Issuu on Google+


......................................................................................................................................................................

Australia’s Finest Magazine The Monthly is a prestigious Australian magazine that is highly respected for its intelligent and substantial writing on politics, society and culture. The Monthly’s readership is known to incorporate a who’s who from business, politics and the arts, including the prime minister and senior journalists. With a line-up of writers such as Robert Manne, David Marr, Chloe Hooper, Helen Garner, Clare Press, Robert Forster and Luke Davies, the Monthly is powerful, enlightening, sometimes controversial but always beautifully written.

...................................................................................................................................................................... “One of the best magazines in Australia, one that demand(s) to be read and talked about.” – The Age, 9 May 2009

......................................................................................................................................................................

......................................................................................................................................................................

We used an insert in the NSW subscriber copies of the Monthly to attract season-ticket-purchasers and were very pleased with the response. We now wish we'd used the newsstand copies as well. – John Rothnie-Jones, Intelligence Squared Australia

...................................................................................................................................................................... Advertising

Rebecca Costello – T: (03) 9654 2000 / F: (03) 9654 2290 / M: 0412 287 537 / E: rebeccac “at” themonthly.com.au People Publisher, Morry Schwartz / CEO, Rebecca Costello / Marketing & Online, John Derry / Circulation, Wil Rigby / Editor, Ben Naparstek Associate Editor, Chris Feik / Line Editor, Liza Kennedy / Art Director & Designer, John Warwicker Editorial Board, Chairman: Robert Manne. Members: Chris Feik, Morry Schwartz, Ben Naparstek www.themonthly.com.au ABN 98 178 561 784 ABC audited circulation 25,017 State breakdown: Victoria 35%, New South Wales 31%, Queensland 10%, Western Australia 6%, South Australia 5%, Australian Capital Territory 5%, Tasmania 4%, Northern Territory 2%

......................................................................................................................................................................


...........................................................................................................................................................................

Firrst-ra ate rep portag ge The Nation N Revie ewed A national round-up in a han ndful of es, each aro ound 1000 words w article The Monthly M Essays Essay ys of 2000 to o 8000 word ds that traverrse politics, investigatio ons, profiles, global affairs a and society Arts & Letters The pick p of Austrralian culturre: films, music c, theatre, TV, T fashion, festivals, visual art and arc chitecture unters Encou Tucke ed inside the back cove er is a story that always s raises an eyebrow e alling an unllikely but and a laugh, reca real historical h me eeting betwe een two famou us individua als

...........................................................................................................................................................................

Feeaturin ng Au ustralia’s Best B Writer W rs ...

Robertt Manne, Chloe e Hooper, Helen n Garner, Robe ert Forster, Cla are Press, Luke e Davies, Nicolas Rothwell

“Beau utifully cra afted and provocative p e, Malcolm m Knox’s acccount of Dianne D Briimble’s dea ath and the cultu ure of cruisse ships is a compellin ng examplle of first-rrate reporta age combin ned with new n insightts...” – Judges’ J comme ents, 2007 Walkley Award wo on by Malcolm Knox for ‘Cruiising’, The Mon nthly, Septemb ber 2006

“Hoo oper’s invvestigation n into the coronial c inquest on n Palm Isla and was a standoutt. ... The description, th he sense of o threat, and a the attmospheriic details were w excep ptional.” – Judges’ comm ments, 2006 Wa alkley Award won w by Chloe Hooper H for ‘The e Tall Man’, The e Monthly, Marrch 2006

...........................................................................................................................................................................


......................................................................................................................................................................

Growth Streams The Monthly readership has jumped 45% to 122,000 readers for the year ending December 20091, making it Australia’s fastest growing current affairs magazine for the fourth year in a row. The ABC audit of paid circulation also jumped 15% to 25,017 copies during the past twelve months. Strong growth stems from the following areas: Viral by Nature Word-of-mouth promotion is the hero of the Monthly’s growth story. Our research tells us that a friend or family recommendation is the number one way people find out about the magazine. Subscriber Loyalty The Monthly’s 18,500-plus subscribers account for well over two-thirds the magazine’s circulation, indicating an extremely high level of reader loyalty and attachment.

