southern boating media kit 2009

www.southernboating.com • Ph. 954-522-5515

Media Kit 2009Rate card 34 Effective January 2009

*Delivering more boating enthusiasts from Texas to the Chesapeake plus the

Bahamas, Mexico and Caribbean

The South’s* Largest Boating Magazine

Southern Boating Magazine

Contents• Who We Are, What We Do

• Mechanical Specs

• Editorial Calendar

• Engaging Monthly Columns

• Demographic Analysis

• Demographic Analysis (continued)

• Advertising Terms & Conditions

• Online Opportunities

• Rates & Sizes

• But Wait there’s more

Contact usSouthern Boating Publications330 North Andrews Ave, Second FloorFt. Lauderdale, FL 33301

Ph: 954-522-5515Fax: 954-522-2260southernboating.com

Editorial E-mail Address:[email protected]

Advertising E-mail Address:[email protected]

Please Send Advertising Material to:[email protected]

Southern Boating Publications330 North Andrews Ave, Second Floor, Ft. Lauderdale, FL 33301

Ph: 954-522-5515 • Fax: 954-522-2260 • southernboating.com




Who We Are, What We Do & Why it Matters to YouSouthern Boating was the first magazine to identify with the interests of people who do their boating below the Mason Dixon Line–or hope to. From its Florida beginnings, Southern Boating has expanded its focus and its core readership north to the Chesapeake Bay, west to Texas, and southeast through the Bahamas and Caribbean islands.

Since 1972, boating and fishing enthusiasts have turned to Southern Boating for entertainment, information, inspiration and qualified opinions about boats from 30 to 90 feet and their gear. Our mix of regional reports, how-tos, cruising destinations, and new boat features has resonated with boating enthusiasts across the U.S.A.

Written for dedicated and knowledgeable boating enthusiasts, every month Southern Boating delivers a comprehensive yet friendly, educated yet approachable view of their favorite sport. No, you won’t see articles on how to winterize your boat, or how to dress for ice fishing on Sturgeon Bay. But when the annual swimsuit issue arrives, we don’t hear any complaints!

With one of the largest editorial-to-ad-page ratios in the industry, Southern Boating successfully caters to a wide variety of interests in every issue, which is the cornerstone of our exceptional reader loyalty and our family-oriented boating lifestyle coverage.

Check the demographics on the following pages–If you want to reach a well-educated, well-heeled, active boating population equally dedicated to cruising, fishing and water sports – Southern Boating is the perfect magazine. Through our partnership with The BoatersTV, our editorial mix is now reaching today’s fastest growing audience on broadband.

A partnership with Southern Boating will work for you–• 53% of our readers own more than one boat • 90% of our readers own boats from 30’ to 80’ LOA


Non-Bleed Ad Sizes.............................................................................................. Width x DepthFull Page Trim Size (No live matter within 1/4” of final trim size please.) ....................8 1/8” x 10 3/4”2/3 Page Vertical ........................................................................................................... 4 5/8“ x 10“1/2 Page Island ........................................................................................................4 5/8” x 7 1/2”1/2 Page Horizontal ........................................................................................................ 7” x 4 7/8”1/2 Page Vertical ........................................................................................................... 3 3/8” x 10” 1/3 Page Square ......................................................................................................4 5/8” x 4 7/8”1/3 Page Vertical ........................................................................................................... 2 1/4” x 10”1/4 Page Vertical ......................................................................................................3 3/8“ x 4 7/8” 1/8 Page Horizontal ...................................................................................................3 3/8“ x 2 3/8”

Bleed Ad Sizes (No Extra Charge) Cover and Full Page (Live Area 7”x10”) ............................................. 8 3/8” x 11”1/2 Page Horizontal ...................................................................................................8 3/8” x 5 1/2”1/2 Page Vertical ........................................................................................................... 4 1/8” x 11” Gutter Spread (each page) ............................................................................................. 7 5/8” x 10”Bleed Spread ............................................................................................................. 16 1/2” x 11”

Classifieds: 1 column inch is 1 5/8” wide. Minimun 2 inches tall.



Mechanical Specifications

Electronic Requirements

CDs or DVDs formatted for Macintosh are acceptable. QuarkXPress, Adobe Inde-sign, Adobe Illustrator, Adobe Photoshop files preferable, all others please call.

Please include all supporting materials (fonts, images, etc.). Please include all contact infor-mation for agency/company supplying mate-rials. All ads require a color proof.

A HI-RESOLUTION PRINT-READY PDF MUST BE INCLUDED.

