Retail Ad Rates - Washington Post Ads

2016
Retail Ad Rates
All rates net
Effective February 1, 2016
The Washington Post
Washington Post Media covers 62% of the Washington metro
market in an average week, with a cumulative* seven-day reach of 2.7 million
readers in the Washington Designated Market Area (DMA) and nearly 2.5
million readers in the Washington metro market.
The Washington Post has the highest weekly reach of any single media outlet
in Washington.
TOTAL PRINT CIRCULATION: 388,434 (Daily); 579,160 (Sunday)
AVERAGE ISSUE READERSHIP, WASHINGTON METRO MARKET: 1,032,155 (Daily); 1,379,764 (Sunday)
AVERAGE ISSUE READERSHIP, WASHINGTON DMA: 1,105,375 (Daily); 1,534,198 (Sunday)
Sources: Nielsen Scarborough 2015, Release 1; AAM Audit, 2014
washingtonpost.com reaches about 1.4 million adults in the Washington
DMA each month — and more than 50 million unique visitors across the United
States. Readers rely on washingtonpost.com for award-winning, up-to-the-minute
news, live online discussions and original video content.
Sources: Nielsen Scarborough 2015, Release 1; comScore Media Metrix, April-June 2015, three-month average
Express is our free daily newspaper published in a convenient tabloid
format to provide a brief read of the day’s news. It is distributed via courtesy
racks and hawkers at key urban locations and Metro stations to active and
upwardly-mobile Washingtonians Monday through Friday.
TOTAL CIRCULATION: 170,185
AVERAGE ISSUE READERSHIP, WASHINGTON METRO MARKET: 267,891
Sources: Nielsen Scarborough 2015, Release 1; CAC Audit, 12 months ending September 30, 2014
El Tiempo Latino is our free Spanish language newspaper published on
Fridays and distributed in nearly 1,700 locations including Metro stations, bus
stops, retail outlets and embassies. El Tiempo Latino is read by more adults
than all other Washington-area Spanish language newspapers combined.
TOTAL CIRCULATION: 49,847
Retail
AVERAGE ISSUE READERSHIP, WASHINGTON METRO MARKET: 125,472
Sources: Nielsen Scarborough 2015, Release 1; AAM Audit, 12 months ending December 31, 2014
Washington Post Mobile offers anyone
with a mobile phone access to The Washington
Post’s unparalleled local and national news,
analysis and commentary; readers can also
sign up for text alerts to make sure they stay
informed wherever they are. Washington Post
Mobile leverages the latest mobile advertising
technologies to help advertisers benefit from
this highly-engaging medium.
Washington Post Mobile Apps
• The Washington Post App for iPad
• The Washington Post App for Kindle Fire
• The Washington Post News App
• The Going Out Guide App
• D.C. Rider
• Explore D.C.
*Cumulative includes The Washington Post,
washingtonpost.com, Express and/or
El Tiempo Latino in a seven-day period.
Source: Nielsen Scarborough 2015, Release 1
Visit washingtonpostads.com for the latest information, including
advertising rates, deadlines, sales contacts, new opportunities and
details about how to send ad materials electronically.
2016
All rates net
Effective February 1, 2016
Contacts
Full-Run Advertising Rates
Advertising General Hotline
202-334-7642
Toll-Free
1-800-627-1150 (ext. 44011)
Local Retail
202-334-6250
202-334-4011
National and Regional Health
Accounts
202-334-5750
National Retail Accounts
202-334-7120
Advertising Web Site
washingtonpostads.com
Retail Rate Qualifications
Only an advertiser engaged in retail-to-consumer business from
its own permanent retail outlet(s) in the local rate area is eligible
for retail rates contained in this schedule. The local rate area
is composed of the District of Columbia, Maryland, Delaware,
Virginia and West Virginia, and the counties of Pennsylvania that
border the state of Maryland (Chester, Lancaster, York, Adams,
Franklin, Fulton, Bedford and Somerset). Advertisers located in
this area who otherwise qualify for local rates will be extended the
retail rates.
Open Rate (per column inch)
Open
Daily
Sunday
$393.76
$596.48
Dollar Volume Discount Rates (per column inch)
The following earned full-run rates for Daily and Sunday as well
as the corresponding rates for zoned and Express are based
on total contract year spending across Washington Post Media
products and all premiums. An annual agreement must be signed
in advance.
