......................................................................................................................................................................

Australia’s Finest Magazine The Monthly is a prestigious Australian magazine that is highly respected for its intelligent and substantial writing on politics, society and culture. The Monthly’s readership is known to incorporate a who’s who from business, politics and the arts, including the prime minister and senior journalists. With a line-up of writers such as Robert Manne, David Marr, Chloe Hooper, Helen Garner, Clare Press, Robert Forster and Luke Davies, the Monthly is powerful, enlightening, sometimes controversial but always beautifully written. ...................................................................................................................................................................... “One of the best magazines in Australia, one that demand(s) to be read and talked about.”

– The Age, 9 May 2009 ......................................................................................................................................................................

......................................................................................................................................................................

We used an insert in the NSW subscriber copies of the Monthly to attract season-ticket-purchasers and were very pleased with the response. We now wish we'd used the newsstand copies as well.

– John Rothnie-Jones, Intelligence Squared Australia ...................................................................................................................................................................... Advertising Rebecca Costello – T: (03) 9654 2000 / F: (03) 9654 2290 / M: 0412 287 537 / E: rebeccac “at” themonthly.com.au People Publisher, Morry Schwartz / CEO, Rebecca Costello / Marketing & Online, John Derry / Circulation, Wil Rigby / Editor, Ben Naparstek Associate Editor, Chris Feik / Line Editor, Liza Kennedy / Art Director & Designer, John Warwicker Editorial Board, Chairman: Robert Manne. Members: Chris Feik, Morry Schwartz, Ben Naparstek www.themonthly.com.au ABN 98 178 561 784 ABC audited circulation 25,017 State breakdown: Victoria 35%, New South Wales 31%, Queensland 10%, Western Australia 6%, South Australia 5%, Australian Capital Territory 5%, Tasmania 4%, Northern Territory 2%

......................................................................................................................................................................

“ ”

........

Firrep The NA natarticle The MEssaytraverprofil Arts &The pmusicvisua EncouTuckestory and areal hfamou........

Fe

Robert “Beaucultu

“Hoodesc

........

.................

rst-raportagNation Revieional roundes, each aro

Monthly Essys of 2000 torse politics,es, global a

& Letters pick of Austrc, theatre, Tl art and arc

unters ed inside ththat always

a laugh, recahistorical meus individua.................

eaturin

t Manne, Chloe

utifully craure of cruis

oper’s invription, th

.................

.................

ate ge

ewed -up in a han

ound 1000 w

ays o 8000 word investigatio

affairs and s

ralian culturTV, fashion, chitecture

e back coves raises an ealling an unleeting betweals .................

ng Au

e Hooper, Helen

afted and pse ships is a

– J

vestigationhe sense o

–

.................

.................

ndful of words

ds that ons, ociety

re: films, festivals,

er is a eyebrow likely but een two

.................

ustral

n Garner, Robe

provocativea compellinJudges’ comme

n into the cof threat, a

Judges’ comm

.................

..................

..................

ia’s B

ert Forster, Cla

e, Malcolmng examplents, 2007 Wal

coronial iand the atments, 2006 Wa

..................

.................

.................

Best W

are Press, Luke

m Knox’s acle of first-rkley Award wo

nquest ontmospherialkley Award w

.................

.................

.................

Writer

e Davies, Nicol

ccount of Drate reportaon by Malcolm

n Palm Islaic details w

won by Chloe H

.................

.................

.................

rs ...

as Rothwell

Dianne Briage combinKnox for ‘Crui

and was awere excep

Hooper for ‘The

.................

.................

.................

imble’s deaned with nising’, The Mon

a standoutptional.”

e Tall Man’, The

.................

.................

.................

ath and thnew insightnthly, Septemb

t. ... The

e Monthly, Mar

.................

.........

.........

e ts...” ber 2006

rch 2006

.........

......................................................................................................................................................................

