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					   Doctor’s
    ADvice       Published by the Monroe County Medical Society

          Advice You Can Trust From Local Physicians

Why advertise in Doctor’s Advice?
Doctor’s Advice provides unsurpassed editorial excellence. It is the only
healthcare magazine written by Rochester area physicians and published by
the Monroe County Medical Society. Readers look to our publication as a trust-
ed source of unbiased, up-to-date information backed by scientific evidence.

 Doctor’s Advice is mailed to Monroe County Medical Society member phy-
sicians and distributed to the community through the offices of doctors. Your
message will reach healthcare consumers at the crucial decision making point
— as they are preparing to talk to their healthcare provider.

Doctor’s Advice captures an audience of readers who want to participate in
the heathcare decision-making process. These consumers are interested in
acquiring the knowledge needed to make informed healthcare decisions. Our
readers want to know about your products and services.

Doctor’s Advice has a long shelf live and a high pass along readership. Your
ad will appear fresh for months and can produce results up to six months or
even a year later.

Doctor’s Advice is an effective and cost-effective way to reach your target
market. Our publication is a four-color glossy magazine and our rates are com-
petitive.




          For more information on advertising, please contact
          Jan Morrill at jmorrill@mcms.org or (585) 473-4072.


 132 Allens Creeek Road • Rochester, NY • 14618 • (585) 473-4072
               Doctor’s ADvice
                         Published by the Monroe County Medical Society

                 Advice You Can Trust From Local Physicians

                                   MISSION STATEMENT
Doctor’s Advice magazine seeks to empower the public to participate as partners in their own
healthcare. We offer readers reliable, up-to-date, evidence-based information — all of it written
by respected and trusted local physicians. Doctor’s Advice also spotlights the quality of care and
health services available in the Rochester area. Doctor’s Advice is an official publication of the
Monroe County Medical Society and the Seventh District Branch of the State Medical Society, a
professional organization with 1,700 physician members in the Greater Rochester area.

                             MEET OUR MEDICAL EDITOR
                   Jean V. Joseph, MD, MBA, is an Associate Professor in the Department of
                   Urology and the Wilmot Cancer Center at the University of Rochester Medical
                   Center. A graduate of the University of Rochester School of Medicine, Dr.
                   Joseph received post graduate training in reconstructive and laparoscopic
                   surgery at the University College in London and at the Institute Mutualiste
                   Montsouris in Paris. Dr. Joseph has authored numerous articles and book
                   chapters on minimally invasive surgery and also co-edited a book entitled
                   Minimally Invasive Surgery: Looking Through the Key Hole. Dr. Joseph’s
clinical and research interests have focused on improving outcomes of patients treated
surgically for prostate cancer, using laparoscopic and robotic technology. He is currently Head
of the Section of Urologic Laparoscopy and Robotic surgery and Director of the Fellowship in
Endourology, Laparoscopy, and Robotic Surgery at the University of Rochester Medical Center.

                About the Monroe County MediCAl SoCiety
The Monroe County Medical Society, established in 1821, is a not-for-profit professional
organization whose members are physicians, surgeons, medical students, and residents
dedicated to serving the Rochester area in matters of medical care. Many members of the
medical society are well-known leaders in the community and the medical proferssion.

                                                         The Park at Allens Creek
                                                132 Allens Creek Road, Rochester, NY 14618
                                                              (585) 473-4072
                                                                                                                                                                      Doctor’s
 Winter 2009



                                     DOCTOR’S
                                      ADVICE
INFORMATION
  YOU CAN
   TRUST
  WRITTEN
  BY LOCAL
 PHYSICIANS
                                                         Published by the Monroe County Medical Society




                                                                                                                                                                       ADvice
Weighing in on the Obesity Crisis in America
By Louis J. Papa, Jr., M.D., Internist, Olsan Medical Group

Keeping Our Kids a Healthy Weight
By Bonnie C. DeVinney, Vice President and Chief Program Officer, Greater Rochester Health Foundation

Improving Nutrition - A Diet You Can Live With
By Vicki Conary-Rocco, R.N., M.S.N., C.C.R.C., Research Coordinator, University of Rochester Medical Center
and Thomas A. Rocco, Jr., M.D., F.A.C.C., F.A.H.A., Associate Professor of Medicine, University of Rochester

Childhood Obesity - Reversing the Trend
By Hans A. DeBruyn, M.A. and Jonathan D. Klein, M.D., M.P.H., Professor of Pediatrics, University of Rochester

