Popular Woodworking

2024
MEDIA
KIT

POPULARWOODWORKING.COM ■ 1
Popular Woodworking

5 1
Great Reasons to Advertise
in Popular Woodworking
We Deliver Big-Spending, Hard-to-Find Woodworkers
Popular Woodworking readers are hard-core woodworking enthusiasts. They have
bigger shops, own more tools and build more projects than most other readers in the
category. They’ll spend a combined $608 million on woodworking products this year
alone, and many don’t read our competitors — you’ll only reach them here!

2 We Offer Unbeatable Value for Your Ad Dollar

Popular Woodworking offers the most competitive CPM in the category. We set fair
ad rates because our paid readers, not our advertisers, are the primary drivers of our
financial health.

3 We Excite Our Readers to Buy, Buy, Buy

Our supercharged editorial content delivers tested techniques, inspiring project plans
and sound consumer advice. We give our readers the skills and motivation to be your
best customers.

4 We're the Trusted Name in Online Woodworking Advice

Serious, affluent woodworkers turn to our web site, e-newsletter and blogs every day
for advice they can trust. Across the Internet, Popular Woodworking sets the standard
for accessible woodworking expertise.

5 A Robust Internet Presence Drives Your Sales

Popular Woodworking is aggregating on-line woodworkers with its robust on-line
products to boost your sales. New Web features such as streaming video where you can
see your products featured, dedicated e-blasts, and state of the art on-line advertising
opportunities are all a part of the Popular Woodworking multi-media platform. Popular
Woodworking is leading the way in the woodworking category by driving our magazine
readers on-line for more content and exposure to your marketing and sales message.

I didn’t realize that I was ready to step up my skills until I read Popular Woodworking.
The other magazines are for weekend warriors. PWW is for real woodworkers.
— Dan Kugel

POPULARWOODWORKING.COM ■ 2
 Popular Woodworking

Inside the Magazine

How We Turn Our Readers Into Your Best Customers
We Build Their Skills—and Their Buying Excitement
At Popular Woodworking, we know that today’s beginning woodworkers are tomorrow’s experts. That’s why
we target different articles to a wide range of skill levels. But there’s one thing all woodworkers have in common:
a love of the craft. Like a perfectly rubbed finish, this love shines through in every article we publish, building our
readers’ enthusiasm and their interest in your products.

Here are just a few other ways

we generate reader excitement:
Æ Our real-world tool reviews and practical
tool-use tips pump up the buying enthusiasm.
We publish authoritative tool reviews. Readers love
our clear, thorough reports because we don’t just rank
the tools, we show readers how to use them.

Æ Our commitment to good technique gives

readers the confidence to try more... and
buy more. Our technique articles are a cornerstone
of the magazine, because they are written by
professional woodworkers with years of experience.
Our readers gain more woodworking confidence with
every issue they read, and that makes them eager to
try new products.

Æ We stay ahead of woodworking trends.

“Blended” woodworking is the hottest trend to hit
wood shops in years. As the name suggests, it blends
machine work with hand-work for beautiful, high
quality, high satisfaction results. We teach our readers
how to use tools to best advantage−building their
Key Contacts
skills and whetting their appetites for a wide variety of Meet the crew that makes Popular Woodworking
woodworking products. the best magazine in the category:
Advertising Sales Manager ■ Jack Christiansen
Æ Popular Woodworking projects get readers [email protected] / (847) 724- 5633
itching to build and buy. What do all our projects
have in common? They reinforce the bedrock Advertising Sales Coordinator ■ Julie Dillon
[email protected]
principles of good design, solid construction and fine
finishes. Our “must build” projects encourage readers
to try new tools and techniques, and we show them FOR EDITORIAL CONSIDERATION
how−with beautiful results. Editor in Chief ■ Logan Wittmer
[email protected] / (319) 551- 7624

POPULARWOODWORKING.COM ■ 3
 Popular Woodworking 82%
of our readers
watch techniques

Reader Demographics
from videos available
on our website

Reach Passionate Woodworkers with Money to Spend

Popular Woodworking readers are dedicated to woodworking, and it shows when
they shop. 95% are intermediate or advanced-level craftsmen, and they spend at

92%
least 11 hours a week, on average, in their shops. They have bigger workshops and
build more projects on average than most of our competitors’ readers.
are HOMEOWNERS Derive some income
Male ......................................................... 97%
from woodworking ........................... 20%
Age ............................................................... 63
Watch technique videos on PW.com ...... 82%
College educated..................................... 81%
Listen to woodworking podcast ........... 27%
97% HH Income ...................................... $135,823
Homeowner ............................................ 92%
Visit online forum .................................. 39%
Offer woodworking
MALE FEMALE Subscribed to PW ................................. 8 yrs. advice to ..................... 6 people per reader
3% Time spent reading an issue ........... 2.3 hrs.