Growth Streams The Monthly readership has jumped 45% to 122,000 readers for the year ending December 20091, making it Australia’s fastest growing current affairs magazine for the fourth year in a row. The ABC audit of paid circulation also jumped 15% to 25,017 copies during the past twelve months. Strong growth stems from the following areas: Viral by Nature Word-of-mouth promotion is the hero of the Monthly’s growth story. Our research tells us that a friend or family recommendation is the number one way people find out about the magazine. Subscriber Loyalty The Monthly’s 18,500-plus subscribers account for well over two-thirds the magazine’s circulation, indicating an extremely high level of reader loyalty and attachment. Strategic Initiatives The Monthly is marketed nationally to intelligent consumers using various above and below-the-line strategies including: festivals, community radio, online, television, ambient, point-of-sale, Newslink, NewsTravels, Newspower, Borders Books, boutique hotels and Air New Zealand and Virgin Blue lounges. Retail Performance In excess of 3500 newsstands and bookstores across the country display the Monthly. Additional retail channels and service providers are IGA supermarkets, Pansing IMM and Impact Merchandisers. Street poster campaign on the East coast, August 2009. Merchandising displays, February 2010.

1 Roy Morgan Research, December 2008 to December 2009

How the Monthly Numbers Have Surged

And How Readership Compares (% growth from December 2008 to December 2009)

6700084000

122000

0

20000

40000

60000

80000

100000

120000

140000

160000

2007 2008 2009

Retail

Subscriptions

Readership

45%

‐13%

‐20%‐30%

‐15%

0%

15%

30%

45%

60%

The Monthly Boss Travel + Leisure

......................................................................................................................................................................

Readership Breakdown Readership 122,000 (up 45% December 2008 to December 2009)2

Circulation 25,017 (up 15% ABC audit December 2008 to December 2009)3

...................................................................................................................................................................... Readers Population Reach Men 63% 49% 77000 Women 37% 51% 45000 18-24 12% 12% 15000 25-34 22% 17% 27000 35-49 28% 26% 34000 50-64 26% 22% 32000 65 and Over 11% 17% 13000 Have degree or diploma 63% 34% 76000 AB Socio Economic Quintile 43% 20% 52000 Main Earner 50+ 63% 44% 76000 Main Earner 100+ 19% 12% 23000 Main Earner 130 + 8% 5% 10000 Feel financially stable 65% 56% 77000* Big Spenders 52% 33% 57000* Socially Aware 47% 15% 52000* Professional/Manager 35% 19% 43000 ......................................................................................................................................................................

Exclusive Reach The Monthly readers are an audience other magazines cannot reach*.

......................................................................................................................................................................

2 Roy Morgan Research, December 2009 * Roy Morgan Research, September 2009 3 Audit Bureau of Circulation, July to December 2009

87%

87%

91%

90%

94%

97%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Do not read  Melbourne Magazine

Do not read Sydney Magazine

Do not read Financial Review Magazine

Do not read Time

Do not read Wish

Do not read BRW

........

Re The Mrespospentas is t High

66% c66% r

........ Detail

Alcoh

Air tra

Busin

Techn

.................

eader Monthly comonded – thatt completingthe extraord

levels of en

collect the Mread the who

.................

led findings

hol consump

avel, holiday

ness-to-busi

nology & On

How m

Is 

Has the ba

Strongly 

.................

Survemmissioned t’s a sampleg each survedinarily high

gagement

Monthly ole magazin

.................

s available o

ption

ys and acco

iness purch

nline purcha

much time do you

I trust and

The articles hav

Has conte

amongst my few

Is m

alance of adverti

Sets the agen

agree S

.................

ey Glass Aust

e akin to 12.9ey. This leveh level of rea

ne

.................

on request

ommodation

hasing

asing

u normally spend

 believe in the co

Is for people li

e substance and 

ent I can get anyw

w must read mag

my favourite mag

sing and editoria

da of public disc

Is high‐q

Somewhat agree

..................

tralia to con9% of the Mel of responader engage

..................

n

d reading an issue

0%

ontent

ike me

depth

where

gazines

gazine

al right

ussion

quality

Neithe

.................

duct a readeMonthly’s totnse is well aement with

.................

Boo

Post

Com

Soci

e of theMonthly

20%

er agree nor disag

.................

er survey intal circulatioabove what tthe magazin

.................

ks, films, m

tgrad: maste

mmunity invo

ial and envir

y?

40% 60

gree So

.................

n April 2008.on. An averathe industryne.

.................

usic, arts, fe

ers, doctora

olvement

ronmental a

Mo

1 ‐ 2

30 ‐

Less

0% 80%

mewhat disagree

.................

