Media Pack 2010 by The Skinny

ISSUE 58 • JULY 2010 •

FREE

.CO.UK

FREE

ISSUE 55 • APRIL 2010 •

.co.uk

MITCHELL MUSEUM

LEAD THE CHARGE ON THE SCOTTISH FESTIVAL CIRCUIT

ISSUE 57 • JUNE 2010 •

FREE

THE FESTIVAL ISSUE

"Love what you're doing... gives me hope" Steve Mason

INTERVIEWS

PLASTIKMAN • CONVERGE • THEMSELVES CHROME HOOF • HYPNOTIC BRASS ENSEMBLE THE UNBOUND PROGRAMME FOR EDINBURGH INTERNATIONAL BOOK FESTIVAL & JOANN SFAR ON GAINSBOURG

.CO.UK

Officially the largest entertainment and listings magazine in Scotland

EXCLUSIVE

The Skinny:

journalistic slang from the 1930's,

Key facts The Skinny currently has three main platforms of interaction 1

The Skinny monthly free magazine - ABC certified 34,329

www.theskinny.co.uk (120K unique users/ month)

Weekly e-newsletter CyberZap 5,000+subscribers/week

In brief:

Estimated readership of 160,000 per month

Distributed in over 700 of the best live music venues, cafe's, universities, colleges, theatre's, art galleries and many more high profile locations

Media partnerships with key festivals from T in the Park, Edinburgh International Book Festival, Rock Ness, Edinburgh International Film Festival, Glasgow Film Festival and more.... many clients value working with The Skinny

No other magazine talks to Scottish youth in such an alternative, intelligent or informed manner

1 1

Trusted voice to the culturally savvy audience Broad range of advertisers from Jack Daniels, Tiger Beer, HBOS, American Apparel, Edinburgh International Film Festival, X-Box, Quiksilver, Hostelworld, Future Shorts, Diageo and many more.

Additional Products: 1

The Skinny Student Handbook: September

Fest Magazine: bespoke festival publication: August

Ten Tracks: Music subscription service. www.tentracks.co.uk

Bespoke publications, supplements and guides

the scoop, the buzz, the inside story The Gameplan The Skinny aims to be the most renowned and respected culture magazine in Britain. 1

The website and magazine will be the first port of call for anyone wanting to know where to go and what to do, what to listen to, watch and read.

We will cover the stuff weâ&#x20AC;&#x2122;re most excited by in a style that suits the subject: informed, enthusiastic yet critical, without taking ourselves too seriously.

We embrace new technologies and use them at the forefront of presenting our ideas, understanding that we must develop to be relevant in changing cultural landscapes.

We accept no rivals. We are unique, and in the future we hope that everyone else realises this.

We aim be a company that people love to work for, known for grafting hard and having fun, driven by passion for our field and the products we create.

The Skinny will be the most inspiring culture magazine in Britain: thousands of people will do new things they love because of us. Hundreds of musicians, artists and writers are given exposure and support they would not otherwise have had. Our staff will have jobs that they love, within a creative network that supports them. In summary, we're going to have fun.

Who we are The Skinny is the only magazine in the UK to combine passionate coverage of cool youth culture - music, arts, alternative scenes - with so much useful information. But wer're not a UK magazine, we're a Scottish magazine, which makes us even more special: we have taken the already vibrant scene and given it a voice, a focus, and a sense of greater opportunity.Â No wonder our readers love us so much. Our readership is a unique beast too: 'all Scottish creatives' (we were recently told), opinion formers, music fans, fashion hungry kids, and microcultural experts; as well as people of all ages and backgrounds who want to know what's what and why in Scotland.Â As a rule, our readers go out, spend money, and like to know why they're spending.

What we do The Skinny Makes culture count. This makes us perfect for advertisers. Because of our influential content, we've attracted and run great campaigns for Mini, Rockstar Games, Red Bull Replay, American Apparel, as well as leading alcohol brands who understand our readers are the most trend-setting drinkers in town: Jack Daniel's, Miller Genuine Draft, tennent's, Bacardi, Tiger and many more. And because of our invaluable information service, we've got all the best Scottish clubs, gig promoters, theatres, galleries, and music services advertising month in, month out.

The Skinny is essential AND exceptional. We'll communicate the same for your brand.

