media information kit 2019 - where to retire magazine · reader pro file each year, 700,000...
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MEDIA INFORMATION KIT 2019
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EDITORIAL PROFILEWhere to Retire tells its readers who’smoving where and why. In addition to exam-ining popular retirement locales, it goes beyond the well-known Sunbelt spots,reaching across the country to spotlightsmaller towns and undiscovered havenswith lower costs of living.
Where to Retire is filled with vital informa-tion on climate, state and local taxes, cost of living, housing costs, health care and other important issues, plus lively and candid
interviews with retirees who have relocated, including their tips on what to look for andwhat to look out for.
Where to Retire even tells its readers howto find the best neighborhoods and develop-ments to suit their active lifestyles, how tobuy and sell a home, and how to get involvedin a new community.
It is the authoritative source of useful information for the 700,000 Americans whomove to new towns to retire every year.
The industry of retirement migration already generates billions of dollars a year in sales of everything from real estate to financial services, health care, utilities andentertainment. It is responsible for a massivegeographical redistribution of wealth and income, and if you're involved or thinking ofgetting involved in attracting retirees to yourstate, town or development, Where to Retireis the place to start.
ABOUT THE EDITOR, ANNETTE FULLERAnnette Fuller, editor of Where to Retire,has spent more than 30 years in reportingand editing at major daily newspapers infour U.S. states as well as Africa and Asia.She leads a team of writers across thecountry keen on uncovering retirement relo-cation stories and facts that serve as thebest foundation for any post-career move.
“Since its launch in 1992, Where to Retire has provided an insightful look intohow thousands of retirees made their deci-sions about where and how to move oncetheir full-time work was complete,” Fullersays. “Their cumulative wisdom as well asthe facts and figures from the experts com-bine to make entertaining and informativereading. Readers find that we are their
best relocation partner.” A graduate of the University of North
Carolina at Chapel Hill with a degree injournalism, Fuller has worked at the Winston-Salem (NC) Journal, the BatonRouge Advocate, the Indianapolis Star andThe Dallas Morning News. She continuedher career as a journalism consultant forthe U.S. Department of State in Algiers, Algeria, and then as an editor and trainerfor China Daily in Beijing, before coming to Where to Retire.
Fuller is dedicated to finding eye-openingpossibilities and advice. “Whether they are10 years or 10 days away from retirement,our readers tell us that the magazine helpsthem formulate the lives that they want.”
ANNETTE FULLER
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TABLE OF CONTENTS City & Town ProfilesIn each issue, Where to Retire spotlightsfour or five destinations that are attractingretirees, including undiscovered and low-cost havens. Every profile is chock-full ofcandid resident interviews and informationon state and local taxes, cost of living,housing costs and health care. Readersacross the country examineour profiles to find viable re-location options. Check outour Editorial Calendar to seeif your city or town will beprofiled soon.
FeaturesWhere to Retire featurestories showcase a varietyof regions great for retireesseeking specific lifestylesor opportunities. Past arti-cles include “8 Enriching Towns for Artand Music Lovers,” “8 Fabulous WinterWonderlands,” “Terrific Home Buys, GreatLifestyles” and “8 Enticing Towns for NewCareers.” See our Editorial Calendar forupcoming features.
DiscoveriesOur popular Discoveries department featuresnews briefs on emerging trends, newly devel-oped master-planned communities and timelytopics of interest to relocating retirees.
Roads to RetirementExploratory road trips are part of the reloca-tion research process. In this full-page department, we take our readers along asuggested route of discovery. We provide amap, a short description of what each townalong our route has to offer and contact information for area Chambers of Commerce,
CVBs, lodging and attractionsto assist our readers as theyexplore the featured area.
Best NeighborhoodWhere to Retire’s closing department, Best Neighbor-hood profiles an establishedmaster-planned communitythat suits active lifestyleswith a variety of home stylesand amenities.
Retirement AdviserWe answer reader questions dealing with awide range of retirement relocation issues.
