2021 MEDIA KIT SERVING PEOPLE SERVING COFFEE SINCE 2005 - Barista Magazine
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2021 MEDIA KIT
SERVING PEOPLE SERVING COFFEE
SINCE 2005
contents
3
welcome
4
barista magazine reflects our world
5
editorial calendar 2021
6
barista magazine online
7
barista magazine digital
8
social media
•
• the official wbc program
9
• circulation + distribution
• testimonials
10
advertiser benefits
11
• submission calendar
• 2021 advertising rates:
print + online
• layout specifications
12
contact us
welcome to
barista magazine
WITHOUT QUESTION, 2020 given café owners even greater visibility and
DID NOT UNFOLD THE responsibility in restoring normality to their
WAY ANY OF US HOPED. communities.
The normal calendar
of work, school, travel, In a year without trade shows or major gatherings,
and all aspects of our Barista Magazine’s print and online content has
everyday lives slammed provided the much needed bridge between the
to a stop in February and far-flung members of the global specialty-coffee
March around the world community. From our unparalleled print magazine,
as the global COVID-19 cutting-edge digital version, industry-leading social
pandemic overwhelmed media presence, and daily, original online content,
our normal routines. In fits and starts, some the members of the Barista Magazine team work
businesses opened then closed again. Strident tirelessly on behalf of the community, as we always
new health regulations transformed operations at have and will continue forward, undaunted, well into
many small shops and cafés as they sought to the future.
continue serving their communities while protecting
their employees. Sarah Allen, Co-founder
Barista Magazine
The summer brought even more tumult as the killing
of George Floyd on the streets of Minneapolis caught
on video drove home the brutal and systemic racism editorial advisory board 2019–2021
plaguing our society. Demands for justice grew to
a fever pitch as millions held protests around the ALICIA ADAMS ERICA ESCALANTE
Red Bay Coffee The Arrow Coffeehouse
world. In the midst of the pandemic, the hope that
Oakland, Calif. Portland, Ore.
change was coming was palpable, as was the belief
T. BEN FISCHER
that our global coffee community could emerge from CASSIE ASH
Glitter Cat Bootcamp
the rubble as a leader in building a more equitable Small Planes Coffee
Los Angeles, Calif.
society where respect, liberty, and opportunity are Washington, D.C.
within reach for all. BRITTNEY
ANTOINE FRANKLIN
Blacksmith Coffee
BALESTRA
Indeed, it seems that the specialty-coffee Cavegirl Coffeehouse
Houston, Texas
community can and must lead the charge, as Longmont, Colo. UMEKO MOTOYOSHI
the whole system from seed to cup that binds us Umeshiso
KAIE BIRD
together and provides us with our livelihoods relies Kansas City, Mo.
Sharing Tables
inherently on open communication, international Tel Aviv, Israel LETICIA POLLOCK
trade, goodwill and comity, and most critically,
Panther Coffee
honesty. The face of that movement is often the KATE BLACKMAN
Miami, Florida
face of specialty coffee, the frontline workers Messenger Coffee
Kansas City, Mo.
serving coffee through all manner of conditions with ABNER ROLDÁN
hospitality and grace. These café owners and baristas Café Comunion
GABRIEL BOSCANA
San Juan, P. R.
continue to inspire us and keep us motivated to do Maquina
our best work here at Barista Magazine, no matter Coffee Roasters RUNE SNYDER
West Chester, Penn.
the challenges and hardships we face. Deeper Roots Coffee
Cincinnati, Ohio
BRITTANY DAVIES
In fact, the pandemic and its accompanying Discovery Coffee
shutdown, which ostensibly closed the community Victoria, B.C.
spaces that are coffeehouses, has paradoxically
barista magazine reflects our world
WHEN THE COVID-19 PANDEMIC ERUPTED ACROSS THE In addition, we have worked to bridge the gap between our
WORLD IN THE WINTER OF 2020, much of the normal advertisers and readers in the space normally occupied by in-
business cycle in the specialty-coffee industry was upended. person contacts, trade shows, and global events.
