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MEDIAKIT ‘17
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M A N Y CO M PA N I E S S P E N D T H O U SA N DS I F N OT M I L L I O N S O N A DV E RT I S I N G B E CAU S E I T WO R KS . W H E T H E R YO U ’ R E S E E K I N G P R I N T, M O B I L E O R W E B O U T L E TS FO R YO U R A DS , T H E S H E P H E R D E X P R E SS CA N ACCO M M O DAT E YO U R N E E DS .
TABLE OF CONTENTS
Testimonials10 Things about UsDistribution LocationsOur ReadersPrint MarketingDigital MarketingEventsMake Your Advertising Work For YouPrint Ad SizesWeb Ad SizesContact / Sources
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ADVERTISING WORKS!
TESTIMONIALSN OW, A WO R D F R O M O U R S P O N S O R S . T H E S H E P H E R D E X P R E S S H A S WO R K E D
W I T H LO C A L B U S I N E S S E S TO G R OW T H E I R N A M E S A N D B R A N D S . W E ’ R E P R O U D
O F T H E PA R T N E R S H I P S W E ’ V E F O R G E D W I T H T H E S E B U S I N E S S E S . O U R G R E AT E S T
S U C C E S S I S TO S E E O U R A DV E R T I S E R S GA I N B E N E F I T BY WO R K I N G W I T H U S .
H E R E ’ S J U S T A S A M P L I N G O F W H AT T H E Y H AV E TO S AY A B O U T U S .
Our experience with Shepherd
Express has been exceptional. Our
Account Executive has helped us
shape our advertising strategy by
presenting us with multiple proposals
were in complete alignment with our
business objectives. He is always
quick to identify opportunities for us
and is very responsive whenever we
need help.
Stephanie Murphy, DDS Emad Abdelsalam, Baba Ghanouj
The review of our restaurant in the Shepherd Express drove a lot
of people to experience our food. I’m glad we advertise in the
Shepherd Express—the return on investment has been excellent.
Shepherd Express is very helpful in
creating the best ads to get the most
exposure for me so I can get more
value than I actually pay.
Fujiko Yamouchi, Izumis
Advertising in the Shepherd Express has brought me
some fantastic referrals, which is the life blood of my real
estate business. I couldn’t be more pleased!
Kevin Wester, Realtor, Berkshire Hathaway
“Of all the media I have tried – print, radio,
TV, mailings – Shepherd Express is the ONLY
one that consistently gets responses.”
Mark LutzOwner/West Allis Cheese and Sausage
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YOU SHOULD KNOW ABOUT THE SHEPHERD EXPRESS
THINGS
PAGE VIEWSONLINEWEEKLY
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OVER 239,000+ REGULAR READERS AND 1,249 DISTRIBUTION LOCATIONSS O U R C E : M E D I A AU D I T — FA L L R E L E A S E 2 0 1 4
DISTRIBUTION LOCATIONS
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OUR READERSW H Y T H E S H E P H E R D E X P R E S S ? The Shepherd Express believes that we succeed when you succeed. Our readers drive the local economy. When compared with the average adult in the greater Milwaukee area, our readers buy more houses, cars, electronics, home furnishings and personal goods each year. Our readers shop and dine out more, attend more movies and concerts and go to more arts and sporting events than the average resident. LET’S MEET OUR READERS...
42.5%57.5%
18-2425-34
35-44
45-49
50-54
55-64
65+18.9%
20.2%17.6%
19.2%
12.5%
7.4%
4.2%
30.5%
21.7%
27.8%
20%
ADVANCED DEGREE
HIGH SCHOOL OR LESS
SOME COLLEGE
COLLEGEDEGREE
EDUCATION
GENDER
AGE
INCOME
11.1%7.5%
15.5%15.3%15.9%12.3%16.9%5.5%
<$15K$15K-25K$25K-35K$35K-50K$50K-75K$75K-100K$100K-150K$150K+ 6
PRINT MARKETINGWITH THE BURGEONING SOCIAL MEDIA AND ONLINE EMPIRE, YOU’D SAY, “PRINT IS DEAD!” YOU’D BE WRONG.
Print very much holds a place in marketing plans. The Pew Research Center found that “most newspaper reading still happens in print.” According to MarketingProfs.com, a Pitney-Bowes survey showed that 76% of small businesses used a combination of digital and print mediums for their advertising. With everyone vying for the customers’ eye and attention online, print has the chance to stand out more because it is used less and can create the connection we all desire. Print can also drive customers online to your website or social media page. Plus, you can’t fast forward through or block print advertising. Print ads include our normal weekly issue and our newsprint inserts – Pullout Guides for great food and things to do in the city. You might also consider our annual glossy, magazine-style guides as part of your print package. They offer a long shelf life and are guides to the arts scene, the city, Summerfest, State Fair and more. Through partnerships, sponsorships, and advertising with us, you can engage our readers, your potential customers, and invite them into your narrative.
