2015 Media Kit -...

Best Inflight Publication 2012 APEX Passenger Choice Awards

2015 Media Kit

Southwest: The Magazine, the magazine of Southwest Airlines / Published by / paceco.com 2UPDATED 9.8.14

Southwest

Hard work. Perseverance. The relentless pursuit to find a better way. Southwest has stood for these values for more than 40 years, and each is reflected in a customer base nearly 138 million strong. As the editorial arm of one of the nation’s top domestic carriers, Southwest: The Magazine matches these values with sophisticated storytelling and an emphasis on the people and places that make this country special.

We Are Southwest

Airlines®


New Brand

Near International

Adventure In

Increased Affluence

In September, Southwest unveiled plans for a sweeping revitalization of their brand identity, including a new logo, refreshed colors, redesigned planes and a unified voice across all advertising and marketing efforts.

Southwest Airlines brought their leg-endary Customer Service to seven non-U.S. cities, including destina-tions in the Bahamas, Mexico, Jamai-ca, the Dominican Republic and Aruba.

The magazine continues to lead the way with our innovative travel con-tent. Our revamped monthly travel feature is a customized guide through a city, helping readers create an ideal itinerary tailored to their personality.

Southwest: The Magazine is the only in-flight publication to experience year-over-year growth in MRI-mea-sured median household income, as well as growth in key categories like education and professional level.

Southwest News

Movers and ShakersA completed merger, international service, a brand relaunch and a magazine name change made 2014 the best year ever for Southwest Airlines and Southwest: The Magazine.


BOISE ALBANY

OKLAHOMA CITY

AUSTIN PANAMA CITY BEACH

CHARLESTON

GREENVILLE-SPARTANBURG

TUCSON

LUBBOCK

AMARILLO

MIDLAND/ODESSA

EL PASO

LITTLE ROCK

NASHVILLE

DALLAS (LOVE FIELD)

SACRAMENTO

OAKLAND

SAN JOSE

BURBANKLOS ANGELES

(LAX) ORANGE COUNTY

ONTARIO

SAN DIEGO

SAN FRANCISCO (SFO)

BIRMINGHAM

LOUISVILLE

CLEVELAND

OMAHA

TULSA

RENO/TAHOE

HARLINGEN/SOUTH PADRE ISLAND

CORPUS CHRISTI

ALBUQUERQUE

DES MOINES

MEMPHIS

CABO SAN LUCAS/LOS CABOS

ROCHESTER

AKRON/CANTON

WICHITA

PENSACOLA

MEXICO CITY

NASSAU

PUNTA CANA

SAN JUAN

MONTEGO BAY

ARUBA

CANCÚN

FLINTGRAND RAPIDS

CHARLOTTE

DAYTON

MINNEAPOLIS/ST. PAUL

PHOENIX

DENVER

INDIANAPOLISCOLUMBUS

RALEIGH/DURHAM

CHICAGO (MIDWAY)

FT. LAUDERDALE (MIAMI AREA)

DETROIT

HOUSTON (HOBBY)

SEATTLE/TACOMA

LAS VEGAS

NEW ORLEANS

ST. LOUIS

MILWAUKEE

BUFFALO/NIAGARA FALLS

ATLANTA

ORLANDO

FT. MYERS/NAPLES

JACKSONVILLE

TAMPA BAY

WEST PALM BEACH

SAN ANTONIO

KANSAS CITY

PORTLAND

WASHINGTON, D.C. (REAGAN NATIONAL)

RICHMOND

MANCHESTER

PROVIDENCEHARTFORD/SPRINGFIELD

NORFOLK/VIRGINIA BEACH

BOSTON LOGAN

PHILADELPHIA

BALTIMORE/WASHINGTON (BWI)WASHINGTON, D.C. (DULLES)

PITTSBURGH

NEW YORK (LAGUARDIA)LONG ISLAND/ISLIP

NEW YORK (NEWARK)

SALT LAKE CITY

SPOKANE

PORTLAND

Where We Fly

Southwest Cities

Southwest serves 93 destinations and is the No. 1 or No. 2 carrier in 81% of markets served.


