2018 Media Kit A COMPREHENSIVE MARKETING GUIDE - Crain's Cleveland Business
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2018 Media Kit A COMPREHENSIVE MARKETING GUIDE
LETTER FROM THE PUBLISHER
We at Crain’s Cleveland content won 39 awards your needs and business
Business take your business in statewide, national and objectives so we can
seriously. international competitions develop custom marketing
in 2017, including being strategies, whether you
As the leading business named the best business need to build your brand,
publication in Northeast publication in Ohio in the establish yourself as a
Ohio for more than 35 2017 All Ohio Excellence thought leader or make
years, Crain’s reporters in Journalism Awards meaningful connections.
and editors work every we can help you make 2018 your best
sponsored by the Press Please examine this
day to tell the stories of and most profitable year ever. You can
Club of Cleveland. You, of media kit, learn about our
our region’s businesses, always reach out to me personally as
course, will continue to audience and about how
from the startups to the well. Email me directly at emcintyre@
see the same high-quality we can help you reach new
stalwarts. More than crain.com or call me at 216.771.5358.
journalism and business customers, new partners,
100,000 business leaders coverage in 2018 that you new donors or just how you Here’s to your continued success,
read Crain’s every week. will only get with Crain’s. can spread your message
And it’s no wonder. Crain’s to the best audience in
provides in-depth reporting At our heart, we are Northeast Ohio.
on business news, trends passionate about helping
and personalities affecting to grow local business. We Please ask your account Elizabeth McIntyre
our region. Our editorial take the time to understand representative about how Publisher and Editor
"
At our heart,
we are passionate about helping to
grow local business.
2.
"
WHO SAYS PRINT IS DEAD?
Print ads are still more effective than both online and TV ads when it comes to
increasing favorability, according to an analysis of nearly 100 ad effectiveness
studies.*
1.
WE ARE MORE LIKELY TO REMEMBER PRINT ADS.
Temple University did a study on the brain’s activity when viewing print. This study proved that we are more
likely to remember an ad and its context on paper than on a digital screen. The print-exposed group showed
much higher activity in the area of the brain associated with memory and preference.
2.
PRINT IS MORE EFFECTIVE ACROSS MEDIA PLATFORMS.
Today in advertising, a campaign often needs to reach consumers on print, digital, and video platforms. When
consumers first see an ad in print, it is more likely to resonate. The Print Campaign Analysis found that the
combination of print and TV ads outperformed digital and TV by increasing viewers' recall.
3.
PRINT DRIVES SALES.
According to the ad effectiveness studies, print advertising led to the greatest increases in the metrics
closest to purchasing behavior: brand favorability and purchase intent. Print ad exposures generated lifts
that were 7 percentage points higher than those for online and 3 percentage points higher than TV.
Interested in creating an effective marketing campaign? Talk to one of Crain’s account executives…
216.522.1383
The Print Campaign Analysis by Millward Brown, a market research company, October 2015.
*
3.
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
PRINT AUDIENCE
86%
of readers hold positions of
THE AVERAGE BUYING POWER
OF OUR AUDIENCE IS
80%
are influencers and make
CEO, President, Owner
(mid- to senior-level
OVER $407,000 PER YEAR purchasing decisions
executives)
COMPANY GROSS READERS THAT ARE INVOLVED IN THESE PURCHASING DECISIONS
SALES BREAKDOWN
Office 62% Equipment, supplies, fixtures, printing
1. Less than $999,999 = 21.4% Human Resources 59% HR, healthcare, benefits, recruitment
2. $1 m - $9.9 m = 23.2%
3. $10 m - $99.9 m = 17.5%
Technology 49% Software, software services, tech services, help desk
4. $100 m - $999.9 m = 7.3% Entertainment/Meeting 49% Meeting/event planning, facilities, catering, gifts,
corporate entertaining
1. 2. 3. 4. 5. 5. $1 billion + = 10.9%
Technology 38% Hardware, A/V equipment, video conferencing
AVERAGE COMPANY GROSS SALES = $818 million
Technology 37% Data storage, cloud, hosting, network security
Education 33% Continuing education, training
COMPANY SIZE Real Estate/Construction 32% Real estate, construction, maintenance,
industrial, commercial, office
BREAKDOWN Financial 31% Financial services, pension fund management,
advisory, retirement, 401(k), IRA
1. Less than 9 = 28.6% Financial 30% Accounting, tax
2. 10 - 99 = 31.6% Technology 29% Telecom, mobile
3. 100 – 999 = 18.6%
4. 1,000 - 4,999 = 7.5% Marketing 29% Advertising, PR, media, marketing services
5. 5,000 - 9,999 = 3.9%
1. 2. 3. 4. 5. 6. 6. 10,000 or more = 8.7%
Banking 26% Banking, trust
AVERAGE COMPANY SIZE = 3,542 employees
Consulting 26% Consulting services
Business Insurance 26% Business insurance, broker
Fundraising, charitable giving
Philanthropy 24%
COMPANY EXPANSION READERS IN MIDDLE
Legal services
PLANS IN NEXT YEAR MARKET COMPANIES Legal 22%
= 32% = 24.8% Technology 19% Website, internet services
4. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
PRINT AUDIENCE
Average household income per subscriber = $279,000
Average net worth per subscriber = $1.6 million
Average investable assets per subscriber = $1.059 million
72%
use a financial
SCHOOLING
35%
planner
Graduated with a 4-Year
age BREAKDOWN 1.
