Reach the Right Audience by Advertising with the Naval Institute

Day-in and day-out, for over 148 years, the Naval Institute has fostered challenging debate and delivered the world’s most vigorous independent forum on naval, defense, and national security issues. Proceedings is widely read with a well-earned reputation for candor and independence. The Proceedings regularly feature articles written by young thought leaders in the Sea Services, many of whom will go on to be Chiefs of Naval Operations, Marine Corps and Coast Guard Commandants, Combatant Commanders, Systems Commanders, Secretaries of the Navy, Deputy Secretaries of Defense, as well as international chiefs of naval service. For example, Admiral James Stavridis, former Supreme Allied Commander, first wrote for Proceedings as an ensign. Fleet Admiral Ernest King won the General Prize Essay Contest as a lieutenant in 1909.  Fleet Master Chief Paul Kingsbury won prizes in two essay contests this year.  Admiral James (Sandy) Winnefeld, former Vice Chairman, Joint Chiefs of Staff, first published as a midshipman and won the General Prize Essay Contest as a Lieutenant Commander.

Military readers consistently rank Proceedings as a “must read” and as the “most credible,” “most relevant,” and “most important” among all military journals. For this reason, Institute media command great respect. Virtually every major news organization has quoted or linked to the U.S. Naval Institute as an authoritative source, doing so more than 500,000 times in 2019 alone. With the launch of its daily news site, USNI News, the Institute has expanded its reach, achieving more than two million page views per month during 2020. It has become a source of sources for the media, domestic and international. The Institute now has 10,000 midshipmen and cadets as members.

The Naval Institute is held in high esteem by U.S. and foreign military and government leaders. It is able to speak with authority across all the military services. And, it reaches across all naval warfare specialties — from submarines to surface warfare to aviation, from the Navy to the Marine Corps and Coast Guard—and helps leaders understand what’s at stake in the critical program and operational tradeoffs we face today.

The Naval Institute's Board of Directors is comprised of career leaders like former Assistant Secretary of Defense the Honorable Robert Work, the the Honorable Christine Fox, retired Navy Admirals Richard Mies and Sandy Winnefeld, Marine Corps Lieutenant General Robert Walsh, and former Coast Guard Commandant Admiral Thad Allen. Former Chairman of the Joint Chiefs General Peter Pace chairs the Naval Institute Foundation Board of Trustees.

If you are trying to reach the decision-makers in the U.S. Navy, Coast Guard, and Marine Corps no one comes close to the Naval Institute.  Today our reach extends further than ever before as we have expanded into daily content for our influential readership.

Proceedings

Our flagship publication since 1874, Proceedings, stands alone in importance, influence, and impact.  Our readership is a who’s who of Sea Services and Defense industry leaders—The Honorable Robert Work, Admiral John Richardson, Admiral Scott Swift, General Robert Neller, Admiral James Stavridis, Admiral Paul Zukunft, and Congressmen are just a few of the people who pay to receive Proceedings each month. Who else reads Proceedings?

• Nearly 51,000 subscribers

• About 15,000 paid active-duty Navy, Coast Guard, and Marine Corps Naval Institute members, which makes Proceedings the only monthly naval publication with paid active-duty readership.

• Also of note when considering active duty audience is the fact that 65 percent of the flag and general officers in the Navy, Coast Guard, and Marine Corps are Proceedings subscribers.

• All of which adds up to impact with your potential customers—Proceedings is in the Wardroom, Ready Room, and Chief’s Mess of every U.S. Navy ship, squadron, and submarine, and every Coast Guard vessel

• Members of Congress and the professional committee staff who control defense spending

• Officers and senior civilian decision-makers with budgetary authority in the Pentagon and at every Navy, Marine and Coast Guard Command in the world

No other print publication reaches the level of critical Sea Services policy-setters and decision-makers that Proceedings does, and no one carries the editorial weight and gravitas of our writers and editors.



USNI News

Our digital properties have grown exponentially over the past five years and are the clear market leaders in reaching our Sea Services audience.

USNI News exploded onto the scene to become the Sea Services online “daily" of record.  Already bookmarked and read by military readers around the globe, USNI News targeted content features four to five original stories daily. It increases the Naval Institute’s already significant reach and influence to even more of the Sea Services most influential players. Each month, our top ten cities include Washington, San Diego, New York, Los Angeles and Norfolk so you know the right people — those who have and still are serving—are reading us.

• Full-time online journalists research and write all original content

• More than 2,000,000 page views per month, which makes USNI News the FOURTH biggest military affinity website worldwide

• Stories are featured almost every day on “CHINFO Clips” and by virtually every other news organization that matters to the military audience

• A daily electronic newsletter gets pushed out to 48,000+ subscribers each night and consistently yielding a 30 percent open rate or better

USNI.org and the USNI Blog

More than just an online version of Proceedings, USNI.org expands upon the print magazine’s mission to provide an open forum for the nation’s defense, with digital-only content — mostly commentary and analysis on events happening in and impacting the Sea Services and national security. It allows the Naval Institute to reach Proceedings readers between the monthly magazine releases. With numbers trending sharply up, online readership of Proceedings features the following:

• More than 600,000 unique page views (and 2 million ad impressions) a month. (Recent popular posts have reached as high as 50,000 unique page views during the month)

• A weekly e-mail digest that goes to 68,000 subscribers with more than a 24 percent open rate and 4 percent click-through rate -- metrics well above the industry standard

USNI.org is the place to further engage with our members. USNI.org is also where the core audience and aficionados joins the U.S. Naval Institute, purchases books, registers for conferences, and keeps up with all that’s new at the Naval Institute.

The USNI Blog is the leading "navalist" blog in the country — both in numbers and influence.  A spot for lively discussions and provocative ideas, the USNI Blog is a favorite destination for those who want to engage in the exchange of ideas that are a life-blood of the Naval Institute.

The Proceedings Podcast

The Proceedings Podcast started in 2017 as an experiment of sorts - a way to dig deeper with contributors using a different medium, and since that time the weekly show's reach has grown exponentially, currently reaching more than 20,000 listeners on Soundcloud and iTunes per month.

Guests to date have included well-known figures like Adm. Mike Mullen, former CJCS, VADM Joseph Aucoin, former 7th Fleet Commander, ADM Scott Swift, Pacific Fleet Commander, VADM Tom Moore, Commander NAVSEA, and futurist August Cole.

Sponsors of the Proceedings Podcast get an extended callout at the beginning and end of each engaging episode.

Put the U.S. Naval Institute's suite of products to work to give your business the impact you need.

Contact: Kelly Welsh, Director of Business Development and Outreach, [email protected],  410-295-1066