MEDIA KIT 2021 - Townnews

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MEDIA KIT 2021 - Townnews
MEDIA KIT 2021
MEDIA KIT 2021 - Townnews
Overview
Post and Courier Columbia / Free Times is the largest and most-read weekly publication
serving Columbia and surrounding Richland and Lexington counties, reaching a past week
audience of 151,788.
Through the print edition, website, social media sites and specialty publications, P&C
Columbia / Free Times offers the best local information on events, food, music, nightlife,
and cultural arts, as well as award-winning coverage of local and state news and politics.
We distribute 15,000-20,000 copies each week at more than 600 locations through the
Columbia metro area, extending to Chapin, Blythewood, South Congaree and Fort Jackson.
Digital is strong, too, with a combined 205,950 unique visitors to postandcourier.com/columbia
and free-times.com each month and 289,245 pageviews. We have an audience of 90,000
on social media and email newsletters.
P&C Columbia / Free Times readers are all ages, with the largest percentage in the mid-20s to
mid-40s. The average P&C Columbia / Free Times reader is 39 years old and college-educated,
with a household income just below $70,000 (about 60% higher than the local average).
Readership is equally divided between men and women.

■ Average age: 39                                               44%
                                                                         Age
                                                                        35-54                           Post and Courier
■ 88% are college-educated                                                          Age    16%          Columbia /
                                                                                    55+                 Free Times
■ Average income: $70,000                                                    Age
                                                                                                        adult audience
                                                                            18-34
■ 35% earn over $75,000                                                               Source: CVC Audit Report
                                                                      40%
Ryan Willingham, Multimedia Account Executive                                                                          Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                    2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
Print Distribution
Circulation
  15-20,000 copies each week,                                                                                               BLYTHEWOOD
  adjusted seasonally

Distribution Sites
  more than 600 throughout
                                                                                                                                        Northeast
                                                         CHAPIN
  the Columbia metro area
                                                                             BALLENTINE
Readership                                                                                                                      CLEMSON ROAD    SANDHILL

  141,000 readers each week
  in print and online                                                                                                               TWO NOTCH ROAD

Penetration                                                                               IRMO

                                                                                                                                   DENTSVILLE
  Columbia = 43%
                                                                                                                 Columbia
                                                               LAKE MURRAY
                                                                                                   ST. ANDREWS
  Five Points, Shandon, The Vista, Rosewood,
  Forest Acres, USC, Main Street                                                                                                                            FORT JACKSON
                                                                                                                                   FOREST
                                                                                                                                    ACRES
                                                                                                                      MAIN STREET
  Lexington County = 37%                                                                                                       FIVE
                                                                                                 WEST COLUMBIA      THE VISTA POINTS
  Lexington, West Columbia, Cayce, Irmo,                                      LEXINGTON                               USC SHANDON
  St. Andrews, Lake Murray, Ballentine,

                                                            Lexington
  Chapin, S. Congaree                                                                                       CAYCE          ROSEWOOD

  Northeast = 20%
  Two Notch Road, Clemson Road,
  Blythewood, Sandhill, Fort Jackson,
                                                             County
  Dentsville
                                                                                                                                                           PRINT COVERAGE
Source: Circulation Data Q4 2020

Ryan Willingham, Multimedia Account Executive                                                                               Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                         2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
Audience in Print                                                                                                                           48,000 readers

  ■ Each week, nearly 48,000 adults read a printed copy of P&C Columbia/Free Times.
                                                                                                              20-25,000 copies
  ■ P&C Columbia/Free Times is distributed through more than
    600 locations throughout the Columbia metro area.
  ■ On average, 2.4 adults read each printed copy of P&C Columbia/Free Times.
                                                                                                              P&C Columbia/Free Times      P&C Columbia/Free Times
                                                                                                                 Weekly Circulation          Weekly Print Readers

Duplication is low with other print publications
    Carolina
   Panorama            3%                                      ■ Fewer than half of P&C Columbia /
                                                                 Free Times readers also read The State
   Lexington              4%                                     in an average week.
   Chronicle
                                                               ■ 43% of the total P&C Columbia /
     The Post                    7%                              Free Times audience reads NO OTHER
  and Courier                                                    print publication.
    Columbia                                    14%            ■ That’s 20,640 Columbia-area adults
         Star                                                    who are reached ONLY by
                                                                 P&C Columbia / Free Times.
Go Columbia                                        15%

