AOPA. MEDIA GUIDE Largest Pilot Community Broadest Media Reach Greatest Marketing ROI

Transcription

1 2019 AOPA MEDIA GUIDE Largest Pilot Community Broadest Media Reach Greatest Marketing ROI

2 Welcome to the heart of general aviation. 600,000. AOPA is the largest community of pilots in the world twice the size of our closest competitor. Reach aircraft owners, pilots of all ages and experience, instructors, enthusiasts and aviation businesses continuously with AOPA Media.

3 AOPA MEDIA Reaching the world s largest aviation community of over 600,000 pilots, aircraft owners and aviation enthusiasts including nearly two-thirds of all pilots in the U.S. AOPA represents more than 320,000 active members providing timely information, active inspiration and critical education. Your company can reach this growing, affluent and engaged audience through video, print, digital, event and social channels that are the trusted AOPA Media. AOPA PILOTS HAVE THE MEANS TO ENJOY ADVENTURE $1.6M Net Worth Own 86% of all GA Aircraft in US 84% Travel to Islands, Golf, Hunt, Fish, Dive, Resorts, Ski, Camp 84% Own 3.1 Vehicles 67% Travel the Globe 64% Enjoy Adventure Sports 42% Own 2+ Homes 40% Fly Their Own Plane to Vacation Destinations 37% Auto Enthusiasts 32% Entrepreneurs, C-Suite 26% Own Motorcycles AOPA PILOT READERS TELL US THEY PREFER + Print Only: 62% Digita Only: 5% Both : 33% WHY PRINT ADS STILL WORK Even in the digital age, print magazine advertising is still as effective as ever. Here s why: Reading on paper is slower and deeper Reading on paper improves comprehension Paper readers remember more Paper readers are more focused/ less distracted Paper-based reading is preferred by more people (even millennials) Paper-based reading stimulates more emotions and desire Source: What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? A White Paper from MPA The Association of Magazine Media, Scott McDonald, Ph.D. Nomos Research, October 2015 AOPA Media Planning Guide P 1

4 AOPA Media offers the largest, most effective and only truly integrated network reaching the general aviation community AOPA PILOT MAGAZINE AOPA s trusted and award-winning publication reaches the largest, unduplicated audience of certified pilots and aircraft owners at a lower cost than any other aviation magazine in the world. ACTIVE FLYERS ACTIVE BUYERS 461,000 reached monthly 256,000 subscribing members 86% of the GA fleet is owned, or operated by AOPA PILOT readers BUYERS YOU CAN COUNT ON IN THE NEXT TWO YEARS 118,400 plan to buy new or used single-engine aircraft 64% plan to purchase recurrent training services 51% plan to purchase ADS-B products AOPA PILOT TURBINE MAGAZINE The largest circulation of any publication targeting turbine aircraft owners, prospective customers, and corporate decision makers. AOPA Pilot Turbine Edition makes it easy to reach this specialized demographic. TURBINE OWNERS/ OPERATORS 110,000 reached monthly 61,000 subscribing readers 19,300 operate turbine aircraft 54% personally own an aircraft 39% hold a top management title 34% are self-employed 26% fly for hire 20% purchased recurrent training within the past 12 months 6,710 plan to purchase a turbine aircraft within 24 months 9% own an aircraft in partnership with one or more individual Majority make decisions on MRO and maintenance FLIGHT TRAINING MAGAZINE Get exclusive access to this unique and unduplicated audience of student pilots, flight instructors, and flight schools with the only magazine dedicated to serving these valuable audiences. NEW STUDENTS PILOTS 153,000 reached monthly 90,000 monthly readers FIRST TIME BUYERS Purchased the following within six months of starting flight training 65% passive aviation headset 61% eyewear/sunglasses 41% aviation apparel 33% ANR aviation headset 28% purchased a watch QUALIFIED BUYERS 52% Plan to upgrade certificate in next 12 months 24% personally own an aircraft and 6% own an aircraft in partnership 19% are self-employed 18% hold top management titles PILOT ISLAND GUIDES Target Pilot Island Guides subscribers, readers and web visitors who are hungry for safety and floatation gear, weather and flight planning tools, unique attractions, luxury accommodations, and exotic destinations to make their island travel safe and memorable. ACTIVE TRAVELERS 7,000 Guide annual subscribers and readers 6 days average stay for general aviation pilots in Bahamas 9 days average stay in the Out Islands 5,000 website page views per month 1,700 unique visitors per month 3:57 minutes duration of average visit

