media kit 2008

Updated 10/24/07

To be inspirational, educational, down to earth. An indispensable magazine for

Canadians who love to garden.

mission statement

Mandate

Canadian Gardening and canadiangardening.com approach the subject of gardening

with a lively, fresh and passionate eye, to provide readers—from novices to experts —

with engaging, authoritative information on all that’s new and notable in ornamental

and edible plants, design, techniques, trends, decor, products and more. We joyfully

celebrate all aspects of the garden and its many pleasures.

FaSt FaCtS

Positioning: Canada’s Magazine for Gardeners

Frequency: 8x year

Circulation: 151,539 ABC June ’07

Launch date: 1990

Cover Price: $4.95

audience: 2,189,000 (PMB ’07 Age 12+)

Web: canadiangardening.com

in every issue From a gardener — Editor-in-Chief Aldona Satterthwaite’s evocative editorials touch the hearts and minds of gardeners everywhere

Clippings — a lively, graphic, fast-paced section of must-read news, views, advice and new products

Hort Couture — a trend-setting pictorial roundup of products, accessories and more—lively eye-candy for gardeners

Star Plant — crisp text and lush images about plants worth growing

Novice Gardener — a hands on primer for all things gardening – from how to start your own plants to debunking gardening myths

Techniques — specific techniques to help you achieve your gardening dreams – how to grow orchids, the proper way to aerate your lawn and stake garden plants, etc.

Gardens Galore — Canadian Gardening takes you on a tour of private gardens across the country. Homeowners share their stories, tips and joys of gardening

Garden to Table — enjoy the fruits of your garden labours! Growing tips and delicious recipes, as well as suggested wine pairings round out our monthly ‘foodie’ column

Grassroots — what gardeners are feeling, saying and doing across Canada. Includes TransCanada regional roundup and much more

Down to Earth — fearless humourist Sonia Day’s popular column

Groundswell — five experts give their lively answers to one thought-provoking question. Guest stars too!

demographic profileDemographic Population CG reader Index (%)  000  (%)  IndexaGe12+ 100% 2,189 100% 100 25-49 43% 1,037 47% 110 35-49 27% 741 34% 125 25-54 52% 1,319 60% 116 50+ 37% 932 43% 115 average age    43    46

HOUSeHOLd InCOMeHHI $50,000+ 60% 1,418 65% 109 HHI $75,000+ 38% 944 43% 114 HHI $100,000+ 22% 590 27% 122 HHI $125,000+ 11% 322 15% 132 HHI $150,000+ 7% 170 8% 117 average HHI    $68,613     $74,211  

edUCatIOnCollege+ 38% 1,052 48% 126 BA + 18% 447 20% 113

OCCUPatIOnMOPE 19% 497 23% 120 White Collar 18% 483 22% 123

GendeRFemale 51% 1,442 66% 130

ReGIOnMaritimes 7% 261 12% 163 Ontario 39% 1,046 48% 123 Manitoba/Saskatchewan 7% 158 7% 110 Alberta 10% 266 12% 122 B.C. 13% 337 15% 115

HOMeOWneRS 75% 1,815 83% 110 Principal grocery shopper 63% 1,586 73% 115

FaMILY StatUSMarried 58% 1,559 71% 124 Kids <18 in the household 42% 910 42% 100 Female head of household 42% 1,281 59% 138

READERSHIP HIGHLIGHTS (000s)

English Speaking Adult Readers 18+ 2,058,000

FemaleReaders 18+ 1,365,000

Readers Per Copy 13.7

Male/Female Ratio 34/66

Source: PMB 2007, Base: Canadians 12+

With a compelling blend of stunning visuals and authoritative yet accessible information, Canada’s favourite gardening magazine just keeps growing stronger. Eight great issues in 2008 are filled with inspiring ideas to keep gardeners informed, interested, entertained and enchanted year-round, whatever their level of expertise. Popular columns and departments are now joined by new ones, along with the best in Canadian gardens, plants and design. But that’s just part of the story—we also feature innovative new products and delicious original recipes.

