Untitled - Shepherd Express

MEDIA KIT
2015
ABOUT THE
SHEPHERD
• Wisconsin’s Largest weekly
• over 253,000 readers
• locally owned since 1982
• 63,000 papers every Thursday
• in 1100 locations
• “ShepherdExpress.com is a window into the
vibrant and diverse arts scene of Milwaukee. If
you want to know what’s culturally significant in
our city, it should be your first stop. With a new
responsive design, , we make it easy for you to
find the best Milwaukee has to offer. Our online
readership now eclipses 40,000 and continues
to grow exponentially on a weekly basis.”
• ShepherdExpress.com is our popular
website that is growing at a rate of 10% a
month. *Google Analytics
Alternative news weeklies have
stood out in the crowd for their
ability to target a hip young
adult readership.
-Advertising Age
OUR READERS
THE PEOPLE
Let us guide you to your potential customers.
The Local Economy
• Drive
When compared with the average adult, our readers buy more houses,
cars, electronic equipment, home furnishings, and personal goods each
year. Younger and more affluent, they are in the acquisition phase of life a great demo for our advertisers.
And Informed Decision Makers
• Responsible
Our readers are extremely loyal, dynamic and informed consumers with
a high level of education. Passionate, savvy, influential and socially active
- they take great interest in politics, the arts, their environment and their
community.
As Hard As They Work
• Play
Always on the go - working, traveling, entertaining, gardening, staying
fit, and learning. Our readers shop and dine out more, and attend more
movies, concerts, arts & sporting events than the average resident.
men/women 50.8% / 49.2%
average income $66,153
average age 46
college educated 64%
age
age
age
age
age
age
age
18-24 6.4%
25-34 17%
35-44 20.5%
45-49 15%
50-54 9.2%
55-64 19.9%
65+
12.1%
Source : Media Audit - February-March / August-September 2012
-Spend over $1.218 billon on
dining & drinks
-Spend over $54 million on
cosmetic services
-70.5% own a home
-Spend over $298 million on
arts & entertainment
An alt-weekly reader is a desirable target for an advertiser;
they are the people who spend money, have fun and have a lot
of disposable income. They have a median age of 40,
an average household income
of $66,120, and relatively high
education levels.”
-State of the News Media
Editor and Publisher
Magazine
DISTRIBUTION
LOCATIONS
Source : Media Audit - February-March / August-September 2012
OVER
253,000*
regular readers
1100+distribution locations
MILWAUKEE EAST
AND DOWNTOWN
29.18%
METRO MILWAUKEE
WEST CENTRAL
16.52%
15.33%
17,700 papers
OZAUKEE
COUNTY
WASHINGTON
COUNTY
10,020 papers
MILWAUKEE CO.
EAST & SOUTH
9,300 papers
METRO MILWAUKEE
SOUTH & WEST
11.47%
WAUKESHA
CO. WEST
MILWAUKEE CO.
NORTHEAST
7.25%
6.84%
METRO MILWAUKEE
NORTHWEST
5.57%
RACINE
3.90%
OZAUKEE CO.
2.18%
1.75%
6,955 papers
WAUKESHA
COUNTY
MILWAUKEE
COUNTY
4,395 papers
RACINE COUNTY
4,150 papers
3,380 papers
OVER
63,000
weekly papers
2,365 papers
1,325papers
WASHINGTON CO.
1,060 papers
Circulation and advertising revenue is slipping at the
nation’s metropolitan daily newspapers, but alternative
papers are proving attractive to mainstream advertisers.
