The Badger Herald
MEDIA KIT 2013-2014
Table of Contents How we stack up Our markets Publication schedule Special issues Display ads Classified ads Inserts Sponsorships Online advertising Social media Advertising packages Our policies
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The Badger Herald 326 W. Gorham St. Madison, WI 53703 Phone: 608-257-4712 Fax: 608-257-6899 or
Find Us Online! www.badgerherald.com Twitter: @BadgerHerald Facebook: The Badger Herald
For further advertising inquiries please contact
Mackenzie Chaffee Advertising Director 608-257-4712 ex. 301 mchaffee@badgerherald.com
Established in 1969, The Badger Herald is one of the first independent and student run newspapers in America. Since its establishment, it has been awarded one of the top five independent newspapers in the country along with countless other awards. We publish 15,000 issues on Monday and Thursday to more than 115 locations on the UW Madison Campus, Madison Area Technical College Campus, Capital Square, State Street, and other downtown businesses. Our online news expands much further. This year, The Badger Herald launched a 24/7 online news model to ensure we report on events the moment they happen via our website and social media outlets. The Badger Herald is UW Madison’s only 24/7 news source.
How we stack up US THEM THEM
Ads on our broadsheet paper are larger than our closest competitors’ tabloid sizes.
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5,239 5 2,682
Total Market: 61,965 1,658
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Our Markets Print 17,343
10,350 9,258
7,292 8
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2,027
Our Markets Online
www.badgerherald.com Data collected since February of 2013
10,000 weekday visitors on average
16,000 page views on any given weekday on average
of our visitors return to our website, and the average time a visitor spends on our website is 3 minutes.
Social Media
Twitter @BadgerHerald 8,265 followers (almost twice as many as our competitor)
Facebook 2,734 likes (over three times as many as our nearest competitor)
Visitors by Region
Publication Schedule September 2013 S 1 8 15 22 29
M 2 9 16 23 30
T 3 10 17 24
W 4 11 18 25
R 5 12 19 26
F 6 13 20 27
S 7 14 21 28
December 2013 S 1 8 15 22 29
M 2 9 16 23 30
T 3 10 17 24 31
W 4 11 18 25
R 5 12 19 26
F 6 13 20 27
F
4 11 18 25
7 14 21 28
5 12 19 26
6 13 20 27
W 2 9 16 23 30
R 3 10 17 24 31
F 4 11 18 25
S 5 12 19 26
S M T W R 3 10 17 24
S 7 14 21 28
S M T W 1 5 6 7 8 12 13 14 15 19 20 21 22 26 27 28 29
R 2 9 16 23 30
F 3 10 17 24 31
S 1 8 15 22 29
S M T 1 6 7 8 13 14 15 20 21 22 27 28 29
W 2 9 16 23 30
R 3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
F 1 8 15 22 29
S 2 9 16 23 30
February 2014 S 4 11 18 25
April 2014
S M T W R 3 10 17 24 31
S M T 1 6 7 8 13 14 15 20 21 22 27 28 29
January 2014
March 2014
2 9 16 23 30
November 2013
October 2013
S M T W R 2 9 16 23
3 10 17 24
4 11 18 25
F
S 1 5 6 7 8 12 13 14 15 19 20 21 22 26 27 28
May 2014 F 4 11 18 25
S 5 12 19 26
S M T W R 1 4 5 6 7 8 11 12 13 14 15 18 19 20 21 22 25 26 27 28 29
F 2 9 16 23 30
S 3 10 17 24 31
Academic Year 2013-14
Publication Schedule We publish multiple special issues throughout the year usually revolving around our high points in student readership. These issues have a long shelf life, making them a great advertising opportunity.
