GayCalgary Magazine - 2012 Media Kit

In a province where our major cities lack a defined “Gay Village”, GayCalgary Magazine is the only force that unites the many isolated parts of Alberta’s Lesbian, Gay, Bisexual, and Trans (LGBT) communities.We have over 20 years of experience with the Alberta LGBT community, and continue to be highly involved in many aspects thereof, sharing a personal rapport with our readers. We know that our readers want their point of view to be discussed, something they simply don’t get elsewhere. Furthermore, we lend a voice to Lesbian, Bi, and Trans individuals who are often left out of Gay men’s publications.Our goal is to be Alberta’s primary information source for LGBT community and culture - and we succeed in spades. We know the Alberta LGBT community inside and out, and as such, we deliver the most current, accurate, and comprehensive picture of it. This makes us the irreplaceable go-to source in our market, read by locals and visitors to Alberta cities - something that no other publication comes close to accomplishing for our region.

EDITORIAL PROFILE

Sales Manager: Steve [email protected]

Graphics Department: Rob [email protected]

2136 17th Avenue SWCalgary, AB T2T 0G3Ph: 403-543-6960 • Tf: 1-888-543-6960 • Fx: [email protected]

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:::: Visit us at ::::www.GayCalgary.com




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The Voice of Alberta’s LGBT Community.

MORE ABOUT USGayCalgary Magazine is an independently owned, operated, and funded publication out of Calgary, Alberta. Publishers Steve Polyak and Rob Diaz-Marino, business partners and life partners, go the extra mile with everything they do, both in the magazine and for Alberta’s LGBT community.

Our senior writer and local celebrity correspondent, Jason Clevett, has also been with this magazine since it started. Jason’s interest and involvement in the entertainment industry has made inroads for GayCalgary Magazine with major celebrities, artists, events and promoters. Meanwhile our US celebrity correspondent, Chris Azzopardi, reels in further interview opportunities that may not be available locally but still impact us as Canadians. For several years now, GayCalgary Magazine has received media accreditation to major events alongside of many well known mainstream publications - one of many signs that this magazine is becoming known and respected in the entertainment industry.

GayCalgary Magazine has featured over 180 celebrity interviews in our past 8 years of operation. The following is a slighly shortened list from the past two years:Tom Ford ................................. February 2010 God-Des and She Miles Faber .................................. March 2010 Laurell Nate Phelps Miss J. Alexander Ke$ha Korn ................................................ April 2010 Barenaked Ladies Little Boots RuPaul Billie Dee Williams Malcolm McDowell ........................ May 2010 Tahmoh Penikett Aaron Douglas Melissa Etheridge Cherie Currie Xavier Rudd Adam Lambert Our Lady Peace Sarah McLachlan ............................ June 2010 Kathy Griffin Macy Gray Lloyd Kaufman Steven Daigle Kylie Minogue ................................. July 2010 Cyndi Lauper Chely Wright .............................. August 2010 Angelina Jolie Kelis Nick Carter (Backstreet Boys) Julianne Moore Toni Braxton Julia Roberts Jesse Tyler Ferguson ............September 2010

Adam Levine (Maroon 5) Margaret Cho Robyn ....................................... October 2010 Ash Koley Lisa Lampanelli Jamie Farr Great Big Sea Kate Miller-Heidke Mado .....................................November 2010 Charlie David Jeffrey Friedman Nelly Furtado Bedouin Soundclash 3OH!3 Ian Harvie Paula Cole Jason Mraz Cher .......................................December 2010 Annie Lennox Rex Goudie Rufus Wainwright Christina Aguilera Amy Sedaris Natalie Portman ........................ January 2011 Emerson Drive ......................... February 2011 Scissor Sisters Reichen Lehmkuhl Finger 11 Marsha Ambrosius ...................... March 2011 Boy George Morgan Fairchild ............................April 2011 Sugarland Johnny Weir Oh Land Matt Dusk ....................................... May 2011

Jessie J Matthew Morrison Kim Cattrall Jonathan Frakes .............................. June 2011 Ewan McGregor Stevie Nicks Elvira Tia Carrere Dallas Green .................................... July 2011 Alyssa Reid k.d. lang Lady Gaga Justin Timberlake ....................... August 2011 Mila Kunis Ellie Goulding Adrienne Barbeau Matt Frewer Beyoncé James Randi ..........................September 2011 Wynter Gordon Anne Hathaway Kristin Chenoweth ................... October 2011 Cazwell Gloria Estefan Frankmusik LeAnn Rimes ..........................November 2011 Tori Amos Joss Stone Mike Ruiz Cyndi Lauper Howie D Scott Thompson ....................December 2011 Kaya Jones Jann Arden





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NATIONAL ADVERTISING RATESRates listed below are applicable if advertising is done through an agency that takes commission. Refer to Retail Advertising Rates if no agency is involved.

Colour Glossy 1x 3x 6x 9x 12xFull Page $1380 $1290 $1230 $1170 $1115 1/2 Page $785 $735 $700 $665 $635 1/4 Page $440 $410 $390 $375 $355 1/8 Page $240 $225 $215 $205 $195 1/16 Page $130 $120 $115 $110 $105 2 Page Spread $2205 $2060 $1965 $1870 $1780 1/2 Page Spread $1255 $1175 $1120 $1065 $1015

Covers 1x 3x 6x 9x 12xIFC Spread $2510 $2345 $2235 $2130 $2025Inside Front $1570 $1465 $1395 $1330 $1265Inside Back $1570 $1465 $1395 $1330 $1265Outside Back $1775 $1660 $1580 $1505 $1435

Banner Spot Pixel Size (W x H)Cost per Day

Embedded + Print Overlay* + PrintLarge Square 640 x 480 - - $110.00 $55.00Large Horizontal 728 x 90 $13.50 $6.75 $95.00 $47.50Large Vertical 120 x 600 $11.50 $5.75 - -Medium Vertical 120 x 240 $9.00 $4.50 - -Medium Horizontal 468 x 60 $7.50 $3.75 - -Medium Square 300 x 250 $6.50 $3.25 $65.00 $32.50Small Vertical 120 x 90 $4.50 $2.25 - -Small Horizontal 234 x 60 $3.50 $1.75 - -

MECHANICAL PRINT INFORMATION: See Back of this Page.