For our readers, the economic impact of the pandemic,
and the haphazard federal response to it, sent many once- Throughout this calamity, Barista Magazine has been
booming businesses into a dizzying cycle of uncertainty. From devoted to the task of keeping the specialty-coffee
mandated closures, to limited seating restrictions, to dealing community connected, responsive, and thriving whenever
with workers exposed to the virus, what had once been a fairly and however we could and can continue to do so.
straightforward business suddenly necessitated adaptability
Our efforts have reflected another major event of 2020:
and the ability to pivot on a moment’s notice.
massive demonstrations and popular demands for racial
At Barista Magazine, we have also been confronted with and social justice. We continue our work in providing for
this enduring sphere of insecurity, and we know many of our underrepresented communities, calls for action and equity
advertisers have, as well. in all spaces, including coffeehouses and roasteries. This,
too, grows out of the very community we serve, which is
We have sought to serve our readers and our advertisers— one dedicated to changing the way the world works for the
both of whom are critical to Barista Magazine’s survival—in better. It is made up of people who see inequality in the
these most challenging of times. With the onset of COVID-19, traditional coffee market and seek to remedy it whether it be
we quickly revised our editorial content to provide readers by increasing payments to farmers, giving better wages and
with crucial information about the place of specialty-coffee benefits to frontline workers like baristas, or committing their
retail, production, and culture in a suddenly isolating world. businesses to social justice.
We stand with this community. Though the pandemic will
someday recede, we know the work for real racial justice in
our society is just beginning. Barista Magazine will be there
for the community through it all.
2
ME 16/IS SUE
2020 • VOLU
JUNE + JULY
ARD FROM
MOVING FORW AUGU ST + SEPTE
MBER 2020
• VOLU ME
CRISIS: 16/IS SUE 3
CHINA’S JEREMY
ZHANG
RS DISCUSS
32 INFLUENCE
ERCUSSIONS
THE COVID-19 REP
SPECIA LTY COFFEE
ON
RESOURCES
WHAT’S NEXT:
FOR REBUILDING
SHANITA
AMANDA-JANNICHOLAS +
E THOMAS
On Community
+ Coffee in
Inglewood, Califo
rnia
COFFEE + COLONIALIS
RESILIENCY IN THE M
COFFEE COMMUNITYBLACK HEALTHIER DRINKS FOR
A
COVID-19 ERA
editorial calendar 2021
DECEMBER 2020 + JANUARY 2021 AUGUST + SEPTEMBER 2021
• Best Bar Tools • Defining the Fourth Wave
• ADA Compliance • Kid-Friendly Beverages
• COVID-19 + Coffee Producers • Quantifying Taste
• Stuff: The Latest Tools + Products • Cashbox: The Business of Beverage Retailing
Event distribution: Event distribution: Coffee Fest Anaheim, Anaheim, California;
Most events on hold due to COVID-19 Melbourne International Coffee Expo; Canadian Coffee &
Tea Show; Specialty Coffee Expo and Re:co, New Orleans,
Louisiana; U.S. Coffee In Good Spirits, U.S. Roasters Cup, and
FEBRUARY + MARCH 2021 U.S. Cup Tasters Championship, New Orleans, Louisiana
• Gearing up for Summer
• Trends in Café Design
• Everything Matcha OCTOBER + NOVEMBER 2021
• Cashbox: The Business of Beverage Retailing • How to Sell Expensive Coffee
• The Unglamorous and Crucial Tools for Success
Event distribution: Los Angeles Coffee Festival; GulfHost, • Clean Everything: A Breakdown
Dubai, UAE; Amsterdam Coffee Festival, Amsterdam, • Stuff: The Latest Products & Trends
Netherlands; Coffee Fest New York; Paris Coffee Festival;
Caffe Culture, London, UK
Event distribution: New York Coffee Festival; Toronto Coffee
Festival, Toronto, Canada; HOST Milan, Milan, Italy; Kona
Coffee Cultural Festival; San Francisco Coffee Festival
APRIL + MAY 2O21
• Harvest in a New World
• To-Go Is Here to Stay DECEMBER 2O21 + JANUARY 2O22
• Outdoor Options for Retail
• Best Bar Tools
• Takeaway: What We’re Loving in Coffee
• Talking About Your Tea Menu
• Barista Body Basics
Event distribution: London Coffee Festival, London, UK;
• Takeaway: What We’re Loving in Coffee
Houston Coffee Festival, Houston, Texas; Milan Coffee
Festival, Milan, Italy.
