2010 Com Mk

2010

The Leading Resource For Mortgage Originators

Commercial Edition Media Kit

Toll-free 800.297.6061 Tel 425.485.2282 Fax 425.485.3550 scotsmanguide.com

2010 COMMERCIAL MEDIA KIT 2A new year. A new look. A new opportunity.

Your 2010 handbook to advErtising with sCotsman guidE mEdia

2010

3 | about us

Find out why our award-winning magazine and Web site continue to reach the industry’s top tier by presenting quality information and essential tools.

• who uses Scotsman Guide?

• Editorial calendar

• 2010 ad deadlines

7 | Print advErtising

Placing an ad in Scotsman Guide’s commercial edition means much more than just seeing your name in print. Our value-added bonuses ensure your reach extends beyond the printed page.

• display-ad specifications

• display-ad submission requirements

• display-ad rates

• matrix rates

12 | onlinE advErtising

Why mess with SEO and blogs when you can expand your Web presence through one of the mortgage industry’s top digital domains?

• banner-ad specifications and rates

• E-newsletter specifications and rates

http://www.scotsmanguide.com


2010 COMMERCIAL MEDIA KIT 3Scotsman Guide: get in the Fold

• who uses Scotsman Guide? | 4

• Editorial calendar | 5

• 2010 ad deadlines | 6

In each of the past three decades, Scotsman Guide has built upon its position as the leading resource for mortgage originators — in print and online. Here’s how:

• industry-leading audience: Tap our nationwide readership online and in print. Our commercial print edition reaches more than 18,500 qualified commercial mortgage offices, with a pass-along rate of 2.9 readers per magazine. There are also the more than 4,600 mortgage professionals subscribing to our digital magazine — an online replica of everything we publish in print. And the more than 40,600 recipients of our e-newsletter. And the many more mortgage professionals who depend on scotsmanguide.com each day.

• Comprehensive industry coverage: From interviews with industry leaders to unique market analysis to educational articles from mortgage professionals who practice what they preach, Scotsman Guide presents the tools busy readers need to stay competitive and informed.

• Cutting-edge distribution channels: In addition to our monthly commercial and residential print magazines, our content also is available on scotsmanguide.com — home to our commercial lender search engines, Scotsman Guide Loan Post and more. We also can offer a presence in our monthly e-newsletter, our digital magazines and on our blogs.

• stability and clout: For the past few years, we’ve received consistent online- and print-journalism award recognition from leading organizations such as the American Society of Business Publication Editors, National Association of Real Estate Editors, Society of Professional Journalists and Western Publications Association (info: scotsmanguide.com/awards).

we believe in integrity. and we welcome you to be a part of our team.

who to ContaCt

advertising information:

todd britton-simmons Executive Vice President of Sales [email protected] (800) 297-6061 ext. 6014

matrix and loan Post:

garrett geiger [email protected] (800) 297-6061 ext. 6044

Editorial: (800) 297-6061 [email protected]

mailing address: Scotsman Guide Media P.O. Box 692 Bothell, WA 98041




http://www.scotsmanguide.com/awards


2010 COMMERCIAL MEDIA KIT 4who uses Scotsman Guide?

qry_CircReport_Job_RES_F

Page 1

Other3.82%

Wholesale LendingManager/Rep0.84%

Mortgage Broker/Owner

45.54%

Manager9.06%

Loan Officer11.42%

CEO/President/SVP/VP/Director/

Executive29.32%

qry_CircReport_BusCde_RES_F

Page 1

Other4.48%

CommercialWholesale Lender

5.65% CommercialMortgage Banker(who brokers out)

9.66%

Commercial Mortgage

Broker80.21%

Scotsman Guide’s commercial edition is a monthly trade magazine distributed nationwide. Our print magazine — the only audited-circulation publication directed solely to mortgage originators and audited since 2002 — reaches 18,537 qualified mortgage-origination offices, while our digital magazine (4,636 subscribers) and e-newsletters (more than 40,600 recipients) are available to all interested subscribers. Scores more use our Web site, scotsmanguide.com, and its tools.

