2010MEDIA KIT

ThIs Is pADI

keeping padi professionals informed, inspired and involved since 1967 second quarter 2009

go green for the Bottom line

turning up the Heat in the latin market

X, Y, Boomer!How to Seek, Acquire and RetainToday’s Divers

training: maximize adventures in diving

✚ enricHed air nitroX goes onlinesHopper’s mentalitY: do You Have it?

tHe undersea journal

x,y, boomer! » Training: maximize advenTures in diving » go green » Turning up The laTin heaT

second quarter 2009

USJ2Q09_Cover.indd 1 3/26/09 3:04:15 PM

pADI: professional Association of Diving Instructors

Types of pADI membershIp

Individual: Includes divemas-ters, assistant instructors, instructors, Master Scuba Diver Trainers, IDC Staff Instructors, and Course Directors

pADI International Resort Association: Includes Dive Resorts, Five Star Dive Resorts and Five Star Instructor Devel-opment Dive Resorts.

pADI Retailer Association: Dive Centers, Five Star Dive Centers, Five Star Instructor Development Centers and Five Star Career Development Centers

pADI mIssIoN sTATemeNT

We teach the world to scuba dive. PADI is the world’s most respected and successful organization in recreational scuba div-

ing and snorkeling. The PADI organization is committed to product and service excellence,

the professional growth and security of all members, healthy competition and partnership

within the dive industry, and to providing training and diving opportunities for all who seek

to enjoy, safely explore and protect our planet’s oceans, lakes and waterways.

+ Founded in 1966 by John Cronin and Ralph Erick-son

+ World’s largest diver training, certification and membership organization

+ Based in Rancho Santa Margarita, California, USA, with offices in Sydney, Australia; Port Coquitlam, Canada; Hettlingen, Switzerland; Bristol, England; Tokyo, Japan; and Göteborg, Sweden

+ Develops and produces the educational materials (textbooks, videos, support materials) its mem-bers use to teach scuba diving

+ More than 133,500 individual members and 5800 dive centers and resorts operating in more than 180 countries and territories

+ PADI Members have issued more than 17 mil-lion certifications since 1966

+ PADI Members currently certify about 68 per-cent of all divers in the United States and over 55 percent of all divers worldwide

+ PADI programs are recognized for college credit recommendations by the American Council on Education (ACE), by the Canadian Open Learning Agency, New Zealand Qualifi-cations Authority (NZQA) and by the National Qualification Framework in England, Wales and Northern Ireland.

Who Reads The Undersea Journal?

READERshIp

DIsTRIbUTIonThe Undersea Journal is PADI’s membership publication, written for, and distributed to, the world’s finest dive professionals.

INsTrucTors/DIvemAsTers U.S./Terr. 41,457International 80,738

DIve ceNTers/resorTs U.S./Terr. 1,723International 3,619

mANufAcTurers, LIbrArIes, coLLeges, uNIversITIes, goverNmeNTs, scIeNce, AND mILITAry 971

ToTAL DIsTrIbuTIoN 128,537*2008 PADI Worldwide Corporate Statistics, all members (Japan excluded) worldwide.

PADI Members are more than just dive industry

professionals. When you advertise in The Un-

dersea Journal, you reach scientists, astronauts,

actors, environmentalists, writers, journalists,

photographers and more. Despite their diverse

backgrounds and reasons for diving, PADI mem-

bers share a number of characteristics. They are

gadget geeks, explorers and adventurers who

believe there is no such thing as aqua incognito.

If it’s underwater, they’ll want to discover it,

explore it and experience it. And if they can’t go

there themselves, they’ll design, develop or buy

the tools they need to see what lies beneath.

They are intrepid travelers and thrill seekers

who journey to the deepest depths, the highest

heights and beyond.

pADI members are the people who buy and sell your products:

influencing the buying decisions of an estimated one million divers a year. But above all

else, PADI members are educators and dive business professionals with a passion to

share their joy of the underwater world with those less fortunate than themselves —

those who are not yet divers.