5 AOPA.org The largest, most frequently visited and robust website in general aviation makes AOPA.org the place to be seen. Reach eager pilots and enthusiasts actively engaged with quality aviation videos, podcasts, articles, and critical resources quality content that can be customized to meet your marketing needs. ACTIVE ONLINE BUYERS 2.4 Million monthly page views 598,000 monthly unique visitors 90% of users made an aviation purchase online within past 12 months 79% access online flight planning and weather IN THE NEXT TWO YEARS 64% plan to take recurrent flight training 51% plan to purchase ADS-B products 60% plan to purchase avionics and aircraft systems AVIATION ebrief enewsletter With this must-read daily newsletter, your advertising will be read by aviation buyers, business leaders, aircraft owners and legislators, including those whose decisions influence general aviation every day. DECISION MAKERS 159,000 daily opt-in subscribers Individual/corporate aircraft purchases Maintenance/service decisions Avionics/ equipment upgrades EFB/cockpit technology FOCUSED CONTENT Regulatory policy issues New avionics and technology Airport updates Training and safety International news and trends AOPA epilot AND eflight TRAINING enewsletters These are the two largest and most read weekly electronic general aviation newsletters, which makes them the the perfect channels for frequent contact with your customers. AVID READERS 310,000 weekly opt-in subscribers (combined) IMPULSE BUYERS Have purchased in past 12 months 51% flight planning app 35% tires, wheels, brakes 30% avionics 24% headsets TARGETED Customized state and regional editions let you reach customers close to home Student pilots, turbine operators, aircraft owners and other audience targeting available SPECIAL EDITIONS Sun n Fun, AirVenture, and NBAA Exclusive advertising opportunities AOPA LIVE, VIDEOS AND PODCASTS Power your marketing message with AOPA LIVE video commercials or scripted sponsor mentions in the most widely engaged video and audio aviation content anywhere. Custom advertising packages offered in FlyBy, AOPA Video and Podcasts in short or long format that integrates sponsor messaging into these dynamic online aviation entertainment segments. QUALIFIED BUYERS 70,000 weekly ALTW viewers 95% are certificated pilots 56% personally/partnership own a GA aircraft 46% watch AOPA Live This Week at least one week out of every month Young, diverse and aspiring pilots hungry for aviation entertainment Viewers fly everything from Light Sport aircraft to business jets AOPA Media Planning Guide P3

