2018 MEDIA KIT EVERYTHING THAT MATTERS TO EVERYONE WHO MATTERS.
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The World
OBSERVED. With central themes of innovation, business and luxury, Observer’s content inspires and informs an educated audience of influencers. Observer’s content is written for global thinkers on topics they care about: entertainment, the arts, style, culture, business, technology and policy. Observer stories inform, challenge and promote fresh ideas.
I’m an Observer. Alexa Chung, Fashion Icon observer.com
For over 30 years, Observer has been a cornerstone of culture and trends, attracting some of the most prominent names in journalism and incubating major pop culture movements.
1 9 93
1 978
1993: Sex And The City’s Candace Bushnell began writing for The New York Observer where she created a humorous column based on her own personal dating experiences and those of her friends.
The New York Observer was founded by Arthur L. Carter, to cover “politics, media, society, real estate, fashion, business, culture and entertainment in the power capital of the world.”
2008
1994
NYO was the first paper in New York to endorse Barack Obama for president, writing: “The times call for a leader in tune with the America that is to come, a president who understands that the problems of today and tomorrow require us to think new thoughts.”
Carter hired Peter Kaplan as Editor in Chief, and assigned him three goals: (1) To state New York as the center of the universe; (2) To assign subjective narrative reporting; and (3) To hire great cartoonists.
FEB 2015
2 01 0
Observer.com as we know it was launched as a national destination, covering the people and trends transforming our world, and reaching an elite audience.
The Pitch Series - Before there was Shark Tank, Observer presented The Pitch: a micro-video series uniting promising startups with venture capitalists who have track records of selecting early-stage technologies poised to reshape the industry.
JAN 2019
NOV 2016
Observer.com launches 2 live events for thought-leaders around topics of interest in technology, business, arts and culture.
The New York Observer ceased production of its weekly print product to focus all efforts on Observer.com
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Observer engages an AFFLUENT, EDUCATED, URBAN AUDIENCE of politically, socially, and culturally curious global thinkers, business leaders and luxury consumers.
4.2MM
6.8MM
500K
60%
45% / 55%
MONTHLY
MONTHLY
SOCIAL MEDIA
AGED
READERSHIP SPLIT
UNIQUE USERS
PAGEVIEWS
FOLLOWERS
25-54
FEMALE vs. MALE
OUR READERS ARE NATIONAL ................... 24% live in Pacific/Mountain 24% live in Midwest 24% live in Northeast 28% live in South EDUCATED .................. 2X more likely to have a graduate degree INFLUENTIAL ............ 2.5X more likely to have a C-Suite title (CEO, CFO, CRO, CMO) 2X more likely to have attended a live auction in the past 6 months Source: Google Analytics, comScore, Quantcast, May 2018
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Our readers are wordly and engaged, eager to tap into the latest in entertainment, style, art and politics. AFFLUENT Personal Portfolio of $1MM+
268
Value of Primary Home $1MM+
203
Total HHI $200K+
186
ARTS & ENTERTAINMENT Award Shows
660
Visual Arts
510
Movies & Videos
510
Books & Literature
440
SHOPPING INTERESTS In-Store High Spenders - Luxury
390
Online High Spenders - Luxury
360
High Spenders - Luxury
290
Shoppers (gen) - Luxury
170
Buyer Behavior - Luxury Store Buyers
150
FREQUENT TRAVELERS Luxury Travelers
480
Luxury Hotels
350
Luxury Hotels & Resorts (Top Tier Spender)
340
Cruise Customers (Luxury)
210
I’m an Observer. Daveed Diggs, Actor & Rapper
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US AVERAGE
Source: Quantcast
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I’m an Observer. Lauren Santo Domingo, Socialite & Business Woman
64% of Observer’s audience is unduplicated within the competitive set.
25% 35%
45%
32%
36%
33%
36%
35%
25% 58%
Source: Comscore
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Observer.com Has Highest Index Rating Among Competitive Set for Households with Income Over $100K PUBLISHER
INDEX
OBSERVER.COM
155
THE WSJ
149
VANITY FAIR
140
THE NEW YORKER
140
NEW YORK MAGAZINE
138
HUFFINGTON POST
137
THE NEW YORK TIMES
136
VOX
130
THE ATLANTIC
129
SLATE
128
BUSINESS INSIDER
117
I’m an Observer. Francia Raisa, Actress observer.com
US AVERAGE
Source: Quantcast
CONTENT FOR CULTURALLY ENGAGED INFLUENCERS
Observer’s editorial focuses on content that matters to an invested, curious and thoughtful audience interested in a wide range of topics. From current events and entertainment, to tech innovators and lifestyle trendsetters, Observer covers everything that matters for everyone who matters.
