2020 Media Information & Placements · 2019. 12. 6. · 2 MEDIA IT 2020 | FIDCIARY CLIENT ACQISITION ROLLOVERS Fi360 401(k) TOOLKIT Rewarding, challenging, trying, exciting— all

HSA LEADERS SPEAK TOP ADVISOR

401(k) Specialist is exclusively dedicated to equipping retirement plan advisors with the vision, specialized

knowledge and cutting-edge technology that are vital to their success in a dynamic marketplace, in order to

ensure a secure retirement for hardworking Americans through the 401(k) savings vehicle.

Our Mission

2020 Media Information & Placements

Fiduciary

ClientAcquisition

Investments

Rollovers

401(k)Practice

HSATop Advisor

Leaders Speak

401(k) Toolkit

Fi360

MEDIA KIT 2020 | www.401kSpecialist.com2

FIDUCIARY ROLLOVERSCLIENT ACQUISITION Fi360 401(k) TOOLKIT

Rewarding, challenging, trying, exciting— all words used to describe the 401(k) space in 2019.

Think 2020 will be any different?

There’s only one acceptable answer, “Not a chance.” The safe bet is that it will get more intense, driven by demographics, politics, regulation and the evergreen need for retirement security.

We don’t know what the future holds, but we know enough to hang on tight. The Investment Company Institute pegs total retirement assets at $28 trillion, with $5 trillion plus in 401(k) plans specifically.

The Austin Powers-sounding numbers mean 401(k) advisors need to be on their game to help American workers reach not only an affordable quality of life in retirement, but the one of which they’ve dreamed. It’s a tall order, but one reason it’s so fulfilling.

It’s also the reason why we’re here; to make sense of the noise, and filter what’s truly important to the 401(k) sponsors and participants in plans on which our readers advise.

More importantly, we help you grow your business by focusing on what matters.

So, what “matters” now?

1). Participant outcomes It’s central to the advisor’s mission and ultimately why they do what they do. But how is it measured, benchmarked, analyzed and evaluated to ensure the 401(k) vehicle is acting as intended? We speak to (and celebrate) the advisors and experts who are doing it right.

2). Fiduciary Is the fiduciary rule on again, off again? Will it be overseen by the DOL, SEC, someone else or none of the above? Who cares? If you’re not putting your clients first, the litigation horde is headed for you. How do the “3s”—3(38),

3(21) and 3(16)—come into play? What about other risk-mitigation tools and techniques? Our comprehensive content covers it all.

3). Innovation Auto-enrollment, escalation and now (yes) portability; target date funds and customized portfolios, new share classes and even collective investment trusts, there’s no shortage of “new” (technology and otherwise) in the 401(k) space. We’re constantly searching the horizon for what’s next, and detail how it affects you, your business and (most importantly) your clients.

4). Health Savings Accounts (HSA) We hear affordable health care just might be a concern in retirement. The HSA has emerged as a viable solution for ensuring participants are covered at a reasonable cost. How does it fit with the 401(k)? How do 401(k) advisors incorporate it into their practices? What does the regulatory outlook entail? Important questions asked and answered.

5). Financial Wellness Sure, we’ve all heard about it—and then some. Yet studies indicate sponsors and participants are still on step one in enrollment and uptake. It’s critically important, and as health and wellness programs indicate, just as impactful. We cover what’s happening and why.

It’s only a portion of what 401(k) Specialist covers in print, in person and online. It’s an exciting and inspiring daily dialogue and, as always, we hope you’ll join.

John Sullivan Editor-in-Chief, 401(k) Specialist

Crucial Areas of 401(k) Focus

MEDIA KIT 2020 | www.401kSpecialist.com 3

PRACTICE INVESTMENTS HSA LEADERS SPEAK TOP ADVISOR

Exclusive Content

401(k) Specialist is the ONLY digital and print content platform focused exclusively on 401(k)-specific content that is critical to 401(k)-specialized retirement advisors. We exist to equip them with distinct, laser-focused knowledge, exposure to powerful investment vehicles, connection to cutting-edge technology and awareness of innovative sponsor and participant education and wellness solutions.

Specialized Advisors

401(k) Specialist continues to grow. We enter 2020 with an outbound reach of over 47,000 advisors. They are 401(k) specialized, outcomes-focused, dually licensed and fee-based and operate predominantly in the independent (RIA) channel. They are the gatekeeper consultants to plan sponsors and participants, influencing decisions every day.

Direct Accessibility

401(k) Specialist’s audience is proprietary and has been built organically and methodically over the last six years. It simply cannot be duplicated. There are no other means to isolate and influence those retirement advisors who are most active and engaged in the 401(k) industry. We protect our loyal audience, never offering our data through programmatic channels.

