TRAVEL CONTENT ROOTED IN TRUSTED BRANDS - Great Getaways Guide
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2 0 2 1 H E A R S T WO M E N ’ S T R AV E L G R O U P
TRAVEL
CONTENT ROOTED
IN TRUSTED BRANDS
H E A R S T WO M E N ’ S T R AV E L G R O U P
ABOUT US
• Iconic & Trusted Brands
• Speaking to Travelers Across Every Platform
• Reaching 35–54 Year-Old Female Travel Decision Makers
GOOD HOUSEKEEPING COUNTRY LIVING WOMAN’S DAY
GOODHOUSEKEEPING.COM COUNTRYLIVING.COM WOMANSDAY.COM
ENORMOUS FOOTPRINT: 111MM
PRINT: 41MM I DIGITAL: 51MM I SOCIAL: 19MM
MEDIAN AGE: 52.9 I MEDIAN HH INCOME: $76,882 I F/M: 78%/22%
SOURCES: MRI-SIMMONS SPRING 2020 MRI; COMSCORE AUGUST 2020; SOCIAL COMP REPORT 10/1/20;
2020 COMSCORE MULTI-PLATFORM//GFK MRI MEDIA FUSION (06–20/F19).
We deliver useful, actionable advice
THE SCENIC related to all of the comforts of home
ROUTE HOME (design, food, pets, gardening)
alongside soulful and spirited how-tos
that embrace slowing down and living
well, in the most inspiring and inviting
travel locales.
Our “small-town community” of highly
engaged readers knows that how you
live is more important than where you
live, and that Country Living is a breath
of fresh air delivered whenever,
wherever you need it.
A WORLD OF POSSIBILITY.
TESTED FOR YOU.
Good Housekeeping represents a world in
which home is life’s headquarters—where
our readers get ready to face the world,
entertain friends, care for their families,
indulge themselves, express their creativity
and then look for their next adventure.
Our brand is a trusted resource for those
big and small purchases and experiences,
at home and on-the-go.
Woman’s Day is a destination for celebration, DESTINATION
a place where our readers go to feel good.
CELEBRATION
We put our family, food, home, health and
wellness content through the fun filter to add
a little “yay” in every woman’s day in the
expert voice our readers trust.
H E A R S T WO M E N ’ S T R AV E L G R O U P
BRANDS WITH VITALITY
INCREASING UNIQUE VISITORS
after years of continual growth
GH.com UVs up 55% and
WD.com UVs up 13% in August
2020 YOY, CL.com UVs up 3% YTD
average YOY
WD = NEWSSTAND
DOMINANCE
In the top 5 magazines
of all 146 monthlies sold on the
newsstand
#1 Hearst title sold on the
newsstand
GH = MASSIVE REACH
#1 leading women’s lifestyle
brand with the largest
combination print and digital
audience
CL = AD AGE MAGAZINE
A-LIST
Winner for
two years in a row!
SOURCES: COMSCORE MULTI-PLATFORM AUG 2020 AND JAN-AUG 2020;
AAM DECEMBER 2020; 2020 COMSCORE MULTI-PLATFORM MRI SIMMONS
(06–20/F19). COMPETITIVE SET: REAL SIMPLE, BETTER HOMES & GARDENS,
MARTHA STEWART LIVING, WOMAN’S DAY, OPRAH
H E A R S T WO M E N ’ S T R AV E L G R O U P
REACHING TRAVELERS
A MASS PRINT AND DIGITAL AUDIENCE OF TRAVELERS
• 25MM took a domestic trip Delivering More
• Took more than 65MM domestic round trips Travel Prospects
than Other
• 21MM are the travel decision makers for their household
Integrated Travel
Publishers*
COMBINED!