Special discounts on The Washington Post Magazine are available
with DVD contracts.
Full-run advertising running on Thanksgiving Day is subject to a
15% surcharge on space and premiums.
Total Spend
Full-Run
Daily
Full-Run
Sunday
Zoned
Express
$1,000
$340.72
$516.91
N/A
N/A
$5,000
$287.56
$435.51
N/A
N/A
Please refer to separate rate schedules for:
$10,000
$275.61
$417.57
N/A
N/A
n Automotive
$25,000
$263.86
$399.66
N/A
N/A
$50,000
$249.54
$385.74
5x
10x
$75,000
$247.89
$384.51
5x
10x
$100,000
$246.04
$378.84
5x
10x
$125,000
$244.90
$377.40
5x
20x
$150,000
$243.67
$376.58
5x
20x
$200,000
$242.95
$375.75
5x
20x
$250,000
$242.33
$375.03
5x
35x
$300,000
$241.92
$374.21
5x
35x
$350,000
$241.19
$373.49
13x
35x
$400,000
$240.58
$372.87
13x
50x
$500,000
$239.75
$371.01
26x
50x
$750,000
$238.10
$369.47
26x
50x
Industry
n Education
n El
Tiempo Latino
n Express
n Financial
n General
n Jobs
n Local Real Estate
n Movie Distributor
n Residential Rentals (Property Management)
n Special Industry (including Travel/Resort and Co-Op)
n The Washington Post Magazine
n washingtonpost.com
2
All positions are at the publisher’s option. In no event will
adjustments, reinstatements or refunds be made because of
the position and/or section in which an advertisement has been
published. The Washington Post will seek to comply with position
requests and other stipulations that appear on insertion orders.
2016
Retail Ad Rates
All rates net
Effective February 1, 2016
Advertising Rates
Combination Discounts
Position Premiums (per column inch)
Advertisers with an annual agreement may receive a discount from
their agreement rate of:
n 15% on the second insertion of a full-run ad repeated
within seven days
n 30% on the third through seventh insertion of a full-run
ad repeated within seven days
Repeat ads must run within seven days of the first insertion.
For example, if the first ad runs on a Friday, the second through
the seventh ads must run before the following Friday. The discount
applies only to charges for space (premiums, color charges, etc.
are not discounted). All ads must be on the same order. Repeat
insertions must use the original ad with only minor changes (store
hours, etc.). Any and all changes to ad content must be requested
on or before the space deadline for a specific publication date and
cannot be combined with any other offer. Separate combination
rate discounts apply to Amusement and Entertainment advertising
and can’t be combined with these.
Section
Full-Run Color Premiums
Open Rate
Daily
Sunday
Broadsheet
(minimum 60 column inches)*
$8,491
$10,480
Food, Arts & Style, Health & Science
(minimum 14 column inches)*
$8,491
$10,480
Tabloid (minimum 30 column inches)
$4,256
$5,244
Smaller sizes are available at the publisher’s option.
n Rates are for standard color inks listed in the NAA ROP8.
n Rates are for color only. Additional space charges apply.
*Rate is for full page only. Rates for smaller ad sizes are available; pease consult your Account Manager.
Color Frequency Discounts
Sunday
$220
$172
$109
$30,734
$182
$228
$179
$116
$33,392
N/A
$145
$109
N/A
N/A
$3,949
N/A
$3,949
$172
TV Grid – Opposite (Style section)
$109
N/A
Weekend
Pages 2 to 11 and Back Page
Other Pages (if specified)
Other Specified Pages/Sections
$148
$111
$109
N/A
N/A
$116
Premium includes both position and color charges. Minimum size is 6 columns by 18”.
Premium includes both position and color charges; runs on the back page of the Metro section.
Available ad size is 6 columns by 10.5”.
These premiums apply to full-run and zoned advertising. Consult your Account
Manager for availability. Premium positions exist in other Washington Post products
such as Local Living, the Extras and The Washington Post Magazine.
1
2
Section Front Ads
Frequency pricing is available. Contact your Account Manager
for details.
