2020 MEDIA KIT - Pocket Outdoor Media
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2020 MEDIA KIT
About VeloNews CONTACT VELONEWS
The VeloNews Audience ADVERTISING, SPONSORSHIPS,
AND PARTNERSHIPS
CHANNELS
ENDEMIC
Custom Content NICK RAMEY, National Endemic Sales Director,
Print Magazine nramey@pocketoutdoormedia.com, (720) 400-9943
E-mail Newsletters & Custom E-mails NON-ENDEMIC
Podcast LAUREN ONDERSMA, National Non-Endemic Sales Director,
londersma@pocketoutdoormedia.com, (716) 481-4832
Video
Social Platforms
Display Advertising
Editorial Calendar
Rates and Specifications
➡ facebook.com/VeloNewsMagazine
➡ @velonews
➡ @velonews
➡ vimeo.com/velonewscom
VELONEWS ➡ youtube.com/velonews
4745 Walnut St., Unit A ➡ velonews.com/podcast
Boulder, CO 80301 USA
velonews.com ➡ velonews.com/show
ABOUT VELONEWS
AUDIENCE
VeloNews is
America’s leading
bike racing media
brand with nearly
50 years as the
authoritative
voice of cycling.
VeloNews offers
access to the most
loyal, engaged, and
active consumers
in cycling.
THE VELONEWS MISSION: We are America’s leading experts on bike racing and we offer the world’s
cycling enthusiasts the most interesting and incisive coverage of bike racing, the most trusted cycling
gear and tech reviews, fascinating personality stories, and deep dives that celebrate the world’s most
beautiful sport. We work with endemic clients and stakeholders in our sport to ensure their success while
maintaining our commitment to audience-first journalism in the media formats our audience demands.
PARTICIPATION
The VeloNews reader is an affluent, highly-
98% 68%
educated professional who is dedicated to
cycling and spends heavily on the sport.
DEMOGRAPHICS & SPENDING OF THE VELONEWS AUDIENCE RACE OR RIDE EVENTS
RIDES EVERY WEEK
EARNS OVER SPENDS
$211,000
(MEAN HHI)
$2,200 ENGAGEMENT
94% take action based on ads they see in VeloNews magazine.
ON CYCLING-RELATED TRAVEL
89% take action based on ads they see on VeloNews.com.
SPENDS RIDES The typical VeloNews reader has been a loyal reader for 9-12 years.
$4,000 8 HOURS 40% have read VeloNews for 5-14 years.
ON GEAR AND SERVICES A WEEK 1 in 6 reads only VeloNews. Only 15% read other cycling print media.
87% of print magazine readers read every issue
5
(1.6 hours median reading time).
OWNS BICYCLES 69.5% visit VeloNews.com at least once a day.
82% regularly give advice on cycling products, races, or topics.
CHANNELS VELONEWS IS THE AUTHORITY
With nearly 50 years’ experience in
speaking to the cycling audience,
VeloNews is the expert in reaching and
influencing cyclists and enthusiasts.
VeloNews offers comprehensive,
omnichannel access to the most loyal,
engaged, and active consumers in cycling.
Bring us your goals and VeloNews will
guide you to the most effective products,
timing, and duration to achieve them.
1.6
hours
reading time
per issue.
CUSTOM PRINT 94%
of readers act on ads
CONTENT STRENGTHS: Bring your
brand to life through
they see in VeloNews
magazine.
STRENGTHS:
Flexibility, Long Life, stories and engaging
High Engagement images
88K
members
72%
Completion Rate
E-MAIL VIDEO &
21.4%
STRENGTHS: Specific
Promotions, List
PODCASTS
Open Rate STRENGTHS: Organic,
Acquisition, Trackable TURN THE NEEDLE authentic product
Campaigns, Conversions, integration
One-Time Offers
70%
Completion Rate
(Industry
6.1%
Click Rate SOCIAL DISPLAY ADS average: 40%)
STRENGTHS: High STRENGTHS: 200% growth
engagement, awareness in CTR. 86% viewability,
campaigns, follower Trackable campaigns,
campaigns, athlete Conversion tracking. 88.7%
activations act on ads they see on
VeloNews.com.
