instore 20 the magazine for the american …instoremagazine.com/instore/instore_mediakit2009.pdf ·...

I N S TO R ET H E M A G A Z I N E F O R T H E A M E R I C A N J E W E L R Y S T O R E O W N E RT H E M A G A Z I N E F O R T H E A M E R I C A N J E W E L R Y S T O R E O W N E R

Make sure your advertising message sticks.

Deliver it with I N S T O R E – the magazine

that brings American jewelers fresh new

I-gotta-try-that! advice every page, every issue.

2009

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Named best retailmagazine 2006 and 2007 in the B2B category of

FOLIO: magazine’sEddie and Ozzie

Awards.

I N S T O R E

HOW OFTEN has someone said something to you thatseems brilliant, only to be lost later in a haze of blurredconversations and items on your to-do list? How often has

a great idea hit you in the middle of the night only to evaporate into thedreams that follow. If you’re like me, it happens all the time.

The fact is, an idea is nothing if it doesn’t stick. The only ideas that work arethe ones that you remember and can actually put into action. That’s whyI N S T O R E is so important to jewelry retailers. Each month it gives them anessential source for actionable ideas that make their businesses work better.

How about you? Do you as a supplier consider what it is about yourproduct or service that makes it sticky for the retailer? It’s not just that it’sbeautiful or well made or unique. A retailer needs a product that workshard. One that is more interesting for customers, more exciting forsalespeople to sell or more profitable for the store. If you can translate thatinto advertising you are well on the way to finding new customers and,even more important, increasing sales to your existing customers.

And why I N S T O R E ? Because in I N S T O R E your advertising messageshares the stickiness that our content produces. The I N S T O R E reader is focused on building a knowledge base to improve his store’sperformance. When he sees advertised products, especially ones thatappeal to the keys that will make his store work better, he adds thoseproducts to the to-do list.

So as you browse through this kit, keep in mind the many ways that youcan use I N S T O R E to help retailers understand why your product orservice will make their stores more interesting and profitable. It’s the bestway to make your product stick where it’s most important — in the mindof your customer.

Dan KischP U B L I S H E R

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IF IT DOESN’T STICK, IT DOESN’T WORK

RUNNING A SUCCESSFUL BUSINESS is not easy. Let’sface it, we all struggle to come up with new ideas andways to draw in customers. That’s where I N S T O R E

comes in. Month in, month out we pick the brains of retailers,wholesalers, industry experts and general know-it-alls for smart,actionable ideas to boost businesses.

Sure, there are stacks of resources out there aimed atretailers but how many of these offer the practical

ideas jewelers need? How many provide ideas thatstick? I N S T O R E is the must-read publication for22,000+ jewelers around America simply because

it’s the only resource that consistentlyprovides ideas that do just that. In fact,jewelers value our tips so much thatmany will use advice from years’worth of I N S T O R E to tweak,remodel and streamline theirbusinesses again and again.

As an advertiser, you obviouslywant to make sure that yourmarketing dollar ensuresmaximum exposure to retailers.

That means advertising in apublication that jewelers read, re-

read, pass around, and even, onoccasion, dive into a dumpster to

retrieve!

Because the ideas in I N S T O R Estick, so will your advertisingmessage.

ADVERTISING THAT STICKS

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T H E A U G U S T 2 0 0 8 F E A T U R E W A S 8 7 P A G E S .

S T I C K T O T H E F A C T S

WHYREADERSSTICKTOUS

Hands Jewelers in Iowa City, IA, isone of the country’s oldest jewelers.Founded in 1854, it’s old enoughthat the store’s founder, JohnHands, was known to sometimesaccept payment on overdue bills inthe form of chickens. And heclaimed proudly to have never fireda single employee — no matter howtough times got.

In other words, Hands Jewelershas a history that’s about astraditional as a jewelry store canhave.

So what was owner Bill Nusserthinking in June 2008 when hisstore held what was by far its mostsuccessful event of this year — adecidedly non-traditionalcelebration of the television seriesSex and the City?

According to Nusser, who’s thegreat-grandson of founder JohnHands, the credit goes to .Nusser was pushing his sales teamfor an event that would boost springseason traffic, and his staffmembers picked out an event fromthe May issue of INSTORE ’s long-running Calendar section — thatsuggested retailers celebrate the10th anniversary of the televisiondebut of Sex and the City on June 6.

