2023 MEDIA KIT - National Association of Landscape Professionals
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2023 MEDIA KIT Updated December 2022
ABOUT NALP
The National Association of Landscape Professionals is the national trade association
representing 100,000 lawn care and landscape industry professionals in the U.S., Canada and overseas.
Member companies specialize in lawn care, landscape design and installation, landscape maintenance, tree care,
irrigation and water management, and interior plantscaping. Members also include students, consultants, industry
suppliers, state associations and affiliate members. We are committed to helping our members achieve success
through education and training and increasing professionalism through certification and accreditation.
Help your business or organization be seen by landscape industry and lawn care decision makers. Advertise in
NALP’s family of publications.
• Trusted professional magazine distributed to members 6 times a year • Weekly e-newsletter
• Network of websites with highly targeted professional, consumer, • Blog and social media content
student, and career seeking audiences.
AUDIENCE PROFILE
NUMBER OF YEARS PURCHASING ROLE
IN BUSINESS Manager/Sales/Admin
9 years
10-19 or less
years 15%
21% Influencer
30%
18%
18%
67%
31%
20-29
years More than 30 years
Decision Maker
SERVICES OFFERED BY CONTRACTOR MEMBERS
24% Holiday Decorating 12% Green Roof
22% Hydroseeding
Maintenance
Organic Program
76% Lawn Care
Erosion Control 25%
Pest Management 38% 79%
41% 5% Golf Installation
Water Features 7% Interior
40% Course 74%
Plantscaping
Snow
Removal 45%
64% Weed Control
Outdoor 51%
Lighting 60%
62% Tree/Shrub Care
Seeding 63%
54%
60% 62%
Irrigation 37% Fertilization
Hardscaping Lawn Design/Build
Renovation
2 2023 MEDIA KIT
THE EDGE MAGAZINE
As the official publication of the National Association of Landscape Professionals, The Edge provides access
to industry decision makers and experts, as well as to key players in the lawn and landscape industry with an
average circulation of 2,300 print/14,900 digital version.
The Edge Mission Statement: Lawn and landscape news, business insight, advice and strategy from NALP
and its members.
JANUARY/FEBRUARY NOVEMBER/DECEMBER
THEME: What’s your story? THEME: Best of the best
STORIES: - Protecting Your Business: Crisis management planning STORIES: - Protecting Your Business: Strategies from safety award winners
- Boosting Your Business: Hiring a marketing firm - Boosting Your Business: Leveraging awards to attract new clients
- Building Your Team: Fine tuning your recruiting funnel - Building Your Team: Celebrating your team/creating award
- Changing the Game: Branding outside the box programs
DATES: Ad space closes: Nov. 14, 2022 | Ads due: Nov. 21, 2022 - Changing the Game: Highlights on our award winners
DATES: Ad space closes: Sept. 18, 2023 Ads due: Sept. 25, 2023
MARCH/APRIL
THEME: Sustainability IN EVERY ISSUE:
STORIES: - Protecting Your Business: Protecting your tool box Protecting Your Business: Articles on safety, insurance and HR related topics.
- Boosting Your Business: Selling water conservation Boosting Your Business: Features on technology, sales and marketing and
- Building Your Team: Positioning as a steward of the environment other methods to grow your business.
- Changing the Game: All organic operations feature Building Your Team: Features on recruiting, retention and professional
DATES: Ad space closes: Jan. 20, 2023 | Ads due: Jan. 27, 2023 development topics.
CEO Column: A letter from NALP’s CEO with updates about what is going on
MAY/JUNE
with the association and industry.
THEME: Future of the industry
STORIES: - Protecting Your Business: Onboarding and safety training Faces of the Industry: Features on various members and their experiences in
- Boosting Your Business: Marketing to younger generations the industry.
- Building Your Team: Utilizing technology to attract Gen Z Recognition of New Members and Newly Certified: A list of those who
- Changing the Game: Entrepreneurs under 35 feature have recently joined NALP or become certified.
DATES: Ad space closes: March 24, 2023 | Ads due: March 31, 2023 From the Hill: Government/legislative update from NALP’s VP of Government
Relations Andrew Bray.
JULY/AUGUST The Agronomist: Lawn care news from NALP’s Bob Mann.
THEME: Technology and ELEVATE Preview
STORIES: - Protecting Your Business: Technology for proof of service
- Boosting Your Business: Outfitting trailers for technology
- Building Your Team: Crew communication
- Changing the Game: Implementing technology in
landscape designs
DATES: Ad space closes: May 22, 2023 | Ads due: May 30, 2023 AVERAGE
CIRCULATION
SEPTEMBER/OCTOBER
THEME: Looking outside the industry PRINT: 2,300
STORIES: - Protecting Your Business: Safety tips from construction industry
- Boosting Your Business: Finance tips from banking DIGITAL: 14,900
- Building Your Team: Professional development tips from
premier businesses
- Changing the Game: Market disruptors
DATES: Ad space closes: July 21, 2023 | Ads due: July 28, 2023
NATIONAL ASSOCIATION OF LANDSCAPE PROFESSIONALS 3
ADVERTISING RATES & INFO
2023 ADVERTISING RATES
1-3 issues 4-6 issues
Standard Member Standard Member
PREMIUM
FOUR COLOR
Back Cover $3,754 $3,082 $2,935 $2,347
Inside Front/ $3,712 $2,956 $2,830 $2,279
Back Covers
Page 5 or 7 $3,203 $2,567 $2,620 $2,095
FOUR COLOR COMMISSIONS
Two-page Spread $4,426 $3,528 $3,938 $3,145 The advertising rates noted DO NOT INCLUDE agency
commissions.
