2017 Media Kit Advertising Media Kit 2017

About Columbus Underground Improving Your Traditional Marketing Efforts A Focus On The Future Through Online Advertising For a city to thrive, relationships matter. Many of Online advertising is best for local businesses in driving our city’s media outlets have undergone drastic engagement with your web-based communication strategies changes recently, changing ownership to profit-based (website, social media, etc.). Online engagement is crucial publishers, reducing staff, and in some cases, closing to building awareness of your brand, product, and service. all together. In the midst of this uncertainty, Columbus Advertising online provides an immediate click-thru call to Underground is growing. action and the flexibility to custom-cater marketing messages to time of day or day of the week. CU is the independent, honest, and reliable voice Columbus residents can turn to 24/7 for information that will help them make more informed decisions How We Work for Small Businesses about how they spend their time and money to support Columbus Underground provides an opportunity for small our community. businesses to engage directly with their audiences, their fans and their potential customers. Our advertising platform was Fueled by a team of local writers, photographers, and custom created to cater specifically to the needs of our local community organizers who are ingrained in the fabric small business community and provide an affordable, flexible, of Columbus, CU delivers forward-thinking stories and and accountable service for delivering your message to a experiences that help residents live their best lives in targeted Columbus market. the city they call home, and show the opportunities for others to build their life here. How We Work for Larger Organizations Our advertising options have expanded to offer opportunties for larger organizations looking to connect to our unique, local audience. We can provide amplified rotation rates for a more saturated marketing presence, customized messages to help associate your brand with our audience, and other customized marketing opportunities.

Credibility and Customer Testimonials

“Advertising with Columbus Underground for our urban apartment communities has been the best use of our marketing dollars to date. We’ve been able to target a very specific audience of people who are passionate about living Downtown, and have been able bypass 94% of Columbus traditional apartment advertising channels which has saved us thousands of dollars. Our Underground readers partnership with Columbus Underground has contributed greatly to the successful lease consider our news up of The Julian, and we look forward to working with them as our advertising partner for articles to be more upcoming urban projects!” credible or equal in - Hilary Deason, Marketing & Communications Specialist | Marketing & Public Relations credibility to those produced by other “The deadlines and creation of our ads could not be any easier or better for us. For reaching local news outlets. this target audience, it is also a great value.” - Kamal Boulos, Owner of The Refectory Restaurant & Bistro

“I am thrilled with my advertising relationship with Columbus Underground. It has introduced Shadowbox Live to an audience we weren’t reaching through our other advertising efforts.” - Julie Klein, Marketing Director of Shadowbox Live Reader Demographics 2017

Demographics Overview Quick Demographic Breakdowns The readership of Columbus Underground can easily be described as young, educated, affluent, open-minded, 79% of our readers fall between the ages of 22 and 45 diverse, tech-savvy, engaged, connected, well-informed, (Generations X & Y). opinionated and honest. The latest demographic survey of 51% of our readers fall between the ages of 25 and 36 our readers was conducted in 2016 and provides a more (Young Professionals). in-depth look at who our readers are, where they live, Gender split is 48% male to 51% female. where they work, where they spend their time and money, 71% of our readers make more than $50,000 per year in and more. household income. 55% of our readers make more than $70,000 per year in household income. 31% of our readers make more than $100,000 per year in household income. 54% of our readers are either married or in a committed

18-24 7.30% relationship. 25-36 50.87% 46% of our readers classify themselves as being single. 37-48 27.35% 83% of our readers have 4-year college degrees or higher. 49-64 13.00% 31% of our readers have master’s degrees or higher. 65+ 1.49% 68% of our readers have pets (34% dogs, 31% cats, 3% fish), 32% do not. 58% of our readers own homes or condos, 42% of our readers rent or lease. + 71%

$70k+ 55%

$100k+ 31%

Assoc. 4%

BA/BS 51%

Masters 24%

Doc/Prof 7%

Where our Readers LIVE Where our Readers WORK Where our Readers PLAY

15.89% Clintonville / Beechwold 30.08% Downtown / 48.48% Short North 15.22% Short North (Victorian, Italian, Harrison) 13.13% University District 19.70% Downtown / Arena District 12.95% North Suburbs (Dublin, Worthington, Etc) 10.23% Westerville / Polaris / Worthington 9.42% / Brewery District 12.95% German Village / South Side Neighborhoods 9.01% Easton / Gahanna / New Albany 7.90% Grandview / Upper Arlington 12.01% Grandview Heights / Upper Arlington 7.79% Grandview / Upper Arlington 9.52% Clintonville / University 8.27% East Suburbs / Gahanna / Bexley / Reynoldsburg 6.26% Dublin 2.60% Suburban (Easton, Polaris, Etc) 6.54% Downtown (Arena, Discovery) 6.11% Short North 2.38% 6.27% West Side Neighborhoods (Westgate, Hilliard, Etc) 5.35% Bexley / Whitehall /OTE 5.07% University District (Weinland, Dennison, Old North) 4.73% German Village / Brewery District 4.81% Olde Towne East (KLD, Woodland, Franklin Park) 3.21% Clintonville 3.97% Hilliard / West Side / Franklinton

