NATIONAL GEOGRAPHIC MAGAZINE
2
019/20 MEDIA INFORMATION KIT
|
NATIONAL GEOGRAPHIC
MAGAZINE
THE ROLE OF
TRUSTED, UNBIASED
LONG-FORM JOURNALISM
is as important as ever, providing
a spotlight for the important stories
that define our time and matter
most to a new generation.
WITH EACH ISSUE,
NATIONAL GEOGRAPHIC
GOES FURTHER—
by telling stories of humankind from
an up-close perspective to deepen
people's understanding of the world
and their role in it.
AS PIONEERS OF
THE MEDIA FRONTIER,
National Geographic continues to push
the magazine into new terrain, creating
a more immersive journey and experience
for its audience while re-thinking the
role it can play for its partners.
| HIGHLIGHTS
NATIONAL GEOGRAPHIC
MAGAZINE IS MORE VIBRANT
THAN EVER, WITH 80%
OF READERS RATING THE
MAGAZINE AS VERY GOOD/ONE
OF MY FAVORITES, AND A TOTAL
REACH OF 27.959,000 ADULTS.
BUT MORE IMPORTANT THAN
THE SIZE OF OUR AUDIENCE
IS ITS QUALITY, WHICH
PROVIDES OUR PARTNERS THE
OPPORTUNITY TO CONNECT
WITH AFFLUENT, EDUCATED,
INFLUENTIAL CONSUMERS.
Compared with all MRI-measured magazines,
National Geographic ranks #1 in reach of:
| Men
| Generation Z
| Postgraduate degree
| Influentials
| Emerging Millennials (Millennials with
HHIs of $200,000+)
| Self-employed Professional/Managerial
DID YOU
KNOW?
A third of National
Geographic magazine
readers are millennials.
That’s more than
9.5 million readers,
which makes millennials
the largest audience
segment of our readership.
Source: GfK MRI 2019 Spring
| EDITORIAL CALENDAR 2020 | STORY DESCRIPTIONS
JANUARY
| Special Issue: FUTURE OF
MEDICINE |
Future of Women’s Health
Zoanne Clark, a former E.R. physician
and now an executive producer and
writer for the ABC series, “Grey’s
Anatomy,” looks at the state of women’s
health and wellness.
Pain
Scientists are just now starting to
understand how the brain experiences
pain and to explore the genetic basis for
why people experience pain differently.
World’s Healthiest Diet
“Blue Zones” author Dan Buettner will
look at what researchers have learned
about why certain foods help us live
longer, healthier lives.
Microbiome
Research into our microbiome is rapidly
revolutionizing our understanding of
the vital role the 40 million bacteria in
our intestines and elsewhere play in our
physical—and mental—health.
FEBRUARY
| Cover: CLOTILDA SLAVE SHIP |
After a yearlong search by marine
archaeologists, the schooner Clotilda—
the last known ship to bring enslaved
Africans to America’s shore—has been
discovered in a remote arm of Alabama’s
Mobile river, shedding new light on a lost
chapter of American history.
American Prairie
Today the “American Serengeti” is one
of the fastest disappearing areas in the
American West due to climate change
and hunting. This story looks at the
efforts of the American Prairie Reserve
to create a 3-million-acre, fully functioning
ecosystem.
Modern Beauty
Beauty standards are at once a
celebration of femininity and an agent
of conformity. This story will document
women as they navigate the complex
pressures of modern beauty standards,
especially with the added pressures
created by the internet and social media.
MARCH
| Cover: END OF TRASH |
In nature, stu moves in circles. But humans
have thrown a monkey wrench into the
elegant machinery. We voraciously
extract resources from one part of nature,
transform them into consumer goods
and services, and dump the waste in a
place where it’s a pollutant rather than
a resource. The solution, some people
say, is to make our economy more like
a natural ecosystem.
Chibok Girls
Five years after girls in Chibok, Nigeria
were captured by the militant group
Boko Haram, the girls and their families
are trying to put their lives together. Of
the 276 Chibok students kidnapped,
112 are still missing. Five years after the
abduction, Nigerians still wonder, where
are our girls?
