MAGAZINE
2009 MEDIA KIT AND RATE CARD
The Thoroughbred The Slattery Media Group, publisher of The Thoroughbred and Racing in Australia (Guide to season 2009/2010) incorporating The Thoroughbred Directory, is committed to producing first-class publications servicing Australia’s racing and breeding industry. It has long been our view that the beauty of the industry has not been matched by the quality of its publishing programs – either by the industry or by independent publishers. The Slattery Media Group is making strategic investments in The Thoroughbred brand, both in print and online to develop a high-quality suite of publications and promotions. During the last four years, The Slattery Media Group has developed commercial publishing (print and digital) relationships with Racing Victoria Limited, Inglis, Paul Messara Racing, Patinack Farm, Victoria Racing Club, Racing Information Services Australia (RISA), Oakbank Racing Club, Freedman Racing, Newstar Racing Club, Bryan Martin Racing Club and Rick Hore-Lacy. The Slattery Media Group is the official photographer for the VRC’s Melbourne Cup Carnival, publisher of the VRC’s Melbourne Cup Carnival Racebooks, and produces media guides and publications for Racing Victoria Limited. The Slattery Media Group also published Northerly, The Unlikely Champion, a biography of the dual Cox Plate winner and over the 2009/2010 period will be publishing The Cup, by Eric O’Keefe, release date, September 2009 and the Melbourne Cup 150 Years Book, release date, August 2010. The Thoroughbred is The Slattery Media Group’s benchmark brand for publishing in the racing industry.
* All release dates are current at the time of printing of The Thoroughbred 2009 Media Kit and Rate Card.
THE FACTS
The Thoroughbred Magazine What is it?
The Thoroughbred is Australia’s newest racing, breeding & wagering magazine, offering a comprehensive insight into the horses, the people, the issues and the major events in the world of racing. Our readers value The Thoroughbred’s in depth commentary, perspective, humour, debate and personality combined with the strong design and imagery, which make it stand out from the pack. Launched in Spring 2007, The Thoroughbred features Australia’s leading racing editors - who take a look behind the scenes and embrace the excitement, passion and history of the Australian racing industry. Who gets it?
Reaching an exclusive circulation of racehorse owners, breeders, trainers, jockeys (including a select few often deemed as unreachable) media, studfarms, racing organisations and race clubs. This high-quality publication appeals to anyone with an interest in racing, on any level. How often?
Quarterly – available in autumn, winter, spring and summer. How many read the magazine?
13,500 - 65% pass the magazine to family, friends or colleagues to read, with an additional 3,600 readers online WHAT IS OUR CIRCULATION?
9% 8% 5% 9% 17% 9%
58%
NZ & INTERNATIONAL – 3%
9%
Online
6,000 copies
21,000 ezines
Mailed directly to subscribers owners trainers stud farms breeders jockeys media racing organizations race clubs
Emailed directly to all Victorian racehorse owners by Racing Victoria Limited, and all members of Perth Racing.
Distributed nationally throughout newsagents and Emirates Airline Lounges and Qantas Airport Lounges. Limited copies distributed to the United States via Barnes & Noble.
