2017 media kit · 2016. 10. 14. · 2017 media kit featuring blaine aikin, john bogle, ... top 10...

2017 Media Kit

FEATURING Blaine Aikin, John Bogle,

Ann Schleck, Jerome Schlichter, Jason Roberts,

Charlie Epstein, Don Trone and more!

FIDUCIARY | ROLLOVERS | CLIENT ACQUISITION | PRACTICE | INVESTMENTS

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

MEDIA KIT 2017 | www.401kSpecialistmag.com2 MEDIA KIT 2017 | www.401kSpecialistmag.com 3

FIDUCIARY ROLLOVERSCLIENT ACQUISITION PRACTICE INVESTMENTS

Advisors are flocking to 401(k)s, and

it’s easy to see why:

• 401(k)s are inching closer

to $5 trillion in assets, with

52 million active participants.

• Savings rolled over from

401(k)s account for over half

of the $7.4 trillion held in IRAs.

It’s not to say there aren’t

challenges. The Department of

Labor’s Conflict of Interest Rule,

state-run retirement plans, longer

life spans, the critical need for

successful retirement outcomes

and, of course, lawsuits dominate

headlines.

When combined with the demise

of traditional pensions/defined

benefit plans, the need for expertise

and experience is greater than

ever, which presents an incredible

opportunity for advisors and

companies now entering, or already

in, the defined contribution space.

Where should 401(k) advisors turn

to get the information and answers

they need in an increasingly

confusing and complex business

and market environment?

How do they protect themselves

and their business from lawyers,

legislation and the threats that are

sure to accompany an industry

experiencing stratospheric growth?

Most importantly, how do they

ensure an affordable quality of life

for 401(k) participants and retirees,

while effectively serving the

interests of large plan sponsors and

small business owners?

401(k) Specialist magazine, website,

e-newsletters and social media

channels are specifically focused

on addressing this increasingly

complex, yet rewarding, market

through comprehensive news, tools

and research.

Fiduciary, rollovers, client

acquisition, practice management,

investments and a host of other

issues that arise in the industry—

401(k) Specialist covers them all,

and is the definitive source for

retirement plan advisors, regardless

of age, experience or asset size.

401(k) Specialist Headlines – We Cover it All!

Advisors See Massive Opportunity in the 401(k) Space

OBAMACARE DOES WHAT

WITH 401KS?

4 REALLY BAD FINDINGS FROM NEW BETTERMENT 401k STUDY

TOP 10 401k PROVIDERS THAT OFFER THE MOST ‘VALUE’

SEISMIC SHIFT! COMPLETE CHANGE IN HOW 401ks ARE POSITIONED

WHAT IS THE ‘CORE PURPOSE’ OF A 401K PLAN?IT’S NATIONAL 401K DAY!

DOES 401k ‘AUTOPORTABILITY’ REALLY WORK?

DCIO GROWTH FLATLINES IN 401k SPACE

SOCIAL SECURITY CHIEF SAYS AMERICA IN ‘RETIREMENT CRISIS’

401k FLOAT: THE NEXT TORT LAWSUIT TARGET

ICI SLAMS DOL’S FINAL

RULE ON STATE-RUN

RETIREMENT PROGRAMS

TONY ROBBINS LAUNCHES 401k FEE-TRANSPARENCY WEBSITE

401k FLOAT: THE NEXT TORT LAWSUIT TARGET

WAS VANGUARD’S JOHN BOGLE THE COLIN KAEPERNICK OF HIS DAY?

WHY AREN’T THERE MORE

MANAGED ACCOUNTS IN 401ks?

IRS DETAILS WAIVER OF 60-DAY 401K ROLLOVER RULE

RIAS OR WIREHOUSES: WHO’S WINNING IN ASSET GROWTH?8 QUESTIONS

TO ASK ABOUT 401K PLAN ADMINISTRATION

3 REASONS 401K INVESTMENT COSTS ARE RISINGWHY TREAT 401K

PARTICIPANTS LIKE LARGE ENDOWMENTS? Fi360 LAUNCHES NEW DOL-RELATED

TRAINING PROGRAM

SCHWAB GOES (REALLY) LOW ON 401K TARGET DATE FEES



401(k) Specialist Magazine

Quarterly Distribution

This dynamic, upscale print publication

features people and topics affecting

the 401(k) industry, in a compelling and

unique manner. With use of heavier

paper stock, in-person photography

shoots and topical content, 401(k)

Specialist has re-energized the 401(k)

advisor industry.

401(k) Specialist TV

Bi-Monthly Distribution

401(k) Specialist TV is new, different and distinct. It is a

progressive Internet video/television type of program devoted

exclusively to information around 401(k) related topics and news.

Designed to educate advisors on all things 401(k), it also gives

them a direct tool to use when meeting with their participant and

plan sponsor clients. It is distributed to 250,000 advisors in the

RIA and 401(k) space.

Product Channels

401(k) Specialist Online

Daily Hot Topics

Only 401(k) Specialist Online delivers

daily, sometimes hourly, 401(k)-

exclusive news and information in a

highly compelling format that keeps

advisors coming back again and

again. No other information news

channel is dedicated exclusively to

the 401(k) advisor.

