Knife-Buying Knife-Buying

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					                  STAY     GIVE YOUR BUSINESS THE BLADE EDGE
2010 MEDIA KIT
                       !
                 SHARP




      Your Leader
      in the advertising
      knife industrY




        Knife-Buying


      Knife-Buying

   Knife-Buying,
   Knife-using,
   Knife-ColleCting
   Knife show-
   attendanCe leader!
BLADe DeLiVeRs
the Ultimate Knife-Buying Audience

                                                                     Reach Our
76.0%.............. Knife Users
                                                            Quality Buyers
75.8%....... Knife Collectors
                                                           $84,507.00
32.9% ............Knifemakers                                    Average Household
                                                                      Income
14.4% .................. Investors

  7.7% .....................Dealers                     Knife Ownership
                                                        • A BLADE Reader Owns an Average of 132
                                                          Knives in his Collection!
SEX:
                                                        • The Average BLADE Reader has a knife
    ...........................................99.8%
Male.
                                                          collection worth $10,089.00!
Female. .........................................0.2%
                                                        Knife-Buying Power
AGE:
                                                        • BLADE readers Purchase an average of
Average.Age........................54.8.Years             27 knives annually!
                                                        • BLADE readers Spend an average of
EDUCAtIon:
                                                          $1,473.00 on their hobby annually!
Education.Beyond..
                                                        • In the past 12 months, 79.7% of
           .
High.School. ................................70.1%        BLADE readers have Taken An Advertising-
                                                          Related Action as a result of seeing an item
oCCUpAtIon:                                               in BLADE magazine.
Professional................................23.4%
Proprietor/Self-Employed.............13.7%              Knife-Buying influence

Managerial.................................. 10.6%      • 45% of BLADE readers have Introduced
                                                          Someone to knife collecting during the past
Technical. .................................... 14.8%     two years!
             .
Blue.Collar.................................. 19.3%     • Of those readers, the average BLADE reader
     .
Other............................................8.4%     has introduced 6.4 new people to knife
                                                          collecting!




                     Conclusion … BLADE delivers the most
                      active, affluent, opinion leaders
                            in the knife-buying market!

                                           800-272-5233
Knife-Related Purchases
During The Past 12 Months
Sharpener............................................................39.4%
Handle.material................................................... 32.7%           Will increase or
     .
Steel. ................................................................... 25.7%
Sheath(s)..............................................................14.7%
                                                                                   maintain knife-buying
Display.case........................................................ 12.6%         level over the next
Leather.working.tools.......................................... 12.3%
Belt.grinder.......................................................... 10.5%       12 months!
Highest-Priced Knives Purchased:
                                                                                   ✓Average price paid For a typical
$1,500.or.more......................................................9.2%             Knife purchase is $189.00
$1,000-$1,499....................................................... 5.8%
$700-$999. ............................................................8.4%        ✓33.4% of Readers Spend
           .
$400-$699.......................................................... 22.1%            $200 or More per Knife
           .
$200-$399.......................................................... 26.7%
Note:.The.average.reader.paid.$669..                                               ✓Average number of Readers
for.his.most.expensive.knife!                                                        per Copy of BLADE: 1.9

Knife-Related Purchases From BLADE                                                 ✓79.0% Save BLADE Issues
Advertisers During The Past 12 Months
$1,000.or.more..................................................... 8.8%           ✓96% personally Sharpen
$500-$999........................................................... 11.7%           their own Knives
           .
$200-$499. ..........................................................17.0%
                                                                                     The Average BLADE Subscriber:
Note:.The.average.reader.spends.$296..
per.year.with.BLADE.advertisers!                                                     • Spends 3 hours and 38 minutes
                                                                                      Reading Each Issue
Knives Purchased From:
Direct.from.manufacturer.or.knifemaker.............44.5%                             • Has Been Reading BLADE
                                    .
Knife.shows/conventions................................... 44.3%                      10 Years and 6 months
                            .
Direct-mail.catalogs. ...........................................36.6%
Retail/sporting.goods.stores...............................34.5%                     • Attends 1.8 Knife Shows per Year
Internet................................................................ 27.3%

Knife Show Expenses The Past 12 Months:
                .
$3,000.or.more. .................................................. 10.2%
               .
$2,500-$2,999. ..................................................... 1.2%
               .
$2,000-$2,499. ..................................................... 2.7%
$1,500-$1,999........................................................2.4%
$1,000-$1,499........................................................9.2%
$500-$999.......................................................... 16.2%
Note:.Show-going.readers.spent.an.average.of.$907.
on.show-related.expenses.during.the.past.12.months!




