PUBLICATIONS AND MEDIA SERVICES FOR THE LOCKSMITH ...ftp.thenationallocksmith.com/pdf/2011 NPC Media Guide web.pdf2011 MEDIA GUIDE NATIONAL PUBLISHING COMPANY 2 PUBLICATIONS AND MEDIA

2011 M

EDIA GUIDE

PUBLICATIONS AND MEDIA SERVICES FOR THE LOCKSMITH & SECURITY INDUSTRY

www.TheNationalLocksmith.com

www.thenationallocksmith.com

2011

MED

IA G

UID

ENATIONAL PUBLISHING COMPANY

PUBLICATIONS AND MEDIA SERVICES FOR THE LOCKSMITH & SECURITY INDUSTRY2

Dear Advertiser,

Thank you for your continued support of The National Locksmith® and The Institutional Locksmith™ magazines. With your help, we have been able to deliver the best independent technical information available to our readers…the security professionals who purchase and install what you sell.

The big news for 2011 is that for the third consecutive year we are freezing advertising rates. Your 2011 ads are at 2008 rates. Today’s economic reality mandates that publishers be vigilant and contain manufacturing costs as much as possible. Using that strategy is how we have been able to hold rates and still deliver the best readers, editorial excellence and ad-vertising value in a timely fashion.

We continue to have the only advertising product dedicated specifically to the in-house lock-smith. The Institutional Locksmith™ is entering its 10th year and because of reader and advertiser demand has expanded to five issues per year.

The monthly Digital Edition of The National Locksmith® reaches an audience of thousands who might not otherwise read the trades. If your ad is in the print issue of The National Locksmith®, it appears in the same month’s Digital Edition at no additional charge.

Please review the contents of this media kit. You will find information about why we are the choice of premier advertisers in this industry.

We look forward to partnering with you as you develop your 2011 advertising campaign.

Sincerely,

Marc Goldberg

Publisher

2011

MED

IA G

UID

E


National Publishing Company

The National Locksmith’s Digital Edition 7

About The National Locksmith® 10

Editorial Concepts & Goals 11

Editorial Calendar 12

Advertising Rates 13

Regional Ad Rates 14

Value Added Programs 15

December Directory Bonus Spots 16

Circulation 16

Ad Specifications 17

The National Locksmith®

About The Institutional Locksmith™ 18


Ad Rates 19



The Institutional Locksmith™

Direct Mail Action Cards 4

Paper Inserts & Onserts 4

Electronic Media

• Advertise on TheNationalLocksmith.com 5

• Digital Magazine Advertising Opportunities 7

WOW!Graphix Creative Capabilities 8

Mailing List Rentals & E-Blasts 9

Electronic File Guidelines 9

Contact Us 9

CONTENTS

2011

MED

IA G

UID



For more than 25 years, The National Locksmith’s Direct Mail Action Cards have been producing solid leads for advertisers. We are the ONLY publishing company in the security industry to recognize the need for this type

of communication between locksmiths and their suppliers.

Cards will be inserted in The Institutional Locksmith™ at NO ADDITIONAL CHARGE! Get TWO MARKETS for ONE LOW PRICE.

MECHANICAL REQUIREMENTSSubmit electronic files as per our Electronic File Guidelines.Maximum printed area: 3-1/8” x 5-1/8” Card trim size: 3-1/2” x 5-3/8” No bleed allowed • Printed on white stock • Proofs not supplied.

CARD LAYOUTCards may be either vertical or horizontal. Be sure to allow adequate space for the respondent’s name, address, zip code and phone number. Address must conform to ap-proved post office style, including postal permit if return postage is guaranteed.

ADVERTISING RATESFREQUENCY 1X 3X 6X 9X $950 $900 $855 $830

2nd color standard *(additional cost) $150Agency Commission 15% *Contact publisher for colors available.

Placements count toward display advertising frequency.

MAILING SCHEDULE 2011February Closing ............................................................December 23, 2010

• Mails January 21, 2011 •

June Closing .....................................................................................April 22, 2011• Mails May 24, 2011 •

November Closing........................................................September 23, 2011• Mails October 21, 2011 •

Your literature can ride along with any issue of The National Locksmith® or The Institutional Locksmith™. Imagine the impact when the entire industry receives your printed piece, either loose in a polybag with the issue (onsert) or bound right into the magazine (insert).

Rates vary on a case by case basis, depending on the number of pages and the weight of your piece.

You can insert:• Posters • Calendars • Literature • Spec Sheets • Catalogs • And more

Your cost is certain to be less than you expect! Space is on an as-available basis so contact us to quote you on prices and availability.

If you do not have an advertising agency of record, we can even design and print your insert for you.

PAPER INSERTS & ONSERTS

2011

MED

IA G

UID



Our web site traditionally receives fifteen to twenty thousand page loads per month. This represents an extraordinary ad-vertising opportunity. Our Home Page features ever changing news of the locksmith industry, special discounts on items in our store, and allows the user to log in to our popular mes-sage boards.

