LOCAL | INSIGHTFUL | HONEST |...

Media KitTruckee / North Lake Tahoe’sIndependent Newspaper

2018

L O C A L | I N S I G H T F U L | H O N E S T | H I P

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P.O. Box 4003 | 10137 Rivers ide Dr. | Truckee, CA 96160 | ph: (530) 587-3607 | [email protected]

Media Kit

Moonshine Ink is North Lake Tahoe/Truckee’s independent newspaper, on streets since 2002. We produce a monthly print

publication (with 24,000 monthly readers), a website (10,000 unique visits a month), emails with breaking news (1,400+ subscribers), and a comprehensive and up-to-date TAP calendar of events.

In addition to providing the community with quality in-depth reporting and information, we offer local businesses and organizations an effective and affordable marketing outlet. ~ Mayumi Elegado, Publisher

RAVES

STATS

KEEP TAHOE SMART

• 24,000 readers

• 10,000 unique visitors to website monthly

• Active on Facebook, Twitter, and Instagram

• In business since 2002

• 78% of our readers visit businesses that advertise in Moonshine Ink

• FREE: Hits streets 2nd Thursday of each month

“We find advertising in Moonshine Ink provides the perfect exposure for marketing our Boutique Q Clear Laser practice... We get a mix of local, visiting, and seasonal clients. It is a testament to the broad spectrum of readership that follows each Moonshine publication. It is our ‘go-to’ avenue to get the word out!”

~ Dr. Dave Condon

“Moonshine Ink has fast become our favorite print and digital advertising tool. Over the years we have advertised in many (if not all) of the local publications, and dollar for dollar our advertising with Moonshine Ink has bought us the most page hits, referrals and overall business. Mayumi and staff are a pleasure to work with and have fast become our go-to advertising partner!”

~ Truckee Laundry

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“TWO DAYS after our very first ad in Moonshine Ink hit the shelves, we signed a $10,800 contract for a custom dining room table.”

~ Cline, Roundwood Furniture

“Moonshine Ink does a remarkable job of solid, in-depth reporting on issues of interest to our community. It is journalism at its best!”

~ Stefanie Olivieri, Cabona’s

“It is now my mission to tell everyone I know to send $25 and subscribe. We need intelligent, responsible journalism. We need the depth you bring to local news. We need Moonshine Ink to thrive.”

~ Pat Gregor, Truckee

1st PLACE | 2017Best Series Ad Idea2nd PLACE | 2017Community Service Award3rd PLACE | 2017Best Investigative Series2nd PLACE | 2017Best Sports Feature Story2nd PLACE | 2017Social Media Journalism

NATIONAL NEWSPAPER ASSOCIATIONAWARD WINNER

2nd PLACE | 2016Best Local News Coverage1st PLACE | 2015 & 2014Best Environmental Story1st PLACE | 2014Best Serious Column1st PLACE | 2013Best Feature Story1st PLACE | 2015 & 2013Best Investigative Story1st PLACE | 2013 Best Ad Idea

Small Business of the Year

— 2010 —North Lake Tahoe

Chamber of Commerce

Small Businessof the Year

— 2005 —Truckee Chamber

of Commerce

Business Leader Award— 2013 —

Keep the Sierra Green

LOCAL RECOGNITION

• CIRCULATION: Available at 230+ locations in Truckee, Donner Summit, and North/East/West Lake Tahoe including Incline Village, and Reno; Low rate of return (3% to 5%).

• VISIBILITY: The ratio of ads to editorial is always less than half, so your ad is visible.

• TAP CALENDAR: Comprehensive online and print calendar of community events

• BEAUTIFUL PRINTING: Every ad, image, and page is carefully reviewed and optimized for press.

P.O. Box 4003 | 10137 Rivers ide Dr. | Truckee, CA 96160 | ph: (530) 587-3607 | [email protected] P.O. Box 4003 | 10137 Rivers ide Dr. | Truckee, CA 96160 | ph: (530) 587-3607 | [email protected]

Media Kit

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431

80

50

89

267

28

89

89

28

50

Nevad

a

California

LakeTahoe

AlpineMeadows

KingsBeach

InclineVillage

Crystal Bay

TahoeCity

Truckee

Homewood

Tahoma

Meeks Bay

Squaw Valley

Northstar-at-Tahoe

TahoeDonner

Sunnyside

SierraMeadows

GlenshirePioneerCenter

Donner LakeDonnerSummit

TruckeeAirport

Reno —>

DEMOGRAPHICS & DISTRIBUTION Effective Nov. 13, 2017

An estimated 24,000 sets of eyes hit Moonshine pages each month. Our readers are educated, passionate about

our community, and conscious supporters of local businesses. You can be sure when advertising with Moonshine Ink that locals, second homeowners, and visitors alike have access to your marketing message.

