Editorial Profile In a province where our major cities lack a defined “Gay Village”, GayCalgary and Edmonton Magazine is the only force that unites the many isolated parts of Alberta’s Lesbian, Gay, Bisexual, and Trans (LGBT) communities.
We have over 17 years of experience with the Alberta LGBT community, and continue to be highly involved in many aspects thereof, sharing a personal rapport with the Magazine’s readers. We know that our readers want their point of view to be discussed, something they simply don’t get elsewhere. Furthermore, we lend a voice to Lesbian, Bi, and Trans individuals who are often left out of Gay men’s publications. Our goal is to be Alberta’s primary information source for LGBT community and culture - and we succeed in spades. We know the Alberta LGBT community inside and out, and as such, we deliver the most current, accurate, and comprehensive picture of it. This makes us the irreplaceable go-to source in our market, read by locals and visitors to Alberta cities - something that no other publication comes close to accomplishing for our region. v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3
Ph: 403-543-6960 • Tf: 1-888-543-6960 • Fx: 403-703-0685 magazine@gaycalgary.com
Sales Manager: Steve Polyak
magazine@gaycalgary.com
Graphics Department: Rob Diaz-Marino graphics@gaycalgary.com
Sales Manager: Steve Polyak
magazine@gaycalgary.com
Graphics Department: Rob Diaz-Marino graphics@gaycalgary.com
GayCalgary is a growing credible and national voice for a community that has not traditionally had a balanced and honest presence in mainstream media. Nov 2009
Dave Bronconnier Mayor of Calgary
Stephen Mandel Mayor of Edmonton
With insightful reviews and thought-provoking articles, this magazine is a go-to source for anyone who wants to find out what’s happening in both Calgary and Edmonton. Nov 2008
Hot Interviews of 2009 RuPaul
Miles Faber & Allie Bertram
Pinup Saints
Runners up on So You Think You Can Dance Canada
Dance Troupe
Gay Icon, Host of RuPaul’s Drag Race
Lady Gaga Gay Icon, Musician
Theo Tams Canadian Idol Winner
Vanessa Williams Gay Icon, Actress, Musician
Bif Naked Musician
Jann Arden Musician
Xavier Rudd Musician
Tegan & Sara Music Group
Dolly Parton Country Music Icon
Other Interviews Included: Joyce DeWitt (Three’s Company), Serena Ryder (Musician), Three Days Grace (Band), Dallas Green (Musician), Suzanne Whang (Comedian), Jonny McGovern (Comedian), Buck Angel (FtM Figure), Perry Twins (DJs), Mike Ruiz (Photographer), Sandra Bernhard (Actress), Tori Amos (Musician), Tara-Jean Popowitch (SYTYCDC Winner), and many more! Awards Coverage Included: Juno Awards, Gemini Awards.
2136 17th Avenue SW Calgary, AB T2T 0G3
Ph: 403-543-6960 • Tf: 1-888-543-6960 • Fx: 403-703-0685
magazine@gaycalgary.com
The ONLY Magazine Dedicated to Alberta’s LGBT Community.
:::: Visit us at ::::
www.GayCalgary.com
v2010-01
Sales Manager: Steve Polyak
magazine@gaycalgary.com
Graphics Department: Rob Diaz-Marino graphics@gaycalgary.com
National Advertising Rates
Rates listed below are applicable if advertising is done through an agency that takes commission. Refer to Retail Advertising Rates if no agency is involved.
Colour Glossy Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread
1x $1255 $715 $400 $220 $120 $2005 $1140
3x $1175 $665 $375 $205 $110 $1875 $1065
6x $1115 $635 $355 $195 $105 $1785 $1015
9x $1065 $605 $340 $185 $100 $1700 $970
12x $1015 $575 $325 $175 $95 $1620 $920
B&W Matte Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread
1x $905 $505 $280 $160 $80 $1450 $810
3x $845 $475 $260 $145 $75 $1355 $755
6x $805 $450 $250 $140 $70 $1290 $720
9x $770 $430 $235 $135 $65 $1230 $685
12x $730 $410 $225 $130 $60 $1170 $655
Covers
1x $2280 $1425 $1425 $1615
3x $2135 $1335 $1335 $1510
6x $2030 $1270 $1270 $1440
9x $1935 $1210 $1210 $1370
12x $1840 $1150 $1150 $1305
IFC Spread Inside Front Inside Back Outside Back Mechanical Information: See Back Page.
Goods & Services Tax: Rates are in Canadian dollars and do not include GST. The federal government requires that we collect a 5% Goods and Services Tax on all advertising and services. Service Fee: Invoices are due within 30 days of date of invoice. A charge of 1.5% per month is applied to overdue accounts.
2136 17th Avenue SW Calgary, AB T2T 0G3
Ph: 403-543-6960 • Tf: 1-888-543-6960 • Fx: 403-703-0685
magazine@gaycalgary.com
Non-Profits & Sponsorship: Non-profit groups receive 12x discount on all paid ads. In-kind sponsorship value is given at 1x National rates. Agency Commission: The prices above include a 15% commission to recognized advertising agencies. Paid Directory Listing: Get your business information in the Directory & Events area for $15/month.