* To view the ezine please visit http://www.thethoroughbred.com.au /magazineviewer/issue/thoroughbred _sum_09/1
THE FACTS
WHO ARE OUR READERS? The Thoroughbred offers a unique environment for advertisers, enabling close association with a high net-worth audience. They make good money 70% earn over $60,000 per annum, with 39% earning over $100,000 per annum
They are educated 55% have completed tertiary level studies while 10% have a postgraduate degree
They are ready to spend 60% are baby boomers, with 45% being empty nesters
They indulge Restaurants: 60% eat out at least once a week Wine: 5% spend over $100 per week; 45% spend between $20- $100 per week Alcohol: 65% spend $20 - $100 per week Pay TV: 55% spend over $85 per month Entertainment: 52% spend over $250 per month
They splurge Shopping: 50% shop more than 5 times per month Cars: 20% drive luxury vehicles, with 25% intending to purchase a car in 2009 Fashion: 25% spend over $250 per month Online shopping: 10% purchase online regularly (5 + times per month)
They explore Gallery/Cultural Event: 86% have attended at least one a month Travel: 55% spend over $250 per month Books/magazines: 35% spend over $85 per month
They love racing & sport Owners: 50% of our readers own a racehorse Racegoers: 97% attend race meetings, with 37% spending over $50 per week Wagering: 75% regularly bet on racing, with 72% spending at least $50 per week Members: 36% are interested in joining a racing club
They love our magazine 80% look forward to receiving in the mail 75% always read the cover story & feature articles 53% read the advertisements 46% keep the magazine longer than 6 months 42% say it is the ONLY racing/ bloodstock magazine they read
WHAT IS THE RACING INDUSTRY? Australian Thoroughbred Racing Industry – 2008 snapshot Owners spent $372 million on yearling purchases Average training fees for a horse were $30,000 per annum Average price for a yearling was $75,000 The top priced yearling sold for $2.7 million Total wagering spend totalled more than $12 billion Australia wide.
* Data sources; ARB Australian Racing Fact Book 2007/08; IER Pty Ltd, The Thoroughbred Magazine Reader Survey, November 2008
THE FACTS
The Thoroughbred Magazine Prime Positioning
Cover Fold Out – Investment: $10,000 A high impact component featured inside the cover. Includes a double page spread with the cover folding out. You will own the space on both sides of the fold out, giving you exposure on four full colour pages.
Editorial Spread – Investment: $2,500 This sponsorship option includes a double page strip and a logo featuring “brought to you by”.
Tip-Ons – Investment: $250 per thousand. Attached to the front cover of The Thoroughbred, a tip-on is a brilliant way to maximise exposure – it is particularly successful for ‘call-to-action’ activities. Print quoted on request.
Contents – Investment: $1,500 Creative can be either horizontal or vertical in order to maximise this prime space.
Inserts – Investment: $200 per thousand. Advertisers can insert brochures or marketing material in The Thoroughbred magazine. Print quoted on request.
The ThoroughbredWeekly The Thoroughbred distributes a weekly email newsletter, each Friday, which includes Weekly update on The Thoroughbred Magazine Club horse Commentary on the week in racing Commentary on The Breed One race analysis on the feature race of the week Results analysis on the feature races for the weekend The Quaddie and Big 6 Analysis with suggested flexi betting options Sponsorship of each featured section and advertising opportunities are available in The Thoroughbred Weekly. $100 per advertisement.
ONLINE OPPORTUNITIES
The Thoroughbred Online thethoroughbred.com.au is the online portal for The Thoroughbred magazine. Online features include
Straight Talk (commentary and analysis of thoroughbred racing) The Breed (commentary and analysis of the bloodstock industry) Racing in Australia results and analysis Thoroughbred Business Directory The Thoroughbred Magazine Club Analysis of The Quaddie Analysis of the Big 6 Content is continuously progressing and evolving with the magazine, with new features being added from week to week. thethoroughbred.com.au will soon be home to the most comprehensive Thoroughbred Directory Network online, with full page profiles for horses, trainers, jockeys, bloodstock companies, feed suppliers, transport companies, race clubs, service providers, media outlets, agents, journalists, farriers, horse dentists, vets and vet clinics – all linked to each other and the world. Basic directory listings are free, with full page profiles available for only $99, which includes a 12 month subscription to The Thoroughbred magazine. Advertising and sponsorship opportunities are available on thethoroughbred.com.au. Cost – $100 per 1,000 unique views. – $50 loading fee applies to each new advertisement. Contact Tanya Fullarton on (03) 9627 2683 or Karla Bunney on (03) 9627 2689 for more information.