CUSTOM
CONTENT
THE CUSTOM CONTENT CASCADE VELONEWS VELONEWS.COM
VeloNews offers unmatched storytelling and the most MAGAZINE
1.21 million
engaged audience in print, online, social, streaming 74,000 UNIQUES
video, and podcasts. MONTHLY READERSHIP
(JULY 2019)
Set your goals and our content team will prepare
world-class content in any medium for native advertising, Average Time on Content
collaborative content, branded content, editorial-inspired High visibility
stories, and sponsored stories. 1.6 ON HOME PAGE OR CATEGORY
VeloNews will recommend the most effective products hours
to meet your goals and suggest a cascade—the best
timing and duration for each phase of your campaign in
social, online, video, podcast, and print.
PER MONTH
Actions Taken
88.7%
OF READERS TAKE ACTION
94.3%
ON ADS THEY SEE ON
VELONEWS.COM
OF PRINT READERS TAKE
ACTION ON ADS THEY SEE IN Time on Content
1’ 22” to 4’ 14”
CAPABILITIES VELONEWS
VAN VLEUTEN’S COMEBACK | AMERICA’S NEW PHENOM | TRAVEL WITH YOUR BIKE
DEPENDING ON SOURCE
➡ Feature stories and long-form (JULY 2018)
➡ Experiential storytelling
➡ Product placement and integration Clickthrough Rate
WOMEN’S WORLDTOUR | DIY RACING | ANNEMIEK VAN VLEUTEN’S COMEBACK
➡ Custom video and podcasts
➡ World-class photography
ELEVATED
.35%
➡ Personalities behind the brand Women’s pro racing is
more exciting than ever
VOL. 48/NO.5 • JUNE 2019
MAGAZINE
ENGAGEMENT
94%
of subscribers take
action on ads they see
in VeloNews magazine.
(SOURCE: 2018 AUDIENCE STUDY)
VeloNews takes readers inside competitive cycling and ignites the
81%
visited a product or
passion they have for top riders, iconic races, and participant-driven events:
service website after
➡ Fascinating storytelling and incisive analysis of the greatest races
seeing an ad in
➡ In-depth features and profiles of personalities
➡ Comprehensive reviews of the latest gear and tech
VeloNews magazine.
➡ Expert training advice
➡ World-class photography
➡ Engaging infographics to explore races, riders, and trends in cycling
52%
➡ Personal essays and opinion from expert voices and guest writers
purchased a product or
service website after
seeing an ad in
VeloNews magazine.
GEAR ISSUE VAN VLEUTEN’S COMEBACK | AMERICA’S NEW PHENOM | TRAVEL WITH YOUR BIKE 2019 TOUR DE FRANCE GUIDE
SPEND SMART
44%
RIDE HARD
visited a local bike
100+ GRANDEST TOUR
—THE—
products you’ll love
shop to learn more
WOMEN’S WORLDTOUR | DIY RACING | ANNEMIEK VAN VLEUTEN’S COMEBACK
Epic climbs & historic champions make the 2019 Tour de France an all-time great
2019 VELONEWS TOUR DE FRANCE GUIDE
about a product they
2019 GEAR ISSUE
saw advertised in
ELEVATED
VeloNews magazine.
Women’s pro racing is
more exciting than ever
DETAILED ANALYSIS
VOL. 48/NO.6 • TDF 2019
VOL. 48/NO.5 • JUNE 2019
21 22
VOL. 48/NO.3 • GEAR ISSUE 2019
THOMAS BEST TOURS EVER
82%
TALKS Inside the 1989, 1999, & 2009
Can the champ Tours, and how they shaped
STAGES TEAMS defend his title? modern pro cycling
VNTdF Cover_Coverlines.indd 1 5/23/19 6:47 PM
regularly give advice
VNGear_Cover.indd 2 2/21/19 4:44 PM
7 issues
+ 2 specials
74,000
MONTHLY READERSHIP 23,483
on cycling products,
races, or topics.
