MEDIA KIT 2015 Western North Carolina’s source for community news and arts & culture coverage since 1994.
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MEDIA KIT
2015
Western North Carolina’s source for community news and arts & culture coverage since 1994.
OUR MISSION:To build community and strengthen
democracy by serving an active, thoughtfulreadership at the local level — where the
impact of citizen action is greatest.
IT’S ALL ABOUT COMMUNITY.
Since our launch in 1994, Mountain Xpress has been an active partner in growing Asheville from a sleepy, boarded-up mountain
town to the booming mecca for small business, tourism, arts, culture, and innovative thought that it has become. Throughout
that evolution, Xpress has been committed to covering what matters most locally and serving as a vibrant platform for the
dialogue and idea exchange that keeps this community thriving.
To build community and strengthen democracy by serving an active, thoughtful
readership at the local level — where the impact of citizen action is greatest.
OUR MISSION:
02
W i t h o v e r 7 5 , 0 0 0 r e a d e r s e v e r y W e e k a n d 8 0 0 l o c a t i o n s t h r o u g h o u t W e s t e r n n o r t h
c a r o l i n a t h e M o u n t a i n X p r e s s d e l i v e r s W h e n i t c o M e s t o a d v e r t i s i n g .
READERS PER WEEK
PRINT OUR READERS
03
75,00075,000
X P R E S S R E A D E R d e M o g r a p h i c p r o f i l e * :
GENDER
feMale Male
54% 46%
AGE INCOME
< 1
5k
15
k - 25
k
25
k - 35
k
35
k - 50
k
50
k - 75
k
75
k - 10
0k
10
0k - 1
50
k
15
0k +
7.0%
13.8%
10.1%
19.0% 19.7%
17.9%
7.5%5.1%
18-20 yrs
75+ yrs
65-74 yrs
55-64 yrs
50-54 yrs
45-49 yrs
35-44 yrs
25-34 yrs
21-24 yrs
2.1 %
5%
10.8%
17.3%
10.1%
6.6%
24.8%
19.7%
3.6%
* INFO FROM 2015 DASIS SURVEY
PRINT DISTRIBUTION
04 * INFO FROM 2015 CIRCULATION VERIFICATION COUNCIL
800 Locations • 92% Pick-UP Rate
We proudly display the Circulation Verification Council Logo to signify that the circulation that we present to advertisers is accurate and verifiable by a reliable third-party source.
To build community and strengthen democracy by serving an active, thoughtful readership at the local level — where the impact of citizen action is greatest.
Asheville Arden Black Mountain Hendersonville Weaverville Brevard Waynesville Fletcher Swannanoa Fairview Burnsville Marshall Sylvia Mars Hill Candler Flat Rock Cullowhee Leicester Saluda Horse Shoe Maggie Valley ClydeChimney RockLake Lure Etowah Canton Pisgah Forest Balsam Naples
GROSS AUDITED DISTRIBUTION: 28,405AVERAGE AUDITED CIRCULATION: 25,906
MOUNTAIN XPRESS HAS REACH!
OUR MISSON
BUy WITH CONfIdENCE. WE’RE VERIfIEd.
Jeff Fobes : Publisher [email protected] 828-251-1333 x109
Susan Hutchinson : Sales Manager
[email protected] 828-251-1333 x143
association of alternative newsmedia
Asheville
Arden
Saluda
Marshall
Waynesville
Cullowhee
Brevard
Hendersonville
Chimney Rock/Lake Lure
Burnsville
Black Mountain
PRINT OUR RATES
05
• Minimum 10,000 inserts required
• 10% surcharge applied if less than full run, approximately 30,000 issues.
• 4 or more pages, please call for quote
20% premium for guaranteed ad positioning. Subject to space/layout availability.
Advertisers able to document their nonprofit tax status qualify for the 13-week consecutive rate for any insertion.
