Media Kit 2019 - INDEPENDENT CULTURAL - The Skinny
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INDEPENDENT CULT U R A L J O U R N A L I S M
Illustration: Ben Boothman
Media Kit 2019
The Skinny: At A Glance “There aren’t enough people
like The Skinny out there”
Rich Walker, General Manager, 4AD
35,000 FREE Print Copies Every Month
165,000+ Monthly Readers
600+ Distribution Partners (Edinburgh,
Glasgow & Dundee)
125K Unique Users*
350K Page Views*
*Monthly
12,000+ Email Subscribers
115,000+ Followers on Social Networks
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
Our Audience Reader Profiles
18% Other
An Age of Discovery 98% Listen to music every day
87% Attend at least two
The Skinny readers want to know more festivals a year
7% Upper
and set the trends.
Echelons 87% Like to read about events
The Skinny magazine bucks the trend. 8% 72% Read The Skinny every
Families issue
Our print reach continues to expand
and engage new audiences. Each location on the 69% Eat out every week
has its own style and personality, with move
bespoke, localised content and listings.
14% 67% Go clothes shopping
Town Centre every month
53%
Singles Urban 63% Work full time
Sophisticates 62% Go on 2-4 holidays a year
59% Are educated to degree
Age Profile level
44% Visit theskinny.co.uk at
least once a week
44% Go to at least 3 gigs a
Even Appeal month
19–24 51% Female | 49% Male 44% Are in the pub twice a
25–34 week or more
39%
47% 43%
Like to know about
events/artists before
Photos: Sarah Donley and Michaela Bodlovic
anyone else
82% ABC1 Readership 38% Attend at least one
festival abroad each year
35–44 34% Buy music at least once
9% a week
0–18, 45+
1% 4% 25% Are studying
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
The Skinny: Print
Launched October 2005 Reader key facts:
Edinburgh, Glasgow & Dundee 98% listen to music every day
86% aged 18–44
• 35,000 copies 69% eat out every week
• 160,000+ readers 67% go clothes shopping every month
• 600+ distribution partners 63% work full time
• Monthly 62% go on 2-4 holidays a year
• ABC Certified
53% of clients have advertised for
Now in its 14th year, The Skinny has become the 3+ years.
trusted source for information about the full 92% of our advertisers re-book with
cultural scene throughout Scotland and beyond. The Skinny after their first campaign.
With a loyal readership, The Skinny provides
interviews with internationally renowned
artists alongside relevant localised content, 92% of our
previews, reviews and daily listings to create
an essential guide for anyone who wants to
advertisers re-book
be ahead of the crowd and in the know. with The Skinny
after their first
Print Prices* campaign
*before VAT
1/8 Box 1/4 Vertical 1/4 Box 1/2 Vertical 1/2 Horizontal Full Page £1395 Double Page Scatter Listings DPS
Inside Front Cover £1645 Spread (DPS)
£325 £545 £545 £895 £895 Page 3 £1645 £650
Outside Back Cover £1745 £2500
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
Print Tech Specs & Deadlines
Booking Artwork Street
Tech Specs Payment Ts & Cs
January 2019 12 Dec 18 Dec 3 Jan
February 23 Jan 29 Jan 5 Feb • Print adverts should be 300dpi CMYK, • Print advertising clients have 7 days
PDF or JPEG/TIFF after street date to make payment.
March 20 Feb 26 Feb 5 Mar
• The magazine is printed on trimmed • All invoicing is electronic unless
April 20 Mar 26 Mar 2 Apr coldset newsprint and exported as otherwise stated.
May 17 Apr 23 Apr 30 Apr [PDF/x-1a:2001] so artwork needs to be • Up to 30% may be added to your invoice
June 15 May 21 May 28 May compatible with [PDF/x-1a:2001] with all as a late payment charge if you do not
July 12 Jun 18 Jun 25 Jun fonts and images embedded pay by the agreed date.
• Total ink usage should not exceed 240%, • You will have 48 hours after booking to
August 17 Jul 22 Jul 30 Jul
max K100 cancel your advert after which time
September 21 Aug 27 Aug 3 Sep
• 5mm bleed must be included on Full you will be liable for the full cost of the
October 18 Sep 24 Sep 1 Oct Pages and Spreads, but is not needed advertising booked.
November 16 Oct 22 Oct 29 Oct for smaller sizes • If advertising is booked but artwork not
December 13 Nov 19 Nov 26 Nov • Ensure any essential content is within provided by the deadline, the client is
the type-safe area specified still liable for the cost of the advertising.
