MEDIA KIT - Handyman Club of America

MEDIA KIT

NORTH AMERICAN 

MEDIA GROUP OVERVIEW 

HANDY Magazine is published by North American Media Group (NAMG), the publishing arm of North 

American Membership Group. As the world’s largest lifestyle membership organization, we connect with 

more than 20 million readers* united by their passions. NAMG captures the power of affinity by channeling 

the enthusiasm of our readers into special interest magazines and puts it to work for you. 

For over 30 years, North American Membership Group has excelled in creating and servicing large membership 

clubs that provide a sense of community through highly engaging media with direct access to market 

insights. Following this successful business model, North American Membership Group continues to thrive, 

attracting passionate consumers seeking the camaraderie found in our unique lifestyle clubs. 

North American Membership Group’s Club & Magazine Properties Include: 

Handyman Club of America (HANDY) 

National Home Gardening Club (Gardening How-To) 

Cooking Club of America (Cooking Club) 

The History Channel Club (The History Channel Magazine) 

North American Hunting Club (North American Hunter) 

North American Fishing Club (North American Fisherman) 

Major League Baseball Insiders Club (MLB Insider Magazine) 

Club Difference 

• Consumers join our clubs to stay informed, learn about new techniques and skills, and stay connected 

with like-minded individuals in a way that deepens their enthusiast experience 

• To keep members engaged, NAMG is dedicated to delivering media and content surrounding 

its members’ points of passion 

• Beyond the media, members receive exclusive benefits including: 

— Opportunities to test products 

— Product giveaways 

— Unique member-to-member forums 

— Special product purchasing opportunities 

*Source: 2010 Ratebases. 2010 GfK MRI Doublebase rpc except Cooking Club – 2009 MRI Doublebase rpc and MLB Insider - estimate 

CONTACT YOUR HANDY REPRESENTATIVE FOR MORE INFORMATION 

Grayle Howlett, Group Publisher | 646.862.3915 | ghowlett@namginc.com | www.HandymanClub.com/advertise

EDITORIAL BIOS 

LARRY OKREND EDITOR IN CHIEF 

Larry is the Editor in Chief of HANDY and the 

Executive Director of the Handyman Club of 

America. Educated as an industrial designer and 

photographer, he’s been an avid woodworker 

and DIYer for more than 30 years. His interest in 

furniture design and woodworking led 

him to start his own design-build company. 

At about the same time, he also began writing articles for 

several woodworking magazines. In 1996 Larry moved to HANDY 

from another DIY publication, and he has worked in editorial for 

more than 22 years. 

MIKE BERGER MANAGING EDITOR 

Mike is HANDY’s resident gear-head. While he’s 

been intimately involved with the publishing 

world for more than 16 years, and his editorial 

expertise runs the gamut from birdhouses and 

landscaping to remodeling and woodworking, 

Mike is HANDY’s go-to guy when it comes to 

welding, metalworking and anything mechanical. 

He’s also the director of The Motorcycle Riders Club of America 

(a sister club to The Handyman Club of America) and serves as a 

volunteer rescue diver. 

GARY LEGWOLD ONLINE EDITOR 

Gary has been with HANDY for 5 years, first 

serving as Senior Editor, and now as Online Editor, 

writing features on industry trends, metalworking 

and welding. His articles cover topics ranging from 

floor sanding and refinishing to easy bathroom 

renovations and faux-stone garden beds. Gary has 

scripted, shot and appeared in numerous HANDY 

videos. More than 650 of his articles have appeared in national 

publications, and he is the author of five books. 

MIKE ANDERSON ART DIRECTOR 

Mike brings more than 20 years of layout-anddesign 

experience to HANDY. He started his career 

as a graphic designer and art director. and his DIY 

skills are as impressive as his graphic work – he’s 

responsible for several projects that have appeared 

in HANDY. He often designs and builds a project; 

then writes, photographs and illustrates the article. 

Mike also enjoys gardening, landscaping and working on his own 

home-improvement projects. He joined the HANDY team in 2001. 

DAN CARY EXECUTIVE EDITOR 

Dan is Executive Editor of HANDY with 16 years 

of woodworking and remodeling experience. 

He has been writing, shooting photography 

and designing woodworking, remodeling and 

landscaping projects for HANDY for several 

years. He also independently designs and builds 

furniture and various remodeling projects. Prior 

to joining HANDY, Dan worked on the team that produced over 50 

home improvement and woodworking titles for the Handyman Club 

Book Library and the Black & Decker Home Improvement Book 

Series. 

CONNIE BASTYR SENIOR EDITOR 

Connie has been with HANDY for 10 yearsknown 

as the “Paint-and-Sundries” editor. With 

more than 20 years as a DIY painter and 12 years 

as a professional paperhanger, Connie’s finishing 

career began by volunteering to help family and 

friends with their decorating projects. Her hobby 

soon became a business, leading to her ultimate gig 

as the wallcovering and painting pro for a 28-room, landmark estate. 

Connie’s other favorite topics include home efficiency and design, 

landscaping and HANDY Histories. 

JENNY STANLEY SENIOR EDITOR 

Jenny joined the HANDY staff in May 2007. 