Section
Color frequency discounts are as follows:
n 15% for 12 insertions per year
n 25% for 26 insertions per year
n 30% for 52 insertions per year
A separate color agreement must be signed in advance to qualify
for discounts. Both full-run and part-run color insertions fulfill the
agreements and qualify for the frequency discounts
Charity Rates
Charity rates are available to IRS-approved charities for the express
purpose of the solicitation of charitable contributions or the delivery
of charitable services. Advocacy messages do not qualify. Advertiser
status and content are subject to prior review.
Per Column Inch
Daily
A Section
Pages A2, A3 or A5
Pages A4, A6 to A11
Pages A12 to A19
Back Page (flat rate)1
The Fed Page
Health & Science
Pages 2 to 11 and Back Page
Other Pages (if specified)
Metro
Weather Page (flat rate)2
Outlook Section
Day
Broadsheet/
Tabloid
Main News
Daily/Sunday
Broadsheet
Metro
Daily/Sunday
Broadsheet
Sports
Daily/Sunday
Broadsheet
Daily
Broadsheet
Business
Sunday
Broadsheet
Outlook
Sunday
Broadsheet
Arts & Style
Sunday
Broadsheet
Travel
Sunday
Broadsheet
Style
Health & Science
Food
Tuesday
Broadsheet
Wednesday
Broadsheet
Thursday
Tabloid
Daily
Sunday
Local Living
$238.10
$369.47
Weekend
Friday
Tabloid
Extras
Sunday
Tabloid
Health & Science, Local Living and
Sunday Extras Charity Rates
Charity rates for Health & Science, Local Living and the Extras
are equivalent to 48x frequency rates. These are available only to
IRS-approved charities for the express purpose of the solicitation
of charitable contributions or the delivery of charitable services.
Advocacy messages do not qualify. Advertiser status and content
are subject to prior review
Specialty Products*
Specialty products enhance impact and value and are available in
Main News and other sections.
n Gatefolds and Spadeas
n Stickers
*Requires creative approval;
early deadlines apply.
3
2016
All rates net
Effective February 1, 2016
Zoned Advertising Rates
Monthly Frequency Discounts* Annual Contract Rates**
Open
2x
3x
Local Living (tabloid, publishes Thursday)
Full Run
D.C.
4x
5x
13x
26x
48x
$226.20
$221.00
$208.00
20%
per column inch
$260.00
$249.60
$241.80
$236.60
$228.80
Color***
per ad
$56.00
$53.76
$52.08
$50.96
$49.28
$48.72
$47.60
$44.80
20%
$130.00
$124.80
$120.90
$118.30
$114.40
$113.10
$110.50
$104.00
20%
$80.00
$31.00
$65.00
$20.00
$54.00
$16.00
$76.80
$29.76
$62.40
$19.20
$51.84
$15.36
$74.40
$28.83
$60.45
$18.60
$50.22
$14.88
$72.80
$28.21
$59.15
$18.20
$49.14
$14.56
$70.40
$27.28
$57.20
$17.60
$47.52
$14.08
$69.60
$26.97
$56.55
$17.40
$46.98
$13.92
$68.00
$26.35
$55.25
$17.00
$45.90
$13.60
$64.00
$24.80
$52.00
$16.00
$43.20
$12.80
20%
20%
20%
20%
20%
20%
$142.00
$136.32
$132.06
$129.22
$124.96
$123.54
$120.70
$113.60
20%
$55.00
$80.00
$65.00
$31.00
$19.00
$17.00
$19.00
$52.80
$76.80
$62.40
$29.76
$18.24
$16.32
$18.24
$51.15
$74.40
$60.45
$28.83
$17.67
$15.81
$17.67
$50.05
$72.80
$59.15
$28.21
$17.29
$15.47
$17.29
$48.40
$70.40
$57.20
$27.28
$16.72
$14.96
$16.72
$47.85
$69.60
$56.55
$26.97
$16.53
$14.79
$16.53
$46.75
$68.00
$55.25
$26.35
$16.15
$14.45
$16.15
$44.00
$64.00
$52.00
$24.80
$15.20
$13.60
$15.20
20%
20%
20%
20%
20%
20%
20%
Full Run
$260.00
$249.60
$241.80
$236.60
$228.80
$226.20
$221.00
$208.00
20%
Maryland and D.C.
