We believe that creating a home is a labor of love, and we are fiercely passionate about helping homeowners do it right - 2021 MEDIA KIT
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2021 MEDIA KIT
We believe that creating a home
is a labor of love, and we are
fiercely passionate about helping
homeowners do it right.
2021 MEDIA KIT
POWERFUL MEDIA PARTNER
This Old House is a full
360-degree media
experience, engaging
millions of homeowners
and trade professionals
across multiple
platforms unlike any
other brand. 9.3 Million Monthly Viewers 8.9 Million Monthly Viewers
ThisOldHouse.com OTT STREAMING PODCASTING
3.8 Million Monthly Users 6.8 Million Monthly Viewers 400,000+ Downloads Per Season
SOCIAL REACH
12.5 Million 10.1 Million
3.0 Million 1.2 Million
5.3 Million Readers Annual Idea Houses
Source: Nielsen NPOWER, Live+7. Four-week cume (10/14–11/11/2019); MRI Doublebase 2020; Pinterest, Facebook, Twitter & Instagram, October 2020
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.6154
2021 MEDIA KIT
TOH TELEVISION
on
13
million
unique viewers
tune in to
TOH brands
on TV each
on
month
Source: Nielsen NPOWER, Live+7. Four-week cume (10/14–11/11/2019),
counting every person who tuned in during an average month
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.6154
2021 MEDIA KIT
TOH TELEVISION ON PBS
This Old House invented the genre, and
more than 40 years later, we’re still No. 1.
America’s No. 1 We Make House Calls
Home-Improvement Show From simple home repairs and upgrades
Over the course of each season, the TOH crew guide the to major weekend remodels, the Ask TOH
transformation of several diamonds-in-the-rough. crew crisscrosses the country to help
homeowners get the job done right.
l 9.3 million monthly viewers
l 8.9 million monthly viewers
l 54% male/46% female
l 55% male/45% female
l 30,000+ inquiries annually
This Old House & Ask This Old
House have received 102 Emmy®
Award nominations to date, and
have won 19 Emmys overall. Source: Nielsen NPOWER, Live+7.
Four-week cume (10/14–11/11/2019)
2021 MEDIA KIT
STRONGER THAN EVER!
Due to the extraordinary growth of viewers who are
watching TOH and ASK TOH full episodes on our
OTT channels, viewership is up +23% Y o Y!
TOH & Ask TOH Annual Hours Viewed
TOH on PBS TV TOH on OTT Streaming
180 _
159
160 _
+23%
Millions of Hours Viewed
140 _
+8% 129
OTT
119
120 _ OTT +174%
OTT +163%
100 _
80 _
60 _
40 _
20 _
0
2018 2019 2020P
Note: PBS hours based on YTD pacing of Nielsen L+7 ratings in the P2+ demo. OTT based on pacing of YTD
hours viewed, as reported by Pluto TV, Samsung TV Plus, YouTube, Roku Channel, Xumo, Tubi, Vizio and Zype.
2021 MEDIA KIT
OTT STREAMING
This Old House is now reaching millions of monthly
viewers with its free, ad-supported app across mobile
and OTT, and via leading OTT streaming platforms.
This Old House OTT Growth TOH OTT Channel Content Sponsorship
l Viewers: 6.8MM+ l Each OTT platform carries two to three seasons of TOH and
l 5MM+ hours streamed per month, up Ask TOH television shows with millions of available impressions
300+% since April 2019 l All commercial spots run on dedicated This Old House
l Dedicated channels for This Old House channel within full episodes of our trusted series
and Ask This Old House, available 24/7 l :15, :30, and :60 pre-roll and mid-roll spots with 100% viewability
l Median age is 41 l Post-campaign reporting includes impression
delivery and completion rates (averaging 96%!)
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.6154
2021 MEDIA KIT
OTT STREAMING
TOH Hours Streamed up 300+% since April 2019
_ 5.5
5.5
5.1 5.3
5.0
_ 5.1 5.0
4.5 _ 4.3 4.3
4.6
_ 4.1
Millions of Hours
4.0
3.7
3.5 _ 3.6
3.0
_
2.5
_ 2.4
2.0
_
1.6 1.6 1.7 1.7
1.5
_ 1.3
1.0 _
0.5 _
0.0
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20
Source: Samsung TV Plus, Pluto TV, Xumo, Tubi, Roku Channel, IMDb, Peacock; Includes This Old House and Ask This Old House
TOH OTT Demographic Profile
(Median Age of TOH OTT Viewers is 41)
28%
18% 18%
13% 14%
9%
P 13-24 P 25-34 P 35-44 P 45-54 P 55-64 P 65+
Source: Nielsen DAR, October 2020; Includes This Old House and Ask This Old House
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.6154
2021 MEDIA KIT
AN ENGAGED, AFFLUENT, IN-MARKET AUDIENCE
This Old House consumers turn to TOH at moments in their lives that precede
major investments, whether they’re planning a major renovation, planning to
sell their house or build a new home, or purchase a major home appliance.
Our audience is in market and looking for solutions.
House Life Stage
An index score
of 100 would
Planning major renovation 463 align with the
“average” online
Planning to sell house/condo 349
US adult.
Planning to refinance mortgage 274
In the next 12
months This
Planning to build a new home 233 Old House
consumers are
_
_
_
_
_
_
_
_
_
0 50 100 150 200 250 300 350 400 450
_500 planning…
Average US Adult
Source: Resonate 1/1/2020–9/30/2020 (insights)
In-Market to Purchase Category
Major home appliance 299
Home-improvement products 247
Home goods & furnishings 231
Home-improvement as a hobby 225
Garden & outdoor products 220
Kitchen & appliances 214
_
_
_
_
_
_
_
0 50 100 150 200 250 300 350
Average US Adult
Source: Resonate 1/1/2020–9/30/2020 (insights)
2021 MEDIA KIT
THIS OLD HOUSE DIGITAL: WHAT’S NEW
Major investments in our digital platforms give us a competitive
edge with consumers seeking anytime, anywhere home-
improvement help—and with advertisers seeking to reach them.
