Media Pack2020

The world’s only devoted open water swimming media and magazine brand

Connecting you to the

outdoor swimming community

Outdoor Swimmer is the go-to media brand for exposure to an outdoor swimming audienceOutdoor Swimmer offers brands and events a 360-degree communications package to ensure exposure and interaction at multiple touch points. At the heart of the brand is the well-established monthly magazine. It is a strong and trusted brand in the outdoor swimming market space, both in the UK and around the world. The magazine is also available digitally via Apple, Google Play, Pocketmags, Readly and and Amazon Kindle.

5,000Digital and

print subscribers

12,000Estimated readership

35,000Unique website visits per month

19,000Email newsletter

subscribers

42,500Social media

following

12Issues

per year

40%Growth

since 2017

Geographicreach

UK-based85%

ROW15%Strong pass-on rate

between club and venue peers

Editorial visionOutdoor Swimmer’s successful formula lies in its authentic voice. It is produced by swimmers for swimmers and provides consistently inspiring, accessible and positive content. Outdoor Swimmer’s editorial style is fun, joyful and slightly irreverant while offering expert content across all our platforms. We are the only magazine connecting brands directly with the outdoor swimming community, creating a fantastic product that champions physical and mental wellbeing, celebrates diversity and encourages a connection with the natural world. Outdoor Swimmer is the genuine voice of the outdoor swimming community.

Jonathan CowieEditor

Editorial pillarsOutdoor Swimmer’s editorial platforms deliver inspirational stories that capture the diverse culture and community that makes outdoor swimming a unique sport and pastime. Our successful editorial formula lies in five key pillars.

Inspire

Inspirational stories form the core of Outdoor Swimmer’s editorial content. Regular features include: • Swimterview • Eco Hero • Swim Life • Swimming History • My Swim Story

Excel

The Excel section of Outdoor Swimmer includes training and technique advice, sustainable and organic nutrition, guidance on how to swim safely outdoors and sport psychology. Regular contributors include Olympians Keri-anne Payne and Cassie Patten.

Explore

Our Explore section features swim destinations and inspiring travel stories from around the world. The section includes long-read articles showcasing independent wild swimming destinations and organised holidays designed to appeal to an adventurous audience.

Events

Comprehensive UK and international event listings of races for swimmers of all abilities, teamed with in-depth reviews of races to inspire readers to sign up to events and take on new challenges.

Gear

Showcasing open water swimming products, pool training kit and outdoor adventure lifestyle gear in trusted reviews by the Outdoor Swimmer editorial staff and a team of experienced outdoor swimmers.

2020 editorial calendarThe editorial themes and highlights of the year.

JanuaryNew Year, New AdenturesAn inspiring issue promoting challenges big and small for the new year.Featuring: Pool training kit

FebruaryUnsung heroesHonouring the Swim Stars of the outdoor swimming community as voted by our readers.Featuring: New gear round-up

MarchDiversityCelebrating those that are helping broaden the appeal of outdoor swimming.Featuring: New swimrun section

AprilWalesThe wonder of Wales for outdoor swimmers, exploring its landscape and community.Featuring: Open water goggles

MayGet set, go!The start of the summer season and an issue devoted to getting back into the water, race preparation and new kit.Featuring: Wetsuits

JuneScotlandLochs, rivers and sea – Scotland is an open access dream for swimmers. We explore its landscape and swimming culture .Featuring: Swimsuits

JulyPerformance Our in-house open water Olympians spearhead an issue devoted to performance to coincide with Tokyo 2020.Featuring: Racing kit and tech

AugustA big adventure!An adventure-inspired issue featuring swimming and water-based adventures and expeditions.Featuring: Outdoors kit and apparel

SeptemberIrelandWe celebrate the outdoor swimming community in Ireland and explore the country from a swimmer’s perspective.Featuring: Land training kit

OctoberSwim happyAn issue promoting better mental health and exploring the benefits of open water swimming and community.Featuring: Cold water accessories

NovemberWinter is comingAn issue dedicated to the wildly popular pastime of cold water swimming – why do it and how to do it safely.Featuring: Neoprene accessories

DecemberGear of the yearOur most product packed issue of the year, featuring our favourite gear of 2020.Featuring: Christmas gift guide

* Editorial themes and content subject to change

Who reads Outdoor Swimmer?

Male readers: 47%Female readers: 53%

47Average age20-30: 2.5%31-40: 11.3%

41-50: 32.3%51-60: 36.4%

60+: 17.5%

<£20k

£20k to £34.9k

£35k to £49.9k

£50k to £74.9k

£75k to £99.9k

£100k +

Prefer not to say

£50k to £74.9k

Average household income

Fast Facts • 35% are serious swimmers who train

regularly and take part in events • 37% are experienced swimmers who

occasionally take part in events • 10% are new to outdoor swimming• 23% attend group lessons to improve their

swimming• 19% take one-to-one lessons • 18% are members of masters clubs • 9% have taken part in swim training camps • 66% say walking is their most popular ‘other

activity’ while 55% enjoy travelling, 50% cycle, 40% run and 18% do triathlon. Other pastimes include gardening, cooking, theatre, yoga and pilates. 81%