APRIL
| Special Issue: EARTH DAY @ 50 |
TWO PASTS, TWO FUTURES:
The Good and the Bad
Each story will be a reported essay,
documented with an expansive graphics
package and accompanied by sidebar
examples and annotations. The stories
will form a narrative that defines the
moment and the planetary choice.
Earth: The Last 50 Years
Nat Geo looks at a half-century of
progress and damage. Since 1970, as the
human population has exploded, taking
environmental destruction global and
altering climate for centuries to come.
At the same time, the number of people
living in extreme poverty has plummeted,
and people are living much longer.
Earth Today: A Photo Essay
Between past and future, Nat Geo
presents a time capsule of 2020—
a portfolio of photographs capturing
the beauty of Earth today and what's
being lost.
Earth: The Next 50 Years
If we allow current trends to continue,
it's not crazy to worry about the end of
civilization. It's also possible, though, that
we will emerge from this "forest dark"
with a new way of living on Earth, one that
doesn't deplete the planet's natural riches
or require us to decamp for Mars.
MAY
| Cover: UNVEILING THE AMERICAS |
As revolutionary imaging technology is
enabling researchers to detect ancient
ruins hidden by dense jungle canopies
for centuries, how can a nation that’s
economically yet rich in cultural and
ecological treasures blaze a path toward
sustainable development?
Autism
Autism is a rapidly growing diagnosis—up
600 percent in the past 20 years. A great
deal has been written about why, but this
story focuses on the “who?”—spotlighting
the increases attention on underserved
groups and adults who have spent most of
their lives misdiagnosed or undiagnosed.
Genius Aretha
Our story on Aretha Franklin will chart
the arc of her genius and the impact she’s
had beyond music, especially in the fight
for civil rights. Her musical genius was
nurtured by her family and community,
and we’ll look at her life experiences that
link back to her genius.
JUNE
| Cover: WWII ANNIVERSARY |
Women and Migration
A team of women photographers from
The Everyday Projects will document
how migration impacts women world-
wide, and show the massive scope of how
social, economic, political, and climate
issues, among others, are pushing and
pulling women from their homes.
All editorial subject to change.
NATIONAL GEOGRAPHIC’
S ORIGINAL JOURNALISM FOCUSES ON CORE
TOPICS SUCH AS SCIENCE AND INNOVATION, ADVENTURE AND
EXPLORATION, CRITICAL ISSUES, CULTURE, AND THE NATURAL WORLD.
Contact partnerships@natgeo.com for information or advertising opportunities.
| EDITORIAL CALENDAR 2020 | STORY DESCRIPTIONS
Tompkins
Former CEO of Patagonia, Kris Tompkins,
spent the past several years buying
and conserving millions of acres of land
throughout South America with her
now-deceased husband Doug Tompkins,
the founder of The North Face. In the
process, they’ve inspired citizens to take
pride in their country’s stunning, unique,
and diverse landscapes and motivated
governments to protect the land. But there
is a lot more work to do.
JULY
| Everest Special Issue: THE ROOF
OF THE WORLD |
Everest Expedition
This story documents the findings of the
single-most comprehensive scientific
expedition to Mount Everest in history
in an effort to better understand the
impacts of climate change on the region.
Mustang Treasures
High in remote northern Nepal, the ancient
Kingdom of Mustang is facing a crisis:
looters are stealing their antiquities.
Snow Leopards
This big cat once reigned supreme in the
Himalayas. We’ll cover eorts to protect
the species, which is vulnerable to climate
change, habitat loss, and human activities,
such as poaching.
Everest North Side
Writer Mark Synnott and photographer
Renan Ozturk lead a team up the Tibet
side of Mount Everest.
Himalaya Water Tower
We will examine the current state and
future of the Himalaya glaciers that serve
as the crucial water towers in Asia.