Prior to that, she graduated from Iowa State 

University with a degree in journalism and worked 

for a handful of other do-it-yourself/shelter 

publications in Iowa and Arizona. As a senior 

editor with HANDY, Jenny is able to fuse two of 

her passions—working with words and working 

with her hands—into one masterpiece of a job. She is obsessed with 

scouting out the latest DIY trends and product innovations. 

JENNY MAHONEY ASSISTANT ART DIRECTOR 

Jenny joined the HANDY team in November 2010. 

Since graduating with a BA in graphic design from 

the University of Winona in 2005, she has helped 

design many of HANDY’s sister publications. 

Along with HANDY, she is currently working on 

Gardening How-To and North American Hunter. 

Jenny has always been interested in photography 

and enjoys learning new skills. In 2006 she purchased her first home 

and quickly began many DIY projects to restore and update the 

interior. 



HANDY MAGAZINE AND 

HANDYMAN CLUB OF AMERICA 

WHO WE ARE 

Handyman Club members represent the core of America’s home improvement experts who have a passion for 

hands-on DIY projects. These consumers look to HANDY for how-to tips, product news and timely seasonal advice. 

BRAND LOYAL AND ENGAGED CONSUMERS: 

Handyman Club Members 

• Are invested in the club – 48% have spent $359 to become Life Members 

• Spend $16MM annually on books, DVDs and other special products through their relationship with the club 

• 86% take action as a result of reading HANDY Magazine* 

READER PROFILE 

Total Audience 

Adults: 2,140,000 

Men: 1,527,000 71% 

Women: 613,000 29% 

Age 

Average Age: 49 

Household Income 

Average HHI: $72,276 

Homeowners 

Own Home: 77% 

Own more than 1 acre: 21% 

Home Value 

Average Home Value: $205,184 

Household/Family 

Married: 70% 

Presence of Children in HH: 35% 

Education 

Any College: 52% 

Occupation 

Managers/Prof: 18% 

Sales/Office: 10% 

Constr/Maintenance/ Nat’l Resources: 17% 

County Size 

A or B County: 61% 

C or D County: 39% 

DIY INTEREST & EXPENDITURES* 

• Average spent on home improvement projects last 12 mos.: $2,300 

• Average spent on home remodeling projects last 12 mos.: $4,400 

• Own outdoor power equipment: 93% 

• Woodworked last 12 mos.: 63% 

• Bought paint/stain last 12 mos.: 74% 

• Own automotive tools: 82% 

• Repaired vehicle/equipment last 12 mos.: 54% 

• 67% did gardening and 52% did landscaping last 12 mos. 

• Plans to purchase any household appliance next 12 mos.: 49% 

• 43% hunt/fish/camp or boat 

SOURCE: 2010 GfK MRI DOUBLEBASE *SOURCE: 2010 SUBSCRIBER STUDY, GfK MRI MARKET SOLUTIONS 



HANDYMAN PURSUITS 

Handyman Club members are skilled consumers who undertake home improvement/remodeling, outdoor and maintenance 

projects themselves. They are knowledgeable about the products, tools, building materials and equipment 

they need to complete the projects. 

MAJOR REMODELING 

HANDY subscribers are constantly involved in 

home improvement/ remodeling projects 

•• 

Members spend $2.8 billion on remodeling, 

an average of $4,400 per project* 

•• 

Members spend $1.3 billion on home 

improvement, an average of $2,300 per project* 

•• 

85% did remodeling last year 

•• 

75% did home improvements last year 

•• 

91% have intermediate/advanced 

professional home improvement skills 

•• 

24% of employed are building trades contractors 

HANDY subscribers are involved in projects 

•• 

36% remodeled bathroom or kitchen 

•• 

23% installed laminate or hardwood flooring 

•• 

17% added a deck, porch or patio 

LAWN & GARDEN 

HANDY subscribers are homeowners 

and avid gardeners 

• 33% own 1 acre or more 

• 20% own 3+ acres 

• 67% are gardeners 

• 41% are very interested in 

landscaping/gardening topics 

• 34% will undertake a yard improvement 

project in next 12 months 

• 23% did exterior hardscaping 

HANDY subscribers own gardening equipment 

• 85% own lawn mower 

• 73% own chainsaws 

• 64% own outdoor blowers 

• 34% own tillers 

Did the work themselves: 

• 92% installed new decks 

• 87% installed laminate floors 

• 84% installed kitchen/bath remodels 

• 79% installed concrete/masonry 

• 78% added exterior rooms 

• 63% installed replacement windows 

Source: 2010 Subscriber Study, GfK MRI Market Solutions 

* Base: Those that spent money 



HANDYMAN PURSUITS 

Handyman Club members are skilled consumers who undertake home improvement/remodeling, outdoor and maintenance 

projects themselves. They are knowledgeable about the products, tools, building materials and equipment 

they need to complete the projects. 

