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Chicago Flame FACT CHECK: Readership & Distribution Claims     

Chicago Flame FACT CHECK Readership & Distribution Claims

Prepared by Hermes Media™ Research Group: Zachariah Wiedeman, Project Lead Brianna Milka, Project Coordinator Jerod Smith, Photographer/Surveyor Robert Walsh, Photographer/Surveyor Mirissa Burten, Photographer/Surveyor Mabel Oza, Surveyor Parag Deshpande, Surveyor JoAnn Castaldo, Surveyor Ashley Elke, Surveyor Michael Vanderkoon, Surveyor Will Kokum, Surveyor Dara Teamer, Surveyor Isela Herrera, Surveyor Opal Boonpitak, Surveyor Rachel Gottlieb, Surveyor

Report Completed on 8 February, 2010 Prepared for: Hermes Media, Inc. 1    


Chicago Flame FACT CHECK: Readership & Distribution Claims     

TABLE OF CONTENTS

EXECUTIVE SUMMARY ........................................................................................................ 3 INTRODUCTION .................................................................................................................. 4 Objective ...................................................................................................................... 4 Methods ....................................................................................................................... 4 Survey ...................................................................................................................... 4 Internet ..................................................................................................................... 4 Field Work ................................................................................................................ 4 READERSHIP ..................................................................................................................... 5 Chicago Flame readership claims................................................................................ 5 How many people have read the Chicago Flame? ...................................................... 5 How much of the Chicago Flame gets read? ............................................................... 5 Quotes from students regarding the Chicago Flame ................................................... 6 “I would read the Chicago Flame if…” ......................................................................... 6 Conclusion ................................................................................................................... 6 WEB TRAFFIC .................................................................................................................... 7 Chicago Flame web traffic claims ................................................................................ 7 Actual average monthly traffic ..................................................................................... 7 Demographic breakdown ............................................................................................. 7 Conclusion ................................................................................................................... 8 DISTRIBUTION.................................................................................................................... 9 Chicago Flame distribution claims ............................................................................... 9 Distribution points found .............................................................................................. 9 Conclusion ................................................................................................................... 9 CONCLUSION ................................................................................................................... 10 Appendixes ................................................................................................................... 11

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

EXECUTIVE SUMMARY This report discloses the findings of research conducted to test the accuracy the Chicago Flame weekly readership and distribution claims made by Malone Communications, Inc. The report can be broken down into three categories: readership tested by market survey, web traffic tested by internet research, and distribution locations verified through field work. Each category goes into further detail explaining what the Chicago Flame 2009 – 2010 Advertising Media Kit claims as well as the results. Initial findings indicate that the claims made in the Chicago Flame 2009 – 2010 Advertising Media Kit significantly overstate their readership, web traffic, and distribution coverage. The purpose of this research was to create an educational opportunity for aspiring entrepreneurs at the University of Illinois at Chicago and to aid in their understanding of how to conduct market research and evaluate new venture opportunities.

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

INTRODUCTION Objective To verify the claims made by Malone Communications, Inc. in the Chicago Flame 2009 – 2010 Advertising Media Kit in regards to circulation and readership numbers. Exhibit 1.11 is an actual image from the Chicago Flame 2009 – 2010 Advertising Media Kit. Three different methods to test the accuracy of these claims were used.

Methods Survey Throughout the weeks of November 16th through the 25th, 614 random graduate and undergraduate students were surveyed. The questions that were asked were: (1) I am a(n): undergrad student, grad student, university faculty, university staff, local resident, other. (2) Do you read the Chicago Flame? Yes, no, what’s the Chicago Flame? (3) If yes, what section(s) do you read? Front page, news, features, opinions, the inferno, the pulse, pocket doc, sports, five on fire, Sudoku/crosswords, classifieds, other. (4) What would motivate you to read a campus newspaper?

Internet Research exhitbit 1.1

The Chicago Flame’s website, chicagoflame.com, is registered with web traffic monitoring company Quantcast. All statistical information about chicagoflame.com web traffic is made publically available and was recorded and analyzed by our researchers.

