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Media Kit & Rate Card


January - December

“In Awe of Iron Ore” Captured by Kim Hodge

OVER 14,500 COPIES FREE WEEKLY IN: Port Hedland • South Hedland • Wedgefield • Karratha • Dampier • Tom Price • Onslow • Pannawonica • Paraburdoo • Newman

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Mining camps:

• Searipple (1,400) • Gap Ridge (2,200) • Bay View (500) • Cape Lambert (500)


Total population in area is estimated at


50,500 people* Tom Price









MinilyaisRoadhouse The Pilbara Echo the only independent newspaper in Lake NorthMacleod West Western Australia. 1

Over 14,500 copies of the unique local newspaper are produced by an award winning team of locals and printed by Rural Press in Mandurah.







our Paper







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The paper is distributed each week to every home and business in the booming North West towns of Karratha and Port Hedland. The Echo also reaches nearby towns of Dampier, Roebourne, Wickham, Point Samson and Onslow. The newspaper’s distribution stretches inland to Newman, Tom Price, Paraburdoo, Pannawonnica and as far as Nanutarra. We are the only local paper delivered into the mining camps around the region, including the new Gap Ridge ‘super camp’ in Karratha which holds over 2,400 workers. The Pilbara Echo has a strong focus on community spirit, local sports and events in Karratha and the surrounding towns.

our Benefits

• The Pilbara Echo offers advertisers the opportunity to reach the entire West Pilbara area including the dynamic towns of Karratha and Port Hedland. • The Pilbara Echo is the only newspaper distributed to mining camps in the region.


• Delivered on the weekend, when people have more time to browse, read and shop.

Iron ore is brought via from the inland towns of Pannawonica, Tom Price and Paraburdoo for shipping out of Dampier.

• We are the only locally owned and produced newspaper in the region. Our major competitors are based in Albany, 2000 kilometres away. • We sponsor local community events, and the advertising revenue benefits the local community • With lower overheads, we are more affordable than our competition. For example, our colour * Pilbara News 18/2/2009 employment ads are over 33% cheaper.



our Focus

pilbara echo

The Echo truly is a community focused newspaper. It is made for the people, by people who live and work in the region.



We cater for all the audiences in the area from the mining company familes through to long term residents and fly in fly out workers.

Edition 13

2 Vol. 3

ber 2010

According to Woodside CEO Don Voelte, Karratha is the home of Woodside, “a safe zone and our core business.”

See pag


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10 ’S CH OIC E - NO W ww w.p OP EN SEE ilba rae cho PAG E .com

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McDon al of thei d’s Karratha r custom would like to McDonal er wish al d’s® Ka and a s a very Mer l rratha ry Happy New Ye Christmas ar!

Our unique 34cm x 7 col tabloid size sets us apart from the crowd.


The Pilbara region continues to grow despite the global economic slowdown. Recently, 800 housing lots were released at Baynton West in Karratha and there is a general sense of positivity amongst businesses in the town. Similarly, blocks in Pretty Pool have almost sold out.

Par 1300 online aburdoo • Pannaw bourne onnica visitors to pilbaraech

The Karra commun tha and Dampi er ity celeb joy of th rated th e e they ga Christmas spiri th t as Oval by ered on Hampt on th to watch e palms in Dam pi th er e Carols by Glowlig ht Decembe concert on 5 r. Over 60 0 the annu people turned up to al their bigg event which was est crow d in year s.

In addition, we sponsor and run many community events, and offer discounts to local sporting clubs and non-profit groups.

our Region

And over

Chris spirit gtmas in Damlows pier

We encourage contributions of news, photos and sporting content from the public, further adding to the local aspect of our newspaper.

Our paper continues to experience growth, in just twelve months we have increased our circulation by 100%, and our content by almost double

14,300+ co FREE ev pies delivered ery weeke Karratha • Dam nd Tom Price pier • Wickham • • Roe

- 11-12 Decem

Woodside are planning to construct a total of 11 gas trains in the region, ensuring prosperity in the area for years to come. The combined Shire of Roebourne, Ashburton, East Pilbara and Port Hedland population alone was estimated in 2008 to be over 45,000* and rising rapidly. The average weekly income in the region is well above average due to the influence of the resources boom. Median annual household earnings are well over $120,000 per year* *Department of Local Government and Regional Development - Estimated 2008.

