MEDIA KIT 2017
Subscription magazine | Newsstand magazines | Digital magazine editions | Websites
Weekly podcast | Video | Research | Social media | Database and e-mail marketing
OUR MISSION
The Better Homes and Gardens®
Crafts Group is dedicated to
bringing more joy to the quilting
experience for all of those who
interact with our brand, building
loyalty by ensuring success
and offering fresh ideas and
perspectives. By providing highquality content in engaging ways,
our talented and passionate staff
strives to share the enjoyment of
learning new skills or simply making
something that brings pride and
accomplishment to the heart and
mind of the maker. We will continue
to serve our readers, viewers,
onliners, advertisers, and other
clients with integrity, inspiration,
ideas, instruction, and innovation,
no matter their level of experience.
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Brand Overview
DIGITAL/VIDEO
MAGAZINES
→ allpeoplequilt.com
→ howtosew.com
LEAD GENERATION
EMAIL MARKETING
→ weekly newsletter
→ dedicated eblasts
Reaching
1.3 million
quilters
CAUSE MARKETING
®
ENTHUSIAST PANEL
PODCAST
SOCIAL MEDIA
RESEARCH
Verlag Black and Archer
→ Enthusiast Panel
→ Readex Research
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At every age and every stage, the Better Homes and Gardens Crafts Group is
there to guide, inspire, and celebrate to create a more joyful quilting experience.
17%
23%
ADVANCED
BEGINNER
Our Audience
Over 1.3 million
quilters strong
60%
INTERMEDIATE
®
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®
American Patchwork & Quilting has been leading the quilting industry
for over 20 years. Providing the highest quality patterns and how-to
instructions, along with compelling feature stories, every issue brings a
mix of timeless designs and the latest trends. With tips, techniques, and
advice to build your skills, the magazine makes you feel as though you
have a trusted quilting friend by your side.
OUR READERS
Female 100%
Age (median) 53
HHI (median) $68,887
Employed 60%
Home Ownership 96%
SKILL LEVEL
Beginner8%
Intermediate 71%
Advanced21%
ACTIVE QUILTERS
Avg # of yrs quilting9
Avg# of quilt projects per year 11
Avg # of hrs spent per week 8
DEVOTED TO AMERICAN
PATCHWORK & QUILTING
99% read each issue cover to cover
Avg time spent with an issue = 1.5 hrs
93% save entire issue for future use
INVEST IN QUILTING
Average of $1,092 spent in past year
on supplies & tools
COMMITTED TO QUILTING
Own a long-arm 17%
Avg # of sewing machines owned: 3
Dedicated quilting space 88%
Own a die-cutting machine 25%
Verlag Black and Arch
Frequency: 6x/year
American Patchwork & Quilting points of distinction:
Premium price point: $5.99
- Every project is a first-time design created by the top designers in the industry.
Paid circulation: 203,000
Print subscriptions: 156,000
Newsstand copies sold: 45,000
Digital subscribers: 1,300
Average single digital issues: 700
- The Quilter Tested for Accuracy Seal assures our readers that patterns and
instructions are clear, accurate, and complete.
- Professional quilt tester and color expert, Laura Boehnke. In addition to testing
every pattern, she provides sewn color options for every project so our readers
get a chance to see projects in different colorways.
- Detailed photography shows every stitch in true color.
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Quilts and More promises simple, fresh, and fun quilts and projects.
Plus techniques and fabrics, all delivered with clear how-to
instructions. Advanced quilters love the easy projects when they
want a quick-to-make quilt. Easier projects entice intermediate quilt
enthusiasts with instant success. And the easiest projects attract
new quilters, filling them with I-can-do-that confidence.
OUR READERS
Female99%
Average age
54
Household income
$76,000
Employed
47% (29% retired)
Home ownership
81%
Frequency: 4x
Premium price point: $6.99
Newsstand distribution: 165,000
Digital subscriptions: 1,020
Average digital copies sold: 600
Includes 11,000+ copies sold in
independent quilt shops
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SKILL LEVEL
Beginner23%
Intermediate 59%
Advanced13%
Average # of quilting
projects completed per year
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TOP 3 FABRIC PLACES TO SHOP
Quilt shops
83%
Fabric stores
(Hancock Fabrics, Jo-Ann) 78%
Online 72%
IN EVERY ISSUE
Scrap Lab—READER FAVORITE! Sherri McConnell and Jeni Baker plus a guest
designer take the challenge to create with prescribed fabric “ingredients.”