Field Work Based on the Chicago Flame 2009 – 2010 Advertising Media Kit, there are 230 distribution locations around campus and small local businesses around UIC. A thorough search of each of the listed neighborhoods was made including every University building, local business, and street corner. These overlapping searches were conducted on Monday, November 30, 2009, Friday, December 4, 2009, Monday, January 25, 2010, and Friday, January 29, 2010.

                                                            1

Chicago Flame 2009 – 2010 Advertising Media Kit: See appendix A

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

READERSHIP

Claim

Actual

30,000 readers

7,687 readers

Chicago Flame readership claims Malone Communications, Inc. estimates 30,000 people read the Chicago Flame weekly. th

Between November 16th and 25 , a random sample of 614 UIC graduate and undergraduate students were surveyed to determine the number of students at UIC who read the newspaper.

How many people have read the Chicago Flame? exhitbit 1.2

29% Yes No 71%

Of the 614 graduate and undergraduate students surveyed, 179 said they read the Chicago Flame, while 435 stated they don’t read the Chicago Flame. No indications were made on the survey as to the frequency of readership. UIC has a total student population of just over 26,000 students. After applying statistical analysis to the sample results, it can be calculated that only 7,687 UIC students have ever read the Chicago Flame with a margin of error of +/- 945 students.

How much of the Chicago Flame is viewed? Total amount of newspaper readership was calculated by adding the average size of each newspaper section reported as being read and determining what percent of the newspaper those sections represented for each reader. Any sections that took the space of less than one page was counted as a full page. The average size of a Chicago Flame newspaper during the Fall of 2009 was 25 pages. exhitbit 1.3

# of readers

% Newspaper read 9000 8000 7000 6000 5000 4000 3000 2000 1000 0

25% = 3897 50% = 1388 75% = 267 0%

20%

40%

60%

80%

100%

120%

% of paper read

 

5  


Chicago Flame FACT CHECK: Readership & Distribution Claims     

Quotes from students regarding the Chicago Flame In the last open ended question of the survey, many respondents who indicated they read the Chicago Flame volunteered that they no longer read the it because they did not like the newspaper. Numerous reasons were given, but of those reasons, the top three reasons were (1) they could not find the paper (2) the paper did capture their interest and (3) they disliked the writing within the paper. Exhibit 1.4 shows quotes taken directly from students on how they feel about reading the Chicago Flame, or why they have stopped reading the Chicago Flame.  

exhitbit 1.4

“I would read the Chicago Flame if…”

 

“…it was more appealing.”

“…they didn’t write bias articles.”

“…if they wrote better articles.”

“…they had interesting articles in it.”

“…it was more relevant to students, and student life.”

“…they stopped talking about Undergraduate Student Government.”

“…it held my interest.”

“…I knew where to pick it up!”

Conclusion Malone Communications, Inc. claims that the Chicago Flame has an average of 30,000 weekly readers, however, statistical findings indicate that only 7,687 of the student population of the University of Illinois at Chicago have picked up the Chicago Flame and read it at least once in their lifetime. Many respondents who indicated they read the Chicago Flame at one time in the past  volunteered that they no longer read the newspaper for a variety of reasons ranging from the  appeal of the content to their interest to dissatisfaction with the quality of writing (grammar,  spelling, incorrect facts, and bias).   

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

WEB TRAFFIC Chicago Flame web traffic claims Malone Communications, Inc. claims that chicagoflame.com receives an average of 30,000 hits each month. Using information made publically available on quantcast.com we were able to determine the actual average monthly traffic, and the breakdown of demographics according to state and city.