AK 26

AL 115

AR 66

AZ 1,091

CA 3,559

CO 960

CT 162

DC 51

DE 30

FL 1,843

GA 480

HI 71

IA 55

ID 110

IL 992

IN 145

KS 50

KY 54

LA 91

MA 201

MD 484

ME 34

MI 420

MN 588

MO 166

MS 29

MT 101

NC 458

ND 7

NE 17

NH 56

NJ 619

NM 75

NV 216

NY 826

OH 593

OK 83

OR 270

PA 449

RI 49

SC 160

SD 7

TN 169

TX 1,117

UT 536

VA 224

VT 6

WA 483

WI 128

WV 8

WY 7

total 18,537

Print CirCulation bY statEsubsCribErs

Print subsCribErs bY businEss tYPE Print subsCribErs bY Job FunCtion

Print Magazine: ............................... 18,537Digital Magazine: .............................. 4,636Total Nationwide Circulation: ...... 23,173

Circulation audited since July 2002.

audit bureau of Circulations 2009 print- and digital-circulation audit statement is available on request by e-mailing [email protected].




2010 COMMERCIAL MEDIA KIT 5Editorial Calendar: Commercial Edition

Scotsman Guide accepts educational articles submitted from mortgage-industry professionals. In addition to appearing in our print edition, articles also can be featured on scotsmanguide.com or in our monthly e-newsletters.

For no charge, you receive access to the kind of stable, insider readership in print and online that blogs and start-ups simply can’t offer. Start by running your article through our quick guideline checklist:

❍ word count: Between 700 and 2,000 words

❍ bio: Includes author’s name, position, company and contact info

❍ Format: Microsoft Word preferred

❍ audience: Accepted articles must be geared to mortgage brokers

❍ Company/proprietary-product references: Not allowed in text; OK in bio and byline

❍ originality: Previously published articles — in print or online, in whole or in part — not allowed

❍ submit: E-mail to [email protected] prior to deadline

Editorial kit and FaQs: scotsmanguide.com/write

submit articles: [email protected]

Scotsman Guide makes decisions regarding editorial placement and

content independent of all advertising influence.

All edition information is subject to change.

rEadY to go?Pick the month or months best-suited for you. Our monthly focus is designed to help regular writers with topic ideas — though we accept articles on all relevant topics for any issue, regardless of the issue’s focus. We also will write about a different state’s market each month in our Spotlight feature — allowing another option for pegging your submission.

MONTH FOCUS* SPOTLIGHT DEADLINE

January Underwriting Washington state Nov. 10, 2009

February Risk management Nevada Dec. 10

March Green practices Illinois Jan. 8, 2010

April Business development Maine Feb. 10

May Distressed properties California March 10

June Government loans Arizona April 9

July Ethics and education Florida May 10

August Technology Georgia June 10

September Marketing Texas July 9

October Niches Pennsylvania Aug. 10

November Legislation Colorado Sept. 10

December Trends New York Oct. 8

*Scotsman Guide accepts articles on any relevant topic for any edition – regardless of the edition’s monthly focus.



mailto:[email protected]

http://www.scotsmanguide.com/write


2010 COMMERCIAL MEDIA KIT 6Print advertising deadlines: 2010

• These deadlines are subject to change without notice.

• A late fee may be assessed to any ad copy received after the deadline.

• If new artwork is not received by the deadline, Scotsman Guide will use the previous month’s ad copy.

• Cover artwork is due prior to the artwork deadline. Refer to your advertising agreement for the due date.

• Questions about how to submit your display advertising artwork? Please see our Display Advertising Specifications and Requirements in your Media Kit, on our Web site: scotsmanguide.com/prepare-ads or contact our Production Department: [email protected].

• Questions about how to submit your matrix listings? Contact our Matrix Department: [email protected].

EditionSpace Reservation/Payment/

New Matrix Ad CopyCurrent Matrix-Ad-Copy Changes New Display-Ad Artwork

JanuarY November 17, 2009 November 18, 2009 November 20, 2009

FEbruarY December 18 December 18 December 23

marCh January 15, 2010 January 18, 2010 January 22, 2010

aPril February 16 February 18 February 24

maY March 19 March 22 March 25

JunE April 16 April 19 April 23

JulY May 18 May 19 May 24

august June 18 June 18 June 23

sEPtEmbEr July 16 July 21 July 26

oCtobEr August 18 August 19 August 24

novEmbEr September 17 September 20 September 23

dECEmbEr October 15 October 18 October 22


http://www.scotsmanguide.com/prepare-ads




2010 COMMERCIAL MEDIA KIT 7Print advertising

• display-ad specifications | 8

• display-ad submission requirements | 9

digital magaZinEs matriX listing

disPlaY ad

disPlaY + matriX

CovEr ad

Advertising included in digital magazines • • • •Live, clickable links, when applicable • • • •Advertising included in archived digital magazines • • • •lEndEr sEarCh EnginEsPresence in applicable lender search engines online • •Preferential ranking in lender search results, based on monthly ad spend •Ability to add listings to Niche Lenders page online (scotsmanguide.com/comnichelenders) • • • •