The ONLY Magazine Dedicated to Alberta’s LGBT Community.
:::: Visit us at ::::
www.GayCalgary.com
v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com :::: Mechanical Information
Complimentary Print Features
Printing Method: Computer-to-plate/Web offset Bindery Method: Stapled Pages: 64 - 88 Outer 32 Pages: Colour Glossy Inside Pages: B&W Ultrabrite Book Trim Size: 8” x 10 9/16” Non-Bleed Page: 7” x 9.875” Bleed Page: 8.5” x 11.125” 1 Bleed /2 Page: 8.5” x 5.75” Non-Bleed 2PS: 14.5” x 9.875” Bleed 2PS: 17” x 11.125” Safety Margins: Keep a minimum .25” safety margin in from trim edge on all critical content. Allow additional .125” gutter on ads with bleed.
Directory & Events (automatic) - your business information, and any advertised event information is listed in our monthly Directory & Events section. (Subject to space restrictions)
Online Features - see the section entitled “Complimentary Online Features” on the reverse side of the Web Advertising sheet for a complete list. Copy & Contracts a. b.
c.
Standard Unit Sizes (Inches, Width x Height)
Ad Size Trim Size for Non-Bleed Bleed Ads Full Page......................7 x 9.875..................8.5 x 11.125 1 /2 Page Horiz...............7 x 4.875..................8.5 x 5.75 1 /2 Page Vert.................3.417 x 9.875...........4.417 x 11.125 1 /4 Page Reg..................3.417 x 4.875...........n/a 1 /4 Page Horiz. .............7 x 2.375..................n/a 1 /4 Page Vert. ...............1.632 x 9.875...........n/a 1 /8 Page Reg..................3.417 x 2.375...........n/a 1 /8 Page Horiz...............7 x 1.125..................n/a 1 /8 Page Vert.................1.632 x 4.875...........n/a 1 /16 Page........................3.417 x 1.125...........n/a 2 Page Spread..............14.5 x 9.875.............17 x 11.125 1 /2 Page Spread.............14.5 x 4.875.............17 x 5.75
d.
e.
f.
g.
Material Requirements Media: Email, CD-ROM, DVD-ROM Formats: PDF, TIFF, JPG, PSD*, EPS* Platform: PC, *Adobe CS2 compatible Resolution: 300dpi (or higher) Colour: RGB or CMYK
h.
i.
All Fonts must be Flattened/Embedded or Supplied. Microsoft Word and Microsoft Publisher files ARE NOT acceptable formats for insertion. Graphic Design charges will apply for converting or redesigning ads submitted in these formats.
Flyer Insertions Cost/1000: $130 (non-profit $105) v2010-01
j.
No cancellations accepted after issue closing date. Frequency discounts are based on a contract period of consecutive months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date. All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary and Edmonton Magazine. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date. All advertising material produced by GayCalgary and Edmonton Magazine will remain the property of GayCalgary until paid for, in full, by the advertiser.
Sales Manager: Steve Polyak
magazine@gaycalgary.com
Graphics Department: Rob Diaz-Marino graphics@gaycalgary.com
Retail Advertising Rates
Colour Glossy Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread
1x $1090 $620 $350 $190 $105 $1745 $995
3x $1020 $580 $325 $180 $100 $1630 $930
6x $970 $555 $310 $170 $95 $1555 $885
9x $925 $525 $295 $160 $90 $1480 $840
12x $880 $500 $280 $155 $80 $1410 $800
B&W Matte Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread
1x $790 $440 $245 $135 $75 $1260 $705
3x $735 $410 $225 $130 $70 $1175 $660
6x $700 $390 $215 $120 $65 $1120 $630
9x $670 $375 $205 $115 $60 $1070 $595
12x $635 $355 $195 $110 $55 $1015 $570
Covers
1x $1985 $1240 $1240 $1405
3x $1855 $1160 $1160 $1315
6x $1765 $1105 $1105 $1250
9x $1680 $1050 $1050 $1190
12x $1605 $1000 $1000 $1135
IFC Spread Inside Front Inside Back Outside Back Mechanical Information: See Back Page.
Goods & Services Tax: Rates are in Canadian dollars and do not include GST. The federal government requires that we collect a 5% Goods and Services Tax on all advertising and services. Service Fee: Invoices are due within 30 days of date of invoice. A charge of 1.5% per month is applied to overdue accounts.
2136 17th Avenue SW Calgary, AB T2T 0G3
Ph: 403-543-6960 • Tf: 1-888-543-6960 • Fx: 403-703-0685
magazine@gaycalgary.com
Non-Profits & Sponsorship: Non-profit groups receive 12x discount on all paid ads. In-kind sponsorship value is given at 1x National rates. First-Time Advertisers: All first-time advertisers must pay in full before issue closing date to establish credit. Receipts are issued within 30 days of closing date. Paid Directory Listing: Get your business information in the Directory & Events area for $15/month.