Ad materials will be stored for 12 months. FTP DeliVeryFiles may be sent digitally to our private FTP site. Please call us at 954-522-5515 for information.

Trim size: 8 1/8”

Live Area: 7”

Bleed size: 8 3/8”

Live

Are

a: 1

0”

Trim

Siz

e: 1

0 3/

4”

Ble

ed S

ize:

11”

Full page ads, with a bleed should be set up as shown above. Text and images should stay within the live area. Background image(s) should extend beyond the trim by 1/8” on each size.


NEW FOR 2009! Advertorial sections on our readers’ favorite boat types. Builders can promote new or existing models making their best case against the competition.

January: Top Cruising Resorts; Stuart Boat Show Preview Great Loop Cruising Part I - East Coast Destination: Stuart, FL

February: Miami Boat Show Preview. Great Loop Part 2 - Great Lakes Destination: St. Lucia, W.I. BOAT SHOW BONUS CIRCULATION.

March: Special Haul Out Issue Advertorial– A Buyer’s Guide to Down East-style cruisers Great Loop Part 3 - The Mississippi Destination: Manatee River, FL BONUS CIRCULATION: Refit yards & Marine Distributors

April: Swimsuit Nautical Fashion Issue Summer Charters - Crewed and Bareboat Boat Show Previews: Palm Beach, Jacksonville, Corpus Christie Destinations: Amelia Island, FL; So. Padre Island, TX BOAT SHOW BONUS CIRCULATION

May: Bahamas Cruising Focus Destinations: Numerous Bahamas Ports ‘o Call; Savannah, GA BONUS CIRCULATION INCLUDING THE BAHAMAS. June: Sportfishing Focus Advertorial– A Buyer’s Guide to Sportfishing boats Destinations: Okracoke, NC; Rockland, TX

July: Center Console Adventures Issue Advertorial– A Buyer’s Guide to Center Console boats Destinations: Albemarle Sound, NC; Daufuskie, SC

August: Owner’s Other Boats Advertorial– A Buyer’s Guide to RIBs and Tenders Destinations: Biscayne Bay, FL; Eastern Shore, MD

September: Water Sports Focus; Entertainment Electronics Advertorial– A Buyer’s Guide to Sport Cruisers Destinations: Wilmington, NC; Turks & Caicos, W.I.

October: Long Haul Cruising Focus; Systems Management Advertorial– A Buyer’s Guide to Trawlers and Expedition Yachts. Marine Aftermarket Association Trade Show wrap-up Boat Show Previews: Annapolis, Southwest International Destinations: Washington, D.C. St. John’s River, FL BOAT SHOW BONUS CIRCULATION.

November: Fort Lauderdale Boat Show Preview Destinations: Marco Island, FL; Daytona Beach, FL BOAT SHOW BONUS CIRCULATION.

December: Special Chartering Focus for Crewed and Bareboat Vacations. Holiday Gift Guide for you and your boat New Outboards for 2010 Destinations: Spanish Virgin Islands; Islamorada, FL



Editorial Calendar


Our popular columns create valuable position opportunities opposite full page openers and great spots for fractional ads on the jumps.

View From the Pilothouse: Skip Allen Sr.’s perspectives on boating and life.

Port & Starboard: Jay Coyle and Dudley Dawson’s humorous slings and arrows at the topic du jour.

regional reports: Each issue features updates from the Mid-Atlantic, Gulf Coast, Caribbean, and the Bahamas with news cruisers can use.

Weekend Workshop: Simply the best how-to/troubleshooting column.

engine room: If it has to do with propulsion, you’ll find it here.

What’s New in electronics: An in-depth look at the latest marine electronic devices.

At ease in the Galley: Easy to prepare yet mouthwatering recipes for the cruising chef. Sponsorship Available.

racing round-Up: Reports from major racing events–both power and sail.

Designer’s Choice: An exploration of the ideas behind the design concepts of top naval architects.

A Few Words About Features: Since our reader surveys show that approximately 30 percent of our readers are considering the purchase of a boat, Southern Boating delivers no less than three new boat features in every issue, plus previews of new models that will debut in the next 12 months.

Award-Winning Haul Out Guide: Every March issue is wrapped around a pull-out section packed with advice and new products for the typical boat owner’s annual haul-out period.

Destinations: More than 54 percent of our readers say travel is their “other” favorite interest and 85 percent of our readers use their boats to cruise. Southern Boating is unique in the boating press for providing at least two destination features per issue. We are simply known for the way we embrace the mobile lifestyle of our readers.