Readers who also swim in a pool

Where do they swim?53%

Planned to take part in 1-3 events in the next 12 months

Lakes: 59%The sea: 50%Supervised venues: 28%Lidos: 25%Rivers: 22%

Why Outdoor Swimmer works

“We have advertised with Outdoor Swimmer in almost every magazine from the first issue. Over this time I feel we have established a very strong open water swim brand thanks to the exposure the magazine has given us.”Andrew Ogierman, Aspire, Challenge Events Manager

“Outdoor Swimmer magazine have consistently offered the Bluewater Elite Swim Training (BEST) Centre and BEST Fest (Europe’s No1 Open Water Swim Festival) excellent opportunities to engage with the swimming community. Being the most comprehensive publication of its type, working with Outdoor Swimmer allows us to speak to our existing and potential client base across a range of print and digital media in a diverse and targeted way. Our business is about people and relationships, and it is clear that this ethos is mirrored by Simon and his team. We look forward to continuing our productive and longstanding relationship in the coming years.”Matthew O’Connor, Bluewater Elite Swim Training

“In brief, the physicality and exclusivity of print helps build brand awareness and trust. The outdoorswimmer.com website provides repeat and on-going exposure and scope to drive traffic to your own website. Our email newsletter can provide a quick boost to an ongoing campaign and also works well for one-off sales. With social media, we can work with you to create innovative activities that enable you to communicate directly with swimmers. Finally, we run events where you can meet swimmers face to face. Taken together, we can create effective, wrap-around multi-channel portfolio marketing campaigns to our passionate audience of outdoor swimmers.” Simon Griffiths, Outdoor Swimmer Founder and Publisher

Regular advertisers include significant brands in charity, swim travel, gear, retail, events, nutrition, coaching and lifestyle.

outdoorswimmer.comOutdoorswimmer.com is the home of Outdoor Swimmer magazine online.

The website and community portal attracts more than 35,000 unique visits per month. It’s the place to access the latest news, reviews, features, inspirational stories and training advice for open water swimmers.

Advertisers benefit from the adverts being in a content framework, so optimised viewing with no advert blockers.

It offers an inventory of exciting digital advertising options such as sponsored content and video, as well as standard promotional slots including leader board, rectangle advert and featured events.

Rectangle advert

Featured event

Leader board

Email marketingThe Outdoor Swimmer weekly email newsletter is distributed to more than 19,000 keen outdoor swimmers, and influencers, every week with up-to-the-minute news and opinion.

The newsletter is readily awaited with consistent unique open rate of 26% + and 4-5% click rate (average 800 total clicks per email). Competitions average 1k entries and 600 opt in emails

Opportunity to include headline image and hyperlink for maximum effect and/or 100-word news item with image and link and/or:• Top banner (600 x 120 px) plus announcement• Secondary banner (near bottom of newsletter 600 x 120 px)

Competitions receive around 1500 entries and offer data capture and coverage across all of our channels.

Headline image and hyperlink

Announcement

Competition

Social mediaOutdoor Swimmer has an engaged community of followers keen to digest news, features and products as shared by the editorial team. The perceived endorsement and recommendation from the high-profile editorial team delivers valuable results for advertisers.

Opportunities include:• Boosted posts• Sponsored / boosted events (retargeting interested swimmers)• Social take-over• Instagram story • Social Q&A including key influencers• Competitions

11.8k followers

21k followers

10k followers

Print advertising and special promotions Advertising and magazine exposure available in a variety of formats.

Opportunities include:• Advert – DPS, full-page, half-page or classified• Advertorial, sponsored section or column• Promoted event• Wrap, insert, special promotions • Supplement • N.B. Outdoor Swimmer can design adverts for clients on request

AdvertorialsAdvertorials allow you to capitalise on the trust and reputation of Outdoor Swimmer with content created for you by our highly experienced team. The client has full editorial control.

Photoshoots to incorporate bespoke lifestyle imagery can also be arranged by the team.

Sponsored sectionSponsorship of a regular section of the magazine offers space for content sharing and brand promotion as well as traditional advertising. Section sponsorship also includes social media posts, online advertising and content, and newsletter activity.

Sponsorship opportunities include: • Excel section • Events section • Explore section• Swimrun section • Reader Photo Contest• My Swim Story (readers’ inspirational stories)• Swim Wild and Free (snapshots of readers’ swims)

Overview of opportunitiesYour engagement and exposure to swimmers can be optimised with Outdoor Swimmer by making the most of the different communication channels on offer.

Your advertising campaigns are implemented and optimised by experienced marketeers at Outdoor Swimmer and include a post campaign analysis.

Print Magazine Monthly Advert – DPS, A4, half-page or classified12,000 readership Advertorial, sponsored section or column

Wrap, insert, special promotions Supplement N.B Opportunity for magazine to design adverts on request.

Social 42.5k plus reach Boosted postsFeatured eventsDedicated take over or themed campaignSponsored Q&A

[average 1.5k entries and 600 opt in emails] CompetitionsSponsored video

Digital 35,000 unique users Website18,600 plus data-base E-comms

Data collection Research

Marketing assets On request Corporate swim photography – on location shoot and swim group

Events, Partners and Influencers Bespoke Exposure to swimmers, key influencers and third parties through bespoke campaigns and unique unrivalled access.

Exposure to audience at quarterly subscriber events.

For bespoke proposals, more information or to book advertising please contact: Sharon Ticesharon@outdoorswimmer.com

Joanne Jonesjoanne@outdoorswimmer.comTel: 07545 387979