Read all Over STUDENT LIFE THE INDEPENDENT NEWSPAPER OF WASHINGTON UNIVERSITY IN ST. LOUIS
2001-2002 Advertising Rates and Information
STUDENT LIFE THE INDEPENDENT NEWSPAPER OF WASHINGTON UNIVERSITY IN ST. LOUIS
Dear Advertiser, Students at Washington University have looked to Student Life for nearly 125 years as their primary information source. When our readers open Student Life, they open a world of news–campus, city and national, plus a world of feature stories, sports, advertising and much more! Student Life is consistently ranked as one of the nation’s premier college newspapers, garnering national awards for excellence in coverage, advertising and design. Most recently, Student Life was named a Pacemaker Award recipient, making it one of the top 25 college newspapers in the country! By choosing to advertise in Student Life, your business will reach over 13,000 people in the most affluent college market in Missouri.This market spends over $33 million yearly on discretionary (non-school related) items, and Student Life is the most efficient and effective way to reach them. Our marketing consultants are committed to helping you formulate an advertising plan that will effectively build your business.We also employ a staff of graphic designers that can create effective, eye-catching ads at no additional cost! Student Life is devoted to satisfying your advertising needs. I urge you to let us help your business reach its goals. Sincerely,
Christopher Kiggins Advertising Manager
Contents Contact Information
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Marketing Information
4
Ad & Credit Policies
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Classified Rates & Charges
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Display Rates & Deadlines
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Mechanical Specs
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Special Ad Opportunities
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Frequently Asked Questions 11 Terms and Conditions
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Affiliations and Awards
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Submission Guidelines
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Publication Schedule
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Contact Information General Manager Advertising Manager Business Manager Advertising Sales Fax Email Web
Andrew O’Dell Christopher Kiggins Joyce Lawrence 314-935-6713 314-935-5938 advertising@slife.wustl.edu www.studlife.com
Mailing Address Student Life One Brookings Drive • Campus Box 1039 Room 42 • Women’s Building St. Louis, MO 63130
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Demographic Information Student Life is the best way to reach the Washington University community. This thrice weekly publication is read by over 80% of students and the 10,000 faculty and staff members at Washington University. You’ll find no better way to reach this lucrative market. To reach the college market the way Student Life covers it, you’d have to purchase ads on at least: 8 different radio stations or 5 different tv stations or 2 different newspapers Total WU market
85%
have a credit card
63%
own a car
44%
own a bicycle
80%
own a computer
96%
have access to the internet (average weekly hours using the internet/email: 9.4)
21,844
Faculty/staff 10,307 (WU is one of the top 10 employers in the metro area.) Total Student Population Undergraduates Freshman Sophomores Juniors Seniors
Student Data:
11,537 5,700 1,448 1,395 1,453 1,404
Student Purchases in the last year: 55% Car Parts (Services) 46% Furniture 53% Appliances 54% Software
Graduate Students Part-Time Students
4,533 1,304
11% Car
Average student age: 22 50% male 50% female
Dollars Student Life readers spend monthly:
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Groceries
$1,014,288
Food and Drinks
$853,902
Clothing
$538,687
CD’s and Tapes
$164,398
Movies
$136,647
Movie Rentals
$67,155
Ad Policies Reject or Edit Student Life reserves the right to reject or edit any advertisement for any reason, at any time prior to publication. Only printing of an advertisement signifies acceptance. We also reserve the right to print “advertisement” on any ad which closely resembles editorial material. Defend & Indemnify The advertiser and the advertising agency agree to defend and indemnify Student Life against liability, loss or expense arising from the claims of libel, unfair competition, patents, violation of rights or privacy and infringement or copyrights and proprietary rights resulting from the publication of the advertisements. Rates Student Life reserves the right to change its advertising rates and policies set forth on this rate card at any time with 30 days notice to advertisers. In this event, an advertiser may amend or cancel his/her contract or space reservation order on the date the rate change or policy change takes effect. Distribution Student Life will be under no liability for late delivery due to any natural occurrence or printer error. Creative Ideas It is the policy of Student Life to protect the creative ideas, design and artwork of an advertiser from being duplicated by another advertiser. Make Goods In the event an advertisement runs containing an error that is clearly the fault of the newspaper and detracts from the intended message, it is the advertiser’s responsibility to notify the Advertising Manager within 3 days of the publication date in which the error occurred. After this period, Student Life is exempt from any liability for the error. In the event an ad containing an error, which detracts from the intended message of the advertisement, runs in more than one publication, a billing adjustment will be made only for the first insertion. It is the policy of Student Life to offer discounts for errors as follows: • Incorrect date, location of business or phone number: 20% off the total price of the ad. • Misspellings that detract from the ads message: 10% off the total price of the ad. • Lack of, or a subjective view of creativity will not be a factor in awarding advertisers credit or make good. It is the advertiser's responsibility when he/she places and ad to request a proof of the ad.