AUTOMOTIVE 

What they drive (own/lease)** 

• 69% own cars 

• 64% own pick-up truck 

• 33% own SUV 

• 25% own a van 

What they plan to purchase in next 12 months 

•• 

37% pick-up trucks 

•• 

31% SUVs 

•• 

10% Vans 

HANDY subscribers maintain their vehicles 

•• 

87% bought motor oil - average of 20 quarts/ year 

•• 

78% bought oil filters - average of 4 filters/year 

•• 

72% bought air filters 

•• 

82% own automotive tools 

•• 

56% do most vehicle maintenance themselves 

•• 

53% bought tires – average of 5 tires 

•• 

82% changed their anti-freeze/coolant themselves 

•• 

83% shopped for automotive products 

at an Auto Supply Store 

WOODWORKING 

HANDY members have a passion for woodworking 

•• 

63% do woodworking projects – 

average of 4x/month ^ 

•• 

92% have intermediate/advanced/ 

professional skills ^ 

•• 

87% don’t regularly read Wood 

•• 

73% are interested in topics on woodworking 

projects and techniques 

HANDY Magazine is second only to Wood when it 

comes to skilled woodworkers 

Wood 501,585 

HANDY 487,500 

Fine Woodworking 227,017 

American Woodworker 190,974 

Popular Woodworking 168,120 

HANDY subscribers own woodworking tools 

•• 

89% own circular saws 

•• 

83% own electric sanders 

•• 

76% own air compressors 

•• 

70% own routers 

Source: 2010 Subscriber Study, GfK MRI Market Solutions 

Circulation Source: June 2010 ABC Statements 

**Base: Own/Lease at least one vehicle 

^Base: Those who woodwork 



DEDICATED E-MAIL 

HANDY Toolbox - Handyman Club of America’s Dedicated E-mail, is a stand alone email advertorial devoted to a 

single product or service. Harness the power of contextual relevance, delivered in an expected and anticipated 

voice. Trust our talented editorial team to craft a message for your brand that produces immediate, impactful 

results, while encouraging a viral send-to-a-friend functionality. 

Why It Works 

• It’s contextually targeted 

• Written in Handyman Club of America’s tone and 

style for maximum impact and reader engagement 

422 x 280 

300 x 600 

• 100% share of voice 

• Implied endorsement 

• Actionable 

• Delivers high click-thru rates 

SUPPORTED BY LOGO 

SUPPORTED BY BAR 

Specifications 

• Article Image: Choose from one large picture 

(422 x 280), one small picture (150 x 150, 

three small photos (150 x 150 each) or one 

video link (422 x 280) 

• Large Rectangle (300 x 600) 

• Supported by acknowledgment 

• Logo recognition 



E-NEWSLETTER 

HANDY Toolbox - Handyman Club of America’s E-Newsletter provides advertisers with the opportunity to maximize 

impact and the powerful ability to engage readers through multiple touch points. Speak to a targeted list of DIYers to 

build awareness for products or services. Editorial content delivered to engaged subscribers in a consistent voice – 

creating habitual, weekly interactions with information seeking DIYers. 

Why It Works 

• Delivers the advertiser’s brand to the protected inboxes of a core target audience 

• Leverages the trusted relationship of Handyman Club’s editors with the members 

• Provides editorial adjacencies to relevant content 

728 x 90 

Partner 

Listing 

300 x 600 

300 x 250 


Partner 

Listing 


SUPPORTED BY LOGO 



HANDYMANCLUB.COM 

The Handyman Club of America’s website is the online destination for DIY enthusiasts. Provides DIY tips, 

member advice, exclusive content on projects and product reviews. 

Flash Hero 

728 x 90 

Why It Works 

• Delivers continuity and extended presence 

• Flash Heroes provide high impact brand awareness 

with units prominently displayed on the homepage 

• Through the Flash Hero, advertisers are placed 

in rotation with relevant editorial 

• ROS Media provides depth of coverage 

336 x 280 

• Aligns brands with engaging Do-It-Yourself content 

Standard IAB Opportunities 

• Leaderboard (728x90) 

• Large Rectangle (336x280) 

• Full Banner (468x60) 

• Flash Hero (433x276) 

336 x 280 

• Mechanical specifications available upon request 

468 x 60 

Text Links 



SOCIAL MEDIA 

The Handyman Club of America is expanding its community experience to the social media platforms: 

Facebook, Twitter and You Tube. Through these platforms, the Handyman Club is able to further engage and 

connect with DIYers by providing relevant tips, projects, product reviews, video content and contests/giveaways. 

Facebook 

• Handyman Club of America is the largest NAMG club on 

Facebook with over 20,000 likes and growing daily 

• Since the start of 2011 monthly users have grown 

by nearly 250% 

• Provides content links and videos on the following: 

— HANDY Magazine features 

— Tips 

— New product launches 

— Product test announcements and results 

— DIY Skills 

— Coverage from industry events such as 

International Builders Show, National Hardware Show, etc. 

• Product Giveaways have yielded high rates of response 

from members 

— HANDY Toolbox E-Newsletters announce giveaways 

— Drive consumers to Facebook page to enter contest where they 

are asked to share their impressions on the latest DIY products 

• Handyman Club’s Facebook page is a forum for DIYers to 

interact with each other as well as advertisers 

You Tube and Twitter 

• Handyman Club utilizes You Tube to house DIY videos 

• Handyman Club is growing its Twitter feeds 



BY ROSS TANNER, PRODUCT TEST EDITOR 

MEMBER RATING: 9.3 BEST FEATURE: QUALITY 

BOSCH TOOLS, 877-267-2499, WWW.BOSCHNAILKILLER.COM 

Each bit in Bosch’s DareDevil 13-piece Spade Bit Set ($30) features a 

threaded cone tip that pulls it through the material you’re cutting 

with less effort and vibration than if you were using a standard bit. 