AUGUST
| Cover: REIMAGINING DINOSAURS |
Over the past few years, a dazzling array
of fossil finds, coupled with advances in
technology, have dramatically revised
our pictures of even the most iconic
dinosaur species.
Out of Eden: Part 8
Paul Salopek’s foot journey across northern
India, from Pakistan to Myanmar, oers a
storytelling map in to this vital country that
no other media platform can hope to match:
a rich, atmospheric, boot-level look at India
at the threshold of an era that, conceivably,
might be called the Indian Century.
Atomic Bomb
We mark the 75th anniversary of the
first—and, so far, only—times that
nuclear weapons were fired in war. Nat
Geo returns to Japan for what may be
one of the last anniversaries witnessed
by many hibakusha, the bomb survivors.
U.S. Child Marriage
200,000 children were married in America
from 2000 to 2015. In the U.S., 25 states
have yet to set a minimum age below which
a child cannot marry. This story will look
at the life-long consequences of child
marriage and the complicated issues that
lead to such a choice.
SEPTEMBER
| Cover: GLADIATORS |
Bengal Girls
This is an investigative look at child
tracking in West Bengal, India. Since
2011, more than 35,000 minor girls have
been reported missing and presumed
kidnapped, many of whom are sold to
gangs and forced into prostitution.
Ostriches
Let’s look at the original big bird, the original
weird and wild – the ostrich.
OCTOBER
| Cover: GREAT LAKES |
The Great Lakes hold 20 percent of the
world’s freshwater, and more than 35
million people rely on their six quadrillion
gallons for drinking. In a warming world,
where drought will become increasingly
common, the Great Lakes may be North
America’s most valuable resource, more
vital than coal, gas, or oil.
Meditation
Meditation and mindfulness have been
part of human culture for millennia. But
only in the past few decades, has meditation
gone from being a preoccupation of
spiritualists to becoming a subject of
serious scientific inquiry.
Smart Phones
A look at smart phones and how they are
affecting our behavior.
Menstruation
For millennia, menstruation has been
both considered sacred and feared. This
story will examine how the spectrum of
menstrual stigmas manifest in science,
culture, and communities around the
world, and highlight the new science that
is, at long last, giving women a deeper
understanding of their bodies.
NOVEMBER
| Cover: RISE OF THE MACHINES |
This story will explore the software,
machines, and factories behind the
Fourth Industrial Revolution and the
impact of this revolution on the labor
force—and by extension, the political
climate both in the U.S. and globally.
Women and Democracy
Across continents, women are finding
new power in numbers as politics pave
the way for more women in decision-
making positions.
DECEMBER
| Cover: REPATRIATION |
For decades, leaders from Egypt to
Nigeria to Peru have called for the
return of cultural treasures “looted” by
European explorers and colonizers,
a plea that has fallen mostly on deaf ears.
This story will explore some of the most
hotly debated questions of our post-
colonial times: Where do the world’s
great cultural treasures belong?
Living Lullabies
Living Lullabies illuminates critical issues
facing women and children through the
multidisciplinary storytelling of families’
night-time rituals. The project aims to
explore how issues at the top of global
agendas—conflict, migration, public
health, and climate change—aect and
are reected in the stories of bedtime for
children around the world.
Contact partnerships@natgeo.com for information or advertising opportunities.
All editorial subject to change.