. An incredibage of 28.6 my would norm

.................

estivals, the

ates etc

awareness

ore than 2 hours

2 hours

‐ 60 minutes

s than 30 minute

100%

e Strong

.................

ble 2,811 peminutes wasmally expec

.................

eatre etc

es

gly disagree

.........

eople s

ct

.........

......................................................................................................................................................................

General Rates 2009 Readers4 122,000 Subscribers5 18,500 Circulation6 25,017 Casual x 3 x 6 x 12 Full-page colour $5,500 $5,225 $4,950 $4,812 Inside front cover spread $11,500 $10,925 $10,350 $10,062 Double-page spread $9,500 $9,025 $8,550 $8,312 Half-page vertical $3,500 $3,325 $3,150 $3,062 Back-cover $7,500 $7,125 $6,750 $6,562 Limited inserts available POA Flysheet advertising available POA Tip-ons POA Guaranteed position | Rates do not include GST ......................................................................................................................................................................

Deadlines Issue Booking Material On Sale March 2010 Mon, 8 Feb 2010 Mon, 15 Feb 2010 Fri, 5 Mar 2010 April 2010 Mon, 8 Mar 2010 Mon, 15 Mar 2010 Fri, 2 Apr 2010 May 2010 Mon, 12 Apr 2010 Mon, 19 Apr 2010 Fri, 7 May 2010 June 2010 Mon, 10 May 2010 Mon, 17 May 2010 Fri, 4 Jun 2010 July 2010 Mon, 7 Jun 2010 Mon, 14 Jun 2010 Fri, 2 Jul 2010 August 2010 Mon, 12 Jul 2010 Mon, 19 Jul 2010 Fri, 6 Aug 2010 September 2010 Mon, 9 Aug 2010 Mon, 16 Aug 2010 Fri, 3 Sep 2010 October 2010 Mon, 6 Sep 2010 Mon, 13 Sep 2010 Fri, 1 Oct 2010 November 2010 Mon, 11 Oct 2010 Mon, 18 Oct 2010 Fri, 5 Nov 2010 December 2010 - January 2011 Mon, 8 Nov 2010 Mon, 15 Nov 2010 Fri, 3 Dec 2010 ......................................................................................................................................................................

4 Roy Morgan Research, December 2009 5 The Monthly, Subs Plus subscriber database, February 2009 6 ABC Audit Results, December 2009

......................................................................................................................................................................

Specifications Page dimensions: depth x width (mm) Trim size Bleed size Type area Full page 275 x 210 285 x 220 265 x 200 Double-page spread 275 x 420 285 x 430 265 x 410 Half-page vertical 233.5 x 86 No bleed 233.5 x 86 Inserts Minimum 150mm x 110mm Maximum 255mm x 190mm ......................................................................................................................................................................

Guidelines All images are 300DPI at 100% of printed size. All colours are CMYK throughout. Total ink density should not exceed 280%. Include crop marks. Offset for printer’s marks should be at least 6mm. Files Files should be supplied in press-ready PDF format, with all fonts embedded. Delivery To minimise the chance of error and save time, we require delivery via the services below: Service Publisher code Booking number Registration Delivery fee Website Quickcut THE MONTHLY Blank Required $30 per file www.quicksend.net.au Websend The Monthly Blank Required $13.20 - $33 per file www.websend.com.au Please contact Stephanie Williams on 03 9654 2000 or via email production “at” themonthly.com.au if you have any questions. Do not send attachments larger than 3MB via email. .....................................................................................................................................................................

......................................................................................................................................................................

Online Audience Our online audience comprises the following three brands: Themonthly.com.au 91,950 page impressions per month7 Slowtv.com.au 26,584 page impression per month E-newsletter 24,500+ Friends of the Monthly ......................................................................................................................................................................

Profile Our 2009 website survey of 2,600 respondents found that the demographics of visitors to our website mirror that of the readership of the Monthly print edition. It is a perfect online environment to advertise to highly educated professionals with influential occupations and ethical consumers who are adopters of new technology.

Primary Interests The website attracts people whose primary interests are news, current affairs, books and politics. Plus, their significant interests include a love of all things cultural, as well as travel and having a drink.

