2020 Media Kit

Josh Daiek Lake Tahoe, California Photo: Ming Poon THE WORLD LOOKS DIFFERENT since the last time most of us to work with, and every event we host. We ask ourselves, 'Is this skied together and it seems we will all be enduring the effects of essential to skiing?' this changed world for a long time. So, we will adapt. Skiers are good at this. Personally and professionally, we will find and ad- IN THAT SENSE, this year will be no different. Our readers are as just to our new line. Now more than ever, we have to ask ourselves committed as ever to skiing and have built their lives around our what is essential. sport. In turn, we built Powder around them. By partnering with us, you have something of immeasurable value—you have FOR THE PAST 49 YEARS, Powder has strived to find and tell the the undivided attention of a captive audience of dedicated, pas- most essential stories in skiing. That is our guiding light in all we sionate skiers. We remain as committed as you are to keeping Sammy Carlson do; the safety check we give ourselves before moving forward skiing at the forefront of our lives and our business, and most Mustang Powder Cats, with every issue of the magazine, every story we publish online, importantly, our stories. See you out there. Revelstoke, British Columbia every photo we post to our social feeds, every partner we decide —SIERRA SHAFER, EDITOR Photo: Darcy Bacha Audience POWDER PROVIDES A LARGER AUDIENCE All data collected via reader survey. OF DIE-HARD SKIERS THAN ANY OTHER DEDICATED SKI MEDIA BRAND. Average years skiing: 23 42 Average days skied per season: Fans: Readers: 297,885 135,000 LOCATION Followers: Subscribers: 401,110 96,289 Pacific & Rockies: 45% Central: 17% Followers: Subscribers: New England/East: 33% 67,580 20,900 Canada: 3% International: 2% TOTAL: 1,018,764 EDUCATION

Have a Bachelor’s Degree or higher: 86%

AGE/SEX

17: 3% 18-24: 18% 25-34: 38% 35-44: 22% 45-54: 14% 55+: 5%

Male: 73% Female:* 27% *increased 4% since last year

QUALIFIED Readers planning to purchase new year this year: 75% Readers who advise others on the purchase of ski equipment or places to ski: 96% Readers who took an overnight ski trip in the last 12 months: 94% Readers who are advanced skiers or better: 96% Average household income: $92.5K Photo: Carson Meyer SEPTEMBER ISSUE Space Close: 07/23/20 Editorial Calendar Materials Due: 08/10/20 On Sale: 09/25/20 • The 2021 Buyer’s Guide • Feature • Profile • Gear Locker

OCTOBER ISSUE Space Close: 08/7/20 Materials Due: 09/11/20 On Sale: 10/26/20 • The 2021 Resort Guide • Feature • Profile • Gear Locker

NOVEMBER ISSUE Space Close: 09/14/20 Materials Due: 10/2/20 On Sale: 11/13/20 • The 2021 Accessories Guide • Feature • Profile • Gear Locker

DECEMBER ISSUE Space Close: 10/9/20 Materials Due: 10/28/20 On Sale: 12/4/20 • The Photo Annual • The 2021 Apparel Guide • Profile • Gear Locker POWDER MAGAZINE 2020 SIP GEAR GUIDE GEAR Space Close: 08/10/20 GUIDE Materials Due: 09/18/20

48.GG Guide | The 2020 Gear On Sale: 11/4/20 (on sale 100+ days) • The 2021 Buyer’s Guide

SKIER’S CHOICE 109 Skis, Boots, Jackets, • The 2021 Apparel Guide Pants, and Accessories Joel Pollinger THAT

MATTER THE • The 2021 Accessories Guide Werfen, Austria TOP 11 SKIS Powder ToPowder The People Photo: Christoph Oberschneider OF THE YEAR 31 DAYS OF GIVEAWAYS OCTOBER Events Every day for the entire month of October, we’ll be giving away amazing prizes from you—the top brands in the outdoor indus- try. Skiers can register once, twice, or all 31 days in a row, with new chances to win each day. We conclude the contest with a Grand Prize trip or product package. In return, our brand part- ners get connected to the largest social media audience in skiing and receive email addresses for all contestants.

POWDER AWARDS DECEMBER Bringing together the top photographers, filmmakers, indus- try veterans, and professional skiers, we'll be announcing the winners of 12 film award categories—including Movie of the Year, Best Male and Female Performances, Best Line, and Best Powder among others. It's the biggest night in skiing!