OTT Streaming Social
l This Old House is now running on live-TV streaming l Organic post(s) on TOH’s editorial platforms featuring
channels and OTT video-on-demand services imagery/video and copy written in our voice, published
reaching millions of connected TV viewers from our brand handle and targeted to our fans
l Available on iOS, Android, Roku, Apple TV, Fire TV, l Reach directly into users’ newsfeeds, targeting specific
and leading OTT platforms (Samsung TV Plus, audiences with specific messages
Pluto TV, Xumo, Tubi, Roku Channel, IMDb TV, Peacock)
YouTube TrueView
Podcasts l Pay only for viewers who engage with your ads with
l Ask TOH Season 1 launched in October 2020
YouTube TrueView, targeted to just the customers you
and Clearstory Season 2 launching in 2021
want to reach for maximum efficiency
l :15 pre-roll and :30 mid-roll and host-read ads
l Available on all major podcast platforms This Old House 1st Party
and thisoldhouse.com Audience Segments
l This Old House Custom Audiences (channel subscribers,
email database, website visitors) can be leveraged
across the Web, Social and YouTube
2021 MEDIA KIT
NEW FACES, FRESH VOICES
We’re expanding our team to include influencers who are
respected experts in their fields; and we can tap into this
fresh talent for custom content and social campaigns.
Nathan Gilbert Ross Trethewey Jenn Largesse
TOH & Ask TOH Home Technology DIY/Maker
Carpenter Expert
Jenn Nawada Mauro Henrique Mark McCullough
TOH & Ask TOH TOH Painter TOH Mason
Landscaping
Contractor2021 MEDIA KIT
ThisOldHouse.com
ThisOldHouse.com is the Trusted Content
l 10,000+
articles, galleries, videos
go-to source for passionate l Every full episode of our Emmy Award–
winning shows (1,500+)
home improvers of all skill l Livestream events with TOH talent
levels seeking 24/7 help for
l Behind-the-scenes with our crew
New Features
every imaginable project— l Sleek,
fully responsive design that
and at every stage of the l
seamlessly adapts to all devices
Home Improvement A–Z with 60+ topics
transformation process. l
and multiple subtopics
Site-wide drop-down menu hosting
Home Improvement A–Z,TV episodes
on demand, and more
l How-to project tutorials for every skill
level, from DIYer to pro2021 MEDIA KIT
BRANDED CONTENT STUDIO: VIDEO
Custom series with Sponsored mini docs Influencer testimonials
product integration
Before & After Designer walk-throughs Mobile-friendly tips with
time-lapse videos product integration
Animated commercial spots As-seen-on TOH/Ask TOH Interactive videos with
TV segments pop-up tips
Harness our Emmy Award– Native
Custom video
winning production team and
l
Short and long-form
Branded Content Studio On
location, animation, stop motion,
Facebook Live events, etc.
to create a compelling l May feature TOH TV talent, expert editors, influencers*
story for your brand; we’ll l Rights to use and promote through your own platforms
scale the distribution and l Widely promoted in editorial placements and social media
guarantee targeted views. * Pending budget, PBS guidelines, and talent approval2021 MEDIA KIT
BRANDED CONTENT STUDIO: GALLERIES/ARTICLES
DIGITAL
Info-driven articles Gallery with your assets Gallery with custom photo shoot
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
line of defense to help protect your
PROUD SPONSOR OF home while you’re away. Using a
THE TOH 2017 IDEA HOUSE smartphone app, homeowners can
control lighting with a simple key
command sent from anywhere. To keep
your lighting scheme from becoming too
familiar or repetitive, set your lights to
randomly turn on and off throughout the
house, giving the illusion that someone
is always home. By customizing your
lighting controls, you’ll ensure that you
PRINT
always come home to a bright, welcoming
entryway—and a well-lit walkway also
prevents slips and falls in the dark. Inside
the house, we’ve employed occupancy/
vacancy sensors that not only are smart
deterrents but save electricity, too. And
the lighting scheme can be changed
by verbal request with Amazon Echo
(better known as “Alexa”), Apple®
Homekit, or Google Home.
SAFEKEEPING
In the wake of theft or sudden
loss from natural disaster,
could you make an accurate list of
everything that was in your home—all
of your furniture, electronics, and
other valuables? It might be harder
than you think. But with a home inventory
PHOTOGRAPH BY NAT REA app, you can easily keep track of your
possessions and be more prepared in the
event of a fire, burglary, or other
PRESENTED BY STATE FARM ®
SECURITY SOLUTIONS from virtually anywhere. And innovative A standby generator is a smart addition emergency. The app can also help you
Building Smarter,
Today’s connected homes are motion detectors with advanced signal in an area prone to power outages; it can estimate how much insurance you
more secure than ever, offering processing generate alarms about human provide uninterrupted backup power really need by better understanding
homeowners unprecedented peace of intruders, while triggering fewer false throughout extended periods to select the value of your belongings.
mind. The builders of the TOH 2017 Idea alarms from pets up to 100 pounds. rooms or the whole home.