Large Stage

401(k) Specialist believes that advisors are influenced most when they are in a learning environment. We have created Leaders Speak, an innovative thought-leadership platform designed to give you in-depth narratives with advisors and direct access to your research, articles, tools, white papers, webinars and videos. “Persuasion often requires teaching and teaching often requires persuasion”– The Relationship Between Selling and Teaching, John Malcom

Industry Experts

401(k) Specialist’s quarterly print editions are hard-hitting. This is where we tackle in-depth issues and solutions by partnering with major 401(k) industry influencers as cover features. In 2019, our experts included: Behavioral Economist and Nobel Laureate Dr. Richard Thaler, Famed ERISA Expert Fred Reish, Human Capital Data Pioneer Hugh O’Toole and Financial Media Mogul Dave Ramsey.

Outcomes Focused

401(k) Specialist has transformed the way the industry measures advisor success. Participant outcomes is (or should be) the ultimate metric of 401(k) advisor performance. The prestigious recognition program, Top Advisor by Participant Outcomes (TAPO) was created by 401(k) Specialist to recognize, honor and celebrate those advisors who are focused on successful outcomes for their participants.

Fiduciary Centered

401(k) Specialist has formed an exclusive partnership with Fi360, the nation’s leading provider of fiduciary-related education, technology and accreditations. 401(k) Specialist is committed to bringing fiduciary empowerment to 401(k) advisors who embrace their fiduciary role with plan sponsors and participants. This partnership enables us to deliver even more specific fiduciary education to the advisors we serve.

Laura Fallbach Publisher, 401(k) Specialist

401(k) Specialist – The Differentiation

401(K) ADVISOR OUTBOUND REACH 47,000



Issue 3, 2019 | 401kSpecialist.com

NOB ELKNOW-HOW

Famed behavioral economist explains his latest big idea

+Missing ParticipantsFind ‘Em Before the DOL Finds You

EvoShare’s AngleCashback Rewards in 401(k) Contributions

WITH RICHARD THALER

401k_Issue 3 2019.indd 1 7/16/19 2:18 PM

401(k) Specialist Content and Product Channels – 401(k) Advisor Outbound Reach Now at 47,000

401(k) Specialist Open Source 24/7 Exclusive 401(k) Advisor News Site

401(k) Specialist Magazine


FIDUCIARY

Once more into the breach with the SEC

and DOL. Famed ERISA expert FRED REISH

on what happens now.FRED

KNOWS

+More TAPO 2019: Who Made the Cut?

How 401(k) Advisors Can Step Up Their

HSA Game

401k_Issue 2 2019.indd 1 3/21/19 10:17 AM

BUILDING WEALTH

INTENTIONAL

INTERVIEWING

LEADERSHIP STYLE


CHANGING BEHAVIOR

LOYALTY

MANAGING DEBT

CONSISTENCY

FANATICAL INTEGRITY

ENTREPRENEUR

FLEXIBILITY

FINANCIAL WELLNESS

BETTER HIRING

DELEGATION

DIGNITY

RETIREMENT

HEART OF

A TEACHER

Financial Media Mogul

DAVE RAMSEY on the Finer Points

of Leadership

RAMSEY’S

RULES

401k_Issue 4 2019.indd 1 10/8/19 12:37 PM



401(k) Specialist Content and Product Channels – 401(k) Advisor Outbound Reach Now at 47,000

LinkedIn Sponsored Content Campaigns

Custom HTML eBlast

401(k) Specialist eNewsletter



401(k) Specialist Advisor Profile

401(k) Specialist Advisors Have Higher Assets Under Management

401(k) Specialist Advisor Type:

93% of our advisors are dually licensed and fee based

401(k) Specialist Advisor Years of Experience:

75% of our advisors have 11 or more years of experience

401(k) Specialist Advisor Type:

78% of our advisors operate in the RIA channel

93% 75% 78%

31.6% have AUM of $20M to $50M

33.8% have AUM of $50M to $100M

16.37% have AUM of $100M to $500M

(Industry average is 32%)



46% also manage 403(b) and 14.5% also manage 457



More Information About Our Advisors

of 401(k) Specialist Advisors are also Insurance Cross Licensed74%

401(k) Specialist Advisors Are Licensed in Multiple States

Exams Held by 401(k) Specialist Advisors: S65, S7, S63, S6, S66, S24, S10, S27

55% licensed in 1-5 states

18% licensed in 6-10 states

13% licensed in

11-15 states

1.5% licensed in 36+ states

3% licensed in

31-35 states

6% licensed in

16-20 states

3% licensed in

21-25 states .5% licensed in

26-30 states



FIDUCIARY – Litigation, regulation, and the (never ending) DOL fiduciary rule drama; what do they mean for 401(k) advisors in 2019 and beyond? We help advisors stay out of trouble and do what’s right for their clients. Topics: 401(k) regulation, litigation, ERISA 3(38) 3(21) 3(16), Department of Labor, fiduciary research and tools.

