Your Leader in reaCHinG tHe knife...
Transcript of Your Leader in reaCHinG tHe knife...
2011 MEDIA KIT
GIVE YOUR BUSINESS THE BLADE EDGESTAYSHARP!
Knife-Buying
Knife-Buying
Your Leader in reaCHinG tHe knife industrY
Knife-Buying,Knife-using,Knife-ColleCtingKnife show-attendanCe leader!
76.0%.............. Knife Users
75.8%....... Knife Collectors
32.9% ............Knifemakers
14.4% .................. Investors
7.7% .....................Dealers
SEX:
Male............................................99.8%
Female..........................................0.2%
AGE:
Average.Age........................54.8.Years
EDUCAtIon:
Education.Beyond..
High.School..................................70.1%
oCCUpAtIon:
Professional................................23.4%
Proprietor/Self-Employed.............13.7%
Managerial.................................. 10.6%
Technical..................................... 14.8%
Blue.Collar................................... 19.3%
Other.............................................8.4%
Reach Our Quality Buyers
Average Household
Income
the Ultimate Knife-Buying AudienceBlade deliVers
$84,507.00
800-272-5233Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
Knife Ownership
• A BLADE Reader Owns an Average of 132 Knives in his Collection!
• The Average BLADE Reader has a knife collection worth $10,089.00!
Knife-Buying Power
• BLADE readers Purchase an average of 27 knives annually!
• BLADE readers Spend an average of $1,473.00 on their hobby annually!
• In the past 12 months, 79.7% of BLADE readers have Taken An Advertising-Related Action as a result of seeing an item in BLADE magazine.
Knife-Buying influence
• 45% of BLADE readers have Introduced Someone to knife collecting during the past two years!
• Of those readers, the average BLADE reader has introduced 6.4 new people to knife collecting!
Conclusion … BLADE delivers the most active, affluent, opinion leaders
in the knife-buying market!
Will increase or
maintain knife-buying
level over the next
12 months!$84,507.00
Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
Knife-Related Purchases During The Past 12 Months
Sharpener............................................................39.4%Handle.material...................................................32.7%Steel.....................................................................25.7%Sheath(s)..............................................................14.7%Display.case........................................................ 12.6%Leather.working.tools.......................................... 12.3%Belt.grinder.......................................................... 10.5%
Highest-Priced Knives Purchased:
$1,500.or.more......................................................9.2%$1,000-$1,499....................................................... 5.8%$700-$999.............................................................8.4%$400-$699........................................................... 22.1%$200-$399...........................................................26.7%
Note:.The.average.reader.paid.$669..for.his.most.expensive.knife!
Knife-Related Purchases From BLADE Advertisers During The Past 12 Months
$1,000.or.more..................................................... 8.8%$500-$999........................................................... 11.7%$200-$499............................................................17.0%
Note:.The.average.reader.spends.$296..per.year.with.BLADE.advertisers!
Knives Purchased From:
Direct.from.manufacturer.or.knifemaker.............44.5%Knife.shows/conventions.................................... 44.3%Direct-mail.catalogs.............................................36.6%Retail/sporting.goods.stores...............................34.5%Internet................................................................ 27.3%
Knife Show Expenses The Past 12 Months:
$3,000.or.more.................................................... 10.2%$2,500-$2,999....................................................... 1.2%$2,000-$2,499.......................................................2.7%$1,500-$1,999........................................................2.4%$1,000-$1,499........................................................9.2%$500-$999.......................................................... 16.2%
Note:.Show-going.readers.spent.an.average.of.$907.on.show-related.expenses.during.the.past.12.months!
Average price paid For a typical
Knife purchase is $189.00
33.4% of Readers Spend
$200 or More per Knife
Average number of Readers
per Copy of BLADE: 1.9
79.0% Save BLADE Issues
96% personally Sharpen
their own Knives
The Average BLADE Subscriber:
• Spends 3 hours and 38 minutes
Reading Each Issue
• Has Been Reading BLADE
10 Years and 6 months
• Attends 1.8 Knife Shows per Year
✓
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EDItoRIAL DISpLAY ADVERtISInG RAtES:
15% camera-ready discount available.
B&W 1x 3x 6x 9x 12x
Full.Page.$3,065...$2,695.. .$2,515...$2,400...$2,330.
2/3. $2,330...$2,050.. .$1,915.. .$1,845.. .$1,780.
1/2. $2,020.. .$1,565.. .$1,450.. .$1,406.. .$1,350.
1/3. $1,335.. .$1,030.. .$995.. .$925.. .$810.
1/6. $690.. .$577.. .$510.. .$470.. .$420.
2-Color 1x 3x 6x 9x 12x
Full.Page.$3,620...$3,250.. .$3,070...$2,960...$2,884.
