2020 Media Kit - National Parks Traveler
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2020 Media Kit
The World’s No.1 Editorially Independent
Nonprofit Media Organization Dedicated to
Coverage of National Parks and Protected
Areas
More than 15 years of editorially
independent, award-winning journalism
focused on national parks and protected
areas.
Date
Zion National Park, Rebecca Latson
Our Mission:
Since August 2005, National Parks
Traveler has worked hard to inform
the public of environmental,
scientific, and newsworthy
developments surrounding,
involving, and affecting the parks and
their governing bodies. Our content
aims to educate the public on the
wondrous aspects of parks, as well as
the need for their protection and
sound stewardship.
As the Internet’s only editorially independent media
organization dedicated to covering America’s
national parks and protected areas on a daily basis,
we work hard to inform our readers and listeners
through a unique, award-winning multimedia blend
of news, feature content, debate, and discussion, all
tied to the parks and protected areas.
With 3+ million readers and listeners and a social
media footprint of more than 300,000, National Parks
Traveler can connect you with our well-educated and
affluent audience of outdoor and park enthusiasts.
Your ad buying or underwriting support will help
bolster editorial coverage of the recreational,
educational, and environmental services of national
parks and other public lands. Mount Rainier National
Park, Rebecca Latson
What People Say Of The Traveler…
Ken Burns, documentary filmmaker
“John Muir, the great wilderness prophet, called national
parks ‘Nature’s sublime wonderlands, the admiration and
joy of the world.’ They still are, but keeping them that way
requires renewed commitment from each generation of
Americans. The National Parks Traveler is a much-needed
voice in that effort, constantly reminding us, as Muir himself
said, ‘Everybody needs beauty as well as bread, places to
stay in and pray in, where Nature may heal and cheer and
give strength to body and soul alike.’”
The Wall Street Journal Online
The Traveler offers “plenty of news and opinion
on political developments affecting parks, and a
good regional balance of parks in the Western
and Eastern U.S.”
Erika Zambello, National Geographic Young
Explorer
"For me, National Parks Traveler is guide, news source,
and exploration inspiration for national parks across
the United States and across the world. In addition to
the daily stories receiving the regular newsletters, I
See you in the parks!
look forward to daily photographs from the Grand
Canyon, Dry Tortugas, and Big Cypress on Facebook
and Instagram. Tuning in to the Traveler makes me feel Kurt Repanshek
part of a bigger community!" Arches National
Founder Park, Kurt Repanshek
and editor-in-chief
Awards
Stewart L. Udall Award George B. Hartzog, Jr. Award George Wright Society
The Western National Parks In 2017, the Coalition to Protect America’s The George Wright Society honored
Association in November National Parks presented this award to the Traveler with its 2015
2019 honored the Traveler the Traveler for raising awareness on Communication Award for “excellence
for how it keeps the public important issues regarding the National in communication, interpretation, or
aware of what's going on in Park System and National Park Service. related areas pertaining to the
the National Park System. purposes of the Society.”
Acadia National Park, Michael Rickard
Our Audiences Every month we reach more than
300,000 outdoor consumers,
educators, public land managers,
environmental professionals,
policymakers, park enthusiasts,
conservationists, adventure seekers,
and others who care deeply about the
future of our public lands and
ecosystems via our flagship website,
Apple News feed, and weekly
podcasts.
Traveler launched a weekly podcast series
February 2019. Shows run roughly 45 minutes
Traveler’s content is widely dispersed via its with a news magazine format. Guests have
flagship website, its Apple News feed, and social included National Parks Conservation Association
media channels. Traffic on nationalparkstraveler.org President and CEO Theresa Pierno, Defenders of
in 2019 was up 23.4 percent for the year, to 1.58 Wildlife President and CEO Jamie Rappaport
million readers. Traffic on Apple News was up 90 Clark, author Stephen Trimble, and Yellowstone
percent (those who viewed articles) for the year, to National Park photographer Jacob W. Frank.
976,067, while overall reach on Apple News was up Through January 6, 2020, listeners have
nearly 17 percent, to 4.8 million (headline and article downloaded more than 52,500 episodes.
viewers).
Traveler’s social media footprint across
Facebook, Twitter, and Instagram is greater
than 300,000 per month.
Brett Seymour, NPS
Demographics
Traveler’s audience is affluent, well-educated, and is well-
represented across the major demographic sectors.
