Southern Boating Media Kit 2009

The South’s* Largest Boating Magazine

Media Kit 2009
Rate card 34
Effective January 2009

*Delivering more boating enthusiasts
from Texas to the Chesapeake plus the
Bahamas, Mexico and Caribbean

www.southernboating.com • Ph. 954-522-5515

Southern Boating Magazine

Contents
• Who We Are, What We Do

• Mechanical Specs

• Editorial Calendar

• Engaging Monthly Columns

• Demographic Analysis

• Demographic Analysis (continued)

• Advertising Terms & Conditions

• Online Opportunities

• Rates & Sizes

• But Wait there’s more

Contact us
Southern Boating Publications
330 North Andrews Ave, Second Floor
Ft. Lauderdale, FL 33301

Ph: 954-522-5515
Fax: 954-522-2260
southernboating.com

Editorial E-mail Address:
sbletters@southernboating.com

Advertising E-mail Address:
sbadvert@southernboating.com

Please Send Advertising Material to:
adcor@southernboating.com

330 North Andrews Ave, Second Floor, Ft. Lauderdale, FL 33301
Ph: 954-522-5515 • Fax: 954-522-2260 • southernboating.com


Who We Are, What We Do & Why it Matters to You
Southern Boating was the first magazine to identify with the interests of people who do their boating
below the Mason Dixon Line–or hope to. From its Florida beginnings, Southern Boating has expanded
its focus and its core readership north to the Chesapeake Bay, west to Texas, and southeast through
the Bahamas and Caribbean islands.

Since 1972, boating and fishing enthusiasts have turned to Southern Boating for entertainment,
information, inspiration and qualified opinions about boats from 30 to 90 feet and their gear. Our mix
of regional reports, how-tos, cruising destinations, and new boat features has resonated with boating
enthusiasts across the U.S.A.

Written for dedicated and knowledgeable boating enthusiasts, every month Southern Boating delivers
a comprehensive yet friendly, educated yet approachable view of their favorite sport. No, you won’t see
articles on how to winterize your boat, or how to dress for ice fishing on Sturgeon Bay. But when the
annual swimsuit issue arrives, we don’t hear any complaints!

With one of the largest editorial-to-ad-page ratios in the industry, Southern Boating successfully caters
to a wide variety of interests in every issue, which is the cornerstone of our exceptional reader loyalty
and our family-oriented boating lifestyle coverage.

Check the demographics on the following pages–If you want to reach a well-educated, well-heeled,
active boating population equally dedicated to cruising, fishing and water sports – Southern Boating is
the perfect magazine. Through our partnership with The BoatersTV, our editorial mix is now reaching
today’s fastest growing audience on broadband.

A partnership with Southern Boating
will work for you–
• 53% of our readers own more than one boat
• 90% of our readers own boats from 30’ to 80’ LOA



Mechanical Specifications
Non-Bleed Ad Sizes.............................................................................................. Width x Depth
Full Page Trim Size (No live matter within 1/4” of final trim size please.).....................8 1/8” x 10 3/4”
2/3 Page Vertical............................................................................................................ 4 5/8“ x 10“
1/2 Page Island .........................................................................................................4 5/8” x 7 1/2”
1/2 Page Horizontal . ....................................................................................................... 7” x 4 7/8”
1/2 Page Vertical............................................................................................................ 3 3/8” x 10”
1/3 Page Square .......................................................................................................4 5/8” x 4 7/8”
1/3 Page Vertical............................................................................................................ 2 1/4” x 10”
1/4 Page Vertical .......................................................................................................3 3/8“ x 4 7/8”
1/8 Page Horizontal. ..................................................................................................3 3/8“ x 2 3/8”
.

