2021 MEDIA KIT Brand Powerhouse Ree Drummond built The Pioneer Woman empire, reaching millions across the country. With The Pioneer Woman Magazine, her fans are able to connect with her in a whole new way and across multiple media platforms.

Top-rated 26MM #1 Food Network program on Brand Star on social media Food Network Impressions 11MM followers

10.5MM Best-selling Entrepreneur unique visitors up author including 304% YOY four non- Owner of The Mercantile (Restaurant/Bakery/ General Store) Owner/designer, The Boarding House Inn Housewares line at Walmart throughout the U.S. About The Magazine

Ree’s humor and candid storytelling inform the content of every issue, which focuses on accessible style, family-friendly recipes, entertaining, travel, home decor and “life on the ranch.” Each issue is like a day with a good friend, full of helpful advice, great food, fun shopping, heartfelt stories—and lots of laughs.

FOOD HOME/ENTERTAINING STYLE/BEAUTY FAMILY LIFE TRAVEL Success

The Pioneer Woman Magazine ranks in the top 10 among ALL U.S. magazines at retail

Newsstand sales of 135K rival monthly magazines

Subscriptions increased 17% year-over-year to 416,960

Bonus delivery over 51K copies per issue—10% above rate base

Four consecutive rate base increases—now 500,000

AAM 2H20 Reader Engagement

97% cut/copy 81% articles and ads purchased an advertised product or looked for more information about an advertised brand/ 88% product of respondents take action after reading the issue 74% visit advertiser's website, social media, 87% or store recommend the magazine to others

Source: Study conducted by Signet Research, Inc., NET scores for 1,000 respondents 2021 Edit Calendar

4X FREQUENCY AD CLOSE ON SALE

Spring: The Fresh Issue 1/15/21 3/2/21

The Summer Entertaining Issue 4/16/21 6/1/21

The Fall Comfort Issue 7/9/21 8/24/21

The Holiday Issue 9/10/21 10/26/21 Marketing Solutions

Beyond the page, The Pioneer Woman Magazine provides solutions to engage with this unique fan base anytime and everywhere.

PROMOTIONAL PAGE LISTINGS

E-BLASTS

SWEEPSTAKES

RESEARCH

PRESS

EVENTS 2021 Rate Card

NET 4C B&W

Full Page $26,261 $21,012

²∕₃ Page $22,325 $17,859

½ Page $17,072 $14,221

¹∕₃ page $13,133 $10,506

Cover 2 & 4 (25% premium) $32,831 Cover 3 (5% premium) $27,574

Rate Base: 500K Production Requirements

The Prettiest TERMS & CONDITIONS

THE PIONEER WOMAN MAGAZINE Halloween Pumpkins You’ll Ever See MAGAZINE SPECS 1. These terms and conditions apply to all advertising insertion orders placed by to use (i) the names and/or the portraits or pictures of persons, living or dead, or of advertiser with Hearst Communications, Inc. (“Publisher”) during 2021. Publisher will things; (ii) any trademarks, service marks, copyrighted, proprietary, or otherwise �� Trim Size: 8.5" x 10.875" not be bound by any condition appearing on order blanks or copy instructions private material; and (iii) any testimonials contained in any advertisement submitted LLadd and the kidss Coffee everything Safety from Trim: .25" submitted by or on behalf of the advertiser when such condition conflicts with any by or on behalf of the advertiser and published by Publisher, and that such Cowhide rugs

FALL 2019 provision contained in Publisher’s rate card or with its policies, regardless of whether or advertisement is neither libelous, an invasion of privacy, violative of any third party’s u I A this guy Bleed: Positioned .125" from trim not set forth in the rate card. All references herein to Advertiser include Advertiser’s rights, or otherwise unlawful. As part of the consideration and to induce Publisher to u Trim Crop Marks: Positioned outside bleed area by .125" agency, if there is one, and Advertiser and its agency shall be jointly and severally liable publish such advertisement, the advertiser agrees to indemnify and save harmless Binding: Perfect Bound for Advertiser’s obligations hereunder. 2. Publisher reserves the right to decline or Publisher against all loss, liability, damage, and expense of whatsoever nature You could win one! reject any advertisement for any reason at any time without liability even though (“Losses”) arising out of copying, printing, or publishing of such advertisement u Plus FALL 2019 $4.99 Jog Position: Foot previously acknowledged or accepted. f an advertisement is accepted for publication, (“Claims”). 18. In the event that any advertising campaign for advertiser includes

