Media Pack 2011

.CO.UK

THE LARGEST ENTERTAINMENT AND LISTINGS MAGAZINE IN SCOTLAND

MEDIA PACK 2011

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ISSUE 45•JUNE 2009•

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ISSUE 51 • DECEMBER 2009 •

REVENGE !

OF THE

MONSTER FILM

F EST! EXCESS

NOISE!

PLUS!

DINOSAUR JR ORBITAL DWEEZIL ZAPPA MUSIC | FILM | CLUBS | THEATRE | GAMES | BOOKS | COMEDY | ART | FASHION | LISTINGS

EDINBUR GH INT FILM FESERNATIONAL TIVAL

US GRATUITO

GORE!

RDID

SO !

DETAILS

ROGER CORMAN ... KING OF THE Bs! SHANE MEADOWS, GOES BUDGET (AGAIN!) ALL TOMORROW S PARTIES ... THE FILM! AND BONDAGE... UNDER THE RADAR!

WE INTERVIEW ALL THREE BAIRNOSAURS! REGULAR GUYS WITH TORCHES FOR EYES! SUMMONS THE GHOST OF HIS PA!

MUSIC | FILM | CLUBS | THEATRE | GAMES | BOOKS | EVENTS | ART | FASHION | LISTINGS

CONTENTS 1 2 3 4 6 7 8 9

THE SKINNY: KEY PLATFORMS ABOUT US: HISTORY OUR READERS: DEMOGRAPHICS CLIENT SUPPORT: TESTIMONIALS & BRANDS WWW.THESKINNY.CO.UK THE SKINNY CYBERZAP: EMAIL NEWSLETTER STUDENT HANDBOOK MAGAZINE PRINT RATES AND DATES

THE SKINNY MEDIA PACK

THE SKINNY:

JOURNALISTIC SLANG FROM THE 1930'S, THE SCOOP, THE BUZZ,THE INSIDE STORY

THE SKINNY PROFILES EMERGING TALENT ALONGSIDE BIG-NAME ARTISTS ACROSS THE CULTURAL SPECTRUM AND MIXES CUTTING EDGE JOURNALISM WITH TIPS ON THE BEST PLACES TO PARTY, EAT, DRINK AND BE MERRY.

ONLINE

PRINT 1

Biggest in Scotland

1

WWW.THESKINNY.CO.UK

1

Email newsletter ‘CyberZap’

1

Free

1

80,000 unique users per month

1

5,000 subscribers

1

34,329 – ABC verified circulation

1

160,000 estimated readers/month

What’s on, gigs, clubs, interviews and features

1

Weekly, Thursdays

1

Full colour

1

Top ten events for the week ahead

1

Available in over 700 venues

Exclusive online only content PLUS print content

1

1

1

25% open rate

1

Edinburgh, Glasgow and Dundee

1

30% returning users

1

20,000 friends

1

Large trimmed tabloid newsprint

1

72% users based in UK

1

1

Respected voice of Scottish youth

1

International readership

Full colour and large ad spaces guarantee impact for clients

.CO.UK

FREE

ISSUE 61 • OCTOBER 2010

REBIRTH THE PHANTOM BAND RETURN

INTERVIEWS:

PLUS:

GRINDERMAN

GLASGAY!

YEASAYER

LONDON FASHION WEEK

HOWARD MARKS

TRAVELS IN KURDISTAN

GOLD PANDA

TUT VU VU

ICE CUBE

AND MORE...

MUSIC | FILM | CLUBS | PERFORMANCE | DIGITAL | READING | COMEDY | ART | FASHION | LISTINGS

1

DIGITAL NETWORK

THE SKINNY MEDIA PACK

WHO WE ARE THE SKINNY was born in autumn 2005, when a group of likeminded folk came together with the idea of creating a free magazine to provide Scotland with an informed, street level voice on cultural goings on across the country.

The magazine filled a void, providing free listings and witty writing produced by local residents for local residents and visitors alike, helping to increase awareness of gigs, plays, exhibitions, club nights, film screenings, festivals and much more besides.

We’ve been running for five years now, and in that time grown from a start up business with a budget of nothing, to a respected publication read and enjoyed by tens of thousands each month.

The Skinny has become an integral part of the cultural promotions network in Scotland.

WHAT WE DO We cover artists who are big news internationally, and have had exclusive interviews with people like Metallica, Massive Attack, Raekwon and The Prodigy.