Karratha and Port Hedland are regional centres with modern administrative, commercial, industrial and growing residential infrastructure. Karratha boasts the third busiest shire owned airport in Australia, the largest ‘city’ style shopping centre north of Geraldton, eight primary schools, three secondary schools, a tertiary college, regional hospital, quality restaurants, and a two screen cinema complex. The nearby North West Shelf Natural gas plant is part of the biggest resource project in Australia. Natural gas from offshore platforms is liquefied at the Burrup Peninsula facility for export to Japan. Iron ore, oil, nickel, salt, fishing and tourism are also major industries in the region. Lying just offshore is the magnificent Dampier Archipelago comprising of 42 islands within a 45 km radius. The Burrup Peninsula is home of the world’s most prolific Aboriginal rock engraving gallery with more than 10,000 identified Aboriginal art-sites.

The Dampier Archipelago is a string of 42 pristine islands that lie off the coast of Dampier and Point Samson. Home to a large and diverse number of marine species, 25 of the islands are protected as part of the Dampier Archipelago Marine Park, making them one of Western Australia’s best diving and snorkelling spots. The islands’ white sandy beaches and blue waters also make them an ideal location for swimming or just lazing the day away.




our Community


The Pilbara Echo has its own delivery team of over 30 families to distribute its weekly newspaper.







Keeping our distribution ‘in-house’ allows us to keep a close eye on the people delivering our paper, and make sure each and every house receives a copy. Local scouts and sporting clubs use the Pilbara Echo as a means to fundraise for events such as ‘Jamboree’, and long distance sporting trips. The Pilbara Echo also sponsors many local events, such as the annual Carols by Candlelight, Portbound Youth Festival, Teddybears Picnic, Victorian Bushfire Appeal, Open Mic Night, Karratha Scouts and the Karratha Storm Rugby Team. We also sponsor high profile events such as the annual Chamber of Commerce Awards Night.

• The Pilbara Echo sponsors local junior sporting teams like Karratha Storm Junior Rugby League Team.

Pilbara Fishing Fishing is probably the most popular hobby in the Pilbara, with possibly the highest boat ownership per capita anywhere in Australia, at twice the state average. We feature the freshest fishing content in the Pilbara each week, and sponsor most local fishing competitions.

our Website Updated each week, every article that appears in the Pilbara Echo is also added to our website. is the most comprehensive local news and event website in the Pilbara.


We regularly run competitions, photo galleries and back editions. The site is visited by thousands of readers every month. The number of unique online visitors has increased to over 1,000 per week.


RATES & MECHANICAL SPECS Display Advertising One Paper Mono Two Papers Mono One Paper Colour Two Papers Colour Prices EXCLUDE GST


$5.99 ccm $8.98 ccm $7.99 ccm $11.98 ccm

Preferred Placement Front 150% Page 2 50% Page 3 75% Page 5 50% EGN 15% Specific 10% Back 75%

1.1 All advertising must be paid prior to paper deadlines (as set out in the current rate card) except those with established credit accounts. 1.2 All clients with an established account must pay within the time specified on the invoice/ statement. 1.3 Unless waived in a particular case, interest at FIFTEEN PER CENT (15%) per annum (accruing daily from the date of the invoice) will apply to any account which has been outstanding for more than THIRTY (30) days. 2. ORDERS

Classified Advertising Lineage: $2.50 per line

2.1 Orders are effective for a maximum of 12 months from the date of the order.

Inserts Up to A4 size 25gm: • Supplied = 9.5¢ household • Printed = 7.5¢ per household

2.2 Prices may change without notice and are subject to the current rate card.

Agency Commission a 10% commission is included in the above rates for registered advertising agencies supplying complete artwork and bookings. Community / Non Profit We offer a generous 15% discount for registered non profit groups. Deadlines Display Bookings: Wed Noon Display Artwork: Wed 5pm Classifieds: Wed 5pm Artwork / Production Basic artwork is included. Logos, photographs, special graphics must be supplied. A full graphic design service is available in-house for $110ph.