DELIVERING TRAVEL SPENDERS AND INTENDERS
• $32B spent on travel annually
• 29MM vacation intenders
• Outranking any other travel media group or competitive travel site
HWTG READERS ARE DRIVEN TO ACTION
• HWTG site visitors bought merchandise worth
$257MM in the last 12 months (+307% YOY) based on editorial
on our sites
• From August 2020 alone, they purchased $26MM worth of
sales were generated from editorial seen on HWTG sites
(+258% YOY)
• GoodHousekeeping.com is the #1 driver of e-commerce
across all Hearst sites
*Integrated Travel Publishers (magazines print/sites) include Conde Nast Traveler and Travel & Leisure, **Conde Nast group includes Bon Appetit (print+site)/Conde
Nast Traveler (print+site)/Epicurious.com; Meredith group includes Food & Wine (print+site)/ Travel+Leisure (print+site)
Sources: 2019 comScore Multi-Platform//GfK MRI Media Fusion (06–20/F19), Targets include women (net): Hearst E-commerce Report, Sept 2019-August 2020, 8/20
H E A R S T WO M E N ’ S T R AV E L G R O U P
DELIVERING TRAVEL CONTENT
IN PRINT AND ONLINE
Dedicated
Travel
Sub-Channels!
H E A R S T WO M E N ’ S T R AV E L G R O U P
PRINT OPPORTUNITIES
2021 FIXED REGIONAL TRAVEL SECTIONS: OVERVIEW
Your supplied brand ad will appear in our April 2021, May 2021 and/or
October 2021 issues in GH, CL and WD, targeted to fixed regional
markets. Spread, full page or fractional ad units available. Additionally,
custom regional full page ads are available in every issue.
NORTHEAST SOUTHEAST CENTRAL
Country Living 217,220 Country Living 88,847
Good Housekeeping 722,550 Good Housekeeping 230,464
Woman’s Day 523,135 Woman’s Day 168,001
Combined Circulation 1,462,905 Combined Circulation 487,311
Combined Audience 6,990,787 Combined Audience 2,399,484
SOUTH ATLANTIC CENTRAL
Country Living 185,001 Country Living 216,150
Good Housekeeping 611,690 Good Housekeeping 599,524
Woman’s Day 446,926 Woman’s Day 397,119
Combined Circulation 1,243,617 Combined Circulation 1,212,793
Combined Audience 5,944,576 Combined Audience 5,948,092
MIDWEST WEST
Country Living 205,750 Country Living 188,534
Good Housekeeping 606,127 Good Housekeeping 599,601
Woman’s Day 434,649 Woman’s Day 395,873
Combined Circulation 1,246,527 Combined Circulation 1,184,008
Combined Audience 6,045,122 Combined Audience 5,710,371
Source: AAM June 2020
H E A R S T WO M E N ’ S T R AV E L G R O U P
PRINT OPPORTUNITIES
2021 FIXED REGIONAL TRAVEL SECTIONS: RATES (GROSS)
SOUTHEAST SOUTH
WEST CENTRAL MIDWEST NORTHEAST
CENTRAL ATLANTIC
3-MAGAZINE BUY
P4C $29,850 $30,570 $31,420 $12,280 $40,760 $31,350
1/2 P4C $15,670 $16,050 $16,500 $6,450 $21,400 $16,460
1/3rd $10,950 $11,210 $11,530 $4,510 $14,950 $11,500
1/6th $5,730 $5,870 $6,020 $2,360 $7,810 $6,010
COUNTRY LIVING
P4C $6,000 $6,810 $6,480 $2,800 $7,570 $5,830