Watch woodworking videos online .........71%

Purchase tools and equipment at:
Online .................................................. 70%
AVG. Age: 63  81% College Educated Desktop computer.............................. 68% Woodworking stores ......................... 70%
Laptop computer................................ 72% Home center ........................................ 51%
Smartphone..........................................76%
Auctions ............................................... 23%

135K+
Time woodworking ............................ 28 yrs.
Skill level intermediate and above ........ 95%
Types of woodworking:
Furniture making .............................. 62%
Weekly time in shop ........................... 11 hrs.
HOUSEHOLD Shop size ........................................ 533 sq. ft.
Cabinetmaking ................................... 60%
Outdoor projects ................................ 50%
INCOME # Projects per year ....................................... 8
Annual woodworking spending ....... $3,235
Domestic hardwood .......................... 90%
Imported hardwood .......................... 40%
Total market spending .................. $436.7 M
Softwood ............................................. 68%
Guild/club member ................................ 27% Hardwood plywood ........................... 62%
HOW OUR
READERS
Stay Informed They Share Your Ads with Friends
About An ad in Popular Woodworking keeps working for you. Our readers save their
Woodworking issues and reread them—and they share them with their friends, too. That
means multiple exposures for every ad you place.
87%

Average time spent reading an issue ........................................................ 2 hours, 18 minutes

Average years of subscriber .............................................................................................. 8 years
81%
47%
45%

MAGAZINES

Our Readers are Leaders

ONLINE
BOOKS
BLOGS

Woodworkers look to Popular Woodworking subscribers for advice on tool

buying and woodworking know-how.
Average No. of woodworkers Popular Woodworking readers
advice on tool purchases............................................................................ 3.3 woodworkers
* includes pass-along readership

POPULARWOODWORKING.COM ■ 4
 Popular Woodworking

Building the Brand Online

Robust Website, E-Mail Newsletter, Informative Editor Blogs
While Popular Woodworking’s subscribers are ideal customers for our products, we know you also want to reach beyond
the magazine’s readers to the broader universe of woodworkers. That’s where our extensive presence on the Web can help
you. Every hour of every day we’re expanding our audience through our five websites, three social media channels, regular
e-newsletters and numerous blog posts. And every new woodworker we engage is a new prospect for you.

Here are some of the key ways we’re paving the way
to new customers for you:
PopularWoodworking.com
Our rapidly growing flagship website not only gives you access to over 4.5 million unique
visitors per year, it also offers new, dynamic ways to help you connect with those
woodworkers. You can now make a big splash on our pages with digital ads, powerful in-page
videos and more.

Popular Woodworking E-Mail Newsletter

Our weekly newsletter provides timely woodworking advice and entertaining posts to
an audience of more than 85,000 woodworkers. These 100 percent opt-in readers are
eager for the latest woodworking information–including special offers from manufacturers.
With our high open rate, our newsletter is the perfect place for banner ads that will drive And Our Digital
customers to your website and stores. Click here to view our upcoming topics.
Reach Keeps
Dedicated E-Mail Blasts
When you want to announce new products or special promotions, our timely digital e-blasts Growing!
are the perfect vehicle. They reach a targeted audience of 80,000 subscribers,
plus some of the best open rates and click-throughs in the business. We limit the blasts to 7.5M
just two per week and never send out more than one per day to ensure your promotions get
Website Annual Pageviews
woodworkers’ full attention.

Sponsored Blog Post/Articles 4.5M

Our editors will work with you to produce an informative blog post focused around a tool, Website Annual Unique Visitors
technique, or shop related topic. These blogs can be written by you, or written by our staff with
your careful input. After publishing, your post will be shared on our social media, featured 85K
on our website home page, and shared in our weekly e-mail newsletter. Newsletter List Size

Facebook Custom Audience 500K

Including Facebook Custom Audience where you can place your ad onto Popular Woodworking Social Media Audience
Facebook and Instagram Feeds targeting the whole Popular Woodworking audience

YouTube Video Sponsorship

sponsor one of our very popular YouTube Videos. Sponsorship includes branding in the intro and
end of video with possible product mention. 256K
YouTube Subscribers
Run of Site/Geo-Targeted Banner Ads
Targeted by geography, content type and re-target consumers.

