Constru Guia Al Dia 2010-MK ver 1.6

Los mejores productos de construcción de hoy¿Está pagando demasiado por su pintura?7 pasos para molduras perfectas en ventanas

Además

HERRAMIENTASESENCIALES PARA

EL ÉXITO

Primavera 2009

Construyendo profesionales

MiConstruGuia.com

Juan Molina, MolAng Construction

Verano 2009

GRATIS/FREE

MiConstruGuia.com

Protección al trabajar en zanjas

Reparación de pisos de madera pandeados

Cómo elegir una puerta exterior

Además

6 PASOS PARA UN AISLAMIENTO PERFECTOCómo instalar aislante en bloques de fibra profesionalmente


4 pasos para mostradores de cocina perfectosCómo ventilar un áticoLos mejores consejos para la instalación de sanitarios

Además

Mantenga el polvo fuera de su trabajo. Es bueno para su

negocio y para usted.

POLVO PELIGROSO

Principios de Primavera 2009


GRATIS/FREE GRATIS/FREE


MiConstruGuia.com

Cómo añadir un circuito eléctrico

Instalación de gabinetes de cocina inferiores

Convierta paredes texturizadas en lisas

Además

CONSEJOS DE CARPINTEROS EXPERIMENTADOS

Otoño 2009

Jose Orozco y Juan Guzman,Avalon ConstructionServices Inc.

Claraboyas sin goterasLas mejores sierras de mesa9 herramientas nuevas

Además

Las herramientas apropiadas para cortes impecables

MOLDURAS DE CORNISA PERFECTAS

La revista del profesional

GRATIS/FREE

Otoño 2008

2010 Media KitThe Largest Circulated Hispanic Male Magazine in the USVersion 1.6 | www.CGaldia.com | www.MiConstruGuia.com

A NEW MAGAZINE FOR THE HISPANIC CONSTRUCTION PROFESSIONAL

2 2010 Media Kit//Table of Contents

Table of Contents

3 Introduction

4 Ethnicity of the US Construction Workforce 2000 – 2009 and Projected 2010, 2015, 2025

5 Constru-Guía al Día – Much More than a Trade Publication

6 The Face of the Hispanic Professional at The Home Depot®

7 The Face of the Hispanic Professional at 7-Eleven® – New for 2010

8 2010 Distribution

9 News/Press

10 Association and Trade School Endorsements

11 Editorial Highlights

12 Deadlines and Rate Cards

13 Ad Sizes and Specifications

14 Sales Contacts and Publication Regulations

If you would like sample copies or electronic copies of the articles in English, please contact [email protected].

3 2010 Media Kit//Introduction

onstru-Guía al Día (Spanish for Up-to-Date Construction Guide) is a free, unique magazine targeting Hispanic

male professionals. Its content is in Spanish and focuses on job-site safety, the latest building techniques and new

products/services.

Work is a very important part of the Hispanic male’s daily routine – they want ownership of what they do and to be recognized for their accomplishments. To keep them at the top of their profession, each issue of Constru-Guía al Día provides valuable information on the latest tools, products, technology and techniques. Add in exceptional attention to detail, bright colors, bold layouts and simple step-by-step training instructions, and it’s easy to see why it's the definitive training guide for the Hispanic male.

Constru-Guía al Día has two critical partnerships to ensure success of the magazine. It first partnered with The Home Depot® back in 2007, displaying the magazine at the Pro Desks inside numerous stores just like it is today. Since then, the magazine has seen its distribution increase from 100,000 to 170,000+, a staggering number in these economic times.

For the Fall 2010 issue, the second and newest partnership will be with 7-Eleven® and will increase distribution by 251%. Couple this additional distribution outlet of 1,954 locations with 676 The Home Depot locations, and Constru-Guía al Día will now be put in the hands of 400,000+ Hispanic men.