1/2 P4C $3,150 $3,580 $3,410 $1,470 $3,980 $3,070
1/3rd $2,210 $2,500 $2,380 $1,030 $2,780 $2,140
1/6th $1,150 $1,320 $1,250 $540 $1,450 $1,120
GOOD HOUSEKEEPING
P4C $18,900 $18,000 $19,100 $6,660 $25,170 $19,280
1/2 P4C $9,920 $9,450 $10,030 $3,500 $13,220 $10,120
1/3rd $6,930 $6,600 $7,000 $2,440 $9,240 $7,070
1/6th $3,620 $3,460 $3,670 $1,280 $4,830 $3,700
WOMAN’S DAY
P4C $12,480 $12,520 $13,700 $5,300 $18,230 $14,080
1/2 P4C $6,550 $6,580 $7,190 $2,780 $9,570 $7,390
1/3rd $4,580 $4,600 $5,020 $1,940 $6,690 $5,160
1/6th $2,390 $2,400 $2,630 $1,020 $3,500 $2,710
H E A R S T WO M E N ’ S T R AV E L G R O U P
PRINT OPPORTUNITIES
2021 CLOSING & ON-SALE DATES
HEARST
WOMEN'S COUNTRY GOOD WOMAN’S
TRAVEL GROUP LIVING HOUSEKEEPING DAY
ISSUE CLOSING ON-SALE DATES
February 11/04/20 01/05/21 01/19/21 01/19/21
(J/F for GH and CL)
March 12/02/20 02/02/21 02/23/21 02/23/21
April 01/07/21 03/02/21 03/23/21 03/30/21
May 02/04/21 04/06/21 04/27/21 04/27/21
June 03/19/21 05/11/21 05/25/21 05/25/21
(J/J for WD)
July 04/19/21 06/15/21 06/29/20 —
(J/A for GH and CL)
August 05/25/21 — — 07/27/21
(A/S for WD)
September 05/28/21 08/03/21 08/17/21 —
October 07/12/21 09/07/21 09/21/21 09/21/21
November 08/04/21 10/05/21 10/26/21 10/19/21
December 09/07/21 11/09/21 11/23/21 11/23/21
COUNTRY LIVING AND GOOD HOUSEKEEPING RUN A DOUBLE ISSUE IN JANUARY/FEBRUARY 2021 AND JULY/AUGUST 2021.
WOMAN’S DAY RUNS A DOUBLE ISSUE IN DECEMBER 2020/JANUARY 2021, JUNE/JULY 2021, AND AUGUST/SEPTEMBER 2021.
H E A R S T WO M E N ’ S T R AV E L G R O U P
PRINT OPPORTUNITIES
2021 PRODUCTION SPECS
COUNTRY GOOD WOMAN’S
SIZE LIVING HOUSEKEEPING DAY
One-sixth vertical 2 3/8” x 4 5/8” 2 1/8” x 4 1/4” 2 1/16” x 4 7/16”
One-third vertical 2 3/8” x 9 7/16” 2 1/8” x 8 5/8” 2 1/16” x 9 1/16 ”
One-third square 5” x 4 15/16” 4 3/8” x 4 1/4” 4 1/4” x 4 7/16”
One-half horizontal 7 1/2” x 4 5/8” 6 5/8” x 4 1/4” 6 1/2” x 4 7/16”
Two-third vertical 4 13/16” x 9 7/16” 4 3/8” x 8 11/16” 4 1/4” x 9 1/16”
Full-page bleed 8 1/2” x 10 3/4” 8” x 10 3/4” 7 3/4” x 10 3/4”
Full-page non-bleed 7 3/4” x 10” 7 1/4” x 10” 7” x 10”
Full-page trim 8 1/4” x 10 1/2” 7 3/4” x 10 1/2” 7 1/2” x 10 1/2”
FOR PRODUCTION QUESTIONS
Please reach out to:
HEARST WOMEN’S TRAVEL GROUP
Javier Aguilar
faguilarflor@quad.com
414.622.2872
FOR PRINTING SPECIFICATION
Please visit http://ads.hearst.com
Upload all materials to: http://ads.hearst.com
Acceptable file format: PDF/x-1a, 1 SWP proofH E A R S T WO M E N ’ S T R AV E L G R O U P
PRINT OPPORTUNITIES
CUSTOM
REGIONAL PAGES
As an alternative to the
fixed regional sections,
your destination’s
supplied brand ads will
be delivered to the
HWTG audience in the
issue of your choice and
targeted to your desired
markets. Spread or full
page ads only.