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DIGITAL MARKETINGWEB, MOBILE, SOCIAL MEDIA AND EMAIL MARKETING
Digital advertising is hugely competitive, but important, and represents the highest growth potential. Mobile Internet usage has increased dramatically, with two-thirds of users admitting that they check their smartphones within 15 minutes of waking. Statistics also show that people check their phones, on average, 150 times per day or spend 177 minutes on them per day. Internet penetration has
grown exponentially and user-generated content offer advertisers new and unique ways to reach customers. Forbes, in an exploration
of advertising trends, shows that “Social media ad spending is expected to outpace the overall Internet ad market,
and grow at around 18% CAGR [Compound Annual Growth Rate] during 2014-2019.” There is a definite change
in behavior from consumers, especially among millennials. There is also a greater chance for return on investment
because online advertising is cheaper. It is an excellent opportunity for small businesses to market their
brands. The Shepherd Express offers the gamut of online, social media and email options.
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MAN UP!Womani It’s a celebration of the wonder of women at this health and lifestyle expo, featuring over 250 vendors with presentations from industry experts and about 3,000 visitors.
EVENTSAt the Shepherd Express, we want to provide the area with fun and educational events that grow our community, bring us together, and help local businesses grow their brands. Events, such as Woman Up, allow local businesses to display and sell their wares to interested audiences at a reasonable rate. Together, we can gain customers, clients and friends by the extended reach these events provide. Our events include:
We’re the oldest readers’ choice poll in the city, and we love to celebrate it. Our party features food and drink from local establishments as well as other vendors and live music.
Beer and cheese? It’s only natural, so we put them together for a tasty event that just screams, Wisconsin! Stein & Dine features over 180 vendors, including 300 breweries, the best in sausage and cheese, and a lively atmosphere.
When cabin fever sets in or you’re ready to hit the beach, Street Eats is the event for you. Street Eats is a food truck festival that meets in a park setting. The event features food trucks, vendors and live music all while mingling in the great outdoors.
Sample the food of the nations. With food from 30 restaurants of different ethnicities, Taste of the World is a culinary experience for novices and world travelers alike. The event also features entertainment from around the world.
Falling leaves. Football. Thanksgiving. That annoying pumpkin spice flavor everywhere. It also means beer! It’s fall in Wisconsin. Join us as we celebrate Oktoberfest in conjunction with the West Allis Farmers Market and indulge in cold beer, food and live music.
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FREQUENCYIMAGESLESS IS MORE USE HUMORGET SOCIALMOBILITY KNOW YOUR AUDIENCE GET CREATIVE
MAKE YOUR ADVERTISING WORK!WEB, MOBILE, SOCIAL MEDIA AND EMAIL MARKETING
Repetition, repetition, repetition. Should we say it again?
An image is worth 1,000 words...and you can’t fit that many words on an ad.
Give the reader room to think.They will skip ads that are too full.
Be clever with your ads.A good hook can catch anyone.
Social Media is here to stay. Take advantage!
Your customers are busy. Use mobile ads to connect on-the-go!
Different people look different places.Know your customer and connect better!
Competition is fierce. Ask yourrep how he can help.
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PRINT AD SIZES
REVERSE TYPE/COLOR TYPEWhen using reverse type, delicate serifs and fine strokes, please understand that they tend not to reproduce well. Thin strokes fill with ink when reversed. Text to be reversed out of a solid black area should be no less than 10 point. Type to be reversed out of two or more overprinting colors should be no less than 14 point. This allows for variances in register, while maximizing legibility. Colored type that is created by overprinting the process colors should be no less than 14 point.
SURPRINTED TYPEType should not be surprinted in areas that exceed 30% screen tint value. This allows for dot gain and provides necessary contrast between the text and the background.
BLACK INK/RICH BLACKAll black type should be 100% black ink, not rich black (combination of CMYK values that make black). If registration is even slightly off, text using rich black becomes illegible.
DEA
DLI
NES
AD SPACE no later than 5pm the Friday prior to the publication date.
AD COPY no later than 5pm the Friday prior to the publication date.
CAMERA READY ARTWORK no later than 5pm the Friday prior to the publication date. No films. No exceptions.
NEW
SP
RIN
T C
AU
TIO
NS
OTH
ER I
NFO
SCREEN RULING: 110 lines per inch
RESOLUTION: 220 dpi minimum (300dpi preferred)
MAX DENSITY: The total maximum dot combined should not exceed 200%.
SUPPORTED APPLICATIONS: CS3, CS4, CS5 Photoshop, Illustrator, InDesign, Acrobat 8 Fonts/Type Faces: Please include all fonts used in your ad, or convert fonts to outlines.