The ONLY Magazine Dedicated to Alberta’s LGBT Community.
:::: Visit us at ::::
www.GayCalgary.com
v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com :::: Mechanical Information
Complimentary Print Features
Printing Method: Computer-to-plate/Web offset Bindery Method: Stapled Pages: 64 - 88 Outer 32 Pages: Colour Glossy Inside Pages: B&W Ultrabrite Book Trim Size: 8” x 10 9/16” Non-Bleed Page: 7” x 9.875” Bleed Page: 8.5” x 11.125” 1 Bleed /2 Page: 8.5” x 5.75” Non-Bleed 2PS: 14.5” x 9.875” Bleed 2PS: 17” x 11.125” Safety Margins: Keep a minimum .25” safety margin in from trim edge on all critical content. Allow additional .125” gutter on ads with bleed.
Directory & Events (automatic) - your business information, and any advertised event information is listed in our monthly Directory & Events section. (Subject to space restrictions)
Online Features - see the section entitled “Complimentary Online Features” on the reverse side of the Web Advertising sheet for a complete list. Copy & Contracts a. b.
c.
Standard Unit Sizes (Inches, Width x Height)
Ad Size Trim Size for Non-Bleed Bleed Ads Full Page......................7 x 9.875..................8.5 x 11.125 1 /2 Page Horiz...............7 x 4.875..................8.5 x 5.75 1 /2 Page Vert.................3.417 x 9.875...........4.417 x 11.125 1 /4 Page Reg..................3.417 x 4.875...........n/a 1 /4 Page Horiz. .............7 x 2.375..................n/a 1 /4 Page Vert. ...............1.632 x 9.875...........n/a 1 /8 Page Reg..................3.417 x 2.375...........n/a 1 /8 Page Horiz...............7 x 1.125..................n/a 1 /8 Page Vert.................1.632 x 4.875...........n/a 1 /16 Page........................3.417 x 1.125...........n/a 2 Page Spread..............14.5 x 9.875.............17 x 11.125 1 /2 Page Spread.............14.5 x 4.875.............17 x 5.75
d.
e.
f.
g.
Material Requirements Media: Email, CD-ROM, DVD-ROM Formats: PDF, TIFF, JPG, PSD*, EPS* Platform: PC, *Adobe CS2 compatible Resolution: 300dpi (or higher) Colour: RGB or CMYK
h.
i.
All Fonts must be Flattened/Embedded or Supplied. Microsoft Word and Microsoft Publisher files ARE NOT acceptable formats for insertion. Graphic Design charges will apply for converting or redesigning ads submitted in these formats.
Flyer Insertions Cost/1000: $130 (non-profit $105) v2010-01
j.
No cancellations accepted after issue closing date. Frequency discounts are based on a contract period of consecutive months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date. All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary and Edmonton Magazine. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date. All advertising material produced by GayCalgary and Edmonton Magazine will remain the property of GayCalgary until paid for, in full, by the advertiser.
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
Our Website
GayCalgary.com has been the trend setter for community-oriented LGBT web sites since 1998. The web site is updated weekly with news, events, photos, and more. Visitors have access to numerous interactive features (listed below), which keep them coming back to our website, delivering extensive exposure for your web advertising campaign.
Magazine
An electronic version of the latest edition can be freely downloaded in PDF format every month. Visitors can explore a rich history by searching through our archives, dating back to Issue #1 (November 2003)!
Online Articles & Special Features
Every month we post exclusive online content to bring readers back regularly. This includes special articles not seen in the magazine, and bonus content for published articles such as video, audio, and additional images.
Directory
With over 530 listings, ours is the largest directory of gay-friendly Alberta businesses and organizations in existence! Visitors regularly use this resource to find gay-friendly services, and obtain other information.
Travel
The GayCalgary.com web site is often the first point of contact for LGBT tourists coming to Alberta. It is the only resource to offer complete and up-to-date LGBT community information for our area.
Photo Gallery
Our online photo gallery features over 32,000 photographs from past events, and continues to grow. It often keeps visitors browsing for hours!
Discussion Forums
Visitors can post their comments on articles, directory listings, photos, etc. - or simply chat with one another.
Prize Draws
We hold monthly online prize draws for free CDs, DVDs, books, and tickets to see concerts and theatre productions.
Membership & Updates
Events Calendar
GayCalgary.com is also host to the widest reaching LGBT community events calendar for Alberta, with event information for over 75 organizations. Contact us to have your LGBT-related events listed.
We send bi-weekly updates to an active website membership base of over 1550 members! We reach an additional 1300 people via our facebook group, and boast one of the largest LGBT publication facebook groups in Canada!
WEB Advertising Rates
Our banner management software gives web advertisers access to professional quality web tools to monitor their banner statistics, including number of impressions and click-throughs. ROI tracking is also available.
