U.S. Naval Academy Alumni Association and Foundation
READERSHIP PROFILE
About Shipmate →
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Shipmate is the official alumni magazine of the United States Naval Academy (USNA). It is THE primary messaging tool used to reach the USNA community of current midshipmen, recent graduates, career Navy & Marine Corps officers, retirees, business leaders, and families. Distributed worldwide, the mission of the magazine is to keep the community connected and engaged with the Naval Academy. Considered to be the flagship communications tool for the Alumni Association, Shipmate is the best way to keep informed and stay connected with its more than 68,000 members around the world.
Fast facts →
84%
41%
8%
OF ALUMNI WHO RECEIVE SHIPMATE SAY THEY USUALLY OR ALWAYS LOOK AT OR READ IT
OF ALUMNI TYPICALLY SPEND MORE THAN 30 MINUTES READING SHIPMATE
OF ALUMNI SPEND MORE THAN 60 MINUTES READING SHIPMATE
Readership at a glance →
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Our readers are of a different class.
17%
14%
16%
17%
1950– 1959
1960– 1969
1970– 1979
1980– 1989
1990– 1999
2000– 2009
2010– 2018
1920– 1949
1950– 1959
1960– 1969
1970– 1979
20–24
25–34
35–44
45–54
55–64
65–74
75+
65–74
75+
Age by gender →
1980– 1989
1990– 1999
2000– 2009
22%
16%
11%
7%
91%
15%
3%
Decade of graduation by gender →
Male
14%
2010– 2018
20–24
25–34
35–44
45–54
4.5%
1920– 1949
9%
15%
17%
6% 1%
Female
18%
11%
3%
Gender →
18%
17%
9%
Doctoral/ Professional
17%
15%
Master’s
80%
21%
Bachelor’s
Age →
Decade of graduation →
26%
Highest degree →
55–64
Readership at a glance →
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The demographic make-up of the Academy is changing. That change is starting to be reflected in Shipmate’s readership, with a steady increase in female readership through the past two decades. This presents a new opportunity to target a younger, female audience.
Gender by decade of graduation →
12%
Gender by age →
6% 1%
2010–2018
20%
Female readership
30%
14%
2000–2009
1990–1999
1970–1979
16%
16%
Male readership
1950–1959
1950–1959
16% 18%
Female readership
1970–1979 1960–1969
1920–1949
17%
1980–1989
1960–1969
1920–1949
16%
20–24
1990–1999
1980–1989
2%
9%
2010–2018
12%
2000–2009 38%
8%
25%
25–34
25–34
35–44
35–44
45–54 41%
20–24
16%
Male readership
15%
14%
45–54
55–64
55–64
65–74
65–74
75+
18%
18%
75+
Readership at a glance →
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Across alumni, the Top 4 topics readers are interested in reading about in Shipmate are —
Over one-third of Shipmate readership is based in the Southeast part of the country followed by the Pacific and Mid-Atlantic regions.*
01 USNA news
7% 16%
MIDWEST
02 I nteresting careers of USNA alumni 03 Midshipmen
PACIFIC
4%
04 History NORTHEAST
3% 16%
ROCKY MOUNTAIN
More insights →
7%
MID-ATLANTIC
The two editions of most interest to alumni include Army-Navy and Graduation/Commissioning issues
SOUTHWEST
33% Alumni agree that the most valuable sections in Shipmate are “Class News” and “Last Call” SOUTHEAST
*12% are of unknown location and 1% are international
he two most common reasons for reading T Shipmate include staying up-to-date with what is happening at USNA and learning about alumni/other shipmates’ accomplishments
Calendar, deadlines, and rates →
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Typical Editorial Calendar Each issue of Shipmate includes engaging features on alumni in action, Navy and Marine Corps news, class and chapter news and events and more. JANUARY/FEBRUARY Sent during the Dark Ages, the January–February issue highlights the new year and focuses on midshipman stories, alumni tales and how the Alumni Association supports both with programs and services. → Reservation and Materials Deadline: 12/2/2019 MARCH From service assignments for the Brigade of Midshipmen to Naval Academy alumni serving around the world, this issue focuses on the commitment to service in the Navy and the Marine Corps. → Reservation and Materials Deadline: 1/2/2020 APRIL/MAY Updates from the Academy, this issue highlights the progress of the institution and the support of its alumni community. It is mailed with the annual donor report. → Reservation and Materials Deadline: 3/2/2020 JUNE U.S. Naval Academy Alumni Association Distinguished Graduates are honored in this issue. It’s also a celebration of another academic year. → Reservation and Materials Deadline: 4/1/2020
Gross rates All advertising rates reflect 4/c process and full pages include bleed. JULY/AUGUST 1x
4x
8x
Cover 4
$4,995
$4,495
$3,995
→ Reservation and Materials Deadline: 6/1/2020
Cover 2 or 3
$4,495
$4,195
$3,805
SEPTEMBER
Full page
$3,995
$3,695
$3,495
1/2 page
$2,895
$2,595
$2,495
1/4 page
$1,695
$1,495
$1,195
Commissioning Week: Yard events are featured in this special issue—from plebe recognition activities through graduation and commissioning.
