PERSONNEL MAILING ADDRESS
William B. Green – Publisher
Adriana Devally – General Manager
Laredo Morning Times
Raul Cruz – Retail Sales Manager 111 Esperanza Drive
Jesus H. Vicharreli – Classified Manager P.O. Box 2129
Josh Gonzalez – Creative Services Director
Diana Fuentes – Editor
Laredo, Texas 78044
Stefanie Charles – Dvino Editor (956) 728-2500
The Times masthead topped Republic of the Rio Grande, France, governed by Spain,
with the seven-flags logo is sym- January 1840-late fall 1840; Texas, Mexico, Republic of the Rio
bolic of Laredo's historic link to 1836-1845; Confederacy, 1861- Grande, Texas, Confederacy and
seven countries - that of France, 1865; and United States 1853- now pledges allegiance to the
1685-1690; Spain, 1519-1685, 1861, 1865-present. This region United States.
1690-1821; Mexico, 1821-1836; was once part of lands claimed by
LAREDO MORNING TIMES HISTORY
By ODIE ARAMBULA | LAREDO MORNING TIMES
The roots of Laredo Morning blended into the life of the Laredo papers in Colorado and Alaska,
Times date back to June 14, 1881, community. Among other things, the improved on the Hanway initiatives.
when James Saunders Penn started two individually and as heads of the At one time, the newspaper had cor-
a four-page newspaper called The Laredo Times, were key players in respondents in major cities in
Laredo Weekly on a Ben Franklin the development of city's socio-eco- Mexico, including Mexico City,
press. Two years later, it turned into nomic life. Guadalajara, Monterrey and Saltillo.
the Laredo Daily Times. In July 1926, the younger Penn He also engaged the services of
Penn had established a commer- sold the newspaper to J. E. Hanway daily Spanish language columnists
cial printing business affiliate in San of Wyoming. and reporters in Nuevo Laredo.
Antonio from an Austin base. Hanway became the third pub- Allen and his nephew, Alan Tish,
Recognizing the economic potentials lisher for the Laredo Times with two general manager, ran the afternoon
of the border, he decided to bring his business associates, William daily, publishing Monday through
publishing equipment to Laredo. His Prescott Allen of San Antonio and O. Friday and Sunday, until it was
obituary, published in The Times, W. Killam of Laredo. The operation acquired by Jefferson Pilot in 1969-
says Penn brought his family and grew and prospered under 70. James
equipment to Laredo in a wagon Hanway's direction. He brought to H. Hale became publisher in
train, arriving on May 1, 1881. Laredo experience with newspapers 1970. He left Laredo the following
Laredo had been settled near the in Kamas, Colorado, Utah and year to take over theClearwater Sun
banks of the Rio Grande for 126 Wyoming, and he reorganized the in Clearwater, Fla.
years when the Penn family arrived. entire plant at a new location on The Times moved to its present
Several newspapers had already Matamoros Street. He installed location on Esperanza Drive in north
started on both sides of the border, modern newspaper equipment, Laredo in October 1971.
but these publications did not main- including a press, linotype machines Later, Bill Baker was named pub-
tain operations long. Penn set up and backshop tools. It was under lisher. He was succeeded by Marc
shop for the weekly newspaper at a Hanway's management that A. Hoy, who was succeeded by Mike
downtown location, which, in time, Spanish was introduced to the Herrera.
became the place for the Penn newspaper. The Hearst Corporation acquired
homestead on Farragut Street. All The Laredo Times became the The Laredo Times in 1984, along
type was set by hand. He moved the first daily newspaper in Texas to with several other Texas papers.
operation to space shared with a include Spanish material in its news The Times soon shifted from after-
funeral home down the street on columns and advertisements. The noon to morning publication.
Farragut at Juarez where a mortician bilingual presentation of information In 1986, Hearst named William B.
also maintained a horse and car- was vastly improved during the Allen (Bill) Green publisher of the Laredo
riage service. years. Morning Times, a position he still
Penn and his son, Justo S. Penn, Allen, who also published news- holds today.