• Adverts should be sent to • Full terms and conditions can be found
January 2020 11 Dec 17 Dec 7 Jan
adverts@theskinny.co.uk with at theskinny.co.uk/about/advertise/
February 2020 22 Jan 28 Jan 4 Feb the advertiser in the subject box advertising-terms-and-conditions
Print Sizes
1/8 Box 1/4 Vertical 1/4 Box 1/2 Vertical 1/2 Horizontal Full Page DPS Scatter Listings DPS
126mm(w) x 61mm(w) x 126mm(w) x 126mm(w) x 256mm(w) x Bleed: 290mm(w) x 350mm(h) B: 570mm(w) x 350mm(h) Nested Boxes:
76mm(h) 314mm(h) 155mm(h) 314mm(h) 155mm(h) Trim: 280mm(w) x 340mm(h) T: 560mm(w) x 340mm(h) 61mm(w) x 61mm(h)
Type Safe: 260mm(w) x 320mm(h) Ty: 540mm(w) x 320mm(h) Base banners:
256mm(w) x 13.6mm(h)
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
The Skinny Student Handbook Print Sizes
1/4 Box
An indispensable At A Glance 59.5mm(w) x
guide for students 92mm(h)
.CO.UK
• 40,000 copies, FREE
INDEPENDENT CULT U R A L J O U R N A L I S M
Students are a critical demographic for the • Key cities: Edinburgh, Glasgow and 1/2 Vertical
culture of any city, since many of them – be Dundee 59.5mm(w) x
they new, visiting, or returning students – are • A5, perfect bound 187mm(h)
at their most impressionable, adventurous, • Distributed to universities, colleges,
and curious. student accommodation & specially
1/2 Horizontal
selected Skinny student hotspots
123mm(w) x
The Skinny’s annual guide to student life is • Also handed out at selected events, fairs 92mm(h)
written and edited by current or recent & via key partners
students, so the tone, content, and format • September release, October top-ups
is optimised to engage with its readers. STUDENT • Trusted and established publication, Full Page
HANDBOOK now in its 12th year Bleed: 154(w) x 216(h)mm
2018 - 2019 Trim: 148(w) x 210(h)mm
Type Safe Area: 128(w) x 190(h)mm
Tech Specs
DPS
Print adverts should be 300 dpi, CMYK PDF B: 308(w) x 216(h)mm
T: 296(w) x 210(h)mm
or JPEG/TIFF, with all fonts and images
Ty: 256(w) x 190(h)mm
embedded.
MUSIC | FILM | CLUBS | THEATRE | ART | BOOKS | COMEDY | TRAVEL | FOOD & DRINK | INTERSECTIONS | LISTINGS
5mm bleed must be included on full pages
Print Prices* and spreads but is not needed on smaller
*before VAT sizes. “The Student
Handbook has been
the perfect vehicle
for us to engage
with the student
1/4 Box 1/2 Vertical 1/2 Horizontal Full Page DPS market in Edinburgh
£400 £675 £675 No Fixed Placement: £1000
Guaranteed Right Hand Page: £1200
£1800 and Glasgow”
Inside Front Cover/Page 3: £1475 Anthony Dorman, Marketing
Outside Back Cover £1600 and Promotions Manager,
The Stand Comedy Club
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
Digital Engagement
The Skinny’s digital audience stretches far and theskinny.co.uk is a powerful platform for 125,000 unique users per month National Reach
wide. Inspiring awareness of local acts on an reaching our culturally engaged visitors, 350,000 page impressions per month 25% London, 44% Key city areas
international scale, our online content is with high-impact display slots in key visible 0.18% average click-through rate (Edinburgh, Glasgow, Manchester, Liverpool,
tailored to the savvy online user. Engagement positions on our web pages. Options include 49% of traffic from mobile devices Dundee, Leeds, Birmingham)
and building loyalty with users is key to our the Billboard, MPU or Reskin & Billboard Section-targeted campaigns available
continued digital expansion. combination. Display adverts can be section or See below for targeted options including Social Engagement
geo-targeted. Homepage & Section Takeovers, and digital 35% of traffic from social
advertorial pages 115K friends/followers as of Nov 2018
theskinny.co.uk
Section & Site Takeovers Sponsored Content
Billboard
(CPM: £16 / £18 • For maximum impact, book the Reskin & The Skinny can work with you to create a fully
targeted) Billboard to dominate the page bespoke online advertorial that allows you to
• Or occupy all three display slots for a connect and engage with our readers, all in
Reskin & Billboard particular section or run of site, e.g all our trusted editorial tone and design.
