2020 media kit - elks.org grand lodge2020 media kit about the elks magazine since 1922, the elks...

2020 Media Kit About The Elks Magazine

Since 1922, The Elks Magazine has been the official publication of the Benevolent

and Protective Order of Elks of the USA. The magazine is published 10 times per

year for the more than 750,000 members of the Order, all of whom are 100-percent

paid subscribers (AAM audited). The Elks Magazine provides members with news

about the organization, regular business and health columns, travel articles, and

feature articles devoted to American history, general history, and US military history.

Readers are highly engaged with the content and spend an average of 1.5 hours with

every issue. Strong reader interest, coupled with the fact that the BPO Elks

represents a very large niche audience of mature adults, makes The Elks Magazine

a highly effective marketing tool for advertisers.

Who Are the Elks?

In 2018, Elks all over the United States proudly celebrated the 150th anniversary of

the Order’s founding as a fraternal organization that seeks to strengthen its

communities and assist the needy. Each year, the Order donates about $90 million in

cash and more than $460 million in goods and services to local communities and to

individuals in need, as well as to organizations that help those in need. These

donations include the more than $6 million the BPO Elks gives each year to assist

homeless and needy veterans.

The BPO Elks can count a number of famous Americans among its past members.

Members of the Order have included US presidents, generals, and sports legends.

Presidents Franklin D. Roosevelt, Dwight D. Eisenhower, John F. Kennedy, and

Gerald R. Ford were all Elks, as were Generals John J. Pershing, Douglas

MacArthur, and George S. Patton. Sports figures who have belonged to the Elks

include Vince Lombardi, Babe Ruth, and Mickey Mantle.

A belief in giving, family, and love of country, however, not fame, are the bonds that

most members of the BPO Elks share. The typical Elks member is patriotic, civic

minded, and actively involved in national and local charitable programs.

Who is an Elk?

An Elk is someone who is . . .

LoyalElks are loyal readers of The Elks Magazine. As the official publication of the BPO Elks, the magazine promotes a sense of community among Elksmembers, and members respond by reading the magazine loyally. They fit the publication into their schedules and spend considerable time eachmonth combing through its contents.

AffluentElks’ annual incomes are almost twice that of the average US adult male. Almost one in three readers has an investment portfolio of $400,000or more. Elks are interested in more information about their personal finances, and they are not planning to leave well enough alone in theirfinancial lives.

An Active BuyerReaders lead active social lives, and they buy products frequently. In fact, Elks buy from home more than twice as often as the rest of the nation.They also take vacations significantly more often than the average American.

Proven Results with Active Buyers ♦

Elks are highly responsive to ads in The Elks Magazine.If this is the audience you need to reach, choose The Elks Magazine.

Our readers’ loyalty, affluence, and buying habits will help you reach your goals.

For advertising rates and information, contact:JWK Media Group • 101 NE 3rd Avenue, Suite 1500, Ft. Lauderdale, FL 33301 • Phone: (954) 406-1000 • E-mail: [email protected]

ClothingHaband

BlairChilbert & Company

Uniformal Wearhouse

CollectiblesThe Bradford Exchange

US Money ReserveGov Mint

Littleton Coin Co.

ElectronicsConsumer Cellular

Great CallTV EarsVC TV

GardeningAquacide Co.

These companies have benefited from advertising in The Elks Magazine . . .

Elks have income that they use to take care of themselves and enjoy life. ♦

The Elks Magazine is the perfect vehicle for advertising your products or services.

You’re in Good Company


HealthPfizer

Bristol-Meyers SquibbMD Hearing AidNeutronic Ear

Monroe HearingThe Prostate Formula

Perma LabsEargo

HomeSunSetter ProductsAmerican Standard

Safe Step TubsPremier Bathrooms

My PillowAcorn Stairlifts

TravelYMT Vacations

Insurance & LawMetLifeHumana

Kazan, McClainSatterley & Greenwood

JewelryStauer

Danbury Mint

Other ProductsRock Auto

Omaha SteaksFigis Gift Baskets

Harbor Freight ToolsCar CaneFirstStreet

EmblematicsKardwell International

Dorrance BooksMountain Edge Pet Frames

Elks are . . .85% .........Men74% .........Married68 yrs. ...... Average Age43% .........Military Veteran36% ......... Employed61% ......... Retired

Almost twice as wealthy as the average American . . .Average Income: $95,800The average income for US adult males is $53,196. Elks earn 80% more. They have significant disposable income.

