WashingtonianMediaKit 2017[1] (PDF)

T H E M A G A Z I N E WA S H I N G T O N L I V E S B Y

★

Founded in 1965
2017 MEDIA KIT

ABOUT US

WA S H I N GT O N I A N M E D I A
Washingtonian is the savvy, sophisticated magazine of the Nation's Capital and its Maryland and Virginia
suburbs. With lively prose, gorgeous pictures, a sense of humor and a deep knowledge of our city, the magazine
explores food, fashion, politics, culture, shopping, real estate, wellness, parenting and more. Sections of the
magazine include Capital Comment, a buzzy dose of news, gossip and personalities; Where & When, an
authoritative—and useful—guide that picks out the can't-miss events that otherwise get lost on the area's
culture and entertainment calendars; and Taste, the definitive guide the vibrant local dining scene. The
magazine's award-winning feature stories celebrate the inspiring triumphs of the heroes of Washington the
hometown—while also chronicling the sometimes hilarious misadventures of the boldface names who populate
Washington the company town. And Washingtonian's lists of best doctors, best restaurants, best getaways and
best neighborhoods represent the simplest tools for getting the most out of this booming region.
Since its founding in 1965, Washingtonian has set the pace for anyone who wants to be a local—or just navigate
the city like one—in a region that draws so many newcomers.

While other magazines have come and gone,
Washingtonian has not only remained but has achieved
unprecedented prestige within the journalism community.

MISSION:
Our vision is to create a
distinctly local window into
what is best about our region
and how it works. We aim
to help Washingtonians live
better lives through providing
smart, visually stimulating
content focused on the
Washington area.

AWARDS
City/Regional Magazine Association Awards
General Excellence, 2016
Food or Dining Writing, 2015
Multiplatform Storytelling, 2014
General Excellence, 2013
Online Excellence, 2013
Profile Writing, 2013
Excellence in Writing, 2012
Profile Writing, 2012
Ancillary Publication, 2011
Livingston Award for National Reporting, 2013
FOLIO: Ozzie Award for Best Design, New Magazine, 2013
Gerald R. Ford Prize for National Defense Reporting, 2011
John Bartlow Martin Award for Public Interest Magazine Journalism
( from the Medill School of Journalism)
Donald Robinson Memorial Award for Investigative Journalism

WAS H I N G TO N I A N 2 0 1 7

AUDIENCE

DEMOGRAPHICS

31.5%

$230,200
$200,000+: 33.6%
$100,000+: 82.3%
$75,000+: 83.1%

AVERAGE VALUE OF
INVESTMENT
PORTFOLIO:

MARITAL STATUS

AVERAGE
HOUSEHOLD
INCOME

NEVER
MARRIED

$1.14 MILLION

55.6%
MARRIED

12.9%
DIVORCED/
WIDOWED

AVERAGE
HOUSEHOLD
NET WORTH

$1.64 MILLION

SEX

90%

OF
WASHINGTONIAN
SUBSCRIBERS
CURRENTLY
OWN
INVESTMENTS

30.7% 69.3%

$2 MILLION+: 24.9%
$1 MILLION+: 42.8%

TOTAL
MONTHLY
READERSHIP
AVERAGE
ANNUAL
CHARITABLE
DONATION

$2,494

WAS H I N G TO N I A N 2 0 1 7

456,170

PAID CIRCULATION

111,261

AVERAGE TIME
SPENT WITH EACH
ISSUE

WHERE THEY LIVE
29.1% DC

40.6% VA

25.9% MD
4.4% OTHER

WHERE THEY WORK
47.3% DC

1.1 HOURS

30.9% VA 17.9% MD
4% OTHER

*Source: The 2016 Washingtonian Reader Study, conducted by GfK MRI

AVERAGE AGE

45

45% are between 25-49

AUDIENCE

DEMOGRAPHICS
HOME
Own a home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70.3%
Rent home/apartment . . . . . . . . . . . . . . . . . . . . 27.7%

AVERAGE HOME VALUE

EDUCATION
Attended college . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99.3%
Graduated from college . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91.3%
Completed postgraduate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56.1%

