Skialper_mediakit 2016_english

© Federico Ravassard

MEDIAKIT 2016 MADE IN THE ITALIAN ALPS

PA P E R W E B & A P P

LOGIN

IN OUR OWN WAY Skialper is a magazine. Well, it is actually an idea in the shape of a magazine. To be found on paper, on the web and as an app. Born and bred in the mountains, where our editorial staff lives. We like to work with people who can forge ideas and convey them with a style of their own. We deal with any mountain activity, to be carried out in winter and in summer alike. From extreme feats, for those capable of tackling them, to less engaging ones, available to all, even those merely driven by curiosity towards this most extraordinary world. We are not fond of narrow-mindedness and insularity. They make us look old and stuffy. We cherish, instead, a breath of fresh air and a metre of comparison. We also favour youth, which does not refer to age, but to an attitude and applies to all sorts of people. We like to make suggestions, to provoke, to inspire as opposed to going along and celebrating. We love doing things our own way, following a path which often turns out longer and more complicated, but we adore it and we take pride in doing it. We believe the current crisis lies in ideas alone, and that results do materialise, if you take pleasure in doing things.

Skialper is, for this reason, a successful magazine.

And its idea is a success, too.

#InspiredByMountains

F.A.Q. (i.e., what people ask the most‌)

WHAT?

We do not cut corners and have a good eye for details: our editorial staff is passionate and competent, the graphics we use are constantly changing, our contributors and photographers are all first-rate. We deal with outdoor activities, to be carried out in all seasons: skitouring, freeride and ice climbing in the winter, hiking, mountain running and trail running in the summer. And everything else that goes along with it: all the beta, itineraries, trips, people, gear test, reports, opinions‌

© Alo Belluscio

CURIOSITY We ask our contributors to put some feelers out: sport activities are fair enough, but they’ll need the proper attitude. They should keep their eyes peeled, trying to evaluate what any terrain they walked on, skied on or run on, can convey to them. All this by respecting the environment and history.

HOW?

The readers’ satisfaction is on top of our list. For this reason, we give our best to craft first-class features: all the contents and the texts are the product of our editorial staff, and of our carefully selected contributors. Every issue of our magazine contains a special section – two sixteenths made of recycled paper with adhoc graphics – dedicated to the world of skitouring and trail running races.

WHEN?

You’ll find Skialper every two months: this means it’s available on the first week in December, February, April, June, August and October. You’ll also have to add two special issues, every six months: the winter Buyer’s Guide (available in November, with gear tests for skitouring, freeride and splitboard, with an international distribution) and the summer Buyer’s Guide (available in May, with shoe and mountain running gear tests, as well as trail, hiking and mountaineering).

WHERE?

In the best newsagents all over Italy, with a higher distribution percentage in northern Italy (70%). Both special issues can be found in specialised newsagents in all major European cities and the main alpine ski resorts, North America included. You can also subscribe, read it digitally and on your mobile with its dedicated app (for iOS and Android smartphones and tablets).

FOR EVERY SEASON Here’s an overview of all Skialper issues in 2016.

Features, main contents and topics to be found in each issue.

FEBRUARY 2016

APRIL 2016

MAY 2016

JUNE 2016

SKIALPER N. 104

SKIALPER N. 105

SUMMER BUYER’S GUIDE

SKIALPER N. 106

A fully winter issue, dedicated to skiers skinning up to gain groovy powder descents. This issue is jam-packed with suggestions to go out and about on the snow in the right places, with the most suitable gear and following the strictest safety conditions. For all levels, from beginners to pro.

Skitouring at its best: enchainments, steep skiing, haute routes. Let phantasy be your guide. With both narrow and wide skis or snowboards. A preview of field tests of new products for 2017.

We start off road running (and walking…) again, at least at lower altitudes: all the materials, ideas and training charts.

SPECIAL ISSUE A new challenge, after three issues of the “Outdoor Running” special feature. A new buyer’s guide dedicated to all the gear needed to go to the mountains, and not for running only.

Skyrunning, trail running, speed hiking, hiking, approach, shoes, rucksacks, accessories. A one-of-a-kind product in Italy, soon to be translated and distributed at an international level, as is the case for its corresponding winter edition.

SPECIAL FEATURES

ISPO 2016, a preview of new arrivals on the market

7

TELEMARK, a gear test for skitouring with your heels unlocked

SPECIAL FEATURES

CLOTHING 2016 mountain running special issue

7

7

TRAINING, energy consumption during ski touring

7

7 TESTS a preview of all the new arrivals seen at ISPO 2016 7 SKIMO RACE all the end-ofseason classics (Tour du Rutor, Pierra Menta, PDG)

SPECIAL FEATURES

All the tests are divided into specific sections 7 Field and lab tests.