Event distribution: Sigep, Rimini, Italy;
Fancy Food Show, San Francisco, California
JUNE + JULY 2021
• Coffee + Cocktail Trends
• Security + Safety Inside and Out
• Tapped: Benefits of Bar Style Service
• Stuff: The Latest Products + Tools
Event distribution: Coffee Fest San Antonio, San Antonio,
Texas; World of Coffee, Athens, Greece; World Barista
Championship, Athens, Greece; World Brewers Cup
Championship, Athens, Greece; São Paolo Coffee Festival,
São Paolo, Brazil
We understand that coffee professionals crave news,
community, and educational content between each
of the six print magazines we publish annually, which
is why we created Barista Magazine Online. Five days
a week, every week of the year, our talented Barista
Magazine Online team curates exceptional and essential
original articles which are available to anyone in the
world to read for free.
Since its debut in 2007, Barista Mag Online has been
a go-to for coffee professionals looking for the latest
news, event coverage, interviews, and more—the tens of
thousands of readers we welcome each month reflects
that. Helmed by Online Editor Katrina Yentch, and
supported by veteran coffee journalist Chris Ryan, who
serves as Barista Magazine’s Managing Copy Editor as
well as Online Copy Editor, Barista Mag Online keeps
our readers connected and engaged every day.
Katrina Yentch
Chris Ryan
Since 2012, Barista Magazine has offered free access to our online issues with via our E-pub for readers on desktops and laptops, and the Barista Magazine app for readers on their mobile devices. In 2021, we are launching a new and revamped Barista Magazine Digital, a single platform accessible via virtually any device with an internet connection. Built on an HTML5 interface, the new Barista Magazine Digital is a complete replication of our print issue, with some exciting new features. And since readers have access to the same edition on whatever hardware they’re using, it’s easier than ever for people across the country and around the world to read Barista Magazine. Every url in every ad is a live link, and with a touch of finger or click of a mouse readers are sent directly from your ad to your online shop. The possibilities for how we can promote your products in creative, unique ways are endless. We can embed video to demonstrate new latte art techniques with plant-based milks, or highlight limited-time specials with a temporary ad in the digital version to accompany your print ad. With the single, unified reader experience—and a library of two year’s worth of issues available—tens of thousands of readers will have an easier time than ever flipping through the virtual pages of Barista Magazine. One thing hasn’t changed though: It’s still 100% free to our entire global community.
social media the official wbc
event program
We know our readers are extremely active on social Since 2008, Barista
media, so that means we are, too. With just under Magazine has
170,000 Instagram followers, we lead all coffee been contracted
media on this fastest growing and most used social exclusively by World
media platform. And as they have been from the Coffee Events and
start, our Twitter and Facebook accounts are among the World Barista
the most well-followed throughout the coffee Championship to ER 9
–1 2,
20 17
EM B
industry. produce the official
N OV
gazine
event program
a Ma
Barist
hed by
Publis
We have found social media to be an invaluable way for the annual
to reach out to and interact with our audience on a global competition, which in 2019 drew more than 2 million
daily basis. In fact, Barista Magazine’s engagement viewers in person and online. Our WBC event program, which
with our social media followers is so strong, we are includes pertinent schedule details, profiles of every national
regularly sought for interviews about how to succeed champion, prize information, and more, is printed and distributed
in social media as a small business. in the thousands throughout the enormous event for free to all
To augment our social media presence even more, attendees. What’s more, we post the program online so that
we added a dedicated Social Media Content those hundreds of thousands of people watching the livestream
Coordinator to our team in 2019. A former barista from home can read the program—and see your ads.
himself, Mark Van Streefkerk brings a rich portfolio With the WBC canceled for 2020, we look forward to the 2021
of experience in social media platform building to event in Athens, Greece, June 24–26, which is set to draw
Barista Magazine. millions of fans in person and online who are hungrier than ever
to see the premiere coffee competition on the planet.
