2013 Media Brochure

The key to reaching your target audience.

Whitetail News.

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Because The Whitetail News is and has always been a service publication for a loyal community of hunters and Whitetail Institute customers, media buyers should understand that an ad in The Whitetail News will reach serious sportsmen and active buyers.

Whitetail News readers have demonstrated a willingness to put time, effort, and money into the sport of deer hunting and deer management.

Our readers are not casual browsers, nor are they casual hunters. Committed to the sport of deer hunting, they read each issue of The Whitetail News from cover to cover, and invest money in long-term deer management and enjoyment of the sport.

Your ad in The Whitetail News will go directly to the demographic most likely to buy your product. The cost of such an ad is well below the cpm rate of larger, less-targeted publications. While you can find many periodicals with a larger readership, you will not find one with a more intensely defined vertical market.

The KEY benefit of our readership... spending power. “We advertise with Whitetail News because it just makes sense for our business. We are a company with a limited advertising budget. We have to carefully analyze where we spend our money. We view Whitetail News as having a very concentrated target audience. The recipients of Whitetail News are very serious about their sport and have demonstrated they are willing to spend money on superior products that will enhance their capabilities. In short, Whitetail News readers are serious people who demand the best.�

Kristi Hoffman / Black Hills Ammo

The Whitetail News Reader Profile He has property to hunt: Average number of acres owned....... 280 acres Leases additional hunting land............ 48% Average number of acres leased........ 900 acres He has financial means: Male................................................................. 99% Average Age................................................ 43 Average Household Income................ $ 81,900 Owns Home................................................ 86%

He is a bow hunter: He owns bows...................................................... 77% He hunts deer with a bow.............................. 69% Average number of bows owned........ ........ 2 He is a gun hunter: He owns rifle........................................................ 97% He hunts deer with a rifle............................... 79% Average number of rifles owned................. 5 He owns shotguns............................................. 93% Hunts deer with shotguns.............................. 84% Average number of shotguns owned................................................ 5 He owns muzzleloaders.................................. 68% Hunts deer with a muzzleloader................... 57% Average number of muzzleloaders owned....................................... 1

He spends his time hunting: Hunted deer last year............................... 99% Average number of days hunted deer................................................. 41 days Average number of days scouted deer................................................ 35 days Hunted turkey last year........................... 71% Average number of days hunting turkey............................................. 11 days

He owns a truck: He owns a pickup............................................... 93% He owns ATV / UTV.......................................... 67% He owns more than one ATV........................ 38%

He lives where deer are plentiful: Percent that live in top 5 Whitetail states....................................... 37% (PA, MI, TX, WI, NY)

He shares his copy of Whitetail News: He passes along to others*........................

He keeps for future reference....................

68% 47%

*The Whitetail News enjoys a pass along rate of 3.7 per issue

Total Circulation of the Whitetail News: 172,325* *157,327 Mailed / 15,000 Consumer Show Distribution

Where our readers live West 2%

West

Central

Northeast

Southeast

Central 26%

Southeast 33% Northeast 38%

2013 Whitetail News Advertising Rate Card Effective January 1, 2013

COPY AND CONTRACT REGULATIONS 1. All advertisements are published by The Whitetail Institute, with the understanding that the advertiser and/or agency is authorized to publish the entire contents and subjects included in the ad.

ONE TIME INSERTION Unit BW Full page $4,995 2/3 page $4,045 1/2 page $3,450 1/3 page $2,680 1/4 page $2,141

2. Ad position is at the discretion of the publisher.

2-COLOR $5,150 $4,402 $3,748 $2,855 $2,320

4-COLOR $5,250 $4,878 $4,045 $3,212 $2,499

COVERS (COLOR OR BLACK AND WHITE) Cover 2- $7,250 Cover 3- $6,500 Cover 4- $7,750

ISSUE CLOSING DATES Issue Material Deadline Fall April 2 Winter May 9 Spring December 14

3. Island ads are special-position ads.

4. The Whitetail Institute reserves the right to reject any advertising. All copy and photos are subject to publisher’s approval.