GOODS & SERVICES TAX: Rates are in Canadian dollars and do not include GST. The federal government requires that we collect a 5% Goods and Services Tax on all advertising and services.

SERVICE FEE: Invoices are due within 30 days of date of invoice. A charge of 1.5% per month is applied to overdue accounts.

NON-PROFITS & SPONSORSHIP: Non-profit groups receive 12x discount on all paid print ads. In-kind print sponsorship value is given at 1x National rates.

AGENCY COMMISSION: The prices above include a 15% commission to recognized advertising agencies.

PAID DIRECTORY LISTING: Get your business information in the Directory & Events area for $15/month.

2136 17th Avenue SWCalgary, AB T2T [email protected]

:::: www.GayCalgary.com ::::

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Ph: 403-543-6960 Tf: 1-888-543-6960

Fx: 403-703-0685

MECHANICAL INFORMATION

Printing Method: Computer-to-plate/Web offset Bindery Method: Stapled Pages: 64 - 88 Paper Stock: Colour Glossy Book Trim Size: 8” x 10.5” Non-Bleed Page: 7” x 9.875” Bleed Page: 8.5” x 11” Bleed 1/2 Page: 8.5” x 5.5” Non-Bleed 2PS: 14.5” x 9.875” Bleed 2PS: 17” x 11” Safety Margins: Keep a minimum .25” safety margin in from trim edge on all critical content. Allow additional .125” gutter on ads with bleed.

STANDARD UNIT SIZES(INCHES, WIDTH X HEIGHT)

Ad Size Trim Size for Non-Bleed Bleed AdsFull Page .....................7 x 9.875 .................8.5 x 11 1/2 Page Horiz. .............7 x 4.875 .................8.5 x 5.5 1/2 Page Vert. ...............3.417 x 9.875 ..........4.417 x 11 1/4 Page Reg. ................3.417 x 4.875 ..........n/a 1/4 Page Horiz. .............7 x 2.375 .................n/a 1/4 Page Vert. ..............1.632 x 9.875 ..........n/a 1/8 Page Reg. ................3.417 x 2.375 ..........n/a 1/8 Page Horiz. .............7 x 1.125 .................n/a 1/8 Page Vert. ...............1.632 x 4.875 ..........n/a 1/16 Page .......................3.417 x 1.125 ..........n/a 2 Page Spread .............14.5 x 9.875 ............17 x 11 1/2 Page Spread ............14.5 x 4.875 ............17 x 5.5

MATERIAL REQUIREMENTS

Media: E-mail, CD-ROM, DVD-ROM Formats: PDF, TIFF, JPG, PSD*, EPS* Platform: PC, *Adobe CS2 compatible Resolution: 300dpi (or higher) Colour: RGB or CMYKAll Fonts must be Flattened/Embedded or Supplied.

Microsoft Word and Microsoft Publisher files ARE NOT acceptable formats for insertion. Graphic Design charges will apply for converting or redesigning ads submitted in these formats.

FLYER INSERTIONS

Cost/1000: $160

COPY & CONTRACTSa. No cancellations accepted after issue closing date.b. Frequency discounts are based on a contract period of

consecutive months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated.

c. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate.

d. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies.

e. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher.

f. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date.

g. All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary Magazine.

h. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage.

i. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date.

j. All advertising material produced by GayCalgary Magazine will remain the property of GayCalgary until paid for, in full, by the advertiser.

WEBOur banner management software gives web advertisers access to professional quality web tools to monitor their banner statistics, including number of impressions and click-throughs. ROI tracking is also available.

* Overlays are displayed on initial arrival to site, and every 10 page hits following.

+ Print - For 2012 we are offering all banners at half price when booked for the same month as print advertising (not including classified ads).





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RETAIL ADVERTISING RATESAdvertisers receive a 10% discount off listed print prices when pre-paying. See back of this sheet for details.

Colour Glossy 1x 3x 6x 9x 12xFull Page $1200 $1120 $1070 $1015 $9701/2 Page $680 $640 $610 $580 $5501/4 Page $380 $360 $340 $325 $3101/8 Page $210 $200 $190 $180 $1701/16 Page $115 $105 $100 $95 $902 Page Spread $1920 $1795 $1710 $1625 $15501/2 Page Spread $1090 $1020 $970 $925 $880

Covers 1x 3x 6x 9x 12xIFC Spread $2180 $2040 $1940 $1850 $1760Inside Front $1365 $1275 $1215 $1155 $1100Inside Back $1365 $1275 $1215 $1155 $1100Outside Back $1545 $1445 $1375 $1310 $1250

Banner Spot Pixel Size (W x H)Cost per Day

Embedded + Print Overlay + PrintLarge Square 640 x 480 - - $95.00 $47.50Large Horizontal 728 x 90 $11.50 $5.75 $80.00 $40.00Large Vertical 120 x 600 $10.00 $5.00 - -Medium Vertical 120 x 240 $7.50 $3.75 - -Medium Horizontal 468 x 60 $6.50 $3.25 - -Medium Square 300 x 250 $5.50 $2.75 $55.00 $27.50Small Vertical 120 x 90 $4.00 $2.00 - -Small Horizontal 234 x 60 $3.00 $1.50 - -

MECHANICAL PRINT INFORMATION: See Back of this Page.

