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2019 Media Kit
2019 Media Kit
Southwest: The Magazine / Published by / paceco.com 2UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Southwest
Hard work. Perseverance. The relentless pursuit to find a better way. Southwest has stood for these values for 48 years, and each is reflected in a customer base. As the editorial arm of one of the nation’s top domestic carriers, Southwest: The Magazine matches these values with sophisticated storytelling and an emphasis on the people and places that make this country special.
We Are Southwest
Airlines®
Southwest: The Magazine / Published by / paceco.com 3UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Southwest News
Movers and ShakersOne of the world’s most admired companies, Southwest Airlines had another exceptional year in 2018—here are some highlights.Low fares. Nothing to hide.
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swa transfarency.indd 1 8/25/15 9:45 AMMeet the MAX 8Southwest Airlines is the launch customer of the Boeing 737 MAX 8, and on Oct. 1, the Company introduced nine MAX 8 aircraft into their fleet—with more coming over the next two years. More efficient and more reliable, the MAX 8 offers the ultimate Customer Experience.
New ServicesHawaiiIn 2019 Southwest Airlines will begin flights to Hawaii, bringing their legendary Custom-er Service and low fares to the Aloha State.
New Seats & New UniformsSouthwest Airlines introduced the first-ever Employee-designed uniforms. Also new? Signature Heart interiors on Boeing 737-800 aircraft, which feature a more efficient galley and spacious seating.
Low fares. Nothing to hide.
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swa transfarency.indd 1 8/25/15 9:45 AM
Southwest: The Magazine / Published by / paceco.com 4UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Southwest Cities
ATLANTIC TIME
EASTERN TIME
CENTRAL TIME
MOUNTAIN TIME
PACIFIC TIME
BOISE ALBANY
OKLAHOMA CITY
AUSTIN
PANAMACITY BEACH
CHARLESTON
GREENVILLE-SPARTANBURG
TUCSONLUBBOCK
AMARILLO
MIDLAND/ODESSAEL PASO
LITTLE ROCK
NASHVILLE
DALLAS (LOVE FIELD)
SACRAMENTO
OAKLAND
SAN JOSE
BURBANK
ORANGE COUNTY
ONTARIO/LA
SAN DIEGO
SAN FRANCISCO (SFO)
BIRMINGHAM
LOUISVILLE
CLEVELAND
OMAHA
TULSA
RENO/TAHOE
HARLINGEN/SOUTH PADRE ISLAND
PUERTO VALLARTA
CORPUS CHRISTI
ALBUQUERQUE
DES MOINES
MEMPHIS
ROCHESTER
WICHITA
PENSACOLA
MEXICO CITY
NASSAU
HAVANA
PUNTA CANA
TURKS AND CAICOS
SAN JUAN
MONTEGO BAY
ARUBA
CANCUN
GRANDRAPIDS
CHARLOTTE
MINNEAPOLIS/ST. PAUL
PHOENIX
DENVERINDIANAPOLIS
COLUMBUS
GRAND CAYMAN
RALEIGH/DURHAM
FT. LAUDERDALE (MIAMI AREA)
DETROIT
HOUSTON (HOBBY)
SEATTLE/TACOMA
LAS VEGAS
NEW ORLEANS
ST. LOUIS
MILWAUKEE
BUFFALO/NIAGARA FALLS
ATLANTA
ORLANDO
FT. MYERS/NAPLES
JACKSONVILLE
TAMPA
WEST PALM BEACH
SAN ANTONIO
KANSAS CITYCINCINNATI
BELIZE CITY
SAN JOSÉLIBERIA
PORTLAND
WASHINGTON, D.C. (REAGAN NATIONAL)
RICHMOND
MANCHESTER
PROVIDENCEHARTFORD/SPRINGFIELD
NORFOLK/VIRGINIA BEACH
BOSTON LOGAN
PHILADELPHIA
BALTIMORE/WASHINGTON (BWI)
WASHINGTON, D.C. (DULLES)
PITTSBURGH
NEW YORK (LAGUARDIA)LONG ISLAND/ISLIP
NEW YORK (NEWARK)
SPOKANE
PORTLAND
LOS ANGELES (LAX)LONG BEACH
CABO SAN LUCAS/LOS CABOS
SALT LAKE CITY CHICAGO (MIDWAY)
Where We FlySouthwest serves 99 destinations across the United States and ten additional countries.
