2012 scaa media kit: the chronicle

8/3/2019 2012 SCAA Media Kit: The Chronicle

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Incoee,everything thatwedo leads up toonesingle,important

moment: whensomeonedrinks acup ocoee.This is themoment

thatweall worktowardsits whenthefavors weseek torevealare

appreciated,savored and celebrated.Theeconomic activity thatoccurs in

anticipationothis momentis whatdrives every aspecto our industry,

and allows us tobuild athriving,sustainablespecialty coeetrade.

theConsumer Peter Giuliano

ConneCtingw

ith

Thisis alsoone of the greatthings aboutcoffee. Wedontthink of the drinkersof specialty coffee asapathetic,anonymousconsumers. We think of them asintegralpartsof the coffee chain, ascollaboratorsin the task ofcreating andappreciating greatcoffee, asindividualswith individual desiresandtastes. Asa community, wevedevelopedaculture of engagementwith the consumer,inviting every coffee drinker intothe story thatisspecialtycoffee.

I discoveredthiswhen, at18, I gotmy firstjobas abarista. I quickly learnedthatnot only were peopleeager toreceive their coffee, they were eager tolearnaboutitand understandthe experience of drinking it.My jobwasntjustto take their money andhandthemtheir beverage. My jobwasalsoto tell storiesabouttheItalian coffee menuwhere the cappuccinocame fromor the meaning of macchiatoandtoremindpeoplethattheir cupof java mightbe from the island of Javaitself, or nearby Sumatra, or far-away Ethiopia. I learnedtoguide consumersthrough the flavor experiencesthatthey mightexpectfrom Specialty Coffeethe sweetnessof awell-craftedBourbon from El Salvador, the jasmineandlemon of amagnificentYirgacheffe. Thismomentofinteraction between baristaandconsumer wasthe keytogiving specialty coffee meaningtothese consumers.Thismeaning, when joinedwith quality, isahuge partofwhatmakesspecialty coffee sovaluable, andwhatdrivesconsumerstouse their dollarsto fuel our industry.

Three yearsago, when the volunteersandboardwere crafting the SCAAsstrategy for connecting withthe consumer, we realizedthe vital role our coffeeprofessionalsplay, especially baristas, the sommeliersofour craft. Every day, thousandsof baristasprepare coffeebeverages, sell coffee beans, andeducate andilluminatecoffee consumersaboutthe specialnessof the coffee theyconsume. In recognition of this, we adoptedastrategy offocusing on the baristaasthe pointof contact with theconsumer.

Itsimportanttoremember thatabaristas jobis notonlybehindthe counter. Baristasare coffee educators, coffeeretailers, andcoffee evangelists. I still consider myself abaristafirstand always;itsthe skill I have thatallowsmetoreveal acoffeesquality, andcommunicate itsstory towhoever will consume it.

Through thisrecognition of the coffee drinkersvariousandimportantroles asconsumer, student, supporter andaficionado, the SCAAisengaged in an all-outefforttoenhance andsupportthe consumption of specialty coffeethrough education, deploying skilledprofessionalsto revealandcelebrate specialty coffee toconsumersall over theworld.

Youholdin your handsone tool in thiscampaigna

setof articlesdesigned toavail our membersof some ofthe toolswe use to relate toour consumers, differentiatespecialty coffee, andpromote ittocoffee drinkerseverywhere. Anditsworkingspecialty coffee hasneverbeen more relevant, available andvaluable than itis today.

Peter Giuliano is director o coee and co-owner o Counter Culture Coee, a specialty

coee roasting company based in Durham,N.C. Giuliano has worked with fne coees

since 1988. He is the president o the Sp ecialtyCoee Association o America (SCAA).

4 TheSpecialty CoffeeChronicle TheSpecialty CoffeeChronicle 5

a publicationofthespecialtycoffee association ofamerica

2010issueno.3

Connecting withConsumers

TheTeachingTriangle:EducatingConsumersGeographicalIndications:TheScienceandStepsBehindDifferentation

BuildingPersonalConnectionsIstheSingle-ServeMarketforYou?