Five Advertorial “Buyer’s Guides:” Showcasing boats by type, from center consoles to trawlers, we create unlimited opportunities for builders to showcase their model lineup. You’ll find the specific guides listed in the Editorial Calendar. Each guide is accompanied by a profile of the genre.* See rate sheet for pricing

Put Southern Boating to work for you–• 69% of our readers always read Bahamas Update • 62% never miss View from the Pilothouse• 58% report that their favorite column is What’s New in Electronics• 51% turn to the new boat features first



Engaging Monthly Columns


What type of boat do you currently own? Power ...............................................89% Sail .....................................................3% None ...................................................7%

Do you own more than one boat? Yes ...................................................53% How many? ................................ 2.7 avg. No ....................................................47%

What is the length of your primary vessel? Under 20’ ......................................... 3% 20’ – 30’ ...........................................13% 30’ – 50’ ...........................................54% 50’ – 80’ .......................................... 36% Over 80’ ............................................ 5%

Primary means of propulsion: Diesel ................................................71% Gas ...................................................29% Type of generator: Diesel ................................................89% Gas ...................................................11% How do you use your boat? Cruising ............................................85% Long-distance cruises .......................49% Social entertainment .........................45% Day cruises .......................................45% Fishing ..............................................37% Fishing tournaments.......................... 7% Sailing .................................................7% Offer for charter ................................. 3%

What type of cruising do you do? Offshore or long distance ..................65% Inshore or short trips .........................61% Family vacations ...............................29% Day trips only ....................................18% . Average annual number of hours logged: ..............................................332

Where do you keep your boat? Waterfront home ...............................52% Marina ..............................................28% Yacht club ....................................... 14% Rack storage .................................... 3% Trailer ..................................................3%

From whom did you buy your principal boat? Dealer ...............................................52% Broker ...............................................32% Individual ...........................................16%



Demographic Analysis

Put Southern Boating to work for you–•85% of our readers use their boats for cruising • 65% of our readers use their boats for long distance or other offshore cruising • 37% of our readers fish from their boats • 29% of our readers use their boats for family vacations

VIEW FROM THE PILOT HOUSE

14 • SOUTHERN BOATING • APRIL 2007

everyone on the boat should know

where the PFDs are stored, but when

– or if – to wear one should remain a

personal choice. The last thing we

need is another law aimed at protect-

ing us from ourselves. We didn’t get

to be the ages we are by not having

common sense, and that is some-

thing no law can instill.”

Obviously, it is now more impor-

tant than ever to let your congress-

men know your thoughts on this

alarming encroachment on our per-

sonal behavior.

Changing to a happier subject,

you’ l l not ice a new name on the

masthead. We welcome Mar i lyn

Mower as our new Editor. Marilyn

comes to us with f ine credentials

both in boating and editing. Her most

recent professional stint was as Edi-

tor-at-Large at ShowBoats Interna-

tional, which followed 14 years as

Executive Editor there. She has a few

books to her credit, too. A former

racing and cruising sailor, she and

her husband, Lyn, live aboard a vin-

tage 39’ Avenger motoryacht.

We look forward to a satisfying and

mutually beneficial collaboration.

We think everyone on

the boat should know

where the PFDs are

stored, but when – or if

– to wear one should

remain a personal

choice. The last thing

we need is another law

aimed at protecting us

from ourselves. We

didn’t get to be the

ages we are by not hav-

ing common sense,

and that is something

no law can instill.

Inthis issue, you’ll find a wealth

of information to guide you

through the Miami International Boat

Show, Strictly Sail, and the Yacht and

Brokerage Show, which run concur-

rently in Miami Beach February 15-19.

In our neck of the woods, only one

major boat show remains: the Palm

Beach Boat Show (March 22-25),

which we’ll cover in next month’s

issue. Then we strike our booth until

the next boat show season and contin-

ue to concentrate our focus on issues

and developments vital to keeping

abreast of what’s important to those

who enjoy the boating lifestyle.

While perusing past installments of

“View from the Pilot House” recently,

a reference to mandatory PFD use on

board caught my attention. Bearing in

mind the law now on the books in the

U.S. Virgin Islands, it seems particu-

larly apt to quote from myself in the

February 2004 Southern Boating:

“Whi le reading Scut t lebut t , the

online sailing Web site, we became

aware of a suggestion by a Coast

Guard petty officer that all persons on

all vessels be required to wear a PFD

at all times. This would impact not

only all private boats, but commercial

vessels as well. Can you imagine hav-

ing to wear a PFD as you ride the

Staten Island Ferry, or while you relax

in your saloon? Would we have to

wear one while we sleep? We think

BY SKIP ALLEN, SR.