Financial ConsultantEconomic aspects are a big part of relocationdecisions. In this department, we explore awide range of financial issues that arisewhen relocating, including tax consequences,insurance coverage and the ins and outs ofbuying and selling homes.
LAFAYETTE, LA — FEATURED IN NOVEMBER/DECEMBER 2017 ISSUE.
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2019 EDITORIAL CALENDAR
ANNAPOLIS, MD — FEATURED IN SEPTEMBER/OCTOBER 2017 ISSUE.
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JANUARY/FEBRUARYProfiles: Santa Fe, NM; Tampa Bay, FL;Greater Houston, TX; Eureka Springs, ARFeatures: 8 Tax-Friendly Cities; Civic Affairsin Your New City Financial Consultant: 10 Pitfalls WhenSelling Your HomeRoads to Retirement: Ski Colorado: GrandJunction, Telluride, DurangoBest Neighborhood: RiverLights, Wilmington, NC
MARCH/APRILProfiles: Green Valley , AZ; Palm Coast, FL; St. Charles, MO; Maryville, TNFeatures: Atlantic to Pacific: 8 OceansideDestinations; Going for Greens: How to Evaluate Golf in Your Potential CityFinancial Consultant: You Saved Your Money, Now What? Spend Wisely in RetirementRoads to Retirement: New Mexico: Ruidoso, Alamogordo, RoswellBest Neighborhood: Cane Bay Plantation,Summerville, SC
MAY/JUNEProfiles: Tacoma, WA; Lakeland, FL; Wilmington, DE; Greater Atlanta, GAFeatures: 8 Veteran-Friendly Locales; Update on Manufactured HousingFinancial Consultant: Condo Living: Getting Close to Your NeighborRoads to Retirement: North Carolina Piedmont: Winston-Salem, High Point,GreensboroBest Neighborhood: Trilogy at MonarchDunes, Nipomo, CA
JULY/AUGUSTProfiles: NoneFeatures: 50 Best Master-Planned Commu-nities; 8 Cities for Food and Wine Lovers Financial Consultant: NoneRoads to Retirement: Florida AntiquingTrail: Gainesville, Leesburg, Mount DoraBest Neighborhood: None
SEPTEMBER/OCTOBERProfiles: Billings, MT; Fort Myers, FL; FortCollins, CO; Wilmington, NCFeatures: 8 Small Towns Near Big Cities;Weather Preparedness: How to Manage a StormFinancial Consultant: Making the Most of Mass Transit and Ride-SharingRoads to Retirement: Eastern Virginia: Richmond, Williamsburg, NorfolkBest Neighborhood: Inspirada, Henderson,NV
NOVEMBER/DECEMBERProfiles: Coeur d’Alene, ID; Tallahassee, FL;Las Cruses, NM; Shreveport/Bossier City, LAFeatures: 8 Low-Cost Cities; Vacation at theGrandparents: How to Choose A City ThatWill Appeal to GrandchildrenFinancial Consultant: Break it Down: Understanding Your Property Tax RateRoads to Retirement: North Texas: Dallas,Highland Village, DentonBest Neighborhood: Briar Chapel in ChapelHill, NC
READER PROFILEEach year, 700,000 Americans relo-cate to new towns to retire. Generally,relocating retirees are healthier, bettereducated and more affluent than thosewho choose to not relocate. They bringsignificant economic benefits to theirnew states and hometowns. Nationally,two dozen states and hundreds of townsseek to attract retirees as a source ofeconomic development.