Reader Behavior*

• 63% pick up and read Moonshine Ink (MI) editions 1–3 times; 14% read them 4+ times

• 52% have at least one other person reading their copy of

MI; 25% have at least 2 other people reading their copy

• 59% read most stories; 33% read from cover to cover

Reader Demographics*

• 78% visit businesses that advertise with Moonshine Ink

• 30% of our readers are 21–35 years old, 45% are 36–55, and 26% are 56–75

• 70% of our readers have a 4-year college degree; 20% have a master’s or a Ph.D.

• 54% of our readers own a first home, 17% own a first and second home, 29% rent or stay with a friend

• 82% of our readers are local, 14% live here part of the year or visit

What Our Readers Do for Fun*

• Enjoying the outdoors without motorized equipment . . . . . . . . 84%• Snow sports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78%• Dining out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78%• Live music shows and theater . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78%• Reading / writing / history / art . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71%• Festivals and events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70%• Movies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66%• Volunteering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52%• Climbing and backpacking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49%• Mountain biking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47%• Yoga, pilates, dancing, and going to gym . . . . . . . . . . . . . . . . . . 43%• Dog-friendly activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42%• Kid-friendly / family activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29%• Golfing and/or playing tennis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15%

*All numbers are based on Moonshine Ink’s Jan-Feb 2007 Reader Survey administered by Moonshine Ink.**Readership is based on calculation from Reader Survey responses. ***Rate of return is monitored carefully every month.

Distribution (online)• moonshineink.com

• Approximately 10,000 unique hits/month

• Frequent email updates

• Active Facebook, Twitter, and Instagram pages

Distribution (print)• Truckee, Tahoe City,

Kings Beach, Carnelian Bay, Dollar Point, Tahoe Vista, West Shore, Crystal Bay, Incline Village, Donner Summit

• Major hotels and ski resorts

• Key locations in Reno

• Second homeowners and visitors

• 50% of our subscribers live outside the area and visit frequently

Print Circulation• Circulation: 11,000

• Readership: 24,000**

• 230+ drop zones in highlighted area above

• Available complimentary

• Drop zones replenished consistently throughout month

• A low 3 to 5% rate of return***

• Print subscriptions available for $25

Reach24,000 Readers!


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ONLINE ADS Effective Nov. 13, 2017

AD SIZE SEEN ON: 1x RUN 3x (5% off) 6x (10% off) 12x (20% off) WIDTH HEIGHT

Banner, Premier All pages Lock in slot as $280/mo. $266/mo. $252/mo. $224/mo. 728 pixels 90 pixels only advertiser

Banner All pages 3 advertisers, $150/mo. $142.50/mo. $135/mo. $120/mo. 728 pixels 90 pixels rotating

Home Sidebar Home page only 3 advertisers, $100/mo. $95/mo. $90/mo. $80/mo. 180 pixels 150 pixels always visible

Story/Section All story pages Lock in top slot, $150/mo. $142.50/mo. $135/mo. $120/mo. 300 pixels 250 pixels Sidebar, Premier all section pages always visible

Story/Section All story pages 8 advertisers, $115/mo. $10925/mo. $103.50/mo. $92/mo. 300 pixels 250 pixels Sidebar all section pages always visible

Featured Event, Home page and 8 advertisers, $150/mo. 180 pixels 150 pixels Premier all calendar pages always visible, including event listings top of column

Featured Event All calendar pages 8 advertisers, $50/mo. 180 pixels 150 pixels including event listings always visible or $3/day

10,000 Site Visits Monthly

EMAIL ADS

More than 1,400 subscribers receive our email updates that feature breaking news announcements and more. The ad partner slots fill up quickly. Contact us for an upcoming schedule, which varies monthly.

$75 each300 w x 250 h pixels

(Story/Sections Sidebar size)

Link to your URL

An estimated 10,000 unique visitors come to our website each month. We have a variety of online ad options, to help you target your market and fit your budget.

We send out breaking news emails and maintain active Facebook, Twitter, and Instagram pages.

Our ads are based on industry sizes. Online ads should be built in RGB and saved as a gif, png, or jpg at 150 dpi. No flash is allowed. Provide a link to your website. If you cannot provide your own Tap Featured Event ad artwork, we have ad templates Certain code-based ads are supported, please inquire.

