555 Colman Center Drive P.O.Box 7044 Rockford, Illinois 61125 Phone: 815-399-4300 Fax: 815-399-6225 General e-mail: observer@rockforddiocese.org Advertisng Contact: Ronald Bergman Advertising e-mail: rbergman@rockforddiocese.org Advertising material e-mail: observer@rockforddiocese.org PUBLICATION: The Observer is published weekly on Fridays, on the dates listed below. It is delivered by direct mail to well over 58,000* readers in approx. 25,000* households. Issues regularly include Diocesan, World/Nation, Media/Arts, What s Up, Applause, Opinion, Forum and For The Record sections, with special editorial emphasis and features scheduled for specific issues throughout the year. (see below) CIRCULATION: The Observer is the official newspaper of the diocese of Rockford. It was established in 1935, and serves more than 460,000 Catholics in the 11-county Northern Illinois Area, from the Fox River on the east to the Mississippi River, from the Wisconsin state line on the north to the southern borders of Whiteside, Lee, DeKalb and Kane Counties. READERSHIP STATISTICAL PROFILE: Gallup surveys indicate that Catholics represent a prime group; they represent about 23% of the entire population and are among the most upwardly-mobile of any group in the nation. Catholics represent approximately 26% of the total population within the Rockford Diocese. According to a book recently co-authored by George Gallup, Jr., their challenge is not how to fit into society, but how to lead it. So our readers tend to be among today s leaders in business, commerce and the professions. They are likely to be college graduates, white-collar workers and homeowners with betterthan-average family incomes, in their key earning and buying years. In addition, 31% of our readers live in households with 3 or more persons. Readership is extremely loyal: 94% told us they read the last issue they received; 87% told us they read the last 4 issues they received. (compares to 65-75% nationally) WHY ADVERTISE IN THE OBSERVER? The Observer, the official newspaper of the Rockford Diocese, is the very best way to reach Catholic readership in Northern Illinois. Good investments are all about VALUE. Consider the VALUE The Observer offers. In general, Catholics buy more of just about everything. Compared to the general population, Catholics are more likely to: Enjoy higher incomes - 32% more likely to have household incomes over $75,000; 48% more likely to have household incomes over $100,000. Own their home - 33% more likely to own their residences/homes; 150% more likely to be part of a timeshare agreement. Attain much higher levels of education - 42% more likely to have some college, or more. Travel more - 19% more likely to have taken domestic trips in past 12 months; 59% more likely to have taken trips abroad in the last three years. Eat out more frequently - 89% more likely to dine out regularly. Have a college and a graduate degree - 42% more likely to have some college, or more; 88% more likely to have a four-year degree, or more. Observer Readers: Are 31% - 51% more likely to actually read the newspaper they receive. Don t ignore the Catholic market Catholic Diocese of Rockford Jo-Davies Carroll Whiteside Stephenson Winnebago *Average weekly circulation for 12 months ending 9/16/13 was 25,694. Includes 1 special circulation issue. Ogle Lee Boone DeKalb McHenry Kane
2013-14 DISPLAY Ad RATES (B&W)*** 555 Colman Center Drive P.O.Box 7044 Rockford, Illinois 61125 Phone: 815-399-4300 Fax: 815-399-6225 e-mail: observer@rockforddiocese.org Advertisng Contact: Ronald Bergman Advertising e-mail:rbergman@rockforddiocese.org Note: Below are shown ONLY A FEW SAMPLE Ad Sizes and Rates. Ad Dimensions 1-4 times 5-9 times 10-19 times 20-39 times 40-49 times 50 times Full Page (10.25 w x 15.5 h) $1,252 $1158 $1065 $975 $887 $803 4/5 Page Vertical 4 col. (8.17 w x 15.5 h) $1001 $936 $871 $805 $741 $678 4 x 12 Vertical 4 col. (8.17 w x 12.0 h) $775 $733 $689 $644 $599 $554 3/5 Page Vertical 3 col. (6.08 w x 15.5 h) $751 $710 $667 $624 $580 $537 4 x 10 Vertical 4 col. (8.17 w x 10.0 h) $646 $614 $580 $545 $510 $474 1/2 Page Horizontal 5 col. (10.25 w x 7.75 h) $626 $595 $562 $528 $494 $459 1/4 Page* Vertical 2 col. (4.0 w x 9.75 h) $315 $304 $292 $279 $265 $250 Horizontal 3 col. (6.08 w x 6.5 h) $315 $304 $292 $279 $265 $250 1/6 Page* Vertical 2 col. (4.0 w x 6.75 h ) $218 $213 $206 $199 $191 $182 Prices are for B&W. Color add-on is available on any ad size. Prices shown are for each time the ad runs. Horizontal 3 col. (6.08 w x 4.5 