GOODS & SERVICES TAX: Rates are in Canadian dollars and do not include GST. The federal government requires that we collect a 5% Goods and Services Tax on all advertising and services.

SERVICE FEE: Invoices are due within 30 days of date of invoice. A charge of 1.5% per month is applied to overdue accounts.

NON-PROFITS & SPONSORSHIP: Non-profit groups receive 12x discount on all paid print ads. In-kind print sponsorship value is given at 1x National rates.

FIRST-TIME ADVERTISERS: First-time advertisers may be required to pay in full before issue closing date to establish credit. Receipts are issued within 30 days of closing date.

PAID DIRECTORY LISTING: Get your business information in the Directory & Events area for $15/month.



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Ph: 403-543-6960 Tf: 1-888-543-6960

Fx: 403-703-0685

MECHANICAL INFORMATION

Printing Method: Computer-to-plate/Web offset Bindery Method: Stapled Pages: 64 - 88 Paper Stock: Colour Glossy Book Trim Size: 8” x 10.5” Non-Bleed Page: 7” x 9.875” Bleed Page: 8.5” x 11” Bleed 1/2 Page: 8.5” x 5.5” Non-Bleed 2PS: 14.5” x 9.875” Bleed 2PS: 17” x 11” Safety Margins: Keep a minimum .25” safety margin in from trim edge on all critical content. Allow additional .125” gutter on ads with bleed.

STANDARD UNIT SIZES(INCHES, WIDTH X HEIGHT)

Ad Size Trim Size for Non-Bleed Bleed AdsFull Page .....................7 x 9.875 .................8.5 x 11 1/2 Page Horiz. .............7 x 4.875 .................8.5 x 5.5 1/2 Page Vert. ...............3.417 x 9.875 ..........4.417 x 11 1/4 Page Reg. ................3.417 x 4.875 ..........n/a 1/4 Page Horiz. .............7 x 2.375 .................n/a 1/4 Page Vert. ..............1.632 x 9.875 ..........n/a 1/8 Page Reg. ................3.417 x 2.375 ..........n/a 1/8 Page Horiz. .............7 x 1.125 .................n/a 1/8 Page Vert. ...............1.632 x 4.875 ..........n/a 1/16 Page .......................3.417 x 1.125 ..........n/a 2 Page Spread .............14.5 x 9.875 ............17 x 11 1/2 Page Spread ............14.5 x 4.875 ............17 x 5.5


Media: E-mail, CD-ROM, DVD-ROM Formats: PDF, TIFF, JPG, PSD*, EPS* Platform: PC, *Adobe CS2 compatible Resolution: 300dpi (or higher) Colour: RGB or CMYKAll Fonts must be Flattened/Embedded or Supplied.

Microsoft Word and Microsoft Publisher files ARE NOT acceptable formats for insertion. Graphic Design charges will apply for converting or redesigning ads submitted in these formats.

FLYER INSERTIONS

Cost/1000: $145 (non-profit $115)

COPY & CONTRACTSa. No cancellations accepted after issue closing date.b. Frequency discounts are based on a contract period of consecutive

months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated.

c. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate.

d. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies.

e. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher.

f. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date.

g. All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary Magazine.

h. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage.

i. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date.

j. All advertising material produced by GayCalgary Magazine will remain the property of GayCalgary until paid for, in full, by the advertiser.

PRE-PAYMENT DISCOUNTPayment for print advertising must be received, or credit card information must be on file and pre-authorized before our listed Material Deadline to receive a 10% discount.

WEBOur banner management software gives web advertisers access to professional quality web tools to monitor their banner statistics, including number of impressions and click-throughs. ROI tracking is also available.

* Overlays are displayed on initial arrival to site, and every 10 page hits following.

+ Print - For 2012 we are offering all banners at half price when booked for the same month as print advertising (not including classified ads).



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Ph: 403-543-6960 Tf: 1-888-543-6960

Fx: 403-703-0685

MAGAZINE An electronic version of the latest edition can be freely downloaded in PDF format every month, previewed as a website flipbook or text transcript. Visitors can search through our archives, dating back to Issue #1 (November 2003)!

ONLINE ARTICLES & SPECIAL FEATURES Every month we post exclusive online content to bring readers back regularly. This includes special articles not seen in the magazine, and bonus content for published articles such as video, audio, and additional images.

DIRECTORY With over 625 listings, ours is the largest directory of gay-friendly Alberta businesses and organizations in existence! Visitors regularly use this resource to find gay-friendly services, and obtain other information.

EVENTS CALENDAR GayCalgary.com is also host to the widest reaching LGBT community events calendar for Alberta, with event information for close to 90 organizations. Contact us to have your LGBT-related events listed.

TRAVEL The GayCalgary.com web site is often the first point of contact for LGBT tourists coming to Alberta. It is the only resource to offer complete and up-to-date LGBT community information for our area.

PHOTO GALLERY (RELAUNCHING SOON) Our new and improved photo gallery will feature thousands of photographs from past events, and will keep visitors browsing for hours!

DISCUSSION FORUMS Visitors can post their comments on articles, directory listings, photos, etc. - or simply chat with one another.

PRIZE DRAWS We hold monthly online prize draws for product samples, CDs, DVDs, books, and tickets to see concerts and theatre productions.

MEMBERSHIP & UPDATES We send bi-weekly updates to an active online following of over 9000! This includes members of GayCalgary.com, Facebook members and fans, and Twitter followers.

GayCalgary Magazine recognizes that new technologies like Tablets and E-book Readers are causing a general reduction in demand for commercial print materials. We have seen a similar trend in our own readership over the past 3 years, where demand for print copies has started to decline and our online readership has continued to grow in leaps and bounds.In order to remain a viable and competitive media outlet to best serve our advertisers, and to best satisfy readership demand, we will gradually over the next several years be shifting our focus from print to online.During and beyond this transition we intend to continue producing a print product for our market as demand dictates. However, as we offer more online features that benefit advertisers and readers, we will also be slowly moving some content to be exclusively online.