64878 the advertiser agrees that it will not make any promotional references to Hearst sweepstakes, contests, email distribution and/or other promotional elements which Magazines without the prior written permission of the Publisher. 3. Short Rates. are managed either by the advertiser or by the Publisher on behalf of the advertiser, the Advertisers will be short-rated if the space upon which billings have been based is not advertiser also agrees to indemnify and save harmless Publisher against any and all used within the 12-month contract period. 4. Agency commission: 15% to recognized Losses arising out of the publication, use or distribution of any materials, products agencies. Bills are rendered on publication date. Payment in U.S. currency required. (including prizes) or services related to all such promotional elements provided by the AD SIZE BLEED TRIM LIVE/NON-BLEED Net due 30 days from invoice date. Interest will be charged at rate of 1.5% per month advertiser including, without limitation, those arising from any Claims. 19. The or, if less, the maximum lawful interest rate, on past-due invoices. New advertisers advertiser agrees to and does indemnify and save harmless Publisher from all loss, SPREAD 17.25" X 11.125" 17" X 10.875" 16.5" X 10.375" must either remit payment with order or furnish satisfactory credit references, subject damage, and liability growing out of the failure of any sweepstakes or contest inserted to Publisher’s discretion. 5. The advertiser agrees to pay the amount of invoices by them for publication to be in compliance and conformity with any and all laws, FULL PAGE 8.75" X 11.125" 8.5" X 10.875" 8" X 10.375" rendered by Publisher within the time specified on the invoice. 6. Orders 30 days orders, ordinances, and statutes of the United States, or any of the states or beyond current closing date will be accepted only at rates prevailing, and only on a subdivisions thereof. 20. All orders accepted are subject to acts of God, fires, strikes, ⅔ VERTICAL 5.75" X 11.125" 5.5" X 10.875" 5" X 10.375" space-available basis (and subject to the other terms and conditions herein). Orders accidents, or other occurrences beyond Publisher’s control (whether like or unlike any containing incorrect rates may be accepted and if accepted, charged at regular rates. of those enumerated herein) that prevent Publisher from partially or completely ½ VERTICAL 4.375" X 11.125" 4.125" X 10.875" 3.625" X 10.375" Such errors will be regarded as only clerical. 7. All agencies or direct advertisers must producing, publishing or distributing Hearst Magazines. 21. All advertisements must supply Publisher with a legal street address and not just a post office box. 8. Orders be clearly identified by the trademark or signature of the advertiser. 22. Words such specifying positions other than those known as designated positions are accepted only as “advertisement” will be placed with copy that, in Publisher’s opinion, resembles ½ HORIZONTAL 8.75" X 5.5" 8.5" X 5.25" 8" X 4.75" on a request basis, subject to the right of Publisher to determine actual positions. 9. editorial matter. 23. Cancellations must be in writing. Cancellations for orders are not Advertisements in other than standard sizes are subject to Publisher’s approval. 10. binding on Publisher unless in writing and received at least 45 days prior to the ½ HORIZONTAL SPREAD 17.25" X 5.5" 17" X 5.25" 16.5" X 4.75" Publisher is a member of the Alliance for Audited Media (AAM). Publisher reports its advertising closing date for inside or outside cover pages and for all inside pages, prior total circulation on an issue-by-issue basis which is audited by AAM. Publisher does to the advertising closing date. Thereafter, orders may not be cancelled or changed by ⅓ VERTICAL 2.875" X 11.125" 2.625" X 10.875" 2.125" X 10.375" not guarantee circulation to regional advertisers, and regional circulations reported to the advertiser without the acknowledgement and acceptance of Publisher. If orders AAM are used only as a basis for determining rates. Publisher is entitled to a 5% are not timely cancelled, the advertiser agrees that it will be responsible for the cost of ⅓ SQUARE 5.75" X 5.5" 5.5" X 5.25" 5" X 4.75" shortfall on estimates for ads placed on a regional basis. 11. Rates, conditions, and such cancelled advertisements. 24. A copy of any proposed insert must be submitted space units are subject to change without notice. Any discounts are applicable during to Publisher prior to printing of the insert. In no event shall Publisher be responsible for the period in which they are earned. Any and all rebates from earned discount any errors or omissions in, or the production quality of any furnished insert. 25. The adjustments must be taken by the advertiser within six (6) months following the period advertiser agrees to reimburse Publisher for all fees and expenses, including its PRODUCTION CONTACTS in which such rebates were earned or they will be deemed expired. 12. Schedule of attorney’s fees, incurred by Hearst in collecting or attempting to collect charges owed months of insertion and size of space must accompany all orders and are binding upon for advertising placed pursuant to this Agreement. 26. The parties agree that the For ad specs, material extensions For insert questions: Send all supplied inserts to:* advertiser upon receipt unless terminated in writing prior to the applicable closing details contained on orders will be treated as confidential or proprietary information and all other production questions: Julie Bosco Quad date(s). So-called “space reservations” are not considered by Publisher as orders or and shall not be disclosed to third parties. 27. Should Hearst Publisher acquire any binding upon it in any way. 13. Reproduction quality is at the advertiser’s risk if new magazines beyond the current list of publications (21), the advertiser will not be Hector L. Gonzalez Balcazar Associate Director, N61 W23044 Harry's Way Publisher’s specifications are not met or if material is received after closing date even if entitled to any discount with respect to such newly acquired titles during the term of [email protected] Production Management Sussex, WI. 53089 on extension. All queries concerning printed reproduction must be submitted to this Agreement. 28. Claims for circulation base shortfalls must be made within 6 (414) 622-2810 [email protected] Att: Robin LeTendre Publisher within 45 days of issue date. 14. Advertising film will be destroyed, if not months after publication of final AAM statements (the white sheets). 29. The ordered returned, 12 months after last use without liability. 15. No rebate will be advertiser is responsible for any and all rate base increases that occur throughout the (305) 859-0125 allowed for insertion of wrong key numbers. 16. The advertiser agrees that in the contract period. Rate base adjustments are NON-NEGOTIABLE. 30. All issues related event Publisher commits any act, error, or omission in the acceptance, publication, and/ to advertising will be governed by the laws of the State of New York applicable to For materials shipping address, proofing requirements, file specifications, most recent digital or distribution of their advertisement for which Publisher may be held legally contracts to be performed entirely therein. Any action brought by advertiser against responsible, Publisher’s liability will in no event exceed the cost of the space ordered Publisher relating to advertising must be brought in the state or federal courts in New requirements and to submit files, please visit http://ads.hearst.com. Files must be submitted and further agree that Publisher will not under any circumstance be responsible for York, New York and the parties hereby consent to the jurisdiction of such courts. through this website as final PDF/X-1a 1.3 version 2001 files only; no CDs. consequential damages, including lost income and/or profits. 17. The advertiser represents that it not only has the right to authorize the publication of any advertisement it has submitted to Publisher, but that it is fully authorized and licensed *All inserts jog to foot. Must be delivered directly to Quad Printing. Hearst requires a full-length spine indicator on the bind edge of all inserts including all 2pp inserts. A spine indicator must include name of magazine title and issue date for insertion. Advertiser is liable for all fees and expenses, including attorneys’ fees, reasonably incurred by Hearst Magazines in collecting, or attempting to collect, any charges owed under this Agreement. DIGITAL MEDIA KIT ThePioneerWoman.com