Surgical Solutions - It’s More Than Just Your Waistline
By Alok D. Gandhi, D.O., Bariatric and General Surgeon, Rochester General Hospital




                                                                                       special issue

                                                                                       Obesity
                                                                                                                                        DOCTOR’S ADVICE       1




         Fall 2008



                                          DOCTOR’S
                                           ADVICE
        INFORMATION
          YOU CAN
           TRUST
          WRITTEN
          BY LOCAL
         PHYSICIANS
                                                             Published by the Monroe County Medical Society
                                                                                                                                                                                Published by the Monroe County Medical Society
       STOPPING CANCER BEFORE IT STARTS
                By Philip P. Bonanni, M.D., F.A.C.P., Associate Chair for Clinical Activities, Department of Medicine, Unity Hospital




                                                                                                                                                                      Advice You Can Trust From Local Physicians
       IF YOU FIND OUT YOU HAVE CANCER
                By Don Distasio, Chief Executive Officer, American Cancer Society, Eastern Division

       LUNG CANCER: WHERE IS ALL THE OUTRAGE?
                By Thomas J. Watson, M.D., Chief of Thoracic Surgery, University of Rochester Medical Center

       BREAST CANCER: EARLY DETECTION IS KEY
                By Posy Seifert, M.D., Managing Partner, Elizabeth Wende Breast Care, LLC

       CHILDHOOD BRAIN TUMORS: SYMPTOMS AND TREATMENTS




                                                                                                                                                                                       Editorial Calendar
                By Howard J. Silberstein, M.D., Associate Professor of Neurosurgery and Pediatrics, University of Rochester Medical Center

       PROSTATE CANCER: LESSENING THE THREAT
                By Jan Dombrowski, M.D., Medical Director, Pluta Cancer Center

       CERVICAL CANCER: A VERY PREVENTABLE MALIGNANCY
                By Eugene P. Toy, M.D., Assistant Professor, Division of Gynecologic Oncology, University of Rochester Medical Center




                                          special issue

                                          Cancer Prevention

                                                                                                                                   DOCTOR’S ADVICE    1




                                                                                                                                                                                        Targeted Distribution Months:
                                                                                                                                                                      2009
 Summer 2008



                                       DOCTOR’S
                                        ADVICE
INFORMATION
  YOU CAN
   TRUST
  WRITTEN
  BY LOCAL
                                                            Published by the Monroe County Medical Society
                                                                                                                                                                                        April (Spring Issue)
 PHYSICIANS


                                                                                                                                                                                        Focus: Healthy Aging

SUMMER IS TRAUMA SEASON
        Enjoy the warm weather months injury-free

SKIN CANCER IS ON THE RISE
                                                                                                                                                                                        July(Summer Issue)
        Act now to prevent further sun damage

TREATING VARICOSE VEINS
        New procedures promise less pain, quicker recovery
                                                                                                                                                                                        Focus: Mood and Behavior Disorders
DON’T BECOME A STATISTIC
        Why you need to schedule a screening colonoscopy

HEARING LOSS
        The number of people affected grows every year


                                                                                                                                                                                        October (Fall Issue)
                                                                                                                                                                                        Focus: Joints and Bones
                                                                                                                                              DOCTOR’S ADVICE     1




                                                                                                                                                                                        January (Winter Issue)
         Spring 2008



                                           DOCTOR’S
                                            ADVICE                                                                                                                                      Focus: Digestive Health
      INFORMATION
        YOU CAN
         TRUST
        WRITTEN
        BY LOCAL
                                                              Published by the Monroe County Medical Society
       PHYSICIANS




  • TYPE 2 DIABETES
     Measure your risk

  • ARTHRITIS SURGERY



                                                                                                                                                                                        Advertising Deadlines:
      When is it right for you?