RETAIL ADVERTISING THE ZAPATA TIMES
Rates 5 Retail 13
Commission 5 Classifieds 13
General Rate Policy 5 Contact Information 13
Retail Advertising Rates 5 NATIONAL ADVERTISING RATES
Discount Levels 6 Commision 14
Monthly Rate Card 6 National R.O.P. Advertising Rates 14
Political Advertising 6 Multiple Repeat Rate 14
Thanksgiving Day 6 National Color R.O.P. Rates 14
Front Page Advertising 6 Frequent Discount 14
Gov., Education and Non-Profit Rate 6 Rate Formula 14
Retail Advertising Copy Deadlines 6 Days Accepted 14
Late Advertising 6 Dealine 14
Acceptable File Formats 7 Cancellations 14
3rd Party Transmissions 7 Ship on Skids 14
Production Specifications 7 COMICS, PRE-PRINT & ONLINE
Vector Art 7 Wednesday Comics Program 15
Line Screens Used By Newspaper 7 Sunday Comic Rates 15
Scanning Resolutions 7 Print Plus 15
Colors 7 Group Combination Rates 15
Ad Sizes 7 Preprint Rates 15
Circulation 7 Online Advertising 15
Memberships 7 CLASSIFIED ADVERTISING
ROP Depth Requirements 7 Rates 16
Mechanical Measurements 7 Color 16
General Rate Policy 16
Art of Living 8
Classified Advertising Rates 16
Business Journal 8
Classified Line Ads 16
956 Sports Unlimited 8
Classified Line Ad Contract 16
¿Que Pasa? 8
El Mercadito 8
Showcase of Homes 16
MONTHLY & QUARTERLY MAGAZINES Employment Annual Bulk Contract Display Rates 17
Dvino 10 Employment Line Ad Contract 17
Dvino Living 10 Monster Hot Jobs 17
Salud 10 Special Classifications 17
Job Bulletin 10 Obituary Notices 17
Destination Laredo 10 Mechanical Measurements 17
SPECIAL SECTIONS CALENDAR Deadlines 17
Calendar 12 Line Ads 17
TIEMPO DE LAREDO GENERAL POLICIES GENERAL POLICIES
Tiempo de Laredo 12 Contract & Copy General Policies 18 & 19
CONTRACT RETAIL RETAIL DAILY
LEVEL SUNDAY MON - SAT
OPEN RATE $36.45 $27.15
$1,000 $26.05 $18.55
$2,500 $25.50 $18.00
$5,000 $24.55 $17.65
$10,000 $23.70 $17.40
$20,000 $23.10 $17.10
$30,000 $22.75 $16.95
$40,000 $22.20 $16.70
$50,000 $21.95 $16.30
$75,000 $21.70 $15.45
$100,000 $21.30 $15.10 COLOR
$125,000 $20.90 $14.95 Process color (blue, yellow & red) all other colors billed at full
$150,000 $20.60 $14.75
$175,000 $20.45 $14.65 Inches 1 ink 2 ink full
$200,000 $20.25 $14.50 109"-126" $1.15 $2.25 $3.10
$250,000 $20.00 $14.30 61"-108" $1.50 $2.65 $3.40
$300,000 $19.60 $13.85 31"-60" $2.25 $3.00 $4.15
$400,000 $18.30 $13.10 1"-30" $3.00 $4.15 $5.25
$500,000 $17.90 $12.80
Ads less than 15 inch must run a minimum of 5 consecutive
$600,000 $16.95 $12.05
days to qualify for color rate.
15% available only to recognized advertising agencies, provided they were billed at the National Rate of Daily
$51.35 and Sunday $52.70.
GENERAL RATE POLICY
The Laredo Morning Times reserves the right to revise its advertising rates at any time upon 30 days notice in
writing to holders of contracts and are accepted subject to said reservation. The advertiser may cancel contract
without an adjustment charge on the date the new rates become effective.
The Laredo Morning Times reserves the right to limit, omit, or reject advertising when deemed necessary and to
determine the classification of advertising and the rate applicable thereto. Alcoholic beverage and cigarette
RETAIL ADVERTISING RATES
TERMS CASH WITH ORDER UNLESS CREDIT HAS BEEN ESTABLISHED. All invoices are due and payable
within ten (10) days of the invoice date. Rates subject to change without notice.
• 1st Insertion at open rate or contract rate GOVERNMENT, EDUCATION AND
• 2nd insertion at 35% OFF! NON-PROFIT RATE
Advertisements for governmental departments, state
PLAN 2-A* approved education institutions and 501(C)3 non-profit
• Buy 2 ads, Get 1 FREE organizations qualify for the rates below.
• Buy 3 ads, Get 2 FREE • Daily $13.00 Per Inch
• Buy 4 ads, Get 3 FREE • Sunday $17.70 Per Inch
* Requirements: Ad must be a minimum of 10 column inches. • Plans 1A, 2A & B Apply
Schedule must run within 7 day period, except Sunday. Ad must
be same size with no changes. Sorry but no proofs after 1st inser-
tion. FREE or Discounted ads not applied on Sunday.
RETAIL ADVERTISING COPY DEADLINES
Publication Space Copy
Dates Reservation Deadlines
• Buy 2 pages, Get 1 FREE (Close of
• Buy 4 pages, Get 2 pages FREE Business)
• Buy 6 pages, Get 3 pages FREE Monday ROP Thursday Noon Thursday
• Buy 8 pages, Get 4 pages FREE Monday LMT
Requirements: 6X21 ads only, (129 inches, full page) Same day
Business Journal Wednesday 2pm Wednesday
RETAIL MONTHLY RATE CARD El Mercadito (TMC)Thursday Noon Thursday
Ads must appear 30 consecutive days. Tuesday ROP Friday Noon Friday
6X 9X 12X Homes Friday Noon Friday
1 inch $365 $335 $300 $275 $245 Wednesday ROP Friday Noon Friday
card per inch per inch per inch per inch per inch
Thursday ROP Monday Noon Monday
2 inch $345 $310 $280 $255 $225
card per inch per inch per inch per inch per inch Friday ROP Tuesday Noon Tuesday
Friday Que Pasa Monday Noon Monday
Minimum one column inch. Maximum 10 column inches.
Saturday ROP Wednesday Noon Wednesday
One copy change per week on monthly cards.
& Art of Living) Wednesday 2pm Wednesday
Sunday ROP Wednesday 2pm Wednesday
All political advertising will be charged at the applica-
ble contract rate level. Cash with copy is required. Ads sent electronically must be submitted 48 hours in
advance to publication date. Ads for Monday’s and
Tuesday’s must be submitted by close of business the
THANKSGIVING DAY Friday prior.