And how well did the event work?“Staggering,” Nusser says. “Wedidn’t have enough staff toaccommodate the response!”

This isn’t the first time thatHands Jewelers has turned toINSTORE for a fresh promotion idea.

It’s just the latest example of howone of the country’s oldest storeshas come to rely on INSTORE to stayinnovative.

Says Nusser: “In my experiencethe only way you stay the same is tokeep changing. You need constant

sources of inspiration, and INSTOREis about as fresh as it gets.”

With Hands Jewelers now in themidst of planning an expansion thatwill increase its store floor space by600 percent, Nusser is relying onceagain on the publication he trustsmost.

“[Right now], the articles inINSTORE about remodels are ofcritical importance to us,” he says. “I have picked out old issues ofINSTORE and sent them to mydesigner.”

Clearly, this is one 154-year-oldthat isn’t getting older, it’s gettingbetter. With a little help fromINSTORE .

154-YEAR OLD STORE STILL HAS ‘SEX’ APPEAL — THANKS TO I N S T O R E

BILL NUSSER

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T H E F I R S T “ A M E R I C A ' S C O O L E S T S T O R E S ”

F E A T U R E I N A U G U S T 2 0 0 2 W A S 1 2 P A G E S L O N G ;

INSTORE

NOT SUREWHERE TOADVERTISE?ASK YOURCUSTOMERS.

With so many advertisingchannels out there it canbe tough to know which

really hit the mark. That’s why it’s soimportant to ask the people who reallymatter — your customers.

Each year I N S T O R E commissions anindependent research company to get theanswers you need from jewelry retailersaround the country.

No loaded questions, unnecessary graphs orfuzzy information. Straight answers tostraight questions show, for the sixthconsecutive year, that I N S T O R E isoverwhelmingly the publication of choicefor American jewelry retailers.

(Skeptical? Turn the page…)

SURVEY METHODOLOGYMore than 15,000 e-mails were sent to members ofMVI’s Jewelry Industry Opinion Council and requestsubscribers to magazine. All e-mails weresent by MVI marketing, with no notification of

’s involvement in the survey. A donation wasmade to the Jewelers for Children Charity on behalf ofeach respondent.

TOTAL RESPONSES: 663

SUPPOSE THE FOLLOWING JEWELRYTRADE MAGAZINES ARRIVED IN THE MAILAT THE SAME TIME. PLEASE INDICATEWHICH ONE YOU WOULD READ FIRST.

I N S T O R E JCK NATIONAL MODERN

WHICH OF THE FOLLOWING JEWELRYTRADE MAGAZINES DO YOU FEEL IS MOSTIN TOUCH WITH THE NEEDS ANDCONCERNS OF RETAIL JEWELERS?

65.2% 15.4% 11.5% 7.9%


74.9% 11.7% 8.6% 4.8%

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I N S T O R E

I N S T O R E

IF YOU COULD READ ONLY ONEJEWELRY TRADE MAGAZINE, WHICHONE WOULD IT BE?

WHICH OF THE FOLLOWING JEWELRYTRADE MAGAZINES DO YOU TYPICALLYREAD MOST THOROUGHLY?

WHICH OF THE FOLLOWING JEWELRYTRADE MAGAZINES TYPICALLY PROVIDESTHE MOST USEFUL INFORMATION FORYOUR BUSINESS?

WHICH OF THE FOLLOWING JEWELRYTRADE MAGAZINES IS MOST INFLUENTIALIN HELPING YOU MAKE BUSINESSDECISIONS?


71.4% 13.2% 8.8% 6.6%


63.2% 20% 10.8% 5.9%


70.9% 14.5% 7.7% 6.8%


68.3% 16.5% 10.1% 5.1%

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Actual reader comment from John Kuehn of John Kuehn Jewelers

in Morgantown, WV. To see how more than 400 other jewelers feelabout INSTORE, please check out

our rave reviews online atinstoremag.com/instore/

testimonials.asp

MORE INFORMATION

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TAKE THE ‘CHALLENGE’

The survey results look pretty good for I N S T O R E, soperhaps you’re feeling a bit skeptical. We understand. Well, no need to take our word for it — why not try your

own industry publication survey, a little test we like to call “TheI N S T O R E Challenge.” Here’s a step-by-step guide to discovering whichmagazine your customers read, use and value most:

STEP ONEDownload a PDF copy of the survey at www.instoremag.com/survey.pdfor ask your advertising representative for a printed copy.