OCCUPATION

$825,000

Managerial or higher . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40.2%
Serve on a board . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14.1%

$1 MILLION+: 19%
$750,000+: 38.7%

READERSHIP DUPLICATION

43.2%

OWN A PET

66%

OWN 2+ CARS

Washington Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86%
New York Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43.7%
Politico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20.6%
Wall Street Journal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19.1%
The Atlantic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17%
Bethesda Magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12.7%
The Hill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.9%
Arlington Magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7%
Washington Business Journal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6.7%
DC Magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.1%

80.5%
66.2%
46.4%
31.3%

VISIT A SPECIFIC RESTAURANT SEEN IN WASHINGTONIAN

SHARE THE MAGAZINE WITH OTHERS

VISITED A STORE/WEBSITE OF AN ADVERTISER

ATTENDED AN EVENT FEATURED IN THE MAGAZINE

WAS H I N G TO N I A N 2 0 1 7

*Source: The 2016 Washingtonian Reader Study, conducted by GfK MRI

AUDIENCE

DEMOGRAPHICS
TRAVEL

96.3%

TOOK A DOMESTIC TRIP
WITHIN THE
LAST 12 MONTHS
Averaging 6.4 domestic trips
over the past 12 months

AVERAGE SPENT ON
WEEKEND TRIPS

$1,703
74.1%

HAVE TRAVELED
OUTSIDE THE U.S.
IN THE PAST 3 YEARS

ACTIVITIES AND INTERESTS
Entertain at home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87.5%
Visit museums. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84.1%
Attend live concerts/music performances . . . . . . . . . . . . . . . . . . . . . . . . . 82.7%
Visit art galleries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .71.2%
Travel to the beach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69.9%
Watch live theatre. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67.8%
Attend sporting events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65.4%
Book at spas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41.6%
Attend charity galas/balls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31.5%
Spend time at casinos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21.7%

Averaging 3.7 foreign trips
over the past 3 years

50%

USE WASHINGTONIAN
FOR TRAVEL
RECOMMENDATIONS

WAS H I N G TO N I A N 2 0 1 7

SPORTS & LEISURE ACTIVITIES
Exercising regularly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76.9%
Running/jogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43.2%
Hiking/camping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40.1%
Yoga . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28.3%
Cycling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27.8%
Golf . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16.6%
Skiing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.4%

*Source: The 2016 Washingtonian Reader Study, conducted by GfK MRI

★

JANUARY

SPACE RESERVATION: 11/23
MATERIALS DEADLINE: 12/6
ON NEWSSTANDS: 12/22

FEBRUARY

SPACE RESERVATION: 12/27
MATERIALS DEADLINE: 1/6
ON NEWSSTANDS: 1/26

MARCH

SPACE RESERVATION: 1/25
MATERIALS DEADLINE: 2/6
ON NEWSSTANDS: 2/23

C A L E N DA R 2 0 1 7

EDITORIAL
INAUGURATION

Newcomer's Guide to Washington
Washingtonians of the Year
Home: Room Makeover
Travel: Road Trip
Health: Getting Fit

100 VERY BEST RESTAURANTS

Pets
Summer Camps
Home: Nurseries/Kids' rooms
Travel: Florida Winter Getaways
Health: Hip/Knee Replacements
Real Estate: Resort Properties
Neighborhood Guide: Shaw/Logan

GREAT PLACES TO WORK
Top Dentists
Spring Fashion
Home: Small Spaces
Travel: Road Trip

ADVERTISING SECTIONS

Special Inauguration Issue

OBAMA 2.0 // FIRST-TERM SCRAPBOOK // EATER IN CHIEF // THE NEW GUARD
WHITE HOUSE TOP DOG // PRESIDENTIAL ENCOUNTERS // FIRST LADIES’ FASHIONS

JANUARY 2013

Faces of Washington
Camp & School Profiles
PLUS

10

LOCAL
HEROES

WASHINGTONIAN.COM

THE FALL OF A SUBURBAN
MEGACHURCH

SPACE RESERVATION: 2/22
MATERIALS DEADLINE: 3/6
ON NEWSSTANDS: 3/23

REAL ESTATE GUIDE

Home: Curb Appeal
Travel: Road Trip
Life: Parks (Biking/Walking)
Public Golf Courses
Financial Planning
Neighborhood Guide: Eastern
Shore