Gender: Male ..................................................97% Female ................................................3%

Age: 40 – 44 ...............................................2% 45 – 49 ...............................................6% 50 – 54 .............................................11% 55 – 59 .............................................11% 60 – 64 .............................................24% 65+ ...................................................45%

What is your highest level of education? High school graduate ..........................6% Some college ....................................21% Associate’s degree ..............................3% Bachelor’s degree ............................ 40% Graduate degree ...............................18% Doctorate ..........................................12%

Occupation: Professional ......................................21% Business owner ................................20% Self-employed ................................... 7% Management ..................................... 5% Retired ..............................................48%

Estimated annual gross household income? Over $1 million ................................ 11% $500,000 - $1 million ........................17% $200,000 - $499,999 ........................30% $150,000 - $199,999 ........................16% $100,000 - $149,999 ........................12% $50,000 - $99,999 ............................12% Do you pass along your copy of Southern Boating? Yes ...................................................49% No ....................................................51%

For how long do you keep an issue of Southern Boating? ............................. Average is 3.8 months

What type of features do you like to read in Southern Boating? Cruising destinations .......................83% Powerboats ......................................82% Gear & engines .................................55% Refits & repairs ..................................41% DIY ...................................................18% Chartering .........................................14% Sailboats ......................................... 13%



Demographic Analysis (continued)

84.25%

4.5% 11.25%


NOTES ON RATES

Furnished InsertsIf furnished complete, two to four pages, earned black and white rate less 20%, plus binding charges. Prices are subject to change without notice. Ask for details on larger inserts and gate folds.

CancellationsContracts for cover, color pages, special position, in-serts and gate folds are non-cancelable.Contracts except for color may be discontinued by ei-ther party on 30 days prior written notice. The publisher reserves the right to cancel any contract if the advertiser or agency fails to pay accounts when due and to read-just the space used at current rates.

Classified RatesDisplay Advertising $90 per column inch. Minimum two inches. Additional $20 charge per photo if needed. No discount or agency commission. Page is four columns, each column is 1 5/8” wide.

Commission and Cash DiscountDisplay advertising subject to 15% agency commission. No commission on brokerage or classified advertising. All orders for space are accepted subject to our credit requirements.

Frequency Discounts3, 6-, and 12-time rates earned by number of separate issues used within a 12-month period. Different size units may be used to earn a frequency rate.

DisclaimersSouthern Boating reserves the right to edit or reject any advertisement deemed misleading or objectionable or which does not conform to requirements.

Advertiser and advertising agency assume liability for all content (including text, representations, and illustrations) of advertisements printed and also as-sume full responsibility for any and all claims arising therefrom made against the publisher. No rebate will be allowed for errors in key numbers or indexing advertisements.

Publisher will not be bound by any conditions, printed or otherwise, appearing on order blanks or copy instructions when such condition conflict with publisher’s policies.

GENERAL CONDITIONSA. Advertisements are accepted upon the represen-tation that advertiser and its agency have the right to publish the contents thereof. In consideration of such publication, advertiser and its agency agree to indem-nify and hold publisher harmless against any expense or loss by reasons of any claims arising out of publication.

B. Conditions, other than rates, are subject to change by publisher without notice.C. All contents of advertisements are subject to pub-lisher’s approval. Publisher reserves the right to reject or cancel any advertisement, insertion order, space reser-vation, or position commitment at any time.

D. Positioning of advertisements is at the discretion of the publisher except when a request for a specific pre-ferred position is acknowledged by publisher in writing. Special positions, limited availability, at 10% extra.

E. Publisher shall have no liability for errors in key numbers or advertiser’s index.

F. Cancellations or changes in orders may not be made by the advertiser or its agency after the closing date.

G. The publisher shall have the right to hold advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to publisher for advertising which advertiser or its agent ordered and which advertising was published.

H. No conditions other than those set forth in this rate card shall be binding on the publisher unless spe-cifically agreed to in writing by the publisher. Publisher will not be bound by conditions printed or appearing on order blanks or copy instructions which conflict with provisions of this rate card.

DeadlinesIssued Monthly. Display copy closing date is the 10th of the second preceding month (i.e., April 10th for June issue).

Special Issues: February (Miami International Boat Show Issue), March (Haul Out Guide), April (Swimsuit/Summer Charter Issue), May (Bahamas Cruising Issue), June, July, (Sportfishing & Center Consoles), October (Annap-olis Boat Show Issue), November (Fort Lauderdale Boat Show Issue). Each shall close on the 5th, two months preceding, except by arrangement with publisher.