Sunday rates apply.
Even though every effort will be made to ensure the
FRONT PAGE ADVERTISING content of ads, the Laredo Morning Times cannot be
Open rate or contract plus a 25% premium for front held responsible for errors handling that result from
page strips. Pricing includes full color. advertising being electronically submitted past deadline.
ACCEPTABLE AD FILE FORMATS recommendations for your scanning resolutions. This is
Adobe Acrobat PDF is the preferred file format. Not under the assumption that the scanned image is place
only is this a truly portable format, when correctly dis- in 1:1 ratio and not enlarged in the layout program.
tilled PDF's require no fonts or linked art elements. It Halftone scans
• 85 line screen 170 through 200 dpi
has cross platform compatibility and is a reasonable file
size making it ideal for newspaper printing. This com-
pressed file format allows for remote digital delivery of
All color elements must be delivered to the newspa-
your advertising. Changes and / or corrections cannot per in CMYK process colors. RGB and Pantone colors
readily be made to an Acrobat PDF and will require the are unacceptable. Single AdPro spot colors must be
ad to be resubmitted in its entirety for each revision. produced and delivered as process color mixes.
This will help to ensure accurate reproduction of your
advertisement. The Laredo Morning Times will also AD SIZES
accept TIFF or EPS files in high resolution only. Advertising should be built to the exact specifications of
the ad order. Sizes may not necessarily be the same as
3RD PARTY TRANSMISSIONS other publications and should be confirmed before you
For our medium to large volume advertisers we rec- ad is constructed. Advertising submitted with incorrect
ommend transmitting their ads to the newspaper sizes will need to be resubmitted if time allows.
Otherwise, your ad may be adjusted horizontally or ver-
through a 3rd party vendor such as AdSend. For more
tically to fit the ad size.
information call 1-800-2ADSEND or visit their web site
at www.adsend.com. CIRCULATION
Refer to latest A.B.C. Audit or Publisher’s Statement
ACCEPTABLE IMAGE FORMATS MEMBERSHIPS
Raster images should be saved in TIFF file format. • Newspaper Association of America
Color images should be saved as CMYK only, not RGB. • Texas Press Association (TPA)
We do not accept JPEG file format as it can degrade the • Texas Daily Newspaper Association (TDNA)
quality of the image and create output problems.
ROP DEPTH REQUIREMENTS
VECTOR ART All advertising must adhere to PASS. All advertising
measuring 19 inches deep or over will be charged full
Graphics generated by drawing programs such as
depth of 21 inches.
illustrator and Freehand are considered vector art.
Resolution is not a problem with this type of art. It is rec-
ommended you adjust the "flatness" of complex or com-
pound paths to reduce the complexity of the math asso- Full Sheet Tabloid
ciated with output. Please convert type to "outlines" or Columns Inches Columns Inches
"paths" before submitting your ads. Layout programs 1........................1.542” 1.......................1.542”
often miss alerting you to missing fonts until output. 2........................3.222” 2.......................3.222”
These files should be saved as PDF format only. 3........................4.903” 3.......................4.903”
LINE SCREENS USED BY NEWSPAPER
• ROP Newspaper, supplements and special sections
85 line screen
• Classified Sections, Comics: 85-line screen
SCANNING RESOLUTIONS 11................................17.5”
Proper image resolution is essential in assuring your 13................................20.75”
scans print correctly. If the image resolution is too low,
it will result in a "pixilated" look. If your image resolution Depths: Full Sheet - 21 inches
is too high, it might fail to print at all. Below is a chart of Tabloid - 9.75 inches
ART OF LIVING is published every Sunday and is forming arts and trends with a newsy edge. The section
a social section printed on hi brite newspaper. The con- previews live acts and theater performances and
tent ranges from a selection of social photos of locals reviews albums, concerts and movies. The editor’s col-
out and about in Laredo to fashion spreads featuring the umn provides insight on the city’s goings-on and strives
latest in women's wear and men's wear to lifestyle arti- to provide a unique perspective. ¿Qué Pasa? prints in
cles. Art of Living strives to feature Laredoans who are full color, including four pages of society snapshots.
Pricing Includes Full Color:
active in the community and deserve proper recognition.
It is also the publication that features all wedding, COMMERCIAL
Full Page $500
engagement, quinceanera, anniversary and award
Half Page $300
announcements that are received by the Laredo
Quarter Page $175
BUSINESS JOURNAL, this magazine features a OR OTHER SOCIAL EVENTS
centerpiece feature article on a local business trend, Full Page $250
plus business stories from the daily newspaper, Half Page $150
columns on local marketing, commercial and residential Quarter Page $85
real estate, a topical general business column from the
editor, financial advice from Dave Ramsey, and other CURRENT DVINO AND
local special articles and wild art reflecting Laredo busi- ONLINE ADVERTISER PRICING
Full Page $350
Half Page $200
Quarter Page $125
956 SPORTS UNLIMITED is a full-color sports
magazine, unique with photos, in-depth features, pro- EL MERCADITO: El Mercadito is a powerful advertis-
files and enterprise stories — all local. It is a tab that is ing vehicle that reaches more than 46,000 Laredo house-
punchy, with deep stories that get at the heart of Laredo holds every Wednesday. The tabloid saturates Laredo
sports. It includes intricate coverage of youth sports, as and carries all Laredo Morning Times classified plus retail
well as column writing that offers opinion and analysis advertisers at very affordable rates.
