Media Kit

Vision

The Frederick Gorilla is the most sought after, vibrant, high-design, exciting and relevant current events magazine in Frederick County. With a sharp focus on business, life and politics, The Gorilla is entrenched in the many factions that comprise the city of Frederick, the surrounding county and its various municipalities. The Gorilla has strong strategic business partnerships and unbreakable ties to the community it serves.

Speak your truth. Seek knowledge. Decide for yourself.

The Philosophy The MissionThe Frederick Gorilla exists to challenge, inform, entertain and bring together the Frederick community through savvy editorial, interactive communication, outstanding pictorials and strategic advertising. Engaging inclusive editorial that will give voice to the many communities that coexist in this county, The Gorilla will connect relevant content and exciting interaction throughout the Frederick community it serves.

Cover concept as of May 2011

The most sought after, vibrant, high-design, exciting and relevant current events magazine in Frederick County.John Smith—

� e exclusive interview

Aug/Sept2011

FREDERICK

BUSINESS LIFE POLITICS

withThe Gorilla?Why Advertise

1. The Frederick Gorilla is the ONLY current events high-end glossy magazine in Frederick.

2. The Gorilla attracts readers from all walks of life in Frederick. Our demographic is 20 something to 60 something. Its people who work, people who don’t work, moms, dads, singletons, married and divorced people.

3. The psychographic profile of The Gorilla reader is someone who cares about their community, someone who is invested in what goes on here, and someone who wants to contribute to the discussions.

4. Bound to be the most well-read magazine by Frederick residents, those who advertise and support the magazine will be seen as

people who also are committed to seeing Frederick thrive. Being associated with The Gorilla will give you and your

business credibility in the eyes of your customers.

5. People do business with people they know.

As readers become familiar with The Gorilla, they will become familiar

with those who support (as we like to say feed) The Gorilla. The better people know you and your company,

the more likely they are to do business with you.

Well, besides the obvious reason – (don’t make an 800 pound gorilla mad) -there are quite a few really good reasons to advertise with the Gorilla.

Another Reason to Advertise with Us?

T he Frederick Gorilla is founded on a strategic marketing vision and produced by All Saints Publishing. All Saints Publishing is headed by Pattee Brown and Harby Tran. Their combined experience in

marketing strategy, corporate communications and business development provides exceptional added value to advertising in The Frederick Gorilla. All Saints Publishing can provide your company with the customized and comprehensive marketing and advertising strategy of a Madison Avenue advertising firm, without the Madison Avenue prices.

The Birth of the 800 pound Gorilla

The Frederick Gorilla began through spirited

discussion. Tran and Brown recognize that

hyper-local media is the future of publishing.

Specifically in Frederick, a hip, edgy, current

events magazine is sorely needed to give this

adolescent metropolis an outlet for relevant

discussions about business, life and politics

in Frederick County. The Frederick

Gorilla spotlights not only

the sophistication that is

Frederick, but also the grit,

the controversy and the contention that is

often glossed over or ignored completely.

withThe Gorilla?Why Advertise You say Gorilla,

I say Graffiti:The Gorilla will be marketed at POS locations with the iconic “G” and a unique brand of, ehem, persuasion.

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Editorial Strategy

Who’s Reading The Gorilla?

O ur editorial strategy stems from our philosophy that inclusive hyper-local journalism

is the future of publishing. Unlike other magazines that dictate what you read and what is important to you, The Gorilla invites the community to participate in the process. We invite the community to contribute their stories, what they see, what they know and what they do to effectively have a shared experience through The Gorilla. Not only do we publish articles written by community members about their thoughts, ideas, expertise or concerns about Frederick, we also employ local

writers of all ages and all experience levels to help our community members realize the stories they want to hear. We pursue the controversies most periodicals shy away from; we invite both sides of every story and every issue. We don’t let anyone “pay to play” with The Gorilla. By employing this strategy, we will provide a robust view of the Frederick landscape. We will hear from people from all walks of life, various political leanings, diverse business interests and a range of ages. The Gorilla IS the voice of Frederick.