White Collar . . .26.6% are CEOs, presidents, owners or partners, 44% higher than average for the US adult male population.Profession % Elks % US Average % Above AverageManagement ....................................... 31.9 ..................... 14.3 ......................... 123Business & Finance ............................... 7.4 ....................... 3.0 ......................... 147Legal .................................................... 4.3 ....................... 0.9 ......................... 378Education, Training, Library .................... 4.3 ....................... 3.5 ........................... 23

Educated . . .15.6% hold post graduate degrees, 51.4% higher than average for US adult males.

Homeowners . . .92% of Elks own their primary residence, compared to only 67.4% average for US adult males.

Readers of The Elks Magazine do not watch life go by. ♦

They are active and contribute to their communities and to society at large.

“Our clients obtain solid advertising leadsand experience continuous growth throughThe Elks Magazine.”

—Julie Cohn, Media BuyerBenedict Advertising

Source: Mediamark Research, Inc. (MRI), 2016.

Who are The Elks Magazine Readers?


Readers of The Elks Magazine are people you want to reach because . . .79.9% stayed in a hotel in the last 12 months.On average, only 38.7% of US adult males stayed in a hotel in the last year. Elks are more than twice as likely to travel and stay in hotels, makingThe Elks Magazine a better buy than general interest media, like newspapers.

83.9% took multiday trips in the continental US in the last 12 months.On average, only 51.3% of US adult males traveled in the US last year. Elks are 63% more likely to travel than the average American, giving you ahigher percentage of viable distribution than you get with general interest media.

21.4% rented a car in the US in the last 12 months.Only 8.9% of adult males in the US rented a car in the last 12 months. 140% more Elks rented cars . . . more than twice as many as the averageAmerican male. The Elks Magazine gives you more useful reach than general interest television and general interest print media. More useful reachequals better sales results.

41.7% travel outside the continental US.41.7% took a foreign trip in the last 3 years; almost 20% plan to take a foreign trip in the next 12 months.Only 23.3% of US adult males travel to foreign countries. Elks are 79% more likely than the rest of the US population to travel outside the continentalUS and three and a half times more likely (236%) to take a cruise than the average US adult male.

Readers of The Elks Magazine want more travel information. And 98.4% want to travel more and to multiplelocations. They are most interested in visiting:75.6%–Continental US; 68.4%–Alaska; 60.0%–Europe; 59.7%–Hawaii; 52.8%–Australia/New Zealand; 55.6%–Caribbean; 51.3%–Canada.They are interested in and searching for more information about where to go in the US and the world. Help them choose your destination.

Elks travel . . . a lot. ♦

They use every mode of transportation and travel to all four corners of the country and the globe.

Elks Travel Habits



60.9% of Elks own a blood glucose and/or high blood pressure monitor.Only 42.2% of Elks have high blood pressure, yet more than half own equipment to monitor themselves. Elks are vibrant and concerned with theirhealth.

376% more Elks own hearing aids than average. 350% more Elks than average purchased hearing aids in the last 12 months.Elks wear and buy more hearing aids than average.

Health Conditions % Elks % US Average % Above Average

High Cholesterol ................ 38.5 .......... 12.3 .................. 213

Hypertension(High Blood Pressure) ..... 42.2 .......... 15.5 .................. 172

Backaches ........................ 37.5 .......... 17.4 .................. 116

Muscle Aches/Pain ............. 13.9 ............ 3.3 .................. 321

Arthritis/Rheumatism ......... 17.6 ............ 3.7 .................. 376

Allergy/Hay Fever ............... 30.1 .......... 11.1 .................. 171

Heartburn/Acid Reflux ........ 30.7 .......... 10.7 .................. 187

Hearing Loss ..................... 21.6 ............ 3.5 .................. 517

Health Conditions % Elks % US Average % Above Average

Diabetes ........................... 16.9 ............ 8.1 .................. 109

