Media Kit 2019

INDEPENDENT CULTURAL JOURNALISM

Media Kit 2019 Illustration: Ben Boothman The Skinny: At A Glance “There aren’t enough people like The Skinny out there” Rich Walker, General Manager, 4AD 35,000 FREE Print Copies Every Month

165,000+ Monthly Readers

600+ Distribution Partners (Edinburgh, Glasgow & Dundee)

125K Unique Users* 350K Page Views* *Monthly

12,000+ Email Subscribers

115,000+ Followers on Social Networks

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Our Audience Reader Profiles 18% Other An Age of Discovery 98% Listen to music every day 87% Attend at least two The Skinny readers want to know more festivals a year and set the trends. 7% Upper Echelons 87% Like to read about events The Skinny magazine bucks the trend. 8% 72% Read The Skinny every issue Our print reach continues to expand Families and engage new audiences. Each location on the 69% Eat out every week has its own style and personality, with move 14% 67% Go clothes shopping bespoke, localised content and listings. every month Town Centre 53% Singles Urban 63% Work full time Sophisticates 62% Go on 2-4 holidays a year 59% Are educated to degree Age Profile level 44% Visit theskinny.co.uk at least once a week 44% Go to at least 3 gigs a Even Appeal month 19–24 51% Female | 49% Male 44% Are in the pub twice a week or more 25–34 39% 47% 43% Like to know about events/artists before anyone else 82% ABC1 Readership 38% Attend at least one festival abroad each year 35–44 34% Buy music at least once 9% a week 0–18, 45+ Are studying 1% 4% 25% Photos: Sarah Donley and Michaela Bodlovic Photos: Sarah Donley and Michaela

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk The Skinny: Print Launched October 2005 Reader key facts: Edinburgh, Glasgow & Dundee 98% listen to music every day 86% aged 18–44 • 35,000 copies 69% eat out every week • 160,000+ readers 67% go clothes shopping every month • 600+ distribution partners 63% work full time • Monthly 62% go on 2-4 holidays a year • ABC Certified  53% of clients have advertised for Now in its 14th year, The Skinny has become the 3+ years. trusted source for information about the full  92% of our advertisers re-book with cultural scene throughout Scotland and beyond. The Skinny after their first campaign.

With a loyal readership, The Skinny provides interviews with internationally renowned artists alongside relevant localised content, 92% of our previews, reviews and daily listings to create an essential guide for anyone who wants to advertisers re-book be ahead of the crowd and in the know. with The Skinny after their first Print Prices* campaign *before VAT

1/8 Box 1/4 Vertical 1/4 Box 1/2 Vertical 1/2 Horizontal Full Page £1395 Double Page Scatter Listings DPS Inside Front Cover £1645 Spread (DPS) £1645 £325 £545 £545 £895 £895 Page 3 £650 £1745 Outside Back Cover £2500

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Print Tech Specs & Deadlines Booking Artwork Street Tech Specs Payment Ts & Cs January 2019 12 Dec 18 Dec 3 Jan • Print adverts should be , • Print advertising clients have 7 days February 23 Jan 29 Jan 5 Feb 300dpi CMYK PDF or JPEG/TIFF after street date to make payment. 20 Feb 26 Feb 5 Mar March • The magazine is printed on trimmed • All invoicing is electronic unless April 20 Mar 26 Mar 2 Apr coldset newsprint and exported as otherwise stated. May 17 Apr 23 Apr 30 Apr [PDF/x-1a:2001] so artwork needs to be • Up to 30% may be added to your invoice June 15 May 21 May 28 May compatible with [PDF/x-1a:2001] with all as a late payment charge if you do not July 12 Jun 18 Jun 25 Jun fonts and images embedded pay by the agreed date. • Total ink usage should not exceed 240%, • You will have 48 hours after booking to August 17 Jul 22 Jul 30 Jul max K100 cancel your advert after which time 21 Aug 27 Aug 3 Sep September • 5mm bleed must be included on Full you will be liable for the full cost of the October 18 Sep 24 Sep 1 Oct Pages and Spreads, but is not needed advertising booked. November 16 Oct 22 Oct 29 Oct for smaller sizes • If advertising is booked but artwork not December 13 Nov 19 Nov 26 Nov • Ensure any essential content is within provided by the deadline, the client is the type-safe area specified still liable for the cost of the advertising. • Adverts should be sent to • Full terms and conditions can be found January 2020 11 Dec 17 Dec 7 Jan [email protected] with at theskinny.co.uk/about/advertise/ February 2020 22 Jan 28 Jan 4 Feb the advertiser in the subject box advertising-terms-and-conditions