401(k) Specialist eNewsletter

Weekly Distribution

Far above industry performance, 401(k) Specialist eNewsletters average

a 45% open rate and a 12% click through rate, with some deployments

dramatically exceeding these percentages. Our advisors are engaged

and tuned in to their weekly eNewsletter delivered to their inboxes with

the latest information from 401(k) Specialist Online.

401(k) Specialist Advance Training Web Seminars

Throughout 2017

401(k) Specialist will offer an advanced training web seminar

series in 2017. The series is designed to tackle complex topics

that are critical to 401(k) advisors, while providing them

insight from industry experts and leaders. Each series will

include topics from the 401(k) Specialist content buckets,

which include: Fiduciary, Investments, Rollovers, 401(k)

Practice and Client Acquisition.



Recent History of Client Accounts

Asset Change Information

Average Account Size

Composition of Client Base

Advisor Activity

Broker Dealer Affiliation

Custodian Affiliation

Advisors Per Firm

401(k) Specialist Distribution 401(k) Specialist Advisor Profile

AS A BONUS401(k) Specialist has access to almost

300,000 RIA’s through a strategic

partnership with Financial Media

Group (FMG). This partnership allows

us to find out even more information

about our advisors through appending

data. It also gives us a channel to

market and learn more about RIA’s

that are focused on 401(k) or that want

to be focused on 401(k) in the future.

Some of the data points that FMG can determine on advisors include:

401(k) Specialist Print Publication

Quarterly Distribution – 35,000 Advisors

401(k) Specialist reaches established retirement advisors active in the

401(k) industry, as well as new retirement advisors just entering the

space. Readers are evaluated by answering the accompanying five

questions, assuring a qualified and engaged 401(k) advisor audience.

401(k) Specialist Online

Unique Users 16,000 (and growing every month)

401(k) Specialist is growing rapidly! Unique users have increased

almost 180% since January 2016. Advisors are quickly turning to 401(k)

Specialist for their daily fix of 401(k) news and information!

401(k) Specialist eNewsletter

Weekly Deployment - 41,000 Advisors

401(k) Specialist eNewsletters consistently outperform industry averages

in both open rates and click-through rates. Reaching 31,000 engaged and

opt-in 401(k) advisors, as a bonus, we also give you an added distribution

of 10,000 RIA channel advisors for a total 41,000 distribution every week.

401(K) Specialist T.V.

Bi-monthly Outbound Distribution – 250,000 Advisors

This unique and cutting-edge programming will be delivered to over

250,000 advisors in the 401(k) and RIA channels every two weeks. The

content is designed to educate advisors, while giving them tools of

engagement to use when working directly with their plan participants

and sponsors. It has a consumer look and feel that will attract

consumers (through SEO) that wish to learn more about the 401(k)

industry in general.

AS A BONUS401(k) Specialist has

exclusive distribution

partnerships with Mid-

Atlantic Trust, LPL Financial

and Global Retirement

Partners. These industry-

leading firms all recognize

the power behind the

exclusive content 401(k)

Specialist offers, and work

with us to assure that their

401(k) advisors have access

to all 401(k) distribution

channels.

401(k) Specialist Other Plans

Managed in Addition to 401(k):

(46% also manage 403(b)

and 6% also manage 457)

401(k) Specialist Individual Vs. Corporate

Retirement Planning:

401(k) Specialist Advisors Have Higher Assets Under Management

FREE

SU

BSC

RIP

TIO

N!

401k

spec

ialis

tmag

.co

m/c

ard

Fax:

720

-251

-885

6

FREE

SU

BSC

RIP

TIO

N!

401kspecialistm

ag.co

m/card

Fax: 720-251-8856

[ ] No, thanks Edition: Print Digital Both

Signature __________________________________________ Date ___________________

Name _____________________________________________________________________

Title ______________________________________________________________________

Company __________________________________________________________________

Address ___________________________________________________________________

C/S/Z _____________________________________________________________________

Phone ____________________________________________________________________

Email _____________________________________________________________________Required for digital edition

Get Your FREE Subscription!

[ ] YES! I want to receive 401(k) Specialist for FREE!

[ ] Check here to also receive your weekly 401(k) FIX E-Newsletter B62MBA

1. What is your advisor affiliation? (Check one.)

INFORMATION: (All fields are required)

D $100-$249.9 millionE $50-$99.9 millionF Less than $50 million

A $1 billion-plus B $500-$999.9 million C $250-$499.9 million

A 401(k)B 403(b)C 457D NonqualifiedZ Other (please specify) _______________________________

3. What are the total retirement plan assets that you personally manage? (Check one.)

2. Which types of retirement plans do you currently have under advisement/management? (Check all that apply.)

A Independent AdvisorB Broker/DealerC Bank or Trust CompanyD Mutual Fund Company/Investment AdvisorE Insurance F Plan Provider/Record KeeperZ Other (please specify) _______________________________

4. What percentage of your assets under advisement/management represents retirement plans? (Check one.)

5. What percentage of your practice is related to individual vs. corporate retirement planning? (Check one of each.)

A 100 %B 75-99 %C 50-74%

D 25-49 %E Less than 25 %

Individual Corporate

A 75+ % A 75+ % B 50-74% B 50-74% C 25-49% C 25-49%D Less than 25% D Less than 25%

Welcome to 401(k) Specialist – the new magazine that will help you:

• Navigate the increasingly complex field of 401(k) management

• Help you provide better quality retirement advice

• Prepare you for increased regulation and fiduciary responsibility

• Guide you through volatile markets and litigation threats

FREE

SU

BSC

RIP

TIO

N!