LARGE HOME PAGE ADLarge Home Page ads are roughly the size of a 1/3-square page magazine ad in full color. Our Home Page features relevant and refreshing information for the locksmith. Plus the

Home Page is the only gateway into the site for our users. Thus your ad will receive thousands of impressions per month as it rotates with a very limited number of others on the page.

Each time a user views the Home Page, one of the ads

will load, instantly creating an impression, an awareness of your message. Users may then click on the ad itself and be transported to your web site.

Price: $1,550.00 annually Limited to 15 advertisers for maximum viewing. Minor fee applies to change your ad. Specifications: 336 x 280, 25K, GIF file

SMALL HOME PAGE ADThis advertising concept is the same as the Large Home Page ad. However, the ad itself is a smaller dimension, roughly equivalent to our smallest size magazine display ad in full color. Thousands of im-pressions per month, click through capability to your site, and rotation with a limited number of partici-pants are the benefits of this ad.

Price: $850 annually Limited to 20 advertisers for maximum viewing. Minor fee applies to change your ad. Specifications: 160 x 190, 30KB

continued...

ELECTRONIC MEDIAADVERTISE ON THENATIONALLOCKSMITH.COM

2011

MED

IA G

UID



HOME PAGE TEXT ADProminently displayed on the Home Page, your text message (approximately 25 words) functions as a link to your site. This is an economical opportunity to convey your marketing message and highlight your web site to thousands of monthly users. Your text is surrounded by timely information that will update constantly. This gives your link maximum exposure.

Price: $450 annually A limited number of text messages will show each time the page loads. Your ad will rotate with others and will receive thousands of monthly impressions. Minor fee applies to change your ad.

BANNER ADTraditional Banner advertising is available throughout various pages within the site. Your banner will rotate with others on a variety of pages for maximum viewing impressions and click through rates. Animated banners are accepted.

Price: $650 annually Minor fee applies to change your ad. Specifications: 468 x 60, 12 KB, GIF file

2011

MED

IA G

UID



Bring your print ad to life in the Digital Edition of The National Locksmith!

The National Locksmith’s Digital Edition premiered in March 2009 and was exceptionally received by the industry. Interac-tive marketing campaigns surrounding relevant content engage your customers, position your brand and create measurable results. Our digital magazine offers a robust suite of multi-media advertising innovations that accelerate sales, increase revenue and drive ROI.

Multimedia, such as audio clips, video clips, flash files or You-Tube, can be integrated into all ads.

Your print ad appears in the Digital Edition at no extra charge and includes a link to your web site. Multimedia launches automatically when the viewer reaches your ad page.

FRONT COVER ADVERTISING (LIMIT ONE ADVERTISER PER ISSUE)

• BLOW-IN AD: Digital blow-in ad appears as an overlay on the cover of the magazine — seen by everyone opening the issue.

• BELLY BAND AD: Belly Band ads are wide and narrow and place over the front cover of the magazine.

• E-MAIL NOTIFICATION SPONSORSHIP: Your small banner ad appears in the e-mail that notifies subscribers of the latest digital issue. Must be purchased as add-on feature with blow-in ad or belly band ad.

• WELCOME PAGE VIDEO: Play your video on the welcome page that appears alongside the cover.

DIGITAL AD ENHANCEMENTS• BLOW-IN ADS: These ads can appear over your ad or an editorial

page of your choice.

• REPLACEMENT ADS: Replace your entire ad or just a portion of it with multimedia.

• NAVIGATION BAR SPONSORSHIP: Advertiser logo placed in right corner of navigation bar, appears on every page of the digital issue. Limit one advertiser per issue.

• DEEP LINKS: Enhance ads with deep links to specific product/service web pages rather than just linking to home page. Any word, logo or image can be linked.

• INTERACTIVE SURVEYS: Your proprietary survey is placed over your ad. Up to 5 questions.

Do you have any other ideas? Ask us. More than likely we can do it.

DIGITAL EDITION READERS• Nearly 90% are “satisfied” or “very satisfied” with their digi-

tal reading experience with the Texterity digital edition

• 93% read their digital edition the same week; 52% read it immediately or the same day

• 94% take action when reading advertisements or articles

• 66% have read 3 or 4 of the last four issues, similar to a print reader Regardless of gender, age, or occupation, the digital reader is thoroughly engaged.

• 80% of business-to-business reader cite “get information to do their jobs better” as the most important reason to use digital editions.

• More than 65% value video as a useful “rich media” add-on to digital magazines.

• Over half visit advertiser websites. When reading digital ads readers comments included actions such as budget for purchase, contact a sales rep, or visit an advertiser’s booth at an upcoming event.

Source: Texterity Certified Digital Edition Survey, 2010

DIGITAL MAGAZINE ADVERTISING OPPORTUNITIES

2011

MED

IA G

UID



PRINTINGNational Publishing Company may be able to save you sig-nificant money over going direct to your usual printer. That’s because we purchase so much printing during the year that we command excellence in both prices and service.

Next time you have a project to print, why not let your account representative at National Publishing Company quote you on the job? Often, the price we’ll quote you will be less than you have ever paid before.

Pre-planning pays off, so be sure to contact us about printing your...