How the Monthly Numbers Have Surged

160000

Retail

140000

Subscriptions

120000

Readership

100000 122000

80000 60000 40000

84000 67000

20000 0 2007

2008

2009

And How Readership Compares (% growth from December 2008 to December 2009)

60% 45% 45% 30%

Strategic Initiatives The Monthly is marketed nationally to intelligent consumers using various above and below-the-line strategies including: festivals, community radio, online, television, ambient, point-of-sale, Newslink, NewsTravels, Newspower, Borders Books, boutique hotels and Air New Zealand and Virgin Blue lounges.

15% 0% ‐15%

‐13% ‐20%

‐30% The Monthly

Boss

Travel + Leisure

Retail Performance In excess of 3500 newsstands and bookstores across the country display the Monthly. Additional retail channels and service providers are IGA supermarkets, Pansing IMM and Impact Merchandisers. Street poster campaign on the East coast, August 2009.

1

Roy Morgan Research, December 2008 to December 2009

Merchandising displays, February 2010.


......................................................................................................................................................................

Readership Breakdown Readership 122,000 (up 45% December 2008 to December 2009) Circulation 25,017 (up 15% ABC audit December 2008 to December 2009) 2

3

...................................................................................................................................................................... Men Women

Readers 63% 37%

Population 49% 51%

Reach 77000 45000

18-24 25-34 35-49 50-64 65 and Over

12% 22% 28% 26% 11%

12% 17% 26% 22% 17%

15000 27000 34000 32000 13000

Have degree or diploma AB Socio Economic Quintile Main Earner 50+ Main Earner 100+ Main Earner 130 + Feel financially stable Big Spenders Socially Aware Professional/Manager

63% 43% 63% 19% 8% 65% 52% 47% 35%

34% 20% 44% 12% 5% 56% 33% 15% 19%

76000 52000 76000 23000 10000 77000* 57000* 52000* 43000

......................................................................................................................................................................

Exclusive Reach The Monthly readers are an audience other magazines cannot reach*. Do not read BRW

97%

Do not read Wish

94%

Do not read Time

90%

Do not read Financial Review Magazine

91%

Do not read Sydney Magazine

87%

Do not read  Melbourne Magazine

87% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

......................................................................................................................................................................

2

Roy Morgan Research, December 2009 * Roy Morgan Research, September 2009 3 Audit Bureau of Circulation, July to December 2009


...........................................................................................................................................................................

Reeader Surveey M com mmissioned Glass Austtralia to conduct a reade er survey in n April 2008.. An incredib ble 2,811 pe eople The Monthly respo onded – thatt’s a sample e akin to 12.9 9% of the Monthly’s M tottal circulatio on. An avera age of 28.6 minutes m was s spentt completing g each surve ey. This leve el of respon nse is well above a what the t industry y would norm mally expec ct as is the t extraord dinarily high h level of rea ader engage ement with the magazin ne. High levels of engagement How m much time do you u normally spend d reading an issue e of the Monthlyy?

Mo ore than 2 hours 1 ‐ 22 hours 30 ‐‐ 60 minutes Lesss than 30 minute es

c the Monthly M 66% collect 66% read r the who ole magazin ne I trust and believe in the co ontent Is for people liike me The articles have substance and depth Has conte ent I can get anyw where Is amongst my few w must read maggazines Is m my favourite maggazine Has the baalance of advertising and editoriaal right Sets the agenda of public discussion Is high‐q quality

0% Strongly agree

S Somewhat agree

20%

40%

Neithe er agree nor disaggree

60 0%

80%

100%

Somewhat disagree e

Stronggly disagree

........................................................................................................................................................................... s available on o request Detailled findings Alcoh hol consump ption

Books, films, music, arts, fe estivals, the eatre etc

Air tra avel, holiday ys and acco ommodation n

Posttgrad: maste ers, doctora ates etc

Busin ness-to-busiiness purch hasing

Com mmunity invo olvement

Techn nology & On nline purcha asing

Sociial and envirronmental a awareness


......................................................................................................................................................................