Bleed Ad Sizes
(No Extra Charge) Cover and Full Page (Live Area 7”x10”).............................................. 8 3/8” x 11”
1/2 Page Horizontal. ..................................................................................................8 3/8” x 5 1/2”
.
1/2 Page Vertical............................................................................................................ 4 1/8” x 11”
Gutter Spread (each page)............................................................................................. 7 5/8” x 10”
.
Bleed Spread .............................................................................................................. 16 1/2” x 11”

Classifieds: 1 column inch is 1 5/8” wide. Minimun 2 inches tall.

Bleed size: 8 3/8”
Electronic Requirements
Trim size: 8 1/8”
CDs or DVDs formatted for Macintosh are
acceptable. QuarkXPress, Adobe Inde- Live Area: 7”
sign, Adobe Illustrator, Adobe Photoshop
files preferable, all others please call.

Please include all supporting materials (fonts,
images, etc.). Please include all contact infor-
Trim Size: 10 3/4”

Bleed Size: 11”

mation for agency/company supplying mate-
Live Area: 10”

rials. All ads require a color proof.

A HI-RESOLUTION PRINT-READY PDF
MUST BE INCLUDED.

Ad materials will be stored for 12 months.
FTP Delivery
Files may be sent digitally to our private FTP
site.
Please call us at 954-522-5515 for information.

Full page ads, with a bleed should be set up as shown above.
Text and images should stay within the live area. Background
image(s) should extend beyond the trim by 1/8” on each size.


Editorial Calendar
NEW FOR 2009! Advertorial sections on our readers’ favorite boat types. Builders can
promote new or existing models making their best case against the competition.

January: Top Cruising Resorts; Stuart Boat Show Preview
Great Loop Cruising Part I - East Coast
Destination: Stuart, FL

February: Miami Boat Show Preview.
Great Loop Part 2 - Great Lakes
Destination: St. Lucia, W.I.
BOAT SHOW BONUS CIRCULATION.

March: Special Haul Out Issue
Advertorial– A Buyer’s Guide to Down East-style cruisers
Great Loop Part 3 - The Mississippi
Destination: Manatee River, FL
BONUS CIRCULATION: Refit yards & Marine Distributors

April: Swimsuit Nautical Fashion Issue
Summer Charters - Crewed and Bareboat
Boat Show Previews: Palm Beach, Jacksonville, Corpus Christie
Destinations: Amelia Island, FL; So. Padre Island, TX
Boat SHOW BONUS CIRCULATION

May: Bahamas Cruising Focus
Destinations: Numerous Bahamas Ports ‘o Call; Savannah, GA
BONUS CIRCULATION INCLUDING THE BAHAMAS.

June: Sportfishing Focus
Advertorial– A Buyer’s Guide to Sportfishing boats
Destinations: Okracoke, NC; Rockland, TX

July: Center Console Adventures Issue
Advertorial– A Buyer’s Guide to Center Console boats
Destinations: Albemarle Sound, NC; Daufuskie, SC

August: Owner’s Other Boats
Advertorial– A Buyer’s Guide to RIBs and Tenders
Destinations: Biscayne Bay, FL; Eastern Shore, MD

September: Water Sports Focus; Entertainment Electronics
Advertorial– A Buyer’s Guide to Sport Cruisers
Destinations: Wilmington, NC; Turks & Caicos, W.I.

October: Long Haul Cruising Focus; Systems Management
Advertorial– A Buyer’s Guide to Trawlers and Expedition Yachts.
Marine Aftermarket Association Trade Show wrap-up
Boat Show Previews: Annapolis, Southwest International
Destinations: Washington, D.C. St. John’s River, FL
Boat SHOW BONUS CIRCULATION.

November: Fort Lauderdale Boat Show Preview
Destinations: Marco Island, FL; Daytona Beach, FL
BOAT SHOW BONUS CIRCULATION.

December: Special Chartering Focus for Crewed and Bareboat Vacations.
Holiday Gift Guide for you and your boat
New Outboards for 2010
Destinations: Spanish Virgin Islands; Islamorada, FL



Engaging Monthly Columns
Our popular columns create valuable position opportunities opposite full page openers and great spots
for fractional ads on the jumps.