- Wall Street Journal
WITH THE SHEPHERD
YOU ADVERTISE AT
1100+ LOCATIONS
HERE ARE JUST A FEW FOR EXAMPLE:
Street Boxes
•A total of 75 Street Boxes throughout
Milwaukee, Ozaukee and Waukesha
Counties
Grocery Stores
•Pick N’ Save/ Metro Market
(all 63 locations)
•Piggly Wiggly (10 Locations)
•Sentry Foods (5 Locations)
•Lena’s Food Market (3 Locations)
•Outpost Natural Foods (all 3 Locations)
•Woodman’s Food Markets (2 Locations)
•Good Harvest Market
•El Rey (3 Locations)
•Sendik’s on Oakland
•Whole Foods
•Beans & Barley
•Groppi’s Food Market
•Glorioso’s Finer Foods
•Koppa’s Farwell Foods
•Rupena’s Grocery
•Rueben’s Old Style Country Market
•Borzynski’s Farm Market
•Brennan’s Foods (2 locations)
•West Allis Foods
•Larry’s Brown Deer Market
•Danny’s Meats & Catering
•Peublo Foods
•Ask for the Shepherd Express
wherever you shop for groceries
Coffee Shops
•Starbuck’s Coffee Company (18 Locations)
•Alterra Coffee Roasters (8 Locations)
•Stone Creek Coffee (8 Locations)
•Caribou Coffee (3 Locations)
•Einstein’s Bagel Co. (4 Locations)
• Dunn Bros. Coffee: 2
• Alverno Mug Coffee House
• Amaranth Bakery
• Ambassador Hotel Coffee Shop
• Anodyne Coffee: 2
• Bella Café
• Brewing Grounds for Change
• Comet Café
• Cranky Al’s Bakery
• Daily Brew Coffeehouse
• Fiddleheads Coffee: 2
• FIXX Coffeehouse
• FUEL Café
• George Webbs: 8
• HiFi Café
• Java Corner
• Java Dock
• Java House
• Java Train
• Midwest Espresso
• Original Coffee Company
• Perc Place
• Roast, Inc.
• Rochambo Coffee
• Rochester Deli
• Ruby G’s Espresso Bar
• Smith Bros. Coffee
• Sphinx Coffee
• Steamers Coffee
• Steaming Cup
• Stir Crazy Coffee
• The Grounds Keeper
• Vino Cappuccino
• YMCA Downtown Coffee Shop
Universities & Colleges
•UW Milwaukee
•Marquette University
•Milwaukee School of Engineering
(MSOE)
•Alverno College
•Carroll College
•UW Waukesha
•Medical College of Wisconsin
•Milwaukee Institute of Art & Design (MIAD)
•Milwaukee Area Technical College (MATC)
•Mount Mary College
•Waukesha Area Technical College
•Sanford/Brown College
Bookstores
•Borders (2 Locations)
•Barnes and Noble (5 Locations)
•Half Priced Books (3 Locations)
•Alverno College Bookstore
•Booked Solid
•Books & Company
•Boswell Book Company
•Next Chapter Bookshop
•Libra Books
•WCTC Bookstore
DID YOU KNOW?
• THE POWER OF COLOR
Four-color newspaper ads have a 62% greater readership than black and
white ads and 40% greater readership than two-color ads.* Increase your
advertising impact in the Shepherd Express by adding color.
• FREQUENCY
Consistency yields results.
Research shows that consistent advertising yields greater
results than sporadic advertising. A small ad that is run
frequently yields greater results than a large ad randomly.
Your competition isn’t quitting.
Keep your old customers sold.
At any given time there are only so many
people in your target market who are ready to
buy. You’ve got to fight for your share of their
dollars or lose them.
While advertising will certainly bring you new
customers, repeat business is critical. When
old customers don’t hear from you, they can
forget you’re an option.
The Shepherd Express is your partner.
Greater value.
By advertising regularly, you get more than
just a great way to reach your target market.
Our professionals can help you develop your
marketing plan, assist in designing your
advertising campaign and provide you with
detailed market research – all at no additional
cost.
We offer clients the greatest value based on
the frequency and size of the ad. By running
on a consistent basis, you can take advantage
of our best discounts, receiving the greatest
return on your advertising dollar.
• IMPORTANT QUESTIONS
Is the publication’s circulation audited?
What is the publication’s return rate?
The Shepherd Express’ circulation is audited by
the nationally recognized company “Verified Audit
Circulation” (VAC). This independent company
conducts thorough studies in the market to verify
whether the number a publication claims as
circulation is true or not.