Safer, and More
House selected a fully integrated security Most home insurance policies cover DID YOU KNOW…
system that monitors windows and doors, WEATHER MEASURES a variety of weather-related events; Homeowners may receive insurance
alerts when smoke/CO gas is detected, Given the coastal location of however, most do not cover damages premium discounts for qualified home
Secure
and is capable of remotely controlling the home and the potential for caused by flooding. If you live in a flood monitoring and automation systems, and
lighting, heating, and cooling systems—all rough weather, the building products zone or other severe-weather risk area, ask qualifying impact-resistant products.*
from a smartphone or tablet. The system used in the frame and exterior of the your insurance agent which coverage is Contact a State Farm® agent to learn
accesses live video remotely, allowing the house—hurricane-rated windows, right for you, and whether you are required more, and ask about special discounted
homeowners to identify visitors, detect weather-resistant house wrap, watertight to obtain separate flood insurance. pricing on home monitoring products
Because the TOH 2017 Idea House is situated in a intruders, or simply peek in on their kids roofing underlayment, laminate roof and services from our partners.
coastal community, it carries the risk of flooding and wild and pets during the day. shingles, rot-resistant composite BRIGHT IDEAS
weather. Here are some of the security elements Alerts such as intruder alarms or decking—were thoughtfully selected with A home that appears
Learn more about exclusive smart
temperature warnings are dispatched by efficiency and weather resistance in mind. uninhabited can be especially
and modern innovations we put in place to safeguard smartphone notifications, giving the Even the exterior pine trim is specially enticing to an opportunistic burglar. A
home offers for State Farm® customers
at statefarm.com/ideahouse
this seaside beauty (and everyone inside). homeowners instant control to respond treated to be more moisture resistant. wireless lighting system is a great first
*available in select states/provinces
Native spreads Custom article
Our audience is in the market, Native
looking for advice, and ready to l Digital galleries and articles, downloadable guides,
and custom print stories created by the TOH Content
buy. On our website and Studio in collaboration with your team
in our magazine, we’ll tell your Promoted in editorial placements and social media
l
Rights to use and promote through your own platforms
story in the TOH voice and
l
style, and make your brand
a part of their solution.2021 MEDIA KIT
TOH SOCIAL CAMPAIGNS
This Old House editors
and TV crew give fans
more of the content they
crave with behind-the-
scenes photos, expert
tips, and buzzworthy
videos pushed out across
our social platforms.
Organic Post (Facebook) Amplified Post (Facebook)
MONTHLY SOCIAL REACH
BY PLATFORM Organic Social Amplified Social
Leverage This Old Leverage This Old
House’s award-winning House’s brand halo
Facebook 12.5 million to reach directly into
editorial to deliver
branded content to our users’ newsfeeds,
Pinterest 10.1 million
loyal fans and targeted reaching targeted
Instagram 3.0 million audiences, distributed audiences with specific
under TOH’s trusted messages.
Twitter 1.2 million brand halo.2021 MEDIA KIT
THIS OLD HOUSE PODCASTS
From the Emmy Award-winning team behind This Old House
and Ask This Old House, our podcasts deliver on-demand
content designed to engage, inspire, and instruct fans.
Ask This Old House
Host Chris Ermides turns to This Old House
experts to answer audience-submitted
questions related to home repairs,
upgrades, and maintenance.
Clearstory
Host Kevin O’Connor digs into the systems,
structures, and materials in our homes from
unexpected angles. You’ll hear from Richard
Trethewey, Tom Silva, Jeff Sweenor, and
the This Old House home experts, as well as
industry leaders, historians, and builders.
Clearstory—your home in a new light.
Details Sponsorship Opportunities
l C
learstory Season 1 downloads: 400,000+ Sponsors: Up to three sponsors, including one Presenting Sponsor
l C
learstory Season 2 launching April 2021
l A
udio Spots: Audio :15 or :30 pre-roll/mid-roll spot(s)
l A
sk TOH Season 1 launched in October 2020
l S
tandard Sponsorship: 1 mid-roll spot per episode
(opportunity to be talent-read)
l A
vailable: Apple Podcasts/iTunes,
›› 250,000 impressions guaranteed
Google Podcasts, Spotify, Stitcher,
and wherever podcasts are available l P
resenting Sponsorship Benefits: 3 spots per episode, host-
read spots, fixed logo placement on TOH Podcast landing page,
logo inclusion/sponsor mention on cross-platform promotion,
and custom brand recall study
›› 1MM impressions guaranteed2021 MEDIA KIT
THIS OLD HOUSE ANNUAL IDEA HOUSES
While most idea houses focus
solely on “afters,” This Old House
builds a 360° story, guiding our
audience through the entire
home-building journey, from
foundation to finishing touches.
Continuous Coverage Includes:
l Editorial features online, in print, and across social networks
l Made-for-OTT video series: Idea House Build
l Inspirational photo galleries
l Info-driven articles
l Room-by-room video tours
l 2
4/7 webcams
Check out the breadth of our Idea House coverage: ThisOldHouse.com/idea-houses2021 MEDIA KIT
REACHED—AND RESPECTED—BY THE TRADES
“The craftsmen of This
Old House—from Norm
Abram to contractor
Tom Silva to plumber
Richard Trethewey—are
contractors first, TV
characters second. In
the best possible way,
it shows.”