What

Peter Giuliano

However, itislikely tobe immediately obvioustoeveryonethatconditionsare notuniform throughoutthe vastnetworkof coffee. The nationswhere coffee isproducedare largelystill developing. Many face serioussocio-political and humanissuesincluding hunger, disease anddeprivation. The ironiesabound:aluxury crop grown in placeswhere luxuriesare few;coffee as the fuel of the progressive movement,producedin asystem thatsometimesechoesacolonialistpast;a beverage thatisextolledasone of the greatculinaryexperiencesbutis producedasa mere cash cropby many.These ironiesleadtosome stark realities:foodinsecurityapolite phrase for hunger andaproblem thathaslargelybeen solvedin developedcountriesisstill widespreadinthe developing nationswhere much of our coffee isgrown.Preventable diseasessuch asmalariastill affectmany ofthese same countries.

Environmental protection, long-term agricultural planning,monetary systems, landtitle, family planning, andaccessiblehealth systemsare all toooften restrictedtothe placeswhere coffee isconsumed, notwhere itis produced.Occasionally, thisreality comesintosharp focusin surprisingways:the screening of After theHarvest:Fighting Hungerinthe Coffeelands atthe mostrecentSCAAEventshockedmany, reminding usthataccessto foodcannotbe taken forgrantedeven within the most thoughtfully executedsupplychains.

As we all know, coffee is a uniquely global product.Grown only within the tropics and typically consumed outside of them, coffee is

one of the rare luxuries that transcends boundaries and cultures.

This unique elementcreates adeeply, completely globalindustry where we

regularly use names and words froma numberof differentlanguages. We also

tend tofeel we are on a first-name basis with coffee producers half aglobe away,

and spend an unprecedented amountof time and resources interacting with the

entire supply chain, frombaristato roastertocoffee buyerto farmer.

Continued on pg.6

Can SpeCialty Coffee

accomplish?

We have an opportunity that no

other industry hasto make major

change in agricultural sustainability,

in international economic policy, in

solving the most basic and pervasive

human problems.

TimothyHill,CounterCu

ltureCo

fee

4 The Specialty Coffee Chronicle The Specialty Coffee Chronicle 5

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Our readers are not passively engaged with ourassociation content; in addition to membership,

they are actively taking classes, attending events

and participating in discussions about the very

issues we cover. Since The Specialty Cofee

Chronicle is an proessional association publication

ocused on marketplace trends and practices, we

keep our advertising limited, which ensures that

your message isnt lost in a sea o ads but rather

perectly complements the content in each issue.

In addition to our nearly 3,000 membersubscribers and a rapidly growing online

community o coee proessionals visiting our

websites every day we also oer advertisers

additional impressions through bonus distribution

at coee and ood & beverage industry events

to urther ensure that your message is being

seen by the right audience. By supporting The

Specialty Cofee Chronicle, you will have a unique

opportunity to be visible to this highly engaged,

dedicated group o proessionals.

The Specialty Coee Chronicle is published by theSpecialty Coee Association o America (SCAA) as a orum or discussion and

inormation on coee industry topics and issues. This publication has been the

source o important industry news or over 25 years to thousands o member

companies representing over 40 countries around the world.

Wed like to

introduce you to a

world-wide community o

cofeeproessionals.


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23.7%International Members

rom countries including:

Canada, Brazil, Australia, Colombia, CostaRica, El Salvador, Guatemala, Honduras,

Italy, Japan, Mexico, Nicaragua, Taiwan

Circulation

Traditional issue impressions:

10,500+ combined

Free issue views:

70,000+

Newsletter circulation:

20,000+

Online views:

45,000+ monthly combined

Digital & Industry Amplifcation:

Single article preview (and all ads) are re-postedto Facebook/Scribd/scaa.org/Twitter

Free and open e-zines: Issue no. 6, The Event over 70,000 impressions!

