2012 MEDIA KIT
OUR MISSION The primary objective of Time Out Chicago, its people, products and services is to be the definitive resource for cultural planning in Chicago. In doing so, we aim to build meaningful connections and create rich experiences that serve as a platform for our partners to communicate their message to an audience of engaged consumers. Whether you are looking to talk to the city’s most dialed-in students, selective parents (and their curious little ones), or hip urban adventurers, we are here to work with you to give your business a competitive advantage in whatever market you serve. AT TIME OUT CHICAGO, WE CREATE SOLUTIONS FOR EVERY CAMPAIGN OBJECTIVE.
THE TIME OUT BRAND A worldwide resource. A local network. For more than 40 years, the Time Out brand has been synonymous with providing the best of culture in cities across the globe. Since its launch in 2005, Time Out Chicago has been curating the best of Chicago’s culture. As the only locally owned major media company in Chicago, our passion for the city permeates all levels of our organization and is reflected in the products we produce. Our listings are generated in-house and our reviews are completely independent. It is this unique combination of local accountability and independent voice that allows our brand to resonate with the city’s residents and sets us apart from our competition.
A GLOBAL SNAPSHOT: 36 city magazines in 24 countries 22 guidebooks in 19 countries
THE POWER OF TIME OUT WE ARE THE EXPERTS • Chicago’s largest cultural reporting team. With more than 25 definitive critics on arts and entertainment, we don’t let any form of culture go uncovered. • Our editors are authorities in the areas they cover — so much so that other media partners such as ABC’s Windy City Live and Fox Chicago use them as frequent sources and on-air contributors. WE STAND APART • Only locally owned major media company in Chicago. Operated by Joe Mansueto, founder and CEO of Morningstar, Inc. and Mansueto Ventures (Inc., Fast Company magazines). • The market’s only weekly, glossy, four-color arts and entertainment magazine. • Our circulation continues to grow for each of our print magazines, and our websites have seen substantial growth every year since launch. WE HAVE YOU COVERED • The Time Out brand is known worldwide. Each year, more than 35 million magazines are distributed bearing the Time Out brand. • We go well beyond the printed page, delivering 4.6 million impressions per month across various content platforms.
TIME OUT CHICAGO Chicago culture, curated.
“Time Out Chicago is the go-to resource for anyone actively consuming culture in Chicago. Our expert team provides readers with early intel on the best Chicago has to offer so that they can live city life to the fullest. We’re that smart, hip friend who always seems to know someone backstage.”
+ Frank Sennett, President and Editor-in-Chief
WHAT WE DO Chicago culture starts here.
Time Out Chicago is the definitive resource for the culture-consuming Chicagoan. Week after week, our editors scour the city to provide true insight that encourages our readers to spend their time and money on our recommendations. Our formula incorporates quality service journalism with investigative reporting to keep our readers on the pulse of their city.
WHO WE REACH
An audience of influencers and urban adventurers. From the elusive hipster to the chic sophisticate, Time Out Chicago reaches an active and influential audience that embraces the culture around them. These well-educated, cash-rich and civic-minded tastemakers desire to experience all things their city has to offer and connect their friends and family to the brands and experiences they love.
AGE 21-39: 65% 25-34: 44% 25-39: 55% 35-44: 21% Median age: 33
Readers taking to the sky at Time Out Chicago’s Rooftop Party at Vertigo Sky.
GENDER Female: 59.8% Male: 40.2%
MARITAL STATUS Readers enjoying a music + film event featuring Inception.
Single: 70% Married: 30%
# OF TIMES GO OUT IN A WEEK Average: 3 or more times per week
EDUCATION Attended or graduated college: 95% Post graduate degree or study: 33%
HOUSEHOLD INCOME Average HHI: $95,400
EMPLOYMENT STATUS
Foodies enjoying eats from Chicago’s food trucks at Time Out Chicago’s Food Truck Social.