SUBSCRIBERS
The Tour de France guide
and the VeloNews Gear Issue 93% PAID CIRCULATION 2.2
(Source: 2017 CVC Audit) hours per issue
READING TIME (MEDIAN)
1 in 6
read only VeloNews.
The typical VeloNews
reader has been a 40% 87%
loyal reader for have read VeloNews of subscribers read Only 15%
9 years. for 5-14 years. every issue.
read other cycling
print media.
EMAIL
VELONEWS E-MAIL NEWSLETTER
AND CUSTOM SENDS
The twice-weekly VeloNews e-mail newsletter covers
breaking news, race results, gear and tech reviews, and
87,608
SUBSCRIBERS
21.4%
AVERAGE OPEN RATE
hot topics that VeloNews is following.
CAPABILITIES
➡ Custom E-Mail
➡ Lead generation
➡ Contests
➡ Event or series
6.1%
CLICK RATE
3’ 20”
AVERAGE TIME ON CONTENT
registrations AFTER CLICK
➡ Special offers
➡ Flash sales
PODCAST
VeloNews is the multimedia leader in cycling with over
2.37 million downloads of the VeloNews podcasts and
3.37 million views of the VeloNews video series.
VeloNews podcasts have seen explosive growth
of 162% in monthly listens since 2017. Broadcast via
SoundCloud to dozens of podcast subscription services
and apps for iOS and Android.
CAPABILITIES ➡ Topic takeovers
➡ Custom series ➡ Athlete activation
➡ Episode sponsorships ➡ Exclusives
LISTEN NOW
velonews.com/podcast
VELONEWS PODCAST FAST TALK PODCAST NEW! TECH PODCAST
Spirited discussion, informed humor, Hosted by VeloNews Managing Editor VeloNews Tech Editor Dan Cavallari
and insider access to top pros and Chris Case and coach Trevor Connor, and special guests discuss complex
team directors, the VeloNews Podcast Fast Talk offers science-driven, tech topics and distill them into
brings listeners into the beautiful, entertaining discussions of training terms and techniques we can all
often absurd heart of pro cycling. and performance-related tech. understand.
ENGAGEMENT ENGAGEMENT ENGAGEMENT
18K 20K 15K
PLAYS PER EPISODE PLAYS PER EPISODE PLAYS PER EPISODE
37 minutes 52 minutes 25 minutes
LISTEN TIME PER EPISODE TIME LISTENED PER EPISODE TIME LISTENED PER EPISODE
84% 85% 85%
COMPLETION RATE COMPLETION RATE COMPLETION RATE
VIDEO
First launched in 2009 as VeloCenter, the 1,000-episode ENGAGEMENT
VeloNews video series has become the sport’s leader in
streaming video with over 3.37 million views. This weekly
streaming video program offers humorous, opinionated,
and sometimes controversial views of races, athletes,
and breaking news in the sport.
41KVN SHOW PLAYS,
3’ 32”
VIEWING TIME PER EPISODE
JULY 1-DECEMBER 31, 2018
CAPABILITIES
➡ Custom content
➡ Topic takeovers
➡ Athlete activation
3.37
million
77%COMPLETION RATE
➡ Episode branding ➡ Exclusives (Industry average: 40%)
LIFETIME VIEWS
WATCH NOW
velonews.com/show
SOCIAL MEDIA
VeloNews has built the most loyal readership in cycling
over its nearly 50-year history in print and digital. That
engagement has followed VeloNews to the most popular
social media platforms for our audience. About 81% of
the VeloNews audience primarily finds VeloNews content
in print or on VeloNews.com, but 19.4% of the VeloNews
audience finds VeloNews content primarily on three
social media platforms: 65% use Facebook regularly, 41%
use Instagram regularly, 28% use Twitter regularly.
