National Media Kit 2021 - Mountain Life
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National Media Kit 2021
ERIC BERGER
TIP a line to go
C li c k o n
ir e c t ly to the page
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that intere
About us Print Digital & Social Media
p. 4 Vision Statement p. 10 Mountain Life Annual p. 17 Social Media Reach
p. 5 The ML Crew p. 11 Mountain Life Coast Mountains p. 18 Social Media Options
p. 6 Mother Nature p. 12 Mountain Life Blue Mountains p. 20 Digital Ads
p. 7 Demographics p. 13 Vie en montagne p. 21 Newsletter
p. 14 Value Added p. 22 Branded Content
p. 15 Print Rates p. 23 Contests
P. 2
Mountain Life exists to connect people from all
walks of life to the magic of the mountains.
DUNCAN SADAVA
Vision Statement
Our goal for 2021 is to continue to grow our outdoor community through authentic
storytelling and stunning photography. We’re as committed as ever about making
connections that spread ripples throughout the world.
We proudly support and showcase hundreds of writers, photographers,
athletes, artists and advertisers. LIVE IT UP with us!
2018
P. 4
The ML Crew
GLEN JON TODD AMÉLIE SARAH FEET LESLIE NED KEVIN
HARRIS BURAK LAWSON LÉGARÉ BULFORD BANKS ANTHONY MORGAN CRAWFORD
Publisher & Founder Publisher & Co-Founder Publisher & Photo Editor Art Director, Designer Director, Social Media Editor, MLCM Editor, MLA Editor, MLBM Web Developer
& Production Manager
PAT DIANE ALAIN STEPH BOBBY MIKE SUSAN KRISTA
WELLS LANGLOIS DENIS MARTINEK KOVEN STRIMAS BUTLER CURRIE
Publisher, VEM Translator, VEM Photo Editor, VEM Sales, MLBM Sales, MLBM Sales, MLBM Copy Editor, MLCM Financial Controller
P. 5
Our Commitment to Mother Nature
To offset the carbon impact of the paper products we use, Mountain Life has planted more than
9,300 trees in British Columbia, Ontario & Brazil, which equates to 10 years worth of all the
magazines we’ve ever printed. Knowing we’re actively contributing to the life and vitality of the
local environment gives our team a renewed sense of why we do what we do.
We’ve recently joined forces with PrintReleaf, a patented software platform that empowers
businesses to sustain and grow our global forestry system—one print job at a time. All of our
publications are proudly printed in Canada.
imprimé au canada
printed in canada
TODD LAWSON P. 6
QUICK STATS
Age
47%
28% are 36-44 yrs old YT + NT + NU
24% are 27-35 yrs old Demographics 2.5%
53% 21% are 45-54 yrs old
16% are 55+ yrs old
11% are 19-26 yrs old BC
34.7% AB
MB
Average amount our readers plan Numbers of times/week our readers
10.6% 2.8% QC
to spend on winter equipment in
the next 18 months
take part in outdoor activity/adventure
14.8%
SK PE + NS
5.3 summer ON
cad $2,550 4.5 winter 2.9% 29.5% + NL +
NB
Owns a home
3.6%
68%
Average HHI cad $102K
Plans on purchasing
44%
WHAT ARE YOUR FAVOURITE WINTER SPORTS/OUTDOOR ACTIVITIES? WHAT ARE YOUR FAVOURITE SUMMER SPORTS/OUTDOOR ACTIVITIES?
In-bounds skiing 42.8% Backcountry skiing/touring 21.8% Hiking 73.8% Boating/sailing 30.4%
Snowshoeing 41.7% In-bounds snowboarding 20.6% Canoe/kayak/SUP 70.7% Fishing 26.7%
XC skiing/nordic 31% Pond hockey 20% Camping/roadtripping 65.7% Trail running 20.2%
Trail running/hiking 30.2% Backcountry snowboarding 9.3% Mountain biking/cycling 40.8% Rock climbing 13.2%
Combined data based on 2017 & 2019 digital analytics surveys P. 7
Print
THE HOME BASE FOR OUR CONNECTIONS TO TAKE PLACE
BEN HAGGAR
Overview
Mountain Life Annual ML Coast Mountains ML Blue Mountains Vie en Montagne
Canada-wide British Columbia Ontario Quebec
9,000 copies per issue. 12,000 copies per issue. 12,000 copies per issue. 12,000 copies per issue.