h) $218 $213 $206 $199 $191 $182 1/8 Page* Vertical 2 col. (4.0 w x 4.75 h) $153 $150 $147 $142 $137 $132 3 x 3 Horizontal 3 col. (6.08 w x 3.0 h) $145 $142 $139 $135 $130 $125 2 x 2 Horizontal 2 col. (4.00 w x 2.0 h) $65 $63 $62 $60 $58 $55 * Approximate Many other sizes are available. Most any ad height up to 15.5 (in 1/4 increments) that fits a standard column width is available to you (see listing of column widths below). Contact us for assistance. DEADLINES: Mechanical Information The Observer is published on Fridays**. Column Widths: 1 = 1.92 = 11.5 Picas Ad space deadline is Tuesday, 2 = 4.00 = 24.0 Picas 10 days prior to publication date. 3 = 6.08 = 36.5 Picas 4 = 8.17 = 49.0 Picas ** See publication Schedule for dates. 5 = 10.25 = 61.5 Picas Other Charges and Information*** Open Rate: $16.15 per column-inch Material Specifications Camera-ready ads may be submitted in hi-rez.pdf format compatible with PC based equipment. Do not submit in Microsoft Publisher. If submitted in PageMaker 7.0 or InDesign, all fonts used must be included. (Observe all copyright laws.) Circulation: Color: Approx. 25,000*, most all are delivered by USPS Add $300 per ad per page. Microsoft Word may be used as layout suggestions, but ad will be recreated in our software using your graphics and text, which must be included. Special Services: Restrictions: Placement: Commissions: Copy writing, design, and layout assistance available, usually at no charge. Message must support the mission of the Catholic Church. No alcohol, gambling or political ads. No ads for adoption services. Every effort is made to accommodate placement requests, but placement is not guaranteed. 15% offered to bonafide agencies. Publisher s Option: The publisher reserves the right to reject any advertising at his discretion. NOTE: Average weekly circulation for 12 months ending 9/16/13 was 25,694. Includes 1 special circulation issue. *** Prices and information subject to change without notice. Graphics must be furnished in.jpg or.tif format. DO NOT EMBED GRAPHICS in the document. They must be furnished asattachments. Photos: Photos should be the original.jpg format from the camera with a dpi of 72. -- Scanned images should have a resolution of at least 200 dpi. -- For best reproduction please send uncropped, full size photos. -- Do Not embed photos in Word or any other word processing program. Send separate.jpg attachments. c
Schedule your ads each month to reach your audience in issues with age-group-specific feature pages. Through a concerted initiative begun in 2008, we devote the two center pages, in full color, to articles of specific interest to three age-specific categories. Every month: Seasoned Observer: first issue is focused on Seniors; (baby boomers and up) Forever Family: second issue is focused on Family; (conception to natural death) Young Observer: third issue is focused on Youth. (high school, late teens, mid-twenties) The remainder of each issue still carries the full range of articles our readers have told us are pertinent to them. That definitely is a value-added opportunity for you, the advertiser. Typical pages illustrated Publishing Schedule For 2013-14** OCTOBER, 2013 4 (Seniors) Respect Life Month 11 (Family) 18 (Youth) 25 (Junior Observer) (Calendar) FEBRUARY, 2014 7 (Seniors) 14 (Family) World Day of the Sick 21 (Youth) 28 (Junior Observer) (Calendar) JUNE, 2014 6 (Seniors) Salute to Grads 13 (Family) 20 (Youth) 27 (Junior Observer) Ordinations (Calendar) MARCH, 2014 NOVEMBER, 2013 7 (Seniors) 1 (Seniors) All Saints/All Souls 14 (Family) 8 (Family) 21 (Youth) Colleges/Vocations 15 (Youth) 28 (Junior Observer) Easter (Calendar) 22 (Junior Observer) (Calendar) 29 No Paper APRIL, 2014 4 (Seniors) DECEMBER, 2013 11 (Family) 6 (Seniors) 18 (Youth) 13 (Family) 25 (Junior Observer) Stewardship? 20 (Youth) Christmas Issue [Plus Circulation to more than 88,000?] 27 No Paper (Calendar) January, 2014 3 No Paper 10 (Seniors) (Family) 17 (Youth) 24 Catholic Schools Week 31 (Junior Observer) (Calendar) MAY, 2014 2 (Seniors) World Day of Prayer for Vocations 9 (Family) 16 (Youth) 23 (Junior Observer) Jubilarians? (Calendar) 30 No Paper JULY, 2014 4 (Seniors) 11 (Family) 18 (Youth) 25 (Junior Observer) Faces of Faith (Calendar) AUGUST, 2014 1 (Seniors) 8 (Family) Back to School 15 (Youth) 22 (Junior Observer) (Calendar) 29 No Paper SEPTEMBER, 2014 5 (Seniors) 12 (Family) Colleges/Vocations 19 (Youth) 26 (Junior Observer) (Calendar) ** Scheduled as of Oct. 9, 2013. Information subject to change without notice.