Credit Policies Advertisers must prepay until they receive credit approval from the Advertising Manager. New businesses must prepay for at least three months. In addition, Student Life reserves the right to require an advertiser to prepay or pay with cash at any time. Accounts with outstanding balances will be billed every month. A 1.5% (18% APR) fee will be assessed for balanced not paid within 30 days.The minimum monthly finance charge is $2.00. If the balance is not paid within 60 days of the invoice date and collection agencies are warranted, agency fees will be added to the advertiser’s final bill. Expenses incurred by Student Life during the collection process are the responsibility of the debtor. Credit privileges will be revoked indefinitely once an advertiser’s balance has gone unpaid for 60 days. At this time, the advertiser may advertise only on a double prepayment basis.The additional payment will be used to remit the amount owed. After 90 days, the advertiser may not advertise in Student Life until the bill is paid in full. A $25 service charge will be assessed on all returned checks. University departments, student organizations, ads smaller than 8 column inches, classified ads, political and going out of business ads must prepay.
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Classified Rates and Charges Classified Ad Rates 25¢/word 20¢/word 15¢/word
1-5 days 6-9 days 10+days
• There is a 15 word minimum on all classified ads. • All Classified ads must be prepaid. • Cash, check,Visa & Mastercard are acceptable forms of payment. • Ads may be placed during normal business hours at 314-935-6713. • Personal checks must include a drivers license number. • Tearsheets or proofs are not provided for classified ads. • No refunds will be made for any cancelled ads. • First and last names may not appear together in any “Personal” ad. • The Student Life Advertising Manager reserves the right to reject any ad. • Lost & Found ads are free.
Classified Headings: Announcements Business Opportunities For Rent For Sale Help Wanted Lost & Found (FREE) Personals Real Estate Roommates Services Sublet Tickets Travel Wanted The deadlines for classified ads are the same as those for regular display ads. See page 8 for details.
Rates Display Ads All rates are net (non-commissionable). Open Rate: $12.00/column inch Local Rate: $10.00/column inch All advertising is payable in advance unless the advertiser has established credit with Student Life. Credit applications are available by calling 314-935-6713 or ask your account representative. Contract Rates (Available for Local Clients ONLY) 10% discount for 250-499 inches 15% discount for 500-999 inches 25% discount for 1000+ inches Discounts may be combined, up to a maximum allowable discount of 25%. Contract rates do not apply to color charges. Placement Charges Back Page: $100 (No other positions are guaranteed) Insert Rates 0-4 pages: $55 per thousand. 4+ pages: $75 per thousand. Minimum 3,000. Maximum 7,000. Other discount and contract rates do not apply. A copy of the insert must be sent at least two weeks prior to insertion to the Advertising Manager for approval. All inserts must be delivered to the printer at least one week before the date of insertion. Shipping Address for Inserts: Louisiana Press Journal Printing 3406 W. Georgia Street Louisiana, MO 63353 Attn: Student Life Inserts Spot Color 1 color + black: 2 colors + black: 4-color process: Color charges are in addition same regardless of ad size.
$100 $200 $300 to space charges and are the
Deadlines Tuesday issue: 2 p.m. Friday Thursday issue: 2 p.m. Monday Friday issue: 2 p.m.Tuesday • Cancellations after deadline will be charged at full value. • Please request proofs at the time of your order. • Copy changes are due by noon the day prior to publication.
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Display SAU one column-inch 2 1/16” wide x 1” deep
Mechanical Specs
Common Ad Sizes:
• Student Life and Cadenza are broadsheet publications produced using offset printing. • All camera ready art must be sent one pica short and should be supplied at an 85 line screen. • Display ads over 17 inches in length will be billed at the full column depth of 21 inches. • Photos, logos and clip art should be black and white (excluding four color material). • The quality of faxed artwork is extremely poor and therefore not accepted as submitted artwork.