Sinus Congestion/Headache 15.6 ............ 7.6 .................. 105

Prostate Problems .............. 15.6 ............ 3.2 .................. 388

Constipation ..................... 12.8 ............ 4.1 .................. 212

Athlete’s Foot ...................... 8.1 ............ 4.6 .................... 76

Hair Loss .......................... 10.1 ............ 2.5 .................. 304

Eczema/Skin Itch/Rash ......... 6.4 ............ 3.0 .................. 113

Overactive Bladder ............... 6.4 ............ 1.3 .................. 392

Asthma .............................. 6.4 ............ 3.4 .................... 88

Elks have or have had these ailments in the last 12 months:

Elks have more health concerns than the average American. ♦

They treat their ailments more than average, and they want to know more about them.Elks are prime candidates for your products.

Health

Readers of The Elks Magazine want more information about health-related topics and health care.Elks have health concerns and want to know how to stay healthy. You can provide needed information to them.



Readers of The Elks Magazine are financially savvy.

Elks carry more insurance than the average American.Insurance Carried % Elks Own % US Average % Above AverageHomeowner’s / Personal Property ............................ 96.0 ....................... 49.4 ...................... 94Medical / Hospital / Accident .................................. 90.4 ....................... 71.0 ...................... 27Life ...................................................................... 67.5 ....................... 46.0 ...................... 47None of these .......................................................... 1.3

Elks invest considerably more than the average American.Investments Owned % Elks Own % US Average % Above AverageMutual Funds ........................................................ 54.3 ......................... 9.6 .................... 466Stocks .................................................................. 46.0 ......................... 8.5 .................... 441Money Market Funds .............................................. 40.8 ........................ 4.6 .................... 787CDs ..................................................................... 24.2 ......................... 3.6 .................... 572US Government Bonds ........................................... 20.4 ......................... 5.7 .................... 258Corporate Bonds .................................................... 11.8 ......................... 0.8 ................. 1,375Other (e.g., commodities, options) ........................... 15.9 ......................... 8.0 ...................... 99Investments are important to 83% of Elks, making them excellent customers for financial vehicles.

Elks have impressive portfolio values.The average Elk’s investment portfolio is valued at $416,800. The average US male’s portfolio is valued at only $117,900.14.2% have portfolios of $250,000 - $500,000, 18.8% have portfolios of $500,000 - $1 million, and 9.6% have portfolios over $1 million.

When do Elks plan to retire?Number of Years % Elks Number of Years % Elks Number of Years % Elks1 - 2 years ........................................ 10.0 6 - 10 years ...................................... 31.0 16 - 19 years ...................................... 5.03 - 5 years ........................................ 15.2 11 - 15 years .................................... 13.0 20 years or more ................................. 9.0On average, nonretired Elks have 9.2 years to invest before retiring.

Elks are significantly wealthier than average. ♦

Elks are highly interested in and searching for ways to manage their personal finances.They invest and protect themselves. Do they know about your company?

“The Elks Magazinereaches a veryresponsive audiencefor all our clients.”—Rita Vaccaro, Executive VP

DK & Assoc. Advertising Agency

Investments/Insurance



Type of Car % Elks Own or Lease % U.S. Average % Above AverageSedan/Hard Top/4 Door ................... 56.8 .......................... 51.8 ......................... 10Sports Utility Vehicle ....................... 48.8 .......................... 42.1 ......................... 16Van/Minivan ................................... 13.2 .......................... 12.9 ........................... 2Truck ............................................. 46.2 .......................... 33.3 ......................... 39Convertible .................................... 13.5 ............................ 4.3 ....................... 214

Readers of The Elks Magazine are interested in information about leisure activities.Elks are involved in many hobbies and activities. You can provide them with ideas and products to help them enjoy their leisure time more.