Editorial StrategyAREA STATISTICSn As of 2007, there were 6,050 private non-

agricultural establishments in Frederick County and 85,154 employees working for these businesses.

n Federal Spending for Frederick County in 2008 was $2,500,838.

n In 2007, there were 790 establishments of retail trade in Frederick County.

n In 2007, there were 5,646 professional, scientific and technical service establishments in Frederick County.

n In 2007, there were 824 professional, scientific and technical service establishments in Frederick County.

n In 2002, there were about 4,500 businesses owned by women out of 18,083 businesses in Frederick County.

n IN 2002, there were about 430 businesses owned by African-Americans in Frederick County.

POWER OF PRINTn Magazine readership has grown over the

past 5 years. (Source MRI)

n Average paid subscriptions reach nearly 300 million in 2009. (Source MPA).

n 4 out of 5 adults read magazines. (Source MRI)

n Magazines deliver more ad impressions than TV or Web in half hour period. (Source: McPheters & Company)

n Since Facebook was founded, magazines gained more than one million young adult readers. (Source MRI)

n The average reader spends 43 minutes reading each issue. (Source MRI)

n Magazines are the No 1 medium of engagement – they rank significantly higher than TV or Internet in ad receptivity, trustworthiness and inspirational categories. (Source Simmons Multi-Media Engagement Study)

n Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)

Who’s Reading The Gorilla?

T he Gorilla followers are people who love their community, are hungry for more information, want to share their thoughts about its progress and want to participate in its growth. They work here,

they live here, they eat here, they shop here, and they have a vested interest in this area. Our readers contribute to their community in many different ways. The Frederick community reads The Frederick Gorilla, because they are the storytellers. The community is the greatest stakeholder of this magazine, thus creating the perfect ecosystem for our publication.

Here are some statistics from the Alliance of Area Publications (representing regional publications across the US):

n 80 percent of readers say that local publications are a very good to excellent source of local news and information. That number compares with 35 percent for local daily newspapers, 27 percent for local television and 18 percent for local radio.

n 73 percent have read four out of the past four editions of their favorite local publication.

n The typical reader spends 42 minutes with each edition.

n 88 percent are at least 35 years old, and the median age is 49.

n Average household income is $177,880, and average net worth is $1.2 million.

n 80 percent of readers are college graduates.

John Smith—� e exclusive interview

Aug/Sept2011

FREDERICK

BUSINESS LIFE POLITICS GRIT & SOPHISTICATIONThe Frederick Gorilla cover is an artist’s rendition of the “Top Banana” for that issue. A local artist depicts the featured Fredericktonian in an urbane, yet gritty manner, thus emulating the style and feel of The Gorilla. We cover Frederick’s underbelly with authenticity and sophistication.

Magazines Are #1 Medium of Engagement New data from” Simmons’ Multi-Media Engagemaent Study” finds that magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the engagement dimensions, including “trustworthy” and “inspirational.”

Source: Simmons’ Multi-Media Engagement Study, 2007

Magazine Readers Are Most Likely to Buy Tech Products

For consumers who influence technology purchases in the home, IntelliQuest finds that heavy users of magazines (the top 20% of magazine readers)are more likely than the heavy users of other media to purchase technology-related products in the next 12 months. Specifically, heavy magazine readers are:

n 40% more likely than the average consumer to purchase desktop computers.

n 30% more likely than heavy TV viewers to purchase desktop computers.

n 20% more likely than heavy internet users to purchase desktop computers.

n 50% more likely than the average consumer to purchase notebook computers.

Source: IntelliQuest CIMS Fall Home Study, 2006, Weighted by Home.

WHY MAGAZINE ADVERTISING?

Magazines Influence Word of Mouth

Among the general population, magazines have the strongest influence on personal recommendations.

Personal recommendations are 1.5 times more important now than they were in the 1970s.

Magazine advertising is more influential than TV and online ads.