College Degree
1. 8.5% Under 34
2. 25% 35-49
3. 35.1% 50-59
4. 31.4% 60 and Older
4.
2.
42%
have a Master’s Degree or
Doctorate
AVERAGE AGE OF THE CRAIN PRINT READER
(MD, PhD, JD)
= 53.1 years old 3.
real 89%
Own a home
$385,000
= Average home sale
$1.32
Million
10%
Are planning
estate 17% $462,000
= Average
value of
on a residential
purchase
STATS Own a second = Average second real estate in the next
home/vacation home sale holdings 12 months
5. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
PRINT AUDIENCE
73%
volunteered for a nonprofit
or school in the past 12
SOCIAL HABITS
IN THE PAST 12 MONTHS
85% Traveled (domestic & international)
months
82% Attended a cultural event (theater, museum, concert)
Average times dining out
93%
81% Purchased wine or spirits
= 3.2
76% Experienced fine dining
per week
have donated to charity 72% Attended a pro or collegiate sporting event
70% Shopped for business attire
68% 32%
$3,439
Went to the movies
looking to purchase a vehicle
67% Went on a weekend car trip
= average donation
amount 61% Went to a spa or gym
59% Participated in a sport $43,300
57% Invested in health or wellness services average
Average time purchase price
spent volunteering 51% Attended a private/social event or country club
= 44.9 hours 39%
per year 30%
Purchased jewelry
Went to a casino or gambled
62% 38%
Average board(s) served on
22% Received elective or cosmetic procedures Male Female
= 1.1 12% Took a cooking class or demonstration
6. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
DIGITAL AUDIENCE
86%
of readers hold positions of
THE AVERAGE BUYING POWER
OF OUR AUDIENCE IS
78%
are influencers and make
CEO, President, Owner
(mid- to senior-level
OVER $414,000 PER YEAR purchasing decisions
executives)
COMPANY GROSS READERS THAT ARE INVOLVED IN THESE PURCHASING DECISIONS
SALES BREAKDOWN Office 57% Equipment, supplies, fixtures, printing
Human Resources 53% HR, healthcare, benefits, recruitment
1. Less than $999,999 = 21.1%
2. $1 m - $9.9 m = 20.3% Technology 48% Software, software services, tech services, help desk
3. $10 m - $99.9 m = 17.6%
4. $100 m - $999.9 m = 8.5%
Entertainment/Meeting 45% Meeting/event planning, facilities, catering, gifts,
corporate entertaining
1. 2. 3. 4. 5. 5. $1 billion + = 12.8% Technology 36% Hardware, A/V equipment, video conferencing
AVERAGE COMPANY GROSS SALES = $929 million Technology 35% Data storage, cloud, hosting, network security
Education 31% Continuing education, training
COMPANY SIZE Real Estate/Construction 31% Real estate, construction, maintenance,
industrial, commercial, office
BREAKDOWN Marketing 28% Advertising, PR, media, marketing services
Financial 27% Financial services, pension fund management,
advisory, retirement, 401(k), IRA
1. Less than 9 = 27%
2. 10 - 99 = 30.6% Financial 27% Accounting, tax
3. 100 – 999 = 20.1%
4. 1,000 - 4,999 = 8.1%
Technology 27% Telecom, mobile
5. 5,000 - 9,999 = 4.4% Consulting 25% Consulting services
1. 2. 3. 4. 5. 6. 6. 10,000 or more = 9.8%
Business Insurance 23% Business insurance, broker
AVERAGE COMPANY SIZE = 4,260 employees
Banking 22% Banking, trust
Fundraising, charitable giving
Philanthropy 21%
COMPANY EXPANSION READERS IN MIDDLE Legal services
PLANS IN NEXT YEAR MARKET COMPANIES
Legal 19%
Website, internet services
= 33% 19%
= 26.1% Technology
7. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
DIGITAL AUDIENCE
Average household income per subscriber = $274,000
Average net worth per subscriber = $1.4 million
Average investable assets per subscriber = $940,000
71%
use a financial
SCHOOLING
35%
planner
Graduated with a 4-Year
age BREAKDOWN 1.