View From the Pilothouse: Skip Allen Sr.’s perspectives on boating and life.

Port & Starboard: Jay Coyle and Dudley Dawson’s humorous slings and arrows at the topic du jour.

Regional Reports: Each issue features updates from the Mid-Atlantic, Gulf Coast, Caribbean, and the
Bahamas with news cruisers can use.

Weekend Workshop: Simply the best how-to/troubleshooting column.

Engine Room: If it has to do with propulsion, you’ll find it here.

What’s New in Electronics: An in-depth look at the latest marine electronic devices.

At Ease in the Galley: Easy to prepare yet mouthwatering recipes for the cruising chef.
Sponsorship Available.

Racing Round-Up: Reports from major racing events–both power and sail.

Designer’s Choice: An exploration of the ideas behind the design concepts of top naval architects.

A Few Words About Features: Since our reader surveys show that approximately 30 percent
of our readers are considering the purchase of a boat, Southern Boating delivers no less than three
new boat features in every issue, plus previews of new models that will debut in the next 12 months.

Award-Winning Haul Out Guide: Every March issue is wrapped around a pull-out section
packed with advice and new products for the typical boat owner’s annual haul-out period.

Destinations: More than 54 percent of our readers say travel is their “other” favorite interest and
85 percent of our readers use their boats to cruise. Southern Boating is unique in the boating press for
providing at least two destination features per issue. We are simply known for the way we embrace the
mobile lifestyle of our readers.

Five Advertorial “Buyer’s Guides:” Showcasing boats by type, from center consoles to
trawlers, we create unlimited opportunities for builders to showcase their model lineup. You’ll find the
specific guides listed in the Editorial Calendar. Each guide is accompanied by a profile of the genre.
* See rate sheet for pricing

Put Southern Boating to work for you–
• 69% of our readers always read Bahamas Update
• 62% never miss View from the Pilothouse
• 58% report that their favorite column is What’s New in Electronics
• 51% turn to the new boat features first



Demographic Analysis
What type of boat do you currently own? Where do you keep your boat?
Power................................................89% Waterfront home................................52%
Sail......................................................3% Marina...............................................28%
None...................................................7%
. Yacht club. ...................................... 14%
.
Rack storage..................................... 3%
Do you own more than one boat? Trailer...................................................3%
Yes....................................................53%
How many?................................. 2.7 avg. From whom did you buy your principal
No.....................................................47% boat?
Dealer................................................52%
What is the length of your primary Broker. ..............................................32%
.
vessel? Individual...........................................16%
.
Under 20’.......................................... 3%
20’ – 30’............................................13%
30’ – 50’............................................54%
50’ – 80’........................................... 36%
Over 80’............................................ 5%
. Put Southern Boating to work for you–
•85% of our readers use their boats
Primary means of propulsion: for cruising
Diesel. ...............................................71%
. • 65% of our readers use their boats for
Gas. ..................................................29%
. long distance or other offshore cruising
• 37% of our readers fish from their boats
Type of generator: • 29% of our readers use their boats
Diesel. ...............................................89%
. for family vacations
Gas. ..................................................11%
.

How do you use your boat?
Cruising.............................................85%
Long-distance cruises. ......................49%
.
Social entertainment..........................45% VIEW FR
OM THE
PILOT HO
USE

Day cruises........................................45%
Fishing...............................................37% We think ever
yone on
Chan ging
you’l l notic
to a happ
e a new
ier subje ct,
name on
me Maril
the
yn

Fishing tournaments.......................... 7%
a wealth . We welco
you’ll find
ld know mast head

In
this issue, n
of inform ation
to guide you the boat shou Mowe r as our new
Edito r. Marily
crede ntials
i Internationa
l Boat PFD s are us with fine
throug h the Miam whe re the come s to
. Her most
Yacht and g and editing
– or if