    The State                                                                     44%

                           percentage of Free Times’ adult audience past 7 days                                         Source: Google Analytics 2017, 2019 SSRS Research

Ryan Willingham, Multimedia Account Executive                                                             Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                       2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
Audience Online

postandcourier.com/columbia
Average Monthly Pageviews: 90,426
Average Monthly Unique Visitors: 67,503

free-times.com
Average Monthly Pageviews: 163,302
Average Monthly Unique Visitors: 99,893
                                                                                           170
                                                                                                    149        147

                                                                      113        117                                   111

              Newspaper websites over-deliver for reaching
                                                                                        U.S. Adult Average
              young and middle-age adults, college
              grads, white collar, $75,000+ income and
              households with children.                               Ages
                                                                      18-34
                                                                                Ages
                                                                                35-54
                                                                                          College
                                                                                           Grad
                                                                                                    White
                                                                                                    Collar
                                                                                                              $75k +
                                                                                                               HHI
                                                                                                                       Kids at
                                                                                                                       Home

                                                                              Newspaper website visitor index                        Source: Google Analytics 2020
                                                                                  to U.S. adult average                                 2016 The Nielsen Company

Ryan Willingham, Multimedia Account Executive                                                             Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                       2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
E-newsletters
Get connected to new customers with our email newsletters
The best in local journalism, curated by Post and Courier and Free Times’ team of 13 full-time
journalists here in Columbia is now available right in your email inbox. Through our four weekly
e-newsletters, more than 25,000 adults in the Midlands receive content around local news, food
and dining, business and development, and arts and entertainment.
The Post and Courier Columbia / Free Times’ email newsletters deliver:
Personal connection
  • Most intimate way to connect with people
  • Meeting people where they are wherever they are                                  MONTHLY INVESTMENT
  • Readers are habit forming users and loyal                                          • $500 / weekly 800x200 ad
Targeted, visible messaging                                                            • Positions vary
                                                                                       • Can alternate newsletters
  • Targets readers based on their interests
                                                                                         monthly
Desirable content
  • Newsletter readers have asked for this content so it is more valued
  • Your ad message next to this relevant content gives it additional credibility

 To subscribe to a newsletter, visit postandcourier.com/columbia/newsletter-signup.

Weekly Note                         Daily Headlines                          Columbia Business                   Free Times                         Free Times Weekend
from the Editor                     Automated daily email sharing top        & Real Estate                       Food & Dining                      Free Times continues to be
Sharing the latest headlines        headlines from previous day. This        P&C Columbia reporters Jessica      Food writer David Clarey curates   your best source for arts and
from local politics, government,    includes content from both Post          Holdman and Mike Fitts provide      this weekly e-newsletter that      entertainment, things-to-do,
education, and daily life curated   and Courier and Free Times writers       a wide array of business news,      provides you in-depth, delicious   and nightlife. Fill your calendars
by Post and Courier Columbia        in politics, business, real estate and   including real estate, growth and   and fun news around the Columbia   with the best events and shows
Managing Editor Andy Shain.         growth, food and dining,                 development updates.                region’s food and beverage         provided by Free Times Managing
                                    things-to-do, and more                                                       industries.                        Editor Jordan Lawrence.
DELIVERS: Wednesday                                                          DELIVERS: Tuesday & Thursday
                                    DELIVERS: Daily                                                                                                 DELIVERS: Thursday
WEEKLY REACH: 20,000+                                                        WEEKLY REACH: 1,500+                DELIVERS: Wednesday
                                    WEEKLY REACH: 20,000+                                                                                           WEEKLY REACH: 18,000+
                                                                                                                 WEEKLY REACH: 8,000+

Ryan Willingham, Multimedia Account Executive                                                                                      Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                                2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
Social and Email Audience                                                                                Facebook Likes
                                                                                                                                                18,875

                                                                                                        Twitter Followers
      ■ Reach 90,000 readers through Post and Courier                                                                                                                35,100

        Columbia / Free Times’ social media platforms and
        targeted email newsletters.                                                              Newsletter Subscribers                                        25,000+