—THE BOSTON GLOBE
The trust and respect the building Ask Us About These
Pro-Targeted Media Options!
community has for the craftsmen
Custom video with the TOH crew and outside experts
of This Old House are why we reach
l
Interactive rich media units with high viewability
more tradespeople—across all our
l
and engagement that can include:
platforms—than any other B2B :15 & :30 custom spots for social, pre- and mid-roll
Native digital articles and galleries written in
brand. And now we can target more the TOH voice and style
than 800,000 pros with custom l Pro2Pro Livestream events
digital content, advertising, social l Targeted Facebook and Instagram campaigns
campaigns, and livestreams to l IBS/KBIS talent booth visits from the TOH crew
leverage the credibility of the TOH l Audience-targeted advertising: pre- and
mid-roll spots and display reaching just pros
brand for your messaging.
l TOH Podcast sponsorship featuring Kevin O’Connor
and guest contractors
Sources: MRI Doublebase 2019
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.61542021 MEDIA KIT
HOUSE ONE CONTENT
House One by DIY expert About House One
P
roduced by DIY expert and editor Jenn Largesse,
Jenn Largesse is a This Old
l
who specializes in carpentry and project design
House channel designed for l D
edicated House One channel on ThisOldHouse.com
hosts project videos and step-by-step tutorials
new homeowners looking to l T
argeted content distribution across TOH social platforms
personalize their space. With
Partnership Opportunities
both style and function in l C
ustom project videos created by House One’s
mind, Jenn offers on-trend Jenn Largesse with targeted distribution
H
ouse One channel sponsorship with logo placement
inspiration and easy DIY
l
and 100% SOV
projects to help homeowners l D
edicated social campaigns with amplification
P
re-roll, product integration, and video series sponsorships
make their first house feel
l
l S
ponsorship of print editorial franchise, via
like a home. native integration and ad adjacencies
HOUSE ONE2021 MEDIA KIT
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THIS OLD HOUSE VENTURES, LLC under an IO shall be collected, stored, maintained, transferred, and
discarded via adequate security protections, procedures and protocols,
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FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.61542021 MEDIA KIT
THIS OLD HOUSE MAGAZINE: REMODELED FOR 2021
This Old House magazine turns pro know-
how into homeowner savvy with a unique
content mix of inspiration, information, and
instruction. With a fresh, contemporary
look and new sections that deliver design
ideas (Idea File), remodeling guides (Nuts
& Bolts), and how-to projects (Workshop),
This Old House magazine is the #1 go-to
resource for all passionate home improvers
NEW COLUMNS / EVERY ISSUE
Designer Q&A Home Finances
An interior designer demystifies the process of Advice on mortgages, homeowner’s insurance, home
choosing hardware, lighting, flooring, paint colors, equity loans, buying a second home, and more
and other fixed finishes
The Reno Coach
Appliance Science Our real-estate pro/renovation coach columnist gives
A look at the latest, greatest features that major readers the lowdown on topics such as whether to
appliances now deliver, from fridges with all the invest in a fixer-upper, how to put together a reno
frills to pro-style ranges budget, and common remodeling mistakes
Smart Home with Ross Trethewey Tool Lab with Chris Ermides
TOH’s home technology expert weighs in on Buyer’s guides, technique tips, and tool news from
smart home tech, from HVAC helpers to lighting TOH’s Pro2Pro editor and host of the online Tool Lab
to security systems, and more video series
Curb Appeal Animal House
Our architect columnist reimagines a reader’s Stylish home upgrades to pamper your pets, from
home exterior, down to the house numbers pup-size showers to energy-saving pet doors to
clever hideaways for the cat box, and more
Easy DIY with Jenn Largesse
Simple how-to projects with TOH DIY expert
and HouseOne editor Jenn Largesse
FREQUENCY: 4x a year RATE BASE: 500,000 AUDIENCE: 5.3 million
Source: MRI Spring 2020
For more information, contact your TOH account
representative or Chief Revenue Officer Michael Burton
michael.burton@thisoldhouse.com.2021 MEDIA KIT
THIS OLD HOUSE MAGAZINE: EDIT CALENDAR
IDEA/FILE nuts&bolts WORKSHOP
+
FALL 2020 FALL 2020 FALL 2020
VOL. NO. VOL. NO. VOL. NO.
25 7 25 7 25 6
INSPIRING SPACES, DESIGN DETAILS, AND FINISHING TOUCHES KNOW-HOW YOU NEED TO GET HOME UPGRADES DONE RIGHT NEW PRODUCTS, PRO ADVICE, AND HOW-TO PROJECTS
reno planner
Shower
smarts
It’s where we start—and often
end—the day. The shower has come
a long way since it was hemmed in
by tub walls and a clammy
curtain. Here’s how to turn
yours into a destination where
style and function meet
I
nvented as a way to wash off fast, showers
have evolved into a prized source of
relaxation, often with spa-like amenities.
No wonder they account for 17 percent of a
typical household’s water bill. That’s led to a
new generation of showerheads designed to
put less water to better use. Thermostatic
valves have done away with the shock of
temperature swings, exposed shower risers
have turned into design statements, and This shower’s
panels of frameless glass show off artfully custom glass
tiled walls and invite in natural light. Add enclosure has an
built-in niches for essentials, a handheld operable transom to
keep warm air in and
shower, and a built-in bench, if there’s room. If
allow steamy, moist
you’re craving something more special, air to escape.