• Catalogs• Brochures• Flyers• Price sheets• Article reprints

GRAPHICSYour first source for graphics and marketing materials should be your Advertising Agency of record. We collaborate with your agency to insure that materials they design for you are well positioned in The National Locksmith® and The Institutional Locksmith™.

Some clients, however, do not have an agency of record. If you so desire, we’re able to recommend excellent agencies that serve clients in our industry.

On the other hand, if you have an immediate need for graphic services and are not currently using an agency, our WOW!Graphix division is ready and able to design and print your advertisement, brochure, flyer or entire catalog.

From innovative design to photography, desktop publish-ing and even printing, we can do it all. Our creative team is prepared to be your team!

ARTICLE REPRINTSHas your company been covered with an article in The National Locksmith® or The Institutional Locksmith™? Why not capitalize on the publicity by contacting us to order economical reprints of your article?

Whether you need 100 copies or 10,000, in black and white or full color, a simple phone call to our crackerjack Reprint Team will yield quick results. Extraneous advertising can be removed from your article, and we can further personalize your reprints by dropping in your logo or marketing message.

Here’s another free marketing idea courtesy of WOW!Graphix. We can reproduce your full page ad, put a sell sheet on the back side, and drop 10,000 copies on your lap in a matter of days.

Reprints make excellent brochures and go a long way toward selling your product. When you’ve made it into the pages of The National Locksmith® or The Institutional Locksmith™, you’ve hit the big time.

Why not let the world know about it?

WOW!GRAPHIX cReAtIve cAPAbIlItIes

2011

MED

IA G

UID



FROM LIST RENTAL TO TURN KEY MAILINGS...National Publishing Company offers a complete roster of services designed to handle any portion of your Direct Mail needs.

These services include:

• Mailing list rental• Copy writing• Brochure and order form design• Envelope design• Printing of all mailing pieces• Postal pre-sorts to achieve lowest postal rate• Jet spray inking, and customized mailing services• E-Blasts

As you can see, we are prepared to completely design, write, print and mail your entire Direct Mail package. Or we can simply provide you with the largest, cleanest mailing list in any form of label or media you require.

Remember, when it comes to reaching the security industry, The National Locksmith® and The Institutional Locksmith™ cover all the bases… including Direct Mail!

Call your sales representative for quotes.

• USE COMPANY NAME, MONTH AD IS TO RUN AND AD SIZE AS FILE NAME

• Submit to ftp.TheNationalLocksmith.com using your own client software. Ask your sales representative for username and password instructions. Files can also be submitted by an independent provider such as yousendit.com

• High resolution PDF

• All fonts embedded

• Add 1/8” to dimensions requiring bleed

• Film and other types of ad materials will be accepted; a pro-duction charge will be applied to convert to digital ad files.

PRODUCTION CHARGES• All files will be flight checked

• If production timetable allows, and if file construction al-lows, we will correct any errors at a charge of $75 per hour.

MATERIALS DEADLINE• First of the month, one month prior to publication.

• Late charges will apply to files received after the 8th of the month, one month prior to publication.

STAFFPublisher .............................................................................................Marc Goldberg

Editor ............................................................................................................Greg Mango

Art Director ................................................................................................. Jim Darow

Graphic Designer .................................................................................Dave Krofel

Sales & Marketing Director ............................................................. Jeff Adair

Advertising Account Manager .................................. Debbie Schertzing

Accounting Manager...................................................................Sheila Campo

Administrative Assistants .......................................... LaVerne Schertzing Greer McMurray

Shipping Manager ............................................................................. Allan Galvez

MAILING AND SHIPPING INSTRUCTIONSSend copy, instructions, contracts, ad files, insertion orders, proofs and general correspondence to:

The National Locksmith • 1533 Burgundy ParkwayStreamwood, Illinois 60107

Consult Publisher for insert shipping or electronic ad transfer instructions.

The National Locksmith® and The Institutional Locksmith™ are published by:

National Publishing Company • 1533 Burgundy ParkwayStreamwood, Illinois 60107 • PHONE: 630-837-2044

FAX: 630-837-1210 • E-MAIL: [email protected]

MAILING LIST RENTALS

ELECTRONIC FILE GUIDELINES

CONTACT US

2011

MED

IA G

UID

ETHE NATIONAL LOCKSMITH


Since 1929, as the first magazine published in the industry, The National Locksmith® has been edited to educate and communicate with the locksmith and other individuals con-cerned with physical and electronic security.

Editorial is a blend of explicit technical instructions, service information from the field and news items about people and products affecting the industry. Our writing staff is composed of active professionals who are all experts in their area and are familiar with problems in the field.

We have more independent authors writing for us on a regular basis than any other publication serving this industry. Because of this, editorial is unsurpassed in accuracy and timeliness.

The National Locksmith® is the oldest magazine in the indus-try and has helped generations of professionals to better their living. We continue this effort as our purpose.

Yet, we have also dedicated ourselves to remaining the most technologically advanced publication, and operate on the cutting edge of technology demanded by both readers and advertisers.

We not only publish the magazine itself, but we also maintain a web site at www.TheNationalLocksmith.com which serves as the information hub for the entire industry. Our web site traditionally receives fifteen to twenty thousand page loads per month.