2

Claim

Actual

30,000 "hits"

13,420 visitors

Actual average monthly traffic

Demographic breakdown

By State

                                                            2

http://www.quantcast.com/chicagoflame.com

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

By City

Conclusion These above screen shots, taken Tuesday, February 2, 2010 from quantcast.com indicate that only 13,420 of these hits represent actual people. There are two reasons why these numbers are so different. Many hits to a website are generated without anyone actually viewing the site because programs located on internet servers and personal computers often “hit” the website while looking for information or updating a database. Also, each individual who visits the site may view more than one page, generating additional hits. An average page view per visit of only 1.90 indicates that most visitors to chicagoflame.com do not click through to any of the other pages on the website. Considering the actual content of the website requires at least one click-through to view from the main page, this indicates that many of the hits to the site are not actually “content seeking” hits, and therefore not impressionable visits. The reason the number of total hits per month is significantly higher than those coming from within the state of Illinois is because chicagoflame.com is part of the mtvU owned College Media Network and is therefore capable of garnering a significant number of hits through the network’s 750 affiliated Universities. This also aids in ranking its web pages high in Google searches for news stories related to the universities in Chicago, which is another reason why the average page views per visit hovers just below 2.

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

DISTRIBUTION Chicago Flame distribution claims Malone Communications, Inc. claims that there are 230 distribution points for the Chicago Flame located on the UIC campus, and the neighborhoods surrounding UIC.

Claim

Actual

230 Locations  reported

63 Locations found

Our field researchers visited every building on both East and West UIC campuses as well as every local business and street corner in Pilsen, University Village, Little Italy, Tri-Taylor, Greektown, and the West Loop. They took before (Monday/Tuesday) and after (Friday-Sunday) photos of each distribution point. These searches were conducted on Monday, November 30, 2009, Friday, December 4, 2009, Monday, January 25, 2010, and Friday, January 29, 20103.

Distribution points found Field researchers were only able to locate 63 distinct distribution points in the areas where the Chicago Flame is supposed to be distributed. Photos of each distribution point can be viewed in Appendix A at the end of this document.

Conclusion We are assuming we missed some locations but these preliminary findings strongly indicate that the 230 locations reported are likely to be an exaggeration. While it is impossible to prove that the 167 locations that were not found do not exist, our field research does prove that a team of students were unable discover these locations despite actively looking for them over several days. If the active seeker cannot find even one third of the reported 230 locations, then the casual observer is even less likely to find a newspaper at all.

                                                           

3

See Appendix B for full before and after photos of distribution points.

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Chicago Flame FACT CHECK: Readership & Distribution Claims     

CONCLUSION Based on our research, we can safely determine that the claims made by Malone Communications, Inc. in regards to readership and distribution of the Chicago Flame do not accurately represent the number of student who actually have read the newspaper or the accessibility of the paper to students and the surrounding community. The numbers reported by Malone Communications, Inc. are consistently exaggerated in each of the three categories (readers, web traffic, and distribution points) by over 200%. The evidence not only correlated quantitatively, but also qualitatively as well. The difficulty that field workers had finding the newspaper supports the survey results indicating that the number one reason why students claimed to not read the newspaper is because they could not find it. The low number of average page views per visit to chicagoflame.com parallels the number two reason: low attraction of interest to the content. Finally, among the 6742 - 8632 students who have read the newspaper at least once in their time at UIC, the fact that only about 1388 of them have ever read 50% or more of the content seems to make sense considering the complaints made about the quality of content provided in the newspaper. For a business seeking to market their products or services to students of the University of Illinois of Chicago, the Chicago Flame print newspaper and website do not seem to be very effective mediums of communication. Furthermore, considering the amount of negative feedback about the quality of the newspaper itself, placing advertisements in the Chicago Flame has the danger of damaging the reputation and credibility of the business itself.

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Chicago Flame FACT CHECK: Readership & Distribution Claims                   

Appendix A  Chicago Flame distribution before and after photos 

               

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Chicago Flame FACT CHECK: Readership & Distribution Claims        BEHAVIORAL SCIENCE BUILDING  MONDAY, NOVEMBER 30, 2009   

         FRIDAY, DECEMBER 4, 2009 

                         

NOTES:

                12     


Chicago Flame FACT CHECK: Readership & Distribution Claims        BURNHAM HALL  MONDAY, NOVEMBER 30, 2009   

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

For the past few weeks, field researchers noted that the stacks of newspapers delivered on    Monday’s, were immediately gone the next day.  This is not consistent with the number of    newspapers taken from similar lecture halls on the UIC campus.        HALL DOUGLAS MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    13     