ROLLOVERS – Has the predicted rollover ‘tsunami’ slowed to a trickle by recent fiduciary dams put in place? Whether or not the size remains the same, rollovers are often appropriate. We cover the dos and don’ts to help advisors get it right. Topics: 401(k) fees, income/sequence of withdrawal, tax strategies, rollover research.

THE 401(k) PRACTICE – How do advisors ensure their practices are running at peak efficiency? How do they select the right vendors and technology? Succession planning? Employee issues? They’re all covered, and top experts join the discussion. Topics: 401(k) financial wellness, education and enrollment, best practices, technology, research and tools.

CLIENT ACQUISITION – What are the cutting-edge techniques for getting past the gatekeepers to the right decision maker? What about new and different client appreciation and prospecting events? Let’s get creative and have some fun while ensuring a steady stream of new business to fuel growth. Topics: 401(k) marketing, sales strategies, retention, research and tools.

INVESTMENTS – What’s new and exciting in product and strategy innovation and design? When does it make sense to go with the tried and true? Topics: 401(k) products, services, insurance, participant outcomes, research and tools.

HEALTH SAVINGS ACCOUNTS – Are they the solution to so much of what ails 401(k) participants in retirement? Will new tax policy boost their value as a major savings and investing vehicle? Our experts explain what they are and why they matter. Topics: HSA products, strategies, regulation, research and tools.

TOP ADVISOR – How do we know we’re doing it right? What benchmarks and measurements are in place to ensure successful participant outcomes? We learn from the best of the best in our monthly ‘Top Advisors by Participant Outcomes’ (TAPO) recognition and celebration (more details on pages 10 and 11). Topics: About TAPO, advisor recognition, how to qualify, top advisor profiles, about Excel 401(k) and TAPO.

Fi360 – By far the most exciting addition to our editorial lineup is our content partnership with Fi360, the nation’s leading provider of fiduciary-related education and technology. Fi360 delivers cutting-edge information and ideas relevant to fiduciary-focused 401(k) advisors, as well as Accredited Investment Fiduciary® (AIF®) and Accredited Investment Fiduciary Analyst® (AIFA®) designees. The Fi360 content tab now appears in the navigation bar on the 401(k) Specialist homepage.

401(k) Specialist Experts/Columnists

Shlomo Benartzi, Professor, Behavioral Decision-Making Group,

UCLA Anderson School of Management

Richard Carpenter, president, USVI Pensions

Bill Chetney, founder, GRP Advisor Alliance

Liz Davidson, CEO, Financial Finesse

Terry Dunne, senior vice president, managing director, Millennium Trust Company

Charlie Epstein, The 401(k) Coach

Jamie Greenleaf, Principal, Cafaro Greenleaf

Rebecca Hourihan, founder, CMO, 401(k) Marketing

Kristina Keck, Vice President, Retirement Plans, Woodruff-Sawyer & Co.

Aaron Klein, CEO, Riskalyze

Roger Levy, managing director, Cambridge Fiduciary Services

Barbara March, CEO, BridgePoint Group

Tony Mingo, president, CEO, vWise

Hugh O’Toole, senior vice president, head of Workplace Distribution, MassMutual

Jason C. Roberts, CEO, Pension Resource Institute and funder, Retirement Law Group

Ary Rosenbaum, ERISA attorney and expert, The Rosenbaum Law Firm

Ann Schleck, Ann Schleck and Company

Skip Schweiss, managing director, TD Ameritrade Institutional

Jania Stout, Managing director, co-founder, Fiduciary Plan Advisors

Richard Thaler, professor of behavioral economics, University of Chicago

Don Trone, CEO, 3ethos

Marcia Wagner, managing director, The Wagner Law Group

Editorial Mission401(k) Specialist magazine, website and e-newsletters deliver the most specific, topical and actionable content to help ensure 401(k) advisors protect and grow their business and—more importantly—achieve a safe and secure retirement for clients and plan participants.