PET SERVICES, PET PRODUCTS, AND
PET ADOPTION: OUR GUIDE

LOCAL SUMMER
CAMPS

Camp & School Profiles
Physician Profiles
Dining Guide

WHERE
TO EAT IN
2016

THE
FINEST
DINING

IN DC,
MARYLAND
& VIRGINIA—
WE RANKED
THEM ALL

APPLE PIE
AT BLUE DUCK
TAVERN #17
FEBRUARY 2016

WASHINGTON’S MOST
POWERFUL WOMEN

Dental Profiles
Retirement Communities
Custom Home Builders

HOW DONALD TRUMP TOOK
OVER VIRGINIA’S BIGGEST WINERY

OUR DEFINITIVE
STEAKHOUSE GUIDE

GREAT PLACES
TO WORK :)
50 EMPLOYERS
WITH GENEROUS
PAY AND PERKS—
AND VERY HAPPY
WORKERS

NOVEMBER 2015

Real Estate: Retirement Communities

APRIL

TOP HOME SALES
GOOD MOVING
COMPANIES
READERS’ FAVORITE
RESTAURANTS

$4.95

$4.95

EDITORIAL

What Washington
Wears to Work

All the President’s Men at 40:
A Dishy Oral History

Who to Go to for
Financial Advice

Spring Real Estate Guide
Pros to Know

Zip Codes Where
Houses Fetch
the Most
Neighborhoods
We Love

(Including This One)

Fantastic
Parks

APRIL 2016

Post-Divorce Sex

Washington’s 2015

Tech Titans

in the Age of Tinder

Kevin Spacey’s

Real-Life Plan to Conquer DC

20

MAY

SPACE RESERVATION: 3/27
MATERIALS DEADLINE: 4/6
ON NEWSSTANDS: 4/20

JUNE

SPACE RESERVATION: 4/24
MATERIALS DEADLINE: 5/4
ON NEWSSTANDS: 5/18

WINERIES

Tech Titans
Pizza
Home: Outdoor Living
Health: Fertility
Real Estate: Building a Custom
Home

BEST OF WASHINGTON

Alternative Medicine
Home: Entertaining
Travel: Road Trip
Real Estate: Beach Properties
Neighborhood Guide: The Whole Hill

WAS H I N G TO N I A N 2 0 1 7

IDEAS—FROM EASY
STROLLS TO DAY
HIKES

GR E AT

Winery Profiles
Custom Home Builders
Builders Profiles
Physician Profiles
Senior Living

WALKS
Waterfront

WONDERS

City

ESCAPES

Stunning

VISTAS

This lush meadow
is just outside the
Beltway. To find out
where it is, see page 60.

BESTofWASHINGTON
OU
REGI
R
ON
’S
REAL
AG ESTA
EN TE
TS

TO

P

Dental Profiles
Washington Waterfront

food
shops
fitness
home
decor
bars
family
fun

JULY 2015

150
local
faves
PLUS

FACEBOOK’S
PLOT TO KILL
POLITICAL ADS
Best Racing
President mascot:
Teddy!
(Now he even
gets to win races.)

AN EROTICA
WRITER’S
SECRET

★

EDITORIAL

ADVERTISING

JULY

CHEAP EATS

Top Agents and Producers
Physician Profiles

SPACE RESERVATION: 5/25
MATERIALS DEADLINE: 6/6
ON NEWSSTANDS: 6/22

Top Real Estate Agents
Tips on Choosing a Mortgage Broker

Home: Furniture Shopping Guide
Travel: Road Trip
Health: Self Care
Neighborhood Guide: Takoma Park