Event Demographic Information Additional Analytic Information Each year, thousands of attendees participate in Columbus Underground events, including our Best Bites food MoreAdditional information Demographic is available Information to advertisers tasting series, Urban Living Tour apartment hop and Metropreneur small business gathering ASPIRE. Our event basedMore informationon specific isindustries available andto advertisers sectors. Contact based on specific industries and sectors. Contact attendees are as diverse as our online readership, representing a cross-section of Columbus that is actively engaged [email protected] for more [email protected] for more in the City of Columbus. info or to schedule a consultation. info or to schedule a presentation. Analytics 2017 What our analytics can tell you about our daily visitors, visitor habits, website traffic, and our readership

Overview of Analytics Why do people visit Site Traffic Statistics Columbus Underground? Columbus Underground “To find new places to dine, shop or Total Annual Visits: 5,285,351 make other purchases” Unique Annual Visitors: 2,522,928 “To find local events” Total Annual Pageviews: 9,806,714 “To read local news”

AVERAGE VISITORS PER DAY: 14,480 “To read reviews and opinions” AVERAGE PAGES PER DAY: 26,867 “To read special features”

Used CU to find a place to live All statistics based on information gathered between Jan 1, 2016 and Dec 31, 2016 utilizing Google Analytics. Used CU for industry research

Used CU to find a job Used CU to meet new friends Used CU to help relocate to Central

28,791+ 136,190+ 71,172+ 54,324+ SUBSCRIBERS FOLLOWERS FOLLOWERS FOLLOWERS

Email Newsletters Twitter Followers Facebook Fan Page Instagram Followers Our two weekly email Columbus Underground has The official Columbus Columbus Underground has newsletters are delivered long embraced Twitter as Underground Facebook quickly become one of the every Monday and Thursday. a component of our news Fan Page has over 71,172 most popular local Instagram Our growing distribution list delivery system and to followers (as of Jan 2017) accounts to follow for photos currently contains over 28,791 engage our readers in two- who read our news updates, and updates with over 54,324 subscribers (as of Jan 2017). way communication. Each event listings, photos, videos, followers (as of Jan 2017). Our weekly email readers are day, the @ColsUnderground and other content. We also Our Instagram posts include a interested in current events, twitter account sends out feature Facebook “like” variety of photo-centric news news updates and other updates to over 136,190 buttons on all of our articles updates to accompany our special promotions. followers (as of Jan 2017). for easy content sharing. articles.

Event Analytic Information Additional Analytic Information • The Best Bites food tasting event series each host 800-1000 attendees and sell out in advance. More information is available to advertisers • The Urban Living Tour apartment hop hosted over 700 attendees in 2016. based on specific industries and sectors. Contact • The Metropreneur ASPIRE conference hosted over 100 entrepreneurs and startups in 2016. [email protected] for more info or to schedule a consultation. Rate Sheet 2017

Advertising Rates Overview Our advertising rate structure was created with local businesses in mind. We offer scalable pricing that can fit any budget. Every banner that appears in any placement on Columbus Underground can scale from 10,000 to over 100,000 impressions per month, and all banner ads are optimized for mobile, tablet and desktop displays.

CU Website Advertising Prices & Details: CU Email Advertising Prices:

Super Leaderboard Banner CU Weekly • Dimensions: 970x90, 728x90, 320x50 • Dimensions: 728x90 • Most prominent placement across the top of all website pages • Placement in-content across all emails delivered • Prices range from $32 to $40 CPM • Prices start at $150 per week

Upper Square Banner Mega Weekend • Dimensions: 300x250 • Standard: 556x80 • Placement in upper half of sidebar column across all website pages • Medium: 556x160 • Prices range from $21 to $25 CPM • Large: 556x320 • Placement in-content across all emails delivered Middle Leaderboard • Prices range from $200 to $400 per week • Dimensions: 970x90, 728x90, 320x50 • Placement in midway content column across website homepage CU Social Advertising Prices: • Prices range from $15 to $18 CPM Twitter Half Page Banner • Limited to 140 characters per tweet • Dimensions: 300x600 • Can include images, hashtags and links • Placement in midway sidebar column across all website pages • Can be scheduled in advance any time of day • Prices range from $16 to $20 CPM • Limited to one sponsored tweet per day • Prices start at $200 per tweet Lower Leaderboard • Dimensions: 970x90, 728x90, 320x50 Instagram • Placement in midway content column across website homepage • Recommend two lines of text • Prices range from $10 to $13 CPM • Can include hashtags and links • Can be scheduled in advance any time of day Lower Square Banners • Limited to one sponsored post per day • Dimensions: 300x250 • Prices start at $500 per post • Placement in lower section above footer across all website pages • Prices range from $4 to $8 CPM

(CPM price ranges based on campaign impression totals.)

Display Ad Add-Ons Event Sponsorship Native Advertising Prices Vary Prices Vary Prices Vary All website advertising campaigns Columbus Underground hosts a full Columbus Underground offers offer the ability for advance slate of events throughout the year the opportunity for appropriate targeting to maximize the effective- that feature the best in local food, native advertising partnerships ness of your campaign reach: drinks, entertainment and more. through organically crafted content Geo-targeting +$3 CPM Sponsorship opportunities exist at partnerships. This includes Monthly Content targeting +$3 CPM multiple levels, and can include an Series, Featured Weeks, and other Dayparting +$5 CPM engaging and experiential event collaboratively designed campaigns. Roadblock +$5 CPM presence to make your brand stand This option is only made available Device targeting +$5 CPM out in an exciting way. on a case-by-case basis.