(CPM: £32 / £38 music pages
targeted) • Consistently high average CTR (›1%) Optional traffic drivers available, including via
• Quotes are tailored to specific social networks and homepage placement.
MPU campaigns
(CPM: £13 / £15
targeted)
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
Digital Tech Specs Reskin
Total Area
theskinny.co.uk 2560px(w) x 1440px(h)
As well as traditional image formats (RVB, image file to display to users without capacity Blank Central Area
JPEG and animated GIF) max file size 1MB, to run Flash™ or HTML5*. Ambient Reskin 970px(w) x 1440px(h)
theskinny.co.uk accepts rich media banners adverts must be submitted as JPEG or static
in the dimensions stated. Please refer to the GIF files. *Flash files must be 10.1 or lower Safe Zone
Desktop Billboard
IAB website (www.iabuk.net) for maximum (for key information)
970px(w) x 250px(h)
audio and play lengths, controls, labeling and Please submit all digital copy and URLs to 150px(w) each side
other best practice recommendations for your sales contact at least 5 days before x 600px(h)
Mobile Billboard
your artwork. If you are providing Flash™ or live date to ensure adverts can be checked
320px(w) x 50px(h)
HTML5 files, please also submit a standard before uploading.
Reskin
• Reskin adverts should be supplied • The central area is for our content and
as one image to the spec: must be kept blank in your design
2560px(w) x 1440px(h) • Your design should extend to fill the
• Additional dimensions are given (to total area so as to be visible on even
the right) for guidance as to where key the biggest screens
information should be featured • Reskins do not scroll with the page.
MPU 300px(w) x 250px(h)
Photo: JJ Robertson
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
An organically grown, effortlessly informed
Box Advertising
weekly eNewsletter.
• Immersed in content – excellent brand
This is an ideal platform for promoters,
association
venues and brands. Provide a timely
• Quantifiable – trackable open rate & CTR
boost to an avid audience group wanting
recommendations for their week ahead.
300px(w) x 250px(h) | £120 (£10 CPM)
High value opportunity to gain direct
access to The Skinny’s database and our
social networks.
• Every Thursday Banner Advertising
• Top weekly recommendations
• 12,000+ subscribers • Dominates width of newsletter
• Also hosted on theskinny.co.uk • Immersed in content – excellent brand
• Prices calculated per 1,000 subscribers association
(CPM) • Quantifiable – trackable open rate & CTR
• Posted via social networks 100,000+
friends/followers 600px(w) x 250px(h) | £240 (£20 CPM)
• Commitment discounts available
• Quick turnaround, artwork needed
Monday prior to inclusion
Advertorial Advertising
Bespoke Solus Email
*Please note digital stats are always Create your own bespoke email and send
increasing so check with your sales your message direct to our ZAP signups.
• Includes up to 75 words, lead image and
team for the most up-to-date figures The Skinny team can help you create
links.
a beautifully engaging message to suit
• Brand Engagement – direct dialogue in
Please provide all elements to your our reader’s demands and convey your
the tone your brand wants presented
sales contact by 5pm Monday prior to campaign effectively.
• Exclusive Messaging – you are the only
inclusion.
advertorial inclusion.
• Measured – embedded links, with £900 | £75 CPM
trackable open rate & CTR
600px(w) x 250px(h) | £300 (£25 CPM)
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.uk
Special Projects
At The Skinny we embrace new ideas and have
a team of creative contributors that can assist
“The Skinny are
with any campaigns and projects. full of great ideas
Advertising Features
Create content across our print or digital
of ways to make UNBOUND
12-27 AUG 2018
networks to encourage interaction, awareness partnerships mean- Late nights at the
Edinburgh International
Book Festival
and brand association for our clients.
