Understanding SRDS Print Media Listings
Listings in SRDS follow a consistent format of subject, state, and city, ordered alphabetically within each category. Individual listings (Figure 3.3) begin with brief descriptions of the audience and editorial content of the publication. Then
4All SRDS guide titles are trademarked. SRDS guides can be purchased from SRDS, 1700 Higgins, Des Plaines, IL 60018. Call them at (847) 375-5000. Look for SRDS on the Web at http:// www.SRDS.com.
5Card Decks are packages of postcard-size advertisements mailed on a share-the-cost cooperative basis to a specifically targeted audience. Their primary use has been in business-to-business promotions, but they are beginning to appear as a consumer medium.
EQUIPMENT LEASING TODAY
Location ID: 7 BLST 126A Mid 053292-000
Published monthly by Equipment Leasing Assn., 4301 N. Fairfax Dr., Ste. 550, Arlington, VA 22203-1627. Phone 703-5278655. Fax 703-527-2649. URL http://www.elaonline.com For shipping info., see Print Media Production Source.
PUBLISHER'S EDITORIAL PROFILE EQUIPMENT LEASING TODAY is edited for the equipment leasing the finance industry. It contains Information on funding sources, portfolio management, sales and marketing strategy, large ticket leasing, transportation leasing, the computer Teasing market, positioning your portfolio for year end, remarketing equipment, the role of the equipment manager and securitization. Rec'd 3/6/92.
1. PERSONNEL Pub—Laurie Kusek.
Ad Rep—Nick LaRlch, Jr. Editor—Matt Philbin.
2. REPRESENTATIVES and/or BRANCH OFFICES Chagrin Falls, OH 44022—Nick LaRich. Jr. Adv. 512 E.
Washington St. Phone440-247-1060. Fax 440-247-1068. E-mail [email protected] Arlington, VA 22203—Equipment Leasing Assoc. of America, 4301 N. Fairfax Drive, Ste. 550. Phone 703-527-8655. Fax 703-527-2649.
3. COMMISSION AND CASH DISCOUNT
15% to agencies on space, color and special position. Benefits of discounts are secured only by contracts signed In advance. Multiple ads in a single Issue are billed at the lowest collective rate.
4. GENERAL RATE POLICY Short Rates & Rebates:
Advertisers will be short-rated if, within 12 months of their first insertion, they do not use the amount of space upon which their billings have been based. Advertisers will receive a rebate if, within 12 months of their first insertion, they have bought enough additional space to warrant a lower rate than that at which they have been billed.
ADVERTISING RATES Effective 1-1-02 Confirmed 6-02
5. BLACK/WHITE RATES
6. COLOR RATES
4-color process, extra 950.
Metallic color available.
7. COVERS
1 ti
5 tl 10 ti
3250. 3100.
3250. 3100.
3410. 3250.
2nd cover 3410.
3rd cover 3410.
4th cover 3525.
8. INSERTS
Furnished Inserts are charges at contract b/w rates per page, extra 400.00 handling charge per insert.
9. BLEED No charge.
10. SPECIAL POSITION
Page 1, page opposite Table of Contents, extra 10%
Other guaranteed positions, extra 10%
15. GENERAL REQUIREMENTS Also see SRDS Print Media Production Source. Printing Process: Sheetfed offset Full Run. Trim Size; 8-1/2 x 11; N0./C0IS. 3. Binding Method: Saddle Stitched. Colors Available: 4-color process; Matched; 5th cylinder.
Covers: Black and one color; 4-color process. NON-BLEED STANDARD AD PAGE DIMENSIONS
1/2 isl 5
16. ISSUE AND CLOSING DATES
Published monthly (except Jun-Jul and Nov-Dec combined).
Closing
(+) Space (*) Material 18. CIRCULATION Established 1989.
SWORN 6-30-01 (6 mos. aver.) Total Non-Pd Paid (Subs) (Single) (Assoc) 10,075 105 9,970 9,970 ... 9,970
Closing
Figure 3.3 Sample SRDS listing. (As published in the August 2002 edition of Business Publication Advertising Source, published by SRDS.)
they go through a series of uniformly numbered segments of specific interest to advertisers. Thus, categories 4—7 always explain basic costs, and category 10 covers the availability of premium positions for advertising, such as the page opposite the table of contents. Many advertisers believe that these locations get exceptionally high readership and are willing to pay a premium to have one of their ads appear there.
If premium positions are not listed—or present on a rate card—they may be available by request on a "first-come" basis. (One of my greatest advertising coups was to get ads for a single client on all covers of all programs of their industry's most important trade show by asking and paying for the space 18 months in advance of publication. No one had ever asked before—and a special meeting of furious, and much larger, competitors foreclosed the same option for anyone, including themselves, in the future.)
Continue reading here: Yellow Pages As A Mirror Of A Market
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