Banner (Industry standard Leaderboard) 728 w x 90 h pixels

Story/Sections Sidebar(Industry standard Medium Rectangle)300 w x 250 h pixels

Home Sidebar and Featured Event(Industry standard Rectangle)180 w x 150 h pixels

Sample moonshineink.com page featuring a Banner ad, and Story/Sections Sidebar ads.

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A long shelf life and loyal readers make Moonshine Ink advertising effective for those businesses looking to reach the Tahoe/Truckee market. Add to that a dedication to affordability and integral customer service, and you’ve got a winning

formula. For our print ad rates and for ways to save money through our discount system, see below. All ads are full color. See ad dimensions, p. 9. Graphic design included — restrictions apply, see below. See the Print Calendar, p. 10, for deadlines.

WinningFormula:

PRINT ADS Effective Nov. 13, 2017

DetailsDESIGN: We’re here to help you look good. Advertising clients are eligible to receive a full hour of in-house design every three months at no charge. For ads in subsequent editions, the following rates apply:• One-line text change is at no charge.• Minor changes to subsequent ads are $15.• Major changes are billed at professional design rate of $50/hr.

PAYMENT: Payment is due up front. If you’d like to be billed monthly, there’s an installment fee of $4 per payment. We accept checks, cash, VISA, Mastercard, Discover, and AMEX.

COMMISSIONS: The above rates are non-commissionable.

REPRINT FEE: To reuse artwork created by Moonshine Ink in other publications, on flyers, on your website, or other promotional items, we require a reprint licensing fee: $25 for 5-time use; $50 unlimited.

STOCK IMAGES REIMBURSEMENT: We can provide stock images for your ads starting at $15. Final cost depends on the size; it’s an additional $7.50 per stock image size increment (typically no more than two sizes up a full page).

PHOTOGRAPHY SERVICES: We offer custom photography services, billed at $50/hr.

The Fine Print: Advertising does not affect editorial content. Moonshine Ink’s editorial and advertising departments are separate. If an advertiser wants to express an opinion they can do so in an ad or in a letter to the editor. Moonshine Ink reserves the right to change advertising rates with a 30-day notice. We also reserve the right to reject or cancel any advertising. Moonshine Ink assumes no financial liability for errors or omission of copy. Advertisers assume full responsibility for the truthful content of their advertising message. We work hard to have your ad print legibly, though offer no refunds or credits if more than 75% of the copy is legible. Gradients and fades can possibly fluctuate due to the nature of newsprint. An 18% annual finance charge will be added to unpaid balances of more than 30 days.

We reward commitment! Unlike with most fine print you see, these discounts can be combined!

MULTIPLE RUN DISCOUNTS: Repeat exposure of your ad reaps rewards and gets you a multiple run discount, up to 20% off! See circle at right for info. These discounts are for signed contracts only.

COMPLIMENTARY SUBSCRIPTION: Receive a complimentary subscription for the duration of your ad with a multi-run booking.

NONPROFIT DISCOUNT: We offer an additional 5% discount off print ads for nonprofit organizations.

SPECIAL PUB AD BUY: Get 10% off when you book an ad in both Tahoe Summer Lovin’ and Tahoe Winter Times, see p. 9.

Start Earning Discounts Now AD SIZE 1x RATE

Back page $1300

Full page $1085

3/5 page $735

1/2 page $630

2/5 page $505

1/4 page $360

1/5 page $290

1/8 page $195

1/10 page $164

1/16 page $105

1/20 page $85

PLACEMENT: Reserve the inside back, inside front, or page 3 for $150. Or reserve a right hand read for $75. Applies to regular Moonshine print edition and special publications. Rate qualifies for multiple run discounts.

Commit & Save

5%OFF

3 TIMES

10%OFF

6 TIMES

20%OFF

12 TIMES


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— SAFE ZONEKEEP COPY WITHIN SAFE ZONE: 9.75 inches wide by 12.15 inches tallAll critical elements (text, images, graphic elements, logos, etc. must be kept inside the blue box. (.25 inches from the trimming zone.) Anything left outside the blue box may be cut off during trimming.

— TRIMMING ZONEFINAL TRIMMED SIZE: 10.25 inches wide by 12.65 inches tallPlease allow .5 inches cutting tolerance around your ad. We recommend no borders due to shifting in the cutting process, borders may appear uneven.

— BLEED ZONE .5 INCHESFINAL SIZE WITH BLEEDS: 11.25 inches wide by 13.65 inches tallMake sure to extend the background images or color all the way to the edge of the black outline.