Display Column Sizes 1 column........................... 3 3 m m 2 columns......................... 7 1 m m 3 columns....................... 109mm 4 columns....................... 147mm 5 columns....................... 185mm 7 columns....................... 262mm Full Page.............. 340 x 262mm Trades Column Sizes 1 column........................... 6 2 m m 2 columns....................... 129mm 3 columns....................... 195mm 4 columns....................... 262mm

2.3 Orders are subject to variation as to the rate payable and space available. 2.4 The publisher may, at any time, and without notice, cancel an advertising order in respect of any advertisement not inserted by the publisher in which case the advertiser shall pay for all past insertions at the rate or prices applicable. 2.5 The publisher reserves the right to cancel any order on which advertising is not inserted within one month of the date of the order. 3. ADVERTISEMENTS 3.1 The publisher reserves the right in its absolute discretion: (a) to alter any advertisement; (b) to withhold any advertisement; (c) to postpone or advance the day of insertion; (d) to insert the advertisement in any position even though the position has been specially arranged or the position may be on the same page or next to that of a competitor’s advertisement. (e) to run any advertisement supplied as complete artwork without sending a proof. 3.2 The publisher has the right to refuse to publish or republish any advertisement without giving any reason for that refusal. In this event a prorata adjustment will be made to the advertising rate. 3.3 No liability shall be incurred by the publisher by any reason of any or all of the following: (a) amendment to or error or inaccuracy in any advertisement; (b) the partial or total omission of any advertisement; (c) by reason of any delay or default; (d) from any whatsoever.



3.4 The publisher reserves the right to alter advertising copy with or without reference to advertisers, to ensure that the newspapers are not exposed to legal action defending publication of material prepared by other parties. 3.5 Advertisements which are considered to resemble editorial style will be subject to amendment or alteration without prior notice and must be clearly identified by using the word ‘advertisement’ above the copy headline. 3.6 Federal, State and Local Government election advertising must carry authorisation at the base of the advertisement and in the case of Federal election advertising the word “ADVERTISEMENT” at the top in 10 point type. 3.7 Advertising features may be published in conjunction with advertisers from time to time. All such features must carry the words “ADVERTISING FEATURE” in 10 point type at the top of the page. 4. CANCELLATION Cancellation of an order will be accepted in writing prior to the relevant publication booking deadline for run of paper advertisements and seven days prior for specified pages or positions. Any cancellations received after this time will attract a cancellation fee of 70% of the total advertisement value. 5. ERROR CLAIMS Production and placement claims must be made within seven days of publication. Account claims must be made within seven days of receipt of account. 6. DISTRIBUTION Whilst every effort is made to attain 100% coverage of all areas, this cannot be guaranteed. No credit will be given for non-delivery of papers. 7. TRADE PRACTICES The Federal Trade Practices Act and the W.A. Trade Descriptions and False Advertisements Act prohibit false or misleading advertisements. In addition Part V of the Trade Practices Act contains a number of specific prohibitions affecting advertisements. Advertisers should refer to the Consumer Protection Advertisers Guidelines (Information Circular No 10) published by the Trade Practices Commission. Legal advice should be sought in case of doubt. 8. OTHER LEGISLATION Advertisers are advised to submit to their legal advisers, advertisements relating to competitions which may infringe legislation such as the Lotteries Act and prospectuses relating to the issue of shares, debentures, etc. which must comply with

the Corporations Law. Copy for advertisements which are subject to the Corporations Law must be accompanied by a certificate signed by two directors of the company advertising confirming that the advertisement complies with the Corporations Law. 9. COPYRIGHT WARNING 9.1 Due to the Copyright Act 1968 advertisers are advised that the inclusion in advertisements of material (photographed, artist’s illustrations and text) taken from any article published in a newspaper, magazine, periodical or similar publication is strictly prohibited without the written consent of the owner of the copyright. 9.2 It is the advertiser’s responsibility to ensure that any material used in an advertisement is authorised for publication by the owner of the copyright to prevent the possibility of legal action being taken against the advertiser for any breach of the Copyright Act. 9.3 The acceptance of and publication of the advertisement or letter by the newspaper or publisher concerned is and is deemed to be consideration for the agreement to indemnify. 10. INDEMNITY WARRANTY


Advertisers and/or advertising agencies, by submitting or authorising material for publication by the publisher and in consideration of the publisher agreeing to publish the material: (a) Indemnify the publisher, its servants and agents against all actions, proceedings, claims and demands arising out of or in connection with the publication of the material including, without limiting the generality of the foregoing, all actions, proceedings, claims and demands relating to defamation, malicious falsehood, breach or infringement of copyright, trade mark or design, breach of the Trade Practices Act 1974, or breach of any other legal, equitable or statutory rights. (b) Warrant that publication of the material will not give rise to any legal, equitable or statutory rights against the publisher and will not breach any laws or regulations including, without being limited, the proscriptions relating to advertising in Part V of the Trade Practices Act 1974. 11. ADVERTISING CLAUSE


GST will be applied on the gross amount of the invoice. The GST component does not count towards overall monetary order expenditure or rate card discount levels.