                                                                                                   Instagram Followers                   10,800

Total Digital and Print Audience
                                                             weekly postandcourier.com/
                                                             columbia and free-times.com      37,000+
                                                                           unique visitors
    Through our diverse platform of
    print, digital and social media,                                  weekly total audience                                                                      141,000

    Free Times reaches more than
    141,000 adults every week.                                    weekly social and email                                                90,000

                                                                       weekly print readers                     48,000

Ryan Willingham, Multimedia Account Executive                                                                               Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                         2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
What news do readers seek from
P&C Columbia / Free Times?
                             Events                                                                                                             84%
                     Food & Dining                                                                                                    77%
                 Outdoor Activities                                                                        62%
Investigative/Watchdog Reporting                                                                        58%
             Beer, Wine & Cocktails                                                                   56%
                Local/State Politics                                                                  56%
         Growth and Development                                                                      55%
                         Live Music                                                                 54%
        Columbia City Government                                                                   53%
        Local/State Business News                                                                50%
     Richland County Government                                                                48%
            Visual/Performing Arts                                                            47%
                           Nightlife                                             40%
                   National Politics                                           38%                      HOT TOPICS
                         USC News                                             37%
                                                                                                        ■ AGE 18-34: Events, Live Music, Arts,
                            Opinion                                        33%
                                                                                                          Alcohol, Nightlife, Outdoor Activities
                     Music Reviews                                      30%
     Lexington/West of river Gov't                                      30%                             ■ AGE 55+: Letters to the Editor, Opinion
                        USC Sports                                      30%
                    Photo Galleries                                     28%                             ■ $100K+ INCOME: Food & Dining, Local
                    Movie Reviews                                      27%                                Politics, Watchdog Reporting
               Letters to the Editor                                  24%
                                                                       percent of Free Times adult audience

Ryan Willingham, Multimedia Account Executive                                                                 Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                           2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
Events
                                   Columbia Food                                          Brunch So Hard
                                   and Wine Festival                                      Brunch So Hard celebrates the iconic weekend meal
                                                                                          everyone loves. It’s a lively event where attendees can
                                   A journey through the best food and                    sample an array of brunch options from the local food scene,
                                   wine in the city, this white-tented                    listen to live music, craft their own mimosas and Bloody
                                   event is a curated affair. Enjoy live                  Marys, and enjoy outside activities.
                                   music, cooking demonstrations
                                   and samples of exciting new tastes.                    Dog Day Afternoon
                                                                              Dog
                                   Satellite events on Friday and Saturday                Come out with your canines to a Free Times pet expo
                                                                              Day
                                   include brewery tours, curated                         featuring food, drinks, music and vendors. There will also be
                                   dinners, market highlights and more.                   plenty of new friends to choose from as we welcome area
                                                                              Afternoon
                                                                                          shelters.
                                   Best of Columbia
                                                                                          Free Times Drive-In Movie
                                   Party                                                  Join Free Times for a family-friendly drive-in movie at the
                                   The most popular annual Free Times                     State Fairgrounds.
                                   event is a themed party that celebrates
                                   the winners of the Best of Columbia
                                   poll at the South Carolina State                       A Free Times Halloween
                                   Museum with live music, food, drinks                   This open bar costume party takes you through a spooky
                                   and surprises.                                         bank vault and library upstairs to a three-terrace dance floor
                                                                                          with a dj along with a live band in the ballroom.
                                   Free Times
                                                                                          Tacos, Tequila
                                   Music Crawl                                            and Tacky Sweaters
                                   Free Times Music Crawl brings the
                                   best talent in the city out for a multi-               Nothing screams the holidays quite like … tacos! This unique
                                   venue concert.                                         party will include all you can eat tacos by the best taco
                                                                                          vendors in Columbia. Sip craft margaritas, taste premium
                                                                                          tequilas and dance to a live band and dj.

