2019 GUIDE TO ADVERTISING
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1 2019 GUIDE TO ADVERTISING 1
2 TABLE OF CONTENTS AMERICAN RIFLEMAN... 2 AMERICAN HUNTER... 4 AMERICA'S 1 ST FREEDOM... 6 SHOOTING ILLUSTRATED... 8 SHOOTING SPORTS USA NRA FAMILY DIGITAL NETWORK INSIDER DIGITAL NEWSLETTER BEST OF DIGITAL NEWSLETTER HOLIDAY DIGITAL NEWSLETTER NRA Publications strives to be a reflection of our members, 5 million Americans dedicated to freedom. Our brands and content mirror the members daily passions for personal protection, shooting, hunting and for teaching traditional values to future generations. In-depth coverage of firearm design, performance and history, hunting and conservation, shooting instruction and NRA s political leadership is tailored to contemporary reader tastes via award-winning legacy magazines, cuttingedge digital editions, dynamic websites, social media engagement and dynamic broadcast TV. Members and online followers trust NRA Publications for honest, timely reporting on guns, gear and the shooting sports. No other means come close for marketing your products to this uniquely large and influential customer base. NRA PUBLICATIONS BRAND REACH Print Digital Web E-News Social Media American Rifleman American Hunter America's 1 st Freedom Shooting Illustrated Shooting Sports USA NRA Family TV
3 THE WORLD S OLDEST AND LARGEST FIREARM AUTHORITY As the NRA s flagship publication, American Rifleman presents its loyal readers with expert coverage of rifles, shotguns, handguns, ammunition, optics and other shooting accessories. American Rifleman is the largest firearm magazine in the world, covering everything from the newest products off the manufacturing line to historical firearms, and keeps its audience updated on political events regarding the Second Amendment. SEPTEMBER 2018 PRINT AND DIGITAL CIRCULATION: 2,075, GFK-MRI TOTAL AUDIENCE: 6,190,000 AAM JUNE 30, 2018 PRINT 6 MONTHS AVERAGE: 1,891,046 PRINT AUDIENCE STATISTICS SOURCE: 2018 GFK-MRI DOUBLEBASE MEN 85.2% MARRIED 60.4% MEDIAN: INDIVIDUAL EMPLOYMENT INCOME $48,706 MEDIAN: HOUSEHOLD NET WORTH $288,759 AGE % PET OWNER 72.6% HOUSEHOLD INCOME: $60, % HOME OWNED 76.4% MEDIAN: AGE 50.1 C/D COUNTY 46.5% MEDIAN: HOUSEHOLD INCOME $74,580 MEDIAN: VALUE OF OWNED HOME $199,163 2
4 EDITORIAL CALENDAR Ad Close In Home JANUARY Carry Gun Evolution 10/15/18 12/17/18 FEBRUARY Firearms Innovation 11/15/18 1/22/ DISPLAY RATES AMERICAN RIFLEMAN 1X 3X 6X 9X 12X Cover 2 $75,700 $73,430 $71,235 $69,090 67,025 Cover 3 70,785 68,665 66,610 64,605 62,660 Cover 4 78,980 76,605 74,320 72,085 69,915 Page 70,785 68,665 66,610 64,605 62,660 2/3 50,975 49,455 47,960 46,525 45,130 1/2 39,660 38,470 37,310 36,200 35,110 1/3 29,840 28,950 28,080 27,230 26,420 MARKETPLACE 1X 3X 6X 9X 12X 1/4 $21,250 $20,605 $19,990 $19,395 $18,815 1/6 14,155 13,735 13,325 12,920 12,535 1/12 4,475 4,330 4,205 4,085 3,955 1/24 4,475 4,330 4,205 4,085 3,955 1 Inch 1,165 1,130 1,095 1,060 1,020 Subject to change. MARCH New Service Pistol 12/15/18 2/19/19 APRIL 2019's Top Guns (NRA Show Preview) 1/15/19 3/19/19 MAY Women & Firearms 2/15/19 4/23/19 JUNE D-Day + 75 Years 3/15/19 5/21/19 JULY Classic Rifles/ Rifle Issue 4/15/19 6/18/19 AUGUST Skills & Training Issue 5/15/19 7/23/19 SEPTEMBER Shotgunning Issue 6/15/19 8/20/19 OCTOBER Marksmanship Issue 7/15/19 9/24/19 NOVEMBER Personal Defense Issue 8/15/19 10/22/19 DECEMBER Rifle Development 9/15/19 11/19/19 3