Introduction30%

30% of the total US building maintenance/construction

workforce is Hispanic.– Source: 2008 U.S. Department of

Labor Bureau of Labor Statistics

3.8 Million

3.8 million US Hispanics have bought at The Home Depot in

the last four weeks.– Source: Simmons Spring 2009 Survey

8.9 Million

8.9 million US Hispanics have bought at 7-Eleven in the last four weeks.

– Source: Simmons Spring 2009 Survey

59%

Hispanics currently make up over 15% of the population, the

largest ethnic minority in the US. Between 2007 and 2008,

Hispanics accounted for 59% of the US population growth.

– Source: US Census Bureau

Hispanic Facts

The Home Depot and 7-Eleven are registered trademarks used

under license.

Distributed at:

C

4 2010 Media Kit//Ethnicity of the US Construction Workforce 2000 – 2009 and Projected 2010, 2015, 2025

ver the next 15 years, Hispanics within the construction workforce will grow at a staggering number, up to 53.5% to be exact. Constru-Guía al Día can help your company position itself at the forefront of

this emerging trend.

Ethnicity of the US Construction Workforce 2000 – 2009 and Projected 2010, 2015, 2025

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

10

9

8

7

6

5

4

3

2

1

0

Source: 2000 – 2009, Bureau of Labor Statistics, US Department of Labor(Projections are based on a linear trend using 2000 – 2009 Bureau of Labor Statistics data.)

Mill

ions

25%

50%

75%

100%

HispanicLinear Trend (% Hispanic)% Hispanic

2015PROJECTION

38.5%2010PROJECTION

31.0%

2025PROJECTION

53.5%

O

5 2010 Media Kit//Constru-Guía al Día – Much More than a Trade Publication

Constru-Guía al Día – Much More than a Trade Publication

onstru-Guía al Día’s aggressive distribution system and professional demeanor make it the perfect choice for broadening your market appeal to Hispanic males who are influenced by the remodeling and construction industry.

Your message will be seen by hundreds of thousands of readers every day, making Constru-Guía al Día the best way to reach Hispanic males over any other print medium.

Total Hispanic Male Occupations/Hobbies• Constru-Guía al Día’s potential reader audience is over half of all Hispanic men age 25+.

Constru-Guía al Día Is the Largest Circulated Hispanic Male Magazine in the US.

Hispanic Male Targeted Magazine Circulation

Constru-Guía

Transporte Latino

Automundo

ESPN Deportes

Maxim en Español

Auto a Fondo

H Para Hombres

Record Semanario de Futbol

The Home Depot170,000

7-Eleven244,250

414,250

63,000

55,000

55,000

50,000

45,000

35,000

15,000

TV Ads

Radio Ads

Newspaper/Magazine Ads

Newspaper/Magazine Articels

Web Sites

Online Ads

Signs and Brochure in Stores

Product Packaging

On the Job-Site

Co-worker/Friends

49%

16%

61%

52%

16%

12%

67%

15%

21%

29%

39%

14%

47%

Occupation in construction or building maintenance

Heavy do-it-yourselfers not employed in the construction category

Other occupations/hobbies

Source: Simmons Spring 2009 Source: Competitors circulation (not distributed via newspaper) based on 2009 SRDS and publication media kits

C

6 2010 Media Kit//The Face of the Hispanic Professional at The Home Depot®

ith its finger on the pulse of the Hispanic market, Constru-Guía al Día is the ideal media tool to reach Hispanic men who shop at The Home Depot every day. Whether it’s a new product or a better way of doing a certain task,

Constru-Guía al Día makes sure that today’s Hispanic professionals have up-to-date knowledge to successfully do their job and excel in the industry.

Simmons Spring 2009 StudyBase: Hispanic Construction Workers Who Bought at The Home Depot in the Last Four Weeks (All averages used are mean averages.)• Average age is 40 years old.• 62% graduated high school or more.• 29% attended technical/vocational school.