Sailing..................................................7%
Sail, and the both in boatin
Show, Strictly
run concu
r- store d, but when sional stint
was as Edi-
Show, which recent profes
Brokerage one shou ld
a-
ary 15-19. Boats Intern
rently in Miami
Beach Febru – to wea r tor-at -Larg
e at Show
years as
of the wood
s, only one
pers ona l follow ed 14
rem ain a
Offer for charter................................. 3%
.
In our neck tional , which has a few
ns: the Palm there. She
show remai Executive Editor
major boat last thing , too. A forme
r
choi ce. The
),
(Marc h 22-25 her credit
Beac h Boat Show books to , she and
mont h’s another law cruisi ng sailor
which we’ll
cover in next we need is racing and
aboard a vin-
booth until nd, Lyn, live
we strike our cting us her husba
issue. Then
show seaso
n and contin
-
aimed at prote er motoryacht.
the next boat tage 39’ Aveng
on issues elve s. We rd to a satisfy
ing and
ue to conce
ntrate our
focus
from ours We look forwa n.

What type of cruising do you do?
ng
vital to keepi to be the icial collaboratio
opme nts mutually benef
and devel
tant to those didn ’t get
what’s impor
abreast of by not hav-
the boating
lifestyle. ages we are
who enjoy ments of sens e,

Offshore or long distance...................65%
While perus
ing past install
” recen tly, ing com mon
the Pilot House som ethin g
“View from
to mandatory
PFD use on and that is
a reference
ion. Bearin
g in instill.
no law can

Inshore or short trips..........................61%
t my attent
board caugh
books in the
now on the
mind the law u- d know
seems partic boat shoul
Islands, it one on the
U.S. Virgin every
, but when
myself in the PFDs are stored
quote from where the

Family vacations................................29%
larly apt to g: remain a
Southern Boatin wear one should
February 2004 t, the – or if – to thing we
ng Scutt lebut e. The last
“Whil e readi perso nal choic at protect-
we becam e
Web site, er law aimed
online sailing need is anoth

Day trips only.....................................18%
Coas t get
stion by a ourse lves. We didn’t
a sugge ing us from
aware of on by not having
all persons ages we are
officer that to be the
Guard petty PFD is some -
to wear a , and that
be required comm on sense
all vessels
impac t not

. This would can instill.”
at all times thing no law -
commercial more impor
boats, but it is now
only all private Obvio usly, ess-
imagine hav- your congr
well. Can you ever to let
vessels as tant than
you ride the hts on this R.
your thoug

. Average annual number of hours
a PFD as LLEN, S
ing to wear relax men know our per- BY SKIP A
Ferry, or while you achment on
Staten Island alarming encro
we have to
n? Would sonal behav
ior.
in your saloo We think
while we sleep?

logged:...............................................332
wear one

G • APRIL 2007
ERN BOATIN
14 • SOUTH



Demographic Analysis (continued)

4.5% 11.25%

84.25%

Gender: Estimated annual gross household income?
Male..................................................97%
. Over $1 million................................. 11%
Female. ...............................................3%
. $500,000 - $1 million.........................17%
$200,000 - $499,999........................30%
.
Age: $150,000 - $199,999........................16%
.
40 – 44................................................2% $100,000 - $149,999........................12%
.
45 – 49................................................6% $50,000 - $99,999............................12%
.
50 – 54..............................................11%
55 – 59..............................................11% Do you pass along your copy of Southern
60 – 64..............................................24% Boating?
65+. ..................................................45%
. Yes....................................................49%
No.....................................................51%
What is your highest level of education?
High school graduate...........................6% For how long do you keep an issue of
Some college.....................................21% Southern Boating?
Associate’s degree...............................3% .............................. Average is 3.8 months
Bachelor’s degree............................. 40%
Graduate degree. ..............................18%
. What type of features do you like to read in
Doctorate..........................................12%
. Southern Boating?
Cruising destinations . ......................83%
Occupation: Powerboats.......................................82%
Professional.......................................21% Gear & engines..................................55%
Business owner.................................20% Refits & repairs. .................................41%
.
Self-employed. .................................. 7%
. DIY....................................................18%
Management..................................... 5%
. Chartering. ........................................14%
.
Retired...............................................48% Sailboats. ........................................ 13%
.