The contoured paddles quickly remove material from the hole, the 

hex shank keeps the bit secure in the drill, and the pointed spur and 

reamer score the hole’s entry and exit points to prevent blowout. The 

set is available in 4-in., 6-in. and 16-in sizes. 

Harry Dannen, Ogden, IA: “The Bosch DareDevil spade bit is considerably 

faster than standard spade bits, and there was very little 

blowout.” 

Thomas Joyce, Seattle, WA: “The set contains all of the sizes you will 

ever need, and they keep their sharpness even after several uses.” 

This icon appears next to select tested and recommended products 

to signify a special members-only offer. For details about the offer, go 

to www.HandymanClub.com, roll over the Member Benefits tab and click 

on Deals & Discounts. 

This seal is awarded to products that at least two out of three 

testers recommend to fellow Club members. The test scores are 

compiled from all test reports. Ratings are based on a scale 

of 1 to 10, with 10 being the highest. 

To be a product tester, you must fill out a Product Test Profile form. To request a form, call 

Member Services at 800-243-7679 or go to www.HandymanClub.com, roll over the Products tab 

and click on Member Tested. Scroll down to find the link where you can fill out a form online. 

60 HANDY D E C E M B E R 2 0 1 0 / J A N U A R Y 2 0 1 1 

MEMBER RATING: 9.2 BEST FEATURE: CONVENIENCE 

SKIL POWER TOOLS, 877-SKIL-999, WWW.SKILTOOLS.COM 

Skil’s portable 7-amp Flooring Saw ($159) has a 4-3/8-in. blade that is 

specifically designed to make accurate crosscuts, miter cuts and rip cuts 

in hardwood, engineered wood and laminate flooring. It has dual sliding 

rails for easy operation and a die-cast aluminum fence that locks in 

place at common miter angles. Other features include a locking system 

for rip cuts, a soft-grip handle with ambidextrous lockout switch, a push 

stick, a vacuum bag, a dust port and more. 

Richard Newton, Dunkirk, NY: “The saw cuts at any angle, and there is 

very little setup or changeover to adjust it.” 

James Barry, Fort Worth, TX: “Both rip and miter cuts with the Skil 

Flooring Saw were fast and accurate. It performed all of the necessary 

cuts without my having to leave the job site.” 

Products earn these 

additional seals of 

approval when favorable 

ratings are also received 

from members who are 

trades contractors, automotive 

mechanics or 

avid woodworkers. 

PHOTOGRAPHY COURTESY MANUFACTURERS 

MEMBER RATING: 9.5 BEST FEATURE: POWER 

ROTOZIP, 877-ROTOZIP, WWW.ROTOZIP.COM 

Jim Sutherland, Kennewick, WA: “I used the RotoZip RZ2000 to cut drywa l around outlets, light fixtures and stairs. It per- 

Wi liam Winkley, Hampton, NH: “I like the multiple speed se tings and built-in work light. The tool’s versatility, size and power 

RotoZip’s new RZ2000 Spiral Saw ($159) provides precise control of cu ting 

speed under load, and its 15,000- to 30,000-rpm variable-speed motor can 

cut wood, metal, acrylic, drywa l, ceramic and porcelain. It has a dust port 

and a redesigned a tachment interface to provide quicker and more secure connections. Other features include a repositioned 

on-o f switch, an adjustable handle strap, improved ergonomics, onboard wrench storage and a built-in work light. 

formed perfectly and had plenty of power.” 

make it a great addition to any DIYer’s tool co lection.” 

MEMBER RATING: 8.2 

BEST FEATURE: PERFORMANCE 

DAREX LLC, 800-597-6170, WWW.WORKSHARPTOOLS.COM 

The Work Sharp Knife & Tool Sharpener ($70) features 

flexible belts that allow you to sharpen all types of knives, 

scissors, axes, mower blades, garden pruners, shovels and 

anything else with an edge. It comes with three types of 

abrasive belts, an instructional DVD and two precise 

guides to ensure a proper angle when sharpening kitchen 

and outdoor knives, scissors and serrated knives. 

Stephen Pomakis, Saint George, ME: “The Work Sharp Knife 

& Tool Sharpener beats anything I’ve ever used by putting 

a professional edge on knives, mower blades and scissors.” 

Daniel Eichhorn, Middletown, IN: “I liked the multiple 

guides for creating different sharp edges on my knives, 

scissors and other items with little effort.” 

MEMBER RATING: 8.5 

BEST FEATURE: PERFORMANCE 

MILESCRAFT INC., (847) 683-9200, WWW.MILESCRAFT.COM 

The SignPro ($59.99) from Milescraft is a complete routertemplate 

kit that includes everything you need to make 

customized and professional-looking 3-in. to 36-in.-long 

signs with your router. The kit includes a universal 

TurnLock base plate, two carbide-tip router bits, two metal 

nose guide bushings, two sizes of self-spacing templates 

with no need for measuring, and low-profile C-clamps for a 

secure hold without obstructing the router. 

Eric Hokanson, Carpentersville, IL: “The SignPro’s selfspacing 

templates create uniform letters and numbers on 

each sign.” 