401k

spec

ialis

tmag

.co

m/c

ard

Fax:

720

-251

-885

6

FREE

SU

BSC

RIP

TIO

N!

401kspecialistm

ag.co

m/card

Fax: 720-251-8856

Get Your Subscription!

[ ] YES! 401(k) Specialist FREE!

[ ] Check here 401(k) FIX B62MBA

D E F

A B C

A B C D Z

A B C D E F Z

A B C

D E

A A B B C C D D

Welcome to 401(k) Specialist – the new magazine that will help you:

• Navigate the increasingly complex field of 401(k) management

• Help you provide better quality retirement advice

• Prepare you for increased regulation and fiduciary responsibility

• Guide you through volatile markets and litigation threats

Individual:

75+ %. . . . . . . . . 38%

50-74%. . . . . . . . 20%

25-49%. . . . . . . . 11%

Less than 25% . . 18%

Unclassified . . . 13%

Corporate:

75+ %. . . . . . . . . . . . 12%

50-74%. . . . . . . . . . . 10%

25-49%. . . . . . . . . . . 16%

Less than 25% . . . . . 45%

Unclassified . . . . . . 17%

401(k) Specialist Advisor Type:

(93% of our

advisors

are dually

licensed and

fee based)

401(k) Specialist Years of Experience:

(75% of our

advisors have

11 or more

years of

experience)

401(k) Specialist Broker/Dealer Type:

(78% of our

advisors are

in the RIA

channel)

401(k) Specialist Assets under management:

• 31.6% have AUM of $20mil to $50mil (Industry Average is 32%)

• 33.8% have AUM of $50mil to $100mil (Industry average is 22%)

• 16.37% have AUM of $100mil to $500mil (Industry Average is 9%)

93% 75% 78%

FIDUCIARY – The DOL passed its long-awaited fiduciary rule, and the

implications for 401(k) advisors in 2017 and beyond are enormous.

Lawsuits are on the rise, as so is industry anxiety. We break it down,

and provide the “must know” details to ensure sponsor and participant

success.

ROLLOVERS – Where are 401(k) rollovers headed? Will more assets

remain in-plan, reducing the size of what was to be a crushing tsunami

of money movement in the near future? We provide the latest research,

tips and techniques for motivated 401(k) advisors.

THE 401(k) PRACTICE – It’s no longer a choice; competition and

technology are combining to drive peak 401(k) practice efficiency. How

does an advisor effectively increase revenue and decrease costs? How

do they build something of real value for themselves, their employees

and their families? Top experts clue us in.

CLIENT ACQUISITION – Once again, this is where we have all the fun. We

deliver creative cutting-edge techniques for getting past the gatekeeper

to the right decision maker. Client appreciation, prospecting, events,

referral strategies, superior onboarding and more.

INVESTMENTS – There is certainly no shortage of products, sectors and

strategies from which to choose when placing client assets. Mutual

funds, ETFs, CITs, annuities, real estate, alternative investments—we

thoroughly evaluate them all.

401(k) Specialist Experts/ColumnistsBlaine Aikin, CEO, fi360

Bill Chetney, founder, GRP Advisor Alliance

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

Aaron Klein, CEO, Riskalyze

Lisa Kottler, senior vice president, retirement services, NFP

Meghan Murphy, director, workplace investing thought leadership, Fidelity

Christen Marsenison, chief strategy/development officer, Envisage Information Systems

Mark Singer, AIF, advisor, financial education expert

Ann Schleck, Ann Schleck and Company

Dave Haviland, Beaumont Capital Management

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

Rachel Weker, vice president, technology and product development, T. Rowe Price

John Bogle, founder, Vanguard Group

Don Trone, CEO, 3ethos

Charlie Epstein, The 401(k) Coach

Skip Schweiss, managing director, TD Ameritrade Institutional

Richard Thaler, professor of behavioral economics, University of Chicago

Roger Levy, managing director, Cambridge Fiduciary Services

Wade Pfau, professor of retirement income, The American College

Michael Finke, professor in personal financial planning, Texas Tech University

Michael Kitces, partner and director of research, Pinnacle Advisory Group

Tom Lydon, president, Global Trends Investments

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

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

Editorial Mission

401(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.



Top 401(k) Advisors by Participant Outcomes

401(k) Specialist Content Strategy

“Income is the outcome in retirement planning.”

It’s cliché, but accurate. High assets under management

might be good for the 401(k) advisor, and serve as

bragging rights for top industry accolades, but how does

it specifically help the 401(k) participant achieve the

retirement of which they’ve dreamed?

In a new twist on an old industry staple, 401(k) Specialist

will honor the advisors solidly focused on participant

outcomes for their clients, the only true measurement

for success. What are the methods they use? How are

they addressing increasingly volatile and interconnected

markets? Most importantly, how are they ensuring

retirees don’t outlive their assets? Critical questions,

which we answer while showcasing the industry’s best.

Top Companies for Females in the 401(k) IndustryIt’s a perennial question that’s always

frustrating, sometime maddeningly so;

why aren’t there more women in the

401(k) advisory space?