Banner Spot Large Square Large Horizontal Large Vertical Medium Vertical Medium Horizontal Medium Square Small Vertical Small Horizontal
Embedded
Cost per Day Pop-Up*
Overlay*
n/a $9.50 $8.00 $6.00 $5.50 $4.50 $3.00 $2.00
$40 n/a n/a n/a n/a $20 n/a n/a
$75 n/a n/a n/a n/a $40 n/a n/a
* Occurs on front page of website only. Requires visitor to dismiss the advertisement. v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
Web Statistics
Geographic Distribution of Visitors
Visit Statistics
Canada........................................................................83.4% Average Page Views per Day.....................................30,000 United States................................................................8.7% Average Visit Duration....................................14 min 16 sec Europe..........................................................................3.9% Asia...............................................................................1.4% Other............................................................................2.6% Standard Unit Sizes
Available to Non-Profit/Charity Organizations
Sponsorship - you could get the full cost of your print and web advertising as in-kind sponsorship (acknowledgement required). Contact us for more info.
(Pixels, Width x Height)
Large Square......................................................... 640 x 480 Discounts - receive a discount on all print and web advertising (sponsorship Large Horizontal..................................................... 728 x 90 acknowledgement not required). Large Vertical........................................................ 120 x 600 Events Listing - add your own events to our online directory free of charge, Medium Horizontal................................................ 468 x 60 or forward the information to us to have them added (subject to availability Medium Vertical................................................... 120 x 240 of our staff). Medium Square.................................................... 300 x 250 Print Advertiser Status - receive all of the additional perks for Print Advertisers mentioned above with your sponsored or discounted print ads. Small Horizontal..................................................... 234 x 60 Small Vertical.......................................................... 120 x 90 Copy & Contracts a. b.
Material Requirements Media: Email, CD-ROM, DVD-ROM Formats: JPG, GIF*, SWF* Platform: PC Resolution: 72dpi Color: RGB File Size: Maximum 150K
* May be animated.
c.
d.
All raster formats must be flattened. Vector formats must have fonts embedded or converted to curves.
Complimentary Online Features The GayCalgary website and online magazine offer a number of bonus features available to everyone, or complimentary to print advertising.
e.
Available to Everyone
Directory Listing - create an online profile and identify your gay-friendly business or organization to visitors, free of charge. Available to Print Advertisers
Premium Directory Listing (automatic) - in the online business directory, your listing stands out from others in the list with a star. Images of your print advertising accompanies your business profile for up to six months. Events Listing (automatic) - any Alberta-based events mentioned in your ads will automatically be added to our online events calendar, and accompanied by an image of your print ad. Full Colour Ads - you may only pay for B&W in the print edition, but your ad can appear in full colour in the online edition! Simply submit a full colour version of your ad. Magazine Click-throughs (automatic) - if your print advertisement contains a web URL, online readers will be taken to that URL when they click on your ad in the magazine preview, or the PDF download. v2010-01
f.
g.
No cancellations accepted after banner is live. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes no liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification. All web advertising orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing or publishing the advertisement. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage. All advertising material produced by GayCalgary will remain the property of GayCalgary until paid for, in full, by the advertiser. - Denotes web features that can be accessed via RSS feed.
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
:::: www.GayCalgary.com ::::
CIRCULATION & Distribution
Controlled Print Circulation
We use a controlled circulation method as our primary means of reaching our audience. New and loyal readers can pick up the magazine at no cost to them, at a wide selection of locations in downtown Calgary and Edmonton.
This “online edition” offers additional perks and special features to help you get a return on your advertising. Readership
For a local magazine we reach an astounding number of people, not only Gay, Lesbian, Bisexual or Trans, but also straight individuals who are supportive of, and are Monthly Print Quantity................... 9,000 - 11,000 copies interested in, LGBT issues. Guaranteed Circulation................................. 8,500 copies Per Copy...................................................... 4.9* Bonus Circulation.................................500 - 2,500 copies Readers * Source: PMB 2009 We guarantee that no less than 8,500 copies will be in circulation every month. As an advertiser, this is all that you pay for. However, our vibrant and active community offers special events, trade shows, dances, competitions, etc., that we utilize as opportunities for bonus distribution (see our Publishing Schedule for more information).
Print Readership............................................ over 41,650 Estimated Total Readership......................... over 166,650
Our readers value our product, often collecting magazines or keeping them around for future reference for many months afterward. This results in additional exposure for advertisers.
You can use our Cost Per Thousand (CPM) statistic to compare us to other publications across Canada.
(Not including Bonus Circulation)
How we Compare GayCalgary and Edmonton Magazine is a highly cost-effective means of reaching an audience that no other publication in our province specifically caters to.
CPM to Reach Alberta Readers GayCalgary and Edmonton Magazine
Paid Print Circulation
$128.24
We know that Gay, Lesbian, Bisexual, and Trans individuals in Alberta value their privacy, and having an outwardly gay publication arrive at their door each month can constitute a breach of that privacy.
Distribution
So while we offer subscriptions for the convenience of a small number of individuals in remote areas or outside of the province, we know that paid distribution is not an effective way to reach our audience.
