Freeskier Media Kit

Welcome

Undermining the status quo has been part of FREESKIER’s DNA since our inception in 1998. Today the insurgency continues, and now our target is the role and definition of media.

FREESKIER is a mutli-platform, multi-channel connection between the ski industry and skiers. Every year our staff creates seven magazines, thousands of photos, countless stories and videos, and we distribute this massive pool of ski content through print, apps, podcast, website, social media and more.

FREESKIER Magazine has turned the ski media landscape upside down with their innovative approach to the sport, and also with the integrated ‘new media’ strategy that they re-invent all day, every day. We love that!

Jean-Yves Couput, US Marketing Director / Global Outdoor Brand Manager, SALOMON USA

Today’s youth are aware, active and involved. They want content in their hands, on their computers and on their phones. They demand a truly horizontal conversation between writer, industry and reader. Our goal at FREESKIER is to facilitate that conversation and to work both independently and in conjunction with our partners create the content that skiers are talking about.

Make no mistake: print is not dead. FREESKIER magazine continues to thrive, and continues to be our signature product. But our print magazines represent just one branch of a 21st century media company. The agility and forward-thinking company culture that established us as leaders in a skiing revolution will enable FREESKIER to stay ahead of the media curve for the next decade.

Audience

Our audience is comprised of skiing’s ultimate tastemakers, from top professional skiers to shop techs to hardcore enthusiasts who live to ski. FREESKIER is their primary source of information.

AUDIENCE ENGAGEMENT

80% Say that FREESKIER has influenced their buying decisions
71% Never throw away a copy of FREESKIER
54% Spend more than 2 hours with each issue[/column]

 

Circulation

Our strategy has always been to connect with the most qualified audience in the industry through the most efficient channels possible. Thus, our circulation model has more integrity, more authenticity and more quality than any other mag in the game.

Our Media

FREESKIER is a mutli-platform, multi-channel connection between the ski industry and skiers. Here are just some of the media we create and utilize each year.

Freeskier Magazine

Our magazine has defined the cutting edge of skiing for more than 15 years.

Issue / Focus	Space Close	Materials Due	Newsstand
SEPTEMBER / Buyer’s Guide*	06.29.12	07.06.12	08.28.12
OCTOBER	07.27.12	08.03.12	09.18.12
NOVEMBER	08.24.12	08.31.12	10.16.12
BACKCOUNTRY EDITION	10.5.12	10.12.12	10.27.12
DECEMBER	09.21.12	09.28.12	11.13.12
JANUARY / Photo Annual	10.19.12	10.26.12	12.11.12
FEBRUARY	11.16.12	11.23.12	01.08.13

*Bonus: Additional newsstand and retail shop distribution.

Print advertising remains the most effective way to leave a lasting impression on the FREESKIER audience.

Special Advertising Sections

Each regular issue of Freeskier Magazine contains a special advertorial section.

1. September / Buyer’s Guide – Brand Directory
2. October – Heli/cat Directory
3. November – Resort Directory
4. December – Shop Directory
5. January – Holiday Gift Guide
6. February – Summer/Camp Guide

 

SPECIAL ADVERTISING SECTION RATES

Full page – $5,000
Half page – $3,750

Backcountry Edition

Last season marked the release of our premiere Backcountry edition. Backcountry and sidecountry skiing have surged in popularity over the past several years, and much of that growth has been fueled by the increased participation from freeskiers ages 18-34.

For this edition, FREESKIER tap’s into the industry’s deep pool of respected backcountry writers and photographers to maintain an authentic and credible voice.

Issue / Focus	Space Close	Materials Due	Newsstand
BACKCOUNTRY EDITION	10.5.12	10.12.12	10.27.12

 

Backcountry Edition Advertising

Full Page: $5,460
Two Page Spread: $8,736
Inside Cover Spread: $13,104
Back Cover: $8,190

Freeskier.com

Freeskier.com reaches millions of skiers each year, and the audience is growing rapidly.

Freeskier.com Bannder Ads

Specs: 72 DPI // .GIF .JPG .PNG .SWF

960×300 Site Navigation Video Push-down: $3,000 per day
1200×2000 Background Takeover: $3,000 per day
300×600 Secondary Pages Only: $40 CPM
728×90 Top Asset: $30 CPM
300×250 Top Asset: $30 CPM
728×90 Run of Site: $20 CPM
300×250 Run of Site: $20 CPM
300×100 Run of Site: $20 CPM

Online Buyer's Guide

FREESKIER’S Online Buyer’s Guide sets the industry standard for depth of content, multi-media delivery and user loyalty.