SUPPORTED MEDIA: 3.5” disks, CD, FLASH Drives
FILE FORMATS: EPS, TIFF, JPG and PDF. Shepherd Express is not responsible for print errors from ad files that are not sent in .PDF X1A or .Tiff It P1 formats.
PLATFORMS: We use OSX Apple Macintosh computers.
E-MAIL DELIVERY: Send your ad to your ad representative with company name in the subject line
Full Page9.65” x 10.898”
3/8V4.725” x 8.135”
1/4V2.276” x 10.898”
1/6V2.276”
x 8.135”
1/2H9.65” x 5.34”
3/4V7.203” x
10.898”
1/2V4.725”
x 10.898”1/2 Island
7.203” x 7.267”
1/4Std4.725” x 5.34”
1/4H9.65” x 2.573”
1/3H9.65” x 3.472”
1/8H4.725” x 2.573”
1/6H7.203” x 2.573”
1/8V2.276” x 5.34”
1/6Sq4.725” x 3.472”
1/16Std2.276”
x 2.573”
1/3V4.725” x 7.20”
1/12Sq2.276” x 3.472”
1/12H4.725” x 1.675”
3/4H9.65” x 8.135”
Bottom Strip9.65” x 1.224”
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WEB AD SIZES1
2
3
1. leaderboard
728 x 90
2. medium rectangle
300 x 250
3. double skyscraper
300 x 600
4. small rectangle
300 x 125
5. mobile header or footer on homepage
320 x 50
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YOUR AD HERE
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GLOSSY AD SIZES
SUPPORTED APPLICATIONS: Photoshop, Illustrator, InDesign, Acrobat
FONTS/IMAGES: Please include all fonts and images used in your ad, or convert fonts to outlines
SUPPORTED MEDIA: CD, DVD, FLASH
FILE FORMATS: Will accept EPS, TIFF and JPG
PREFERRED FILE FORMAT: PDF
COLOR: CMYK
PLATFORMS: MAC
PROOFS: Proofs should be included with any ad submitted
SCREEN RULING: 150 line screen
MAX DENSITY: The total maximum density of all 4 colors should not exceed 280%
E-MAIL DELIVERY: send your ad to [email protected] and cc your Account Executive (Please mention your company name/date, or what Special Issue it’s for in the subject line)
SENDING ADS ELECTRONICALLY OR ON DISK:
Full Page7.25” x 9.125”
3/8V3.56” x 6.82”
1/2V3.56” x 9.125”
1/2H7.25” x 4.5”
1/6H5.4” x 2.18”
1/8H3.56” x 2.18”
1/4H7.25” x 2.18”
1/8V1.72” x 4.5”
1/4Std3.56” x 4.5”
1/6V1.72” x 6.82”
1/4V1.72” x 9.125”
1/6Sq3.56” x 2.95”
3/8H7.25” x 2.95”
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Gendelman, Vladimir. “Print’s Not Dead: Print Marketing Will Thrive in 2014 and Beyond.” MarketingProfs. January 8, 2014. Accessed December 10, 2015. http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyond
Barthel, Michael. “Newspapers: Fact Sheet.” Pew Research Center Journalism & Media. April 29, 2015. Accessed December 10, 2015. http://www.journalism.org/2015/04/29/newspapers-fact-sheet/
Meyer, Daniel. “Alternative weekly newspapers rethink their strategies.” Buffalo Spree. February, 2015. Accessed December 10, 2015. http://www.buffalospree.com/Buffalo-Spree/February-2015/Alternative-weekly-newspapers-rethink-their-strategies/
Lawson, Matt. “Win Every Micro-Moment with Better Mobile Strategy.” Think with Google. September 2015. Accessed December 11, 2015. https://www.thinkwithgoogle.com/articles/win-every-micromoment-with-better-mobile-strategy.html
Trefis Team, Contributor. “Trends in Global Advertising Industry: Winners and Losers – Part 1.” September 28, 2015. Forbes.com. Accessed December 11, 2015. http://www.forbes.com/sites/greatspeculations/2015/09/28/trends-in-global-advertising-industry-winners-and-losers-part-1/
SOURCES:
Alissa WeberSALES MANAGER414.292.3905 [email protected]
Lisa KortebeinSALES [email protected]
CONTACTS/SOURCESSHEPHERD EXPRESS // 207 E. BUFFALO ST. // MILWAUKEE, WI 53202 // 414.276.2222
ACCOUNT EXECUTIVES
Bridgette Ard414.292.3811
Chuck Hill414.292.3822
ACCOUNT EXECUTIVES
Stephanie Schroeter414.292.3816
Amy Zignego414.292.3830
ACCOUNT EXECUTIVES
Derek Steinborn414.292.3831
Donna Wagner414.292.3815
Kevin GardnerGENERAL MANAGER414.292.33825 [email protected]
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