The Independent Florida Alligator: Rate Card -

Rate Card

2007 - 2008 General Rate Card

The Independent Florida Alligator
PO Box 14257, Gainesville, FL 32604
1105 West University Avenue, Gainesville, FL 32601

Display Advertising	(352) 376-4482
	(800) 257-4341
	(352) 376-4556 Fax
Classified Advertising	(352) 373-3463
Business	(352) 376-4446

www.alligator.org
advertising@alligator.org

classifieds@alligator.org

Published mornings Monday through Friday, fall and spring semesters,
Tuesdays and Thursdays, summer semester.
# (Refer to the online calendar of publication dates for exceptions.)

Personnel

General Manager..... Patricia Carey
Advertising Director.... Brad Smith
Classified Advertising.... Manager Ellen Light

Representatives

    360 Youth
    151 West 26th Street
    New York, NY 10001
    (212) 244-4507
    vincent@marketmedia.com

    N2PS
    2636 Mitcham Drive
    Tallahassee, FL 32301
    (850) 222-6401, (800) 742-1373
    rmoore@n2ps.com

Commission and Cash Discount

15% to agencies recognized by The Alligator; 2% for billed or charge clients/customers who remit payment within 10 days of invoice date. Payment required with order unless credit approved in advance.

Policy- All Classifications

Rate based on 5-column format. Rates will be published 30 days prior to revisions. Newsplan rates are based on annual contract and not subject to rate change during the contract period. Contracts not fulfilled will require that advertiser to pay a contract adjustment at the actual earned rate. Although The Alligator reserves the right to refuse to accept a particular advertisement for any reason, the following types of advertising are generally acceptable: alcohol, tobacco, feminine hygiene products and birth control advertising.

Black / White Rates

Effective Publication Date:	Aug. 23, 2007
Open rate, per column inch:	$37.00


Columns x Inches   Rate

1-1.5 .......... $55.50

1-2 ............. 74.00

1-3.5 .......... 129.50

1-5.25 ......... 194.25

1-7 ............ 259.00

1-10.5 ......... 388.50

1-13 ........... 481.00



2-2 ............ 148.00

2-3 ............ 222.00

2-3.5 .......... 259.00

2-5.25 ......... 388.50

2-7 ............ 518.00

2-10.5 ......... 777.00

2-13 ........... 962.00



3-5.25 ......... 582.75

3-7 ............ 777.00

3-10.5 ....... 1,165.50

3-13 ......... 1,443.00



4-5.25 ......... 777.00


4-7 .......... 1,036.00

4-10.5 ....... 1,554.00

4-13 ......... 1,924.00



5-7 .......... 1,295.00

5-10.5 ....... 1,945.50

5-13 ......... 2,405.00

Alligator Standard ROP Advertising Units

Minimum, if any, float used. Advertiser not charged for any float that occurs.

Newsplan Inches Equivalent


Pages  %Discount  Daily  Inches

 13        10%   $33.30     845

 28        15%    31.45   1,820

 52        20%    29.60   3,380

Color Rates and Data

Available daily. No minimum size required. Color rates are net rates and are not commissionable. Use ROP rate plus the following costs:
Black and 1 color .......... $60

Black and 2 colors ......... 115

Black and 3 colors ......... 173

Four-color process ......... 245

Closing dates: scheduling and cancellation date three (3) working days in advance; printing material three (3) working days in advance.

Inserts

Rates for preprint insertions are net rates and are not commissionable. Insertion rate of preprinted material by size and number of pages:
   Size                          Cost per Thousand

1. Single Sheet               ............. $25.00
2. 4-8 Pages                  .............. 32.00
3. 12-16 Pages                .............. 44.00
4. 20-24 Pages                .............. 57.00
5. 28-32 Pages                .............. 61.00
6. 35 and above               .............. 65.00 