| TOTAL AUDIENCE PROFILE
Total 27,959 100.0 11.2 100
Men 15,317 54.8 12.7 113
Women 12,642 45.2 9.8 87
NATIONAL GEOGRAPHIC
RATE BASE: 2,250,000
2019 SPRING MRI
Adults
HHI $100,000+ 9,711 34.7 11.2 100
HHI $150,000+ 5,096 18.2 11.7 104
HHI $200,000+ 2,457 8.8 11.8 105
HH Net Worth $1M+ 3,391 12.1 13.6 121
Income | Median HHI: $72,815 | Median IEI: $43,983
Att./Grad. College+ 18,936 67.7 12.6 112
Bachelor’s Degree+ 10,428 37.3 13.2 117
Post Graduate Degree 4,290 15.3 14.9 132
C-Suite/Top Management 1,508 5.4 14.2 127
Top Management 1,312 4.7 13.9 124
Managers/Professionals 7,562 27.0 12.0 107
Mgt./Bus./Fin. ops 2,548 9.1 9.8 87
Prof./Related occup. 5,014 17.9 13.6 121
Own Home 18,093 64.7 11.0 98
Married 14,097 50.4 10.7 95
Kids in HH 10,115 36.2 10.7 95
Influentials* 2,872 10.3 19.4 173
Super Influentials** 1,084 3.9 22.9 204
Education
Occupation
Household Composition | Median Home Value: $269,481
18-24 3,648 13.0 12.4 110
25-34 4,834 17.3 10.8 96
35-44 4,441 15.9 11.0 98
45-54 4.058 14.5 9.7 86
55-64 4,702 16.8 11.3 100
65+ 6,277 22.5 12.5 111
Gen Z 2,445 8.7 13.2 117
Millennials 9,485 33.9 10.9 97
GenXers 4,741 17.0 9.7 86
Boomers 8,553 30.6 12.1 108
Pre-Boomers 2,735 9.8 11.6 103
[ b.1997-2010 ]
[ b.1977-1996 ]
[ b.1965-1976 ]
[ b.1946-1964 ]
[ b.pre-1946 ]
Age | Median: 47.6 years
[ 000s ] % COMP. % COV. INDEX
Source: GfK MRI 2019 Spring Report © 2019, GfK MRI. All Rights Reserved.
*(3+ public activities/last year)
**(5+ public activities/last year)
| PREFERRED EDITION AUDIENCE PROFILE
Total 10,845 100.0 4.4 100
Men 5,799 53.5 4.8 111
Women 5,046 46.5 3.9 90
HHI $100,000+ 8,480 78.2 9.8 225
HHI $150,000+ 4,450 41.0 10.2 234
HHI $200,000+ 2,146 19.8 10.3 236
HH Net Worth $1M+ 2,961 27.3 11.9 273
Att./Graduated College+ 9,009 83.1 6.0 138
Bachelor’s Degree+ 6,041 55.7 7.6 175
Post Graduate Degree 2,780 25.6 9.6 221
C-Suite/Top Management 1,054 9.7 10.0 228
Top Management 961 8.9 10.2 234
Professional/Managerial 4,314 39.8 6.9 158
Mgt./Bus./Fin. ops 1,614 14.9 6.2 142
Prof./Related occup. 2,699 24.9 7.3 169
Own Home 9,010 83.1 5.5 126
Married 7,098 65.4 5.4 124
Kids in HH 3,936 36.3 4.2 96
Influentials* 1,497 13.8 10.1 232
Super Influentials** 597 5.5 12.6 289
18-24 1,106 10.2 3.7 86
25-34 1,489 13.7 3.3 76
35-44 1,778 16.4 4.4 101
45-54 1,796 16.6 4.3 98
55-64 1,881 17.3 4.5 104
65+ 2,794 25.8 5.5 127
Gen Z 786 7.2 4.2 97
Millennials 3,095 28.5 3.5 81
GenXers 2,153 19.9 4.4 101
Boomers 3,636 33.5 5.2 118
Pre-Boomers 1,175 10.8 5.0 114
[ b.1997-2010 ]
[ b.1977-1996 ]
[ b.1965-1976 ]
[ b.1946-1964 ]
[ b.pre-1946 ]
Source: GfK MRI 2019 Spring Report
National Geographic Preferred: 900,000 subscribers with HHI $100,000+ or Net Worth $500,000+ positively identified by Acxiom
2019 Spring MRI code: National Geographic and (HHI 100,000+ ! 72780-y) scaled at 81.9487
NATIONAL GEOGRAPHIC PREFERRED
RATE BASE: 900,000
2019 SPRING GFK MRI
Adults
Income | Median HHI: $137,937 | Median IEI: $66,907
Education
Occupation
Household Composition | Median Home Value: $384,885
Age | Median: 50.9 years
[ 000s ] % COMP. % COV. INDEX
*(3+ public activities/last year)
**(5+ public activities/last year)
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Adweek Hot List
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American Photography 35
| 2019: 6 images from Latino Power and
Future of Food featured
ASME National Magazine Awards
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Sports and Entertainment (Race,
Story of a Face, and Planet or Plastic?).