POWDER WEEK FEBRUARY POWDER has been hosting Powder Week, our annual ski test, for 20 years. We invite the best skiers we know to ski bell to bell for four days straight, gathering feedback on more than 125 skis, and spending a collective 300-plus hours to determine the very best products to be featured in our annual Buyer's Guide.

HEADSPACE APRIL We figure there are better ways to determine the best helmets and goggles for skiers than trying them on in the freezer section of a SoCal grocery store, so we created Head Space—a full day of skiing with manufacturers and designers to gather feedback on our favorite helmets and goggles, as seen in the annual Accesories Guide.

THREAD THE NEEDLE APRIL Following our tried-and-true format developed at Powder Week, we bring together a diverse selection of skiers for three days of very fancy, very fashionable skiing in an effort to determine the very best jackets and pants on the market. The results of this apparel summit are presented in our annual Apparel Guide. #skiingisfancy Photo: David Reddick Ad Rates & Specs

SPREAD FULL PAGE $8,000 $4,500

AD SIZE FULL PAGE SPREAD COVERS 1X non bleed 8W x 9.875H 17W x 9.875H COVER 2 (SP) $12,000 bleed 9.25W x 11.125H 18.25W x 11.125H COVER 3 (SP) $10,500 trim 9W x 10.875H 18W x 10.875H COVER 4 $9,000 safety 8.5W x 10.375H 17.5W x 10.375H * Covers are sold on a first right of *All live matter must be kept inside safety area refusal basis. 5% spread discount given *Hold all live matter at least 1/4" inside trim edges. for single product spreads. *Bleed dimensions allow 1/8" trim on all four sides. *Guaranteed positioning 10% additional

BINDING METHOD: ACCEPTED DIGITAL FILES: ALL FILES SHOULD BE PLEASE SHIP ALL MATERIALS TO: Perfect Bound • PDF-X1a, no native files accepted LABELED WITH: • One ad per file only 1. Advertiser/Client Kasey Kelley TRIM SIZE: • Files must be composite (all colors on 2. Production contact (name & phone 2052 Corte Del Nogal, 9" x 10.875" one page) number) Carlsbad, CA 92011 • Ad orientation: right reading, portrait 3. Ad Agency contact (name & phone 949-325-6149 LIVE AREA: mode (no rotations), 100% (actual size) number) [email protected] All type or gtraphics not intended to • Standard trim and bleed marks must 4. Vendor contact Please note: High-resolution PDF only trim should be positioned 3/8" in from all be included in all separations with 12 5. Return address bleed edges pt offset from the trim 6. List of contents FOR ALL OTHER QUESTIONS • All trapping and overprints must be 7. Issue printing PLEASE CONTACT: GUTTER SAFETY: included in file Headlines: ¼" each side of the gutter ADVERTISERS MUST UPLOAD ADS Robert Fenikowski Body Text: ¼" each side of the gutter PROOF GUIDELINES: THROUGH THE AMI AD PORTAL: Vice President, Production and Publish- SWOP standard proof https://americanmediainc.send- ing Technologies LINE SCREEN: myad.com 4 New York Plaza, New York, NY 10004 150 line screen for covers Office: 212.545.4875 133 line screen for body Please sign up to create your account Email: [email protected] Aryeh Copa and make sure to check FAQs and Steamboat Springs, Colorado view video tutorials Photo: Noah Wetzel Powder.com

950X100

300X250 FULL-SITE TAKEOVERS (1920x1200 + 970x250) • 1, 2 or 3 day increments [can be more or staggered] • Video player available in billboard unit • cvv Feed • Static Images *JPG or GIF less than 100K

BILLBOARD UNIT (970x250) Capable of running: • Video Player • cvv Feed • Static Images *JPG or GIF less than 100K

SKINS/WALLPAPER UNIT (1920x1200) • 3-Day or 5-Day blocks *JPG or GIF less than 200K • VALUE: $1,500-$3,000/day (based on seasonality) • Also available for interior pages of the site 300X600 HOME PAGE FIXED PERMANENT UNIT (300x600 OR 950x100) • Flat Fee • 2-3 month campaign • Guaranteed 25% Share of Voice

Willie Nelson and Conor Pelton • VALUE: $1,000/month Steamboat Springs, Colorado Photo: Noah Wetzel 950X100 Mobile Rates

MOBILE INTERSCROLLER MOBILE EXPANDABLE VIDEO UNIT

• Supports video, product carousels, and other • Supports video, product carousels, and other inter- interactive features. active features. • Custom built for each execution. If you can • Custom built for each execution. If you can imagine imagine it, we can build it. it, we can build it. • Create multiple versions to A/B test and opti- • Create multiple versions to A/B test and optimize mize based on performance. based on performance.