Top ranking in applicable lender search results •dirECtoriEsMatrix and Lender Directory listings available in PDF versions online • •Presence in searchable online Lender Directory • •Highlighted in print Lender Directory — and print and online matrixes •Listing and page reference in print Display Advertiser Directory • • •Display-ad link in online Display Advertiser Directory (scotsmanguide.com/comdisplay) • • •

Link to your Web site from online Lender Directory •Links from online Lender Directory listing to all matrix listings, for broker use •Link to your display ad from online Lender Directory •loan PostAccess to Loan Post and to reply to unlimited number of broker scenarios • • • •Ability to create unlimited user logins and reply ability for your company • • • •Preferential reply privilages, allowing for faster response to new posts, based on monthly ad spend • • •

Access to broker's contact information (when available); number of monthly views based on monthly ad spend • • •

Ability to create multiple filters for individual users to receive e-mail alerts for deals that fit their criteria • • •

Replies linked to company's display ad online • • •Replies linked to company's Lender Directory listing online •

A display advertisement or matrix listing in Scotsman Guide provides you with more than just the opportunity to promote your programs and Web site in print. Each ad offers many bonus options for you to extend your reach — in print and online.

addEd bonus All cover, premium-position and full-page advertisers also receive an online banner ad at no charge (value of $500/month)

• all value-added bonuses are available during the month in which the ad runs. Value-added bonuses are subject to change without notice, and some restrictions apply.

insidE:

• display-ad rates | 10

• matrix rates | 11

who to ContaCt








http://www.scotsmanguide.com/comnichelenders


http://www.scotsmanguide.com/comdisplay



2010 COMMERCIAL MEDIA KIT 8display advertising: Specifications

inside Pages Paper: 32 lb. gloss text / Trim Size: 10.625" x 15" live copy area: allow 0.5" in from trimmed edges for live copy. Ad material falling outside this area may be trimmed.bleeds: Build in 0.125" beyond trim size on each edge for bleeds.

1/8 Page 4.73" x 3.37"

1/16 Page 4.73" x 1.6"

1/4Page

4.73" x 6.9"

Junior Page 7.2" x 10"

1/2 Page Horizontal9.625" x 6.9"

Full Page9.625" x 14"

Full Bleed Page10.875" x 15.25"

Trim Size 10.625" x 15"

Live Copy Area9.625" x 14"

Full Bleed Spread 21.5" x 15.25"

PLEASE NOTE: Material tha t crosses gutters on spreads may not align properly. Avoi d small type across gutters and include extra space if any text must read across center.

Trim Size 21.25" x 15"Live Copy Area 20.25" x 14"

Full Spread 20.25" x 14"Trim Size 21.25" x 15"

PLEASE NOTE: Material tha t crosses gutters on spreads may not align properly. Avoi d small type across gutters and include extra space if any text must read across center.



2010 COMMERCIAL MEDIA KIT 9display advertising: Submission Requirements

Scotsman Guide strives to maintain a clear distinction between paid advertising and editorial content. Advertising content must differ in look and layout from editorial content. We reserve the right to distin-guish between the two. If you are planning on sending a text-heavy, advertorial ad, please consult our separate advertorial guidelines: www.scotsmanguide.com/pdfs/advertorial.pdf

Questions? Please contact your account executive.

Formatting Your FilEs

Please be aware that four-color process ads are subject to color/tonal shifts inherent to the heat-set web printing process. Laser proofs do not accurately represent the percentage of cyan, magenta, yellow and black used in the electronic files supplied. Liquid inks used in laser printers are much more vibrant than inks used in offset printing. The printer will strive to match the colors in your proof but cannot guarantee precise replication of colors. Also, please be aware that the page runs through the press on the horizontal axis, which can also affect color distribution. Scotsman Guide reserves the right to add a 1 pt. black boundary keyline to fractional ads.

indesign files: All links, screen and printer fonts must be included.

illustrator or Freehand files: All links must be included.Convert all type to paths. Flatten transparency.