Advertising Terms & Conditions
Notes on Rates General CONDITIONS
A. Advertisements are accepted upon the represen-
Furnished Inserts tation that advertiser and its agency have the right to
If furnished complete, two to four pages, earned black publish the contents thereof. In consideration of such
and white rate less 20%, plus binding charges. Prices publication, advertiser and its agency agree to indem-
are subject to change without notice. Ask for details on nify and hold publisher harmless against any expense or
larger inserts and gate folds. loss by reasons of any claims arising out of publication.

Cancellations B. Conditions, other than rates, are subject to change
Contracts for cover, color pages, special position, in- by publisher without notice.
serts and gate folds are non-cancelable. C. All contents of advertisements are subject to pub-
Contracts except for color may be discontinued by ei- lisher’s approval. Publisher reserves the right to reject or
ther party on 30 days prior written notice. The publisher cancel any advertisement, insertion order, space reser-
reserves the right to cancel any contract if the advertiser vation, or position commitment at any time.
or agency fails to pay accounts when due and to read-
just the space used at current rates. D. Positioning of advertisements is at the discretion of
the publisher except when a request for a specific pre-
Classified Rates ferred position is acknowledged by publisher in writing.
Display Advertising $90 per column inch. Minimum two Special positions, limited availability, at 10% extra.
inches. Additional $20 charge per photo if needed. No
discount or agency commission. Page is four columns, E. Publisher shall have no liability for errors in key
each column is 1 5/8” wide. numbers or advertiser’s index.

Commission and Cash Discount F. Cancellations or changes in orders may not be made
Display advertising subject to 15% agency commission. by the advertiser or its agency after the closing date.
No commission on brokerage or classified advertising.
All orders for space are accepted subject to our credit G. The publisher shall have the right to hold advertiser
requirements. and/or its advertising agency jointly and severally liable
for such monies as are due and payable to publisher
Frequency Discounts for advertising which advertiser or its agent ordered and
3, 6-, and 12-time rates earned by number of separate which advertising was published.
issues used within a 12-month period. Different size
units may be used to earn a frequency rate. H. No conditions other than those set forth in this
rate card shall be binding on the publisher unless spe-
Disclaimers cifically agreed to in writing by the publisher. Publisher
Southern Boating reserves the right to edit or reject any will not be bound by conditions printed or appearing
advertisement deemed misleading or objectionable or on order blanks or copy instructions which conflict with
which does not conform to requirements. provisions of this rate card.

Advertiser and advertising agency assume liability Deadlines
for all content (including text, representations, and Issued Monthly. Display copy closing date is the 10th
illustrations) of advertisements printed and also as- of the second preceding month (i.e., April 10th for June
sume full responsibility for any and all claims arising issue).
therefrom made against the publisher. No rebate will
be allowed for errors in key numbers or indexing Special Issues: February (Miami International Boat Show
advertisements. Issue), March (Haul Out Guide), April (Swimsuit/Summer
Charter Issue), May (Bahamas Cruising Issue), June,
Publisher will not be bound by any conditions, July, (Sportfishing & Center Consoles), October (Annap-
printed or otherwise, appearing on order blanks or olis Boat Show Issue), November (Fort Lauderdale Boat
copy instructions when such condition conflict with Show Issue). Each shall close on the 5th, two months
publisher’s policies. preceding, except by arrangement with publisher.



Online Opportunities
In addition to the printed magazine, Southern Boating also has an impressive Web site that you can
join. Call us to discuss the many online opportunities that we can offer to you and your customers.

The site has a host of useful features, including:

• The 2009 Editorial Calendar, with a list of the features that will appear in the coming year.

• Back Issues of Southern Boating. Readers can view recent issues of the magazine. All pages of each
issue archived are available, including all ad pages. A database index of past articles is also available.