The Face of the Hispanic Professional at The Home Depot®

In this uncertain economy, it is mandatory that your marketing dollars are driving sales and making an impact. Constru-Guía al Día understands this need and will work with you to leverage your marketing dollars.

For example, a product that was featured in a recent issue of Constru-Guía al Día is now enjoying +27% comps in The Home Depot stores where the magazine is distributed.

27% Positive POS Impact in Stores with Distribution

• $75,100 is the average household income.• 62% own a home.• 34% are also buying at Lowe’s®.

Constru-Guía al Día's Stores Comp % All Other Stores POS Comp %

78% assume the primary responsibility of deciding where to purchase materials

for their job.

Responsibility of Hispanic Pros for deciding where to purchase building

materials/supplies for their job

TV Ads

Radio Ads



Web Sites

Online Ads


Product Packaging

On the Job-Site

Co-worker/Friends

49%

16%

61%

52%

16%

12%

67%

15%

21%

29%

Primary Responsibility 78%

No Responsibility 7%

SomeResponsibility 15%

TV Ads

Radio Ads



Web Sites

Online Ads


Product Packaging

On the Job-Site

Co-worker/Friends

49%

16%

61%

52%

16%

12%

67%

15%

21%

29%

Home/ Personal 16%

Job/Business 23%

Both 61%

Times per month that Hispanic Pros shop at The Home Depot

Hispanic Pros who make their purchases at The Home Depot

for their job/business use, home/personal use or both

20% shop at The Home Depot more than 20 times per month.

61% shop at The Home Depot for their job/business and home/personal needs.

22%

26%

20%

12%

20%

1-5 6-10 11-15 16-20 20+

Results of Reader Surveys

Hispanic male construction workers who bought at The Home Depot in the past four weeks are:

• 128% more likely than other Hispanic men to have bought a domestic full-size pickup truck for their last car purchase.

• 111% more likely to have used a bank wire transfer in the past 12 months.

• 59% more likely to have a savings account.

• 56% more likely to have a credit card.

• 27% more likely to eat fast food 14+ times per month.

• 26% more likely to have shopped at a convenience store in the past four weeks.

• 20% more likely to own a home.

How Various Industries Are Impacted by Hispanic Males Who Shop at The Home Depot

W


Times per week that Constru-Guía readers shop at convenience stores

7 2010 Media Kit//The Face of the Hispanic Professional at 7-Eleven®

oday’s Hispanic workers are constantly on the go, and 7-Eleven is another of their favorite destinations on an almost daily basis. That's why adding 7-Eleven as the newest distribution channel has been so critical.

The penetration of Constru-Guía al Día into 7-Eleven's top 9 Hispanic markets makes reaching another huge segment of the Hispanic worker population both easy and affordable. With the impressive statistics shown here, you

can’t afford not to advertise in Constru-Guía al Día.

The Face of the Hispanic Professional at 7-Eleven®

Hispanic male construction workers who bought at 7-Eleven in the past four weeks are:

• 60% more likely to drink regular/domestic beer than Hispanic males overall.

• 29% more likely to have drank 11 or more beers in the last 30 days.

• 15% more likely to have an ATM or debit card.

• 14% more likely to have a cell phone.

• 11% more likely to have visited fast food restaurants six or more times in the last 30 days.

How Various Industries Are Impacted By Hispanic Males Who Shop at 7-Eleven

Source: Simmons Spring 2008 Adult Population Local Surveys

• Almost 25% of male 7-Eleven shoppers are Hispanic.

• 9.3% of male 7-Eleven shoppers are Hispanic and work in construction. This is the largest targetable Hispanic group by occupation at 7-Elevens.

Additionally, They Make Up a Large Portion of All 7-Eleven Shoppers.

Hispanic Male Construction Workers Are Frequent Convenience Store Shoppers. 7-Eleven Is a Favorite. • 61% of Hispanic male construction workers shopped at a convenience store in the past four weeks.

• 37% shopped at a 7-Eleven in the past four weeks.