$131.00
$125.76
$121.83
$119.21
$115.28
$113.97
$111.35
$104.80
20%
Virginia
$142.00
$136.32
$132.06
$129.22
$124.96
$123.54
$120.70
$113.60
20%
Loudoun
$25.00
$24.00
$23.25
$22.75
$22.00
$21.75
$21.25
$20.00
20%
Prince William
$26.00
$24.96
$24.18
$23.66
$22.88
$22.62
$22.10
$20.80
20%
$179.00
$171.84
$166.47
$162.89
$155.73
$152.15
$148.57
Contract
$129.00
$123.84
$119.97
$117.39
$112.23
$109.65
$107.07
$3,937
$3,937
Maryland
Montgomery
Montgomery North
Montgomery South
Outer Ring Maryland
Prince George’s Extra
Southern Maryland
Virginia
Alexandria/Arlington
Fairfax
Fairfax North
Fairfax South
Loudoun
Outer Ring Virginia
Prince William
Local Living Home (tabloid, publishes Thursday)
per column inch
Extras (tabloid, publishes Sunday)
per column inch
Health & Science (broadsheet, publishes Tuesday)
Full Run
Prince George’s, Anne Arundel, So. MD and D.C. East
Virginia
Prince George’s, Anne Arundel, So. MD and D.C. East
Virginia
$157.52
per ad
per column inch
$113.52
per full page
$87.00
$83.52
$80.91
$79.17
$76.56
$75.69
$73.95
$72.21
$144.00
$138.24
$133.92
$131.04
$126.72
$125.28
$122.40
$119.52
Weekend (tabloid, publishes Friday)
Montgomery, Howard and NW D.C.
per ad
per column inch
Food (broadsheet, publishes Wednesday)
Montgomery, Howard and NW D.C.
per ad
per column inch
$3,937
per full page
$129.00
$123.84
$119.97
$117.39
$113.52
$112.23
$109.65
$107.07
$3,872
$87.00
$83.52
$80.91
$79.17
$76.56
$75.69
$73.95
$72.21
$3,872
$144.00
$138.24
$133.92
$131.04
$126.72
$125.28
$122.40
$119.52
Arts & Style (broadsheet, publishes Sunday)
per column inch
Montgomery, Howard and NW D.C.
$163.00
$156.48
$151.59
Prince George’s, Anne Arundel, So. MD and D.C. East
$109.00
$104.64
$101.37
$99.19
$95.92
$94.83
Virginia
$184.00
$176.64
$171.12
$167.44
$161.92
$160.08
$148.33
$143.44
$3,872
per full page
$141.81
$138.55
$135.29
$4,834
$92.65
$90.47
$4,834
$156.40
$152.72
$4,834
* Monthly Frequency Discounts are based on a percentage off the open rate at the end of the month. Rates shown under the Monthly Frequency Discount are the effective rates after the discount has been applied.
** A signed agreement is required to qualify for Annual Contract rates. Only zoned advertising in Food, Weekend, Arts & Style, Local Living, Local Living Home and the Extras fulfills this agreement.
*** Color charges are per zone. The minimum ad size for color in the Extras is 8"; in Health & Science, Food and Arts & Style it is 14"; in Weekend it is 36". Per ad color charge is based on total ad space cost.
4
2016
Retail Ad Rates
All rates net
Effective February 1, 2016
Express
Publishes Monday through Friday
Position Premiums (per column inch)
n MODULAR AD RATES
Within 7 days
Open
10x
20x
35x
50x
Open
2x
3x
4x
5x
Double Truck
Color
$10,363
$9,392
$8,892
$8,092
$7,836
B&W
$8,591
$7,714
$7,209
$6,401
$6,064
Color
$4,933
$4,517
$4,276
$3,891
$3,730
B&W
$4,091
$3,674
$3,434
$3,048
$2,888
Full Page
$1,765
Back
Page
Page
4–11
Other
Specified
Sponsorship
Premium
$1,040
$1,040
$845
$1,194
Full Page
$18
Page 3 Strip
$21
Pages 4 to 11
$18
Weekend Pass Strip (front)
$15
Any Specified
$15
Sponsorship Premium
$21
Coverwraps
2-page Coverwrap
$17,850
4-page Coverwrap
$26,775
Sticky Notes
Position Premiums (modular ads)
Double Truck
Inside Front
n INCH RATES
Printing and Application
$7,250
Application Only
$6,000
Pop-up Strips
Mon.–Thu.