  Winter  Space October 5  Material October 15  On Sale november 19       the Four Season Garden Gardens that delight throughout the seasons is the feature story in this issue. Other topics include a multi-page Hort Couture column filled with pampering gifts for the gardeners in your life, indoor orchid growing tips, three great looks for doorways, and a seed-starting primer. 

the annual    Space december 10  Material december 17    On Sale January 28    Fantastic Garden Projects This information-packed keeper is loaded with quick fix-ups, easy projects and ‘get the look’ product inspiration! Learn how to revive outdoor furniture, overcome problem spaces and customize a work area with easy to install big-box components. Step-by-step pro advice on creating water features, rock gardens, low maintenance container plantings, fast flower arrangements and more. Also valuable tips on organizing garden records and taking garden photos like a pro.

  april  Space January 14  Material January 21  On Sale February 25    Quick Ways to transform Your Garden Included are the top 10 secrets to low maintenance gardening, techniques on planting and caring for raspberries, how to build the perfect patio, growing tips for Rembrandt tulips, and a stunning tour of fabulous spring gardens in New Brunswick, plus all our popular regular columns, and the latest news and more!

  May  Space February 18  Material February 25  On Sale March 31    new Ways with Pots One container, four ways! Hort Couture features real vs faux pots. Tips on how to create the perfect potting room (both indoors and out). The best white roses, plus growing and cooking with sage. Colourful tours of gardens in B.C. and Quebec. And a wealth of useful tips and tricks to usher in the gardening season.

  June  Space March 24  Material March 31  On Sale May 5     Spaces Big and Small Table and chair sets for small spaces are featured in Hort Couture, top tough plants including those which require minimal care but deliver maximum impact. Tour gardens from coast to coast, and learn all about Dogwoods. Plus tips on growing and cooking Asian vegetables.

  Summer  Space april 28  Material May 5  On Sale June 9    Splashy Summer Ideas Incorporating water in your garden is the theme of this issue. Star Plant highlights hardy water lilies, while the Master Class column shows how to integrate pools and ponds in beautiful garden settings. Refreshing melons are featured in our From Garden to Table column. And of course the latest gardening news and products in our Clippings and Hort Couture columns.

  aug/Sept  Space June 16  Material June 23  On Sale July 28    Late-Summer Perk-ups Grasses can add great interest in the late-summer garden, and we’ll show you how to care for them. Information on how to revive weary container plantings, grow phlox and build a dry stone wall, plus delicious recipes for healthy greens and of course lots of gorgeous garden photography to inspire and excite.

  Fall  Space august 11  Material august 18  On Sale Sept 22    annual Colour Issue use colour with confidence. Our Star Plant column features gorgeous Japanese maples. Tips on creating colourful fall containers, best plants for yellow autumn colour, and advice on fall-bulb buying. From Garden to Table looks at growing pumpkins and features wonderful, heartwarming recipes. Plus how to extend the season with a heated outdoor room.

*please note editorial is subject to change

selected highlights of eight great issues 2008

RATE CARD 2008 GROSS $ – 4 COLOURFREQUENCY 1x 3x 5x 8x

NATIONAL EDITION

Page $13,145 $12,880 $12,490 $11,830

2/3 Page $11,265 $11,040 $10,700 $10,140

Guide Page $10,515 $10,305 $9,990 $9,465

1/2 Page $9,860 $9,665 $9,365 $8,875

1/3 Page $7,235 $7,090 $6,875 $6,510

1/6 Page $4,775 $4,680 $4,535 $4,300

DPS $24,970 $24,470 $23,720 $22,475

1/2 DPS $16,385 $16,055 $15,565 $14,745

FREQUENCY 1x 3x 5x 8x

ONTARIO EDITION

Page $10,515 $10,305 $9,990 $9,465

2/3 Page $9,000 $8,820 $8,550 $8,100

Guide Page $8,400 $8,230 $7,980 $7,560

1/2 Page $7,875 $7,720 $7,480 $7,090

1/3 Page $5,780 $5,665 $5,490 $5,200

DPS $19,955 $19,555 $18,955 $17,960

1/2 DPS $13,095 $12,835 $12,440 $11,785

WESTERN EDITION

Page $7,885 $7,725 $7,490 $7,095

2/3 Page $6,745 $6,610 $6,410 $6,070

Guide Page $6,325 $6,200 $6,010 $5,695

1/2 Page $5,895 $5,775 $5,600 $5,305

1/3 Page $4,325 $4,240 $4,110 $3,895

DPS $14,985 $14,685 $14,235 $13,485

1/2 DPS $10,035 $9,835 $9,535 $9,030

NATIONAL EDITION - COVERS

IFS $29,970 $29,370 $28,470 $26,975

IBC $18,405 $18,035 $17,485 $16,565

OBC $21,365 $20,940 $20,295 $19,230

BLACK & WHITE 15% OFF FOUR COLOUR RATESBLACK & ONE SPOT COLOUR FULL PAGE, ADD $950 TO B&W RATE

PLEASE NOTE Colour must be process colour. For matched or other colours, additional charges may apply.

national rates

MetHOd OF PROdUCtIOn• CANADIAN GARDENING is printed by high-speed web offset at a

resolution of 266dpi/133lpi, and perfect bound.• Folding and trimming are subject to variation.• Please adhere to the live area specifications as stated above.• Text type should be a minimum of 8 point. Reverse type less than 12

point is not suitable for reproduction. CANADIAN GARDENING is not responsible for reproduction of type sizes smaller than those mentioned for thin, serif type.