401(k) Specialist Daily Channel Content Strategy



401(k) Specialist Editorial Topics

FiduciaryLitigation

REGULATIONER

ISA

Department of Labor ROLLOVERSIncome/Sequence of Withdrawal

FeesTax Strategies

401(k) Practice

EDUCATION AND ENROLLMENTTECH

NOLO

GY

Best PracticesFINANCIAL WELLNESS

Clien

t Acq

uisit

ion

SALE

S ST

RATE

GIES

Rete

ntio

nMarketing

InvestmentsSe

rvice

s

INSURANCE

PARTICIPANT OUTCOMESHSA (Health Savings Accounts)

PROD

UCTS

Stra

tegi

es

RegulationFi360 401(K) TOOL(K)IT

Videos

Leaders SpeakIndustry Webinars

INDUSTRY WHITEPAPERS

Sponsored Articles



Top Advisors: What Really Matters?It’s a top advisor recognition program that really matters.

The ultimate endgame for every worker is a secure and rewarding retirement, today referred to as successful participant outcomes. If plan participants can’t achieve an affordable quality of life in retirement, what’s the point? It is (or should be) the ultimate metric of 401(k) advisor performance, so why not center a celebration on that?

So we did, and refer to it as TAPO, an acronym for Top Advisor By Participant Outcomes.

TAPO is the recognition and celebration of successful participant outcomes and the advisors who help make them possible.

Each month we highlight those who are doing it right, as they reveal their benchmarks, measuring sticks and personal anecdotes about how they are moving the needle and making a difference in people’s lives.

It’s exciting, inspiring and extremely informative.

All Top Advisors by Participant Outcomes recipients are honored in person at EXCEL 401(K) – The ADVISORS’ CONFERENCE at the TAPO awards ceremony each year.



2019 TAPO Recipients

Dorann Cafaro Cafaro Greenleaf

George Fraser Retirement Benefits Group

Jamie Linkowski PrimeSolutions Advisors

Lisa Petronio Strategic Retirement Partners

Jim Marshall Spectrum Investment Advisors

Michael Kane Plan Sponsor Consultants

Mario Giganti Cornerstone Capital Advisors

Jason Chepenik Chepenik Financial

Kristina Keck Woodruff-Sawyer & Co.

Todd Timmerman Retirement Plan Analytics

Barbara Delaney StoneStreet Renaissance

Chad Larsen MRP

Joe DeNoyior Washington Financial Group

Vince Morris Bukaty Companies Financial Svs.

Alex Assaley AFS 401(k) Retirement Svs.

Ty Parrish Blue Prairie Group

Charles Langowski Advanced Capital Group

Aaron Pottichen Alliant Retirement Consulting

Scott White NestEgg U with Intrust

Marko Ungashick Two West

Marcy Supovitz, Boulay Donnelly & Supovitz Financial Services

Blake Thibault Heffernan Financial Services

Daniel Peluse Wintrust Wealth Management

Kristi Baker CSI Advisory Services

Brad Arends intellicents

Todd Kading LeafHouse Financial

Kathleen Kelly Compass Financial Partners

Dan Boardman, Hickok & Boardman Retirement Solutions (HBRS)

Daniel Tacktill, The Stanger Tacktill of Oppenheimer & Co.

Jamie Greenleaf Cafaro Greenleaf

Jerry Lynch JFL Total Wealth Management

Corby Dall 401k Advisors Intermountain

Jeanne Fisher ARGI Investment Services

David Griffin Atlanta Retirement Partners

PREVIOUS TAPO RECIPIENTS



401(k) advisors are most influenced when they are acquiring information and opportunities that help propel them as 401(k) experts.

LEADERS SPEAK is your platform for delivery of custom content, research, webinars, white papers, tools and videos that you have designed to educate, inform and influence 401(k) advisors and the sponsors and participants that they serve.

Differentiate. Have deeper narrative. Position your executives as thought leaders. Inspire. Energize. Influence those 401(k) advisors who are actively choosing investment products, services and technology solutions for plan sponsors and participants every day.

INFLUENCE – “The capacity to have an effect on

the character, development, or behavior of someone or something.”





1. Deep narrative, authoritative thought leadership and your company positioned as the center of attention, as you provide an insightful native article that is placed as the lead story on 401kspecialist.com for 24 hours. There will be up to 3 links within this article for you to drive advisors directly to your specific landing pages, white papers, videos, research, or any other offering.

2. Your article will also deploy as lead story in a 401(k) Specialist eNewsletter to over 47,000 401(k) advisors. You own the banner inventory as a complete takeover for maximum dominance and 100% SOV.

3. 401(k) Specialist will provide a rotational promotion of your article on 401kspecialist.com for 30 days.

4. 401(k) Specialist will provide two social media pushes around your article on all 401(k) Specialist channels including LinkedIn, Twitter and Facebook, within the first 30 days of the article being published.

5. You will receive indefinite exposure for your article in two separate locations on 401kspecialist.com, giving advisors access to your content in all future searches by topic, by channel or by your company name.