For an industry overwhelmingly male,

one whose average age in rapidly

increasing, more women advisors

should be a no-brainer. So why

isn’t it? Short-answer—access and

opportunity.

We’re teaming with the Women in

Pensions Network (WiPN) to name

the companies in the industry that

are actively supporting women

advisors and executives. WiPN is an

organization dedicated to helping

women achieve rewarding positions in

the retirement and financial services

industry. It’s sorely needed; only 28

percent of advisors are women, and

only 17 percent of women are at

director and C-suite levels overall.

How does a diverse employee base

contribute to better business growth

and retirement outcomes? Who has

dedicated programs to encourage

and promote women? Who has high

percentages of female advisors,

executives and board members? We

answer these questions—and more.

• Litigation• Retirement Income• Improved Participant Outcomes• Financial Wellness• Rollovers• IRA• Passive VS Active• Government Involvement• DOL

• Technology• Determining Profitability• Succession Planning• Custodians• Fees• Client Acquisition and Retention• The 401(k) practice• 338/321• Enrollment Participation

401(k) SPECIALIST CONTENT TOPICS

NEW FEATURES IN 2017!

1 Cerulli Associates. 2 Center for American Progress March 7, 2014



Editorial Planner401(k) Specialist Print Publication Columns and Departments

401(k) Advisor Voice – A peer-to-

peer, advisor-to-advisor format that

details best practices and case of

studies of what works, and what

doesn’t. Whether it’s fiduciary

stumbles, financial wellness, higher

participation rates, rollovers,

technology, and a host of other

issues, it’s the advisor’s chance to

share what they’ve learned.

401(k) Participant Connection –

What do 401(k) participants

really need, and how to advisors

effectively provide it? By talking

to them, of course. This regular

column is specifically dedicated to

understanding the wants and wishes

of the employees with whom 401(k)

advisors interact.

401(k) Sponsor Perspective – It’s

the flipside to “401(k) Participant

Connection,” and the Sponsor

Perspective provides just that—

questions and commentary

surrounding employer expectations.

How does offering a 401(k) for their

employees benefit business owner’s?

What advantages and tax breaks does

it provide that positively impact a

bottom line while doing right for their

most important asset—the people

and families they choose to employ.

401(k) Investment Insight – More

and more, 401(k)s are seen as de-

accumulation, rather accumulation

vehicles. But it doesn’t mean

accumulating the assets isn’t central

to its success. So how is it done?

What sectors, products and strategies

make sense? We take a hard look at

what’s available, and what’s to be

avoided at all costs.

401(k) Close – It’s just what it says;

tips and techniques to ensure 401(k)

advisors get the business. Whether

its prospect-to-client conversion

techniques, effective referral systems,

client appreciation events, marketing

technology and more, we offer

them all.

401(k) News You Can Use – Fun facts,

current events, top 10 lists and quick

Q&As; “News You Can Use” is a fun

and informative way to engage the

latest issue, and use in your business.

Fiduciary File – It’s a topic that’s

everywhere, and deservedly so.

Lawyers, legislators, sponsors and

participants all want assurance that

401(k) advisors are acting in the

client’s best interest. Here are the

regulatory red flags to avoid.

401(k) Product Watch – What’s new

and hot and old and boring? Which

is right and wrong for the 401(k)

participant’s plan? What has staying

power and what is a flash in the pan?

We cover mutual funds, collective

investment trusts, guaranteed

products, ETFs, large-cap, small-

cap, equity, fixed income, alternative

investments and more.

Q1 2017

FIDUCIARY/LITIGATION Fiduciary friendly funds

ROLLOVERS How to capture more

THE 401(k) PRACTICE Top technology platforms

CLIENT ACQUISITION Education and enrollment

INVESTMENTS Target Date Funds

Q2 2017

FIDUCIARY/LITIGATION Figuring DOL fiduciary compliance

ROLLOVERS From where, to where?

THE 401(k) PRACTICE Social Security and the 401(k)

CLIENT ACQUISITION Top prospecting programs

INVESTMENTS Collective Investment Trusts

Q3 2017

FIDUCIARY/LITIGATION A low fee focus

ROLLOVERS What to watch out for

THE 401(k) PRACTICE Research and more research

CLIENT ACQUISITION Top participation techniques

INVESTMENTS Stable value and other ‘safe’ spaces

Q4 2017

FIDUCIARY/LITIGATION The cost-efficient 401(k) cleanup

ROLLOVERS Controlling the relationship

THE 401(k) PRACTICE Increasing deferral rates

CLIENT ACQUISITION Wholesaler help

INVESTMENTS ETFs/Guaranteed products ISSUE 3 2016 | 401kSpecialistmag.com40

THE FUND WATCH

ACTIVE FUNDS SKID while passive funds surge, fueling the age-old and (seemingly) never-ending passive vs. active investment debate.

According to recent research from Boston-based research firm Cerulli Associates, active mutual fund and exchange-trad-ed-fund (ETF) market share continued to erode in 2015, dropping from 77 percent in 2011 to 69 percent in 2015.

Almost one-third (31 percent) of mutual fund and exchange- traded fund (ETF) assets were invested in passive strategies in 2015, up from 23 percent in 2011.