• all ads with bleed must have 1/4" bleed on all 4 sides.

MateRIaL SHIPMentPlease send all advertising material contracts and insertion orders to the address below by their respective closing dates.CanadIan GaRdenInGattn: advertising Sales25 Sheppard Ave. W., Suite 100North York, Ontario M2N 6S7Tel: (416) 733-7600Fax: (416) 218-3598

MateRIaL PRePaRatIOnPlease supply material to the following specifications to ensure accu-rate reproduction.• Digital files supplied on CD, DVD or Zip disk

(no SyQuest or floppies).• QuarkXpress 4.0 document must be complete with all supporting files

(fonts and high resolution graphic elements). Macintosh format only.• Illustrator files, please ensure that all linked or embed images are

brought in at 100%, this ensures that the file size is optimized. All transparencies or layers must be flattened. Supply all fonts, or con-vert all fonts to outlines.

• Photoshop files, do not save images with a JPEG or LZW compression.

• If providing a PDF, the file MUST meet the PdF X1a file standard.

Postscript files must meet file specifications. Information regarding both PDF X1a’s and postscript files is available upon request.

• We do not accept TIFFITS nor CT LW files.Do not use RGB art, keep all colours CMYK. Naming conventions for colour in Art to match naming in Quark colour palette. Collect for output in Quark will assure that all support files are included.nOte: all ads require a high resolution “contract quality” proof. If one is not supplied we cannot guarantee colour reproduction.

eLeCtROnIC tRanSFeR• Material sent through to our FTP site MUSt be COMPReSSed 

into .SIt or .Sea format.To get the free compression utility, visit: http://www.aladdinsys.com/downloads/software.html and download DropStuff.• Please note that we will accept files with a maximum

compressed size of 20MB.Please use the following steps:1 To log onto the FTP server, use your FTP software and log on to: ftppub.transcontinental.caUSeR Id: advertPassword: teezerFile naming convention: Brand.Publication ie: walmart.cdngarden-ing• Do not set any directory at this time.• When you log in you will see the following folders: Business, IT

Business, Seniors, Sports, TV Guide, Womens, Other, Pickup.• Within each of these are the various publications.2 Place your file in the CANADIAN GARDENING subfolder of the Womens folder. You will not see the file once it’s uploaded, as these are merely drop folders.3 After uploading the file, please fax a copy of the ad to CANADIAN GARDENING at 416-218-3598.4 Send your contract quality proof to the Advertising Sales address.

production specificationsMechanical Specs - 4-Colour Unit Sizes

advertising Unit    Live area    trim Size    Bleed Size

Full Page 7” x 10” 8” x 10-3/4” 8-1/4” x 11”

2/3 Page (Vertical) 4-1/2” x 10” 5” x 10-3/4” 5-1/4” x 11”

Half Page Island 4-1/2” x 7-1/2” 5” x 7-3/4” 5-1/4” x 8”

1/2 Horizontal 7” x 4-7/8” 8” x 5-3/8” 8-1/4” x 5-5/8”

1/2 Vertical 3-1/2” x 10” 4” x 10-3/4” 4-1/4” x 11”

1/3 Horizontal 7 x 3-1/16" 8 x 3-9/16” 8-1/4 x 3-13/16"

1/3 Vertical 2-1/8” x 10” 2-1/2” x 10-3/4” 2-3/4” x 11”

1/3 Square 4-1/2” x 4-7/8”

1/6 Vertical 2-1/8” x 4-7/8”

Double Page Spread (DPS) 15” x 10” 16” x 10-3/4” 16-1/2” x 11”

Mechanical Requirements

PROCedUReS FOR SUPPLIed InSeRtS

To ensure proper control and insertion of supplied inserts, the following procedures

must be strictly adhered to when shipping inserts into Transcontinental – Owen

Sound Division.

ReCeIVInG aPPOIntMent

Before shipping any material into the Owen Sound Plant, an appointment must be

made at least 24 hours in advance through the Receiver at 519-371-5171, ex 372.