DEMogRAphIcs

InDIvIDUAl MEMbERs Global, excluding Japan

Source 2008 Individual and IRRA Member Survey

IRRA MEMbERs STORE OWNERS / MANAGERSGlobal, excluding Japan

geNDer82% Male18% Female

mArITAL sTATus68% Married18% Single, Never Married10% Divorced 1% Widowed

Age 5% 18-2941% 30-3934% 40-4916% 50-59 3% 60-69 1% 70+

eDucATIoN 0% Full time student19% High School Graduate20% Some College29% College Degree22% Graduate Degree 9% Post Graduate Degree

geNDer83% Male17% Female

mArITAL sTATus56% Married30% Single, Never Married10% Divorced

Age 16% 18-2938% 30-3929% 40-4915% 50-59 2% 60+

eDucATIoN 2% Full time student11% High School Graduate20% Some College29% College Degree23% Graduate Degree15% Post Graduate Degree

Why ADvERTIsE?

Advertising in The Undersea Journal lets you reach dive industry professionals worldwide. In addition to being potential clients, PADI Professionals influence the buying and travel decisions of nearly 1,000,000 students and consumers each year. Be sure to tap into this unique advertising opportunity.

MAnUfAcTURERs

Increase product awareness Create demand at the professional level for your prod-ucts by keeping industry pros up to date on new products, as well as on new and improved features of existing products.

Increase distribution With more than 5,300 dive center and resort members worldwide, this is your opportunity to speak directly to retailers about your product lines.

Increase sales Industry surveys show that instructors have the greatest influence on the buying decisions of their students. Make sure they’re recommending your products!

TRAvEl DEsTInATIons

promote your facility’s highlights PADI Members are always looking for great new travel destinations for themselves or for dive groups. Let them know what’s special about your operation.

Increase group business Dive centers book group trips. Let trip organizers know how you cater to groups. This is a great way to build your client base and convert satisfied groups into repeat business.

InsTRUcToR TRAInIng

fill your instructor training courses! The Undersea Journal reaches your target market. All renewed PADI Divemasters and Assistant Instructors receive the magazine. This is your opportunity to tell them why they should choose your facility for instructor level training. Ask about the special IDC/CDC co-op program.

Why Advertise In The Undersea Journal?

+ 122,195 Instructors and Divemasters+ 5,342 Dive centers & Resorts+ 1,000,000-plus consumers influenced

DIsplAy RATEs MARKETplAcE RATEs

prices effective January 1, 2010 second Quarter 2010 Issue

four-color 1X

spread $10,965full page 6,0902/3 page 4,5201/2 page 3,6351/3 page 2,515

Two-color 1X

spread $9,460full page 5,2452/3 page 3,9051/2 page 3,1601/3 page 2,185

bonnier Dive group frequency/volume DiscountsFrequency = combined total number

of display ad insertions in Sport Diver,

Scuba Diving, & the paDi Undersea

Journal. Discounts apply to 1x dis-

play rate in each publication.

fREQUEncy DIscoUnT

1x —

2x 4%

3x 6%

4x 8%

8x 12%

11x 15%

12x 17.5%

15x 20%

19x 22.5%

23x 25%

covers (four-color only)

Inside front $7,310Inside back 6,700back 7,915

RATEs

pADI member DIscouNTsInternational Resort and Retailer Associations (IRRA) Members and PADI Course Directors and Master Instructors advertising PADI programs (e.g., IDCs, CDCs, etc.) receive a five percent discount.

AgeNcy commIssIoNs A 15 percent commission is available to recognized advertis-ing agencies.

four-color 1X 2X 4X

1/6 page $940 $905 $8651/12 page $590 565 545

Two-color1/6 page $840 $805 $7751/12 page $525 505 485

black & White1/6 page $670 $645 $6151/12 page $420 405 385

Inserts prices quoted upon request

AD sIzEs* Black-and-white, two-color, four-color ROP (offset)

size of Ad Width length

Full Page with Bleed 8-1/4” (8.25”) 11-1/8” (11.125”)Trims to 8” (8”) 10-13/16” (10.8125”)Full Page Nonbleed 7-1/2” (7.5”) 10-3/8” (10.375”)