Chicago Flame FACT CHECK: Readership & Distribution Claims        JEFFERSON HALL

MONDAY, NOVEMBER 30, 2009   

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

           

NOTES:

    LINCOLN HALL MONDAY, NOVEMBER 30, 2009                 

NOTES:

   

14 

 


Chicago Flame FACT CHECK: Readership & Distribution Claims        HENRY HALL MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    SCIENCE AND ENGINEERING LAB MONDAY, NOVEMBER 30, 2009                 

NOTES:

    15     


Chicago Flame FACT CHECK: Readership & Distribution Claims        DAILY LIBRARY MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

                                        NOTES:  

The Library is one of the highest traffic areas on the UIC campus, therefore it makes sense that many  newspapers are picked up from these distribution locations.  

16     


Chicago Flame FACT CHECK: Readership & Distribution Claims        SCIENCE AND ENGINEERING SOUTH MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    STEVENSON HALL MONDAY, NOVEMBER 30, 2009     

         

NOTES:

   

17 

 


Chicago Flame FACT CHECK: Readership & Distribution Claims        STUDENT CENTER EAST MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

  –––––           

NOTES:

Located in what is considered the most high traffic building on UIC’s East Campus, it is surprising that    most students do not even know where this large newspaper stand is.      TAFT HALL MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

For the past few weeks, we have noticed that the stacks of newspapers delivered on Monday’s,    disappeared by Wednesday.  This area is not a high traffic area, and is thought that the papers were  either thrown away, or moved to another location.  .        18     


Chicago Flame FACT CHECK: Readership & Distribution Claims        UNIVERSITY HALL MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:  

    ART & DESIGN HALL MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    19     


Chicago Flame FACT CHECK: Readership & Distribution Claims          ATRIUM MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

                         

NOTES:

Regarding the top before and after photo:  It was later discovered that half of these newspaper  papers were moved to another location within the building and were not actually taken.                20     


Chicago Flame FACT CHECK: Readership & Distribution Claims        CUPPA HALL MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

       

NOTES:

    AUTOMATIC LOFTS MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    21     


Chicago Flame FACT CHECK: Readership & Distribution Claims        JIMMY JOHN’S – 812 VAN BUREN MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    PRIMO’S CHICAGO PIZZA – 816 VAN BUREN MONDAY, NOVEMBER 30, 2009                 

NOTES:

We have visited Primo’s twice and both times, the stack of newspapers from Monday were gone by    Friday.  We were told that the employees end up throwing the papers out because they get in the  way of customers.       

22 

 


Chicago Flame FACT CHECK: Readership & Distribution Claims        FLAMES ATHLETIC CENTER MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

      JAMES STUKEL TOWERS (JST) MONDAY, JANUARY 25, 2010                 

NOTES:

  23     


Chicago Flame FACT CHECK: Readership & Distribution Claims        BARBRA’S BOOK STORE MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      MORGAN’S BAR & GRILL MONDAY, NOVEMBER 30, 2009                 

NOTES:

  24     


Chicago Flame FACT CHECK: Readership & Distribution Claims        WOW CAFÉ & WINGERY MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      HASH BROWNS MONDAY, NOVEMBER 30, 2009                 

NOTES:

  25     


Chicago Flame FACT CHECK: Readership & Distribution Claims        LALO’S MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      QUIZNO’S MONDAY, NOVEMBER 30, 2009                 

NOTES:

  26     


Chicago Flame FACT CHECK: Readership & Distribution Claims        CARIBOU COFFEE MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      GREAT CLIPS MONDAY, NOVEMBER 30, 2009                 

NOTES:

  27     


Chicago Flame FACT CHECK: Readership & Distribution Claims        7‐ELEVEN MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      APPLIED HEALTH SCIENCES MONDAY, NOVEMBER 30, 2009                 

NOTES:

This is a waiting room, therefore patients go through these newspapers while they are waiting.  Also,  most of these patients are not UIC students but are from the community.        28     


