ADVERTISING PACKAGES #19

the climb-ing LIFE

CONTENTS

endenbaum Editorial Mission 2 W d Rate Card 3 vrar Circulation Profile 4

hoto: E Reader Profile 5 P Submission Guidelines 6 Advertising Programs 8 Online Banner Advertising 19 NewsWire 11 Alpinist TV 14 Film Festival Sponsorship 115 Earth Ink Sponsorship 119 The BESTclimbing magazine in the world today. —REINHOLD MESSNER echenberger hoto: Andi H P N O ALPINIST MAGAZINE is a quarterly publication committed to celebrating world alpinism and adventure climbing in the simplest, most beautiful manner possible. We believe that style comprises much of the point of climbing, and this belief is reflected in the articles we publish and the design of the magazine itself, editorial which is clean, strong and spare. MISSI OUR GOAL of creating a publication that celebrates the soul of climbing depends on both a committed readership and the support of climbing compa- nies that subscribe to similar ideals. Each issue of Alpinist has a limited number of full-page advertisements. The strong editorial focus that results allows the select group of advertisers who understand and share our vision to present their products in a similarly clean manner. THIS IS A MAGAZINE for climbers by climbers. We exist not to sensational- ize climbing or to glorify the numbers, but to celebrate the climbing life and those who embrace it. To us, Alex Lowe said it best: The greatest climber in the world is the one having the most fun. Alpinist is for the greatest climber in us all.

AWARDS 2004 Maggie Award for Best Consumer Quarterly 2005 Maggie Award for Best Overall Design 2006 Maggie Award for Best Website Design 2006 Maggie Award for Best E-mail Communication

ADVERTISING RATES*

Full Page $4,000 Spread $7,000 Polybag Insert $10,000

Premium Positions: Cover 2 ...... $4,800 Page 2-3 Spread ...... $7,700 Cover 3 ...... $4,700 Page 3 ...... $4,500 Cover 4 ...... $5,600 Editor’s Note ...... $4,500 TE CARD

Frequency Discounts: magazine 2x ...... 5% RA 4x ...... 10%

*CURRENT AS OF JANUARY 2007; RATES SUBJECT TO CHANGE

MATERIAL DUE DATES

Issue Number On-Sale Date Ad Insertion Deadline Ad Materials Deadline #20 Summer June 1, 2007 February 7, 2007 February 21, 2007 #21 Autumn September 1, 2007 May 9, 2007 May 23, 2007 #22 Winter December 1, 2007 August 8, 2007 August 22, 2007 #23 Spring March 1, 2008 November 7, 2007 November 21, 2007 #24 Summer June 1, 2008 February 6, 2008 February 20, 2008 #25 Autumn September 1, 2008 May 15, 2008 May 22, 2008 CIRCULATION (figures current as of January 2007) • Paid circulation: 13,000 • Promotional copies: 1,000 • Projected 2007 average print run: 19,000 • Minimum pass-along rate: 3x

FILE NEWSSTAND • Direct-to-specialty retail sell-through of 91% • 80% sell-through in 47 REI stores • Sold directly to more than 245 outdoor specialty retail stores, including stores in the U.S., Canada, United Kingdom, Switzerland, Korea and Japan

PRO • Network of 14 U.S. wholesaler/distributors covering chain and independent retailers • Canadian distribution in Mountain Equipment Co-Op, Valhalla Pure Outfitters, Chapters and circulation Indigo; distribution agreement with Coast-to-Coast, largest distributor in Canada • Second-most profitable EMS magazine title • Distribution agreements with Cordee, Black Diamond and Desnivel in Europe SUBSCRIPTIONS • Aggressive alliance campaigns in place with The American Alpine Club, the Access Fund, The British Mountaineering Council and The Mountain Equipment Coop • Search-engine marketing campaigns scheduled through all of 2007 • E-mail prospect base has grown to over 8,000 permission-based individuals with a 60 percent open rate • Electronic newsletter sponsorships in The American Alpine Club e-news, Access Fund e-news and Mountain Equipment Co-Op MECmail • Annual, high-performing direct-mail campaign • Holiday Promotions with Mountain Tools and Mountain Gear to be distributed to 20,000 climbing hardware customers • 15% of subscriber base is European DEMOGRAPHIC DATA (figures current as of October 2006) • Average Age: 37 • Average Personal Income: $91,392 • Male: 91% Female: 9%