Published every November. Published three times a year. Published four times a year. Published twice a year.
p. 10 p. 11 p. 12 p. 13
P. 9
PRINT DISTRIBUTION
DISTRIBUTION
Mountain Life Annual We focus most of our efforts on getting MLA into
the right hands with curated, targeted distribution.
MLA is delivered from coast to coast throughout
Canada, utilizing strategic partnerships and niche
events that puts our publication into an elite
demographic of readers. Here is how we distribute
9,000 copies of the magazine.
Our mission is to craft stories that stand the test of
time. In seven short years, Mountain Life Annual
2,000 Fairmont Hotels (Jasper, Banff, Lake Louse
has become a well-respected voice in the outdoor & Whistler)
media world. Elegantly designed and well-thought-
1,500 Air Canada Maple Leaf Lounges
out, MLA’s package of premium, targeted print and
international digital media helps us showcase your 1,000 Six Private Ski Clubs in Ontario
brand to millions of people annually. Your brand’s
1,500 Banff Mountain Film & Book Festival
presence in Mountain Life Annual involves premium
visibility in a fully-integrated print, digital and social 1,000 95 Chapters/Indigo stores across Canada
media platform that runs on all cylinders, all the time 1,500 Subscriptions, Outdoor Retailer, SIA and other
— from November 1, 2021 to October 31, 2022. industry events
500 Vancouver International Mountain Film Fest
PRINT DISTRIBUTION
DEADLINES
Ad Booking: Sept. 25 Artwork: Oct. 4 Street Date: Nov. 15
P. 10PRINT DISTRIBUTION
Mountain Life DISTRIBUTION
Coast Mountains With a focus on Vancouver, Squamish and Whistler,
our free, targeted circulation enables us to reach
an industry-best 99% pick-up rate. Here is how we
distribute 12,000 copies of the magazine.
5,000 High Traffic Locations (Sea to Sky)
3,000 Outdoor Retail Locations
2,500 Canada Post Mail-Out (North & West
Vancouver)
Published three times a year, Mountain Life Coast 1,000 Hotel Lobbies and Cafés
Mountains is an award-winning magazine with 500 Subscriptions and Professional Offices
diversity as its central theme. With one of the best,
FREE distribution programs in the industry, MLCM
targets the 3 million + summer and winter visitors to
the #1 Ski Resort in North America.
MLCM annual circulation 36,000 DEADLINES
MLCM total readership 260,000
Issue Ad Booking Artwork Street Date
MLCM pick-up rate 99%
Late Winter Jan. 2 Jan. 10 Feb.1
Summer May 2 May 10 June 1
Early Winter Oct. 2 Oct. 10 Nov. 1
P. 11PRINT DISTRIBUTION
Mountain Life DISTRIBUTION
Blue Mountains We are proudly showcased at premier shops and
high-traffic areas in Collingwood, Thornbury, Barrie,
Creemore, Owen Sound and the Bruce Peninsula.
Here is how we distribute 12,000 copies of the
magazine.
4,250 Outdoor Retail Locations
2,250 Private Ski Clubs
Since its inception in 2003, Mountain Life Blue Mountains 2,000 Hotel Rooms
has been promoting the world-class playground of the Blue
2,000 High Traffic Locations
Mountains, which boasts the best skiing and boarding in
Ontario, all within easy reach of Toronto. In Canada, Blue 750 Tradeshows and Events
Mountain Resort is second only to Whistler Blackcomb in 750 Professional Offices
annual visits.
MLBM annual circulation 48,000
DEADLINES
MLBM total readership 348,000
MLBM pick-up rate 99% Issue Ad Booking Artwork Street Date
Spring March 5 March 15 April 5
We have partnered with PrintReleaf, a reforestation program Summer June 5 June 15 July 5
that enables ML to choose a forest to plant the same amount
Fall Sept. 5 Sept. 15 Oct. 5
of trees that were used to print our magazine.
