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STAY GIVE YOUR BUSINESS THE BLADE EDGE
2011 MEDIA KIT
!
SHARP
Your Leader
in reaCHinG tHe
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!
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
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!
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
Rate Card #32
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.
Camera-ready discounts are already calculated.
15% camera-ready discount available. 1x 3x 6x 9x 12x
1/2 $1,525.00 $1,260.00 $1,105.00 $1,020.00 $940.00
B&W 1x 3x 6x 9x 12x 1/3 $1,085.00 $927.00 $830.00 $680.0 $620.00
Full.Page. $3,065...$2,695.. .$2,515...$2,400...$2,330. 1/6 $557.00 $458.00 $395.00 $360.00 $340.00
1/12 $315.00 $260.00 $227.00 $206.00 $195.00
2/3. $2,330...$2,050.. .$1,915.. .$1,845.. .$1,780.
MECHAnICAL InFoRMAtIon:
1/2. $2,020.. .$1,565.. .$1,450.. .$1,406.. .$1,350. • Printed web offset, perfect bound.
1/3. $1,335.. .$1,030.. .$995.. .$925.. .$810. • Publication trim size 7¾" x 10½"
• Column width: 2¹/8" • Column height: 9½"
1/6. $690.. .$577.. .$510.. .$470.. .$420. Sizes (Live Matter) Width Height
Full page 7" 10"
2-Color 1x 3x 6x 9x 12x
Full page w/bleed 8" 10¾"
Full.Page. $3,620...$3,250.. .$3,070...$2,960...$2,884. 2/3 page 45 /8" 9½"
1/2 page (3 cols.) 7" 45 /8"
2/3.. $2,885.. .$2,615.. .$2,475...$2,360...$2,230.
1/2 page (2 cols.) 45 /8" 7"
1/2. $2,580.. .$2,125.. .$2,020.. .$1,970.. .$1,905. 1/3 page (2 cols.) 45 /8" 45 /8"
1/3 page (1 col.) 21 /8" 9½"
1/3. $1,890.. .$1,585.. .$1,550.. .$1,480.. .$1,365.
1/6 page (2 cols.) 45 /8" 21 /4"
1/6. $1,300.. .$1,135.. .$1,070.. .$1,030.. .$979. 1/6 page (1 col.) 21 /8" 45 /8"
1/12 page 21 /8" 21 /4"
4-Color 1x 3x 6x 9x 12x
Spread:
Full.Page. $5,230.. .$4,750.. .$4,135.. .$3,870...$3,652. Live Area 14-5/8" 10"
2/3. $4,645...$4,030.. .$3,615...$3,430.. .$3,310. Trim 15½" 10½"
Bleed 157 /8" 10¾"
1/2. $3,535...$3,045.. .$2,785...$2,685...$2,500. • No live matter within 1/4-inch of final trim size for bleed ads.
1/3. $2,480.. .$2,115.. .$1,900.. .$1,805.. .$1,700. • Bleed dimensions, allow for 1/8-inch trim on all bleed edges.
1/6. $1,615.. .$1,335.. .$1,200.. .$1,115.. .$1,060. Inserts: A limited number of special units, such as inserts,
gatefolds, booklets, business return cards, etc., are available
Covers 1x 3x 6x 9x 12x and are subject to acceptance by publisher.
IFC. $6,010.. .$5,180.. .$4,770...$4,645...$4,538. FTP Instructions:
If you are on a MAC
IBC. $5,445...$4,695.. .$4,340...$4,200...$4,090. ftp.krause.com
OBC. $6,195...$5,320.. .$4,895.. .$4,725...$4,650 User ID: type the word “anonomys”
Password: is your email
Inbound folder
ADVERtISInG DEADLInES: Then look for folder of publication you are submitting for
Issue Ad Deadline on Sale If you are on a PC:
March,.2011. November.19. January.4 ftp://ftp.krause.com
April,.2011. December.17. February.1
onLInE/EMAIL ADVERtISInG
May. January.14. March.1 Web display rate: $10/1,000 impressions
June. February.11. March.29 Email rates: Newsletter sponsorship $375 ($25 CPM),
July. March.11. April.26 list rental $675 ($45CPM, current list size 15,000)
For more detail on our many online/email opportunities,
August. April.8. May.24
ask your ad rep.
