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2015 Media Kit Editorial Mission 2015 MEDIA KIT EDITORIAL MISSION THE MANUAL OF THE SKIING TRIBE. SKIING is written for devoted skiers everywhere, whether they live in a major metro or the ’burbs. They wish they could ski everyday, all year. SKIING readers crave coverage of the latest gear, tales of adventure, insider intel, insightful how-to content, and stunning photography. We are fire stokers. 2 skiing | 2015 MEDIA KIT SKIINGMAG.COM From must-have gear to the most and least well-known resorts, from expert how-to content to our favorite backcountry zones, SkiingMag.com is the passionate skier’s go-to guide for the latest in the mountain-sports world. Intelligent writing, compelling imagery, and engaging multimedia help make SkiingMag.com a trusted source. 728 x 90 Site Skin Site Skin SkiingMag.com / Traffic Avg. Monthly Page Views 780,276 Avg. Monthly Unique Visitors 132,594 Avg. Time Spent OnSite 2.10 min SkiingMag.com / Demos 300300x250 x 250 Male/Female 72%/28% Average Age 45 Average HHI $142,000 Attended College 95% Sources: Google Analytics January-December 2013; 2011 SkiingMag.com Consumer Profile Study, Walker Communications. 3 skiing | 2015 MEDIA KIT SKIING Our email platform reaches a digital audience of engaged consumers who have subscribed EMAILS and/or opted-in to receive information from Skiing and our marketing partners. 728 x 90 300 x 250 Editorial Email Custom Email Editorial Email Subscribers 50,000 Custom Email Subscribers 44,000 OPPORTUNITY: Display Ad, 728x90 and/or 300x250 OPPORTUNITY: Your Exclusive Message & 100% SOV Geo-Targeting Capabilities 4 skiing | 2015 MEDIA KIT SKIING Skiing readers are a young-thinking, adventurous, fitness-oriented, and creative tribe who want authentic, unbrokered MAGAZINE mountain experiences. They come to us to see the world through goggle lenses. They want insider intel on the top new gear and best destinations. They eat, breathe, and live the sport—and they trust Skiing to deliver inspiring stories, service, and photography that can’t be found anywhere else. Snapshot: Rate Base 50,000 Frequency 4x / year Established 1948 Engaged Readers: Read 4 out of last 4 issues 74% Visited SkiingMag.com in the past year 71% Took any action as a result of reading the magazine 90% Spending Habits: Plan to purchase ski equipment & outerwear in the next year 78% Plan to purchase ski accessories in the next year 85% Shop at a local, specialty retailer 79% Average amount plan to spend on ski gear in the next year $1,500 Avid Skiers: Skied 16+ days in a season 70% Own at least 2 sets of skis 80% Purchase a season pass each year 61% Skied 10+ years 92% Quality of Terrain is extremely important when choosing a ski 95% destination Source: Skiing Consumer Study, August 2012, Walker Communications 5 skiing | 2015 MEDIA KIT EDITORIAL 2015 CALENDAR OCTOBER NOVEMBER MOUNTAIN GUIDE GEAR GUIDE » When our readers visit resorts, they aren’t shopping » Our annual Gear Guide is bursting with reviews of for bearskin rugs in the village. They’re hiking the the latest and best gear, apparel, and accessories. bootpack to find powder. They’re sussing out hidden Reflecting the industry’s largest and most tree lines, charging til last chair, and then clinking independent ski- and boot-testing program, the Gear pints in the bar. They want inside beta from locals Guide translates the objective feedback of more than on the best trees, steeps, snow, beers, burgers, and 50 pro testers into actionable insights for consumers. more. In Skiing’s Mountain Guide, they won’t find a There’s no better ski-gear resource for devoted skiers. more inspiring collection of reasons to get out and discover the best of North American skiing. DECEMBER JANUARY/FEBRUARY ADVENTURE ISSUE THE PHOTO ISSUE » Our readers are searching for athletic challenge, » Devoted skiers thrive on inspiration—and they’ll cultural immersion, and on-skis discovery. Inspirational find it here, where page after page drips with adventure content works them into a frenzy of stunning visual storytelling from the far-flung dreaming, trip planning, and gear-buying. The corners of the skiing kingdom. Every season, our Adventure Issue simultaneously eggs them on and photographers bring back the kind of jaw-dropping enables them. It’s a collection of paeans to the spirit of pictures that have our readers rethinking their day ski adventure, interlaced with travel service for all kinds jobs. Inspiration lives here. of adventures—domestic and exotic, attainable and vicarious, heli and cat, ski tour and road trip—as well as reviews of and recommendations for the right gear. 6 skiing | 2015 MEDIA KIT EDITORIAL DEPARTMENTS STUFF YOU NEED