Issues are also distributed reely at ALL SCAAregional and annual events, as well as numerousood & beverage industry conerences.

26.6%

21.2%

13.7%

17.3%

20.9%

Roaster Wholesaler/Retailer

Coffee Retailer (includescarts/kiosks/drive-thrus)

Importer/Exporter/Grower

Allied products & services/Distributor

Other

Readership Demographics


4/6

Issue No.1-February: The Business of CoeeReserve Space by:January 1, 2012

Submit Artwork by:January 10, 2012

Rising prices, increased compeon, and confused customers

the challenges and opportunies of a new marketplace.

Issue No.2-April: Sustainability Issues

Reserve Space by: March 1, 2012

Submit Artwork by: March 10, 2012

Denions, interpretaon, and guides for beer business. A look

into carbon metrics, reporng methods, and impact.

Event distribuon: 2012 24th Annual SCAA Event

Issue No.3-June: Dening Specialty

Reserve Space by: May 1, 2012

Submit Artwork by: May 10, 2012

In this issue we explore the meaning of specialty from sensory

work, to the further development of quality standards, and with

input from coee drinkers themselves leading us to to a more

defensible denion of specialty.

Event distribuon: Coee Fest Chicago, SW Foodservice Show

Editorial Calendar

apublication ofthe specialtycoffeeassociation ofamerica

2010bonus issue

ExpositionLectures&Skill BuildingWorkshopsTradeShowUSBaristaChampionship3rd AnnualSympo

sium(TheExecutiveSeries)

AttendeeBrochure

RegisteRfor2011Expo&Symposiumatwww.caavn.or

Issue No.4-August: The Evoluon of Coee RetailReserve Space by:July 1, 2012

Submit Artwork by:July 10, 2012

A look at how the composion of a cafe has changed in the past

20 years. Is it sll the third place and if so how have customer

expectaons changed? This issue reassesses the tradional

format by spotlighng some new ideas & mapping out new

territories in retail.

Event distribuon: 2012 12th Annual Roasters Guild Retreat,

Coee Fest Seale

Issue No.5-October: Coee & Travel

Reserve Space by: September 1, 2012Submit Artwork by: September 10, 2012Almost synonymous

with specialty coee is a wanderlust, an insaable appete

for the new, the tasest, and unique. Travel along as this issue

explores coee in various cies around the worldwith maps,

reviews and plenty of visuals to oer the next best feeling to

actually being there.

Event distribuon: 2012 3rd Annual Barista Guild of America

Camp Pull-A-Shot

Issue No.6-December: The Event (free ezine)

Reserve Space by: November 1, 2012

Submit Artwork by: November 10, 2012The Annual SCAA Exposion and Symposium, The Event, is the

largest internaonal conference and trade show dedicated to

specialty coee. Find out what is in store for the 2013 show

with this look-ahead guide. Also includes regular features and

arcles.

Event distribuon:Free and open ezine; also distributed in print

form to all SCAA member companies & subscribers

Issue No.6: The Event (free ezine)

Reserve Space by: November 1, 2011

Submit Artwork by: November 10, 2011

The Annual SCAA Exposion and Symposium, TheEvent, is the largest internaonal conference and trade

show dedicated to specialty coee. Find out what is

in store for the 2012 show with this look-ahead guide.

Also includes regular features and arcles.

Event distribuon: Free and open ezine; also

distributed in print form to all SCAA member

companies & subscribers

2011

2012


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Event Issue No. 6 2011 (ree ezine & print distribution)

*Must reserve space by November 1st, 2011.

