USNA Alumni Association and Foundation Readership Profile for Shipmate Magazine

U.S. Naval Academy Alumni Association and Foundation

READERSHIP PROFILE

About Shipmate →

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Shipmate is the official alumni magazine of the United States Naval Academy (USNA). It is THE primary messaging tool used to reach the USNA community of current midshipmen, recent graduates, career Navy & Marine Corps officers, retirees, business leaders, and families. Distributed worldwide, the mission of the magazine is to keep the community connected and engaged with the Naval Academy.

Considered to be the flagship communications tool for the Alumni Association, Shipmate is the best way to keep informed and stay connected with its more than 68,000 members around the world.

Fast facts →

84%

41%

8%

OF ALUMNI WHO RECEIVE SHIPMATE SAY THEY USUALLY OR ALWAYS LOOK AT OR READ IT

OF ALUMNI TYPICALLY SPEND MORE THAN 30 MINUTES READING SHIPMATE

OF ALUMNI SPEND MORE THAN 60 MINUTES READING SHIPMATE

Readership at a glance →

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Our readers are of a different class.

17%

14%

16%

17%

1950– 1959

1960– 1969

1970– 1979

1980– 1989

1990– 1999

2000– 2009

2010– 2018

1920– 1949

1950– 1959

1960– 1969

1970– 1979

20–24

25–34

35–44

45–54

55–64

65–74

75+

65–74

75+

Age by gender →

1980– 1989

1990– 1999

2000– 2009

22%

16%

11%

7%

91%

15%

3%

Decade of graduation by gender →

Male

14%

2010– 2018

20–24

25–34

35–44

45–54

4.5%

1920– 1949

9%

15%

17%

6% 1%

Female

18%

11%

3%

Gender →

18%

17%

9%

Doctoral/ Professional

17%

15%

Master’s

80%

21%

Bachelor’s

Age →

Decade of graduation →

26%

Highest degree →

55–64

Readership at a glance →

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The demographic make-up of the Academy is changing. That change is starting to be reflected in Shipmate’s readership, with a steady increase in female readership through the past two decades. This presents a new opportunity to target a younger, female audience.

Gender by decade of graduation →

12%

Gender by age →

6% 1%

2010–2018

20%

Female readership

30%

14%

2000–2009

1990–1999

1970–1979

16%

16%

Male readership

1950–1959

1950–1959

16% 18%

Female readership

1970–1979 1960–1969

1920–1949

17%

1980–1989

1960–1969

1920–1949

16%

20–24

1990–1999

1980–1989

2%

9%

2010–2018

12%

2000–2009 38%

8%

25%

25–34

25–34

35–44

35–44

45–54 41%

20–24

16%

Male readership

15%

14%

45–54

55–64

55–64

65–74

65–74

75+

18%

18%

75+

Readership at a glance →

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Across alumni, the Top 4 topics readers are interested in reading about in Shipmate are —

Over one-third of Shipmate readership is based in the Southeast part of the country followed by the Pacific and Mid-Atlantic regions.*

01 USNA news

7% 16%

MIDWEST

02 I nteresting careers of USNA alumni 03 Midshipmen

PACIFIC

4%

04 History NORTHEAST

3% 16%

ROCKY MOUNTAIN

More insights →

7%

MID-ATLANTIC

The two editions of most interest to alumni include Army-Navy and Graduation/Commissioning issues

SOUTHWEST

33% Alumni agree that the most valuable sections in Shipmate are “Class News” and “Last Call” SOUTHEAST

*12% are of unknown location and 1% are international

he two most common reasons for reading T Shipmate include staying up-to-date with what is happening at USNA and learning about alumni/other shipmates’ accomplishments

Calendar, deadlines, and rates →

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Typical Editorial Calendar Each issue of Shipmate includes engaging features on alumni in action, Navy and Marine Corps news, class and chapter news and events and more.

JANUARY/FEBRUARY Sent during the Dark Ages, the January–February issue highlights the new year and focuses on midshipman stories, alumni tales and how the Alumni Association supports both with programs and services. → Reservation and Materials Deadline: 12/2/2019 MARCH From service assignments for the Brigade of Midshipmen to Naval Academy alumni serving around the world, this issue focuses on the commitment to service in the Navy and the Marine Corps. → Reservation and Materials Deadline: 1/2/2020 APRIL/MAY Updates from the Academy, this issue highlights the progress of the institution and the support of its alumni community. It is mailed with the annual donor report. → Reservation and Materials Deadline: 3/2/2020 JUNE U.S. Naval Academy Alumni Association Distinguished Graduates are honored in this issue. It’s also a celebration of another academic year. → Reservation and Materials Deadline: 4/1/2020

Gross rates All advertising rates reflect 4/c process and full pages include bleed.