2012 Online Buyer’s Guide

1. Includes over 500 products with high-resolution images and links to trusted online retailers
2. All gear reviews on the Online Buyer’s Guide also appear on our iPhone and iPad apps

Buyer’s Guide Advertising

PRODUCT INCLUSION
On top of all of the product tested and reviewed, the Online Buyer’s Guide also includes all products from the special advertising section in the print magazine. Advertise your product in the printed version and it will be displayed in the Online Buyer’s Guide.

ONLINE RETAILER SPONSORSHIP
We offer a limited number of Online Buyer’s Guide sponsorships to online retailers. We link our product description pages directly to online retailer product pages where direct purchases can be made. Pricing varies.

Online Video

Thousands of videos from our community, partners and in-house production staff start at Freeskier.com and are then distributed through our iOS apps, social media feeds, Vimeo, YouTube and iTunes podcast.

Video Advertising

FEATURED VIDEO SPONSORSHIP
0:15 second pre-roll and post roll ads are available on all of our featured video content distributed via Freeskier.com, iTunes, and Vimeo. Featured videos are sent weekly.

1. Pre-roll Advertisement: $4,500
2. Post-roll Advertisement: $2,000

CUSTOM PUSH DOWN PLAYER
If you have 3-5 minute long video you would like to see featured on our website we offer a custom Freeskier.com push down video player. We work with your creative team to develop the asset that appears directly below our website navigation. The asset includes an embedded video player of your choice (YouTube, Vimeo) and an area for branding/call to action.

Custom push down player: $3,000 / day (Production fees may apply)

PRE-ROLL EXAMPLE

EMBEDDED VIDEO PUSHDOWN PLAYER EXAMPLE

E-Newsletters

Our email newsletter hits 45,000 subscriber inboxes every week.

In each letter, we highlight the best of our web editorial, plus promote key online projects and programs. We work with partners to customize a promotion that fits our voice and characteristics to ensure maximum authenticity for the reader and maximum engagement for the advertiser.

DIRECT, EFFECTIVE MARKETING TOOL

1. Sent 2x weekly
2. Reaches 45,000 hardcore skiers
3. Average opens = 10,000
4. Average clicks = 2,000

E-Newsletter Advertising

Our E-newsletters are sent on a bi-weekly schedule, or on an ad-hoc basis when warranted. E-newsletters are anchored by exclusive editorial content.

E-NEWSLETTER OPPORTUNITIES

1. Featured inclusion = $2,500
2. Text link = $500

EXCLUSIVE E-NEWSLETTERS
Want to hit our email audience with an exclusive message? We can do that, too. We work with you to design and code an exclusive email blast that is 100% yours.

1. Exclusive E-newsletter = $4,500

Social Media

FREESKIER is the undisputed leader in social media. For more than a decade, we’ve experimented with, tweaked, analyzed and capitalized on engaged online audiences.

Social Media Consulting

We don’t sell social media advertising, we consult with our partners on how to effectively interact with our audience. Contact your ad rep to see how we can work together on a social media marketing strategy.

Mobile Apps

iPhone/iPad/iPod Touch Apps

Near-real time snow reports, news, videos, gear guide, games and more. The FREESKIER iOS app includes all the great content found on Freeskier.com delivered in a way that only an iOS app can. Now you can carry everything FREESKIER offers in your pocket. Click here to download the app.

Newsstand App

Freeskier magazine is now available as a digital download through Apple’s Newsstand service. Get all the great content in our print mag, with videos and other interactions. All ads in the print magazine also appear in our Newsstand editions. Click here to read Freeskier on your iPhone or iPad.

app ADVERTISING

Newsstand: $500/page (requires print inclusion)
Newsstand video/CTA: $500
Proprietary apps: Contact your rep

Custom & Case Studies

Brand positioning, custom video production, onsite activations and more. At FREESKIER, we’ve always gone above and beyond to deliver on promises, to both our readers and our advertisers.

No matter what your strategy, we’re here to help you connect with our audience of dedicated skiers.