Photoshop files: File should be 300 ppi PSD, TIFF or EPS. Make all black type 100% black and not a CMYK build.

Quark XPress files: Include all links, screen and printer fonts.

notE: we do not accept files created in Microsoft Publisher, Microsoft Word and Microsoft PowerPoint.

scans should be 100% printed size and 300 ppi for interior pages; 100% printed size and 350 ppi for cover artwork.

Colors converted to CMYK. Make sure black type that is smaller than 9 point is 100% black. Our printer does not guarantee registra-tion of type under 9 point with a CMYK build.

white objects/type should be set to knock out, not overprint.

sEnding Your FilEs

PrEFErrEd

PdF and PdF/X-1a files in high resolution:Embed all fonts– Compression settings: Color images, bicubic downsample to 300 ppiGrayscale images, bicubic downsample to 300 ppiMonochrome images, bicubic downsample to 1,200 ppiCompress text and line art

PrEFErrEd

E-mail files to: [email protected].

All links, screen and printer fonts must be included. If you are submitting ad copy via e-mail, please make sure the file size is no larger than 4MB.

FtP (file transfer protocol)

If your file size is larger than 4MB, please upload your file to our FTP site. If you need instructions on how to upload a file to our FTP site, please e-mail [email protected]. After all files have successfully uploaded, please alert us by sending an e-mail to [email protected] advising your files have been uploaded.

Also be sure to include the name of the uploaded file in the e-mail.

shiPPing addrEss

E-mail [email protected]

Shipping Production Scotsman Guide Media 22522 29th Drive SE, Ste. 201 Bothell, WA 98021

Toll-free (800) 297-6061

Phone (425) 485-2282

Fax (425) 485-3550

For detailed step-by-step ad-submission information go to: scotsmanguide.com/prepare-ads

Color CorrECt ProoFs

Scotsman Guide recommends that advertisers supply a hard-copy color-correct proof for our reference. Please send a hard-copy proof separately if you are submitting your files via e-mail or FTP.

Cd or dvd may be mailed to our shipping address.

naming Your FilEs

File name must include advertiser company name and month ad is running (example: Companyname_9-07.pdf)


http://www.scotsmanguide.com/pdfs/advertorial.pdf

http://www.scotsmanguide.com/prepare-ads


2010 COMMERCIAL MEDIA KIT 10display-ad rates: Per Month – Full Color

Capture the attention of mortgage-origination offices nationwide.Our value-based packages outlined below are designed to encourage recognition through repetition.

No. of AdInsertions

Spread21.25" x 15"

Full Page10.625" x 15"

Jr. Page7.2" x 10"

1/2 Page9.625" x 6.9"

1/4 Page4.73" x 6.9"

1/8 Page 4.73" x 3.375"

1/16 Page4.73" x 1.67"

12 X(15% savings)

$8,925 $6,460 $4,760 $3,485 $2,550 $1,615 $935

6 X(11% savings)

$9,345 $6,764 $4,984 $3,649 $2,670 $1,691 $979

3 X(7% savings)

$9,765 $7,068 $5,208 $3,813 $2,790 $1,767 $1,023

1 X $10,500 $7,600 $5,600 $4,100 $3,000 $1,900 $1,100

Front Cover and Premium Positions: Ask your account executive.

• the above rates are net. Gross rates are available upon request.

• Prepay three months and save 5%; six months, save 10%; and a year, save 15%.

• terms: Payment for initial advertising is due prior to publication deadline. Once credit is established, payments are due the first of each month for inclusion that month. We accept Visa, MasterCard and American Express.

• all value-added bonuses are available during the month in which the ad runs. Value-added bonuses are subject to change without notice, and some restrictions apply.

additional discounts available for first-time display advertisers.