Full Page 6 col x 21” $1260 (Local Rate)
Half Page 6 col x 10.5” $630 (Local Rate)
Display: Maximum printed area 13” wide x 21” deep One Column
2.06”
(12p3 picas)
Two Columns
4.25”
(25p6 picas)
Three Columns
6.43”
(38p9 picas)
Four Columns
8.62”
(52 picas)
Five Columns
10.81”
(65p3 picas)
Six Columns
13”
(78p6 picas)
Quarter Page 3 col x 10.5” $315 (Local Rate)
Column Size: Pages are 6 columns wide. Each column is 2.06 inches (12p3 picas) wide. There is a 1 pica (1/16”) gutter between columns. Common Ad Sizes: Full Page
13”w x 21”d
Half Page (vertical)
6.43”w x 21”d
Half Page (horizontal)
13”w x 10.5”d
Quarter Page
6.43”w x 10.5”d
Eighth Page
6.43”w x 5.25”d
Sixteenth Page
4.25”w x 4”d
Eighth Page 3 col x 5.25” $157.50 (Local Rate)
Sixteenth Page 2 col x 4” $80
Special Advertising Opportunities July 13, 2001 Orientation Issue–This highly anticipated issue is the first contact with St. Louis and Washington University for many freshman. Advertising in this edition will have your business placed in the minds (and mailboxes!) of incoming students. In addition to distribution on campus, this edition is mailed to the home of every incoming freshman in mid-July. August 21, 2001 Back to School Edition–Our first issue in the fall is packed with information about Washington University for new students and news about what has happened since May for returning students. This is your first opportunity to let students know about your business as they move in to their new dorm room or apartment. September 14, 2001 Night Life Guide–We’ll be publishing our guide to restaurants, bars, and other night life in the St. Louis metro area.The back to school rush is over and students are looking to venture off campus and explore. Advertise in this special promotion and let WU students know what you have to offer! October 5, 2001 Career Fair Issue–WU’s largest career fair will be taking place today. Looking to recruit the nation’s finest graduates? Advertise in this edition and let WU students know about jobs and internships you have available. October 19, 2001 Parents Weekend–Parents Weekend is the first opportunity many students will have to leave campus since they arrived in August. Parents come into town for the weekend ready to spend money on their kids for meals, clothes and St. Louis souvenirs. Let the parents (and students) know who you are and where you’re located. November 2, 2001 U. City Loop Guide–This special promotion for businesses in the Loop will give you the opportunity to let WU students know what you’re all about.
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February 13, 2002 Valentine’s Day–Valentine’s personals will dominate this issue, increasing our already high readership. It’s the perfect opportunity for restaurants, flower & candy shops and anyone else who wants a segment of the Valentine’s Day hoopla. March 19, 2002 CWE Guide–Our annual guide to the Central West End area of St. Louis is a popular feature. With the weather warming, students will be looking for outdoor dining, shopping and other activities. Advertisers in this promotion will be placed on a pull-out map of the area. March 29, 2002 Student Libel–This is a tradition at Washington University. The Student Libel issue is the annual April Fool’s issue that makes fun of everyone and everything. Everyone awaits the Student Libel issue to see what the wacky editors at Student Life have come up with this year. This is one of the most anticipated issues of the year. Don’t miss out! April 19, 2002 Final Fling–Our final publication day is Friday, April 19th.The end of the semester is a busy time on campus for several reasons and we need your help. Finals are the last week in April, so we’ll need your help with late-night dining options, copy services and more just to get WU through finals.Then, there’s the celebrating and good-byes (some for the summer and some forever). Parties, farewell lunches and dinners, gifts for grads, road trips, summer storage options, moving help – the list is endless. May 7, 2002 Commencement–This issue is a tradition at Washington University. It looks back on the past four years-the highs and lows of the Class of 2002. Let the graduates and parents know how much you appreciate their business for the past four years. This edition is passed out at commencement to graduates, parents and visitors.
Frequently Asked Questions Q: Can you design an ad for me? A:Yes! We have a dedicated staff of graphic designers that can help you design a powerful, successful advertising message at no additional cost to you. Ask your marketing consultant! Q: I don’t have a lot of money. How can I make my ad stand out? A: There are a number of ways to make your ad stand out, even if it’s a smaller ad. First of all, think big even in small space ads - use the layout, graphics and type to make an impact. Then make sure your copy is well written and not only informs, but entertains. You must keep the audience’s interest. Some other tips include: •Get readers involved with your ad. Encourage them to write on it, cut it up, anything to make your ad memorable. •Use white space. Too often advertisers feel the need to fill every inch of space in their ad. Instead, try leaving part (or much) of your ad empty. It will certainly draw attention (and that is the point, right?) to your ad. •Use strong graphic elements. As they say, a picture is worth a thousand words. •Still no ideas? Ask us, that’s why we’re here.