Southwest: The Magazine / Published by / paceco.com 5UPDATED SEPTEmbEr 6, 2018 1:23 Pm
YR ESTABLISHED
Southwest Passengers
More Passengers
Top 10 Airports
CITY DAILY DEP. NONSTOPS GATES WN FLChicago (Midway) 242 62 32 1985 1994
Las Vegas 212 55 24 1982 2003
Baltimore 208 57 32 1993 2001
Denver 198 55 24 2006 2003Dallas (Love Field) 180 50 18 1971 –
Phoenix 171 50 24 1982 2007
Houston (Hobby) 153 49 25 1971 1997Los Angeles 128 30 15 1982 2003
Oakland 123 28 15 1989 –
Atlanta 120 38 18 2013 1993
Source: swamedia.com as of March 2018
Below are the top 10 cities for Southwest based on number
of daily departures.
Source: U.S. Department of Transportation T100 / Sched. Passenger flights from United Statesto United States for travel year ending December 2017.
“The nation’s largest carrier in terms of originating domestic passengers boarded.”
*Based on the U.S. Department of Transportation’s most recent data.
0
30 mill
60 mill
90 mill
120 mill
150 mill
180 mill
64,898,285All Other
Airlines Combined
10,219,483Hawaiian Airlines
32,345,542JetBlue Airways
33,276,431Alaska Airlines
168,638,248American Airlines
+ US Airways
118,563,705United Airlines
157,776,110Southwest
Airlines
158,060,185Delta Air Lines
CITY DAILY DEP. NONSTOPS GATES WN FLChicago (Midway) 242 65 32 1985 1994
Baltimore 214 63 32 1993 2001
Las Vegas 207 57 24 1982 2003
Denver 197 60 24 2006 2003Phoenix 188 52 24 1982 2007
Dallas (Love Field) 180 50 18 1971 –
Houston (Hobby) 162 52 25 1971 1997Orlando 131 47 20 1996 1998
Los Angeles 128 30 15 1982 2003
Atlanta 124 38 18 2012 1998
Southwest: The Magazine / Published by / paceco.com 6UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Southwest Passengers
Onboard Passengers by CityCITY PASSENGERS SHARE RANK
Chicago-Midway 10,277,437 96.00% 1Las Vegas 9,048,765 42.00% 1
Denver 9,035,267 32.00% 2Baltimore 8,889,303 70.00% 1Phoenix 7,477,281 37.00% 2
Dallas-Love Field 7,257,059 92.00% 1Houston-Hobby 5,852,251 93.00% 1
Orlando 5,363,439 29.00% 1Atlanta 5,155,915 12.00% 2
Los Angeles 4,874,828 17.00% 4Oakland 4,492,917 73.00% 1St. Louis 4,357,868 60.00% 1San Diego 4,254,848 40.00% 1Nashville 3,918,672 56.00% 1Tampa 3,441,078 38.00% 1
Kansas City 2,952,036 52.00% 1Sacramento 2,865,771 54.00% 1
Fort Lauderdale 2,874,864 23.00% 1San Jose 2,834,928 49.00% 1Austin 2,626,319 3900% 1
New Orleans 2,269,066 38.00% 1Orange County 2,054,961 41.00% 1
San Antonio 1,841,151 44.00% 1San Francisco 1,831,652 9.00% 4
Burbank 1,815,429 74.00% 1Washington-National 1,749,734 16.00% 2
Portland, OR 1,684,431 19.00% 2Seattle/Tacoma 1,517,305 8.00% 3
Milwaukee 1,502,954 45.00% 1Boston 1,500,391 10.00% 5