Winter Dec. 5 Dec. 15 Jan. 5
P. 12PRINT DISTRIBUTION
DISTRIBUTION
Vie en montagne Vie en montagne is distributed in over 300 hotels,
shops, professional offices and high-traffic areas
throughout the province, with a focus on the
Eastern Townships, the Laurentians and Quebec
City. Here is how we distribute 12,000 copies of
the magazine.
4,250 Outdoor Retail Locations
2,250 Cafés & Restaurants
In Vie en montagne, the newest addition to the big 2,000 Hotel Rooms
ML family, expertly curated bilingual content speaks to
2,000 High Traffic Locations
both Quebecers and tourists. With a special focus on
photography, Vie en montagne showcases the characters, 750 Tradeshows and Events
adventures and issues in the Quebec outdoors, inspiring
750 Professional Offices
people from all walks of life to create stories of their own.
VEM Annual circulation 24,000
VEM Total readership 180,000 DEADLINES
VEM Pick-up rate 99%
Issue Ad Booking Artwork Street
Date
We have partnered with PrintReleaf, a reforestation program
Summer May 3 May 14 June 10
that enables ML to choose a forest to plant the same amount
of trees that were used to print our magazine. Winter Oct. 12 Oct. 23 Dec. 3
P. 13Value Added
Going above and beyond
With each insertion in MLCM, MLBM and Vie en
montagne, you can receive a free inclusion in
our valued ‘Local Picks’ gear guide section. This
print placement ensures more foot traffic through
the doors of your local retailers, and shines the
spotlight on your product.
*Local picks also appear on social media for
extra buzz.
P. 14Print Rates
ML Coast Mountains Single Multiple
ML Blue Mountains Insertion Insertions Cost Mountain Life Annual Cost
Vie en montagne Cost (per issue)
Double Page Spread $4,740 $4,325 Inside Front Cover Spread $13,600
Outside Back Cover $3,825 $3,450 Inside Back Cover Spread $12,900
Inside Front Cover $3,650 $3,280 Double Page Spread $10,800
Inside Back Cover $3,525 $3,170 Full Page $7,000
Page 3 $3,400 $3,150
Full Page $3,100 $2,780
Half Page $1,730 $1,550
Quarter Page $930 $830
MASON MASHON P. 15Digital & Social Media
REACHING MILLIONS OF READERS EVERY YEAR
BEN HAGGARtop
Social Media Reach 5
WORLDWIDE
1. Canada
2. United States
When we post to social, our followers engage.
3. Australia
4. United Kingdom
Facebook Instagram Twitter 5. Mexico
Mountain Life 26,780+ 19,200+ 4,737
Ski Journal 13,000 53,900 623
Ski Television (S-Media) 10,000 5,056 N/A
The Snowboarder’s Journal 25,000 43,300 N/A
Mountain Culture Group 9,800 7,864 1,879
Ski Canada 3,800 2,669 8,778
Forecast Ski Magazine 2,900 15,500 1,363
ANNUAL FACEBOOK STATS ANNUAL INSTAGRAM STATS ANNUAL WEBSITE STATS
(JAN. 1, 2020 - DEC. 31, 2020) (JAN. 1, 2020 - DEC. 31, 2020) (JAN. 1, 2020 - DEC. 31, 2020)
566,045 987,684 113,052 709,932 499,987 1,513,785
POST ENGAGEMENT TOTAL REACH POST ENGAGEMENT TOTAL REACH TOTAL PAGEVIEWS TOTAL IMPRESSIONS
P. 17Social Media Options
Increase exposure, engage with more customers
and have fun doing it.
Package 1 Package 2 Package 3 Package 4
1 in-feed post: 2 in-feed post: Instagram & 1 week takeover (5 in-feed Content creation bundle of
Instagram & Facebook Facebook posts): Instagram & Facebook 10 images & 1 video
3 Stories 6 Stories (2 weeks) 3 Stories daily x 5 days 10 in-feed posts over one
month: Instagram & Facebook
Analytics 2 weeks after Analytics 2 weeks after 5 Post boosts $100/5 days
posting posting 3 Stories daily x 10 days
Analytics 2 weeks after
1 post boost $100/5 2 post boost $100/5 days posting
days
$1,500 $3,000 $5,000 $10,000
NICHOLAS SPOONERThe best way to get eyeballs looking at your brand.