JULY/AUGUST 1x

4x

8x

Cover 4

$4,995

$4,495

$3,995

→ Reservation and Materials Deadline: 6/1/2020

Cover 2 or 3

$4,495

$4,195

$3,805

SEPTEMBER

Full page

$3,995

$3,695

$3,495

1/2 page

$2,895

$2,595

$2,495

1/4 page

$1,695

$1,495

$1,195

Commissioning Week: Yard events are featured in this special issue—from plebe recognition activities through graduation and commissioning.

The summer issue highlights Induction Day, summer training and alumni in action. It also includes a look ahead to the fall season of football and other events. → Reservation and Materials Deadline: 7/1/2020 OCTOBER With a focus on history and tradition, the October issue celebrates the Navy Birthday and the Academy’s Founder’s Day. Stories of days gone are featured along with updates from today’s Naval Academy. → Reservation and Materials Deadline: 8/3/2020 NOVEMBER/DECEMBER The holiday issue celebrates the U.S. Marine Corps by highlighting training on the Yard, alumni in the field and around the world who are serving, or have served, as Marines. The holiday issue also celebrates Navy athletics. → Reservation and Materials Deadline: 9/28/2020

Top 4 reasons why readers value Shipmate as the #1 Service of the USNAAA 01 I nforms us about what’s happening with classmates/ helps us stay in touch

02 I mportant to me to keep up with my classmates/ class news

03 I s a link to USNA/keeps us informed on what’s happening at the Academy

04 I s the most effective/important communication tool

Mechanical requirements →

Mechanical requirements → D igital data is required for all ad submissions.

Preferred file format is PDF/X-1a.

→ H igh-resolution PDFs must be provided as

CMYK with fonts and images embedded via disk, DropBox or email.

→ S hipmate is printed on a high-speed web

and SWOP standards apply. The magazine is perfect bound.

→ F inal trim size is 9 x 10.875 inches and bleed size is 9.25 x 11.125 inches. Live area is 7.875 x 9.875 inches.

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Full page 7.875 x 9.875

Full page bleed 7.875 x 9.875

½ page (horiz.)

7.875 x 9.875

½ page (vert.)

7.875 x 9.875

¼ page (vert.)

7.875 x 9.875

WaveTops →

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WaveTops e-newsletter The U.S. Naval Academy Alumni Association and Foundation monthly e-newsletter features news and updates on the Academy, its worldwide alumni community and the trends and issues shaping the world of national defense.

Distributed to more than 80,000 people each month, WaveTops has an open rate that consistently tops 33%.

RATES AND DIMENSIONS

3x

6x

12x

Premium Highlight 144w x 270h

$450

$400

$350

Banner 470w x 90h

$350

$325

$300

Highlight 144w x 97h

$150

$125

$100

PAYMENT

The advertiser is responsible for payment. Pre-payment is mandatory.

Ads will be pulled at the discretion of the Publisher for non-payments.

DEADLINES

The deadline for artwork for each issue is the 10th of that month.

Example: January 10 is the deadline for the January issue. Should the 10th fall on a weekend, the deadline is the nearest workday before or after the 10th.

Advertising policy and contact →

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Advertising policy Acceptance of any advertisement is at the sole discretion of the Publisher and must meet the standards of the U.S. Naval Academy Alumni Association and Foundation. Policies and conditions include, but are not limited to:

→ A dvertisements and the company, organization or individual may not compete or conflict with the products and services offered by the U.S. Naval Academy Alumni Association or fundraising by the U.S. Naval Academy Foundation.

→ A dvertisements for political causes, candidates and campaigns are prohibited. → T he Publisher reserves the right to reject advertising not deemed

consistent with the tenor of the magazine nor consistent with the mission of the U.S. Naval Academy Alumni Association and Foundation.

U.S. NAVAL ACADEMY ALUMNI ASSOCIATION & FOUNDATION Judy Buddensick Partnership Marketing Liason Judy.Buddensick@usna.com 443-994-2511