The Receiver can be contacted between 8:00 a.m. and 4:30 p.m. Monday through

Friday. Weekend deliveries can be set up in advance. Deliveries are to be made no

later than 5 working days and no sooner than 10 working days prior to the insertion

date. Weeks which contain a statutory holiday will advance all delivery deadlines by

a minimum of 24 hours. Due to space constraints, only quantities necessary for the

current issue can be accepted. Please do not send in more than one issue’s worth.

BILL OF LadInG InFORMatIOn

1/Name of the insert or code 2/Date and/or month of the insert 3/Actual name of

the publication that the insert is for 4/Number of pieces, skids and/or cartons on

truck or trailer. When more than one trailer is used, the last bill should be marked

FINAL 5/Total number of copies on each truck and/or trailer being used 6/Ship to

Transcontinental RBW Graphics 2049 20th Street, East Owen Sound, Ontario N4K

5R2 Attn: Linda Thompsett (for Canadian Gardening and Canadian Home & Country)

FOR OUt OF Canada CUStOMeRS/SUPPLIeRS

Out of Canada customers need to supply a commercial invoice with their shipments.

The carrier has to go through a broker in order to clear customs and this info should

be noted on the form. If you do not have a broker you can use our broker affiliate.

When sending small parcels overnight, please use FedEx, as they have their own broker

to clear customs.

CaRtOnS When cartons are used they should be fully packed, properly sealed and the

weight per carton should not exceed 40 lbs each. Carton label must display the name of

the actual insert/issue/publication, the content quantity and CSR contact. Each carton

must be labeled on both ends. Each carton must contain the same number of copies

with the last carton being the balance. These requirements also apply to skids.

BandInG When banding skids, the bands should be tight but not to the extent of

damaging the insert being supplied. When skids are loaded on the trailer they must

not be double decked.

BUndLInG We are only capable of working with logged signatures that are 1/No more

than 36” in length 2/Do not weigh more than 80 lbs. Please advise your supplier that

our docks are 4 feet high which is a standard trailer height.

insert packing instructions

insert shipping instructions

SaLeS OFFICe 25 Sheppard Ave. W., Suite 100 Toronto, Ont. M2N 6S7 Tel: 416-733-7600 Fax: 416-218-3636

Western Sales Office 2608 Granville St., Suite 500 Vancouver, B.C. V6H 3V3 Tel: 604-877-7732 Fax: 604-877-4838

advertising terms and conditionsCOPY and COntRaCt ReGULatIOnS

a) Publisher reserves the right to change the rates in this card by giving 30 days notice in writing of such changes to contract holders and by general notification of changes in Canadian Advertising Rates and Data. Volume or frequency contract advertiser’s first insertion must be published within one month of receipt of the contract and the contracted linage or insertions must be completed within 12 months from the date of the first insertion in order to qualify for volume and frequency discounts. If contracted linage volume is not completed within 12 months the advertiser will be short rated at the prevailing rate card rates. Special position contracts are non-cancellable and require 90 days notice if contract is not going to be renewed.b) Advertisers and/or advertising agencies assume full responsibility for all contents of advertisements and any claim made against the publisher because of such content. Publisher reserves the right to refuse any or all copy deemed by the publisher to be unsuitable.c) Publisher does not accept responsibility for the print quality of the color reproduction if the advertiser has not sent a contract quality proof with the ad.d) Publisher shall not be subject to any liability whatever for refusing to publish any advertisement, or for errors in any advertisement however caused beyond the amount the advertiser paid for such advertisement.e) Publisher shall not be subject to any liability for any failure to publish or circulate all or any part of any issue because of strikes, work stoppages, accidents, Acts of God, or any other circumstances not within the control of the publisher.f) All proofs and material, etc. will be destroyed by the publisher if not requested within 2 months after publication date.g) Until all related advertising charges have been paid, the publisher owns the copyright in any advertisement.h) Advertising space is for the sole use of the advertiser and may not be assigned or transferred to a third party.i) Cancellations will not be accepted after space closing date.j) All invoices are payable on receipt of invoice. Interest at the rate of 1.5% per month will be added to overdue amounts.k) Accounts payable in Canadian funds (or US funds at current rate of exchange).Ad agency commission 15%

eastern Canada Sales Office 2001 rue University, bureau 900 Montreal, Que. H3A 2A6Tel: 514-499-0491 x315 Fax: 514-499-9112

eastern U.S. Sales Office 67 Irving Pl., 9th floorNew York, N.Y. 10003Tel: 212-343-0062 Fax: 212-343-0245

contacts