30 Publisher Media Kits for Scaling your Digital Advertising
In 2020, businesses spent an estimated total of $378 billion US on digital advertising. Marketing experts predict that this figure will continue to rise, hitting a total of $646 billion by the end of 2024.
Advertisers are willing to splash a ton of cash on digital channels because they offer better flexibility, measurability, and targeting than traditional advertising channels.
This realization has prompted many traditional/print publishers to become a part of the digital revolution, offering digital versions of their publications to online consumers and opening the door to digital advertising.
Now, the online publishing industry is projected to hit around $35 billion by 2025 in the United States alone.
If you’re reading this, there is a high chance that you’re already advertising with online publishers.
How many publishers do you currently work with? Are you satisfied with the results you’ve had so far?
In any case, this guide will give you access to 30 publishers and their respective media kits to help you scale your digital advertising campaigns.
How Much Should You Budget for Digital Advertising?
The proper budget for digital advertising really depends on a couple of things, like a company's annual revenue and the nature of the advertising campaign.
In any case, whether you're spending 5% or 20% of your yearly revenue on advertising, you definitely want the biggest bang for your buck.
Online publishers charge varying amounts for advertising in different sections of their pages.
Typical costs run from $500 to $20,000 or more, depending on various factors, such as guaranteed impressions, available formats, banner size, max flight, and so on.
Vogue France, for example, charges between €1200 to €5000 for daily sponsorships on different sections of its website and a CPM of €20 for a standard ROS ad.
On the other hand, Dwell requires a minimum budget of $25,000 for access to all its digital assets.
So, how should you allocate a budget for digital advertising?
It is widely advised that you start with 3 to 5% of your annual revenue and scale from there. Some businesses scale to as high as 20% or even more.
Speaking of scaling, one of the best ways to boost your advertising campaign is by partnering with multiple publishers, and the next section will reveal 30 popular online publishers and their media kits to help you get the best bang for your buck.
Top 30 Publishing Brands and their Media Kits for Digital Advertising
We will group these publishers into seven categories covering the following niches:
- Sports & Entertainment
- Home Decor
For each brand, we will briefly cover important details such as its target audience and total audience size so you can find which publisher is the best fit for your advertising goals. More detailed information on each brand's advertising media kit will be provided on individual pages on our website.
Forbes is widely known for its achievements in entrepreneurial capitalism, reaching over 150 million monthly visitors across its digital ecosystem. With 42 editions spread across 80 countries, the brand reports that 99% of its inbound traffic is organic.
The bulk of Forbes’ content is tailored to suit small business owners, investment advisors, young entrepreneurs, and C-Suite executives.
Forbes is a great option if you would like to advertise to entrepreneurs, C-level executives, and high net worth individuals.
Wall Street Journal
Based in New York City, Wall Street Journal delivers daily content chronicling the rise of industries around the world. The majority of its content is focused on business and finance-related topics, and it has established itself as one of the topmost media brands in these areas.
Wall Street Journal (WSJ) records over 83.5 million visitors monthly, comprising 70% of C-suite executives. The brand also states that half of its followers are affluent, with an average net worth above $1 million.
WSJ is a viable advertising option for companies interested in reaching prospects in the finance industry including insurance, investment, private banking, etc.
The New York Times
The New York Times (NYT) is a widely read magazine with 164.2 million readers worldwide. The brand covers a wide range of topics, including politics, business, health, sports, style, and more.
It has consistently ranked as a top destination for opinion leaders for 16 years, and over half of its audience comprises Gen Z and millennials. The media brand also reports an affluent readership, with its affluent followers wielding over $1 trillion in purchasing power.
NYT is suitable for you if you’d like to reach young people who are interested in business, and entrepreneurship.
LA Times has been delivering content daily for 139 years, hosting over 90 events annually and reaching an audience of 40 million people globally.
The media brand publishes content in several niches, including business, climate, entertainment, housing, and more. LA Times partners with over 30,000 firms, helping them reach their ideal prospects across multiple touchpoints.
LA Times' audience is quite versatile, making it suitable for most advertisers with broad targeting requirements.