Percentage of people likely to recommend a product or service advertised in:

n Magazines 57%n Online 35%n Television 44%n Newspapers 58%Source: Time Inc. Magazine Environmental Tracking Study, 2006

Magazines Excel at Driving Results Through the Purchase Funnel

In an analysis of 32 client-commissioned studies, media research firm Dynamic Logic found that magazines, in a media mix that included online and TV, contributed:

n 45% of overall effects.

n 62% of the total increase in brand favorability.

n 56% of the total increase in purchase intent - nearly three times stronger than TV’s influence and seven times stronger than online influence.

Source: Dynamic Logic/Millward Brown / CrossMedia Research Studies, 2004 – 2007

Magazines Are an Important Resource for Home Improvement

Nearly half of all people interested in home improvement projects cite magazines as their primary source of motivation for beginning some type of home renovation. Magazine editorial (24%) and magazine advertising (21%) contribute almost equally.

Once consumers are committed to undertaking a home improvement project, magazine editorial and advertising excelled as the #1 and #2 sources of information for the consumer in the first four of five stages in the home improvement purchase decision process.

Source: CNW Research, Inc., 2007

Magazines Excel at Driving Auto Brand Awareness, Brand Familiarity and Purchase Intent

Multiple independent studies prove that magazines influence consumer intent to purchase an automobile more than TV or the Internet.

Note: Aggregate of 4 studies. Source: Marketing Evolution, 2006

DISTRIBUTION

We print, mail and drop 10,000 copies of each issue of the Frederick Gorilla. The magazine is distributed throughout Frederick County at various drop sites including coffee houses, banks, restaurants, medical offices, gyms, retail and bookstores, as well as newsstands. Subscriptions are free to anyone interested in receiving the magazine in their home or office. The Gorilla is published every other month, with a readership of 40,000 people.

People do business with people they know.Sometimes you need more than a branding campaign or display ad to tell your story. Who you are and what you do is important to your customer because people do business with people they know. Having a professional writer tell your story is a great way to establish your creditability in the community.

The Gorilla has created a paid-for editorial page (advertorial) that allows your customer to learn more about you in an editorial setting. Your community interests, your philosophies, why and how you do what you do. Whatever you feel makes you unique in your market place.

Advertisers have told us advertorials are incredibly effective because they offer the reader a chance to identify with the advertiser beyond what they are selling. It’s a chance to tell the story about the person behind the business.

Advertorials

Gorilla Marketing

You will be contacted by one of our seasoned writers who will interview you over the phone or make an appointment to meet with you. You will want to inform the writer of the unique marketing points you wish to emphasize.

When the piece is fully pre-pared, we will send it to you with a timeframe in which to respond with your comments. The article word count must fall within 305 to 315 words to fit the layout specifications. Once your comments are re- ceived, final edits will be made.

At roughly the same time, you will be contacted by one of our freelance photographers who will schedule a photo shoot at your place of busi-ness. Multiple shots will be taken and of those, the best will be chosen by our art di-rector for your final selection.

Following the shoot, The Gorilla’s production department will design your advertorial and a final version will be sent to you for your approval. Once we have your approval, your advertorial is suitable for publishing!

Harby TranPublisher/CEO 202-487-8726

Pattee BrownPublisher/President 301-693-5550

Here’s how it works:

Here’s what you get:

n A professional writer to craft a customized editorial piece about you.

n A professional photographer to come to your location for a professional portrait.

n A full page full color ad that looks and reads like editorial content.

119 East Patrick Street, 2nd Floor, Frederick, MDFrederickGorilla.com

CONTACT

$3200Here’s what it costs:

SINGLE ISSUE 3 TIME RATE 6 TIME RATE

Back Cover $3,300 $2,970 $2,673

Inside BC $3,200 $2,880 $2,592

Inside FC $3,200 $2,880 $2,592

Inside Page 1 $3,100 $2,790 $2,511

Full Page $2,950 $2,655 $2,390

2/3 page $2,360 $2,124 $1,912

1/2 page $2,065 $1,859 $1,673

1/3 page $1,416 $1,274 $1,147

1/4 page $1,239 $1,115 $1,004

1/6 page $850 $765 $688

1/12 page $510 $459 $413

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