5 THE WORLD S LARGEST HUNTING MAGAZINE American Hunter reaches out to all sportsmen and women, bringing information about the newest hunting guns, optics and accessories, as well as providing techniques and tips for all kinds of game. Top outdoor writers provide detailed articles on strategy, adventure and the commitment to conservation. With more than 1 million readers, American Hunter s audience leads the effort to pass the outdoor sportsman s rich heritage to the next generation. SEPTEMBER 2018 PRINT AND DIGITAL CIRCULATION: 993, GFK-MRI TOTAL AUDIENCE: 4,756,000 AAM JUNE 30, 2018 PRINT 6 MONTHS AVERAGE: 890,248 PRINT AUDIENCE STATISTICS SOURCE: 2018 GFK-MRI DOUBLEBASE MEN 84.8% MARRIED 63.1% MEDIAN: INDIVIDUAL EMPLOYMENT INCOME $46,964 MEDIAN: HOUSEHOLD NET WORTH $273,333 AGE % PET OWNER 71.8% HOUSEHOLD INCOME: $60, % HOME OWNED 76.6% MEDIAN: AGE 51.1 C/D COUNTY 51.6% MEDIAN: HOUSEHOLD INCOME $67,839 MEDIAN: VALUE OF OWNED HOME $191,913 4
6 EDITORIAL CALENDAR Ad Close In Home JANUARY Great Escapes 10/15/18 12/17/18 FEBRUARY Worth the Effort 11/15/18 1/22/ DISPLAY RATES AMERICAN HUNTER 1X 3X 6X 9X 12X Cover 2 $61,515 $59,670 $57,885 $56,145 $54,465 Cover 3 56,985 55,270 53,610 52,015 50,450 Cover 4 65,180 63,230 61,330 59,495 57,700 Page 56, ,270 53,610 52,015 50,450 2/3 41,045 39,805 38,615 37,465 36,330 1/2 31,915 30,955 30,025 29,140 28,260 1/3 24,035 23,320 22,610 21,930 21,265 MARKETPLACE 1X 3X 6X 9X 12X 1/4 $17,295 $16,780 $16,280 $15,785 $15,315 1/6 11,535 11,195 10,850 10,535 10,215 1/12 4,255 4,125 4,000 3,885 3,760 1/24 4,255 4,125 4,000 3,885 3,760 1 Inch 1,065 1,040 1, Subject to change. MARCH Adventure 12/15/18 2/19/19 APRIL Turkey Season 1/15/19 3/19/19 MAY Gun, Ammo Trends 2/15/19 4/23/19 JUNE Family Hunts 3/15/19 5/21/19 JULY Shooting Skills 4/15/19 6/18/19 AUGUST Meat Matters 5/15/19 7/23/19 SEPTEMBER This is What We Do 6/15/19 8/20/19 OCTOBER Mentors & Pupils 7/15/19 9/24/19 NOVEMBER Deer Season 8/15/19 10/22/19 DECEMBER Waterfowl 9/15/19 11/19/19 5
7 THE HARD-HITTING NEWS ON FIREARM ISSUES America s 1st Freedom is dedicated to preserving our fundamental right to self-defense. While providing news on the latest anti-gun schemes that affect our gun rights, it also serves as an avenue for top NRA leaders to present the truth about legislative battles on Capitol Hill and throughout the 50 states. America s 1st Freedom debunks the myths that the mainstream media present daily, and it educates readers who want to help get the word out about firearm rights. SEPTEMBER 2018 PRINT AND DIGITAL CIRCULATION: 754,161 AAM JUNE 30, 2018 PRINT 6 MONTHS AVERAGE: 598,688 PRINT AUDIENCE STATISTICS SOURCE: 2018 SUBSCRIBER SURVEY MEN 84.6% AGE % HOUSEHOLD INCOME: $100, % 6