...................................................................................................................................................................... 7 Google Analytics, February 2009

0% 20% 40% 60% 80% 100%

Financial ProductsCosmetics

Carbon OffsetsClothes

TechnologyMusicBooksTravel

Tickets

What have you bought online?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ArchitectureBusiness and economicsWines, spirits and beers

TechnologyCultural festivals

Visual artsFood and cuisine

TravelFilm

Sustainability/environmental issuesAustralian politics

BooksNews and current affairs

Do you consider yourself more knowledgeable and interested than average in:

Agree strongly

Agree slightly

Neither

Disagree slightly

Disagree strongly

........

On

Place3 x Is1 x Le Place5 x Is Place1 x sp1 x co

.................

nline P

ements availlands (300 xeaderboard

ements availlands (300 x

ements availponsorship oming soon

.................

Place

lable on thex 250) (728 x 90)

lable in the x 250)

lable on Slopackage incbanner (468

.................

ement

emonthly.co

e-newslette

owTV cl. 15 sec pr8 x 60)

..................

ts

m.au

er

re-roll, logo

.................

and half pa

.................

age ad (300 x

.................

x 600)

.................

..........................

......................................................................................................................................................................

Online Rates Themonthly.com.au Cost Model Placement Size Duration Rate

CPM (cost per ‘000 page impressions)

Island 300x250 per month $40 Leaderboard 728x90 per month $40 Roadblock 300x250 + 728x90 per month $80 Sponsored link see specs per month $5

Buy out (sponsorship)

Island with 100% share of voice on themonthly.com.au

300x250 14 days $1,200 300x250 30 days $2,400 300x250 90 days $5,400

Leaderboard with 100% share of voice on themonthly.com.au

728x90 14 days $1,500 728x90 30 days $3,000 728x90 90 days $6,700

Roadblock (Leaderboard & Island) with 100% share of voice on themonthly.com.au

300x250 + 728x90 14 days $2,400 300x250 + 728x90 30 days $4,800 300x250 + 728x90 90 days $10,750

E-newsletter Cost Model Placement Size Rate Buy out (sponsorship)

Island 300x250 $1,200 Dedicated email contact $4,800

SlowTV Cost Model Placement Size Duration Rate Buy out (sponsorship)

SlowTV sponsorship package including 15 sec pre-roll, logo advertorial and a half page ad see specs per month $4,200

CPM (cost per ‘000 page impressions)

Banner 468x60 per month $20

*Minimum total online spend: $500

......................................................................................................................................................................

Online Specifications Island Ad DIMENSIONS: 300(w) x 250(h) pixels FILE SIZE: 30KB FORMAT: jpg, gif, ad tag or Flash* with clickTag and backup GIF URL: Supply a destination URL *E-newsletters islands - no Flash Leaderboard Ad DIMENSIONS: 728(w) x 90(h) pixels FILE SIZE: 30KB FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF URL: Supply a destination URL Sponsored Link TEXT: 33 characters IMAGE DIMENSIONS: 22 x 22 pixels FILE SIZE: 2KB FORMAT: jpg, gif URL: Supply a destination URL

SlowTV – pre-roll (video ad at the start of a program) DIMENSIONS: 4x3 recommended FORMAT: Quicktime LENGTH: 15 sec URL: Click-through not available SlowTV – micro bar (logo on homepage video block) DIMENSIONS: 88(w) x 31(h) pixels FORMAT: GIF/JPG only FILE SIZE: GIF/JPG 4k URL: Supply a destination URL

SlowTV – sponsor spotlight (Sponsor’s logo with text) TEXT: 70 characters inc. spaces DIMENSIONS: 120(w) x 60(h) pixels FORMAT: GIF/JPG only FILE SIZE: GIF/JPG 5k URL: Supply a destination URL

SlowTV – half page (Large banner adjacent program guide) DIMENSION: 300(w) x 600(h) pixels FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF FILE SIZE: Flash 30k, GIF/JPG 30k URL: Supply a destination URL SlowTV – coming soon banner (Banner underneath ‘Coming Soon’) DIMENSION: 468(w) x 60(h) pixels FORMAT: jpg, gif, ad tag or Flash with clickTag and backup GIF FILE SIZE: Flash 30k, GIF/JPG 30k URL: Supply a destination URL

Deadlines: 10 days prior to placement Delivery: Please email files as attachments to web “at” themonthly.com.au Flash: Flash banners must include the Industry standard “clickTag”. An example file with a readymade clickTag layer for use with Flash 8 or above is available for download at http://www.themonthly.com.au/files/clickTag-template.fla ......................................................................................................................................................................