North Carolina North Carolina
Co-op Page Brand Ad
CUSTOM ADVERTORIAL
CONTENT CREATION
A HWTG freelancer can
create custom advertorial
content to further highlight
your destination and
complement your supplied
brand ad creative within the
fixed regional sections or
custom regional pages. This
content will be created
collaboratively with the
destination, which will have
input and final approval of
copy and design.
(Destination to supply
imagery. Destination may
supply the copy, or HWTG
will write the copy for you.
HWTG to design the
content.)
Custom Kentucky Advertorial SectionH E A R S T WO M E N ’ S T R AV E L G R O U P
DIGITAL OPPORTUNITIES
REACHING YOUR TRAVEL PROSPECTS ONLINE
The HWTG will deliver an effective digital campaign in a brand-safe
environment that leverages our trusted relationship with our audience.
Elements may include co-branded or sponsored content, high-impact
ad units, social amplification, data-informed targeting, and more.
EDITORIAL CONTENT
Custom Content: Sponsored Content: Native Newsletter Spotlight:
The HWTG will create a Your destination can Engage with Hearst’s loyal,
custom co-branded article or sponsor existing travel leaned-in reader-base through
gallery using stock or supplied content with 100% SOV. a high-impact integration into
imagery that will exclusively an editorial newsletter.
focus on Destination’s state.
HIGH-IMPACT AD UNITS
Super Hero Ad Unit: Native Assembly Ad: Pre-Roll Sponsorship:
Versatile ad unit with high Showcase and distribute your Hearst pre-roll offers your
engagement that drives destination’s provided video or destination an opportunity to
readers to your destination’s image assets with this align with Hearst’s most
website through clear and templated, scroll-stopping, and engaging and successful
prominent calls-to-action. effective ad experience. editorial video franchises and
other video content.H E A R S T WO M E N ’ S T R AV E L G R O U P
DIGITAL OPPORTUNITIES
SOCIAL IMPACT
SharePost Ad:
Give your social assets additional value and reach, as well
as drive new follower acquisition, by integrating your
Instagram imagery into this mobile-only unit. Displayed in a
carousel format, users can scroll through up to four curated
images before clicking out to engage with your brand
directly on your Instagram channel.
Instagram Post/Slideshow:
Align with our influential
editorial voice on a highly-
engaged platform—
Instagram! HWTG will
create a custom Instagram
dark post (e.g. flat image,
meme, animated meme)
from the host brand’s
Instagram handle.
DATA-INFORMED TARGETING
Hearst is one of the largest data aggregators on the Internet—Top 10. Leveraging this
first party data, Hearst will create identify the optimal audience, target them, and
retarget them to inspire them to travel.
• Audience Targeting: Hearst will identify and create a custom audience segment
informed by thousands of actions and hundreds of categories, interests and
psychographics. Audience segment examples include: travel intender, adventure
traveler, budget traveler, business traveler, honeymoon traveler, and luxury/affluent
traveler
• Content Targeting: The HWTG will align your destination’s messaging with relevant
pieces of exiting editorial content, such as travel, art & culture, foodie, etc.
• Geo-Targeting: Honing-in on your destination’s key markets, Hearst will layer in DMA
targeting, instilling awareness amongst key consumersH E A R S T WO M E N ’ S T R AV E L G R O U P
ADDED VALUE The HWTG is a
leader in cost per
lead, generating
nearly 3.6 million
qualified leads to
GREAT GETAWAYS GUIDE: HWTG destinations
in the past 7 years!
GENERATING QUALIFIED LEADS
Country Living, Good Housekeeping, and Woman’s Day have come
together to create the Great Getaways Guide, an in-magazine and online
reader service program designed to generate qualified leads.