————————————————————————

NON-BLEED FULL PAGE AD DIMENSIONS: 9.75 inches wide by 11.888 inches tall

Do NOT include crop or registration marks

PRINT AD DIMENSIONS Effective Nov. 13, 2017

FULL PAGE


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1/2vertical

1/4vertical#2

1/8vertical

1/8 horizontal

1/4 horizontal

1/2 horz.1/4vertical#1

1/16

3/5 vertical 1/5vertical#2

1/10vertical

1/5vertical#1

1/20vertical

1/5horizontal

2/5vertical#1

2/5vertical#2

1/20 horz.

1/10 horz.

4.75” x11.888” 2.25” x

11.888”

2.25” x5.819”

2.25” x2.785”

9.75” x 2.785”

4.75” x 5.819”

9.75” x 5.819”

4.75” x 2.785”

5.75” x11.888”

1.75” x11.888” 1.75” x

5.819”

3.75” x5.819”

5.75” x 3.8”

5.75” x 7.85”

3.75” x11.888”

3.75” x 2.785”

3.75” x 1.267”

1.75” x2.785”

WEB ADS:1) Banner (Leaderboard): 728 x 90 pixels2) Featured Event (Rectangle): 180 x 150 pixels3) House Banner (Custom): 247 x 90 pixels4) Sidebar Ads Home (Rectangle): 180 x 150 pixels5) Sidebar Ads Interior (Medium Rectangle): 300 x 250 pixels

PRINT FULL PAGE ADS:1) Full page (with folio/no bleed): 9.75” w x 11.888” h2) Full page (no folio/no bleed): 9.75” w x 12.15” h3) Full page with bleed: 11.25” w x 13.65” h (with .5” bleed) 10.25” w x 12.65” h (final trim size) 9.75” w x 12.15” h (safe zone)

2/5 horizontal7.75” x5.819”

PRINT AD DIMENSIONS Effective Nov. 13, 2017

• Do NOT include crop or registration marks.

• Digital files may be submitted as pdfs, jpgs, tifs, or eps.

• Any images or artwork need to be 300 dpi at actual size. Be sure to scan artwork at 300 dpi. Do not upsample images.

When Submitting Your Own ArtworkMoonshine Ink prints on a web press. Two HUGE considerations of this type of printing are:REGISTRATION: The web press moves incredibly fast. Four plates line up to make every element on the page. To keep things sharp, it helps to make text and graphical (logos etc.) elements with as few inks (CMYK) as possible. And …

DENSITY: Newsprint is porous. Ink seeps outward from the point where it gets put, which is called dot gain. So, lightening up the ink levels is preferred. If ink density is too high then the artwork starts looking muddy and may track to other parts of the page and publication.

• 100% K: Set your black text and small to medium black artwork to 100% K, no other inks. In other words, not rich black.

• Overprint Black: In your document, set black text to overprint. If you do not know how, let us know — we may be able to help you find the setting.

• Make It Pop: For logos, vector artwork, or text, keep colors to no more than 3 inks. Less is better. This will make the colors vibrant.

• Reverse It Right: If there is reverse text, make it at least 10 pt., thicken it up, and place it atop a 1- or 2-ink background color.

• Photo Adjustments are best adjusted to lighter than you think. Sharpen those images so the edges are defined. We can help optimize photos.

• Yellow can be hard to read by itself when printed on newsprint so we suggest adding a 10% magenta.

• Black text on a screened box: Make the screen a maximum of 30%. If the screen is darker, the type may be hard to read. Make the screen a minimum of 10%, because anything lighter may not show up as much as you’d like.

With these two points in mind, here are some of the most important optimization tips for our press:

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Media Kit

WHAT YOU GET:• Marketing to Dedicated Readers

• Large Full Color Mini-Billboard

• Your Choice of High-Traffic Location

• Be Seen 24/7, 365 Days a Year

• Satisfaction Knowing You Support Quality Journalism

• 1 Hour of FREE Graphic Design

STARTING AT $75/MONTH

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Single Sheet . . . $700/mo.2 – 4 pages . . . . $950/mo.6+ pages . . . . . . Contact us for a quote

InsertionsWe accept limited insertions (printed advertisement material inserted into the print edition). Buyer is responsible for design, production, printing, and delivery to our press at least a week prior to print publication date. We can offer these services at an additional cost. See chart to the right. For an effective insert, we recommend including a call to action and/or special offers, such as coupons.

Mini-Billboard specs: 13.75” w x 10.75” h

Advertise on a Moon Box and market yourself right on it for a full year. You select a high-traffic location throughout Truckee or North Lake Tahoe (first come, first served). Your beautiful full-color mini-billboard sits front and center. Support quality journalism and have your message seen every day.

Mini-Billboard on a Moon Box

Your Mini-Billboard Here!