Full Page $2,756 $2,273 $2,462 $1,964
Polybag inserts available for $1,000. Supplements and inserts
2/3 page $2,620 $2,095 $2,336 $1,869 available upon request. Please contact NALP for more information.
1/2 page $2,153 $1,722 $1,932 $1,554 Limited to 3 per issue.
AD SUBMISSION
DIMENSIONS PDF is the preferred file format and should be created using
high-resolution (400 dpi preferred; 300 dpi is acceptable), press-
optimized job options. All fonts must be embedded. Please be
Two-Page Spread
(Bleed) Full Page sure to include bleed area (if applicable). If using crop marks,
(Bleed) please be sure they are offset from the image area. All files must
use CMYK color modes. If you have your own FTP or Web space,
you can upload your files to your space and notify our production
Two-Page Spread: 8.75” x 11.25”
17 1/4” x 11 1/4” (bleed); (bleed);
department at artwork@landscapeprofessionals.org when files
17” x 11” (trim) 8.5” x 11” (trim) are ready for download. Ad files may be emailed to artwork@
landscapeprofessionals.org. File attachment maximum is 15
MB in size (please compress files with WinZip or StuffIt before
submitting).
2/3 Page 1/2 Page 1/2 Page
Vertical Vertical Standard
1/2 Page Note: It is NALP’s policy to automatically pick up your most recent
Horizontal
ad unless you provide new instructions and/or artwork by NALP’s
2/3 Page 1/2 Page 1/2 Page 1/2 Page materials deadline. Publisher reserves the right to revise, reclassify,
Vertical: Vertical: Standard: Horizontal: edit or reject any ad material or any portion thereof at any time if it
4.75” x 8.75” 3.5” x 8.75” 4.875” x 7.5” 7.5” x 4.875” conflicts with NALP’s mission. Publisher at all times reserves the
right to refuse to publish any ad text or other content for any reason
and regardless of whether any such ad material was previously
accepted by publisher.
4 2023 MEDIA KIT
NALP ONLINE
WEB, E-NEWSLETTER , SOCIAL, BLOG
NALP offers a variety of online marketing opportunities,
in addition to standard banner advertising units that run throughout
our network of websites, reaching over 70,000 visitors per
month, and our weekly newsletter with
more than 25,000 subscribers.
AVERAGE WEBSITE
MONTHLY MONTHLY
UNIQUE USERS PAGEVIEWS
65,500 163,786
LANDSCAPEPROFESSIONALS.ORG LANDSCAPEPROFESSIONALS.ORG
27,000 100,000
LOVEYOURLANDSCAPE.ORG LOVEYOURLANDSCAPE.ORG
25,968 47,114
LANDSCAPEINDUSTRYCAREERS.ORG LANDSCAPEINDUSTRYCAREERS.ORG
16,517 40,000
NATIONAL ASSOCIATION OF LANDSCAPE PROFESSIONALS 5
Weekly Newsletter
Subscribers 39,000+
Social Media
Audience 150,000+
BLOG.LANDSCAPEPROFESSIONALS.ORG
Magazine Readers 105,000
ANNUAL USERS
(print and digital editions)
15,000+
The Edge Digital
Event Sponsorship Our online platform shares news, trends, and
Opportunities 15+ solutions for landscape and lawn care contractors.
WEBSITE
Placement Ad Unit Specs Price (12 months)
Run of Network Medium Rectangle 300x250
Includes both Ad Units
Members: $5,035
Leaderboard
728x90 Nonmembers: $6,190
THE EDGE WEEKLY E-NEWSLETTER
Placement Ad Unit Specs In addition Price (Per Quarter - approx. 12 issues)
All Leaderboard 580x70 Member: $4,631
subscribers Nonmember: $5,513
Member: $3,750
Banner
468x60 Nonmmeber $4,500
5 word headline Member: $4,053
Product and 50 word
showcase 1200x1200 Nonmember: $4,851
description
Medium 300x250 Member: $2,893
Rectangle Nonmember: $3,476
Sponsored 500 to 1,500 Member $1,045
Content Story 1200x628 word article Nonmember $1,544
6 2023 MEDIA KIT
RETARGETING AD PACKAGES
WHY RETARGETING?
Ad retargeting guarantees sustained, specific exposure to the exact qualified audience you’re trying to reach.