6 Results You Can Count On Custom solutions to meet every step of your customer s journey. Dave takes delivery of his family s first factory-direct aircraft. You see one happy customer! Pilots, like anyone else, enjoy a good read. Native advertising brings your product to life as a natural part of telling a good story that pilots want to read or watch. AOPA s unique take on native advertising provides exciting content that matches the form and function of our video, podcast, surveys, newsletters, publications, events and social media. Custom content developed with you offers a seamless look and feel through compelling storytelling that organically illustrates the value of your product from the customer s perspective. Your company created content AOPA offers a custom blend of push + pull + social campaign-style marketing to meet your brand and sales objectives. Increase the power and effectiveness of your advertising dollars go native! Partner with the AOPA Media team to build an effective custom media solution that meets your marketing challenge today. SAMPLE REPORTING FROM AN AOPA MEDIA INTEGRATED CAMPAIGN AOPA EPILOT NATIVE CAMPAIGN KICK-OFF 229,000 Pilot subscribers 70,990 s seen by readers 19,057 Readers clicked through to full sponsored article 31% open rate AOPA.ORG SPONSORED CONTENT 318,190 Pilots see article on AOPA Homepage and News Pages 1,759 Number of pilots who read your entire article.55% CTR Dave opens epilot in his inbox on Friday morning. 1 You get a click-through on the native ad that kicked off your campaign. 5 Dave takes a demo flight after seeing an AOPA Facebook guest post. You get a call to schedule an appointment for a demo flight. Dave visits AOPA.org to research the latest pilot review on your aircraft. 2 You see a lead generated for follow up by your sales rep. 4 Dave checks out the latest AOPA Live video on the AOPA App. You see a click-through on your video commercial. Dave reads your ad while kicked back enjoying AOPA PILOT magazine. 3 You see a boost in brand awareness and recognition. AOPA PILOT INTEGRATED CAMPAIGN 461,000 Pilots and enthusiats reached worldwide 43,520 Readers who plan to purchase a New Certified Aircraft within 24 months - 17% AOPA SOCIAL MEDIA FB/TWITTER LEAD GEN GUEST POSTS 21,050 Pilots reached through Facebook and Twitter 490 reactions from likes to Wow - 2.3% 330 People who clicked, commented, shared and retweeted your post. 1.6% 1,029,000 Pilots and enthusiasts exposed to your 30-day campaign through AOPA Media AOPA Media Planning Guide P5 AOPA Media Planning Guide P 2

7 Purchase Habits Audiences A Flight Plan For Success Audience. Interest. Reach. Format. Frequency. Build a smart flight plan of AOPA Media channels that matches your marketing objectives. Your AOPA Media Rep will help craft a cost-effective and integrated media plan that is certain to make significant returns on your marketing investment. Students & New Pilots Active Pilots Business and Turbine Pilots Flight Instructors Flying Clubs Flight Schools Aircraft Owners Drone Operators Travelers Format Frequency Reach/Views Circulation/Uniques Gender M/F Average Age Net Worth HHI Aircraft/Powerplant Adventure/Lifestyle Aviation Services Avionics/Technology Destinations/Travel Pilot Supplies/Gear/Drones Training/Employment AOPA Pilot AOPA Pilot Turbine Flight Training Pilot Island Guides AOPA epilot AOPA eflight Training AOPA ebrief Flight School Business CFI-to-CFI X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Print + Digital Print + Digital Print + Digital Print enewsletter enewsletter enewsletter enewsletter Digital Edition enewsletter enewsletter Website enewsletter App Club Connector AOPA Drone Pilot Travel Pilot AOPA.org AOPA App AOPA Live This Week Online Video + Newsletter AOPA Videos and Podcasts Short form video + Audio podcasts Monthly Monthly Monthly Annual Weekly Weekly Daily Biweekly Quarterly Monthly Biweekly Biweekly 24/7 24/7 Weekly On demand 2x per year 461K 110K 153K Purchase Copy 31% open rate 27% open rate 37% open rate 33% open rate 38% open rate 38% open rate 34% open 61% open 2.4M 33K installs 47% open rate 275K video 40K podcast 10 M 256K* 61K 90K 7K 229K 81K 159K 6K 54K 7.5K 62K 16K 598K 4.5K users 70K 8-24K per segment 8-10K per show 97/3 98/2 92/8 95/5 92/8 95/5 Fresh new 83/17 95/5 Must-have Exclusively Featuring B2B for flight content and News, videos, 58 yrs 59 yrs 50 yrs airport/services 58 yrs 50 yrs 61 yrs for flying places to fly for 55 yrs 58 yrs school owners, Exclusively for videos for podcasts, events info for pilots club owners, weekend warriors operators, clubs flight instructors rapidly growing for pilots on $1.60M $1.85M $870K planning island $1.33M $870K $1.4M members and and world $1.37M $1.33M and instructors pro-sumer the go adventures management travelers $262K $396K $205k $253K $192k $245K drone market $258K $253K Exciting, entertaining segments for aspiring and seasoned pilots X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X All levels Advanced - Recurrent PRINT DIGITAL DIGITAL VIDEO EVENTS Primary - Instruction All levels Primary- Instruction Advanced- Recurrent All levels All levels Primary - Instruction Part Primary Instruction AOPA Fly-Ins Onsite Event 2-day event for pilots, families; 60+ exhibits, aircraft display and seminars All levels All levels All levels All levels All levels STUDENTS/NEW PILOTS Reach new and aspiring pilots who are actively in the market for supplies, aviation gear, training, services, and more. ACTIVE PILOTS Connect with the single largest audience of affluent and active certificated pilots in the world who shop for supplies, avionics, advanced training, and their next aircraft for adventures by air, land and sea. BUSINESS AND TURBINE PILOTS Build your brand with the specialized and highly sought-after owner-operators and pilots who are flying business-class and turbine aircraft day in and day out. FLIGHT INSTRUCTORS Put your company in front of general aviation s instructors and educators who help their students make critical buying decisions every day. FLYING CLUBS Be seen by Flying Clubs and their members as a resource to support its fleet and club activities with aircraft parts, supplies, and scheduling tools. FLIGHT SCHOOLS Start a profitable partnership with schools and businesses that need new aircraft, avionics, tires, simulators, and pilot supplies to train a growing crop of students and pilots seeking advanced ratings. AIRCRAFT OWNERS Talk directly to the ultimate decision makers for their next aircraft purchase, refurb, maintenance, avionics, equipment upgrades, and recurrent training. DRONE OPERATORS Engage FAA-registered UAS owners and operators who are in the market for prosumer drone products, training, and services. TRAVEL PILOTS Introduce your resort, fly-in community, travel service, domestic or exotic destination to the bags- packed-andready-to-fly crowd searching for their next aviation adventure *2018 June AAM Audit 2018 E&M Erdos & Morgan Research 2017 Lifestyle Research AOPA Media Planning Guide P7