SEXMaleFemale (No answer - 3%)
AGE (average: 63.3)
Under 5050-5455-5960-6465-6970 or over(No answer - 2%)
MARITAL STATUSMarriedDivorced/separatedWidowedNever married(No answer - 2%)
EMPLOYMENTWork full timeWork part timeRetired(No answer - 1%)
HOME OWNERSHIPOwn main residenceRent(No answer - 7%)
Average Value of Main Residence:$397,000
Average HouseholdIncome:$158,000
Average HouseholdNet Worth:$1,170,000
ACTIVITIES100% of readers reported participating in at least one of the following 22 activities. (more than 100% due to multiple choices)
81% Reading books for pleasure70% Regular exercise75% Jogging or walking for exercise67% Cinema63% Entertaining guests in home70% Festivals/events62% Visit historic sites 57% Art shows/museums54% Live theater/concert/opera/ballet58% Gardening41% Volunteer work44% Sporting events40% Bicycling44% Hiking36% Swimming 40% Arts and crafts30% Casino gambling29% Boating/sailing28% Golf25% Gourmet cooking26% Photography 24% Fishing TRAVEL
4 Number of domestic trips in past 12 months
74% Stayed (or plan to stay) in hotel, resort, lodge or B&B in past 12 months (or next 12 months)
88% Have a passport
54% Foreign travel in past 3 years
33% Cruised in past 3 years
31% Plan to cruise in next 3 years
89%of readers have taken action as a result of reading Where to Retire
85%of readers are likely to relocate or add an additional residence
81%of readers who plan to relocate in retirement are likely to buy a single family home for their residence
96%of readers read one half or more of the magazine
94%of readers rate the magazine’s content as excellent or good
84%of readers agree that Where to Retire has been avital resource in choosing a relocation destination
59%38%
2% 7%
15%
24%25%
24%
81%
8%
4%6%
38%56%
5%
88%
5%
Subscriber study completed May 2017 by Readex Research.
THE PETRINOS OF SAN MARCOS, TX — FEATURED IN NOVEMBER/DECEMBER 2017 ISSUE.
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CIRCULATION200,000
READERS PER COPY1.4
EDUCATION
89% Attended college or better 73% Graduated college or better 32% Postgraduate degree
Low crime rate
Good hospitals nearby
Active, clean, safe downtown
Low overall tax rate
Mild climate
Scenic beauty nearby
Friendly, like minded-neighbors
Low cost of living
Active social/cultural environment
Good recreational facilities
Walkability
No state income tax
Low housing cost
Airport with commercial service nearby
Major city nearby
Friends, relatives in area
College or university town
Full- or part-time employment opportunities
READER PROFILE WHERE TO RETIRE SUBSCRIBERS DESCRIBE THEIR IDEAL RETIREMENT DESTINATION
1
2
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5
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7
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IMPORTANT FACTORS IN CHOOSINGA RETIREMENT DESTINATION(in order of importance)
Master-planned development for 55+Traditional neighborhood
Master-planned development for all agesCondos or apartments
Continuing care retirement community
In state, but out-of-town
In U.S., but out-of-state
Outside U.S.
Within current city
Small Town
Suburban
Urban
Resort
Rural
Coastal
Lake or River
Mountain/Foothills
Desert
Forested Flatlands
Less than 5,000 people
5,000 – 19,999 people
20,000 – 49,999 people
50,000 – 99,000 people
100,000 – 499,000 people
500,000 or more people
WHERE RETIREES PLAN TO MOVE
IDEAL LOCATION
10%
IDEAL GEOGRAPHIC SURROUNDINGS
IDEAL SIZE OF CITY OR TOWN
IDEAL TYPE OF NEIGHBORHOOD
68%
53%
17%
24%
63%53%
42%
17%
18%
3%
18%
30%
30%
15%
58%47%
33%35%
10%
Preferred WinterAverage Snowy Days:
42% 032% 1-518% 6-1005% 11 or more3% Don’t care
Preferred YearlyAverage Rainfall:
17% Low (0-19”) 79% Moderate (20”- 39”)03% High (40” or more)1% Don’t care
Preferred YearlyAverage Sunny Days:
0% Less than 10014% 100-19960% 200-29924% 300 or more2% Don’t care
Preferred Summer AverageHigh Temperatures:
01% 60-69 degrees27% 70-79 degrees66% 80-89 degrees05% 90-99 degrees01% Don’t care
Preferred Winter AverageLow Temperatures:
14% 20-29 degrees14% 30-39 degrees29% 40-49 degrees30% 50-59 degrees16% 60-69 degrees7% 70-79 degrees
02% Don’t care
IDEAL CLIMATE
1%
Subscriber study completed May 2017 by Readex Research.