6. For an additional investment to this package, your digital Q&A will also be published as advertorial in an aligned 401(k) Specialist print edition.

Note: At no additional cost to this package, 401(k) Specialist’s editorial team can also conduct a key executive Q&A interview for you.

Flight is 30 Days, with indefinite exposure on 401kspecialist.com

Custom Content Package – Article

Custom Content Package



Custom Content Package – eNewsletter

Custom Content Package – Social Media

Custom Content Package – Print Advertorial(Optional)

Custom Content Package Continued



The Native Text Article placement is high impact placement available to those partners who have purposeful and educational thought leadership content hosted on their websites and want to be seen as an authoritative leader.

The Native Text Article placement will have the same look and feel as 401(k) Specialist editorial articles and will

drive advisors directly to content on your site, as they are consuming relevant content on 401kspecialist.com.

Partner will provide a link to content, compelling headline and image for this placement. All content must be approved by the 401(k) Specialist editorial team.

Flight: 7 Days

The High Impact Video placement is designed to communicate the power of your company as you showcase your messaging with custom video on a dominant location of 401kspecialist.com

It is high impact placement 750x550 on the home page, and 300 x 250 on the interior pages. The customized High Impact Video unit gives you a consistent and influential placement designed to educate and inspire 401(k) advisors, in an enticing format.

Flight: 30 Days

Flight is for 30 or 31 days depending on month.

Native Text Article Placement

High Impact Video Placement



The Exclusive Video Sponsorship is a dominant placement on the home page and ROS of 401kSpecialist.com, and the largest physical placement on the site, at 1200x550.

This placement includes a customized responsive skin that links directly to your website and additional logo.

This dominant placement is also positioned as the exclusive sponsorship placement of all video on the 401(k) Specialist Leaders Speak Video Channel. You can provide up to 3 additional videos to place on the Leaders Speak Video Channel at no additional cost.

Flight: 30 Days

Exclusive Video Channel Sponsorship



In-Article VideoWhen there is an objective to layer in video, the In-Article Video placement accomplishes this objective while aligning your video messaging with specific 401(k) subject matter.

401(k) Specialist will embed your video, along with your logo, within every article of a 401(k) Specialist specific digital content channel.

This is an opportunity to inspire 401(k) advisors with thought leadership video messaging.

Flight: 30 Days

In-Article BannerThe In-Article Banner placement gives you the opportunity to place your messaging directly in the midst of 401(k) Specialist content.

We will embed your 728x90 or 300x250 banner, along with your logo, within every article of a specific 401(k) Specialist digital content channel.

We can also create a custom 728x90 banner for you.

This will align your messaging within a specific topic in the minds of 401(k) advisors.

Flight: 30 Days



401(k) Specialist will promote your upcoming webinar to our 47,000 401(k) advisor audience with a custom HTML eBlast. This eBlast will include a link to your hosting site’s registration paywall with registration links. There will be a “reBlast” to all non-opens prior to the webinar.

Your upcoming webinar will be promoted on 401kspecialist.com as an “upcoming webinar” and it will be promoted on all 401(k) Specialist social media channels.

Once the webinar has been published, it will continue to reside on the Leaders Speak Webinar Listing channel of 401kspecialist.com for 6-months post viewing and lead generation.

Flight: 2 Deployments, 30-Day Promotion, 6-Month Listing

Webinar Audience Development Package



Live Event Sponsorship401(k) Specialist editorial staff has intensive coverage at coverage of 401(k) industry partner events.

There will be a “breaking news” red bar that runs at the top 401kSpecialist.com. This bar will announce the live event coverage and it will include your clickable logo on the bar, as the exclusive sponsor.

Once the advisor clicks on the live event coverage bar, they will direct to event coverage, produced by 401(k) Specialist’s editorial team.

Every page of this live event coverage on 401kSpecialist.com will have your 728x90 upper banner and a 300x250 rectangle banner, promoting you as the exclusive sponsor of this coverage. There will be no other display advertising on any of these live event coverage pages.

Flight: 7 Days

March 22 - 23

New Orleans

April 26 - 28

OrlandoMay 17 - 19

Austin

October 25 - 27

Las Vegas



Industry Webinar Listing401(k) Specialist offers you the opportunity to place your webinar on 401(k) Specialist’s industry webinar section of the Leaders Speak content channel. Your webinar will be accessible to 401(k) Specialist’s exclusive advisor audience for up to 12 months through a link to your hosting site’s registration paywall. Advisors will have access to your view your webinar after registering.

Your webinar will have rotational promotion on the home page and ROS of 401kspecialist.com. 401(k) Specialist will also provide on-going social media promotion of your webinar.