8 2019 Aviation events AOPA FLY-INS AND AVIATION EVENTS AOPA will host a Fly-In on each coast to celebrate its 80th Anniversary in Join us to meet thousands of pilots and aircraft owners eager to see, learn and buy and hungry for the latest information on aviation products, safety and services. Take advantage of exhibits, seminars, aircraft displays and sponsorship opportunities at AOPA Fly-Ins in early-summer and Fall % of last year s fly-in visitors either bought something while at an AOPA Fly-In or planned to make a purchase from an exhibitor after the event. See your AOPA Media Rep today for a 2019 Exhibitor Prospectus. AOPA draws tens of thousands of pilot visitors with prominent displays and educational pavilions at major aviation events around the US and abroad. Your advertising will enjoy Bonus Show Distribution at US Sport Aviation Expo, Women in Aviation, Sun n Fun, Aero Friedrichshafen, AirVenture, Red Bull Air Races and NBAA, among other events EVENT DATE LOCATION U.S. SPORT AVIATION Jan Sebring, FL NORTHWEST AVIATION Feb Puyallup, WA HELI EXPO (HELICOPTER ASSOCIATION INT'L) Mar. 4-7 Atlanta, GA WIA (WOMEN IN AVIATION) Mar Long Beach, CA AEA Mar Palm Springs, CA SUN 'N FUN Apr. 2-7 Lakeland, FL AERO FRIEDRICHSHAFEN Apr Friedrichshafen, Germany ABACE (ASIAN BUSINESS AVIATION) Apr Shanghai, China GREAT ALASKA AVIATION GATHERING May 4-5 Anchorage, AK EBACE (EUROPEAN BUSINESS ASSOCIATION) May Geneva, Switzerland EAA AIRVENTURE July Oshkosh, WI NBAA (NATIONAL BUSINESS AVIATION ASSOCIATION) Oct Las Vegas, NV