While we have always offered the ability to download an electronic copy of GayCalgary Magazine from our website since Issue #1, over the past year we have made inroads with another technology.We harness the power of ISSUU, an online service that delivers a flipbook version of GayCalgary Magazine to our readers each month, making our product easier and quicker for readers to access. We have quickly grown in popularity on ISSUU.com, and as of January 2012 we continue to be the best read Canadian LGBT publication on the website.We strongly encourage our advertisers to begin considering the benefits of web banner advertising in addition to their existing print advertising. As a special deal this year, we are offering our web banner advertising at half price when booked alongside print advertising.

GayCalgary.com has been the trend setter for community-oriented LGBT web sites since 1998. The web site is updated daily with news, events, photos, and more. Visitors have access to numerous interactive features (listed below), which keep them coming back to our website, delivering extensive exposure for your web advertising campaign.

OUR WEBSITE

THE FUTURE OF PRINT MEDIA



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Media: E-mail, CD-ROM, DVD-ROM Formats: JPG, GIF*, SWF* * May be animated. Platform: PC Resolution: 72dpi Color: RGB File Size: Maximum 150KAll raster formats must be flattened. Vector formats must have fonts embedded or converted to curves.

COMPLIMENTARY ONLINE FEATURESThe GayCalgary.com website and online magazine offer a number of bonus features available to everyone, or complimentary to print advertising.AVAILABLE TO EVERYONE

Directory Listing - create an online profile and identify your gay-friendly business or organization to visitors, free of charge.AVAILABLE TO PRINT ADVERTISERS

Premium Directory Listing (automatic) - in the online business directory, your listing stands out from others in the list with a star. Images of your print advertising accompanies your business profile for up to six months.

Events Listing (automatic) - any Alberta-based events mentioned in your ads will automatically be added to our online events calendar, and accompanied by an image of your print ad.

Magazine Click-throughs (automatic) - if your print advertisement contains a web URL, online readers will be taken to that URL when they click on your ad in the magazine preview, or the PDF download.AVAILABLE TO NON-PROFIT/CHARITY ORGANIZATIONS

Sponsorship - you could get the full cost of your print and web advertising as in-kind sponsorship (acknowledgement required). Contact us for more info.

Discounts - receive a discount on all print and web advertising (sponsorship acknowledgement not required).

Events Listing - add your own events to our online directory free of charge, or forward the information to us to have them added (subject to availability of our staff).

Print Advertiser Status - receive all of the additional perks for Print Advertisers mentioned prior with your sponsored or discounted print ads.

COPY & CONTRACTSa. No cancellations accepted after banner is live.b. The Publisher will not be bound by any conditions, printed or otherwise,

appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies.

c. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher.

d. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes no liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification.

e. All web advertising orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing or publishing the advertisement.

f. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage.

g. All advertising material produced by GayCalgary will remain the property of GayCalgary until paid for, in full, by the advertiser.

WEB STATISTICS FROM 2011GEOGRAPHIC DISTRIBUTION OF VISITORS [5]

Canada .......................................................................78.5% United States .............................................................11.3% Europe .........................................................................5.0% Other ...........................................................................5.2%

VISITOR STATISTICS [3]

Average Page Views per Day ....................................44,636 Average Visitors per Day ............................... Approx. 5,000 Total Page Views for 2011 .................................16,292,248 Total PDF Downloads for 2011 ............................1,417,836 Average Visit Duration ..............................................30 min

OTHER FACTSAccording to Alexa.com (Jan 2011), our website is ranked amongst the top 0.09% most popular sites around the world!

81% of surveyed readers stated that they visit our website to read our exclusively online articles. [1]

Our Hit to Click (H2C) ratio for banner ads is 13 times higher than the national average. [2,4]

74% of surveyed readers stated that they became aware of upcoming events from seeing an ad on our website. [1]

[1] GayCalgary Magazine Reader Survey 2010. [2] MediaMind Global Benchmark Report 2010. [3] GayCalgary.com Webtrends Reports. [4] GayCalgary.com Web Banner Reports. [5] Google Analytics Reports for GayCalgary.com.



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CIRCULATION & DISTRIBUTIONCONTROLLED PRINT CIRCULATION

We use a controlled circulation method as our primary means of reaching our print audience. New and loyal readers can pick up the magazine at no cost to them, at a wide selection of locations in downtown Calgary, many locations across Alberta, and select locations across Canada and in the United States.Monthly Print Quantity ....................6,000 - 8,000 copies Guaranteed Circulation ................................ 6,000 copies Bonus Circulation ...............................Up to 3,000 copiesWe guarantee that no less than 6,000 copies will be in circulation every month. As an advertiser, this is all that you pay for. However, our vibrant and active community offers special events, trade shows, dances, competitions, etc., that we utilize as opportunities for bonus distribution (see our Publishing Schedule for more information).Our readers value our product, often collecting magazines or keeping them around for future reference for many months afterward. This results in additional exposure for advertisers.

PAID PRINT CIRCULATIONWe know that Gay, Lesbian, Bisexual, and Trans individuals in Alberta value their privacy, and many are reluctant to have a gay publication arrive at their door each month.

So while we offer subscriptions for the convenience of a small number of individuals in remote areas or outside of the province, we know that paid distribution is not an effective way to reach our audience.