Employed Full Time: 85% Professional/Managerial: 74%
MEDIA CONSUMPTION 75% of subscribers don’t read The Chicago Reader. 75% of subscribers don’t read RedEye. 79% of subscribers don’t read Chicago Magazine. 96% of subscribers don’t read CS. Source: 2010 Time Out Chicago Online Reader Profile Study, MRI Market Solutions
Readers enjoying the sunset on Time Out Chicago’s Sunset Boat Cruise.
HOW WE REACH THEM Right audience. Right place. Right time.
CIRCULATION SNAPSHOT: Weekly Readership: 133,750 Rate Base: 53,500 | Current Average Circulation: 54,400 Geographic Breakdown: 70% City | 30% Suburban Suburban Breakdown: North Shore (52%) | West (31%) | South (17%)
70% CITY OF CHICAGO
30% SUBURBS
SUBURBAN BREAKDOWN:
31% WEST 52% NORTH SHORE 17% SOUTH
Source: Time Out Chicago is an ABC audited publication. Numbers are for six months ending June 30, 2011, subject to audit. Readership is based on 2.5 readers per copy (2010 Time Out Chicago Online Reader Profile Study, MRI Market Solutions). Geographic breakdown from publisher’s own data.
TIME OUT CHICAGO
Time Out Chicago is the area’s premier weekly subscriber-based publication. We employ a paid distribution model (98% of our distribution is subscription-based), ensuring that your brand’s message is received by a captive audience that wants to hear what you have to say.
MARKETING CAPABILITIES Prime opportunities to engage with our audience.
We’ve established a variety of platforms across our core categories that connect our partners with our audience in engaging and authentic ways. From our food and shopping verticals and experiential experiences, to our targeted research and creative services, we offer the expertise of a marketing agency packaged as a world-class brand. TARGETED MARKETING: Sampling Gifting opportunities Electronic messaging: e-ads, e-invitations, e-newsletters Direct mail CREATIVE SERVICES: Photography Art direction Copywriting Campaign concepting Invitation design Ad design Custom promotional items Spec work Editorial design EXPERIENTIAL MARKETING: Event sponsorship/partnership Event integration/cross promotional opportunities Event management Philanthropic/community partnerships Networking opportunities MARKET RESEARCH: Reader and customer research OTHER OPPORTUNITIES: Media partnerships Television/radio partnerships Custom publishing In-book promotional opportunities Online promotional opportunities Rich media advertising Social media campaigns
CREATIVE OPPORTUNITIES We develop high-impact executions to best engage our audience. We have the capability to provide partners with turnkey execution and production. Make a statement with your brand and capture readers’ attention with the following creative ideas.
GATEFOLD Expand your message off the page with two continuous pages that fold out and extend from the magazine, thus providing you with two full pages of real estate for your message.
CREATIVE OPPORTUNITIES HALF-COVER WRAP This integrated unit offers premium positioning off the cover of the magazine with a branded internal half-cover image, which, when open, is adjacent to the editorial cover. The front of the half wrap maintains editorial integrity and allows for a playful dual cover, hidden by the half wrap.
SCRATCH-OFF COVER
AD UN I T (Flips open to the left)
Wow Time Out Chicago readers with this interactive advertising opportunity and the chance to place your message on the cover of Time Out Chicago! Executed as a cover wrap to maintain editorial integrity of the interior cover, a specially designed cover of Time Out Chicago can include a hidden message covered by a metallic scratch-off layer that will compel readers to uncover the surprise.
Engage readers to interact with the cover and unveil your message!
CREATIVE OPPORTUNITIES TIME OUT CHICAGO
YOUR AD SPACE
TOC COVER
YOUR AD SPACE
YOUR AD SPACE
YOUR AD SPACE
YOUR AD SPACE
YOUR AD SPACE
YOUR AD SPACE
POSTER COVER WRAP 16-page piece secured to the cover of Time Out Chicago. This execution features seven pages of branding on one side and a fold-out poster on the other, offering impactful integration off the cover of the magazine, and 16-units of real estate from the fold-out poster; 15 of which are owned by you, the advertiser.