CORPORATE OPPORTUNITIES
The Thoroughbred Magazine Club The Thoroughbred Magazine Club offers the opportunity to enjoy the experience of being part of a club that will race an outstanding, well-related filly by top young sire Bel Esprit. Subscribers to The Thoroughbred magazine receive membership of The Thoroughbred Magazine Club. The 2YO filly is trained by Robbie Griffiths at Cranbourne. Members of The Thoroughbred Magazine Club will be notified of every moment of the filly’s racing career; just as if they were paying the bills. In addition from racing this outstanding filly, we want members of our club to have privileges that are not normally available to enthusiasts who may not have the wherewithal to own thoroughbreds, or reach places of privilege. It’s an ambitious plan, and we hope to provide further benefits to the broader community, with a percentage of the prizemoney (we hope) coming from the filly’s racing career to be donated to the National Jockeys Trust. The opportunity is there to become a corporate partner of The Thoroughbred Magazine Club, members receive weekly notifications as to the horses progress, with editorial coverage in each edition of The Thoroughbred magazine. Currently there are over 2,000 members of the club, which is increasing rapidly. The following opportunities are available to corporate partners: Sponsorship of the Bel Esprit filly (company to supply horse rug and cap with company logo representation) Sponsorship of the magazine editorial spread Sponsorship of the weekly email updates Provision of discounts off products and/or services for club members Product and/or service offerings to club members Provision of competition prizes for The Thoroughbred magazine promotions
The Thoroughbred Corporate Subscriptions The Thoroughbred magazine can provide discounted corporate rates for bulk subscriptions for your organization. You can also purchase copies of the magazine to add value for corporate guests at events. Alternatively, you can provide additional value for your clients by sending a copy of The Thoroughbred, compliments of your organization, whilst inserting your own cover letter and communication material, direct to your client base. Contact Tanya Fullarton on (03) 9627 2683 or Karla Bunney on (03) 9627 2689 to arrange a package to suit your needs.
CORPORATE OPPORTUNITIES
COMPLETE BUSINESS SOLUTIONS
About The Slattery Media Group The Slattery Media Group is a dynamic, creative media and communications company which provides publishing services, and creates products, for customers- including itself- that require unique communication solutions for any (or all) media platforms. Our primary publishing services are publishing consultancy, creative concepts, writing, editing, design, photography, web development and digital communications. We also offer services in print broking, advertising sales, marketing, distribution and promotion. Our products include books, magazines, photographs and website packages. Within the company, The Slattery Media Group has created a thoroughbred racing division that creates and manages a range of comprehensive and tailored products for the racing industry. We have produced websites, magazines, annual reports, media guides, brochures newsletters, children’s publications, racebooks, photographic contracts and commissioned editorial content. Our racing clientele include Racing Victoria Limited, Victoria Racing Club, Inglis, Patinack Farm, Oakbank Racing Club, Freedman Racing, Bryan Martin Racing Club, NewStar Racing Club, Paul Messara Racing and Rick Hore Lacy. These racing clientele complement The Slattery Media Group publication The Thoroughbred magazine and thethoroughbred.com.au (Incorporating The Thoroughbred Directory).
We work with a variety of companies including major sporting organisations, government departments and financial institutions, developing strong relationships to create solutions that provide effective results.
The Slattery Media Group’s racing commissions have included: Consultant to, and design and editorial for VRC Melbourne Cup Carnival Racebooks VRC Melbourne Cup Carnival Official Photographer
The Slattery Media Group is the official publisher and photographer of the Australian Football League.