$4.95

How Scott Boras Built the Nationals

p. 68

THE DEATH OF THE EISENHOWER MEMORIAL p. 62 GREAT BATHROOMS p. 127

MAY 2014

AUGUST

SPACE RESERVATION: 6/23
MATERIALS DEADLINE: 7/5
ON NEWSSTANDS: 7/20

SEPTEMBER

SPACE RESERVATION: 7/25
MATERIALS DEADLINE: 8/4
ON NEWSSTANDS: 8/17

WEEKEND GETAWAYS

Influence/Power Rankings
AIA Awards
Hospitals
Home: Renovating

NEW RESTAURANTS

Top Lawyers
Fall Fashion
Home: Bathrooms
Travel: Road Trip
Life: Fall Arts Guide
Neighborhood Guide: Alexandria

Drink Local
Pros to Know
Dining Guide
Custom Home Builders

BREATHTAKING

HIKES,
CLASSIC
BEACH TOWNS,
ROMANTIC
WINERIES,
AND OTHER
MEMORABLE
ESCAPES

DOLLY SODS
WILDERNESS

in West Virginia
rewards hikers with
stunning views, such
as from Bear Rocks.
Turn to page 75.

WHERE LOCAL
VIPS LIVE

Dental Profiles
Lawyer Profiles

The fluffiest
pancakes,
tastiest biscuit
sandwiches,
best boozy
brunches—and
the doughnut
muffin we can’t
put down

WHAT KATIE LEDECKY
(AND OTHER NOTABLES) EAT
BEHIND THE SCENES
AT DC’S MOST OVERTHE-TOP BRUNCH
THE COFFEE TREND
THAT’S TAKING OVER

OCTOBER 2016

ROOFTOP BARS
PAGE 122

SPACE RESERVATION: 8/25
MATERIALS DEADLINE: 9/6
ON NEWSSTANDS: 9/21

SHENANDOAH

Private School Guide
Most Powerful Women
Home: Kitchens

CREATING YOUR
DREAM KITCHEN

Let’s Go Out for

FOR AL FRESCO COCKTAILS

OCTOBER

THE GRISLY CRIME
THAT SHOCKED MCLEAN

15 SALONS FOR

QUICK PEDICURES
PAGE 97

THE SECRET SHIP
THE CIA BUILT
PAGE 46

Custom Home Builders
Private School Guide

OLD HOMES GET

CLASSIC UPDATES
PAGE 133

AUGUST 2014

SAILING,

KAYAKING,

PADDLEBOARDING,

SWIMMING,

109

TUBING, FISHING,

AND MORE

WAYS TO MAKE A

SPLASH!

Floating on the
Shenandoah River
at Harpers Ferry,
one of many cool
local outings.

TURN TO PAGE 68.

A NEW APPROACH
TO SELF-DEFENSE

NOVEMBER

SPACE RESERVATION: 9/25
MATERIALS DEADLINE: 10/5
ON NEWSSTANDS: 10/19

TOP DOCTORS

Home: Adaptive Reuse
Travel: Road Trip
Jewelry and Watches
Real Estate: Assisted Living

Dental Profiles
Physician Profiles
Dining Guide
Assisted Living

THE SAVVY TRAVELER’S
GUIDE TO DCA, IAD, & BWI

HOW TRUMP LOST
HIS DC RESTAURANTS

2016

TOP
DOCTORS

The region’s best
physicians—chosen
by their peers
Is your doctor on the list?

1900
39
,

PHYSICIANS

SPECIALTIES

DECEMBER

SPACE RESERVATION: 10/25
MATERIALS DEADLINE: 11/6
ON NEWSSTANDS: 11/23

Dr. Babak Arvanaghi is
one of the area’s top painmanagement specialists.

BEST WASHINGTONIANS
EVER
Readers' Favorite Restaurants
Financial Planning
Doing Good
Gift Guide
Home: Guest Rooms
Travel: Road Trip

Neighborhood Guide: Reston/Herndon

WAS H I N G TO N I A N 2 0 1 7

Senior Living
Holiday Gift Guide
Wealth Management Profiles
Most Charitable Companies

The Region’s
Best Urgent Care

NOVEMBER 2016

Luxurious
Master-Bedroom Ideas

Five Stellar
New Sandwiches

I N D E F E N S E O F WAS H I N G T O N

America loves to say mean things about
our town. Here’s what to say back.