                                                    800-272-5233
                                                                         Rate Card #31
                                                                         BLADE SHoppE MARKEtpLACE
                                                                         An ad in this section will be positioned with no surrounding
                                                                         editorial. Ads in this section are not commissionable. Black &
EDItoRIAL DISpLAY ADVERtISInG RAtES:
                                                                         white ads only. Position requests cannot be honored.
15% camera-ready discount available.                                     Camera-ready discounts are already calculated.

B&W	            1x	        3x	          6x	        9x	        12x                        1x          3x          6x           9x         12x
                                                                         1/2          $1,480      $1,220       $1,070        $990        $910
Full.Page. $2,975.       $2,615.      $2,440.    $2,330.     $2,260
                                                                         1/3          $1,050        $900         $805        $660        $600
2/3.       $2,260.       $1,990.      $1,855.    $1,790.      $1,725
                                                                         1/6            $540        $445         $380        $350        $330
1/2.           $1,960.   $1,520.      $1,405.    $1,365.      $1,310
                                                                         1/12           $305        $250         $220        $200        $190
1/3.           $1,295.   $1,000.       .$965.     $895..      .$785
                                                                         MECHAnICAL InFoRMAtIon:
1/6.            $670..   .$560..       .$495..    .$455..     .$405
                                                                         • Printed web offset, perfect bound.
2-Color	        1x	        3x	          6x	        9x	        12x        • Publication trim size 7¾" x 10½"
Full.Page. $3,515.       $3,155.      $2,980.    $2,870.     $2,800.     • Column width: 2¹/8" • Column height: 9½"

2/3..      $2,800. $2,535.            $2,400.    $2,285.      $2,165.    Sizes (Live Matter)               Width               Height
                                                                         Full page                          7"                  10"
1/2.       $2,505. $2,060.            $1,960.    $1,910.      $1,850.
                                                                         Full page w/bleed                  8"                 10¾"
1/3.           $1,835.   $1,535.      $1,505.    $1,430.      $1,325.    2/3 page                          45 /8"               9½"
1/6.           $1,260.   $1,100.      $1,035.    $1,000.       $950      1/2 page (3 cols.)                 7"                  45 /8"
                                                                         1/2 page (2 cols.)                45 /8"                7"
4-Color	        1x	        3x	          6x	        9x	        12x        1/3 page (2 cols.)                45 /8"               45 /8"
Full.Page. $5,075.       $4,610.      $4,015.    $3,755.     $3,545.     1/3 page (1 col.)                 21 /8"               9½"
                                                                         1/6 page (2 cols.)                45 /8"               21 /4"
2/3.           $4,510.   $3,910.      $3,510.    $3,330.     $3,210
                                                                         1/6 page (1 col.)                 21 /8"               45 /8"
1/2.       $3,430. $2,955.            $2,700.    $2,605.     $2,420      1/12 page                         21 /8"               21 /4"
1/3.       $2,405.. $2,050.           $1,845.    $1,750.      $1,645     Spread:
                                                                         Live Area                        14-5/8"                 10"
1/6.           $1,565.   $1,295.       $1,165.   $1,080.      $1,030
                                                                         Trim                              15½"                  10½"
Covers	         1x	        3x	          6x	        9x	        12x        Bleed                             157 /8"               10¾"
                                                                         • No live matter within 1/4-inch of final trim size for bleed ads.
IFC.       $5,835. $5,030.            $4,630.    $4,510.     $4,405
                                                                         • Bleed dimensions, allow for 1/8-inch trim on all bleed edges.
IBC.       $5,285. $4,555.            $4,210.    $4,070.     $3,970.
                                                                         Inserts: A limited number of special units, such as inserts,
OBC.           $6,015.   $5,160.      $4,750.    $4,585.      $4,515.    gatefolds, booklets, business return cards, etc., are available
                                                                         and are subject to acceptance by publisher.