CE THE MOST DIVERSE OUTDOOR CLIMBERS • Most Alpinist readers participate in all of climbing’s disciplines: - Trad: 83% - Alpine: 81%

IEN - Sport 69% - Indoor: 66% r profile - Ice: 64% - Boulder: 63% UD THE MOST DIVERSE OUTDOOR INTERESTS ade A • Ski/Snowboard: 76% re • Hike: 85% • Run: 61% (44% of whom run more than 10 days per month) • Backpack: 71% • Snowshoe: 38% • Kayak: 26% • Flyfish: 18% LOYAL READERS • 84% spend more than 2 hours with each issue; 32% spend more than 4 hours • 85% of readers said they would save their copies “forever.”

(Data from Alpinist Reader Survey collected from 635 subscribers in October 2006) PRINT SUBMISSION GUIDELINES • Submit as a Quark Xpress file: Save your file in version 4.1, 5 or 6 with all high-resolution images being at least 300 dpi, CMYK and placed no larger than 100% scale. The X and Y values need to be the same. Please include all fonts and placed graphics (illustrations, logos, photographs, etc. saved as Mac eps or tiff files). It is also very important to include all the screen and printer fonts embedded into eps files. All fonts should be des- ignated with the "plain" attribute in the Quark Xpress font toolbox. All placed graphics, other than eps files, should be set into photo boxes with a white background. When building large areas of solid black, please build the color as cyan = 30%, magenta = 30%, yellow = 30%, black = 100%.

ELINES • Submit as an Adobe Illustrator file: Save your file in version 7.0 or later with all high-resolution images being at least 300 dpi and CMYK. When building large areas of solid black, please build the color as cyan = 30%, magenta = 30%, yellow = 30%, black = 100%. Be sure to convert all fonts to outlines and save as an eps file WITHOUT crop marks.

• Submit as an Adobe Photoshop file: Save your file in version 6.0 or later with all high-resolution images being at least 300 dpi and CMYK. When building large areas of solid black, please build the color as cyan = 30%, magenta = 30%, yellow = 30%, black = 100%. Save file as a tiff or an eps WITHOUT crop marks.

• Submit as an Adobe InDesign file: Save your file in version 2.0 or later with all high-resolution images N GUID being at least 300 dpi and CMYK. When building large areas of solid black, please build the color as cyan = 30%, magenta = 30%, yellow = 30%, black = 100%. Save file as an eps WITHOUT crop marks. Please O include all the screen and printer fonts embedded into eps file.

PRINT SIZE Build Quark files as 9" x 12" and then create a .25" bleed on each of the four edges so that the total image area is 9.5" x 12.5". When building Photoshop, InDesign or Illustrator files, create art that fills an area of 9.5" x 12.5" (to accommodate for the .25" bleed), although keep in mind that the magazine trim size/live tising

r area of the art produced is 9" x 12".

WEB SUBMISSION GUIDELINES • Submit files as .jpg, .gif, .swf or .html formats. All images and logos should be at 72 dpi, correctly sized

adve according to published web specifications and compressed to minimize file size. • Files may be submitted either by email or by posting to our FTP site. Please contact Alpinist’s production SUBMISSI department for FTP information, or for questions regarding formats and submission guidelines.

QUESTIONS? Contact the production department at (307) 734-0600 or email [email protected].