2/3.. $2,885.. .$2,615.. .$2,475...$2,360...$2,230.
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1/3. $2,480.. .$2,115.. .$1,900.. .$1,805.. .$1,700.
1/6. $1,615.. .$1,335.. .$1,200.. .$1,115.. .$1,060.
Covers 1x 3x 6x 9x 12x
IFC. $6,010.. .$5,180.. .$4,770...$4,645...$4,538.
IBC. $5,445...$4,695.. .$4,340...$4,200...$4,090.
OBC. $6,195...$5,320.. .$4,895.. .$4,725...$4,650
ADVERtISInG DEADLInES:Issue Ad Deadline on Sale
March,.2011. November.19. January.4
April,.2011. December.17. February.1
May. January.14. March.1
June. February.11. March.29
July. March.11. April.26
August. April.8. May.24
September. May.6. June.21
October. June.3. July.19
November. July.1. August.16
December. July.29. September.13
January,.2012. August.26. October.11
February,.2012. September.23. November.8
Complete.Guide. October.21. December.6
March,.2012. November.18. January.3,.2012• For multi-page ads or ads requiring special handling, contact your sales representative for advanced deadlines.
BLADE SHoppE MARKEtpLACEAn ad in this section will be positioned with no surrounding editorial. Ads in this section are not commissionable. Black & white ads only. Position requests cannot be honored. Camera-ready discounts are already calculated. 1x 3x 6x 9x 12x1/2 $1,525.00 $1,260.00 $1,105.00 $1,020.00 $940.00 1/3 $1,085.00 $927.00 $830.00 $680.0 $620.00 1/6 $557.00 $458.00 $395.00 $360.00 $340.00 1/12 $315.00 $260.00 $227.00 $206.00 $195.00
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Spread:Live Area 14-5/8" 10"Trim 15½" 10½"Bleed 157/8" 10¾"• No live matter within 1/4-inch of final trim size for bleed ads.• Bleed dimensions, allow for 1/8-inch trim on all bleed edges.
Inserts: A limited number of special units, such as inserts, gatefolds, booklets, business return cards, etc., are available and are subject to acceptance by publisher.
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Rate Card #32
800-272-5233Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
BLADE 2011-2012 Editorial Calendar
April 2011 BLADE®
DEADLINE—12-17ON NEWSSTANDS—2-1
HOOKS—The Textured Handle Feel/Look and the Knives That Have It, The Best Rust-Resistant Knife Steels and the Knives That Have Them, Companies That Do Outsourced Knife Work, Blademag.com’s Knife ShowcaseSPECIAL SECTION: Latest Sharpeners WHAT’S HOT• Textured Knife Handles
STEELS• Which Steels Resist Rust Best?
MILITAry COLLECTIBLES• What’s Hot in Vintage Military Knives• History
SWOrDS Of THE SILvEr SCrEENDO IT yOurSELf• Knife Showcase: The Future of
On-Line KnivesBEHIND THE SCENES• All About Farmed-Out Knife Work
DEPArTMENTS• Ask BLADE• Knife Talk, by Ed Fowler• The Knife I Carry• Question & Answer• Spec Sheet: Knife Test• Knife Show Calendar• What’s New• Knifemaker Showcase• Forging Ahead: Matt Roberts• Factory Focus: Hoguet
May 2011 BLADE®
DEADLINE—1-14ON NEWSSTANDS—3-1
HOOKS—Sub-hilt Fixed Blades, the Hottest Carbon Steels and the Knives That Have Them, 10 New Knives For Camping, Knives with the Hinderer Lockbar StabilizerKNIfE MECHANISMS• The Hinderer Lockbar StabilizerfIxED BLADES
• Super Sub-hiltsKNIfE HISTOry
• 175th Anniversary of The AlamoKNIfE MATErIALS
• The Hottest Carbon SteelsCOLLECTINg
• The Knives of George HerronKNIfE PEOPLE yOu SHOuLD KNOW• Jack Barrett
OuTDOOr KNIvES • 10 New Knives For Spring
DEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Profile In Steel: Tim Galyean• Factory Focus: 5.11 Tactical
June 2011 BLADE®
DEADLINE—2-11ON NEWSSTANDS—3-29