Southwest Passengers

Source: U.S. Department of Transportation T-100 Report/Year 2012 - Onboard Passengers

139,209,108137,767,506

111,339,420

85,006,148

78,378,040

25,842,269 25,244,924

8,869,052

Delta Air Lines

Southwest Airlines

United Airlines

American Airlines

US Airways JetBlue Alaska Airlines

Hawaiian Airlines

More Passengers

Top 10 Airports

CITY DAILY DEP. GATES NONSTOPSChicago (Midway) 233 32 64

Las Vegas 210 19 54

Baltimore 206 28 57

Denver 167 19 56

Houston (Hobby) 161 19 45

Phoenix 162 24 46

Atlanta 165 31 44

Dallas (Love Field) 124 15 18

Orlando 120 20 43

Los Angeles 109 12 23

Source: southwest.com as of October 2013

Below are the top 10 cities for Southwest based on number of daily departures.

Southwest carried nearly 138 million domestic passengers in 2013.


Onboard Domestic Passengers by CityCITY PASSENGERS SHARE RANK

Chicago-Midway 9,498,820 94.2% 1

Las Vegas 8,655,209 45.9% 1

Baltimore 7,954,802 72.3% 1

Denver 6,890,269 27.5% 2

Phoenix 6,359,658 32.4% 2

Atlanta 5,746,161 14.3% 2

Houston-Hobby 5,419,911 93.5% 1

Orlando 4,883,520 32.5% 1

Dallas-Love 4,200,472 96.9% 1

Los Angeles 4,015,680 16.6% 4

Oakland 3,461,257 71.3% 1

St. Louis 3,447,424 53.7% 1

San Diego 3,397,922 39.3% 1

Tampa 3,068,777 38.2% 1

Nashville 2,998,593 57.1% 1

Kansas City 2,528,677 50.4% 1

Sacramento 2,368,290 55.0% 1

San Jose 2,260,965 53.1% 1

Fort Lauderdale 2,246,619 23.3% 1

Austin 2,067,221 41.1% 1

New Orleans 1,906,817 41.0% 1

Orange County 1,808,235 41.2% 1

San Antonio 1,770,368 45.5% 1

San Francisco 1,640,048 9.6% 2

Albuquerque 1,580,599 59.0% 1

Milwaukee 1,538,476 47.6% 1

Burbank 1,489,442 75.6% 1

Seattle/Tacoma 1,466,031 9.8% 4

Portland 1,314,875 18.2% 2

Boston 1,244,315 9.8% 2

Philadelphia 1,187,480 9.3% 2

Ontario 1,172,749 60.0% 1

Salt Lake City 1,160,306 12.3% 2

Raleigh/Durham 1,088,124 24.9% 2

Pittsburgh 1,056,919 28.3% 1

Columbus 1,039,025 34.2% 1

Indianapolis 1,026,373 29.5% 1

New York-La Guardia 986,695 8.0% 5

Fort Myers 973,169 37.1% 1

Minneapolis/St. Paul 922,330 6.1% 2

Reno 899,511 53.2% 1

Providence 873,829 46.9% 1

Buffalo 870,045 34.3% 1

El Paso 854,344 56.7% 1

Detroit 810,323 5.8% 2

CITY PASSENGERS SHARE RANKOklahoma City 749,734 40.1% 1

Hartford 748,626 28.4% 1

Manchester 688,212 58.5% 1

Jacksonville 677,929 26.5% 2

Omaha 634,358 34.3% 1

Louisville 599,707 35.8% 1

Newark 598,348 5.1% 5

Birmingham 598,170 42.2% 1

Long Island-Macarthur 592,709 89.5% 1

Tulsa 563,113 40.7% 1

Tucson 560,193 35.8% 1

Albany 495,912 41.9% 1

Washington-National 489,618 5.1% 6

Akron/Canton 471,609 55.5% 1

Cleveland 469,694 11.1% 2

Norfolk 438,679 27.9% 1

San Juan 407,153 11.3% 4

Little Rock 381,152 34.4% 1

West Palm Beach 367,645 13.4% 5

Spokane 358,362 25.5% 2

Boise 350,971 26.6% 2

Midland/Odessa 309,010 58.3% 1

Amarillo 287,547 64.4% 1

Washington-Dulles 283,410 4.0% 4

Dayton 272,305 22.0% 2

Charleston 268,726 18.9% 3

Lubbock 265,296 57.3% 1

Rochester 248,631 20.8% 3

Charlotte-Douglas 220,261 1.1% 5

Harlingen 218,343 76.3% 1

Panama City 217,361 55.1% 1

Greenville/Spartanburg 200,459 21.9% 2

Memphis 196,440 8.7% 2

Grand Rapids 154,889 14.1% 3

Richmond 147,568 9.4% 5

Wichita 123,690 16.7% 4

Corpus Christi 111,418 35.5% 1

Portland 106,833 12.9% 4

Pensacola 100,657 13.6% 3

Des Moines 86,466 8.1% 5

Flint 44,293 15.5% 2