Flight: 6 - 12 Months

Industry White Paper Listing401(k) Specialist offers you the opportunity to promote your white paper on 401(k) Specialist’s Industry White Papers section of the Leaders Speak content channel for a up to 12 months. You provide your white paper with a direct link to your registration page for download of the white paper. You can also choose to offer an immediate download of your white paper for advisor’s direct viewing.

Your white paper will have rotational promotion on the home page and ROS of 401kspecialist.com. 401(k) Specialist will also provide on-going social media promotion of your white paper.


Industry Video Listing401(k) Specialist offers you the opportunity to place your company or executive video on the Leaders Speak content channel.

Your video will be accessible to 401(k) Specialist’s exclusive advisor audience for up to 12 months, and will be placed before all editorial videos on Leaders Speak.

Your video will have rotational promotion on the home page and ROS of 401kspecialist.com. 401(k) Specialist will also provide on-going social media promotion of your video.




Custom HTML eBlastYou will have 100% share of voice with this HTML eBlast offering that is designed for maximum engagement.

This 600-wide HTML placement gives the you the vehicle in which to influence over 47,000 401(k) advisors directly with concise narrative and embedded links, while co-branding with 401(k) Specialist.

401(k) Specialist will provide two “read more” articles below the HTML messaging.

Flight: 1 Deployment

Custom eNewsletterYou have the opportunity to align your messaging with relevant, focused 401(k)-specific content by completely owning the banners on a 401(k) Specialist editorial-driven eNewsletter.

This takeover gives you 100% share of voice as no other advertising partners will be invited to participate in this eNewsletter deployment.


Custom Topic eNewsletterThe Custom eNewsletter Takeover gives you the opportunity to align your messaging with a specific 401(k) content topic of your choosing.

You choose the topic, we provide the content.

You will completely own the banners on this 401(k) Specialist editorial-driven eNewsletter for 100% share of voice.


Outbound Communication Opportunities

Shared Placement eNewsletter



401(K) TOOL(K)IT Listing401(k) Specialist has created the 401(K) TOOL(K)IT as a “test drive” advisor resource. This channel provides advisors with the fastest and most efficient way to gain access to industry tools and resources via direct links on the 401(K) TOOL(K)IT.

You have the opportunity to promote a specific tool created to support 401(k) advisors, their sponsors and their participants, while getting direct activity to your website where your tool is hosted.

Your tool will have rotational promotion on the home page and ROS of 401kspecialist.com. 401(k) Specialist will also provide on-going social media promotion of your tool.


DIGITAL AD SPECS

Contact: 401(k) Specialist Digital Team at [email protected]

Tool k it Tool k it

Tool k it Tool k it



High Impact and Display Banner Opportunities

Expandable Leaderboard Banner 728x90 pixels

Super Leaderboard Banner - 970x90 pixels

Welcome Interstitial Banner- 640x480 pixels



Portrait Banner - 300x600 pixels

Large Portrait Banner - 300x1050 pixels

Medium Rectangle Banner - 300x250 pixels Video asset may be placed in this position.

Leaderboard Banner - 728x90 pixels



Distributed quarterly, 401(k) Specialist print editions reach 401(k) advisors, providing them with in-depth, critical insight into issues related to the 401(k) industry. By famously featuring major 401(k) industry influencers, we focus on the challenges (and solutions) that affect the advisor’s 401(k) practice, as well as the plan sponsors and participants they ultimately serve.

Traditional Advertising• Full Page Four Color • Two-Page Four Color Spread

False Cover401(k) Specialist offers you an opportunity to dominate your message with an advertisement tipped on to the cover of 401(k) Specialist. This tip on (pull off ) over the cover of the magazine, gives you a dominant position in that it is the first thing that an advisor sees when they receive their issue. It can be peeled off by the advisor, so there is an opportunity to create a tool that they can use while in meetings with their plan sponsors and participants.

3-Page Cover GatefoldThe most dominant of all positions in the print edition of 401(k) Specialist. This position gives you the inside front cover that opens up to your messaging from the cover, and then 2 pages more on the inside, for a total of 3 pages off the cover. This gives you complete dominance the moment the advisor turns the first cover page. You have a powerful opportunity for maximum exposure, impact and messaging to our 401(k)-advisor audience with 3 full pages to tell your story in a most dramatic format.

Heavy Card Stock Insert with Perforation401(k) advisors are hungry for tools that they can use in meetings with their plan sponsors and their participants. 401(k) Specialist offers the opportunity for you to present information, case studies, benchmark reports, analysis and any other type of tool that the advisor can easily remove from the print magazine and use for generating more business, while indirectly promoting your products with this tool, and can also be used for return reply for lead generation. This option provides you with two pages of high gloss, heavy stock paper, front and back.