$40/1000 w/ 26+ week contract
$50/1000 open rate
Campaign FrequenCy
One Time 4-Pack 6
Weeks* 12-PackMonthly
13-Pack Bi-Weekly
13 Week*
26 PackBi-Weekly
26 Weeks* 39-Pack 52
Weeks*
DiscoUnt 7% 12% 12% 16% 20% 25% 30% 35% 40%
sizeFull Page $1,365 $1,269 $1,201 $1,201 $1,147 $1,092 $1,024 $956 $887 $8193/4 Page $1,062 $987 $934 $934 $892 $849 $796 $743 $690 $637Junior Page $834 $776 $734 $734 $701 $667 $626 $584 $542 $5011/2 Page $752 $700 $662 $662 $632 $602 $564 $527 $489 $4513/8 Page $593 $551 $522 $522 $498 $474 $445 $415 $385 $3561/4 Page $421 $392 $371 $371 $354 $337 $316 $295 $274 $2533/16 Page $333 $309 $293 $293 $280 $266 $250 $233 $216 $2001/8 Page $241 $225 $212 $212 $203 $193 $181 $169 $157 $1451/16 Page $139 $129 $122 $122 $117 $111 $104 $97 $90 $83
*Must be run consecutively
(COST PER AD)
PLACEMENT
dEAdLINES
NONPROfIT INSERTS
• Space Reservation and Art Submission – Thursday, 3 p.m. • Cancellations and Art Approval – Friday, 3 p.m.
After cancellation deadline, advertiser is liable for cost of contracted space. BILLING TERMS: All invoices are due and payable 20 days from the date of the invoice. Accounts not paid within 20 days are subject to a 1.5 percent-per-month service charge (18 percent annual rate). AGENCY COMMISSIONS: Rates are noncommissionable (net).
S=standard • V=vertical • H=horizontalAd SIZES
Full Page
9.9375” x 10.425”
1/2 V
4.9063” x 10.425”
1/4 V
2.3906” x 10.425”
V 1/8 H
V: 2.3906” x 5.15” H: 4.9063” x 2.5125”
1/16 H
V
V: 2.3906” x 2.5125” H: 4.9063” x 1.1937”
3/4 V
7.4219” x 10.425”
1/2 H
9.9375” x 5.15”
1/4 S
4.9063” x 5.15”
3/4 H
9.9375” x 7.7875”
3/8 V
4.9063” x 7.7875”
1/4 H
9.9375” x 2.5125”
Jr. Page
7.4219” x 7.7875”
3/8 H
7.4219” x 5.15
V
H
3/16 S
S: 4.9063” x 3.8313” V: 2.3906” x 7.7875” H: 7.4219” x 2.5125”
COLOR RATES
JULY 2015
MARKETING CALENDAR FOR 2015/2016
06
06 Mountain Xpress
13 Mountain Xpress
20 BIG IDEAS ISSUE27 WELLNESS ISSUE PT. 1
AUGUST 2015
SEPTEMBER 201502 Mountain Xpress
09 Mountain Xpress
16 KIDS ISSUE23 Mountain Xpress
31 Mountain Xpress
OCTOBER 201506 Mountain Xpress
13 Mountain Xpress
20 SUSTAINABILITY ISSUE27 Mountain Xpress
NOVEMBER 2015
04 NONPROFIT ISSUE11 Mountain Xpress
18 BEER WEEK ISSUE 25 Mountain Xpress
DECEMBER 201501 Mountain Xpress
08 OPEN FOR BUSINESS ISSUE15 Mountain Xpress
22 Mountain Xpress
29 WINE & CHEESE ISSUE
08 WINE & CHEESE ISSUE15 Mountain Xpress
22 MUSIC INDUSTRY ISSUE29 Mountain Xpress
JANUARY 2016
05 BEST OF ISSUE PT. 112 BEST OF ISSUE PT. 219 Mountain Xpress
26 Mountain Xpress
FEBRUARY 2016
02 Mountain Xpress
09 Mountain Xpress
16 Mountain Xpress
23 WOMEN IN BUSINESS ISSUE30 CRAFT WEEK ISSUE
MARCH 2016
07 Mountain Xpress
14 Mountain Xpress
21 DRINKING & DINING ISSUE28 ANIMALS ISSUE
APRIL 2016
04 Mountain Xpress
11 Mountain Xpress
18 NONPROFIT ISSUE25 Mountain Xpress
MAY 2016
02 GO LOCAL ISSUE09 Mountain Xpress
16 Mountain Xpress
23 SPIRITUALITY ISSUE30 Mountain Xpress
2015/16 ISSUE PLANNER
JUNE 2016
03 WELLNESS ISSUE PT. 210 SPECIALTY SHOPS ISSUE20 Mountain Xpress
27 Mountain Xpress
this is our annual guide to sustainable living and resilient communities— a wonderful resource for the conscientious consumer.