2013-14 Insert Rates and Requirements** Why use inserts in The Observer? 1. You can save money. You can reach Catholic families in the Rockford Diocese with your advertising insert for about 5.8 cents each. That s only $58/thousand; far less than standard postal costs, even at bulk rates. 2. You can reach a very targeted audience-the right Catholic audience. The Observer is the best way to reach Catholic homes in the Diocese of Rockford. The Observer is delivered to paid subscribers in 11 counties in Northern Illinois. 3. You don t have to stuff envelopes. You don t even have to sort them by zip codes for mailing at the Post Office. 4. Your message can be designed the way you want it. Your insert can be created in a one-color, two-color, three-color, four-color format and can be made as simple or complex as your creative skills and budget allow. 5. You can even target your message to specified areas of the diocese. Your insert can be sent to the entire Observer subscription list or only to the areas you specify. We have five individual zones available to you. There is no extra cost to target these individual areas. 6. You receive the assistance of The Observer staff all the way through the process. We are eager to discuss your needs and assist you wherever possible in preparing and distributing your message to our diocesan family. 1. Insert piece maximum size is 8.0 x 10.5 It must not exceed 8.0 x 10.5. But the insert may be folded to meet that dimensional requirement. 2. Total advertising area Total surface area of the insert must be no greater than the equivalent of 8 sides 8.5 x 11. That s almost 750 square inches of advertising space. Two 11 x 17 sheet or four 8.5 x 11 sheets, when printed on both sides, will meet this requirement. 3. Additional cost for folding or for larger pieces Advertiser will be liable for additional costs for larger advertising surface area or for folding larger pieces to meet the 8.0 x 10.5 size requirement. 4. Insert may be tri-folded. Single sheets that are tri-folded are retained more securely in the paper. Insert Requirements** 555 Colman Center Drive P.O.Box 7044 Rockford, Illinois 61125 Phone: 815-399-4300 Fax: 815-399-6225 e-mail: observer@rockforddiocese.org Advertisng Contact: Ronald Bergman Advertising e-mail: rbergman@rockforddiocese.org Advertising material e-mail: observer@rockforddiocese.org We will deliver your message for only 5.8 C 5. Insert may be stapled Insert pages may be stapled. It is not necessary to stickytab the open side. Folded or stapled advertising brochures work well as an insert. 6. Insert price does not include printing. Advertiser may design and print the insert at the facility of their choice. Insert price does not include graphic services or printing costs. 7. Deliver to our printer two weeks in advance. The inserts must be received, banded and skidded, at our printer s facility in DeKalb at least 2 weeks in advance. Insert price does not include shipping costs. Each carton must be labelled with: Attn: Cindy - For Observer issue (insert the issue date.) 8. Deliver two samples to THE OBSERVER Also send two samples to The Observer. MUST arrive NO LATER THAN two weeks prior to insertion date. ** Subject to change without notice. c
thousands of viewers 24/7/365. Banner 600 x 130 pixels Right Tall (Skyscraper) 120 x 600 pixels $200/month Upper Left 160 x 375 pixels $175/month Lower Right $150/month 120 x 300 pixels Lower Left 160 x 325 pixels $100/month $125/month WHY DOES WEBSITE ADVERTISING WORK SO WELL? Among the benefits to the Advertiser of using the Newspaper s website: Website visitors usually do not bookmark the retailer s website. They bookmark news sites. Observer.rockforddiocese.org is a newspaper site. Observer pages are visited thousands of times per month and your ad will be seen as they visit. Observer.rockfordiocese.org has only 10 TOTAL advertisers - ONLY two at each of ONLY five ad locations - to increase your ad s visibility. () Run of Site - Your ad will be seen on the home page and more than 50 of the most popular internal pages. And that number continues to increase weekly as new pages are added. That provides AMAZING VISIBILITY for those 10 select advertisers. Low, low monthly advertising cost. Contact Ron Bergman: 815-387-3385 or email to rbergman@rockforddiocese.org ** Subject to change without notice.
Put your name in front of more than 58,000* readers with The Observer s Low-Cost Advertising Opportunity! B USI N ES Spotli g h t How s this for GREAT VALUE for your advertising budget: Your ad - Delivered to about 58,000 readers in nearly 25,000 * Catholic homes - Every week *** for a year - ONLY $475 **... TOTAL!! - That s only $9.50 ** per week!! That s REAL VALUE!! Sample Actual Ad Size (Single) 2 3/4 wide x 1 high (Double) 2 3/4 wide x 2 high (Triple) 2 3/4 wide x 3 high For more details, or to reserve your spot, call Ron Bergman at 815-399-4300, ext. 385 or e-mail: rbergman@ rockforddiocese.org. Information and prices subject to change without notice. Put your message in the Spotlight every week! 50 issues of The Observer for only $475 **!! * Results of independent readership survey. ** Single-size Ad. Other sizes available. *** 50 issues ** Subject to change without notice.