How Your World Works

Popular Mechanics is the original how-to guide for a life well lived. Drawing on 115 years of knowledge, Popular Mechanics shares a voracious curiosity about technological breakthroughs, automobiles, inventions, do-it-yourself projects, and outdoor adventure with our community of loyal readers, fans, and followers.

From today's makers and adventure-seekers to tomorrow's inventors and change-agents, Popular Mechanics inspires 15 million active enthusiasts to learn, make, discover, and do something new every day.


Ryan D’Agostino is the editor-in-chief of Popular Mechanics. Before that, he was an editor at Esquire, and he has written for The New Yorker, Ski, The New York Times, and many other publications. He spends too much time painstakingly (and sometimes painfully) restoring the old farmhouse where he lives with his family. He drives a 1997 pick-up truck that has a little rust. He is the editor of the Esquire: Eat Like A Man cookbooks and the author of the new book The Rising.


The Most Powerful
Popular Mechanics Goes To the Oscars
Challenger Explosion: 30th Anniversary
Digital: Top Science & Technology Oscar Winners
Digital: Best Things Coming Out of SXSW
Digital: Prepare for Your Ultimate Summer Adventure
Tough Guys
The State of Driving (Including: The Automotive Excellence Awards)
Digital: Maker Faire Bay Area: Learn How to Build Your Own Truckzilla
Things My Father Taught Me
Digital: How-To Build Your Own Smoker
Digital: The Massive Infrastructure Challenges of the 2016 Olympics
How to Make Anything
Digital: Maker Faire New York: Building Your Own DIY Home Thermostat
The Breakthrough Awards
Digital: High-Tech Haunted Houses Reveal Their Secrets
Home Upgrade
Digital: Los Angeles Auto Show: The Best of the Best
Stupid or Amazing?
Digital: The Ultimate Holiday House

Popular Mechanics is for anyone who is curious about how the world works — a multiplatform brand informing and entertaining an audience of more than 10 million adults. At this historic moment, when technology is speeding at a record pace and Americans are once again leading the world in craftsmanship and innovation, Popular Mechanics is the blueprint for the modern world.


  total audience % comp.
Adults 7,412,000  
Men 6,446,000 87%
Women 966,000 13%
18-24 953,000 9.6%
25-34 1,646,000 16.5%
35-49 2,461,000 24.7%
Median Age 49.1  
Marital Status    
Single 1,820,000 24.6%
Married 4,320,000 58.3%
Graduated College or Better 1,945,000 26.2%
Any College (Attended College+) 4,515,000 60.9%
Managers/Professionals 1,551,000 20.9%
Sales/Office Operations 545,000 7.4%
Natural Resources/Construction/Maintenance Occupations 916,000 12.4%
Other Employed 1,733,000 23.4%
$50,000+ 4,907,000 66.2%
$75,000+ 3,347,000 45.2%
$100,000+ 2,263,000 30.5%
Median HHI $ $69,951
Median Value of Owned Home $210,439  
Readers Per Copy 6.79  
Source: 2015 Spring MRI Demographic Profile

  total audience % comp.
18-24 791,000 9.5%
25-34 1,379,000 16.6%
35-49 2,044,000 24.6%
Median Age 49.0  
Marital Status    
Single 1,607,000 24.9%
Married 3,769,000 58.5%
Graduated College or Better 1,662,000 25.8%
Any College (Attended College+) 3,851,000 59.7%
Managers/Professionals 1,361,000 21.1%
Sales/Office Operations 416,000 6.5%
Natural Resources/Construction/Maintenance Occupations 916,000 14.2%
Other Employed 1,629,000 25.3%
$50,000+ 4,295,000 66.6%
$75,000+ 2,930,000 45.5%
$100,000+ 2,008,000 31.2%
Median HHI $ $70,236  
Median Value of Owned Home $213,007  
Readers Per Copy 5.9  
Source: 2015 Spring MRI Demographic Profile
Unique visitors per month
page views per month
average minutes per visit
Median Age
median HHI
Source: 2015 Spring MRI Demographic Profile
rate base
Total Subscriptions
single copy sale