ONLINE CIRCULATION

Every month, we make a complete copy of the magazine available in electronic (PDF + ISSUU flipbook) format on our website, at no additional cost to our advertisers or our readers. We are also the number one most read Canadian LGBT Publication on ISSUU.com. This “online edition” offers additional perks and special features to help you get a return on your advertising.Average Monthly PDF Downloads ...................... 120,000 Average Monthly ISSUU Views................................ 4,000

READERSHIP

For a local magazine we reach an astounding number of people, not only Gay, Lesbian, Bisexual or Trans, but also straight individuals who are supportive of, and are interested in, LGBT issues.Readers Per Copy ..................................................... 4.9* * Source: PMB 2009

Print Readership ........................................... over 29,400 Estimated Total Readership ........................ over 153,400 (Not including Bonus Circulation)

HOW WE COMPAREGayCalgary Magazine is a highly cost-effective means of reaching an audience that no other publication in our province specifically caters to.

You can use our Cost Per Thousand (CPM) statistic to compare us to other publications across Canada.

CPM to Reach ReadersConsidering Print Only $200.00Considering Print + Web $54.55

DISTRIBUTION

We reach an audience that is most likely to spend money on Alberta products and services because of their geographic proximity.Calgary Locations .......................................................140 Edmonton Locations ..................................................100 Locations in Other Alberta Cities..................................20 Including: Banff, Red Deer, Lethbridge, Medicine Hat. Subject to change monthly.

Locations in Other Provinces .......................................35 Including: Charlottetown, Halifax, Montreal, Ottawa, Saskatoon, Toronto, Vancouver, Winnipeg

Locations in the United States .....................................15Our locations include:• Bars/Clubs • Restaurants • Hotel/Motel Concierges • LGBT Service Organizations • Book/Magazine Stores • Clothing Stores • Adult Stores • Theatre/Cinema Lobbies • Bus Terminals • Shopping Malls • Theatres • Art Galleries • Event Venues (Dances, Fundraisers, Exhibitions, Festivals, etc.)

National Lesbian & Gay Journalists AssociationInternational Gay & Lesbian Travel Association



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2012 PUBLISHING SCHEDULEWe recognize that business never stops, and nor does the community. That’s why we are here to offer monthly print advertising solutions 12 months a year.

Issue Booking Deadline Material Deadline Goes Online Hits NewsstandsFEBRUARY Thu, Jan 26 Tue, Jan 30 Thu, Feb 2 Sat, Feb 4MARCH Fri, Feb 24 Mon, Feb 27 Thu, Mar 1 Sat, Mar 3APRIL Fri, Mar 30 Mon, Apr 2 Thu, Apr 5 Sat, Apr 7MAY Fri, Apr 27 Mon, Apr 30 Thu, May 3 Sat, May 5JUNE Mon, May 28 Wed, May 30 Sat, Jun 2 Tue, Jun 5JULY Thu, Jun 28 Tue, Jul 3 Thu, Jul 5 Sat, Jul 7AUGUST Fri, Jul 27 Mon, Jul 30 Thu, Aug 2 Sat, Aug 4SEPTEMBER Wed, Aug 22 Fri, Aug 24 Wed, Aug 29 Fri, Aug 31OCTOBER Fri, Sep 28 Mon, Oct 1 Thu, Oct 4 Sat, Oct 6NOVEMBER Fri, Oct 26 Mon, Oct 29 Thu, Nov 1 Sat, Nov 3DECEMBER Mon, Nov 26 Wed, Nov 28 Sat, Dec 1 Tue, Dec 4JANUARY 2013 Fri, Dec 28 Wed, Jan 2 Fri, Jan 4 Tue, Jan 8

All Dates are subject to change. Advance notice will be given via the monthly business newsletter, and on the website.

The following is a projected list of bonus distribution opportunities, with the edition where ads will benefit.NOTE: We typically sponsor or support the events listed below, and thus have special privileges for distribution above other non-sponsoring publications. Entries listed in gray are marketing opportunities for periods of increased pick-up at our regular distribution locations. Entries in purple show confirmed sponsorship as of January 2012. FOR BONUS DISTRIBUTION AT... ADVERTISE IN...

Snowballs Ski Weekend (Banff) .................... January 2012 Jasper Pride .............................................. February 2012 Valentines Day .......................................... February 2012 Team Edmonton Annual Mixer ................. February 2012 St. Patrick’s Day ............................................ March 2012 ISCCA Coronation (Calgary) ...............................April 2012 Apollo Western Cup (Calgary) ...........................April 2012 ARGRA Gay Rodeo (Strathmore) ........................ June 2012 Edmonton Pride .............................................. June 2012

Lethbridge Pride .............................................. June 2012 Calgary Stampede ............................................. July 2012 Capital Ex (Edmonton) ........................................ July 2012 Western Canada Pride Campout ............................ July 2012 Calgary Fringe Festival ................................. August 2012 Calgary Pride ............................................... August 2012 Calgary AIDS Walk ................................. September 2012 Edmonton AIDS Walk............................. September 2012 Halloween ................................................. October 2012 Anniversary Edition ................................November 2012 Exposure Festival (Edmonton) ..................November 2012 Taboo Sex Show - Calgary .......................November 2012 AIDS Awareness Week ............................ December 2012 Christmas Choir Concerts ........................ December 2012 Christmas/New Years Parties .................. December 2012Event dates, availability, and sponsorship status may be subject to change. Subscribe to our Monthly Business Newsletter for updates.

