Media Buy Overview: Media Plan Fo Orchesln Farm & Home Prepared By: Rob Lindsay

Media Plan fo Orchesln Farm & Home
Prepared by: Rob Lindsay
Media Buy Overview

Media Vehicle
# of Insertions
Total Cost
CPM
Magazine
Midwest Outdoors
$12,616
$15.63
Perterson Hunting
$140,280
$40.95
Succesful Hunter
North American Hunter
Tail Edition)
$14,360
$59.61
$32,975
$64.26
13
$200,231
$45.11
KC Star
$101,284
$4.16
Springfield News Leader
$77,376
$1.48
St. Louis Post-Dispatch
$189,120
$4.00
Newspaper Total/AVG
24
$367,780
$3.21
$32,100
$7.31
$8,100
$5.28
St. Louis WIL FM
300
300
300
$37,200
$9.09
Radio Total/AVG
900
$77,400
$7.22
The Great Outdoorsman
128
$59,662
$11.00
Outdoors w/ Joey Mines

TV Total/AVG
128
256
$49,101
$108,763
$12.00
$11.50
outdoorlife.com/hunting
200
$6,800
n/a
buckmasters.com
200
$2,000
n/a
outdoorchannel.com/Hunting.aspx
200
$9,000
n/a
outdoorcentral.com/category/hunting
pursuetheoutdoors.com/articles/category/hun
ting
200
$2,800
n/a
200
$3,200
n/a
thehuntinglife.com/category/shootingsports
200
$2,000
n/a
www.wil92.com/
200
$5,600
n/a
ktts.com/
200
$3,200
n/a
1065thewolf.com/
200
$2,400
n/a
huntingtripsrus.com/missouri-hunting.html
huntingnet.com/hunting/deer-huntingresources.aspx
200
$3,600
n/a
200
$4,800
n/a
deerhunter.com
200
$5,000
n/a
gunsandammo.com/rifles
200
$7,600
n/a
2600
650,000
$58,000
$691,160
n/a
$1,181.53
1193
$1,503,334
$16.76
(White
Magazine Total/AVG
Newspaper
Radio
KC WDAF FM
Springfield KTTS FM
Television
Internet
Internet Total/AVG
Google Search
Total/AVG

Magazine Placement
Magazine Name
Cost/Ad
Gross
Ad Size
Ad Position
# of
Insertions
Total
campaign cost Circ (000)
Pass-along
est.
Total
Audience
(000)
CPM
Midwest Outdoors
Perterson Hunting
Succesful Hunter
$3,154
$35,070
$3,590
1 page
1 page
1 page
4th cover
4th cover
4th cover
4
4
4
$12,616
$140,280
$14,360
24,655
359,070
107,000
2.0
4.0
2.0
49,310
1,436,280
214,000
$15.63
$40.95
$59.61
North American
Hunter
(White
Tail Edition)
$32,975
1 page
2nd cover
$32,975
423,765
5.0
2,118,825
$64.26
Magazine Total/Avg
$18,697
$200,231
914,490
3.3
3,818,415
$45.11
13

Newspaper Placements
Publication Name Day of Week

KC Star
Springfield
News Leader
St. Louis
Post-Dispatch
Newspaper
Totals/AVG
Section
Ad. Size Cost/Col.

(col.In.)
Inch
Gross
Cost/ad
# of
Insertions
Sunday
Outdoor
86
$148
$12,728
Thursday
Outdoor
Sports
opening
page
130
$74.40
$9,672
120
$197
$23,640
112
$147
$16,176
Sunday
Total
campaign
cost
Circ
$101,824 324,387
Passalong
est.
Total
Audience
CPM
648,774
$4.38
55,138
110,276
$1.48
$189,120 423,588
847,176
$4.30
16
$368,320 803,113
1,606,226
$3.21
$77,376

Radio Placement
Program
KC WDAF
Springfield
KTTS
St. Louis WIL
Radio Total/AVG
Format
Daypart Rating
Rating%
Person 12+ Listerners of Cost per Point

in Market
Station
(CPP)
Cost per
:60 ad
No. of
Insertion
Total
Cost
CPM
Country
AM
5.2
5.20%
1,504,400
78,229
$107
$6
300 $32,100
$7.31
Country
Country
AM
AM
4.9
5.1
4.90%
5.10%
290,800
2,210,800
14,249
112,751
$27
$124
$1
$6
300 $8,100
300 $37,200
$5.28
$9.09
205,229
$86
$4.40
1500 $77,400
$7.22
5.06

