MEDIA KIT 2021-2022 THE OLD FARMER'S ALMANAC MEDIA GROUP - The Old Farmer's Almanac is one of the most trusted brands in North America, with an ...
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THE O LD FAR M E R ’ S ALM ANAC M E D I A G RO U P
MEDIA KIT 2021–2022
The Old Farmer’s Almanac
is one of the most trusted brands
in North America, with an active,
loyal community of 71 million.
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
THINK YOU KNOW THE OLD FARMER’ S ALMANAC ?
CANADIAN EDITION
We value an
“USEFUL, WITH A PLEASANT DEGREE OF HUMOUR” • ALMANAC.CA
ALSO FEATURING ASTRONOMICAL TABLES, TIDES, HOLIDAYS, ECLIPSES, ETC.
NO.
230
AUTHENTIC
Founded more than SPR
ING
SU
MMER
THE ORIGINAL FARMER’S ALMANAC
“USEFUL, WITH A PLEASANT DEGREE OF HUMOR”
229 YEARS AGO,
“NEW, USEFUL, AND ENTERTAINING MATTER” • ALMANAC.COM
ALSO FEATURING ASTRONOMICAL TABLES, TIDES, HOLIDAYS, ECLIPSES, ETC.
THE NO.
OLD 2 30
CONNECTION
M E R'S
FAR
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The Old Farmer’s Almanac AL
2022 ®
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is the original, and longest running, ROB
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FAR
M E R'S to our families, our friends, and our surrounding
2022 environment, which becomes increasingly more
FOUNDED IN
1792
guide to daily living. AL ®
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important in our modern, technology-driven world.
AUTUMN FOUNDED IN
1792
WEATHER FORECASTS
FOR 5 REGIONS OF CANADA
Prévisions du temps québécois en français
S U N, M O O N, S T A R S, A N D P L A N E T S
WINTER
AUTUMN
W E ATHER FORECA STS
FOR 18 REGIONS OF THE UNITED STATES
S U N, M O O N, S T A R S, A N D P L A N E T S
We are much more than a brand or a publication. We are an active community of
71 MILLION ADULTS. On Almanac.com, we reach 1 IN 7 AMERICANS (and 1 in 6 Canadians).
EVERY DAY,
THE ORIGINAL FARMER’S ALMANAC
“USEFUL, WITH A PLEASANT DEGREE OF HUMOR”
“NEW, USEFUL, AND ENTERTAINING MATTER” • ALMANAC.COM
ALSO FEATURING ASTRONOMICAL TABLES, TIDES, HOLIDAYS, ECLIPSES, ETC.
NO.
2 30
SPR SU
ING MMER
our audience connects with us, OLD
THE
M E R'S
FAR
OUR ADVERTISERS, AL
2022
M A NAC
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FOUNDED IN
1792
and each other through a number of
PLATFORMS:
WINTER
AUTUMN
W E ATHER FORECA STS
FOR 18 REGIONS OF THE UNITED STATES
S U N, M O O N, S T A R S, A N D P L A N E T S
AUGUST 2020 THE ORIGINAL FARMER'S ALMANAC
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
ABOUT OUR C OMMUNIT Y
OU R A S S E TS RE A C H FA R AN D W I D E :
2.75 MILLION 66unique
MILLION 1.6 MILLION 119K 283K 29.6K
copies distributed visitors on fans followers engaged followers
Almanac.com audience
OUR
AUDIENCE GEOGRAPHY: Home owners: Live in an urban/
is a cross-section of South: 80.6% suburban area:
North America
itself. From the 67% 33% 25.5% 38%
small farmer in Female Male Live in
the Midwest to Mean age: 57 exurban
Northeast: Live in
the suburban area/small
24.2%
rural area:
family focused town:
on sustainability
34% 28%
$62,000
and connection to Midwest:
the environment,
our community
members have one
Mean HHI 21.3%
L AND OWNERSHIP
thing in common: West: Own 1–3
They seek to
lead informed 78% 19.1% Own less acres:
Own 4+
lives honestly,
valuing innovation,
College-educated
than an
acre: 19% acres:
durability, reliability
58%
Canada:
45% 25%
and trustworthiness.
Married 9.7%
AUGUST 2020 THE ORIGINAL FARMER'S ALMANAC
Source: Google Analytics, July 2019–June 2020; Digital Audience Survey
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
MEET S OME OF OUR FOLLOWERS
THE NATURAL HEALTH THE DIYER
ENTHUSIAST • Our audience rolls up their
• 77% of our community sleeves. 58% are more likely than
members are environmentally the average adult to be a DIYer.
conscious. • Our members are TWICE
• 68% take care of themselves AS LIKELY as the average
and their family with regular use adult to take on summer
of vitamins/supplements. home improvements.
• NEARLY HALF buy organic and • Our audience is interested in
nontoxic/biodegradable items. arts and crafts, indexing 27%
higher than the average adult.
THE AVID GARDENER THE COOK/BAKER
• 86% are active gardeners. • 71% of our audience seek
• To find their gardening information on kitchen gadgets/
supplies, 1 / 3 of our gardeners use tools and 58% look for cooking/
mail-order catalogs and nearly baking ingredients.
half purchase online. • 2 OUT OF 3 readers preserve/
• 54% of our audience tend a pickle their garden harvest.
garden 200-square-feet or larger. • 43% of readers have
• Gardening is one of our MOST referenced a food article and
POPULAR areas of content. 48% have cooked a recipe.