   (regardless of print coverage)
Minimum quantity (available only for insert classifications 3 & 4 above: 18,000. For zoned circulation, add an additional $5.00 per thousand. Please note summer circulation is 23,000.
Any item larger than the maximum size (11" x 14") must be folded before delivery and priced by the Advertising Director.
Preprints above 32 tabloid pages, certain card or product-sample inserts can only be accepted upon special arrangements. Preprints are inserted mechanically for better coverage. Minimum insert size is 5.75" x 7". No metal objects can be attached to any portion of an insert. For even distribution, minimum size should be an 8-page tabloid or 16-page quarter fold. Inserts under 8-page tabloid cannot be guaranteed 100% coverage. All inserts under the above sizes should be at least 8/1000 of an inch thick, or the equivalent of 40 lb. paper, to avoid misses and duplication. Neat, well-secured packaging, as well as having the ink well dried before stacking is essential to efficient distribution.
Two copies of each proposed insert must be submitted to the Advertising Director of The Alligator at least two weeks prior to the scheduled insertion and before the inserts are shipped to the printer.
Full-size sections (folded to tabloid) take the rate of a comparable number of tabloid pages (e.g. an 8-page, full size section is equivalent to a 16-page tabloid.) Marriage-insert discounts and further details are available from the Advertising Director. Frequency discount is offered for consistent insert advertisers. 15% off the current rate for each insertion if a minimum of 6 inserts are run within a contiguous six-month period. No more than 2 inserts are run within a calendar-month period. Customers will be back billed for the full cost of the inserts if the contract is not fulfilled. Final products must be no larger than 11" x 14". All printed sections must be properly folded to size, skidded and/or boxed and shipped prepaid to The Alligator's printer.

Split-run

Split-run is available on the following basis:

The advertisement must be the same size for all splits and must have a minimum size of 40 column inches for each ad.
An additional $15 per thousand will be charged for each of the splits.
A minimum 6,000 copies will be changed in the split.
A split involving color may be (color/no color), (color A/color B) or (color A/color B/no color).
Charges for split-run color will be on a per thousand basis with a minimum of 6,000 copies with color. Normal color charges will be added to the split-run cost
Split run is not available in special sections.

Special Days/Pages/Features

Best Food Day: Thursday
Entertainment Section: Thursday The Avenues contains stories, reviews and listings. No additional charge to run in The Avenues.

Special Sections


Special Section       Month to Run

Welcome Back ...............August  

Career Showcase Guide ...September

Student Living Guide ......October

Homecoming Issue .........November

Holiday Gift Guide I .....November

Holiday Gift Guide II ....December

Career Showcase Guide .....January

Love-Lines ...............February

To Your Health ...........February

Gator Rental Guide .......March

Graduation '07 ..............April

New Student Edition ........August

A Special Sections calendar is available online.

ROP Depth/Height Requirements

Minimum depth: 1 column inch. No advertisements may be wider in the number of columns than deep in inches except for tie-in advertising. No portion of a column width will be sold.
Minimum height: 1 inch. No advertisments will be sold in increments other than 1/2 or full inches deep. Copy over 11 inches deep will be centered vertically on the page and billed as a full 13 inches. Step advertisments available at no extra charge.

Contract And Copy Regulations

SRDS codes: 1, 2, 3, 6, 7, 8, 9, 10, 12, 13, 14, 15, 16, 18, 19, 20, 21, 23, 24, 25, 26, 27, 28.

Closing Times

Publication         Deadline

Monday.........4pm, previous Thursday

Tuesday........4pm, previous Friday

Wednesday......4pm, previous Monday

Thursday.......4pm, previous Tuesday

Friday.........4pm, previous Wednesday
Deadlines are adjusted around holidays, breaks, and special issues.
Special issue deadlines are set by the Advertising Director.
Deadlines for original art, photography, and proofs are advanced a minimum of one working day prior to the normal deadline.

Mechanical Measurements

Printing Process: Offset, 85-line halftone screen

Full-page size: 5 cols. x 13 inches (65 column inches)

61,60 picas x 78 picas

10¹/₄ inches x 13 inches

Centerfold pages: 11 cols. x 13 inches (143 column inches)

127,8 picas x 78 picas

21⁵/₁₆ inches x 13 inches

Centerfold advertisements must be at least 11 inches deep and 11 columns wide.
Ads over 11 inches in height will be priced as if 13 inches.
Alligator Standard ROP Advertising Units
Columns      Width in Inches

 1 ................. 11 5/16 

 2 ................. 4

 3 ................. 6 1/16 

 4 ................. 8 1/8

 5 ................ 10 1/4

11 ................ 21 5/16
Modular Ad Sizes Available
1. Full page: 5 cols. x 13 inches...........65 col. inches

2. Three-Quarter page: 5 cols. x 10 inches..50 col. inches

3. Half page: 5 cols. x 6.5 inches........32.5 col. inches

4. Quarter page: 4 cols. x 4 inches.........16 col. inches

5. Eighth page: 2 cols. x 4 inches...........8 col. inches
Negatives Specifications

100 lines per inch screen ruling; right-reading emulsion down
Additional charge for stripping: $16.48

Electronic Ad Submission

Preferred file formats:

PDF
This format produces the best results. Special care should be taken to ensure all elements are embedded when distilling the file. Special note: Color ads in PDF format should be sent in two forms: as a composite, and as a file with separations including registration marks, screen angles, and line frequency settings already set. Call for a camera ready specifications sheet for proper settings: (352) 376-4482.