Simmons Spring 2009 StudyBase: Hispanic Construction Workers Who Bought at 7-Eleven in the Last Four Weeks (All averages used are mean averages.)• Average age is 38 years old.• 55% graduated high school or more.• 20% attended technical/vocational school.

• $64,600 is the average household income.• 48% own a home.• 21% are also buying at am/pm.

T


8 2010 Media Kit//2010 Distribution

2010 DistributionOver 170,000 copies

of Constru-Guía al Día will be distributed free of charge at the Pro Desk of 676 THD

stores, which include their top performing Hispanic sales stores and all stores in the

following top 10 US Hispanic markets:

Los AngelesNew York

MiamiHoustonChicago

Dallas/Fort WorthSan Antonio

PhoenixSan Francisco/Oakland/San Jose

Rio Grande Valley

244,250 copies of the Fall issue of

Constru-Guía al Día will be distributed at 1,954

7-Eleven stores in their top 9 US Hispanic markets

which include the following:

Los AngelesNorthern California

San DiegoLas VegasChicago

Dallas/Fort WorthWashington D.C.

DenverMiami

The Home Depot® 2010 Distribution

7-Eleven® 2010 Distribution

Puerto RicoPhoenix

San Antonio

Rio Grande Valley

Houston

San Francisco/Oakland/San Jose

Las Vegas

Dallas/Fort Worth

Denver

Miami

New York

Washington D.C.Chicago

Northern California

Los Angeles

San Diego

The Home Depot distribution stores

7-Eleven distribution stores

oost your ROI by reaching over 400,000 highly engaged readers who are at retail and ready to buy now. No other media platform provides you this opportunity, so make Constru-Guía al Día a part of your media

plan today.

B

9 2010 Media Kit//News/Press

ith so much buzz surrounding Constru-Guía al Día, it’s no wonder that it’s been featured on both BrandWeek.com and MarketingyMedios.com, two Web sites that are at the forefront of the marketing industry. Read the article

excerpts below to get a better idea of why Constru-Guía al Día should be incorporated into your yearly media plan.

News/Press

“For marketers, the magazine and its free distribution concept via Home Depot is an ideal way to reach the end users of their construction tools and products, as well as

consumer goods and services. That's because Hispanic males tend to fly under the radar and usually don't show up on direct mail databases.”

“‘The contractor is Home Depot’s most important customer,’ said Manish Shrivastava, Home Depot’s director of marketing. ‘A dramatically disproportional amount of our sales comes from the contractor

and an important segment within the contractor industry is the Hispanic contractor, which is why Constru-Guía is of strategic importance to us.’”

Click here to read more at BrandWeek.com.

“One year after launching in The Home Depot stores, Constru-Guía al Día (Up-to-date Construction Guide), a Spanish-language quarterly for Hispanic construction contractors, has emerged as a rare media conduit to U.S. Hispanic and male immigrants.”

“Circulation is increasing and the title is drawing advertisers from outside the building trade like Chevrolet, Coca-Cola and Mexicana Airlines.”

Click here to read more.

W

http://www.brandweek.com/bw/content_display/esearch/e3i3b9dc4c76866ba269a4157f74950fc64

http://cgaldia.com/pdf/wing.pdf

10 2010 Media Kit//Association and Trade School Endorsements

ispanic Contractor Associations (HCAs) and trade schools are vital tools to communicate with US Hispanics. Nine regional Hispanic Contractor Associations have endorsed Constru-Guía al Día and send each of their

members copies of each issue. One trade school has endorsed Constru-Guía al Día and distributes the magazine at all of their 33 campuses. In addition, Constru-Guía al Día's editorial advisory board is made up of representatives

of each of these organizations to ensure that the content is relevant and useful.