ingful for both or-
Media Partnerships ganisations, and
The Skinny works with events, brands and
businesses to maximise their reach to our their editorial cov-
readership, while also creating new avenues
of exposure to potential readers. erage is excellent.” 2018 Previews | City Guide | Venue Map
Bespoke Magazines
Clare Grogan
Kirsty Tough, Head of
The Skinny team can create a one-off
brochure, daily publication or digital creation
Marketing, EIFF & Film-
to assist raising awareness and promotion of house Biffy Clyro
Rip it up:
your event or product. The story of scottish Pop
Supplements
Garbage and Shirley Manson
The curator of the National Museum of Scotland’s exhibition on Scottish
music, Stephen Allen introduces Rip it up: The story of scottish Pop
We’ve worked with both Edinburgh College Our annual guide to Unbound, a late
Guitars including Simple Minds, Josef K, Big Country, The Rezillos
M y own love affair with Scottish pop music
probably goes back to 1978 being mesmer-
Into the 1970s, other Scots make global
breakthroughs on their own and as part of
Glasgow through different periods, whether the
Bellshill blossoming of Teenage Fanclub and BMX
2018 Previews | City Guide | Venue Map ised by Eugene Reynolds, resplendent in lime
green jumpsuit, alongside Fay Fife on Top of the
groups – Average White Band, Gerry Rafferty,
Nazareth, Jack Bruce in Cream, Ian Anderson in
Bandits, or the emergence of the scene fostered
by The Pastels and Belle and Sebastian. More
Pops, singing – appropriately enough, Top of the Jethro Tull and, of course, the Bay City Rollers. recently labels such as Fence, Lost Map and of
of Art and Glasgow School of Art to produce night series of events for the Edinburgh
Pops. Fast forward exactly 40 years, and here we In the late 1970s, social and technological course Chemikal Underground continue
are, getting ready to put that same jumpsuit on changes turn everything on its head. A new Scotland’s do-it-yourself musical ethos. Contem-
display in Rip It Up: The Story of Scottish Pop at generation seizes the means of production; more porary voices have recently emerged in Scotland,
the National Museum of Scotland. portable and affordable recording equipment most notably in Young Fathers and also through
It will be one of over 300 objects on show, and even the emergence of the humble office the success of the Scottish Album of the Year
many of which have come directly from the photocopier lead to the emergence of smaller (SAY) Awards. And we will celebrate artists whose
International Book Festival, is a perfect
artists and bands, and which mostly haven’t been independent labels throughout the country, with work and career reflects some of all of those
bespoke degree show magazines, using
on public display before. For all sorts of reas- notable examples in Scotland including Zoom, No themes and influences, and who have had global
ons – space, availability of material, curatorial Bad, Postcard, Fast Product and, later, Creation. success, like Franz Ferdinand, Shirley Manson, KT
choices, basic sanity – the exhibition is not and There is a parallel creative flourishing around Tunstall and Biffy Clyro.
cannot be comprehensive. Through a mix of new wave and post-punk. Lots of hugely influen- Alongside the objects, we’ve been working
The Rezillos
chronological and thematic approaches, we’ll tial artists emerge around this time, from The with BBC Scotland on this project and so, not
give the broadest possible overview to the story Skids, Josef K, Orange Juice, The Associates, long after we open, there will be a three-part TV
student contributors under The Skinny brand. example of how you can extend your brand
while also offering fresh sights and insights Altered Images, The Fire Engines, Scars and series on the history of Scottish pop. Vic
through unique objects and first-hand artists’ artists who went on to have global commercial Galloway has written a book which will accom-
contributions. We’ve also had expert help and impact like Simple Minds and Midge Ure… the list pany the exhibition, and will also present a four
Festival Preview
advice from a wide range of people over the past goes on. part series on Radio Scotland.
18 months. In amongst all this a recurring presence is And it’s actually going to be a whole summer
fest-mag.com
We start in the dancehalls and cafes as Scotland itself, and its changing social, political of Scottish pop, as this carries over into live
to our readers. In 2018 we also teamed up
skiffle catches on, with Scots born Lonnie and cultural climate. To what extent can you hear music, particularly the associated events coming
Donegan in the vanguard of a movement in which that in the music? In some cases, very obviously; up with the Southern Exposure Festival at Sum-
a young Alex Harvey also cut his teeth. An indus- the inimitable sound and the politics of The merhall in June, and Light on the Shore as part of
try forms, with its centre in London. Young Scots Proclaimers, or Runrig, the only band to per- the Edinburgh International Festival at Leith
artists make their way there, seeking fame and form in Gaelic on Top of the Pops. In other cases, Theatre. We’ll also have our own range of events
Your FREE Festival Guide
The CineSkinny is a daily guide to the with National Museums Scotland to create a
fortune. Some find it, like Lulu. At the same time it’s far less obvious and some would say rightly happening here at the museum throughout the
new folk starts to emerge from the clubs and so, that music is universal, and transcends exhibition run.
bars as bands like The Incredible String Band are national boundaries.
