2011 Media Kit

Readership Facts

Print, Digital & Electronic Media Advertising Rates

Online Opportunities

Mechanical Requirements

EQUIPMENT AND TECHNOLOGY FOR SUCCESSFUL FOODSERVICE OPERATIONS

FEATURING

The Magazine for Foodservice Professionals

CELEBRATING

55yearswww.chefmagazine.com

Here’s what our readers have to say

With its powerful combined editorial, Chef Magazine takes the lead in attracting

purchasing decision-makers at the top!

Chef Magazine/Equipment Solutions reaches influential chefs and decision-makers in all foodservice segments, from fine-dining to family-casual, caterers and consultants, hotels and resorts to the top chain headquarters:

“Chef Magazine has inspired many new items on the menu and helped in making decisions on future equipment purchases.”—Michael A. Richard, executive corporate chef, Coyote Blues, Lafayette, La.

“It is a good tool that I use to keep my staff up on current trends and ideas in the industry.”—George Kandrak, assistant executive chef, Trump Plaza Hotel & Casino, Atlantic City, N.J.

“I am always looking for new food ideas and look forward to Chef Magazine as a food-focused alternative to other magazines. Tips, techniques and trends are some of the things that I specifically look for in Chef Magazine.”—Kern Mattei, manager, Mai-Kai Restaurant, Fort Lauderdale, Fla.

“There are a few publications I cannot live without, and Chef Magazine is one of them.”—Charlie Trotter, chef/owner, Charlie Trotter’s restaurant

“I learn something new with every issue. I’m a better culinarian today because of Chef Magazine.”—Robert Okura, vice president of culinary development, The Cheesecake Factory

“As a former chef and now consultant, you have helped me keep up on trends and what is on the forefront of my clients’ minds. Because you are ‘online,’ and I am on the computer all day, it is a very convenient and concise form of information.”—Steven Reback, territory manager, U.S. Foodservice, Orlando

“It is written for chefs, and that is important. Great magazine, very current and I enjoy as you keep changing the format to stay ahead of the curve.”—Michael Garbin, executive chef, Union League Club of Chicago

Chef Magazine, Reaching Key Decision-Makers

There is an average of 4.17 readers per copy, resulting in more than 144,198 readers exposed to your advertising message.• 72% have been in the foodservice longer than 10

years—the average is 28.4 years• 91.7% find the information in Chef Magazine helpful in

making purchasing decisions• 90.1% have taken action

as a result of reading an advertisement or editorial in Chef Magazine

• 78% spend 30 minutes or more reading their copy of Chef Magazine

Editorial Profile

Chef Delivers

Chef Magazine offers a unique blend of food and equipment articles, enhanced by reports on industry news and events and other cutting-edge topics affecting the success of today’s industry professional. Its depart-ments provide case studies/profiles, tabletop ideas, business solutions, beverage trends, ingredient uses, management tips and equipment and technology.

Chef Magazine strives to assist foodservice professionals make the right decisions for their businesses by delivering ideas, information and inspiration for success. Chef Magazine integrates the art of food preparation from back-of-house techniques to the front-of-house dining experience.

Mission Statement

Total Circulation 34,387 Percent

A Independent Restaurants 69.78%

B Restaurant Chain HQ 8.75%

C Hotel/Resorts/Inn/Casino Country Clubs 10.80%

D Business/Contract Mgmt 2.15%

E Healthcare Feeding 2.74%

F Dealer/Distributor FS Equipment 5.12%

G Consultant Non-Food 0.55%

H Multi Unit Commercial 0.08%

I Multi Unit Non Commercial 0.02%

J Other 0.01%

TOTAL 100%

A

BC D E F

GHIJ

Chef Magazine, Reaching Key Decision-Makers Chef Magazine 2011 Editorial Calendar

MayClosing date: 4/1/11 • Material due: 4/8/11

Lunch focus: • Gourmet burgers• Soups and salads• Rethinking sandwiches & wraps

Equipment Solutions: • NRA Show Preview & Product Spotlight• Indoor/outdoor display cooking• Space-saving equipment• Update: Mixers

Departments: • Chef Insights: Celiac chef• Exclusive Report: Haute tabletops• Business Wise: Online reservation systems• Recipe Roundup: Lunch dishes

Show Distribution: SIAL Toronto • National Restaurant Association

(NRA) Restaurant, Hotel-Motel Show

JanuaryClosing date: 12/1/10 • Material due: 12/9/10

On-trend entrées focus: • Alternative cuts of meat• One-pot dishes• Cost savings with braising/sous vide

Equipment Solutions: Must-See Products at the NAFEM Show • Refrigeration• Multipurpose cooking equipment• Update: Warewashing

