ADVERTISING RATES 2010

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					ADVERTISING
 RATES 2010
    Proud to be serving Western
  Montgomery, Eastern Berks and
Northern Chester Counties since 1931
   24 North Hanover Street
    Pottstown, PA 19464
      www.pottsmerc.com
       Retail Advertising
610-323-3000 • Fax 610-970-4492
   advertising@pottsmerc.com

     Classified Advertising
610-323-7000 • Fax 610-327-3308
    classified@pottsmerc.com

     Effective January 1, 2010
The Mercury, 24 N. Hanover St., Pottstown, PA 19464
                                                                                   indemnify and hold harmless the Publisher from and against any
1. PERSONNEL                                                                       cost or expense, including legal fees and court costs, which are
Publisher.............................................Thomas Abbott                incurred as a result of or in connection with any claim or action brought
Advertising Director.................................Steve Batten                  against the Publisher which arises out of any alleged false or defamatory
Classified Manager....................Mary Ann Matalavage                          matter.
Telephone Number.................................610-323-3000                      k. All Political Advertising will be sold on a prepay basis. Rates are
                                                                                   determined by current active rate card rates.
Fax Number............................................610-970-4492

2. REPRESENTATIVES                                                                 5. ROP RATES
JRNN, 48 West Huron St., Pontiac, MI 48342....248-322-2186                         Open Rate Daily Mercury..................................$27.83/column inch
                                                                                   Open Rate Sunday Mercury .................................................... $28.36
Philadelphia Area Newspapers Hitching & Company,                                   TMC Publications Only*..........................................................$18.34
Plymouth Plaza Suite 108, 580 W. Germantown Pk.,                                   TMC’s* purchased in combination with The Mercury...........$7.03
Plymouth Meeting, PA 19462 .......................... 610-941-3555                 * The Mercury Business Pulse (midweek distribution on Wednesday
USSPI. ............................................................ 847-490-6000   andweekend distribution on Saturday) are Total Market Coverage
                                                                                   publications delivered to non-subscribers within The Mercury’s
Mid-Atlantic Newspaper Services, Inc.                                              circulation area. A combination buy of The Mercury and either
 Harrisburg, PA ............................................. 717-703-3000         weekly publication provides unduplicated coverage of more than
                                                                                   48,500 homes.

3. COMMISSION & TERMS OF PAYMENT
a. Retail rates are not commissionable and do not earn cash                                          ANNUAL CONTRACT RATES
discounts.                                                                          Daily & Sunday Mercury-w/signed contract. Rates are per inch.
b. All bills for advertising are due and payable upon receipt                             INCHES
and are considered past due after 25 days. Transient classified
                                                                                                                          DAILY                        SUNDAY
bills are due upon receipt.                                                                   150                           23.41                          23.85
c. Advertising charges not paid within 25 days of receipt of                                  250                           22.01                          22.42
statement are subject to a late payment charge of 1 1⁄2% per                                  500                           20.68                          21.07
month.                                                                                        750                           19.44                          19.81
d. Rates appearing in this book are gross, commissionable                                    1,000                          18.25                          18.61
rates. Commissions to accredited or recognized agencies:                                     1,500                          17.15                          17.49
                                                                                             2,000                          16.12                          16.43
15% on commissionable rates.                                                                 2,400                          15.14                          15.43
e. Cash discounts are not available.                                                         3,300                          14.22                          14.49
4. GENERAL RATE POLICY
a. The Mercury reserves the right to edit, revise or reject any                    SPECIAL ROP RATES
advertising. No liability shall attach to the Publisher of The
Mercury for interruption of publication or limitation of size and/or               These inches do not accrue toward monthly contract
number of pages printed due to a shortage of material, failure of                  • Repeat Rate-$16.00 per column inch
transportation, flood, fire, riots, strikes, acts of God, or other                 For display advertisements, minimum 15 inches, repeated within a
causes beyond its control.                                                         7-day period with no changes.
b. The Mercury does not guarantee any given level of circulation or                • Sunday/Thursday Combo Rate-$17.81 per column inch per day
                                                                                   For display advertisements, placed on Sunday and repeated
readership for an advertisement.                                                   on Thursday.
c. The advertiser assumes liability for all content (including text
                                                                                   • Stand-by Rate-$16.00 per column inch
representation and illustrations) of advertisements published and                  For display advertisements, placed when space permits at least one
also assumes responsibility for any claims arising therefrom made                  time per week for a minimum of four consecutive weeks.
against The Mercury, including costs associated with defending                     • Non-profit Rate-$16.00 per column inch
against such a claim.
d. The Publisher reserves the right to change advertising rates
upon thirty (30) days written notice.                                              6. NATIONAL RATES
e. No brokered space accepted.                                                     AGENCY/COMMISSIONABLE RATES
f. Advertising that might be mistaken by a reader as news, feature                   Open Rate Daily                                $34.77/column inch
or other non-advertising materials must clearly be marked                            Open Rate Sunday                               $35.11
“advertisement”. (Must be centered at the top of the ad).                            Mercury/TMC Combination                        $43.91
g. All positions are at the option of The Mercury, unless purchased.                 TMC Only                                       $23.06
In no event will adjustments, reinstatements or refunds be made                    Newsplan Rates
because of the position and/or section in which an advertisement                    Annual Space                   Inches                    Rate/Inches
has been published. The Mercury will seek to comply with                                  6 pages                    792                     $30.58
position requests and other stipulations that appear on insertion                       13 pages                   1,716                     $29.45
orders, but cannot guarantee that they will be followed.                                26 pages                   3,432                     $29.07
Misclassification of classified ads is not permitted.                                   52 pages                   6,864                     $26.80
h. Except where specifically noted in the rate card, the Publisher
neither sells nor guarantees position. Every effort will be made to
accommodate reasonable position requests. Failure to meet                          7. GROUP RATES
position requests will not constitute cause for adjustment, refund                 The Mercury is part of the All Around Philly Newspaper Network.
or rerun.                                                                          Rates are available for those advertisers who wish to run
                                                                                   in the Journal Register AllAroundPhilly Newspaper Network from
i. The Mercury shall be under no liability for its failure for any                 Mercury ad personnel and their representatives.
cause to insert an advertisement.
j. Advertiser hereby warrants and represents that the                              Please contact your sales representative or the advertising department
                                                                                   for publications, rates and deadline information.
advertisement is neither false nor defamatory. Advertiser agrees to
The Mercury, 24 N. Hanover St., Pottstown, PA 19464