Additional Platforms www.theskinny.co.uk: Listings, reviews, previews, interviews from across the music and arts sectors. Having grown by over 800% since our re-launch in April 2008 the website keeps on gaining new users every day. The Skinny CyberZap: Informative, interesting and a call to action to our dedicated subscriber base on the top ten events for the week ahead. Events: Gigs promoting the best new Scottish talent, Space themed warehouse parties, book talks from Alasdair Gray to David Simon, festival launch parties and bespoke creative exhibitions. The Skinny hosts our own events to keep the Scottish youth in amongst emerging talent and hosts events for brands looking to reach a new audience and show their creative side. Handbooks: The Skinny guides to help you run your life, from a Home handbook (April 2010), The Student Handbook (September 2010) and a Music Almanac to round up the year (December 2010) we have all aspects of life covered with our unique twist.

Contact sales@theskinny.co.uk to find out more

Demographics Skinny readers love us 90% 82% 80% 78% 72%

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

Readers Favourite Picks

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

Live Music Records/ music releases Film Whatâ&#x20AC;&#x2122;s On/ Listings Festivals Venues Fashion

52% 47% 1%

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 Student Live with partner/ friends Earn over 20K per year

Female Male Transgender

The Skinny Readership set the trends

Getting The Skinny fix 54% 19% 18% 9 %

What do Skinny Readers Get up to

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

Tribes

Even Appeal

From venues Recommended via theskinny.co.uk Read at a friends house

Leading Edge tribes are the smallest segment in the youth market. However, they drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popular culture, and are the main influence over other Tribes like the Young Alts. Leading Edge Tribes are hard to persuade and sell to, The Skinny has a natural synergy with these groups due to our fore-ward thinking content and style.

96% of The Skinny Audience is over 19 4% 25% 44% 17% 10%

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

The Skinny readers are young, have cash & go out 53% 14% 8 % 7% 18%

Urban Sophisticates Town Centre Singles Families on the move Upper Echelons Other

(Young, well educated singles in city apartments) (Single people living in the town centre) (Busy families who are moving up in their careers & lifestyles) (Successful people living in the choicest surbaban locations)

Results collected from research by The Audience Business Dec 08 and Napier University Dec 09

26% 18% 10% 10% 8% 6% 4% 4% 4% 2% 8%

Indie Scensters Young Alts Get Paid Crew Metalheads Trendies Geeks Hipsters DIYers Craft Kids Skaters Other

(Leading Edge) (Alternative) (Urban) (Alternative (Aspirant Mainstream) (Leading Edge) (Leading Edge) (Urban) (Leading Edge) (Alternative)

Advertisers and Clients

Testimonials "one of the best listings mags in the UK... the skinny straight from the hipster's mouth" - Guardian "you have become the 'must-read' for all Scottish creatives" - Graham Weir, Director, Popular Music Industries, Napier University "Love what you're doing... gives me hope' - Steve Mason, musician "The Skinny is fucking awesome" - David Prowse, drummer, Japandroids "I mostly love The Skinny because it is not shit... so many shit magazines in the world" - John McCall, reader "We have worked closely together 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 to brands we represent!" - Justin Crosby, MS&L PR

CyberZap What is a CyberZap? An organically grown eNewsletter with widespread appeal for individuals who want to be in the know at a click of a fingertip. Effortlessly informed: Providing 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.

When? Every Thursday, our subscribers get the heads up on what to do and what not to miss for the week ahead and this offers you the opportunity to ensure that your message is heard.

How do I get it? Sign up at www.theskinny.co.uk/register and join us in the quest for knowledge….

How to advertise There are two main options for advertising each week;

1. Skyscraper Advert 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. 1

Highly visible

Appears left hand side of content

160 W * 600 H in pixels

Full colour

Direct link to website of choice

Quick turnaround time – artwork needed for Monday before inclusion

£0.08/ subscriber

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

Includes: 1

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

Compiled by our CyberZap Editor in order to keep in The Skinny style.

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

High visibility placement in centre of the CyberZap

£0.10/ subscriber

Facts and Figures 1

5,100 subscribers per week

Growing by 55+ subscribers per week

38% open rate within 7 days

70% of subscribers that open the Zap come

back 3 times

5% of opens come back over 10 times

To advertise in The Skinny CyberZap please email sales@theskinny.co.uk or call 0131 467 4630

Student Handbook Now in its fourth year, The Skinny's Student Handbook is the complete guide for students studying in Scotland.