September. May.6. June.21
October. June.3. July.19 WHERE to nEt ’EM:
Contracted Display Advertiser Rate: $209 per year Bold type
November. July.1. August.16
$140 per year Light type
December. July.29. September.13 Non-contracted Display Advertiser Rate: $229 per year Bold type
January,.2012. August.26. October.11 $160 per year Light type
February,.2012. September.23. November.8 Please contact your advertising sales representative for more info.
Complete.Guide. October.21. December.6 notES:
March,.2012. November.18. January.3,.2012 • The publisher’s liability for any error shall not exceed the cost
• For multi-page ads or ads requiring special handling, contact of the space occupied by that error.
your sales representative for advanced deadlines. • All orders non-cancelable after closing date.
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
BLADE 2011-2012 Editorial Calendar
April 2011 BLADE® May 2011 BLADE® June 2011 BLADE®
DEADLINE—12-17 DEADLINE—1-14 DEADLINE—2-11
ON NEWSSTANDS—2-1 ON NEWSSTANDS—3-1 ON NEWSSTANDS—3-29
HOOKS—The Textured Handle Feel/ HOOKS—Sub-hilt Fixed Blades, the HOOKS—Factory Lockbacks, New
Look and the Knives That Have It, The Hottest Carbon Steels and the Knives Knives of the SHOT Show, Folders
Best Rust-Resistant Knife Steels and That Have Them, 10 New Knives For with the IKBS Pivot System, Rust-
the Knives That Have Them, Companies Camping, Knives with the Hinderer Prevention Maintenance Products
That Do Outsourced Knife Work, Lockbar Stabilizer SPECIAL SECTION: Knifemaking
Blademag.com’s Knife Showcase KNIfE MECHANISMS Equipment
SPECIAL SECTION: Latest Sharpeners • The Hinderer Lockbar Stabilizer KNIfE DESIgN
WHAT’S HOT fIxED BLADES • Knives With “Flow”
• Textured Knife Handles • Super Sub-hilts fOLDErS
STEELS KNIfE HISTOry • Return of the Lockback
• Which Steels Resist Rust Best? • 175th Anniversary of The Alamo KNIfE MAINTENANCE
MILITAry COLLECTIBLES KNIfE MATErIALS • How To Prevent Rust
• What’s Hot in Vintage Military Knives • The Hottest Carbon Steels fACTOry KNIvES
• History COLLECTINg • New Knives Of The SHOT Show
SWOrDS Of THE SILvEr SCrEEN • The Knives of George Herron HOW TO MAKE KNIvES
DO IT yOurSELf KNIfE PEOPLE yOu SHOuLD KNOW • How To Do Roman Knot Filework
• Knife Showcase: The Future of • Jack Barrett KNIfE MECHANISMS
On-Line Knives OuTDOOr KNIvES • The IKBS
BEHIND THE SCENES • 10 New Knives For Spring EDgES
• All About Farmed-Out Knife Work DEPArTMENTS • Wharncliffes
DEPArTMENTS • Why I Collect DEPArTMENTS
• Ask BLADE • Knife Talk, by Ed Fowler • Ask BLADE
• Knife Talk, by Ed Fowler • The Knife I Carry • Knife Talk, by Ed Fowler
• The Knife I Carry • Spec Sheet: Knife Test • The Knife I Carry
• Question & Answer • Question & Answer • Spec Sheet: Knife Test
• Spec Sheet: Knife Test • What’s New • Question & Answer
• Knife Show Calendar • Knifemaker Showcase • What’s New
• What’s New • Knife Show Calendar • Knifemaker Showcase
• Knifemaker Showcase • Profile In Steel: Tim Galyean • Knife Show Calendar
• Forging Ahead: Matt Roberts • Factory Focus: 5.11 Tactical • Forging Ahead: Phillip Patton
• Factory Focus: Hoguet • Factory Focus: Rock Creek Knives
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
BLADE 2011-2012 Editorial Calendar
July 2011 BLADE® August 2011 BLADE® September 2010 BLADE®
DEADLINE—3-11 DEADLINE—4-8 DEADLINE—5-6
ON NEWSSTANDS—4-26 ON NEWSSTANDS—5-24 ON NEWSSTANDS—6-21
HOOKS—Coolest Damascus Patterns HOOKS—BLADE Show Preview, HOOKS—Hottest Flipper Folders,
and the Knives That Have Them, BLADE Show Program, BLADE Show Knives With XHP Blade Steel, What
Folders With Different Handle Materials Factory Intros, Latest Takedown To Look For In Fixed Blades, Latest
On Each Side, Everyday Carry Knives, Knives, Integral Lock/Framelock Diamond Sharpeners, Automatics,
LinerLocks™ Folders, Handle Maintenance, EOD/Bomb Squad Knives
SPECIAL SECTION: Kitchen Knives for Father’s Day Knives fOLDErS
Mother’s Day KNIfE SHOWS • Hottest Flippers
WHAT TO LOOK fOr … • BLADE Show Preview KNIfE MATErIALS
• … in An Everyday Carry Knife • BLADE Show Program • XHP Steel: What Exactly Is This
DAMASCuS KNIfE DESIgN Stuff?