8. COLOR RATES & DATA                                                                12. DEPTH REQUIREMENTS
Color selection are subject to availability. Discounts do not
                                                                                  • Retail full page measure is 6 columns x 201⁄2 inches.
apply to color charges. Rates shown are per insertion.                            • Classified full page measure is 10 columns x 287 lines (201⁄2”)
                      Retail Daily    Sun.    Commissionable Daily Sun.
                                                                                  • Single or multi column broadsheet ads over 18.5 inches in depth billed
One color plus black          $390 $495                         $430 $530           at 20 1/2 inches
Three colors plus black       $595 $695                         $630 $730         • Single or multi column tabloid ads over 10 inches in depth billed
• Reservation one week in advance, printing material four days                      at 11 1/4 inches
 in advance.                                                                      13. CONTRACT AND COPY REGULATIONS
• Color separations, provided and paid for by the advertiser, are
 required for full color ads.                                                     a. The Mercury will exercise due care to prevent omissions and
                                                                                  mistakes; but, its total liability for any published error shall not exceed
9. PREPRINT RATES                                                                 the cost of the space in which the error occurred. Claims for
For quantities less than full run Mercury, add 5% handling charge to the rates.   adjustment must be made within seven (7) days of publication. Credit,
Minimum distribution is 5,000 and minimum charge is $400. Rates apply to
single advertiser inserts only. Multi-advertiser inserts charged at prevailing    when allowed, will apply to the first insertion only. Advertisers should
ROP rate.                                                                         check the paper daily to check for the accuracy of their advertising. The
   Number of Pages                  Cost/thousand Commissionable                  Mercury will not be responsible for more than one incorrect insertion.
   Single Sheet Insert              $42.50          $50.00                        Please call to inform of any errors.
   Up to 36 tab or 18 standard      $51.75          $59.50                        b. Proofs are furnished or available for typographical correctionsonly.
   40 to 48 tab or 24 standard      $57.00          $65.50                        c. The advertiser shall pay the cost of composition of advertisement set
   52 to 56 tab or 28 standard      $62.25          $71.50                        but not used.
   60 to 64 tab or 32 standard      $67.50          $77.50                        d. The Mercury will not be responsible for errors appearing in
   over 64 tab or 32 standard       $72.75          $83.50                        advertisements which are placed too late for proofs to be submitted or
Preprint Frequency Discounts                                                      for errors due to late delivery of printing material from a third party
   13 or more/year.............3% 39 or more/year...........13%                   designated by the advertiser or by the advertiser as a source for printing
   26 or more/year.............8% 48 or more/year...........20%                   material.
                                                                                  e. No adjustments made for ads published in reverse type or with screen
• Single Sheet Inserts (Print & Deliver)
                                                                                  overlays.
We’ll conceive, layout, print and deliver flyers for your
business. Economically priced. Ask for details.                                   f. ROP/Classified makeup requirements: Minimum size display ads is
Mechanical Requirements
                                                                                  one column by one inch deep.
Copies required: Mercury Sunday-22,050; Mercury Daily-20,400;                     g. Cancellations of changes cannot be guaranteed in classified
TMC-22,500. Bundled in turns of 50 or 100. Folded size not more                   advertising between the time the ad is ordered and the initial
than 12” x 10” less than 5” x 7” unless specifically approved.                    publication.
Inserts must be packed on skids. Max. weight 1800 lbs., max.                      h. The Mercury does not assume any liability for the return of printing
height of skid 4 1/2 ft. deck size 36” x45”, min. runner under
clearance 4 1/2”, distance between runners 15”.
                                                                                  material in connection with advertising unless specific written request
Deadlines                                                                         is received to hold such material subject to order for a period not
On our dock before 2 p.m. five business days prior to insertion.                  exceeding thirty (30) days.