WHAT WE DO – CASE STUDIES
Brand Positioning 
Multiple Platform 
Custom Online 
Video Production
Event Activation 

Custom Online

Online media evolves at an incredible pace. As new technologies are developed new advertising opportunities are created. At Freeskier we stay at the forefront of online media so we can offer our advertisers truly custom online opportunities. Here are some examples of custom online programs we’ve developed:

STUDY: K2 Free Skis For Life Case Study

With the power of our brands combined we created a multiple platform promotion that extended across print, online and social media to the retail shop floor.

Date
2010 & 2011

Capability
Multiple Platform, Custom Online

Overview
Over K2′s 50 year history the brand has established itself via professional athlete endorsements and forward thinking manufacturing. We took the best of both and created a promotion that started on the shop floor and ended in the K2 factory. Contestants were searching for a “golden ticket” in ski shops across the world in hopes of obtaining one of 5. The 5 ticket holders were flown out to K2′s factory in Seattle, WA to compete in a series of manufacturing-based challenges hosted by one of K2′s biggest athletes. The winner was awarded with a free pair of skis every 2 years for the rest of his/her life.

Challenge
This promotion stretched across nearly every possible marketing point. Print, online, video, social media, mobile, email newsletter and retail shops (point of sale). It was a massive effort that required our staff to work seamlessly with K2′s.

Results
The promotion was the most successful to date based on total impressions and entries. We had just over 100,000 entries to the contest’s online portion. It generated over 1,000,000 impressions across the multiple platforms with a strong differentiation message that focused on K2′s unique manufacturing profess. The coordinated effort created a strong bond between the two brands that has lead to additional multi platform promotions in the years that followed.

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STUDY: Nike Chosen Case Study

Date
June 2011

Capability
Custom Online

Overview
Nike ran a custom integrated campaign with Freeskier this past summer to bring their legendary Just Do It messaging to the world of action sports for the first time.

Challenge
Deepen Nike’s cross-seasonal connection with the freeski market by raising awareness for their action sports athletes, and Just Do It message via The Chosen video contest.

Solution
Knowing that a good percentage of the freeski market engages in skate, surf and bmx during the summer months, the Chosen video contest was an athlete and image-driven call to action that offered the ultimate prize of Live Like a Nike Pro for the winner of the best video submission uploaded to Nike’s Chosen site. Freeskier drove traffic to Nike’s Chosen site through custom digital executions built by SMP. Highlights included a premium pushdown banner unit showcasing Nike’s summer Chosen promo video an exclusive e-newsletter and several blasts through our social channels to put it over the edge.

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STUDY: Mountain Hardware Case Study

MHW has been a long-time print advertiser with Freeskier Magazine. In recent years, this storied technical performance brand has earned accolades for leading the light and fast revolution in mountaineering apparel and gear.

Date
2011

Capability
Brand Positioning, Custom Online

Overview
Mountain Hardwear ran a custom ‘Sponsor Me!’ contest campaign that was extensively promoted throughout Freeskier’s digital and social networks during the peak holiday months of 2011.

Challenge
Mountain Hardwear is known as a leader in technical alpine performance gear. Although they have advertised with us in print previously, they were in needed a dose of personality and buzz in the freeski market as a prelude to a larger effort in this space in 2012 and beyond.

Solution
Knowing that MHW is dedicated to providing skiers with serious technical gear, we worked with them to raise credible brand and product-specific awareness by building a turnkey custom campaign around Freeskier’s existing ‘Sponsor Me!’ video channel in which skiers upload edits in hopes of gaining recognition from team managers around the industry. For one month, Freeskier and MHW invited rippers everywhere to jump in the ring for the chance to win a huge MHW kit. By branding MHW and this call to action across Freeskier.com, an exclusive e-newsletter and our social networks, we netted them nearly 1/2 a million impressions and over 40 fine video edit submissions from the influencers they most needed to start a legit dialogue with. This campaign successfully captured the attention of many of the best ‘could be pro’ big mountain skiers with its premium MHW. Steve Popovich from Montana ultimately emerged as the contest winner from a ridiculously talented field.