• Coolest Damascus Patterns • Latest Takedowns KNIfE SHOP
KNIfE MATErIALS KNIfE MAINTENANCE • How To Make The Larry Fuegen
• One Handle, Two Materials • How To Keep Handles From Cracking Sheath
KNIfE HISTOry WHAT’S CuTTIN’ WHAT TO LOOK fOr
• 30 Years Of The BLADE Show • BLADE Show World Cutting • 10 Most Important Fixed-Blade
COLLECTINg Championship Preview Features
• The Knives of Jimmy Lile TrADITIONAL KNIvES SHArPENINg
KNIfE MECHANISMS • Western: Pocketknife Partners • Latest Diamond Sharpeners
• The LinerLock™ gIfT KNIvES EDgES
EDgES • Father’s Day Favorites • Girl Scout/Campfire Girl Knives
• Pruning Knives KNIfE MECHANISMS KNIfE MECHANISMS
DEPArTMENTS • The Integral Lock • The Automatic
• Why I Collect KNIfE ADvENTurEr TACTICAL
• Knife Talk, by Ed Fowler • Robert Pelham Young • Knives of the Bomb Squads
• The Knife I Carry WHAT’S HOT DEPArTMENTS
• Spec Sheet: Knife Test • BLADE Show Factory Intros • Why I Collect
• Question & Answer DEPArTMENTS • Knife Talk, by Ed Fowler
• What’s New • Ask BLADE • The Knife I Carry
• Knifemaker Showcase • Knife Talk, by Ed Fowler • Spec Sheet: Knife Test
• Knife Show Calendar • Unsheathed • Question & Answer
• Profile In Steel: Sal Manaro • The Knife I Carry • What’s New
• Factory Focus: Dustar • Spec Sheet: Knife Test • Knifemaker Showcase
• Question & Answer • Knife Show Calendar
• What’s New • Factory Focus: Buck
• Knifemaker Showcase • Euro-Maker: Andre Andersson
• Knife Show Calendar
• Forging Ahead: Jimmy Chin
• Factory Focus: Camillus
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
BLADE 2011-2012 Editorial Calendar
October 2010 BLADE® November 2010 BLADE® December 2011 BLADE®
DEADLINE—6-3 DEADLINE—7-1 DEADLINE—7-29
ON NEWSSTANDS—7-19 ON NEWSSTANDS—8-16 ON NEWSSTANDS—9-13
HOOKS—Hottest Knives of the HOOKS—G-Mascus Handles, HOOKS—Knives Of The Year®,
Hottest Makers, Push Daggers, 9-11 Commemorative-Type Knives, BLADE Show Review, ABS Annual
Affordable Carbon Steel Knives, Damascus Steel Suppliers, Lockbacks Award Winners, BLADE Show Factory
Assisted Openers, Multi-Blades SPECIAL SECTION: Hunting Knives for Knife Debuts, Knives for Christmas
WHAT’S HOT the Fall SPECIAL SECTION: Latest Sharpeners
• Hottest Knives of the Hottest KNIfE MATErIALS KNIfE SHOWS
Makers • What Exactly is G-Mascus? • BLADE Show Recap
fIxED BLADES KNIfE HISTOry AWArD KNIvES
• Push Daggers • 9-11: 10 Years After • Blade Magazine 2011 Knives Of The
EvOLuTION Of A DESIgN KNIfE SHOP Year®
• The Spyderco Endura • How To Make and Use An Oyster fACTOry
COLLECTINg Knife • BLADE Show Debut Knives
• The Knives of Jim Schmidt DAMASCuS CuSTOM
EvEryDAy uTILITy KNIvES • Damascus Steel Suppliers • ABS Top Annual Knives
• Affordable Carbon Steel Knives KNIfE MECHANISMS gIfT KNIvES
KNIfE MECHANISMS • The Lockback • Christmas Cutlery
• The Assisted Opener EDgES KNIfE PErfOrMANCE
SLIP JOINTS • BIG Antique Collectibles • BLADE Show World Championship
• Multi-Blades with Moxie OuTDOOr KNIvES Cutting Competition
DEPArTMENTS • SPECIAL SECTION: Hunting Knives DEPArTMENTS
• Ask BLADE DEPArTMENTS • Unsheathed
• Knife Talk, by Ed Fowler • Why I Collect • Why I Collect