EPS and TIFF
Note: TIFF files are bitmapped, which means the entire image may have a fine dot pattern in it. This can make small text difficult, if not impossible, to read. Using the PDF format will eliminate this problem.

How to submit electronic files:

Send as email attachments, to advertising@alligator.org
Note: not all ads can be sent by email, as some ISPs enforce size limits on attachments.
Upload them to our FTP site, at ftp://ftp.alligator.org/incoming_ads/
Note: The Alligator cannot provide technical support on how to use FTP.
Provide on CD-ROM or MS-DOS formatted diskettes or Zip^TM disks
Application-specific formats:
Photoshop 7.0, Quark Xpress 5.0, Macromedia Freehand 8, Adobe InDesign 2.0, Pagemaker 6.5, and Illustrator 10.
Important information about electronic files:

The Alligator is Windows-based and cannot accept Apple-formatted files or disks.
Be sure to embed all fonts in your file. We have many fonts in our collection, but may not have the ones your file needs.
We cannot edit your files after they are submitted. If you need to change text or art, you will need to do this yourself and resubmit the file.

Classified Rates

Deadline is 4 p.m. two working days prior to publication. Classified advertisements may be placed in person or by mail. Classified advertising may also be placed by telephone, email (classifieds@alligator.org), or fax by charging to a valid MasterCard or VISA. All classifieds are payable in advance except those placed by commercial accounts which have credit and are currently being billed for display advertising. An advertisement may be cancelled at any time, but no refunds will be given and no credit may be obtained. Deadlines will be adjusted for holidays and special issues.
Maximum insertion 160 spaces. Each letter, number, punctuation mark, and space count as one space. Capital letters, stars, bullets and checkmarks count as two spaces. Larger fonts, bold and centering are available at additional costs.
1 day ................. $6.00

2 days ................ 11.00

3 days ................ 14.00

4 days ................ 17.00

5 days ................ 20.00

Additional days .......  2.00 each
A classified advertising rate card is available upon request. Classified placement of display advertisements is available upon request at the same column width and at ROP rates.

OPTIONS

• Additional lines over the first five are $2.00 per additional line per day

• Bold print in any part of your entire ad adds an additional 50% to the subtotal.

• Centering of type or elements adds a one-time charge of $4.00. As long as your ad runs consecutively you are not recharged for this service.

• Logos can be used in your ad. A logo counts as five lines if your ad and has an additional $5.00 charge. We do not design logos. You must provide us with a camera-ready black and white sample.

• Larger fonts are available as follows:
7 point font is our standard size for classified ads

10 point font counts as 2 lines and has a width of approximately 22 characters
14 point font counts as 3 lines and has a width of approximately 16 characters
18 point font counts as 4 lines and has a width of approximately 12 characters
24 point font counts as 5 lines and has a width of approximately 9 characters

A Classified Advertising Rate Card is available upon request. Classified placement of display advertisements is available upon request at the same column width retail advertising rates. Contact the Display Advertising Department regarding classified display ads.

Magazine - The Avenue

Entertainment magazine issued each Thursday with listings, reviews and stories. ROP rates apply.

Circulation 35,000

Daily circulation is 35,000. Founded: 1906. The Alligator is circulated free of charge on the University of Florida campus at locations determined to be the high traffic areas of classroom, administration, residential and service buildings. The Alligator is circulated at the Santa Fe Community College campus in locations of high traffic areas. The Alligator also circulates copies at off-campus locations for the convenience of UF and Santa Fe community members and spouses who may not go to campus that particular day, and for members of the general public. The off-campus locations include shopping plazas, the public library, convenience stores and other high traffic areas. Summer circulation is 23,000, which completely covers the university market. Circulation figures available as Publisher's sworn statement.

Memberships

Corporate and individual memberships include: American Advertising Federation, Associated Collegiate Press, Better Business Bureau, College Media Advisors, College Newspaper Business & Advertising Managers, First Amendment Foundation, Florida Press Association, Florida Newspaper Advertising and Marketing Executives, Gainesville Advertising Federation, Gainesville Area Chamber of Commerce, International Newspaper Financial Executives, Investigative Reporters & Editors, Newspaper Association of America, Society of News Design, Southern University Newspapers, Society of Professional Journalists.