• “Useful Links.” Readers can access a host of useful links, from weather forecasting Web sites to all
of the advertisers from the current issue. Each month, the ad index from the current issue is updated,
giving the reader easy and immediate access to your Web site.

A link to the Marine Business Journal Web site. Southern Boating readers can access the Web site of our
marine industry publication.

Web Rates & Specifications
120 x 240 points (max 15kbs) $200 per month

Files must be provided in JPEG or GIF format only (no animation or color changes). Submission must
include URL information.
Banner Ads with print support receive a 50% discount from monthly rate.
Streaming video requirements available on request.

Call 954-522-5515 for rates & Web site advertising opportunities.

www.southernboating.com

From Cruising to Racing, find everything you need at southernboating.com



2009 Advertising Rates
Four-Color: Process color only
Schedule...................................................... 1x........................ 3x........................6x...................... 12x
.
Full Page.............................................$10,365.................$9,560................ $8,870.................$8,165
.
2/3 Page Vertical.....................................9,395...................8,260.................. 7,735...................7,165
.
1/2 Page Island.......................................8,470...................7,480.................. 6,005...................6,450
.
1/2 Page Horizontal. ...............................7,735...................6,765.................. 6,350...................5,865
. .
1/2 Page Vertical.....................................7,735...................6,765.................. 6,350...................5,865
.
1/3 Page Square.....................................6,660...................5,755.................. 5,400...................5,130
.
1/3 Page Vertical.....................................6,660...................5,755.................. 5,400...................5,130
.
1/4 Page Vertical.....................................5,655...................5,190.................. 4,805...................4,085
.

Black & White: Process color only
Schedule...................................................... 1x........................ 3x........................6x...................... 12x
.
Full Page...............................................$7,620.................$6,470................ $5,850.................$5,220
.
2/3 Page Vertical.....................................6,595...................5,815.................. 4,980...................4,430
.
1/2 Page Island.......................................5,535...................4,610.................. 3,970...................3,695
.
1/2 Page Horizontal. ...............................4,715...................4,185.................. 3,580...................3,350
. .
1/2 Page Vertical.....................................4,715...................4,185.................. 3,580...................3,350
.
1/3 Page Square.....................................3,530...................2,985.................. 2,730...................2,485
.
1/3 Page Vertical.....................................3,530...................2,985.................. 2,730...................2,485
.
1/4 Page Vertical.....................................3,135...................2,775.................. 2,445...................2,110
.
1/8 Page Horizontal. ...............................1,860...................1,570.................. 1,395...................1,265
. .

Five-Color: Pantone matches, metallic, etc: Rates upon request.

Covers

Schedule...................................................... 1x........................ 3x........................6x...................... 12x
.
Cover 2...............................................$11,770.............. $10,375.............. $10,060.................$8,945
.
Cover 3.................................................10,715 ................10,015.................. 9,430...................8,745
.
Cover 4.................................................13,325 ................11,100................ 10,650...................9,520
.

Web Rates:

CLASSIFIED ADVERTISING Rates
All ads are $90 per column inch (minimum 2 inches). A typical column inch will accommodate 30 words in
small type. Photo’s and color may be added for an additional charge of $25 .

Fixed Format–ask us about discounted quarter page fixed format rates



But wait, there’s more!

Along with frequency discounts, and Web advertising packages, Southern Boating also offers the
following special advertising opportunities:

Premium positions i.e. (covers, editorial, departments)

Inserts (any type)

Magnastrip catalogue insertions

Custom poly-bagging with address card position

Advertorial sections with archived Web access

Editorial reprints with custom covers

Event sponsorship packages

Video

Complimentary subscriptions to customers

Sponsorship opportunities / Media partnership

Department / Feature sponsorship opportunities

Full year Web access for postings of all advertorials

Call your advertising representative today to learn how Southern Boating
Magazine can customize ways for your brand and your marketing mes-
sages to impact our growing audience of consumers.


Southern Boating Media Kit 2009

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