Combine the STRENGTH of climbing’s best advertising environment

with the BALANCE of multi-channel programming attitucchi an P hoto: D P MULTI-MEDIA Reach farther. Alpinist print advertisers are now entitled to discounted advertising programs at our signature events and on the web. On the following pages, find out how Alpinist can help your brand

tising reach the most active athletes in the outdoor community with alpinist.com, The Climbing Life e- r

GRAMS mail, and the The Alpinist Film Festival (formerly The Barry Corbet Film Festival).

Alpinist advertisers who pay the rates listed on our ratecard are entitled to additional marketing pro- grams listed below: adve PRO

Please read on for details on each of the programs listed above. DESCRIPTION In September 2006 Alpinist launched a state-of-the-art climbing resource at alpinist.com. Visitors at alpinist.com experience all the photography, stories and award-winning graphic design that makes Alpinist the most prestigious brand in climbing. REGULAR RATE $30 per thousand impressions ALPINIST ADVERTISER RATE Advertising Impressions Impressions Frequency Discount CPM

1 10% $27 BANNER ADS 2-3 25% $22.50

alpinist.com 4 50% $15

SPECS Alpinist.com will serve the following ad sizes: • Banner: 460 X 60 pixels • Medium Rectangle: 300 X 250 pixels • Large Rectangle: 336 X 280 pixels • Alpinist.com banners served on an ongoing basis (Alpinist needs one week to load creative into its serving software)

BENEFITS • Brand message surrounds Alpinist readers with multiple media • Advertising also reaches visitors to alpinist.com who are not paid Alpinist readers • Banner ads offer direct response, off-setting or compensating for advertising costs • Participate in the most highly produced web environment in climbing

DESCRIPTION The Climbing Life is Alpinist’s monthly E-mail message to our painstakingly maintained, opt-in subscriber list. Subscribers to The Climbing Life include Alpinist news- stand readers, Alpinist print subscribers and alpinist.com visitors. A tradition of rewarding editorial content gives The Climbing Life E-mail an exceptional open rate and click-through rate (around 4 percent) statistics. One spon- G LIFE sor per Climbing Life E-mail will appear in one of our “slides”.

ALPINIST ADVERTISER RATE SPECS

• Slide image: 100 X 150 pixels and optional caption up to 35 characters

• Commitment dates are the same as for Alpinist Magazine; The Climbing Life E-mail drops monthly in the middle of the month alpinist.com

Advertising Sponsorship Sponsorship THE CLIMBIN Frequency Discount Rate 1 10% $450 2-3 25% $375 4 50% $250

BENEFITS • Discounted sponsorship of one of the most established, award-winning newsletters in the outdoor industry • Sponsorship may include a link to a special offer, offsetting the cost of advertising DESCRIPTION ws NewsWire is dedicated to broadcasting concise, journalistic reports on the latest breaking news from the international climbing arena. NewsWire is updated on a daily basis to insure alpinist.com is the definitive climbing news source on the web. Sponsorship of NewsWire is offered

WSWIRE to a single advertiser on a per-year basis to facilitate a clean, consistent messsage, one the advertiser can customize with alpinist.com for a powerful brand alignment. aking ne NE bre ALPINIST.COM HOMEPAGE BENEFITS

• NewsWire sponsor identified at the top of the alpinist.com home- page. [Above] Your Company name appears ire at the top of the alpinist.com home- • Exclusive advertising space on all page beside the Alpinist Logo, identi- NewsWire pages—the definitive fying you as the NewsWire Sponsor. climbing newssource on the web. This recognition includes a live link to the URL of your choice. wsW • NewsWire advertising reaches all e

BENEFITS visitors to alpinist.com, including

N those who are not paid Alpinist sub- scribers.

• NewsWire premium position allows advertiser maximum visibility [Above and Below] The NewsWire on highest-traffic area of sponsor receives exclusive advertising alpinist.com. space on the NewsWire pages, includ- ing a top banner and a large rectangu- • NewsWire homepage link allows lar ad placed within the text of the advertiser to create a custom sponsor article. landing page. Align your company and leverage your connection to climbing’s most dynamic newssource.