College Degree
1. 9.8% Under 34
2. 27.4% 35-49
3. 34.2% 50-59
4. 28.6% 60 and Older
4.
2.
43%
have a Master’s Degree or
Doctorate
AVERAGE AGE OF THE CRAIN DIGITAL READER
(MD, PhD, JD)
= 52.4 years old 3.
real 89%
Own a home
$362,000
= Average home sale
$1.29
Million
11%
Are planning
estate 17% $453,000
= Average
value of
on a residential
purchase
STATS Own a second = Average second real estate in the next
home/vacation home sale holdings 12 months
5.
8. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
DIGITAL AUDIENCE
73%
volunteered for a nonprofit
or school in the past 12
SOCIAL HABITS
IN THE PAST 12 MONTHS
83% Traveled (domestic & international)
months
83% Attended a cultural event (theater, museum, concert)
Average times dining out
93%
82% Purchased wine or spirits
= 3.2
77% Experienced fine dining
per week
have donated to charity 72% Attended a pro or collegiate sporting event
70% Shopped for business attire
33%
$3,170
70% Went to the movies
looking to purchase a vehicle
68% Went on a weekend car trip
= average donation
amount
60% Went to a spa or gym
60% Participated in a sport $42,800
58% Invested in health or wellness services average
Average time purchase price
spent volunteering
51% Attended a private/social event or country club
= 44.8 hours 40%
per year
Purchased jewelry
30% Went to a casino or gambled
61% 39%
Average board(s) served on 21% Received elective or cosmetic procedures Male Female
= 1.1 12% Took a cooking class or demonstration
9. SIGNET Research Inc., Total Audience Survey 2016
THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
READERSHIP
LOYAL OVER 100,000 EXECUTIVES
READERS READ CRAIN’S IN PRINT AND/OR ONLINE EACH WEEK
74%
Approximately 20,000 print subscribers
100,000+ registered users online
read 3 out of 4 issues
Keep an issue of Crain’s for DISTRIBUTED TO
8 COUNTIES:
2 Cuyahoga
MONTHS Geauga
Lake
Lorain
Medina
Summit
Stark
Portage
24 minutes
reading each issue
Average readers per copy
= 3.3 55% regularly recommend stories in
Crain’s to professional colleagues
and friends
70% feel Crain’s is the authoritative
source for local business news
5.
10. SIGNET Research Inc., Total Audience Survey 2016THE POWER OF THE CRAIN’S CLEVELAND BUSINESS
READERSHIP
79%
refer to the Book of
Lists at least
4 times per year
55% refer monthly to
the Book of Lists
74% HAVE TAKEN AN ACTION BASED ON
SEEING ADS IN CRAIN’S CLEVELAND
BUSINESS print, website or newsletter
Illustration for Crain’s by LeeAndra Cianci
SPONSORED BY:
SOCIAL STATS
15,859 24,734 25,870 2,009
followers followers followers followers
11. SIGNET Research Inc., Total Audience Survey 2016CRAIN CONTENT STUDIO - CLEVELAND
A NEW WAY OF MARKETING
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive
profitable customer action. – Content Marketing Institute
Crain Communications has more than 24 trusted brands with over 100 years in media - we’re
content experts who connect brands to executive level audiences. We are award-winning writers,
editors and designers delivering news and insights daily, defining the industries we serve.
Check out our work:
WWW.CRAINCUSTOMCONTENT.COM &
WWW.CRAINSCLEVELAND.COM/CUSTOM
GRADUATEFAMILY
Comp any
iG ving Guide
MEE TIN G THE
EDUCATION
UNI QUE TO CHA LLEN GES
FAM ILY BUS
INE SSES
GUIDE PRESENTE
D BY:
CRAIN CONTENT STUDIO
C l eve l a n d More Inside:
+ Accessing
+ Hiring can
external sup
didates tha
port
t fit
+ Protecting
NT STU
DI O family relation
C R A I N nd
CONTE ships
C l eve l a
PASSING THE
TOR
Finding the Rig
ht Succession CH
Plan for You
HELPING YOU
FIND THE
RIGHT SCHOOL
FOR YOUR
Interested in hearing more? Contact Amy Stoessel,
CONTINUING
EDUCATION
managing editor of custom projects and special events
SPONSORED BY: (astoessel@crain.com or 216.771.5155)
Presented by:
5.