Calgary Locations........................................................150 Edmonton Locations...................................................130 Locations in Other Alberta Cities..................................10
Online Circulation
Including: Charlottetown, Halifax, Montreal, Ottawa, Saskatoon, Toronto, Vancouver, Winnipeg
Every month, we make a complete copy of the magazine available in electronic format on our website, at no additional cost to our advertisers or our readers. In 2009 we saw our online readership grow by 39%, and this trend continues to hold. Average Monthly Downloads .............................. 125,000
v2010-01
We reach an audience that is most likely to spend money on Alberta products and services because of their geographic proximity.
Including: Banff, Red Deer, Lethbridge, Medicine Hat. Subject to change monthly.
Locations in Other Provinces........................................30 Our locations include: • Bars/Clubs • Restaurants • Hotel/Motel Concierges • LGBT Service Organizations • Book/Magazine Stores • Clothing Stores • Adult Stores • Theatre/Cinema Lobbies • Bus Terminals • Bathhouses • Flower Shops • Art Galleries • Event Venues (Dances, Fundraisers, Exhibitions, Festivals, etc.)
International Gay & Lesbian Travel Association
National Lesbian & Gay Journalists Association
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
2010 Publishing Schedule
We recognize that business never stops, and nor does the community. That’s why we are here to offer monthly print advertising solutions 12 months a year.
Issue January February March April May June July August September October November December
Booking Deadline Wed, Dec 30th Wed, Jan 27th Wed, Feb 24th Wed, Mar 31st Wed, Apr 28th Fri, May 28th Wed, Jun 30th Wed, Jul 28th Fri, Aug 27th Wed, Sep 29th Fri, Oct 29th Fri, Nov 26th
Submission Deadline Mon, Jan 4th Mon, Feb 1st Mon, Mar 1st Mon, Apr 5th Mon, May 3rd Tue, Jun 1st Tue, Jul 6th Tue, Aug 3rd Tue, Aug 31st Mon, Oct 4th Tue, Nov 2nd Tue, Nov 30th
In Circulation Wed, Jan 6th Wed, Feb 3rd Wed, Mar 3rd Wed, Apr 7th Wed, May 5th Fri, Jun 4th Thu, Jul 8th Thu, Aug 5th Thu, Sept 2nd Wed, Oct 6th Thu, Nov 4th Fri, Dec 3rd
All Dates are subject to change. Advance notice will be given via the monthly business newsletter, and on the website.
BONUS DISTRIBUTION Schedule
The following is a projected list of bonus distribution opportunities, with the edition where ads will benefit.
NOTE: We typically sponsor or support the events listed below, and thus have special privileges for distribution above other non-sponsoring publications. Entries listed in gray are periods of increased pick-up at our regular distribution locations. Entries in purple indicate special editions in conjunction with particular events. For Bonus Distribution at... Advertise in...
Snowballs Ski Weekend (Banff)..................... January 2010 Valentines Day........................................... February 2010 Team Edmonton Annual Mixer.................. February 2010 St. Patrick’s Day............................................. March 2010 Apollo Western Cup (Calgary)......................... March 2010 ISCCA Coronation (Calgary)................................April 2010 Red Deer Taboo Show.......................................April 2010 Fairytales Film Festival (Calgary)........................ May 2010 Mr. Calgary Leather.......................................... May 2010 ARGRA Gay Rodeo (Strathmore)......................... June 2010 v2010-01
Edmonton Pride............................................... June 2010 Lethbridge Pride............................................... June 2010 Calgary Stampede.............................................. July 2010 Capital Ex (Edmonton)......................................... July 2010 Western Canada Pride Campout (Red Deer)............. July 2010 Calgary Fringe Festival.................................. August 2010 ISCWR Coronation (Edmonton)....................... August 2010 Calgary Pride................................................ August 2010 Cut-a-thon (Calgary)................................. September 2010 Calgary AIDS Walk.................................. September 2010 Edmonton AIDS Walk............................. September 2010 Halloween.................................................. October 2010 Anniversary Edition.................................November 2010 Exposure Festival (Edmonton)...................November 2010 Taboo Sex Show - Calgary........................November 2010 Taboo Sex Show - Edmonton....................November 2010 Christmas Choir Concerts......................... December 2010 Christmas/New Years Parties................... December 2010 Event dates may be subject to change. Subscribe to our Monthly Business Newsletter for updates.
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
Our Reader Demographic
Our readers are greatly involved in their city, and highly engaged in our magazine: attending and participating in events, fundraising for charity, buying products and services from gayfriendly businesses - and they use GayCalgary and Edmonton Magazine as their guide. Our magazine continues to innovate the publishing industry by harnessing new technologies, ensuring our place in the future and leaving many larger publications - including national magazines - scrambling to keep up. Our website has an active membership base of over 1550 members, and we reach an additional 1300 people via our facebook group. In fact, we boast one of the largest LGBT publication facebook groups in Canada! NOTE: Unless otherwise stated, our statistical source is an independent study conducted by the LGBT Marketing Research & Development Lab. Our participation in this study entitled us to the independently tabulated results specifically for Alberta respondents.