STEP TWOE-mail or fax the survey to any 100 retail jewelers on your customer list.Or take these forms to your next trade show and have booth visitors fillthem out. For the most accurate results, shoot for a sample size of atleast 50 responses.

STEP THREEOnce you’ve got 50 or more responses, tally the results and pick thewinner. That’s the magazine that your advertising message needs to be in!

I M P O R T A N T F A C T S A B O U T I N S T O R E ’ S C I R C U L AT I O N

1 I N S T O R E goes to more than 22,000 jewelry industry readers eachmonth.2 More than 97% of I N S T O R E ’s circulation goes to your customers —independent jewelry store-owners — a higher percentage than any otherindustry publication. 3 I N S T O R E has a request-subscription rate of more than 90%, whichmeans that virtually everybody who gets it wants to be getting it.4 I N S T O R E ’s primary circulation base is jewelers rated by theJewelers Board of Trade, with preference given to stores with thehighest credit ratings. Which means our magazines, and your message,reach all the jewelers who truly matter.

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T H E L A R G E S T S U R V E Y O F J E W E L E R S

L A S T A P R I L ’ S “ B I G S U R V E Y, ” M A K I N G I T

M O R E T H A N 7 5 0 J E W E L E R S A N S W E R E D

E V E R P U B L I S H E D .


How do you go about building a12,800-square-foot jewelry super-store? For Brian Toone, owner ofJewelry Design Center in Spokane,WA, creating his new store was theculmination of years of planning,accumulated knowledge and awhole lot of elbow grease.

It was also the product of threeyears’ worth of INSTORE magazines.

“I had stacks and stacks ofcopies. I had pages earmarked withPost-It notes,” Toone says.“INSTORE was terrifically helpful inputting together what we wanted.”

Brian’s father, Doug, started hisfirst store in 1977 from humblebeginnings. What he did have was aclear vision of designing andcreating unique custom jewelry — avision that culminated in theopening of a new uber-store inAugust 2005.

“The construction took about fivemonths but it was all the workbefore that which took the time,”

Toone says. So where did INSTORE come in

during this process? Just abouteverywhere. Design advice, check.Features to include, check.Managing traffic flow, check. Andoverall inspiration, big check.

“I even used INSTORE [foradvice] when shopping for land,”Toone says.

The result is one of America’sabsolute coolest jewelry stores. (Infact, Jewelry Design Center was a

top-10 store in INSTORE ’s America’sCoolest Stores 2006 contest.)

“Without a doubt the magazinewas one of the most influentialthings in helping decide whatdirection to take. It was so helpful tobe able to see other stores withouthaving to travel,” Toone says.

So what’s INSTORE got that otherpublications lack? “I find it the mosthelpful for the independent jeweler.It fills a niche. It’s like the YellowPages for jewelers.”

I N S T O R E INSPIRES A SUPER-STOREWHYREADERSSTICKTOUS

DOUG TOONE BRIAN TOONE

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T H E L A R G E S T S U R V E Y O F J E W E L E R S

Most retailers default to usingarchitects and interior designerswhen remodeling their stores. NotTim Weisheipl. “My fiancée said,‘You need to hire a designer.’”Weisheipl followed her advice.Eleven days later the designer haddone nothing.

Armed only with a stack ofINSTORE magazines and some goodold-fashioned gumption, Weisheiplresolved to take the bull by thehorns himself and began theremodel of his store, AnthonyJewelers in Hayward, WI in earlyJanuary 2007.

“INSTORE gave me theconfidence to go at it alone with myremodel because I felt like I had aresource for all that I wouldencounter during the build out,”Weisheipl says.

