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Incoee,everything thatwedo leads up toonesingle,important
moment: whensomeonedrinks acup ocoee.This is themoment
thatweall worktowardsits whenthefavors weseek torevealare
appreciated,savored and celebrated.Theeconomic activity thatoccurs in
anticipationothis momentis whatdrives every aspecto our industry,
and allows us tobuild athriving,sustainablespecialty coeetrade.
theConsumer Peter Giuliano
ConneCtingw
ith
Thisis alsoone of the greatthings aboutcoffee. Wedontthink of the drinkersof specialty coffee asapathetic,anonymousconsumers. We think of them asintegralpartsof the coffee chain, ascollaboratorsin the task ofcreating andappreciating greatcoffee, asindividualswith individual desiresandtastes. Asa community, wevedevelopedaculture of engagementwith the consumer,inviting every coffee drinker intothe story thatisspecialtycoffee.
I discoveredthiswhen, at18, I gotmy firstjobas abarista. I quickly learnedthatnot only were peopleeager toreceive their coffee, they were eager tolearnaboutitand understandthe experience of drinking it.My jobwasntjustto take their money andhandthemtheir beverage. My jobwasalsoto tell storiesabouttheItalian coffee menuwhere the cappuccinocame fromor the meaning of macchiatoandtoremindpeoplethattheir cupof java mightbe from the island of Javaitself, or nearby Sumatra, or far-away Ethiopia. I learnedtoguide consumersthrough the flavor experiencesthatthey mightexpectfrom Specialty Coffeethe sweetnessof awell-craftedBourbon from El Salvador, the jasmineandlemon of amagnificentYirgacheffe. Thismomentofinteraction between baristaandconsumer wasthe keytogiving specialty coffee meaningtothese consumers.Thismeaning, when joinedwith quality, isahuge partofwhatmakesspecialty coffee sovaluable, andwhatdrivesconsumerstouse their dollarsto fuel our industry.
Three yearsago, when the volunteersandboardwere crafting the SCAAsstrategy for connecting withthe consumer, we realizedthe vital role our coffeeprofessionalsplay, especially baristas, the sommeliersofour craft. Every day, thousandsof baristasprepare coffeebeverages, sell coffee beans, andeducate andilluminatecoffee consumersaboutthe specialnessof the coffee theyconsume. In recognition of this, we adoptedastrategy offocusing on the baristaasthe pointof contact with theconsumer.
Itsimportanttoremember thatabaristas jobis notonlybehindthe counter. Baristasare coffee educators, coffeeretailers, andcoffee evangelists. I still consider myself abaristafirstand always;itsthe skill I have thatallowsmetoreveal acoffeesquality, andcommunicate itsstory towhoever will consume it.
Through thisrecognition of the coffee drinkersvariousandimportantroles asconsumer, student, supporter andaficionado, the SCAAisengaged in an all-outefforttoenhance andsupportthe consumption of specialty coffeethrough education, deploying skilledprofessionalsto revealandcelebrate specialty coffee toconsumersall over theworld.
Youholdin your handsone tool in thiscampaigna
setof articlesdesigned toavail our membersof some ofthe toolswe use to relate toour consumers, differentiatespecialty coffee, andpromote ittocoffee drinkerseverywhere. Anditsworkingspecialty coffee hasneverbeen more relevant, available andvaluable than itis today.
Peter Giuliano is director o coee and co-owner o Counter Culture Coee, a specialty
coee roasting company based in Durham,N.C. Giuliano has worked with fne coees
since 1988. He is the president o the Sp ecialtyCoee Association o America (SCAA).
4 TheSpecialty CoffeeChronicle TheSpecialty CoffeeChronicle 5
a publicationofthespecialtycoffee association ofamerica
2010issueno.3
Connecting withConsumers
TheTeachingTriangle:EducatingConsumersGeographicalIndications:TheScienceandStepsBehindDifferentation
BuildingPersonalConnectionsIstheSingle-ServeMarketforYou?