Ryan Willingham, Multimedia Account Executive                                                          Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                    2101 Gervais St., Columbia SC 29204
MEDIA KIT 2021 - Townnews
2021 Calendar
JAN                           FEB                          MAR                       APR                     MAY                           JUN
 6                             3                             3 Camps Guide 1          7 Lexington Guide       5                              2 BIA Tour of Homes
13                            10 Black History              10 St. Pat’s             		 Camps Guide 3        12                              9 Best of Columbia
                                    Month                                            		 Best of Columbia                                         Voting
20 Bites & Sights                                           17 Camps Guide 2              Nominations        19 Summer Guide
                              17 Beer Issue
                                                                                                              BIA Home & Garden             16 Best of Columbia
23 Cheers! with                                             24 Summer Camps          14 Best of Columbia                                         Voting
     Columbia Cocktails       24                                 Magazine                                     Show
                                                                                          Nominations
                                                                                                             20 Columbia Food              23 Power Issue
27 Annual Manual                                            31 101 Things to Do      21 Bites & Sights
                                                                 in South Carolina                                and Wine Festival        		 Best of Columbia
                                                                                          Best of Columbia                                    Voting
                                                                                          Nominations        26
                                                                                                                                           30		 Best of Columbia
                                                                                     28 Best of Columbia                                         Voting
                                                                                          Nominations

JUL                           AUG                           SEP                      OCT                     NOV                           DEC
 7                             4                              1 Attorney Guide        6 Bites & Sights        3                              1
14                             11                            8                       13                      10 Veterans Day Section         8 Twelve Days of
                                                                                                                                                 Christmas begins
21                            18                            15                       20                      17 Holiday Guide

                                                                                                              Free Times                    15 Tacos, Tequila &
28                            25 Best of Columbia           22 Cultural Season       27                                                          Tacky Sweaters
                                    Results Issue                Arts Calendar                                Drive-in Movie
                                                                                     29 A Free Times                                       22

                               Best of Columbia             29 Sticky Note Blitz          Halloween          24
                               party                                                                                                       29 New Year’s
                                                                                                                                                 Resolutions

Ryan Willingham, Multimedia Account Executive                                                                      Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                2101 Gervais St., Columbia SC 29204
Retail Print Ratecard
                                                                          TOTAL ANNUAL INVESTMENT (all media)

 SIZE                          SPECS (WIDTH X HEIGHT)
                                                        $40,000 +     $30,000 -
                                                                       $39,999
                                                                                      $20,000 -
                                                                                       $29,999
                                                                                                   $10,000 -
                                                                                                    $19,999
                                                                                                                    $5,000 -
                                                                                                                     $9,999
Digital Rates
Online Display                                               Email Marketing                                     Sponsorship Opportunities
  50,000 impressions                  $10.00 CPM               Mailing list: 25,000+          $850/email blast    Available for both postandcourier.com/columbia and
  75,000 impressions                   $8.00 CPM                                                                  free-times.com; 12-month commitment required