Q: Can you bill me? A: Yes, but you must have an approved credit application on file with Student Life in order to be billed. Applications are available from the General Manager at 314-935-6713. Until your application has been approved you must pay in advance by cash, check or credit card.
Q: How does placement work? A: Student Life can only guarantee one position (the back page). An additional charge is required. Putting the paper together is much like a puzzle with pieces of different sizes and sometimes your ad simply will not fit in the position you requested.We will try to honor other requests, but it is very difficult.
Q: What happens if I do not finish my contract? A: Under the terms of the advertising agreement, you will be billed for any unused inches at the end of your contract.These terms are carefully spelled out in the contract. Ask your Account Representative if you have any questions.
Q: Can I supply an ad electronically? A:Yes! We accept ads electronically if they follow some basic formats & policies. Directions on how to send us an ad electronically are listed on page 14.
Terms and Conditions 1. Payment Terms: Payment is due prior to first ad insertion unless an approved credit application is on file.To apply for credit, please fill out a credit application (available from your Account Representative or the Advertising Manager at 935-6713). Allow 4-6 weeks for processing. All new accounts must prepay for 6 months. Accounts more than 30 days overdue are considered delinquent and may be cancelled at the discretion of the Advertising Manager. A Service Charge of 1.5% per month (18% per annum) will be assessed on past due accounts. 2. Edit or Reject Copy: Student Life reserves the right to edit or reject any advertisement for any reason, at any time prior to publication. Only printing of an ad signifies acceptance. Student Life also reserves the right to print “PAID ADVERTISEMENT� on any ad which closely resembles editorial material. 3. Billing Adjustments: Student Life assumes no financial responsibility for errors in advertisements beyond the cost of space actually occupied by the advertisement in which the error is made. Please see current rate card for information regarding billing adjustments for errors which are clearly the fault of the newspaper. Lack of, or a subjective view of creativity will not be a factor in awarding advertisers credit or make goods. It is the advertiser’s responsibility when he/she places an ad to request a proof of the ad. 4. Defend & Indemnify:The advertiser and advertising agency agree to defend and indemnify Student Life against any liability, loss or expense arising from the claims of libel, unfair competition, patents, violation of rights of privacy and infringement of copyrights and proprietary rights resulting from the publication of the advertisement. 5. Rates: Student Life reserves the right to change its advertising rates and policies set forth on this rate card at any time with 30 days notice to advertisers. In this event, an advertiser may amend or cancel his/her contract or space reservation order on the date the rate change or policy change takes effect. 6. Cancellations: All cancellations must be received in writing and received prior to the regular advertising insertion deadlines. 7. Proof of Publication: Advertisers who would like to receive proof of publication should request tearsheets at the time they place their advertising order.Tearsheets are mailed separately from invoices to the billing address. Student Life will try to accommodate request for multiple tearsheets to the best of its ability. 8. All policies and rates set forth in the current Rate Card are herein incorporated by reference.
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Affiliations & Awards
Electronic Ad Submission Guidelines
Affiliations College Media Advisers (CMA) College Newspaper Business and Advertising Managers (CNBAM) Associated Collegiate Press (ACP) Missouri College Media Association (MCMA) Associated Press (AP)
Ads submitted electronically are preferred. Ads may be emailed to: advertising@slife.wustl.edu or supplied on ZIP disks. We are a Macintosh operation; PC disks or files can not be accepted.
2001 Awards Pacemaker Award Recipient Business and Advertising Student Staff of the Year First Place Best Classified Section Best Training Program Best Internet Display Ad Second Place Best Black & White Display Ad Best Rate Card Third Place Best Newspaper Promotion Campaign Best Special Section Best Sales Promotion Materials
2000 Awards First Place Best Back-to-School Issue Best Spot Color Display Ad Second Place Best Classified Section Best Training Program Third Place Best Special Section Best Full Color Display Ad Best Promotional Materials Best Internet Display Ad
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Our preferred format is Adobe's PDF format, with all fonts embedded. We also accept files in Quark Xpress 4.1. Please make sure that you include all fonts and artwork when submitting files electronically. When submitting an ad electronically, we also ask that you submit a hard copy in case of technological difficulties. Ads designed in other programs (Microsoft Word, PageMaker, Publisher, etc.) will not be accepted.
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Publication Schedule August 2001
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*Classifieds will not be published in the May 7, 2002 Commencement Issue. 16
Student Life One Brookings Drive•Campus Box 1039 Room 42•Women’s Building St. Louis, MO 63130
© 2001 Washington University Student Media, Inc.