from our LMT 956 Sports reporters and editors. The
magazine emphasizes off-beat, enterprising stories or Standard Sizes Inches 1x 13x 26x 52x
1x1 1 $5.90 $5.60 $5.35 $5.10
profiles that take you inside Laredo locker rooms, 1x2 2 $11.80 $11.20 $10.70 $10.20
1x4 4 $23.60 $22.40 $21.40 $20.40
coaches offices, playgrounds and fields. We don’t just 5 $29.50 $28.00 $26.75 $25.50
introduce the local sports characters. We take you into 2x2 4 $23.60 $22.40 $21.40 $20.40
Eighth 2x3 6 $50.00 $48.50 $45.65 $44.00
their lives and see what makes them tick; we expose the Sixth 3x3 9 $59.00 $56.00 $53.50 $51.00
thinking behind some of the greatest minds and talent Quarter 3x4.75 14.25 $100.00 $97.00 $91.25 $88.00
Half 3x9.75 29.25 $214.00 $204.00 $194.00 $182.00
Laredo sports have ever seen. Half 6x4.75 28.5 $214.00 $204.00 $194.00 $182.00
Full 6x9.75 58.5 $400.00 $388.00 $365.00 $352.00
¿QUE PASA? is Laredo Morning Times’ entertain-
ment section. It’s published every Friday. Its mission is $2.00 per color inch. Available colors: Red, Blue, Yellow
to keep a pulse on Laredo’s nightlife, live music, per- or Four Color process only.
Weekly tabloid that focuses on promoting culture and
its protagonists. Culture includes literature, painting,
theater, dance, but also movies, music and even the
atmosphere of society.
With "Antesala" will be offered to the reader every
Saturday a product to plan your weekend and learn
about the activities offered Laredo and Nuevo Laredo.
"Antesala" means 'Lobby', which means that we are
the magazine for families to enjoy, chat with friends and
* Diván - The comment from psychologists on how to
deal with situations that seem to have no end.
* Adrenalina - Are the activities performed by
residents, whether for sport or leisure.
* Reportaje - Articles about cultural spaces or
workshops to enjoy.
* Charla con Myriam - A single mother in Nuevo Laredo
will discuss what it means to succeed and how she
remembers the past, living for today.
* Ayer - Images from the past of Nuevo Laredo, their
families and buildings.
* Brújula - Guidance on activities in both Laredo,
related to entertainment.
In addition to sections on Real Estate, Health, Life
and articles coming from writers in Nuevo Laredo.
DVINO: Laredo Morning Times' monthly magazine PRICING
that circulates 20,000 copies around the gateway city. Full Page $965
It is released the first Sunday of the month the Laredo Half Page $535
Quarter Page $315
Morning Times subscribers and extra copies are dis- 2X4 $205
trubted to high-traffic areas, such as local retailers, 2X2 $110
banks, hospitals, hotels and other local businesses.
Dvino is known for its sleek and modern design, as well Color can be purchased at $100 per color or $400
for full color.
as content that encompasses the active lives of
Laredo's men and women.
JOB BULLETIN: A monthly supplement to the
Pricing Includes Full Color: employment section. This highly targeted magazine is
distributed on free racks throughout the city.
Rates 12 Mo Contract Open Rate 2ND AD
Full Page $1,200 $1,500 $900 PRICING
Half Page $750 $875 $500 $4.00 per column inch • $0.50 per line
1/4 Page $400 $550 $250 *Rates apply to LMT classified advertisers
1/8 Page $250 $350 $125
DESTINATION LAREDO is a quarterly tourist and
DVINO LIVING: features real estate advertising, business travelers guide to Laredo. Destination Laredo
residential and commercial properties, as well as the lat- circulates 160,000 copies quarterly in Monterrey, Mexico;
San Antonio, Texas and Laredo. Destination Laredo is a
est in ergonomic design. Dvino Living will continue to
product that will highlight all the sights, sounds, tastes
have a 20,000 copy circulation every third Sunday of the and various things to do in our border city that appeal to
month. Its design will be consistent with its sister-publi- traveler discovering Laredo. Destination Laredo is the
cation Dvino, with an innovative and sleek look. way to promote your business and Laredo to newcomers
and travelers alike.
Pricing Includes Full Color: Pricing Includes Full Color:
COMMERCIAL ADVERTISERS 4x 3x 26x 52x
Full Page $350 Back Page $1,200 $1,500 $1,850 $2,250
Inside Pages $1,000 $1,350 $1,650 $2,000
Half Page $200
Full Page $850 $1,100 $1,350 $1,650
Quarter Page $100
Have Page $500 $650 $800 $950
Quarter Page $350 $450 $550 $650
Full Page $250 DVINO & DESTINATION LAREDO
Half Page $150 ADVERTISING SIZES
Quarter Page $85 Full Page with Bleed Full Page
8.625”W x 11.375”H 7.75”W x 10.25”H
Half Page Half Page
SALUD: This health magazine highlights one particular Horizontal Vertical
medical condition per month with a feature centerpiece 7.75”W x 5”H 3.775”W x 10.25”H
Quarter Page 2x2
article and supporting articles from local physicians, as 3.775”W x 5”H 3.775”W x 2.35”H
well as news from Laredo hospitals. All ads must be created at 300dpi.