Annual
Household
Income
$50,000-$100,000 = 33%
$100,000-$150,000 = 17%
$150,000+ = 13%
Source: quantcast.com
Audience share
18-24: 5.5 %
25-34: 21.32 %
35-44: 18.82 %
45-54: 18.14 %
55-64: 20.72%
65+: 15.50%
Source: quantcast.com
Education
College = 46% Jacob W. Frank, NPS
Graduate School = 24%
Source: quantcast.com
2019
Numbers
3+ million annual readers
300,000+ monthly uniques
23.3 percent growth in web
traffic, to 1.58 million
89 percent growth in Apple
News, to 976,067
More than 52,500 podcast downloads
251,000+ Facebook followers
2:06 minutes spent per web page
More than 6,500 e-newsletter subscribers
34,800 Instagram followers
26,565 Twitter followers
Shenandoah National Park, Kurt Repanshek
Advertising Opportunities
National Parks Traveler’s online platforms are a top digital destination for more than 3 million readers who come for breaking
news and exclusive stories related to national parks and worldwide protected areas. With our flexible advertising packages,
you can promote your good work through our e-newsletter, website, and social media channels to build your brand, grow
your business, and find support for your campaigns.
Traveler offers native advertising, underwriting that supports
editorial content managed entirely by the editors, or simple
display advertising.
National Parks Traveler NPCA High Country News
Alexa Rank
65,170 79,661 62,821
as of Jan 15, 2020
Advertising on website Yes No Yes
Pageviews per month ~226,890 NA ~460,000
Display ad rates $5-$8.75/week NA $70/week
Newsletter ad $100-$240 NA $200-$250
Social media shares Yes No NoNational Parks Traveler Web banners Monthly Pricing
Impressions CPM Rate
Half page banner (300 x 600) 15,000 $25
10,000 $35
15,000 $20
Medium rectangular banner (300 by 250)
10,000 $25
15,000 $15
Mobile banners (300 x 100)
10,000 $20
Email
1x = $100 2 x $90 = $180 3 x $70 = $210 4 x $60 = $240
Newsletter ad
Sponsored e-blast 1x = $200 2 x $190 = $380 3 x $180 = $540 4 x $160 = $680Package deals
Park Lover—Level 1
$800 for 1 month
Package includes:
* 1 month 300 x 250 inline rectangle, 10,000 impressions/month
* 1 month 300x 100 mobile banner, 5,000 impressions/month
* 1 ad in Traveler weekly e-letter
* 1 social media promotion on Facebook
National Parks Enthusiast — Level 2
$2,250 for 3 months
Package includes:
* 15,000 ad impressions per month, divided between desktop (300 x 250 inline rectangle) and mobile (300 x 100 mobile banner)
* 3 ads in Traveler’s weekly e-letter (1 per month)
* 3 promotions on social media (Facebook, Instagram, or Twitter)
* 20-30 second promotion in weekly podcasts
* Featured logo on footer of Traveler website
* Underwriter branding
Visiting the Parks Program — Level 3
$10,000 annually
Package includes: * Organization added to website menu bar Supporters tab
* 15,000 ad impressions per month split between * 12 advertisements in Traveler’s weekly e-letter (1 per
desktop (300 x 600 half page) and mobile (300 x100) month)
* 1 landing page to feature seasonal campaigns and events * 1 sponsored e-blast
* 20-30 second promotion in weekly podcasts * 12 social media promotions across Instagram, Facebook,
* Featured logo on footer of Traveler website Twitter
* Underwriter branding * Featured sponsor in Traveler’s annual campaign, mention
in annual reportFriends of the Parks — Level 4
National park friends groups and cooperating associations are vital to the health and well-being of the
National Park System. To support and promote their missions, and to foster a national community of
park lovers and advocates, this program offers participating organizations display ad space, and a
dedicated web page on the Traveler website at a considerable discount.
Contact us for rates.
Package includes:
* Banner IAB 300 x 600 display ad on National Parks Traveler website that links to your dedicated
landing page, 10,000 impressions per month
* 1 landing page in Traveler to feature your organization that can be updated as needed
* Your organization added to Traveler website menu bar under ‘Supporters’ tab
* Your organization’s logo added to Traveler website footer
* 20-30 second promotion in weekly podcasts
* Listing in weekly e-newsletter
* 2 sponsored e-blasts per year
* 16 social media promotions across Instagram, Facebook, Twitter platforms
* Minimum four feature-length articles
* Featured sponsor in Traveler’s annual campaign and listing in annual reportSupport the only independent media organization
focused on national parks and protected areas.
Email: sales@nationalparkstraveler.org
www.nationalparkstraveler.org
facebook.com/NationalParksTraveler
twitter.com/ParksTraveler
instagram.com/National_Parks_Traveler Grand Teton National Park,
435-645-8680 Rebecca LatsonYou can also read