One Block, Three Ways— Explore color placement and fabric selection in this
visually inspiring article.
Mini Makeover—Make a smaller version of one quilt in the issue.
New! Seasonal Table Runner— Jaquelynne Steves designs will help expand
your skills with these seasonal themes that combine piecing and applique.
New! Sewing with Scraps – Quick project ideas to make in an evening will grace
the inside back page of each issue
New! 20 questions with…— Get to know your favorite designers
Quilt Sampler introduces readers to 10 TOP SHOPS in each issue
along with an exclusive quilt project from every shop. Our detailed
photography and feature stories provide a virtual shop hop for
readers. This publication is also a favorite among quilt shop owners
who rely on it for business ideas and tips.
ACTIVE QUILTERS
87% attend local quilt shows (within
100 miles of their home)
80% take quilt classes
64% belong to a quilt guild or group
60% participate in quilting-related
travel
59% attend regional/nat’l quilt
shows
OUR READERS
Female99%
Average age
59
Household income
$76,000
Employed
42% (48% retired)
SKILL LEVEL
Beginner12%
Intermediate 71%
Advanced19%
Average # of quilting
projects completed per year
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Frequency: 2x
Quilt Sampler Tips of the Trade booklet
- Direct-mailed to 3,000 quilt shops as well as distributed in
our booth at Quilt Market.
- Filled with best business practices and merchandising
and marketing tips from the top shops along with your
advertisement.
- Included free when you purchase a full page ad in Quilt Sampler.
Premium price point: $6.99
Newsstand distribution: 265,000
Average digital copies sold: 500
Includes 30,000+ copies sold in
independent quilt shops
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EDITORIAL CALENDAR*
This past year, we’ve spent time and resources digging deep into the groups that interact with our brands and with quilting brands as a whole.
Through research and focus groups, we’ve learned a lot and are refocusing our attentions to better serve the quilters in our circle while reaching
those outside of our current network.
Our main focus for the year and for our titles is to bring more joy to the quilting experience for all who interact with us. In order to make the
experience more joyful, we will infuse our projects with more touch-points, find ways to make instructions clearer and easier to follow while
offering ways that readers can break projects down into nuggets to make the most of their quilting time. We will provide photographs that are
even more engaging and compelling, allowing the reader to imagine themselves in the scene or simply revel in the joyful setting. We’ve learned
that readers like to imagine their projects in use, so we are striving to add more life to the images.
American Patchwork & Quilting 2017
IN EVERY ISSUE
New! Flashback Quilt—We’ll recreate a favorite from American
Patchwork & Quilting’s past using fresh fabrics as we lead up to our
25th Anniversary Celebration in April 2018.
New! Sew Simple—Knowing how popular charity quilts are to our
readers, we will feature a fast-to-finish quilt in every issue with size
options fitting popular charity needs. In addition, we will encourage
readers to present each quilt in a pillowcase, using one of the
pillowcase patterns from our One Million Pillowcase Challenge.
New! Quilting Skill-Builder—No matter their skill level, we’ll offer
three options for quilting one block. The beginner will have some
great basic designs to learn, the intermediate quilter can build off
those shapes to make a more involved design and learn new skills,
and the advanced quilter will be inspired to build show-stopping
skills!
Color Options—Ever a hallmark of our flagship title, we continue to
showcase the latest fabrics and design alternatives for every project.
Reader favorite! Sew in the Know—Trends, tips, new fabric lines
and products, and much more are captured in this beloved front-ofbook section.
OCTOBER
BIG IDEA: Scraps and Stash. Whether you love scrappy or just want
to make better use of your stash, this issue will offer suggestions for
both camps.
DECEMBER
BIG IDEA: Holiday celebration! We’ll focus on gifts to make and give
and other wonderful holiday projects.
Quilts and More 2017 Simple • Fresh • Fun
IN EVERY ISSUE
Scrap Lab—READER FAVORITE! Sherri McConnell and Jeni Baker
plus a guest designer take the challenge to create with prescribed
fabric “ingredients.”
One Block, Three Ways— Explore color placement and fabric
selection in this visually inspiring article.
Mini Makeover—Make a smaller version of one quilt in the issue
Tips from the experts—Quilt designers and editors share
suggestions, tips, favorite products for better results, and project
adaptations throughout the pages of the magazine.