NEWS & POLITICS
ARTS & ENTERTAINMENT
STYLE & DESIGN
TECH & INNOVATION
Perspective on the nation’s most pressing issues and the communities most affected by their outcomes. Observer delivers readers news, insights and trend analysis on policy, legislation and power players.
Delivering incisive criticism and must-read reviews of movies, music, television, opera, books, theater and the visual arts. Observer is a leading news source for the global arts and entertainment world.
Capturing the gorgeous aspects of life and living well. From fashion, fine jewelry and watches, to high-end vehicles and interior design, our coverage provides a fresh perspective on the world of luxury.
Covering pioneering trends and leaders revolutionizing the way we lead our daily lives. Observer analyzes and reveals cutting-edge technologies and the cultural shifts that demand new methodologies. We champion disruptive ideas and celebrate thinkers who get things done.
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Consider Observer an extension of your marketing and communications teams, working directly with your firm to develop MEANINGFUL, HIGH-IMPACT materials for your campaign needs. We partner with the industry’s leading designers, photographers, videographers & editors to provide a comprehensive suite of creative services, including:
CUSTOM CONTENT • Compelling content that engages
• Reach our highly engaged subscribers
our premium audience • Access to editors, journalists and thought leaders in our network • Custom articles, slideshows, guides, dedicated emails, video
• Dedicated emails • Newsletter sponsorship
SOCIAL MARKETING & AMPLIFICATION • Targeted social media campaigns to drive awareness and traffic • Custom content promotion through Observer social handles
EVENT EXECUTION
NATIVE ADVERTISING
• Dedicated in-house events team • White-glove service from event conception to execution
• A clean and clearly marked sponsorship environment provides positive interaction for readers & brand partners
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EDITORIAL CALENDAR MONTH
FEATURES & GENERAL COVERAGE
JANUARY
Luxury Resorts Travel
FEBRUARY
Oscars
MARCH
Spring Arts Preview, Armory Week, Summer Travel
APRIL
Fine Art Power List
MAY
Hamptons Travel, Frieze Week New York
JUNE
The Tony’s
JULY
Comicon
AUGUST
US Open, Women’s Fall Fashion
SEPTEMBER
Fall Arts Preview, TechCrunch Disrupt, NYFW, Residential Real Estate Power List
OCTOBER
Nightlife + Dining Power List, Holiday Travel, Frieze London
NOVEMBER
Winter Ski Travel
DECEMBER
Public Relations Power List, The Best of 2018 Year-End Package, Art Basel Miami
I’m an Observer. Mahershala Ali, Actor observer.com
POWER LISTS: Observer explores how power affects the way we live. Observer Power Lists are your cheat sheet to who and what truly matters - or will matter next. Each year, Observer editors rate and review the people and companies who have impacted their industry in a measurable way. Highly anticipated reports and features, Power Lists offer partners the opportunity to align and integrate with highly sought after content. POWER LISTS INCLUDE: • Fine Art: The most important artists, dealers, directors and curators within the arts industry • Residential Real Estate: The most influential developers, brokers and lenders across major residential real estate markets in the US: New York, Los Angeles, Miami, Chicago & Dallas • Nightlife & Dining: Group owners, restauranteurs and chefs who are involved on the business side and making significant changes in the hospitality industry • PR: The leaders breaking down boundaries across the marketing spectrum, muscling in on territory once dominated by ad agencies, digital firms and content producers
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POWER LIST: NIGHTLIFE & DINING
Group owners, restaurateurs, chefs who are heavily involved on the business side, people in dining tech, and influential folks in other spaces making the most significant effect on the restaurant and nightlife worlds in 2018: Plenty of food-world stories exist in other publications, but ours will differentiate itself by not just focusing on chefs, but the power and money behind them. TIMING: OCTOBER FEATURES INCLUDE: Rising Stars. The young names to know in nightlife and dining. Food-Tech. How is technology changing the way that we eat? The players and platforms making cooking, reservations, ordering food and finding booze more efficient than ever before. Clean Eats. We’ve come so far from the early days of green juice. Today’s top innovators are changing the way we eat on a widespread, environmentally-conscious scale. A comprehensive list of the most influential emerging health food companies. Put Your Money Where Your Mouth Is. The biggest investors behind dining and nightlife makings bets on our experiences. Food City. The one restaurant you need to try in every city, as told by top chefs. An ‘Ask an Expert’ video interview.
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THANK YOU.
Please contact us directly with any questions or additional needs. sales@observer.com observer.com