“With only the guidance andadvice from INSTORE , I wouldforego the architects and designfirms; no lighting contractor, nomentor, no nothing, nada, zip! Justme and my magazine! The firstthing I did was to organize everyINSTORE article on building,remodeling and expanding; everyeditorial pertaining to store design,layout and lighting. I contemplatedthe pros and cons of design firms,contractors and builders; setting agame plan for the challengesahead!”

Key in providing the initialinspiration for the remodel wasINSTORE ’s monthly Cool Storesfeature. “The Cool Stores segmentsthemselves provided so muchinformation about store remodels,must-have store features, thedesign process, the latest trends,and most importantly the stimulus

in growth the investment in turnprovided,” he says.

INSTORE ’s comprehensive, in-depth coverage of store designenabled Weisheipl to make theinformed decisions he needed forthe job. “What I love about INSTOREis that in every edition the editorstackle a subject useful to anyoneseeking to remodel,” he says.Weisheipl goes on to give numerousexamples of issues that providedpractical advice for his remodel —from a January 2006 article onchildren’s playrooms to a 2008feature on private rooms.

“December 2004 was one of myall-time favorite issues. Best TipsEver: The Complete Encyclopedia —the essential reference guide toevery topic INSTORE had evercovered up to that point and in whatedition the topic could be found. Islept with this issue!”

Another feature called ChangeYour Store proved invaluable. “Thearticle talked about alternativestores and design concepts. Whatresonated with me was that if youwant to make your mark and reallystand out and be noticed you needto be different, whatever that is foryou! That’s what I tried to createwith our remodel at AnthonyJewelers,” Weisheipl says.

A leaner, meaner AnthonyJewelers reopened on time May 25,2007, and Weisheipl hasn’t lookedback since. “There’s not a whole lotI’d change,” he says. Hardlysurprising, as he saw an increase of$500,000 in sales in the first sevenmonths after reopening.

“During our first 12 months weexpect to experience sales growthof almost 80 percent over the sameperiod the year prior to ourremodel,” he says gleefully.

GRIT (AND I N S T O R E )HELP JEWELER BUILD DREAM STORE

TIM WEISHEIPL

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NEW ARRIVALS

Bridal

IN SEASON

Mother’s Day Jewelry

CATEGORY FOCUS

Direct Mail Marketers

SUPPLEMENT

INTECHNOLOGY

JANUARYVOLUME 8 ISSUE 1

NEW ARRIVALS

Colored Stones

CATEGORY FOCUS

Safes

FEBRUARYVOLUME 8 ISSUE 2

NEW ARRIVALS

Watches

IN SEASON

Graduation Gifts

CATEGORY FOCUS

Video Displays

MARCHVOLUME 8 ISSUE 3

SPECIAL ISSUE

THE INSTORE SHOWEverything retailers need to know about the mostinnovative show around.

NEW ARRIVALS

Children’s Jewelry

NEW ARRIVALS II

Wedding Day Jewelry

IN SEASON

Father’s Day Gifts

CATEGORY FOCUS

Store Designers

APRILVOLUME 8 ISSUE 4

SPECIAL ISSUE

READY FOR VEGASINSTORE gives retailerseverything they need to

know before their biggestshopping spree.

NEW ARRIVALS

Gold

NEW ARRIVALS II

Green Jewelry

IN SEASON

Jewelry with a Cause

CATEGORY FOCUS

Catalog Producers

SUPPLEMENT

BUYING GROUPS

MAYVOLUME 8 ISSUE 5

SPECIAL ISSUE

MID-YEAR TREND REPORT

As retailers prepare for the biggest buys of the year, INSTORE ’s experts

tell them the hottest styles to stock.

NEW ARRIVALS

Men’s Jewelry

IN SEASON

Birth of a Child

CATEGORY FOCUS

Cases

SUPPLEMENTS

INDIAMONDS- - - - -INDIA

JUNEVOLUME 8 ISSUE 6

NEW ARRIVALS

Platinum

CATEGORY FOCUS

Online Trading and Purchasing

JULYVOLUME 8 ISSUE 7

SPECIAL ISSUE

AMERICA’S COOLEST STORES

The votes are in! INSTORE ’s eighth annual

contest picks the country’smost innovative retailers.