5. Cancellations and changes are not accepted after the closing dates.

6. Rates are subject to change upon publisher’s notice Prevailing rates apply.

7. Agencies are responsible for payment of all space ordered by them.

Release Date June 25 August 15 March 1

8. If material is not camera-ready, we reserve the right to refuse agency commission.

2013 MECHANICAL REQUIREMENTS Trim Size 9 X 10.875 Live Area 8.25 X 9.875 Full Page 8.25 X 9.875 Full Page w/Bleed 9.25 X 11.125 2/3 Vertical 5.417 X 9.625 2/3 Horizontal 8.25 X 6.341 1/2 Vertical 4 X 9.625 1/2 Horizontal 8.25 X 4.687 1/3 Vertical 2.583 X 9.625 1/3 Square 5.417 X 4.687 1/4 Vertical 4 X 4.687

2013 SPECIAL DEALER ISSUES 75,000 copies published Biannually

ONE TIME INSERTION Unit 4color Full page $1,200 2/3 page $1,000 1/2 page $ 750 1/3 page $ 500 1/4 page $ 300

(All sizes in inches) DEALER ISSUE CLOSING DATES Issue Material Deadline Fall April 2 Spring November 15

Release Date Mid June Mid January

FREQUENCY DISCOUNTS 3X – 7%

EARLY PAYMENT DISCOUNTS Net 30 Days (after agency commission)

1. Body and covers are printed 4/C process.

2. All ad materials must be submitted in digital format.

3. Preferred Formats: Adobe Acrobat PDF files created for print. PDFs should be saved as version 1.4. PDFs should be created by postscripting then distilling to create reliable files. This is an industry standard.

Use the Press Optimized job option in Acrobat Distiller. Transparency must be flattened and fonts and graphics must be embedded in the PDFs for high resolution printing.

4. Acceptable Formats: Macintosh format applications including: QuarkXpress (up to 8.5), Adobe Photoshop (up to CS5), Adobe Illustrator (up to CS5), Adobe InDesign (up to CS5). TIFF, EPS or JPEG files at a minimum 300 dpi at actual size.

5. Fonts: All native application files must be submitted with associated support files including graphics, photos and screen and Postscript printer fonts used in those files. Type 1 Postscript fonts are preferred over TrueType fonts. Do not mix Type 1 OpenType, and TrueType fonts of the same family. Photoshop and Illustrator files may have their fonts converted to outlines. Black type on white backgrounds should be 100% black only.

Send Advertising Materials To: Whitetail Institute of North America 239 Whitetail Trail, Pintlala, AL 36043 Phone 334-281-3006 / Fax 334-286-9723

Send Digital Files To: gpudzis@knology.net or downloaded to the ftp site. Call 334-356-1601 or e-mail gpudzis@knology.net for download information “BREAKING GROUND� ENEWS Delivered monthly on or around the 3rd of each month to OVER 85,000 email addresses.

6. Files should conform to SWOP guidelines and area density should not exceed 300%.

Banner Ad Cost: Top Banner #1 $500 net per month

7. Photographs/Illustrations: TIFF or EPS images are preferred. All photographic images must be 300 pixels per inch at the actual size used in the layout in CMYK format. DO NOT send images as RGB. Duotones and/or special match color created using Pantone Matching System colors must be converted to CMYK.

Middle Banner #2 $400 net per month

8. Media: Files may be submitted on CD-ROM, e-mailed to our design/production department at gpudzis@knology.net or downloaded to the ftp site.

Call 334-356-1601 or e-mail gpudzis@knology.net for download information.

9. Proofs: Advertisers MUST submit a contract level printed proof regardless of delivery method.

The publisher and printer will not accept responsibility for accuracy when no contract proof is provided. If no client proof is provided, one will be created by the publisher or printer and charged to the advertiser.

Bottom Banner #3 $300 net per month Ad Deadlines: Banners are due by the 15th preceding the month of release.

Links to sites must accompany banners.

Email ads to: anna@wiredoutdoors.com CC : atchmedia@aol.com Banner Ad Sizes: Top Banner #1 205 pixels wide x 25 pixels high

All advertiser furnished material will be held one year and then disposed of unless notified otherwise in writing.

Middle Banner #2 636 pixels wide x 91 pixels high

Make-up ads are due three working days before ad closing.

Bottom Banner #3 636 pixels wide x 91 pixels high

Published By : Whitetail Institute of North America 239 Whitetail Trail | Pintlala, Alabama 36043 Phone (334) 281-3006 | (800) 688-3030 Fax (334) 286-9723 www.whitetailinstitute.com Represented By: Atchley Media 3380 Old Mill Run | Millbrook, Alabama 36054 Phone 334-221-1990 | atchmedia@aol.com