Friday
Single Strips
$3,224
$4,198
Double Truck
$3,331
$4,290
Express Charity Rate
Annual
Frequency
Open
10x
20x
35x
50x
Within 7 days
Open
2x
3x
4x
5x
Rates
(per column inch)
$75
$68
$64
$57
$54
Color Premium (per column inch)
Charity rates for Express are equivalent to 50x frequency rates.
These are available to IRS-approved charities for the sole purpose
of the solicitation of charitable contributions or the delivery of
charitable services. Advocacy messages do not qualify. Advertiser
status and content are subject to prior review.
Express Combination Discount
$14
Advertisers that publish an ad in Express within a seven-day period
before or after placing the same ad in Washington Post products
(ROP, The Washington Post Magazine, Local Living, the Extras,
TV Week, Special Sections and Preprints) are entitled to the 50x
rate for the Express ad. All ads must be on the same order.
5
2016
All rates net
Effective February 1, 2016
El Tiempo Latino
Publishes weekly
Retail/National Display Ad Rates Annual Agreement Rates (based on inches)
Rates
Open
Per col. inch
100
500
1,000
2,500
3,000
5,000
Online
$31.00
$28.50
$28.00
$27.80
$27.30
$26.80
$26.30
—
Full page
$3,720.00
$3,420.00
$3,360.00
$3,336.00
$3,276.00
$3,216.00
$3,156.00
$35.00
1/2 page
$1,860.00
$1,710.00
$1,680.00
$1,668.00
$1,638.00
$1,608.00
$1,578.00
$30.00
1/4 page
$930.00
$855.00
$840.00
$834.00
$819.00
$804.00
$789.00
$20.00
1/8 page
$465.00
$427.50
$420.00
$417.00
$409.50
$402.00
$394.50
$15.00
1/16 page*
$248.00
$228.00
$224.00
$222.40
$218.40
$214.40
$210.40
$5.00
*1/16 page is calculated based on 8 column inches.
Premium Positions
Non Profit Advertising Any Specified Page
15%
Display Color Rates
(per column inch)
Sticky Notes
80 Inches or More
$426
Less than 80 Inches
$6
Printing and Application
$2,000
Application Only
$1,000
Translation fee
Per Half Hour of Translation Time
($83 minimum)
$83
The Washington Post Magazine
Publishes Sunday. Contact your Account Manager for complete information.
Position Premiums
Premium positions are offered in full-page units only and are
subject to availability and publisher’s approval. Premium position
pages are charged at the advertiser’s space and color rates, plus
the following premiums:
6
$18
Back Cover
15%
Inside Front Cover
10%
Inside Back Cover
10%
Center Spread
5%
Other Specified Page
5%
Advertorial
5%
2016
Retail Ad Rates
All rates net
Effective February 1, 2016
Preprinted Insert Rates
Size
Number of Pages
Flexie (6” x 7” to 9” x 11”)
2
4–8
10–16
18–24
26–32
34–56
58–80
N/A
Tab (over 9” x 11” to 11” x 13”)
N/A
up to 4
6–8
10–12
14–16
18–28
30–40
42–52
Standard (over 11” x 13’)
N/A
up to 2
4
6
8
10–14
16–20
22–26
Rates Per 1,000 Pieces (based on number of pages selected)
Open Rate
$58.63
$65.38
$98.48
$121.88
$148.31
$171.98
$216.69
$234.60
500,000
$57.71
$63.32
$83.86
$109.93
$129.90
$169.41
$213.82
$231.54
1,000,000
$56.80
$61.26
$69.28
$97.95
$111.47
$166.84
$210.94
$228.47
2,500,000
$54.10
$57.25
$67.64
$94.19
$106.22
$158.95
$203.16
$220.33
5,000,000
$53.73
$56.62
$66.64
$92.32
$104.45
$152.43
$194.77
$217.45
10,000,000
$52.85
$55.99
$66.14
$88.69
$102.44
$149.30
$181.12
$203.16
15,000,000
$52.13
$55.87
$65.76
$88.57
$101.85
$138.79
$170.61
$188.76
20,000,000
$50.92
$55.25
$64.93
$85.92
$99.82
$129.12
$158.42
$174.68
30,000,000
$49.71
$52.39
$64.20
$80.95
$90.01
$110.75
$141.65
$163.39
Total Pieces Per Year
Each additional increment of two pages in excess of those shown above is $3.03 per
1,000 pieces. For preprints over 80 pages, ask your Account Manager for details.