Print Sizes

1/8 Box 1/4 Vertical 1/4 Box 1/2 Vertical 1/2 Horizontal Full Page DPS Scatter Listings DPS 118.5mm(w) x 57mm(w) x 118.5mm(w) x 118.5mm(w) x 241mm(w) x Bleed: 275mm(w) x 342mm(h) B: 540mm(w) x 342mm(h) Nested Boxes: 74mm(h) 305.5mm(h) 151mm(h) 305.5mm(h) 151mm(h) Trim: 265mm(w) x 332mm(h) T: 530mm(w) x 332mm(h) 57mm(w) x 57mm(h) Type Safe: 240mm(w) x 310mm(h) TS: 500mm(w) x 310mm(h) Base banners: 241mm(w) x 12mm(h)

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Advert Sizes The Skinny Student Supplement as per main mag sizes: An indispensable 1/8 Box At A Glance 118.5mm(w) x . CO 74mm(h)

guide for students .UK • Up to 36,000 copies included inside THE Students are a crucial demographic for the INDEPENDENT CULTURAL JOURNALISM SKINNY September Issue culture of any city, since many of them – be • 25,000 additional stand-alone copies, 1/4 Box they new, visiting, or returning students – are 24 pages, FREE 118.5mm(w) x at their most impressionable, adventurous, • Key cities: Edinburgh, Glasgow and Dundee 151mm(h) and curious. • Distributed to universities, colleges, student accommodation & specially 1/2 Horizontal 1/2 Vertical The Skinny’s annual guide to student life is selected student hotspots 241mm(w) x 118.5mm(w) x written and edited by current or recent • Also handed out at selected events, fairs 151mm(h) 305.5mm(h) students, so the tone, content, and format & via key partners is optimised to engage with its readers. STUDENT • Trusted and established publication, HANDBOOK now in its 12th year Full Page 2018 - 2019 Bleed: 275(w) x 342(h)mm Trim: 265(w) x 332(h)mm Tech Specs Type Safe Area: 240(w) x 310(h)mm

Print adverts should be 300 dpi, CMYK PDF DPS or JPEG/TIFF, with all fonts and images B: 540(w) x 342(h)mm embedded. T: 530(w) x 332(h)mm TS: 500(w) x 310(h)mm MUSIC | FILM | CLUBS | THEATRE | ART | BOOKS | COMEDY | TRAVEL | FOOD & DRINK | INTERSECTIONS | LISTINGS 5mm bleed must be included on full pages and Advert Prices* spreads but is not needed on smaller sizes. *before VAT “The Student Handbook has been the perfect vehicle for us to engage with the student 1/8 Box 1/4 Box 1/2 Vertical 1/2 Horizontal Full Page DPS market in Edinburgh £325 £545 £895 £895 No Fixed Placement: £1395 £2500 Guaranteed Right Hand Page: £1645 and Glasgow” Inside Front Cover/Page 3: £1645 Anthony Dorman, Marketing Outside Back Cover £1745 and Promotions Manager, The Stand Comedy Club

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Digital Engagement

The Skinny’s digital audience stretches far and theskinny.co.uk is a powerful platform for  125,000 unique users per month National Reach wide. Inspiring awareness of local acts on an reaching our culturally engaged visitors,  350,000 page impressions per month  25% London, 44% Key city areas international scale, our online content is with high-impact display slots in key visible  0.18% average click-through rate (Edinburgh, Glasgow, Manchester, Liverpool, tailored to the savvy online user. Engagement positions on our web pages. Options include  49% of traffic from mobile devices Dundee, Leeds, Birmingham) and building loyalty with users is key to our the Billboard, MPU or Reskin & Billboard  Section-targeted campaigns available continued digital expansion. combination. Display adverts can be section or  See below for targeted options including Social Engagement geo-targeted. Homepage & Section Takeovers, and digital 35% of traffic from social advertorial pages  115K friends/followers as of Nov 2018

theskinny.co.uk Section & Site Takeovers Sponsored Content Billboard (CPM: £16 / £18 • For maximum impact, book the Reskin & The Skinny can work with you to create a fully targeted) Billboard to dominate the page bespoke online advertorial that allows you to • Or occupy all three display slots for a connect and engage with our readers, all in Reskin & Billboard particular section or run of site, e.g all our trusted editorial tone and design. (CPM: £32 / £38 music pages targeted) • Consistently high average CTR (›1%) Optional traffic drivers available, including via • Quotes are tailored to specific social networks and homepage placement. MPU campaigns (CPM: £13 / £15 targeted)

