2010 MEDIA KIT
“At last, there’s an Asian American magazine you can really sink your teeth into.” —San Francisco Bay Guardian
“The smartest, most interesting, and most important thing to happen in Asian American media.” —San Francisco Chronicle
HYPHEN IS A NATIONAL MAGAZINE for urban, in-the-know Asian Americans. Covering arts, culture and politics in a fresh and irreverent voice, Hyphen is a media must for savvy Asian Americans. Conceived in San Francisco as a response to a void of media for young Asian Americans, Hyphen tackles issues of culture and community with substance, style and sass.
PHOTO CREDIT: SENG CHEN
Where other media treat Asian Americans either as a monolith, or by ethnic lines, Hyphen understands how to reach a panAsian generation that identifies more strongly by lifestyle. This sharp focus on its target audience has gained Hyphen the trust of a loyal readership, which has consistently grown while mainstream media flounders. With award-winning design and content, Hyphen is recognized nationwide as an authority on contemporary Asian American identity. Since its inception, Hyphen has been lauded in print, online and on camera. Hyphen has been featured or quoted in media outlets such as Yahoo, ESPN, San Francisco Chronicle, Boston Globe, Houston Chronicle, Utne, Flavorpill, Gothamist and Racialicious.
BRAGGING RIGHTS • 2004: Nominated for “Best New Title” by Utne Independent Press • 2006: Won “Best Cover” for its seventh issue at the Independent Press Association Convention • 2007: Nominted for “Best Design” by Utne Independent Press • 2008: Awarded with “Flames of Justice” by the Chinese for Affirmative Action • 2010: Nominated for “Best Social/Cultural Coverage” by Utne Independent Press
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READER BASE Hyphen readers are highly educated and upwardly mobile Asian Americans in their 20s and 30s. They are looking for experiences, ideas and brands that resonate with their emerging identities.
• Reader Base: 11,000
• 25% make more than $100,000
• 94% of readers are 18-49
• 80% have a college degree and/or a have graduate degrees
• 90% are Asian American • Gender: 59% female 40% male 1% transgender • 60% make more than $50,000
• Occupations: arts, design, sports, media and education • Live/Work in: San Francisco, Los Angeles, New York, Boston Chicago, Austin, Dallas and Washington D.C.
Hyphen offers advertisers a unique opportunity to make a deep impression on its niche readership. A trusted source for everything cool and cutting-edge, Hyphen ads sit alongside insightful content that speaks directly to young Asian Americans. Hyphen readers are among the most educated, affluent and progressive U.S. consumers. We know our demographic and can work with you to develop strategic campaigns that are meaningful and impactful. We offer integrated brand experiences via display advertising, sponsored promotions, sponsored contests, blog shoutouts and event sponsorships to send a synergistic-brand message, maximizing your advertising dollar.
PHOTO CREDIT: ANDRIA LO
PAST ADVERTISERS & SPONSORS • Banyan Wines • EMI • I.W. Group, Inc • Kaiser Permanente • Lyrics Born/Quannum Records
• MTV Films • PG&E • Salesforce, Inc • Toyota
Asian Americans had an estimated spending power of $528 billion in 2009. Source: Selig Center for Economic Growth
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“This lively hub is not just for hyphenated Americans.” —Yahoo
Hyphen is sold at bookstores throughout the country. Published three times a year, it is on newsstands for four months and reaches more than 11,000 readers, with its largest markets in San Francisco, Los Angeles, New York, Boston and Chicago. Hyphen delivers fresh interviews, quirky analysis of pop culture, features on community issues, and original work by rising writers and visual artists. Asian Americans are highly receptive to culturally relevant messaging and targeted marketing. Though Asian Americans may get general news from mainstream sources, over 70% over Asian Americans consume ethnic media that reflects their heritage and lifestyle. With a voice that’s witty, honest and all its own, Hyphen speaks to a passionate readership. Though Hyphen article archives are free online, our readers choose to subscribe because they love the look and feel of the print magazine. They see Hyphen issues as collector’s items to re-read over the years and to keep forever.