The National Locksmith® also publishes books, training manu-als and software dedicated to training security professionals.

Moreover, we offer graphics and printing services to those clients who require assistance in these areas.

In short, The National Locksmith® is directed, written and edited by people who understand the challenges and goals of security personnel and the professionals who manufacture, distribute and sell to this industry.

The National Locksmith’s Digital Edition 7

About The National Locksmith® 10

Editorial Concepts & Goals 11


Advertising Rates for The National Locksmith® 13

Regional Ad Rates 14


December Directory Bonus Spots 16

Circulation 16


ABOUT THE NATIONAL LOCKSMITH®

2011

MED

IA G

UID



The National Locksmith® is designed to improve the locksmith’s business with in-depth articles discussing the nature of the industry. It is also a publication designed to further a professional locksmith’s educa-tion through regular training and technical, how-to articles.

Since its founding in 1929 as the original publication serving the locksmith industry, The National Locksmith® has been dedi-cated to helping our readers advance themselves, their businesses and the profession. Our edito-rial staff consists of professional lock-smiths who are also skilled journalists, delivering the reader only the best information to help further the profession.

As an advertiser, this means your mes-sage is being read by professionals who want to know about the latest technol-ogy and where to purchase products to help them grow their own businesses.

Our commitment to professionalism includes regular prod-uct review articles, total editorial coverage of the industry, a licensed bonding program and more. Our readers look forward to receiving this information to help them make important daily business decisions. In today’s rapidly chang-ing world, it is vital that the Security Professional be well

trained in mechanical, electronic, audio/visual and computerized security, and that is why

we continually re-eval-uate our product to make sure we deliver only the best.

Our purpose is to keep the locksmith completely up-to-date with the latest innova-tions in their field. We achieve this goal by pre-senting our readership with an editorial package designed to accomplish the following:

• Describe the function and installation of new security-related products.

• Review new support products offered to the marketplace.

• Analyze trends and events affecting the industry.

• Teach our readers new skills which will be useful throughout their profes-sional lives.

The editorial goal of The National Locksmith® is Education. Readers find that the maga-zine is an invaluable tool leading them to greater success in their chosen field.

Thus, your advertisement has the best possible environment within the pages of The National Locksmith®. That is because your message is packaged to the reader amidst a highly valued editorial mix.

EDITORIAL CONCEPTS & GOALS

2011

MED

IA G

UID



Cover Theme mini SeCTion ediTorial FoCuS SpeCial FeaTure CloSing daTe

January Padlocks Automotive Locksmithing Keyless Entry Exploded View: Cylindrical Locks Novemer 23, 2010

February

Key Machines Safe Servicing Electric Strikes & Mag Locks Masterkeying & Codes December 23, 2010

Card Insert - Space Closes December 23, 2010 - BONUS DISTRIBUTION in The Institutional Locksmith

marCh Locksmith Tools Keypads and Readers Impulse Items Exploded View: Padlocks January 21, 2011

april Single Door Access Control Gate Security Catalog Web Marketing Guide SHDA: Distributors Partnering with Locksmiths February 23, 2011

may

Annual Door Hardware Review Issue Must Have Safe Tools Institutional Locksmithing Exploded View: Door Closers March 23, 2011

BONUS DISTRIBUTION to subscribers of The Institutional Locksmith magazine

June

Lock Picks Electronic Locks Decorative Keys Safe Locks April 22, 2011

ADVERTISER BONUS: Advertising Impact Survey will measure your ad for effectiveness.

Card Insert - Space Closes April 23, 2011 - BONUS DISTRIBUTION in The Institutional Locksmith

July Keyless Entry Pushbutton Locks Aluminum Door Service Padlocks May 23, 2011

auguST

ALOA Convention Issue Showstoppers Product Collection Electronic Locksmithing June 23, 2011

BONUS DISTRIBUTION at ALOA Convention in Nashville, August 7-13

SepTember Code Cutting Machines Drill Accessories & Installation Jigs Safes July 22, 2011

oCTober

Locksmith Distributors Car Opening Tools Biometric Security Masterkeying August 23, 2011

AUTOMOTIVE ANNUAL - This special supplement, bound as a separate unit, will be distributed with The National Locksmith’s October Issue. This supplement is officially and exclusively sanctioned by he National Locksmith Automobile Association (NLAA) and will be mailed to all association members. It will be distributed throughout the year at significant automotive servicing venues. Included in the supplement will be definitive cutting edge information from the industry’s leading experts and the NLAA staff and officers. This is a MUST BUY for anyone who manufactures or dis-tributes tools, car opening kits, key cutters and decoders, transponder equipment, transponder keys, ignition and door/trunk/glovebox lock servicing

tools, ignition and door/trunk/glovebox replacement parts and more.

november

Transponder Equipment & Programming Wireless High Security Locks

& Cylinders Exploded View: Deadbolts September 23, 2011

Card Insert - Space Closes September 23, 2011 - BONUS DISTRIBUTION in The Institutional Locksmith

deCember

2012 Retail Locksmith Industry Buyer’s Guide

Electronic Security: Supplier’s Guide Locksmith Price Survey October 21, 2011

BONUS CIRCULATION at significant locksmith venues throughout the year.