• 41% of our audience spend • 61% of our audience invest in
6+ hours a week in their garden. organic food/products
AUGUST 2020 THE ORIGINAL FARMER'S ALMANAC
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
PILL ARS OF C ONTENT
GARDENING WEATHER
As one of our most We know it. We
sought-after areas predict it every year,
of information, our with traditionally
gardening content 80% accuracy. Each
makes us a natural year, millions of NATURAL
advertising fit for North Americans HOME
businesses in the turn to our pages & HEALTH
home/property and website to PETS
Living naturally,
maintenance and view the long- Our treats bowl
from natural
improvement sector. range weather is full of feed
remedies to
Our gardening predictions, FOOD and care tips,
household and
resources focus especially for the We are the original breeding advice,
health tips, we
on traditional winter! Some “farm-to-fork” and inspiration
ASTRONOMY share ways in
practices, combined brides even plan resource. From our for house pets and
which nature and
with unconventional Moon phases, their big day based cookbooks to our small farm animals
the world around
customs and Mercury in on our predictions. website, we focus including dogs,
you can help you to
modern methods for retrograde, the on approachable cats, chickens,
live a healthier and
the rural, suburban, night sky. Our and honest dishes pigs, horses, cows,
more fulfilling life.
and even urban website is a for holidays, picnics, goats, sheep, birds,
container gardener. highly sought- and every day. and more.
out astronomical
resource.
AUGUST 2020 THE ORIGINAL FARMER'S ALMANAC
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
PARTNERING WITH US
The Old Farmer’s Almanac Media Group’s marketing and new media teams collaborate with our business partners
on custom programs, connecting you to our audience of 71 million (online, 1 in 7 Americans and 1 in 6 Canadians). Our diverse
suite of opportunities means that we can tailor the program to your specific needs through proven performers such as:
RESPONSE BRAND AWARENESS INTEGRATED CUSTOM CAMPAIGNS PRODUCT AND
CONVERSION CAMPAIGNS CAMPAIGNS When you are looking for BRAND LICENSING
CAMPAIGNS This campaign style aligns We combine the best of a new way to market your The Old Farmer’s Almanac
We focus on converting your brand alongside our Response Conversion brand to our community, brand is one of the
our community to become our content, introducing and Brand Awareness our marketing team is longest-running and most
your customer with our your brand through a campaigns into one equipped to develop a trusted brands in America.
most responsive assets number of media assets customizable campaign. customized campaign. We selectively license
(native advertising, focused (native content, social Choose from options our brand and products
messaging, premium media, engaged readers like Trigger Messaging to companies in ways that
placement digital ads, and subscribers) to ensure Programs, Custom Articles, we believe make sense to
print exposure). vast reach. Video & Content Marketing the general public.
Campaigns, and more.
AUGUST 2020 THE ORIGINAL FARMER'S ALMANAC
THE OLD FARMER’S ALMANAC MEDIA GROUP MEDIA KIT 2 0 2 1 – 2 0 2 2
WORK WITH THE BE ST
Work with the Original Farmer’s Almanac, since 1792
RECORD DIGITAL WE’VE STOOD
GROWTH * THE TEST OF TIME
WHAT YOUR NEXT FOR A REASON.
•N
ewsletter subscriber
ratebase: 400,000 CUSTOMER (OUR AUDIENCE) IS SAYING:
• T he Old Farmer’s Almanac
• New newsletter subscribers
•A
in a 30-day period:
lmanac.com traffic:
120,000 “ Please accept my sincere thanks and appreciation
for all the joy, inspiration, and knowledge you bring
into my life every day. In these crazy times, you have chosen
2020 appeared on the
BEST-SELLER SHELF at
Barnes & Noble
10 MILLION uniques in to stay true to your mission and enrich the lives of • # 1 BEST SELLING
”
30 days* Non-fiction List-Trade
everyone you reach.
Publications (The Boston
• 2 020 vs 2019 Almanac.com Globe September 2019)
traffic: 70% INCREASE THE OLD FARMER’S ALMANAC IS:
“ A good reliable friend, who tells it like it is, doesn’t • # 5 Publishers Weekly
•A
lmanac.com is repeatedly
”
used as a reference tool for flatter or tell lies, a straight shooter. •R anked #175 on Amazon.com
Best Seller list out of 2 million
MAJOR NATIONAL SITES
titles (September 2019)
including CNN, People, WHAT’S OLD IS NEW AGAIN:
Newsweek, USA Today,
Reader’s Digest
“ Thank you for continuing to print the almanac.
We believe that a return to the ways of our ancestors is
our only real hope for the future...
A LEADING SOURCE OF DAILY INFORMATION:
”
“ I’m not sure when I first picked up an Old Farmer’s Almanac,
but I know that I’ve been hooked ever since.
The Almanac is a goldmine of important, entertaining and
SEPTEMBER 2020
trustworthy information.
” THE ORIGINAL FARMER'S ALMANAC
*During a 30-day period spring 2020 (Google Analytics)
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