consider body sprays set in the walls, a steam ABOVE Tom Silva shows off
[Build It]
Rustic headboard
shower setup, and radiant floor heat to take the finished product at the
01
Now open all the way BEFORE & AFTER: KITCHEN the chill off all that tile. head of a bed. After making
to the back door, the Do plan on making an investment: Baths in the piece, he sanded it
A semi-open cook space FIGURE OUT THE FOOTPRINT
kitchen is logically set using 80-grit paper, then
general cost more per square foot to renovate
up for food prep and
than other parts of the house. Even if all you
applied two coats of Working together, Tom Silva and Kevin O’Connor
casual dining. New One budget-wise and need to go wider than oil-based, wipe-
wider windows and a Annexing a utility area and adding cased openings without
are doing is rebuilding your old leaky shower space-efficient solution 42 inches,” says South on satin polyurethane show how to turn a sheet of plywood and some
in the same place with better waterproofing for creating a nice-size Carolina designer Sandra
cottage-style door
lavish the room with
doors creates an airy, more open kitchen that doesn’t and updated finishes, it pays to read up on best shower is to take over a Gaylord. Considering a
to protect the wood, rough-sawn boards into a unique piece of
deepen its color, and add
natural light. sacrifice vintage charm practices and product choices. Start here. tub alcove, typically 3 by
5 feet. Even a 3-foot-
shower big enough for
two? If you’ve got at least
a slight luster. bedroom furniture
AARON LEITZ
square space can work 60 inches in length,
TEXT BY NINA MALKIN | PHOTOGRAPHY BY LAURA MOSS TEXT BY DEBORAH BALDWIN well, and “You don’t you may be able to put
TEXT BY THOMAS BAKER | PHOTOGRAPHY BY ANTHONY TIEULI
FALL 2020 THISOLDHOUSE.COM 1 FALL 2020 THISOLDHOUSE.COM 1 FALL 2020 THISOLDHOUSE.COM 1
SPRING 2021 Spend Smarter SUMMER 2021 Outdoor Living
PLUS: Fresh Start for Spring PLUS: Warm-Weather Projects
AD CLOSE: 12/14/20 • In-Home 2/16/21 AD CLOSE: 3/15/21 • In-Home 5/3/21
•IDEA FILE: Low-Cost Curb Appeal Makeovers; •IDEA FILE: Custom-Look Upgrades for Decks,
Before & After Wallet-Wise Kitchen Remodel Porches, and Patios; TOH TV Narragansett Project
• NUTS & BOLTS: Idea House #1: Energy-Saving House Reveal
Technologies at the TOH Modern Barnhouse; • NUTS & BOLTS: All About Outdoor Kitchens; Plants
Remodeling Guide to Cutting Costs without that Beat the Heat; TOH Idea House #2 Preview
Cutting Corners; Upgrades that Pay Back • WORKSHOP: Products to keep you cool, help
• WORKSHOP: Seasonal upkeep solutions and lawns and gardens flourish, and spruce up your
problem-solving products for indoors and out home for staycation season
FALL 2021 Life-Stage Remodeling WINTER 2021-2022 Home Safe Home
PLUS: Buttoning Up for Fall PLUS: Smart Ways to Conquer the Cold
AD CLOSE: 6/21/21 • In-Home 8/9/21 AD CLOSE: 9/7/21 • In-Home 10/25/21
• IDEA FILE: Before & Afters: Making Room • IDEA FILE: Whole-House Reno: The Non-Toxic
for Baby, Creating a Teen Hangout; TOH Home; Idea House #2 Reveal
Modern Barnhouse Idea House #1 and TOH
TV Project #2 Reveals
• NUTS & BOLTS: Give Your Home a Health Check;
All About Fire Safety; Home Security Guide
• NUTS & BOLTS: Remodeling for Aging in Place; • WORKSHOP: Products to tackle snow and ice,
Fall Yard Clean-up
save energy, prevent power outages, and more
• WORKSHOP: Products for sealing air leaks,
boosting HVAC efficiency, and more
FREQUENCY: 4x a year RATE BASE: 500,000 AUDIENCE: 5.3 million
*Fractional ad close is one week prior to print ad close Source: MRI Spring 2020
For more information, contact your TOH account
representative or Chief Revenue Officer Michael Burton
michael.burton@thisoldhouse.com.2021 MEDIA KIT
PRINT AUDIENCE PROFILE
AUDIENCE 000 COMP INDEX
TOTAL 5,545 - 100
Men 2,797 50% 104
Women 2,748 50% 96
Median Age 55 Years Old - 116
Median HHI $80,081 - 108
OCCUPATION
OCCUPATION 000 COMP INDEX
Natural Resources, Construction
and Maintenance Occupations 348 6% 113
Top Management 255 5% 121
HOUSEHOLD STATUS 000 COMP INDEX
Married 3,581 65% 122
Own Home 4,363 79% 119
Any Securities $250K+ 391 7% 155
Median HH Net Worth $324,494 - 128
Own 2nd Home 175 3% 124
Own 2+ Pets 2,021 36% 111
REMODELING 000 COMP INDEX
Did Any Remodeling
1,621 29% 133
Past 12 Months
Remodeled Bath
469 8% 142
Past 12 Months
Remodeled Kitchen
366 7% 164
Past 12 Months
Plan Bath Remodel
978 18% 161
Next 12 Months
Plan Kitchen Remodel
878 16% 152
Next 12 Months
Remodeling Category
568 10% 204
Influential
Home Remodeling DIY 903 16% 156
Home Remodeling
516 9% 211
Spent $5,000+
Home Remodeling
413 7% 234
Spent $7,500+
Source: MRI Doublebase 20202021 MEDIA KIT
PRINT AUDIENCE DUPLICATION
Where you won’t find
America’s most active
home improvers.
Percent of TOH readers
who do not read:
Elle Decor 95%
Midwest Living 94%
Sunset 94%
Real Simple 90%
Magnolia Journal 90%
House Beautiful 89%
Traditional Home 88%
Popular Science 87%
Popular Mechanics 86%
Martha Stewart Living 85%
Family Handyman 80%
Country Living 79%
HGTV Magazine 79%
Southern Living 78%
Good Housekeeping 76%
Better Homes & Gardens 63%
Source: MRI Doublebase 2020
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
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PRINT ISSUE CLOSING DATES
TOH Print Issue Closing Dates
FRACTIONAL
IN-HOME AD CLOSE* AD CLOSE
Spring: Feb/Mar/Apr 2/16/21 12/7/20 12/14/20
Summer: May/June/July 5/3/21 3/8/21 3/15/21
Fall: Aug/Sept/Oct 8/9/21 6/14/21 6/21/21
Winter: Nov/Dec/Jan 10/25/21 8/30/21 9/7/21
*Fractionals include non-standard units, such as half-page spreads, facing pagea and one-third page verticals, etc.