Brand Positioning

We believe it’s our responsibility to connect advertisers with the Freeskier audience in a meaningful way. Authenticity in messaging is a crucial part of creating that connection, and with that we offer our brand positioning services to all of our advertisers. Here are a few examples of our work:

STUDY: Hestra

Date
2004 – 2012

Capability
Brand Positioning

Overview
We first met Hestra during the 2003/04 season when their Golden, CO – based US office attended their first SIA show. Over the next few seasons, we helped them target the US freeski market and connected them with athletes like Seth Morrison. The rest is history.

Challenge
In the early/mid 2000s, the glove space was crowded with more glove manufacturers aggressively advertising in print. Though a powerhouse in Sweden, Hestra had little brand awareness in the US beyond the racing.

Solution
Freeskier worked with Hestra USA from the ground up. When our partnership began in 2004, we started ‘big-picture’ by advising Hestra to use Freeskier to differentiate from the pack by focusing on big mountain/backcountry skiers and embracing their higher price point, top quality products. After it was decided that the Vertical Cut Freeride would be the flagship model for their first ad campaigns, we connected them with fitting designers to build their advertising, helped them get their gloves on the hands of athletes like Seth Morrison, and provided feedback on their subsequent product lines every step of the way. Since 2004, Hestra has grown exponentially in the US. They’ve been onboard with Freeskier from the beginning and as a result, you’ll see Hestra wherever skiers aspire to get after it.

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STUDY: Coors

We tapped the nature of the rockies and put Coors product in the hands of skiing’s most influential athletes.

Date
2008 – 2010

Capability
Brand Positioning, Event Activation

Overview
Coors and Coors Light constantly battle with beer giants like Budweiser and PBR for apres ski bar dominance. They approached us to come up with a unique marketing campaign that was based around on-site activations.

Challenge
Coors had a long standing strategic partnership with one of the ski industry’s biggest resort holding companies. In 2008 that resort holding company switched to Budweiser just before the start of the 2008/09 winter season. Coors wanted to maintain a presence in the ski industry but were extremely limited in their ability to partner with ski resorts.

Solution
We worked with Coors to create a series of on-site activations during skiing’s biggest events. We brought Coors along with us to events like the Winter X-Games, the Winter Dew Tour and SIA. Supported by a print campaign in Freeskier Magazine we created, promoted, hosted and covered over 20 events for Coors throughout the winter season. We worked with Coors to pick key bars at each event, some existing accounts and some brand new accounts due to our promotion. In the end we generated over 1 million impressions online and drove over $20K in beer sales during the events.

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STUDY: Mountain Hardwear

MHW has been a long-time print advertiser with Freeskier Magazine. In recent years, this storied technical performance brand has earned accolades for leading the light and fast revolution in mountaineering apparel and gear.

Date
2011

Capability
Brand Positioning, Custom Online

Overview
Mountain Hardwear ran a custom ‘Sponsor Me!’ contest campaign that was extensively promoted throughout Freeskier’s digital and social networks during the peak holiday months of 2011.

Challenge
Mountain Hardwear is known as a leader in technical alpine performance gear. Although they have advertised with us in print previously, they were in need of a dose of personality and buzz in the freeski market as a prelude to a larger effort in this space in 2012 and beyond.

Solution
Knowing that MHW is dedicated to providing skiers with serious technical gear, we worked with them to raise credible brand and product-specific awareness by building a turnkey custom campaign around Freeskier’s existing ‘Sponsor Me!’ video channel in which skiers upload edits in hopes of gaining recognition from team managers around the industry. For one month, Freeskier and MHW invited rippers everywhere to jump in the ring for the chance to win a huge MHW kit. By branding MHW and this call to action across Freeskier.com, an exclusive e-newsletter and our social networks, we netted them nearly 1/2 a million impressions and over 40 fine video edit submissions from the influencers they most needed to start a legit dialogue with. This campaign successfully captured the attention of many of the best ‘could be pro’ big mountain skiers with its premium MHW. Steve Popovich from Montana ultimately emerged as the contest winner from a ridiculously talented field.

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STUDY: POC

Date
2008

Capability
Brand Positioning

Overview
POC has maintained a high-end brand in the alpine racing sector of skiing. As freeskiing has grown from a niche audience to a key segment of skiing POC approached us to advise them in entering the freeski market.