What
Peter Giuliano
However, itislikely tobe immediately obvioustoeveryonethatconditionsare notuniform throughoutthe vastnetworkof coffee. The nationswhere coffee isproducedare largelystill developing. Many face serioussocio-political and humanissuesincluding hunger, disease anddeprivation. The ironiesabound:aluxury crop grown in placeswhere luxuriesare few;coffee as the fuel of the progressive movement,producedin asystem thatsometimesechoesacolonialistpast;a beverage thatisextolledasone of the greatculinaryexperiencesbutis producedasa mere cash cropby many.These ironiesleadtosome stark realities:foodinsecurityapolite phrase for hunger andaproblem thathaslargelybeen solvedin developedcountriesisstill widespreadinthe developing nationswhere much of our coffee isgrown.Preventable diseasessuch asmalariastill affectmany ofthese same countries.
Environmental protection, long-term agricultural planning,monetary systems, landtitle, family planning, andaccessiblehealth systemsare all toooften restrictedtothe placeswhere coffee isconsumed, notwhere itis produced.Occasionally, thisreality comesintosharp focusin surprisingways:the screening of After theHarvest:Fighting Hungerinthe Coffeelands atthe mostrecentSCAAEventshockedmany, reminding usthataccessto foodcannotbe taken forgrantedeven within the most thoughtfully executedsupplychains.
As we all know, coffee is a uniquely global product.Grown only within the tropics and typically consumed outside of them, coffee is
one of the rare luxuries that transcends boundaries and cultures.
This unique elementcreates adeeply, completely globalindustry where we
regularly use names and words froma numberof differentlanguages. We also
tend tofeel we are on a first-name basis with coffee producers half aglobe away,
and spend an unprecedented amountof time and resources interacting with the
entire supply chain, frombaristato roastertocoffee buyerto farmer.
Continued on pg.6
Can SpeCialty Coffee
accomplish?
We have an opportunity that no
other industry hasto make major
change in agricultural sustainability,
in international economic policy, in
solving the most basic and pervasive
human problems.
TimothyHill,CounterCu
ltureCo
fee
4 The Specialty Coffee Chronicle The Specialty Coffee Chronicle 5
apublic
ationof
thespe
cialtyco
ffeeass
ociation
ofamer
ica
2011issu
eno.1Itsa
Small(CofeeW
orld)AterAll
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orldofCoffee
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Media
Kit
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Our readers are not passively engaged with ourassociation content; in addition to membership,
they are actively taking classes, attending events
and participating in discussions about the very
issues we cover. Since The Specialty Cofee
Chronicle is an proessional association publication
ocused on marketplace trends and practices, we
keep our advertising limited, which ensures that
your message isnt lost in a sea o ads but rather
perectly complements the content in each issue.
In addition to our nearly 3,000 membersubscribers and a rapidly growing online
community o coee proessionals visiting our
websites every day we also oer advertisers
additional impressions through bonus distribution
at coee and ood & beverage industry events
to urther ensure that your message is being
seen by the right audience. By supporting The
Specialty Cofee Chronicle, you will have a unique
opportunity to be visible to this highly engaged,
dedicated group o proessionals.
The Specialty Coee Chronicle is published by theSpecialty Coee Association o America (SCAA) as a orum or discussion and
inormation on coee industry topics and issues. This publication has been the
source o important industry news or over 25 years to thousands o member
companies representing over 40 countries around the world.
Wed like to
introduce you to a
world-wide community o
cofeeproessionals.
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23.7%International Members
rom countries including:
Canada, Brazil, Australia, Colombia, CostaRica, El Salvador, Guatemala, Honduras,
Italy, Japan, Mexico, Nicaragua, Taiwan
Circulation
Traditional issue impressions:
10,500+ combined
Free issue views:
70,000+
Newsletter circulation:
20,000+
Online views:
45,000+ monthly combined
Digital & Industry Amplifcation:
Single article preview (and all ads) are re-postedto Facebook/Scribd/scaa.org/Twitter
Free and open e-zines: Issue no. 6, The Event over 70,000 impressions!
Issues are also distributed reely at ALL SCAAregional and annual events, as well as numerousood & beverage industry conerences.