7

The skitouring season comes to an end, with skiers having to go at altitude to find snow. They do this for the pleasure of finding some good descents, and also to savour reaching the zenith. Unless you are a hardy one, skis and skins are put away, while running and hiking shoes, as well as lighter clothes, take centre stage.

SPECIAL FEATURES

7 Itineraries to run and walk, in the Alps and the Apennines.

7 Endurance tests, our final evaluations on skis and boots, tested in winter.

A ONE-OF-A-KIND

This is the only professional, fully independent test, entirely dedicated to shoes and accessories to be used in the mountains in the summer.

70%

others

5%

35%

25%

20% 15%

H SPE M IK E O IN D UN G TA IN EE RI N SK G IT O UR IN G

TR EK KI M N O G UN TA IN EE RI N G

H SPE IK E IN D G

10% FR EE RI D E

10%

M RUOU M N NT O UN NINAIN G TA IN EE RI N G SK IT O UR IN G

5% FR EE RI D E

M RUOU N NT N AI IN N G

M H O IK UN IN TA G IN EE RI N SK G IT O UR IN G

5% 5%

10%

25% 25% 25% 25%

M RUOU N NT N AI IN N G

30%

M RUOU N NT N AI IN N G

50%

OTHERS

THE WARDROBE OF ANY SPORTSMAN

There are other activities we do not directly deal with, but are coherent with our editorial planning, and also sometimes appear on our issues, such as fastpacking, mountain bike, paragliding fly fishing, climbing and so on.

The wardrobe of our readers changes at every season: clothing and gear to go to the mountains with or without snow. This is how we like to imagine Skialper: we introduce topics which differ according to the time of the year to keep our readers satisfied.

AUGUST 2016

OCTOBER 2016

NOVEMBER 2016

DECEMBER 2016

SKIALPER N. 107

SKIALPER N. 108

BUYER’S GUIDE 2017

SKIALPER N. 109

A summer issue in full swing, with exciting proposals to live the mountains actively, summer style.

Itineraries and enchainments, usually covered with skis, are here seen in their running, hiking and mountain bike interpretation.

The autumn issue. with hiking and mountaineering suggestions at higher altitude, mountain running and mountain bike at lower altitudes. First encounters with ski touring thanks to gear previews and some safe routes for anybody chomping at the bit, eagerly waiting for winter.

SPECIAL FEATURES

Outdoor live: all the previews from the famous Outdoor Fair in Friedrichshafen.

7

Hi-tech: how technology can help outdoor sport enthusiasts

SPECIAL FEATURES:

7 Preview of 2016/2017 skitouring apparel

7

7 Winter running, shoes and apparel

SPECIAL ISSUE The test guide which is a point of reference for skitouring in its various shapes, in Italy and beyond. Richer and richer, more than 400 pages of tests on the snow and in the lab. With nearly 150 skis and 50 boots, tested by our extremely qualified team. This is a highly distinguished editorial project, which sets the trend for the market in this sector.

SPECIAL FEATURES

SPECIAL FEATURES

7 7

Bilingual Italian/English Splitboard section

AN INTERNATIONAL POINT OF REFERENCE The 2016 edition of the Buyer’s Guide was the first to be published in Italian and English. A prompt success, the Buyer’s Guide by Skialper was among the hottest web topics, with lively threads in forums of enthusiasts the world over.

5%

7 Safety: introducing transceivers, probes and shovels, as well as airbag packs.

15%

10%

20% 5%

H IK IN M G O UN TA IN EE RI N G SK IT O UR IN G

M RUOU N NT N AI IN N G

H SPE M IK E O IN D UN G TA IN EE RI N SK G IT O UR IN G

10%

30%

25% 25%

M RUOU N NT N AI IN N G

15%

SK IT O UR IN G

30%

25%

BO S ARPLIT D

30%

60%

60%

H M IK O IN UN G TA IN EE RI N SK G IT O UR IN G

35%

M RUOU N NT N AI IN N G

7 Beginners: a special feature dedicated to the people who approach ski touring for the first time

others

5%

FR EE RI D E

others

The first winter issue, entirely dedicated to the beginning of the skitouring season. Itineraries, techniques, “easy” suggestions, nivology, gear.