88%
4%
1%
20%
Average number of times readers visit a location before deciding to move:
3.2
GEOGRAPHIC DISTRIBUTION*
West NorthCentral5.99%
Circulation % of circulation
New England 10,254 5.13
Middle Atlantic 29,380 14.69
East North Central 30,989 15.49
East South Central 7,759 3.88
South Atlantic 29,583 14.79
Circulation % of circulation
West North Central 11,978 5.99
West South Central 13,176 6.59
Mountain 8,351 4.18
Pacific 23,400 11.70
Canada/Other 90 .04
Total mailed 164,870
Newsstand/single copy 34,050
Other 1,080
Total distribution 200,000Pacific**11.70%
Mountain4.18%
West SouthCentral6.59%
East SouthCentral3.88%
South Atlantic14.79%
East NorthCentral15.49%
Mid-Atlantic14.69%
New England5.13%
Circulation 200,000
Frequency 6 times/year
July/August 2018 issue**Pacific Region includes Alaska & Hawaii
PRODUCTION SPECIFICATIONS
DIGITAL SPECIFICATIONSAccepted media: Email, CD, DVDSoftware file formats supported:Press-Ready PDF filesLayout: Quark Xpress 9, InDesign CS5.5Image editing: Photoshop CS5Illustration: Adobe Illustrator CS5
Microsoft software is not supported,please DO NOT send Microsoft files.Include all fonts, both screen and printer,used in the ad. Do not embed type. Do notuse TrueType fonts. Include all graphics andoriginal art incorporated in the ad. Imagesmust be at least 300 dpi. Save images asCMYK or Grayscale. Convert RGB images to CMYK. Convert spot colors to CMYK. Include trapping. Use only EPS or Tiff files.JPEG is not supported.
All files must be accompanied by apress-ready PDF. PDF files need to contain1/8" bleed outside trim. Files should notcontain RGB or spot colors.
You may supply a SWOP-calibrated con-tract color proof if you like. If a SWOP certi-fied proof is not supplied, there may be avariance in the color reproduction of yourad. Send only files required for the currentissue ad. Include trim, bleed and centermarks in all separations. Keep all crop andregister marks 1/4" outside magazine trim size. Publisher DOES NOTprovide proofs of display ads. We do not return materials unless specified.
ONLINE ADSDimensions: 250 x 250 pxJPEG images should be sent via email [email protected].
RETIREMENT PLANNING GUIDE SPECIFICATIONSThe Retirement Planning Guide ads are formatted in-house and are available in two sizes: Plan AA and Plan A.
Plan AA: Six ads per page. Advertisersends a 4/C image and 75 words of copy.Plan A: 12 ads per page. Advertiser sends a 4/C image and 30 words of copy. Images and copy for the planning guide can be sent to [email protected] images must be at least 300 dpi.Save images as CMYK or Grayscale. Convert RGB images and spot colors toCMYK. Include trapping. Use only EPS orTIFF files. JPEG is not supported. PublisherDOES NOT provide proofs of RetirementPlanning Guide ads.
TO SUBMIT MATERIALS OR FOR MORE DETAILED PRODUCTIONSPECIFICATIONS, CONTACT:Dave Hart, Where to Retire, 5851 San Felipe St., Ste. 500 Houston, TX [email protected], 713-974-6903
MECHANICAL REQUIREMENTSWhere to Retire is produced computer-to-plate, printed web offset, saddle-stitched, and has three columns to a page.