ADVERtISInG DEADLInES:                                                   onLInE/EMAIL ADVERtISInG
Issue                    Ad Deadline                        on Sale      Web display rate: $10/1,000 impressions
April,.2010.              December.17.            February.10,.2010      Email rates: Newsletter sponsorship $375 ($25 CPM),
May.                      January.21.                       March.10     list rental $675 ($45CPM, current list size 15,000)
                                                                         For more detail on our many online/email opportunities,
June.                     February.18.                         April.7   ask your ad rep.
July.                     March.18.                            May.5
August.                   April.15.                            June.9    WHERE to nEt ’EM:
September.                May.20.                               July.7   Contracted Display Advertiser Rate:	           $209	per	year	Bold type
October.                  June.9.                             July.28    	                                              $140	per	year	Light	type
November.                 July.8.                           August.25    Non-contracted Display Advertiser Rate: 	 $229	per	year	Bold type

December.                 August.5.                  September.22        	                                              $160	per	year	Light	type
                                                                         Please contact your advertising sales representative for more info.
January,.2011.            September.2.                   October.20
February,.2011.           September.30.               November.17        notES:
March,.2011.             November.11.             December.29            • The publisher’s liability for any error shall not exceed the cost
                                                                         of the space occupied by that error.
• For multi-page ads or ads requiring special handling, contact
your sales representative for advanced deadlines.                        • All orders non-cancelable after closing date.

                                                                                                  Bruce.Wolberg.•.800-272-5233,.ext..13403
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com                                    800-272-5233                           bruce.wolberg@fwmedia.com
BLADE 2010-2011                                             Editorial Calendar
April 2010 BLADE®                                            May 2010 BLADE®                                           June 2010 BLADE®
FEATURES—Hottest Knives of the Hottest Makers, Favorite      FEATURES—Latest Sheaths, Custom-Made Knives for           FEATURES—New Factory Knives From the SHOT Show,
Sharpeners of the Pros, Knives with Animal Tracks In The     the Afghan War, Fixed Blades, Unknown Factory/Custom      Best Tactical Folders Under $75, Custom Art Knives, Fish
Handles, Knives with Sex Appeal, Latest Flipper Folders      Collaborators, New Knives for the Ladies                  and Fowl Knives, Knifemaking Equipment
•Hottest Knives of the Hottest Makers                        •Custom-Made Knives for the Afghan War                    •Best Tactical Folders Under $75
•Favorite Sharpeners of the Pros                             •What’s the Proper Blade-To-Handle Angle?                 •Pioneer Makers: Rudy Ruana
•Odyssey of an ABS Bladesmith                                •Butcher Knives, Bowie Pedigree, Part VII                 •How To Get Kids Safely Into Knives
•Latest Flipper Folders                                      •Boom in Unknown Factory/Custom Collaborators             •New Knives Of The SHOT Show
•Animal Tracks in the Grip                                   •How To Inlay Pearl in Handles                            •State Of The Art Knife
•Butcher Knives, Bowie Pedigree, Part VI                     •New Knives for the Ladies                                •Battle of Serrations: Spyderco vs. CRKT Veff
•How To Stabilize Leather                                    •EDGES: Tips for Starting a Knife Collection              •Fish and Fowl Knives
•Knives That Have Sex Appeal—And Why                         •Latest Sheaths                                           •Knifemaking Equipment
•Brazilian Bladesmith: Rodrigo Sfreddo                       •BLADEhandmade™ Winner: Larry Newton                      •Profile In Steel: Return of Tom Maringer
•Factory Focus: Victorinox                                   •Factory Focus: Fox Knives USA                            •Euro-Maker Profile: Emmanuel Esposito


Space/Materials Deadline: 12/17/09
                                                             Space/Materials Deadline: 01/21/2010                      Space/Materials Deadline: 02/18/2010