320x50 OR 300x250 CUSTOM RICH MEDIA

• Run of Site display units available to mobile and • Disruptive execution loading on the home screen as tablet users only. a footer unit • Average Mobile Monthly Traffic represents • Expands upon interaction to full screen roughly 38% of total. • Showcase content of choice (product, video, photo) • Social media conversion (share, bookmark, send) Alex Hackel *VALUE: $12 CPM • 100% share of voice per month Kiruna, Sweden Photo: Alric Ljunghager *VALUE: $50 CPM (+ cost of production) Social

PROMOTIONAL OPPORTUNITIES INCLUDE: $6,500 $2,500 • 3x - Facebook PRODUCT SPOTLIGHT • 1x - Facebook • 2x - Instagram • Social amplification ATHLETE SPOTLIGHT • Social amplification • Impressions: 93,889 TRIP SPOTLIGHT • Impressions: 468,743 $4,000 *Social programs are cus- Brands must provide ALL content and copy. Photos • 2x - Facebook tomizable to offer flexibil- should not have any text on them. All content must be approved by POWDER Editorial team before going live. • 1x - Instagram ity in deliverables and can • Social amplification be scaled to meet your • Impressions: 234,891 budget or goals.

Photo: Bruno Long Email Newsletter

Sent once a week to an opt-in database, the newsletter is a cost effective yet highly successful way to reach your demographic and deliver a specific message. With high click thru and open rates, newsletter ad units have proven to result in direct sales conversion.

LIST SIZE • 93, 287 subscribers

PERFORMANCE • Average Open Rate: 21% • Average CTR: 4%

AD UNITS • 728x90 • 300x250 • VALUE: $15 CPM

• 600x250 • VALUE: $25 CPM

•Native(640x360) • Placed within the editorial body of the letter • Includes image and 50 word count • VALUE: $25 CPM

CUSTOM NEWSLETTER • Opt in Database = 65,982 • A unique opportunity to create the communications of choice, providing all creative assets for an exclusive distribution • VALUE: $3,500

300X250 300X250

600X250 Custom Deliverables

CLICK TO VIEW CRAFTED Crafted, a gear-centric video series dedicated to dissecting the process of some of the best products in skiing. From concept to cash register (and everything in between), we showcase the talent btehind product, design, engineering, testing and promotion to provide an in-depth look like never before.

This service-based video brings the Powder consumer to the forefront of the latest techno- logical advances in product. Following the cycle, we explore the process as a whole to better understand how complicated it can be to create something new each season.

CLICK TO VIEW PASSING THROUGH Passing Through, a service-based, travel-oriented video series, focuses on the essentials that the most core and committed skier needs to know before spending a weekend at a par- ticular ski area or resort. This three- to five-minute video seeks to capture the real authentic culture of ski destinations and what makes them unique—from the locals, to the terrain, to the best places to eat, sleep, and drink.

CLICK TO VIEW 31 DAYS OF GIVEAWAYS Powder has created the single most popular social activation with over 5 million impressions and 65,000 entries. This season, we’re again giving skiers living in the US the chance to win the most sought after gear of the year on a daily basis for over four weeks. Contact

Editor Sales Director Director of Photography Art Director Assistant Editor Sierra Shafer Kevin Back David Reddick Robert Sawyer Jake Stern [email protected] [email protected] [email protected] [email protected] [email protected]

Elyse Saugstad and Angel Collinson PRINT AWARDS: Chugach Mountains, Alaska Photo: Nic Alegre/TGR 2 ASME Nominations 6 WPA Maggie Awards 2 Folio Magazine Eddie Awards

DIGITAL AWARDS: 1 ASME Ellie nomination 4 WPA Maggie Awards 1 Folio Magazine Eddie Award 2 Digiday Publishing Awards

POWDER’S renowned photography and journalism have always led the pack and continues to do so. Known for producing the best ski photography in addition to award winning journalism skiers trust and have a connection with Powder that is unmatched. Award winning journalism earns highly qualified and discerning consumers.