26.6%
21.2%
13.7%
17.3%
20.9%
Roaster Wholesaler/Retailer
Coffee Retailer (includescarts/kiosks/drive-thrus)
Importer/Exporter/Grower
Allied products & services/Distributor
Other
Readership Demographics
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Issue No.1-February: The Business of CoeeReserve Space by:January 1, 2012
Submit Artwork by:January 10, 2012
Rising prices, increased compeon, and confused customers
the challenges and opportunies of a new marketplace.
Issue No.2-April: Sustainability Issues
Reserve Space by: March 1, 2012
Submit Artwork by: March 10, 2012
Denions, interpretaon, and guides for beer business. A look
into carbon metrics, reporng methods, and impact.
Event distribuon: 2012 24th Annual SCAA Event
Issue No.3-June: Dening Specialty
Reserve Space by: May 1, 2012
Submit Artwork by: May 10, 2012
In this issue we explore the meaning of specialty from sensory
work, to the further development of quality standards, and with
input from coee drinkers themselves leading us to to a more
defensible denion of specialty.
Event distribuon: Coee Fest Chicago, SW Foodservice Show
Editorial Calendar
apublication ofthe specialtycoffeeassociation ofamerica
2010bonus issue
ExpositionLectures&Skill BuildingWorkshopsTradeShowUSBaristaChampionship3rd AnnualSympo
sium(TheExecutiveSeries)
AttendeeBrochure
RegisteRfor2011Expo&Symposiumatwww.caavn.or
Issue No.4-August: The Evoluon of Coee RetailReserve Space by:July 1, 2012
Submit Artwork by:July 10, 2012
A look at how the composion of a cafe has changed in the past
20 years. Is it sll the third place and if so how have customer
expectaons changed? This issue reassesses the tradional
format by spotlighng some new ideas & mapping out new
territories in retail.
Event distribuon: 2012 12th Annual Roasters Guild Retreat,
Coee Fest Seale
Issue No.5-October: Coee & Travel
Reserve Space by: September 1, 2012Submit Artwork by: September 10, 2012Almost synonymous
with specialty coee is a wanderlust, an insaable appete
for the new, the tasest, and unique. Travel along as this issue
explores coee in various cies around the worldwith maps,
reviews and plenty of visuals to oer the next best feeling to
actually being there.
Event distribuon: 2012 3rd Annual Barista Guild of America
Camp Pull-A-Shot
Issue No.6-December: The Event (free ezine)
Reserve Space by: November 1, 2012
Submit Artwork by: November 10, 2012The Annual SCAA Exposion and Symposium, The Event, is the
largest internaonal conference and trade show dedicated to
specialty coee. Find out what is in store for the 2013 show
with this look-ahead guide. Also includes regular features and
arcles.
Event distribuon:Free and open ezine; also distributed in print
form to all SCAA member companies & subscribers
Issue No.6: The Event (free ezine)
Reserve Space by: November 1, 2011
Submit Artwork by: November 10, 2011
The Annual SCAA Exposion and Symposium, TheEvent, is the largest internaonal conference and trade
show dedicated to specialty coee. Find out what is
in store for the 2012 show with this look-ahead guide.
Also includes regular features and arcles.
Event distribuon: Free and open ezine; also
distributed in print form to all SCAA member
companies & subscribers
2011
2012
8/3/2019 2012 SCAA Media Kit: The Chronicle
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Event Issue No. 6 2011 (ree ezine & print distribution)
*Must reserve space by November 1st, 2011.
2011 Print Rates 1x Ad Size
Half PageHorizontal
$1,295 7.7" x 5"
Full Page $2,195 8.5" x 11"
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The Chronicle has
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Please add a .125
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ads and outside
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recommend a .125
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SCAAmembersreceive20%ooflistedprices.
Just nished reading the Chronicle
rom cofee-to-cover and eel this is a
stellar issue with great inormation and
opinions. The quality o the writing you
have all contributed as well as the contenmake it a collectors issue. Its extremely
gratiying to see the next generation
excel and surpass the knowledge we
had and tried to disseminate in the
early years o the association. I am lled
with admiration or all o you. KEEP
WRITING and Ill keep reading.
Dan Cox, President, Cofee Enterprises
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Online Advertising
over 45,000 combined impressions per month
Placement 1x 3x 6x Ad Type Dimensions
scaa.org: homepage
$4,000 $3,500 $3,000 Linked image Call or moreinormation
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