Special Issues
Summer Mail Home 7/25/13- A full size Badger Herald issue mailed to each freshman and transfer student home. It is a great way to draw new students and their parents into new businesses. A chance to make a first impression on students new to the area, UW Madison, and college life. Fall Back to School Issue 9/3/13 and 9/4/13 – Welcome students back from summer vacation with double exposure for the price of one ad. We print the same issue on both days. Bar and Dining Guide 11/18/13 This guide offers information and reviews on the best places to eat and drink in the Madison area and surrounding cities. Fall Diversions (Final Exams issue) 12/12/13- Filled with crosswords, kakuro, sudoku and shout-outs, this issue is created to distract students from finals. Will include things to do during Winter break. Spring Back to School Issue 1/21/14 and 1/22/14- Welcome students back from winter vacation with double exposure for the price of one ad. We print the same issue on both days. Student Choice Awards 2/13/14- Students cast their votes on categories such as Best Bar, Favorite Study Spot, etc. It features the winners and reviews. Spring Break Issue (Choose your Own Adventure) 3/10/14We give students a preview of summer and spring break with suggestions, information and reviews of fun activities and places. Dirty Bird 4/1/14- Our satirical April Fools’ Day joke. We put our own spin on another student newspaper on campus. Spring Diversions Issue 5/8/14- This spin on Fall Diversions has games, puzzles and shout-outs and gives students a break during finals week.
Display Advertising 1
Rates National: $12.75 Agency: $11.00 Non-Profit: $9.50 Local: UW: $7.50
$10.75
Student Org: $7.40
Sizes*
2 1 Column = 1.556”
4 Columns = 6.556”
2 Columns = 3.223”
5 Columns = 8.222”
3 Columns = 4.889”
6 Columns = 9.889”
* Our publication is based on a column-inch system.
2
Sizes continued one column inch
one column inch Eighth Page Horizontal 4 col. x 4” 16 total inches
Quarter Page Vertical 3 col. x 10.5” 31.5 total inches
Half Page Horizontal 6 col. x 10.5” 63 total inches
Eighth Page Vertical 2 col. x 8” 16 total inches
Sample Size 4 col. x 3” 12 total inches
Sample Size 4 col. x 10.5” 42 total inches
With the purchase of a 1/8 page ad or larger, receive a FREE 1,000 impressions worth of a 300 x 250 pixel ad on our online site for each day your print ad runs! No artwork? No worries! We will create it for you free of charge.
3
B&W: no extra charge
Spot Color: Local: $75 Non-local: $95
Add color
Full color: Local: $95 Non-Local: $185
4 Discounts & Placement Frequency
Prepay
10% off when you run your ad three consecutive days
5% if you pay before your ad runs
Guaranteed Payment Add 15% page or section of your choice
Ads requested past 5 PM the day before running will be charged an extra 5%
Sign a contract and receive a discount. Clients committing to at least 250 column inches in a 12 month period receive discounted rates.
5
Total cost
1: multiply your totals from steps 1 & 2 2: add your total from step 3 3: add or subtract your total from step 4
Display Advertising Let Us Help You Stand Out The Badger Herald’s Creative Department is qualified to design advertisements free of charge. We create both online and print advertisements.
To ensure quality work, production requests must be submitted no later than FOUR business days prior to the insertion date.
Our advertising representatives and our graphic designers are dedicated to working with you to create a campaign that best fits your business needs and goals.
Classified Advertising Policies & Rates Line by line ads must be prepaid unless the advertiser has an existing line of credit with The Badger Herald Standard Rate Student Rate Symbols Bold Upgrade Top Ad Upgrade
Tear sheets or proofs are not supplied unless requested by the advertiser
$0.35 per word per issue $0.25 per word per issue $0.35 per issue $0.15 per issue (bold first 3 words of your line by line ad) $0.10 per issue (line by line ad will appear at the top of the section)
Line by Line Unboxed text ads on the Classified page Charged per word Choose a section: Attention, Employment, For Rent, For Sale, Lost/Found, Parking, Sublets, Personals, Roommates or Services Classified Display Boxed display ads that run on the Classified page Charged per column inch Choose a section: Attention, Employment, For Rent, For Sale, Lost/Found, Parking, Sublets, Personals, Roommates or Services
Inserts Differentiate yourself by placing freestanding inserts in any of our daily issues.
1-12 Pages $75 per 1,000 inserts
13-24 Pages $80 per 1,000 inserts
25 + $85 per 1,000 inserts
Receive 5 percent off by inserting two times per month
Sponsorships Sponsor a special feature in our paper. Sponsorships are a great way to reach students on a daily and weekly basis.
SHOUT-OUTS $300 Our extremely popular student interaction feature. Unique to The Badger Herald. Shout-outs are a campuswide phenomenon!