BONUS DISTRIBUTION SCHEDULE



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GENDER IDENTITY[1]

Male ..........................................................................70.3% Female .......................................................................25.3% Trans-identified and Genderqueer ..............................4.4%

53% are aged 18-39[1]

SEXUAL IDENTITY[2]

Gay ............................................................................77.3% Lesbian ......................................................................15.1% Bisexual .......................................................................8.4% Queer ........................................................................10.0% Other ...........................................................................5.0% Unlabeled ....................................................................4.2%

78% are fully out to their family.[2] 81% are fully out to their friends.[2]

61% are fully out at work.[2]

ANNUAL HOUSEHOLD INCOME[1]

$25,000 to under $50,000 .........................................21.9% $50,000 to under $75,000 .........................................21.9% $75,000 to under $100,000 .......................................13.5% More than $100,000 .............................................. 24.0%

54.3% have a Bachelor’s Degree, Master’s Degree or Doctorate.[1]

PLANNED PURCHASES FOR 2012[4]

Major vacation ..........................................................37.2% Smart Phone ..............................................................20.9% Furniture ....................................................................20.2%

Car .............................................................................17.5% Laptop .......................................................................17.0% Tablet .........................................................................15.2% Remodel ....................................................................10.7% Primary home ..............................................................7.0% Vacation home.............................................................3.0%

75.4% have brand preference, but are willing to try other brands.[3]

LOYALTY[2]

As a direct result of reading GayCalgary Magazine, readers:Visited a website for more info .................................80.6% Attended an LGBT Community event ........................60.5% Attended a play, concert or movie ............................36.1% Purchased a product or service .................................35.3%

67% are more likely to attend an event sponsored by GayCalgary Magazine.[2]

AWARENESS[2]

The following made readers aware of upcoming events:Advertisements in GayCalgary Magazine ..................89.1% Articles in GayCalgary Magazine ...............................89.9% Find Out section in GayCalgary Magazine .................90.8% Web Banners on GayCalgary.com ..............................73.9%

The average reader spends 70 minutes reading

GC Magazine each month.[2]

OUR READER DEMOGRAPHICOur readers are greatly involved in their city, and highly engaged in our magazine: attending and participating in events, fundraising for charity, buying products and services from gay-friendly businesses - and they use GayCalgary Magazine as their guide.Our magazine continues to innovate the publishing industry by harnessing new technologies, ensuring our place in the future. We have a following of over 9000 people through our website and other social media.We cite the following sources for the statistical data to follow:

[1] 2010 LGBT Community Study - Results for GayCalgary Magazine Respondents (an independent study) [2] GayCalgary Magazine 2010 Reader Survey (an in-house survey) [3] 2009 LGBT Consumer Index Study - Survey Results for GayCalgary Magazine Respondents (an independent study) [4] 2011 LGBT Community Study - General Results (an independent study)



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FOOD & BEVERAGES At least 63.8% Drink Beer[1]

At least 63.8% Drink Wine[1]

At least 44.2% Drink Vodka[1]

At least 29.4% Drink Rum[1]

At least 25.4% Drink Gin[1]

At least 23.1% Drink Whiskey/Bourbon[1]

At least 17.5% Drink Tequila[1]

76.8% spend money to drink Coffee at home[1]

83.1% spend money to drink Coffee while out[1]

At least 42.8% spend money on Energy/Sports Drinks[1]

BARS & RESTAURANTS 90% regularly dine out with friends[1] At least 69% drink alcohol while out[4]

Spend $50-$99 per week at Restaurants[3] ........................................................34.1% Spend over $100 per week at Restaurants[3] .....................................................20.6%

73.4% regularly go to a Bar or Club[1]

Spend $20-$49 per week at Bars[3] ....................................................................29.0% Spend over $50 per week at Bars[3] ...................................................................27.8%

TRAVEL

READING

77.3% have travelled by Air and spent at least one night at a Hotel in the past 12 months[1]

64.4% took a Round Trip Flight[1]

81.5% need at least one month or more to plan a trip within Canada.[2]

97.5% rarely or never read Beatroute Magazine[2]

96.7% rarely or never read SEE Magazine[2]

95.8% rarely or never read WHERE Magazine[2]

95.0% rarely or never read VUE Magazine[2]

90.7% rarely or never read Avenue Magazine[2]

85.9% rarely or never read FFWD[2]

81.5% rarely or never read daily papers[2]

76.4% rarely or never read Outlooks Magazine[2]

72.3% will only pick up an LGBT Community Magazine if it is free[2]



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SPORTS & FITNESS 59.2% are Sports Spectators[1] 52.6% eat healthy daily[1]

48.6% take Vitamins daily[1]

40.3% regularly go Hiking[1]

35.4% regularly ride a Bike[1]

34.3% regularly go to the Gym[1]

18.2% belong to an LGBT Sporting Organization[1]

MOST POPULAR SPORTS[1] Make their next purchase happen at your store! Build loyalty and trust in your product brand!

CLOTHING & FASHION 32.8% spend over $50 per week on Clothes[3]

15.5% plan to make a major clothing purchase in the next 12 months[1]

FAMILY & FRIENDS 47.0% live with their Partner[2] 25.2% have Children under 18[2]

SOCIAL CONTACTS[1] What should people buy their gay friends? What should gay people buy their straight friends? Offer some solutions to this dilemma.

Almost Exclusively LGBT ....................................................................... 15.2% Primarily Gay or Lesbian with some Straight Friends ........................... 19.1% Equal Mix of LGBT and Straight ........................................................49.7% Primarily Straight Friends ..................................................................... 16.0%

Swimming ............................ 45.8% Cycling ....................................32.5% Jogging ....................................30.0% Golf .........................................16.4%

Skiing ......................................13.6% Baseball/Softball ......................8.3% Basketball .................................7.5% Snowboarding ..........................6.4%



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HOME & REAL ESTATE 69.3% Live in an Urban/Big City Setting[3] 50.6% Rent their Primary Residence[2]

42.8% Own their Primary Residence[2]

ENTERTAINMENT 94.1% listen to Music[3] 89.8% watch Television[3] 75.1% listen to the Radio[3] 55.6% play Video Games[3]

69.3% regularly go out to see Movies[1]

31.4% regularly go out to Live Theatre Performances[1] 26.4% regularly go out to Live Music Concerts[1]

23.0% regularly go out to see Opera/Ballet/Symphony[1]

PETS 36.3% spend more than $100 per month on their Pets[1]

Dogs Owners[1] .......................................................................................... 24.8% Cat Owners[1] ............................................................................................ 24.2% Other Pets[1] ................................................................................................ 8.3%

COMMUNITY 59.5% spend time volunteering for no pay[3]

45.8% attend LGBT Community Fundraising Events[1]

41.2% belong to an LGBT Community Organization[2]



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FREQUENTLY ASKED QUESTIONSWHAT AD SIZE SHOULD I PURCHASE?