TOTAL FOR 2013: 137,767,506Source: U.S. Department of Transportation T-100 Report/Year 2013; Reflect combined Southwest and AirTran figures

Southwest Passengers


Audience

Southwest: The Magazine reaches an audience of nearly 3.5 million

loyal, affluent and engaged travelers each issue with our distinctive voice and modern

design. They travel for business and pleasure, and they are avid

consumers of the content we serve them in- flight. Who they are and how we reach them is what separates Southwest: The

Magazine from the pack.

We Have Affluent

Readers


Audience Demographics

8463,459,000

$107,835$66,093

Readers Per Copy

Audience Per Issue

Median Personal Income (IEI)

Median Age

Median Household Income (HHI) $ $

$

Nearly half of readers recall ads they’ve seen in our pages .

Nearly a third of readers have taken action based on our content—more than any other in-flight publication.

Reader Engagement

Reader DemographicsDEMOGRAPHICS COMP% INDEX

Men 49% 102

Women 51% 98

Married 60% 113

Single 40% 86

AGE COMP% INDEXAge 25-54 64% 120

Age 35-49 31% 118

Age 35-54 46% 128

EDUCATION COMP% INDEXCollege Educated 70% 183

Graduated College or Further 61% 215

Post-Graduate Degree 24% 237

EMPLOYMENT COMP% INDEXProfessional/Managerial 48% 209

Top Management 12% 301

HOME OWNERSHIP COMP% INDEXOwns a Home 74% 112

Value of Owned Home: $300,000+ 33% 189

Value of Owned Home: $500,000+ 14% 215

AFFLUENCE COMP% INDEXHHI $100,000+ 54% 203

HHI $150,000+ 30% 274

HHI $200,000+ 18% 382

IEI $75,000+ 32% 287

IEI $100,000+ 20% 344

IEI $150,000+ 12% 558

Source: 2014 GfK MRI Spring

Think less people are reading Southwest: The Magazine since the introduction of onboard WiFi? Think again. Southwest: The Magazine’s readership numbers have increased since WiFi was introduced on Southwest flights in 2010.

Readership and WiFi

Source: GfK MRI Spring 2008-Spring 2013

Source: 2014 GfK MRI Spring

2012 2013 20142008

3.7

3.6

3.5

3.4

3.3

3.2

3.1

3

2.9

2.8

2.7

mill

ion

2009 2010 2011

WiFi introduced

By the NumbersOur readers are professional, affluent, college- educated travelers for both business and leisure.


Content

One of the world’s most admired companies deserves a top quality in-flight publication. Southwest: The Magazine’s mission is to be at the heart of the Southwest Airlines brand, upholding their tradition with impassioned storytelling about real places and real people. Our award-winning editorial dives into business, travel and lifestyle, artfully blending quick-hit content with long-form features to create a well-rounded, appealing package for upscale consumers.

We Tell Vivid Stories


Awards 2010–2014

Content Awards

2014w Silver, Best Airline Publication Content Marketing Awards

Dallas Show Exhibit Dallas Society of Visual Communications

2013Merit Award: Feature Design Society of Publication Designers

Merit Award: Feature Photography Society of Publication Designers

2012w Gold, Editorial: Best Feature/Article/Package (more than 250,000 circ.) Custom Publishing Council Pearl Awards

Merit Award: Feature Design Society of Publication Designers

Merit Award: Feature Photography Society of Publication Designers

2011w Gold, Editorial: Best Feature/Article/Package (more than 250,000 circ.) Custom Publishing Council Pearl Awards

w Silver, Design: Best Opening Spread (more than 250,000 circ.) Custom Publishing Council Pearl Awards

