1.
THE Experience & UNDERSTANDING TO ENTERTAIN YOUNG AUSTRALIANS.
POP CULTURE NEWS & CREATIVE JOBS
MEDIA KIT 2013
2012 Mumbrella Awards
Media Brand Of The Year
Finalist
2012
2012 It & Consumer
Durables Winner
LG Optimus Black

2.
Pedestrian started life in 2005 as the
world’s first DVD magazine. Back then
we called it a Plastizine; you probably
knew it as the free DVD that featured all
your favourite bands, designers, artists,
models, DJs, actors and assorted creative
vagabonds. We profiled The Presets years
before they won an ARIA. We interviewed
Ksubi when they still spelt it with a T. We
featured Miranda Kerr before she became
a Victoria’s Secret Angel. Hell, we even
went to Africa once... it was crazy.
Then this thing called the Internet came
along and seduced us with its bright
colours, embeddable videos and
downloadable MP3’s; so in 2008 we
created www.pedestrian.tv - the digital
House of Pop Culture.
In the four years since we launched,
the site has grown to become one of
Australia’s most trusted sources for
pop culture news, and featured cultural
icons like Jay-Z, Sass & Bide, Florence
& the Machine, Wikileaks founder Julian
Assange, supermodel Kate Moss and porn
star Sasha Grey.
Pedestrian’s media properties, not
unlike Medusa’s head, is a dangerous,
multifaceted beast which includes a daily
and weekly e-newsletter, a mobile site, a
creative jobs website, and above all, our
digital home of all things pop culture pedestrian.tv. Upon viewing however, our
content has yet to turn anyone into stone.
Our newsletter is a daily briefing on the
latest news in music, fashion, art, film,
design and culture. From interviews with
Australia’s best young designers to essays
on the flaws of Australian music awards,
Pedestrian creates content that informs,
entertains and stimulates our readers.
Pedestrian’s mobile website is a handy
optimized version of its more in-depth
older brother. This way you can access our
rainbow-coloured digital goodness 24/7.
Don’t Forget To Smile :) is Pedestrian’s
in-house content agency. Since its
inception in 2009, Don’t Forget to Smile
has produced entertaining award-winning
content for a variety of clients including
Virgin Mobile, V Energy Drink, Sprite,
Honda and many more.
We currently produce and manage all of
the social media and digital content for
Sportsgirl. We also provide content weekly
for Bonds as they gear up for world digital
domination.

3.
We have worked with the world’s most iconic brands
on campaigns, content and partnerships that engage,
entertain and inform. Above are just a selection.

4.
WORLD
AUSTRALIA
AUSTRALIA
624,003
483,598
418,545
1,592,196
1,348,143
205,876
VISITS
PAGE VIEWS
2.55
AVG TIME
VISITS
VISITS
PAGE VIEWS
UNIQUE VISITS
2.79
3.08
AVG TIME
Google Analytics; Period Ending February 2013 (AUS / Month)
24/7 pop culture news covering the
latest music, fashion, film, media, nightlife
and entertainment. From interviews
with the worlds top models, musicians
and designers, to essays on the flaws
of Australian music awards, Pedestrian
creates content that informs, entertains and
stimulates our readers.
Pedestrian is an audited site. 3rd party
auditing is the ONLY way to ensure you’re
receiving the facts. Quite simply, un-audited
sites are full of shit.
AVG TIME
Audit Bureaux; Period Ending February 2013 (AUS / Month)

5.
Pedestrian.tv JOBS bridges the gap
between young professional Australians
and the careers / work that they actually
want. The site is lovingly curated and
features in-demand creative jobs Australiawide within the areas of music, fashion,
PR, events, marketing, advertising, arts
& culture, sports, TV, film, radio, ethical,
not-for-profit and design. Pedestrian JOBS
gives creative companies and recruiters
the chance to reach dedicated, creative,
dynamic, hard-working and media savvy
Pedestrian readers aged 16 to 35.
Recently we’ve had companies such as
MTV, Oyster Magazine, Dinosaur Designs,
Oxfam, Random House, Future Classic,
General Pants, Ksubi, Vogue, DMG Radio,
ACP Magazines, Sydney Theatre Company
and EMI advertise positions with us. The
best part of our website is that it is free for
both users and recruiters. Everybody wins.
Love your work.