12.DIGITAL PRODUCTS
DIGITAL DOWNLOAD
Registered users on CrainsCleveland.com & e-newsletter subscribers: 100,000+
Average open rate for Morning Roundup and Afternoon Report: 43 - 44%
Page views (per month): 500,000
Unique visitors (per year): 2.6million
Unique visitors (per month): 200,000
Average time on site: 7 minutes
E-Newsletter Products Registrants Open Rate
Akron News 17,000 32%
Afternoon Report 16,000 44%
Health Care 12,000 33%
Manufacturing 17,000 30%
Morning Roundup 15,000 43%
People on the Move 35,000 30%
Real Estate & Construction 11,000 42%
Small Business 10,000 37%
Sports Business 15,000 37%
This Week in Crain’s 17,000 43%
SPONSORED POSTS AVERAGE A CLICK-
THE AVERAGE OPEN RATE FOR INDUSTRY NEWSLETTERS IS TYPICALLY
LESS THAN 20%
5THROUGH RATE OF
TIMES A TYPICAL AD!
13.CRAIN’S SIGNATURE EVENTS
CONVERSATIONS WITH CRAIN’S HEALTH CARE FORUM
WEATHERHEAD 100 Tentative Date: June
Tentative Date: March PROJECTED ATTENDANCE: 200 - 300
PHYSICIAN INNOVATORS WOMEN OF NOTE AWARDS
BREAKFAST Tentative Date: July
Tentative Date: March Editorial Feature: 7/9
Editorial Feature: 3/12 PROJECTED ATTENDANCE: 600 - 700
NEWS OVER BREWS:
NEWS OVER BREWS: NEWS OVER BREWS: BREAKING FOR SPORTS BUSINESS
BUSINESS OF MARIJUANA BUSINESS? DOES THE INCENTIVES Tentative Date: September
Tentative Date: March GAME WORK? Editorial Feature: 8/27
Editorial Feature: 3/26 Tentative Date: July
Editorial Feature: 7/16
DIVERSITY AND INCLUSION FORUM
ARCHER AWARDS Tentative Date: October
FAMILY BUSINESS FORUM Tentative Date: August
Tentative Date: May in partnership with the Diversity Center and
Editorial Feature: 8/6 Crain’s Diversity Council
PROJECTED ATTENDANCE: 200 - 300 PROJECTED ATTENDANCE: 400 - 500
MANUFACTURING ASSEMBLY
MIDMARKET PERSPECTIVES Tentative Date: October
CONVERSATIONS WITH
Tentative Date: August PROJECTED ATTENDANCE: 200 - 300
WEATHERHEAD 100 Editorial Feature: 8/13
Tentative Date: June PROJECTED ATTENDANCE: 200 - 300
FORTY UNDER 40
Tentative Date: November
TWENTY IN THEIR 20S CONVERSATIONS WITH Editorial Feature: 11/19
Tentative Date: June WEATHERHEAD 100 PROJECTED ATTENDANCE: 350 - 400
Editorial Feature: 6/11 Tentative Date: September
TWENTY
IN THEIR 20s C-SUITE GALA
CRAINSCLEVELAND.COM/EVENTS
For sponsorship opportunities, contact Nicole Mastrangelo at 216.771.5158 or nmastrangelo@crain.com.
Tentative Date: December
Editorial Feature: 11/26
PROJECTED ATTENDANCE: 500+
5.