SHIPPING INSTRUCTIONS
Send all contracts and insertion orders via e-mail to your This Old House representative.
Send printing materials via Ad Portal: https://thisoldhouse.sendmyad.com
Specifications and availabilities on request: kerith.amen@thisoldhouse.com
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
475.209.8665 404.803.0204 312.505.2981 586.231.5560 847.302.2094 415.225.7590 416.618.61542021 MEDIA KIT
PRINT ADVERTISING TERMS & CONDITIONS
The following are certain general terms and conditions governing advertising indicate prominently on the insertion order by the ad close date. Designed for
published in the U.S. print and digital editions of This Old House Magazine (the tablet advertising format may not be available on all platforms or devices. Please
“Magazine”) published by This Old House Ventures, LLC (the “Publisher”). consult the Publisher for details.
1. Rates are based on average total audited circulation, effective with the issue dated 4. Advertisers may not cancel orders for, or make changes in, advertising after the
Feb/March/April 2021. Announcement of any change in rates and/or circulation ad close date of the Magazine.
rate base will be made in advance of the Magazine’s advertising sales close date 5. The Publisher is not responsible for errors or omissions in any advertising
of the first issue to which such rates and/or circulation rate base will be applicable. materials provided by the advertiser or its agency (including errors in key numbers)
The Magazine Rate Card specifies the publication schedule of the Magazine, and its or for changes made after ad close date.
in-home dates.
6. The Publisher may reject or cancel any advertising for any reason at any time.
2.The Magazine is a member of the Alliance for Audited Media (the “AAM”). Total Advertisements simulating the Magazine’s editorial material in appearance or style or
audited circulation is reported on an issue-by-issue basis in publisher’s statements that are not immediately identifiable as advertisements are not acceptable.
audited by the AAM. Total audited circulation for the Magazine comprises paid plus
verified. 7. All advertisements, including without limitation those for which the Publisher
has provided creative services, are accepted and published in the Magazine
3. An advertiser running a full-run qualifying advertisement in the Magazine will subject to the representation by the agency and advertiser that they are authorized
automatically run in the print and digital editions of the Magazine, unless the to publish the entire contents and subject matter thereof in all applicable
advertiser explicitly, in writing, opts-out of running in the digital edition, either editions, formats and derivations of the Magazine and that such publication will
on the insertion order or via e-mail, by no later than the ad close date. In the event not violate any law, regulation or advertising code or infringe upon any right of
advertiser opts-out of running in the digital edition of the Magazine for any reason any party. In consideration of the publication of advertisements, the advertiser
other than legal or regulatory considerations that advertiser reasonably believes and agency will, jointly and severally, indemnify, defend and hold the Publisher
would prevent the advertisement from running in the digital edition, such advertiser’s harmless from and against any and all losses and expenses (including, without
ad placement will no longer be deemed a “full-run” buy, and advertiser would limitation, attorney’s fees) (collectively, “Losses”) arising out of the publication
therefore not be entitled to the benefits of advertising on a full-run basis (by way of of such advertisements in all applicable editions, formats and derivations of the
example and not limitation, the advertisement would not be eligible for IBIT credits Magazine, including, without limitation, those arising from third party claims or
and may not be considered for premium placement). Certain advertisements that are suits for defamation, copyright or trademark infringement, misappropriation,
not standard and/or full-page run-of-book advertisements may not qualify to run in unfair competition, violation of the Lanham Act or any rights of privacy or publicity,
the digital version, including but not limited to scented units, non-standard fractionals or any unfair commercial practice or misleading advertising or impermissible
(such as fractionals that are less than 1/3 page) and business reply cards. Please comparative advertising or from any and all claims or regulatory breaches now
consult the Publisher for details. If an advertiser elects to opt-out of the digital edition, known or hereafter devised or created (collectively, “Claims”). In the event the
such opt-out will apply to all devices and platforms. Publisher has agreed to provide contest or sweepstakes management services,
With respect to the digital edition of the Magazine, depending on the device and/ e-mail design or distribution or other promotional services in connection with an
or platform on which it is viewed, the Magazine may be viewed in one of two formats: advertising commitment by advertiser, all such services are performed upon the
(i) a straight from print magazine format, which is an exact reproduction of the warranty of the agency and advertiser that they will, jointly and severally, indemnify
design and content of the print version of the Magazine (the “Straight From Print and hold the Publisher harmless from and against any and all Losses arising out of
Magazine Version”) or (ii) a designed for tablet magazine format, in which the the publication, use or distribution of any materials, products (including, without
design of the Magazine has been optimized for viewing on the device on which limitation, prizes) or services provided by or on behalf of the agency or advertiser,
it is displayed (the “Designed For Tablet Magazine Version”). Please consult the their agents and employees, including, without limitation, those arising from any
Publisher for details. Claims.
Qualifying advertisements, depending on various factors, including but not limited 8. In consideration of the Publisher’s reviewing for acceptance, or acceptance of,
to the device and/or platform on which they are viewed, may be viewed in one of any advertising for publication in the Magazine, the agency and advertiser agree
two formats: (i) “straight from print advertising format” or “SFP” where the page not to make promotional or merchandising reference to the Magazine in any way
on screen looks exactly like the advertisement appearing in the print edition; (ii) without the prior written permission of the Publisher in each instance.