Challenge
Alpine ski racing and freeskiing are two completely opposite sides of skiing. Alpine racers are mainly concerned with speed and performance. POC addresses this by manufacturing top quality products and prices them accordingly. The typical freeskier is mainly concerned with style and low price. POC did not want to lower their high production standards or price in order to enter the freeskiing market.

Solution
We worked with POC to develop a brand position in freeskiing that emphasized POC’s commitment to high quality production. Rather than preach the benefits of quality and safety from the editorial voice of the magazine we aligned POC with several top tier athletes including Tanner Hall, Jon Olson and TJ Shiller. These athletes worked with POC directly on product design and created various pro-model helmets that maintained POC’s quality and associated price points. Ad campaigns promoted the pro-model helmets and their associated athlete endorsements. The various pro model equipment and the similarly positioned “BUG” line created for freeskiers now accounts for a large percentage of POC’s total sales while maintaining one of the highest price points in the segment. The BUG line has received several “editors picks” in Freeskier Magazine since 2008.

Multiple Platform

Print, website, video, email, social media, mobile and events make up the marketing platform mix we offer to our advertisers. We can create multiple platform campaigns that extended across each of our offerings. Here are some examples of those campaigns:

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STUDY: K2 Free Skis For Life

With the power of our brands combined we created a multiple platform promotion that extended across print, online and social media to the retail shop floor.

Date
2010 & 2011

Capability
Multiple Platform, Custom Online

Overview
Over K2′s 50 year history the brand has established itself via professional athlete endorsements and forward thinking manufacturing. We took the best of both and created a promotion that started on the shop floor and ended in the K2 factory. Contestants were searching for a “golden ticket” in ski shops across the world in hopes of obtaining one of 5. The 5 ticket holders were flown out to K2′s factory in Seattle, WA to compete in a series of manufacturing-based challenges hosted by one of K2′s biggest athletes. The winner was awarded with a free pair of skis every 2 years for the rest of his/her life.

Challenge
This promotion stretched across nearly every possible marketing point. Print, online, video, social media, mobile, email newsletter and retail shops (point of sale). It was a massive effort that required our staff to work seamlessly with K2′s.

Results
The promotion was the most successful to date based on total impressions and entries. We had just over 100,000 entries to the contest’s online portion. It generated over 1,000,000 impressions across the multiple platforms with a strong differentiation message that focused on K2′s unique manufacturing profess. The coordinated effort created a strong bond between the two brands that has lead to additional multi platform promotions in the years that followed.

STUDY: Lange Girl Contest

Since the 1960′s Lange utilized sex appeal to promote their ski boot brand through a series of posters that still adorn ski shop walls across the world. We worked with Lange to freshen up the approach by creating a contest element that tied in online marketing and social media.

Dates
2007, 2008, 2009, 2010

Capability
Brand Positioning, Multi-platform Custom Campaign, Custom Online

Overview
The “Search for the Next Lange Girl” promotion directly spoke to Freeskier’s 18-30 male demo in a way that no other promotion could. We built upon the “Lange Girl” heritage by leveraging it’s exiting brand to encourage online entries via a custom built microsite. Entrants were then encouraged to share their entries via social media. A voting element was added and from there the promotion went viral. The prize was the coveted title of Lange Girl and a 16-page poster in the Freeskier Buyer’s Guide.

Challenge
The promotion extended across multiple platforms (print, online, social media) and had a longer than normal promotional period. The challenge was to coordinate the promotional elements to keep interest high throughout the 8-month window.

Results
Between the 16-page poster, custom online micro-site and social media the promotion generated over 1.5 million impressions while positioning Lange as a top ski boot brand for the 18-30 male consumer.

Video Production

At Freeskier we’ve created a wide network of talent both behind and in-front of the camera. We’ve also created a network of video channels from which we distribute content. For one of the best advertiser to audience connection opportunities we can combine our video production capabilities with our video channels, creating authentic video messaging that will be delivered directly to our core audience’s email in boxes, social media feeds, iTunes and favorite websites. Here are some examples of video projects we produced and distributed:

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STUDY: Vail Resorts Epic Pass Infomercial

Vail Resorts shook up the season pass market with the advent of the Epic Pass – unlimited skiing and riding at Vail, Beaver Creek, Breckenridge, Keystone, Heavenly and Northstar-at-Tahoe. We utilized one of Breckenridge’s professional athletes, Colby James West, to create an infomercial parody targeted at our audience.