HOOKS—Factory Lockbacks, New Knives of the SHOT Show, Folders with the IKBS Pivot System, Rust-Prevention Maintenance Products SPECIAL SECTION: Knifemaking EquipmentKNIfE DESIgN• Knives With “Flow”
fOLDErS• Return of the Lockback
KNIfE MAINTENANCE• How To Prevent Rust
fACTOry KNIvES• New Knives Of The SHOT Show
HOW TO MAKE KNIvES• How To Do Roman Knot Filework
KNIfE MECHANISMS• The IKBS
EDgES• Wharncliffes
DEPArTMENTS• Ask BLADE• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Forging Ahead: Phillip Patton• Factory Focus: Rock Creek Knives
Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
800-272-5233Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
BLADE 2011-2012 Editorial Calendar
September 2010 BLADE®
DEADLINE—5-6ON NEWSSTANDS—6-21
HOOKS—Hottest Flipper Folders, Knives With XHP Blade Steel, What To Look For In Fixed Blades, Latest Diamond Sharpeners, Automatics, EOD/Bomb Squad KnivesfOLDErS• Hottest Flippers
KNIfE MATErIALS• XHP Steel: What Exactly Is This
Stuff?KNIfE SHOP• How To Make The Larry Fuegen
SheathWHAT TO LOOK fOr• 10 Most Important Fixed-Blade
FeaturesSHArPENINg• Latest Diamond Sharpeners
EDgES• Girl Scout/Campfire Girl Knives
KNIfE MECHANISMS• The Automatic
TACTICAL• Knives of the Bomb Squads
DEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Factory Focus: Buck• Euro-Maker: Andre Andersson
August 2011 BLADE®
DEADLINE—4-8ON NEWSSTANDS—5-24
HOOKS—BLADE Show Preview, BLADE Show Program, BLADE Show Factory Intros, Latest Takedown Knives, Integral Lock/Framelock Folders, Handle Maintenance, Father’s Day KnivesKNIfE SHOWS• BLADE Show Preview• BLADE Show Program
KNIfE DESIgN• Latest Takedowns
KNIfE MAINTENANCE• How To Keep Handles From Cracking
WHAT’S CuTTIN’• BLADE Show World Cutting
Championship PreviewTrADITIONAL KNIvES• Western: Pocketknife Partners
gIfT KNIvES• Father’s Day Favorites
KNIfE MECHANISMS• The Integral Lock
KNIfE ADvENTurEr• Robert Pelham Young
WHAT’S HOT• BLADE Show Factory Intros
DEPArTMENTS• Ask BLADE• Knife Talk, by Ed Fowler• Unsheathed• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Forging Ahead: Jimmy Chin• Factory Focus: Camillus
July 2011 BLADE®
DEADLINE—3-11ON NEWSSTANDS—4-26
HOOKS—Coolest Damascus Patterns and the Knives That Have Them, Folders With Different Handle Materials On Each Side, Everyday Carry Knives, LinerLocks™ SPECIAL SECTION: Kitchen Knives for Mother’s DayWHAT TO LOOK fOr …• … in An Everyday Carry Knife
DAMASCuS• Coolest Damascus Patterns
KNIfE MATErIALS• One Handle, Two Materials
KNIfE HISTOry• 30 Years Of The BLADE Show
COLLECTINg• The Knives of Jimmy Lile
KNIfE MECHANISMS• The LinerLock™
EDgES• Pruning Knives
DEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Profile In Steel: Sal Manaro• Factory Focus: Dustar
BLADE 2011-2012 Editorial Calendar
Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
December 2011 BLADE®
DEADLINE—7-29ON NEWSSTANDS—9-13
HOOKS—Knives Of The Year®, BLADE Show Review, ABS Annual Award Winners, BLADE Show Factory Knife Debuts, Knives for Christmas SPECIAL SECTION: Latest Sharpeners KNIfE SHOWS• BLADE Show Recap
AWArD KNIvES• Blade Magazine 2011 Knives Of The
Year®
fACTOry• BLADE Show Debut Knives
CuSTOM• ABS Top Annual Knives
gIfT KNIvES• Christmas Cutlery
KNIfE PErfOrMANCE• BLADE Show World Championship
Cutting CompetitionDEPArTMENTS• Unsheathed• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Forging Ahead: Barbara Baskett• Factory Focus: Grayman Knives
November 2010 BLADE®
DEADLINE—7-1ON NEWSSTANDS—8-16
HOOKS—G-Mascus Handles, 9-11 Commemorative-Type Knives, Damascus Steel Suppliers, Lockbacks SPECIAL SECTION: Hunting Knives for the FallKNIfE MATErIALS• What Exactly is G-Mascus?
