Backpacker.com Media Kit - Backpacker Magazine

BACKPACKER.COMTHE BACKPACKER BRANDFor 40 years, Backpacker has been bringing theoutdoors straight to our readers’ doorsteps,inspiring and enabling them to go more placesand enjoy nature more often. The authority onactive adventure, Backpacker is a dynamicmultimedia property that engages those whoseek outdoor adventure as the centerpiece totheir vibrant lifestyle.ABOUT BACKPACKER.COMA sophisticated design meets a content richwebsite on Backpacker.com. With powerfulinteractive capabilities combined with a designthat allows users to seamlessly integratebetween channels, features, videos and tools,adventure enthusiasts worldwide can log ontoBackpacker.com for the most comprehensiveinformation on all things outdoors.BACKPACKER DIGITAL EDITIONS,iPAD APPS AND MOBILE PLATFORMSUsing this same intuitive design andauthoritative content, Backpacker is acategory leader in developing digital editionsand interactive applications for mobile andtablet devices that connect readers within-depth and interactive access to gear, skillsand destinations.AN AWARD-WINNING SITEIn recent years, the American Society ofMagazine Editors named Backpacker.com thewinner of the General Excellence Onlinecategory, citing that “few magazines embracethe potential of the web as aggressively orcreatively as Backpacker.com, complete withsimple navigation and an intuitive design.”2 0 1 3 O N L I N E M E D I A K I T2

HONORS & ACCOLADESIn the past six years, the Backpacker brand has been awarded with nearly a dozen prestigiousrecognitions from leading associations in the media industry, including honors from Advertising Ageand the American Society of Magazine Editors’ National Magazine Awards. Most recently in 2011,Backpacker was recognized as a category finalist for Magazine of the Year.• Magazine of the Year: An extremely respected award, Magazine of the Year honors magazines thathave achieved distinction in print, online and on tablets and smart phones. In 2011, Backpacker joinedfour distinguished titles for Magazine of the Year finalist recognition— The Atlantic, NationalGeographic, Foreign Policy and Wired.• Magazine A-List Awards: A highly coveted recognition by one of the magazine industry’s foremosttrade publications, the A-List is the barometer of innovation and business health among magazinepublishers nationwide. Advertising Age highlighted Backpacker’s ability to remain in tune with coreoutdoor enthusiasts while broadening its footprint with robust print, website and event platforms.• General Excellence Online: Few magazines embrace the potential of the web as aggressively andcreatively as Backpacker.com, with simple navigation and an intuitive design.• Personal Service Online: Backpacker.com compellingly harnesses web 2.0 capabilities to give hikersof all levels smart, engaging and useful tools from maps to mobile apps.3 2 0 1 3 O N L I N E M E D I A K I T

SITE HIGHLIGHTSSITE HIGHLIGHTSBackpacker.com ChannelsWith more content to serve to consumers thanever before, Backpacker.com offers increaseduser functionality through the followingchannels:• Destinations• Nature• Skills• Apps• Survival• Gear• Community• Video• Photos• Events• Newsletters• Contests• Editors’ ChoiceVideo & Photo ChannelsBackpacker.com’s multimedia capabilitiesprovide users with interactive tools thatsimultaneously inspire and instruct. Featuresinclude step-by-step instructional videos andphoto galleries, interviews with adventurelegends, gear demos and dispatches fromoutdoor correspondents nationwide.Interactive Mapping FeaturesExclusive to Backpacker.com are hundreds ofmap correspondents that share their outdoortravel expertise with our visitors every day.Their contributions have resulted in an extensiveinformation bank of the most exhaustive GPSand destination information available bothonline and in print.GearfinderUsers can use the advanced search tools andproduct reviews on Backpacker.com’sGearfinder to determine the right packs, tents,boots and other trail-tested gear they need forclimate-specific and destination-specificadventures.2 0 1 3 O N L I N E M E D I A K I TWin This GearEvery week, users can enter their contactinformation for the chance to win free gear.The Backpacker closet is stuffed with some ofthe best used outdoor gear around that’s readyto be given away to Backpacker readers.4

BACKPACKER.COM METRICS & AUDIENCE PROFILEONLINE AUDIENCE PROFILEMale/Female: 70/30%Median Age (Years): 43Attended College: 92.5%AUDIENCE ENGAGEMENT–DIGITAL• 99.2% of Backpacker’s digital audience willrecommend Backpacker.com to someone else• Audience spends an average of 6+ minutes onBackpacker.com• 70.62% of the audience comes to the site directly,not via search enginesRESPONSE TO AD MESSAGES• 57.8% of the audience will visit an advertiser’s website• 56.9% of the audience will investigate an advertisedproduct or service• 53.3% of the audience will purchase an advertisedproduct or serviceAUDIENCE SPENDINGBackpacker’s total audience spent $1,137,455,582 onoutdoor Gear, Apparel & Footwear in the last year.• Total spent on Equipment: $738,528,954• Total spent on Apparel: $236,146,796• Total spent on Footwear: $162,779,832The average Backpacker audience member spent$1,756 on Gear, Apparel & Footwear in the last year.• Avg. spent on Equipment: $1,119• Avg. spent on Apparel: $368• Avg. spent on Footwear: $269Source: 2012 Google Analytics; 2012 Backpacker Total Audience Study5 2 0 1 3 O N L I N E M E D I A K I T