“Beautiful layout and design. Sexy to the eye and it’s about APA. How awesome is that?” —Hyphen Reader
PHOTO CREDIT: SENG CHEN AND CIELO ORESTE
ISSUE DATES SUMMER 2010 ( The New Legacy) Newsstand date: August 15, 2010 Ad deadline: July 15, 2010
SPRING 2011 (theme tba) Newsstand date: April 15, 2011 Ad deadline: March 15, 2011
WINTER 2012 (theme tba) Newsstand date: December 15, 2012 Ad deadline: November 15, 2012
WINTER 2010 (theme tba) Newsstand date: December 15, 2010 Ad deadline: November 15, 2010
SUMMER 2011 (theme tba) Newsstand date: August 15, 2011 Ad deadline: July 15, 2011
SPRING 2012 (theme tba) Newsstand date: April 15, 2012 Ad deadline: March 15, 2012
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• Monthly ad impressions: 200,000 • Unique visitors in 2009: over 200,000 • Monthly page views: 70,000 • Monthly unique visitors: 45,000 • Eblast subscribers: 3,500
Hyphen’s website is informational, social and interactive. With daily blog posts, archived content from the print edition, a calendar of local and national events, photo galleries and exclusive promotions and sneak peeks, Hyphenmagazine.com is a must for reaching trend-setting Asian American consumers — and their friends. Asian Americans are the most wired and web-savvy ethnic group in the United States. The majority of Asian Americans use the Internet more often and for longer durations than others. For instance, nearly 52 percent of Asian Americans use online banking, compared to 47 percent of the rest of the US population. Asian American Internet users are also more educated and wealthier than users of other ethnicities.
PHOTO CREDIT: LEILANI NISPEROS
As a defining voice in Asian American media, Hyphen’s brand recognition has never been stronger. With an average of 4 million hits a year and 45,000 monthly unique visitors, Hyphenmagazine.com attracts a highly targeted audience of hip Asian Americans who are interested in electronics, music, fashion and fuel-efficient cars. Corporate sponsors of Hyphen have the opportunity to engage these influential young adults through a brand they recognize and trust. Through integration with our monthly e-newsletter, events and print edition, Hyphenmagazine.com can reinforce your brand message.
I love Hyphen because it, to me, perfectly embodies the issues, stories and news that are relevant to my identity as an Asian American. —Hyphen Reader
>> RUBIK’S CUBE FEVER | SANDRA OH | DRAG KINGS | ADRIAN TOMINE | BHANGRA BEATS >>
PHOTO CREDITS: LEFT (TOP) JESSICA LUM, (MIDDLE) JAY JAO, (BOTTOM) DEREK LIEU | RIGHT (TOP) JOHN C. LIAU, (BOTTOM) DEREK LIEU.
“The events [Hyphen] holds are GREAT. I really enjoy the people these events attract— interesting and engaged citizens in the Asian American community.” —Hyphen Reader
Hyphen hosts eclectic events that are off-beat and arty, featuring up-and-coming bands, comedians, DJs, performers and artists. With the release of each print issue, Hyphen celebrates with parties in major cities across the U.S. Attendance averages over 600 young influential Asian Americans and their friends. Hyphen also teams up with arts organizations and community groups to present events relevant to young Asian Americans, from independent film premieres to bone marrow drives.
EVENT SPONSORSHIP See how we can create a custom experience that showcases your brand.
• Mr. Hyphen: $4,000
Email business @hyphenmagazine.com for details.
• Major Event: $3,000
• Issue Release: $3,000 • Cozy Event: $2,000
>> CHINATOWN BUSES | DOO-RI CHUNG | SEX-POSITIVE QUEER PORN | DENGUE FEVER >>
PHOTO CREDITS: LEFT (TOP) JENNIFER YIN, (MIDDLE) JOHN C. LIAU, (BOTTOM) KAISER HWANG | RIGHT (TOP) JENNIFER YIN, (MIDDLE) JENNIFER YIN, (BOTTOM) JOHN C. LIAU.