Over 30,000 copies with be distributed FREE via: 1 1 1 1 1

Available in Edinburgh, Glasgow and Dundee Scottish Universities and colleges Fresher Fair Events - via hand to hand and stalls Uni bars/ cafe's and unions Specially selected Student hotspot venues that The Skinny has access to all year round

Rates

The Student Handbook will be printed in a high-quality, glossy, perfect bound A5 format with over 64 pages packed full of advice and information for students, Released throughout September to coincide with the new university term and throughout October, offering extended coverage to our advertisers. The Skinny has the local knowledge to offer new and returning students an insight into the Scottish cultural scenes - from gig venues, clubs, art galleries, even where to get the best sunday breakfast. The Skinny Student Handbook will have it all - written in an intelligent, approachable and interesting style. A special microsite will be launched alongside the Student Handbook, with the best Student content from our site and previous student handbooks, alongside all new features and imagery. To get involved or sponsor sections of the site please contact sales@theskinny.co.uk.

Mechanical Info

Size

Rate

OBC

£1995

Page 3/ IFC

£1395

Full page

£995

Spread

£1750

1/2 Page 1/4 Page 1/8 Page

£580 £350 £200

Booking deadline: 20 August Artwork deadline: 24 August Discounts are available on multiple bookings and for distribution partners

Call or email our sales team: 0131 467 4630 sales@theskinny.co.uk

full page

Bleed 154 x 216 Trim 148 x 210 Type 128 x 190

half vert. 59.5 x 187

half horiz. 123 x 92

qtr. box 59.5 x 92

qtr. banner 123 x 44

eighth banner 123 x 21

All sizes are in millimetres, width x height. All adverts should be supplied as 300dpi CMYK PDFs, TIFFs or JPEGs

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.

Rates and Dates for Advertsing in The Skinny Print Rates

Mechanical Info

Print Dates

Size

Rate

Issue

Booking

Artwork

Street

Full Page 1/2 Page 1/4 Page

£1395 £895 £545

January

15 Dec

05 Jan

February

26 Jan

02 Feb

1/8 Page FC/Page 3 Inside Back Cover Outside Back Cover Double Page Spread

£325 £1795 £1495 £1995 £2225

March

23 Feb

02 Mar

April

23 Mar

30 Mar

May

20 Apr

27 Apr

June

19 May

25 May

01 Jun

July

17 Jun

22 Jun

29 Jun

August

16 Jul

20 Jul

27 Jul

Priority placement is subject to negotiation

September

19 Aug

24 Aug

31 Aug

Discounts

October

17 Sep

21 Sep

28 Sep

November

22 Oct

26 Oct

02 Nov

December

20 Nov

23 Nov

30 Nov

January 2011

09 Dec

17 Dec

04 Jan

February 2011

20 Jan

25 Jan

01 Feb

March 2011

16 Feb

22 Feb

01 Mar

6 Month booking 12 Month booking Distribution Partners Agency Commission

15% 25% 10% 10%

Inserts Per 1000

from £45

Technical Details ff ff 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. Adverts should be sent to adverts@theskinny.co.uk with the advertiser in the subject box Any technical enquiries should be made through your account manager, who will arrange for a member of the production team to contact you.

all sizes are in millimetres, width x height. please ensure the orientation is correct.

DPS

Bleed 570 x 350 Trim 560 x 340 Type 540 x 320

full page

Bleed 290 x 350 Trim 280 x 340 Type 260 x 320

1/4 vert 61x314

1/8 vert. 61x155

1/2 spread 532x155

1/2 vert 126x314

1/4 box 126x155

1/8 horiz 126x76

1/4 spread 532x76

1/2 horiz 256x155

1/4 banner 256x76

1/8 banner 256x37

Digital Type

1k views

Leaderboard ( 728w x 90h)

£8 (£9.50)

Banner ( 468w x 60h )

£5 (£6.50)

MPU ( 300w x 250h)

£14 (£16)

Skyscraper ( 160w x 600h)

£12 (£14)

Rich media in any position

£20 (£25)

Cyberzap e-newsletter Range of options starting from 6p/recipient

For more information: 0131 467 4630 sales@theskinny.co.uk www.theskinny.co.uk