Chicago Flame FACT CHECK: Readership & Distribution Claims        BENJAMIN GOLDBERG RESEARCH CENTER MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      COLLEGE OF DENTISTRY MONDAY, NOVEMBER 30, 2009                 

NOTES:

This is a waiting room, therefore patients go through these newspapers while they are waiting.  Also,  most of these patients are not UIC students but are from the local community.      29     


Chicago Flame FACT CHECK: Readership & Distribution Claims        COLLEGE OF NURSING MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      COLLEGE OF PHARMACY MONDAY, NOVEMBER 30, 2009       

       

NOTES:

This is a waiting room, therefore patients go through these newspapers while they are waiting.  Also,  most of these patients are not UIC students but are from the local community.        30     


Chicago Flame FACT CHECK: Readership & Distribution Claims        DHSP BUILDING MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

       

NOTES:

      EYE & EAR INFIRMARY MONDAY, NOVEMBER 30, 2009       

       

NOTES:

This is a waiting room, therefore patients go through these newspapers while they are waiting.  Also,  most of these patients are not UIC students but are from the community.        31     


Chicago Flame FACT CHECK: Readership & Distribution Claims        HUMAN RESOURCES MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

       

NOTES:

      MASHFIELD AVENUE BUILDING MONDAY, NOVEMBER 30, 2009       

       

NOTES:

  32     


Chicago Flame FACT CHECK: Readership & Distribution Claims        LIBRARY OF HEALTH AND SCIENCES MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

       

NOTES:

    OUTPATIENT CARE CENTER MONDAY, NOVEMBER 30, 2009       

       

NOTES:

    33     


Chicago Flame FACT CHECK: Readership & Distribution Claims        SCHOOL OF PUBLIC HEALTH & PSYCHIATRIC INSTITUTE MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

       

NOTES:

    STUDENT RESIDENCE HALL MONDAY, NOVEMBER 30, 2009                 

NOTES:

The two stacks on the right got smaller on Friday, because the Chicago Flame newspapers on the left    were actually placed on top of magazines (not the difference in color).  When researchers returned  on Friday, the magazines had been removed.      34     


Chicago Flame FACT CHECK: Readership & Distribution Claims        ON THE MALL/SBARRO MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

   

                   

NOTES:

                  35     


Chicago Flame FACT CHECK: Readership & Distribution Claims        RUSH UNIVERSITY MEDICAL – 600 S PAULINA MONDAY, NOVEMBER 30, 2009 

         FRIDAY, DECEMBER 4, 2009 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

    RUSH UNIVERSITY MEDICAL – 1750 W HARRISON MONDAY, NOVEMBER 30, 2009 

             

NOTES:

When asked about the newspapers, one employee responded “those will just sit there the entire    week and never go anywyere.”  When field researchers returned on Friday and asked about the  newspapers, an employee stated that they end up throwing the newspapers out because they got in    the way of customers trying to eat at the counter during a busy day.      36     


Chicago Flame FACT CHECK: Readership & Distribution Claims        THAI BOWL – 1049 W TAYLOR MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

      BUSY BURGER – 1120 W TAYLOR MONDAY, JANUARY 25, 2010                 

NOTES:

We visited Busy Burger twice, and had the same results.  When talking to one of the employees, they  stated that they do not like the newspaper, and no one picks it up, so they just throw it away the first    chance they get.    37     


Chicago Flame FACT CHECK: Readership & Distribution Claims        UPS STORE – 1137 W TAYLOR MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

      CHINA NIGHT CAFÉ – 1140 W TAYLOR MONDAY, JANUARY 25, 2010                 

NOTES:

  38     


Chicago Flame FACT CHECK: Readership & Distribution Claims        HAWKEYE’S BAR & GRILL – 1458 W TAYLOR MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

      POMPEI – 1531 W TAYLOR MONDAY, JANUARY 25, 2010                 

NOTES:

  39     


Chicago Flame FACT CHECK: Readership & Distribution Claims        CONTE DI SAVOIA – 1438 W TAYLOR MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, DECEMBER 4, 2009 

             

NOTES:

      900 WEST TAYLOR STREET MONDAY, NOVEMBER 30, 2009                 

NOTES:

  40     


Chicago Flame FACT CHECK: Readership & Distribution Claims        CHICAGO TEXTBOOK, INC. – 1076 W TAYLOR MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

      14TH & HALSTED MONDAY, JANUARY 25, 2010                 

NOTES:

  41     


Chicago Flame FACT CHECK: Readership & Distribution Claims        18TH & HALSTED MONDAY, JANUARY 25, 2010 

         FRIDAY, JANUARY 29, 2010 

             

NOTES:

    GENERAL NOTE:    In many instances we discovered distribution points where all the original newspapers left there  were gone by Friday.  As far as readership is concerned, it’s easier to assume that if there is a stack of    newspapers on Monday, and a few newspapers remain by the end of the week on Friday, that people    have actually picked up the paper and read it.  If an entire stack is gone by Friday, in many  circumstances after asking local business owners, it was uncovered that these stacks of newspapers    were simply thrown away or moved to a different location, therefore the actual readership of    locations where entire stacks of newspapers are missing is difficult to determine.    Below is a list of particular places we later found to be distribution points for the Chicago Flame, but  were unable to obtain photographs at the time of printing this document:    Stefani’s Restaurant, UIC Hospital, Hair’s End, Paulina & Polk Street Corner, Comet Press            42     


Chicago Flame FACT CHECK: Readership & Distribution Claims                       

Appendix B  Chicago Flame 2009 - 2010 Advertising Media Kit      

43    


Chicago Flame 2009 - 2010 Advertising Media Kit

Editorial & Advertising Office:

Editor in Chief editor@chicagoflame.com - email (312) 996-5421 Inferno Editor infernor@chicagoflame.com - email (312) 996-5421 General inquiries: chicagoflame@chicagoflame.com Darryl Brehm - (312) 421-0480 Advertising: Darryl@chicagoflame.com

Chicago Flame 222 S. Morgan Street, Suite 3E Chicago, IL 60607

Malone Communications Margaret Malone Publisher (312) 421-0480 maggie@chicagoflame.com

(312) 421-0480 - Main (312) 421-0491 - Fax chicagoflame@chicagoflame.com - email Web:

www.chicagoflame.com


Chicago Flame 2009 - 2010 Advertising Media Kit

Chicago Flame

Stats

The Chicago Flame is the University of Illinois at Chicago’s (UIC) student newspaper. The (free) newspaper is printed weekly throughout the school year. There are approximately 25,000+ students, 13,000+ faculty and staff that make up the UIC Family. Each week during the academic year, the Chicago Flame’s free circulation reaches over 230 locations on campus and throughout the UIC community. The Chicago Flame provides the latest in campus, local and world news, and presents a forum for informed opinions on matters affecting students and the neighborhood at large. The Flame subscribes to the Associated Press, bringing our readers up to date with state and national news. Each issue of the Flame includes The Inferno, the Chicago Flame’s entertainment guide. The Inferno offers a hip up-to-the-minute guide to contemporary culture. It is a unique, sometimes irreverent on the most exciting people, places and happenings in Chicago. Included are reviews of the arts, comprehensive guides to local entertainment and indepth features. Throughout the school year the Chicago Flame publishes many different special issues which are included as a pull-out sections. Special sections include: Apartment, Career, Bar & Restaurant, Basketball, Holiday, Travel & Graduation. With both the print and on-line editions of the Chicago Flame, the Chicago Flame is truly the best way to reach the entire UIC community.