New! Seasonal Table Runner— Jaquelynne Steves designs will
help expand your skills with these seasonal themes that combine
piecing and applique.
FEBRUARY
BIG IDEA: Create your sewing haven! While many of our readers
have dedicated sewing spaces, some are eeking out a corner of a
room or sharing a space with other home needs. We’ll address all
three scenarios to inspire organization so it’s a pleasure to create in
your sewing room.
New! Sewing with Scraps – Quick project ideas to make in an
evening will grace the inside back page of each issue
APRIL
BIG IDEA: Skills and Secrets to make quilting more fun! American
Patchwork & Quilting and Quilts and More team up to do our second
annual two-title quiltalong (#APQQuiltalong). Readers of both
magazines can connect via social media to see others’ adaptations
of the same projects—different but related quilts featured in each
magazine. Plus, we’ll give insight and info to make the quilting
process more enjoyable start to finish.
JUNE
BIG IDEA: Color color color! Two color options for every quilt make
this issue a perennial readers’ favorite. We’ll cover great ideas for
playing with color to inspire confidence for every project.
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AUGUST
BIG IDEA: Fast and fabulous! Precuts, tips, tricks and more so you
can start sewing faster.
New! 20 questions with…— Get to know your favorite designers
SPRING
BIG IDEA: Color Trends. Color option + line drawing provided even
more options. This issue also features the American Patchwork &
Quilting and Quilts and More second annual two-title quiltalong
(#APQQuiltalong).
SUMMER
BIG IDEA: Precuts Projects that focus on precuts make it faster
to finish. Easy icons distinguish which precuts are used for each
project.
FALL
BIG IDEA: Back to School. Go back to the basics on thread,
needles, and batting.
WINTER
BIG IDEA: Gifts. Special gift section provides gift ideas by price or by
recipient.
*Content subject to change
PUBLISHING SCHEDULE
American Patchwork & Quilting
ad close (material due)
on sale
FEBRUARY 2017
APRIL 2017
10/4/16
12/6/16
12/6/16
2/7/17
JUNE 2017
AUGUST 2017
OCTOBER 2017
DECEMBER 2017
FEBRUARY 2018
1/31/17
4/4/17
5/29/17
8/1/17
10/3/17
4/4/17
6/6/17
8/1/17
10/3/17
12/5/17
Readex Research Ad Readership Study Issue
Quilts and More
SPRING
SUMMER
FALL
WINTER
11/15/161/17/17
2/21/174/25/17
5/16/177/18/17
8/22/1710/24/17
Quilt Sampler
SPRING/SUMMER
FALL/WINTER
3/14/175/16/17
7/4/179/5/17
Special Issues
SEW SCRAPPY
NAME TBD
12/27/16
6/13/17
2/28/17
8/15/17
Schedule subject to change.
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Online solutions that create interaction with your brand!
INTERACTIVE
EMAIL
VIDEO
AllPeopleQuilt.com
290,000 unique visitors
2.3 million page views
Avg time spent per visit: 15 mins
27% mobile traffic
AllPeopleQuilt.com
155,000 enewsletter subscribers
165,000 special offers email list
AllPeopleQuilt.com
47,800 avg monthly video views
YouTube Channel:
545,000 total views
Videos appear on both allpeoplequilt.com and YouTube
PODCAST
Howtosew.com
34,000 unique visitors
100,000 page views
29% mobile traffic
allpeoplequilt.com/podcast
SOCIAL MEDIA - ALLPEOPLEQUILT
SOCIAL MEDIA - HOW TO SEW
105,000 downloads/month
223,000 likes
10,500 likes
42,500 followers
4,400 followers
19,000 followers
2,855 subscribers
22,500 followers
Howtosew.com
39,700 video views
ONE MILLION PILLOWCASE
CHALLENGE
8,300 unique visitors
20,000 page views
Hashtags
#millionpillowcasechallenge
#APQSewathon
5,611 subscribers
*numbers are monthly averages unless noted
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sewing patterns and tips for beginners
The #1 Digital Brand in Quilting
AllPeopleQuilt.com is a fully interactive community
designed specifically for the quilter and marketer to
engage in conversation with customers, peers, and
editorial staff.