Native Print ArticleYou develop a 401(k)-advisor related article or study that we then publish in the print edition of 401(k) Specialist. We can run this as one full page or as a 2-page spread. This article must be approved and edited by the 401(k) Specialist editorial team and be tagged as sponsored content. You will have the ability to proof and approve the final article as well as any graphics or photography developed for the article.

Key Executive Q&A401(k) Specialist editorial team will interview a key executive at your company on a topic related to 401(k) and publish this Q&A on either a full page, or a 2-page spread in 401(k) Specialist print editions. This Q&A will be tagged as sponsored content. You will receive final approval on the Q&A and any graphics or photography used for the Q&A.

Company Profile401(k) Specialist will do an in-depth profile on your company with information on your mission, history, products and services offered to 401(k) advisors. This will be published as either a full page or a 2-page spread. This profile will be tagged as sponsored content. You will receive final approval on this company profile and any graphics or photography used for the profile.

Print Opportunities

Issue Space Date Materials Date Mail Date Bonus Distribution

Q1 January 24, 2020 February 3, 2020 March 18, 2020 Retirement & Longevity Summit

Q2 March 13, 2020 March 23, 2020 May 6, 2020 NAPA 401(k) Summit / FI360

Q3 July 10, 2020 July 17, 2020 September 2, 2020

Q4 September 14, 2020 September 21, 2020 November 4, 2020 Excel 401(k)



4.75 x 9.625

2/3 PageVertical

7.25 x 4.751/2 Page

7.625 x 10.125

Full Page Non-Bleed

Trim Size: 8.375 x10.875

Bleed: 8.625 x 11.125

Live Area: 7.625 x 10.125

Full Page with Bleed

2.25 x 9.625

1/3 Page Vertical

Note: Text placed outside the safe area of any Full Page ad may be cut off. Please keep text inside the safe area. Additional sizes may be available for this publication.

Magazine Trim Size: 8.375" x 10.875"

Full Page Safety Area: 7.625" x 10.125"

4.75 x 4.75

1/3 Page Square

4.75 x 7.25

1/2 Page Island

Print Specs

Trim Size: 16.75 x 10.875 Bleed: 17 x 11.125

Live Area: 16 x 10.125

Double Page Spread

Trim Size: 16.75 x 5 Bleed: 17 x 5.25

Live Area: 16 x 4.25

1/2 Page Spread

Materials not submitted in an acceptable format or received after the due date might be subject to production fees and/or late fees. If you need an advertisement created, our in-house agency can develop and design an advertisement. Call 303.502.2517 for pricing and details.

Size If your document is not built to the correct size, the final output might not be what you expect. With spreads, we do not guarantee perfect alignment of type or graphics across the gutter.

Live Area Information placed less than .375” from trim edge risks being cut off and displaying incorrectly.

Preferred Format: Adobe PDFX1A with fonts, images (CMYK @ 300 dpi) embedded with Crop Marks and Bleed if applicable.

Acceptable File Formats include: Submit ads exactly to size. Refer to the ad size chart.

• Adobe Illustrator—CMYK, fonts converted to outlines, images embedded

• Adobe Photoshop—CMYK @ 300 dpi, flattened TIFF or EPS

• Adobe InDesign—fonts, images (CMYK @ 300dpi)

• Any ads created on a PC platform must be processed into a

PDFX1A prior to submission.

Fonts Send both screen and printer fonts for the ad. No PC fonts. Please use Postscript fonts and avoid TrueType fonts.

Images Include all of the images used in the ad. All images placed in documents must either be TIFF or EPS file formats. Color images placed in the ad must be CMYK. Any RGB images will be converted; allow for color variation in conversion.

Material Submissions • Ads under 10 MB in size after compression can be provided as

an attachment via e-mail to [email protected].

• Ads from 10 to 80 MB in size after compression can be transmitted via FTP. Email [email protected] for instructions.

• Ad files larger than 80 MB in size must be provided on CD.

All submissions must include date submitted, issue month, advertiser or agency name, contact name, phone number and file names.

Miscellaneous 401(k) Specialist is not responsible for errors or color discrepancies on ads not accompanied by a proof. The publisher and printer will not be responsible for matching color when a color correct SWOP certified is not submitted.



Testimonials

“401(k) Specialist is the leading source of content in the 401(k) industry. The magazine, website and newsletters offer up-to-date insight on trends, products and best practices. It’s a

valuable information platform for me and my team.”