Advertising Terms & Conditions


In addition to the printed magazine, Southern Boating also has an impressive Web site that you can join. Call us to discuss the many online opportunities that we can offer to you and your customers.

The site has a host of useful features, including: • The 2009 Editorial Calendar, with a list of the features that will appear in the coming year.

• Back Issues of Southern Boating. Readers can view recent issues of the magazine. All pages of each issue archived are available, including all ad pages. A database index of past articles is also available.

• “Useful Links.” Readers can access a host of useful links, from weather forecasting Web sites to all of the advertisers from the current issue. Each month, the ad index from the current issue is updated, giving the reader easy and immediate access to your Web site.

A link to the Marine Business Journal Web site. Southern Boating readers can access the Web site of our marine industry publication.

Web Rates & Specifications120 x 240 points (max 15kbs) $200 per month125 x 125 points (max 10kbs) $120 per month

Files must be provided in JPEG or GIF format only (no animation or color changes). Submission must include URL information.Banner Ads with print support receive a 50% discount from monthly rate.Streaming video requirements available on request.

Call 954-522-5515 for rates & Web site advertising opportunities.



Online Opportunities

From Cruising to Racing, find everything you need at southernboating.com

www.southernboating.com




2009 Advertising RatesFour-Color: Process color onlySchedule ..................................................... 1x ....................... 3x .......................6x ...................... 12xFull Page ............................................$10,365 ................$9,560 ............... $8,870 .................$8,1652/3 Page Vertical ....................................9,395 ..................8,260 ................. 7,735 ...................7,1651/2 Page Island ......................................8,470 ..................7,480 ................. 6,005 ...................6,4501/2 Page Horizontal ................................7,735 ..................6,765 ................. 6,350 ...................5,8651/2 Page Vertical ....................................7,735 ..................6,765 ................. 6,350 ...................5,8651/3 Page Square ....................................6,660 ..................5,755 ................. 5,400 ...................5,1301/3 Page Vertical ....................................6,660 ..................5,755 ................. 5,400 ...................5,1301/4 Page Vertical ....................................5,655 ..................5,190 ................. 4,805 ...................4,085

Black & White: Process color onlySchedule ..................................................... 1x ....................... 3x .......................6x ...................... 12xFull Page ..............................................$7,620 ................$6,470 ............... $5,850 .................$5,2202/3 Page Vertical ....................................6,595 ..................5,815 ................. 4,980 ...................4,4301/2 Page Island ......................................5,535 ..................4,610 ................. 3,970 ...................3,6951/2 Page Horizontal ................................4,715 ..................4,185 ................. 3,580 ...................3,3501/2 Page Vertical ....................................4,715 ..................4,185 ................. 3,580 ...................3,3501/3 Page Square ....................................3,530 ..................2,985 ................. 2,730 ...................2,4851/3 Page Vertical ....................................3,530 ..................2,985 ................. 2,730 ...................2,4851/4 Page Vertical ....................................3,135 ..................2,775 ................. 2,445 ...................2,1101/8 Page Horizontal ................................1,860 ..................1,570 ................. 1,395 ...................1,265

Five-Color: Pantone matches, metallic, etc: Rates upon request.

Covers

Schedule ..................................................... 1x ....................... 3x .......................6x ...................... 12xCover 2 ..............................................$11,770 ............. $10,375 ............. $10,060 .................$8,945Cover 3 ................................................10,715 ...............10,015 ................. 9,430 ...................8,745Cover 4 ................................................13,325 ...............11,100 ............... 10,650 ...................9,520

WEB RATES: 120 x 240 points (max 15kbs) $200 per month125 x 125 points (max 10kbs) $120 per month

CLASSIFIED ADVERTISING RatesAll ads are $90 per column inch (minimum 2 inches). A typical column inch will accommodate 30 words in small type. Photo’s and color may be added for an additional charge of $25 .

Fixed Format–ask us about discounted quarter page fixed format rates


Along with frequency discounts, and Web advertising packages, Southern Boating also offers the following special advertising opportunities:

Premium positions i.e. (covers, editorial, departments)

Inserts (any type)

Magnastrip catalogue insertions

Custom poly-bagging with address card position

Advertorial sections with archived Web access

Editorial reprints with custom covers

Event sponsorship packages

Video

Complimentary subscriptions to customers

Sponsorship opportunities / Media partnership

Department / Feature sponsorship opportunities

Full year Web access for postings of all advertorials

Call your advertising representative today to learn how Southern Boating Magazine can customize ways for your brand and your marketing mes-sages to impact our growing audience of consumers.



But wait, there’s more!