Overview Signature Features In 2006, Ree Drummond started a about life on Food + Cooking with hundreds of crowd-pleasing, fool-proof recipes. Ree's honesty an cattle ranch. Her experiences as wife to and relatability make home cooks of all levels feel confident! a handsome cowboy and mom to 4 kids grew into a Beauty + Style. If Ree’s wearing it, her readers want it! ThePioneerWoman.com will steady supply of home-grown content. She built her share Ree’s personal picks, along with helpful tips and ideas about the best products. brand one follower at a time, thanks to humor, warmth, Home + Life. Ree’s favorite ways to enjoy her home, including new products, decorating honesty, and enthusiasm for simple joys in life. tips and holiday inspiration, all with her warm, attainable aesthetic in mind. Entertainment + Leisure. Ree is a huge pop culture fan, and posts regularly about ThePioneerWoman.com has relaunched and expands her favorite podcasts, shows and celebs. We’ll cover music, , TV and more. on Ree Drummond’s original blog and what the Pioneer Woman Magazine’s engaging content does Advertiser Opportunities best: bring Ree’s humor and candid storytelling about Innovative integrations, custom content, native and partnership opportunities, family life to her nearly 10 million fans with a focus crafted to drive ROI at every level. on crowd-pleasing recipes, entertaining, accessible Sophisticated targeting and ad product capabilities such as: style, home décor and “life on the ranch.” • Grocery-shopper data-driven audience segments • Commerce-driving “Ingredient Swap” shopper marketing ThePioneerWoman.com Audience