PriCing inFormation and QuEstions

Please contact:todd britton-simmons Executive Vice President of Sales [email protected] (800) 297-6061 ext. 6014

digital magaZinEs

Advertising included in digital magazines

Live, clickable links, when applicable

Advertising included in archived digital magazines

lEndEr sEarCh EnginEs

Ability to add listings to Niche Lenders page online (scotsmanguide.com/comnichelenders)

dirECtoriEs

Listing and page reference in print Display Advertiser Directory

Display-ad link in online Display Advertiser Directory (scotsmanguide.com/comdisplay)

loan Post

Access to Loan Post and to reply to unlimited number of broker scenarios

Ability to create unlimited user logins and reply ability for your company

Preferential reply privilages, allowing for faster response to new posts, based on monthly ad spend

Access to broker's contact information (when available); number of monthly views based on monthly ad spend

Ability to create multiple filters for individual users to receive e-mail alerts for deals that fit their criteria

Replies linked to company's display ad online

disPlaY advErtisErs valuE-addEd bonusEs







2010 COMMERCIAL MEDIA KIT 11matrix-ad rates: Commercial Edition

• matrix advertising is sold for a three-month minimum and is billed quarterly. Payment is due by the first of each quarter.

• matrix advertising is ongoing until canceled in writing prior to published deadlines.

• Prepayment discounts: You may save by prepaying: 15% for 1 year or 10% for 6 months.

• rates are net. Gross rates provided upon request.• terms: Payment is due the first of each quarter for inclusion that

quarter. We accept Visa, MasterCard and American Express.• all value-added bonuses are available during the month in which

the ad runs. Value-added bonuses are subject to change without notice, and some restrictions apply.

Brokers turn to Scotsman Guide’s print and online matrixes to fund deals. By advertising, you can help them find your loan programs.

EnhanCEmEnts

Add your logo to the print Lender Directory for immediate brand recognition (includes 2 additional lines of comments) $97/month

Add additional lines of comments to the Lender Directory (75 characters, including spaces, per comments line. Comments limited to maximum of 7 inches [56 lines])

$25/line

Add additional lender directory contacts $25/line

bold matrix$137/matrix/month

digital magaZinEs

Advertising included in digital magazines

Live, clickable links, when applicable

Advertising included in archived digital magazines

lEndEr sEarCh EnginEs

Presence in applicable lender search engines online

Ability to add listings to Niche Lenders page online (scotsmanguide.com/comnichelenders)

dirECtoriEs

Matrix and Lender Directory listings available in PDF versions online

Presence in searchable online Lender Directory

loan Post

Access to Loan Post and to reply to unlimited number of broker scenarios

Ability to create unlimited user logins and reply ability for your company

matriX valuE-addEd bonusEs

Choose one to four matrixes:

Commercial

multifamily

hard money

Construction

basic matrix set: $347/month

Scotsman Guide in print: – 1 Matrix of your choice – Lender Directory: contacts, 3 lines – Lender Directory: comments, 2 lines

additional matrixes: $100 each/month

Total Number of Matrixes:2 Matrixes....................... $447/month3 Matrixes....................... $547/month4 Matrixes....................... $647/month

bold matrix

basic matrix

Your Company Listing Y Y Y Y Y Y

123-456-7890 a 5M 100M 90 1.1NATIONWIDE

Your Company Listing Y Y Y Y

123-456-0987 a,f 1M 100M 90NATIONWIDE





2010 COMMERCIAL MEDIA KIT 12online advertising: scotsmanguide.com

• banner-ad rates and specifications | 13

• E-newsletter banner-ad specifications | 14

You don’t need us to tell you that more deals happen online than ever before. But there are ways for you to tap the online marketplace by advertising on scotsmanguide.com.

In addition to our articles, directories and monthly e-newsletter, scotsmanguide.com pro-vides tools that have grown to become vital parts of mortgage originators’ daily duties — and that keep them on the site. See why our site receives 25,222 visitors and 142,555 page views each month.

sCotsman guidE loan Post

Loan Post allows our commercial-lender advertisers to respond to brokers’ posted loan requests online — in all loan categories and of all amounts. Although Loan Post is free to advertisers, our value-added-bonus system can increase your benefits based on your monthly ad spend — including added bonuses for display advertisers. More info: Page 7.

To date, we’ve seen 28,353 posted commercial Loan Post scenarios — and 143,972 replies. That’s not the only reason lenders choose Loan Post. There’s also its:

Exclusivity: Only advertising lenders have reply access, and some can call brokers im-mediately when they post a reply.

deal flow: Scenarios are posted continuously, and they can supplement your incoming calls.

variety: Lenders can reply to posts outside the criteria they advertise — and take on odd property types, joint ventures, concert funding, etc.