Space Live Area Bleed Trim
Spread* 15 1/2” x 10” 16 1/4” x 10 3/4” 16” x 10 1/2”
Page 7” x 10” 8 1/4” x 10 3/4” 8” x 10 1/2”
2/3 page 4 1/2” x 9 3/8” 5 1/4” x 10 3/4” 5” x 10 1/2”
1/2 page, Horizontal 7” x 4 5/8” 8 1/4” x 5 3/8” 8” x 5 1/8”
1/2 page, Island 4 1/2” x 6 3/4” 5 1/4” x 7 1/2” 5” x 7 1/4”
1/2 page, Vertical 3 1/4” x 9 3/8” – –
1/3 page, Vertical 2 1/8” x 9 3/8” – –
1/3 page, Square 4 1/2” x 4 5/8” – –
1/6 page 2 1/8” x 4 5/8” – –
*Keep live matter and type 1/2” from gutter on both pages.
FULL PAGE
1/6PAGE
1/3PAGE
SQUARE
2/3PAGE
1/3PAGEVERT
1/2PAGEVERT
1/2PAGEISLAND
1/2 PAGEHORIZONTAL
RETIREMENT PLANNING GUIDE
The Retirement Planning Guide is a reader service section located at the back of the magazine. Each ad receives a number that readers can use to requestinformation from advertisers using a bound-in reader service card or by visitingWhereToRetire.com. Retirement PlanningGuide advertisers are listed on WhereToRetire.com with two lines of descriptivetext. If a display ad is run in concert with aRetirement Planning Guide ad, readers willalso be referred to the display ad page atthe bottom of the Retirement PlanningGuide ad (i.e. “See our ad on page 92.”)
An advertiser will receive leads that include the name, address and, when provided, the verified email address of any reader who requests more information from that specific advertiser.
These leads are sent weekly in an Excelspreadsheet via email. For $100 per issue,advertisers will receive one mailed batch of printed labels after all leads have beencollected.
The Retirement Planning Guide ads are formatted in house and are available in twosizes: Plan AA and Plan A.
Plan AA: Six ads per page. Advertisersends a 4/C image and 75 words of copy tothe publisher.
Plan A: 12 ads per page. Advertiser sendsa 4/C image and 30 words of copy to thepublisher.
WhereToRetire.com’s Free Retirement InfoWhen a visitor to WhereToRetire.com selectsto receive information from an advertiser onthe Free Retirement Info page, a link to theadvertiser’s website will be presented assoon as the form is submitted.
WheretoRetire.com captures the contact information for the advertiser to be deliveredwith the next batch of leads and gives thesite visitor instant access to information fromthe advertisers in which they are interested.
Retirement Planning Guide Ad MaterialsImages and copy for the planning guide can be sent via email [email protected]. Digital images must be at least 300 dpi. Save images as CMYK or Grayscale. Convert RGB images to CMYK. Convert spot colorsto CMYK. Include trapping. Use only EPS or TIFF files. JPEG is not supported. Publisher DOES NOT provide proofs of Retirement Planning Guide ads.
To submit materials or for more detailed production specifications,contact:Dave Hart, Where to Retire, 5851 San Felipe St., Ste. 500, Houston, TX [email protected], 713-974-6903
SAMPLE PAGE
SamplePlan AAs
SamplePlan As
2019 PUBLICATION CALENDAR AND ADVERTISING RATESIssue Ad Close Published
January/February 10/5/18 12/11/18
March/April 12/7/18 2/12/19
May/June 2/1/19 4/9/19
July/August 4/5/19 6/11/19
September/October 5/31/19 8/6/19
November/December 8/2/19 10/8/19
Average Circulation: 200,000
General Advertising Rates B&W 4/C
2-page spread
Full Page
2/3 Page
1/2 Page
1/3 Page
1/6 Page
Premium Positions Frequency Discounts
Inside Front Cover $15,890 4% for 2X
Inside Back Cover $15,560 8% for 3X
Back Cover $16,220 12% for 6X
Other special positions add 10%
Business Reply Card InsertsAdvertiser must run a minimum 1/2-page display ad with any Business Reply Card insert.BRC and insert positions are limited.