Robert Ketcham, White Bear Lake, MN: “It is the best signmaking 

tool I’ve ever used. It creates perfect letters and 

numbers with no slipping.” 

MEMBER RATING: 9.1 BEST FEATURE: QUALITY 

PURDY PROFESSIONAL PAINTING TOOLS, 800-547-0780, 

WWW.PURDYCORP.COM 

The newly designed Purdy 2-in. XL Cub Brush ($12.27) has a short, 

ergonomic hardwood handle for getting into tight spaces and a 

thumb grip for precise control and comfort. The angled brush is made with a blend of nylon and polyester and is designed 

to hold more paint without creating brush marks. The flush-fit ferrule blends in with the handle and aids cleanup. 

Erik Forde, La Crosse, WI: “I really liked the short handle for control and the thumb grip for comfort. My hand was not 

fatigued after cutting in between my walls and ceiling.” 

Robert Mabry, Plano, TX: “Purdy’s XL Cub Brush has tight bristles that do not fall out. It holds paint well and applies precise, 

straight lines.” 

HandymanClub.com D E C E M B E R 2 0 1 0 / J A N U A R Y 2 0 1 1 61 

PRODUCT TESTING PROGRAM 

The Handyman Club provides advertisers with access to a large and highly engaged community of 

experienced DIYers. Through our Product Testing Program, advertisers’ products are tested and evaluated 

by expert Do-It-Yourselfers. 

The Results Speak for Themselves 

An advertiser featured in recent HANDY Toolbox Product Test E-Newsletter had the following comments: 

“We attributed 4,717 additional visitors from the [HANDY Toolbox] story over a 7-day period. We tracked over 102 

customer purchases over our average for the week. We cannot imagine any other email promotion that could bring in 

such results with a distribution of just 170,000.” 

Product Testing and Official Seal of Approval 

• Advertisers provide $5,000 worth of product to the 

Handyman Club for testing 

• The Handyman Club distributes advertiser’s products to pre-screened 

members who test the products and fill out an extensive survey 

• Research is customized to fit the advertiser’s specific needs 

• Receive the implied endorsement of our Handyman Club Members 

• Advertisers with at least a 2/3 approval rating receive the 

Seal of Approval and brand exposure 

• Handyman Club has four categories of Seals of Approval – 

Member, Woodworker, Contractor and Mechanics 

Return on Investment 

• Customized market research and analysis 

• Advertisers receive valuable exposure 

— Multi-media product exposure tiered 

to level of media commitment 

— Market research 

— Handyman Club of America Member Tested Seal of Approval 

• High member engagement through Product Test 

themed E-Newsletters 

— Generally have an open rate of 20%+ 

— Click-thru rate 3%+ 

— Directly drives traffic to websites and generates sales of featured product 

MEMBER FORUM 

Member Tested 

Spade Bit Set 

YOU CAN BE A TESTER 

MEMBER-TESTED SEAL 

2,832 Club members tested $66,210 in products 

Portable Flooring Saw 

Spiral Saw 

Knife and Tool Sharpener 

Paintbrush 

Sign Template 



PRODUCT TESTING PROGRAM 

Tiered Packages 

Handyman Club has developed three tiered product testing packages based on an advertiser’s 

media commitment level 

Bronze Package 

• Handyman Club to test $5,000 worth of product 

• Advertiser to receive choice of two of the following channels of media exposure for product test: 

— Product reviews are archived on Handymanclub.com with direct links to the advertisers website 

— Online exposure through the Click & Win contest for three consecutive months with links to advertisers site 

— Promote the start of the product test on the Handyman Club Facebook Fan page including 

an image and tagging to advertiser on the post 

— Announcement of the product test results on the Handyman Club Facebook Fan page 

including an image, tagging the manufacturer and links to advertiser’s site 

• Utilize the Seal of Approval in advertising, packaging and promotions of the tested product 

• Unlimited rights to the names and comments from the member testers for market research and promotions 

Minimum Media Commitment: $20,000 

Silver Package 


• Advertiser to receive all four channels of the media exposure for product test from the Bronze package 

• Receive a 1 ⁄4 page write-up featuring the product photo, description, testimonials, score and purchasing information 

• Product reviews are archived on Handymanclub.com with direct links to the advertisers website 


Gold Package 


• Receives all media/brand exposure from Bronze and Silver levels 

• Polls product testers via emails to match product and pre-qualify testers for the product 

• Handyman Club works with advertiser to customize product test reports by adding pertinent 

questions to garner valuable consumer feedback 

• Deliver product test results to Handyman Club subscribers via the HANDY Toolbox E-Newsletter 

giving advertisers editorial coverage with links to their site 




HANDY INNOVATION AWARDS 

The HANDY Innovation Awards recognizes the best and most innovative products on the home improvement market. 

HANDY Innovation Awards 

• The annual HANDY Innovation Awards honor new products that showcase initiative, 

creativity, invention, reinvention and eco-innovation 

• HANDY editors nominate outstanding products throughout the year, then handpick the 

winners in September 

• Prizes offered in the following categories: 

— Innovation Award Winners receive trophies 

— Honorable mentions receive plaques 

— Members of the Handyman Club of America vote for a select few to receive 

Members’ Choice recognition 

• Products are prominently featured in the December/January issue of HANDY, as well as in the 

HANDY Toolbox E-Newsletter and at www.HandymanClub.com. 