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Digital Tech Specs Reskin

Total Area theskinny.co.uk 2560px(w) x 1440px(h) As well as traditional image formats (RVB, image file to display to users without capacity Blank Central Area JPEG and animated GIF) max file size 1MB, to run Flash™ or HTML5*. Ambient Reskin 970px(w) x 1440px(h) theskinny.co.uk accepts rich media banners adverts must be submitted as JPEG or static in the dimensions stated. Please refer to the GIF files. *Flash files must be 10.1 or lower Safe Zone IAB website (www.iabuk.net) for maximum Desktop Billboard (for key information) audio and play lengths, controls, labeling and Please submit all digital copy and URLs to 970px(w) x 250px(h) 150px(w) each side other best practice recommendations for your sales contact at least 5 days before x 600px(h) your artwork. If you are providing Flash™ or live date to ensure adverts can be checked Mobile Billboard HTML5 files, please also submit a standard before uploading. 320px(w) x 50px(h)

Reskin

• Reskin adverts should be supplied • The central area is for our content and as one image to the spec: must be kept blank in your design 2560px(w) x 1440px(h) • Your design should extend to fill the • Additional dimensions are given (to total area so as to be visible on even the right) for guidance as to where key the biggest screens information should be featured • Reskins do not scroll with the page.

MPU 300px(w) x 250px(h) Photo: JJ Robertson

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk An organically grown, effortlessly informed weekly eNewsletter. Box Advertising • Immersed in content – excellent brand This is an ideal platform for promoters, association venues and brands. Provide a timely • Quantifiable – trackable open rate & CTR boost to an avid audience group wanting recommendations for their week ahead. 300px(w) x 250px(h) | £120 (£10 CPM) High value opportunity to gain direct access to The Skinny’s database and our social networks.

• Every Thursday Banner Advertising • Top weekly recommendations • 12,000+ subscribers • Dominates width of newsletter • Also hosted on theskinny.co.uk • Immersed in content – excellent brand • Prices calculated per 1,000 subscribers association (CPM) • Quantifiable – trackable open rate & CTR • Posted via social networks 100,000+ friends/followers 600px(w) x 250px(h) | £240 (£20 CPM) • Commitment discounts available • Quick turnaround, artwork needed Monday prior to inclusion Bespoke Solus Email *Please note digital stats are always Advertorial Advertising Create your own bespoke email and send increasing so check with your sales your message direct to our ZAP signups. • Includes up to 75 words, lead image and team for the most up-to-date figures The Skinny team can help you create links. a beautifully engaging message to suit • Brand Engagement – direct dialogue in Please provide all elements to your our reader’s demands and convey your the tone your brand wants presented sales contact by 5pm Monday prior to campaign effectively. • Exclusive Messaging – you are the only inclusion. advertorial inclusion. • Measured – embedded links, with £900 | £75 CPM trackable open rate & CTR

600px(w) x 250px(h) | £300 (£25 CPM)

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Special Projects

At The Skinny we embrace new ideas and have a team of creative contributors that can assist “The Skinny are with any campaigns and projects. full of great ideas Advertising Features of ways to make UNBOUND12-27 AUG 2018 Create content across our print or digital Late nights at the Edinburgh International networks to encourage interaction, awareness partnerships mean- Book Festival and brand association for our clients. ingful for both or- Media Partnerships The Skinny works with events, brands and ganisations, and businesses to maximise their reach to our their editorial cov- readership, while also creating new avenues of exposure to potential readers. erage is excellent.” 2018 Previews | City Guide | Venue Map

Clare Grogan Bespoke Magazines Kirsty Tough, Head of The Skinny team can create a one-off Marketing, EIFF & Film-

brochure, daily publication or digital creation Biffy Clyro to assist raising awareness and promotion of house Rip it up: your event or product. The story of scottish Pop Garbage and Shirley Manson