Best In-flight Publication2012 APEX Passenger Choice Awards

w Silver, Design: Best Overall Design (more than 250,000 circ.) Custom Publishing Council Pearl Awards

w Bronze, Editorial: Best Special Issue (more than 250,000 circ.) Custom Publishing Council Pearl Awards

2010w Gold, Design: Best Cover (more than 250,000 circ.)Custom Publishing Council Pearl Awards

w Gold, Editorial: Best Feature/Article/Package (more than 250,000 circ.) Custom Publishing Council Pearl Awards

w Silver, Editorial: Best Feature/Article/Package (more than 250,000 circ.) Custom Publishing Council Pearl Awards

w Bronze, Design: Best Overall Design (more than 250,000 circ.) Custom Publishing Council Pearl Awards


Edit Overview

Content Overview

Media CenterA best-of entertainment list: What should you pay attention to this month? We do the heavy lifting for our busy readers, giving them short takes on the best media—TV shows, DVDs, books, albums, vid-eo games and more—being released that month.

The NumbersStats that pack a punch: Did you know it cost Ray Bradbury $9.80 to write Fahrenheit 451? Or that electric eels generate enough power for 10 light-bulbs? Southwest: The Magazine presents bold, one-page, graphic samplings of timely and surprising stats on topics that include finance, technology, sci-ence, social trends and more.

What makes us different? Check out our award-winning content mix of business, travel and lifestyle editorial.

Eat, Drink, SleepIndulge, imbibe and relax with the best of the best: We spotlight a new or newly renovated leisure hotel or resort, and award-winning chefs and mixologists from top restaurants and bars share their mouth-watering recipes.

Wise GuideExpert advice you can use: We interview authors and other leading experts to supply readers with tips for living that cover everything from family and pets to careers, finance, and technology.

Business • Lesson: Insight from a top executive.• Pitch: Entrepreneurs describe their new ventures.• Dictionary: Business buzzwords you need to know

now.• Perk: Top tech products.• App: Our favorite new smartphone apps.• Itinerary: Four places to eat, drink and entertain,

within walking distance of a hip business hotel.• Trend: Speculative and thoughtful reported piece

that offers entrepreneurial inspiration.

Calendar A roundup of exciting events across the country: From a barbecue block party in the Big Apple to a tap festival in The City by the Bay, our monthly roster of events is a collection of the country’s most entertain-ing celebrations, competitions and festivals.

The “If” ListCelebrities speak their minds: We ask stars of television and film, top athletes, and best-sell-ing authors a range of thought-provoking ques-tions like, “If you ruled the world, what’s the first thing you would change?” and “If you had a time machine, where would you go and why?”

TRAVEL

LIFESTYLE

BUSINESS/TECH

FUN (PUZZLES)

OTHER

SWA

FOOD/ DRINK

POP CULTURE

Editorial Mixture

27%

15%

15%10%

10%

9%

7%

6%


Adventure In A travel guide, catered especially to you: Our recently redesigned monthly travel feature is a customized guide through a city. Unlike other magazines, it’s not just a pile of information about a destination; it’s a personalized itinerary of ideal hotels, res-taurants, shops, and activities, tailored to specific personalities and areas of interest.

More Ways to ExploreTaking adventures a step further: Following our interactive adventures is our newest travel package, “More Ways to Explore.” Part and parcel to Adventure In, this customizable editorial digs deeper into what makes a city tick: the local business climate, economic development efforts, influential community leaders and can’t-miss spots for locals and visitors alike. In essence, “More Ways” is about what makes your city stand taller than the rest.

Features We wear our heart on our sleeve: Southwest: The Magazine features can be broad, like when we tackled the art of sto-rytelling in a compelling, genre-stretch-ing package. Or they can go deep, like when we devoted an entire feature well to the glorious, delicious cookie. Some-times they might even bring a tear, like when we explored a tale of forgiveness through the eyes of a father. But they all have one thing in common: heart. South-west: The Magazine tells stories that reflect the Southwest Airlines brand by focusing on the character, compassion and indel-ible perseverance that make this country special.

Content Overview


Content EcosystemPartnering with Southwest: The Magazine means access to our entire content ecosystem, spreading your message further than the printed page alone.