Gender Identity*
Major Purchases (in the Past Year)
Male...........................................................................75.5% Cell Phone..................................................................32.6% Female........................................................................21.4% Laptop........................................................................30.3% Trans-identified............................................................3.1% PDA/Smart Phone......................................................28.4% Hi-Def Television.........................................................25.2% 58% are aged 18-39 Stocks/Bonds/Mutual Funds......................................22.9% Automobile.................................................................19.3% Sexual Identity* Desktop Computer.....................................................16.5% Gay.............................................................................64.1% 75.4% have Brand Preference, Lesbian.......................................................................11.6% but are Willing to Try Other Brands Bisexual......................................................................11.6% Queer...........................................................................4.9% Straight.........................................................................4.9% Religion Other............................................................................2.9% 68.3% Grew Up in Religious Families
69% are Open about their Sexuality Annual Household Income
38.4% Consider Themselves Religious 24.1% are Christian
22.2% are Catholic $25,000 - $50,000......................................................26.5% 1.5% are Jewish $50,000 and up..........................................................55.0% 0.5% are Muslim
54.8% have a Bachelor’s Degree, Master’s Degree or Doctorate
Other Facts 98.1% Use the Internet
Employment 72.1% Work for Employers they Feel are LGBT-friendly 16.3% are Self Employed 42.9% Make Purchasing Decisions for their Employer 47.9% Find Advertising in LGBT Websites/Publications Most Effective for their Purchasing Decision Making
84.0% use Windows (13.0% use Mac) 64.9% Work 40 Hours per Week or More 59.5% Spend Time Volunteering for No Pay 58.6% feel Unaffected by the Recession
* From our 2009 Reader Survey.
Source: 2009 LGBT Consumer Index Study - Survey Results for Gay Calgary Respondents v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
FOOD & Beverages
70.4% Drink Cocktails - Encourage them to mix in your products! 68.2% Drink Vodka - Shouldn’t they be drinking your vodka? 65.7% Drink Beer - Make your beer the first on their mind! 62.1% Drink Wine - They should be buying wine from you! 46.6% Drink Rum - Get them asking for your rum by name! 36.7% Drink Tequila - Distinguish your Tequila from the others! 31.6% Drink Whiskey - Tell them why your whiskey is best! 30.7% Drink Gin - Better make your gin is most appealing!
80.6% Spend Money on Coffee or Tea - Get your products into their routine! 59.2% Spend Money on Bottled Water/Sports Drinks - Show them what makes your drink special!
Bars & Restaurants
82.5% Drink Alcoholic Beverages at Bars/Restaurants
Spend between $50 and $99 per Week at Restaurants............................ 34.1% Spend Over $100 per Week at Restaurants............................................... 20.6% Spend between $20 and $49 per Week at Bars........................................ 29.0% Spend Over $50 per Week at Bars............................................................. 27.8% 68.7% regularly Dine Out - Make your restaurant their first choice! 57.2% regularly Go Out to a Bar or Club - Give them a reason to visit yours!
Travel
74.2% Have Travelled by Air in the Past 12 Months - Were they flying with you? 59.7% Take 2+ Vacations/Leisure Trips per Year - where they Spent at Least One Night in a Hotel.
Source: 2009 LGBT Consumer Index Study - Survey Results for Gay Calgary Respondents v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
Sports & Fitness
73.7% Regularly Enjoy the Outdoors - Got equipment/clothes/accessories? 68.4% Work Out (37.5% Regularly) - Sell them on a healthier lifestyle at your gym! Most Purchased Sports Equipment in the Past Year
Running Shoes....................................................................................... 50.0% Camping Equipment.............................................................................. 33.9% Hiking Boots.......................................................................................... 16.1% Mountain Bike......................................................................................... 9.6% Make their next purchase happen at your store! Build loyalty and trust in your product brand!
Clothing & Fashion
32.8% Spend Over $50 per Week on Clothes - Over $2600/year!
Family & Friends
17.5% Are Married - Suggest domestic products that they may find useful. 59.0% Want to Get Married - What wedding services or gift ideas can your business offer? 18.9% Have Children - Target them for Children’s toys, clothes, and other supplies. 38.6% Want to Have Children - Do you run a Gay Friendly adoption service or parenting class? Social Contacts
Almost Exclusively Gay or Lesbian........................................................... 5.2% Primarily Gay or Lesbian with Some Straight Friends............................ 32.4% Equal Mix of LGBT and Straight............................................................. 45.5% Primarily Straight Friends...................................................................... 16.9% What should people buy their gay friends? What should gay people buy their straight friends? Offer some solutions to this dilemma! Source: 2009 LGBT Consumer Index Study - Survey Results for Gay Calgary Respondents v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
HOME & Real Estate
69.3% Live in an Urban/Big City Setting - Promote your Condo Project! 57.3% Rent their Primary Residence - Be top-of-mind when they’re ready to buy! 36.1% Own their Primary Residence - Inform them on home rennos/interior design!
