MEDIA kIt 2014 Who is DAN? DAN is a nonprofit membership organization dedicated to the safety and health of the scuba diving community. For more than 30 years DAN has served as a lifeline for the scuba industry, serving more than 1 million members along the way. As a nationally recognized organization, DAN excels in providing critical incident prevention, management and protection resources to divers, dive professionals and dive businesses in the effort to promote safe diving. In addition to operating a 24-hour diving emergency hotline, providing medical information, conducting dive medical research and providing first-aid training, DAN also offers a portfolio of complementary safety-related products and dive-accident and travel insurance plans. DAN strives to make every dive accident-free: • Incident Prevention — DAN helps divers prepare to dive safely by offering a team of medical specialists available for nonemergency calls and physician referrals, as well as a Dive Safety Resource Library of categorically organized online articles, FAQs, webinars and seminars. Membership dues and donations • Incident Management — DAN offers first-aid training programs for all levels, support DAN, the largest association from the beginner diver to the medical professional, helping to minimize the of recreational divers in the world. impact of diving injuries when they occur. DAN is the diver’s resource in an DAN members are equipped with emergency with a 24-hour Emergency Hotline, an extensive Chamber Network essential benefits and services and a team of medical professionals ready to respond when you need us most. designed to meet the needs of active • Incident Protection — When the unexpected happens, DAN members can have divers and travelers, including an peace of mind knowing that the costs they incur will be paid by DAN. DAN annual subscription to Alert Diver TravelAssist, dive accident insurance, trip and travel insurance programs, and magazine, the industry’s leading equipment insurance are all specially designed with the diver’s needs in mind. publication on dive safety. 2 DAN.org AlertDiver.com What is Alert Diver? Alert Diver is the quarterly magazine of Divers Alert Network. Read by 240,000 active divers, Alert Diver is the widest-circulated dive magazine in the world. Each issue is a must-read reference, archived and shared by passionate scuba enthusiasts. Featuring images from the world’s greatest underwater photographers and stories from some of the most experienced and eloquent dive journalists in the business, Alert Diver transcends the traditional boundaries of dive media to achieve true collectible status. Why Partner with Alert Diver? About Alert Diver DOUG PERRINE: NATURE IN THE RAW • Targeted distribution to active, insured divers Significantly redesigned in the fall of 2009, Alert Diver has THE MAGAZINE OF DIVERS ALERT NETWORK • Superior production value become a true collectible magazine celebrating safe diving, • Cost-effective advertising health and wellness, dive travel, underwater photography SOUTH AFRICA: PREDAtor’S PARADISE + EMERGENCY SIMULATIONS FOR DIVE PROS THE WIDE WORLD OF LEMBEH • Widest circulated dive magazine in the world and issues affecting our ocean environment. THE OBSERVER EFFECT Circulation • Approximately 112 pages per issue • Printed on 70# interior paper stock, 138# cover • Published four times annually • Perfect bound • Sent to 150,000+ households of DAN-insured divers In the spirit of preserving • Editorial content on dive travel, dive medicine, our environment, Alert Diver • Sent to 16,500+ dive professionals research and education, underwater photography is printed with soy inks on • Distributed to 6,000+ dive clubs, hyperbaric facilities Forest Stewardship Council and ecological concerns AlertDiver.com / FALL 2013 and consumer/trade shows (FSC) paper stocks, certifying • Featuring images printed in the highest possible quality • Sent to 1,200+ dive businesses the trees are from ecologically • Total readership of approximately 230,000 managed forests. (not including pass-along rates) 3 DAN.org AlertDiver.com Editorial Content Rooted in diver safety, DAN is committed to all divers, ensuring they: • Prepare Smarter — work to prevent injuries and promote safe diving before getting in the water • Respond Smarter — provide emergency medical advice and assistance for dive-related illnesses and injuries • Dive Smarter — make diving more enjoyable and less susceptible to incidents through greater knowledge and understanding Alert Diver is tasked with communicating this message in an accessible and aesthetic manner. In addition to the dive safety, medical, research and training content delivered via Alert Diver in print and online, topics of compelling interest to involved scuba divers are part of the Alert Diver formula. At the heart of the magazine’s visual presence are images by many of the world’s top marine photographers, telling stories of fascinating dive destinations, sharing topics of ecological concern