Not For Tourists MEDIA KIT
Introduction Not For Tourists is an urban lifestyle brand for savvy city-dwellers on the go. NFT’s philosophy is simple: provide insider information to help people navigate and use the cities they live in or travel to quickly and effectively. Started as an award-winning guidebook to New York in the 1990s, NFT is now a global champion of cutting-edge mobile and social media technologies to find the best local content in neighborhoods around the world. As a fast growing company across multiple media platforms, NFT is the ultimate way to reach a hip, urban clientele.
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Demographics Age: 68% of our readers are between the ages of 18-49. Sex: Not For Tourists users are 53% female, 47% male. Education: 83% attend or have attended college. 60% hold both graduate and post-graduate degrees. Employment: 86.5% ages 18-36 are employed. 84.3% ages 26-49 are employed. Income: Average income of $55,000 per year. 30% have an income of $100,000+ per year. Loyalty: 92% use Not For Tourists when planning leisure activities. 87% have been loyal readers for at least one year. 82% prefer reading Not For Tourists over any other city guide. (Sources: Quantcast & NFT Proprietary Research).
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Multimedia
Not For Tourists guidebooks are map based neighborhood by neighborhood hyperlocal guides designed to lighten the load of urbanites, business travelers, and yes, tourists too. Each map is marked with user-friendly icons identifying the services city-folk use on a daily basis. With NFT in your pocket you’ll always know where you’re going and how to get there.
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Plug into your city with the incredible Not For Tourists website. We’ve put all our amazing listings from the NFT books online (more than 50,000!), including PDFs of all our beautiful maps that you can download. Our website also features essential reading for the savvy urbanite including daily articles on cool happenings around town and poetic essays on the cities we love. www.notfortourists.com keeps you connected.
Not For Tourists for the iPhone! NFT puts the most exciting cities on the planet in the comfort of your own pocket. With beautiful custom maps and thousands of essential listings, NFT will help you accomplish any task in just a few seconds. Whether you’re on the subway at rush hour or in the middle of a city park on a lazy Sunday, NFT on the iPhone will be there for you.
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Not For Tourists Book Titles Not For Tourists guidebooks help you pinpoint bars, post offices, gyms, restaurants, hardware stores, and parking lots as well as information on hotels, airports, public transportation, and city parks—NFT puts it all right at your fingertips. Whether you’re a seasoned resident, a returning visitor, or someone who is completely new in town, the Not For Tourists Guidebooks are the indispensable guides that thousands of city dwellers rely on everyday. 14
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You’ll never go hungry, and that’s just at burger havens Corner Bistro and BLT Burger. Excellent French restaurants Bar Six, French Roast, and Tartine compete with Cornelia Street’s trifecta of Po, Home and Pearl Oyster Bar for your hard-earned dollars. Cash-strapped? Hit Waverly Restaurant or Joe’s Pizza while saving up for a night at Spotted Pig, Aquagrill, or Spice Market.
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• Aquagrill • 210 Spring St [Sullivan St] 212-274-0505 • $$$$$ NFT's favorite straight-up seafood restaurant. Great feel. • Bar Six • 502 6th Ave [W 13th St] 212-691-1363 • $$$ Pretty much a perfect French bistro. • BLT Burger • 470 6th Ave [W 11th St] 212-243-8226 • $$ Really, really freakin' good burgers. • Bobo • 181 W 10th St [7th Ave] 212-488-2626 • $$$$ Hip eats, if you can find the unmarked basement entrance. • Café Asean • 117 W 10th St [Patchin Pl] 212-633-0348 • $$ Pan-Asian, via Mr. Wong. • Corner Bistro • 331 W 4th St [Jane St] 212-242-9502 • $ Top NYC burgers. Perfect at 3 am. • Ditch Plains • 29 Bedford St [Downing St] 212-633-0202 • $$$ Great for seafood or breakfast. • Employees Only • 510 Hudson St [W 10th St] 212-242-3021 • $$$$ Deco-decorated eatery with a damn good bar. • En Japanese Brasserie • 435 Hudson St [Leroy St] 212-647-9196 • $$$$ Amazing izakaya not to be missed. • Fatty Crab • 643 Hudson St [Gansevoort St] 212-352-3592 • $$$ West Village favorite for Malaysian street food. • French Roast • 78 W 11th St [Sixth Ave] 212-533-2233 • $$ Open 24 hours. French comfort food. • GoBo • 401 Avenue of the Americas [W 8th St] 212-255-3242 • $$$ Even vegans deserve a decent place to eat. • Home • 20 Cornelia St [W 4th St] 212-243-9579 • $$$$ There's no place like it. • Joe's Pizza • 7 Carmine St [Bleecker St] 212-366-1182 • $ Excellent slices. • John's Pizzeria • 278 Bleecker St [Jones St] 212-243-1680 • $$ Quintessential NY pizza.