We also talk about ice, extreme ascents in the climb&ski section.

Mountain running seen in its Mediterranean connotations.

MAGAZINE COVER PICTURE This cover is dedicated to a product we are launching (such as the Scarpa Alien 2.0 operation on the October 2014 issue) It is an option which goes on sale once a year (every six numbers) Price: 9.000 euro

TECH SPECS Format: 230 x 285 mm Number of pages: from 144 a 192 Paper: glossy art paper 90 gr.

Number of issues: 6 Print run: 35.000 copies for each issue Printing: quadricolour Distribution: in all Italian newsagents, 75% North, 15% Centre, 10% South.

Subscribers: about 4.000 Price: 6 euro

THIS MAY WELL INTEREST YOU

SKIALPER

A 36-page monograph, entirely dedicated to our company, can be attached to the issues (both for the issues at the newsagent’s and for subscribers), with texts and photos crafted by our editorial staff.

Print run: 35.000 issues (to be inserted into each issue) + 5000 issues to be used by the client.

Price: 20.000 euro

AN ITALIAN MAGAZINE WHICH SETS THE TREND IN EUROPE Much more than a magazine, Skialper is a way of life. Its editorial success wholly bucks the trend of periodicals, because its editorial staff meets the needs of an ever growing public, which is curious, passionate, faithful and modern. Skialper also sheds its skin every season.

It’s an international point of reference for skitouring in all its shapes in winter, while warmer temperatures mean following mountain lovers on walking and running paths, as well as mountain bike tracks. We also entice mountaineers with beguiling peaks, from the easier ones to the most demanding zeniths. We do all this with committing passion, competence, accuracy and most of all independence.

Previous examples: bit.ly/skitrab bit.ly/scarpa2013

ADVERTISING PRICE LIST LAYOUT ON THE COVER FLIP UP PAGE 460 x 285 mm 12.500 euro

1

1

COVER

2 HALF UPTURNED PAGES 460 x 285 mm 12.500 euro

COVER

1

1

1/2

1

1

I

I 1/2

1/2

INSIDE FRONT COVER 230 x 285 mm 8.000 euro

II

INSIDE BACK COVER 230 x 285 mm 6.000 euro

III

INSIDE FRONT COVER + PAGE I 460 x 285 mm 10.000 euro

II

I

BACK COVER 230 x 285 mm 10.000 euro

IV

1/2

INSIDE SPACES INSIDE DOUBLE PAGE 460 x 285 mm 7.000 euro

FULL PAGE 230 x 285 mm 4.000 euro

HALF PAGE, HORIZONTAL 230 x 142,5 mm 2.000 euro

HALF PAGE, VERTICAL 115 x 285 mm 2.000 euro

VERTICAL COLUMN 77 x 285 mm 2.000 euro

1/4 VERTICAL PAGE 115 x 131 mm 1.000 euro

SPECIAL ISSUES TECH SPECS Format: 230 x 285 mm Number of pages: 48 Paper: glossy art paper 70 gr.

Number of issues: 2 Issue dates: November (winter), May (summer) Print run: 45.000 copies for each issue Printing: quadricolour Distribution: 80% Italy, 20% Rest of the World (ROW) Distribution in Italian newsagents: 75% North, 15% Centre, 10% South.

Distribution in newsagents abroad: specialised retailers in major European cities, ski resorts in the Alps and North America.

Subscribers: not available for subscriptions Price: 7,50 euro

ADVERTISING PRICE LIST LAYOUT ON THE COVER FLIP-UP PAGE 460 x 285 mm 15.000 euro

1

1

COVER

2 HALF UPTURNED PAGES 460 x 285 mm 15.000 euro

COVER

1

1

1/2

1

1

I

I 1/2

1/2

INSIDE FRONT COVER 230 x 285 mm 9.000 euro

II 1/2

INSIDE BACK COVER 230 x 285 mm 7.000 euro

III

INSIDE FRONT COVER + PAGE 1 460 x 285 mm 12.500 euro

II

I

BACK COVER 230 x 285 mm 12.500 euro

IV

BUYER’S GUIDE

A HIGHLY TESTED METHOD

WE LIKE TESTING PRODUCTS AND NO DISCOUNT APPLIES TO ANYBODY! The Buyer’s Guide is the special issue entirely dedicated to gear test (skis, boots, bindings and skins) for skitouring in all its shapes: race, freetouring and freeride. This year brought a novelty: a splitboard feature, packed with the latest trends and models.