Activity % Elks % US Average % Above AverageWalking ......................... 65.8 ........... 21.8 ................. 202Gardening ...................... 39.6 ........... 32.4 ................... 22Golf1 ............................. 33.9 ........... 13.1 ................. 159Fishing2 ......................... 34.5 ........... 18.8 ................... 84

Activity % Elks % US Average % Above AverageMotorcycling .................. 10.9 ............. 4.2 ................. 160White-water Rafting .......... 3.5 ............. 1.1 ................. 218Camping ........................ 24.3 ........... 14.3 ................... 70RV Travel3 ...................... 10.8 ............. 2.0 ................. 440

Elks participate in these activities . . .

1 Five times more Elks purchased golf equipment in the last 12 months than the average for US adult males.2 Twice as many Elks purchased fishing equipment in the last 12 months as the average for US adult males.3 Four times as many Elks traveled by RV in the last 12 months as the average for US adult males.

Equipment % Elks % US Average % Above AverageBinoculars ..................... 57.2 ........... 23.8 ................. 140Fishing .......................... 52.6 ........... 31.0 ................... 70Golf .............................. 52.0 ........... 21.4 ................. 143

Equipment Elks own . . .

Elks enjoy leisure activities and are active buyers of sports and leisure equipment and supplies.

Cars Elks drive . . .

Equipment % Elks % US Average % Above AverageTreadmill ....................... 26.3 ............. 9.3 ................. 183Bowling Balls ................. 19.7 ............. 8.6 ................. 129Computers ..................... 92.3 ........... 84.5 ..................... 9

Elks participate in life. ♦

From expensive hobbies (golf, RVs) to working out to less-strenuous pastimes (walking, fishing),Elks spend their time actively doing things, not watching life go by. Are they doing them with your products?

98.4% of Elks own or lease a vehicle compared to only 87.8% of the the US adult male population.

Hobbies & Activities


“The Elks Magazinereaders respond well todirect mail offers.”—Christine Silvestri

Fairview Advertising


How Important is The Elks Magazine to Readers?

Readers of The Elks Magazine are active and financially secure. ♦

They take care of themselves and others.They respect their relationships and respond to those who connect with them.

Advertisers reap the rewards.


Regular readers of the magazine are ideal prospects.On average, our readers have been reading The Elks Magazine regularly for 16.3 years. The Elks Magazine is an important part of their lives.

Years of ReadershipAge No. Years18-64 .................... 11.365+ ...................... 18.5

Readers of The Elks Magazine are loyal. They look forward to and read the magazine regularly, issue after issue. Many decisions to act onadvertising take time to cultivate. The more your ad is seen, the higher your response rate. The Elks Magazine gives you the perfect environmentfor creating a desire for your product.

Avid readers are key to your success.62.4% read all of the last four issues.On average, they read 3.2 issues out of the last four issues.

Elks spend 30.9 minutes on average reading their magazine, and almost half (40.1%) spend more than a half hour reading each issue.Busy or not, Elks make sure to read their magazine.

Other readers create expanded exposure for your ad.47.7% of our issues are read by more than one person. Of those, 39.7% are women.There are 1.6 readers per copy, so reach is more than half again of circulation.

Readers buy products by mail, telephone, and internet.83% of readers have purchased products from home. Every purchase method receives a statistically significant higher response than the US averageresponse.

Purchase Method % Elks % US Average % Above AverageTelephone, Mail ........... 50.5 ............... 21.0 ...................... 140Internet ...................... 70.2 ............... 49.1 ........................ 43

83% of Elks order by mail, telephone, or internet, almost half again the national average (56.3%).(Multiple responses add up to more than 100%.)


