2013 Media Brochure

The key to reachingyour target audience.

Whitetail News.2 0 1 3 M E D I A

Because The Whitetail News is and has always been a service publicationfor 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 fi nd many periodicals with a larger

readership, you will not fi nd one with a more intensely defi ned vertical market.

“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 KEY benefi t of ourreadership... spending power.

Total Circulation of the Whitetail News: 172,325*

West 2%

Central 26%

Southeast 33%

Northeast 38%

Where our readers live

West Central Northeast

Southeast

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 fi nancial means:

Male................................................................. 99%

Average Age................................................ 43

Average Household Income................ $ 81,900

Owns Home................................................ 86%

He spends his time hunting:

Hunted deer last year............................... 99%

Average number of days

hunted deer................................................. 41 days


scouted deer................................................ 35 days

Hunted turkey last year........................... 71%


hunting turkey............................................. 11 days

He lives where deer are plentiful:

Percent that live in top

5 Whitetail states....................................... 37%

(PA, MI, TX, WI, NY)

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 rifl e........................................................ 97%

He hunts deer with a rifl e............................... 79%

Average number of rifl es 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 owns a truck:

He owns a pickup............................................... 93%

He owns ATV / UTV.......................................... 67%

He owns more than one ATV........................ 38%

He shares his copy of Whitetail News:

He passes along to others*........................ 68%

He keeps for future reference.................... 47%

*The Whitetail News enjoys a pass along rateof 3.7 per issue

The Whitetail News Reader Profi le

*157,327 Mailed / 15,000 Consumer Show Distribution

2013 Whitetail NewsAdvertising Rate Card - Effective January 1, 2013

ONE TIME INSERTION

Unit BW 2-COLOR 4-COLOR

Full page $4,995 $5,150 $5,250

2/3 page $4,045 $4,402 $4,878

1/2 page $3,450 $3,748 $4,045

1/3 page $2,680 $2,855 $3,212

1/4 page $2,141 $2,320 $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 Release Date

Fall April 2 June 25

Winter May 9 August 15

Spring December 14 March 1

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

DEALER ISSUE CLOSING DATES

Issue Material Deadline Release Date

Fall April 2 Mid June

Spring November 15 Mid January

FREQUENCY DISCOUNTS

3X – 7%

EARLY PAYMENT DISCOUNTS

Net 30 Days (after agency commission)

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.

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

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.

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

(All sizes in inches)

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 fi les created

for print. PDFs should be saved as version 1.4. PDFs

should be created by postscripting then distilling

to create reliable fi les. This is an industry standard.

Use the Press Optimized job option in Acrobat

Distiller. Transparency must be fl attened 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 fi les at a

minimum 300 dpi at actual size.

5. Fonts: All native application fi les must be submitted

with associated support fi les including graphics,

photos and screen and Postscript printer fonts

used in those fi les. 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 fi les may have their

fonts converted to outlines. Black type on white

backgrounds should be 100% black only.

6. Files should conform to SWOP guidelines and

area density should not exceed 300%.

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.

8. Media: Files may be submitted on CD-ROM,

e-mailed to our design/production department at

[email protected] or downloaded to the ftp site.

Call 334-356-1601 or e-mail [email protected] 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.

All advertiser furnished material will be held one year

and then disposed of unless notifi ed otherwise

in writing.

Make-up ads are due three working days before

ad closing.

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:[email protected] or downloadedto the ftp site. Call 334-356-1601 ore-mail [email protected] fordownload information

“BREAKING GROUND” ENEWSDelivered monthly on or around the 3rd of each

month to OVER 85,000 email addresses.

Banner Ad Cost:

Top Banner #1

$500 net per month

Middle Banner #2

$400 net per month

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:

[email protected]

CC :

[email protected]

Banner Ad Sizes:

Top Banner #1

205 pixels wide x25 pixels high

Middle Banner #2


Bottom Banner #3


Published By :Whitetail Institute of North America

239 Whitetail Trail | Pintlala, Alabama 36043Phone (334) 281-3006 | (800) 688-3030

Fax (334) 286-9723www.whitetailinstitute.com

Represented By: Atchley Media

3380 Old Mill Run | Millbrook, Alabama 36054Phone 334-221-1990 | [email protected]

2013 Media Brochure

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