M O U N TA I N
BUILDER CONFERENCE
ROCKY MOUNTAIN BUILDER CONFERENCE October, 2010 www.builderconference.com Presented by The Colorado Association of Home Builders, the conference—located in Beaver Creek, Colorado—showcases innovative products, seminars and networking opportunities.
media menu 29
PHOTO BY DAVID O. MARLOW
online menu
2010 online menu Make the power of online part of your marketing mix today.
DESIGN RESOURCE PORTFOLIO Online portfolios for architects, builders, interior designers, building suppliers and travel professionals, complete with a profile and 18 gallery photos of your products or services, all organized into 4 categories and powered by Google Earth maps. COST: $1,800 ANNUALLY
VIDEO SPONSORSHIP Our team of editors report first-hand on trends from leading industry events and experts in a 5-minute online video. 10to 15-second video spots are available for purchase to brand your business. Two sponsorships, or one exclusive sponsorship available. COST: $1,825
WEEKLY E-NEWSLETTER SKYSCRAPER AD 10,000 subscribers and growing! ML weekly e-newsletters create frequent, interactive engagement with mountain home-design enthusiasts. Content includes design trends, high-country events, “green” building and design, travel tips and luxury real estate. 2 skyscraper ads each week are available. COST: $375 PER WEEK, $695 FOR WEEKLY EXCLUSIVITY, $1,000 FOR A FLIGHT OF 4
DEDICATED E-MAIL Introducing ML’s Dedicated E-mail Blast, exclusively for our advertisers. These monthly sponsorship opportunities (10,000 subscribers and growing!) are a great way to highlight your products or services. Each includes your logo, a large photo, a second photo or skyscraper ad, 230 words of exclusive copy and links to your Web site. COST: $1,000 cont’d > 30 online menu
FIND A HOME Showcase unlimited listings through our Internet Listing Service. Featured homes and agents appear on top of the listing pages to make you and your properties stand out. Properties you place on the site are distributed to our partner sites, below. COST: $1,800 ANNUALLY
A SAMPLING OF OUR “FIND A HOME” ONLINE PARTNER SITES:
ENHANCED LISTING PACKAGE “Find a Home” package (above), plus a Premium Property Banner. Listing must be $1M+ and have at least 2 images. This package also includes links to your Contact Specialist info and to more photos. or SPECIALIST SEARCH PACKAGE: “Find a Home” package plus Premium Specialist Banner, ability to view profile and Contact Specialist info, portion of online banner is displayed and profile photo is displayed. COST: $2,100 ANNUALLY
COMPLETE ONLINE PACKAGE Maximize your exposure—and value—plus benefit from everything mountainliving.com has to offer: Design Resource Portfolio or Find a Home Package, skyscraper or banner ad on our home page year-round, 2 weekly e-newsletter skyscraper ads, and 1 Dedicated E-mail sponsorship. COST: $3,100
online menu 31
online stats 4,714 77%
average monthly visits to mountainliving.com
average percentage of new visits per month
164 average monthly click-throughs of online ads reflected on mountainliving.com
10,000 number of subscribers to our weekly e-newsletter 1,894 average monthly visits to “Design Resources” 646 average monthly click-throughs on portfolios 47 million annual online searchers use the AMS Real Estate Marketing Sites
89% of affluent consumers say they turn to the Internet when looking for a home
GLOSSARY OF TERMS click-through: The process of a visitor clicking on a Web advertisement and going to the advertiser’s Web site. Also called ad clicks or requests. The click rate measures the amount of times an ad is clicked versus the amount of times it’s viewed. unique visitor: When tracking Web traffic, this refers to a person who visits a Web site more than once within a specified period of time. Software that tracks and counts Web site traffic can distinguish between visitors who only visit the site once and unique visitors who return to the site. URL: A Uniform Resource Locator is an Internet address hyperlink: A navigation element that, when clicked on, takes the user to another Web site or to a different section of the same Web site.
32 online menu
online ad specs FORMAT .jpg, .gif, or .png files accepted as well as animated .gif; No Flash. Please provide hotlink.
BANNER (HORIZONTAL) AD ON MOUNTAINLIVING.COM 728w x 90h in pixels, file size under 30k
SKYSCRAPER (VERTICAL) AD ON MOUNTAINLIVING.COM 160w x 600h in pixels, size under 30k
SKYSCRAPER (VERTICAL) AD ON E-NEWSLETTER 160w x 300h in pixels, size under 30k
DEDICATED E-MAIL MATERIALS •
Subject/headline and up to 230 words of copy
•
Logo: 72 dpi, 230w x 70h in pixels
•
Photo 1: 72 dpi, 380w x 200h in pixels
•
Photo 2 or skyscraper ad: 72 dpi, 160w x 600h in pixels
33 online menu
PHOTO BY BRENT MOSS
ad design
ad mastering SOPHISTICATION. ELEGANCE. LUXURY. These are the ideas that Mountain Living strives to communicate with every page of the magazine, from editorial to advertisements. Each page contributes equally to a reader’s experience, so keep these ideas in mind as you create your advertisement for ML. And should you require assistance or just another set of eyes, please contact us. We’re happy to help!