Digital Ads
With full analytics and post-campaign reporting, gain
valuable insight into how your ads are performing.
Cost: $30 CPM
What’s included in your CPM?
• ability to change flights when you want
• optimization of ads to increase CTR
• full campaign reporting including CTR and analytics We offer
site
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Ad Slot Placement Creative sizes required p
for rates
.
1x 2x*
728 x 90
728 x 90 1456 x 180
Leaderboard
320 x 50
320 x 50 640 x 100
Mobile Leaderboard
300 x 250
300 x 250 600 x 500
Medium Rectangle
Instructions required
$30 CPM
• Start Date/Time
• End Date/Time
• Click-through URL $30 CPM
• Any other special requests, e.g. creative rotations
600 x 100
600 x 100 1200 x 200
Newsletter
Instructions required
• Click-through URL
P. 19Newsletter
Reach our targeted audience with frequent, curated content.
We offer two ways to do that.
1. 600 x 100 Banner ads
Cost: $350 CAD per newsletter
2. Branded Content within newsletter
Cost: $1,000 CAD per newsletter
(see next page for specifics)
Current Subscribers: 19,117
THE FRONT RANGE
OUR BI-MONTHLY NEWSLETTER
Every two weeks, we send our curated content to our 19,000+ targeted
subscribers. Inside these digital pages we offer banner placements, links to your
custom content or contest, as well as extended online gear reviews and more.
Let us deliver your news!
P. 20Branded Content
Let us create credible content for your brand. All content pieces are researched How do we achieve Total Reach?
and written by our editors, and delivered to our audience via our digital and social
platforms. Our editors will work with you to plan and strategize custom content • Targeted Facebook Posts
that drives traffic to your site, and creates awareness for your brand initiatives.
• Boosted amplification
• Website Traffic
OPTION 1
Cost: $1,700 • Banner Impressions
CASE STUDY Details: All content includes posting to mountainlifemedia.ca, geo-
targeted and amplified Facebook boosting + social media blasts. • Social Media Engagement
Tourism Quebec Estimated reach: 25,000+
** Note: FB ‘handshakes’ are
IMPRESSIONS
745,066 OPTION 2 available if you choose to
increase your boost from within.
IMPRESSIONS PURCHASED Cost: $2,250
626,900
Details: All content includes posting to mountainlifemedia.ca, geo-
POST REACTIONS ** With 3 or more pieces of
targeted and amplified Facebook boosting + social media blasts.
4,800 branded content, we create a
Estimated reach: 50,000+
COMMENTS custom landing page,
92
POST SHARES OPTION 3
113
Cost: $3,150
LINK CLICKS
Details: All content includes posting to mountainlifemedia.ca, geo-
3,865
targeted and amplified Facebook boosting + social media blasts.
Estimated reach: 75,000+
P. 21Option 1 Option 2
Contests Cost $1,500 $3,000
Estimated Reach 30,000+ 65,000+
A turn-key solution to premium consumer Contest Benefits:
engagement.
• Exceptional interaction within our audience.
Our digital team will create, design and activate a
• Great reach and positive ROI.
visually-impressive, user-friendly contest using your
brand’s logo, visuals and message. • Opt-in email addresses for your marketing
team are a key item here.
The contest landing page will contain the entry form,
plus on-brand CTA to send users to your website—as
well as social sharing buttons to extend the reach of
the contest.
“Honestly I’m always amazed by the results of these contests with Mountain Life. You have a
great reach and customer base! Very pleased with the partnership.” –Nathan Benson, Burton
CASE STUDY
Leatherman
TIMEFRAME ENTRIES FACEBOOK REACH IMPRESSIONS POST CLICKS POST INTERACTIONS
30 Days 1,723 54,512 97,994 2,272 312
P. 22We’re thankful for the opportunity to work with you this year. JIMMY MARTINELLO
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