EDITORIAL CALENDAR

2011

MED

IA G

UID



COLOR CHARGESStandard 2nd color, per page or fraction

AAAA Red, Blue, Yellow and Green ....................................................$355

Matched 2nd Color ............................................................................................$460

Specified PMS 2nd Color ............................................................................$560

3rd Color ..................................................................................Same as 2nd Color

Process Color (4-Color) ........................................................................... $1,190

These rates are additional to cost of space.

COVER RATESFREQUENCY 1X 6X 12X 13X

Inside Front Cover $4,165 $3,750 $3,465 $3,445

Inside Back Cover 4,165 3,750 3,465 3,445

Back Cover 4,450 3,970 3,760 3,700

• Two color coverwraps are available as low as $5995. Con-sult publisher for availability.

• Covers are non-cancellable. Covers 2, 3 and 4 are available on a first come, first served basis.

• These are 4-Color positions. If other than 4-Color ad is to appear, ad is billed as 4-Color.

• Cover 4 sold subject to coverwrap.

• Cover banner sold subject to coverwrap.

PRODUCT & WHOLESALE GUIDE ADS12X

Black & White: $120 per month 4-Color: $145 per month

DISTRIBUTOR DIGEST ADS12X

$90.00 per month

Distributor Digest ads are ordered and billed on an annual (12X) basis only and are non-commissionable. Product and Wholesale Guide ads are ordered for a minimum of six months, and can be invoiced in three month increments.

RATE PROTECTIONAdvertiser’s rates are protected from rate increases during the entire contract period.

COMBINATION RATESTotal your insertions in both The National Locksmith® and The Institutional Locksmith™ and use that number as your frequency rate in both publications. Each ad counts as a single insertion. For example, two ads in a single issue count as two insertions, not one.

GENERAL RATE INFORMATIONOrders subject to change in rates on 90-day notice from pub-lisher. However, contracts may be cancelled when rate change becomes effective without incurring short rate adjustment, pro-vided contract rate has been earned up to the date of cancel-lation. Advertising must be inserted within one year of the first insertion to earn frequency discount rates. Publisher reserves

SPACE 1X 3X 6X 9X 12X 13X 15X 18X 24X

Full Page $2,560 $2,425 $2,305 $2,195 $2,080 $2,040 $1,940 $1,880 $1,795

2/3 Page 1,975 1,915 1,795 1,710 1,645 1,625 1,575 1,540 1,500

1/2 Island 1,740 1,595 1,505 1,440 1,370 1,315 1,275 1,225 1,195

1/2 Standard 1,650 1,460 1,370 1,270 1,250 1,220 1,175 1,140 1,115

1/3 Page 1,065 1,015 970 910 840 825 805 780 745

1/4 Page 915 850 815 795 765 740 720 710 690

1/6 Page 620 565 555 525 505 495 485 470 460

NO ADDITIONAL CHARGE FOR YOUR DISPLAY AD IN DIGITAL EDITION

continued...

For the third consecutive year we have chosen to freeze advertising rates. It’s the right thing to do in these times.

ADVERTISING RATES THE NATIONAL LOCKSMITH®

2011

MED

IA G

UID



the right to reject or cancel any advertising for any reason at any time. All advertisements must be identified clearly by sig-nature logos, Trademarks, etc. Advertiser and agency are jointly and severally liable for all monies due publisher at any time.

AGENCY COMMISSIONSFifteen percent of gross billing to recognized advertis-ing agencies on space and color charges. Commissions revoked on agencies with past due accounts. No commis-sions paid on insert billing, back-up, trimming or any other mechanical charges.

BLEEDNo charge for bleed.

SPECIAL POSITIONPositioning of ads at publisher’s option. A 10% charge applies for special positioning of your ad.

COVER BANNERS, COVER WRAPS, COVER GATES, BELLY BANDS, POLY-BAG ADS, FRONT COVER DISPLAY ADS, ADVERTISING INSERTS, AND OTHER OUT-OF-THE-BOX IDEASContact publisher for back-up charges, mechanical specifica-tions, rates, and availability.

No charge for plate change. Not available for cover positions. Standard 2nd color per page or fraction.

AAAA Red, Blue, Yellow and Green ....................................................$355

Matched 2nd Color from process .........................................................$460

Specified PMS 2nd Color ............................................................................$560

3rd Color ..................................................................................Same as 2nd Color

Process Color (4-Color) ........................................................................... $1,190