2ND CHANCES $200 This new feature is our spin on “Missed Connections� on the Classified page every Thursday!
MONDAY MORNING RANT $150 Popular student content which features the best rants about campus life. On the Classified page every Monday.
PUZZLES $75 Our daily full page of comics, crosswords, kakuro, and sudoku is one that students never pass up!
CARTOON CAPTION CONTEST $100 Students submit cartoon captions and the best is featured on the Classified page. Great chance to promote your business weekly!
Online Advertising Rates When purchasing an online ad, you choose the start date and an optional end date. The number of impressions you purchase and the run window will determine how often the ad is displayed.
Home Leaderboard Leaderboard Large Rectangle Scrolling Banner
728x90 728x90 300x250 160x600
Our advertising representatives have experience in determining the proper amount of impressions needed to fit your advertising goals.
$20/1,000 impressions $10/1,000 impressions $8/1,000 impressions $9/1,000 impressions
Text Link $75/month Shoutouts $10/posting on our popular online shoutouts page
Social Media Advertising Rates
Complete your advertising campaign with a tweet out to our over 8,000 Twitter followers. A great way to advertise to our on-the-go, and highly mobile target. Morning tweet M-F Lunch time tweet M-F Evening tweet M-F Weekend
8am-11am 12pm-2pm 3pm-5pm 10am-5pm
$10 $25 $15 $15
Advertising Packages VIP DAY BUNDLE 1/4 page full color ad 1 Badger Herald endorsed lunchtime tweets the day of ad run 300x250 Large Rectangle Ad for the day (11,000 impressions)
$500 VIP WEEK BUNDLE (over $100 savings)
CUSTOMIZE YOUR PACKAGE: Can’t find what you are looking for? Let us know! We are willing to customize a package to fit your advertising needs and budget.
Two Âź page full color ads 1 Badger Herald endorsed lunchtime tweet every day (Monday-Friday) 300x250 Large Rectangle Ad for the week (55,000 impressions)
$1,000 (over $300 savings)
Advertising Policies PROCESS All advertisements must be reviewed by the advertising executive making the sale prior to insertion. When screening for objectionable content, executives and ad managers should take a visual scan of the actual ad, including any linked content for web, and conduct thorough client research. This could include web searches, and contacting other newspapers via the CNBAM listserv. POLICY Approval : All advertising is subject to acceptance by the Advertising Director at The Badger Herald, who reserves the right to reject copy at their sole discretion anytime prior to publication. The Badger Herald reserves the right to refuse advertising containing obscene, patently false, libelous, or inciting physical violence. Should the Advertising Director have questions about approval the ad will be reviewed by the Board of Directors and subject to a majority vote. Liability: The advertiser and/or agency agree to assume full and complete responsibility and liability for the content (including text, illustrations and copyright) of any advertisements placed in The Badger Herald or www.badgerherald.com. Political Advertisements: Must conform to Wisconsin campaign disclosure laws. They must show clear endorsement, i.e. “Paid for by...” All political-related advertisements will have placed upon them “Paid Advertisement.” Advertorials: Any advertisement that simulates news can be accepted, but must carry the phrase “Paid Advertisement.” The Badger Herald may change the policy at any time.
Advertising Policies Advertising will be billed each month with an itemized invoice statement including related charges and one tear sheet for each advertisement. Requests may be made for up to four additional tear sheets. A credit application is required in order for any advertiser to be invoiced. Please allow one week for initial processing of credit applications. If an ad must run before approval, advertisers must prepay by check or credit card. Unless other arrangements have been made, line classified advertisements are billed at the start of the ad run. All display advertising cancelled after the space reservation deadline, with a signed insertion order, will be billed for 100% of the space cost. All returned checks will be assessed a $30 service charge and may be electronically represented for payment. All advertising rates are net (non-commissionable). Accounts 30 days past due may incur a 1.5% monthly finance charge. Accounts 60 days past due will be required to prepay for all new advertising. Accounts 90 days past due will have advertising suspended at the discretion of the business manager and may be sent to a collections agency. Special billing and handling procedures may be arranged with the publisher, Peter Hoeschele at 608-257-4712 ext 201.