Rip it Up: The Story of Scottish Pop runs at the National
at the heart of an emerging counterculture. Folk Maybe more subtly, particular places have Museum of Scotland from 22 Jun-25 Nov
traditions are adopted and adapted into the new had movements and moments of creativity with nms.ac.uk/ripitup
pop music – a fusion which continues to this day. a particular sound and voice. Most obviously
unique supplement to accompany Rip It Up,
Bay City Rollers
Glasgow Film Festival designed to deepen the June 2018 RiP iT uP Feature 1
relationship between local audiences and the a landmark exhibition exploring the history of Music
festival itself, as well as drive ticket sales and Scottish pop music.
extend the GFF’s reach to new audiences.
Fest Magazine
In 2018 we supported the Edinburgh Our sister magazine, Fest, is not only the
Festival Preview
fest-mag.com
International Film Festival by producing biggest free guide to the Edinburgh festivals, Your FREE Festival Guide
a digital exploration of their programme, but also spread its wings to the southern
focusing on their American Women in the ‘80s hemisphere in 2018 to cover the festivals in
strand. Adelaide, Australia.
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.ukKelburn Garden Edinburgh
The Skinny: •
Client provides:
Booking and curation fees to cover
our time Party International
Live! •
•
Marketing budget to support event
Venue hire
2018 saw The Skinny partner with the West
Film Festival
Let The Skinny help put on your event! Over The Skinny provides: Coast’s longrunning jewel of a music festival. We were thrilled to partner with EIFF in 2018,
the years we’ve curated exhibitions, hosted • Unrivalled curation expertise We curated the Pyramid Stage’s Saturday bill, particularly as it gave us a chance to cham-
short film competitions, given out comedy • Coverage in print, online, The Zap selecting the best local and up-and-coming pion women filmmakers by supporting their
awards, sponsored music festival stages, run and social media artists for one of the sunniest summer Female Directors in American Cinema strand.
club nights and put on more gigs than you • Audience reach of 368,000+ weekends on record. Headlined by Future Get We sponsored the screening of Smithereens,
can shake a mic at. • High quality bespoke photography Down, the roster was the perfect marriage the seminal debut by Desperately Seeking
of Kelburn’s inclusive booking ethos and The Susan director Susan Seidelman - complete
Skinny’s commitment to championing emerg- with a live Q&A and a free party afterwards
ing talent. with our house DJs playing 80s bangers.
Alt Peers Ball Hidden Door
Working alongside media everyman Vic Gal- In line with our love of eclectic cultural
loway, The Skinny helped programme the events, we supported Hidden Door Festival
second edition of the Alternative Peers’ Ball in 2018 by putting on an event blending our
at Edinburgh’s Assembly Rooms. With the music and film expertise. In the grand Leith
multi-arts indoor festival being a throwback Theatre, The Skinny dug up The Cabinet of Dr.
to an 1800s party organised by Sir Walter Caligari – a 1920s silent spine-tingler – and
Scott, we helped bring proceedings right up recruited a suite of electronic musicians to
to date with a jam-packed bill of rising and soundtrack the film live. Followed, of course,
Kelburn Garden Party Smithereens
established stars - too many to list here. by a gig until the small hours with the likes of
HQFU and Makeness.
Photo: Roosa Päivänsalo
Alt Peers Ball Hidden Door Kelburn Garden Party
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.ukThanks for Reading!
So, you’ve seen all of the stats. You’ve seen
what we can offer. We’re curious, though: what
are you doing? How do you currently reach
your audience? This isn’t about cookie-cutter,
off-the-shelf products. The Skinny Sales Team
is here to tailor solutions for your needs. Drop
us a line, pick up the phone – we’d love to hear
from you!
Whether it’s a last minute 1/8 page advert to
promote your new club night or an integrated
multi-platform campaign for an international
brand, everything The Skinny does has the
same level of care, attention and love.
Find us:
1.9 1st Floor Tower
Techcube
Summerhall
Edinburgh
EH9 1PL
+44 (0)131 467 4630
“The team at The Skinny
are full of enthusiasm
for their product, always
respond quickly to sales@theskinny.co.uk
briefs and come up with
good ideas on how best
to engage with their
audience”
Jenny McManus, Head of Display,
Carat Edinburgh
The Skinny Media Kit +44 (0)131 467 4630 sales@theskinny.co.uk theskinny.co.ukYou can also read