8 PRODUCTION SCHEDULE Ad Close In Home JANUARY 10/15/18 12/17/18 FEBRUARY 11/15/18 1/22/ DISPLAY RATES AMERICA'S 1 ST FREEDOM 1X 3X 6X 9X 12X Cover 2 $32,425 $31,460 $30,530 $29,605 28,720 Cover 3 26,230 25,445 24,685 23,935 23,235 Cover 4 36,580 35,480 34,415 33,385 32,385 Page 26,230 25,445 24,685 23,935 23,235 2/3 18,870 18,325 17,770 17,240 16,725 1/2 14,695 14,250 13,825 13,415 13,005 1/3 11,070 10,740 10,425 10,105 9,810 MARKETPLACE 1X 3X 6X 9X 12X 1/4 $7,895 $7,665 $7,435 $7,215 $6,985 1/6 5,270 5,110 4,955 4,810 4,660 1/12 1,935 1,850 1,815 1,755 1,710 1/24 1,935 1,850 1,815 1,755 1,710 1 Inch Subject to change. MARCH 12/15/18 2/19/19 APRIL 1/15/19 3/19/19 MAY 2/15/19 4/23/19 JUNE 3/15/19 5/21/19 JULY 4/15/19 6/18/19 AUGUST 5/15/19 7/23/19 SEPTEMBER 6/15/19 8/20/19 OCTOBER 7/15/19 9/24/19 NOVEMBER 8/15/19 10/22/19 DECEMBER 9/15/19 11/19/19 7
9 THE DEFINITIVE SOURCE FOR THE MODERN SHOOTER From concealed carry and home defense to gun mods and tactical training, Shooting Illustrated is loaded with expert information on the subjects today s shooters care about most. Each issue offers expert analysis of the latest self-defense and tactical firearms and gear, along with training tips for personal protection. Practical knowledge, dynamic photography and cutting-edge design make for the best guide to defensive hardware and tactics available. SEPTEMBER 2018 PRINT AND DIGITAL CIRCULATION: 663,788 AAM JUNE 30, 2018 PRINT 6 MONTHS AVERAGE: 429,145 PRINT AUDIENCE STATISTICS SOURCE: 2018 SUBSCRIBER SURVEY MEN 94.6% AGE % SERVED IN THE MILITARY 34.1% HOUSEHOLD INCOME: $100, % MARRIED 75.1% SUBURBAN/URBAN AREA 69.7% 8
10 EDITORIAL CALENDAR Ad Close In Home JANUARY FEBRUARY Home-Defense Shotgun Concealed-Carry Handgun 10/15/18 12/17/18 11/15/18 1/22/ DISPLAY RATES SHOOTING ILLUSTRATED 1X 3X 6X 9X 12X Cover 2 $16,200 $15,705 $15,255 $14,800 $14,350 Cover 3 13,860 13,470 13,050 12,625 12,270 Cover 4 16,665 16,115 15,665 15,190 14,715 Page 13,860 13,470 13,050 12,625 12,270 2/3 12,090 11,760 11,370 11,020 10,730 1/2 7,755 7,540 7,295 7,120 6,870 1/3 5,835 5,695 5,510 5,345 5,155 MARCH Modern Sporting Rifle 12/15/18 2/19/19 APRIL Personal-Defense Handgun 1/15/19 3/19/19 MAY New Gun Guide 2/15/19 4/23/19 JUNE Modern Sporting Rifle 3/15/19 5/21/19 JULY AUGUST SEPTEMBER Personal-Defense Handgun/New Optics Guide Concealed-Carry Handgun Long-Range Precision Rifle 4/15/19 6/18/19 5/15/19 7/23/19 6/15/19 8/20/19 MARKETPLACE 1X 3X 6X 9X 12X 1/4 $4,175 $4,075 $3,945 $3,830 $3,700 1/6 2,795 2,735 2,680 2,575 2,510 1/ OCTOBER NOVEMBER Personal Defense Handgun Modern Sporting Rifle/Holiday Gift Guide 7/15/19 9/24/19 8/15/19 10/22/19 1/ Inch DECEMBER Concealed-Carry Handgun 9/15/19 11/19/19 Subject to change. 9
11 JUNE 2018 VOL. 31 NO. 6 SHOOTERS NEWS SCORE SHEETS COMING EVENTS NRA S COMPETITIVE SHOOTING JOURNAL PRECISION LONG RANGE NEW KAHLES GAMECHANGER OPTICS ALSO FEATURED REVIEW: SIG ROMEO1 6 MOA SIGHT SOUTHWEST NATIONALS NRA WORLD SHOOTING CHAMPIONSHIP 2018 INTERCOLLEGIATE CHAMPIONSHIPS PUTTING COMPETITIVE SHOOTERS ON TARGET Every month, over 100,000 competitive shooters read the digital edition of Shooting Sports USA for in-depth product reviews from active competitors, and strategies for excellence on the firing line. All shooting disciplines are covered, and upcoming matches are promoted in Coming Events, a listing of thousands of tournaments nationwide. Each issue also features reports from NRA-sanctioned matches and local club shoots. Monthly Digital Circulation: 50,000 DIGITAL AUDIENCE STATISTICS SOURCE: NSSF MEN 65% MEN % TARGET SHOOTERS SPEND $9.9 BILLION DOLLARS A YEAR 10