2/3 Page Vertical 4-9/16” (4.5625”) 9-13/16” (9.8125”)1/2 Page Horizontal 7” (7.0”) 4-13/16” (4.8125”)1/2 Page Horiz. Bleed 8-1/8” (8.125”) 5-1/2” (5.5”)Trims to 8” (8.0”) 5-3/8” (5.375”)1/2 Page Island 4-9/16” (4.5625”) 7-1/2” (7.5”)1/3 Page Vertical 2-1/4” (2.25”) 9-13/16” (9.8125”)1/3 Page Vertical Bleed 2-7/8” (2.875”) 11-1/8” (11.125”)Trims to 2-3/4” (2.75”) 10-13/16” (10.8125”)1/3 Page Square 4-9/16” (4.5625”) 4-13/16” (4.8125”)1/6 Page Vertical 2-1/4” (2.25”) 4-13/16” (4.8125”)1/6 Page Horizontal 4-9/16” (4.5625”) 2-3/8” (2.375”)1/12 Page Square 2-1/4” (2.25”) 2-3/8” (2.375”)

HOLD LIVE MATTER 0.25” FROM TRIM ON ALL SIDES.*PLEASE SUPPLy SPREAD FILES AS A SINGLE SPREAD DOCUMENT

FULL PAGE BLEED

FULL PAGE 2/3 PAGE1/6

PAGEVERT.

1/12PAGE

1/2 PAGE

1/6 PAGEHORIZ.

1/3 PAGESQ.

1/3 PAGEVERT. 1/2 PAGE

ISL.

2010 closIng DATEs

Issue Ad space Materials closing Due

1st Quarter 12/1/09 12/3/09

2nd Quarter 3/2/10 3/4/10

3rd Quarter 6/1/10 6/3/10

4th Quarter 8/10/10 8/12/10

*If we do not receive instructions regarding your materials, the most recent ad of the same size scheduled will be picked up.Ad materials received after the deadline will be charged late fees, unless an ad extension is arranged with Ad Services prior to the deadline.There is a $75 fee for sending in revised materials after original ad material has been processed. This also applies if revised material is sent in after instructions have been given to pick up an ad.

AD sIzEs/closIng DATEs

*Metric ad sizes available upon request

1. Rates on this card are effective beginning with the January 2009 issue and are stated in U.S. dollars.

2. Submission of advertising for publication constitutes acceptance of these terms by Advertiser and Agency. No conditions other than those set forth on this rate card and the insertion order shall be binding on Publisher unless specifically agreed to in writing by Publisher.

3. All advertisements and their content are subject to Publisher’s approval. Publisher reserves the right to reject or cancel any advertisement, insertion order, space reservation or position commitment at any time. Publisher shall not be liable for any costs or damages if for any reason Publisher fails to publish an advertisement, or for errors in key number or advertiser index.

4. Conditions, other than rates, are subject to change by Publisher without notice. Rates are subject to change upon notice from Publisher. Cancellation of any space reservation by Advertiser or its Agency for any reason other than a change in rates will result in an adjustment of the rate (shortage) based on past and subsequent insertions to reflect actual space used at the earned frequency or volume rate. Advertiser and Agency agree to pay for incomplete contracts at the shortage rate.

5. Cancellation or changes in orders may not be made by Advertiser or its Agency after the closing date. Advertisements not received by the closing date will not be entitled to approval or revision by Advertiser or its Agency. Publisher is not responsible for loss or damage of any advertising materials.

6. Positioning of advertisements is at the discretion of Publisher except where a request for a specific position is granted, in writing, by Publisher.

7. Publisher is not liable for delays in delivery, or nondelivery, in the event of an act of God, action by any governmental or quasi-governmental entity, fire, flood, insurrection, riot, explosion, embargo, strikes whether legal or illegal, labor or material shortage, transportation interruption of any kind, work slowdown or any condition beyond the control of Publisher affecting production or delivery in any manner.

8. Advertiser and its Agency shall be jointly and severally liable for monies due and payable to Publisher for advertising ordered and published. Should collection efforts become necessary, Advertiser and its Agency agree to pay attorney fees, expenses and costs incurred in connection with collection of all monies due.

9. Advertiser and its Agency warrant that they are properly authorized to publish the entire contents and subject matter of all advertising submitted for publication. When advertisements containing the names, likenesses and/or testimonials of living persons are submitted for publication, the order or request for the publication thereof constitutes a warranty by Advertiser and its Agency that they have obtained written consent for the use of the name, likeness and/or testimonial of each and every living person which is contained therein. Advertiser and its Agency agree to indemnify and hold Publisher harmless from and against any loss, expense or other liability resulting from any claims or suits for misappropriation, libel, violation of rights of privacy, plagiarism, copyright infringement and any other claims or suits that may arise out of the publication of such advertisement.