• Winners are granted unlimited use of HANDY Innovation Award logos for their advertisements, 

websites, product packaging, point-of-purchase displays and public relations programs 



2011 

NATIONAL HARDWARE SHOW 

The Handyman Club offers advertisers the opportunity to connect with key consumers through an integrated 

multi-media sponsorship platform of the 2011 National Hardware Show. 

The National Hardware Show platform provides advertisers a comprehensive program to engage experienced 

DIYers and garner valuable product insights directly from consumers. 

Pre-Show Promotion 

• In the months leading up to the National Hardware Show, the Handyman Club 

will utilize its media assets to generate interest and excitement for the show 

• HANDY to run the Top Tool Testers Contest, giving four members the 

chance to win a trip to the 2011 National Hardware Show and participate 

in the Product Test Shop 

• HANDY Toolbox Dedicated E-Mails and E-Newsletters 

promote the contest and drive members to enter 

• Create Handyman Club’s Product Test Shop microsite to house video, 

photos, editors’ blogs and members comments 

Product Test Shop On-Site Integration 

• The Product Test Shop booth is located in the Convention Center 

lobby providing featured sponsors high-visibility at the show 

• Advertiser’s tool videos housed on Handyman Club’s Product Test Shop 

microsite and distributed via HANDY Toolbox E-Newsletters 

• Logo inclusion on all on-site signage 

• HANDY to videotape editors and members using and commenting 

on advertiser’s products 

Post-Show Coverage 

• HANDY Toolbox E-Newsletters and HANDY Magazine recap NHS event 

• Advertiser’s tool videos housed on Handyman Club’s Product Test Shop 

microsite and distributed via HANDY Toolbox E-Newsletters 

Advertiser Sponsorship Opportunity 

• AWARENESS! Build product awareness within an influential 

DIY consumer base 

• ACCESS! Gain access to high-traffic onsite real estate – 

expanding your presence and media coverage at the show 

• REACH INFLUENTIAL CONSUMERS! Pre and post show promotions 

create a strong B-to-C initiative 

• SHELF-LIFE! Extends product messaging beyond the 

2011 National Hardware Show and maximizes your investment 



PUBLISHERS PANEL AND 

MARKET RESEARCH 

Engage Handyman Club Members to provide market insights and feedback on products and services 

through our Publisher Panel and custom market research. 

HANDY Publisher’s Panel 

Program Overview 

• HANDY has recruited over 300 of our most active members 

to serve as our “finger on the pulse” of the DIY community 

• Topics are chosen by the publisher and member provide 

feedback via surveys 

• Publisher Panels are sent out with every issue to a select 

list of members who have opted-in to participate 

Advertiser Opportunity 

• To participate, advertisers provide HANDY with a 

limited number of questions related to the panel topic 

• Advertisers qualify based on paging/program commitments 

Panel Deliverables 

• Advertisers allowed up to 5 questions each (based on commitment) 

• Questions can be of the following types: multiple choice, 

ranking, fill in the blank 

• Questions must be submitted for approval 30 days prior 

to survey field date 

• Results summarized and made available to advertisers 

within 3 weeks of the survey close date 

Value: $10,000 

2011 PRODUCTION SCHEDULE 

Issue Date 

Survey Field 

Date 

Feb/March Feb 14 

Apr/May Apr 14 

Jun/July Jun 10 

Aug/Sept Aug 12 

Oct/Nov Oct. 14 

Dec/Jan Dec 14 

Custom Research (Zoomerang Surveys) 

• Advertisers gain valuable product insights from key 

consumers through HANDY’s custom research 

• HANDY conducts market research on a variety of pertinent topics for 

advertisers via Partner Listings in the HANDY Toolbox E-Newsletter 

• HANDY’s staff works with advertisers to customize the research 

questions to garner pertinent information that fits their needs 

Value: $10,000 



GREAT GIVEAWAY 

The Great Giveaway is a turnkey program to connect advertisers products directly to influential consumers. 

Program Overview 

• In every issue, advertisers are offered the 

chance to feature their premium products 

to engaged consumers via the 

Great Giveaway Sweepstakes 

• Advertisers who participate in the Great 

Giveaway will have their products featured in 

HANDY Magazine, on Handymanclub.com 

and in HANDY Toolbox E-Newsletters 

• Advertisers can provide up to six (6) prize 

packages with a total combined value $2,000 

to $5,000 

• Generates awareness for advertiser’s 

products among DIYers through a page 

of promotional space 

VALUE: $10,000 



CUSTOM CONTENT 

Through the Handyman Club’s assets, advertisers can align their products with home improvement content in a 

variety of media platforms to reinforce their brand messaging and extend their reach to influential consumers. 

