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YOUR DIVE SAFETY ASSOCIATION®

YOUR DIVE SAFETY ASSOCIATION®

www.AlertDiver.com

Who is DAN?DAN is a nonprofit membership organization dedicated to the safety and health of recreational scuba divers. For more than 30 years, DAN has served as a lifeline for the scuba industry, operating a 24-hour diving emergency hotline, providing medical information, conducting vital dive medical research and developing and providing first aid and continuing education programs and courses for divers and the community at large.

In support of the mission, DAN also offers a portfolio of complementary safety-related products and dive-accident and travel insurance plans.

It is DAN’s mission to help divers in need of medical emergency assistance and to promote dive safety through research, education, products and services.

DAN’s Primary Goals• Provide emergency medical advice and assistance

for underwater diving injuries.• Prevent injuries, and promote dive safety.• Promote and support underwater diving research

and education, particularly as they relate to improving dive safety, medical treatment and first aid.

• Provide the most accurate, up-to-date and unbiased information on issues of concern to the diving public.

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Membership dues and donations support DAN, the largest association of recreational divers in the world. In return, members receive important benefits, including an annual subscription to Alert Diver magazine, the industry’s leading publication on dive safety. More than 230,000 readers enjoy each issue.

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

Inthespiritofpreservingourenvironment,Alert DiverisprintedwithsoyinksonForestStewardshipCouncil(FSC)paperstocks,certifyingthetreesarefromecologicallymanagedforests.

www.AlertDiver.com

What is Alert Diver?Alert Diver is the quarterly magazine of Divers Alert Network. Read by more than 230,000 active divers, Alert Diver is the widest-circulated dive magazine in the world. Each issue is a must-read reference, archived and shared by passionate scuba enthusiasts, with topics including dive-related medical and research information, underwater photography, dive travel and marine environmental issues.

Featuring the photography of the world’s greatest underwater photographers and stories from some of the most experienced and eloquent dive journalists in the business, Alert Diver transcends the traditional boundaries of dive media to achieve true collectible status.

Why Partner with Alert Diver?• Targeted distribution to active, insured divers• Superior production value• Cost-effective advertising• Widest circulated dive magazine in the world

Circulation • Published four times annually• Sent to 150,000+ households of DAN-insured divers• Sent to 16,500+ dive professionals• Distributed to 6,000+ dive clubs, hyperbaric facilities

and consumer/trade shows• Sent to 1,200+ dive businesses• Total readership approximately 230,000 (not including

pass-along rates)

The Magazine of Divers alerT neTwork

AlertDiver.com / FALL 2012

Pete Zuccarini: From Blue Sea to Silver Screen

Celebrating Our national marine SanctuarieS+

BahamaSbig, blue and bOld

the art oF ShiPwreck huntingunCOvering MaritiMe HistOry DiagnoSing DciWHat Will tHe dOCtOr dO?

About Alert DiverSignificantly redesigned in the fall of 2009, Alert Diver has become a true collectible magazine celebrating safe diving, health and wellness, dive travel, underwater photography and issues affecting our ocean environment.

• 112 pages per issue• Printed on 70# interior paper stock, 138# cover• Perfect bound• Editorial content on dive travel, dive medicine, research

and education, underwater photography and ecological concerns

• Featuring images printed in the highest possible quality

3www.DAN.org

YOUR DIVE SAFETY ASSOCIATION®

www.AlertDiver.com

Editorial Content The fundamental DAN message relates issues pertaining to dive safety, medicine, research, and training. Alert Diver readers rely on the information DAN provides via their helplines, seminars, website, and in print. The DAN mission is wholly rooted in diver safety, and Alert Diver is tasked to communicating this message in an accessible and aesthetic manner.

In addition to the dive safety, medicine, and research and training content delivered via Alert Diver print and online; topics of compelling interest to involved scuba divers are part of the Alert Diver formula. At the heart of the visual presence of the magazine is images by many of the world’s top marine photographers, telling word and photo stories of fascinating dive destinations, topics of ecological concern, and the art and science of underwater photography.