“designed for tablet advertising format” or “DFT” where the same creative has 9. No conditions, printed or otherwise, appearing on contracts, orders, or copy
been resupplied and designed for optimal reading on the device and/or platform instructions which conflict with, vary from, or add to these Terms and Conditions
and is meant to be displayed at 100%. Qualifying advertisements running in the or the provisions of the Magazine’s Rate Card will be binding on the Publisher and
Straight From Print Magazine Version or the Designed For Tablet Magazine Version to the extent that the Terms and Conditions contained herein are inconsistent with
of the digital edition of the Magazine will automatically run in a straight from print any such conditions, these Terms and Conditions shall govern and supersede any
advertising format. If an advertiser wishes to include its qualifying advertisement such conditions.
in the digital edition in a format other than straight from print (i.e., designed for
tablet advertising format or enhanced for tablet advertising format), it must so2021 MEDIA KIT
PRINT ADVERTISING TERMS & CONDITIONS (Continued)
10. The Publisher has the right to insert the advertising anywhere in the Magazine law, determined and compounded daily from the due date until the date paid. The
at its discretion, and any condition on contracts, orders or copy instructions Publisher further reserves the right to change the payment terms to cash with order at
involving the placement of advertising within an issue of the Magazine (such as any time. The advertiser and agency are jointly and severally liable for payment of all
page location, competitive separation or placement facing editorial copy) will be invoices for advertising published in the Magazine.
treated as a positioning request only and cannot be guaranteed. The Publisher will 14. All pricing information shall be the confidential information of the Publisher
attempt to keep the same running order of advertisements in the digital edition as and neither advertiser nor agency may disclose such information without obtaining
they appeared in the print edition, but the Publisher does not make any adjacency the Publisher’s prior written consent.
guarantees or other promises regarding competitive separation of the positioning of
any advertisements in the digital edition. The Publisher’s inability or failure to comply 15. Any and all negotiated advertiser discounts are only applicable to and available
with any condition shall not relieve the agency or advertiser of the obligation to pay during the period in which they are earned. Rebates resulting from any and all
for the advertising. earned advertiser discount adjustments must be used within six months after the
end of the period in which they were earned. Unused rebates will expire six months
11. The Publisher shall not be subject to any liability whatsoever for any failure after the end of the period in which they were earned.
to publish or circulate all or any part of any issue(s) of the Magazine because of
strikes, work stoppages, accidents, fires, acts of God or any other circumstances 16. No creative fees or special advertising print production premiums, earn any
not within the control of the Publisher. discounts or agency commissions.
12. Agency commission (or equivalent): up to 15% (where applicable to recognized 17. The Magazine is subject to Publisher’s standard 2021 issue-by-issue tally (IBIT)
agents) of gross advertising charges after earned advertiser discounts. pricing system.
13. Invoices are rendered on or about the on-sale date of the Magazine. Payments 18. Publisher reserves the right to modify these terms and conditions.
are due within 20 days from the billing date. The Publisher reserves the right to These Advertising Terms and Conditions were issued September 1, 2020.
charge interest each month on the unpaid balance at the rate of 1.5%, or if such rate
is not permitted by applicable law, at the highest rate so permitted by applicable
THIS OLD HOUSE VENTURES, LLC 2021 ISSUE-BY-ISSUE TALLY (IBIT) PRICING SYSTEM
1. Magazine circulation delivery of the U.S. and North 4. IBIT credits will be calculated on an individual inser- sions. No agency commissions will be paid
American editions of magazines published by This tion basis and will only be credited to an by the magazine on IBIT credit.
Old House Ventures, LLC and its affiliates (collectively, advertiser if the total audited circulation of the issue
8. IBIT credit may be applied to production charges.
referred to herein as the “Publisher”) is measured on booked by the advertiser is lower by more than two
an issue-by-issue tally (IBIT) pricing system for full-run percent (2%) than its published circulation rate base. 9. The magazine will not refund IBIT credit as cash.
circulation advertising only. The IBIT pricing system is
5. If the total audited circulation of the issue booked by 10. Only full-run circulation advertising in regular
administered by comparing, for each issue of a mag-
an advertiser is lower by more than two percent (2%) issues as reported in the Publisher’s Statements issued
azine in which an advertiser books space and remits
than its published circulation rate base, the advertis- by AAM and the Brand Reports issued by BPA are
a cash payment for such advertisement, the issue’s
er’s IBIT credit will be calculated by multiplying the net eligible for IBIT credit. The following are not eligible
total audited circulation as reported in the magazine’s
cost after agency commissions (excluding production for IBIT credit: (a) special issues published in addition
Publisher’s Statement issued by the Alliance for Au-
premiums) (“Net Cost”) of the advertiser’s insertion in to the normal frequency of a magazine, whether or not
dited Media (AAM) or the Brand Report issued by BPA
Worldwide (BPA) for the 2021 calendar year and the that issue by the difference between two percent and reported in the AAM Publisher’s Statements and BPA
published total circulation rate base as set forth in the the actual percentage by which the total audited cir- Brand Reports, and (b) any
applicable magazine’s rate card. culation is less than its published circulation rate base. issues specifically excluded from being eligible for IBIT
By way of example, if the “Net Cost” of the advertiser’s per the applicable magazine’s rate card.
2. In order to permit advertisers to apply earned IBIT insertion is $100,000 and the total audited circulation
credit in a timely manner, AAM Publisher’s Statements Notwithstanding the foregoing, if the advertiser opts-
of an issue is three percent lower than its published cir- out of running its advertisement in the digital edition
and BPA Brand Reports are used to calculate IBIT culation rate base, the IBIT credit would be calculated
credit. The calculation may only be made following of the magazine because of legal or regulatory consid-
as follows: $100,000 x (3% – 2%) = $1,000.
the issuance of the Publisher’s Statements or Brand erations such advertisement shall remain eligible for
Reports for second half of the 2021 calendar year 6. IBIT credit must be used against future insertions, IBIT credit.