9 2019 PUBLICATION DEADLINES 2019 ad deadlines for AOPA PILOT & TURBINE PILOT JANUARY Winter Flying FEBRUARY* Aviation Innovations MARCH* Destinations APRIL* Women Pilots MAY* AOPA s 80th Anniversary SPACE CLOSING: 11/9/18 AD MATERIALS DUE: 11/16/18 DIGITAL EDITION LIVE: 12/4/18 IN HOME: 12/6/19-12/10/18 SPACE CLOSING: 12/14/18 AD MATERIALS DUE: 12/21/18 DIGITAL EDITION LIVE: 1/8/19 IN HOME: 1/10/19-1/15/19 SPACE CLOSING: 1/18/19 AD MATERIALS DUE: 1/25/19 DIGITAL EDITION LIVE: 2/12/19 IN HOME: 2/14/19-2/19/19 SPACE CLOSING: 2/15/19 AD MATERIALS DUE: 2/22/19 DIGITAL EDITION LIVE: 3/12/19 IN HOME: 3/14/19-3/19/19 SPACE CLOSING: 3/15/19 AD MATERIALS DUE: 3/22/19 DIGITAL EDITION LIVE: 4/9/19 IN HOME: 4/11/19-4/16/19 JUNE Shared Ownership SPACE CLOSING: 4/19/19 AD MATERIALS DUE: 4/26/19 DIGITAL EDITION LIVE: 5/14/19 IN HOME: 5/16/19-5/21/19 JULY Safety Enhancing Equipment SPACE CLOSING: 5/17/19 AD MATERIALS DUE: 5/24/19 DIGITAL EDITION LIVE: 6/11/19 IN HOME: 6/13/19-6/18/19 AUGUST* The Fast-Build Revolution SPACE CLOSING: 6/14/19 AD MATERIALS DUE: 6/21/19 DIGITAL EDITION LIVE: 7/9/19 IN HOME: 7/11/19-7/16/19 SEPTEMBER More for Your Training Dollar SPACE CLOSING: 7/12/19 AD MATERIALS DUE: 7/19/19 DIGITAL EDITION LIVE: 8/6/19 IN HOME: 8/8/19-8/13/19 OCTOBER Air Tour Winners SPACE CLOSING: 8/16/19 AD MATERIALS DUE: 8/23/19 DIGITAL EDITION LIVE: 9/10/19 IN HOME: 9/12/19-9/17/19 NOVEMBER* Gear SPACE CLOSING: 9/13/19 AD MATERIALS DUE: 9/20/19 DIGITAL EDITION LIVE: 10/8/19 IN HOME: 10/10/19-10/15/19 DECEMBER Making A Difference SPACE CLOSING: 10/11/19 AD MATERIALS DUE: 10/18/19 DIGITAL EDITION LIVE: 11/5/19 IN HOME: 11/7/19-11/12/19 JANUARY 2020 SPACE CLOSING: 11/15/19 AD MATERIALS DUE: 11/22/19 DIGITAL EDITION LIVE: 12/10/19 IN HOME: 12/12/19-12/17/19 * Special Show Distribution Feb/19 - U.S. Sport Aviation/Sebring Mar/19 - Northwest Aviation Conference, Heli-Expo(HAI) Apr/19 - Women in Aviation, Sun n Fun, AEA, Aero Friedrichshafen May/19 - Great Alaska Aviation Gathering Aug/19 - AirVenture Nov/19 - NBAA 2019 ad deadlines for AOPA FLIGHT TRAINING JANUARY SPACE CLOSING: 10/26/18 AD MATERIALS DUE: 11/1/18 DIGITAL EDITION LIVE: 11/20/18 IN HOME: 11/23/18-11/27/18 FEBRUARY* SPACE CLOSING: 11/30/18 AD MATERIALS DUE: 12/6/18 DIGITAL EDITION LIVE: 12/25/18 IN HOME: 12/29/18-1/3/19 MARCH* Collegiate Connection SPACE CLOSING: 1/4/19 AD MATERIALS