Association and Trade School Endorsements

www.hcacarolinas.orgwww.haciaworks.org

www.hcadfw.org

www.hispanic-contractors.org

www.basfonline.orgwww.hcageorgia.org

Hispanic Contractorsof Colorado

H

11 2010 Media Kit//Editorial Highlights

Editorial Highlights

Early Spring '10 Spring '10 Summer '10 Fall '10

Toolbox Framer HVAC Installer Electrician Siding Installer

How-To Attic Fan Installation Siding Installation Installing a Tankless Water Heater Doing a Blower Door Test

Safety First Response Working Safely at High Elevations Heavy Lifting Electrical Safety

Problem/Solution Stucco Repair Kitchen Sink InstallationRemoving and Replacing

Silicon CaulkRemoving a Portion of a

Load Bearing Wall

Small Business Estimating Costs Mark Up a Project Licensing, Bonding and Insuring Keeping Tax Records

Recommendations Bath Repair/Replace Paint and Accessories Doors/Windows Workshop

Work Style Work Clothes Language Learning Tools Work Trucks Wireless Communication

Silver Lake Media Group, the publisher of Constru-Guía al Día, reserves the right to modify the editorial plan as market and business needs shift, and this plan does not represent every topic contained in each issue.

12 2010 Media Kit//Deadlines and Rate Cards

Space Deadline Materials Deadline In-Store

Early Spring '10 11/23/09 11/30/09 Jan./Feb./March

Spring '10 2/11/10 2/18/10 April/May/June

Summer '10 5/13/10 5/20/10 July/Aug./Sept.

Fall '10 8/12/10 8/19/10 Oct./Nov./Dec.

Early Spring '11 11/23/10 11/30/10 Jan./Feb./March 2011

Deadlines and Rate Cards

Space and Materials Deadlines

Special Sections, Covers, Commissions

and Audit

Whether you want to support your brand or introduce a new product,

our special advertising sections are the perfect option to raise awareness. A variety of special advertising units are available, including multi-page

sections, belly bands and blow-in cards.

CoversAvailable with a

premium and attached to a 2010 4x commitment

• Cover 2: +20%• Cover 3 and TOC: +10%

• Back Cover: +25%

CommissionsCommission to recognized

agencies is 15%. At the discretion of Silver Lake Media Group, new

advertisers may be required to provide acceptable credit

references or cash with an order.

u Discounts apply for advertising in both The Home Depot and 7-Eleven versions of the magazine. Contact the publisher for details.

1x 3x

Spread $59,900 $57,100

Full Page $34,950 $33,000

Half Page $22,250 $20,070

Quarter Page $12,550 $11,950

7-Eleven® Rate Card

u New for 2010, Constru-Guía al Día's Fall issue will also be carried in 1,954 7-Eleven stores.

u Discounts apply for companies that sell product at 7-Eleven. Contact the publisher for details.

1x 3x 4x

Spread $45,250 $43,500 $40,273

Full Page $24,950 $23,888 $20,500

Half Page $16,250 $15,750 $12,250

Quarter Page $8,750 $8,500 $6,125

The Home Depot® Rate Card

u Discounts apply for companies that sell product at The Home Depot. Contact the publisher for details.

Constru-Guía al Día is audited by the CVC (Circulation

Verification Council).

he Fall issue of Constru-Guía al Día will have two versions, one distributed at The Home Depot and one distributed at 7-Eleven. The editorial content will be the same for both versions, but the advertisements will vary as you now have

the flexibility to advertise in either version or both of them. (See page 8 for distribution details.)

Also new for 2010 is the option to advertise in one of three different regions. Please contact your sales representative or the publisher for details.

T

13 2010 Media Kit//Ad Sizes and Specifications

Specifications• Trim Size: 8-3/8" x 10-7/8"• SADDLE STITCHED – Trims 3/16" head trim, 1/8" face, foot and gutter trim • KEEP ALL LIVE COPY 1/4" AWAY FROM ALL TRIM EDGES.

Offset Printing Specifications• Digital materials – HI-RES PDFS• Minimum 120 – Maximum 133 line screen required • Maximum density in any one area, all colors 240% – A color proof is not needed.