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Stories and Picture Editing: Magazine
Feature Story.
Natural History Museum
| 2017: 5 Winners in Wildlife Photographer
of the Year, Photojournalist of the Year,
Wildlife Photographer Portfolio, and
Behavior Amphibians and Reptiles;
and 5 Finalist awards
News and Documentary Emmy Awards
| 2017: Outstanding New Approaches:
Documentary (Nomination)
Overseas Press Club of America
| 2017: Honorable Mention in The
Madeline Dane Ross Award and
The Whitman Bassow Award
Pictures of The Year International (POYi)
| 2019: 15 awards, including first place
awards for Science & Natural History
Picture Story, Print Magazine/Media
Visual Editing, and Magazine/Media
Visual Editor of the Year; five Awards
of Excellence for Portrait Series,
Issue Reporting Picture Story, Print
Magazine/Visual Editing; and finalist
for the Angus MacDougall Overall
Excellence Editing Award
| 2018: 11 awards, including winner of
Angus MacDougall Overall Excellence
Editing Award and Environmental
Vision Award; Gold in Magazine/Visual
Editor of the Year, second place in Issue
Reporting Picture Story, and 4 awards
of excellence
| 2017: 27 awards, including a sweep of
Science & Natural History Picture Story
category ; Photographer of the Year;
Magazine/Media Visual Editor of the
Year and Finalist in Angus McDougall
Overall Excellence in Editing Award
Pulitzer Prize
| 2019: Finalist in Feature Photography
| 2017: Finalist in Explanatory Reporting
Society for News Design
Scripps
| 2019: Top Prize for Environmental
Reporting
Society for News Design
| 2019: Gold winner and 15 awards of
excellence for Photography
| 2017: 60 awards including 4 Gold
Medals, 4 Silver Medals and 1 Judges’
Special Recognition. The Graphics and
Cartography teams won 30+ awards
in the infographics categories
Society for Publication Designers
| 2019: Merit winner for Feature,
Lifestyle, Travel/Food/Shelter, and 12
nominations including cover, Feature,
News/Documentary/Essay and Still
Life, Entire Issue, and Original Digital
Photography
| 2018: 9 medals –Gold in Section/Not
Feature; Gold and Silver in Feature/
Profile Non-Celebrity; 1 medal and
5 merit awards
| 2017: Record 19 medals across App
(5, including App of the Year), Video (4,
including Video of the Year), Web (4),
Digital Platform (3), Mobile Channel (2),
and Photography (1)
Society of Environmental Journalists
| 2017: Outstanding Beat Reporting,
Large Market
Sony World Photography
| 2019: First place in Nature World and
Wildlife Photography
Webby Awards
| 2019: Nominated for Best Website:
Individual Editorial Feature and
Website: Best use of Photography
(winner announced April 23, 2019)
| 2018: National Geographic honored
with first-ever Media Company of
the Year Award, 13 award wins and
5 People's Voice awards
| 2017: 11 wins Including 6 awards wins
and 5 People’s Voice Awards
White House News Association
| 2019: Second Place, Eyes of History:
Still Contest: Pictorial
World Press
| 2019: 8 awards, including first place
in Nature Stories and Environment
Singles
| 2018: 7 awards, including first place in
Nature, and second and third places in
Environment and Contemporary issues
| 2017: 3 awards, including first and
second place in Nature and third in
Daily Life
| WORLD BEAT
EXTEND YOUR IN-BOOK
ADVERTISING MESSAGE AND
INCREASE PRODUCT AWARENESS
WITH
NATIONAL GEOGRAPHIC’
S
HIGH-IMPACT PROMOTIONAL
PAGE, “WORLD BEAT.”