July 2010 BLADE®                                             August 2010 BLADE®                                        September 2010 BLADE®
FEATURES—Recurve Tactical Blades, Custom Makers With         FEATURES—BLADE Show Factory Debut Knives, BLADE           FEATURES—Knives That Are Knives and Much More, Hot
BLADE Show Booths, Hottest Blade Steels and the Knives       Show Knife Exhibitors, BLADE Show Preview, Big Bush       Tomahawks, Latest Assisted Openers, Newest Portable
That Have Them, Most Overlooked Factory Knife Buys           Whacking Blades, Father’s Day Knives                      Sharpeners, the Knives of Summer
SPECIAL SECTION Latest Kitchen Knives for Mother’s Day       •Pioneer Makers: Webster Marble                           •The Knives of Summer
•New Look in Recurves                                        •BLADE Show Preview                                       •Hot Hawks: Period to Thoroughly Modern
•Camillus: It’s What’s Hot                                   •BLADE Show Program                                       •Knives of the French Foreign Legion
•Custom Makers With BLADE Show Booths                        •Enduring Edges: CRKT Carson M-16                         •Latest Assisted Openers
•Hottest Blade Steels                                        •Knife Personality: Harlan “Sid” Suedmeier                •How to Make The Rader Composite Handle
•How To Nickel Plate                                         •BLADE Show World Title Cutting Competition Preview       •EDGES: Figural Knives
•Most Overlooked Factory Knife Buys                          •A Man, His Horse and His Knives                          •Knives That Are Knives and Much More
•EDGES: World War II Theater Knives                          •Father’s Day Favorites                                   •Newest Portable Sharpeners
•SPECIAL SECTION: Latest Kitchen Knives for Mother’s Day     •Bush Whackers: Big Knives for Hard Work                  •Factory Focus: Spartan Blades
•Sharp Smith: Billy Bob Sowell                               •Cutlery Culture Quiz                                     •Knifemaker Profile: Tom Krein
•Factory Focus: Colonial                                     •BLADE Show Factory Knife Intros
                                                                                                                       Space/Materials Deadline: 05/20/2010
                                                             •BLADEhandmade™ Winner: Paul Jarvis
Space/Materials Deadline: 03/18/2010                         •Factory Focus: Pacific Solution

                                                             Space/Materials Deadline: 04/15/2010
October 2010 BLADE®                                          November 2010 BLADE®                                      December 2010 BLADE®
FEATURES—Hottest Knives of the Hottest Makers,               FEATURES—Knives Of The Year®, BLADE Show Review, ABS      FEATURES—Newest Autos, Knives as Christmas Gifts,
Balisongs, Upscale Tactical Folders, the Newest Looks and    Annual Award Winners, BLADE Show Factory Knife Debuts,    Knife-Kit Roundup, Companies That Do Outsourced Knife
Materials in Knife Handles                                   BLADE Show West Preview, SPECIAL SECTION: Hunting         Work SPECIAL SECTION: Latest Sharpeners
•Hottest Knives of the Hottest Makers                        Knives for the Fall                                       •The Newest Automatics
•Pioneer Makers: Harry Morseth                               •Blade Magazine 2010 Knives Of The Year®                  •Makers With The Business Approach
•Giving Factory Emersons a Custom Look                       •BLADE Show Recap                                         •What’s Hot in Vintage Military Knives
•Vintage Al Mar Knives                                       •BLADE Show West Preview                                  •Christmas Cutlery
•Upscale Tactical Folders                                    •Prototype to Full-Fledged Model                          •Knife-Kit Roundup
•The Newest Looks & Materials                                •ABS’ Annual Top Knives                                   •SPECIAL SECTION: The Latest Sharpeners
•The Latest Balisongs                                        •World Cutting Championship Results                       •All About Farmed-Out Knife Work
•Profile in Steel: David Mosier                              •EDGES: Blade Magazine Cutlery Hall Of Fame® Induction    •Profile In Steel: Phillip Patton
•BLADEhandmade™ Winner: Ray Richard                          •BLADE Show Factory Knife Debuts                          •Factory Focus: Santa Fe Stoneworks
                                                             •SPECIAL SECTION: Hunting Knives for the Fall
Space/Materials Deadline: 06/17/2010                                                                                   Space/Material Deadline: 08/5/2010
                                                             •Hot Euro-Maker: Antonio Fogarizzu
                                                             •Factory Focus: Microtech
                                                             Space/Materials Deadline: 07/15/2010