NEW ARRIVALS

Silver

IN SEASON

Pet Jewelry

CATEGORY FOCUS

Employee Rewards Programs

AUGUSTVOLUME 8 ISSUE 8

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SPECIAL SUPPLEMENTSIn addition to our regular editorial sections,

I N S T O R E publishes special supplementsthroughout the year. Focusing on avariety of topics relevant to jewelry store

owners, these supplements generatemaximum exposure for specialist products,

companies and industry groups.

SPECIAL ISSUE

Prepare for the holidays withtips, tricks and sales ideas to help retailers get ready

for the busiest season

NEW ARRIVALS

Diamonds

IN SEASON

Holiday Add-ons

CATEGORY FOCUS

CAD-CAM Systems

SUPPLEMENT

INLOVEThe Bridal Supplement

SEPTEMBERVOLUME 8 ISSUE 9

SPECIAL ISSUE

THE BIG SURVEYI N S TO R E asks the

questions retailers wantanswered most.

NEW ARRIVALS

Pearls

NEW ARRIVALS II

Charms

CATEGORY FOCUS

Light Boxes

OCTOBERVOLUME 8 ISSUE 10

NEW ARRIVALS

Alternative Metals (titanium,tungsten, steel and others)

CATEGORY FOCUS

POS Systems

NOVEMBERVOLUME 8 ISSUE 11

NEW ARRIVALS

Palladium

IN SEASON

Valentine’s Day Jewelry

CATEGORY FOCUS

Labels and Tags

DECEMBERVOLUME 8 ISSUE 12

Every edition of I N S T O R E iswell read, and many end upbeing referred to over and overby retailers. This is a big benefitfor advertisers — one thatextends the lifespan and valueof your ads.

But two of our yearly editionsstand out for the number oftimes that readers refer back tothem. These are I N S T O R E ’sAugust “America’s CoolestStores” edition and the “BigSurvey” issue, in October for thefirst time in 2009.

For maximum value, tryadvertising in these two specialissues — and also be sure torequest placement inside themain stories, if available.

“ K E E P S A K E ” E D I T I O N S

SMART MOVES:

T R Y R U N N I N G A D S I NJANUARYJA NEW YORK(JAN. 18 - 20)

JIS (MIAMI)(JAN. 31 - FEB. 2)

FEBRUARYAGTA (TUCSON)(FEB. 4 - 9)

SJTA ATLANTA(FEB. 28 - MAR. 2)

MARCHMJSA (NY)(MAR. 8 - 10)

BASELWORLD(MAR. 26 - APR. 2)

APRILJIS (MIAMI)(APR. 18 - 20)

THE INSTORE SHOW(CHICAGO)(APR. 19 - 21)

MAYVEGAS SHOWS(MAY 26 - JUNE 2)

JUNEVEGAS SHOWS(MAY 26 – JUNE 2)

JULYJA NEW YORK(JULY 26-29)

AUGUSTWEST COAST JEWELRYSHOW (LA) (DATE NOT AVAILABLE)

SJTA ATLANTA(AUG. 8 - 10)

COLUMBUS (OHIO)(AUG 23 - 24)

OCTOBERJIS MIAMI(OCT. 2 - 5)

JA NEW YORK SPECIAL DELIVERY(OCT. 25 - 27)

TRADE SHOW DISTRIBUTION

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Appearing opposite apopular column eachmonth is an excellentway to boost youradvertisement’svisibility and toassociate your brandwith one of I N S TO R E ’spopular monthlyfeatures. Here are a few options: k COOL STORES k CALENDAR

k THE REAL DEALk IN THE ENDk LEAD STORIESk GREAT DEBATEk HOT SELLERSk BRAND PORTFOLIOk DO YOU OR

DON’T YOU?k FAST RISERSk BEST OF THE BESTk TIP SHEETk GAMES PAGEk INBOX

G E T T H E R I G H T P O S I T I O N

D E A D L I N E S

1/2 PAGE 1/4 PAGE1/3 PAGE

JANUARYSales close: 11/26Artwork due: 12/3

FEBRUARYSales close: 12/26Artwork due: 1/5

MARCHSales close: 1/26Artwork due: 2/2

APRILSales close: 2/25Artwork due: 3/3

MAYSales close: 3/25Artwork due: 4/1

JUNESales close: 4/24Artwork due: 5/1

JULYSales close: 5/26Artwork due: 6/2

AUGUSTSales close: 6/24Artwork due: 7/1

SEPTEMBERSales close: 7/24Artwork due: 7/31

OCTOBERSales close: 8/25Artwork due: 9/1

NOVEMBERSales close: 9/24Artwork due: 10/1

DECEMBERSales close: 10/27Artwork due: 11/3

GUARANTEED POSITION PREMIUM

10%OF COVER PRICE,

WHEN AVAILABLE, ON REQUEST

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FREE PUBLICITYImpossible? Not with