With over 200 million monthly consumers and 235 million followers across social media, Business Insider (BI) is a well-established media brand for content around business, lifestyle, and general politics.
The platform is well-known for its business-related content, receiving over 118 million monthly visitors on its business section. 26.4% of its consumers are business decision makers, with 6.3% of this group belonging to the C-Level category.
BI's consumer base also comprises young entrepreneurs, affluent consumers, and investors with over $1 million in investments, making it suitable for you if you own a company in the business and finance niche.
Atlantic Business Magazine
Atlantic Business Magazine (ABM) runs a bi-monthly consumer publication covering all areas of business across the four Atlantic provinces.
The publisher reaches over 500,000 people on print and digital editions every month. ABM boasts highly affluent readers, with 35% managing annual budgets of over $500,000. It also has a predominantly young reader base, with 72% of its followers under 50 years of age.
ABM offers a wide range of options for advertisement, from display advertising to sponsorship opportunities.
ABM is most suitable for advertisers targeting business owners within the four Atlantic provinces: Newfoundland and Labrador, Prince Edward Island, Nova Scotia, and New Brunswick.
The Economist is a weekly publication that offers content around multiple industries such as business, technology, leadership, finance, and more for affluent consumers and essential company decision makers.
The Economist reports a weekly reach of 6.5 million readers across offline, web, and app channels. It is a great option for you if your target market comprise affluent business and industry leaders.
The brand provides a wide range of options for advertisers, from display ads to integrated campaigns and from advertorials to sponsored content.
WIRED describes itself as a tech media brand that shines a light on how technology is changing every aspect of human existence, from culture to business and from science to design.
The publisher's content is targeted at people with interests in technology, amassing over 20 million unique visitors per month across its digital ecosystem. WIRED has a large community of C-Level executives and claims to have inspired its followers to spend $63 billion on tech products.
That being said, you might want to consider using WIRED if you wish to connect to tech enthusiasts with high spending capabilities.
Founded in 2005, TechCrunch is an online publication focusing on the business of technology, startups, funding from venture capital, and Silicon Valley.
With over 12 million monthly uniques and 30 million page views across its digital network, TechCrunch has established itself as a reputable resource for tech-oriented information.
TechCrunch might be worth your while if you wish to connect with a group of young tech enthusiasts earning between $50,000 to $100,000 per year.
Adweek has established itself as a leading source for coverage of the marketing and advertising industries. The brand reaches over 6 million industry leaders spanning from media buyers and brand marketers to agencies and martech startups.
The nature of its content makes Adweek a great place for B2B advertisement as most of its readers are there to find the latest trends in digital marketing and how to ride the waves for better revenue.
Vanity Fair is a monthly magazine launched in France in 2013. The brand shares content around several industries like business, style, politics, culture, celebrity life, and more.
It reports about 3 million monthly unique visitors on its website and over 380k readers on print. According to the publisher, 70% of its consumers are considered "hyper-shoppers," while 65% are highly interested in luxury. Thus, if you’re looking to advertise products and services for people of luxury, Vanity Fair might be a great fit.
PEOPLE is a weekly magazine that focuses on stories about celebrities. With a weekly readership of around 100 million people, the magazine has since expanded into other areas, from style and beauty to pets and travel.
The media brand claims to have more affluent followers than any other publisher. Also, PEOPLE's audience profile shows that the brand's reader base comprises 72% women and 28% men. This makes the brand an excellent advertising option for enterprises in the style and beauty niche.
Vogue is a widely read monthly magazine that offers coverage in fashion, beauty, and celebrity lifestyle.
It has a monthly readership of over 100 million on both print and digital channels as well as over 160 million followers across its socials. The brand’s audience profile shows that its U.S consumers have spent over $18 billion on fashion items.
If you run a fashion business, it is easy to see the advertising opportunities that Vogue offers.
Cosmopolitan is a monthly fashion, beauty, and entertainment magazine centered around women.
It has gathered an audience size of 62 million across its print and digital channels. Its consumer profile also reveals that the average income of its followers is $70,000. Majority if Cosmopoilitan’s readers are millennials.
Thus, if you would like to advertise to a female audience of 26 years old and above with an income of $50,000 to $70,000 a year, then Cosmopolitan is a great place to check out.