EATS & DRINKS GUIDE
PRINT SUPPLEMENTS
07
ANNUAL STANDALONE PUBLICATIONS
GET IT! GUIDE
now in its 18th year, this is the go- to dining guide for those who seek the many treasures of the Wnc dining scene.
this is the handy, dandy pocket version of our annual Best of Wnc reader’s poll. In this guide you’ll find the best WNC has to offer in everything from yoga instructors and bakeries to dentists and craft breweries.
BEST OF WNC: POCKET GUIDE
this joint venture with asheville grown highlights the businesses who participate in the go local card program, offering discounts to card holders who want to support local businesses and investing in their communities.
THE GO LOCAL GUIDETHE GIVE GUIDE
this guide is part of a project to help fund and promote local nonprofits by encouraging Asheville residents to participate in year-end giving. With a variety of opportunities and ways to contribute, we aim to make giving fun!
40,000 COPIES
85,000 COPIES
55,000 COPIES
42,000 COPIES
AVAILABLE AT 300+ LOCATIONS
45,000 COPIES
VISIT MOUNTAINX.COM/GUIDES FOR DIGITAL GUIDES!
Established in 1926 Fine Jewelry Designers & Manufacturers
www.wickandgreene.com
Wick & Greene Plaza 121 Patton AvenueAsheville, NC 28801(828) 253-1805
xtraordinaryFor
LOVE.
WNCOFBest
X Awards 2015 - 2016
Established in 1926
Fine Jewelry
Designers & Manufacturers
www.wickandgreene.com
Wick & Greene Plaza
121 Patton Avenue
Asheville, NC 28801
(828) 253-1805
xtraordinaryFor
LOVE.
WNCOFBest
X Awards
2015 - 2016
Established in 1926 Fine Jewelry
Designers & Manufacturers
www.wickandgreene.com
Wick & Greene Plaza 121 Patton AvenueAsheville, NC 28801
(828) 253-1805
xtraordinaryFor
LOVE.
WNCOFBestX Awards 2015 - 2016
M O U N T A I N X . C O M V I S I T O R S A R E R E G U L A R S . 4 2 % o f t o t a l v i s i t s a r e f r o M r e t u r n i n g u s e r s . 4 0 % v i s i t s a r e f r o M W e e k ly u s e r s , W h i l e 1 7 % a r e f r o M d a i ly u s e r s . 2 4 % t y p e
i n o u r u r l d i r e c t ly, a n d 1 4 % a r e r e f f e r e d B y s o c i a l M e d i a .
PAGE VIEWS PER MONTH
WEBPRESENCE
08
379,000379,000
118,000 ABSOLUTE UNIQUE VIEWERS PER MONTH
2:07AVERAGE TIME ON SITESITE-WIDE AVERAGE
AD CLICK-THRU RATE
.18%
SOCIAL MEDIA STATS
WITH 2.6 AVERAGE PAGES VISITED
20k+20k+FACEBOOK FOLLOWERS 20k+20k+
TWITTER FOLLOWERS
3k+3k+MONTHLY NEWSLETTER
SUBSCRIBERS
DESKTOP: 63,000 TABLET: 11,000 MOBILE: 43,000
WEBOUR RATES
09
iMpression Based
WEB ADVERTISINGPENCIL DROP-DOWN
LEADERBOARD
PREMIUMBOX
stANDARDBOX
sky-sCRAPER
PREMIUMBOX
• IAB Square Button (125 by 125 pixels)• Homepage Only• $60 per week
BUTTON ADS
• Displays in header of every page• IAB Leaderboard (728 by 90 pixels)• 0.10% CTR• $10 CPM (minimum 10,000 impressions)
• Highest placement in sidebar• IAB Medium Rectangle (300 by 250 pixels)• 0.15% CTR• $12 CPM (minimum 10,000 impressions)
*** This visual representation of side bar ad placements is solely for informational purposes. Placements are subject to appear futher
down the page (may require scrolling to view)
• IAB Medium Rectangle (300 by 250 pixels)• 0.09% CTR• $7 CPM (minimum 10,000 impressions)
Premium banner540 x 120
• Displays between posted articles, links and within article text (540 by 120 pixels)
• 0.09% CTR• $8 CPM (minimum 10,000 impressions)
LEADERBOARD
PREmiUm BOx
STANDARD BOx
PREmiUm BANNER
