2018 MEDIA KIT

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About SIERRA CLUB

The Sierra Club is an organization that believes in the power of working together to make change happen.

As the largest and most influential grassroots environmental organization in

the United States for over 125 years, we’ve helped shape the way everyday

people participate in local, state, and national advocacy and policy work, so

that we can better protect the planet—and each other.

Our three million members and supporters—through our organization’s

resources, personal efforts, and collective action—have helped make real

change in advancing climate solutions, protecting lands, air, water, and

wildlife, acting for justice, and getting people outdoors. We are leading the

movement of outdoor advocates and conscious consumers who share our

passion for the outdoors and embrace sustainability.

As a valued partner, your brand will gain access to our passionate audience

and leverage the Sierra Club’s brand legacy through our multi-platform

channels—creating impact, reach, and engagement and ensuring a total

brand experience.

Join us in making change with a highly engaged audience of

changemakers, influencers, and outdoor enthusiasts.

1.2M SIERRA

READERS

3.1M MEMBERS &

SUPPORTERS

431 PARKS & MONUMENTS

ESTABLISHED

15K OUTINGS TAKEN

PER YEAR

1892 FOUNDED BY JOHN MUIR

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SIERRA magazine is the storytelling arm of the Sierra Club, the nation’s largest and most influential grassroots environmental organization of more than 3 million members and supporters.

Our award-winning, bi-monthly print magazine features sparkling

writing and stunning photography that inspires and informs, entertains

and engages our members, as well those just becoming interested in

environmental protection.

Our web edition, online videos, and digital edition complement our

print edition by engaging our 3 million plus members and supporters

with breaking news updates, smart commentary, and green lifestyle and

outdoor recreation tips sought after by a growing number of Americans.

SIERRA employs the best journalistic practices—accuracy, thoroughness,

and intellectual fairness—to enlist people in the movement to protect our

shared environment. We marshal the facts to make an argument: that

everyone should have the same access to clean air, clean water, a stable

climate, and entry points to explore and enjoy wild nature.

CRITICAL ACCLAIM

SIERRA has received one or more Maggie Awards from the Western

Publications Association almost every year since 2000 and has been

recognized repeatedly for excellence in design by Folio magazine’s Ozzie

Awards, among other honors. Our articles have also been re-published in

the annual anthology, Best American Science and Nature Writing.

About SIERRA Magazine

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Delivering outdoor and eco-enthusiasts who are highly educated and have a high level of discretionary income.

SIERRA Magazine Readers

Sources: GfK MRI 2017 Doublebase

6 issues per year

BPA Audited

Each issue is mailed to members, sold at select newsstands, and found on sierramagazine.org.

Sierra Club membership levels start at $15.

600,000 Circ

Avg Household Income: $95,762

College Educated: 79%

Women/Men: 51%/49%

Average Age: 56

EDUCATED & INFLUENTIAL Index

Influentials 365

Post Graduate Degree 274

Buying Styles: Buyers of the Best 134

ECO ENTHUSIASTS Index

Green Attitudes: Green Advocates 1235

Super Influential Consumers: Environmentally-Friendly Products

324

Participated in Environmental Groups/Causes 852

Active member of group to influence public policy/gov’t 507

Buy natural products, concerned about environment 254

Environmentally-friendly (Home Improvements - green products used)

284

Own Hybrid Vehicle 241

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Source: GfK MRI Doublebase 2017

SIERRA Magazine Readers

SIERRA readers are active in the outdoors, engaged in their communities, well-traveled, and well-read.

ENGAGED Index

Attended public meeting on Town/School affairs 206

Served on a committee for some Local Organization 228

Served as an officer for some Club/Organization 202

Engaged in fund raising 127

WELL-TRAVELED Index

Preferred Vacation Type: Active Adventurers 140

Own a Valid Passport 130

Any Domestic Travel past 12 months 118

Any Foreign Travel last 3 years 182

“On my vacations, I prefer traveling to places I’ve never been” [Agree Completely]

122

“Traveling to foreign places is a great way for me to learn about other cultures” [Agree Completely]

163

“I frequently choose active vacations with lots to do” [Agree Completely]

138

INFLUENTIAL Index

Vacation Travel: I have a great deal of knowledge on this topic 166

ACTIVE & HEALTHY (last 12 mos) Index

Backpacking 317

Bicycling (Road) 254

Canoeing/Kayaking 241

Fishing (fresh water) 116

Fishing (salt water) 275

Hiking 208

Horseback riding 182

Marathon/Triathlon (training/events) 272

Rock Climbing 162

Sailing 276

Scuba Diving 265

Skiing - Cross Country 189

Skiing - Downhill 128

Snorkeling/Skin Diving 298

Swimming 128

Tennis 155

Whitewater Rafting 165

Yoga 185

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In print for more than 100 years, SIERRA magazine (formerly the Sierra Club Bulletin) continues the Sierra Club’s tradition of pioneering conservation communication.