MARCH 2016

RATE CARD

PRINT ADVERTISING

DISPLAY ADVERTISING RATES

2017 DEADLINES/
ON-SALE DATES
2017 ISSUE

SPACE RESERVATION

(All rates are gross.)

ON NEWSSTANDS

January

November 23

December 22

February

December 27

January 26

March

January 25

February 23

April

February 22

March 23

May

March 27

April 20

June

April 24

May 18

July

May 25

June 22

August

June 23

July 20

September

July 25

August 17

October

August 25

September 21

November

September 25

October 19

December

October 25

November 23

Please note: Special deadlines apply for ads needing

typesetting or design. Contact your sales representative
for information regarding in-house digital design
deadlines.

Late Charges: Late copy may be subject to a lateprocessing fee of at least $50.

Special Advertising Sections: Call 202-2961246 for information on sizes and rates for special
advertising sections such as Life, Travel, Home, Faces of
Washington, Advertorials, Professional Profiles, Camps
and Private Schools, Marketplace, and others.
Special rates: Real-estate rates are available. Oneinch advertisements available for restaurants only.

WAS H I N G TO N I A N 2 0 1 7

FULL COLOR

1x

6x

12x

Full Page

$22,400

$18,520

$13,680

2/3 Page

$16,795

$13,920

$10,565

1/2 Page

$13,670

$11,330

$8,630

1/3 Page

$9,235

$7,640

$5,810

1/6 Page

$4,145

$3,580

$2,915

1x

6x

12x

COVERS

Inside Cover

$27,810

$22,925

$17,125

Inside Back Cover

$27,810

$22,925

$17,125

Back Cover

$31,340

$26,055

$18,855

SPECS

PRINT ADVERTISING

AD SIZES
inches
Full page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 x 10
page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45/8 x 10
½ page (vertical) . . . . . . . . . . . . . . . . . . . 45/8 x 7 3/8
½ page (horizontal) . . . . . . . . . . . . . . . . . . 7 x 47/8
1/3 page (vertical) . . . . . . . . . . . . . . . . . . . . . 2 1/4 x 10
1/3 page (square). . . . . . . . . . . . . . . . . . . . 45/8 x 4 7/8
1/6 page (vertical) . . . . . . . . . . . . . . . . . . . 21/4 x 47/8
1/6 page (horizontal) . . . . . . . . . . . . . . . 45/8 x 23/8
1/12 page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21/4 x 23/8

421/2 x 60
28 x 60
28 x 45
421/2 x 291/2
131/2 x 60
28 x 291/2
131/2 x 291/2
28 x 141/2
131/2 x 141/2

BLEED SIZES

TRIM & SAFETY

2/3

Full Page

2/3 Page

1/3
Page
V

1/2 Page H
1/2 Page V

(Inludes 1/8" bleed on all four sides)

1/6 Page H

Page (full bleed) . . . . . . . . . . . . . . 81/2 x 111/8
Page (gutter bleed only) . . . . . . . .73/4 x 10
Spread (full bleed) . . . . . . . . . . 163/4 x 111/8
Spread (gutter bleed only) . . . .151/2 x 10

1/12
Page

1/6
Page
V

1/3 Page
Square

picas

The magazine trim size is
81/4”x107/8.”

Safety margin: Keep all live

matter 1/4" from head and foot
trim, and 1/4" from outer trim.

A D D I T I O N A L I N F O R M AT I O N
Black and one-color (standard or matched color): $800 additional.

HOW TO SEND

Bleed charge: 10% additional.

E-MAIL completed Washingtonian
advertising files to
readyads@washingtonian.com.

Discounts: 10% discount for spreads, in addition to earned frequency discounts.
5% discount for three consecutive full pages, in addition to earned frequency and
spread discounts.

FTP Contact your Washingtonian sales

representative for instructions to place your
ad on our FTP site.

MAIL DISKS AND COLOR PROOFS TO:

Washingtonian, 1828 L Street, NW, Suite
200, Washington, DC 20036.
ATTN: Production Manager: Cathy Dobos,
202-862-3505

WAS H I N G TO N I A N 2 0 1 7