48 Median age $85K of TPW.com Median visitor HHI

Demo Mix

88% 66% Female Homeowners

12% 44% Male Kids in HH

70% 74% College educated A/B countries

Source: comScore November 2020 Powerful Engagement

Key Metrics

10.5MM UVs - up 304% YoY

30MM PVs - up 260%

4.2MM total content response on social - up 171 YoY%

41% social engagement rate: Hearst/Meredith/Conde Nast average 17%

Source: comScore December 2020 2021 Digital Editorial Tentpoles

MARCH JUNE • Easter • Graduation PETS • Ree’s Easter Scrapbook • College and High School Graduation Gifts FRANCHISES: • Easter Brunch Board with Recipes • Gifts for Him; Gifts for Her ASK ALEX DRUMMOND DOG DIARIES • Sweet (vs. Savory) 16: • Father’s Day Themed monthly IG Live show Monthly column March Madness-style Bracket • Gifts for Dad and Grandpa plus articles on the site • St. Patrick’s Day PET OF THE MONTH • Gifts for Father-in-Law and Uncles • Crafts, Décor, Drinks, Desserts CLUB Featuring a reader’s pet that • Gifts for Your Brother • Best Gardening Tools Monthly feature on chefs/ needs adopting • Engagement Party and Baby Shower Ideas • Last Minute Gifts for Dad cooks with new cookbooks • Spring Cleaning Week of Genius Tips & Tricks • Ladd’s Favorite Things ASK THE VET • How to Plan an Unforgettable Family Road Trip BEHIND THE SCENES IN Monthly column with a APRIL • Summer Saviors! Beauty Products To Beat PAWHUSKA common pet question from readers • Easter the Heat Monthly feature showcasing behind-the-scenes details • Easter Egg Dye Kits JULY of Ree’s world and friends HOME • Easter Basket Gifts for Kids and Adults • All the Essential Recipes, Tips, including HAPPY HOME BUYS • New Easter Candy and Chocolate Bunnies and Tools You Need to be the Ultimate small business owners in Editor-curated column with • Easter Games for Kids Summer Grillmaster Pawhuska 5-7 things they bought • Ree and Friends’ Best Bridal Advice • America’s Most Unique Hotels, Inns, and loved this month • Spring Recipe Video and Vacation Rentals • How to Prep Your Pantry for Anything BUILT-IF-SOLD- DESIGN YOUR DREAM • The Art of the Sheet Cake FRANCHISES: HOME Series of fun quizzes that MAY FOOD have readers choose between • Mother’s Day two items and “design” their • Gifts for Mom and Grandma ASK THE PIONEER WOMAN dream homes • Gifts for Mother-in-Law and Aunts KITCHEN • Gifts for Sister and BFF Weekly/bi-weekly column STORAGE STORIES with a cooking question Editors tackle one • Last Minute Gifts for Mom answered by our culinary organizational challenge • Prettiest Mother’s Day Tea Party director in their home • Breakfast in Bed Recipes • Wedding RECIPE OF THE MONTH BEAUTY/STYLE • Bridal Shower and Bachelorette Party Favors Featuring one of the top READY IN 5 • Wedding Centerpieces recipes from the last 30 days Ree’s readers are all about • Wedding Invitations THE PIONEER WOMAN easy routines. • Mother Knows Best! The Greatest Advice COOKING SCHOOL/ Editors share their 5-min from Moms Across the Country BAKING CHALLENGE beauty routines, including • Alex and Mauricio Are Married! How-tos, merch, and easy skincare, makeup and hair • Registry Items Brides Can’t Live Without recipes to get started Contact Information

New York Southwest Southeast, 300 W 57th Street Wisdom Media Mexico, 35th Floor 5151 LBJ Freeway and Travel New York, NY 10019 Suite 101 McDonnell Media, Inc. , TX 75240 2020 Stockton Road

Vicki Wellington Phoenix, MD 21131 VP/Publisher/ Lynn Wisdom Chief Revenue Officer President Erin McDonnell (212) 484-1450 (214) 526-3800 Travel Director [email protected] [email protected] (888) 410-5220

[email protected] Wendy Nanus Leslie Wehrmann Associate Publisher Southwest Ad Director (212) 484-1453 (214) 526-3841 [email protected] [email protected] 3000 Ocean Park Boulevard 2nd Floor Randi MacColl Santa Monica, CA 90405 Associate Publisher, Group Marketing Director 333 West Wacker Drive Clemmy Closson (212) 484-1417 Suite 950 Director [email protected] Chicago, IL 60606 (310) 664-2869

[email protected] Shelley Cohn Amy Mehlbaum Executive Account Director Advertising Director AUTO: Susie Miller (212) 484-1452 (312) 964-4917 Director, Hearst Autos [email protected] [email protected] (310) 664.2923 [email protected] Nancy Cooper Debra J. Smith Executive Account Director Advertising Director (212) 484-1459 (312) 964-4966 Pacific [email protected] [email protected] Northwest Lynn Ruane Alexandra Rodriguez Poppy Media Executive Account Director Account Director 260 Spencer Avenue (212) 484-1444 (312) 964-4964 Sausalito, CA 94965 [email protected] [email protected] Meghan Tuohey Northwest Director Kate Piasecki (415) 990-2825 Account Director AUTO: Marisa Stutz [email protected] (212) 649-2982 Group Advertising Director [email protected] (248) 614-6120 [email protected]

NON-AUTO: Nancy Cooper Executive Account Director (212) 484-1459 [email protected]