• The Knife I Carry • Knife Talk, by Ed Fowler • Knife Talk, by Ed Fowler
• Spec Sheet: Knife Test • The Knife I Carry • The Knife I Carry
• Question & Answer • Spec Sheet: Knife Test • Spec Sheet: Knife Test
• What’s New • Question & Answer • Question & Answer
• Knifemaker Showcase • What’s New • What’s New
• Knife Show Calendar • Knifemaker Showcase • Knifemaker Showcase
• Profile In Steel: Michael Burch • Knife Show Calendar • Knife Show Calendar
• Factory Focus: Stone River Gear • Hot Euro-Maker: Aad van Rijswijk • Forging Ahead: Barbara Baskett
• Steel Standards: Randall Made • Factory Focus: Grayman Knives
Knives
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
bruce.wolberg@fwmedia.com
BLADE 2011-2012 Editorial Calendar
January 2012 BLADE® february 2012 BLADE® March 2012 BLADE®
DEADLINE—8-26 DEADLINE—9-23 DEADLINE—11-18
ON NEWSSTANDS—10-11 ON NEWSSTANDS—11-8 ON NEWSSTANDS—1-3-12
HOOKS: Tactical Fixed Blades, Latest HOOKS—Knives with Black Blade HOOKS—Tactical Folders, SHOT Show
Slip Joints, The Plunge Lock and the Finishes, What’s Hot In Automatics, The Distribution Issue, Makers To Watch In
Knives That Have It, Veterans’ Day Latest in Tomahawks, 10 Knives for the 2011, Idiot-Proof Sharpeners
Knives Holidays SPECIAL SECTION: Knives of the SHOT
SPECIAL SECTION: Knifemaking SPECIAL SECTION: Latest Knife Show
Suppliers Maintenance Products fOLDErS
fIxED BLADES KNIfE MATErIALS • Hottest Tactical Folders
• Straight Skinny on Tacticals • The Black Blade Game WHAT TO LOOK fOr
EvOLuTION Of A DESIgN fOLDErS • Knifemakers To Watch in 2012
• The Benchmade Griptilian • What’s Hot In Autos COLLECTINg
KNIfE HISTOry KNIfE SHOP • The Knives of Bill Moran
• Knives for Veterans Day • How to Make Metal Sheaths EvOLuTION Of A DESIgN
COLLECTINg SPECIALTy PIECES • Kershaw Leek
• The Knives of D.E. Henry • The Latest Tomahawks SHArPENINg
POCKETKNIvES EvEryDAy uTILITy KNIvES • Idiot-Proof Sharpeners
• The Latest Slip Joints • 10 Knives For The Holidays KNIfE MECHANISMS
KNIfE MECHANISMS KNIfE MECHANISMS • The Ball Bearing Lock
• The Plunge Lock • The Paul Lock EDgES
DEPArTMENTS EDgES • Easy Openers
• Unsheathed • Christmas-Tree-Handle Knives KNIfE NEWS
• Ask BLADE SPECIAL SECTION: Latest Knife • 2011: The Year In Knives
• Knife Talk, by Ed Fowler Maintenance Products DEPArTMENTS
• The Knife I Carry DEPArTMENTS • Why I Collect
• Spec Sheet: Knife Test • Why I Collect • Knife Talk, by Ed Fowler
• Question & Answer • Knife Talk, by Ed Fowler • The Knife I Carry
• What’s New • The Knife I Carry • Spec Sheet: Knife Test
• Knifemaker Showcase • Spec Sheet: Knife Test • Question & Answer
• Knife Show Calendar • Question & Answer • What’s New
• Forging Ahead: John Horrigan • What’s New • Knifemaker Showcase
• Factory Focus: Klotzli • Knifemaker Showcase • Knife Show Calendar
• Knife Show Calendar • Knife Legend: David Boye
• Profile In Steel: Grace Horne • Factory Focus: Ka-Bar/Cutco/ALCAS
• Factory Focus: Lion Steel
Missy.Beyer.•.800-272-5233,.ext..13642
missy.beyer@fwmedia.com
800-272-5233 Bruce.Wolberg.•.800-272-5233,.ext..13403
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
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