JANUARY APRIL SEPTEMBER
• New Year's Greetings • Easter Shopping Guide • NFL Football Preview
• Outlook • Easter Greetings • Fall Home Improvement
• Noche de Cabaret • Hunting Guide
FEBRUARY • Mother's Day OCTOBER
• Super Bowl • Parade of Homes • Laredo Bucks Season
• Valentine's Day Preview
• Halloween Safety
• School Districts Graduations
• El Porvenir NOVEMBER
• Summer Brides (AOL)
• Jalapeño festival
• Father's Day • Thanksgiving Greetings
• Mr. South texas
• Señor Internacional JULY DECEMBER
• Abrazo Children • Little League • Chritmas Guide
• L.I.F.E. Rancher of the Year • Ask Us About Laredo (4 editions)
• Christmas Greetings
• Zapata County Fair • Back to School
• Doctor's Day • High School Football
TIEMPO DE LAREDO
A daily Spanish-language section inside the Laredo
Morning Times. It features local, state, national and
international news of interest to the city's Hispanic com-
munity, featuring staff-written stories as well as award-
winning wire service content. El Tiempo covers a variety
of amateur and professional sports and offers the latest
in entertainment news.
SAU 1 Time 13 26 52
Inches/ Open Week* Week* Week*
Week Rate Frequency Frequency Frequency
1 Inch $6.00 $5.25 $5.00 $4.80
26 Inches $5.75 $5.00 $4.75 $4.25
51 Inches $5.50 $4.75 $4.50 $4.00
76 Inches $5.25 $4.50 $4.25 $3.75
*Contract required - Total investment divided by
retail rate applies toward retail contract fulfillment.
THE ZAPATA TIMES: is a weekly newspaper that Color
is distributed on Saturdays to 4000 households in Full Color: $100 • One Color $50
Zapata County. Only 50 miles away from Laredo,
Zapata feeds into Laredo’s economy for shopping, Socials
healthcare and entertainment. $5.00 per photo with caption only. $10.00 per photo with
1x 13x 26x 52x Deadline is Wednesday prior to Saturday
1 to 15 Inches $6.00 $5.50 $5.00 $4.50 Publication.
16 to 33 Inches $5.50 $5.00 $4.50 $4.00
34 to 65 Inches $5.00 $4.50 $4.00 $3.50
66 to 129 Inches $4.50 $4.00 $3.50 $3.00 ROP Mechanical Data
Page Depth - 21”
Color Page Width - 9.944”
Full Color: $100 • One Color: $50
THE ZAPATA TIMES OFFICE: 765-5113
Preprints: Flat fee of $200 for 4000 inserts. $55 per RETAIL ADVERTISING: 728-2511
thousand for orders less that full circulation. CLASSIFIED ADVERTISING: 728-2527
CIRCULATION DEPARTMENT: 728-2559
Line Ads: $1.00 pick up rate from LMT
Line Ads Zapata Times only $3.00 for 3 lines for 1 week.
1x 13x 26x 52x
1 to 22.50 Inches $4.00 $3.65 $3.35 $3.00
23 to 49.5 Inches $3.65 $3.35 $3.00 $2.65
50 to 97.5 Inches $3.35 $3.00 $2.65 $2.35
98 to 193.5 Inches $3.00 $2.65 $2.35 $2.00
Employment Ads Plus Yahoo Hot Jobs
1x 13x 26x 52x 30 Days
1 to 22.50 Inches $5.00 $4.50 $4.00 $3.50 $65.00
23 to 49.5 Inches $4.50 $4.00 $3.50 $3.00 $75.00
50 to 97.5 Inches $4.00 $3.50 $3.00 $2.50 $150.00
98 to 193.5 Inches $3.50 $3.00 $2.50 $2.00 $150.00
Employment Line Ads
1x 13x 26x 52x 30 Days
Per Line $2.00 $1.50 $1.00 $0.50 $65.00
Birthday Ads, Anniversary Mass and Card
of Thanks: $2.00 per column inch.
Obituaries: .50¢ per line $2.00 w/photo.
COMMISSION Preprints needed Daily 19,600 Sunday 21,600 Preprints
15% Agency Commission
requested updated May and November. Available Full
Run, City Zone, Home Delivered or TMC. All Tab and
NATIONAL R.O.P. ADVERTISING RATES
Open Rate Daily $51.35 Sunday $52.70 Standard sizes larger than above will be billed at addi-
tional $1.00 CPM for each 4 page tab. 2 page standard
Pages Inches Discount Daily Sunday
supplement. Add $1.00 CPM if flap or envelope is
1 Page 129 5% 48.80 50.10 attached.
3 Pages 387 10% 46.25 47.45
6 Pages 774 15% 43.65 44.80 FREQUENCY DISCOUNT
13 pages 3-6x 5%
& over 677 20% 41.10 42.20 7-10x 10%
To be eligible for the above rates, advertisers must 11-15x 15%
be on contract, and any contract revision must 16+x 20%
cover same period as original contract.
MULTIPLE REPEAT RATE RATE FORMULA:
Same copy may be repeated within 6 days following CPM x latest Publishers Statement
original insertion Daily $33.40 and Sunday $34.25 per
column inch per insertion. Repeat lineage applies
towards contract fulfillment. DAYS ACCEPTED:
Daily and Sunday
NATIONAL COLOR R.O.P. RATES
Minimum size 42 col. Inches Using standard Publishers
ink B/W line rate plus the following color cost. DEADLINE:
(Commissionable) 5 Days prior to Insert Date
Pages B&1C B&2C B&3C 4C Process
Daily & Sunday $425 $500 $680 $740
5 days prior
All insert reservations must be confirmed by written
NATIONAL PREPRINT RATES
order to ensure reservation.