Advertising space is available for the 2021 WBC Athens program,
but space is extremely limited! Reserve your position soon.
2021 PRICING
Back cover: $2,250 • Inside front + back covers: $1,880
Full page: $1,600 • Half page: $925
circulation testimonials
& distribution WHAT OUR ADVERTISERS
ARE SAYING…
+ MAY 2020
• VOLUME
16/ISSUE 1
ANNIVER SARY
ISSUE
JUNE + JULY 2020 • VOLUME 16/ISSUE 2
AUGU
ST + SEPTE
MBER
“Barista Magazine is a stand out in delivering
customer leads. Thanks for being awesome!”
SUE 6 APRIL 2020
• VOLU
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• VOLU SUE
CH 2020 3
+ MAR
FEBR UARY
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“Barista Magazine has the best coffee journalism
FOR REBUILDING
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in the world. We wouldn’t miss an issue—being in
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REPOG KONG A UNITY + YO BUCHAREST DRI NKS FOR
wants to know the very latest about what is going
IN M
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COVID-19 ERAA
HON CO
TO SU FFEE
HOW ER IN CO
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on in coffee.”
Barista Magazine readers make up the cutting-edge of Guido Bernardinelli, La Marzocco
specialty coffee. They are retailers and roasters from Milan, Italy
around the world who focus on creating high-quality coffee,
exceptional experiences, and dynamic businesses. In a recent “We have seen sales soar since we started
survey, four out of five of our readers identified themselves as advertising in Barista Magazine!”
café owners, managers, or baristas with purchasing power. Anna Gutierrez, Barista 22
We print approximately 10,000 copies of each issue to ship Seattle, Washington
directly to our subscribers, and distribute to new shop owners
through our worldwide roaster program, as well as at the most
relevant coffee events around the world. WHAT OUR READERS ARE SAYING…
In addition, each issue of Barista Magazine is read by more than “Barista Magazine provides a space for all of
100,000 people online and through our app. In order of most us to enjoy the fruits of the coffee community
visits, our online audience comes from the United States, Canada, and, like a neighborhood coffeehouse, helps
the U.K., Australia, South Korea, Germany, and New Zealand, with to encourage, inspire, and hold us together as
a total of 81 countries and counting represented. colleagues in coffee.”
Chris Deferio
Louisville, Kentucky
SUBSCRIBER BREAKDOWN:
Inside the United States: 82% “Every issue and every year, Barista Magazine
In other countries: 18%
gets better and better. I started subscribing in
PERCENT OF SUBSCRIBERS OUTSIDE THE U.S. BY 2010 when I opened my first shop, and it was
GEOGRAPHIC REGION as invaluable to me then as it is now, and I have
five shops today. I find the business information
I need, accurate trend forecasting, education for
CENTRAL AND CANADA: 24% me and my staff, and also plenty of fun, colorful
SOUTH AMERICA: 5% articles about the people who make our industry
special and keep us all inspired. Thank you,
Barista team!”
Kimm St. George
Los Angeles, California
EUROPE: 42%
“I was a bar back when Barista Magazine started,
and now I’m a coffee buyer. I travel all over the
world, and I see Barista Magazine everywhere—
in cafés in Korea, on tea farms in Indonesia,
in barista schools in Germany, and of course, at
every quality café I go to in the United States
AFRICA AND and Canada.”
THE MIDDLE EAST: 2% Seth Beverly
AUSTRAL-ASIA: 27% Toronto, Canada
advertiser benefits
YOUR COMPANY NEWS ON OUR
DAILY ONLINE NEWS SITE
We welcome press releases and news from our
advertisers to be featured at Barista Magazine Online,
YOUR PRODUCTS IN OUR which boasts original writing and photography on a
HIGH-PROFILE SHOWCASE daily basis. Barista Magazine Online is visited by tens of
Let us show off your coffee, bar tools, syrups, hats—the thousands of coffee professionals every month.
choice is yours! Barista Magazine’s beautiful “Stuff:
Products” section appears at the front of every issue where
most readers turn first to see the latest in specialty-coffee EXPOSURE AT AT ALL THE INDUSTRY EVENTS
gear and merch. Advertisers are invited to share the Barista Magazine’s staffers travel all over the world
product of their choice in “Stuff” in every issue in which to bring readers the most up-to-date information
they place an ad—for no additional cost. about coffee trends and events globally. We give away
thousands of copies of the magazine for free at the top
coffee events, trade shows, conferences, festivals, and
competitions worldwide.