InStyle is another monthly magazine that tailors its content for women. It covers high-interest areas such as fashion, beauty, and celebrity lifestyle.
Its consumer base comprises 84% women and 16% men, with a median age of 47. It also boasts over 19 million unique visitors across its print and digital channels. 66% of its followers are house owners, with an average income of $84,000.
InStyle offers a great advertising opportunity if you wish to reach affluent middle-aged women interested in fashion and beauty products.
Founded in 1939, Glamour is a popular monthly magazine that provides content specially designed for women. This encompasses industries such as beauty, fashion, wellness, and entertainment.
Glamour has recorded over 50 million consumers across its print and digital channels, as well as over 31 million followers across its social media handles. The brand has recorded a total of $9 billion spent on fashion by its followers and $3.9 billion spent on beauty products.
If you’re an advertiser offering products or services for the fashion and beauty industry, then you might want to consider partnering with Glamour.
ELLE is one of the world's most prominent fashion publishers with content tailored specially for women. It boasts over 20 million consumers across digital and print with an average household income of $147,000.
Its consumers appear to be middle-aged, with a median age of 41.
ELLE is a great option for advertisers in the fashion industry looking to connect with affluent middle-aged women.
Launched in the mid-1800s, Harper's Bazaar is a sister brand to ELLE. Just like ELLE, it is a monthly magazine centered around women's fashion.
It reports a total readership of 15 million women with an average age of 45 and an annual income of $150,000.
Harper’s Bazaar is offers promising advertising opportunities if you own a fashion company and wish to reach middle-aged women with high spending capabilities.
Allure, birthed by Linda Wells in 1991, is an industry-leading magazine centered around women’s beauty.
From skin care to makeup to product reviews and more, Allure has established itself as the go-to resource for over 16 million global beauty enthusiasts every month.
The brand boasts of highly affluent readership with a combined spending record of $4.7 billion in beauty products and $11.2 billion in fashion items.
Allure’s consumer profile makes it more suitable for advertisers promotion fashion products. But if you also play in the beauty industry, the brand is worth checking out.
Woman's Day is a monthly magazine that offers coverage on diverse areas of the feminine lifestyle. It provides content in categories such as fashion and beauty, health and fitness, home improvement, lifestyle, and more.
Woman's Day boasts a strong circulation of 14 million people across its channels, with a median age of 55.
Its consumer profile shows that 73% of its consumers are homeowners, with an average annual income of $83,000.
Woman’s Day offers a more versatile advertising opportunity, allowing you to reach middle-aged women in diverse industries.
Sports & Entertainment
GQ is a monthly magazine on men's fashion, fitness, culture, and lifestyle. Since its first issue in 1957, the brand has gone on to garner over 62 million consumers on print and digital, with over 40 million followers on its social media handles.
The bulk of GQ’s consumers are fashion influencers and the brand has recorded a consumer spend of over $40 billion on fashion and tech.
GQ’s readers are 71% male. Thus if you wish to advertise to male prospects interested in fashion and tech, then GQ is a viable option.
Sports Illustrated (SI) is an American magazine serving content on topics around sports. Its content span from news and expert analysis to highlights, stats, and scores for various categories of sporting events.
The brand boasts an impressive run of 96 million unique monthly users across its print and digital channels, as well as 19 million social media followers. SI is male-dominated, with only 23% of its consumers identifying as females.
SI has an affluent circulation, with homeowners making up 71% of its consumer base. More than half of its followers reportedly earn above $100,000 a year.
With 35 editions in 59 countries, Men’s Health is the world's largest men’s magazine brand.
Its content covers topics in various aspects related to men, including fitness, fashion, nutrition, lifestyle, and more. It has recorded over 9 million followers on print and 14.8 million monthly unique visitors on its digital channels. It also has over 16 million followers across social media.
Men's Health's consumer profile shows that its consumers are affluent, spending $20 billion, $8 billion, $6 billion, and $4 billion on travel, style, fitness, and personal grooming, respectively.
If you run a health and wellness business with a male target market, Men’s Health does have some great advertising opportunities for you.