This is a one-of-a-kind, intense job, the result being 350-page long, with more than 200 tested products. This is, undoubtedly, the most detailed test for mountain gear (with lab and field tests) in the international arena.

Bilingual edition Italian/English

We’ve been involved with gear tests for off-road runs for several years (trail, skyrunning). We decided to broaden this experience and add other categories for summer activities in the mountains (speed hiking, trekking, approach, mountaineering), so as to fill an editorial gap on the Italian and foreign market. From its 2017 edition, this guide will be translated into English and distributed in Europe.

NEW FOR 2016: the Buyer’s Guide has a summer edition, too. Following the same criteria of its winter sister, applying the same precision and accuracy in its tests, the Outdoor Running product (which was published three times, from 2013 to 2015) will become the Summer Buyer’s Guide. Shoes as well as skyrunning and trail running shoes will be tested (as was the case for past editions); there will also be additional features on speed hiking, approach, trekking and mountaineering. Reviews on trail competitions will be found on our web page.

SOME FIGURES ON THE 2016 BUYER’S GUIDE HOW HAVE WE SOLD IT? 70%

Paper

75% Italy

15%

App Digital Edition

WHERE HAVE WE SOLD IT? 10% North America (United States, Canada)

7% The Alps (Switzerland, Germany Austria, France)

5% Scandinavia (Norway, Sweden)

3% Others (Great Britain, Eastern Europe, Australia, New Zealand, Japan)

5%

INSIDE SPACES DOUBLE INSIDE PAGE 460 x 285 mm 8.000 euro

INSIDE PAGE 230 x 285 mm 5.000 euro

HALP PAGE, HORIZONTAL 230 x 142,5 mm 2.500 euro

HALF PAGE, VERTICAL 115 x 285 mm 2.500 euro

VERTICAL COLUMN 77 x 285 mm 2.000 euro

1/4 VERTICAL PAGE 115 x 131 mm 1.250 euro

MOBILE

SMARTPHONE E TABLET A MODERN, FAST APP, STUDIED FOR THE GENERATION OF DIGITAL NATIVES

ALWAYS AVAILABLE You can download individual issues on your device and read them at your leisure, even without an internet connection!

NEWS

The Feed of all the news from the skialper.it website, directly in-app, without needing to open the browser.

The comparison between paper and digital is a hot trend in the modern publishing industry. If, on one side, we have a laid-out, printed issue, properly crafted, we also offer a modern app, if you prefer reading on a mobile device.

It is free, intuitive and wholly functional: a fast download, remote archive to read every issue even without a connection, double reading format by simply rotating your device. In four year, a good 20% of our readers opted for this solution, especially those reading abroad.

NEWSAGENTS All the Skialper issues and the Special issues Buyer’s Guide, in addition to the editorial news of the Mulatero Editions catalogue.

ALL DEVICES SUPPORTED

LOWER BANNER The banner can be seen at the bottom of the app Monthly price: POA

mobile

0,5%

NUMERO

102

2012

Date of creation: September 2013 Systems: Apple, Android Format: all the smartphones and the tablets Individual copy price: 4 euros Subscription price: 20 euros Downloads: 23.000

@Skialper

IRAN

Il viaggio scialpinistico che non ti aspetti

mobile

3%

MADE IN THE ITALIAN ALPS

2013

paper

90% 10%

2014

paper80% SPECIALE

CORRERE D’INVERNO EXPLOIT

20%

UNA SLACKLINE SU DI UN ICEBERG? 2015

€ 6,00 50102

97%

mobile

OTTOBRE 2015 BIMESTRALE

>

paper

mobile

STATS

SCIALPINISMO - FREERIDE MOUNTAIN RUNNING ALPINISMO - HIKING

9 771594 850005

BANNER SPONSORED-BY Banner 300x300 on the initial screen of the app Monthly price: POA

paper

99,5%

Poste Italiane S.p.A. Sped. in Abb. Postale - D.L. 353/2003 (conv. in L. 27/02/2004 n.46) art.1, comma 1. LO/MI

SPLASH PAGE Opening screen page of the app which is compulsorily seen.

Monthly price: POA

+20% IN 4 YEARS In three seasons, the ratio of digital/paper readers has grown

WHITELAND

CUSTOM SKI 100% FASTPACKING

TOP FEATURE

WEB

Did you know that the page of the interactive calendar of skimo races obtained 170,000 views from November 2014 to April 2015? This corresponds to an increase of 44% with regards to the past season!