Departments: • Chef Insights: Chef of the Year winner• Beverage: Coffee & tea• Business Wise: Social media promotions• Recipe Roundup: Center-of-plate entrées

Show Distribution: Hotel, Motel & Restaurant Supply Show

of the Southeast

FebruaryClosing date: 1/4/11 • Material due: 1/12/11

Increasing menu profitability focus: • Appetizers for sharing• Mini desserts & flights• Snack menus

Equipment Solutions: Chef’s Exclusive NAFEM At-Show Guide • Take-out supplies• Labor-saving solutions• Update: Food processors

Departments: • Chef Insights: New American chef• Exclusive Report: Best apparel• Business Wise: Cause marketing• Recipe Roundup: Appetizers, desserts & snacks

Show Distribution: NAFEM Show • Int. Restaurant & Foodservice

Show N.Y. • RCA Conference

March/AprilClosing date: 2/1/11 • Material due: 2/8/11

Seafood focus: • Sustainable plated fish• Best-selling shellfish dishes• Exploring oils

Equipment Solutions: • Chef suites• Blast chillers• Update: Scales & portion-control equipment

Departments: • Chef Insights: Fusion chef• Special Events: Special occasion catering• Business Wise: Planning an edible garden• Recipe Roundup: Seafood dishes

Show Distribution: Boston Seafood Show • Pa. Restaurant &

Foodservice Expo • WFF Conference

JuneClosing date: 5/2/11 • Material due: 5/9/11

Healthy cuisine focus: • Menuing low-sodium dishes• Affordable & nutritious kids’ menus• Advanced vegetarian techniques

Equipment Solutions: • Barbecue, smokers & grills• Eco-conscious equipment• Update: Induction

Departments: • Chef Insights: Pastry chef• Special Events: Beverage pairing dinners• Business Wise: Beefing up your

restaurant blog • Recipe Roundup: Healthy dishes

& beveragesShow Distribution:

Southwest Foodservice Expo

July/AugustClosing date: 6/3/11 • Material due: 6/8/11

Side dish focus: • Upscaling side dishes• Value-added sides• Enticing potato varieties

Equipment Solutions: • Freezers• Mobile kitchens• Update: Storage

Departments: • Chef Insights: Mediterranean chef• Beverage: Exploring American wine & beer• Business Wise: Hiring & recruiting• Recipe Roundup: On the side

Show Distribution: ACF National Convention • PMA Foodservice

Conference • Western Foodservice Expo Expo Comida Latina/All Asia Food

SeptemberClosing date: 8/1/11 • Material due: 8/8/11

Holiday planning focus: • Dazzling menus for banquets & buffets• Practical cheese menus• Hors d’oeuvres

Equipment Solutions: • Oven technology• New prep gadgets for chefs• Update: Used oil solutions

Departments: • Chef Insights: Updated French chef• Special Events: Farm-to-table dinners• Business Wise: Collective discounting• Recipe Roundup: Holiday ideas

Show Distribution: The Florida Restaurant & Lodging Show

OctoberClosing date: 9/1/11 • Material due: 9/8/11

Morning daypart focus: • Powering up brunch menus• Breakfast sandwiches• Savings with premade breakfast items

Equipment Solutions: • Cooking equipment to increase yields• Kitchen clean-up• Update: Food safety

Departments: • Chef Insights: Mixologist/bar chef• Exclusive Report: Front-of-house service• Business Wise: Using Yelp &

user-generated reviews constructively

• Recipe Roundup: For breakfastShow Distribution:

IFE Americas Food & Beverage Show

November/DecemberClosing date: 10/3/11 • Material due: 10/11/11

Global cuisine focus: • Mobile food trucks & street food• Southeast Asian cuisine• 2012 food trends report

Equipment Solutions: • Trends in kitchen design• Ranges• Update: Ventless equipment

Departments: • Chef Insights: Trendsetting chef• Beverage: Wines for global flavors• Business Wise: Teaching cooking classes• Recipe Roundup: Globally inspired

Show Distribution: International Hotel/Motel & Restaurant Show

In every issue: News Bites • Recipe Cards • Industry Voices op-eds • Irena Chalmers’ The Last Word • PLUS bonus material online

Digital Magazine www.chefmagazine.com/digital.htm • Chef’s Stirrings Blog www.chefmagazineblog.blogspot.com

NAFEM Show issue!

NRAShow issue!

Pre-NAFEM issue!

ACFShow issue!

Effective since January 1, 2009

Rates are based on the number of insertions used within a 12-month period from the first insertion, whether units are the same or varied size. Spread rates are based on the number of spreads run. Standard 2-color ads deduct 20%; Black & White ads deduct 30%; Matched color, use 4-color rate.