Entertainment
94.1% Listen to Music - 68.4% Listen to 5 Hours (or More) per Week. Are they buying from you? 89.8% Watch Television - 50.4% Watch 10 Hours (or More) per Week. Do they see your programming? 75.1% Listen to the Radio - What does your station offer LGBT listeners? 55.6% Play Video Games - Tell them your store is Gay Friendly! 58.2% Attend Live Performances at least Once every Three Months 42.3% Regularly go out to see Movies Do they attend your theatre? Do they know what shows you’re offering? Would any particular show interest an LGBT audience?
Pets
53.3% Spend Money on Pet Food/Items Cat Owners................................................................................................ 23.2% Dogs Owners............................................................................................. 19.2% Other Pets................................................................................................. 10.3% Currently Don’t Own Pets.......................................................................... 47.3%
Community
76.0% attend LGBT Community Fundraising Events 62.5% Contribute Over $100 to Charity Yearly 59.5% Spend Time Volunteering for No Pay Do they know about your organization? Are they aware of your fundraising events? What do you do to support LGBT causes? Source: 2009 LGBT Consumer Index Study - Survey Results for Gay Calgary Respondents v2010-01
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com ::::
Frequently Asked Questions
What ad size should I purchase?
Advertising works by frequently reinforcing your message to readers. Therefore, when possible, you should budget your advertising to last at least 3 months if not more. We offer incremental frequency discounts to advertisers who commit to advertising over several months. Choose your ad size based on what you can afford to sustain, keeping in mind that larger ads are more likely to catch reader attention, and that it may take time to build trust with readers before you see a return on your advertising. How can I get a Special Deal on my Advertising? GayCalgary and Edmonton Magazine offers special discounts to reward long-term advertisers, in increments of 3, 6, 9, and 12 months. See our rate card for details. Aside from this, we do not deviate from the rate card or have sales/specials, because we already offer our advertisers the lowest rate possible for our magazine. Still, you can rest assured that your competitors are not getting a better deal than you are. Should I Advertise Regionally or Nationally? GayCalgary and Edmonton Magazine is a regional publication that specifically tailors its content to the interests and needs of Alberta readers. As a result, our readers find our publication more meaningful to them personally, and with this higher level of engagement comes more effective advertising exposure. Purchasing space in a national publication is a very clumsy advertising strategy for businesses that deal primarily with local customers. In most cases, the likelihood of people from other provinces accessing your products and services, or attending your events, is extremely low. Mixed in with ads from across Canada, readers are less likely to correctly recognize your ad as applicable to them. Furthermore, with less engagement, even those viable readers who do take notice of your advertisement, are less likely to act on it. v2010-01
An exception may be for people who are intending to travel to your region for other reasons (such as work, family gatherings, etc.) in which case they would refer to the appropriate regional publications anyway. Can I Compare the CPM of a Local publication to a National Publication? A national publication may have an attractively low CPM, on par with, or even lower than local publications. However, if only a fraction of their distribution goes to the region that brings you viable business, their CPM to reach that region is actually several times higher! To better compare, ask your national publication for their distribution percentage to regions that are useful to you, and then multiply their CPM by the inverse of that percentage to get the comparable CPM for local publications. Alberta CPM = National CPM * 100 / Regional Distribution e.g. National CPM = $100, Alberta Distribution = 10% ... Alberta CPM = $100 * 100 / 10 = $1000 What should my ad look like? Investing in ad space is sometimes not enough; the appearance of your ad is a critical factor in its effectiveness. The number one reason print ads are overlooked is because they are ugly: cluttered, hard to read, poorly laid out, contain low quality images, etc. If your ad doesn’t offer readers something that they want to look at, then it is likely to slip by them unnoticed. Here are some basic guidelines for designing your ad: - Grab Reader Attention - something about your ad needs to get them to initially look at it. This is typically accomplished with an attractive image, or a brief heading that inspires further curiosity. - Information at a Glance - the important details of your ad should be obvious, and absorbable by readers within seconds of looking at it. If your message isn’t immediately clear, most readers will move on. - Additional Details - when your ad does catch a reader’s full attention, you may wish to include further information in smaller print. But be careful not to overdo it, too much text is worse than not enough.
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
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FAQ’s Continued
- Making Contact - when readers are interested in your ad, it is critical to give them a way of reaching you. In most cases, a phone number is essential so that readers can obtain information. An E-mail address works to a lesser degree. For a retail store or venue, a Street Address is critical. A Web Address is also helpful. For events, you MUST mention location, date, and most commonly forgotten, a time even if only tentative.
Is Your Circulation Audited?
If you feel your in-house design capabilities are not up to par, talk to us about designing your ads for you. Our graphic designers will help you to develop an effective advertising campaign.
GayCalgary and Edmonton Magazine is an independently owned for-profit business, however, part of our mandate is to maintain a very strong commitment to LGBT community, culture and history.