Storytelling for Change

Our outdoor-adventure journalism echoes John Muir’s

spirit of wonder with the natural world, his scientific

inquisitiveness, and his fervor for exploration. Our

political writing—along with our eagerness to use new

storytelling methods—exhibits legendary conservationist

David Brower’s uncompromising defense of wild nature

and his multi-media adeptness.

Our essays and lifestyle coverage convey the radical

optimism and thoughtful pragmatism that have become

a hallmark of the Sierra Club under the leadership of

Michael Brune.

We help to orient environmentalists about where we

stand today by using explanatory journalism to reveal

the environmental threats before us, as well as the

opportunities that are close at hand.

SIERRA constantly scans the horizon to alert our

readers to future challenges, and to share with them

the most creative new thinking in the environmental

movement. At the same time, we point a way forward.

Our in-house columns and essays by leading

influencers offer a hopeful vision of ecological

sustainability and basic fairness. We give our readers

and viewers the tools to better navigate this hot,

bewildering century.

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JANUARY/FEBRUARYCover story will be by Naomi Klein, an excerpt from her new book, No is Not Enough. Story about “How to talk about Climate Change in Trump Country”

Live: 12/8/2018 Space Closing: 10/24/2018 Materials Closing: 10/28/2018

MARCH/APRILMain story about light pollution and the need to preserve the night and a profile of Venture Out, a group working to get LGBTQ folks into the outdoors.

Live: 3/6/2018 Space Closing: 1/12/2018 Materials Closing: 1/18/2018

MAY/JUNEMain stories about hiking the Wildlands of Hong Kong, making outdoor gear out of recycled plastic, and the fight over oil drilling near Chaco Canyon.

Live: 5/1/2018 Space Closing: 3/9/2018 Materials Closing: 3/15/2018

JULY/AUGUSTSpecial Issue on American Rivers. Issue will profile rivers across the country, plus stories of river restoration and outdoor adventure and roundup of latest kayak and canoe products.

Live: 7/3/2018 Space Closing: 5/11/2018 Materials Closing: 5/17/2018

SEPTEMBER/OCTOBERCool Schools Issue: Annual coverage of sustainability in higher education. Main story about twenty-something Native American leader Dallas Goldtooth.

Live: 9/4/2018 Space Closing: 7/13/2018 Materials Closing: 7/19/2018

NOVEMBER/DECEMBERSpecial Issue on Climate Adaptability. Main stories on preparing for rising waters and how Iceland figured out the secret to trapping carbon.

Live: 11/6/2018 Space Closing: 9/14/2018 Materials Closing: 9/20/2018

2018 Editorial Calendar

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OPENING SHOT Our two-page spread featuring lush environmental photography of incredible wildlife, landscapes, and people in nature.

TASTE TEST Our food and drink coverage offers readers tips on the most delicious and sustainable offerings on the market. Typically we highlight one product category per issue—for example, beer, vegan “ice creams,” spirits, fermented foods, etc.

MIXED MEDIA Our culture pages. Typically includes two book reviews plus a review of an upcoming feature film, documentary film, or television series with some kind of environmental theme. Often anchored by an author or celebrity profile.

ASK MR. GREEN In every issue “Mr. Green” (a former Sierra editor) answers readers questions about sustainable living. Topics range from recycling tips, to how to weatherize a home, to backyard gardening, to how to responsibly dispose of dog poop. This column is among our most popular, according to reader surveys.

Regular Features

TRAVEL Our travel coverage naturally focuses on wild and scenic areas. In each issue we highlight one backpacking, hiking, or paddling destination and offer a thoughtful travelogue combined with tips on how readers can follow in the writer’s footsteps.

GEAR A roundup of some of the best equipment for outdoor adventure. Typically we highlight one product category per edition—for example, hammocks, cycling gear for winter, backpacks for older hikers, etc.

UP TO SPEED This is the most popular page in the magazine, according to reader surveys. In each edition we run a digest of environmental news readers might have missed.

FACES OF CLEAN ENERGY This Studs Terkel-inspired spread features someone in the renewable energy industry talking about their job. Past subjects have included a door-to-door salesman selling rooftop solar, a climber who repairs giant wind turbines, an inventor who developed a new clean cookstove for families in poor countries, and former president Jimmy Carter, who installed a solar farm on his property.