Custom Content Platforms 

• HANDY owns a variety of home improvement / remodeling DIY content 

• HANDY provides branding opportunities for advertisers by packaging the content in a variety of print, digital 

and video formats. Examples: 

— Advertiser branded project pdfs downloadable from Handymanclub.com 

— Branded how-to project, tips, product reviews showcased as booklets, inserts, advertorials or pamphlets 

— Product placement in video content on Handymanclub.com 



2011 EDITORIAL CALENDAR 

FEBRUARY/MARCH 2011 

KITCHEN & BATH 

Ad Close: 12/10/10 

Materials Due: 12/20/10 

Mail Date: 1/31/11 

• Kitchen Projects on a Budget 

• Outdoor Power Equipment 

Departments 

• Workshop: Medicine Cabinet 

• Skills: Ins & Outs of Cutting Holes in Walls 

• Projects: Backsplash How-To 

APRIL/MAY 2011 

OUTDOOR SPRUCE-UPS (CURB APPEAL) 

Ad Close: 2/10/11 



• Entry Makeover 

• Chain Saw Primer 

Departments 

• Workshop: Raised Planter Table 

• Skills: Planting Trees 

• Projects: Sprinkler System Maintenance 

JUNE/JULY 2011 

PERSONALIZE YOUR SPACE 

(OUTDOOR LIVING) 

Ad Close: 4/11/11 



• Deck Privacy 

• Custom Deck Features and Unique Touches 

• Shed “Cabana” for Furniture Storage 

Departments 

• Workshop: Outdoor Storage Box 

• Skills: Boulder Garden Design 

• Basics: Edging Garden Beds 

• Projects: Garage Door Embellishments 

AUGUST/SEPTEMBER 2011 

OUTDOOR GEMS 

Ad Close: 6/10/11 



• Fireplace Chase 

• Serving Station 

Departments 

• Workshop: Outdoor Glider/Swing 

• Gear: Hardware Show 

• Basics: Putting Your Lawn to Bed 

• Projects: Hypertufa Water Feature 

OCTOBER/NOVEMBER 2011 

REDEFINING PERSONAL SPACES 

Ad Close: 8/10/11 



• Bedroom Makeover Details 

• Bathtub Replacement 

Departments 

• Workshop: Custom Bed Frame 

• Skills: Safe Paint Stripping Methods 

• Projects: Skylight Installation 

DECEMBER/JANUARY 2012 

TOOLS & INNOVATION 

Ad Close: 10/10/11 



• HANDY Innovation Awards 

• Garage Shop Space Solutions 

Departments 

• Garage: High-Tech Shop 

• Skills: Chair Repair 

• Projects: Stair Tread Replacement 

Editorial topics are subject to change without 

notice. For updates, please check out our website 

www.handymanclub.com/advertise 



2011 RATES 

725,000 GUARANTEED RATE BASE 

FOUR–COLOR 1 Time 3 Times 6 Times 

1 Page $57,435 $55,710 $53,990 

2/3 Page $45,950 $44,570 $43,190 

1/2 Page $36,185 $35,100 $34,015 

1/3 Page $27,375 $26,555 $25,735 

1/6 Page $14,835 $14,390 $13,945 

TWO–COLOR 1 Time 3 Times 6 Times 

1 Page $46,235 $44,850 $43,460 

2/3 Page $36,990 $35,880 $34,770 

1/2 Page $29,130 $28,255 $27,380 

1/3 Page $22,040 $21,380 $20,715 

1/6 Page $11,945 $11,585 $11,225 

BLACK & WHITE 1 Time 3 Times 6 Times 

1 Page $39,345 $38,165 $36,980 

2/3 Page $31,475 $30,530 $29,585 

1/2 Page $24,785 $24,045 $23,300 

1/3 Page $18,755 $18,190 $17,630 

1/6 Page $10,165 $9,860 $9,555 

COVERS 1 Time 3 Times 6 Times 

2nd Cover $63,180 $61,285 $59,390 

3rd Cover $60,305 $58,500 $56,690 

4th Cover $66,050 $64,070 $62,085 

2011 HANDY PRODUCTION CALENDAR 

Issue Ad Close Materials Due Mail Date 

Feb/Mar 

Apr/May 

Jun/Jul 

Aug/Sep 

Oct/Nov 

Dec/Jan 

12/10/10 

2/10/11 

4/11/11 

6/10/11 

8/10/11 

10/10/11 

12/20/10 

2/21/11 

4/20/11 

6/20/11 

8/22/11 

10/20/11 

1/31/11 

3/31/11 

5/27/11 

7/29/11 

9/30/11 

11/30/11 



SPECIFICATIONS 

Commission and Cash Discounts 

a) 15 percent to recognized agencies 

b) Net 30 days 

c) A finance charge of one and one-half percent (1.5%) per month 

will be assessed to all past due invoices. 

General Rate Policy 

Orders beyond three months at rates then prevailing. All verbal 

instructions regarding contracts or insertions must be confirmed in 

writing. Separate advertisements in the same issue count towards 

frequency discount. Advertisers may choose any 12-month period 

for frequency, notifying publisher on first insertion order when 

period is to start. Publisher shall have the right to hold advertiser 

and its agency jointly and severally liable for monies due and 

payable to publisher for advertising that advertiser or its agent 

ordered and that was published. Advertisers that do not fulfill a 

multiple-insertion contract will be short-rated. 

Inserts 

Prices and specifications are available upon request. All inserts 

must be approved by publisher before acceptance of insert. 

Publisher requires two dylux proofs be submitted for approval of 

mechanical and postal specifications. 

Mail Order 

A 20% discount is available to all mail order advertisers. Mail order 

advertising is determined as any products or services sold exclusively 

by mail. Specific terms required. Publisher reserves the right to 

determine if products or services qualify for mail order rates. 