But it’s also really important to us to cover things that are going on locally, to support homegrown talent, be it through dedicating cover stories to up and coming bands like Mitchell Museum or the Phantom Band (back in the day), or by devoting a double page spread each month to a Scotland-based visual artist or designer in our Showcase section.

THE SKINNY IS ESSENTIAL AND EXCEPTIONAL WE'LL COMMUNICATE THE SAME FOR YOUR BRAND 2

THE SKINNY MEDIA PACK

WHERE WE REACH Our magazine is distributed to over 700 venues across Glasgow, Edinburgh and Dundee.

Our circulation has grown so much that we’re now officially recognised by ABC as the third biggest entertainment and listings magazine in the UK (behind only Time Out and the Big Issue).

We also have a website, www.theskinny.co.uk, which provides up to the minute news and extended coverage for local and international readers alike. You can of course follow us on Twitter, Facebook and MySpace. If you want updates on the best things to do each week you can get them through our Cyberzap email newsletter(sign up at www.theskinny.co.uk/ zap).

We throw great parties, gigs, exhibitions, the occasional conference. We frequently enter into media partnerships with local festivals and events, going the extra mile to support things we believe in from the Glasgow Film Festival to Music Like A Vitamin. We’ve even won some awards, although we’re really too modest to shout about them here.

What matters to us most is providing a magazine that has the highest quality writing, the best photographers, the most cutting edge illustrators, the slickest design, covering the most exciting events and releases, encouraging people to go out and engage with the cultural life of this country.

And we provide it all for free.

DEMOGRAPHICS The Skinny readership set the trends Leading edge tribes are the smallest generation in the youth market.

They drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone across the globe.

THE SKINNY READERS ARE YOUNG, HAVE CASH & GO OUT

Even appeal 52% 47% 1%

Female Male Transgender

Our readers love The Skinny

These tribes stand at the gateway of popular culture, are the main influence over other youth tribes and are hard to sell to or persuade.

90% 82% 80% 78% 72%

These people are our audience and they love The Skinny.

Our readers love our content

Reader Profile by Tribe Type

64% 60% 59% 56% 56% 54%

Content is excellent/ good Think the mag looks great Rate the writing style/ tone as excellent/good Love the illustrations Think the photography is excellent/ good

Live music Records/ music releases Film/What’s on/ Listings Festivals Venues Fashion

What do The Skinny readers do

79% 65% 60% 59% 50% 25% 70% 35%

40% 30% 14% 8% 8%

Leading Edge Alternative Urban Aspirant Mainstream Trendies

4IP Tribes information: http://uktribes.com

3

THE SKINNY MEDIA PACK

Listen to music everyday Spend spare cash on music/ downloads Go to a gig at least once a week Eat out at least once a week Work full time Study Live with partner/ friends Earn over 20K per year

Mosaic Profile 53% 14% 8% 7% 18%

96% of The Skinny audience is over 19

4%

25% 44% 17% 10%

Under 18 19 - 24 25 - 34 35 - 44 45+

Urban sophisticates (Young, well educated singles in city apartments) Town centre singles (Single people living in the town centre) Families on the move (Busy families who are moving up in their careers & lifestyles) Upper Echelons (Successful people living in the choicest surburban locations) Other Results collected from research by The Audience Business Dec 08 and Napier University Dec 09

TESTIMONIALS

❝THE SKINNY IS FUCKING AWESOME❞ - DAVID PROWSE, DRUMMER, JAPANDROIDS

❝ONE OF THE BEST LISTINGS MAGS IN THE UK...

THE SKINNY STRAIGHT FROM THE HIPSTER'S MOUTH❞

- GUARDIAN

❝I MOSTLY LOVE THE SKINNY BECAUSE IT IS NOT SHIT... SO MANY SHIT MAGAZINES IN THE WORLD❞ - JOHN MCCALL, READER

❝YOU HAVE BECOME THE 'MUST-READ' FOR ALL SCOTTISH CREATIVES❞ - GRAHAM WEIR, DIRECTOR, POPULAR MUSIC INDUSTRIES, EDINBURGH NAPIER UNIVERSITY

❝WE HAVE WORKED CLOSELY WITH THE SKINNY OVER THE PAST 6 MONTHS. THEY ARE KNOWLEDGABLE, PASSIONATE AND HAVE AN INTIMATE UNDERSTANDING OF THEIR AUDIENCE. I WOULD GLADLY RECOMMEND THEM AS A PARTNER, BUT NOT TO ANY RIVALS OF BRANDS WE REPRESENT!❞ - JUSTIN CROSBY, MS&L PR

❝LOVE WHAT YOU'RE DOING... GIVES ME HOPE❞ - STEVE MASON, MUSICIAN

4

THE SKINNY MEDIA PACK

CLIENTS

5

THE SKINNY MEDIA PACK

ONLINE WHY THESKINNY.CO.UK?