J.D. Carlson, CEO Plan Design Consultants

“401(k) Specialist does an exceptional job of keeping us informed on how

our industry is changing. I appreciate the focus they have on financial

wellness and improving participant outcomes. It gives me unique insight

on how to evolve my practice and better serve my clients.”

Blake Thibault Heffernan Financial Services

Gregg Andonian Baystate Fiduciary Advisors

George Fraser Retirement Benefits Group

“401(k) Specialist is vital. Their ability to ‘cut to the chase’ and deliver

meaningful and immediate ways for advisors to improve their business

models is spot on. 401(k) Specialist’s process of sharing best practices from advisors means that 401(k)

participants ultimately benefit. This is why we are in this biz…better

participant outcomes.”

“I am the master of deleting email as it hits my inbox. However, when 401(k) Specialist sends me something, I pay attention and put a pause on my deleting trigger finger.

401(k) Specialist has great content, variety of sources and content matter, all invaluable to me. It keeps me educated and entertained at the same time. My one go-to-choice, that I never miss, is the information I receive from

401(k) Specialist.”



ADP

Allianz Global Investors

American Century Investments

AXA Financial

Beaumont Capital

Betterment for Business

BlackRock INC

CAPITAL GROUP BY American

Funds

CUNA Mutual

Empower Retirement

Envestnet Retirement Solutions

Envisage

Fidelity

Fiduciary Benchmarks

Fluent Technologies

Franklin Templeton

Independent Financial Group

Invesco

John Hancock Investments

John Hancock Retirement

Services

J.P. Morgan Asset Management

LPL Financial

MFS Investment Management

MassMutual

Millennium Trust Company

Nationwide

Natixis

Nuveen

NY Life

OneAmerica

Optimized Advisors

PAi

Pentegra

PIMCO

PNC Financial Services

Principal

Prudential

Retire Ready Solutions

RiskAlyze

RiXtrema

Securian Financial Group

T. Rowe Price

TAG Resources

Thornburg Funds

TIAA

Transamerica

Tucker Advisors

Vestwell

Voya Financial

Wells Fargo

401(k) Specialist Partners

John Sullivan Editor-In-ChiefWith more than 25 years serving financial markets, John Sullivan is the former editor-in-chief of Investment Advisor magazine and retirement editor of ThinkAdvisor.com. He is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has

a background in the insurance and investment industries in addition to his journalism roots. He can be reached at [email protected] or 303.502.2521.

Editorial Submissions/GuidelinesTo contribute editorial ideas and submissions, send the topic, a brief synopsis, how it specifically affects the 401(k) marketplace and contact information to [email protected] or (303) 502-2521.

Advertising InformationFor additional advertising information and to request a 401(k) Specialist media kit, please contact Laura Fallbach at [email protected] or 303.502.2517.

twitter.com/401kspecmag

linkedin.com/company/401-k-specialist-magazine

facebook.com/401kSpecialist

1.866.945.0637

401kSpecialist.com

Ashley Gonzalez Director of Digital MarketingAshley Gonzalez is the director of digital media for 401(k) Specialist. She has 15 years of experience in the digital media industry, specifically B2B markets. Ashley specializes in digital marketing, electronic newsletters, social media and all things web related. She can be reached at

[email protected] or 386.302.3021.

Laura Fallbach Publisher Laura Fallbach has over 30 years of experience in the media industry. She was personally responsible for the development and launch of Senior Market Advisor, Boomer Market Advisor, Benefits Selling and Advisor’s Data Source, creating a financial media platform that

continues to serve the industry today. 401(k) Specialist is a natural extension of her ability to conceptualize and deliver niched content to specialized markets. She can be reached at [email protected] or 303.502.2517.

2020 MEDIA KIT

Brian Anderson Managing Editor Veteran financial services industry journalist Brian Anderson joined 401(k) Specialist as Managing Editor in January 2019. He has led editorial content for a variety of well-known properties including Insurance Forums, Life Insurance Selling, National Under-writer Life & Health, and Senior Market

Advisor. He has always maintained a focus on providing readers with timely, useful information intended to help them build their business. He can be reached at [email protected] or 303.483.5684.

Joey Santos Director of Digital CampaignsJoey Santos joined the 401(k) Specialist digital team with more than 10 years of experience in the digital advertising industry. With a background in programmatic advertising platforms and social media growth, Joey brings a diverse knowledge of online media to the 401(k) Specialist team. Joey can be

reached at [email protected] or 386.986.7147.

Documents

2020 Media Information & Placements · 2019. 12. 6. · 2 MEDIA IT 2020 | FIDCIARY CLIENT ACQISITION ROLLOVERS Fi360 401(k) TOOLKIT Rewarding, challenging, trying, exciting— all