2 Pages/Card Size $72.00
4 Tab/2 Std. $76.00
SHIP ON SKIDS:
8 Tab/4 Std. $78.00 75 lbs per bundle maximum. Delivery accepted Monday
12 Tab/6 Std. $80.00 through Friday 8:00 a.m. - 5:00 p.m.
16 Tab/8 Std. $82.00
20 Tab/10 Std. $84.00 SHIP ON SKIDS:
24 Tab/12 Std. $86.00
28 Tab/14 Std. $88.00 San Antonio Express News
32 Tab/16 Std. $90.00
36 Tab/18 Std. $92.00
301 Avenue E
40 Tab/20 Std. $94.00 San Antonio, Texas 78205
WEDNESDAY COMICS PROGRAM Pre-prints needed Daily - 19,600 Sunday - 21,600.
The Comics program consists of full, half or quar- Pre-prints updated in May & November and billed by the
ter page to run side by side our comics and features latest ABC Publisher’s Statement.
page. Our Wednesday Comics For Pre-prints contract advertisers, the amount spent on
run in full color, therefore, our
advertisers can take advantage pre-prints (insertion fee only) divided by the advertiser’s rate
of full color at no additional equals the space (column inches) credited towards Retail
charge. Retail prices are based Contract fulfillment.
on frequency and ad size. Gatefold Spadea Available Full-Run, City-Zone, Home Delivered TMC or
Nuevo Laredo, Mexico. All Tab and Standard sizes larger than
Times Run Full Page 1/2 page 1/4 page
1x $1,100.00 $600.00 $400.00 above will be billed at an additional $1.00 CPM for each 4
13x $975.00 $525.00 $350.00 page Tab, 2 Page Standard increment. Add $1.00 CPM if flap
26x $900.00 $475.00 $325.00 or envelope is attached. An additional charge of $3.00 per
52x $825.00 $400.00 $300.00
thousand will be added to all rates on less than full circulation
Limited space available.
SUNDAY COMIC RATES All above rates per thousand other than open rate are
Gatefold Size: 11 3/4”x20 Spadea Size: 5 1/2”x20 available only after written contract has been assigned for the
1x $1,400.00 1x $1,800.00 amount of frequency to be completed within one calender
13x $1,300.00 13x $1,600.00 year.
26x $1,200.00 26x $1,500.00 Pre-prints accepted for distribution on Sundays or Weekdays.
52x $1,100.00 52x $1,400.00
Publisher reserves the right for leeway dates.
PRINT PLUS Standard size page counted as two magazine or tabloid
A customized advertising single sheet product. This size pages.
product can be delivered to both our subscribers and Sections delivered prepaid to the San Antonio Express-News,
non-subscribers into one, two, or three circulation 301 Ave E, San Antonio, TX 78205, packaged or on skids, five
zones. We print & deliver PRINT PLUS all in one con-
days prior to insertion. Monday-Friday 8am-5pm
venient package. Ask your sales representative for
more information. A flat $300.00 extra insertion change will be made for pre-
prints not accepted by our automatic inserters.
GROUP COMBINATION RATES Single sheet pre-prints must be printed on 70# stock, maxi-
Available to companies owning, operating and advertising mum width and depth is 10.5 inches. Preprints over 10.5 inch-
two or more business under different names. Master con-
tract must be signed and proof of ownership provided. es must be folded.
PREPRINT RATES & FREQUENCY DISCOUNT ONLINE ADVERTISING
PROGRAMS LMTONLINE.com averages over 1 million page-views per
(Non-Commissionable, Cost per thousand)
month. Our multi-faceted Web site allows advertisers to tar-
STDR TAB OPEN 13 26 39 52 76 90 103 116 142
SIZE SIZE RATE TIMES* TIMES* TIMES* TIMES* TIMES* TIMES* TIMES* TIMES* TIMES* get pages, sections or sponsorships to reach their target.
Card $61.00 $57.00 $54.00 $51.00 $47.00 $43.00 $40.00 $37.00 $35.00 $30.00
2 4 $66.00 $58.00 $56.00 $53.00 $49.00 $45.00 $42.00 $38.00 $36.00 $31.00
Available sizes: 728x90, 160x600, 300x250, 242X90
8 16 $71.00 $64.00 $62.00 $60.00 $55.00 $51.00 $48.00 $44.00 $42.00 $37.00
10 20 $73.00 $66.00 $64.00 $61.00 $57.00 $53.00 $50.00 $46.00 $44.00 $39.00
12 24 $74.00 $68.00 $66.00 $63.00 $59.00 $55.00 $52.00 $48.00 $46.00 $41.00 Placement Rates
14 28 $76.00 $70.00 $68.00 $65.00 $61.00 $57.00 $54.00 $50.00 $48.00 $43.00
16 32 $77.00 $72.00 $70.00 $67.00 $63.00 $59.00 $56.00 $52.00 $50.00 $45.00 ROS (Run of Site) $20/CPM
18 36 $78.00 $74.00 $72.00 $69.00 $65.00 $61.00 $58.00 $54.00 $52.00 $47.00
20 40 $80.00 $76.00 $74.00 $71.00 $67.00 $63.00 $60.00 $56.00 $56.00 $49.00
* Contract needed Home Page $25/CPM
CLASSIFIED CLASSIFIED GENERAL RATE POLICY
ADVERTISING WEDNESDAY The Laredo Morning Times reserves the right to
SUNDAY TMC DAILY
revise its advertising rates at any time upon 30 days
$24.30 $21.10 $18.10 notice in writing to holders of contracts and are accept-
ed subject to said reservation. The advertiser may can-
$17.40 $15.40 $12.40
cel contract without an adjustment charge on the date
$17.00 $15.00 $12.00 the new rates become effective.