12 EDITORIAL CALENDAR Ad Close In Home 2019 DISPLAY RATES SHOOTING SPORTS USA 1X 3X 6X 9X 12X 2 Page Spread 4,015 3,615 3,255 2,930 2,635 Page $2,365 $2,125 $1,910 $1,720 $1,550 Subject to change. JANUARY Long Range Rifles, Precision Rifle Series 10/15/18 1/3/19 FEBRUARY Vintage Military Rifles 11/15/18 2/4/19 MARCH APRIL MAY JUNE SHOT Show Products NRA Intercollegiate Championships Precision Pistol, Handloading Tips Collegiate Competitors, NCAA Rifle Championships 12/15/18 3/4/19 1/15/19 4/1/19 2/15/19 5/1/19 3/15/19 6/3/19 JULY Bianchi Cup 4/15/19 7/1/19 AUGUST Rimfire and 3-Gun 5/15/19 8/1/19 SEPTEMBER OCTOBER NOVEMBER DECEMBER NRA Pistol, Smallbore Rifle Championships Optics, NRA High Power Rifle Championships Action Pistol Roundup, NRA World Shooting Championship NRA National Police Shooting Championships 6/15/19 9/3/19 7/15/19 10/1/19 8/15/19 11/4/19 9/15/19 12/2/19 11
13 YOUR ALL-ACCESS PASS TO THE OUTDOOR LIFESTYLE NRA Family is NRA s property for beginning shooters of all ages and their families, designed to provide a friendly, entertaining, informative introduction to the world of shooting and the outdoors. As a lifestyle property, NRA Family offers a wide variety of basic information on gun safety, shooting skills, hunting, camping, self-defense and general preparedness as well as family-friendly outdoor destinations, historical insights and humor. Average Digital Audience Reach: 516,328 DIGITAL AUDIENCE STATISTICS DIGITAL NEWSLETTER REACH: 335,048 MONTHLY FACEBOOK: 14,297 TOTAL LIKES WEBSITE TRAFFIC: 156,000 MONTHLY AVERAGE TWITTER: 11,209 TOTAL FOLLOWERS *INCLUDED IN NRA PUBLICATIONS DIGITAL NETWORK 12
14 OUR DIGITAL NETWORK MILLION Average Sessions per Month 750 Average Features Posted per Month SHOOTING SPORTS USA FAMILY The National Rifle Association is not responsible for viewable results if file requirements are not followed and reserves the right to reject any advertising for any reason at any time. 13
15 DIGITAL DISPLAY ADVERTISING SPECIFICATIONS STANDARD GUIDELINES LEADERBOARD 728x90 pixels MEDIUM RECTANGLE 300x250 pixels» These guidelines are consistent with the Interactive Advertising Bureau specifications ( AppNexus Adserver is used to serve all NRA Publication digital display advertisements» There is a minimum of 48-hour turnaround time once all creatives are submitted to Digital Operations» All ad units will launch a new browser window when clicked on» All standard ad types are accepted (JPG, GIF, HTML) except where noted THIRD PARTY SPECIFICATIONS» Third Party tags are accepted once vetted by Digital Operations prior to campaign launch» Audio must be user initiated with a clearly recognizable on/off button» Frame rate per second should not exceed 18fps» Animation length should not exceed 15 seconds RICH MEDIA BANNERS FILES» File Types Accepted: JPG, GIF, HTML» Initial Load Size: 200K» Polite Load Size: 300K*» Complete Load Size: 120K* * Polite and Complete download only apply to creatives served via a third party SUBMISSIONS Submit ads to: web_production@nrahq.org Phone: Contact your Sales Rep for pricing.» 3 loops + 15 sec animation (i.e. 3x/15 seconds)» Additional Video File Size: 2.2Mb The National Rifle Association is not responsible for viewable results if file requirements are not followed and reserves the right to reject any advertising for any reason at any time. 14