KNIfE HISTOry• 9-11: 10 Years After
KNIfE SHOP• How To Make and Use An Oyster
KnifeDAMASCuS• Damascus Steel Suppliers
KNIfE MECHANISMS• The Lockback
EDgES• BIG Antique Collectibles
OuTDOOr KNIvES• SPECIAL SECTION: Hunting Knives
DEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Hot Euro-Maker: Aad van Rijswijk• Steel Standards: Randall Made
Knives
October 2010 BLADE®
DEADLINE—6-3ON NEWSSTANDS—7-19
HOOKS—Hottest Knives of the Hottest Makers, Push Daggers, Affordable Carbon Steel Knives, Assisted Openers, Multi-BladesWHAT’S HOT• Hottest Knives of the Hottest
MakersfIxED BLADES• Push Daggers
EvOLuTION Of A DESIgN• The Spyderco Endura
COLLECTINg• The Knives of Jim Schmidt
EvEryDAy uTILITy KNIvES• Affordable Carbon Steel Knives
KNIfE MECHANISMS• The Assisted Opener
SLIP JOINTS• Multi-Blades with Moxie
DEPArTMENTS• Ask BLADE• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Profile In Steel: Michael Burch• Factory Focus: Stone River Gear
february 2012 BLADE®
DEADLINE—9-23ON NEWSSTANDS—11-8
HOOKS—Knives with Black Blade Finishes, What’s Hot In Automatics, The Latest in Tomahawks, 10 Knives for the Holidays SPECIAL SECTION: Latest Knife Maintenance ProductsKNIfE MATErIALS• The Black Blade Game
fOLDErS• What’s Hot In Autos
KNIfE SHOP• How to Make Metal Sheaths
SPECIALTy PIECES• The Latest Tomahawks
EvEryDAy uTILITy KNIvES• 10 Knives For The Holidays
KNIfE MECHANISMS• The Paul Lock
EDgES• Christmas-Tree-Handle Knives
SPECIAL SECTION: Latest Knife Maintenance ProductsDEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Profile In Steel: Grace Horne• Factory Focus: Lion Steel
January 2012 BLADE®
DEADLINE—8-26ON NEWSSTANDS—10-11
HOOKS: Tactical Fixed Blades, Latest Slip Joints, The Plunge Lock and the Knives That Have It, Veterans’ Day Knives SPECIAL SECTION: Knifemaking SuppliersfIxED BLADES• Straight Skinny on Tacticals
EvOLuTION Of A DESIgN• The Benchmade Griptilian
KNIfE HISTOry• Knives for Veterans Day
COLLECTINg• The Knives of D.E. Henry
POCKETKNIvES• The Latest Slip Joints
KNIfE MECHANISMS• The Plunge Lock
DEPArTMENTS• Unsheathed• Ask BLADE• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Forging Ahead: John Horrigan• Factory Focus: Klotzli
March 2012 BLADE®
DEADLINE—11-18ON NEWSSTANDS—1-3-12
HOOKS—Tactical Folders, SHOT Show Distribution Issue, Makers To Watch In 2011, Idiot-Proof Sharpeners SPECIAL SECTION: Knives of the SHOT ShowfOLDErS• Hottest Tactical Folders
WHAT TO LOOK fOr• Knifemakers To Watch in 2012
COLLECTINg• The Knives of Bill Moran
EvOLuTION Of A DESIgN• Kershaw Leek
SHArPENINg• Idiot-Proof Sharpeners
KNIfE MECHANISMS• The Ball Bearing Lock
EDgES• Easy Openers
KNIfE NEWS• 2011: The Year In Knives
DEPArTMENTS• Why I Collect• Knife Talk, by Ed Fowler• The Knife I Carry• Spec Sheet: Knife Test• Question & Answer• What’s New• Knifemaker Showcase• Knife Show Calendar• Knife Legend: David Boye • Factory Focus: Ka-Bar/Cutco/ALCAS
BLADE 2011-2012 Editorial Calendar
800-272-5233Missy.Beyer.•.800-272-5233,[email protected]
Bruce.Wolberg.•.800-272-5233,[email protected]
•.Monthly.Distributed.International.Newsstand.Leader
•.The.First.Knife.Magazine.—.Publishing.Leadership.since.1973
•.Founder.of.the.Internationally.Famous.BLADE.Show
•.Founder.of.the.Cutlery.Hall-Of-Fame.
•.Founder.of.the.BLADE.Magazine.Knife-Of-The-Year®.Awards
•.Official.Magazine.of.The.Knifemakers’..Guild
•.Leader.—.Total.Editorial.Pages
•.Leader.—.Total.Advertising.Pages
•.Leader.—.Knife.Industry’s.Book.Publisher
•.The.ONLY.Monthly.Knife.Magazine.on.the.Newsstands
•.The.ONLY.Knife.Industry.Trade.Magazine.Publisher
—.BLADE’s.Complete.Knife.Guide.2010
•.Leader.—.Total.Paid.Circulation
order your advertising Today!800-272-5233
• Missy Beyer, [email protected]• Bruce Wolberg, x13403 [email protected]: 715-445-4087
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Publishers of: GUN DIGEST • Gun•Knife Show Calendar
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800-272-5233 www.blademag.com
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