Retargeting uses cookies to track visitors on the LandscapeProfessionals.org website and shows them your
ads when they travel to other websites. In partnership with the Feathr platform, we can retarget 100,000+
landscape industry professionals that are currently available for NALP retargeting — and your ads can appear
in up to 90%-95% of the web universe through our retargeting.
QUANTIFIABLE ROI
You’ll have real-time access to detailed analytics & reporting allowing you to see your ad campaign results,
including number of times your ad has been seen, number of clicks on your ad, and the geographical
locations of where your ad has reached.
Packages: (Estimated time to reach impression goal)
1 month 35,000 Impressions $2,495 728x90 (horitzonal box)
2-3 months 70,000 Impressions $4,495
3-4 months 100,000 Impressions $5,995
5-6 months 200,000 Impressions $9,995
160x
Ad Sizes and Specs: 600
• 728x90 (horitzonal box) • 300x250 (square box) (vertical
• 160x600 (vertical box) • 180 x 150 box)
IAB Rising Stars: The following creative sizes 180x150 300x250
are gaining popularity across the web, and (sqare box)
as they’re less frequently available, they
make an impression when they’re seen.
The sizes are (in pixels, width x height):
• 320 x 50 • 300 x 1050
• 300 x 600 • 970 x 250
• 320 x 100
Formats: .jpeg or .gif files – static only
NATIONAL ASSOCIATION OF LANDSCAPE PROFESSIONALS 7
PARTNER BRANDED CONTENT
Our Partner Branded Content, crafted by experienced NALP writers and designers in collaboration with your
team, tells a story about how your company helps landscape, lawn care, irrigation, and tree care professionals
do their jobs better, more safely, and with increased profitability. Your featured case studies will give readers
insights into how others are achieving success.
“THE INNOVATORS” SERIES
Showcase your company as an industry leader and innovator. Only
six opportunities are available per year – one per issue of The
Edge magazine. The campaign features equipment, technology, or
materials suppliers highlighting their corporate innovation through
their product development or business strategy. Campaigns include
a 2-page magazine spread with a ½ page ad and feature story
showcasing how your company innovates and an article posting
on our blog (promoted in the The Edge Weekly e-newsletter) with
promotion through our social media platforms including a promoted
Facebook post. The digital campaign promotion includes company logo.
$6,300 members, $7,875 non-members.
“LEVEL UP” SERIES
Highlight the way your company helps industry pros up their game
through the use of your products or services. Each Level Up feature
will showcase the way that one industry professional or company
used your product to find greater success.
The Edge Magazine
•T wo-page spread: 1 page ad & 1 page case study written by
NALP writers in collaboration with your team (print and digital
versions – audience – 8,000 NALP members)
$4,830 members, $5,880 non-members
Digital Campaign Only
•E dge Weekly e-newsletter/blog story with custom creative featuring your logo and photos (audience –
25,000 NALP members and subscribers)
•P romoted as “partner content” on our social media platforms including a Facebook promoted post
$1,575 members, $2,100 non-members
8 2023 MEDIA KIT
THE ADVOCATE
The Advocate is our weekly government affairs e-newsletter that shares the latest details on state and national
issues that impact industry policy. Subscribers include decision-makers from the nation’s top landscape and
lawn care companies. We only offer an opportunity for 1 advertiser at a time which allows you to co-brand your
company as a leader that supports the industry’s critical government affairs work. This advertising opportunity
is for NALP members only. (Reach 1,000+ of the industry’s movers and shakers).
Leaderboard Ad (580 x 70)
Pricing: $2,500 for quarterly, $7,500 for full year
Frequency: Weekly (approximately 46x a year)
LEVELING UP
Leveling Up is our monthly professional development e-newsletter with content
that provides strategies for employee development, training, business strategy and
more. You can co-brand the header of the newsletter and “own” the newsletter for a
full year. This advertising opportunity is for NALP members only. (Reach 10,000+)
Pricing:
• Medium Rectangle: $2,500 yearly, $675 quarterly
• Product Showcase: $3,500 yearly, $900 quarterly
• Leaderboard: $6,500 yearly, $1,750 quarterly
• Exclusive $10,000 for full year (co-branded header and two ads in each
newsletter - choose from two ad types either Product Showcase, Sponsored Content Story)
Frequency: Monthly
THE EDGE ON TECHNOLOGY NEWSLETTER
Introducing our newest e-publication, The Edge on Technology is our technology newsletter which will include
content on the latest technology as well as eight product showcase style ads per issue to share with readers
the newest technology on the market. 8 product ad slots. (Reach 8,000+) Frequency: January, April,
July and October
$600 member pricing, $800 non-members
CUSTOM CONTENT DEVELOPMENT
Contact us to discuss opportunities to develop custom branded content including articles, newsletters, videos,
podcasts, custom web platforms, print, digital or social media posts on our consumer platforms.
NATIONAL ASSOCIATION OF LANDSCAPE PROFESSIONALS 9
CONTACT
SALES EDITORIAL
Shane Boyle Jill Odom
Manager, Business Development Content Manager
703-456-4204 703-429-4188
shane@landscapeprofessionals.org Jill@landscapeprofessionals.org
10 2023 MEDIA KIT
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