WA

OR

CA NV

ID

MT

WY

UT

AZ NM

TX

CO

ND

SD

NE

KS

OK

MN WI

IAIL

MO

AR

LA

INOH

KY

TN

ALGA

FL

SC

NC

ME

NY

PAMD

WV VA

MS

MI

REGION 5CANADA & OVERSEAS

REGION 4INCLUDES ALASKA & HAWAII

REGION 2

REGION 3 REGION 1

REGIONS 1X 3X 6X 9X 12X

Canada $1,280 $1,225 $1,160 $1,090 $1,040

1 Region 1,420 1,440 1,280 1,220 1,195

2 Regions 1,775 1,685 1,610 1,505 1,435

3 Regions 2,135 2,030 1,895 1,795 1,695

All Regions 2,560 2,425 2,305 2,195 2,080

FULL PAGE AD


Canada $905 $860 $820 $805 $780

1 Region 980 955 895 885 850

2 Regions 1,245 1,175 1,105 1,090 950

3 Regions 1,495 1,420 1,330 1,305 1,255

All Regions 1,740 1,595 1,505 1,440 1,370

1/2 PAGE ISLAND


Canada $830 $770 $735 $705 $605

1 Region 905 840 815 780 690

2 Regions 1,125 1,045 1,005 955 865

3 Regions 1,350 1,240 1,195 1,120 1,065

All Regions 1,650 1,460 1,370 1,270 1,250

1/2 PAGE HORIzONTAL

regional advertising rates

2011

MED

IA G

UID



The National Locksmith® gives you what you want in a value-added program – BONUS ADVERTISING! If you are a new advertiser, you receive a bonus. If you are an existing advertiser and maintain your 2010 schedule, you receive a bonus. If you grow your 2010 program by one paid ad, you receive even more.

With our rate freeze, The National Locksmith® and The Institutional Locksmith™ are the most economical media buys in the entire security industry!

Up to $8,000 Net 2011 Contract…• Receive One Bonus ad – Maintain your advertising pro-

gram at the 2010 level• Receive Two Bonus Ads – Increase your 2011 schedule

by one display ad

Up to $20,000 Net 2011 Contract…• Receive Two Bonus ads – Maintain your advertising pro-

gram at the 2010 level• Receive Three Bonus Ads – Increase your 2011 schedule

by one display ad

Over $20,000 Net 2010 Contract…• Receive Three Bonus ads – Maintain your advertising pro-

gram at the 2010 level• Receive Four Bonus Ads – Increase your 2011 schedule

by one display ad

We have 20 different opportunities for you to place your ad-vertising, and that doesen’t even count advertising potential on our website.

MORE VALUE ADDED!BONUS RESEARCH for June advertisers. We are con-tracting with a leading independent research company AT OUR EXPENSE to provide YOU with VALUABLE RESULTS which compare your ads against your competitors and oth-ers in the magazine for impact among our readers. Direct reader response cards tell only part of the story as to how your ads perform. This research will help you craft future advertising to help you gain more market share in these challenging economic times.

EVEN MORE VALUE ADDED!Ask Jeff or Debbie how you can use special supplements to maximize your advertising reach. If you place an ad in the regular monthly issue plus the supplement, one of the ads will be substantially discounted up to 50% off.

value added programs

2011

MED

IA G

UID



Pull the eye of the reader right to your listing in the Buyers Guide issue of The National Locksmith®. We are the only publication in the locksmith industry offering these four exclu-sive opportunities to enhance your listing..

• BOLDFACE LISTING: $125 net

• BLACK AND WHITE LOGO LISTING: $250 net

• COLOR LOGO LISTING: $375 net

• ADVERTORIAL MESSAGE (75 words) w/COLOR PHOTO: $499 net

OUR READERS ARE YOUR CUSTOMERSToday’s media marketplace is more competitive than ever and advertisers are demanding more accountability.

That’s why we have applied for membership in the Audit Bu-reau of Circulations (ABC). The new circulation audit not only validates who receives The National Locksmith®, it demon-strates the difference between The National Locksmith® and other security publications.

The The National Locksmith® is the only security publication auditing both its print circulation and digital viewership as one unit, giving advertisers the most comprehensive understand-ing of our total print and electronic reach.

WHAT OUR READERS DOOur readers spend an average of one hour 15 minutes reading The National Locksmith®,* which is nearly double the time they spend reading a competitor. What that means to advertisers is there is a greater opportunity that your ad in The National Locksmith® will be seen and acted upon than in other media.

Less than half of our readers receive another locksmith publication.* Missing a media buy in The National Locksmith® means not reaching a substantial customer base potential.

Your product or service will be sold through advertising. 91% of The National Locksmith’s readers took one or more pur-chasing actions in the past year as a result of seeing ads or articles in The National Locksmith®.*

Further, 62% of our readers plan to purchase a product they saw in The National Locksmith® in the next six months.

Print as a primary source of information is not going away. 53% of our readers say that print and/or digital trade magazines are their primary source of locksmith news and information.

Increased impressions = increased likelihood of purchase. Three-fourths of The National Locksmith’s readers keep and refer to their issues for more than a year.* What this means is that as locksmiths research and prepare for their day’s tasks, your ad remains in front of them again and again.

*Source: Research USA, June 2010

BOLDFACE LISTINGBLACK & WHITE LOGO LISTING ADVERTORIAL MESSAGECOLOR LOGO LISTING

december directory bonus spots

Deadline for Enhanced Listings: October 1, 2011

circulation

2011

MED

IA G

UID



MECHANICAL REQUIREMENTS

Printed ......................................................Web Offset

Binding Method .....................Saddle Stitched

Trim Size ..................................7 7/8” X 10 3/4”

Bleed Size ........................................ 8 1/8” X 11”

Non-Bleed Size .......................................7” X 10”

Column Width .........................3 Column Page ......... 2 1/8” (13 picas)

2 Column Page ......... 3 3/8” (20 picas)

FULL PAGE AD - DETAILED INFORMATION7.875”(7/8”) x 10.75”(3/4”) Trim Size

For bleed add .125”(1/8”) to top, bottom & sides of trim size.