Why is the Magazine not Out on the First of the Month? GayCalgary and Edmonton Magazine’s target schedule is to be released within the first week of every month, not necessarily on the 1st day of the month. We plan the magazine’s press schedule around important community events, not around end-of-month boundaries. This allows us to publish community event coverage in a more logical and timely fashion, so that month-end event photos can appear immediately in the following edition, not two or three months later. Advertisers receive roughly the same duration of exposure per edition as they would within a normal month. However, advertisers may want to consider promoting some events a month in advance (e.g. an event occurring early in December should consider advertising in the November edition). Failing this, we have other deadline-free advertising options, such as web banners. I’m a Day (or Two) Late for a Press Deadline - What Should I Do? Submit your files regardless, and call us immediately! There may still be a chance for your advertising to be added before the final designs are submitted to our printers. However, it is at our digression to refuse the late ad insertion if it causes unreasonable hassle. For deadline information, refer to the information in this media kit, visit our website, or subscribe to our monthly business newsletter for reminders and updates. v2010-01
No. By using controlled circulation, we already know where our magazines are going. We verify critical locations ourselves, and have paperwork from third-party distributors to show that the rest is being distributed. What does the Magazine Do to Support the LGBT Community?
Much of LGBT community and culture arises from grassroots non-profit organizations, charities, and special interest groups who invent creative ways to raise funds or inspire participation in fun activities. Our magazine is a wonderful means for exposure that can help these groups and their events to grow. We offer in-kind advertising and services as acknowledged sponsorship for community groups who, in some cases, may otherwise not be able to afford it. When possible, we also frequently write preview articles about upcoming events, and publish photographic coverage that may work to promote future events. In turn, this benefits our advertisers, who see higher pick-up rates because of our community involvement. Do the Articles and Photography Features relate to Advertising? Our photography features are created according to the magnitude of the event, its relevance to the LGBT+ community, and the number of photos that turn out well enough to publish. Advertising may make us aware of businesses and events that we should cover, but the amount of advertising a customer purchases does not carry any guarantee about quantity of coverage.
Please feel free to contact us if you have any further questions:
403-543-6960 • 1-888-543-6960
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
:::: www.GayCalgary.com ::::
2010 Booking Contract
Colour Glossy Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread B&W Matte Full Page 1/2 Page 1/4 Page 1/8 Page 1/16 Page 2 Page Spread 1/2 Page Spread Covers*
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* Cover placement is subject availability - please contact us prior to booking to ensure space is available.
City: Fax:
Deadline Reminders: Post Email Fax By signing here, you acknowledge that the above information is correct, agree to the terms and conditions outlined on the back of this page (please initial each section), and give a personal guarantee that all incurred advertising expenses will be paid. v2010-01
Total
Submitted by:
Postal Address: Phone:
Total
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Billing Information Company:
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Email: Invoice by:
Post Email Fax
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2136 17th Avenue SW Calgary, AB T2T 0G3 magazine@gaycalgary.com
Ph: 403-543-6960 Tf: 1-888-543-6960 Fx: 403-703-0685
:::: www.GayCalgary.com :::: Booking Sheet Instructions
Tentative Deadlines
Fill in the Print Ad grid with the quantity of each ad size that you wish to book, in the column of the month you wish to book them.
Issue
Total each ad size row using the appropriate frequency discount rates for the total quantity booked (of any size), and fill in the amounts.
March
Calculate the Grand Total and fill in the amount. Fill in the Billing Information section. Read and initial the “Copy & Contracts” and “Graphic Design Services” sections below.
Sign and date the booking sheet. Submit the completed booking sheet by E-mail, fax, or drop it off in person (please call ahead).
Copy & Contracts a. b. c. d.
e.
f.
g.
h.
No cancellations accepted after issue closing date. The advertiser reserves the right to change size and colour of advertisement prior to booking deadline. The advertiser is responsible for ensuring the correctness of information in all submitted materials. Frequency discounts are based on a contract period of consecutive months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date.
v2010-01
January February April May June July August September October November December
Booking Wed, Dec 30th Wed, Jan 27th Wed, Feb 24th Wed, Mar 31st Wed, Apr 28th Fri, May 28th Wed, Jun 30th Wed, Jul 28th Fri, Aug 27th Wed, Sep 29th Fri, Oct 29th Fri, Nov 26th
Submission Mon, Jan 4th Mon, Feb 1st Mon, Mar 1st Mon, Apr 5th Mon, May 3rd Tue, Jun 1st Tue, Jul 6th Tue, Aug 3rd Tue, Aug 31st Mon, Oct 4th Tue, Nov 2nd Tue, Nov 30th
All Dates are subject to change. Advance notice will be given via the monthly business newsletter, and on the website.
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All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary and Edmonton Magazine. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date.
Graphic Design Services a.
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The advertiser will receive a proof of any advertising produced by GayCalgary and Edmonton Magazine before the submission deadline. The advertiser assumes full responsibility for the correctness of information. Please read proofs carefully. The Publisher reserves the right to insert advertisements whose proofs remain unapproved after the submission deadline, and assumes no responsibility for incorrect information. All advertising material produced by GayCalgary and Edmonton Magazine remain the property of GayCalgary until paid for, in full, by the advertiser.