  75,000+ impressions                  $7.50 CPM             Contests and Quizzes                                 Featured Sponsorships
                                                               Two-week contest                $1,000               Latest News                       $200 /month
  Sizes available: 300x250, 320x50, 728x90, 300x100
  Delivers across all devices and screen sizes                 Online, social, email, print                         Business                          $150 /month
                                                                                                                    Community News                    $150 /month
  Add $2 to your CPM for:                                      Two-week contest                  $500
                                                                                                                    Arts                              $150 /month
                                                               Online, social, email
   ■ Video (:15 sec max) or geo-targeting                                                                           Events                            $150 /month
  Add $3 to your CPM for:                                    Video Pre-roll                                       Search                              $350 /month
   ■ Mobile-only targeting or ATF targeting                    Homepage sponsorship position, video player        Weather ($650 value)                $750 /month
                                                               page, or right-hand rail video player.             Includes fixed placements on:
High-Impact Ads                                                                                                    ■ Weather widget, 260x40
  FIXED                                                      e-Newsletter                                          ■ Weather pages, 300x250
                                                                                                                   ■ Weather section of e-Newsletter, 800x200
  300x250 or 728x90                     $200 /day              Ad size: 800x200
  PARALLAX                                                     Daily Headlines (weekly reach: 20,000+)            Photo Gallery ($575 value)       $300 /month
  Homepage                              $500 /day              Presenting sponsorship           $1,500 /month      ■ Section sponsor on homepage, 250x50
  News                                  $400 /day              Weekly ad                          $500 /month      ■ Gallery interstitial, 300x250
  PUSHDOWN                                                     Columbia Business (weekly reach: 1,500+ )           ■ Gallery page fixed placement, 300x250
  Homepage                              $250 /day              Presenting sponsorship           $1,500 /month
  News                                  $250 /3 days           Weekly ad                          $500 /month
                                                               Letter from the Editor (weekly reach: 20,000+)
                                                                                                                 Sponsored Content
  Add mobile floorboard                 $250
                                                               Presenting sponsorship           $1,200 /month       TOTAL ANNUAL         Online   Online +    Online +
  Pushdowns run throughout section; mobile floorboard
                                                               Weekly ad                          $500 /month         INVESTMENT          only    full page   half page
  only serves on homepage or news section front
                                                               Free Times Weekend (weekly reach: 18,000+)
                                                                                                                           $40,000+        $700    $1,500      $1,200
Takeover                                                       Presenting sponsorship           $1,200 /month
                                                               Weekly ad                          $500 /month     $20,000-$39,999          $750    $1,600      $1,250
  Homepage or News                      $750 /day              Free Times Food & Dining (weekly reach: 8,000+)     $10,000-$19,999         $850    $1,750      $1,300
  Includes: 728x90 (2), 300x250 (2), 320x50 (1)                Presenting sponsorship           $1,200 /month
  and Pushdown (1)                                             Weekly ad                          $500 /month
Digital Agency Solutions
Search Engine Marketing (SEM)                                  Targeted Reach                                        Videography & Photography
                                                                                                                      Videography             starting at $1,500
  Required minimum                         $1,000               Display Network Pre-roll                $36 CPM
  Account set-up                            $300                                                                       ■ one video up to 1 minute
                                                                Display Network Banner Ads              $10 CPM        ■ one 15-second clip
  Billed total will include a 30% service and maintenance
  fee; minimum 6-month commitment required.                     ■ Geofencing                  ■ Search Retargeting    Drone Video only                 starting at $500
                                                                ■ Keyword/Contextual          ■ Site Retargeting      Photography Packages             starting at $500
                                                                  Targeting                   ■ Addressable           Headshots                       first person $200
Social Media Strategy                                           ■ Event Targeting               Geofencing                                  each additional person $50
  King                                  $1,500 /month           ■ Geotargeting                ■ Waze Traffic App
                                                                                                                      Custom projects and quotes available. All projects include
  Columbus                               1,000 /month                                                                 travel, shooting and editing for one location up to 25 miles.
                                                                                                                      50% billed at start of project; 50% billed upon completion.
  Meeting                                 $700 /month          Reputation Management
  Account set-up                          $300
  Ad-only packages            starting at $500
                                                               and Local Listing Monitoring                          Website Design
  Account set-up                          $100                  Meeting                                 $99 /month    King                                   $6,000
                                                                Columbus                               $149 /month    Columbus                               $4,500
  Custom projects, platforms and quotes available.Ad-
                                                                King                                   $199 /month    Meeting                                $3,000
  only packages billed total will include a 30% service and
  maintenance fee. Min. 6-month commitment required.            6-month minimum required;                             Custom design + development quotes available. Monthly
                                                                only available as an add-on service.                  website maintenance package required with all new builds.
                                                                                                                      50% billed at start of project; 50% billed upon completion.
YouTube Video Advertising
                                                               Targeted Email Marketing                              Website Maintenance
  Required minimum                           $500
                                                                 50,000+ emails                  $24 CPM              King                                      $800 /month
  Ads on YouTube are targeted by interest, location,
                                                                 50,000 emails                     $1,250             Columbus                                  $500 /month
  demographics, etc. Billed total will include a 30% service
  and maintenance fee.
                                                                 25,000 emails                     $1,000             Meeting                                   $300 /month
                                                                Add $300 for A/B testing or an expedited/urgent       Additional Website Development
OTT/CTV                                                         request.
                                                                                                                      and Editing                    $75 /hour
  Streaming video ads offered to viewers via the Internet.
                                                                Banner ad retargeting from                            Custom edits, projects and quotes available.
  Targeting capabilities include addressable, behavioral        email opens                            $14 CPM
  and demographic. Minimum monthly investment:                  10-30 day campaign depending on engagement and       Logo Design
  $2,500.                                                       performance.
                                                                                                                      Starting at $500 plus licensing

Ryan Willingham, Multimedia Account Executive                                                                          Office: 803-765-0707 ext. 131 | Mobile: 803-414-0307
ryanw@free-times.com | postandcourier.com/columbia | free-times.com                                                                    2101 Gervais St., Columbia SC 29204
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