TARGETING• a specific geographical area• at certain times of day only• a limited number of impressions per viewer• to specific parts of mountainx.com
One of the many advantages of advertising on Mountainx.com, is your ability to focus the delivery of your ad to the demographics that care. targeting presets can be set so that your impressions serve:
WEBSPONSORSHIP
10
sponsorship opportunitiesWEB ADVERTISING
PENCIL DROPDOWN
FULL PAGE TAKEOVER
• displays under navigation bar•1140 x 300 pixels• .25% average CTR
• displays above and on either side of the site’s news feed• 1140 x 300 pixels and 400 x 900 pixel takeover skins• .81% average CTR
Our web sponsorships are purchased on a per week basis, where rather than purchasing a set number of impressions, you get to occupy 100% of the page views for a given sector of our site. There are two levels of sponsorship: you can purchase just the 1140 x 300 Pencil Dropdown ad, and you can opt to add the 400 x 900 Takeover Skin, which appears on the peripheral flanks of the site for a background/wallpaper effect. Sponsorships are purchased on a weekly basis, beginning and ending on Monday at 12pm.
$300 (Pencil only) / $540 (Pencil + Takeover Skin)
$200 (Pencil only) / $360 (Pencil + Takeover Skin)
$150 (Pencil only) / $270 (Pencil + Takeover Skin)
$150 (Pencil only) / $270 (Pencil + Takeover Skin)
$150 (Pencil only) / $270 (Pencil + Takeover Skin)
HOmEPAGE
NEWS SECTiON
FOOD SECTiON
ARTS SECTiON
mOViES SECTiON
$65 (Pencil only) / $115 (Pencil + Takeover Skin)
$50 (Pencil only) / $90 (Pencil + Takeover Skin)
OPiNiON
LiViNG
Weekly Sponsorship Rates:
$125 (Pencil only)
$175 (Pencil only)
$125 (Pencil only)
CLASSiFiEDS
CALENDAR
CLUBLAND
Abbreviated terms:• IAB - Internet advertising board• CTR - Click through rate• CPM - Cost per thousand impressions
Acceptable formats are GIF (static or animated, no larger than 75k), JPEG and SWF. Video-enabled and third-party ads acceptable, but subject to approval. Xpress will build a static web ad for you at no charge and an animated GIF or SWF ad for an additional design fee ($25 minimum).
For more information, contact your Ad Executive, or call 251-1333, ext. 320.
M O U N TA I N X . C O M V I S I T O R S A R E R E G U L A R S . 3 0 % o f s i t e t r a f f i c i s f r o M M o B i l e d e v i c e s .
MOBILEOUR READERS
11
AVERAGE CLICK-THRU RATE
.32%46K+UNIQUE USERSAVERAGE MONTHLY
MOBILE BIG BOX
MOBILE LEADERBOARD
MOBILE FULL SCREEN SLIDER
115k+115k+PAGE VIEWS PER MONTH
Smartphone use is exploding and becoming the go-to method of getting information about what to do and where to do it.
demographics that are using smartphones for news, views, and venues are checking their phones while they are out and ready to make a decision about where to go and what to do.
• displays in the news feed of the mobile website• IAB Smartphone static box (300 x 250 pixels)• .35% average CTR• $15 CPM (minimum 10,000 impressions)
• displays on the header of the mobile website• IAB Smartphone static wide banner (320 x 100 pixels)• .23% average CTR• $15 CPM (minimum 10,000 impressions)
• interactive footer ad displays at bottom of screen and user swipes to pull in full screen ad• Smartphone static wide banner (320 x 60 pix-els) and full screen (360 x 640 pixels)• .35% average CTR• $5/ %S.O.V. /Week, minimum of 25%/week up to 4 weeks, minimum of 10%/week over 4 weeks
X
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