Advertising works by frequently reinforcing your message to readers. Therefore, when possible, you should budget your advertising to last at least 3 months if not more. We offer incremental frequency discounts to advertisers who commit to advertising over several months.Choose your ad size based on what you can afford to sustain, keeping in mind that larger ads are more likely to catch reader attention, and that it may take time to build trust with readers before you see a return on your advertising.

HOW CAN I GET A SPECIAL DEAL ON MY ADVERTISING?

GayCalgary Magazine offers special discounts to reward long-term advertisers, in increments of 3, 6, 9, and 12 months. See our rate card for details.Furthermore, we offer a 10% discount on print advertising for customers who pre-pay for their advertising. Payment must be received, or credit card information must be on file and pre-authorized before our Material Deadline to be elligible.

SHOULD I ADVERTISE REGIONALLY OR NATIONALLY?

GayCalgary Magazine is a regional publication that specifically tailors its content to the interests and needs of Alberta readers. As a result, our readers find our publication more meaningful to them personally, and with this higher level of engagement comes more effective advertising exposure.Purchasing space in a national publication can be a very clumsy advertising strategy for businesses that deal primarily with local customers. In most cases, the likelihood of people from other provinces accessing your products and services, or attending your events, is extremely low. Mixed in with ads from across Canada, readers are less likely to correctly recognize your ad as applicable to them. Furthermore, with less engagement, even those viable readers who do take notice of your advertisement, are less likely to act on it.

An exception may be for people who are intending to travel to your region for other reasons (such as work, family gatherings, etc.) in which case they would likely refer to the appropriate regional publications anyway.

CAN I COMPARE THE CPM OF A LOCAL PUBLICATION TO A NATIONAL PUBLICATION?

A national publication may have an attractively low CPM, on par with, or even lower than local publications. However, if only a fraction of their distribution goes to the region that brings you viable business, their CPM to reach that region is actually several times higher! To better compare, ask the publication in question for their distribution percentage to regions that are useful to you, and then multiply their CPM by the inverse of that percentage to get the comparable CPM for local publications.Regional CPM = National CPM * 100 / Regional Distribution

E.g. National CPM = $100, Alberta Distribution = 10% ... Alberta CPM = $100 * 100 / 10 = $1000

WHAT SHOULD MY AD LOOK LIKE?

Investing in ad space is sometimes not enough; the appearance of your ad is a critical factor in its effectiveness. The number one reason print ads are overlooked is because they are ugly: cluttered, hard to read, poorly laid out, contain low quality images, etc. If your ad doesn’t offer readers something that they want to look at, then it is likely to slip by them unnoticed.Here are some basic guidelines for designing your ad:Grab Reader Attention - something about your ad needs to get them to initially look at it. This is typically accomplished with an attractive image, or a brief heading that inspires further curiosity.Information at a Glance - the important details of your ad should be obvious, and absorbable by readers within seconds of looking at it. If your message isn’t immediately clear, most readers will move on.Additional Details - when your ad does catch a reader’s full attention, you may wish to include further information in smaller print. But be careful not to overdo it, too much text can be worse than not enough.



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FAQ’S CONTINUEDMaking Contact - when readers are interested in your ad, it is critical to give them a way of reaching you. In most cases, a phone number is essential so that readers can obtain information. An E-mail address works to a lesser degree. For a retail store or venue, a Street Address is critical. A Web Address is also helpful.For events, it is critical to mention location, date, and most commonly forgotten, a time, even if only tentative. In our recent reader survey, 37% said they wouldn’t bother attending an event without a time listed!If you feel your in-house design capabilities are not up to par, talk to us about designing your ads for you. Our graphic designers will help you to develop an effective advertising campaign.

WHY IS THE MAGAZINE NOT OUT ON THE FIRST OF THE MONTH?

GayCalgary Magazine’s target schedule is to be released within the first week of every month, not necessarily on the 1st day of the month. We plan the magazine’s press schedule around important community events, not around end-of-month boundaries. This allows us to publish community event coverage in a more logical and timely fashion, so that month-end event photos can appear immediately in the following edition, not two or three months later.Advertisers receive roughly the same duration of exposure per edition as they would within a normal month. However, advertisers may want to consider promoting some events a month in advance (e.g. an event occurring early in December should consider advertising in the November edition). Failing this, we have other deadline-free advertising options, such as web banners.

I’M A DAY (OR TWO) LATE FOR A PRESS DEADLINE - WHAT SHOULD I DO?

Submit your files regardless, and call us immediately! There may still be a chance for your advertising to be added before the final designs are submitted to our printers. However, it is at our digression to refuse the late ad insertion if it causes unreasonable hassle.

For deadline information, refer to the information in this media kit, visit our website, or subscribe to our monthly business newsletter for reminders and updates.

IS YOUR CIRCULATION AUDITED?

No. By using controlled circulation, we already know where our magazines are going. We verify critical locations ourselves, and have paperwork from third-party distributors to show that the rest is being distributed.

WHAT DOES THE MAGAZINE DO TO SUPPORT THE LGBT COMMUNITY?