“World Beat” is offered in June and December issues of National Geographic only.
Each installment of “World Beat” features exciting advertising announcements,
contests, retail events, and other promotions in an uncluttered, engaging environment.
Reaching 28 million readers*, “World Beat” offers a unique and efficient way
to communicate a special promotional message, add emphasis to a marketing
campaign, and boost brand exposure.
Advertisers should supply the following – all art must be press ready:
Image
Supplied with resolution of 300 dpi in TIFF or PDF format
Logo
Supplied as Illustrator EPS vector file with all fonts converted to outlines
Copy
Maximum of 50 words describing product or service, plus website URL,
and toll-free number
National Geographic will design advertiser’s
World Beat unit and provide layout for final
approval.**
For more information, please contact
“World Beat” is available two times a year,
in June and December issues. Advertiser eligibility
based on a schedule in National Geographic magazine.
Commitment Deadline
4 weeks prior to issue close, based on availability
Materials Due
2 weeks prior to issue close
Program Value
$65,000 net per listing
* Source: GfK MRI Spring 2019
** National Geographic reserves the right to final approval on all listings. Size of listing will depend on final number of advertisers
CANON IMAGING PLAZA
Canon offers the Canon Imaging Plaza YouTube channel as
a resource for photo enthusiasts to learn more about digital
photography, Canon products, and the fun and joy of capturing
images and videos with a digital camera. Canon believes that
dedicated digital cameras provide users with the best means
of capturing life’s special moments.
LEARN MORE AT YOUTUBE.COM/USER/CANONIMAGINGPLAZA.
FARMERS HELP SOLVE THE WATER CRISIS
Of all the Earth’s water, farmers have just 0.7% to grow all our
food. And by 2050, it’s estimated there’ll be 9 billion people
to feed with that 0.7%. Take the Uncharted Waters quiz, and
explore the technologies and practices farmers use to get the
most from every drop.
EXPLORE THE FUTURE OF WATER AT
NATIONALGEOGRAPHIC.COM/UNCHARTEDWATERS.
EXTRA GRAINY
Are you craving that extra grainy experience? Try the NEW
irresistible Extra Grainy Bread. Rich and hearty, you’ll get
the taste you crave, the texture you love and the high quality
ingredients you expect. It’s a smart choice that’s delicious and
nutritious from the inside out.
FOR MORE INFORMATION, VISIT LOVEYOURBREAD.COM.
JOIN THE JOURNEY
Touch, feel, learn, explore, be immersed and be inspired—at
the place where the mission for exploration is alive. Where
immersive experiences get you closer to NASA than anywhere
else on Earth. Visit Kennedy Space Center Visitor Complex
℠
,
part of an active spaceport where rockets launch and inspira-
tional journeys begin.
FOR MORE INFORMATION,
GO TO KENNEDYSPACECENTER.COM OR CALL 855-418-6648.
| RESEARCH READER PANEL
ADVERTISERS CAN ACCESS
A PANEL OF 12,000+ HIGHLY
INVOLVED
NATIONAL GEOGRAPHIC
READERS THROUGH
NATIONAL
GEOGRAPHIC
MAGAZINE’S READER
PANEL. A BROAD RANGE OF TOPICS
AND ADVERTISER CATEGORIES
ARE EXPLORED THROUGHOUT
THE YEAR, AND ADVERTISERS
HAVE THE OPPORTUNITY TO
POSE CUSTOMIZED QUESTIONS
TO PANEL MEMBERS.
A
dvertisers can use the panel to:
| Gauge reader reaction to advertising creative
| Ask questions about an upcoming product launch
| Learn about advertising competitors
| Gain market insight
| And more!
Commitment Deadline
At least eight weeks prior to survey deployment
Value
$20,000 and up (dependent upon scope of project)
For more information, contact [email protected]