EDIT CALENDAR Time Out Chicago 2012
MARCH
FEBRUARY
JANUARY
ISSUE DATE JAN. 12
359
Jan. 4
Jan. 5
360
Jan. 11
Jan. 12
JAN. 26 + FEB. 2
Brunch Double Issue**
361/362
Jan. 18
Jan. 19
FEB. 9
Singles
363
Feb. 1
Feb. 2
364
Feb. 8
Feb. 9
FEB. 16 FEB. 23 + MAR. 1
Secret Chicago Double Issue**
365/366
Feb. 15
Feb. 16
MAR. 8
Bars
367
Feb. 29
Mar. 1
368
Mar. 7
Mar. 8
369/370
Mar. 14
Mar. 15
APR. 5
371
Mar. 28
Mar. 29
APR. 12
372
Apr. 4
Apr. 5
373
Apr. 11
Apr. 12
374
Apr. 18
Apr. 19
MAR. 15 Spring Fashion Double Issue**
Eat Out Awards
APR. 26
MAY
SPACE CLOSE MATERIALS DUE
Deals
APR. 19
MAY 3 + MAY 10
Double Issue**
375/376
Apr. 25
Apr. 26
MAY 17
Summer Preview (Summer Fest Guide)
377
May 9
May 10
MAY 24
Alfresco Eating + Drinking
378
May 16
May 17
379
May 23
May 24
380
May 30
May 31
JUNE 14
381
June 6
June 7
JUNE 21
382
June 13
June 14
383/384
June 20
June 21
MAY 31 JUNE 7
JUNE
ISSUE #
JAN. 19
MAR. 22 + MAR. 29
APRIL
FEATURE STORY
JUNE 28 + JULY 5
Road Trips
Double Issue**
** Please note that there is a 10% premium for all insertions in the Double Issue (issue is on newstands for two weeks)
EDIT CALENDAR Time Out Chicago 2012 ISSUE DATE
DECEMBER
NOVEMBER
OCTOBER
SEPTEMBER
AUGUST
JULY
JULY 12
FEATURE STORY Summer Drinking
JULY 19
ISSUE #
SPACE CLOSE MATERIALS DUE
385
July 3*
July 5*
386
July 11
July 12
JULY 26
Cheap Eats
387
July 18
July 19
AUG. 2
Lollapalooza
388
July 25
July 26
AUG. 9
389
Aug. 1
Aug. 2
AUG. 16 + AUG. 23 Cont’d ED Guide + Double Issue**
390/391
Aug. 8
Aug. 9
AUG. 30
Fall Preview
392
Aug. 22
Aug. 23
SEPT. 6
Sports
393
Aug. 29
Aug. 30
SEPT. 13
Fall Fashion
394
Sept. 5
Sept. 6
SEPT. 20
395
Sept. 12
Sept. 13
SEPT. 27
396
Sept. 19
Sept. 20
OCT. 4
397
Sept. 26
Sept. 27
OCT. 11
398
Oct. 3
Oct. 4
OCT. 18
Sex
399
Oct. 10
Oct. 11
OCT. 25
Shopping Awards
400
Oct. 17
Oct. 18
NOV. 1 + NOV. 8
Double Issue**
401/402
Oct. 24
Oct. 25
NOV. 15
Gift Guide
403
Nov. 7
Nov. 8
404
Nov. 13*
Nov. 15
NOV. 22 NOV. 29
100 Best Things We Ate & Drank
405
Nov. 19*
Nov. 20*
DEC. 6
Theater
406
Nov. 28
Nov. 29
DEC. 13
Holiday Events/Last-Minute Gift Guide
407
Dec. 5
Dec. 6
408
Dec. 12
Dec. 13
409/410
Dec. 19
Dec. 20
DEC. 20 DEC. 27 + JAN. 3
Fitness Double Issue**
* Early close due to holiday ** Please note that there is a 10% premium for all insertions in the Double Issue (issue is on newstands for two weeks)
MECHANICAL REQUIREMENTS Time Out Chicago 2012 MAGAZINE PRINT + IMAGE SPECS Page trim size: 8” x 10.5” / 16” x 10.5” (spread) Live work area: 7.5” x 10” / 15.5” x 10” (spread) Bleed size: 8.25” x 10.75” / 16.5” x 10.75” (spread) Image resolution: 300 dpi or higher Preferred logo format: Encapsulated PostScript Format (EPS)
PROOFS All ad material must be accompanied by a SWOP-approved proofing solution and must contain a SWOP-approved color bar. No corrections should be noted on the proofs. Time Out Chicago is not liable for the final color output of your ad if an appropriate color proof was not supplied. Proofs should be printed at 100% and include all marks (trim, bleed, live) outside printable image area. MAGAZINE PRINT SPECS (NON-BLEED ADS)
1/2 VERTICAL
7.125” x 4.6875” 3.5” x 9.5”
1/2 HORIZ. SPREAD
15” x 4.6875”
1/4 SQUARE
3.5” x 4.6875”
1/4 HORIZONTAL
1/4 horizontal
1/2 horizontal
7.125” x 2.2812”
1/4 VERTICAL
1.6875” x 9.5”
1/8 HORIZONTAL
3.5” x 2.2812”
1/8 VERTICAL
1.6875” x 4.6875”
1/16 PAGE
1.6875” x 2.2812”