General Rates 2009 4

Readers 5 Subscribers 6 Circulation

122,000 18,500 25,017

Full-page colour Inside front cover spread Double-page spread Half-page vertical Back-cover

Casual $5,500 $11,500 $9,500 $3,500 $7,500

Limited inserts available Flysheet advertising available Tip-ons

POA POA POA

x3 $5,225 $10,925 $9,025 $3,325 $7,125

x6 $4,950 $10,350 $8,550 $3,150 $6,750

x 12 $4,812 $10,062 $8,312 $3,062 $6,562

Guaranteed position | Rates do not include GST

......................................................................................................................................................................

Deadlines Issue March 2010 April 2010 May 2010 June 2010 July 2010 August 2010 September 2010 October 2010 November 2010 December 2010 - January 2011

Booking Mon, 8 Feb 2010 Mon, 8 Mar 2010 Mon, 12 Apr 2010 Mon, 10 May 2010 Mon, 7 Jun 2010 Mon, 12 Jul 2010 Mon, 9 Aug 2010 Mon, 6 Sep 2010 Mon, 11 Oct 2010 Mon, 8 Nov 2010

Material Mon, 15 Feb 2010 Mon, 15 Mar 2010 Mon, 19 Apr 2010 Mon, 17 May 2010 Mon, 14 Jun 2010 Mon, 19 Jul 2010 Mon, 16 Aug 2010 Mon, 13 Sep 2010 Mon, 18 Oct 2010 Mon, 15 Nov 2010

On Sale Fri, 5 Mar 2010 Fri, 2 Apr 2010 Fri, 7 May 2010 Fri, 4 Jun 2010 Fri, 2 Jul 2010 Fri, 6 Aug 2010 Fri, 3 Sep 2010 Fri, 1 Oct 2010 Fri, 5 Nov 2010 Fri, 3 Dec 2010

......................................................................................................................................................................

4

Roy Morgan Research, December 2009 The Monthly, Subs Plus subscriber database, February 2009 6 ABC Audit Results, December 2009 5


......................................................................................................................................................................

Specifications Page dimensions: depth x width (mm) Trim size Full page 275 x 210 Double-page spread 275 x 420 Half-page vertical 233.5 x 86

Bleed size 285 x 220 285 x 430 No bleed

Type area 265 x 200 265 x 410 233.5 x 86

Inserts Minimum 150mm x 110mm Maximum 255mm x 190mm

......................................................................................................................................................................

Guidelines All images are 300DPI at 100% of printed size. All colours are CMYK throughout. Total ink density should not exceed 280%. Include crop marks. Offset for printer’s marks should be at least 6mm. Files Files should be supplied in press-ready PDF format, with all fonts embedded. Delivery To minimise the chance of error and save time, we require delivery via the services below: Service Quickcut Websend

Publisher code THE MONTHLY The Monthly

Booking number Blank Blank

Registration Required Required

Delivery fee $30 per file $13.20 - $33 per file

Website www.quicksend.net.au www.websend.com.au

Please contact Stephanie Williams on 03 9654 2000 or via email production “at” themonthly.com.au if you have any questions. Do not send attachments larger than 3MB via email.

.....................................................................................................................................................................


......................................................................................................................................................................

Online Audience Our online audience comprises the following three brands: Themonthly.com.au 91,950 page impressions per month7 Slowtv.com.au 26,584 page impression per month E-newsletter 24,500+ Friends of the Monthly

......................................................................................................................................................................

Profile Our 2009 website survey of 2,600 respondents found that the demographics of visitors to our website mirror that of the readership of the Monthly print edition. It is a perfect online environment to advertise to highly educated professionals with influential occupations and ethical consumers who are adopters of new technology. What have you bought online? Tickets Travel Books Music Technology Clothes Carbon Offsets Cosmetics Financial Products 0%

20%

40%

60%

80%

100%

Primary Interests The website attracts people whose primary interests are news, current affairs, books and politics. Plus, their significant interests include a love of all things cultural, as well as travel and having a drink. Do you consider yourself more knowledgeable and interested than average in: News and current affairs Books Australian politics Sustainability/environmental issues Film

Agree strongly

Travel Food and cuisine

Agree slightly

Visual arts

Neither

Cultural festivals Technology

Disagree slightly Disagree strongly

Wines, spirits and beers Business and economics Architecture 0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

...................................................................................................................................................................... 7

Google Analytics, February 2009


...........................................................................................................................................................................

