WHY ADVERTISE IN AMERICAN CHESS MAGAZINE?
American Chess Magazine is an authoritative voice in the world of chess. It was launched in November 2016 as a division of the European based Chess Informant publishing house, established in 1966. Our authors are world-class players and experts and we offer readers a wide range of features in every issue.
Advertisers can be confident that their ads will be read by a broad range of chess enthusiasts, from beginners to champions. ACM is all about serious chess-related content, so it is frequently used in chess clubs and schools as an accessory for coaching and training of students.
Our readers come mainly from the United States which forms 76% of the total readership, while another 35 verified countries, led by Canada, Australia, United Kingdom and France, each claim less than 3%. We deliver magazines through a distribution network as well as our own online store.
Advertisers can time or adapt the message they wish to deliver in each ad to suit any particular season. ACM comes out four times a year, Spring, Summer, Autumn and Winter, and these issues are distributed in March, June, September and November. Our magazine is read from cover to cover, and takes up residence in the home, chess club or library for continual use.
ACM is a high-end product, produced on quality paper and with durability in mind. Since each issue has 156 pages – making it comparable to an average size book – it is meant to be kept on the bookshelf, for use as a long term source of reference. Readers and advertisers can be assured that whatever we publish is of a high standard and never subject to compromise. First and foremost the content is about serious chess information, game commentaries and analyses, with chess education in mind. Secondly, the magazine has considerable entertainment value, enhanced still further by its attractive colorful design.
In 2017 we received accolades from the Chess Journalists of America (CJA) Awards in the categories of Best Interview, Best Instructional Lesson, Best Chess Analyses and Best Magazine Layout.
WHY SHOULD CHESS BE ATTRACTIVE FOR ADVERTISERS?
Outside the glare of the major media spotlight chess players now make up one of the largest communities in the world: 605 million adults play chess regularly – a number comparable to regular users of Facebook. In the U.S., more people play chess than tennis and golf combined!
Across varied national demographic profiles (US, UK, Germany, Russia, India), a surprisingly stable 70% of the adult population has played chess at some point during their lives. Even if they played as children but left it behind as they grew up, they retain a deep admiration for the game.
Across the board, chess players and non-players alike rank chess significantly higher than any other game or sport for attributes such as intelligence, sophistication, strategy, perfection and complexity – Chess is about Thinking and Winning. Most surprising is the percentage of adults who currently play chess (either weekly, monthly or during the past year): 12% in the UK; 15% in the U.S.; 23% in Germany; 43% in Russia; etc.
But the raw numbers themselves are astonishing: over 6m, 35m, 16m and 50m people in the U.K., U.S., Germany, and Russia, respectively, are playing chess regularly and more than half are 18-34.
Active chess players are better informed than those who have never played the game or gave it up along the way: they are 5 times more likely to read The Guardian, The New Scientist or The Week (in the U.K.) or 2.5x more likely to read The New York Times, The Wall Street Journal, The Economist or The New Yorker (in the U.S.). Although chess has very low barriers for entry and is played across the socio-economic spectrum, in the U.S. 78% of regular chess players are university graduates, while among households with incomes over $120,000, 21% are regular chess players.
Despite their popular image as reclusive ascetics, chess players are generous consumers: in categories traditionally used to measure affluence (cars, watches, air travel, branded alcohol consumption, online purchasing), global research organization TGI (WPP) reports that chess players are 40%-100% more likely to purchase a luxury item than a non-chess-player.
Chess is regularly played by a demographic that is the holy grail of sponsors - AFFLUENT - YOUNG – EDUCATED - MALE - INFORMED - CONNECTED – ACTIVE – a combination of qualities attributed to 70% of the population, most of whom first played as children and who demonstrate INTELLIGENCE – STRATEGY - DECISIVENESS - SOPHISTICATION - PERFECTION.
Chess is not a ‘casual’ game. Unlike many other sports, the intellectual benefits of chess remain vital long after a competitive game is over. As with many hobbies, chess enthusiasts invest a significant amount of time and energy without expectation of reward, except in kind.
Technology has transformed chess over the last 30 years but it has not yet tapped into its huge social potential. With an ever increasing awareness that it is easier and more exciting to play face to face with friends than against a computer or a mobile phone, this audience will engage more and more to become one of the largest groups on social media.
Source: YouGov 2012