1/8 H
1/4 square
1/2 vertical
1/2 HORIZONTAL
7.125” x 9.5”
1/16
FULL PAGE
15” x 9.5”
1/8 V
SPREAD
TRIM
1/4 vertical
AD SIZE
MECHANICAL REQUIREMENTS Time Out Chicago 2012
RECEIVING MATERIALS We must receive your ads no later than 4:00 p.m. on the Thursday one week prior to publication. Please name your ad using the following format: Advertiser_Issue Date.pdf (example: BarnesNoble_3.17.12.pdf) If you require our assistance in building an ad, elements and copy should arrive 8 days prior to publication issue date that the ad is to appear. A 15% surcharge will be added for design assistance. TOC IS NOT LIABLE FOR ANY ADS NOT APPROVED BY AN ADVERTISER BY 5:00 P.M. THE THURSDAY PRIOR TO THE ISSUE DATE. RESERVING AD SPACE All ad space must be reserved by 5:00 p.m. on the Wednesday the week prior to the issue release date. *Holidays may affect closing; please check with the advertising department. APPLICATIONS + FORMATS Time Out Chicago requires all ad materials to be provided in PDF format. All PDF ads must be created using the PDF x 1a setting. DIGITAL TRANSMISSION Ads can be posted to our FTP site. Host: tocftp.timeoutchicago.com Please use the format above in the filename. PRODUCTION CONTACT: Production Department Time Out Chicago 247 S State Street 17th floor Chicago, IL 60604 Cheryl Magiera, Production Director T: 312-924-9551 • F: 312-924-9560 E: cmagiera@timeoutchicago.com
TIMEOUTCHICAGO.COM
Constantly connected.
“Timeoutchicago.com serves up exclusive interviews, last night’s party photos, rock reviews, cheeky television coverage, breaking cultural news and the inside story on what’s happening in Chicago. In-the-know Chicagoans come to our site to get ideas for where to eat, what to see and where to go to enjoy the best the city has to offer.”
+ Ruth Welte, Web Editor
WHO WE REACH
Tech-savvy and constantly connected consumers. Timeoutchicago.com invites readers to take the information they’ve learned from our print magazine and join the conversation online, whether it be on their laptops, iPads and tablets, or on their smartphones. Our user-friendly interface allows this tech-savvy audience to stay connected to both our brand and their city as they live out their lives on the go. AGE 21-39: 75% 25-39: 63% MEDIAN AGE: 32 GENDER Female: 73% Male: 27% MARITAL STATUS Single: 74% Married: 26% DINE OUT Average: 2-3 times per week EDUCATION College degree or higher: 84% HOUSEHOLD INCOME Average HHI: $94,900 EMPLOYMENT STATUS Employed Full Time: 85% Professional/Managerial: 73% Source: 2008 Time Out Chicago Web Usage Study, MRI Market Solutions
DIGITAL FEATURES + YEAR-OVER-YEAR GROWTH SITE FEATURES: • • • • • •
Over 2.6 million page views per month Over 400,000 unique visitors per month Recommended events calendar for easy planning The latest cultural reviews and Time Out Chicago critics’ picks Restaurant, bar and event listings filtered by neighborhood, date or theme Best in class blogs by the industry’s leading experts. The Time Out Chicago blogs: #Chicago, Consume (food & drink), Audio File (music, nightlife), Unscripted (theater, dance, comedy) and more • In-depth coverage of the Chicago media landscape by columnist Robert Feder. • Google maps and transit directions
3.5–
100%
PAGE VIEWS (in millions)
3–
2.3
2.5– 2–
jump
2.5
ge in pa
2.8
s
view
3
3.2
1.6
1.5– 1– .5–
May
June
July
Aug.