INTERACTIVE MARKETING SOLUTIONSBackpacker.com is on the forefront in providing our clientswith high impact, cutting-edge new media solutions. Ouraward-winning website and enthusiastic audience providesa truly unique environment for creative and effective brandawareness.SPONSORED SPECIAL SECTIONSSponsor Backpacker.com’s authoritative editorial coverageand integrate your brand into the most trusted outdoorcontent on the web.• Gearfinder: Find everything from GPS systems tobivy sacks, read insightful product reviews and reap thebenefits of our editors’ rigorous gear-testing.• Navigation Center: Learn. Use. Go. Learn how to orient amap, navigate any terrain and the ins-and-outs of GPSdevices.• Apps Channel: From the iPad to the iPhone and Android,Backpacker offers online exclusive mobile apps that bringyou in-depth skills, gear and destination based contentwith just a click of a button.• International Adventure Travel: From Nepal to New Zealand,Backpacker has stories and tips to help you plan theperfect ‘life list’ trek abroad.• Gift Guides: Whether it’s Mother’s Day, Father’s Day or thewinter holiday season, Backpacker’s Gift Guides includetips on the latest and greatest gear and apparel to get foryour loved ones.CUSTOM MICROSITES & SWEEPSTAKESBackpacker.com’s sticky custom mircrosites and onlinesweepstakes allow for clients to distinguish themselves bymeans of custom webvetorial features as well as exclusive,high-impact brand positioning opportunities.SOCIAL MEDIA INTEGRATIONBackpacker will provide brand sponsored posts via itspopular social media pages.Sample Tablet EditionTABLETSMaximize your brand exposure through Backpacker’sinnovative tablet apps that bring to life our award-winningprint magazine content.2 0 1 3 O N L I N E M E D I A K I T6

ADVERTISING OPPORTUNITIESGAIN 100% SHARE OF VOICE WITHIN ACONTEXTUAL ENVIRONMENT THROUGHROADBLOCKSReceive dominant exposure on the site with three creativeunits that work in partnership with each other to captivate theuser. This exclusive advertising opportunity is available on aweekly or monthly basis.Homepage RoadblocksYour brand achieves maximum visibility among the mostqualified online outdoor consumers.Channel RoadblocksTarget your message within relevant content sections andcapitalize on the power of a truly engaged user.RUN-OF-SITE CAMPAIGNSTo leverage your brand among online users and to maximizevisibility among outdoor enthusiasts, place your choice of oneto three ad units to be displayed throughout the site.VIDEO PRE-ROLLMaximize your exposure with pre-roll advertising on exclusiveBackpacker.com videos—one of the fastest-growing and mostpopular interactive features on our site.CUSTOM INTERSTITIAL ANDWALLPAPER CAMPAIGNSAchieve maximum exposure through custom interstitialbanners and wallpaper campaigns that position your brandfront and center with the Backpacker.com audience.E-NEWSLETTERSReach over 165,000 of our opt-in subscribers with your choiceof three eNewsletter opportunities in which your 160 x 600advertising unit is embedded into our content. Editorial topicsrange from gear reviews and recommendations, to expertskills advice and the very latest in adventure destinations.Unit NameUnit SizeLeaderboard 728 x 90Medium Rectangle 300 x 250Skyscraper 160 x 600Volume-based discounts are available. Please contactyour sales representative for details.E-BLASTSReach over 20,000 opt-in subscribers throughBackpacker’s custom eBlasts, which include yourbrand’s advertisement and custom-createdcontent surrounding your brand.7 2 0 1 3 O N L I N E M E D I A K I T

ADVERTISING UNITS & SPECIFICATIONSLEADERBOARDWidth: 728Height: 90File Formats: swf, html, jpg,gif, animated gifMax File Size: 90kAnimation (15 seconds)Number of Loops: 3SKYSCRAPERWidth: 160Height: 600File Formats: swf, html, jpg,gif, animated gifMax File Size: 90kAnimation (15 seconds)Number of Loops: 3MEDIUM RECTANGLEWidth: 300Height: 250File Formats: swf, html,jpg, gif, animated gifMax File Size: 90kAnimation (15 seconds)Number of Loops: 3Flash Requirements: If submitting Flash creative materials directly to Backpacker, the snippet of code (below) must beadded to the Button Action:on (release) {getURL (_level0.clickTag, "_blank");}The snippet should be added exactly as it is shown above. When the Flash unit is uploaded to the ad server, the clickthroughURL is attached to the creative, allowing the click to be counted and ensuring the click works properly.Please contact your Backpacker sales representative with any questions.Rich media opportunities are available. Please contact your Backpacker sales representative about these opportunities.2 0 1 3 O N L I N E M E D I A K I T8

SALES OFFICESBoulder Office2520 55th Street, Suite 210Boulder CO, 80301303.625.1600Fax: 303.440.3618Michael Byrne, Publishermbyrne@aimmedia.com773.271.6171Michelle Theall, Marketing Directormtheall@aimmedia.com303.625.1615Barb Van Sickle, Group Production Directorbvansickle@aimmedia.com303.625.1624Rocky Mountain SalesSharon Houghton, Rocky Mountain Sales Managershoughton@aimmedia.com303.625.5476Detroit SalesDon SchulzSchulz Media Groupdonschulz@comcast.net313.363.0321Marketplace, Direct Response and Tourism Co-opJasa Jawn SchumacherAdvertising Manager, Marketplace and DirectResponsejschumacher@aimmedia.com303.625.1608Annie Engler, Marketing Coordinatoraengler@aimmedia.com303.625.1607Eastern & Midwest SalesCharlotte Sibbing, Eastern Sales Managercsibbing@aimmedia.com312.730.7173Eastern SalesMatthew Higgins, Eastern Sales Managermhiggins@aimmedia.com203.246.9577Western SalesNicole Ozmai, Western Sales Managernozmai@aimmedia.com720.227.19589 2 0 1 3 O N L I N E M E D I A K I T