The curator of the National Museum of Scotland’s exhibition on Scottish music, Stephen Allen introduces Rip it up: The story of scottish Pop Supplements Guitars including Simple Minds, Josef K, Big Country, The Rezillos y own love affair with Scottish pop music Into the 1970s, other Scots make global Glasgow through different periods, whether the Mprobably goes back to 1978 being mesmer- breakthroughs on their own and as part of Bellshill blossoming of Teenage Fanclub and BMX ised by Eugene Reynolds, resplendent in lime groups – Average White Band, Gerry Rafferty, Bandits, or the emergence of the scene fostered We’ve worked with both Our annual guide to , a late 2018 Previews | City Guide | Venue Map green jumpsuit, alongside Fay Fife on Top of the Nazareth, Jack Bruce in Cream, Ian Anderson in by The Pastels and Belle and Sebastian. More Edinburgh College Unbound Pops, singing – appropriately enough, Top of the Jethro Tull and, of course, the Bay City Rollers. recently labels such as Fence, Lost Map and of Pops. Fast forward exactly 40 years, and here we In the late 1970s, social and technological course Chemikal Underground continue are, getting ready to put that same jumpsuit on changes turn everything on its head. A new Scotland’s do-it-yourself musical ethos. Contem- display in Rip It Up: The Story of Scottish Pop at generation seizes the means of production; more porary voices have recently emerged in Scotland, the National Museum of Scotland. portable and affordable recording equipment most notably in Young Fathers and also through and to produce night series of events for the It will be one of over 300 objects on show, and even the emergence of the humble office the success of the Scottish Album of the Year of Art Glasgow School of Art Edinburgh many of which have come directly from the photocopier lead to the emergence of smaller (SAY) Awards. And we will celebrate artists whose artists and bands, and which mostly haven’t been independent labels throughout the country, with work and career reflects some of all of those on public display before. For all sorts of reas- notable examples in Scotland including Zoom, No themes and influences, and who have had global ons – space, availability of material, curatorial Bad, Postcard, Fast Product and, later, Creation. success, like Franz Ferdinand, Shirley Manson, KT choices, basic sanity – the exhibition is not and There is a parallel creative flourishing around Tunstall and Biffy Clyro. bespoke degree show magazines, using , is a perfect cannot be comprehensive. Through a mix of new wave and post-punk. Lots of hugely influen- Alongside the objects, we’ve been working International Book Festival chronological and thematic approaches, we’ll tial artists emerge around this time, from The with BBC Scotland on this project and so, not The Rezillos give the broadest possible overview to the story Skids, Josef K, Orange Juice, The Associates, long after we open, there will be a three-part TV while also offering fresh sights and insights Altered Images, The Fire Engines, Scars and series on the history of Scottish pop. Vic through unique objects and first-hand artists’ artists who went on to have global commercial Galloway has written a book which will accom- contributions. We’ve also had expert help and impact like Simple Minds and Midge Ure… the list pany the exhibition, and will also present a four student contributors under The Skinny brand. example of how you can extend your brand advice from a wide range of people over the past goes on. part series on Radio Scotland. 18 months. In amongst all this a recurring presence is And it’s actually going to be a whole summer We start in the dancehalls and cafes as Scotland itself, and its changing social, political of Scottish pop, as this carries over into live skiffle catches on, with Scots born Lonnie and cultural climate. To what extent can you hear music, particularly the associated events coming Donegan in the vanguard of a movement in which that in the music? In some cases, very obviously; up with the Southern Exposure Festival at Sum- a young Alex Harvey also cut his teeth. An indus- the inimitable sound and the politics of The merhall in June, and Light on the Shore as part of to our readers. In 2018 we also teamed up try forms, with its centre in London. Young Scots Proclaimers, or Runrig, the only band to per- the Edinburgh International Festival at Leith artists make their way there, seeking fame and form in Gaelic on Top of the Pops. In other cases, Theatre. We’ll also have our own range of events