Please contact Pam Gruebnau at (847) 372-0401 with production questions and instructions on how to submit ads.

Ad design and layout services are available from Silver Lake Media Group. Please contact your representative for more information about these services.

Ad Sizes and Specifications

Production RepresentativePam Gruebnau

(847) [email protected]

Spread

Non-Bleed Bleed Live Copy

16" x 10" 17" x 11-3/16" 16" x 10-1/4"

1/2 Page Horizontal


7" x 4-5/8" 8-5/8" x 5-1/2" 7-3/4" x 5-1/8"

1/4 Page


3-3/8" x 4-5/8" 4-1/4" x 5-1/2" 3-5/8" x 5-1/8"

Full Page


7-1/4" x 10" 8-5/8" x 11-3/16" 7-3/4" x 10-1/4"

14 2010 Media Kit//Sales Contacts and Publication Regulations

Copy and Contract Regulations

• Agent or advertiser agrees to pay short rate for incomplete contracts.

• Announcement of any rate change will be made at least six days in advance of the closing date of the first issue affected.

• Orders for cover pages are non-cancelable. Other pages are non-cancelable after rate card issue closing date.

• Rebates will be made to advertisers qualifying for greater frequency rates than which advertiser was billed during a 12-month period.

• Advertisers billed at contract rate who fail to fulfill such contract will be short-rated at the rate earned.

• Publisher reserves the right to reject any advertisement it deems unsuitable for any reason.

• When space is contracted and no copy instructions are received by closing date, previous copy will be repeated.

• No conditions appearing on the contract, order or copy that conflict with Publisher’s policies will be binding on the Publisher.

• For the version of Constru-Guía al Día that is distributed at The Home Depot®, an advertised construction-related product must be available at The Home Depot stores, through special order or at www.homedepot.com.

• Silver Lake Media Group does not accept sequential liability. We will not accept insertion orders from agencies that agree to pay only to the extent that payment from the advertiser is received.

• The Publisher’s liability for any error will not exceed the cost of the space.

• The Publisher shall have the right to hold advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher for advertising which advertiser or its agency ordered, and which advertising was published.

• The Publisher assumes no liability for errors in supplied materials, nor if, for any reason, it becomes necessary to omit an advertisement.

• All verbal instructions regarding contracts or insertion orders must be confirmed in writing.

• Positioning of ads is at the discretion of the Publisher.

• Use of any Constru-Guía al Día editorial in advertising copy must be submitted to the Publisher for approval prior to reproduction material due date.

Silver Lake Media Group reserves the right to rule that an advertisement be labeled with the word “advertisement” when, in its opinion, this is necessary to make clear the distinction between editorial and advertising.

If an advertisement contains statements or illustrations that are not deemed acceptable, which the editors feel should be changed or eliminated, the advertiser will be notified. Silver Lake Media Group will attempt to work out changes with the advertiser; however, if changes cannot be worked out, the advertisement will be declined.

Silver Lake Media Group may decline to accept advertising that is misleading, inaccurate or fraudulent; that makes unfair competitive claims; or that fails to comply with Constru-Guía al Día’s standards.

Sales Contacts and Publication Regulations Construction Related Advertisers

East CoastKevin Kilpatrick

(770) 615-3585 [email protected]

Midwest/West CoastPaul DeGrandis(847) 920-9510

[email protected]

Non-Construction Related Advertisers

East/West Coast

Kevin Kilpatrick(770) 615-3585

[email protected]

SouthwestJulie Lee

(972) 386-6186 [email protected]

Michigan Kris AyresLKA Media

(248) [email protected]

Midwest Mark J. Adeszko(312) 629-5222

[email protected]

Silver Lake Media Group 3162 Johnson Ferry Road

Suite 260-943 Marietta, GA 30062

(770) 615-3585

Contact Information

Constru Guia Al Dia 2010-MK ver 1.6

Business

Transcript of Constru Guia Al Dia 2010-MK ver 1.6