CAPABILITIES VeloNews offers custom
social media promotions including
➡ amplified editorial ➡ stories
➡ custom content ➡ live video
➡ athlete takeovers ➡ follower campaigns
➡ awareness campaigns
FACEBOOK INSTAGRAM TWITTER
289,328 76,505 144,067
FOLLOWERS FOLLOWERS FOLLOWERS
6.9% 1,052 3.5%
ENGAGEMENT RATE ENGAGEMENT RATE ENGAGEMENT RATE
(or 1,433 engagements per post) (engagements per post) (or 415 engagements per post)
4.3% 1’ 43” 3%
LINK CLICK RATE TIME ON VELONEWS.COM AFTER CLICK LINK CLICK RATE
(or 903 clicks per post) (OR 343 CLICKS PER POST)
1’ 34” 1’ 00”
TIME ON VELONEWS.COM AFTER CLICK TIME ON VELONEWS.COM AFTER CLICKDISPLAY
ADVERTISING
VeloNews.com is one of the longest continuously-
operating sports websites in the world—of any sport.
VeloNews.com has seen many online advertising
trends come and go, but one truth still stands: the
most important metric is the loyalty and engagement
of the audience.
ENGAGEMENT
69.5%
VISIT VELONEWS.COM
AT LEAST ONCE A DAY.
88.7%
OF VELONEWS.COM READERS
TAKE ACTION BASED ON ADS
THEY SEE ON VELONEWS.COM.
86%VIEWABILITY
85.4%
VISITED A PRODUCT OR SERVICE
WEBSITE AFTER SEEING AN AD
ON VELONEWS.COM.
45.7%
PURCHASED A PRODUCT OR
SERVICE ONLINE AFTER SEEING
AN AD ON VELONEWS.COM.
With lazy-loading
ad spots and zero
programmatic ad calls,
VeloNews.com displays
between 3 and 3.5 ads
per pageview at 75%
viewability. Right rail
ad spots follow the
user down the page.
In-content ads load
on scroll.EDITORIAL CALENDAR January/February
2020 SEASON PREVIEW SPACE CLOSE 11/20
➡ Generation Z: Tadej Pogacar, Egan Bernal, MATERIALS DUE 11/26
ON-SALE 1/7
Remco Evanpoel, Mathieu van der Poel
March/April
SPACE CLOSE 1/9
THE DIRT/GRAVEL ISSUE
MATERIALS DUE 1/16
➡ Kate Courtney, Christopher Blevins,
ON-SALE 2/18
Colin Strickland, Rebecca Rusch
The Gear Issue
90 -DAY
NEWSSTAND
➡ Best bikes 2020
SPACE CLOSE 2/6
MATERIALS DUE 2/13
PRESENCE
ON-SALE 3/17
Sponsorship Packages Available
May GIRO D’ITALIA GUIDE
➡ The GC favorites for the Giro SPACE CLOSE 3/5
MATERIALS DUE 3/12
➡ The Giro in the 1980’s: tech, heroes,
ON-SALE 4/14
and controversies
Giro d'Italia Sales Opportunities Available
June WOMEN’S RACING
SPACE CLOSE 4/2
➡ Marianne Vos, Chloe Dygert Owen, and
MATERIALS DUE 4/9
the stars of pro women’s cycling
ON-SALE 5/12
➡ How to grow women’s racing and
participation in cycling
90 -DAY
NEWSSTAND SPACE CLOSE 5/6
PRESENCE
Tour De France Guide MATERIALS DUE 5/13
THE ANNUAL GUIDE ON-SALE 6/16
➡ Detailed info about the riders, teams,
ELLING
stages, climbs, history, and more
BE ST- S
TDF Print/Digital Sales Opportunities Available
ISSUE!