10. Until credit is approved, advertisements are run on a prepaid basis only. After approval, credit terms are net 30 days.

book specifications Trim size: 8 1/8˝ x 10 3/4˝ bleed size: 8 3/8˝ x 11˝No live matter within ¼˝ of final trim size. On spreads allow 1/8˝ safety on each side of the gutter. All marks should be offset at least .125” from trim. All ads supplied must be CMyK. For ads requiring a spot color, please contact your production manager for specifications.binding: Perfect Bound, Jog: to Foot. supplied materials that do not comply with the following specifications will be cor-rected and the advertiser billed for the required production.

AD sIZes: All ads must be created to exact size specifications listed on the rate card or will incur charges for resizing. On bleed ads use trim size as your document size. No live matter within 1/4” of gutter or trim on full page or spread ads.

reQuIreD formAT: PDF/X-1a format is the required file format for sub-mission. When preparing PDF/X-1a files, careful attention must be paid to ensure they are properly created and will reproduce correctly. Please see Adobe.com/products/acrobat/pdfs/pdfx.pdf for guidelines and instructions. Files should conform to SWOP guidelines, and total ink density should not exceed 300%. View specifications online at www.swop.org.

proofs: for full page and spread ads, advertisers MUST sub-mit a contract-level digital proof at full size that conforms to SWOP standards (including a color bar) for all digital files. Client-supplied contract proof is required to guarantee color. Acceptable contract proofs include: Epson Contract Proof, IRIS, Kodak Approval, Digital Match Print, Progressive Press Proof, Fuji Pictro, Fuji Final Proof. Proofs are required regardless of file delivery mode. If contract proof is not supplied, we will generate an Epson proof, and additional charges may apply. The publisher and printer will not accept responsibility when contract proofs are not sub-mitted.

meDIA TrANsfer: CD-ROM, DVD

*eLecTroNIc TrANsmIssIoNs: Ad files can be delivered via our Ad Portal at adportal.bonniercorp.com. For ads supplied electronically, advertiser must supply an additional content proofing file. If one is not sup-plied, a confirmation PDF proof will be sent to advertiser for approval and an Epson proof will be made for full page ads and spreads, and additional charges may apply. We do not accept ads via e-mail.electronic files are stored for one year only, unless otherwise requested in writ-ing.

INserTs: Consult your advertising representative. production, design and prepress services are available; rates upon request.

materials requirements for In-house Design services:phoTos: Color scans should be 300 dpi in CMyK. B/W scans should be 300 dpi grayscale. logos: Vector .eps or .ai files are preferred. Type should be converted to outlines unless the fonts are provided. Jpgs must be 300 dpi. If you are supplying native files for us to work with, they must be accompa-nied by the fonts used in those files. Black type on light background should be defined as 100% black ONLy. Files should conform to SWOP guidelines, and total ink density should not exceed 300%.

final Ad materials (ready to print) or photos, copy, logos, materials, etc. for ad design services at The undersea Journal ship to:

Undersea Journallaura linton460 north orlando Avenue, suite 200Winter park, fl 32789phone 407-571-4769

Shipping InstructionsQuestions? please contact the advertising services manager at 407-571-4769.

TERMs & conDITIons DIgITAl REQUIREMEnTs

Advertising policy The Undersea Journal does not accept advertising in its publication, on its website, or in any other me-dia that does not meet all of the following criteria for Manufacturers and Suppliers: · Dealers must be the primary channel of distribution. · If online / direct sales are offered, it must be no less

than the MSRP. · If a special offer is promoted online, no products

can be offered for less than the authorized dealer can also provide consumer.

· Dealer Locator must be positioned before or more prominently than online sales option.

Products and/or services similar to those offered by PADI and its subsidiaries are not permitted. Advertising from PADI IRRA Members who offer direct sales via internet, phone, or mail may be ac-cepted. Consumer magazines soliciting subscriptions may include retail pricing if approved by publisher prior to magazine closing date. At its editorial discretion, PADI reserves the right to reject any ad.

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