16 OUR DIGITAL NETWORK INSIDER DIGITAL NEWSLETTER 3 MILLION TOTAL MONTHLY S The NRA Publications Digital Operations Department sends out one digital newsletter per title each week highlighting the top features from each of our 6 titles. 750,000 subscribers have opted-in to receive these communications on a weekly basis. We reach 3 million subscribers every month, spreading the NRA message and keeping our readers informed and entertained.» Three content segments available per week» $7,500 per weekly mailing CONTENT SEGMENT SPECIFICATIONS» Image Size: 560x360 pixels» Title: 70 characters (with spaces included)» Body Copy: 300 characters (with spaces included)» Client-provided link (third party tags accepted) 48% AVERAGE OPEN RATE ACT TODAY! 2019 AVAILABILITY IS LIMITED. The National Rifle Association is not responsible for viewable results if file requirements are not followed and reserves the right to reject any advertising for any reason at any time. 15
17 OUR DIGITAL NETWORK BEST OF DIGITAL NEWSLETTER 1.5 MILLION MEMBER SUBSCRIBERS CONTENT SEGMENT 560x360 pixels Once a month, we send the Best Of NRA Publications digital newsletter highlighting each magazine s top features from the past month. These digital newsletters are sent to 1.5 million NRA members a total of 12 times per year. Content consists of features published in American Rifleman, American Hunter, Shooting Illustrated, NRA Family, and Shooting Sports USA.» Three content segments available per mailing» $10,000 per mailing CONTENT SEGMENT SPECIFICATIONS» Image Size: 560x360 pixels» Title: 70 characters (with spaces included)» Body Copy: 300 characters (with spaces included)» Client-provided link (third party tags accepted) 35% AVERAGE OPEN RATE ACT TODAY! 2019 AVAILABILITY IS LIMITED. The National Rifle Association is not responsible for viewable results if file requirements are not followed and reserves the right to reject any advertising for any reason at any time. 16
18 OUR DIGITAL NETWORK HOLIDAY DIGITAL NEWSLETTER 1.5 MILLION TOTAL HOLIDAY S The NRA Publications Digital Operations Department sends out two digital newsletters per title to a database of 750,000 subscribers highlighting special Holiday deals. The 750,000 subscriber database have opted-in to receive communication from NRA Publications. Advertisers will have the option to change creative for each send. The mailings are centered around Cyber-Monday and last minute gifts for Christmas around mid-december.» Eighteen content segments available per send» Two total sends (Cyber-Monday and December 12th)» $10,000 (two mailings) CONTENT SEGMENT SPECIFICATIONS» Image Size: 560x360 pixels» Title: 70 characters (with spaces included)» Body Copy: 300 characters (with spaces included)» Client-provided link (third party tags accepted) 48% AVERAGE OPEN RATE ACT TODAY! 2019 AVAILABILITY IS LIMITED. The National Rifle Association is not responsible for viewable results if file requirements are not followed and reserves the right to reject any advertising for any reason at any time. 17
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