READER SERVICE PAGE AND BRC
The Great Getaways Guide reader service page and
BRC run in the April, May, and October issues of all
three magazines, with circulation coinciding with each
magazine’s regional travel section. Readers request
travel information via phone, fax, and adjacent BRC.
• Standard Listing: Destination name
• Featured Destination: Destination name, image or
logo, and copy
• BRC: Corresponding check box in BRC
READER SERVICE SITE
All three in-magazine reader service pages drive traffic
to GreatGetawaysGuide.com, where readers learn
more about the destinations, request info, enter
sweepstakes, and download guides.
• Standard Listing: Destination name, up to 150
characters of copy, logo or image
• Featured Destination: Destination name, up to
1,500 characters of copy, logo or image
Featured Destination on GGG.com Standard Listing
on GGG.comH E A R S T WO M E N ’ S T R AV E L G R O U P ADDITIONAL OPPORTUNITIES GREAT GETAWAYS GUIDE CUSTOM SWEEPSTAKES + E-BLAST Sponsor a sweepstakes to win a trip to your destination, resulting a significant presence in-magazine and online, and generating strong lead results. Destination to provide sweepstakes prize (airfare, accommodations, itinerary) valued at $1,000 minimum. HWTG will provide a database of entrants who have opted-in to receive further info from Destination. GGG PRINT ANNOUNCEMENT Sweepstakes will be announced in an in-magazine listing on the Great Getaways Guide page in GH, WD, and CL that encourages readers to enter the sweepstakes on GreatGetawaysGuide.com. Includes supplied image, logo, and URL GGG ONLINE ANNOUNCEMENT HWTG will create a custom sweepstakes entry page on GreatGetawaysGuide.com. Includes supplied image, logo, copy, and link to your destination’s site. CUSTOM E- BLAST ANNOUNCEMENT HWTG will create a custom dedicated email blast on behalf of your destination to 20,000 subscribers who have opted-in to receive promotional emails, inviting them to enter the sweepstakes. Will link to GreatGetawaysGuide.com for entry. Includes supplied image, logo, copy, and link. VIRTUAL MEET THE EDITORS MEETING The HWTG offers a virtual meeting opportunity as a way to facilitate conversation about your destination with our editorial team. • Destination may host a virtual editorial video meeting, where you can cultivate authentic conversations with Hearst’s elite editorial talent, showcase your destination, and reinforce your messaging. • Editorial talent (total of 2–4 editors across CL, GH, WD) will be hand-selected to bring expertise that best aligns with Destination’s initiatives. • In addition, HWTG will invite, but cannot guarantee, other Hearst editors outside of the HWTG to attend the meeting
H E A R S T WO M E N ’ S T R AV E L G R O U P CO-OP OPPORTUNITIES TRAVEL BOARD AND CO-OP PARTNER PROGRAMS The HWTG delivers programs for both travel boards and their co-op partners, designed to encourage travel and deliver qualified leads across print and digital platforms. PRINT Fixed Regional Sections • Travel board and co-op partner brands ad will appear in our April 2021, May 2021, and/or October 2021 issues in GH, CL and WD • Targeted to regional markets: Northeast, South Atlantic, Midwest, Southeast Central, West • Spread, full page, fractionals ad accepted Custom Regional Pages • Travel board and co-op partner ads included in custom regional page/s • Spread, full page accepted (no fractionals) • Region and issue of travel board’s choice DIGITAL* Custom Content Integration • Travel board and co-op partners will be integrated within a custom gallery/article that focuses on your destination • Co-branded logo lock up for travel board • 100% SOV (shared by travel board and co-op partners) Native Assembly Ad • Separate ad will be created for travel board and each co-op partner • Geo-targeted to desired markets *THIS IS A SAMPLE DIGITAL MEDIA PROGRAM, ADDITIONAL OPPORTUNITIES AVAILABLE. LIMIT TO NUMBER OF CO-OP PARTNERS WILL APPLY.
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