Cost: Loan Post leads are free with other advertising. And revenue earned from one funded Loan Post deal can go far.

CommErCial lEndEr sEarCh

Our award-winning commercial lender search engines let brokers input criteria and find matching loan programs and guidelines from our advertisers. By ad-vertising in the print matrixes, you also receive automatic placement in these lender searches.

As part of our value-added program, Scotsman Guide also can optimize your online-matrix-search results, based on display advertising and monthly advertis-ing spend.

In all, Scotsman Guide’s lender searches receive 9,289 queries per month. Users are seeking all types of lenders, as well.

Category % of Posts

Commercial 56%

Multifamily 10%

Hard Money 14%

Construction 10%

Other/Niche 10%

Construction7.9%

Commercial49.1%

Hard Money27.2%

Multifamily15.8%

lEndEr-sEarCh QuErY brEakdown

who to ContaCt











2010 COMMERCIAL MEDIA KIT 13online banner advertising: Rates and Specifications

bannEr dimEnsions

• 125 pixels wide by 125 pixels high• 125 pixels wide by 250 pixels high• 125 pixels wide by 350 pixels high

FilE Format

• RGB, 72 PPI• File types: Adobe Flash (FLA, SWF, SVG), GIF, Animated GIF, JPEG• Maximum file size: 30K• Frames: Maximum number of frames or scenes

is 4 per advertisement.• Looping: Maximum number is 3 per individual advertisement.• Animations: Ads cannot incorporate any rapid-flashing motion

including text, visuals or background.• Audio-enabled: No

url link

• Links to the Web page of your choice

tErms

All contracts for banner advertisements are payable in advance. the above rates are net. Gross rates are available upon request.

• Prepay a year and save 15%; six months, save 10%; and three months, save 5%.



No. of AdInsertions 125 x 125 125 x 250 125 x 350

12 X(25% savings) $375/mo. $675/mo. $1,275/mo.

6 X(17% savings) $415/mo. $747/mo. $1,411/mo.

3 X(10% savings) $450/mo. $810/mo. $1,530/mo.

1 X $500/mo. $900/mo. $1,700/mo.

PREMIUM WEB POSITIONS:Ask your advertising executive

scotsmanguide.com




2010 COMMERCIAL MEDIA KIT 14E-newsletter banner advertising: Specifications

Scotsman Guide's monthly e-newsletter reaches more than 40,600 subscribers.Banners on our e-newsletters have different specifications than those on our Web site.Our top "featured banner" follows a standard horizontal format and can be animated (see specs below). All other banners, in the right column of the e-newsletter, are 125 pixels wide with varying depths (3 choices). None can be animated. Sidebar banners can appear in any order. More information below.

468 x 60 A

B

125 x 125

125 x 125

125 x 250

125 x 350

FEaturEd E-nEwslEttEr bannEr (a)

dimEnsions

• 468 pixels wide by 60 pixels high

FilE Format

• RGB, 72 PPI• File types: Adobe Flash (FLA, SWF, SVG), GIF, Animated GIF, JPEG• Maximum file size: 30K• Frames: Maximum number of frames or scenes is 4 per advertisement.• Looping: Maximum number is 3 per individual advertisement.• Animations: Ads cannot incorporate any rapid-flashing motion, includ-

ing text, visuals or background. important note: E-mail programs such as Microsoft Outlook do not allow users to view animated banners in e-mails. Thus, we recommend you include critical messaging in the banner’s first frame.

• Audio-enabled: No

url link

• Links to the Web page of your choice.

statiC E-nEwslEttEr sidEbar bannEr (b)

dimEnsions

• 125 pixels wide by 125 pixels high• 125 pixels wide by 250 pixels high• 125 pixels wide by 350 pixels high

FilE Format

• RGB, 72 PPI• File types: GIF or JPEG• Maximum file size: 30K• Animations: Static only. Animation is not allowed.



scotsmanguide.com/newsletter


http://www.scotsmanguide.com/newsletter

P.O. Box 692Bothell, WA 98041Toll-free 800.297.6061Tel 425.485.2282Fax 425.485.3550scotsmanguide.com