Content Ecosystem

Account Sign OutFull Forecast 87°F at LAX MENU Flight Tracker 2h 43m

New Orleans, LADestination Info:

87°F / 63Mostly Cloudy

87°F / 63Sunny

87°F / 63Rain

87°F / 63Thunderstorms

WED THU FRI SAT

87°F / 63Partly Cloudy

TODAY

5 Day Forecast – New Orleans, LA

Your Guide to New Orleans, LA

The Best of New OrleansLearn about what the Big Easy has to offer with an at-a-glance guide and plan your adventure.

Explore & Discover City Guide

Build Your Adventure

Arrival & Connections

Discover Great Deals & Fun Activities in New OrleansCheck out exclusive experiences in New Orleans, made available only during your flight, provided by OnTouch.com.

Tour the In-Flight Travel GuideGo to OnTouch.com

Deals in New Orleans, LA

Visit Southwest.com

Guaranteed low rates on rental cars

Earn rewards points when you book hotels

Getaways, travel tips, and fare search

Vacation packages and cruises

Car Vacations Hotel Air

southwest.com | Rapid Rewards

FAQs

T H I S I N F L I G H T D I G I TA L E X P E R I E N C E I S E L E VAT E D B Y


JANUARYROB issue closing Nov. 14, 2014

ROB materials Nov. 20, 2014

SAS issue closing Nov. 5, 2014

SAS materials Nov. 14, 2014

Travel Feature:Adventure In Los Cabos

Special Ad Sections:New Year, New You

JULYROB issue closing May 15, 2015

ROB materials May 20, 2015

SAS issue closing May 5, 2015

SAS materials May 15, 2015

Travel Feature:Adventure In TBD

Special Ad Sections:Spirit of Nevada

Focus on Health

APRILROB issue closing Feb. 16, 2015

ROB materials Feb. 20, 2015

SAS issue closing Feb. 5, 2015

SAS materials Feb. 16, 2015

Travel Feature:Adventure In San Diego

Special Ad Sections:Destination Texas

OCTOBERROB issue closing Aug. 14, 2015

ROB materials Aug. 20, 2015

SAS issue closing Aug. 5, 2015

SAS materials Aug. 14, 2015


Special Ad Sections:Focus on Women’s Health

Focus on Franchises

FEBRUARYROB issue closing Dec. 15, 2014

ROB materials Dec. 19, 2014

SAS issue closing Dec. 5, 2014

SAS materials Dec. 15, 2014

Travel Feature:Adventure In Phoenix

Special Ad Sections:Focus on Health Focus on Franchises

Focus on Education

AUGUSTROB issue closing June 15, 2015

ROB materials June 19, 2015

SAS issue closing June 5, 2015

SAS materials June 15, 2015


Special Ad Sections:Focus on Real Estate

Spirit of Northwest Florida

MAYROB issue closing Mar. 16, 2015

ROB materials Mar. 20, 2015

SAS issue closing Mar. 5, 2015

SAS materials Mar. 16, 2015


Special Ad Sections:Spirit of California

Spirit of New Mexico

NOVEMBERROB issue closing Sept. 15, 2015

ROB materials Sept. 21, 2015

SAS issue closing Sept. 4, 2015

SAS materials Sept. 15, 2015


Special Ad Sections:Spirit of Reno Tahoe

MARCHROB issue closing Jan. 15, 2015

ROB materials Jan. 20, 2015

SAS issue closing Jan. 5, 2015

SAS materials Jan. 15, 2015

Travel Feature:Adventure In Fort Lauderdale

Special Ad Sections:

SEPTEMBERROB issue closing July 15, 2015

ROB materials July 20, 2015

SAS issue closing July 6, 2015

SAS materials July 15, 2015

Travel Feature:Adventure In Fort Myers

Special Ad Sections:Focus on Men’s Health

JUNEROB issue closing April 15, 2015

ROB materials April 20, 2015

SAS issue closing April 3, 2015

SAS materials April 15, 2015

Travel Feature:Adventure In Columbus

Special Ad Sections:Spirit of Music City

DECEMBERROB issue closing Oct. 15, 2015

ROB materials Oct. 20, 2015

SAS issue closing Oct. 5, 2015

SAS materials Oct. 15, 2015


Special Ad Sections:Spirit of Florida

Focus on Health Resolutions

Schedules and Deadlines

2015 Deadlines*

*All deadlines and scheduled content subject to change.