WHY ADVERTISE ONLINE?

1

Direct exposure to our culturally active audience, proven to be taste makers in forming trends

Growing industry: Target & account for your spend per impression.

Internet ad spend grew by 10% year-on-year (ad industry as whole: grew by 6.3%)

1

Engaged users of the site – 77% coming to the site searching for the niche information available

1

Quantitative ROI – report on impressions and CTR after each campaign

Online market share: Total advertising budgets are dedicating more to online Online budgets have grown to 24.3% for the half year January – June 2010, up from 23.1% for the same period in 2009.

1

Brand affinity - users of www.theskinny.co.uk already like our brand and what we do, by advertising on our site a natural harmony between The Skinny, your brand and the audience results

Increased number of people online: Active online user base grew from 36.8 million in April 2009 to 40.5 million in April 2010 (3.7 million new active users in just 12 months)

1

Limited advertisers - policy of only having three advertisers per ad spot keeps visibility and advertising impact high

Growing amount of time online for leisure: Social media accounts for 23% of all time spent online in the UK, making online sessions more immersive and opportunities for engaging brand advertising possible

*Research from the IAB Online Adspend Study

1

1

1

1

1

1 6

AVERAGE 80,000 UNIQUES A MONTH GENERATING 185,000 PAGE VIEWS LOOKING AT 2.5 PAGES EACH JUST UNDER 2 MINUTES PER PERSON 30% OF USERS ARE RETURNING 70% ARE NEW VISITORS THE SKINNY MEDIA PACK

Rates

Stats By country:

Browser use:

72% UK

36% Internet Explorer

Leaderboard 728w x 90h Banner 468w x 60h MPU 300w x 250h Skyscraper 160w x 600h Rich media in any position *Cost in brackets refers to targeted campaigns

By city:

Traffic sources:

18% London

10% direct traffic

1 Files to be provided as jpeg or animated gif 1 Flash files must be externally hosted 1 IAB standards apply to all artwork filesizes

10% 2% 2% 1% 13%

16% 13% 2% 2% 49%

US Canada Germany Australia Other

Edinburgh Glasgow Manchester Aberdeen Other

35% 17% 10% 2%

23% 67%

Firefox Safari Chrome Other

referring sites Search engines

TYPE SIZE

1K Impressions

£8 (£9.50) £5 (£6.50) £14 (£16) £12 (£14) £20 (£25)

FOR MORE INFORMATION

SALES@THESKINNY.CO.UK 0131 467 4630

CYBERZAP WHAT IS A CYBERZAP?

HOW TO ADVERTISE?

An organically grown email newsletter with widespread appeal for individuals who want to be in the know at a click of a fingertip.

There are two main options for advertising each week;

Effortlessly informed: Cyberzap provides the top ten interesting and unique events direct to your inbox as recommended by The Skinny, Scotland’s voice on emerging talent and cultural activity.

1. Skyscraper Advert

2. Advertorial Inclusion

An excellent method of giving an event an extra push to act as a reminder or make people aware of what you have on offer.

Only one lucky advertiser gets to take the editorial spot on offer each week, placed in the centre of the Cyberzap you receive excellent placement and exposure for your campaign.

Our subscribers get a heads up on what The Skinny recommends in the coming week, and this offers the opportunity to get your message heard in a timely and effective format.

1

Highly visible

1

WHEN?

Appears left hand side of content

1

160 W * 600 H in pixels

Every Thursday.

1

Full colour

1

HOW DO I GET IT? Sign up at www.theskinny.co.uk/zap and join us in the quest for knowledge….

1 5,000 SUBSCRIBERS PER WEEK 1 25% OPEN RATE WITHIN 7 DAYS 1 70% OF SUBSCRIBERS COME BACK 3 TIMES 1 5% OF OPENS COME BACK OVER 10 TIMES 7

THE SKINNY MEDIA PACK

Includes: 1

75/ 100 words editorial, logo placement, image and link

1

Compiled by our Cyberzap Editor in order to keep in The Skinny style

Direct link to website of choice

1

Excellent opportunity to explain your product/venue/event service in more depth

1

Quick turnaround time – artwork needed for Monday before inclusion

1

High visibility placement in centre of the Cyberzap

1

£0.08/ subscriber

1

£0.10/ subscriber

STUDENT HANDBOOK THE COMPLETE GUIDE FOR STUDENTS IN SCOTLAND The Skinny has the local knowledge to offer new and returning students an essential insight into Scotland’s cultural scenes – from stand out gig venues, clubs and art galleries, to where the best Sunday breakfast or that pub which opens at 6am can be found.