Final Trim Size: 7-3/4" W X 10-1/2" D
Bleed: 1/8"
Binding: Perfect Bound
Jog Position: Foot

Space Live/Nonbleed
(width x depth)
(width x depth)
(width x depth)
2 Page Spread 15” x 10” 15-3/4” x 10-3/4” 15-1/2” x 10-1/2”
Full Page 7-3/4” x 10” 8” x 10-3/4” 7-3/4” x 10-1/2”
2/3 Page Vertical 4-1/2” x 10” 5-1/4” x 10-3/4” 5” x 10-1/2”
1/2 Page Horizontal Spread 15” x 4-5/8” 15-3/4” x 5-3/8” 15-1/2” x 5-1/8”
1/2  Page Horizontal 7-1/4” x 4-5/8” 8” x 5-3/8” 7-3/4” x 5-1/8”
1/2  Page Vertical 3-1/3” x 10” 4” x 10-3/4” 3-3/4” x 10-1/2”
1/2  Page Digest 4-1/2” x 7” 5-3/4” x 7-3/4” 5” x 7-1/2”
1/3 Page Vertical 2” x 10” 2-3/4” x 10-3/4” 2-1/2” x 10-1/2”
1/3 Page Square 4-1/2” x 4-5/8” 5-1/4” x 5-3/8” 5” x 5-1/8”

Live Matter Safety — leave 1/2” from all trim edges

For complete advertising specifications, and to submit your ads electronically, go to

For material extensions or questions, please contact Celeste Madhere at 212.649.3631 or

For supplied insert extensions or questions, please contact Lynn Scaglione at 212.649.3628 or

Hearst Digital Media Specs

  Dimensions Ad Sizes Initial Load
Max File Size
Subsequent Load
User Initiated
Max Animation
Supported Creative
Basic Display Units 300x600 Half Page 40KB 100KB 2.2MB up to 1000x600 Left 3x max/15 sec GIF, JPG, PNG, SWF, Vendor Tag
300x250 Medium Rectangle 40KB 100KB 2.2MB 600x250 Left 3x max/15 sec GIF, JPG, PNG, SWF, Vendor Tag
728x90/970x90 Leaderboard 40KB/60KB 100KB/110KB 2.2MB 728x315/970x415 Down
*Cannot Auto Expand
3x max/15 sec GIF, JPG, PNG, SWF, Vendor Tag
970x250 Billboard 60KB 1MB 1.5MB for creative files
10MB for non YouTube Served Video
970x250 Down 3x max/15 sec Vendor Tag
300x1050 Portrait 80KB 350KB 2.2MB Up to 580x460 depending on module Left 3x max/15 sec Vendor Tag
Mobile 300x250 Smartphone Interstitial 40KB 100KB 2MB n/a n/a 3x max/15 sec GIF, JPG, PNG, Vendor Tag
Custom Units 300x250, 640x480 Interstitial/Welcome Ad 80KB 160KB n/a n/a n/a No Looping/15 sec GIF, JPG, PNG, SWF, in page vendor tag
640x480 (desktop and tablet), 300x250 (mobile) Content Interstitial 100KB 100KB n/a Not Expandable Not Expandable 1 Loop/15 sec JPG, GIF, PNG, SWF (desktop only), or Third Party Ad tag
1920x250 Marquee 300KB n/a n/a n/a n/a None JPEG
Video 480x270 (16:9) Video Pre-Roll 2.2MB (30 sec)
1.5 MB (15 sec)
n/a n/a n/a n/a 15 or 30 sec mp4, m4v, VAST tag

Full Page Static Ad Format:

  • Landscape-orientation only PDF x1A-compliant to a size of 7.76"W x 5.82"H with a "live area" of 7.76" x 4.82" (to repurpose for 16:9-ratio Android devices, .5" will be cropped from the top and bottom of the creative).
  • Minimum ppi of 300.
  • CMYK color space preferred.