14.CRAIN’S SIGNATURE EVENTS
HERE’S WHAT OUR ATTENDEES THINK
92% 93%
have recommended
an event to a feel our events
colleague or friend are high quality
93%
view the events/
programs as
prestigious 87%
have established
77%
are
rate the venues, new contacts or professionals
92%
atmosphere, business leads with 15+ years
food, networking of experience
and awards as
“favorable” or
“above average”
have favorable
94%
feel our events 70%
82% impressions of
sponsors after
leaving a Crain’s
event
deliver the
content/results
as advertised
are C-level
executives
15. Qualtrics post-event surveys to Crain’s attendees, 2016 - 2017CRAIN’S CLEVELAND BUSINESS STAFF
PUBLISHER Elizabeth McIntyre | Publisher & Editor | 216.771.5358 | emcintyre@crain.com
EDITORS Scott Suttell | Managing Editor | 216.771.5227 | ssuttell@crain.com
Sue Walton | Akron Business Editor | 330.802.4615 | swalton@crain.com
Chuck Soder | Research Editor | 216.771.5374 | csoder@crain.com
Kevin Kleps | Assistant Editor & Sports Reporter | 216.771.5256 | kkleps@crain.com
Amy Ann Stoessel | Managing Editor – Custom and Special Projects | 216.771.5155 | astoessel@crain.com
Timothy Magaw | Sections Editor | 216.771.5359 | tmagaw@crain.com
EDITORIAL Stan Bullard | Senior Reporter / Real Estate | 216.771.5228 | sbullard@crain.com
Jay Miller | Senior Reporter / Government | 216.771.5362 | jmiller@crain.com
Lydia Coutre | Reporter / Health Care & Non-profits | 216.771.5479 | lcoutre@crain.com
Rachel Abbey McCafferty | Reporter / Manufacturing & Higher Ed | 216.771.5379 | rmccafferty@crain.com
Jeremy Nobile | Reporter / Finance & Legal | 216.771.5255 | jnobile@crain.com
Dan Shingler | Reporter / Energy, Steel, Automotive | 216.771.5290 | dshingler@crain.com
ART David Kordalski | Creative Director | 216.771.5169 | dkordalski@crain.com
INTERNET Damon Sims | Web Editor | 216.771.5279 | dsims@crain.com
SALES Nicole Mastrangelo | Director, Advertising | 216.771.5158 | nmastrangelo@crain.com
Dawn Donegan | Senior Account Executive | 216.771.5171 | ddonegan@crain.com
Lindsie Bowman | Account Executive | 216.771.5070 | lbowman@crain.com
John Banks | Account Executive | 216.771.5172 | jbanks@crain.com
Laura Kulber Mintz | Account Executive | 216.771.5136 | lmintz@crain.com
MARKETING Michelle Sustar | Integrated Marketing Manager | 216.771.5371 | msustar@crain.com
EVENTS Ashley Martin | Events Manager | 216.771.5388 | amartin@crain.com
Megan Lemke | Events Coordinator | 216.771.5182 | mlemke@crain.com
PRODUCTION Craig Mackey | Director, Web & Print Production | 216.771.5184 | cmackey@crain.com
OFFICE Denise Donaldson | Office Manager & Sales Support | 216.771.5159 | ddonaldson@crain.com
5.
16.CRAIN’S CONTACTS
Cleveland
CRAIN’S CLEVELAND BUSINESS
700 West St. Clair Ave, Suite 310
Cleveland, OH 44113-1230
216.522.1383
Fax: 216.694.4264
www.CrainsCleveland.com
ADVERTISING/SPONSORSHIPS: 216.771.5158
SUBSCRIPTIONS: 888.909.9111
www.CrainsCleveland.com/subscribe
CUSTOMER SERVICE: 877.824.9373
Corporate New York Detroit Chicago
CORPORATE CRAIN’S CRAIN’S CRAIN’S
COMMUNICATIONS NEW YORK DETROIT CHICAGO
DEPARTMENT BUSINESS BUSINESS BUSINESS
Crain Communications Inc. 685 Third Ave. 1155 Gratiot Ave. 150 North Michigan Ave.
1155 Gratiot Ave. New York, NY 10017-4024 Detroit, MI 48207-2997 Chicago, IL 60601-3806
Detroit, MI 48207-2997 212-210-0100 313-446-6000 312-649-5200
313-446-0328 Fax: 212-210-0499 Fax: 313-393-0997 Fax: 312-649-5415
Fax: 313-446-1616 Subscriptions: 888-909-9111 Subscriptions: 888-909-9111 Subscriptions: 888-909-9111
Corp_Comm@crain.com www.newyorkbusiness.com www.detroitbusiness.com www.chicagobusiness.com
REPRINTS RESEARCH SOURCES
OTHER
CRAIN
Laura Picariello SIGNET RESEARCH INC 2016
Reprint Account Executive Circulation Verification Council 2016
Crain’s Cleveland Business Qualtrics 2015 & 2016
RESOURCES lpicariello@crain.com | 732.723.0569 ExactTarget & OAS 2017
685 Third Ave., New York, NY 10017 Omniture Hitbox, 2017
17.www.CrainsCleveland.com
216.522.1383
700 West St. Clair Avenue
Suite 310
Cleveland, OH 44113You can also read