Advanced Diving — a column examining a particular aspect or element of advanced and technical diving

Dive Fitness — exercises and tips for getting and staying in shape, especially for divers

Dive Slate — our front-of-book news and notes section

Dive Travel — both international and local travel features are covered in each issue

Encounters — a photo essay by marine photographer and fish behavior specialists Ned and Anna DeLoach dealing with insights as to why fish do what they do on the coral reef

Expert Opinions — discussions of the important questions in dive medical research by the field’s foremost minds

From the Medical Line — questions and answers received on DAN’s Medical Information Line

Gear — promoting safe diving by familiarizing divers with the function, care and maintenance of their equipment

Incident Insight — an in-depth examination of a diving incident and what can be learned from it

Photo Techniques — tips for better images in a variety of situations and environments

Safety 101 — a look at common hazards and issues divers face, along with solutions to stay safe

Shooter — underwater photographer Stephen Frink explores the vision and image execution of the world’s elite underwater photographers and cinematographers

Water Planet — a feature that presents issues of concern regarding conservation and ecology relative to our world’s oceans

4www.DAN.org

YOUR DIVE SAFETY ASSOCIATION®

www.AlertDiver.com

E-mediaAlert Diver magazine offers additional opportunities for advertising through placement on the print magazine’s companion website, AlertDiver.com, and e-media sponsorships. Sponsorships include banner ads on AlertDiver.com and a banner ad and advertising text in the Safety Stop e-newsletter, which is sent electronically to all DAN members.

All advertisers in the print magazine also get the benefit of having their ads seen in the electronic version of the magazine, which is available on iOS devices (iPad, iPhone) as well as Android platforms (tablets, phones and the Kindle Fire). Ads that include a website address are hyperlinked to that URL.

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

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2013 E-Media RatesAlertDiver.com(300 x 300 banner) Home page static placement $1,000 monthly* (when available)Run-of-site rotation $1,000 quarterly Run of specific channel ???Channel-specific static placement ???

E-media sponsorship** (8 available yearly)Premiere option includes: $3,500

AlertDiver.com1x Month 300 x300 homepage2x month 300 x300 R.O.S. rotation

Safety Stop e-newsletter1x premier placement 120 x 480 skyscraper banner50-word text sponsor message

Secondary option includes: $2,000 300 x300 home page ad on AlertDiver.com for 1 month 1x secondary placement 120 x 480 skyscraper banner in Safety Stop e-newsletter

**Skyscraper banner and text message must include a related benefit offer for DAN members.

www.AlertDiver.com

Who are DAN Members?Alert Diver readers!

More than 230,000 divers support DAN through membership.

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DAN Members are:Active •On average, readers make 40 dives per year.•94% will continue their current level of or become

more active in diving over the next 2 years.•81% hold a dive certification level of advanced or higher•On average, readers participate in 3 other recreational

activities such as hiking, boating, cycling and skiing.

Affluent•42% have an annual household income greater than

$100,000.•73% plan to purchase dive equipment next year.•Of those who plan to purchase, 59% will spend more

than $1,500.

Tech Savvy•Active social media users: 72% use Facebook; 67%,

YouTube; 37%, LinkedIn; 31%, Google+; 15%, Twitter.•83% own a smartphone or PDA, and 46% own a tablet.•20% access Alert Diver via their mobile devices.

Well-Traveled•61% will spend more than $3,000 on dive travel in the

next year.•DAN divers plan to take 2 or more dive vacations in

2013.•The Caribbean is a favorite planned destination at 64%.•Divers prefer staying at a resort and traveling on a

liveaboard when visiting a dive destination.

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

0 5 10 15 20 25 30 35

Accessories, 33.4%

2.0

Percent

U/w camera, housing, strobes, 26.5%

Dive computer, 17.8%

Wetsuit, 16.8%

BCD, 15.0%

Mask, �ns, snorkel, 14.3%

Regulator, 11.6%

Gear bag/luggage, 11.6%

Drysuit, 8.2%

Other, 6.0%

Rebreather, 2.0%

What our readers plan to buy in the next 18 months

0 10 20 30 40 50 60 70 80Percent

Caribbean, 63.5%

U.S. East Coast, 39.2%

Local destinations (<6-hr drive), 30.7%

Mexico, 29.8%

Hawaii, 17.9%

Indonesia, Singapore, Philippines, 14.7%

U.S. West Coast, 13.7%

Australia, New Zealand, Micronesia, 11.4%

Other, 7.3%

Canada, 5.3%

Red Sea/Indian Ocean, 2.9%

Europe/UK, 2.6%

Where our readers plan to travel in the next 18 months

www.AlertDiver.com

How do readers interact with Alert Diver?

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80% spend 2 hours or more with their Alert Diver. While read cover to cover, the magazine’s most popular sections are:• Research, Education and Medicine• From the Safety Stop• Dive Fitness• Travel Destination Features • Imaging

58% keep issues of Alert Diver longer than 3 months. Alert Diver largely motivates readers to:• Renew their membership• Modify their diving behaviors• View an advertiser’s website

70% consider advertising a useful source of information.

