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 [email protected]
contact us: [email protected]
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