Publisher Printed BRC
B&W or any one-process color $8,720
4 color over 1 color $12,980
4 color over 4 color $17,260
Advertiser Supplied BRC $5,730
Retirement Planning Guide Ad Rates
Plan AA – Six ads per page, 4/C image and up to 75 words of copy:
1X rate $2,640 net
6X rate $2,290 net
Plan A – 12 ads per page, 4/C image and up to 30 words of copy:
1X rate $1,460 net
6X rate $1,220 net
Online AdsAdvertiser must run a minimum 1/2-page display ad. Rates available on request.
Agency CommissionWe offer a standard 15% commission to recognized agencies on ad rates shown above.
$25,950
$12,980
$10,400
$8,380
$5,220
$2,650
$17,420
$8,720
$7,100
$5,740
$3,600
$1,840
ADVERTISING OFFICES
MAIN OFFICE
5851 San Felipe Street, Suite 500 Houston, TX 77057(713) 974-6903 office(713) 978-6003 fax
Lindsay LindquistASSOCIATE PUBLISHER
Dave HartPRODUCTION DIRECTOR
Carlee MausnerADVERTISING DIRECTOR
FLORIDA
Jim GundryP.O. Box 717Ruskin, FL 33575(813) 812-7678 [email protected]
Ann DeLuca15321 Cape Drive SouthJacksonville, FL 32226(561) 351-4139 [email protected]
EAST COAST & EAST SOUTH CENTRAL(AL, CT, DC, DE, GA, MA, MD, ME, MS, NC,NH, NJ, NY, PA, RI, SC, TN, VA, VT, WV)
Susan Soden2894 Johnsonway Terr. Powhatan, VA 23139(804) 378-2262 office(804) 378-2272 [email protected]
WEST, SOUTHERN MOUNTAIN, & MIDWEST(AK, AZ, CA, CO, HI, IA, ID, IL, IN, KS, KY,MI, MN, MO, MT, ND, NE, NV, OH, OR, SD,UT, WA, WI, WY)
Liz Esterces1700 Aviara Pkwy #130745Carlsbad, CA 92011(760) 431-1113 office(760) 431-1114 [email protected]
SOUTHWEST & WEST SOUTH CENTRAL(AR, LA, NM, OK, TX)
Nelson Gumm25132 Oakhurst Dr., Suite 201 Spring, TX 77386(713) 942-7676 office(713) 942-0277 [email protected]
Stu Barash(504) 571-5159 [email protected]
Connie Blair(512) 524-0750 [email protected]
Melissa Stafford(972) 978-9818 [email protected]
Nicole Juel(210) 460-9940 [email protected]
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MOBILE, AL — FEATURED IN SEPTEMBER/OCTOBER 2017 ISSUE.
CONTACTS Vacation Publications, Inc.Where to Retire5851 San Felipe Street, Suite 500 Houston, TX 77057(713) 974-6903 office(713) 978-6003 fax
Alan FoxPUBLISHER
Lindsay LindquistASSOCIATE PUBLISHER
ADVERTISING/PRODUCTION
Dave HartPRODUCTION DIRECTOR
Carlee MausnerADVERTISING DIRECTOR
EDITORIAL
Annette FullerEDITOR
Carl GlatzelART DIRECTOR
Anh PhanASSISTANT ART DIRECTOR
Maureen KingCOPY CHIEF
Jennifer DavorenSENIOR STAFF WRITER
Brent StollerSENIOR STAFF WRITER
Rebecca Matheson OrtizEDITORIAL ASSISTANT
Lucy SpicerEDITORIAL ASSISTANT
Kathryn E. WorrallEDITORIAL ASSISTANT
Elizabeth ArmstrongCONSULTING EDITOR
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NIPOMO, CA — FEATURED IN JULY/AUGUST 2017 ISSUE.