“Investors are questioning active’s value and fee pressure from intermediaries remains prevalent,” Pamela DeBolt, associate director at Cerulli, said in a statement. “Active managers find themselves at a crossroads. They need to determine how to provide alpha in an environment in which the simplicity and low cost of passive appeals to investors and advisors.”

“Creating products that compete with low-cost passive offerings, such as strategic beta, a hybrid investment approach between active and passive, appeals to active managers that struggle philosophically with managing both active and pure passive,” DeBolt added. “In addition, some managers are focus-ing on other parts of their product line or capabilities, such as alternatives, multi-asset-class solutions, target-date funds, and asset allocation vehicles.

401(k) Investment: Will Active Managers Turn The Tide?

THE BIG NEWS IN 2013 was that it was the first year more assets came out of 401(k)s than went in, signaling the start of the widely anticipated demographic sea change.

What happened in 2014 (the most recent full-year for complete data)? While nothing quite as dramatic, the Employee Benefit Research Institute (EBRI) and the Investment Company Institute (ICI) released its annual list of 401(k) fun facts. Some were expect-ed; others, not so much. Among the findings reported by Jack VanDerhei and his team:

• More than 70 percent of 401(k) plans included target-date funds in their investment lineup at yearend 2014. At year-end 2014, 18 percent of the assets in the EBRI/ICI 401(k) database were invested in target-date funds and 48 percent of 401(k) participants in the database held target-date funds.

401(k) Target Date Funds Continue to Dominate

401k_Issue 3 2016.indd 40 8/26/16 12:50 PM

ISSUE 3 2016 | 401kSpecialistmag.com 23

ADVISOR VOICE by Lisa Kottler

RETIREMENT ADVISORS MIGHT BE SURPRISED to learn they’re more familiar with famous physicist Sir Isaac Newton’s First Law of Motion than they think. Every 401(k) plan advisor is faced with the ultimate challenge of getting more employees enrolled in the plan. However, Newton’s law of inertia—stating “objects at rest, tend to stay at rest”—reminds us it can be

very difficult to get people to take that first step of enrollment.

In traditional 401(k) plan design, employ-ees must take several steps to begin saving: enroll, review investment options, choose a salary deferral rate, select an allocation mix, and more. In order to not save, all they have to do is …well, nothing. It’s obvious which is easier. Additionally, many em-ployees are overwhelmed at the prospect of deducting money from their paycheck if they are already faced with financial stress in their daily life, such as student loans or credit card debt. The combined effect leaves them unlikely to enroll, and conse-quently, ill-equipped for their future.

Getting Participants into the PlanThe reality is that no matter how a plan is designed, employees are being steered in some

direction. Automation steers them onto a path of saving for their retirement while still giving them the freedom to make their own choices should they decide a different option is best. If there is any doubt about the impact of automatic enrollment, consider this point. According to the 2014 edition of the Profit Sharing Council of America’s Annual Survey of Profit Sharing and 401(k) Plans, only 5.5 percent of participants who were automatically enrolled in a plan opted out, which is down from 7.2 percent in the prior year.

Some employees may not be thrilled about auto-enrollment plans because they feel their employer is taking action on their behalf. However, it is important to note that employees still have a choice. They can still opt-out of the plan or reduce their contribution amount.

Taking the Next StepsEnrolling in the plan is just one challenge, but ensuring participants are actually saving enough

is another. Many participants do not realize that the contribution rate is the single most important factor to reaching retirement goals, as supported in 2014 research from the Empower Institute. While investment options and allocation decisions make an impact, the sheer amount aspiring retirees save tends to have the greatest impact on retirement security. Most plans suggest begin-ning at an automatic contribution rate of 3 percent. However, most of the time, the math doesn’t add up; this approach does not yield enough savings to set participants up for the retirement they desire. Not to mention, most investors simply forget about their 401(k) and fail to increase their contribution rates over time, which can lead to problems later down the road.

We encourage plan advisors to take a more aggressive approach, which can kick start a retirement savings agenda and set the participant up for financial success. We recommend

utilizing an auto-enrollment feature start-ing employees at a contribution rate of 6 percent of their salary. Further, it is equally important to automatically escalate the employee’s contribution rate by 2 percent each year—although general consensus suggests just one percent.

Doubling these rates may be a tough sell, especially when both the initial contri-bution rate and the auto-escalation rate are well above the industry standards. However, the approach puts participants on a solid path to retirement. According to a 2012 study from the Employee Benefit Re-search Institute comparing initial contribu-tion rates, raising the default contribution rate for auto-enrollment plans to 6 percent from 3 percent increases the chances of a successful retirement for the lowest income quartile to 71.8 percent from 62.1 percent. For the highest income quartile, increasing the initial contribution rate to 6 percent from 3 percent raises the chances of a successful retirement to 51.9 percent compared to 41.1 percent. The difference in retirement success is certainly notable and the numbers simply cannot overlooked by 401(k) specialists.

For advisors, little is more important than securing a successful retirement for 401(k) participants. When discussing plan options with sponsors, advisors need to consider the benefits of the auto-enroll-ment features and designs, especially for companies with relatively low partic-ipation. These features are a proven and effective means to boost enrollment and overcome the inertia currently plaguing the retirement savings landscape.

Lisa Kottler is Senior Vice President of retirement services at NFP, a leading insurance broker and consultant. Kottler focuses on building better tools and methodologies so NFP advisers can advance and grow their retirement plan practices.