6.
16 - 20
GENDER
Male 50.5%
Female 49.5%
This is the part where we reel off a generic
shopping list of attributes which illustrates
our audience’s tremendous influence,
affluence and intellect.
You know, something like this: Pedestrian’s
readership are 16 – 35, actively social,
creative, affluent and want to be the first to
know. They’re peer group leaders who live
in the inner-city and don’t spend their time
on the sites of major publishers. They are
all those things of course, but instead of
explaining why our readers are an engaged
community of culture-obsessed money bags,
we’ll simply say that our readership is made
up of Australias and the world’s premiere
bands, designers, artists, record labels,
stylists, media types and the people that love
them. Quite simply, we speak to the coolest
kids in the land and if you don’t believe us we have the email database to prove it.
AGE
21 - 25
26 - 30
31 - 35
35+

7.
40k ‘LIKES’
Our audience doesn’t just read Pedestrian,
they love, ‘like’ and ‘follow’ us with a
stalker-like obsession. Our social media
following is one of the highest in Australia
amongst online based publications.
Pedestrian.tv Facebook: 42,057 ‘likes’
Pedestrian.tv Twitter: 16,927 Followers
Pedestrian Jobs Facebook: 14,022 ‘likes’
Pedestrian Jobs Twitter: 3,093 Followers
Pedestrian Sport Facebook: 1,359 ‘likes’
*As of March19 2013
15k ‘LIKES’
15k FOLLOWERS
PEDESTRIAN SPORT

8.
Pedestrian’s iPhone & Android App
Coming Soon.

9.
RAY-BAN : The 2011 Ray-Ban Pedestrian.
TV Photography Awards crowned the
year’s top Fashion, Music, Social & Mobile
images.
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4,000+ photo submissions
65,708 Facebook ‘like’ votes
343,098 unique Australian views to the
campaign site
8 million impressions
Extensive PR including the front-page
of MX
An awards event with over 600
attendees
LG : Can you run your entire business with
an LG Optimus Black smartphone?
Always curious, Pedestrian relocated its
entire office to the centre of Westfield
Sydney to find out.
Pedestrian Jobs : Teamed up with
Macleay College to curate and present
“Start Up”; an inspiring series of creative
talks featuring John Safran, Kate
Waterhouse, MTV, Russh and more.
•
•
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•
•
•
•
•
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60,000 interactions across a 5-day
activation including live fashion shoots,
model castings, interviews and life
sized Angry Birds
650+ one-on-one product
demonstrations
4 million impressions across
500 person VIP launch event at the top
of Centrepoint Tower Sydney
PR Coverage across News.com.au,
the Daily Telegraph, MX and more
Over 75% of users exposed to the
campaign shared it with their friends
and family
2011 AdNews Media Campaign of the
Year Finalist
2012 It & Consumer Durables Winner
•
•
Event registrations sold out in less than
1 hour with over 1000 registrations for
the event
Each talk was filmed and distributed
via Pedestrian’s site and social media
channels
Over 2 million ad impressions delivered
Virgin Mobile : Pedestrian partnered with
Virgin Mobile to source “100 Reasons to be
a Virgin Mobile Member’.
•
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Over 1 million dollars of exclusive
promotions, discounts and money
can’t buy experiences
We threw a Virgin Mobile Member out
of a plane strapped to supermodel
Jess Gomes
We flew another lucky member to LA
for a private show and interview with
the Dandy Warhols
1 lucky member attended a private
Interpol rock show in Paris!
Over 20 million advertising impressions
across the year-long campaign

10.
BACKGROUND SKIN
LEADERBOARD
MREC
Leaderboard - 728 x 90 px - $45 CPM
Mrec - 300 x 250 px - $45 CPM
Blog - 630 x 78px - $45 CPM
Background Skin - 1920 x 1200 px - $65 CPM
Sponsored Editorial - $6,000+gst
Note - All Leaderboard, MREC & Blog Banner
campaigns are sold with Background Skin.

11.
EDM BANNER
CURRENT DATABASE 30,775*
Open rate 30-40%
Click-Through Rate: 40-60%
EDM “Banner” - $1,000+gst per Banner (3 x Banner’s per standard EDM)
Spec - 490x61 pix
EDM “ReSkin” - $6,000+gst per ReSkin (3 x Banner’s + Background)
Spec - 490x61 pix + 1920x1200
Our newsletter is a daily briefing on the latest news and creative job
opportunities. The Daily Pedestrian EDM covers music, fashion, art, film,
design and culture. It’s sent Monday - Friday and Sunday.
We also have an optional weekly version.
*As of Nov 4th 2012
Pedestrian Daily Mailout - “Standard”
Pedestrian Daily Mailout - “Re-Skin”

12.
Pedestrian Group Pty Ltd
Co-Founders & Directors
Sydney
Suite 306, 4-14 Buckingham Street
Surry Hills NSW 2010 Australia
P (+61) 2 9690 1180
F (+61) 2 8014 6613
Chris Wirasinha
chris@pedestriangroup.com.au
Melbourne
12-24 Gordon Street
Cremorne, VIC, 3121 Australia
P (+61) 2 9690 1180
F (+61) 2 8014 6613
Oscar Martin
oscar@pedestriangroup.com.au
Advertising Enquiries
traffic@pedestriangroup.com.au
Editorial Enquiries
ashley@pedestriangroup.com.au
Pedestrian Jobs Enquiries
claire@pedestriangroup.com.au