Podcast Sponsorship
Sponsorship includes a billboard read at the beginning, middle and end of each podcast.

POPULARWOODWORKING.COM ■ 5
 Advertising Sales Manager ■ Jack Christiansen
Popular Woodworking [email protected] / (847) 724- 5633

Digital 2024 Advertising Opportunities & Rates (Net)

Connect With Our Rapidly Growing Digital Audiences!

Sponsored Blog Posts/Article $2500

ROS Banners (300x600, 970x250, 728x90, 300x250 & 320X50) $10 (CPM)

Targeted Banners (geography, re-targeting, content targeting) $20 (CPM)

E-Mail Newsletter Advertising $1,000

(300x250) Send days: Monday and Wednesday (Ad material due one week prior)

Dedicated E-Mail Blasts $3,500

600-pixel maximum width for all images. Please provide a subject line no more the 12 words
or 150 characters. We can send every day except Wednesdays and Sundays. (Ad material due one week prior)

Facebook Custom Audience starting at $1,500

Podcast Sponsorship starting at $1000

YouTube Video Sponsorship $3000

“30 DAYS FOR DAD” FATHER’S DAY GIVEAWAY

We’re celebrating Father’s Day but it’s our readers who are getting the gifts. In our
Father’s Day Giveaway, readers have a chance to win a great prize from one of our advertisers
every day from mid-May to Father’s Day in June. The contest will feature a May-June issue print
ad designed like a calendar and a similar online calendar with each space on the calendar
containing one prize donated by an advertiser. To enter, readers simply go to the website each
day and register for that day’s prize.
We’ll promote the giveaway with the two-page “calendar” spread in the May-June issue of
POPULAR WOODWORKING, ads on our website, announcements in our weekly newsletters
and a dedicated e-blast. Along with their prize and name in the calendar, advertisers will
have their logos displayed to reinforce their brands.
MAY/JUNE
As an added bonus, advertisers will receive 300 names and email addresses
of woodworkers who enter for each day purchased. Opportunity!
Ad Materials: Logo, product name(s)/model(s), JPG(s) of prize(s), linking URL(s) to tool,
company URL, 35 to 50 words of copy
Materials Due: March 1, 2024

RATES
One Day/Prize $600 Receive 300 email addresses

Two Days/Prizes $1,150 Receive 600 email addresses

Three Days/Prizes $1,650 Receive 900 email addresses

Four Days/Prizes $2,100 Receive 1,200 email addresses

POPULARWOODWORKING.COM ■ 6
 Advertising Sales Manager ■ Jack Christiansen
Popular Woodworking [email protected] / (847) 724- 5633

Digital 2023 Advertising Opportunities & Rates (Net) continued

SEPT/OCT
Opportunity!
New & Notable Products
Reach more than 225,000 woodworkers in our special print and online section!

Popular Woodworking’s special New & Notable Products

section in the October issue is designed to help spread the word RATES
about your products just in time for the busy fall and winter
woodworking season. The promotion is turn key, combines print One 1/6th page ad + One blast ad $1,990 net
with online, reaches more than 225,000 woodworkers and is
priced right at just $1,990. Two 1/6th page ads + Two blast ads $3,540 net

All that’s needed are:

Here’s how it works: • Product image (hi-res JPG)
PRINT COMPONENT • Headline
The magazine will feature a special two-page section in the • 50 to 75 words of copy
October issue made up of 12 1/6th-page, fixed-format ads (one • Logo
product per ad). • Website
• 800#
ONLINE COMPONENT
The online component will consist of two fixed-format group • Linking URL to product advertised
e-mail blasts of six advertisers each that will be sent to 90,000 Materials due: June 28, 2024
opt-in subscribers on October 10 &13.

“DECEMBER TO REMEMBER” HOLIDAY GIVEAWAY

We’re celebrating Christmas but it’s our readers who are getting the gifts. In our
December to Remember Holiday Giveaway, readers have a chance to win a great prize from one
of our advertisers every day in December. The contest will feature a December print and online
calendar with each space on the calendar containing one prize donated by an advertiser.
To enter, readers simply go to the website each day and register for that day’s prize.
We’ll promote the giveaway with a two-page “calendar” spread in the December issue of
POPULAR WOODWORKING, ads on our website, announcements in our weekly newsletters and
a dedicated e-blast. Along with their prize and name in the calendar, advertisers will have their
logos displayed underneath the calendar to reinforce their brands.
As an added bonus, advertisers will receive 300 names and email addresses of woodworkers
who enter for each day purchased.
Ad Materials: Logo, product name(s)/model(s), JPG(s) of prize(s), linking URL(s) to tool,
company URL, 35 to 50 words of copy NOV/DEC
Materials Due: August 30, 2024 Opportunity!
RATES
One Day/Prize $600 Receive 300 email addresses