89% of website registrants are not subscribers to
American Patchwork & Quilting magazine
Audience
• Average age: 58
• Gender: 99% female
• Married: 80%
• Active audience: 80% quilt once per week
• Quilting skill level: 78% intermediate
• Average household income: $87,500
This is a fun place for beginning sewers. You can learn
the basics with simple, quick projects and easy-to-follow
advice. It is for those who’d love to learn to sew, but don’t
have the first idea of where to begin. Embellish readymade items. Discover basic mending advice. And find a
few great gifts you can make to show off your new sewing
skills. Plus, find tutorials, videos, and how-to you can trust.
Audience
• Average age: 47
• Gender: 99% female
• Married: 80%
• Active audience: 65% sew at least once per week
• Sewing skill level: 44% Beginner
• Average household income: $60,500
Monthly sponsorship options available
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ONLINE OFFERINGS
DISPLAY AD UNITS
• Leaderboard
728x90
• Poster 300x250
• Jumbo Skyscraper 300x600
Premium above-the-fold placement
Run-of-site, channel-specific, and geographyspecific
E-MAIL MARKETING
Weekly e-newsletter
• Advertiser exclusivity
• 728x90 AND 300x250 ad units
E-blast
• Your message is sent to our exclusive list
VIDEOS
We can host your video or work with you to create
a custom video program
Tool School Videos
• Let our online host share the benefits of your
products with our enthusiast audience
SWEEPSTAKES
Create excitement for your brand with a sweeps we
manage and promote on your behalf
Collect e-mail addresses
WEEKLY PODCAST
Podcast host Pat Sloan talks tips, techniques, and
sewing trends each week.
Monthly sponsorships available
INTEGRATED SOCIAL MEDIA MARKETING
PROGRAMS
• Facebook sweepstakes
• Custom contests
• Quizzes
• Pin to win sweeps
• Photo contests
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Our newsstand distribution is the best in the industry.
We provide unmatched distribution and circulation vitality:
•
•
•
•
More than 460 million sold since 1937
10 million copies sold per year
60,000 retail outlets
Almost 230,000 checkout pockets nationwide
Mass Merchandisers
Walmart | Target | Kmart
Drug Stores
CVS | Walgreens | Rite Aid | Shopper Drug
Specialty Retailers
Jo-Ann Fabrics and Crafts | A.C. Moore | Michaels
Book Stores
Barnes & Noble | Books-a-Million
Major grocery store chains
Ahold | Albertsons | Safeway | Supervalu | Kroger
Publix | Winn-Dixie | H-E-B | Meijer
Plus more than 1,500 Independent quilt shops
2017 MARKETING PROGRAMS
One Million Pillowcase Challenge
A national promotion with independent quilt shops to create and donate one million
pillowcases to local charities. To date, over 688,000 pillowcases have been donated.
People across the country have answered our call to help someone in need.
Sponsorship Benefits:
• Participate in a large and locally beneficial cause-related marketing program with
American Patchwork & Quilting and other industry leaders
• Turn-key promotion for your retailers to help drive traffic and increase sales
• Featured fabric program that drives business to local retailers
• Participation in program that is actively seeking to bring new quilters to the industry
• Year-long promotion though print, online, social media and online events
APQ Info to Go
The industry’s only lead-generation program designed to grow your database with
qualified leads. Added value with your print campaign in American Patchwork & Quilting.
Program Benefits:
• Receive names, addresses and email addresses of people who request information
about your company
• Receive a listing in American Patchwork & Quilting and online with a link to your
website
American Patchwork & Quilting Flashback Quilt
American Patchwork & Quilting will feature a flashback project refreshed and updated
with a current fabric. The project will have been original featured in an issue of American
Patchwork & Quilting 1993 – 2015.
Sponsorship Benefits:
• Sponsor chooses the flashback quilt project
• Project is remade in a current fabric line from the sponsor
• We will work with a shop of the sponsor’s choice to make the kit available for readers
to purchase
American Patchwork & Quilting Bookmark insert
American Patchwork & Quilting will feature an easy to pull out and save bookmark in
every issue in 2017. Advertisers have the opportunity to sponsor the content on one side
and have their own message on the back.
Sponsorship Benefits:
• Pull out and save item
• Sponsor’s name will be integrated into the front editorial content
• Back of the insert is entirely the sponsor’s message
American Patchwork & Quilting Happy Holidays Sweeps
This month-long sweeps gives readers a chance to win a quilting prize every day! It runs
October 1 – October 31 and is promoted in the December issue as well as online.