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• Keste Pizzeria • 271 Bleecker St [Jones St] 212-243-1500 • $$$ So authentic, it’s the headquarters for the APN (look it up). • La Bonbonniere • 28 8th Ave [Jane St] 212-741-9266 • $ Best cheap breakfast in the city. • Little Havana • 30 Cornelia St [Sixth Ave] 212-255-2212 • $$$ Cuban food cooked by the Cuban grandma you never had. • Mary's Fish Camp • 64 Charles St [W 4th St] 646-486-2185 • $$$ Amy Sedaris used to wait tables here for fun. Killer food! • Mercadito • 100 7th Ave S [Grove St] 212-647-0830 • $$$$ Inventive Mexican with great fish taco choices. • Pearl Oyster Bar • 18 Cornelia St [W 4th St] 212-691-8211 • $$$ For all your lobster roll cravings. NFT fave. • Po • 31 Cornelia St [W 4th St] 212-645-2189 • $$$$ Creative Italian. Intimate feel. • Spice Market • 403 W 13th St [Ninth Ave] 212-675-2322 • $$$$$ Another Jean-George joint. Thai-Malaysian street food and beautiful people. • Spotted Pig • 314 W 11th St [Greenwich St] 212-620-0393 • $$$$ We finally got in. All great except for pig ears. • Taim • 222 Waverly Pl [Perry St] 212-691-6101 • $$ Gourmet falafel with mind-blowing housemade sauces. • Tartine • 253 W 11th St [W 4th St] 212-229-2611 • $$$ BYOB + Solid French = NFT pick. • Tea & Sympathy • 108 Greenwich Ave [13th St] 212-989-9735 • $$$ Eccentric English. Cult favorite. • Wallse • 344 W 11th St [Washington St] 212-352-2300 • $$$$ Top-notch Austrian cuisine keeps the West Villagers coming back. • The Waverly Inn • 16 Bank St [Waverly Pl] 212-243-7900 • $$$$ Hip, revamped café-cum-speakeasy. Good luck getting in. • Waverly Restaurant • 385 Avenue of the Americas [Waverly Pl] 212-675-3181 • $$ Great old-school diner with classy waiters.
http://www.notfortourists.com/nyc/map5/restaurants
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Social Media Social Media is an integral part of Not For Tourists growing outreach strategy. From book release parties to the latest city happenings around the world, NFT uses Twitter and Facebook to help spread the word and expand the NFT community. With over 41K (and counting!) followers on Twitter and 1,500 fans on Facebook, NFT can help brands and companies connect with urban young people like never before.
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Custom Guides We can put your organization’s logo or message on the cover of the Not For Tourists Guides using custom foils stamps of your (or our) design. We can also create a custom guide integrating your information with ours.
Great gifts for employees, clients, promotional events, and students. Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
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Custom Content While Not For Tourists coverage is quite detailed and is ever-expanding, we haven’t as yet written everything about the world that can be written. Therefore, don’t be afraid to ask us to create customized content for your business or event. For instance, The American Coalition for Clean Coal Electricity asked us to create Wallet Maps for both the Democratic and Republican 2008 National Conventions in Denver and Minneapolis. Within two weeks, we created downtown maps and had generated over 100 hand-picked points of interest for each city, including restaurants, nightlife, shops, and landmarks. All the listings were chosen by local writers and both Maps were a huge hit.
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• Going forward, we recognize that reducing greenhouse gas Ave ine emissions is the next challengeIrvfacing the coal-based electricity sector. That’s why we’re committed to develop, demonstrate, and deploy the next generation of advanced technologies that Ave She sant will make it possible to further reduce emissions—including rm Plea an St the capture and storage of greenhouse gases.
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• Over the last 10 years, total household energy costs for the average American family have more than doubled. This increase has largely been driven by higher costs for transportation fuels (gasoline), natural gas and other home heating fuels. Today, electricity remains affordable because of the low cost of coal.
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Want content for a city, any city? Just ask NFT!
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Advertising Being an Not For Tourists advertiser means that the urbanites will have your business information on hand wherever they go. There’s no better way for people to have the complete picture of your business locations and services right at their fingertips than advertising though our various channels. We offer advertising options inside each of the NFT Guidebooks, as well as space on our website, newsletter, iPhone Apps and through sponsorship of NFT events.
iPhone
Web
Not For Tourists
Guide to New York 2010
Release Party
Events Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
@ Fontana’s Bar
Tuesday, November 17th 6–8pm Free NFT New York City 2010* Free Drinks* $3 Radeberger Pints & $3 Miller High Life Prizes from Economy Candy, Exit 9, Idlewild, & Café Grumpy 1 &MESJEHF 4U /:$ t 212-334-6740 *With this invitation & while supplies last
Guides
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Custom Maps We provide custom map-making and information design services to fit your needs—whether it’s showing where your organization is located on one of our existing maps, or creating a completely new visual context for the information you need to convey. The same Not For Tourists trademark design that makes our guidebooks conceptually effective and unique can be applied to format a potentially overwhelming amount of information in a clear and concise manner that makes sense to those who need it.