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UNITSLeaderboard: 728 x 90

Medium Rectangle: 300 x 250

Half Page: 300 x 600

Interstitial: 620 x 460

Mobile Leaderboard: 300 x 50

Top of the Page: 970 x 250 (content pages only)

Homepage Roadblock (4 units): 728 x 90 (2), 160 x 90, 300 x 600

eNEWSLETTERSTHE INSIDER: Reaching 3.2 Million opt-ins bi-weekly, this eNewsletter gives the inside scoop on the latest climate change news, eco-living tips, outdoor trips and more.

Banner Ad: 640 x 80 (static only)

Text Unit: Up to 60 words of copy with a 230x250 image and headline. This ad is in line with the articles in the Insider.

THE GREEN LIFE: Reaching 50,000 opt-ins per day, this e-newsletter offers daily tips for living well and doing good.

Leaderboard: 640 x 80 (static only)

Digital PropertiesOur web edition, online videos, and digital edition complement our print edition by engaging our members and supporters with breaking news updates, smart commentary, and green lifestyle and outdoor recreation tips sought after by a growing number of Americans.

REQUIREMENTSStandard: GIF & JPEG, no larger than 1MB in size

We accept third-party tags. Our site is built using responsive design. When you submit creative for a leaderboard banner, please also submit a 300x50 static unit for mobile.

DIGITAL REACHMonthly unique visitors

156,072

Monthly page views 244,104

Reaching an increasingly younger audience:

Age 25-34: 22.0% (this group has been in the lead for

the sixth month in a row) Age 35-44: 19% Age 55-64: 17%Age 45-54: 17%Age 65+: 14%Age 18-24: 11%

Source: Google Analytics Feb 2018

SIERRACLUB.ORG/SIERRA

CUSTOM OPTIONS• Geo-Targeting• Slideshows• Large SOV• Device Targeting• Video + Rich Media• Sweepstakes• Native Advertising

• Content Sponsorships

• Photo Contests

Top of the Page970 x 250

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SUCCESSFUL SPONSORED CONTENT CAMPAIGNS

WILDERNESS BUCKET LIST - LEKI The Wilderness Bucket List is the ultimate list of wilderness vacations, all crowdsourced from our members and outdoor leadership. As the sole sponsor, LEKI’s logo and advertising were present on the landing pages and content on Sierramagazine.org.

BACKCOUNTY HAUTE CUISINE - IF YOU CAREIf You Care sponsored custom content that was selected and produced by SIERRA Media’s award-winning editorial staff and then leveraged in an integrated campaign across multiple channels. The campaign consisted of eleven custom stories around backcountry cooking that were featured on Sierramagazine.org along with If You Care’s logo and advertising on each landing page.

These special online sections combine the highest standards of journalistic excellence with content focused on reaching your desired audience.

SIERRA’s sponsored content follows public radio underwriting. SIERRA’s editorial staff and the client agree on a broad theme—say, backcountry cooking, or a wilderness bucket list—and then our team produces a number of agreed-upon stories just as we would for any other journalistic endeavor. SIERRA retains full editorial control over the product; business partners are highlighted on each of the stories, which they see the day before publication.

SPONSORED CONTENT IDEAS• Green Cities: A Guide to Urban Sustainability

• The Eco Culture File: The Best Environmental Books and Documentaries of All Time

• Backpacking with Benefits: Tips on Making Outdoor Adventure both Exciting and Comfortable

• The Guide to Bike Commuting

• The Beginner’s Guide to Backpacking,

• The Essential Guide to Outdoor Photography

• The Beginner’s Guide to Adventure Travel

• The Sierra Club’s All-Everything Guide to Road Trips

• National Parks Guidebook

Sponsored Content Opportunities

CUSTOM CONTENTSIERRA also offers custom content opportunities for which afreelance writer is hired to work with you to create custom stories.

SIERRA magazine’s online edition offers the opportunity for our business partners to reach new audiences through our “sponsored content” packages.

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Four Color 1x 3x 6x 9x 12x

Full Page $48,600 $46,170 $43,740 $41,310 $40,338

2/3 Page $35,478 $33,704 $31,930 $30,156 $29,447

1/2 Page $28,188 $26,779 $25,369 $23,960 $23,396

1/3 Page $19,440 $18,468 $17,496 $16,524 $16,135

1/6 Page $9,234 $8,772 $8,311 $7,849 $7,664

Covers

Cover 4 $58,320 $55,404 $52,488 $49,572 $48,406

Covers 2, 3 $53,654 $50,972 $48,289 $45,606 $44,533

Units Size CPM

Half Page (right sidebar) 300 X 600 $20

Top of the page (content pages only) 970 X 250 $20

Medium Rectangle (right sidebar) 300 X 250 $15

Intersectional (in slideshow) 620 X 460 $10

Leaderboard (inline with text) 728 X 90 $10

Mobile Leaderboard (inline with text) 300 X 50 $10

SPONSORED Sold Rate

Slide Show Monthly $5,000

Content By project $15,000 minimum

NEWSLETTERS Subscribers Sold Rate

The Green Life 50,000 (daily) Weekly $2,500

The Insider 3.2 million Per deployment $5,000

PRINT RATES (Gross)