Sponsorship Benefits:
• Opt-in names
• Product featured on calendar (2 days of giveaways)
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MEET OUR EDITORS
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LINDA AUGSBURG
Executive Editor
[email protected]
515-284-2783
Have fabric, will travel! Much like the path that’s taken
her and her fabric stash from a beach house to an
urban flat and from a century-old family farmhouse to
suburban digs, Linda loves all things quilting: traditional
designs, modern prints, batiks, feed sacks, and more. Her
destination is clear: to ensure we’re creating and providing
content – whether it’s in print or online, in videos or in
podcasts – that speaks to quilters of all skill levels and
styles.
JODY SANDERS
Editor
[email protected]
515-284-2693
A busy mom, wife, editor, all-around crafter, and
quilter, Jody fits more into a morning than most of
us fit into an entire day. That’s why her leadership of
Quilts and More is a perfect fit. She’s dedicated to
bringing fans of this newsstand title more and more
of what they’re looking for—projects that are simple,
fresh, and fun!
LISA SCHUMACHER
Assistant Editor
[email protected]
515-284-3369
Don’t tell her sister, but we think Lisa is the favorite in her
family. So, because it takes one to know one, she’s the
person we’ve tasked with finding faves for Favorite Finds,
Hot Stuff, and Bookshelf for all our issues. She also works
with our favorite shops when they’re featured in Quilt
Sampler.
LINDSAY MAYLAND
Assistant Multimedia Editor
[email protected]
515-284-3406
With the best social life of anyone on staff, it’s no
wonder Lindsay’s day-to-day charge is keeping all
things online buzzing. AllPeopleQuilt.com, HowToSew.
com, Facebook, Twitter, Instagram, Pinterest, and
anything that else ends in .com fills up her daily dance
card!
EDITORIAL
COVERAGE
SUBMISSIONS:
Send a combination of the following to give us a
clear picture of the project you have in mind:
• A sketch or computer drawing
• P lanned fabrics and colors: If the quilt is not
made yet, send fabric swatches, intended
fabric collection name(s), or indicate if the
project will be scrappy.
• P hotos: If the quilt is already constructed,
send both detail and overall photos.
•D
etails about quilt size, techniques used, and
any special tools needed
We’ll look at submissions bimonthly and respond
via e-mail or phone. Projects must be original, never
before published. Don’t send the finished quilt until
a contract has been offered to you.
MAIL:
American Patchwork & Quilting
Project Submissions
1716 Locust Street, LN-204
Des Moines, IA 50309-3023
E-MAIL:
Send to [email protected] using the subject line
“project submissions.” (Files must be 8MB or less.)
FAVORITE FINDS:
We are always on the lookout for new products.
When you have information and images to share,
please send them to Lisa Schumacher, Assistant
Editor, at [email protected].
COLOR OPTIONS:
Send new fabric collections (in 1/2- to 1-yard
samples or copies of color cards) and contact
information to:
American Patchwork & Quilting
Attn: Color-Option Fabrics
1716 Locust Street, LN-204
Des Moines, IA 50309
515-284-2681
CONTACT US
ADVERTISING
Amy Gates
Advertising Sales Director
[email protected]
515-284-3960
Amber Darby
Account Manager
[email protected]
515-284-2807
Bethany Peterson
Sales Promotion Manager
[email protected]
515-284-3339
Ashley Jacobs
Sales Assistant
[email protected]
515-284-2237
PRINT AD SUBMISSIONS
Submit your files via Meredith Ad Express at
Meredith.SendMyAd.com. Please see our MATERIAL
SPECIFICATIONS for more information.
Material extensions or questions? Contact:
Jennifer Joanning
Ad Production Supervisor
[email protected]
515-284-2407
WEB AD SUBMISSIONS
Katie Eggers
Digital Ad Operations Manager
[email protected]
515-284-3067
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OUR PROMISE TO YOU
At American Patchwork & Quilting we are as passionate about serving the quilting community
as we are about supporting the industry. We strive to maintain the trust of our readers and advertising
partners by following the ASME (American Society of Magazine Editors) guidelines. Our readers hold us to
the highest standards and depend on our editorial content to deliver what they love. We don’t compete with
our advertising partners by manufacturing products or creating kits. We are committed to supporting
the independent quilt shop. As part of the Better Homes and Gardens family, we have a
history of more than 100 years of quality and integrity.