BASIC GUIDE FOR ADVERTISING CREATION General Minimum Requirements • Images must have a minimum of 200 pixels per inch at the final used size. • Images must be CMYK and should have the midtones lightened. • Shadow areas in images must not exceed a total of 230% ink weight. • Solid colour mixes should not exceed a total of 230% ink weight. • Design and images should allow for a 30% dot gain. • Only CMYK colours should be used (Not RGB or LAB).

do not have the ability to provide a custom page size. InDesign, CorelDraw and all professional graphic applications do have this ability. Borders or Frames If adding a border to the boundary of the document, be sure it snaps to the edge of the document. If the application provides measurement tools, use them to set coordinates and exact size of the frame for accuracy. Fonts

• Type smaller than 10pt should not be reversed.

PostScript Type 1 fonts are preferred, but True Type fonts are also accepted. All fonts must be fully embedded and subset. PDFs should be created on the workstation where the original file was produced to ensure the application has access to embed the fonts.

What are the issues?

Office Applications


If you are unsure of how to properly create a high resolution file for a commercial printing press, please use an advertising agency, a graphic artist or pre-press professional to create your advertising material. Alternatively, contact the newspaper publisher to see if this service is available.

• Type smaller than 10pt should not be made up using more than one colour.

If an RGB file is provided, the publisher will attempt to convert it to CMYK colors which are required for the printing process. The conversion will dull RGB colors considerably and is unavoidable. This conversion should be done by the creator of the document. The publisher takes no responsibility for printed colors if an RGB file has been provided. Resolution If an image has a resolution of 72ppi, it is only good for viewing on a monitor or screen. A 72ppi image in a commercial print publication will look pitted, have no detail, no sharpness, no tonal depth and will lack in quality. Newspapers require an absolute minimum of 200ppi at the final used size. If an image is scanned at 200ppi, and then increased in size on your page layout application, you will reduce the pixels and quality to an unacceptable level. The publisher takes no responsibility for poor quality outcomes due to images that have been supplied below the minimum specification of 200 pixels per inch. Document Size If an advertising booking is for a 20cm x 7 columns (20cm depth x 263cm width), the page size should match this booking measurement. For example, instead of creating an A4 size document, select File > Page Setup, or File > Document Setup options from within the application and key in the actual size of the advert as the page size. Applications like Microsoft Word of Excel


Pilbara Newspapers Pty Ltd does not accept advertising material supplied as a Publisher document. You will be required to create a PDF file using the Print and Distill method. If you are using Microsoft Publisher it is important to remember that the Resolution in the Print dialogue box is dependent of the printer selected. You must locate a printer that can provide a setting of 1200dpi. If you do not have on available, you can install the AdobePS Driver which installs a ‘dummy’ PostScript printer on your hard drive. The installer can be downloaded from: Other helpful information can be obtained by searching for ‘print postscript’ from within the online Publisher help file. should

document) to your printer to check it is okay. Microsoft Word Microsoft Word was never produced to provide high resolution commercial print quality files and only outputs files in RGB. Rural Press does not accept advertising material supplied as a Word document. A PDF file created from Word will also only contain RGB colours so it will not comply to current material specifications. If you are using Microsoft Word, you will need to ‘Print to File’ and select an appropriate high resolution printer. (If you do not have one available, you can install the AdobePS Driver which installs a ‘dummy’ PostScript printer on your hard drive. See above under Microsoft Publisher for more details). On the File menu, click Print.

Microsoft Publisher

The following considered:




When you print, ensure that Composite CMYK is selected from the Advanced button in the Print window. Select Print to File to print a PostScript file to your hard drive. Distill the file using the ‘Press Quality’ settings in Acrobat Distiller. Always proof the PDF file (not the original

In the Name box, click the printer you’ll use to print the file. Select Print to file and then click OK. Select a location to save the file and type in a file name. When you print to a file, Microsoft Word preserves information such as line breaks, page breaks and font spacing. The publisher takes no responsibility for any quality issues for advertising files that have been created using Microsoft Word. Please seek the assistance of a graphic artist or pre-press professional to make up your advertising to meet newspaper specifications.