The Skinny student has it all: intelligent, informed, approachable.

1 1 1 1 1 1 1

30,000 copies FREE High quality glossy A5, 84 pages September release October top up’s Distributed in universities, colleges & specially selected Skinny student hotspots

Rates SIZE

RATE

1/8 page 1/4 page 1/2 page Fullpage Page 3/IFC Spread OBC

£200 £350 £580 £995 £1395 £1750 £1995

Booking deadline: Artwork deadline:

20 August 24 August

Discounts are available on multiple bookings and for distribution partners

Terms & Conditions Full terms and conditions are available on request. Contact your account manager. Credit subject to approval.

Bookings under £500 must be paid in advance.

Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

Mechanical Info

FOR MORE INFORMATION: 0131 467 4630 SALES@THESKINNY.CO.UK WWW.THESKINNY.CO.UK 8

THE SKINNY MEDIA PACK

FULL PAGE B T Ty

1/2 VERT

154 x 216 59.5 x 187 148 x 210 128 x 190

1/2 HORIZ

1/4 BOX

1/4 BANNER

1/8 BOX

1/8 BANNER

Spread

123 x 92

59.5 x 92

123 x 44

59.5 x 44

123 x 21

B T Ty

All sizes are in millimetres, width x height. B = Bleed, T = Trim, Ty = Type Safe Area All adverts should be supplied as 300dpi CMYK PDFs, TIFFs or JPEGs

308 x 216 296 x 210 256 x 190

RATES AND DATES FOR ADVERTISING IN THE SKINNY Print Rates

Print Dates

SIZE

RATE

ISSUE

1/8 Page 1/4 Page 1/2 Page Full Page IBC IFC/Page 3 OBC DPS

£325 £545 £895 £1395 £1495 £1725 £1995 £2225

January February March April May June July August September October November December January

Priority placment is subject to negotiation

DISCOUNTS 6 month booking 12 month booking Distribution partners Agency commission

15% 25% 10% 10%

Per 1000

from £45

Mechanical Info

B T Ty

BOOKING 09 Dec 21 Jan 18 Feb 25 Mar 22 Apr 20 May 17 June 22 Jul 19 Aug 16 Sep 21 Oct 18 Nov 09 Dec

14 Dec 25 Jan 22 Feb 29 Mar 26 Apr 24 May 21 June 26 Jul 23 Aug 20 Sep 25 Oct 22 Nov 13 Dec

STREET

ff ff ff ff ff

Adverts must be CMYK, 300DPI, TIFF/JPEG or PDF THE SKINNY is printed on trimmed coldset newsprint Total ink usage must not exceed 240, max K 95 5mm bleed must be included on full pages and spreads Ensure any essential content is within the type-safe area specified, to ensure it isn’t trimmed off ff Adverts should be sent to adverts@theskinny.co.uk with the advertiser in the subject box ff Any technical artwork questions should be sent to adverts@theskinny.co.uk

04 Jan 01 Feb 01 Mar 05 Apr 03 May 31 May 28 June 02 Aug 30 Aug 27 Sep 01 Nov 29 Nov 04 Jan

FOR MORE INFORMATION: 0131 467 4630 SALES@THESKINNY.CO.UK WWW.THESKINNY.CO.UK

1/2 VERT

290 x 350 126x314 280 x 340 260 x 320

Full terms and conditions are available on request, contact your account manager. Credit subject to approval. Bookings under £500 must be paid in advance.

Confirmed bookings can be cancelled until 48 hours after they’ve been made. Cancellations made after this time will incur a cancellation fee.

1/2 HORIZ

1/4 BOX

1/4 BANNER

1/4 VERT

1/8 HORIZ

1/8 VERT

1/8 BANNER

DPS

256x155

126x155

256x76

61x314

126x76

61x155

256x37

B T Ty

All sizes are in millimetres, width x height. B = Bleed, T = Trim, Ty = Type Safe Area

9

ARTWORK

Terms & Conditions

INSERTS

FULL PAGE

Technical Details

THE SKINNY MEDIA PACK

570 x 350 560 x 340 540 x 320

1/2 SPREAD

1/4 SPREAD

532x155

532x76