Men’s Journal focuses on outdoor recreation, environmental issues, fitness, style, and fashion and how it impacts men. The brand has a monthly reach of 14.1 million across print and digital platforms, and its readers have an average household income of $106,000.
It offers a variety of advertising opportunities spanning from video production to native and branded content. If you’re marketing products and services in the outdoor niche and wish to reach male customers, Men’s Journal is a great place to check out.
Playboy is an entertainment magazine, originally focused on men but has since expanded to suit the general adult demographic.
According to the media brand, it has reached over 50 million social followers and over 1 million active e-commerce consumers. Its branded products are also sold in over 180 countries, and it has recorded $1 billion consumer eCom. spend in China alone.
While Playboy shares content is a wide variety of niches, the magazine is well-known for its adult-style content. Thus if you wish to advertise to people interested in adult products, Playboy probably has the best audience for you.
Architectural Digest (AD) is a monthly magazine focused on showcasing the works of architects and interior designers all over the world. Alongside architecture and interior design, the magazine serves exclusive content on arts, antiques, and travel destinations.
The brand reaches 24 million consumers on print and digital, with 26 million followers on social media. Its US audience reportedly has a spending power of $585 billion.
If you own a company in the home remodeling and interior design industries, AD offers an opportunity to connect with its affluent readership.
Better Homes and Gardens
Better Homes and Gardens publishes content covering topics in home improvement, gardening, cooking, travel, and more.
Chiefly designed for a female audience, the brand boasts nearly 40 million consumers on both print and digital channels, as well as over 12 million followers on social media.
Better Homes and Gardens offers opportunities to advertisers who wish to connect with middle-aged female homeowners and DIY home improvement enthusiasts.
Dwell is a well-known home design and technology media brand for design professionals and enthusiasts.
Launched 22 years ago, the brand has gone on to record 6 million consumers in print and digital, with over 8 million followers on social media. With an average age of 40, Dwell's consumers are affluent, making an average of $160k a year.
70% of Dwell's consumers are real estate investors actively buying and remodeling homes. Thus, if your business is in the real estate industry, then Dwell might have the right audience for you.
Conde Nast Traveler
Conde Nast Traveler publishes content around luxury and lifestyle travel. It caters to people who are interested in luxury vacations and global travel.
The brand has 5 million readers on print and 16 million monthly unique visitors across its digital channels. It also has over 16 million followers on its social media channels.
Conde Nast Traveler's user profile shows that its readers have a combined spending power of over $508 billion.
If you own a large traveling agency of offer any products and services for luxury travel enthusiasts, Conde Nast Travel might be a great place to check out.
National Geographic Magazine
National Geographic Magazine (NGM) is one of the most widely-read magazines of all time. The brand shares content tailored specially for people with interests in geography, science, history, and culture.
The bulk of NGM's consumers comprise C-suite executives and individuals with a net worth of over $1 million.
NGM might be a great fit for advertisers looking to connect with affluent, educated, and influential consumers interested in travel.
The Problem with Using Multiple Marketing Channels
A study by Clutch.io revealed that enterprises use an average of 8 different marketing channels to reach their customers.
In 2022, marketers are exposed to an overwhelmingly large number of marketing channels, from social media to display to affiliate marketing to emails and so on. While this casts a wider net and increases the chances of getting customers, it has a disturbing downside to it: siloed data.
Every channel you use has a unique way of interpreting and representing data. And most times, these channels don't represent data in ways that can be used by other marketing channels, leading to siloed data. Marketers are forced to analyze these data separately to optimize their marketing campaigns.
This can be stressful and time-consuming, limiting a marketer’s productivity.
Improvado is a data integration platform that collects marketing data from all your marketing channels, consolidates them into one destination, and harmonizes all associated naming conventions for easy analysis.
This saves you time and energy, allowing you to focus on things that matter.
Time to Scale your Digital Advertising Campaign
Having seen our list of 30 publishers, we believe that now you have a clearer idea of which brand you want to work with.
We have also provided more in-depth information for each publisher’s media kit on separate pages so as not to overwhelm you with too much information. Feel free to check out the ones that interest you the most.
Also, if you would like us to include information about any other publisher, feel free to let us know.