THR - Advertise on THR

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Advertising Overview

Why Advertise on THR?

TheHighRoad.Org is one of the best places to advertise to the shooting community:
  • Broad Reach: our users represent a broad swath of the shooting community, with a wide range of interests, from across the economic spectrum.
  • Strong Brand: our mission for more than a decade has been to promote responsible firearm ownership. Over this time we have maintained a family‐friendly environment that demonstrates the best qualities of the shooting community. We are the most heavily moderated shooting community on the Internet, which helps us maintain our reputation for rational, reasoned, and civil discussion of firearms and firearm ownership.
  • Competitive Rates: advertisers bid for ad space using a third-party marketplace, and the price to advertise is exactly what the market determines the ad space is worth.
  • Transparency: we don't ask you to trust our internally-generated statistics.  You can refer to Quantcast or Doubleclick Ad Planner to get an independent view of our traffic and our audience.  Our ads are delivered by third-party services, so you know that your ad delivery data is objectively measured as well.
  • We believe we offer the best advertising ROI available for companies that sell to our target demographic: active shooters.

About Us

THR is known for its active moderation -- we may even be the most heavily moderated firearm forum on the Internet.  This allows us to foster an environment that produces a quality of discussion you rarely find elsewhere.  We have worked to create an environment where users are treated respectfully, posts are informative, and everyone is welcome.

To date this recipe has worked well.  As of July 2012 THR is viewed by more than a 1.24 million people every month from 212 countries/territories (Data from Google Analytics. Quantcast has a different measurement method, and their statistics are located further down this page).   We are the largest general-interest shooting community on the Internet, and according to the rankings at big-boards.com we are the largest discussion forum that focuses on shooting.

Current data from Quantcast is as follows (the first button indicates our size versus all other US based web sites based on traffic):


Our Audience

Demographics as computed by Quantcast are as follows:

We run periodic surveys to better understand our audience and the needs of our users.  We are not disclosing the results at this time, but we will be happy to use this data to determine whether our demographic matches your target audience or not. 

Allowed Advertising

Advertising is straightforward: one ad per page, placed where the reader is most likely to notice it, every ad the same size.  Our standard ad size at present is a "medium rectangle," 300x250 pixels in size:

All ads must follow the same guidelines for content that we maintain for the rest of the site.  Just remember that this is a family friendly site that does not allow divisive topics like politics or religion.  If you can't say it in a post, then you can't say it in an ad.  Basic rules are:

  • No scantily clad models.
  • No offensive language.  This includes words that are self-censored as might be allowed on cable tv.  We strive to be a family friendly site, and our audience is diverse enough that we need to be careful.
  • No attacks on political leaders.  No personal attacks at all, for that matter.
  • No attacks on a religion or political party, or any identifiable group.  This includes ads designed to get people riled up by references to abortion, flag burning, publicly funded religious monuments, etc.
The only ads we accept are images of the size mentioned above.  Noticable but unintrusive is what we're going for.  That means no pop-ups, no Flash-based ads, no noise in advertisements, etc -- just inline ads that we place in the content itself.  Note that animated graphical ads are perfectly acceptable if they follow these guidelines, but something reminiscent of the "punch the monkey" ads will be rejected.

THR reserves the right to reject any ad or any advertiser, for any reason.

Advertising Categories

We offer four levels of ad targeting to better fit the needs of your organization.  These are public service announcements, general interest advertising, ads targeting a specific area of interest, and ads delivered in a specific geographic area.

Public Service Announcements

We have decided to reserve advertising space for public service announcements.  These are predominantly given to pro-gun nonprofits, but ads from organizations that serve to preserve or strengthen private firearm ownership are consistent with our mission and are almost all approved.  THR Staff has the final say on which ads are run in the PSA segment, and we are doing this to increase public awareness of the various pro-RKBA groups out there.  If you are advertising for a more specific purpose like raising money and/or membership, then that ad may be moving from the PSA category into something more commercial in nature.

General Interest Advertising

If your product or service is of interest to all shooters, then this is probably the best option for you.  Ads in this category are delivered evenly to all viewers of THR over your contracted time period. 

Targeted Advertising

Thehighroad.org covers most aspects of the shooting sports, and to keep things manageable we have segmented the forum into subsections that each target a different aspect of shooting.  Advertisers are encouraged to choose which of these subsections their ads should be displayed in.  Good choices pay off: our data shows that appropriately targeted ads have a click-through rate nine times higher than the Internet average.

Local Advertising

We cater to local businesses interested in reaching their local audience.  We license a database that allows us to target ads down to the city level with an advertised  90% accuracy rate.  This insures that most of your advertising dollar is spent in the geographic area you are interested in reaching. When you combine this with the interest-based targeting listed above you can be sure that your ads are only being viewed by users with the highest potential interest in your offerings.

We very strongly believe that we offer the best advertising ROI that can be found in a local market.  If you give us a call we can also tell you exactly how many ads were served in your local area in the previous 30 days to give you some idea of the local interest you can generate.

Find Out More

E-mail advertising@thehighroad.org to learn more.  We will reply promptly, though the reply will come from a different e-mail address.  If you prefer you can call Derek at (912) 852-4023 during regular business hours.

Thank you very much for your interest.

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