General Advertising – Display Ads1x 5x 10x

Four-ColorTwo-page spread ........ $43,200 ......... $39,600 ......... $36,000

Full page .......... 24,000 ........... 22,000 ........... 20,000 Two-thirds page .......... 19,200 ........... 17,600 ........... 16,100

Half page .......... 15,600 ........... 14,300 ........... 13,000 One-third page ............ 9,600 ............. 8,800 ............. 8,000

Two-ColorFull page ........ $21,600 ......... $19,800 ......... $18,000

Two-thirds page .......... 17,300 ........... 15,800 ........... 14,400Half page .......... 14,000 ........... 12,900 ........... 11,700

One-third page ............ 8,600 ............. 7,900 ............. 7,200

Black & WhiteFull page ........ $19,800 ......... $18,200 ......... $16,500

Two-thirds page .......... 15,800 ........... 14,500 ........... 13,200Half page .......... 12,900 ........... 11,800 ........... 10,700

One-third page ............ 7,900 ............. 7,300 ............. 6,600

Premium Positions (4-C)Back cover ........................................................ $33,600

Inside front cover .......................................................... 32,400 Page facing IFC .......................................................... 31,900

Inside front cover spread .......................................................... 59,100Inside back cover .......................................................... 32,400

Other premium positions ............................................. Rates on request

Payment Terms and DiscountsNew advertisers must pay with order for thefirst three insertions. Payment is due from es-tablished advertisers by the 30th of the publi-cation month. A 15% discount is allowed onthe gross amount only if space is purchasedby a bona fide agency.

Maximize Sales. Plan Repeated Exposure. ♦

Additional advertising terms on reverse side.

Rates & Closing Schedules


2020 DeadlinesIssue Space Material BRCs OnsaleFeb ...... 12/10/19 .....12/16/19 .... 01/06/20 .... 02/01/20Mar ...... 01/10/20 .....01/15/20 .... 02/03/20 .... 02/29/20Apr ...... 02/10/20 .....02/14/20 .... 03/02/20 .... 03/28/20May ..... 03/10/20 .....03/16/20 .... 03/30/20 .... 04/25/20Jun ...... 04/10/20 .....04/15/20 .... 05/04/20 .... 05/30/20

Issue Space Material BRCs OnsaleJul/Aug . 05/11/20 .....05/15/20 .... 06/01/20 .... 06/27/20Sep ...... 07/10/20 .....07/15/20 .... 08/03/20 .... 08/29/20Oct ...... 08/10/20 .....08/14/20 .... 08/31/20 .... 09/26/20Nov ...... 09/10/20 .....09/15/20 .... 09/28/20 .... 10/24/20Dec/Jan 10/10/20 .....10/15/20 .... 11/02/20 .... 11/28/20

• All advertising rates are subject to change without notice. Further rate protection exists only if acontract for multiple insertions has been signed prior to the rate change.

• The submission of a signed insertion order is construed to be an acceptance of the rates, policies,and provisions under which advertising is sold at the time.

• Contracts and insertion orders must specify a definite schedule of insertions, issues, sizes of space,and rates.

• Failure to make an insertion order correspond in price, or in any other way, with the rates, terms, andprovisions in effect at the time is regarded as a clerical error and publication is carried out andcharged for based on current rates without further notice.

• No deduction for an error in a key number is allowed.

• Cancellations or space alterations will be accepted only if received before the space closing date. Ifacceptable materials are not received by the materials due date, the magazine reserves the right torepeat the last advertisement run, or to charge for the space reserved if no advertisement is avail-able.

• Frequency discounts are earned by running five or more insertions within a twelve-month period.Frequency rates are not earned unless a contract stipulating the frequency rate is signed prior to thefirst insertion. Ad insertions ordered at a frequency rate that is not earned within the twelve-monthperiod will be short-rated, and the advertiser will be billed the difference between the contractedfrequency rate and the rate for the frequency actually used.

• Advertisers and their agencies assume all responsibility for the content of advertisements placed andprinted and are liable for any and all claims arising therefrom against the publisher.

• Advertisements that resemble editorial matter will be marked “Advertisement” by the publisher. Insome instances, the advertiser or agency may be required to reformat or redesign advertisementsthat too closely resemble editorial matter.

• The magazine does not accept advertisements for liquor, alcohol, firearms, sex-related products, orpolitical or religious messages.

• All advertising copy and illustrations are subject to the publisher’s approval prior to the execution ofan order. Regardless of whether the publisher has previously accepted an insertion order or adver-tisement, the publisher reserves the right to refuse any advertisement submitted which in thepublisher’s opinion does not conform to the standards of the magazine. The publisher shall not beheld liable for damages if an advertisement is refused for any reason.

