The peak season for kayaking has started and I thought that this would be a perfect time to discuss my favorite subject: advertising with Sea Kayaker magazine.

Here’s how advertising works at Sea Kayaker. Typically we meet new manufacturers and service providers at the numerous consumer shows and symposiums we attend throughout the country each year. Oftentimes our advertising relationship begins with the introduction of a new product that is included in either a review or a new product listing in our magazine.

I should point out that there is no connection between having a product reviewed or listed in the magazine and being an advertiser. The selection of products and services that appear in editorial content in the magazine is not dependent upon having an ad in the magazine. However, we’ve found that the response our readers have to the editorial coverage in the publication produces such a positive response for companies that they come to us to continue their presence in the magazine through advertising.

All of our advertisers are represented in both print and online. Currently the print advertisers are provided with basic value-added vehicles that give them better web exposure:
   - In addition to the Advertiser Directory listing, Display Advertisers get rotating banner ads that are on each page of our website.
   - Our Resource Advertisers are listed in the Advertising Directory.
   - Classified ads from each magazine issue are posted online and linked to their respective website or e-mail address when applicable.

We also have sponsorship opportunities and online article ads available to an Advertiser looking for even more direct exposure to our readership.

Our goal is to give the advertisers as much exposure as possible through both print and web. The greater impact we provide for our advertisers, the better it is for our long-term relationship.

Our history with North Water Rescue Equipment serves as a good example.

We got to know the folks at North Water back in the late 1990’s. After seeing each other at various shows we had an opportunity to work with them on a gear review in our October 2000 issue. Based on the reaction of that review, they soon became an advertiser with Sea Kayaker and have been with us ever since. Our companies have a strong relationship and we acknowledge the value of working together.

The relationship between Sea Kayaker and North Water has another dimension beyond advertising that isn’t readily apparent. North Water does extensive testing on its products before introducing them to the market, but the refinement of their designs is never ending. They are constantly looking for ways to improve their product line. One way of doing that is to submit products to Sea Kayaker for review. North Water not only gets exposure in the magazine reviews, Sea Kayaker is able to provide them with the findings and opinions of knowledgeable gear reviewers. The review process, as it has played out with North Water and many other companies, brings to light the common goal we have of serving kayakers and the mutual respect we like to engender with those who provide products and services for the sport. North Water has also earned the respect of the sea kayaking community. Their paddle float was chosen by Sea Kayaker as the best on the market in our 2005 Reader's Choice Awards.

North Water is represented in the publication quite frequently and their advertisement can be found in our current issue. North Water has sponsored the SK Newsletter several times during the past year, and their banner ad is in rotation all across our website. They are listed in our Advertising Directory under the gear section. We have given them great exposure and we are glad to have the support of their commitment to advertising.

We are always looking for new and imaginative ways to call the attention of our readers to our advertisers, so if you have any suggestions or inquiries on how you can better participate with the resources available here at Sea Kayaker magazine, please feel free to contact me: paul@seakayakermag.com, 206-789-6413.