“This is about changing the view in the American mind and the American culture about what is the Asian-American man.” —Helen Zia, Asian American activist and writer
But our signature event is the Mr. Hyphen competition. Each fall, Hyphen celebrates Asian American men who devote themselves to worthy community causes. While structured like a pageant with rounds of talent, fashion and Q&A, Mr. Hyphen turns stereotypes on their heads in front of a sold-out crowd. Striking a blow for equal-opportunity all-in-good-fun ogling, Mr. Hyphen is an energy-filled evening of fun and charity. The man who is crowned Mr. Hyphen wins a cash donation to his nonprofit organization. This event is a great opportunity to reach an engaged Asian American audience, while honoring the “man”-power behind community work.
MR. HYPHEN EVENT SPONSORSHIP SPONSORSHIP BENEFITS (varies by level): -Your Company/Organization logo on all printed and digital materials, including: • Event Program Recognition • Ad Spread in Event Program -Reserved event seating at Mr. Hyphen,
with VIP Seating -Recognition of contribution (with Name/Company/Agency logo) at Event • Verbal Recognition • Digital or Physical Signage -Sponsorship Announcement on any Promotional Materials • Press Releases • Event Website • Blog Mention
>> ASIAN KIDS ON YOUTUBE | LADIES OF DISGRASIAN | APAS IN THE OBAMA ADMINISTRATION >>
skyscraper FULL COLOR PRINT AD
DIMENSIONS (W x H)
EVERY ISSUE THEREAFTER
17” x 11”
8.5” x 11”
5.375” x 11”
1/2 page vertical
4.125” x 11”
1/2 page horizontal
8.5” x 5.375”
1/3 page vertical
2.75” x 10.5”
• Rectangle (300x250)
2.75” x 5.25”
• Blog Sponsorship
8.5” x 11”
• Newsletter Announcement
8.5” x 11”
8.5” x 11”
ONLINE ADVERTISING • Skyscraper (160x600)
Contact ads@hyphenmagazine for availability and rates.
CUSTOM DESIGN Don’t have a designed ad? We can help!
PHOTO CREDIT: RYAN SCHUDE
For a flat $300 fee, work with our award-winning creative team to develop a compelling ad campaign that will make a meaningful impact on Hyphen readers. This creative work will be wholly owned by you and can be reproduced anywhere. Contact ads@hyphenmagazine. com for more information.
*All ads are
color >> REDEFINING HAPA | CHLOE DAO | SOUTH ASIAN EMCEES full | DAVID CHOE | LIFE AFTER 9/11 >>
“Hyphen introduces me to people and issues I can’t find elsewhere in media.” —Hyphen Reader
PRINT ADS Specifications: All images/scans/colors must be in CMYK mode or grayscale. Do not use PMS/Pantone colors. 300 dpi. Convert all type to outline. File Format: Both .tif and .eps files accepted. Please note: Any ads that do not fit these specifications will be sent back to you for correction. WEB ADS Size/Specs: Vertical banners should be 160 x 600 pixels and saved as RGB mode, 72 dpi. File Format: .JPG or .GIF DELIVERY Email your print ads to firstname.lastname@example.org. If files are too large for email, please ask about alternate forms of delivery. Email your web ads to email@example.com with “ad submission” in the subject line.
PHOTO CREDIT: SENG CHEN
Questions? Contact firstname.lastname@example.org.
In advertising, as well as in the editorial pages of the magazine, Hyphen respects and values free expression and dissenting voices. The opinions expressed in the ads we publish are those of the advertisers and not necessarily of the Hyphen staff. We reserve the right to reject advertising that we believe is false, libelous, exploitive or hateful, does not fit with our mission or that fails to meet the production standards of our publication. Fulfillment of services outlined on this page is not guaranteed until payment is received.
“Insightful reporting and a sparkling sense of wit” —Flavorpill
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Published on Jun 2, 2010