NFT will work with you to design a customized wallet map that promotes your company or event. The cover and facing pages can be modified to include relevant information along with a map.
Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
Plotted the locations and viewing points to be included in the brochure about the New York City Waterfalls by artist Olafur Eliasson.
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Content Licensing Do you want to provide a value-add to your customers? Whether you are a credit card company, hotel, university, real estate agency, airline, GPS provider, or just someone with a need to give their customers something more, NFT can help. We’ve provided content to such diverse companies as Mastercard, Corcoran, New York University, Interni, Fox Interactive, and Titan Outdoor. Each of these companies needed data, listings, maps, and recommendations—and we were there to provide it to them. NFT’s database of nearly 100,000 geo-referenced listings can be seamlessly streamed to your app, website, or intranet. We’ve got thousands of POI’s for some of the world’s most exciting cities— let them work for you!
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A Selection Of Our Clients
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History Jane Pirone and Rob Tallia started NFT in 2000 to create resource products for USERS of cities—whether that “user” is a long-time resident, new resident, commuter, business traveler, or tourist. They decided to begin with a print product, which became the Not For Tourists-Guide to New York City, which is now in its 11th edition. A new city has followed each of the last 10 years, and London, the first international city, came out two years ago. Current NFT print products are:
• New York City guide • Queens guide • Los Angeles guide • San Francisco guide • Boston guide • Washington, DC guide
• Brooklyn guide • Chicago guide • London guide • Seattle guide • Philadelphia guide • Atlanta guide
They felt that both the web market and the mobile market in 2000 (essentially Palm) was not yet capable of delivering the type of interactive content that NFT was producing, so they began with a print product—pretty much flying in the face of the first dot.com boom/bust. In 2004, NFT opened up its website to e-commerce, and in 2005, its database of listings—over 50,000—went online. In 2005, web-only content began being created in the form of longer feature essays for each city as well as shorter 100-word reviews called “On Our Radar.” There are now over 100 feature essays across all the cities and there are thousands of “On Our Radar” reviews. There are now close to 100,000 total listings on the NFT site, all geo-referenced, many with short descriptive blurbs, and thousands with longer blurbs and photos. In 2006, NFT began writing weekly newsletters to subscribers and has built up a 20,000+ database of NFT user email addresses, as well as over 50,000 followers on Twitter. NFT members can create new listings, review listings, Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
upload photos, make custom maps, and share content with other users. NFT’s book and iPhone app release parties are well attended by these users, who also receive discounts on the NFT shop. In 2008, NFT felt the time was finally right to enter into mobile, due mainly to the release of Apple’s iPhone. In June 2009, the NFT-Guide to New York City was released on iPhone with a retail price of $4.99. Now there are 10 iPhone apps:
• New York City • Chicago • Los Angeles • London • San Francisco • Seattle • Boston • Washington, DC • Philadelphia • Miami
Miami is the first city NFT has produced an iPhone app for without first having a print product. Portland, Austin, Amsterdam, and Paris are right now also being prepped for iPhone apps. Besides general book sales, NFT also receives significant revenue from its highly-touted Corporate Sales Program, as well as from content licensing, international sales, iPhone app sales, and web, mobile and print advertising revenue. NFT has won several print and mobile design awards, has been featured in local and national press and in TV and movies. NFT has several exciting partnerships with other content providers as well as with hotel chains, universities, coupon aggregators, etc. NFT is also a WBENC-Certified Women’s Business Enterprise.
Simply put: we’re a global juggernaut.
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NFT In The Press “…for people who don’t want to be seen carrying a guidebook.”
“Survival handbooks for natives—but they can be lifesavers for visitors as well.”
“Take an A to Z, mix it with a Lonely Planet and throw in all the things a guide book should never say, and voilà, you get the Not For Tourists Guide to London.”
“It’s not quite Lonely Planet, and it’s not quite the Yellow Pages, but NFT may be their bastard child.”
“…a series of guides designed to make you feel like a local.”
“…quality guides written by travel experts.”
Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
“This one guidebook you won’t find in the fanny pack next to the wet wipes.”
“…at NFT’s core is that most important of things … good taste.”
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Awards
Art Directors Annual Design Review
365: AIGA Annual Design Competitions 31
Step Design Annual
Step Design Annual
Print’s Design Annual
D&AD
Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
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Contact Us For general business development & content licensing, please contact: Rob Tallia Vice President Not For Tourists rob@notfortourists.com 212-965-8650 路 P 917-475-9772 路 F
For custom cartography, book sales, & advertising, please contact: You can also leave feedback or questions for us at the following email addresses:
Amanda Tufaro Sales Not For Tourists atufaro@skyhorsepublishing.com 212-643-6816 ext 269路 P feedback@notfortourists.com 212-643-6819 路 F info@notfortourists.com corporatesales@notfortourists.com advertising@notfortourists.com retail@notfortourists.com maps@notfortourists.com
We look forward to hearing from you soon! Not For Tourists Guidebooks www.notfortourists.com P 212.965.8650
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