Issue close deadlines, schedules for travel content and special sections—it’s all here.


Advertising Rates

FOUR -COLOR 1X 3X 6X 9X 12XFull Page $43,527 $42,260 $41,398 $40,833 $39,800

⅔ Page $33,250 $32,283 $31,622 $31,190 $30,400

½ Page $27,864 $27,053 $26,506 $26,143 $25,480

⅓ Page Vertical $20,967 $20,358 $19,944 $19,672 $19,168

⅓ Page Square $19,061 $18,507 $18,131 $17,883 $17,426

TWO-COLOR* 1X 3X 6X 9X 12XFull Page $36,212 $35,161 $34,441 $33,972 $33,112

⅔ Page $27,660 $26,859 $26,308 $25,952 $25,298

½ Page $23,184 $22,511 $22,046 $21,745 $21,196

⅓ Page Vertical $17,448 $16,936 $16,592 $16,368 $15,949

⅓ Page Square $15,862 $15,396 $15,085 $14,879 $14,498

BLACK/WHITE 1X 3X 6X 9X 12XFull Page $33,518 $32,542 $31,874 $31,440 $30,642

⅔ Page $25,601 $24,863 $24,351 $24,021 $23,412

½ Page $21,455 $20,830 $20,404 $20,128 $19,621

⅓ Page Vertical $16,142 $15,674 $15,357 $15,149 $14,761

⅓ Page Square $14,674 $14,248 $13,962 $13,771 $13,419

COVER 1X 3X 6X 9X 12X 2 or 3 $50,991 $49,512 $48,495 $47,834 $46,625

4 $55,375

2015 Rates

GUARANTEED POSITIONS10% premium will be added to earned rate. PRODUCTION CHARGES (non-commissionable)Split Runs: 50/50 split (each split): $1,750Perfect Split: (each split): $2,100Bind In Charges, BRC, and Supplied Inserts: $1,320-$2,800 net

COUPON ADSMust be indicated when space is reserved.

BRC CARDS (ADVERTISER SUPPLIED OR PRINTED BY PUBLISHER)

Rates on request. Purchase of back-up page required for all BRC cards.

MULTI-PAGE INSERTS (ADVERTISER SUPPLIED OR PRINTED BY PUBLISHER)

Rates on request.

READER SERVICE & WEB SITE LISTINGAll display advertisers are eligible to participate free of charge in South-west Airlines Southwest: The Maga-zine’s Reader Service, online and in print.

PAYMENT TERMSInvoices are due upon receipt with approved credit. Interest is assessed at 1.5% per month more than 30 days past due. Billing date is the first day of the month of cover issue. First-time advertisers must submit credit application or provide payment in full with insertion order.

*Two color rates apply to black + one color only.

Southwest Airlines Southwest: The Magazine is published on the 1st of each month. Rates are effective with the September 1, 2013 issue. Recognized AAAA agencies receive a 15% agency discount.

ISSUE CLOSING MATERIALJanuary Nov. 14, 2014 Nov. 20, 2014

February Dec. 15, 2014 Dec. 19, 2014

March Jan. 15, 2015 Jan. 20, 2015

April Feb. 16, 2015 Feb. 20, 2015

May Mar. 16, 2015 Mar. 20, 2015

June April 15, 2015 April 20, 2015

July May 15, 2015 May 20, 2015

August June 15, 2015 June 19, 2015

September July 15, 2015 July 20, 2015

October Aug. 14, 2015 Aug. 20, 2015

November Sept. 15, 2015 Sept. 21, 2015

December Oct. 15, 2015 Oct. 20, 2015

Space Reservation: 45 days prior to issue dateMaterial: 40 days prior to issue dateReader Service and Web Listing: 45 days prior to issue date

Contact InfoW E S T C OA S T

Hilary MyrickASSOCIATE PUBLISHER

(424) [email protected]

N E VA D A , I D A H O, C A R O L I NA S , G E O R G I A

A N D F L O R I D ATraci Pelter


S O U T H W E S TEllynn Adoue


N O RT H E A S TDiane Ciaglia


M I D W E S TBridget McBride(773) 248-8771

[email protected]

2015 Deadlines

2015 Media Kit -...

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