2011 Publication Guide

2011 Publication GuideEl Popular-Bakersfield

PublishersFounderYear establishedReported Circulation (CVC)

Adjudicated January 28, 1985 Kern County Superior Court Decree, Case number 189,676 Gov. Code 6-23

OwnershipMSA/DMALanguageAverage number of pages

George M. CamachoRaul R. Camacho, Sr.

198323,100

100% Minority ownedKern West

Spanish14-20 (Broadsheet)

Special Editions Calendar

Cinco de Mayo16 de Septiembre Mexican Independence DayMother’s DayChristmasNew Year

Publication DateMay 6 , 2011

September 16, 2011

May 6, 2011December 23, 2011December 30, 2011

Frequency: Every Friday Commission & Cash DiscountsA. 15% commission to recognized advertising agencies. B. 2% Cash discount.

Distribution • City/County ZonesEl Popular - Delivers to the following zones via door to door, vending machines, retail outlets, bulk drop locations, and United States Postal Service, Permit No. 220. METRO BAKERSFIELD: 93301, 93304, 93305,93306, 93307, 93309 COUNTY ZONES: 93203 (Arvin), 93263 (Shafter), 93250 (McFarland), 93241 (Lamont), 932280 (Wasco), 93215 (Delano)

Door to Door

General Rate PoliciesA. Publisher reserves the right to ammend advertis ing rates with 60 days notification.B. Contract rates are hereby accepted at a reduced rate upon approval of Publisher and Client.C. Insertion orders must accompany all agency orders.D. Invoices are payable upon receipt unless other wise stipulated.E. National rates may apply to any agency/company whose goods or services are sold or distributed beyond the Greater Bakersfield area.F. Publisher reserves the right to reject any advertising and does not bear responsibility of claims made by any advertiser.

Approximately 1/3rd of El Popular’s distribution is into targeted residential households via free door to door delivery. That translates into into approximately 27,000 potential adult readers.

A PUBLICATION OF EL POPULAR, INC.The San Joaquin Valley’s

Spanish Language Newspaper

*Open rate col/inch**Local candidates (see local retail rates)*Advance payment required unless otherwise stipulated. **City/County,

Local Retail Rates

Open rate252 col/inches504 col/inches756 col/inches1,260 col/inches1,890 col/inches3,024 col/inches4,914 col/inches6,552 col/inches

Per column inch$15.00$14.50$13.75$13.00$12.50$12.00$11.50$10.75$10.00

$1,890.00$1,827.00$1,732.50$1,638.00$1,575.00$1,512.00$1,449.00$1,354.50$1,260.00

Page

2011 General Advertising RatesNational Display Rates

Open rate252 col/inches504 col/inches756 col/inches1,260 col/inches1,890 col/inches3,024 col/inches4,914 col/inches6,552 col/inches

Per column inch$17.50$15.00$14.75$14.50$14.25$13.75$13.00$12.50$12.00

$2,205.00$1,890.00$1,858.50$1,827.00$1,795.50$1,732.50$1,638.00$1,575.00$1,512.00

Page

$17.50$15.00

Closing Deadlines:Space Reservations: Friday 6:00 PM Material Deadline: Wednesday 6 p.m. Disk/e-mail. pdf/.eps files

preferred - Native files: Adobe InDesign, Adobe Photoshop, Illustrator, Multi-AdCreator AdSend Code: CABAE: *Pre-Press proofs provided upon request with 24 hour advance notice.

R.O.P. Mechanical Requirements

1 column displaySpace Dimensions /inches:1/4 page vertical1/2 page vertical1/2 page horizontal1 column classified85 Line Screen

1..833” x 1”

5 3/4” x 10.50”5 3/4” x 21”

11.50” x 10.50”1.37” x 1”

SAU Broadsheet 50” Web Page Dimensions: 6 columns across x 21” depth 11.50 x 21” depth (inches)

Pre-Printed Inserts

1-2 Tab/ 1-2 Std Pages4-12 Tab/2-6 Std Pages14-20 Tab/ 8-10 Std Pages

$32.50$38.50$48.00

Per 1000

Minimum sizes inserted: 6” x 9” Maximum 11” x 13”

Color Rates1-2 color + Black3 colors + BlackFull Process Color

$250.00$350.00$500.00

Please forward all material to:

EL POPULAR404 Truxtun Ave.

Bakersfield, Ca 93301www.elpopularnews.com ads@elpopularnews.com

contact us: pub@elpopularnews.com

Open rate col/inch(Up to five lines) Display Classified

$12.50

$15.00

Classified Advertising

Legal/Political Advertising

TypesettingAd Design/Reproduction

$55/hour $55/hour

Additional Services(Exclusive of ad

placement)

Publication UsageReaders per copyUse Publication to Plan Activities 81%Subjects Readers want to see more of:Family & HealthArts & CultureFood & Recipes

2.8

Household CharacteristicsAverage IncomeAverage SizeMarriedHave Children in HomeWorkers Per Household:Full TimePart TimeHome Ownership

39,1584.1

63%59%

1.20.5

40%

Who Reads Us?

For additional information refer to: current readership study

Language Usage

Speak SpanishSpeak EnglishRead SpanishRead English

91%66%71%

6%

Use of Language well or very well

Reader CharacteristicsHave Family living outside of the USA 97%Percentage of Life spent in USA 54% Of Mexican Heritage 81%Non-Hispanic 12%Average Age 32

Housing by Household IncomeOwn a HomeHousehold income more than $35,000Own a HomeHousehold income less than $35,000Rent a HouseHousehold income more than $35,000Rent a HouseHousehold income less than $35,000

74%

32%

28%

15%

Planned Automotive PurchaseNew 12%Used 12% *Purchase within next 12 months

EducationHigh School graduate 34%Some college 32%College graduate 15%

Published samples of Reader Survey briefly describing our readership base.

Reader trends

Were you born in the U.S. ?30% yes 70% no

Which of the following best describes their ethnic heritage?84% Mexican/ Chicano 0% Puerto Rican9% Central American 0% Cuban4% White 0% African American0% Asian 3% Other HIspanic/LatinoDo you own or are you buying a home or condo?

48% yes 52% no

Number of people per household?4.8 Avg.

How much per household spent weekly on groceries

Under $50$50 to $150

Over $150

5%

67%

28%

How often are medical visits?5%

72%23%

Monthly2-6 times a yearAnnually or less