MONTH (2011)
Sept.
Oct. Growth in page views over six months on timeoutchicago.com
Sources: 2008 Time Out Chicago Web Usage Study, MRI Market Solutions; omniture, November 2011 Online Audience.
CREATIVE OPPORTUNITIES Inspiring readers on and off the page.
Let us work with your brand to create custom content within a dedicated section on timeoutchicago.com. We can build campaigns around editorial feature packages and align your brand around targeted content. This digital platform offers turnkey execution and is produced with a custom promotional plan to generate awareness and added value.
AMERICAN FAMILY INSURANCE Objective: Align American Family Insurance (AFI) with exclusive Lollapalooza content. Solution: Create a custom Lollapalooza section on timeoutchicago.com. Result: Time Out Chicago created “American Family Insurance Presents Your Dream Lollapalooza Lineup 7-Must-See Bands� and unveiled a new band each day leading up to Lollapalooza. AFI owned a countdown billboard on the right rail of timeoutchicago.com that directed visitors to a special advertising feature where a new band was featured each day.
MOET HENNESSY (10 CANE RUM, BELEVDERE VODKA, GRAND MARNIER) Objective: Create a custom section for Moet Hennessy to align its portfolio with Alfresco dining and drinking content. Solution: Time Out Chicago created a special advertising feature for Moet Hennessy on timeoutchicago.com that featured where to eat and drink alfresco in Chicago. Result: All Alfresco listings were Moet Hennessy accounts, so each enjoyed special promotion within the page along with placement in a photo slideshow to highlight their venue. Moet Hennessy also enjoyed a roadblock of this section to rotate ads for 10 Cane Rum, Belevedere and Grand Marnier.
DIGITAL COMMUNICATIONS Content for everyone. Subscriber selected. A powerful advertising tool.
Time Out Chicago’s e-mail newsletters deliver specially curated content direct to the in-boxes of those who care about it most. Exclusive sponsorships are available. Contact your rep for more information. Time Out Chicago’s e-mail newsletters include:
#CHICAGO: Covering everything Chicago This newsletter collects the best weekly content from the magazine and online across all sections in one convenient place. Subscribers can also enter to win prizes and receive invites to special events. Sent: Thursdays
CONSUME: A food and drink package coveted by Chicago’s foodies. Chicago’s culinary enthusiasts get the first look at each new issue’s food and drink content, including restaurant reviews, chef profiles, don’t-miss dining events, and previews of highly anticipated restaurants and bar openings. Sent: Tuesdays
AUDIO FILE: Audiophiles get their fix with our critical music coverage. For music lovers, previewing the week’s top concerts and newly released albums, interviews with musicians, plus photo galleries and live reviews from the hottest live shows around town. Sent: Wednesdays
UNSCRIPTED: Compiling the best of performing arts into one package every week. From the stage to your in-box, Unscripted showcases reviews, interviews, editors’ top picks and more from our Theater, Dance and Comedy sections. Sent: Wednesdays
DEDICATED E-MAILS
Marketing that works across targeted channels. Bask in the spotlight of a Time Out Chicago dedicated e-mail! Deliver your advertising message directly to any of our targeted e-subscriber lists (#Chicago, Consume, Audio File, Unscripted and Playdates). Your stand-alone, custom e-mail is received from a familiar and trusted source—Time Out Chicago—and acted on by our responsive audience. WITH A DEDICATED E-MAIL YOU CAN: • Promote a special offer, invitation or discount. • Enjoy 100% share-of-voice: this message is all about you!
