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Advertising Rates for The Walking Horse Journal |
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Classified advertising: Minimum charge $5 for 25 words (30 words if you're a current subscriber). Additional words five for $1. Add a one-column picture for $15 if you send a suitable picture.
Business card ads (same size as standard business cards you hand out), $20 once or $100 for a year (six issues) In case you don't know, business cards are 3 1/2 inches wide, 2 inches high.
Stallion directory ads are the same size as business cards but include a picture, $115 for six issues
Classified display space (you want borders or unusual type styles or both) is $7.50 per column inch.
Stated prices apply if you pay in advance. We charge extra if we must bill you.
Smallest display ad (runs on any page, usually has a border and type sizes and styles chosen for impact on the reader) is one twelfth of a page, $20. This ad is square, one column wide and high (about 2 1/4 inches, equal to 13 picas 6 points in printer's measures.)
Ads will be fitted to standard sizes. The next standard size, one sixth of a page, is $30. It is either twice as high or twice as wide as the twelfth page. The wide version gains the space between columns and is about 4 3/4 inches wide (28 picas 9 points), the same 2 1/4 inches high.
One third of a page runs $60, unless you want a guarantee it will appear with classified. The guarantee costs an extra $5. Your choice, a full page wide (7 1/3 inches) by one-third page high (3 inches) or two columns wide and half a page high (4 3/4 inches wide, 4 1/2 inches high)
Half a page is $80. It can only be laid out horizontally, 7 1/3 inches wide and 4 1/2 inches high. Printer's measures, more exact, are 44 picas wide, 28 picas 9 points high. To run a half page on the classified page costs $85 and the dimensions shrink to 7 inches by 4 1/2 inches because classified pages use a narrower column width than the rest of the magazine.
For full page ads we ask $150. These are 7 1/3 inches wide, 9 1/4 inches high. Our choice where they appear in the magazine. For inside the front cover there's an extra $15 charge, because we think it's an exceptionally good location.
Maximum impact may be the back cover, above the address information for mailed copies. We've never sold an ad for this location, but if we did the price would be $165 for two thirds of a page (7 1/3 inches wide, 6 inches high).
Discounts apply to certain things you can do. Supply your ad as a camera ready printout on good paper, so we can scan it in, or in a computer format we can place in the magazine untouched by human hands, and save 10 per cent. We've had trouble with PDF (portable document format) files because our computers and the printing plant's computers are barely on speaking terms. EPS and TIF files seem to work as do InDesign native format files, and we're willing to experiment with others.
Use an ad several times and the second and following insertions are discounted 20 per cent. This discount is already applied in the annual business card and stallion directory prices quoted, however.
Volume discounts begin at the $450/year level, handled as rebates.
Advertising copy and payment are due on the first day of the month
preceding publication. That means: Allowance is made for postal holidays and weekends.
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