AD SIzES

AD SPACE UNIT Width Height

Full Page 7 7/8” 10 3/4”

2/3 Page 4 1/2” 10”

1/2 Page Horizontal 7” 4 7/8”

1/2 Page Vertical 3 3/8” 10”

1/2 Page Island 4 1/2” 7 3/8”



1/3 Page Square 4 1/2” 4 7/8”


1/4 Page Vertical 3 3/8” 4 7/8”

1/6 Page 2 1/8” 4 7/8”

advertising specifications

AD SIzES FOR THE NATIONAL LOCKSMITH® MAGAzINE

Full Page 2/3 Page 1/2 Page Island 1/2 Page Horizontal 1/2 Page Vertical 1/3 Page Square

Live area is 7” x 10”.

Bleed size is 8-1/8: x 11”

7 7/8”

10

3/4

”

4 1/2”

7 3

/8”

10

”

4 1/2” 7” 4 1/2”

4 7

/8” 1

0”

4 1/2”4

7/8

”

1/3 Vertical Page 1/3 Page Horizontal 1/4 Page Horizontal 1/4 Page Vertical 1/6 Page 1/9 Page

7”

2 1 /

4”

3 1

/2”

7” 3 3/8”

4 7

/8”

2 1/8”

2 3

/8”

2 1/8”

10

”

2 1/8”

4 7

/8”

2011

MED

IA G

UID

ETHE INSTITUTIONAL LOCKSMITH


About The Institutional Locksmith™ 18


Ad Rates 19



A GROWING MARKET DEMANDS AN EXPANDING PUBLICATIONThat’s exactly what’s happening. In 2010 we added a Fifth Issue to the annual run of The Institutional Locksmith™. Readers have demanded it, advertisers have requested it. We deliver what our audience wants.

As an advertiser, this means you will be reaching the lucra-tive institutional market even more often in 2010, putting your products and services in front of those locksmiths and buyers who are responsible for purchases triple those made by a traditional locksmith retail business.

The Institutional Locksmith™ is the ONLY publication to EXCLUSIVELY reach this lucrative market.

The Institutional Locksmith™:

• Contains hands-on, practical application information

• Is designed to make the institutional locksmith’s daily schedule more productive

• Educates not only the in-house locksmith, but also his purchasing counterparts, about the latest cost and time saving trends which are most important to an institution’s bottom line

The Institutional Locksmith™ is published for:

• The end-user locksmith/security installers

• Security materials specifiers

• Purchasing supervisors

The Institutional Locksmith’s readers are profession-als at institutions such as: Hospitals and Health Care Facilities • Hotels, Motels and Other Lodging Facilities • Public and Parochial Schools • Public and Private Colleges and Universities • Federal, State and Local Government Facili-ties • Prisons • Manufacturing Plants • And more.

The Institutional Locksmith™ has applied for membership in the Audit Bureau of Circulations (ABC), demonstrating our commitment to validating our circulation to our adver-tisers and to demonstrate the difference between The Institutional Locksmith™ and others.

Basically, you will find that The Institutional Locksmith™ is the lead trade publication at any facility which has an employee or staff dedicated to physical and electronic security needs within his or her institution.

about the institutional locksmith™

2011

MED

IA G

UID



SPACE 1X 2X 3X 4X 6X 9X 12X 13X 15X 18X 24X

Full Page $3,260 $3,000 $2,765 $2,625 $2,450 $2,340 $2,210 $2,170 $2,065 $2,000 $1,915

2/3 Page 2,520 2,320 2,195 2,085 1,915 1,820 1,755 1,730 1,680 1,640 1,590

1/2 Island 2,220 2,040 1,825 1,730 1,595 1,530 1,465 1,400 1,355 1,310 1,270

1/2 Standard 2,110 1,940 1,655 1,575 1,465 1,350 1,335 1,305 1,250 1,215 1,190

1/3 Page 1,355 1,245 1,165 1,105 1,030 965 895 880 855 835 800

1/4 Page 1,165 1,070 970 925 870 845 815 795 770 760 725

1/6 Page 795 730 650 615 595 560 535 525 505 495 485

1/9 Page 580 535 480 455 445 420 390 375 365 350 340

COVER RATES

FREQUENCY 1X 4X 6X 12X 13X

Inside Front Cover $5,050 $4,545 $4,040 $3,730 $3,700

Inside Back Cover 5,050 4,545 4,040 3,730 3,700

Back Cover 5,455 4,850 4,275 4,070 3,965

COLOR CHARGESStandard 2nd color, per page or fractionAAAA Red, Blue, Yellow and Green ....................................................$385Matched 2nd Color ............................................................................................$490Specified PMS 2nd Color ............................................................................$5903rd Color ..................................................................................Same as 2nd ColorProcess Color (4-Color) ........................................................................... $1,280These rates are additional to cost of space.

ediTorial Coverage our reaCh Card inSerT - ALSO INTHE NATIONAL LOCKSMITH ad CloSing

February - marCh (MAILS FEBRUARY)

Access Control, Audit Trails, Biometrics, CCTV, Door Closers, Door Reinforcement, Electrified Hinges, Elec-

tronic Locking Systems, Interchangeable Core Products, Keyed and Keyless Entry, Masterkeying, Mechanical

Locking Systems, Mortise Locks, Panic Devices, Secu-rity Software, and Much, Much More!