How many papers or magazines does the publisher
see come back at the end of the day, week, month,
or cycle? Verified Audit Circulation determined a
96% pick-up rate for the Shepherd Express. You
can also observe the racks on your own and we
recommend this homework. If the racks are almost
empty, it reflects consumer demand and your ads
are being seen in the community.
Who conducts their demographic
information surveys and how often?
Explore the details of a publication’s Reader
Profiles because they will determine exactly who
is reading it (age, sex, marital status, homeowners
vs. renters, etc...) The Shepherd Express utilizes
the nationally recognized Media Audit.
Is the publication willing to give
editorial coverage if you advertise?
No. Beware! Although it is quite flattering to see
your business name in print along with positive
coverage, this does not automatically mean you
are achieving positive results in your overall
market.
*Newspaper Association of America
TOP 10 REASONS
TO ADVERTISE IN THE SHEPHERD
1 1 We are the largest locally owned newspaper in Southeastern
Wisconsin, with a circulation of over 63,000 every Thursday.
2 2
You can pick us up at more than 1100+ high-traffic locations in
Milwaukee and surrounding areas.
3 3
With well over 253,000 regular readers, we deliver the most lucrative
demographic: -affluent, influential & well-educated consumers.
4 4
We sponsor many non-profit organizations and community events
donating time, money & ad space.
5 5
We feature Milwaukee’s largest and most comprehensive Arts and
Entertainment section.
6 6
7 7 One of the 2009 Milwaukee Business Journal’s Top Workplaces.
With a seven-day shelf life, our readers refer to the paper several
times throughout the week - ensuring multiple exposures for your ad.
8 8
Our outstanding art department offers free professional advertising
consultation & design - creating ads that work for you.
9 9
Our experienced account executives offer free marketing and media
consultation - working with you to create a plan that meets your
needs and grows your company’s bottom line.
We are devoted to our community, to the enrichment of our readers,
10 10
and to the prosperity of our advertisers.
AD SPECS
DEADLINES:
AD SPECS
Ad Space
Must be reserved no later than 5:00pm
the Friday prior to the publication date.
Ad Copy
Must be turned in no later than 5:00pm
the Friday prior to the publication date.
Camera Ready Artwork
Must be turned in no later than 5:00pm
DEADLINES:
the Friday prior to the publication date. No
Ad
Space
films.
No exceptions.
Must be reserved no later than 5:00pm
the Friday prior to the publication date.
Full Page
9.65” x 10.898”
3/4H
9.65” x 8.135”
3/4V
7.203” x 10.898”
NEWSPRINT CAUTIONS:
Ad Copy
Reverse
Type/Color
Type
- When
Must
be turned
in no later than
5:00pm
the
Friday
prior to
the publication
date. and fine
using
reverse
type,
delicate serifs
Bottom Strip
9.65” x 1.224”
strokes,Ready
pleaseArtwork
understand that they tend
Camera
Must
bereproduce
turned in nowell.
later than
not to
Thin5:00pm
strokes fill with
the
to the publication
No
inkFriday
when prior
reversed.
Text to bedate.
reversed
films.
No
exceptions.
out of a solid black area should be no less
than 10 point.CAUTIONS:
Type to be reversed out of
NEWSPRINT
two or more overprinting colors should
Reverse
Type/Color
Type This
- When
be no less than 14 point.
allows for
using reverse type, delicate serifs and fine
variances
in
register,
while
maximizing
strokes, please understand that they
tend
legibility.
Colored
is created
not
to reproduce
well.type
Thin that
strokes
fill with by
overprinting
the Text
process
should be
ink
when reversed.
to be colors
reversed
out
a solid
black
area should be no less
noofless
than
14 point.
than 10 point. Type to be reversed out of
Surprinted
Type - colors
Type should
two
or more overprinting
should not
benosurprinted
in point.
areasThis
thatallows
exceed
be
less than 14
for 30%
screen tint
value. This
for dot gain
variances
in register,
while allows
maximizing
legibility.