Indianapolis 1,499,452 35.00% 1Columbus 1,411,386 39.00% 1
New York-La Guardia 1,314,726 10.00% 4Ontario 1,293,567 59.00% 1
Albuquerque 1,287,435 53.00% 1Raleigh/Durham 1,224,080 22.00% 3
Salt Lake City 1,220,105 11.00% 2Pittsburgh 1,213,980 29.00% 1
Philadelphia 1,123,438 9.00% 2Minneapolis/St. Paul 1,042,090 6.00% 3
Fort Myers 935,855 23.00% 2Reno 854,834 44.00% 1
Providence 844,155 45.00% 1Detroit 837,546 6.00% 3
Hartford 799,975 2600% 1Omaha 796,852 35.00% 1Buffalo 777,462 33.00% 1Newark 769,644 5.00% 5
Cleveland 730,786 17.00% 2El Paso 714,076 49.00% 1
Oklahoma City 702,524 37.00% 1San Juan 586,674 16.00% 3
CITY PASSENGERSCancun, Mexico 465,455
San Jose Cabo, Mexico 228,406Montego Bay, Jamaica 202,431Puerto Vallarta, Mexico 145,036
Punta Cana, Dominican Republic 140,419Havana, Cuba 120,931
Mexico City, Mexico 78,305Aruba 73,373
San Jose, Costa Rica 68,883Belize City, Belize 56,106Liberia, Costa Rica 55,024Nassau, Bahamas 43,568Varadero, Cuba 20,431
Santa Clara, Cuba 18,336INTERNATIONAL TOTAL: 1,716,704
Source: Southwest Airlines Report as of 12/17
CITY PASSENGERS SHARE RANKAlbany 559,612 41.00% 1
Manchester 552,726 57.00% 1Long Island-Macarthur 520,773 81.00% 1
Jacksonville 499,547 19.00% 3Louisville 497,814 30.00% 1
Tulsa 488,075 35.00% 1Tucson 485,817 29.00% 2
Birmingham 446,946 33.00% 2Boise 444,411 24.00% 2
Spokane 410,399 24.00% 2Memphis 374,579 1800% 3
Charleston 330,901 17.00% 3Norfolk 339,357 20.00% 3
West Palm Beach 320,557 11.00% 4Charlotte-Douglas 291,960 1.00% 4Midland/Odessa 287,345 53.00% 1
Washington-Dulles 278,795 4.00% 4Little Rock 269,438 28.00% 2
Grand Rapids 249,721 18.00% 2Lubbock 245,412 54.00% 1
Rochester 222,614 19.00% 3Long Beach 212,861 12.00% 2Harlingen 201,562 7500% 1
Panama City 197,137 43.00% 2Amarillo 168,326 50.00% 1Wichita 161,065 20.00% 4
Cincinatti 159,459 4.00% 4Portland, ME 150,548 16.00% 4Pensacola 141,471 17.00% 3Des Moines 126,446 10.00% 5Richmond 123,457 7.00% 5
Corpus Christi 110,738 35.00% 2Greenville/Spartanburg 109,086 12.00% 4
TOTAL FOR 2017: 157,212,054 Source: U.S. Department of Transportation T-100 Report/Year 2017
Southwest: The Magazine / Published by / paceco.com 7UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Audience
Southwest: The Magazine reaches over 6.3 million
(2018 GfK MRI Spring) loyal, affluent and engaged travelers
every issue with our distinc-tive voice and sophisticated
design. They travel for business and pleasure, and they are avid
consumers of the content we serve them in-flight. Who they
are and how we reach them is what separates Southwest: The
Magazine from the pack.