Billing policy:Agency commission is 15% of gross billing allowed to recognized advertis-ing agencies on space, color, bleed and position, provided account is paid net 30 days. Bills rendered on date publication is mailed. Publisher reserves right to hold advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the publisher.

Mechanical Requirements: see back page

Marketplace product ads & Recipe Cards, net rates 1x 3x 6x 9x

Marketplace .............. $895 ................ $795 ............... $695 ........... $595

Recipe Cards............. $1,200 ............. $1,000 ........... $800 ........... $600

Premium Positions: (Cover and page one positions are non-cancelable.)• Inside front cover, inside back cover and page one:

Add 15% to space and color.

• Back cover: Add 20% to space and color.

Supplied Insert Rates: (Production costs are non-commissionable)• Consult publisher for rates and quantities.• Tip-in charges may apply.• Call sales representative for quote on production costs.

Rates: 4-Color Space, Gross

Tabloid Size 1x 3x 6x 9x

Tabloid Spread .........$14,560 ......... $13,980 .........$13,420...... $12,880

Tabloid Page ............$9,100 ........... $8,820 ...........$8,550........ $8,290

2/3 Page .................$7,645 ........... $7,450 ...........$7,265........ $7,080

1/2 Page .................$6,640 ........... $6,440 ...........$6,250........ $6,060

1/3 Page .................$5,280 ........... $5,120 ...........$4,960........ $4,820

Big Impact 1/4 Page .$3,000 ........... $2,910 ...........$2,830........ $2,750

Standard Size 1x 3x 6x 9x

Standard Page .........$8,000 ........... $7,760 ...........$7,530........ $7,300

2/3 .........................$5,520 ........... $5,380 ...........$5,245........ $5,115

1/2 Island ................$4,570 ........... $4,455 ...........$4,345........ $4,235

1/2 .........................$5,600 ........... $5,440 ...........$5,280........ $5,120

1/3 .........................$3,325 ........... $3,240 ...........$3,160........ $3,080

1/4 .........................$2,650 ........... $2,580 ...........$2,515........ $2,450

Cube ......................$1,695 ........... $1,595 ...........$1,495........ $1,395

2011 Rates

Combination Frequency Discounts:Available with other Talcott publications. (Talcott publishes Giftware News, Fancy Food & Culinary Products, Baby & Kids and HomeFashion.) Call your sales representative for discount information.

Print ads appear in the digital magazine for FREE!

Digital edition: FREE for print advertisers!If you advertise in the print edition, your ad also appears in Chef Magazine’s digital edition for free. The digital edition contains the same great content as the print edition plus online-exclusive articles, all in an easy-to-use web format. The archives will give your ad a longer shelf life, extending your reach and maximizing your advertising message.

NEW: Now advertisers can embed video/audio clips or product catalogs into their digital ads! For more information on these and other exciting digital magazine advertising opportunities, call (312) 849-2220, ext. 47.

Marketing & Online Opportunities

Marketing opportunities

At Chef Magazine our goal is to partner with companies and offer opportunities that will enhance and fortify their marketing objectives. We offer value-added incentives that actually have value and will fit into all budgets.

Cube adBig Impact at a Small Price!Chef Magazine gives small-space advertisers the visibility and impact of display advertising in a unique environment all their own. Have your full-color ad read by more than 34,000 foodservice professionals who need to know more about your product. (Actual size: 4” x 4”)

Chef Magazine’s Marketplace A value-priced advertising opportunity! Highlight your product with a photo, 50-word description and contact info. Marketplace is the section where chefs search for the products they need. (Actual size: 2 1/4” x 3 7/8”)

Recipe Cards: Your recipe for success!Full-color recipe cards let you show chefs the fascinating ways they can use your products.

Limited to only 3 recipes per issue, you are sure to gain product attention when you sponsor one of these eye-catching recipes. They feature an appealing finished product photo and de-tailed recipe, which includes your company’s name and web address. Sponsor all three recipes in a single issue and own the entire page, includ-ing room for your advertising message. Consult advertising rep for pricing and complete details at (312) 849-2220, ext. 47. Specs: 3” x 5” image at 300 dpi, recipe title, yield, ingredients, method & company contact info

Electronic media opportunities

Further your advertising campaign and capture the attention of the industry’s top decision-makers with Chef Magazine’s website (www.chefmagazine.com) and Chef’s Stirrings, our daily blog (www.chefmagazineblog.blogspot.com) and accompanying monthly e-newsletter, published the third Monday of each month.