How to Solve America’s Retirement Crisis

LISA KOTTLER

401k_Issue 3 2016.indd 23 8/26/16 12:47 PM

ISSUE 3 2016 | 401kSpecialistmag.com30

INVESTMENT INSIGHT by Steve Wendel

TOO OFTEN, EMPLOYEES DON’T SEEM TO READ and act on requests from HR and their retirement team. I wish it weren’t true, but the posters, the newsletters, the employee retire-ment seminars—sometimes seem to fall on deaf ears. We can pay people to pay attention, or threaten them if they don’t—but those just hide the fact that employees don’t want to pay attention, right?

As a behavioral social scientist, I study why employees don’t take action—especially when it comes to saving for retirement. One of the most puzzling questions in behavioral science is the “intention-action gap”: when people say that they want to do something, but they don’t actually do it. For example, why employees say they want to save more for retirement, but don’t—despite numerous requests from HR to review and increase their contribution rates.

When employees don’t listen to requests from the retirement team, one of two things could be going on:

1. You’re saying something uninteresting.

2. Employees are interested, but something gets in their way.

In the first case, you’re in trouble. But, in the second case, there’s actually quite a lot you can do that improves employee engagement. You just need to know why they aren’t listen-ing. Many of the reasons are actually quite simple in hindsight.

To make things concrete, let’s imagine you or your team is starting a drive to increase 401(k) contribution rates. You’ve already auto-enrolled participants, but the default rate is a low 3 percent, and most employees don’t change it. The company isn’t comfortable automatically increasing contributions to 10 percent (what many employees need), but wants to spread the word about the retirement plan and encourage employees to act. The team sends out an email to employees, highlighting the importance of retirement savings. What could go wrong?

Employees Just Don’t See itThe most limited resource we all have is our time and attention. When you’re developing a

401(k) email with a plan sponsor, you’re focusing on it and thinking carefully about the valu-able information therein. But, that’s not how people will interact with the message. Instead, they’ll be quickly scanning through their inbox’s subject lines for anything that is directly important or a fun distraction. The message may not even make it to conscious awareness and be read.

Potential Solutions: For that reason, one of the simplest and most powerful techniques that behavioral scientists use to help people take action is a reminder (e.g. Karlan et al. 2011). Other techniques you can use to increase the chance they’ll get attention include try-ing different channels (company-wide chat services like Slack, announcements at company meetings) or changing the time of day and day of week of the communications.

Employees ProcrastinateUnfortunately, retirement contributions aren’t inherently urgent. It makes no difference

mathematically whether an employee increases their contribution rate today or tomor-

A Behavioral Expert’s Guide to Higher 401(k) Plan Enrollment

STEVE WENDEL

‘‘And so, it’s easy to procrastinate—until tomorrow, and the day after that, etc., until we really do a have a problem.’’

401k_Issue 3 2016.indd 30 8/26/16 12:49 PM



401(k) Advisors – Your Story Becomes Their Solution 401(k) advisors are looking for innovative

answers, information and case studies

that support their 401(k) initiatives, and

help them generate more business. What

better way to engage with 401(k) advisors

than by influencing them through

strategic thought-leadership and relevant

narrative around the ever-changing 401(k)

industry?

“Leaders Speak” provides 401(k)

Specialist partners with a large stage to

tell their brand story, and position their

executives as subject matter experts.

By offering native content, whitepapers,

web seminars and video presentations,

“Leaders Speak” is a resource that is

invaluable to our highly engaged 401(k)

advisor audience.

Our mission to deliver exclusive 401(k)-

related content to our advisor audience

provides thought-leadership partners with

five content categories in which to place

their own content–based programs and

lead generation strategy. These channels

include Fiduciary, Investments, Rollovers,

401(k) Practice or Client Acquisition.

401(k) White Paper Sponsorship

• Sponsor provides 401(k) Specialist with a white paper or

case study.

• 401(k) Specialist, or sponsor, develops a story-lead (article),

up to 500 words, to introduce the white paper with two

direct links to the white paper within the lead. (White paper

should have links to landing and/or conversion page.)

• 401(k) Specialist will design the story-dead with

appropriate image and/or photos. (Sponsor may provide

web-ready story-lead with images, but must be approved

by 401(k) Specialist editorial team.)

• White paper story lead will run as top story on the 401(k)

website for 24 hours.

• White paper and lead will sit on the 401(k) Specialist

“Leaders Speak” landing page for

12 months

OPTIONAL: White paper story lead (with links) will run as

lead story on a 401(k) Specialist custom eNewsletter, where

sponsor will have full ownership of all banner inventory.

Investment: $10,500 with custom eNewsletter component

$6,000 without custom eNewslettter component

401(k) Native Article Sponsorship

• Sponsor provides 401(k) Specialist with an article up to

1,500 words. Content may be in the form of an article or a

Q&A with a key member of the sponsor’s executive team.

• 401(k) Specialist will design the article with appropriate

image and/or photos. (Sponsor may provide web-ready

article with images, but must be approved by 401(k)

Specialist editorial team.)

• 401(k) Specialist will offer two direct links within the article

to the sponsor’s site or landing page.

• Article will run as lead editorial story on 401(k) Specialist

website for 24 hours and then be archived on the site,

under the appropriate editorial content channel, for one

year or longer.