Television Placements
Program
Kansas City, MO
Springfield, Mo
St. Louis, MO
Rating
1.7
1.7
1.7
Rating%
1.8%
1.8%
1.8%
TV HH in
Market
937,800
419,300
1,244,200
Total/AVG
Kansas City, MO
Springfield, Mo
St. Louis, MO
HH
Total
viewing
Viewers Cost per Cost per
No. of
program #/HH (000)
Point
:30 ad Instertions
16,880
7,547
22,396
2.5
2.5
2.5
46,823
1.4
1.4
1.4
1.4%
1.4%
1.4%
937,800
419,300
1,244,200
13129
5870
17419
2.5
2.5
2.5
Total Cost
CPM
42
19
56
$116
$63
$95
$197
$107
$162
128
128
128
$25,242
$13,709
$20,711
$4.67
$5.68
$2.89
117
$91
$155
384
$59,662
$4.30
33
15
44
$116
$63
$95
$162
$88
$133
128
128
128
$20,787
$11,290
$17,024
$5
$6
$3
$91
$128
192
$49,101
$4.60
$219
576
$108,763
$4.45
Total/AVG
36,418
91
All TV totals/AVG
83,242
208
$211

Google Keyword - Based Search Buys

Google Keyword-based ads
CPC
Total
Clicks/Month
Archery Supplies
Ground Blinds
Hunting Tree Stands
Deer Calls
Deer Targets
Insulated Socks
Gun Safes
Field Dressing Kits
Hazard Radios
Hunting Binoculars
Waterproof Hunting Boots
$0.36
$3.50
$1.02
$0.56
$0.72
$1.62
$3.08
$1.00
$0.76
$0.98
$1.76
3,500
20,000
5,000
5,000
5,000
8,000
20,000
5,000
5,000
5,000
8,000
Google Total/AVG
$1.18
89,500
No. of
Months
Total Clicks
4
4
4
4
4
4
4
4
4
4
4
Total Cost
CPM (CPC)
14,000
80,000
20,000
20,000
20,000
32,000
80,000
20,000
20,000
20,000
8,000
$5,040
$280,000
$20,400
$11,200
$14,400
$51,840
$246,400
$20,000
$15,200
$19,600
$14,080
$360
$3,500
$1,020
$560
$720
$1,620
$3,080
$1,000
$760
$980
$1,760
334,000
$698,160
$1,181.53

Internet Placements
Banners
total
impressions/
month (000)
Cost/1000
impressions
total cost/
month
Total No. of
Impressions
(000)
No. of
Months
Total Cost
buckmasters.com
pursuetheoutdoors.com/articles/category/hunti
ng
34
10
45
14
50
50
50
50
$1,700
$500
$2,250
$700
4
4
4
4
200
200
200
200
$6,800
$2,000
$9,000
$2,800
16
50
$800
200
$3,200
thehuntinglife.com/category/shootingsports/
www.wil92.com/
ktts.com/
1065thewolf.com/
huntingnet.com/hunting/deer-huntingresources.aspx
deerhunter.com
10
28
16
12
18
50
50
50
50
50
$500
$1,400
$800
$600
$900
4
4
4
4
4
200
200
200
200
200
$2,000
$5,600
$3,200
$2,400
$3,600
24
25
38
50
50
50
$1,200
$1,250
$1,900
4
4
4
200
200
200
$4,800
$5,000
$7,600
2,600
$58,000
Banner Total/AVG
$14,500
Week
Week
Week
Week
Week
Week
Week
Week 9
Week 8
Week 7
Week 6
Week 5
Week 4
Week 3
Week 2
Schedule
Week 1

Magazine
Midwest Outdoors
Perterson Hunting
Succesful Hunter
X
X
X
X
X
X
X
North American Hunter (White Tail Edition)
X
X
X
X
X
X
Newspaper
KC Star
Springfield News Leader
X
X
X
X
X
St. Louis Post-Dispatch
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Radio
KC WDAF FM
Springfield KTTS FM
St. Louis WIL FM
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Television

X
X
X
X
X
X
X
X
X
X
X
X
X
X
Internet
buckmasters.com
X
X
X
www.wil92.com/
ktts.com/
1065thewolf.com/
X
X
X
X
huntingnet.com/hunting/deer-hunting-resources.aspx
X
X
X
X
deerhunter.com
X
X
X
pursuetheoutdoors.com/articles/category/hunting
thehuntinglife.com/category/shootingsport
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
X
X
X
X
X
X
X
X
X
X

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Media Plan fo Orchesln Farm & Home

Prepared by: Rob Lindsay