Utilizing a strong call-toaction in the artwork (ie. “Click here for discount” or “Learn More” has proven to generate a larger click rate).
AD UNIT SPECS: Dimensions: 700 x 500 File: JPEG or GIF, static image only. 100K maximum file size. Artwork, click-thru URL and suggested subject line (limit 7-10 words) are due 5 days prior to send date. *Subject line is subject to approval and edits by the Time Out Chicago marketing department.
SOCIAL MEDIA
Join the conversation with our audience in the social sphere and communicate real-time. Time Out Chicago offers advertisers the opportunity to interact with our audience and drive traffic to your website. Raise awareness of your brand or business with promotional messaging on our highly trafficked blogs, Twitter and Facebook feeds. These outlets have grown exponentially over the past year, and we continue to grow into new areas, such as Foursquare, which provides clients with a direct path to an audience that is constantly connected. OPPORTUNITIES INCLUDE: • • • • •
Sponsored tweets (#Sponsor) Sponsored posts on Facebook Social package across our blog, #Chicago, Twitter and Facebook properties Social ads on timeoutchicago.com Facebook contests
TWITTER:
FOURSQUARE:
FACEBOOK:
TABLET EDITION
An interactive reading experience. In spring 2012, Time Out Chicago is launching a weekly digital edition for the iPad. The tablet edition will maximize Time Out Chicago’s print edition, with a user-friendly interface, enhanced editorial capabilities, interactive ad units and clickthrough to partner sites. AS A PRINT ADVERTISER YOU CAN: • Participate in the tablet edition. • Enjoy interactive capabilities and special title sponsorship available for an additional charge.
Touch buttons allow users to interact with the content for a more engaging experience.
DIGITAL SPECS Time Out Chicago 2012
Aside from the standard IAB ad units that are intermixed with our content, we offer a variety of custom solutions to further awareness of your brand and make your message stand out. Be sure to contact us to learn more.
728x90
LEADERBOARD: 728 X 90
MEDIUM RECTANGLE: 300 X 250 300 x 250
300 x 600
WIDE SKYSCRAPER: 160 X 600
160 x 600
HALF PAGE: 300 X 600
MEDIUM RECTANGLE: 300 X 250 300 x 250
HALF PAGE: 300 X 600
ONLINE AD UNIT SPECS FILE SIZE 39K maximum FORMATS GIF, JPG, Rich Media *All creative elements are due three (3) days prior for standard creative, and five (5) days prior for rich media. URL Please provide a Web address for linking banner ads.
Let’s work together and create solutions for your brand or business.
Randy Hano VP, Group Publisher 312.924.9252 rhano@timeoutchicago.com
Andrew Hilsberg Digital Sales Director 312.924.9262 ahilsberg@timeoutchicago.com
Trevor Mikus Associate Publisher 312.924.9265 tmikus@timeoutchicago.com
Mary Helen Cutler Senior Account Supervisor, Time Out Chicago Kids 312.924.9580 mcutler@timeoutchicago.com
David Wilson, Senior National Account Manager 312.924.9266 dwilson@timeoutchicago.com
Chelsea Rosenheimer, Account Manager 312.924.9268 crosenheimer@timeoutchicago.com
John Ahlin, Senior Account Manager 312.924.9351 jahlin@timeoutchicago.com
Robert Ruthardt, Account Manager 312.924.9263 rruthardt@timeoutchicago.com
Megan Carroll, Account Manager 312.924.9359 mcarroll@timeoutchicago.com
Max Wastler, Account Manager 312.924.9267 mwastler@timeoutchicago.com
Jessica Malooley, Account Manager 312.924.9255 jlmalooley@timeoutchicago.com
Sarah White, Sales Coordinator 312.924.7272 swhite@timeoutchicago.com