Please do not create a PDF • Using the “Export to PDF” from within Pagemaker, QuarkXPress. • Using the “Save as” PDF format from Illustrator, Freehand or Photoshop. • Using “PDF Writer” from non high end graphic applications like Word, Excel, Publisher, Corel, Visio. For example using the “Convert to Adobe PDF” in Word. While these methods may work occasionally, each can cause varying problems from font substitution, poor quality colour, use of RGB images, colour, graphics may not render correctly and images may be too low in pixel quality. While every effort is taken to resolve any issues, the publisher takes no responsibility for poor quality outcomes or printing errors when PDF files have been created using these methods, or if the PDF does not meet the required material specifications.

All artwork must be sent as a High Resolution PDF file to:



Material Specifications

Image Colour

To achieve good quality in a printed product, it is essential that materiel is produced to match the following material specifications.

A newspaper printing press prints colour using four process colours - Cyan, Magenta, Yellow and Black. It is the accurate combination of these colours along with the use of screens and high precision equipment that produces the overall photographic effect of thousands of colours.

• GCR - Medium level Grey Component Replacement. (Can be applied in a Photoshop Color Settings File under Custom CMYK Working Space) • Four colour material requirements:

• Screen ruling 100lpi/40lpc

• Screen Angles C=15, M=75, Y=90, K=45

• Print sequence - Cyan, Magenta, Yellow, Black

• Tone reproduction guidelines:

Four Colour Film C





0% 0% 0% 0%

If an RGB file is provided to a newspaper for printing, the same colour can not be physically reproduced. RGB is a colour space used for viewing in monitors, digital cameras, scanners and some home printers or proofs. For printing in a newspaper, RGB files MUST be converted to CMYK. This necessary conversion considerably dulls the brightness of the colour, and there is no alternative. To convert RGB images to CMYK, we recommend using Adobe Photoshop, select Image > Mode > CMYK Color.

Catchlights 0% 0% 0% 0%

Non-Essential Whites0% 0% 0% 0%

Essential Whites 3% 2% 2% 0%


• Allow for 30% dot gain.

• Keep midtones open for newspaper stock


• Maximum shadow density not to exceed a total of 230%.

• Limit individual solid colours - Cyan, Magenta and Yellow to 90% to allow for ink trapping

• Halftone Black limit should be set to 80%


• Unsharp masking should be increased to levels higher than normal to counter-balance the softening effect when printing on newsprint

Image Quality The recommended resolution of an image (at the cropped size and scale being used) is 200pixels per inch (ppi). If your image is below 150ppi, you must select an alternative image, or take another picture (or scan the image) at a higher resolution. We recommend using Adobe Photoshop to check image size.

Ink Weight A printing press has limitations and one of them is how much ink can be applied before problems occur. Many applications provide the ability to apply a colour made up from 100% cyan, 100% magenta, 100% yellow and 100% black. That’s a combined ink weight of 400%. Most commercial presses printing on fine glossy stock can only tolerate 300% total ink weight. Rural Press specifies a total ink limit of 230% for newspaper printing. To check your image for ink weight, use Photoshop’s Info panel, and the Eyedropper tool to sample dark areas of the image. The sample below shows a Total Ink Weight of 300% just by the pony’s ear. Too much information for any newsprint press! To fix this problem you need to use a properly configured Colour Settings File, with a custom CMYK Working Space, then convert the image using this profile.

A Pixel Dimension should never increase in size - this means you are using software to add pixels that don’t really exist (called ‘interpolation’). Use an alternative image that contains enough pixel information to start with. B Set the width of your image allowing for any cropping or resizing when you place it in your page layout application. C Set the Resolution amount to 200ppi. Be sure to check the Pixel Dimension information to ensure you haven’t increased the size beyond what was in the original image.

If you are unsure about how to do any of the above you may need to send your RGB images to a graphics professional for enhancement. Contact your sales representative to see if this service is available, or locate a graphic pre-press service provider for more assistance.

All artwork must be sent as a High Resolution PDF file to:


Pinacle Mount


Published by Coral Coast Print

Shop 2 / 18 Hedland Place • Karratha WA 6714

Ph: 1300 655 720 or fax 08 9219 4678

2011 Rate Card  

Rate card for Pilbara Echo newspaper.

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