2011 Print Rates 1x Ad Size

Half PageHorizontal

$1,295 7.7" x 5"

Full Page $2,195 8.5" x 11"

Outside BackCover-Halfpage Horizontal

$2,465 8.5" x 5.5"

Inside FrontCover-full page

$3,495 8.5" x 11"

2 Page Spread $4,390 17" x 11"

Website Embed $5,000 Call or inormationVideo Embed $750 Must be included

with Ad purchase

Issues No.15 2012

2012 PrintRates

1x 3x 5x Ad Size

Hal PageHorizontal

$995 $795 $595 7.7" x 5"

Full Page Bleed $1,695 $1,495 $1,295 8.5" x 11"

Outside BackCover-Halpage Horizontal

$1,895 $1,695 $1,495 8.5" x 5.5"

Inside FrontCover Full PageBleed

$2,995 $2,795 $2,595 8.5" x 11"

Newsletter 20,000 subscribers

2012 Rates 1x 3x 6x Ad Type Dimensions

Button ad $525 $425 $325 Linked image 250x185 px

Banner $750 $650 $550 Linked image 500x75 px

Advertising Rates + Specs

The Chronicle has

an 8.5 x 11 trim size.

Please add a .125

inch bleed on all

sides for full page

ads and outside

cover ads. We

recommend a .125

inch safety from trim

edge, or .25 inch

from bleed edge.

SCAAmembersreceive20%ooflistedprices.

Just nished reading the Chronicle

rom cofee-to-cover and eel this is a

stellar issue with great inormation and

opinions. The quality o the writing you

have all contributed as well as the contenmake it a collectors issue. Its extremely

gratiying to see the next generation

excel and surpass the knowledge we

had and tried to disseminate in the

early years o the association. I am lled

with admiration or all o you. KEEP

WRITING and Ill keep reading.

Dan Cox, President, Cofee Enterprises


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Online Advertising

over 45,000 combined impressions per month

Placement 1x 3x 6x Ad Type Dimensions

scaa.org: homepage

$4,000 $3,500 $3,000 Linked image Call or moreinormation

Roaster GuildWebsite(exclusive 6month contract)

$3,500 N/A N/A Linked image Call or moreinormation

SCAA blog:billboard

$700 $500 $300 Linked image 300x450 px

SCAA blog:button

$350 $250 $150 Linked image 135x135 px

SCAA blogtakeover

$2,000 $1,800 $1,600 Linked image Call or moreinormation

BGA blogtakeover

$1,350 $1,150 $950 Linked image Call or moreinormation

NEED HELP?

I you do not have a

designer on sta to assistyou with image creation

and sizing, we recommendinkd.com to fnd pre-made

design templates and ree-lance designers to help

you create a successulweb ad. www.inkd.com

Advertising Rates + Specs

DELIVERABLES:

The SCAA cannot edit or revise images, copy orhtml code-all deliverables must be sent sized exactlyto specifcations. Article copy will not be reviewedor edited or misspellings, grammatical errors orpunctuation. I an image is sent sized incorrectly, itwill be returned to the sponsor or correction priorto addition to the sites.

AD/ARTWORK APPROVAL

The SCAA retains the right to reuse ads that aredeemed inappropriate or oensive.

Submitting Ads

Specifcations: Send fles as hi-res PDF, CMYK, all ontsembedded.

Standards1. Full Page: Vertical, ull color. Trim size 8.5 x 11.

Add 1/8 bleed to all sides.2. Outside Back Cover Hal Page: Horizontal, ull

color. Trim size 8.5 x 5.5. Add 1/8 bleed to all sidesexcept or top.

3. Interior Hal Page: Horizontal, ull color. 7.7 x 5. Nobleed.

Files under 10MB: email to [email protected] over 10MB: Contact Tiany Howard to uploadlarger ads to the FTP server. A login and password willbe provided to you.

Mail: hardcopy proos and/orPC-ormatted CDs or DVDs to:Tiany Howard6103 North Commercial AvenuePortland, OR 97217 USAph. 503.866.8252

Advertising questions or inquiries:Katy Goulding, [email protected] 562.206.7087

Art/specs questions:Tiany Howard, Art [email protected]

SCAAmembersreceive20%ooflistedprices.

2012 scaa media kit: the chronicle

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