and covering the art and science of underwater photography. Advanced Diving — a column examining a particular Expert Opinions — discussions of the important Life Aquatic — explores the mysteries and intracacies of method of advanced or technical diving questions in dive medical research by the field’s the ocean’s creatures and their habitats foremost minds Dive Fitness — exercises and tips for getting and staying Photo Techniques — tips for better images in a variety of in shape, especially for divers From the Medical Line — questions and answers from situations and environments DAN’s Medical Information Line Dive Slate — our front-of-book news and notes section Safety 101 — a look at common hazards and issues Gear — promoting safe diving by familiarizing divers with divers face, along with solutions to stay safe Dive Travel — both international and local travel features the function, care and maintenance of their equipment are covered in each issue Shooter — underwater photographer Stephen Frink Incident Insight — an in-depth examination of a diving explores the vision and image execution of the world’s Encounters — a photo essay by marine photographer incident and the lessons that can be learned from it elite underwater photographers and cinematographers and fish behavior specialists Ned and Anna DeLoach dealing with insights as to why fish do what they do on Water Planet — describes the challenges and threats the coral reef faced by our marine environment 4 DAN.org AlertDiver.com E-media Alert Diver magazine offers additional opportunities for advertising through placement on the print magazine’s companion website, AlertDiver.com, and e-media sponsorships. Sponsorships include banner ads on AlertDiver.com and a banner ad in the Safety Stop e-newsletter, which is sent electronically to all DAN members. All advertisers in the print magazine also get the benefit of having their ads seen in the electronic version of the magazine, which is available on iOS devices (iPad, iPhone) as well as Android platforms (tablets, phones and the Kindle Fire). Ads that include a web address are hyperlinked to that URL. 2014 E-Media Rates AlertDiver.com (300 x 300 banner) Home page static placement $1,000 monthly* (when available) Run-of-site rotation $1,000 quarterly Run of specific channel $1,250 quarterly Channel-specific static placement $1,250 quarterly E-media sponsorship (8 available yearly) Premier option includes: $2,500 AlertDiver.com 1x Month 300 x300 homepage 2x month 300 x300 R.O.S. rotation Safety Stop e-newsletter 1x placement banner ad Secondary option includes: $1,500 300 x300 home page ad on AlertDiver.com for 1 month 1x secondary placement banner ad in the Safety Stop e-newsletter 5 DAN.org What our readers plan to buy in the next 18 months Accessories, 33.4% AlertDiver.com U/W camera, housing, strobes, 26.5% Dive computer, 17.8% Wetsuit, 16.8% BCD, 15.0% Who are DAN Members? Mask, ns, snorkel, 14.3% Alert Diver readers! Regulator, 11.6% 240,000 divers support DAN through membership. Gear bag/luggage, 11.6% Drysuit, 8.2% DAN Members are: Other, 6.0% Active Rebreather, 2.0% • On average, readers make 40 dives per year. 2.0 • 94% will continue their current activity level or 0 5 10 15 20 25 30 35 become more active in diving over the next 2 years. Percent • 81% hold a dive certification level of advanced or higher • On average, readers participate in 3 other recreational activities such as hiking, boating, cycling and skiing. Where our readers plan to travel in the next 18 months Affluent Caribbean, 63.5% • 42% have an annual household income greater than U.S. East Coast, 39.2% $100,000. • 73% plan to purchase dive equipment next year. Local destinations (<6-hr drive), 30.7% • Of those who plan to purchase, 59% will spend more Mexico, 29.8% than $1,500. Hawaii, 17.9% Tech Savvy • Active social media users: 72% use Facebook; 67%, Indonesia, Singapore, Philippines, 14.7% YouTube; 37%, LinkedIn; 31%, Google+; 15%, Twitter. U.S. West Coast, 13.7% • 83% own a smartphone or PDA, and 46% own a tablet. Australia, New Zealand, Micronesia, 11.4% • 20% access Alert Diver via mobile devices. Other, 7.3% Well-Traveled • 61% will spend more than $3,000 on dive travel in the Canada, 5.3% next year. Red Sea/Indian Ocean, 2.9% • DAN divers plan to take 2 or more dive vacations in 2013. Europe/UK, 2.6% • Divers prefer staying at a resort and traveling on a liveaboard when visiting a dive destination. 0 10 20 30 40 50 60 70 80 Percent 6 DAN.org AlertDiver.com How do readers interact with Alert Diver? 80% spend 2 hours or more with each issue of Alert Diver. While read cover to cover, the magazine’s most popular sections are: • Research, Education and Medicine • From the Safety Stop • Dive Fitness • Travel Destination Features • Imaging 58% keep issues of Alert Diver longer than 3 months. Alert Diver motivates readers to: • View advertisers’ websites • Renew their DAN membership • Modify their diving behaviors 70% consider advertising a useful source of information.