DUE: 1/10/19 DIGITAL EDITION LIVE: 1/29/19 IN HOME: 1/31/19-2/5/19 APRIL* SPACE CLOSING: 2/1/19 AD MATERIALS DUE: 2/7/19 DIGITAL EDITION LIVE: 2/26/19 IN HOME: 2/28/19-3/5/19 MAY* Collegiate Connection SPACE CLOSING: 3/1/19 AD MATERIALS DUE: 3/7/19 DIGITAL EDITION LIVE: 3/26/19 IN HOME: 3/28/19-4/2/19 JUNE* SPACE CLOSING: 4/5/19 AD MATERIALS DUE: 4/11/19 DIGITAL EDITION LIVE: 4/30/19 IN HOME: 5/2/19-5/7/19 JULY SPACE CLOSING: 5/3/19 AD MATERIALS DUE: 5/9/19 DIGITAL EDITION LIVE: 5/28/19 IN HOME: 6/1/19-6/5/19 AUGUST* Collegiate Connection SPACE CLOSING: 5/31/19 AD MATERIALS DUE: 6/6/19 DIGITAL EDITION LIVE: 6/25/19 IN HOME: 6/27/19-7/2/19 SEPTEMBER SPACE CLOSING: 6/27/19 AD MATERIALS DUE: 7/2/19 DIGITAL EDITION LIVE: 7/21/19 IN HOME: 7/25/19-7/30/19 OCTOBER SPACE CLOSING: 8/2/19 AD MATERIALS DUE: 8/8/19 DIGITAL EDITION LIVE: 8/27/19 IN HOME: 8/29/19-9/3/19 NOVEMBER SPACE CLOSING: 8/30/19 AD MATERIALS DUE: 9/5/19 DIGITAL EDITION LIVE: 9/24/19 IN HOME: 9/26/19-10/1/19 DECEMBER Annual Collge Directory Collegiate Connection SPACE CLOSING: 9/27/19 AD MATERIALS DUE: 10/3/19 DIGITAL EDITION LIVE: 10/22/19 IN HOME: 10/24/19-10/29/19 JANUARY 2020 SPACE CLOSING: 11/1/19 AD MATERIALS DUE: 11/7/19 DIGITAL EDITION LIVE: 11/26/19 IN HOME: 11/28/19-12/3/19 * Special Show Distribution Feb/19 - U.S. Sport Aviation/Sebring Mar/19 - Northwest Aviation Conference Apr/19 - Women in Aviation May/19 - Sun n Fun Jun/19 - Great Alaska Aviation Gathering Aug/19 - AirVenture 2019 ad deadlines for AOPA PILOT ISLAND GUIDES SPACE CLOSING: 7/15/19 AD MATERIALS DUE: 7/31/19 PUBLISH DATE: 10/31/19 AOPA Media Planning Guide P9

10 PUT YOUR MARKETING PLAN INTO ACTION Turn to the experienced representatives at AOPA Media who can combine AOPA member research with their unique ability to integrate marketing across our array of channels. They ll take your marketing plan and put it into action you can measure. CONTACT AOPA Media Advertising Department 421 Aviation Way Frederick, MD PH FAX Brenda Ridgley Ad Director PH Donna Stoner Ad Production Coordinator PH Carol Dodds Vice President PH Daniel Teore Digital Advertising Specialist PH Aviation Way Frederick, MD PH FAX AOPA Media Sales Representatives Gary Brennan PH or Tom Linton Western Territory PH or Jeff Rockwood Eastern Territory PH or Dan Justman Advertising & Exhibits PH or AOPA Media Consultant Brian Curpier PH