Two Days/Prizes $1,150 Receive 600 email addresses

Three Days/Prizes $1,650 Receive 900 email addresses

Four Days/Prizes $2,100 Receive 1,200 email addresses

POPULARWOODWORKING.COM ■ 7
 Advertising Sales Manager ■ Jack Christiansen
Popular Woodworking [email protected] / (847) 724- 5633

2024 Editorial Calendar & Ad Close Dates

March/April
Arts & Crafts Bookcase ■ Sandpaper: True Grit ■ Miter Saw Station
■ Dust Collection Layout and Ductwork Primer

AD CLOSE: Tuesday, December 12, 2023

MATERIAL DUE: Monday, December 18, 2023
IN HOME: Monday, February 12, 2024

May/June
Natulis Star Inlay ■ Cabinet-Based Workbench
■ Carving A Pheasant ■ 5 Accessories for Your Workbench
AD CLOSE: Friday, February 23, 2024
MATERIAL DUE: Friday, March 1, 2024
IN HOME: Monday, April 22, 2024

July/August
9-Drawer Shaker Dresser ■ Morris Style Rocking chair
■ 4 Must-Have Blades For Your Shop ■ Turning A Carved Bowl

AD CLOSE: Friday, April 19, 2024

MATERIAL DUE: Friday, April 26, 2024
IN HOME: Monday, June 17, 2024

September/October
Liquor Cabinet ■ Revolving Craftsman Side Table ■ Bamboo Fly Rod
and Case ■ Federal Hall Table ■ Top Green Woodworking Tools
AD CLOSE: Friday, June 21, 2024
MATERIAL DUE: Friday, June 28, 2024
IN HOME: Monday, August 19, 2024

November/December
Bent-Lamination Side Table with David Marks ■ Introduction
to Japanese Hand Tools ■ Three Fool-Proof Finishes ■ Quick & Easy
CNC Templates ■ Drying Lumber
AD CLOSE: Friday, August 23, 2024
MATERIAL DUE: Friday, August 30, 2024
IN HOME: Monday, October 21, 2024

January/February 2025
Cedar Stip Canoe ■ English Miter Plane ■ Multi-Function
Table Saw Sled ■ Heirloom Tool Cabinet
AD CLOSE: Friday, October 25, 2024
MATERIAL DUE: Friday, November 1, 2024
IN HOME: Monday, December 23, 2024

POPULARWOODWORKING.COM ■ 8
 Advertising Sales Manager ■ Jack Christiansen
Popular Woodworking [email protected] / (847) 724- 5633

Print 2024 Advertising Opportunities & Rates (Net)

Four-Color 1x 3x 6x 12x

Full Page $7,880 $7,329 $6,699 $6,311

2/3 5,675 5,282 4,824 4,541
1/2 4,452 4,137 3605 3,560
1/3 3,113 2,892 2,646 2,489
1/4 2,483 2,310 2,111 1,985
1/6 1,738 1,617 1,475 1,391
1/8 1,323 1,234 1,129 1,066
1/12 898 835 767 725

Black & White 1x 3x 6x 12x

Full Page $5,838 $5,429 $4,961 $4,673

2/3 4,205 3,911 3,575 3,365
1/2 3,297 3,066 2,804 2,636
1/3 2,305 2,142 1,958 1,843
1/4 1,838 1,711 1,564 1,470
1/6 1,286 1,197 1,092 1,029
1/8 982 914 835 788
1/12 667 620 567 536

Covers 1x 3x 6x 12x

Inside Front $9,455 $8,794 $8,038 $7,571

Inside Back 9,062 8,426 7,702 7,256
Outside Back 9,849 9,161 8,376 7,891

Marketplace Ads 1x 3x 6x 12x

2 Inch $546 $509 $462 $436

1-1/2 Inch 415 383 352 331
1 Inch 278 257 236 221

POPULARWOODWORKING.COM ■ 9
Popular Woodworking

Marketing Services
AIM’s Marketing Services team pools the collective experience
of our marketing, editorial, research, design, and event teams to
provide best in class marketing services and consulting. We also
engage AIM’s audience – millions of highly-engaged enthusiasts
who trust our brands for home, hobby and product advice.