(July–December) and will be based on final billed must be applied at the magazine at which it was
11. No barter (whether cash paid or trade), standby or
earned advertising rates. earned and must be used within 12 months after
remnant advertising is eligible for IBIT credit.
the issuance of the Publisher’s Statements or Brand
3. Total audited circulation for magazines audited by
Reports for the second half (July–December) AAM/ 12. IBIT credit will only be issued against eligible inser-
AAM comprises paid plus verified (plus analyzed non-
BPA reporting period and calculation of the 2021 tions that have been paid in full at the final earned and
paid for those magazines that count analyzed non-paid
IBIT credit. An advertiser may apply IBIT credit to any billed (pre-IBIT) rate.
in their rate base as set forth in such magazine’s Adver-
brand, product or division within the same advertiser
tising Terms and Conditions). Total audited circulation 13. Publisher reserves the right to modify these terms.
parent company.
for magazines audited by BPA comprises qualified paid
Issued: September 1, 2020
and/or qualified non-paid as set forth in such maga- 7. IBIT credit will be issued net of agency commissions
zine’s Advertising Terms and Conditions. and must be applied to invoices net of agency commis-
FOR MORE INFORMATION, PLEASE CONTACT YOUR THIS OLD HOUSE ACCOUNT REPRESENTATIVE
STAMFORD ATLANTA CHICAGO DETROIT LOS ANGELES SAN FRANCISCO TORONTO
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PRINT PRODUCTION SPECS
PAGE SPREAD
1/3 2/3
PAGE PAGE
1/2 HORIZ.
1/2 HORIZ. 1/3
SPREAD SQUARE
BLEED LIVE/SAFETY TRIM
Page 8.625" x 10.75" 7.875" x 10" 8.375"
8.375" x 10.5"
x 10.5"
Spread 17" x 10.75" 16.25" x 10" 16.75"
16.75"x x10.5"
10.5"
1/3 Vertical 3" x 10.75" 2.25" x 10" 2.75" x 10.5"
2/3 Vertical 5.375" x 10.75" 4.625" x 10" 5.125" x 10.5"
1/2 Horiz. 8.625" x 5.375" 7.875" x 4.625" 8.375" x 5.125"
1/2 Horiz. Spread 17" x 5.375" 16.25" x 4.625" 16.75" x 5.125"
1/3 Square 5.375" x 5.375" 4.625" x 4.625" 5.125" x 5.125"
• TRIM SIZE: 8.375" x 10.5"
• SAFETY: .25" away from trim edges (.375" from bleed)
• GUTTER SAFETY: .25" from each side (.5" total)
• BINDING: Perfect Bound
• INSERT CARDS & SUPPLIED INSERTS
Specifications & availabilities on request; please contact
kerith.amen@thisoldhouse.com2021 MEDIA KIT
PRINT PRODUCTION SPECS (Continued)
PRINTING PROCESS Use only Type 1 or Type 3 fonts—NO TRUETYPE FONTS, NO
Web offset to SWOP standards (Specifications for Web COMPOSITE FONTS.
Offset Publications). I mages must be SWOP (CMYK) TIFF or EPS format at
200−400 DPI.
MEDIA Include all required image trapping in the file.
This Old House only accepts advertising in PDF/X-1a D
o not use RGB, JPEG images, do not nest EPS files
format. No native application files (i.e., InDesign or into other EPS files.
QuarkXPress). Please do not send film.
DIGITAL FILES: MEDIA, STANDARDIZED FILE SIZE,
MATERIAL INSTRUCTIONS RIGHT-READING, PROOFING, COLOR DENSITY
Ad files should be uploaded to the REQUIREMENTS
This Old House Ad Portal: P DF (DDAP Optimized), or PDF/X-1a on Macintosh
https://thisoldhouse.sendmyad.com formatted CD-ROM, or DVD.
This is a free service that offers advertisers the ability M aximum single-page file size, including all marks,
to preflight and submit files directly to This Old House identification, and agency information
Magazine. (image size), is 11" wide by 17" high.
M aximum spread file size, including all marks,
To use this service, file preparers must register at: identification, and agency information (image size),
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Please remove any crop marks, registration marks, R ight Reading, Portrait Mode only, NO ROTATIONS,
or color bars from the bleed area before uploading 100% Size.
your file. Standard trim, bleed, and center marks (no marks
included in the “live” image area, please position 1/2"
PDF/X-1A (HIGH-END-DESKTOP FILE FORMAT) outside of the trim) in all files.
Native application file saved in accordance with the ANSI Include 6mm 5%, 25%, 50%, 75%, 95%, 100% CMYK
standard as a PDF/X-1a file. patches for quality control.
High-resolution images and fonts must be included when Total area density should not exceed SWOP density of
the PDF file is generated. File may contain both raster 300%.
and vector data.
PROOFING
U se only Type 1 or Type 3 fonts—NO TRUETYPE FONTS, NO
COMPOSITE FONTS. This Old House also uses Virtual Proofing technology
I mages must be SWOP (CMYK) TIFF or EPS format at and no longer requires color guidance proofs.
200−400 DPI.
GENERAL INFORMATION
I nclude all required image trapping in the file.
This Old House Magazine assumes no responsibility for
D o not use RGB, JPEG images, do not nest EPS files
advertising materials submitted other than as expressly
into other EPS files.
agreed in writing and, in the absence of disposition
PDF (CREATED TO DDAP OPTIMIZED FORMAT instructions, such materials will be destroyed 12 months
SETTINGS) (DESKTOP FILE FORMAT) after the issue date.
InDesign or QuarkXPress saved as a (.PDF) file.
High-resolution images and fonts must be included when
the PDF file is generated.
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