n A
separate preprint agreement must be signed in advance to qualify for annual agreement
rates. TMC and El Tiempo Latino quantities count toward the fulfillment of annual preprint
agreements.
n Inserts
with editorial content will be charged a 30% premium and require the words
“Advertisement” or “Advertising Supplement” to appear on each page.
n Page
size is determined by the way an insert reads as an advertising panel — not by its final
folded size. Billing is based on actual size, weight and page count as verified by the publisher
at the time of insertion.
Washington Post reserves the right to determine the page equivalent of free-standing
inserts, including envelopes, cards, flaps or other inserts.
Shared Mail
The Washington Post's shared mail program
allows advertisers to reach non-subscribers
on Thursday and Friday through the mail.
Corresponding preprint rates apply for inserts
weighing up 1.21 ounces. For pieces weighing
more than 1.21 ounces, contact your
Account Manager.
All shared mail inserts are subject to a 4.3% surcharge from USPS.
n The
Print and Deliver (P&D)
n Distribution:
The Washington Post offers insert creative,
printing and distribution services. Custom quotes
can be requested for non-standard products.
P&D inserts can run in-paper, in shared mail, and/
or in Savings Now!.
Preprints are inserted into Tuesday, Wednesday, Thursday, Friday and Sunday
newspapers. El Tiempo Latino preprints are inserted on Fridays. Minimum quantities apply;
contact your Account Manager.
n Different
n Space
rates apply for Tuesday preprints.
reservations must be made before preprinted inserts are shipped to The Washington
Post.
n Preprints
distributed on Thanksgiving Day are subject to a 10% premium surcharge.
n The
above rates are based on inserts meeting the published Market Select preprint
specifications. Please refer to the Washington Post Media Ad Book or washingtonpostads.com
for details.
n Preprint
advertisers are billed based on the ordered quantity, which is at the advertiser’s
discretion and which is reflected on the accepted insertion order. The ordered quantity may
be equal to, greater or less than the estimates provided by The Washington Post. Provided,
however, that if an advertiser ships a quantity greater than the ordered quantity, such
advertiser may be required by The Washington Post to pay for any overage up to the applicable
quantity set forth in The Washington Post’s estimates. Those period estimates, as published
by The Washington Post, may vary from the number of inserts distributed on a particular day.
The Washington Post will not be responsible, nor will provide billing or rate adjustments, for
shortages or overages resulting from these variances, including variances due to errors in the
insertion or distribution process, shortages in the advertiser’s delivery of preprints and inserts
that are not within The Washington Post’s insert specifications.
n A
$5 CPM premium will be applied to all microzones ordered.
n Topper
and top of stack positions available.
Savings Now!
Savings Now! is the Sunday opt-in preprint
package distributed in targeted Zip codes.
Savings Now! delivers preprints in a full-page
color broadsheet that features quick-read
shopping news and information. Available
Zip-level zones include D.C., Fairfax, Arlington/
Alexandria, Montgomery, Prince George's, Anne
Arundel, Howard, Charles, Prince William and
Loudoun. ROP advertising is available on the
broadsheet. There is no duplication with in-paper
or shared mail.
More Opportunities
Run your inserts in Express or El Tiempo Latino.
See your Account Manager for details.
7
2016
All rates net
Effective February 1, 2016
Credit Policies
n Credit
is extended to agencies with established accounts
with The Washington Post.
n Payment is due on or before the 15th of the month
following publication, except for political advertising or
ads placed by foreign governments, which must be paid in
advance.
n Accounts are payable in U.S. dollars. Drafts should be
made payable to The Washington Post and should include
your Washington Post advertising account number.
Retail
Payment
Requirements
All advertising is accepted subject to the terms and conditions and specifications
of The Washington Post.
For complete terms, conditions and specifications, please refer to the
Washington Post Media Ad Book or washingtonpostads.com in addition to
the information contained on this rate card. There will be a penalty charged
for all ads cancelled or killed after the applicable deadline specified in the
Washington Post Media Ad Book: 10% of the price of the cancelled ad
(had it run). The rates contained in this document are subject to change.
8
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