UIC Campus SEX Male Female

45% 55%

AGE 22 and under 52.5% 23 - 24 13.6% 25 - 29 18.5% 30 and over 15.4% Average Age: Undergrad 21 Average Age: Prof. Student 26 Average Age: Grad Student 31 Mean Age 24

circulation and readership Print Circulation: 18,000 Distribution Date: Mondays Number of distribution locations: 230 Areas of distribution: East & West Campus, Greektown, Little Italy, Pilsen, West Loop Estimated weekly readership: 30,000 Summer circulation: 10,000 Website: www.chicagoflame.com Average monthly web hits: 30,000

Stats

REACH

Students Staff

25,125 13,000

Undergrad Grad Professional

15,672 6,916 2,537

WHERE STUDENTS ARE FROM Chicago

33.1%

Cook County

60.3%

Illinois

Out of State

Foreign

4.4%

7.3%

88.3%

RACE Caucasian Asian Hispanic African American

46.6% 19.8% 12.9% 8.4%


Chicago Flame 2009 - 2010 Advertising Media Kit

publication schedule 2009-10

Summer 2009 Issues:

Deadlines:

Orientation 2009 May 18 June 15 July 13 August 3

May 14 May 14 June 11 July 9 July 30

Fall 2009 Issues:

Deadlines:

August 24 August 31 September 7 September 14 September 21 September 28 October 5 October 12 October 19 October 26 November 2 November 9 November 16 November 23 November 30 December 7

August 20 August 27 September 3 September 10 September 17 September 24 October 1 October 8 October 15 October 22 October 29 November 5 November 12 November 19 November 26 December 3

Spring 2010 Issues:

Deadlines:

January 11 January 18 January 25 February 1 February 8 February 15 February 22 March 1 March 8 March 15 March 29 April 5 April 12 April 19 April 26 May 3

January 7 January 14 January 21 January 28 February 4 February 11 February 18 February 25 March 4 March 11 March 25 April 1 April 8 April 15 April 22 April 29

Summer 2010 Issues:

Deadlines:

Orientation 2010 May 17 June 14 July 12 August 2

May 7 May 13 June 10 July 8 July 29

Special Issues Summer 2009 Issue:

Date:

Deadlines:

Orientation 2009 Neighborhood

May 18 June 15

May 14 June 11

Special Issues Fall 2009 Issue:

Date:

Deadlines:

Welcome Back UIC Neighborhood Fall Diversity Fair Services Grad Fair Bar & Restaurant Halloween Beauty & Wellness Basketball Preview Winter Travel

August 24 August 31 September 14 September 21 October 5 October 12 October 19 October 26 November 2 November 23

August 20 August 27 September 10 September 17 October 1 October 8 October 15 October 22 October 29 November 19

Holiday/New Year’s

December 7

December 3

Special Issues Spring 2010 Issue:

Date:

Deadlines:

Welcome Back Whoosh! Basketball Spring Break Valentines’ Services Guide Bar & Restaurant March Madness Housing Guide Spring Fashion Issue Graduation Summer in Chicago

January 11 January 18 January 25 February 1 February 8 March 1 March 15 April 5 April 12 April 26 May 3

January 7 January 14 January 21 January 28 February 4 February 25 March 11 April 1 April 8 April 22 April 29

Special Issues Summer 2010 Issue:

Date:

Deadlines:

Orientation 2010 Start of Summer Neighborhood

May 17 May 17 June 14

May 7 May 13 June 10


Chicago Flame 2009 - 2010 Advertising Media Kit

Display rates & sizes Advertising Sizes

Double Page Full Page 3/4 Page 9/16 Page 1/2 Page 3/8 Page 1/4 Page 3/16 Page 1/8 Page 1/16 Page 1/32 Page

176 80 60 48 40 30 20 15 10 5 2.5

Ad size:

1250.00 $ 725.00 $ 580.00 $ 465.00 $ 395.00 $ 300.00 $ 200.00 $ 170.00 $ 100.00 $ 50.00 $ 35.00

$

Ad Creation The Chicago Flame charges a minimal fee of $10 for ad creation or up to 10% of the total ad cost.

