Your Leader in reaCHinG tHe knife...

9
2011 MEDIA KIT GIVE YOUR BUSINESS THE BLADE EDGE STAY SHARP! KNIFE-BUYING KNIFE-BUYING YOUR LEADER IN REACHING THE KNIFE INDUSTRY KNIFE-BUYING, KNIFE-USING, KNIFE-COLLECTING KNIFE SHOW- ATTENDANCE LEADER!

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

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.

1/2. $2,580.. .$2,125.. .$2,020.. .$1,970.. .$1,905.

1/3. $1,890.. .$1,585.. .$1,550.. .$1,480.. .$1,365.

1/6. $1,300.. .$1,135.. .$1,070.. .$1,030.. .$979.

4-Color 1x 3x 6x 9x 12x

Full.Page.$5,230.. .$4,750.. .$4,135.. .$3,870...$3,652.

2/3. $4,645...$4,030.. .$3,615...$3,430.. .$3,310.

1/2. $3,535...$3,045.. .$2,785...$2,685...$2,500.

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

MECHAnICAL InFoRMAtIon:• Printed web offset, perfect bound.• Publication trim size 7¾" x 10½"• Column width: 2¹/8" • Column height: 9½"Sizes (Live Matter) Width HeightFull page 7" 10"Full page w/bleed 8" 10¾"2/3 page 45/8" 9½"1/2 page (3 cols.) 7" 45/8"1/2 page (2 cols.) 45/8" 7"1/3 page (2 cols.) 45/8" 45/8"1/3 page (1 col.) 21/8" 9½"1/6 page (2 cols.) 45/8" 21/4"1/6 page (1 col.) 21/8" 45/8"1/12 page 21/8" 21/4"

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.

FTP Instructions: If you are on a MACftp.krause.comUser ID: type the word “anonomys”Password: is your emailInbound folderThen look for folder of publication you are submitting for

If you are on a PC:ftp://ftp.krause.com

onLInE/EMAIL ADVERtISInGWeb display rate: $10/1,000 impressionsEmail rates: Newsletter sponsorship $375 ($25 CPM), list rental $675 ($45CPM, current list size 15,000)For more detail on our many online/email opportunities, ask your ad rep.

WHERE to nEt ’EM:Contracted Display Advertiser Rate: $209peryearBold type $140peryearLighttypeNon-contracted Display Advertiser Rate: $229peryearBold type $160peryearLighttypePlease contact your advertising sales representative for more info.

notES:• The publisher’s liability for any error shall not exceed the cost of the space occupied by that error.• All orders non-cancelable after closing date.

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

700 East State Street, Iola, WI 54990-0001

Publishers of: GUN DIGEST • Gun•Knife Show Calendar

• BLADE’s Complete Knife Guide 2011

• TACTICAL GEAR

800-272-5233 www.blademag.com

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