Page Rate  
Full Page $172,790
2/3 Page $124,410
1/2 Page* $98,495
1/3 Page** $70,845
2nd Cover $207,350
3rd Cover $198,710
4th Cover $224,630

Rate Base: 1,200,000

Please Note: All rates are gross

Special Positions are non-cancelable; add 10% to earned rates

*Half page horizontal only

**Minimum rate holder. Failure to achieve contracted frequency level will result in a short rate to next lower rate break


1. Published monthly by Hearst Magazines.
2. Issued approximately the first Tuesday of the month preceding the cover date.
3. Space closes approximately the 15th of the second month preceding the cover date. Insertion orders must be received by the publisher by the 15th of the second month preceding the cover date. When the 15th falls on a weekend or holiday, the space closing date or material due date will revert to the preceding working day.

Rates and specifications available upon request. Specifications are based on insert qualifying, at a Periodicals Rate (formerly Second Class). If Post Office finds insert does not meet the qualifications, it will be classified as Standard A Rate (formerly Third Class) and all additional postage will be billed back to the advertiser. A final dummy of the insert must be submitted to Hearst Magazines Production before printing in order for it to be acceptable for binding.


SPLIT RUN ADVERTISING Split runs are available. Rates upon request.

REGIONAL ADVERTISING Regional rates available upon request.

CIRCULATION Member of the Alliance for Audited Media. Subscriptions $12.00 per year. Single copy price $4.99 U.S., $5.99 Canada.

*Half page horizontal only
**Minimum rateholder. Failure to achieve contracted frequency level will result in a short rate to next lower rate break.
For the full terms and conditions please refer to the General Conditions within the Car and Driver media kit at

  Space Material On-Sale
February 11/16/15 11/23/15 1/5/16
March 12/14/15 12/21/15 2/9/16
April 1/25/16 2/1/16 3/15/16
May 2/29/16 3/7/16 4/19/16
June 3/28/16 4/4/16 5/17/16
July/August 5/2/16 5/9/16 6/21/16
September 6/13/16 6/20/16 8/2/16
October 7/18/16 7/25/16 9/6/16
November 8/22/16 8/29/16 10/11/16
Dec/Jan '17 9/26/16 10/3/16 11/15/16

Submission of any advertisement, insertion order, space reservation or position commitment shall constitute acceptance of the following General Conditions:

  1. Popular Mechanics, published by Hearst Communications, Inc., Hearst Magazines Division will not be bound by any condition appearing on order blanks or copy instructions submitted by or on behalf of the advertiser when such condition conflicts with any provision contained in Publisher’s rate card or with its policies, regardless of whether or not set forth in the rate card.
  2. Publisher reserves the right to decline or reject any advertisement for any reason at any time without liability even though previously acknowledged or accepted.
  3. Short Rates. Advertisers will be short-rated if the space upon which billings have been based is not used within the 12-month contract period.
  4. Agency commission: 15% to recognized agencies. Bills are rendered on publication date. Payment in U.S. currency required. Net due 30 days from invoice date. Interest will be charged at rate of 1.5% per month or, if less, the maximum lawful interest rate, on past-due invoices. New advertisers and/or agencies must either remit payment with order or furnish satisfactory credit references, subject to Publisher’s discretion.
  5. The advertiser and its agency, if there be one, jointly and severally agree to pay the amount of invoices rendered by Publisher within the time specified on the invoice.
  6. Orders 30 days beyond current closing date will be accepted only at rates prevailing, and only on a space-available basis (and subject to the other terms and conditions herein). Orders containing incorrect rates may be accepted and if accepted, charged at regular rates. Such errors will be regarded as only clerical.
  7. All agencies or direct advertisers must supply Publisher with a legal street address and not just a post office box.
  8. Orders specifying positions other than those known as designated positions are accepted only on a request basis, subject to the right of Publisher to determine actual positions.
  9. Advertisements in other than standard sizes are subject to Publisher’s approval. 10. Rates, conditions, and space units are subject to change without notice.
  10. Schedule of months of insertion and size of space must accompany all orders and are binding upon advertiser upon receipt unless terminated in writing prior to the applicable closing date(s). So-called “space reservations” are not considered by Publisher as orders or binding upon it in any way.
  11. Reproduction quality is at the advertiser’s risk if Publisher’s specifications are not met or if material is received after closing date even if on extension. All queries concerning printed reproduction must be submitted to Publisher within 45 days of issue date.
  12. Advertising film will be destroyed, if not ordered returned, 12 months after last use without liability.
  13. No rebate will be allowed for insertion of wrong key numbers.
  14. The advertiser and its agency, if there be one, jointly and severally agree that in the event Publisher commits any act, error, or omission in the acceptance, publication, and/or distribution of their advertisement for which Publisher may be held legally responsible, Publisher’s liability will in no event exceed the cost of the space ordered and further agree that Publisher will not under any circumstance be responsible for consequential damages, including lost income and/or profits.
  1. The advertiser and its agency, if there be one, each represents that it not only has the right to authorize the publication of any advertisement it has submitted to Publisher, but that it is fully authorized and licensed to use (i) the names and/or the portraits or pictures of persons, living or dead, or of things; (ii) any trademarks, service marks, copyrighted, proprietary or otherwise private material; and (iii) any testimonials contained in any advertisement submitted by or on behalf of the advertiser and published by Publisher, and that such advertisement is neither libelous, an invasion of privacy, violative of any third party’s rights, or otherwise unlawful. As part of the consideration and to induce Publisher to publish such advertisement, the advertiser and its agency, if there be one, jointly and severally agree to indemnify and hold harmless Publisher against all loss, liability, damage, and expense of whatsoever nature arising out of copying, printing or publishing of such advertisement.
  2. The advertiser and its agency, if there be one, jointly and severally agree to and do indemnify and hold harmless Publisher from all loss, damage, and liability growing out of the failure of any sweepstakes or contest inserted by them for publication to be in compliance and conformity with any and all laws, orders, ordinances, and statutes of the United States, or any of the states or subdivisions thereof.
  3. All orders accepted are subject to acts of God, fires, strikes, accidents or other occurrences beyond Publisher’s control (whether like or unlike any of those enumerated herein) that prevent Publisher from partially or completely producing, publishing or distributing Popular Mechanics.
  4. All advertisements must be clearly identified by the trademark or signature of the advertiser.
  5. Words such as “advertisement” will be placed with copy that, in Publisher’s opinion, resembles editorial matter. Reading notices are not accepted.
  6. Cancellations must be in writing. Cancellations not received in writing on or before the advertisement closing date are not binding on Publisher. In the event an order is cancelled, the advertiser and its agency, if there be one, jointly and severally agree that they will still be responsible for the cost of any work performed or materials purchased on behalf of the advertiser. Orders may not be cancelled or changed by the advertiser after the closing date without the acknowledgement and acceptance of Publisher.
  7. A copy of any proposed insert must be submitted to Publisher prior to printing of the insert. In no event shall Publisher be responsible for any errors or omissions in, or the production quality of, any furnished insert.
  8. The advertiser and its agency, if there be one, jointly and severally agree to reimburse Publisher for its attorney’s costs and fees in collecting any unpaid billings for advertisements.
  9. The parties agree that the details contained on orders will be treated as confidential or proprietary information and shall not be disclosed to third parties.
  10. All issues related to advertising will be governed by the laws of the State of New York applicable to contracts to be performed entirely therein. Any action brought by advertiser and/or its agency, if there be one, against Publisher relating to advertising must be brought in the state or federal courts in New York, New York, and the parties hereby consent to the jurisdiction of such courts.

Hearst Direct Media, located in the Hearst Tower in New York City, helps you meet your advertising and marketing needs. You can cost-effectively reach readers who want to incorporate the ideas, trends, recommendations, products, services and technologies they read about in our magazines into their own lives — whether the passion is automotive, electronics, fashion, DIY, home, or women’s service.

Readers look to Hearst’s numerous advertisers to supply them with the goods and services that make it all happen. They react to the Hearst Digitial Media ads, from a 1” Marketplace classified to a full page ROB ad, or from a polybag insert to a digital ad on our websites or tablet editions, by purchasing your product or service. They will call your toll free number or visit your website. The response is direct and immediate. Your sales will grow.

Brad Gettelfinger



East Coast Sales Office
300 West 57th Street
New York, New York 10019

Cameron Connors
Publisher, Chief Revenue Officer

Adam Dub
Director, Advertising   

Jason Graham
Executive Director, Group Marketing