I N S T O R E ! In order to provide

our readers with up-to-the-

minute product and industry

news, we welcome press

releases and product

announcements from

manufacturers and suppliers.

If you think you have a product

appropriate for one of the

product-ideas sections listed in

our editorial calendar, please

send your materials to us for

consideration by the dates

listed below.

Send materials and press

releases to us via e-mail at:

[email protected]

Or send via snail mail to:

I N S T O R E

45 West 45th Street, Suite 808

New York, NY, 10036

PRESS MATERIALSDEADLINES(BY ISSUE)JANUARY: 10-24-08

FEBRUARY: 11-28-08

MARCH: 12-23-08

APRIL: 1-27-09

MAY: 3-4-09

JUNE: 4-2-09

JULY: 5-5-09

AUGUST: 5-22-09

SEPTEMBER: 6-31-09

OCTOBER: 7-30-09

NOVEMBER: 8-27-09

DECEMBER: 10-1-09

Effective advertising doesn’t need to cost a fortune. Whether you’readvertising for staff or promoting a special line of jewelry, I N S T O R Eclassifieds are the most cost-effective means of reaching your targetmarket, without blowing the budget.

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THE INSTORESHOPPERSTUDIO FORMATDISPLAY ADS (6 ADS PER PAGE)

SHOPPER ADSIZE: 3X"x 2Y"

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How much would someone have topay you to jump into a garbagedumpster? $10? $20? $100? Forjewelry retailer Kim Thu Nguyen,the price for a dumpster dive was asingle copy of I N S TO R E .

To be fair, she didn’t actually dothe diving herself. Instead, she senther husband, Nguyen Truong, intothe dumpster behind her Webster,TX store, Unique Jewels.

But (since we’re assured that sheloves her husband) this dirty deed isa strong indication of the value thatthis particular American retailerplaces on her favorite magazine.

Kim Thu Nguyen tells the story: “I accidentally threw out my

October issue of I N S TO R E withouthaving had a chance to read it. [AnI N S TO R E staff member] was goodenough to call back to tell me thatyou’d send a replacement so I toldher not to worry about it because Iactually made my husband climbinto the dumpster to retrieve it!”

After retrieving the copy ofI N S TO R E , Nguyen Truong solidifiedhis husband-of-the-year credentialsby wiping the magazine off withammonia and handing it to her.

A pretty extreme measure for a

mere trade magazine, right? “That’s how much I love

I N S TO R E ,” she says. “I read it coverto cover and I just couldn’t wait toread it.”

Kim Thu Nguyen doesn’t have afavorite section of the magazine —she says she loves it all.

“I go back and read old issuesover and over. Tons of informationand very informative — especiallyfor small retailers like we are, fromeducation to tips and trends.”

JEWELER RISKS HEALTH AND SAFETY FOR I N S T O R E


F R O M L E F T TO R I G H T, K I M T H U N G U Y E N , N G U Y E N T R U O N G ,A N D S TO R E M A N AG E R D O N N A R O S S

WHYREADERSSTICKTOUS

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E N T E R O U R G E M S T O N E A N D D E S I G N E R Q U I Z .

1 0 0 T - S H I R T S T O T H E W I N N I N G J E W E L E R S .