$16.40 $14.80 $11.80 The Laredo Morning Times reserves the right to limit,
$15.80 $14.60 $11.60 omit, or reject advertising when deemed necessary and
$15.40 $14.40 $11.40 to determine the classification of advertising and the
rate applicable thereto. Alcoholic beverage and ciga-
$15.20 $14.30 $11.30
rette advertising accepted.
$14.80 $14.15 $11.15
$14.65 $13.85 $10.85 CLASSIFIED ADVERTISING RATES
$14.50 $13.30 $10.30 TERMS CASH WITH ORDER UNLESS CREDIT
$14.20 $13.10 $10.10 HAS BEEN ESTABLISHED. All invoices are due and
$13.95 $13.00 $10.00 payable within ten (10) days of the invoice date. Rates
$13.75 $12.85 $9.85 subject to change without notice.
$13.65 $12.80 $9.80
$13.50 $12.70 $9.70 CLASSIFIED LINE ADS
$13.35 $12.55 $9.55 Commercial 4 Line Minimum
$13.10 $12.25 $9.25
21 lines per month $3.70 per line per day
$12.20 $11.75 $8.75 45 lines per month $3.20 per line per day
$11.95 $11.55 $8.55 90 lines per month $2.55 per line per day
$11.30 $11.05 $8.05 120 lines per month $2.35 per line per day
121 plus $1.45 per line per day
Process color (blue, yellow & red) all other colors billed at full CLASSIFIED LINE AD CONTRACT
Fifteen words or more daily for a period of 6 months
Inches 1 ink 2 ink full minimum.
164"-189" $0.75 $1.50 $2.05
91"-163.5" $1.00 $1.75 $2.25 $6.25 per line 1-2 days
$4.25 per line 3-6 days
46"-90.5" $1.50 $2.00 $2.75
$3.85 per line 7-13 days
1"-45.5" $2.00 $2.75 $3.50 $3.50 per line 14-29 days
Ads less than 15 inch must run a minimum of 5 consecutive $3.20 per line 30 days
days to qualify for color rate.
WHEELS: This Classified section is published every
Based on 9 column format (Full page 9 X 21) (12 Thursday and Friday. Wheels features the most popu-
agate lines per inch) lar cars or trucks in our market, as well the latest in
Automotive listings, Real Estate, Employment and
COMMISSION 15% Merchandise.
Available only to recognized advertising agencies, pro-
vided they were billed at the National Rate of Daily SHOWCASE OF HOMES: Features the latest
$32.80 ($2.75 per agate line) and Sunday $35.65 homes that are for sale or lease in the market and sur-
($3.00 per agate line). rounding areas- new and existing homes, as well as
apartments, commercial investments, Realtors, agents, Daily Sunday
mortgage lenders and others that participate in the sale
or lease of home, business or ranch land. Non-Profit $13.00 $17.70
Showcase of Homes is published weekly on Legals $19.55 $19.55
Saturday and can be purchased to include Sunday at a Anniversary Mass / $10.00 $12.00
discounted rate. Showcase of Homes can also be Card of Thanks / Birthday
viewed online at www.lmtonline.com. For Weddings, Engagements or other social events,
contact a Classified representative.
EMPLOYMENT ANNUAL BULK
CONTRACT DISPLAY RATES OBITUARY NOTICES
Col. Inches Wed. Daily Sunday $2.80 per line
Open Rate $28.30 $25.30 $34.85 $9.00 obit photo per day
$22.60 $8.00 funeral home logo per day
500-999 $25.60 $28.50
1000-1499 $23.60 $20.60 $26.50
1500-2400 $23.00 $20.00 $25.20
1 Column . . . . . . . . . . . .994”
2500+ $22.55 $19.55 $24.80 2 Column . . . . . . . . . . 2.113”
3 Column . . . . . . . . . . 3.231”
Sunday & Wednesday combination $49.00 per inch. 4 Column . . . . . . . . . . 4.350”
5 Column . . . . . . . . . . 5.469”
EMPLOYMENT LINE AD CONTRACT 6 Column . . . . . . . . . . 6.588”
4 Line Minimum* 7 Column . . . . . . . . . . 7.706”
8 Column . . . . . . . . . . 8.825”
$7.20 per line 1-2 days
$5.90 per line 3-6 days 9 Column . . . . . . . . . . 9.944”
$4.60 per line 7-13 days
$4.00 per line 14-29 days DEADLINES
$3.65 per line 30 days
Regular Classified Display
Holding (blind) box: $16.85 • Responses mailed: $21.70
Publication Day Space Deadline Copy Deadline
LMT/MONSTER HOT JOBS Monday Thursday 12pm Thursday
Post a local ad in the Laredo Morning Times and your Tuesday Friday 12pm Friday
job listing can also appear on Monster HotJobs, engag- Wednesday Thursday 12pm Thursday
ing millions of active and passive job seekers across Thursday Tuesday 12pm Tuesday
Monster. Friday Tuesday 2pm Tuesday
Saturday Wednesday 12pm Wednesday
Sunday Wednesday 2pm Wednesday
7 days 30 days
Liners $ 20.00 $ 65.00
Display under 4" $ 25.00 $ 75.00 Monday Friday 4:00 p.m.