Colorednecessary
type that is contrast
created bybetween
and provides
overprinting
thethe
process
colors should be
the text and
background.
no less than 14 point.
Black Ink/Rich
Black
- Allnot
black type
Surprinted
Type - Type
should
should
be 100%
black
ink, not30%
rich black
be
surprinted
in areas
that exceed
(combination
CMYK
values
screen
tint value.ofThis
allows
for dot that
gain make
black).
If registration
is even between
slightly off,
and
provides
necessary contrast
the
and the
texttext
using
richbackground.
black becomes illegible.
Black Ink/Rich Black - All black type
should
be 100%
black ink, not rich black
OTHER
INFO:
(combination of CMYK values that make
Screen
Ruling:
black). If registration is even slightly off,
110using
linesrich
perblack
inchbecomes illegible.
text
Resolution:
OTHER
220 dpi INFO:
minimum (300dpi preferred)
Screen Ruling:
Max
Density:
110 lines per inch
The total maximum dot combined should
Resolution:
notdpi
exceed
200%.
220
minimum
(300dpi preferred)
Supported
Max
Density: Applications:
The
total
maximum
combined
should
CS3,
CS4,
CS5,dot
CC,
CC2014,
Photoshop,
not
exceed 200%.
Illustrator,
InDesign, Acrobat 8
Supported
Applications:
Fonts/Type
Faces:
CS3, CS4, CS5 Photoshop, Illustrator,
Please
include
InDesign, Acrobat all
8 fonts used in your ad, or
convert fonts to outlines.
Fonts/Type Faces:
Supported
Media:
Please
include all
fonts used in your ad, or
convert
fonts CD,
to outlines.
3.5” disks,
FLASH Drives
Supported
Media:
File Formats:
3.5”
disks,
CD,JPG
FLASH
EPS,
TIFF,
andDrives
PDF. Shepherd
File
Formats:
Express
is not responsible for print errors
EPS,
TIFF,
JPG
and
PDF.
Shepherd
from ad files that are not
sent in .PDF X1A
Express is not responsible for print errors
or
.Tiff
It
P1
formats.
from ad files that are not sent in .PDF X1A
or
.Tiff It P1 formats.
Platforms:
We use OSX Apple Macintosh computers.
Platforms:
We use OSX Apple Macintosh computers.
E-mail Delivery:
E-mail
Delivery:
Send your
ad to your ad representative ,or
Send
your ad to your ad representative ,or
[email protected]
[email protected]
withcompany
company
name
insubject
the subject
with
name
in the
line line
3/4V
7.203” x 10.898”
3/4H
9.65” x 8.135”
Full Page
9.65” x 10.898”
1/12H
Bottom Strip
4.725” x 1.675”
9.65” x 1.224”
1/2V
4.725”
x 10.898”
1/12H
4.725” x 1.675”
1/2 Island
7.203” x 7.267”
1/2H
9.65” x 5.34”
1/2V
4.725”
x 10.898”
1/2 Island
7.203” x 7.267”
1/2H
9.65” x 5.34”
1/4H
9.65” x 2.573”
3/8V
4.725” x 8.135”
1/8H
4.725” x 2.573”
3/8V
4.725” x 8.135”
1/8H
4.725” x 2.573”
1/4H
9.65” x 2.573”
1/4Std
4.725” x 5.34”
1/4Std
4.725” x 5.34”
1/3H
9.65” x 3.472”
1/3H
9.65” x 3.472”
1/4V
2.276” x 10.898”
1/4V
2.276” x 10.898”
1/12Sq
2.276” x 3.472”
1/16Std
1/6V
2.276”
x 8.135”
1/12Sq
2.276” x 3.472”
1/6V 2.276”
2.276”x 2.573”
x 8.135”
1/6H
7.203” x 2.573”
1/3V
1/6H
4.725” x7.203”
7.20” x 2.573”
1/3V
1/8V
4.725” x 7.20”
2.276” x 5.34”
1/8V
2.276” x 5.34”
1/16Std
1/6Sq
2.276”
4.725” x 3.472”
1/6Sq
x 2.573”
4.725” x 3.472”