Racing Victoria Limited Media Guide and Event Collateral
Should you have any enquiries, please contact:
Paul Messara Racing Website
Karla Bunney Racing- Marketing & Senior Account Manager P: (03) 9627 2689 M: 0424 252 776 karlab@slatterymedia.com or visit www.slatterymedia.com
Inglis Website Freedman Racing Website Patinack Farm Brochure, DVD and Advertising
The Slattery Media Group Departments offer the following services: Publishing Magazines Annual reports, newsletters, brochures Books Invitations, promotional products and event collateral Print broking services Digital Website development and hosting
New Star Racing Club Logo,
Digital communications
Website and Brochure
Photography Photo management Archival services
Oakbank Racing Carnival Racebooks Bryan Martin Racing Club Logo, Website, Advertising and Printed Collateral Rick Hore-Lacy Website
Creative Graphic design Advertising creative services Brand development and management Sales and marketing Advertising sales
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Inglis Website www.inglis.com.au
Freedman Racing and Paul Messara Racing Websites www.freedman.com.au www.paulmessara.com.au
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Racing Victoria Limited Media Guide and Events Collateral
New Star Racing Club Logo, Brochure and Website www.newstarracingclub.com.au
Bryan Martin Racing Club Logo, Advertising and Website www.bryanmartinracingclub.com.au
VRC Melbourne Cup Carnival Official Photographer www.melbournecupphotos.com.au
VRC Melbourne Cup Carnival Racebooks Cover Design, Expert Editorial, and Consultancy
Publications Racing in Australia (Guide to season 2009/2010) incorporating The Thoroughbred Directory, and Northerly, The Unlikely Champion
Advertising rates and technical specifications THE THOROUGHBRED MAGAZINE
MATERIAL DEADLINES
The Thoroughbred is 210mm x 275mm in size and full colour Prime positioning
Casual rate
Two editions
Three editions
Four editions
Size (width x height)
Bleed
AUTUMN 2009
Cover Fold Out (4 x Pages)
$10,000
Editorial Spread
$2,500
$2,300
$2,100
$1,900
420mm x 68mm
5mm
Contents Page (1/3 page)
$1,500
$1,350
$1,200
$1,050
210mm x 68mm
5mm
Booking 14 Apr 09 Material due 15 Apr 09 Publication date 1 May 09
Tips Ons
$250
n/a
n/a
WINTER 2009
Inserts
$200
n/a
n/a
Advertising positions
Casual rate
Size (width x height)
Bleed
Double Page Spread
$5,500
$5,000
$4,400
$4,000
420mm x 275mm
5mm
Full Page
$2,750
$2,500
$2,200
$2,000
210mm x 275mm
5mm
Booking 15 Jun 09 Material due 17 Jun 09 Publication date 1 Jul 09
Half Page
$1,500
$1,300
$1,100
$900
184mm x 121mm
n/a
Third Page
$1,000
$900
$825
$750
184mm x 79mm
n/a
Quarter Page
$850
$750
$650
$550
89mm x 121mm
n/a
Strip Ad
$1,000
$900
$800
$700
184mm x 63mm
n/a
Directory Listing (1/12 Page)
$450
59mm x 60mm
n/a
210mm x 275mm (1 page) 5mm 630mm x 275mm (3 pages)
SPRING 2009 Booking 14 Sep 09 Material due 16 Sep 09 Publication date 30 Sep 09
Please Note: all prices are exclusive of GST. These rates do not include advertising design. Design is available and can be quoted on request. Design services are charged at $150 per hour.
Contacts Material delivery details Advertising Enquiries Advertising Sales Coordinator Advertising Sales Deanne Horkings Account Manager P: (03) 9627 2687 Rebecca Alsop deanneh@slatterymedia.com P: (03) 9627 2667 M: 0409 384 157 rebeccaa@slatterymedia.com
Business Development - Racing Tanya Fullarton P: (03) 9627 2683 M: 0417 193 071 tanyaf@slatterymedia.com
Racing- Marketing & Senior Account Manager Karla Bunney P: (03) 9627 2689 M: 0424 252 776 karlab@slatterymedia.com
The Slattery Media Group, 140 Harbour Esplanade, Docklands VIC 3008. P: +61 3 9627 2600, F: +61 3 9627 2650