Date
2009. 2010

Capability
Video Production

Overview
The Freeskier audience is comprised of extremely active skiers. 74% of our audience purchases season passes each season making them a distinct target for resorts offering season pass deals. Continuing with our editorial strategy of focusing on athletes in our sport we approached Vail Resorts with the idea of utilizing Colby James West, a Breckenridge sponsored athlete, to promote the pass. Colby’s talents extend far beyond just skiing, his range of character voices/personalities rival any top comedian. We came up with the concept of an infomercial parody and Colby took it from there.

Challenge
Vail Resort’s brand position is much closer to luxury than to infomercials. The challenge was to create a video that would be approved by resort executives yet resonate with our young audience. The video would have to go viral to be considered a success.

Results
We produced the video in less than 2 weeks utilizing a green screen and minor props (a bagel, a shoe, a mustache and a bad haircut). We launched the video through our various channels (iTunes podcast, on-site video, youtube, vimeo) and promoted it via web editorial and social media. The video received over 50K views in the first two weeks and was promoted by all of the competing media outlets in snowsports. It still racks up views to this day and has generated over 100K known views.

Visual

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STUDY: Colorado Ski Country GEMS Video Series

There are over 26 ski resorts in Colorado ranging from destination resorts like Aspen/Snowmass to small “mom and pop” resorts like Arapahoe Basin. The destination resorts tend to push out the majority of marketing messaging for Colorado skiing, leaving the smaller resorts in the shadows. Colorado Ski Country USA, an organization comprised of 22 resorts across Colorado, created a “Gems” brand that represented the smaller resorts. They approached us to come up with a way to promote the Gems brand to our audience.

Date
2011

Capability
Brand Positioning, Custom Video

Overview
With an audience of “core” skiers we decided to embrace the “mom and pop” feeling of the Gems resorts by producing a series of webisodes chronicling a 10-day road trip with stops at each resort. We enlisted a group of die hard Colorado skiers and riders, set them up with a motor home and SUV, arranged lodging along the way and encouraged an classic road-trip story. We kept track of their progress along the way via daily webisodes and wrapped it up in the end with a more polished video featured on our iTunes podcast.

Challenge
The road trip had to be authentic to be believable. Weather was going to be a factor. Each resort had it’s own story to tell in it’s own way, so we were going to have to work with each resort separately. Additionally the crew was going to have to create daily webisodes and internet access is always a challenge when on the road. It was a logistical nightmare to say the least, but this is where our expertise lies. We make things happen.

Results
Over the course of 10 days the crew visited the 9 Colorado Gems resorts, produced 9 websiodes, 6 stand alone promotional videos and 1 wrap up feature post. The content produced over 15,000 story views and over 20,000 video views while introducing our audience to a group of smaller resorts they may have never heard of otherwise.

Visual

Event Activation

From the Winter X Games to our annual Freeskier Ski Test our team is on the ground making connections with ski industry consumers throughout the year. Our brand has an attraction power that can gather masses of potential consumers to try out your product. Here are a few examples of our recent event activations:

STUDY: Coors Ambassador Program

We tapped the nature of the rockies and put Coors product in the hands of skiing’s most influential athletes.

Date
2008 – 2010

Capability
Brand Positioning, Event Activation

Overview
Coors and Coors Light constantly battle with beer giants like Budweiser and PBR for apres ski bar dominance. They approached us to come up with a unique marketing campaign that was based around on-site activations.

Challenge
Coors had a long standing strategic partnership with one of the ski industry’s biggest resort holding companies. In 2008 that resort holding company switched to Budweiser just before the start of the 2008/09 winter season. Coors wanted to maintain a presence in the ski industry but were extremely limited in their ability to partner with ski resorts.

Solution
We worked with Coors to create a series of on-site activations during skiing’s biggest events. We brought Coors along with us to events like the Winter X-Games, the Winter Dew Tour and SIA. Supported by a print campaign in Freeskier Magazine we created, promoted, hosted and covered over 20 events for Coors throughout the winter season. We worked with Coors to pick key bars at each event, some existing accounts and some brand new accounts due to our promotion. In the end we generated over 1 million impressions online and drove over $20K in beer sales during the events.

Rates & Specs

Download the rates and specs PDF.

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