On nline Place P ementts

ements availlable on the emonthly.com.au Place 3 x Islands (300 x 250) eaderboard (728 x 90) 1 x Le ements availlable in the e-newslette er Place 5 x Islands (300 x 250) ements availlable on Slo owTV Place 1 x sp ponsorship package inc cl. 15 sec prre-roll, logo and half pa age ad (300 x 600) 1 x co oming soon banner (468 8 x 60)


......................................................................................................................................................................

Online Rates Themonthly.com.au Cost Model CPM (cost per ‘000 page impressions)

Placement Island Leaderboard Roadblock Sponsored link

Size 300x250 728x90 300x250 + 728x90 see specs 300x250 300x250 300x250 728x90 728x90 728x90 300x250 + 728x90 300x250 + 728x90 300x250 + 728x90

Duration per month per month per month per month 14 days 30 days 90 days 14 days 30 days 90 days 14 days 30 days 90 days

Placement Island Dedicated email

Size 300x250 contact

Rate $1,200 $4,800

Placement SlowTV sponsorship package including 15 sec pre-roll, logo advertorial and a half page ad

Size

Duration

Rate

see specs

per month

$4,200

468x60

per month

$20

Island with 100% share of voice on themonthly.com.au Buy out (sponsorship)

Leaderboard with 100% share of voice on themonthly.com.au Roadblock (Leaderboard & Island) with 100% share of voice on themonthly.com.au

Rate $40 $40 $80 $5 $1,200 $2,400 $5,400 $1,500 $3,000 $6,700 $2,400 $4,800 $10,750

E-newsletter Cost Model Buy out (sponsorship)

SlowTV Cost Model Buy out (sponsorship) CPM (cost per ‘000 page impressions)

Banner

*Minimum total online spend: $500

......................................................................................................................................................................

Online Specifications Island Ad DIMENSIONS: 300(w) x 250(h) pixels FILE SIZE: 30KB FORMAT: jpg, gif, ad tag or Flash* with clickTag and backup GIF URL: Supply a destination URL *E-newsletters islands - no Flash Leaderboard Ad DIMENSIONS: 728(w) x 90(h) pixels FILE SIZE: 30KB FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF URL: Supply a destination URL Sponsored Link TEXT: 33 characters IMAGE DIMENSIONS: 22 x 22 pixels FILE SIZE: 2KB FORMAT: jpg, gif URL: Supply a destination URL

Deadlines: 10 days prior to placement

SlowTV – pre-roll (video ad at the start of a program) DIMENSIONS: 4x3 recommended FORMAT: Quicktime LENGTH: 15 sec URL: Click-through not available SlowTV – micro bar (logo on homepage video block) DIMENSIONS: 88(w) x 31(h) pixels FORMAT: GIF/JPG only FILE SIZE: GIF/JPG 4k URL: Supply a destination URL SlowTV – sponsor spotlight (Sponsor’s logo with text) TEXT: 70 characters inc. spaces DIMENSIONS: 120(w) x 60(h) pixels FORMAT: GIF/JPG only FILE SIZE: GIF/JPG 5k URL: Supply a destination URL

SlowTV – half page (Large banner adjacent program guide) DIMENSION: 300(w) x 600(h) pixels FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF FILE SIZE: Flash 30k, GIF/JPG 30k URL: Supply a destination URL SlowTV – coming soon banner (Banner underneath ‘Coming Soon’) DIMENSION: 468(w) x 60(h) pixels FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF FILE SIZE: Flash 30k, GIF/JPG 30k URL: Supply a destination URL

Delivery: Please email files as attachments to web “at” themonthly.com.au

Flash: Flash banners must include the Industry standard “clickTag”. An example file with a readymade clickTag layer for use with Flash 8 or above is available for download at http://www.themonthly.com.au/files/clickTag-template.fla

......................................................................................................................................................................


The Monthly Media Kit February 2010