January 2011 BLADE®                                          February 2011 BLADE®                                      MARCH 2011 BLADE®
FEATURES—Japanese Knives and Swords, Factory Tactical        FEATURES—Bone-Handle Knives, Line-Cutter Knives, Steels   FEATURES—SHOT Show Distribution Issue, Makers To Watch
Folders, D-Guard Bowies, Framelock Folders SPECIAL           That Resist Rust Best, BLADE Show West Review/2010        In 2011, Soldiers’ Knives SPECIAL SECTION: Factory Tactical
SECTION: Knifemaking Suppliers                               BLADEhandmade™ Winners SPECIAL SECTION Latest Knife       Fixed Blades
•Japanese Blade Blowout!                                     Maintenance Products                                      •Knifemakers To Watch in 2011
•6 Tac Folders Go Head To Head                               •Bone Appetit: Bone-Handle Knives                         •The Hardness/Edge Holding Connection
•Pioneer Makers: Jody Samson                                 •Forging Stainless: Those Who Do It                       •How Afghanistan Dictates Knife Needs
•D-Guard Bowies                                              •BLADE Show West Review                                   •Collector Profile: Scott Pritchard
•Latest Framelock Folders                                    •On The Line: Line-Cutter Knives                          •How To Wrap a San Francisco Knife Handle
•How To Etch Damascus                                        •Which Steels Resist Rust Best?                           •Pioneer Makers: John Nelson Cooper
•SPECIAL SECTION: Knifemaking Suppliers                      •5 Knives You Must Own Before You Check Out               •EDGES: Vintage Ladies’ Knives
•Profile In Steel: Joe Olson                                 •2010 BLADEhandmade Winners                               •2010: The Year In Knives
•Profile In Steel: Les George                                •EDGES: How To Find Knife Treasures                       •SPECIAL SECTION: Factory Tactical Fixed Blades
Space/Material Deadline: 09/2/2010                           •SPECIAL SECTION: Latest Knife Maintenance Products       •Euro-Maker: Andre Andersson
                                                             •Profile In Steel: Elvan Allred                           •Sharp Smith: Joe Chandler
                                                             •Hot Maker Profile: Jens Anso
                                                                                                                       Space/Materials Deadline: 11/11/2010
                                                             Space/Materials Deadline: 9/30/2010

Missy.Beyer.•.800-272-5233,.ext..13642                                                                                 Bruce.Wolberg.•.800-272-5233,.ext..13403
missy.beyer@fwmedia.com                                          800-272-5233                                          bruce.wolberg@fwmedia.com
  •.Monthly.Distributed.International.Newsstand.Leader
  •.The.First.Knife.Magazine.—.Publishing.Leadership.since.1973
  •.Founder.of.the.Internationally.Famous.BLADE.Show
  •.Founder.of.the.Cutlery.Hall-Of-Fame.
  •.Founder.of.the.BLADE.Magazine.Knife-Of-The-Year ®.Awards
  •.Official.Magazine.of.The.Knifemakers’..Guild
  •.Leader.—.Total.Editorial.Pages
  •.Leader.—.Total.Advertising.Pages
  •.Leader.—.Knife.Industry’s.Book.Publisher
  •.The.ONLY.Monthly.Knife.Magazine.on.the.Newsstands
  •.The.ONLY.Knife.Industry.Trade.Magazine.Publisher
  —.BLADE’s.Complete.Knife.Guide.2010
  •.Leader.—.Total.Paid.Circulation


 order your Advertising Today!
 800-272-5233
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 • Missy Beyer, x13642
 missy.beyer@fwmedia.com                                                                                                                  sPriNg 2009



 • Bruce Wolberg, x13403
 bruce.wolberg@fwmedia.com                                             ER
                                                                     TH S!
                                                                    O T
 fax: 715-445-4087
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