• Conditions, printed or written, appearing in an insertion order or other instructions which conflictwith the publisher’s policies and provisions will not be binding on the publisher.

Advertising Policies and Provisions

Mechanical Specifications

Media Accepted• Mac/PC Formatted Options: Send via CD-ROM, DVD, flash media, or electronically via FTP site.

Desktop Element Formats• High resolution PDFs.

Media Labeling Requirements• Agency name, contact name, phone number, ad number and name, vendor contact, return address, and list of contents.

ProofsContent & Position Proofs• Supply 2 final SWOP standard color proofs for each 4/color advertisement.• Supply 2 final black and white laser print outs at actual size (100%) with no corrections noted. If possible, output the laser with registration

marks.Off-Press Proof Cover Sheet• The off-press proof should be accompanied by a cover sheet or equivalent (e.g., label) stating the proofing product or system used, name,

address, contact person of the prepress service supplier, and information relating to conformance to the manufacturer's Application DataSheet.

Contract Proof Options• Proofs are subject to annual SWOP certification. Visit www.swop.org/certification for a complete up-to-date listing of SWOP approved color

proofs.Control Bar• All off-press proofs should include a color bar. This color bar should be at 133-line screen on all halftone proofs - analog or digital. All color

bars should include a solid and 25%, 50%, and 75% tints of each process color; solid overprints and at least one gray balance patch (cyan=50%, magenta & yellow=39%). Two-color overprints at 25%, 50%, and 75% are also recommended. This color bar could take the formof a manufacturer's color control guide, a GCA/GATF Proof Comparator, or a GATF/SWOP Proofing Bar or their digital equivalents. An exposurecontrol element may also be included where appropriate.

Trim Size8" (width) x 10.5" (height)

BindingSaddle stitched

Make sure all type and copy you do not want cut off is placedwithin the non-bleed (live image area) specifications.

Ad Size Bleed Non-Bleed (Live Image Area)

Width x Height Width x Height

2-Page Spread, bleed all sides ................................... 16.25" x 10.75" ............................ 14.25" x 9.75"

2-Page Spread, bleed across gutter only ..................... 14.50" x 9.75" ............................ 14.25" x 9.75"

1 Page ...................................................................... 8.25" x 10.75" ............................ 7.125" x 9.75"

2/3 Page - Vertical (2 columns) ...................................................................................... 4.6875" x 9.75"

1/2 Page - Horizontal ...................................................................................................... 7.125" x 4.875"

1/3 Page - Square (2 columns) ....................................................................................... 4.6875" x 4.875"

1/3 Page - Vertical (1 column) ........................................................................................... 2.25" x 9.75"

1/6 Page .......................................................................................................................... 2.25" x 4.875"

The Elks Magazine is printed via the computer-to-plate, heat-set Web offset process. Digital formats are required.

Additional specifications on reverse side.

Mechanical Specifications

Miscellaneous Desktop Instructions• Build pages to trim size and extend bleed beyond page edge.• Do not stylize fonts from layout application such as making the type bold or italic. While the appearance of the font will look good on the

screen, the unstylized font will be what is printed.• All elements must be at 100% size. Scale images outside the page layout program.• Rotation and cropping of images in layout program should be avoided.• If any solid black type or solid black type boxes need to be knocked out of a background, a separate color should be created in the

applications color palette with the following tint values assigned to it: 100% black, 25% cyan, 25% magenta, 25% yellow.• All PDFs must be in CYMK mode for 4/c ads.• All images must be in Grayscale mode for B&W ads.• All colors in the page layout program should be changed to CYMK. Spot colors should be turned off except when a spot color is required.• Four-color solids should not exceed SWOP density of 300%.

Delivery of Ad Files / Proofs• Ship digital files on CD or DVD to:

Advertising Department, The Elks Magazine, 425 W. Diversey Parkway, Chicago, IL 60614Phone: 773-755-4902 Fax: 773-755-4792E-mail Delivery: [email protected]


2020 media kit - elks.org grand lodge2020 media kit about the elks magazine since 1922, the elks...

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