TO KNOW FROM ACROSS THE SKIING DESTINATIONS: resort updates from around North America WORLD FRONTSCENE / MIX / TRUTH / CHEAT SHEET / ANATOMY /SIDE CLASSICS / ODE / SHINY THINGS JACKSON HOLE MOUNTAIN RESORT There’s a reason Utah native Sam Cohen (pictured here) likes to hit Jackson every so often: moments like this. Conditions that day in January were “all-time,” says Cohen. “I had been in Jackson for a few days shooting with Faction Skis, so I knew I should link up with [photographer] Cody Downard to shoot some deep pow.” But it’s not just the snow that draws Cohen north. “It’s all of it,” he says. “The access, the tree skiing, the park, and the food. Jackson’s got it going on.” Downard, for his part, loves exploiting Jackson’s terrain with skiers like Cohen, who honed his SCENE: in-depth analysis of trending news craft shooting with his photographer father, Lee*. “Sammo’s a ripper. He makes my job easy.” For more intel, visit jacksonhole.com. —DANI FRIED *Turn to page 44 to read Lee Cohen’s essay on transgenerational ski-bumming. MIX: FRONT SIDE ANATOMY 36 FRONT SIDE TRUTH 30 3 NOSE FOREHEAD 2 CHIN LIP ADAM’S Dropping In Rob Story’s revered column returns for its 20th year HOURGLASS APPLE ROCK GARDEN LIFTLINE BYPASS PROFANITY 4 OUTER KITCHEN 6 ERIC BYPASS WALL PERRY NOSEDIVE craft beer, spirits, and ski-country’s tastiest cocktails STARR 1 MERRILL Libations 5 GOAT FORERUNNER POLLARDTHE PIONEERING FREESKIER ON ANGEL QUAD FATHERHOOD, SNOWBOARDING, GONDOLA FOOD ZONE AND NEARLY LOSING HIS LEG. NATIONAL GONDOLIER FYI tech, gear, news, happening, and personalities Interviewed by Megan Michelson Bend, Oregon’s Eric Pollard landed his first sponsorship as a teenager and has skied in flicks by Matchstick Productions, Poor Boyz, and Level 1. In 2007, with fellow skiers Chris Benchetler, Andy Mahre, and Pep Fujas, he launched the film company Nimbus Indepen- TRAILS 7 dent. Known for its online edits, Nimbus is BOOTPACK RT. 108 producing its second feature film, After the WHERE TO SKI Sky Falls, due out next fall. Now 31, Pollard is a HOW TO GET THERE father, professional skier, and gear designer. When I was 13 I started going into terrain parks and trying tricks. The parks were basically empty, TRUTH: in-their-words interviews with compelling ski personalities except for a few snowboarders. Skiing in the park seemed like a very counterculture thing to do. In the generation I grew up, snowboarding was WITH JAY BOWEN really on the rise, and that heavily influenced the STOWE, direction of my skiing. Skiing wasn’t about how fast I could go but rather, could I ski backwards or do surf-influenced turns? That’s how I got my start. My dad had a video camera, this little yellow Sony. My friends and I would film each other— VERMONT then I’d go home and start editing the footage In Vermont, you can ski a really big face— and Adam’s 4. Chin Clip: Take this run from the gondola to access endless out- straight to the VCR. Those videos would haunt FYI apple. From the east, 4,395-foot Mount Mans ield me if anyone were to find them today. of-bounds skiing and open glades—if you’ve got backcountry train- >On powder days, CHEAT SHEET: essential skills and how-to instruction looks like the pro ile of a reclining, big-chinned ing. After the fi rst turn in the trail, a few hundred yards from the Cliff get here early. man. Vermont native Jay Bowen grew up skiing its Lifts open at 7:30 When we launched Nimbus, we were fueled by House, watch for a traverse into the woods on your left. on weekends and lanks—home to Stowe Mountain Resort, legendary influences from skateboarding, snowboarding, holidays, and 8:00 glades, the granddaddy of Eastern ravine skiing, and on weekdays. It’ll and surfing. We wanted to release videos for free 5. Angel Food Zone: Feed on heavenly pow here a day or two after an average annual snowfall of 325 inches. Bowen, a be dark on those online, which at that time no other ski movies were Stöckli sales manager, shares his insights. a storm. It’s out-of-bounds but no longer a local’s-only area, so don’t winter mornings, doing. Nimbus is not set up to make any money. be surprised if you see families skiing in and out of bounds here. but set your alarm: It’s for us to put out what we want. The front gets skied 1. On a pow day, ski off the Forerunner quad before the popular Beyond this, you’ll fi nd open powder-fi lled hardwoods and stream out by 9:30 a.m. spots get tracked out. In the Front Four area, go-to trails are Starr, beds in the Planets and Outer Planets zones. I’m not particularly gifted with design or drawing. >Challenging, But I was the kid who was trying to bend up the National, Goat and Liftline.
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