July/August
ACTIVISM ISSUE SPACE CLOSE 6/10
➡ The push for cycling safety on U.S. roads MATERIALS DUE 6/17
➡ The men and women pushing for ON-SALE 7/21
inclusivity, diversity, and safety in cycling
September/October SPACE CLOSE 8/6
CYCLOCROSS PREVIEW MATERIALS DUE 8/13
➡ Cycling’s hardest races ON-SALE 9/15
November/December
VELONEWS AWARDS SPACE CLOSE 10/1
➡ Photos of the Year MATERIALS DUE 10/8
ON-SALE 11/10
➡ Tech Awards
➡ Holiday Gift Guide
* Editorial calendar subject to change.ADVERTISING SPECS
Unit size Live area
WIDTH X HEIGHT
Trim
WIDTH X HEIGHT
Bleed
WIDTH X HEIGHT
14.5” x 9.38” 16.0” x 10.5” 16.25” x 10.75”
SPREAD* 368.3mm x 238.3mm 406.4mm x 266.7mm 412.8mm x 273mm
14.5” x 4.44”
1/2 PAGE SPREAD* 368.3mm x 112.8mm
N/A N/A
6.375” x 9.375” 8.0” x 10.5” 8.25” x 10.75”
FULL PAGE 161.9mm x 38.1mm 203.2mm x 266.7mm 209.6mm x 273mm
3.0625” x 9.375”
1/2 PAGE VERTICAL 77.8mm x 238.1mm
N/A N/A
6.375” x 4.57”
1/2 PAGE HORIZONTAL 161.9mm x 116.1mm
N/A N/A
1.9583” x 9.375”
1/3 PAGE VERTICAL 49.7mm x 238.1mm
N/A N/A
4.1667” x 4.555”
1/3 PAGE SQUARE 105.8mm x 115.7mm
N/A N/A
3.065” x 4.555”
1/4 PAGE VERTICAL 77.9mm x 115.7mm
N/A N/A
1.9583” x 4.555”
1/8 PAGE VERTICAL 49mm x 115.7mm
N/A N/A
2.215” x 4.1667”
1/8 PAGE HORIZONTAL 56.3mm x 105.8mm
N/A N/A
*Please allow .375" in the center of artwork for gutter.
Digital edition specs Color ads
To ensure that all URLs in ads remain active in digital edition, embed URLs ➡ CMYK
as fonts – not as images. When the ad is being designed, DO NOT convert ➡ Minimum 266 dpi
the URL text to paths or it will no longer be an active link. ➡ 133 line screen
➡ Best black build: 30c, 30m, 30y, 100k
Uploading instructions ➡ Remove all color management profiles
For uploading instructions, contact:
HEATHER ARNOLD, Director of Production and Circulation Optional proofs
harnold@pocketoutdoormedia.com All files may be accompanied by a proof created directly from the supplied
digital file at 100% size and to SWOP standards.
Accepted files
➡ Adobe PDF/X1-a files created CMYK; all images embedded Acceptable proofs
➡ Adobe InDesign files with all images and fonts included ➡ Contract proof (Matchprint or Kodak approval)
➡ Adobe Illustrator files with all images included or embedded ➡ Rainbow proof
and fonts included or converted to outlines ➡ Iris proof
➡ Adobe Photoshop EPS and TIFF files with layers flattened Color fidelity or content on press cannot be guaranteed if a contract proof
is not supplied with your files. A make-good cannot be considered if an
acceptable proof is not supplied
PRODUCTION CONTACT
Heather Arnold, Director of Production & Circulation
harnold@pocketoutdoormedia.comCONTACT
ADVERTISING, SPONSORSHIPS, AND PARTNERSHIPS
ENDEMIC
NICK RAMEY, National Endemic Sales Director,
nramey@pocketoutdoormedia.com, (720) 400-9943 4745 Walnut St., Unit A,
Boulder, CO 80301, USA
NON-ENDEMIC
LAUREN ONDERSMA, National Non-Endemic Sales Director, VeloNews.com
londersma@pocketoutdoormedia.com, (716) 481-4832
facebook.com/VeloNewsMagazine
@velonews
Also available: The VeloNews Audience Study offers advertisers, @velonews
marketers, and agencies results from 5,200 reader responses to 74 detailed
questions on spending habits, brand ownership and intent to buy for
vimeo.com/velonewscom
522 brands in 21 product categories, reading habits, riding and training youtube.com/velonews
habits, race and event participation, travel, replacement value, interests,
velonews.com/podcast
technology and app use, social media preferences, and reader engagement
and value by content channel. To access the study, contact us. velonews.com/showYou can also read