GayCalgary Magazine is an independently owned for-profit business, however, part of our mandate is to maintain a very strong commitment to LGBT community, culture and history.Much of LGBT community and culture arises from grass-roots non-profit organizations, charities, and special interest groups who invent creative ways to raise funds or inspire participation in fun activities.Our magazine is a wonderful means for exposure that can help these groups and their events to grow. We offer in-kind advertising and services as acknowledged sponsorship for community groups who, in some cases, may otherwise not be able to afford it. When possible, we also frequently write preview articles about upcoming events, and publish photographic coverage that may work to promote future events. In turn, this benefits our advertisers, who see higher pick-up rates because of our community involvement.

DO THE ARTICLES AND PHOTOGRAPHY FEATURES RELATE TO ADVERTISING?

Our photography features are created according to the magnitude of the event, its relevance to our readership, and the number of photos that turn out well enough to publish. Advertising may make us aware of businesses and events that we should cover, but the amount of advertising a customer purchases does not carry any guarantee about quantity of coverage.

Please feel free to contact us if you have any further questions:403-543-6960 • 1-888-543-6960



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2012 BOOKING CONTRACTColour Glossy Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TotalFull Page x x x x x x x x x x x x

1/2 Page x x x x x x x x x x x x




2 Page Spread x x x x x x x x x x x x

1/2 Page Spread x x x x x x x x x x x x

Covers* Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TotalIFC Spread x x x x x x x x x x x xInside Front x x x x x x x x x x x xInside Back x x x x x x x x x x x xOutside Back x x x x x x x x x x x x

* Cover placement is subject availability - please contact us prior to booking to ensure space is available.

Web Banners Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TotalLarge Square x x x x x x x x x x x xLarge Horizontal x x x x x x x x x x x xLarge Vertical x x x x x x x x x x x xMedium Horiz. x x x x x x x x x x x xMedium Vertical x x x x x x x x x x x xMedium Square x x x x x x x x x x x xSmall Vertical x x x x x x x x x x x xSmall Horizontal x x x x x x x x x x x x

BILLING INFORMATION

Company:

Submitted by:

Postal Address: City: Province: Postal Code:

Phone: Fax: E-mail:

Deadline Reminders: Post E-mail Fax Invoice by: Post E-mail Fax

Grand Total:

By signing here, you acknowledge that the above information is correct, agree to the terms and conditions outlined on the back of this page (please initial each section), and give a personal guarantee that all incurred advertising expenses will be paid.

Signed on this DD day of MM , YYYY .

X



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COPY & CONTRACTSa. No cancellations accepted after issue closing date.b. The advertiser reserves the right to change size and colour of

advertisement prior to booking deadline.c. The advertiser is responsible for ensuring the correctness of

information in all submitted materials.d. Frequency discounts are based on a contract period of

consecutive months commencing with the Advertiser’s first insertion. Advertisers who fail to use the space contracted will be short-rated.

e. Earned rates will apply except when the use of smaller units lowers the total campaign cost below the amount that the larger units reached at their earned rate.

f. The Publisher will not be bound by any conditions, printed or otherwise, appearing on contracts, orders, or copy instruction that conflict with the Publisher’s policies.

g. The Publisher reserves the right to hold the Advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the Publisher.

h. The liability of the Publisher for any error for which it may be held legally responsible will not exceed the cost of the space. The Publisher specifically assumes not liability for errors in the key number or type set by the Publisher, nor will the Publisher accept any responsibility for any error caused as a result of bookings or advertising material received not according to specification or after material closing date.

i. All advertising insertion orders are subject to the condition that the Publisher shall have no liability for failure to execute accepted advertising orders because of acts of Nature, governmental restrictions, fires, strikes, accidents, or any other occurrences beyond the Publisher’s control (whether like or unlike any of those enumerated herein) which prevent the Publisher from partially or completely producing, publishing or distributing GayCalgary Magazine.

j. The Publisher will not be responsible for any advertising materials not requested for return within six months of previous usage.

k. The Publisher will not guarantee optimum reproduction, nor accept responsibility for error, on any materials submitted later than the scheduled material closing date.

GRAPHIC DESIGN SERVICESa. The advertiser will receive a proof of any advertising produced

by GayCalgary Magazine before the submission deadline. The advertiser assumes full responsibility for the correctness of information. Please read proofs carefully.

b. The Publisher reserves the right to insert advertisements whose proofs remain unapproved after the submission deadline, and assumes no responsibility for incorrect information.

c. All advertising material produced by GayCalgary Magazine remain the property of GayCalgary until paid for, in full, by the advertiser.

BOOKING SHEET INSTRUCTIONS

Fill in the grid with the quantity of each ad unit or banner duration that you wish to book, in the column of the month you wish to book them.

Total each row using the appropriate frequency discount rates for the total quantity booked (of any size), and fill in the amounts.

Calculate the Grand Total and fill in the amount.

Fill in the Billing Information section.

Read and initial the “Copy & Contracts” and “Graphic Design Services” sections below.

Sign and date the booking sheet.

Submit the completed booking sheet by E-mail, fax, or drop it off in person (please call ahead).

TENTATIVE DEADLINES

Issue Booking SubmissionFEBRUARY Thu, Jan 26 Tue, Jan 30MARCH Fri, Feb 24 Mon, Feb 27APRIL Fri, Mar 30 Mon, Apr 2MAY Fri, Apr 27 Mon, Apr 30JUNE Mon, May 28 Wed, May 30JULY Thu, Jun 28 Tue, Jul 3AUGUST Fri, Jun 29 Mon, Jul 30SEPTEMBER Wed, Aug 22 Fri, Aug 24OCTOBER Fri, Sep 28 Mon, Oct 1NOVEMBER Fri, Oct 26 Mon, Oct 29DECEMBER Mon, Nov 26 Wed, Nov 28JANUARY 2013 Fri, Dec 28 Wed, Jan 2

All dates are subject to change. Advance notice will be given via the monthly business newsletter, and on the website. Please ask to join our newsletter.

Documents

GayCalgary Magazine - 2012 Media Kit