• NewsWire allows advertiser to cultivate powerful brand messaging and authenticity in an environment that surrounds alpinist.com visitors. CE ADVERTISING SPECS

Alpinist.com will serve the fol- lowing ad sizes:

• A link embedded at the top of the alpinist.com home page

ire that reads, “NewsWire brought to you by______.” Text will

CS & PRI link directly to the sponsor company’s website or at a land- ing page of their choice. wsW e

SPE • A 468 x 60 pixel banner ad at the top of each NewsWire N page.

• A large rectangle 336 x 280 pixel banner ad within the text of each NewsWire note. [Above] The NewsWire Sponsor link on alpinist.com’s homepage allows the advertiser to create a custom landing page, leveraging its sponsorship of climbing’s most dynam- NEWSWIRE SPONSOR RATE ic newssource.

$15,000 per year. G

DESCRIPTION Alpinist TV offers advertisers the opportunity to sponsor one or more videos with video advertisements that Alpinist will splice to the front of any video. Rights to distribute Alpinist videos are also available.

TISIN RATE • $100 per thousand plays

ALPINIST ADVERTISER RATE

VER Advertising Sponsorship Sponsorship Frequency Discount Rate 1 10% $90 2-3 25% $75 4 50% $50 lpinist TV O AD A E SPECS • Up to 15 second flash animation or video. Please submit as Quicktime or Macromedia Flash file • Sponsorships are served on an ongoing basis; Alpinist

VID requires one week to load creative into its serving software

BENEFITS • Videos may be served throughout the outdoor blogosphere, extending your advertising message • A rich compliment to Alpinist print advertising

The Alpinist FILM FESTIVAL: films, legends and PASSION

[Photo] Bill Briggs (with the skis he used to make the first descent of the Grand Teton) receives a standing ovation from the 1,000- plus-person audience during Snow Night at the 2006 Film Festival. For the second year in a row, each of the three evenings of the Festival were sold out. David Swift DESCRIPTION The Alpinist Film Festival (formerly The Barry Corbet Film Festival) honors Barry Corbet’s athletic

AL and artistic spirit with films that celebrate the adven- ture lifestyle across disciplines and generations. The festival’s mission is to advance the art of cinemato- graphic storytelling as it underscores the unity among adventure lifestyle communities. All profits from every festival are donated to charity in order to

nnual foster well being in the places of our inspiration.

PROMOTION ELEMENTS • Print Advertising. Alpinist will run a full page ad in Alpinist 18 (Winter 2006/2007)

hird a magazine announcing The Alpinist Film Festival. Corbet and Grand level sponsors will be recognized on this ad

he t • Web Advertising. Alpinist.com will host an exclusive Alpinist Film Festival area with standard t alpinist.com advertising units. Sponsors will be entitled to impressions proportionate to sponsorship level.

• E-mail. Alpinist produces an email broadcast to 8,000 member of The Climbing Life subscription list to promote the event

• Alpinist TV. Alpinist will produce a short promotion for upcoming festivals that will play prior to festi- val videos served at alpinist.com. Corbet and Grand level sponsors will be recognized on this commercial

• Local Promotion Package. Local promotion includes direct mail to 14,000 inhabitants of Teton County, heavy print advertising in local newspapers and radio advertising. All sponsors are recog- nized in all local promotion ALPINIST FILM FESTIV • Outdoor Advertising: Alpinist will produce one 10' X 15' vinyl sign to be suspended on highway connection between the town of Jackson and the Jackson Hole Mountain Resort. The single Corbet level sponsor will appear on this sign

continued on next page...

• Signage: Film Festival sponsors appear on all event signage. See “Advertising Submission Guidelines” for detailed specifications.