Classified Advertising 

Rates and sizes available upon request. 

Regional Advertising 

Rates available upon request. 

Split Runs 

Regional closing one week prior to normal closing dates for: A/B 

splits, regional copy splits, copy tests, dealer listings, 50/50 and 

regional markets. Rates and availability for full-page units only, 

upon request. 

Contract and Copy Regulations 

HANDY reserves the right to decline or reject any advertising for 

any reason, at any time, without liability, even though previously 

acknowledged or accepted. Publisher will not extend credit for 

advertising orders, contracts or space reservations that claim 

sequential liability. All advertisements are accepted and published 

by the publisher on the representation that the advertiser and/ 

or advertising agency are properly authorized to publish the entire 

contents and subject matter thereof. It is understood that the 

advertiser and/or advertising agency will indemnify and hold the 

publisher harmless from and against any loss, expense or other 

liability resulting from any claims or suits for libel, violation of right 

of privacy, plagiarism, copyright infringement and any other claims or 

suits that may arise out of the publication of such an advertisement. 

Publisher assumes no responsibility for insertion of incorrect key 

numbers or incorrect advertisement. Cancellations are not accepted 

after closing date. Covers are non-cancelable. Insertion orders for 

cover positions must be received one month before closing date. 

Special Position 

There is a 10% premium for advertisers requesting guaranteed 

positioning. 

Mechanical Requirements 

Printing: web offset, perfect bound, jog to foot. 

Trim Size: 7 ¾” x 10 ½” 

a) Standard Unit Size: see chart. 

b) Bleed Specifications: No charge for bleed. ¹/8” bleed allowance 

on all four sides. Live matter must be kept 5/16” in from trim 

(7 ¾” x 10 ½”). Full bleed is 8” x 10 ¾”. Two-page spread bleed 

is 16” x 10 ¾”. 

c) Preferred Format: PDF/X-1a sent on CD-ROM with proof. 

Digital Files: Files may be sent on CD-ROM, DVD or FTP site 

(contact us for FTP instructions). 

Approved software: PDF/X-1a, PDF. Macintosh files only— 

QuarkXpress, Adobe Illustrator, Adobe Photoshop. Photographs 

and art in EPS, TIFF. Files must include all fonts for output. 

Transfer disks and their file names must be clearly labeled. All 

imported graphic links must be included on the disk and properly 

linked/updated to the page. List all font families, including 

the fonts used in EPS or other imported graphic links. SWOP 

standards. 

Proofs: We suggest a hard copy proof at 100% size be provided 

for all digital files. Proofs should be SWOP certified. * If a hard 

copy proof is not supplied, NAMG cannot guarantee color or content 

reproduction. 

Color Rotation: (CMYK) Cyan, Magenta, Yellow, Black. Line-Screen: 

150. 

Four-Color: Maximum total color density should not exceed 300% 

and only one color should be solid. The preferred density of any 

one color is 80%, maximum density is 95%. 

Two or Three-Color: Maximum total density of two-color should not 

exceed 190%, three-color should not exceed 245%,and only one 

color should be solid. The preferred density of any one color is 

80%, maximum density is 95%. 

Black & White: Halftones (density of tone)—The shadow (darkest 

area) should be 95%. The highlight (lightest area) should be 3–5%. 

Spectral highlights (e.g. light reflected on a shiny surface) 

should be 0%. 

Send Materials/Questions to: 

Erin Nielsen, Production Coordinator 

HANDY Magazine 

12301 Whitewater Drive 

Minnetonka, MN 55343 

Phone: (952) 352-7589 

Fax: (952) 936-9755 

enielsen@namginc.com 

Additional Charges 

Any additional work or changes on ad material will be billed at 

prevailing rates. Ad materials held for 13 months and destroyed 

unless otherwise specified. 



AD SIZES 

Unit Live Bleed Trim 

Spread 14.625 x 10 16 x 10.75 15.5 x 10.5 

Full Page or 

Full Page Spread 

1/2 Page Horizontal or 

1/2 Page Horizontal Spread 

Page 7 x 10 8 x 10.75 7.75 x 10.5 

1/2 Horizontal 7 x 4.625 8 x 5.25 7.75 x 5.125 

1/2 Spread 

14.625 x 

4.625 

16 x 5.25 15.5 x 5.125 

1/2 Page Island 

(right or left page) 

2/3 Page Vertical 


1/2 Island 4.625 x 7 

2/3 Vertical 4.625 x 9.5 

5.125 x 

10.75 

5 x 10.5 

1/3 Vertical 2.125 x 9.5 2.75 x 10.75 2.625 x 10.5 

1/3 Square 4.625 x 4.625 —— —— 

1/6 Vertical 2.125 x 4.625 —— —— 

1/6 Horizontal 4.625 x 2.25 —— —— 



1/3 Page Square 


Send Materials/Questions to: 

Erin Nielsen, Production Coordinator 

HANDY Magazine 

12301 Whitewater Drive 

Minnetonka, MN 55343 

Phone: (952) 352-7589 

Fax: (952) 936-9755 

enielsen@namginc.com 



1/6 Page Horizontal

MEDIA KIT - Handyman Club of America

Create successful ePaper yourself

Delete template?

Save as template?