Display over 4" $ 60.00 $ 150.00 Tuesday Monday 10:00 a.m.
Wednesday Monday 10:00 a.m.
Thursday Wednesday 2:00 p.m.
SPECIAL CLASSIFICATIONS Friday Thursday 2:00 p.m.
Standing Cards (30 Consecutive Days) Saturday Thursday 4:00 p.m.
1 Inch Cards $430 Per Inch Sunday Friday 12:00 p.m
2 Inches and Over $740 Per Inch Call Office for Holiday Deadlines.
CONTRACT & COPY G. The advertiser and its agency, if there be one,
GENERAL POLICIES each represents that it is fully authorized and
licensed to use (I) the names and/or portraits or
A. The Laredo Morning Times reserves the right to pictures of persons, living or dead, or of things II)
consider contracts void on which advertising is not any trademarks, copyrighted or otherwise private
ordered to be inserted within 30 days from date of material and (III) any testimonials, contained in any
contract. advertisement submitted by or on behalf of the
advertiser and published in the Laredo Morning
B. Renewals of existing contracts accepted not Times, and that such advertisement is neither
more than 30 days in advance of expiration dates libelous, an invasion of privacy or otherwise unlaw-
to take effect on expiration dates only. ful as to any third party. As part of the consideration
and to induce the Laredo Morning Times to publish
C. Agencies and advertisers forwarding orders such advertisement, the advertiser and its agency,
which do not conform to existing rate card are if there be one, each agrees to indemnify and save
advised that such advertising will be inserted and harmless the Hearst Corporation, publisher of the
Laredo Morning Times against all loss, liability,
charged at the regular schedule of rates in force in
damage and expense of whatsoever nature arising
accordance with the regulations on the existing
out of copying, printing or publishing of such adver-
D. The Laredo Morning TImes reserves the right
H. The advertiser and its agency agrees to indem-
to decline or reject any advertisement for any rea-
nify and save harmless the publisher from all loss,
son at any time without liability, even though previ-
damage and liability growing out of the failure of
ously acknowledged or accepted.
any contest inserted by them for publication to be
in compliance and conformity with any and all laws,
E. All advertisements must be clearly identified by orders, ordinances and statutes of the United
the trademark or signature of the advertiser, except States, or any of the states of subdivisions thereof.
for the Times Box number ads.
I. The Laredo Morning Times will not be bound by
F. Orders specifying positions other than those any conditions appearing on order blanks or copy
known as designated positions are accepted only instructions submitted by or on behalf of the adver-
on a request basis, subject to the right of the pub- tiser when such conditions conflict with any provi-
lisher to determine actual positions. sion contained in its Rate Card or with its policies.
J. The Laredo Morning Times shall be under no O. Any form of tax placed on newspaper advertis-
liability by reason of any errors for which it may be ing space shall be added to the rates given herein.
responsible, beyond the liability of the actual space
occupied by the item in which error occurred. (A P. Advertisements can be billed to the quarter inch.
letter of explanation will be furnished, when
Q. Accounts will be considered past due on the
desired, for the benefit of advertiser’s customers).
20th after billing. Contracted accounts with bal-
Advertisements submitted beyond deadline for
ances at 60 days will be reviewed and or subject to
proof service as shown on printed proof sched-
cancellation at the discretion of the Publisher.
ule are done so at advertiser’s risk.
R. Proofs to the advertiser remove all responsibili-
K. All orders accepted subject to acts of God,
ty for error in price or copy from newspaper when
fires, strikes, accidents or other occurrences
advertiser or authorized agent approves it. Proofs
beyond publisher’s control (whether like or unlike
of advertisements 10 column inches or larger are
any of those enumerated herein) which prevent delivered to advertisers.
publisher from partially or completely producing S. Retail rates do not apply to any advertising for
publishing or distributing the Laredo Morning which the Publisher has established or will estab-
Times. lish other rates such as general or classified. The
classification of such advertising will be deter-
L. Representatives of the Laredo Morning Times mined by the Publisher.
are not authorized to make deviations from these
published rates and regulations, either orally or in T. The retail rate shall be interpreted as applying
writing. only to those retail establishments in the Laredo
metropolitan area selling merchandise and servic-
M. Words such as “advertisement,” institutional,” es to the public.
etc. will be placed with copy which in publisher’s
opinion resembles editorial matter. U. All advertisers represented by an Agency must
have a signed contract by both parties for the
N. The advertiser and/or agency shall designate assumption of financial responsibility. Failure by
the width in columns and exact depth inches. The agency to have contract signed by client does not
Laredo Morning Times will publish and bill the remove agency-placing advertising from financial
advertisement in exact space ordered. responsibility for advertisements placed on behalf
Measurement is from cut-off rule to cut-off rule. of client.