• Readers say that Alert Diver advertising influences purchase decisions for dive-related products, services and travel.

• 50% of those who view an advertiser’s website make a purchase.

Print remains the preferred method of consumption.• 28% actively read an electronic version of

Alert Diver.• 37% visit AlertDiver.com more than 4 times a year.

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

1-3X 4X2-Page $19,425 $18,455 Full Page $12,240 $11,6302/3 Page $9,270 $8,8051/2 Page $7,185 $6,8251/3 Page $4,995 $4,8401/4 Page $3,870 $3,675

Magazine Rates

www.AlertDiver.com

Advertising RatesCost-Effective AdvertisingWith the lowest cost per thousand in the industry, Alert Diver can offer you the most economical investment at an average of $75 / 1,000 readers.*

*CPM based on one-time gross rate / 150,000 circulation

Spreads and InsertsFor information about inserts and other special opportunities, contact DAN Ad Sales.

Rates and CommissionsInvoices are due upon receipt. Agency commission: 15%. Special position: +10% per issue. Parting Shot Sponsorship: Contact DAN Ad Sales for a quote.

Note: All insertion orders are accepted subject to general terms and conditions of Alert Diver.

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NO FREQUENCY DISCOUNTS1/6 Page $2,0001/12 Page $1,000

Marketplace Rates 1-3X 4XCover 2 $14,690 $13,375Cover 3 $13,465 $12,210Cover 4 $14,690 $13,375

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

www.AlertDiver.com

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Full Bleed

Trim: 7.75 x 10.125Bleed: .125

With Bleed: 8 x 10.375

Full Page

6.75 x 9.125

2/3 Vert.

4.7375 x 9.125

1/3 Vert.

2.125 x 9.125

1/2 Horiz.

6.75 x 4.375

1/3 Square

4.4375 x 4.75

1/4

3.375 x 4.375

Marketplace

1/63.3 x 2.6

1/123.3 x 1.2

ALL DIMENSIONS ARE IN INCHES.

Mechanical RequirementsAlert Diver is perfect bound and produced using entirely digital methods. All ad materials must be submitted in a digital format. Supplied materials that do not comply with the following specifications will be corrected and the advertiser billed for the required production. For ALL full- and partial-page ads, along with your

electronic files, please provide the following:For color ads, provide SWOP-certified color proofs.

The following are the ONLY acceptable electronic file formats:1. Preferred format: (Mac or PC platforms)• Adobe PDF files of at least 300 dpi resolution (PDF/X-1a)• All fonts must be resident.• All ads must be CMYK. For black-and-white ads, black must be the only color used.

2. Next best format (Mac platform)• Adobe InDesign CS3 or higher; include all fonts and linked graphics.• Do NOT use TTF or Postscript Type 3 fonts.• Adobe Illustrator v.10 or higher (Convert all fonts to curves, save all CMYK linked graphics within the files, and include all original linked and/or placed graphics.)

3. Acceptable, but not preferred, formats (Mac platform)• QuarkXPress v.6 or higher. • Include all fonts and linked graphics.• Do NOT use TTF or Postscript Type 3 fonts.

Color ads:All graphics and photos MUST be four-color mode (CMYK) at 300 dpi. Standard CMYK setting is US Web Coated (SWOP) v.2. If RGB images are supplied with file, these will be converted to CMYK at an additional charge to advertiser.

All ads:•All fonts and linked items MUST be included on disk. Include all members of the font families.•Do NOT leave stray text or graphics in the pasteboard area (outside the image area).•Please do NOT send JPG, GIF, CorelDraw, MS Excel, MS Word, MS Publisher (etc.) files. These formats are not supported by electronic prepress standards and practices and cannot be used.

DAN Communications can accept files sent on CD or DVD. Arrangements can also be made to accept files via the Internet.

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®

Contact DAN advertising sales for more information:

Steven Ike Eisenberg, National Sales Managersteveike@alertdiver.com, +1-415-335-0201

Stephen Frink, Publishersf@stephenfrink.com, +1-305-451-3737

For production issues, submitting materials and additional contact:adservices@dan.org

10Photos ©Stephen Frink/stephenfrinkphoto.com

www.AlertDiver.com

2013 Production Schedule* subject to change

Q1 Q2 Q3 Q4

Reservations Due* 11/19 2/14 5/10 8/14

Materials Deadline* 11/30 2/28 5/31 8/30

In Homes* 2/15 5/13 8/16 11/6

www.DAN.orgYOUR DIVE SAFETY ASSOCIATION®