We Have
Affluent Readers
Southwest: The Magazine / Published by / paceco.com 8UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Audience
14.3466,356,000
112,24165,292
Readers Per Copy
Audience Per Issue
Median Personal Income (IEI)
Median Age
Median Household Income (HHI)
reader DemographicsDEMOGRAPHICS COMP% INDEX
Men 46.7% 97
Women 54.3% 103
Married 58.5% 111
Single 41.5% 88
AGE COMP% INDEXAge 25-54 58.3% 113
Age 35-49 30.3% 122
Age 35-54 41.5% 125
EDUCATION COMP% INDEXCollege Educated 63.5% 152
Graduated College or Further 55.4% 178
Post-Graduate Degree 23.7% 217
EMPLOYMENT COMP% INDEXProfessional/Managerial 44.8% 182
Top Management 10.78% 288
HOME OWNERSHIP COMP% INDEXOwns a Home 74.0% 110
Value of Owned Home: $300,000+ 36.5% 154
Value of Owned Home: $500,000+ 15.2% 156
AFFLUENCE COMP% INDEXHHI $100,000+ 58.2% 176
HHI $150,000+ 32.3% 210
HHI $200,000+ 17.4% 242
IEI $75,000+ 31.9% 235
IEI $100,000+ 19.7% 262
IEI $150,000+ 9.3% 333
IEI $200,000+ 4.6% 396
2018 GfK MRI Spring
74% of Southwest: The Magazine readers recall ads they’ve seen in print media.
64% of Southwest: The Magazine readers have taken action as a result of ad content.
reader Engagement
Source: 2017 GfK MRI Spring
Source: 2018 GfK MRI Spring
By the NumbersOur readers are professional, affluent, college-educated travelers for both business and leisure.
Source: 2008 Gfk MRI Spring - 2017 GfK MRI Spring
2014 20162010 2011 2012 2013 2015 2017 2018
4.8
5
5.2
5.4
6.3
4.6
4.2
4
3.8
3.6
3.4
3.2
3
2.8
2.6
mill
ion
WiFi introduced
Readership and WiFiThink fewer people are reading Southwest: The Magazine since the introduction of onboard WiFi? Think again. Our readership numbers have actually increased since WiFi was introduced on Southwest flights in 2010.
Southwest: The Magazine readers are 158% more likely than the average U.S. consumer to have taken 7+ roundtrip flights in the past 12 months..
In the past 12 months, 1.1 million Southwest: The Magazine readers have travelled domestically for business – 60% more than American Way and 54% more than United Hemispheres..
Southwest: The Magazine / Published by / paceco.com 9UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Content
One of the world’s most admired companies deserves a top quality in-flight publica-tion. Southwest: The Magazine’s mission is to be at the heart of the Southwest Airlines brand, upholding their tradition with impassioned storytelling about real places and real people. Our award-winning editorial dives into business, travel and life-style, artfully blending quick-hit content with long-form fea-tures to create a well-rounded, appealing package for upscale consumers.
We Tell Vivid Stories
Southwest: The Magazine / Published by / paceco.com 10UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Content
Edit Overview
Work• Number: A newsworthy stat that reveals
a business trend.
• Takeaway: Insight from a top executive.
• Trip: Four places to eat, drink ,and entertain, within walking distance of a hip business hotel.
• Tool & App: Top tech products and our favorite new smartphone apps.
• Solution: A conversation with a top business mind who shares useful advice.
• Startup: Entrepreneurs describe their new ventures.
What makes us different? Our award-winning mix of business, travel, and lifestyle editorial.
Innovative content takes a cue from booking on southwest.com: In short, are you traveling for Work or Play?
Play• Number: Timely and surprising stats on culturally
relevant topics.
• Shop: An influencer in a Southwest destination curates a list of unique, locally made products.
• Solution: A lifestyle expert offers useful tips for everything from napping to vacations to organization.
• Eat: A delicious food trend, and three to four places across the country where you can try it.
• Drink: Top bartenders from cocktail hotspots share their mouth-watering recipes.
• Sleep: Spotlight on a new or newly renovated hotel or resort.