MEDIA REPRESENTATIVES

NEW YORK

Diane Sacken Account Manager (General)

917-421-9053 d.sacken@jgeco.com

Ilyssa Somer Account Manager (DR)

917-421-9055i.somer@jgeco.com

Pamela Pagan Account Manager (DR)

917-421-9043p.pagan@jgeco.com

CHICAGO

Kristene RichardsonAccount Manager (General/DR)

312-348-1206k.richardson@jgeco.com

LOS ANGELES

Kim McGrawAccount Manager (General/DR)

213-596-7215k.mcgraw@jgeco.com

Rate Card #18-2 Effective July 2018

Circulation: 600,000

1. Orders for advertising may not be cancelled after closing date.

2. The Publisher reserves the right to reject or cancel at any time, without specific explanation, any advertisement it deems inappropriate for publication in its pages.

3. The Publisher is not responsible for key-number errors.

4. The Publisher will not be bound by any condi-tions printed or otherwise appearing on inser-tion orders or copy instructions if such condi-tions conflict with the regulations set forth in the rate card or insertion order acknowledge-ment.

5. The Publisher reserves the right to print the word “advertisement” above and below any ad-vertisement presented as though it were edito-rial matter.

6. Advertising is accepted for publication on the condition that the agency and advertiser will make no promotional references to SIERRA Magazine without prior written permission from the Publisher.

7. By submitting an advertisement for accep-tance, the agency and advertiser warrant that they are authorized to publish its contents in their entirety. They further agree to indem-nify the Publisher from and against any loss

or expense caused by publication of the ad, including but not limited to those arising from claims of libel, invasion of privacy, plagiarism or copyright infringement.

8. The Publisher is not liable for failing to print or circulate any issue or advertisement if such failure is caused by strikes, work stoppages, ac-cidents, acts of God or any circumstances not within the Publisher’s control.

CONTRACT & COPY REGULATIONS

2018 SIERRA Rates

DIGITAL RATES (Net)

Standard Discounts: Agency - 15%; Spread - 10%

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SIERRA magazine offers various display ad sizes, a market showcase, inserts, and more. Ask your sales rep about the availability of special inserts and editorial sponsorships. Print ads include hot links in the digital version.

MECHANICAL REQUIREMENTSThe trim size of SIERRA magazine is 8” x 10 1/2”. For bleed ads, keep live matter 1/4” inside the trim dimensions. Non-bleed live matter should not exceed 7 1/2” x 10”. Non-bleed fractional ads should be framed in a keyline sized to match the dimensions given below.

FILE FORMATS We strongly recommend that ads be submitted as a high-resolution PDF (300 dpi at 100% of the desired printing size). All ads should come with a color proof made from the supplied file. When preparing your PDF, do not crop the ad. Include printer marks outside the bleed area (if applicable) and package the InDesign file with all fonts and images.

FONTS To accurately process your ad, you must include all screen and printer fonts used in the document and these should be embedded within the PDF. These rules also apply to text used in artwork. Font styling attributes (bold, italic, etc.) should not be used. Please use the actual styled font.

IMAGES Photographic images should be processed as CMYK, at a resolution of no less than 300 dpi (dots per inch) at 100% of the desired printing size — no JPEG data. Line art (bitmapped logos or scanned text) should be scanned at a resolution of 600 to 1200 dpi at 100% of the desired printing size. However, we recommend that these elements be sent in a vector-based format, such as an Illustrator EPS.

AD SIZE BLEED NON-BLEED

Full page 8 1/4” x 10 3/4” 7 1/2” x 10”

2 page spread 16 1/4” x 10 3/4” 15 1/2” x 10”

2/3 page vertical 5 1/2” x 10 3/4” 4 1/4” x 10”

1/2 page horizontal 8 1/4” x 5 1/4” 7 1/2” x 4 3/4”

1/3 page vertical 2 3/4” 10 3/4” 2 3/8” x 10”

1/3 page square 4 1/2” x 4 1/2”

1/6 page vertical 2 3/16” x 4 1/2”

MEDIA TRANSPORTSIERRA supports email, CD,

DVD, and FTP. Please contact us with any questions.

SEND MATERIALS TO

Advertising Production Contact

SIERRA magazine

2101 Webster St., Suite 1300

Oakland, CA 94612

v. 415-977-5650 f. 415-977-5794

dan.mallory@sierraclub.org

Print Specs