Electronic File Submission Ads may be submitted via email at: darryl@chicagoflame.com Include contact information when submitting ads electronically. Acceptable files include:

1187.50 $ 688.75 $ 551.00 $ 441.75 $ 375.25 $ 285.00 $ 190.00 $ 161.50 $ 95.00 $ 47.50 $ 33.25

$

1125.00 $1062.50 $ 652.50 $616.25 $ 522.00 $493.00 $ 418.50 $395.25 $ 355.50 $335.75 $ 270.00 $255.00 $ 180.00 $170.00 $ 153.00 $144.50 $ $ 90.00 85.00 $ $ 45.00 42.50 $ $ 31.50 29.75

$

20 X

15 X

5X

10 X

Double Page

1X

#o f in che s

Frequency & Rates

1000.00 $ 580.00 $ 464.00 $ 372.00 $ 316.00 $ 240.00 $ 160.00 $ 136.00 $ 80.00 $ 40.00 $ 28.00

$

10.125”

15.5”

10.125”

11.5”

9/16 Page

7.625”

11.5”

1/2 Page

10.125”

7.625”

3/8 Page

7.625”

7.625”

3/8 Vertical

5”

11.5”

1/4 Page

5”

7.625”

10.125”

3.75”

1/4 Horizontal 1/4 Vertical 3/16 Page 3/16 Vertical

2.375”

15.5”

5”

5.625”

2.375”

11.5”

5”

3.75”

1/8 Vertical

2.375”

7.625”

1/16 Page

2.375”

3.75”

5”

1.75”

2.375”

1.75”

1/8 Page

1/16 Vertical 1/32 Page

PDF, TIFF and EPS graphics. Please keep files under 2 MB. The Chicago Flame is printed at 85 line-screen.

Black + 1 spot color = $75 Black + 2 spot colors = $150 Black + 3 spot colors = $225

Color Charges

Pre-pay Ads

The Chicago Flame has spot-color and full-process color capability. Spot colors are available in red, blue, green and yellow at $75 per color. The full-process color rate is $550.

Advertisements may be paid by Check, Money Order, Visa and MasterCard. Pre-payments are due Fridays prior to ad run date.

Apartments for Rent, Condo’s For Sale, Roommates, For Sale, Cars For Sale, Announcements, Business Opportunities, Help Wanted, Instruction, Services, Travel, Wanted

Policies: Classified ads cannot be taken over the phone. The Chicago Flame reserves the right to refuse any advertising unsuitable for publication. Deadlines are Thursday’s at noon prior to each publication. • Fax Classifieds to: (312) 421-0491 • Email to: darryl@chicagoflame.com All Classifieds are prepaid. Forms of payment include cash, check, money order, and Visa/MasterCard.

Optional Style Charges: $20 $30 $40

Depth 15.5”

3/4 Page

Categories:

20 words or less: 40 words or less: 60 words or less:

x

Full Page

Classified rates

Rates: (per issue)

Width 21.25”

10 point type: 12 point type: Boxed classified:

75¢ per line $1.00 per line $5.00 extra


Chicago Flame 2009 - 2010 Advertising Media Kit

Targeted Inserts Inserts specifically aimed at select destinations of your choice.

Number of colors One color over zero Two color over zero One color over one Two color over one Four color over zero Four color over one

Price/10,000

Price per week/2000

$1135.00 $1151.00 $1151.00 $1172.00 $1263.00 $1341.00

$227.00 $230.20 $230.20 $234.40 $252.60 $268.20

Partner with up to three other local businesses to reduce your targeted insert cost to as low as $57 per week.

Pre-Printed Inserts All approved inserts are shipped directly to the printer. The insertion rate for inserts is as follows: $90 per 1,000 extra thick/heavy inserts $100 per 1,000 Space must be reserved in advance. payment is due at the time the insertion order is placed unless previous credit has been established with the Chicago Flame. All inserts must be shipped to the following address five business days before the date of insertion: Newsweb Corporation 1645 W. Fullerton Avenue Chicago, IL 60614-1919 (773) 795-6975 - attn: Andy

www.chicagoflame.com

Web advertising rates: Banner advertising on the Chicago Flame website is done on a per month basis. Web address: www.chicagoflame.com

Policies: Banner Banner Banner Banner

ads may submitted via email at: chicagoflame@chicagoflame.com Rates: $300 per month Size: 468 x 60 Deadline: Thursday’s prior to print issue

Chicago Flame FACT CHECK  

A market study of the business model of the Chicago Flame, published by Malone Communications.

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