The summer issue highlights Induction Day, summer training and alumni in action. It also includes a look ahead to the fall season of football and other events. → Reservation and Materials Deadline: 7/1/2020 OCTOBER With a focus on history and tradition, the October issue celebrates the Navy Birthday and the Academy’s Founder’s Day. Stories of days gone are featured along with updates from today’s Naval Academy. → Reservation and Materials Deadline: 8/3/2020 NOVEMBER/DECEMBER The holiday issue celebrates the U.S. Marine Corps by highlighting training on the Yard, alumni in the field and around the world who are serving, or have served, as Marines. The holiday issue also celebrates Navy athletics. → Reservation and Materials Deadline: 9/28/2020
Top 4 reasons why readers value Shipmate as the #1 Service of the USNAAA 01 I nforms us about what’s happening with classmates/ helps us stay in touch
02 I mportant to me to keep up with my classmates/ class news
03 I s a link to USNA/keeps us informed on what’s happening at the Academy
04 I s the most effective/important communication tool
Mechanical requirements →
Mechanical requirements → D igital data is required for all ad submissions. Preferred file format is PDF/X-1a.
→ H igh-resolution PDFs must be provided as
CMYK with fonts and images embedded via disk, DropBox or email.
→ S hipmate is printed on a high-speed web
and SWOP standards apply. The magazine is perfect bound.
→ F inal trim size is 9 x 10.875 inches and bleed size is 9.25 x 11.125 inches. Live area is 7.875 x 9.875 inches.
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Full page 7.875 x 9.875
Full page bleed 7.875 x 9.875
½ page (horiz.) 7.875 x 9.875
½ page (vert.) 7.875 x 9.875
¼ page (vert.) 7.875 x 9.875
WaveTops →
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WaveTops e-newsletter The U.S. Naval Academy Alumni Association and Foundation monthly e-newsletter features news and updates on the Academy, its worldwide alumni community and the trends and issues shaping the world of national defense. Distributed to more than 80,000 people each month, WaveTops has an open rate that consistently tops 33%.
RATES AND DIMENSIONS
3x
6x
12x
Premium Highlight 144w x 270h
$450
$400
$350
Banner 470w x 90h
$350
$325
$300
Highlight 144w x 97h
$150
$125
$100
PAYMENT
The advertiser is responsible for payment. Pre-payment is mandatory. Ads will be pulled at the discretion of the Publisher for non-payments.
DEADLINES
The deadline for artwork for each issue is the 10th of that month. Example: January 10 is the deadline for the January issue. Should the 10th fall on a weekend, the deadline is the nearest workday before or after the 10th.
Advertising policy and contact →
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Advertising policy Acceptance of any advertisement is at the sole discretion of the Publisher and must meet the standards of the U.S. Naval Academy Alumni Association and Foundation. Policies and conditions include, but are not limited to:
→ A dvertisements and the company, organization or individual may not compete or conflict with the products and services offered by the U.S. Naval Academy Alumni Association or fundraising by the U.S. Naval Academy Foundation.
→ A dvertisements for political causes, candidates and campaigns are prohibited. → T he Publisher reserves the right to reject advertising not deemed
consistent with the tenor of the magazine nor consistent with the mission of the U.S. Naval Academy Alumni Association and Foundation.
U.S. NAVAL ACADEMY ALUMNI ASSOCIATION & FOUNDATION Judy Buddensick Partnership Marketing Liason Judy.Buddensick@usna.com 443-994-2511