2010 AD GUIDELINES Photos 2-page spread ad: • We strongly suggest 1 large photo • A second option is 2 large photos • If you would like to include more than 2 photos, the maximum for a 2-page spread is 4 photos (1 large, 3 small) 1 full-page ad: • Preferably 1 large photo • Maximum of 3 photos (1 large, 2 small) 1/2-page ad: • Preferably 1 photo • Maximum of 2 photos (1 large, 1 small) Text In addition to your logo, include contact information consisting of your Web address and phone number only. If you need to indicate a city location, please consider listing the city/cities only, as readers can find your street address easily on your Web site. Additional text (tagline or description): Maximum of 20 words. Again, readers can find detailed company and product information on your Web site.
cont’d >
34 ad design
EXAMPLES OF TOP-PERFORMING ADS:
FULL PAGE
2-PAGE SPREAD
HALF-VERTICAL ADS
Source: 2009 Ad-Q Research Study
online menu 35
ad specs
2-PAGE SPREAD BLEED 18.5 x 11.125
Leave 1" space between text/important graphics where they cross the gutter (or .5" on each side)
FULL-PAGE BLEED 9.25 x 11.125
FULL PAGE 8.5 x 10.375
(SEE BELOW)
1/2-PAGE VERTICAL 4.1667 x 10.125
1/2-PAGE HORIZONTAL 8.5 x 4.9792
cont’d >
36 ad design
ad deadlines JANUARY/FEBRUARY 2010 Ad Materials Due: Nov. 10, 2009 On newsstands: Dec. 29, 2009
MARCH/APRIL 2010 Ad Materials Due: Jan. 14, 2010 On newsstands: Mar. 2, 2010
MAY/JUNE 2010 Ad Materials Due: Mar. 18, 2010 On newsstands: May 4, 2010
JULY/AUGUST 2010 Ad Materials Due: May 12, 2010 On newsstands: June 29, 2010
SPECIAL ANNUAL EDITION Ad Materials Due: June 16, 2010 On newsstands: Aug. 3, 2010
SEPTEMBER/OCTOBER 2010 Ad Materials Due: July 15, 2010 On newsstands: Aug. 31, 2010
NOVEMBER/DECEMBER 2010 Ad Materials Due: Sept. 16, 2010 On newsstands: Nov. 2, 2010
online menu 37
ftp & digital file info FTP SITE Host: ftp.treb.com User: ftpstories Password: wiesner21 Drag & drop your file into the “Mountain Living” ads folder. Please include your company’s name in the name of your file.
FILES CAN BE SUPPLIED VIA Posted on the FTP site E-mailed if less than 8 MB in size • CD • •
IF AD IS SUBMITTED AS A PDF 300 DPI resolution, PDF “X1A” Composite CMYK with layers/transparencies flattened • For any PDF created from InDesign, check the “Preserve Overprint” box in your Acrobat settings • Embed all images and fonts • •
IF AD IS SUBMITTED AS A PHOTOSHOP DOCUMENT • •
CMYK or grayscale (not RGB) mode 300 DPI resolution (Photos or logos taken from a Web site are 72 DPI in resolution and therefore not acceptable for printing.)
•
Save as TIFF or EPS (DCS off). If Photoshop file contains fonts, flatten to one layer and save as an EPS.
cont’d >
38 ad design
IF AD IS SUBMITTED AS AN ILLUSTRATOR DOCUMENT • •
CMYK mode (no spot/Pantone colors) Convert all fonts to outlines
Visit ncitools.com for assistance (choose ad agency) We will attempt to recognize inaccurate files submitted, but are not responsible for printed material from faulty artwork.
PRODUCTION FEES $100 – Late fee for items turned in after Ad Materials Deadline $45 – Minor adjustment to an ad $75 – Major adjustment or resizing an ad
ADS DESIGNED BY MOUNTAIN LIVING Price includes design, 2 scans and 3 proofs. Advertiser is responsible for providing text and high-resolution photo(s) and logo. $300 – Spread or full-page ad $250 – Half-page ad $25 – Additional proof fee
online menu 39
www.mountainliving.com