U P T O 1 5 0 J E W E L E R S P E R M O N T H

I N S T O R E H A S D I S T R I B U T E D M O R E T H A N

BILLING, COMMISSION AND TERMSNew advertisers will be asked toprepay the amount due for the first ad.A 1.5% finance charge will be addedeach month to all outstanding invoicesnot paid within 30 days. Agencycommission is 15% on space andposition to recognized agencies.Verbal agreements or quotes inconflict with the publisher’s statedpolicies must be in writing and signedby the publisher. No conditionsappearing on an insertion order,purchase order or any other formspresented to the publisher will bebinding if in conflict with thepublisher’s stated policies. Thepublisher reserves the right to rejectany advertisement. The publication isnot liable for any delivery failurebeyond its control. Advertisers andagencies assume full liability for all thecontents of advertisements printed,and the responsibility for any and allclaims arising therefrom. Theadvertiser (and any agencies and/oraffiliates) warrants that publication bythe publisher of any advertisingmaterials submitted by or on behalf ofthe advertiser will not (1) include anystatements that are false, misleadingor defamatory; (2) infringe upon therights of any third party, includingwithout limitation rights of privacy orany copyrights; (3) violate anyapplicable laws. The advertiser (andany agencies and/or affiliates) furtheragrees that the publisher cannot beheld liable for any costs, damages,liabilities or fees arising from (1) thecontent and publication ofadvertisements (including the failureto publish an advertisement); and (2)the failure of any contest related to theadvertisements to comply andconform to all applicable laws,ordinances, statutes and rules.

FREQUENCY DISCOUNTSFrequency discounts are based on thenumber of insertions scheduled withina 12-month period regardless of the adsize. Canceled contracts are subject toa short rate, with the rate applicablefor the amount of advertising spaceused applied retroactively from thefirst ad inserted onwards. Advertiserswill be rebated if, within a 12-monthperiod from the first insertion, theyhave used sufficient additionalinsertions to warrant a lower rate.

CANCELLATION POLICYCancellation of ad space must bereceived in writing before thepublished closing date.

MATERIAL SPECIFICATIONSS E N D I N G D I G I TA L F I L E SHere are the requirements for makingyour advertising job go moresmoothly: Advertisers should submitfinished ads on CD-ROM or DVD aselectronic files. We accept Macintoshfile formats: QuarkXPress, AdobeIllustrator, and Adobe Photoshop. Tosubmit files in PDF format, please useAcrobat version 4.01 or higher, pressoptimized, 2,400dpi, compositeCMYK, with all fonts embedded and300dpi bitmaps. All files, includingfonts and images, should be sent onDVD or CD-ROM. (Submission via e-mail or upload to INSTORE’S FTPserver is available. Ask youradvertising representative for details.)For four-color ads, please provide acolor proof with standard AAAA/PMSprocess colors. Please note any specialinstructions directly on the proofs. Allimage files should be saved in CMYKcolor in TIFF or EPS format at aresolution of 300dpi. All requiredimage trapping should be included in

each file. Each disk sent to us shouldinclude a label with the advertiser’sname, issue of insertion, contact nameand phone number. The advertiser willbe responsible for errors inadvertisements due to incorrectpreparation of supplied files. INSTOREcannot guarantee reproduction qualityof ads supplied without a proof orthose in non-preferred file formats.Ads submitted in non-preferredformats may be subject to additionalproduction fees. Materials notrequested for return will be destroyedafter one year.

F I L E P R E P A R A T I O NR E Q U I R E M E N T SHere are some key issues to keep inmind while preparing advertisingartwork for INSTORE: k Thin lines, fine serifs and mediumor small type should be restricted toone color. k Reverse type and line art should notbe less than .007” (1/2 point rule) atthe thinnest part of a character or rule.Reverse type should use the dominantcolor (usually 70% or more) for theshape of letters. Where practical, andnot detrimental to the appearance ofthe job, make the type in subordinatecolors slightly larger to minimizeregister problems on the productionpress. Small type and fine serifsshould not be used for reverse type.The surrounding tone must be darkenough to ensure legibility. k Overprinted (surprinted) typeshould not be less than .004” (1/3point rule) at the thinnest part of acharacter or rule. When type is to beoverprinted, the background should beno heavier than 30% in any one colorand no more than 90% total in all fourcolors for legibility. k For more artwork specifications,please visit www.swop.org.

TERMS & SPECIFICATIONS

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For more information on how INSTORE can help you reach retailers more effectively than any other

industry magazine, contact us today at:

(212) 981-9625

(847) 918-9495 (NEW YORK OFFICE)

(CHICAGO OFFICE)

or [email protected]

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