• Product Display. Limited opportunities are available for product display during the Festival. Displayed AL product is typically donated to People’s Choice and Grand Prize winning film-makers

AUDIENCE (2007 projections): 1,500 attendees in Jackson Hole, Wyoming nnual SPONSORSHIP PROGRAM Below is a table of sponsorship benefits arranged by level:

Exclusivity: Local # of Outdoor Product On-site Alpinist Web Promotion Level Value Sponsors Advertising Display Email SIgnage Print AdAdvertising Package hird a Corbet $15,000 1 X X X X X X X Grand $3,000 6 X X X X X X Snow King $500 12 X X he t Baxter $250 No limit X X t

ADVERTISER RATES

Advertising Sponsorship Frequency Discount Corbet Rate Grand Rate Snow King Rate 1 10% $13,500 $2,700 $450 2-3 25% $11,250 $2,250 $375 4 50% $7,500 $1,500 $250 ALPINIST FILM FESTIV

continued on next page... BENEFITS

• Live interface with s extended community

AL Alpinist’ • Web video featuring the best of the Festival can be linked back to your site • Press-worthy event: in 2006, the Film Festival was covered in Gadfly, The New York Times, The Jackson Hole News & Guide, National Public Radio and other outdoor media • Alpinist advertisers receive special pricing on Alpinist Film Festival sponsorship programs nnual

SPECS Print and web-ready logos prepared according to the specifications listed on previous pages hird a

SCENES from the 2006 Film Festival.... he t t ALPINIST FILM FESTIV wift avid S D hotos: P Sponsor EARTH INK sustainable publishing and IMPACT our readers and the environment tel ar imothy M T hoto: P

The Earth Ink Sponsorship Package introduces a unique advertising opportunity in outdoor publishing. Offering unprecedented exposure to advertisers who wish to demonstrate a commitment to the environment, Earth Ink Sponsorship provides the highest level of ben- efits offered by any outdoor magazine.

In each issue, the Earth Ink Sponsor will be featured on the cover below the Earth Ink logo, and their logo will appear on Page 1 and in the Editor’s Note. In each case, copy will explain that the sustainable printing practices used to produce the issue are underwritten by the Earth Ink Sponsor. In addition, advertisers enrolled in the program receive preferential ad place- al action: ment within the issue, acknowledgement on alpinist.com and in Alpinist’s award-winning e-newsletter and a 10% discount on all ads placed within one year of sponsorship. nt

By underwriting the incremental costs of printing Alpinist sustainably, Earth Ink Sponsors associate them- selves with the most progressive environmental printing standards in outdoor publishing. Combining front- cover exposure with environmental stewardship, the Earth Ink sponsorship package offers Alpinist advertis- ers an exceptional value.

sponsorship SPONSORSHIP RATE

TH INK Item Value

nvironme Sponsorship of 100% PCW Recycled Content Paper $6,400.00*

e Cover** $3,000.00 Page 1 $1,000.00

EAR Contents Page $1,000.00 One 4C Page*** $4,000.00 Alpinist.com (20,000 impressions) $600.00 Net Value $16,000.00 Sponsorship Price $13,500.00

* PRINTING COST AS OF ISSUE 19

** THIS PROMOTION INCLUDES THE EARTH INK LOGO ALONGSIDE THE ACKNOWLEDGEMENT: “THIS EARTH INK ISSUE MADE POSSIBLE BY [SPONSOR’S NAME].”

*** MINIMUM FULL-PAGE VALUE; PREMIUM POSITIONING HIGHER BENEFITS • Strategic placement of advertisements within the issue pro mote sponsor’s commitment to environmental preservation • The sponsorship package is offered at more than 20% dis- count and provides premium advertising positioning not available to any other advertiser Your logo, and text similar to that shown below, is displayed The Earth Ink Sponsorship program is an opportunity for advertis- on Page 1 and the Contents

al action: ers to show their commitment to the environment that inspires all Page. Acknowledgement of your our adventures. The strategic advertising offered in this program, support also appears on the

nt including an acknowledgement on our cover, makes the value of this cover beside the Earth Ink Logo. sponsorship far greater than the dollar amount cited above. sponsorship TH INK nvironme e EAR