Our readers are the security installation

professional and their counterparts in the

purchasing department of institutions such as hospitals and health care facilities, hotels,

motels, and other lodging facilities, public and parochial schools, colleges and universi-

ties, prisons, local, state, and federal government facilities, airports and other transit facilities, manufacturing plants and other locations.

Closing: December 23, 2010 January 8, 2011

april - June (MAILS APRIL) March 4, 2011

July - auguST (MAILS JULY;

BONUS DISTRIBUTION ALOA)Closing: April 22, 2011 June 10, 2011

August 5, 2011SepTember - november

(MAILS SEPTEMBER; BONUS DISTRIBUTION ILA)

deCember - January (MAILS DECEMBER)

2011 Buyer’s Guide: The most comprehensive listing of manufacturers and distributors available to

the institutional locksmith.Closing: September 23, 2011 November 4, 2011

EDITORIAL CALENDAR

ADVERTISING RATES THE INSTITuTIoNAl loCKSMITH™

2011

MED

IA G

UID



The Institutional Locksmith™ gives you what you want in a value-added program – BONUS ADVERTISING! If you are a new advertiser, you receive a bonus. If you are an existing advertiser and maintain your 2010 schedule, you receive a bonus. If you grow your 2010 program by one paid ad, you receive even more.

With our rate freeze, The National Locksmith® and The Institutional Locksmith™ are the most economical media buys in the entire security industry!

Up to $8,000 Net 2011 Contract…• Receive One Bonus ad – Maintain your advertising pro-

gram at the 2010 level

• Receive Two Bonus Ads – Increase your 2011 schedule by one display ad

Up to $20,000 Net 2011 Contract…• Receive Two Bonus ads – Maintain your advertising pro-


• Receive Three Bonus Ads – Increase your 2011 schedule by one display ad

Over $20,000 Net 2011 Contract…• Receive Three Bonus ads – Maintain your advertising pro-


• Receive Four Bonus Ads – Increase your 2011 schedule by one display ad

We have 20 different opportunities for you to place your ad-vertising, and that doesen’t even count advertising potential on our website.

value added programs

2011

MED

IA G

UID



MECHANICAL REQUIREMENTSPrinted ......................................................Web Offset

Binding Method .....................Saddle Stitched

Trim Size ..................................7 7/8” X 10 3/4”

Bleed Size ........................................ 8 1/8” X 11”

Non-Bleed Size .......................................7” X 10”

Column Width .........................3 Column Page ......... 2 1/8” (13 picas)

2 Column Page ......... 3 3/8” (20 picas)

FULL PAGE AD - DETAILED INFORMATION7.875”(7/8”) x 10.75”(3/4”) Trim Size

For bleed add .125”(1/8”) to top, bottom & sides of trim size.

8.125”(1/8”) x 11” Bleed Size

KEEP ANY IMPORTANT TEXT OR GRAPHICS AT LEAST .375”(3/8”) AWAY FROM TRIM

AD SIzES

AD SPACE UNIT Width Height

Full Page 7 7/8” 10 3/4”

2/3 Page 4 1/2” 10”



1/2 Page Island 4 1/2” 7 3/8”



1/3 Page Square 4 1/2” 4 7/8”


1/4 Page Vertical 3 3/8” 4 7/8”

1/6 Page 2 1/8” 4 7/8”

1/9 Page 2 1/8” 2 7/8”

AD SIzES FOR THE INSTITUTIONAL LOCKSMITH™ MAGAzINE

Full Page 2/3 Page 1/2 Page Island 1/2 Page Horizontal 1/2 Page Vertical 1/3 Page Square

Live area is 7” x 10”.

Bleed size is 8-1/8: x 11”

7 7/8”

10

3/4

”

4 1/2”

7 3

/8”

10

”

4 1/2” 7” 4 1/2”

4 7

/8” 1

0”

4 1/2”4

7/8

”

1/3 Vertical Page 1/3 Page Horizontal 1/4 Page Horizontal 1/4 Page Vertical 1/6 Page 1/9 Page

7”

2 1 /

4”

3 1

/2”

7” 3 3/8”

4 7

/8”

2 1/8”

2 3

/8”

2 1/8”

10

”

2 1/8”

4 7

/8”

advertising specifications

Documents

PUBLICATIONS AND MEDIA SERVICES FOR THE LOCKSMITH ...ftp.thenationallocksmith.com/pdf/2011 NPC Media Guide web.pdf2011 MEDIA GUIDE NATIONAL PUBLISHING COMPANY 2 PUBLICATIONS AND MEDIA