Article will also sit on the “Leaders Speak” landing page of

the 401(k) Specialist website for one year

or longer.

OPTIONAL: Article will run as lead story on a

401(k) Specialist custom eNewsletter, where sponsor will also

have full ownership of all banner inventory.

Investment: $10,500 with eNewsletter component

$6,000 without eNewsletter component

401(k) Editorial Content Sponsorship

• Sponsor chooses an editorial content

channel under one of the main 401(k)

Specialist editorial content categories

including Fiduciary, Investments,

Rollovers, 401(k) Practice or Client

Acquisition.

• Sponsor has complete ownership of

this channel with “sponsored by”

custom logo and direct link to their

own site and/or landing page.

• Sponsor owns the banner inventory

on this page that includes a 728x90

leaderboard and a 300x250 rectangle

• Inventory is available for a minimum

of 30 days.

Investment: $5,100 for a 30-day flight

INDUSTRY LEADERS SPEAK

ANNOUNCING

THOUGHT LEADERSHIP AND CUSTOM CONTENT



“I received my first issue of 401(k) Specialist Magazine and am very impressed. I have been in the retirement plan business 20 years and it is the best I have seen.We signed up to have our entire staff receive it. Keep up the good work.”

— Bill Bequette, Senior Advisor, INTRUST Retirement

“401(k) Specialist is the most crit-ical content source in the industry today. Anyone involved in the 401(k) space must read and be involved with 401(k) Specialist.”

— Bill Chetney, Founder, Global Retirement Partners – Global Advisor Alliance

“I think that keeping current and engaged just got easier with 401(k) Specialist.”

— Charles Epstein, The 401(k) Coach

READERS’ RESPONSE

• Event topics will align with 401(k)

Specialist content topics including Fiduciary,

Investments, Rollovers, 401(k) Practice or

Client Acquisition.

• Sponsor has an opportunity to act as a

panelist, along with 401(k) Specialist’s editor

and industry expert, and provide presentation

materials.

• Sponsor has access to attendee list.

• Sponsor receives access to detailed

analytics for lead generation purposes.

• Sponsor has ability to promote their social

media links on web seminar.

• Sponsor has the ability to use a YouTube, or

pre-recorded, video within their presentation.

• Sponsor has exposure in all 401(k) Specialist

related distribution channels including print,

website and eNewsletter distributions.

• Web Seminars will also be promoted through

a third-party financial services data-base in the

RIA space.

• Sponsor has access to all promotional

materials to market their event through their

own marketing efforts.

• Web seminar content will sit live on the 401(k)

Specialist “Leader’s Speak” landing page for

one year.

• Web seminar content will sit live on the

sponsor website for one year.

• Web seminar has capability for a polling

question.

• Sponsor has option of a 5-10 minute marketing

session with attendees at the end of the web

seminar.

Investment: $17,000 per Web Seminar

• Sponsor will provide 401(k) Specialist

with a video of their company expert.

• 401(k) Specialist will display the video

interview on the home page of the

website for 24 hours.

• Video interview will sit on the

“Leader’s Speak” landing page of the

401(k) Specialist website for one year

or longer.

Investment: $5,800

401(k) Advanced Training Web Seminar Sponsorship

401(k) Key Executive Video Sponsorship

“Your publication is great, and seems like there’s something for everybody. I really like the Fiduciary and Investment sections.”

— Ronald Surz, President, Target Date Solutions

“When your magazine arrives, I immediately read it, something I rarely do during the week. I am impressed with the breadth of your coverage particularly from the human aspects of the 401(k) delivery system. As one who worked for more than 20 years advising specific 401(k) plans, I appreciate all of the different and complex aspects of these plans.”

— A. Michael Lipper, CFA, President, Lipper Advisory Services, Inc.



401(k) Specialist Advertising Opportunities and Rates

4-Color Process 1x 3x 6x

Full Page $13,350 $12,700 $12,065

Double Page Spread $25,365 $24,095 $22,890

2/3 Page $10,280 $9,765 $9,275

1/2 Page $8,945 $8,495 $8,070

1/3 Page $6,890 $6,545 $6,215

Special Positions 1x 3x 6x

Inside Front Cover $16,020 $15,220 $14,460

Inside Front Cover Spread $29,680 $28,195 $26,785

Outside Back Cover $16,690 $15,855 $15,060

Page Opposite TOC $15,350 $14,600 $13,870

Inside Back Cover $14,485 $13,760 $13,070

Print Ad Rates (Gross)

2017 Print Issue Dates

Issue Ad Close Ad Materials Due Mail Dates

Q1 2017 January 21, 2017 January 27, 2017 March 13-15, 2017

Q2 2017 April 21, 2017 April 28, 2017 June 12-14, 2017

Q3 2017 July 21, 2017 July 28, 2017 September 11-13, 2017

Q4 2017 October 18, 2017 October 25, 2017 December 11-13, 2017

Digital Advertising

Placement Gross Rates prior to 15% Agency Discount

728x90 Banner $2,000 monthly

300x250 Banner $2,000 monthly

Video $4,000 monthly

Live Event Sponsorship $7,500 per event (*see events below)