YOUR NEWS ON OUR
SOCIAL MEDIA
Barista Magazine continues to lead
the specialty-coffee industry in
social media, which constitutes our
community’s most influential online
forums. We have options to help
you share your company news, new
products, awards, or events with our
global social media audience.2021 submission 2021
calendar ad rates
1 time 3 times 6 times
ISSUE RESERVE BY MATERIALS DUE
Dec 2020 + Jan 2021 October 16 October 23 1/6-PAGE $805 $745 $695
Feb + March 2021 December 4 December 11 1/4-PAGE $1025 $955 $895
April + May 2021 February 12 February 19
1/3-PAGE $1245 $1150 $1050
June + July 2021 April 16 April 23
Aug + Sept 2021 June 11 June 18 1/2-PAGE $1550 $1450 $1350
Oct + Nov 2021 August 13 August 20 1/2-PAGE ISLAND $1925 $1825 $1725
Dec 2021 + Jan 2022 October 15 October 22
FULL PAGE $2350 $2250 $2150
PLEASE NOTE: Stuff submissions for each issue are due the PAGES 3, 5, 7, 10, 14 $2565 $2425 $2300
same day as the space reservation deadline.
INSIDE COVER $2795 $2675 $2525
layout BACK COVER $3125 $2925 $2815
specifications
2-PAGE SPREAD $3650 $3450 $3285
FULL-PAGE
(INCLUDING BACK AND INSIDE COVERS)
8.375” x 10.875”
online
1/2-PAGE
VERTICAL ➝ 3.625” x 9.875”
ad submissions
Barista Magazine’s online ad program is unique in that our ads never
HORIZONTAL ➝ 7.375” x 4.8125”
rotate— each advertiser owns the ad space 24 hours a day, 7 days a week,
ISLAND on every page of Barista Magazine’s website, for the month you purchase
4.875” x 7.4375” the ad. Most websites change the ads every time you hit refresh, resulting
in minimal exposure for your ad.
1/3-PAGE Our system means that we have fewer ads to sell, so the message behind
VERTICAL ➝ 2.333” x 9.875” your ad will get more exposure than ever. We offer banner ads (the boxes
HORIZONTAL ➝ 7.375” x 3.125” down the right side of every page), and one leaderboard (the horizontal
SQUARE ➝ 4.875” x 4.8125” bar at the top of the page), per month.
1/4-PAGE ONLINE AD SIZE SPECIFICATIONS
VERTICAL ➝ 3.625” x 4.8125” Leaderboard ads ➝ 728 x 90 pixels
HORIZONTAL ➝ 7.375” x 2.3125” Banner ads ➝ 300 x 250 pixels
ONLINE AD PRICES
1/6-PAGE
Leaderboard ➝ $1,500 per month
VERTICAL ➝ 2.333” x 4.8125”
Banner ad ➝ $850 per month
HORIZONTAL ➝ 3.625” x 3.125”
* Discounts may be available for
purchases of multiple months.
On full-page ads please use a .5” margin on all sides (safety). This keeps ONLINE AD DEADLINES
important information from being printed into the spine. Please add a Online ads must be submitted 10 days prior to the
.125” bleed on full-page ads only. Ads submitted that do not meet size first of the month of the run cycle.
requirements may be “floated” upon authorization of advertiser and at the *Digital version advertising information available upon request
discretion of the production staff. Any ads that require size changes done by
Barista Magazine may incur production charges.PO Box 13129 Portland, Oregon 97213 P: 800.296.9108 info@baristamagazine.com
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