Creative, Credible, and Connected.

Content Creation We know your audience and speak its

language. Our brands are recognized as independent authorities delivering
trustworthy how-to advice, product reviews, tips and techniques. Together,
we can create dynamic content that will inspire your customers to action.

We’ll help your brand build better connections through:

• Magazines, catalogs, and other print products
• Digital downloads and e-books
• Web content (blogs, web pages, social media)
• Email campaigns and newsletters

Video No engagement tool is more powerful than video. Our team

will work with you to film on location or in our studios in Des Moines, IA.
Whether you want a la carte services or a total solution, we can help you
inspire and educate customer conversations with video content.

Photography Do you have a list of projects or new products that

need to be photographed by an experienced professional? Our photography
packages offer both comprehensive photo rights and affordable prices that
will allow you to update your photo galleries and let your company shine.

Research If you agree that it’s wise to know your customers’ needs
and wants before launch of a product or campaign, you’ve come to the right
place. Same goes for measuring post-launch success. We offer a range of
research options, brand awareness, market testing, virtual and live focus
groups and more.

Creative Services Branding is more than just a logo or slogan,

more than just a product, color scheme, or clever jingle. Whether we’re
designing a print ad, creating marketing materials, or helping to launch a new
product line, we will deliver a true-to-brand sentiment.
Let Us Create a Customized
Lead Generation We fine-tune our audience for your specific Marketing Plan With You!
needs, nurture the leads, and deliver them to you with detailed reporting.
Your program may include a library of topic-specific sponsored articles Click here to view case studies and
and/or webinars. learn more about AIM Marketing Services

POPULARWOODWORKING.COM ■ 10
 Popular Woodworking

Mechanical Requirements
TRIM SIZE: 7.75" x 10.5" (7-3/4" x 10-1/2")
FULL PAGE FULL PAGE
Standard Unit Non-Bleed Bleed (1/8") Live Area (No Bleed) (Full Bleed)
Spread 15" x 9.875" 15.75" x 10.75" 15" x 9.875"
Full Page 6.875" x 9.75" 8" x 10.75" 7.25" x 9.875"
2/3 Page (vertical) 4.5" x 9.75"
1/2 Page (digest) 4.5" x 7.25"
1/2 Page (vertical) 3.3125" x 9.75"
1/2 Page (horizontal) 6.875" x 4.75" 1/3 1/4 PAGE
SQUARE
1/3 Page (vertical) 2.125" x 9.75"
1/2
1/3 Page (square) 4.5" x 4.75" VERT.
1/4 Page 3.3125" x 4.75" 1/8 PAGE

1/6 Page (horizontal) 4.5" x 2.25" 1/2 HORZ.

1/6 Page (vertical) 2.125" x 4.75"

1/8 Page 3.3125" x 2.25"
1/12 Page 2.125" x 2.25" 1/6 HORZ.

1/12
MARKETPLACE: 1/3
PAGE
*All ads must reach at some point 2/3 PAGE
2-inch Display 2.125" x 2" VERT.
the width and height of the ad size 1/2 DIGEST
11/2-inch Display 2.125" x 1.5" ordered; otherwise the Publisher 1/6
1-inch Display 2.125" x 1" reserves the right to alter the size VERT.
of the ad.

Ad Submission Specifications
Digital Production Guidelines Artwork
Acceptable File Formats: Minimum resolution requirements; 300 dpi for images and 1200
• Adobe Creative Suite CC (InDesign, Illustrator, Photoshop) dpi line art. Total ink density (TID) on images not to exceed 300
packaged with links/fonts across all 4 colors.
• PDF/X-1a
• TIFF (flattened) FTP Instructions
• JPG (flattened) Use an ftp client software like Filezilla, Transmit or Cyberduck,
• EPS (fonts included or outlined) CuteFTP, etc.
• Microsoft Word (text only) Host: sftp.aimmedia.com
Port : 22999
Note: All black text should be one-color User ID : FWMFTP
Password : Rabb1t
Proofs Go to the Inbound folder and look for the publication folder. Drag
Critical color advertising should be accompanied with a SWOP and drop your file into the publication folder. Files should be
certified proof for press-side guidance. Publisher cannot be held zipped or compressed prior to upload for unlocked file formats
responsible for color reproduction issues and credits without (native apps).
advertiser supplied SWOP Certified Proof. *If your file is under 10M, you can send it to [email protected].

Terms and conditions:

https://www.aimmedia.com/terms-of-service/
POPULARWOODWORKING.COM ■ 11