TrAVEL
LIFESTYLE
bUSINESS/TECH
FUN (PUZZLES)
OTHEr
SWA
FOOD/ DrINK
POP CULTUrE
Editorial Mixture
32%
9%
10%3%
11%
22%
5%
8%
AgendaA roundup of exciting events across the country: From a barbecue block party in the Big Apple to a tap festival in The City by the Bay, our monthly roster of coming events is a collection of the country’s most entertaining celebrations, competitions, and festivals.
One QuestionCelebrities speak their minds: We ask stars of television and film, top athletes, and best-selling authors a single, thought-provoking question.
Southwest: The Magazine / Published by / paceco.com 11UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Content
FeaturesWe wear our heart on our sleeve. Southwest: The Magazine features can be broad, like when
we devoted an entire issue to animals, or they can go deep,
like when we filled the feature well with tributes to the power
of place. Often, they evoke emotion, like when we profiled an
artist who photographs her tears under a microscope. What-
ever the topic, they all have one thing in common: heart. We
celebrate the Southwest Airlines brand by telling stories that
reflect the character, compassion, and indelible perseverance
of the people who work there.
Special SectionsTopical guides driven by advertisers: From women’s health to education, and small businesses to destination travel, our themed special sections cater to advertisers who understand the power of great storytelling. Through engaging copy, interviews with industry insid-ers, and colorful imagery, we capture reader interest and deliver results.
Front of BookBig ideas in bold packages: Divided into two parts—Play and Work—our front of the book pages include profiles of accomplished thought leaders, as well as the latest trends in food, cocktails, boutique hotels, and upscale shopping from across the country.
Southwest: The Magazine / Published by / paceco.com 12UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Audience
Content EcosystemPartnering with Southwest: The Magazine means access to our entire content ecosystem, spreading your message across platforms including print, digital, and social.
Digital Edition
Print Magazine
E-Newsletter
Inflight Wifi
Southwest: The Magazine / Published by / paceco.com 15UPDATED SEPTEmbEr 6, 2018 1:23 Pm
Rates & Deadlines
FOUR -COLOR 1X 3X 6X 9X 12XFull Page $43,527 $42,260 $41,398 $40,833 $39,800 2/3 Page $33,250 $32,283 $31,622 $31,190 $30,400 ½ Page $27,864 $27,053 $26,506 $26,143 $25,480
1/3 Page Vertical $20,967 $20,358 $19,944 $19,672 $19,168 1/3 Page Square $19,061 $18,507 $18,131 $17,883 $17,426
BLACK/WHITE 1X 3X 6X 9X 12XFull Page $33,518 $32,542 $31,874 $31,440 $30,642 2/3 Page $25,601 $24,863 $24,351 $24,021 $23,412 ½ Page $21,455 $20,830 $20,404 $20,128 $19,621
1/3 Page Vertical $16,142 $15,674 $15,357 $15,149 $14,761 1/3 Page Square $14,674 $14,248 $13,962 $13,771 $13,419
COVER 1X 3X 6X 9X 12X 2 or 3 $50,991 $49,512 $48,495 $47,834 $46,625
4 $55,375
2019 Rates
ISSUE CLOSING MATERIALJanuary Nov. 15, 2018 Nov. 20, 2018
February Dec. 15, 2018 Dec. 20, 2018
March Jan. 15, 2019 Jan.22, 2019
April Feb. 15, 2019 Feb. 20, 2019
May Mar. 15, 2019 Mar. 20, 2019
June April 15 2019 April 20, 2019
July May 15, 2019 May 21, 2019
August June 15, 2019 June 20, 2019
September July 16, 2019 July 21, 2019
October Aug. 15, 2019 Aug. 20, 2019
November Sept. 17, 2019 Sept. 20, 2019
December Oct. 15, 2019 Oct. 22, 2019
SPACE RESERVATION: 45 days prior to issue date
MATERIAL: 40 days prior to issue date
ADVERTISER DIRECTORY 45 days prior to issue date
2019 Deadlines
GUARANTEED POSITIONS10% premium will be added to earned rate.