FestivalPreview fortune. Some find it, like Lulu. At the same time it’s far less obvious and some would say rightly happening here at the museum throughout the fest-mag.com Your FREE Festival Guide new folk starts to emerge from the clubs and so, that music is universal, and transcends exhibition run. bars as bands like The Incredible String Band are national boundaries. Rip it Up: The Story of Scottish Pop runs at the National at the heart of an emerging counterculture. Folk Maybe more subtly, particular places have Museum of Scotland from 22 Jun-25 Nov traditions are adopted and adapted into the new had movements and moments of creativity with The is a daily guide to the with to create a nms.ac.uk/ripitup CineSkinny National Museums Scotland pop music – a fusion which continues to this day. a particular sound and voice. Most obviously Bay City Rollers Glasgow Film Festival designed to deepen the unique supplement to accompany Rip It Up, June 2018 RiP iT uP Feature 1 relationship between local audiences and the a landmark exhibition exploring the history of Music festival itself, as well as drive ticket sales and Scottish pop music. extend the GFF’s reach to new audiences. Fest Magazine In 2018 we supported the Edinburgh Our sister magazine, Fest, is not only the FestivalPreview International Film Festival by producing biggest free guide to the Edinburgh festivals, fest-mag.com Your FREE Festival Guide a digital exploration of their programme, but also spread its wings to the southern focusing on their American Women in the ‘80s hemisphere in 2018 to cover the festivals in strand. Adelaide, Australia.

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Client provides: Kelburn Garden Edinburgh The Skinny: • Booking and curation fees to cover our time Party International • Marketing budget to support event • Venue hire Film Festival Live! 2018 saw The Skinny partner with the West Let The Skinny help put on your event! Over The Skinny provides: Coast’s longrunning jewel of a music festival. We were thrilled to partner with EIFF in 2018, the years we’ve curated exhibitions, hosted • Unrivalled curation expertise We curated the Pyramid Stage’s Saturday bill, particularly as it gave us a chance to cham- short film competitions, given out comedy • Coverage in print, online, The Zap selecting the best local and up-and-coming pion women filmmakers by supporting their awards, sponsored music festival stages, run and social media artists for one of the sunniest summer Female Directors in American Cinema strand. club nights and put on more gigs than you • Audience reach of 368,000+ weekends on record. Headlined by Future Get We sponsored the screening of Smithereens, can shake a mic at. • High quality bespoke photography Down, the roster was the perfect marriage the seminal debut by Desperately Seeking of Kelburn’s inclusive booking ethos and The Susan director Susan Seidelman - complete Skinny’s commitment to championing emerg- with a live Q&A and a free party afterwards ing talent. with our house DJs playing 80s bangers. Alt Peers Ball Hidden Door Working alongside media everyman Vic Gal- In line with our love of eclectic cultural loway, The Skinny helped programme the events, we supported Hidden Door Festival second edition of the Alternative Peers’ Ball in 2018 by putting on an event blending our at Edinburgh’s Assembly Rooms. With the music and film expertise. In the grand Leith multi-arts indoor festival being a throwback Theatre, The Skinny dug up The Cabinet of Dr. to an 1800s party organised by Sir Walter Caligari – a 1920s silent spine-tingler – and Scott, we helped bring proceedings right up recruited a suite of electronic musicians to to date with a jam-packed bill of rising and soundtrack the film live. Followed, of course, Kelburn Garden Party Smithereens established stars - too many to list here. by a gig until the small hours with the likes of HQFU and Makeness.

Alt Peers Ball Hidden Door Kelburn Garden Party Photo: Roosa Päivänsalo

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk Thanks for Reading!

So, you’ve seen all of the stats. You’ve seen what we can offer. We’re curious, though: what are you doing? How do you currently reach your audience? This isn’t about cookie-cutter, off-the-shelf products. The Skinny Sales Team is here to tailor solutions for your needs. Drop us a line, pick up the phone – we’d love to hear from you!

Whether it’s a last minute 1/8 page advert to promote your new club night or an integrated multi-platform campaign for an international brand, everything The Skinny does has the same level of care, attention and love. Find us:

1.9 1st Floor Tower Techcube Summerhall Edinburgh EH9 1PL

+44 (0)131 467 4630 “The team at The Skinny are full of enthusiasm for their product, always respond quickly to [email protected] briefs and come up with good ideas on how best to engage with their audience” Jenny McManus, Head of Display, Carat Edinburgh

The Skinny Media Kit +44 (0)131 467 4630 [email protected] theskinny.co.uk