Online ads, www.chefmagazine.com Banner ads appear on the homepage and interior pages of www.chefmagazine.com. Online ads*, net 1x 3x 6x 12x

• Full banner, 468 x 60 pixels $995 $895 $795 $695

• Skyscraper 120 x 600 pixels $1,095 $995 $895 $795

• Cube, 300 x 250 pixels $695 $595 $495 $395

* jpg, gif, animated gif and flash banner types accepted

E-newsletter ads*, net 1x 3x 6x 12x

• Full banner, 468 x 60 pixels $700 $500 $300 $200

• Vertical banner, 120 x 600 pixels $700 $500 $300 $200

* jpg, gif, animated gif and flash banner types accepted

Blog sponsored posts*, net 1x 6x 12x

• 500 words and two images (max) $995 $895 $795

* Word or plain-text documents accepted (no PDFs); jpg, gif, bmp and png images accepted

Streaming videos*, net, on www.chefmagazine.com • Advertisers $1,000 per month

• Nonadvertisers $1,550 per month

* Streaming video materials: the audio clips must be mp3, and the video clip must be flv

Chef’s Stirrings, monthly e-newsletterLimited to only five sponsors per e-newsletter, available at a first come, first served basis.

E-blast*, net 1x 6x 12x

• Custom e-mail with your message $995 $895 $795

* Word or plain-text documents accepted (no PDFs); jpg, gif and animated gif images accepted

TabloidPage

Mkt.Plc.

1/4 Tab 1/4

1/3 Sq Tab

1/3 Sq

1/2 Isl

1/2 Horiz

1/2 HorizTab

1/2 V

1/2 VertTab

1/3 V

2/3 V1/3 V

Tab

2/3 VTab

Full Std Page

Cube

Tabloid

Tabloid Size Width Depth

Tab Spread (Bleed) .............. 20.75” .............. 13.9375”

Tab Spread Trim .................. 20.25 ..................13.6875

Tab Full Page (Bleed) ........... 10.375 ................13.9375

Tab Full Page Trim ............... 10.125 ................13.6875

Tab Full Page (Non-bleed) ...... 9.25 ......................12.75

Tab 2/3 Page Vertical ............. 6 ...........................12.75

Tab 1/2 Page Vertical ............. 4.5 ........................12.75

Tab 1/2 Page Horizontal ........ 9.25 ......................6.375

Tab 1/3 Page Vertical ............. 3 ...........................12.75

Tab 1/3 Page Square ............. 6.125 ......................6.25

Tab 1/4 Page Vertical ............. 4.375 ......................6.25

Standard Size(in tabloid-size book) Width Depth

Full Page (Bleed).................... 7.75” ....................... 11”

Full Page Trim ....................... 7.5 ........................10.75

Full Page (Non-bleed) ............ 7 ................................10

2/3 Page Vertical ................... 4.625 .........................10

1/2 Page Horizontal .............. 7 ...........................4.625

1/2 Page Vertical ................... 3.125 .........................10

1/2 Page Island ..................... 4.625 ....................7.375

1/3 Page Square ................... 4.625 ....................4.875

1/3 Page Vertical ................... 2.25 ...........................10

1/4 Page Vertical .................. 3.375 ....................4.875

1/6 Page Horizontal ............. 4.625 ....................2.375

1/6 Page Vertical .................. 2.25 ......................4.875

Cube .................................... 4 ..................................4

Marketplace .......................... 2.25 ......................3.875

Standard Size Pullout Sections Width Depth

Trim...................................... 8.125” .............. 10.875”Bleed ................................... 8.375 ..................11.125

Please provide material in the following formats: • Please supply your ad completed with no changes • Please make sure your ad is the proper size • We accept ads in PDF format ONLY (we have a new

preflight system that only accept PDF files)• Please include or embed all fonts and images • Please make sure your ad is in CMYK *NO RGB IMAGES • Bleed ad: Please keep live matter .375 from all trim sides for safety • Please include a SWOP certified proof generated from

the files supplied to us; without this proof, we will not be held responsible for color

• All materials are stored for one year only

FTP site instructions: • Log on to: ftp://stclftp1.qwinc.com/ • Enter User ID: talcott • Password: jkti77 • Place your PDF file in the “Chef ads go here” folder • Please put your company name in the name of your file

Direct ad material or production questions to: Naurice Olivera, nolivera@talcott.com, (312) 849-2220, ext. 46; or Beverly Mowrey, bmowrey@talcott.com, ext. 36

Sales office: Diane Borker, 20 W. Kinzie, Suite 1200, Chicago, IL 60654; dborker@talcott.com; (312) 849-2220 ext. 47; fax (312) 849-2174

Mechanical Requirements

Spec sheet and FTP site upload instructions

Talcott Publishing • 20 West Kinzie Street, Suite 1200 • Chicago, Illinois 60654 • 1-800-229-1967 • fax 312-849-2174 • www.chefmagazine.com EQUIPMENT AND TECHNOLOGY FOR SUCCESSFUL FOODSERVICE OPERATIONS

FEATURING