PRODUCTION CHARGES (non-commissionable)Split Runs: 50/50 split (each split): $1,750Perfect Split: (each split): $2,100Bind In Charges, BRC, and Supplied Inserts: $1,320-$2,800 net
COUPON ADSMust be indicated when space is reserved.
BRC CARDS (ADVERTISER SUPPLIED OR PRINTED BY PUBLISHER)
Rates on request. Purchase of back-up page required for all BRC cards.
MULTI-PAGE INSERTS (ADVERTISER SUPPLIED OR PRINTED BY PUBLISHER)
Rates on request.
ADVERTISER DIRECTORY LISTINGAll display advertisers are eligible to partici-pate free of charge in Southwest: The Maga-zine’s Advertiser Directory, in print and in the digital edition.
PAYMENT TERMSInvoices are due upon receipt with approved credit. Interest is assessed at 1.5% per month more than 30 days past due. Billing date is the first day of the month of cover issue. First-time advertisers must submit credit application or provide payment in full with insertion order.
Publisher reserves the right to limit amount of advertising and to reject any advertising which, in their opinion, does not conform to the standards of the publication.
Invoices are due upon receipt. Inter-est is assessed at 1.5% per month on invoices more than 30 days past due. A contract period con-sists of a 12 consec-utive month period. Publisher reserves the right to limit amount of advertis-ing and to reject any advertising which, in their opinion, does not conform to the standards of the publications. All advertisements are published upon the
representation that the agency and/or advertiser is autho-rized to publish the entire contents and subject matter thereof. In consid-eration of the pub-lisher’s acceptance of such advertise-ments, the agency and/or advertiser will indemnify and hold the publisher harmless from and against any loss or expense result-ing from claims or suits based on the contents or sub-
ject matter of such advertisements, including, without limitations claims or suits for libel, viola-tions of right of pri-vacy, plagiarism and copyright infringe-ment. Cancella-tions not accepted unless received in writing prior to space reservation closing date.
Covers are not can-celable. Options on cover positions must be exercised at least 30 days
prior to space clos-ing date. If order is not received by such date, cover options auto-matically lapse. All orders are accepted subject to provi-sions of our current rate card. Rates are subject to change upon notice from publisher. Should a change in rates be made, space orders may be cancelled by the advertiser or its agency at the time the change becomes effective
without incurring short-rate charges.
All other cancelled space orders are subject to short-rate charges based on actual frequency and volume. Con-ditions other than rates are subject to change by pub-lisher without notice. Publisher shall have the right to hold advertiser and/or its advertis-ing agency jointly and severally liable for such monies as
are due and pay-able to publisher for advertising which advertiser or its agent ordered and which advertising was published. No amendment to the credit terms shall be effective unless the amendment is in writing and signed by the CFO of Pace Communications. If a past due balance is placed with an outside collection service or attorney, advertiser/agency agrees to reimburse
all costs of collec-tion. When a con-tract for advertising or frequency is can-celled, the advertis-er will be billed listed herin, shall not be binding on South-west: The Maga-zine. Publisher does not assume any lia-bility for error in key number or reader service listings or names/addressesor persons receiv-ing reader service fulfillment labels. Publisher shall not be subject to any
liability whatsoever for any failure to publish or circulate all or any part of any issue or issues of the magazines (or for any failure to provide reference or access to all or any part of the adver-tising on the Web sites) because of strikes, work stop-pages, accidents, fires, acts of God, war or terrorism, or any other circum-stances not within the control of the publisher, including
the date upon which the magazines are on board the airline. Publisher shall not be subject to any liability whatsoever for any failure to provide reference or access to all or any part of the advertising on the Web Sites due to systems failures or other technological failures of the Web sites or the web. Bonnie McElveen-Hunter, CEO
TERMS & CONDITIONS
*Southwest: The Magazine is published on the 1st of each month. Rates are effective with the January 2019 issue. Recognized AAAA agencies receive a 15 percent agency discount.
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Write a song about nature to get people outdoors? Conner Youngblood rises to the challenge.
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