  • EXERCISING WHILE PREGNANT
     Tips for the mom-to-be

  • HOME POISONINGS
    Prevention is key




                                                                                                                                                                                        February 16, 2009 (Spring Issue)

                                                                                                                                        DOCTOR’S ADVICE   1
                                                                                                                                                                                        May 15, 2009 (Summer Issue)

                                                                                                                                                                                        August 14, 2009 (Fall Issue)

                                                                                                                                                                                        November 13, 2009 (Winter Issue)




                                                                                                                                                                      132 Allens Creeek Road • Rochester, NY • 14618 • (585) 473-4072
 Send Materials To:
 Monroe County Medical Society
 132 Allens Ceek Road                                                                                                  Published by the
 Rochester, NY 14618                                                                                                   Monroe County
                                                                                                                       Medical Society
                                       Doctor’s ADvice
                                   Advice You Can Trust From Local Physicians
                                           2008 ADVERTISING RATES
          AD SIZE                           DIMENSIONS              BLACK & WHITE AD                    FULL COLOR AD
                                        Width        Depth            1X             4X                  1X             4X
           Full page                   7.25”          10”           $780           $650                 $960          $800
           2/3 page                    7.25”           7”           $660           $550                 $780          $650
           1/2 page                    7.25”          4.85”         $575           $480                 $720          $600
           1/3 page                    4.75”          4.85”         $450           $375                 $540          $450
           1/4 page                    3.5”           4.875”        $360           $300                 $420          $350
           1/6 page                    3.5”           3.5”          $240           $200                 $300          $250
           1/8 page                    3.5”           2”            $180           $150                 $210          $175


           Back cover                  7.25”          10”                  N/A                          $1150         $950
           Inside front cover          7.25”          10”                  N/A                          $1150         $950
                                                                                                                          2009

           Inside back cover           7.25”          10”                  N/A                          $1150         $950
Circulation
Copies mailed to the 1,700 members of the Seventh District Branch of the Monroe County Medical Society. Additional 3,000+ copies
to physicians offices by request for waiting room reading and distribution to patients.
Specifications
Full bleed is 8.75 x 11.25 and trims to 8.5 x 11. Convert color to CMYK including all embedded elements. Black and white ads must not
contain RGB, CMYK or spot color elements. Preferred formats are high-resolution PDF, JPG, or EPS with fonts embedded. All files
should be press-ready quality. Please furnish hard copy proof.
Terms
Advertising is subject to publisher’s approval. The publisher shall not be liable for costs or damages if for any reason it fails to pub-
lish an advertisement. Placement of advertisements is at the discretion of the publisher unless previously agreed to in writing. Publish-
er shall have the right to hold advertiser liable for monies due and payable for advertising which the advertiser or its agency ordered
and which was published. Cancellations must be received in writing prior to closing date.
                              Contact: Jan Morrill, e-mail jmorrill@mcms.org or telephone (585) 473-4072
                                                                                                  132 Allens Creek Road
                                                                                                   Rochester, NY 14618
                                                                                                      (585) 473-7375

                                   2009 ADVERTISING CONTRACT

                      Doctor’s ADvice
                                 Published by the Monroe County Medical Society

COMPANY NAME: _______________________________________________________________________

CONTACT NAME: _______________________________________________________________________

ADDRESS: ______ _______________________________________________________________________

PHONE: ____________________ FAX: _____________________ E-MAIL: _________________________

BILLING ADDRESS: ______________________________________________________________________

                                                       terms
 Invoices for ads will be issued upon submission of signed contract. Invoices are due and payable within thirty
(30) days after receipt. Visa or Master Card credit cards may be accepted. Placement of ads, except for prime spac-
es, is at the discretion of the editor. Cancelation of a multiple issue contract must be received in writing prior to the space
reservation date. If advertiser does not remit payment as required, it concedes the Society’s right to omit the advertisement
and to charge at the scheduled rates for the time it has run. All advertising subject to review and acceptance by the Monroe
County Medical Society.

Ads must be submitted digitally and must conform to specifications. Preferred formats are high-resolution PDF,
JPG, or EPS with fonts embedded. All files should be press-ready quality. Convert color to CMYK including all embed-
ded elements. Black and white ads must not contain RGB, CMYK or spot color elements. Please furnish hard copy proof.
E-mail material to jmorrill@mcms.org.


Signature: ___________________________________________________Date:_________________________

                                                    inSertion order

  INSERTION DATES: ___ SPRING 2009 ___SUMMER 2009 ___FALL 2009 ___WINTER 2009
  AD SIZE: (CIRCLE ONE) FP                  2/3      1/2     1/3      1/4     1/6      1/8
  PRINT: (CIRCLE ONE)               COLOR            B/W

  SPECIAL PAGES:            BACK COVER               INSIDE FRONT COVER                INSIDE BACK COVER

  CoSt Per inSertion: $_______________ totAl CoSt oF ContrACt: $_______________


               PleASe ContACt JAn Morrill At (585) 473-4072 For AVAilAbility
                     PleASe return ContrACt by FAX to (585) 473-7641