KEY IDEAS THAT WORK AS INSERTS:• Concert posters

• Open houses

• Store sales

• Farmers markets/craft fairs

• Special events

11,000 at $700is just under 16¢ each, and we do the

distribution!

Super Deal!

MULTIPLE BOXES BUY OPTIONS

1–2 Boxes $90000/Box $7500/mo.

3–5 Boxes $81000/Box $6750/mo.

6+ Boxes $72000/Box $6000/mo.


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Reach 33,000 ReadersTahoe Winter Times and Tahoe Summer Lovin’ are

comprehensive seasonal publications celebrating all things Tahoe/Truckee with fresh original and compelling editorial content tailored to the respective season. They hit the stands as an insert into our May and December editions just in time for peak season and the holidays. We

continue to distribute additional copies through the rest of the seasons at key locations, and thus target our regular

readership plus thousands of visitors.

The publications include activities, dining, sports, local news, local facts, and full event calendars. They are printed onto bright white quality

paper to make your ads pop.

Attract more locals and visitors alike by advertising in Tahoe Winter Times and Tahoe Summer Lovin’!

1/2 vertical3.69” x 9.375”

1/4 horizontal7.5” x 2.25”

1/4 vertical3.69” x 4.63”



FULL PAGE ADS:1) Full page (with folio/no bleed): 7.5” w x 9.375” h 2) Full page w/bleed: 9” w x 11.125” h (with .375” bleed)

8.25“ w x 10.375” h (final trim size)

Do NOT include crop or registration marks

Full Page Ad with No Bleed7.5” x 9.5”

Full Page Ad with Bleed9” x 11.125”

(Make your page size 8.25” x 10.375” and add

a bleed of .375 on all sides. The safe area is 7.5 x 9.5.)

Final Paper Size8.25” x 10.375”

AD DIMENSIONS

AD SIZE RATE

Back page $1431

Full page $1194

1/2 page $693

1/4 page $396

1/8 page $215

Inside back, inside front, or page 3, add $165

Right hand read, add $83


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Moonshine Ink accepts submissions for advertising and editorial content up to the deadline day. However, the sooner you get your information to us, the

better, and the more likely it is that it will be printed.

AdvertisingIf you definitely want your information in Moonshine Ink, please book an ad.

Advertising (print & online): [email protected]

Ad artwork deadline:

You can submit artwork by Monday after the deadline.

EditorialTo send a press release to editorial staff, email [email protected]. To contact the TAP Calendar editor, email [email protected].

If you’re sending a press release, please include event title, date, time, location, cost, and contact info. Send photos as at 300 dpi at 4x6 inches.

Moonshine features a complete lineup of sections:

• News: Investigative Reports, Business, Updates• Opinion Page: Letters, My Shots, Shine On Comics• TAP Calendar: Community Events, Get Out & Gos • Mountain Life: Community, Pets, Health & Wellness• Soul Kitchen: Food from Field to Fork• Sports & Outdoors: Active Lifestyles, Great Outdoors• Arts & Culture: Music, Theater, Fine Arts• Your Canvas: Submitted Art, Poetry, Short Essays

Keep Tahoe Smart

2018 PRINT CALENDAR

EDITION DATES SPECIAL FEATURES, EVENTS DURING EDITION

January Jan. 11 – Feb. 7 MLK Jr. Day, Chinese New Year, Valentine’s ideas

February Feb. 8 – March 7 Valentine’s Day, Presidents Day

March March 8 – April 11 Easter, Spring Break, St. Patrick’s Day, Taxes, Daylight Savings begins

April April 12 – May 9 Taxes, Earth Day, Spring begins

May May 10 – June 13 Memorial Day, Mother’s Day, Graduation

June June 14 – July 11 Graduation, Father’s Day, (Tahoe Summer Lovin’) Summer begins, 4th of July

July July 12 – Aug. 8 Summer

August Aug. 9 – Sept. 12 Summer, Labor Day, School starts

September Sept. 13 – Oct. 10 Autumn begins, Columbus Day

October Oct. 11 – Nov. 7 Halloween, Day of the Dead, Election Day, Daylight Savings ends, Veterans Day

November Nov. 8 – Dec. 12 Thanksgiving, (Gift Picks) Hanukkah

December Dec. 13 – Jan. 9, 2019 Winter begins, Christmas, (Tahoe Winter Times) New Year’s, Kwanzaa

DEADLINE

Dec. 29

Jan. 26

Feb. 23

March 30

April 27

June 1

June 29

July 27

Aug. 31

Sept. 28

Oct. 26

Nov. 30

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