The viewers were 52% from a PC and 48% from a mobile.

SKIALPER.IT

ADVERTISING PRICE LIST

ONE WEBSITE WITH TWO SOULS: SKITOURING AND MOUNTAIN RUNNING

01

SKIN 2.500 x 1.000 pixel Monthly price: 1.300 euro

The Skialper website is growing fast. It is an undisputed point of reference as far as the latest news and information on skimo races and mountain running are concerned. During the winter, an editorial revamp is forecasted: skialper.it will work along the lines of the printed magazine. News and race results will have an independent section and will pave the way for new channels, referring to materials, itineraries and other mountain disciplines

02

LEADERBORD 990 x 90 pixel Monthly price: 1.100 euro

03

BIG RECTANGLE 326 x 250 pixel Monthly price: 900 euro

04

RECTANGLE 326 x 125 pixel prezzo mensile: 400 euro

05

SHOWCASE 150 x 80 pixel + testo Monthly price: 120 euro

06

OUR EDITORIAL STAFF RECOMMENDS 120 x 70 pixel + testo Monthly price: 160 euro

Contemplated time frame: Compared time frame: Impressions: Daily impressions: about Peak of daily impressions: Individual visitors: about Seen pages: Average seen pages: Average visit duration: % of new daily visits: Newsletter subscribers:

1 October 2014 - 30 April 2015 1 October 2013 - 30 April 2014 1.660.000 (+ 18%) 8.900 24.100 (2015 Mezzalama Trophy) 304.000 (+ 9%) 4.550.000 (+ 6,5 %) 6 (+ 11%) 4’15” (- 9%) 11,3% 8.730

AD-HOC SOLUTIONS

Please ask for a tailored estimate if you require a different format or multimedia inserts.

NEWSLETTER

WHERE DO MOST CLICKS COME FROM?

MILAN

TURIN

You may well send contents to the 8.000+ subscribers to our newsletter.

POA

ROME

BERGAMO, AOSTA BRESCIA, SONDRIO VERONA, TRENTO, BOZEN, BELLUNO, CUNEO,

SOCIAL & PEOPLE

SOCIAL MEDIA ADS Would you like to share the contents of your company with our faithful Twitter followers, Facebook fans, or your message to appear at the beginning or end of our YouTube videos? Please ask for a tailored estimate, and we will promptly craft one for you.

SOCIAL NETWORK

youtube

WE LIKE THEM, WE USE THEM, AND THEY WORK We cherish social networks, we won’t shy away from that. They allow us to swiftly communicate, to reach our readers in real time. Our editorial staff spends more time outdoors than sitting at their desks, so they take on a vital role. We also intend to improve their use, by choosing the most suitable contents, so as not to be insistent, but always original, both on our Facebook diary on our Twitter timeline. We have received a consistent response: our communities follow us, chat among themselves, comment and click. They know that our work is tailored to satisfy their needs. We can think about dedicated communication advertising campaigns, following the canons which allowed our readers to appreciate us, and can be effective and efficiently reach the target. At the moment we use Twitter, Facebook, Youtube and Instagram.

175.221 views in the 2014/2015 winter

A proper web tv channel, with exclusive videos, shot on racing and training pistes by our correspondents. These are always an absolute exclusive! From its 2012 launch, it has reached 542.318 views and more than 911.104 minutes of viewing.

facebook

18.850 Likes

INSIGHTS Some figures from our Skialper Facebook page

GENDER DIVISION

69% MEN

31% WOMEN

It is used by our editorial staff to share extra contents and backstage info of the many features published on the various magazines, to convey contents and relaunch texts, photos and interesting videos of our rich web of contacts, but also to chat with all our readers.

twitter

11.000 average of weekly interactions

AGE DIVISION 0-18 years 9%

3.400 Followers

18-24 years 18% 24-35 years 23% 35-50 years 26% 50 -65 years 13% others 10%

51.000

average of weekly click on the post

We are proud of our Twitter community: nearly 3.500 people. This may not seem like a big figure, but we enticed each and every one of them thanks to our ongoing information, which is never intrusive. We take pride in our channel and we want to double our followers quickly!

KEEP IN TOUCH For any information on advertisements and advertising planning on our media, please call +39 0124 428051, or e-mail skialper@mulatero.it

www.skialper.it

skialper

@skialper

redazioneskialper

Mulatero Editore srl - via Principe Tommaso, 70 10080 - Ozegna (TO) - Italy Tel. +39 0124428051 mulatero@mulatero.it www.mulatero.it