Interstitial $7,500 monthly

For custom digital placements

and pricing such as interactive

or portrait units, etc., contact

publisher Laura Fallbach at

[email protected]

eNewsletter Advertising

Placement Gross Rates prior to 15% Agency Discount

728x90 Banner $1,300 weekly

300x250 Banner $1,300 weekly

Full Ownership $4,100 weekly

Custom eNewsletter $5,300 weekly

Event Dates of Event

Nation Linc, TD Ameritrade Feb 1-4, San Diego, CA

Morningstar Apr 26-28, Chicago Il

NAPA 401(k) Summit Mar 19-21, Las Vegas, NV

FI360 May 21-23, Nashville, TN

Pershing INSITE June 14-16, San Diego, CA

EXCEL 401(k) The Advisor’s Conference

October 22-24, Las Vegas, Nevada

Schwab IMPACT October, 2017 Dates and Location Coming

* Live Event Sponsorship is available for the following events in 2017

For high impact custom placements such as false covers, gatefolds, bellybands

or inserts, contact publisher Laura Fallbach at [email protected]

728 x 90 Banner

300 x 250 Banner

300 x 250 Banner

ISSUE 3 2016 | 401kSpecialistmag.com14 ISSUE 3 2016 | 401kSpecialistmag.com 15

By John Sullivan | Photography by Chris Miller HEADING TOWARDS a Who says financial wellness isn’t sexy?

Not Bill Chetney, who has a plan to ensure better participant education

and outcomes while positively affecting the advisor’s bottom line

QUARTER of a TRILLION DOLLARS

ISSUE 1 2016 | 401kSpecialistmag.com14 ISSUE 1 2016 | 401kSpecialistmag.com 15

NOT

INDUSTRY CRUSADER OR SECTOR PARIAH? TORT TERROR JEROME SCHLICHTER CAUSES ANGST AND ANXIETY ABOUT LONG-HELD

INDUSTRY PRACTICES, AND MAKES A HECK OF A LIVING DOING SO. HERE’S HOW 401(K) ADVISORS STEER CLEAR.

Written by John Sullivan | Photography by David Johnson

HOW

GETSUED

TO



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 Digital Ad 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

PRINT AD SPECS 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 the advertising coordinator 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.

Leaderboard: 728x90 pixels: 35K max file size Medium rectangle: 300x250 pixels: 35K max file size

File Formats FLASH (.SWF) GIF (static or animated) JPG HTML

Rich Media File Requirements

• Backup GIFs must be submitted

• Initial file size must not exceed 35K

• Back-up file size: 35K max

• Animation length: 30 seconds max

• Looping: Max of three loops (animation must stop after the third loop)

• Frame rate must be no more than 18 fps

• Audio must be user-initiated (on click)

• All animation/audio must contain Play/Stop controls

• Max in-unit video time: additional 30 seconds after user interaction

• Max hotspot area: 33%

• Expandable ads must include a Closing “X” button

Expandable Leaderboards (728x90) Max expansion size: 728 x 180 Direction of expansion: downward

Expandable Medium Rectangles (300x250) Max expansion size: 600x250 Direction of expansion: left

E-newsletter Positions and Specs Leaderboard size: 728x90 pixels Medium rectangle size: 300x250 pixels Static GIF or JPG, 15K file size (max), Click-thru URL NOTE: we ONLY support Static creative; no third-party ad serving for the eNewsletter due to email client compatibility issues

SPONSORED CONTENT Editorial Sponsorship

• Corporate logo

• Sponsored logo leaderboard: 501 x 115

• Sponsored logo sidebar: 300 x 78

• Static GIF, PNG, JPG 200kb file size (max)

LIVE EVENT SPONSOR• Corporate logo

• Sponsored logo (in white) 1000px x 230px

• Static GIF, PNG, 200kb file size (max)

• Due 7 days prior to run date

INTERSTITIALSDesktop: 640 x 480Smartphone: 320 x 480Tablet: 768 x 1024

• File type JPG, GIF, PNG, 60K max file size

VIDEO SPECS

Content File format (container): .mp4 Video encoding: H.264 Aspect Ratio: 16:9 Bitrate: 2.5MB - 5MB Resolution: 1280x720

YouTube’s guidelines: https://support.google.com/youtube/answer/1722171?hl=en

ADS

In-Banner Initial max video length: 30 seconds User-initiated max video length: 2 min Initial max file size: 50k Subsequent max file size (streaming, user initiated): 1MB Audio must be user-initiated with click

Pre-Roll File format (container): .mp4 Video encoding: H.264 Aspect Ratio: Should match host video/player Max length: 15 or 30 seconds Bitrate: 1500 kbps Resolution: Depends on host video/player but 1280x720 is a good target.

Editorial Submissions/Guidelines To 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 Information For additional advertising information and to request a 401k 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

2017 MEDIA KIT

401kSpecialistMag.com

John Sullivan Editor-In-Chief With more than 15 years

serving financial markets,

John Sullivan is the

former editor-in-chief

of Investment Advisor magazine and retirement

editor of ThinkAdvisor.

com. Sullivan 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.

Laura Fallbach Publisher Laura Fallbach has 28 years

of experience in the media

industry. She was personally

responsible for the develop-

ment 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 con-

tent to specialized markets. She can be reached

at [email protected] or 303.502.2517.

2017 media kit · 2016. 10. 14. · 2017 media kit featuring blaine aikin, john bogle, ... top 10...

Documents