Delivery hours 7 a.m. to 3 p.m. Monday through Friday only.                       i. Claims for errors must be made within thirty (30) days following
Call for advance holiday delivery deadlines.                                      publication date.
Pre-print Shipping Address                                                        j. On advertising where credit is allowed, monthly accounts are due and
Journal Register Offset
390 Eagleview Blvd., Exton, PA 19341                                              payable on or before the fifteenth (15th) of the month following
Phone: 610-280-2295                                                               publication. When any part of an account for advertising becomes
                                                                                  delinquent then the entire amount owed shall pay for advertising space
10. SPECIAL SERVICES                                                              actually used according to the current rate schedule.
• Two tearsheets will be provided upon request. If tearsheet                      k. Contracts are for a stated period or until the minimum requirement is
supply is depleted, affadavits will be provided at a nominal
                                                                                  reached. Should an advertiser reach or exceed the next contractual
cost.
                                                                                  bracket above what was actually agreed to, The Mercury will rebate the
• Co-op services include investigating, creating and claiming at                  rate difference in credit or space only (limited to one bracket). The
no charge. Memo bills and tearsheets available at no charge
upon request.                                                                     Mercury reserved the right to rebill advertisers at the appropriate rate
                                                                                  for failure to meet contract requirements. A signed contract is required
• Creative Services, including design and complete art library
by professional artists, are available.                                           to earn a volume discount. Upgrades are the responsibility of the
                                                                                  advertiser.
• Photo Charge                               $12.00 each
                                                                                  l. Alteration charges will be made at the rate of $35/hour for excessive
• E-mail Charge                              $25.00/ad
                                                                                  changes from original copy after the ad has been submitted. Set ads not
• Custom Art Enhancements                    $55/hour (Min. 1/2 hour)
• Excessive Composing Charge                 $55/hour (Min. 1/2 hour)             run in The Mercury will be billed at the rate of $5.00/column inch. Ads
                                                                                  killed after deadline will be billed at the rate of $5.00/column inch.
11. SPECIAL DAYS/PAGES/FEATURES                                                   m. The Mercury reserves the right to accept or reject advertisements or
Daily Business Section                                                            ad copy at the paper’s sole discretion.
Sunday- Real Estate, Recruitment, AllAroundPhilly Jobs                            n. Due to variances in newspaper circulation draws on a day-to-day
Automotive, Food, Weddings & Engagements, Travel, TV Channels                     basis the quantity you send us may be over or under what we need to
Monday- Health Care Pages                                                         fulfill your distribution instructions on a given day.
Tuesday- Generations, Business Review                                             To assure efficient coverage we will, depending on whether your
Wednesday- Food Page                                                              supplied quanitity is over or under our need for that day, add
Thursday- Time Out - Your Weekly Entertainment Guide, Automotive                  distribution closest to each store or subtract furthest away based on
Friday- Schools, Auctions                                                         your buy in home-delivery. In addition we will subtract from or add to
Saturday- Churches, Automotive Today                                              single copy distribution based on variances in draws. In both cases, we
               • Stock Listings-Tuesday through Sunday                            understand that home delivery is most valuable and will act
                     • Pet Care Page-1st Monday                                   accordingly.
Many themed special sections run throughout the year. A complete
special sections calendar is available upon request.
14. CLOSING TIMES                                                            17. CLASSIFIED RATES
      Advertising Copy for Retail and Classified Display                       Open Display                  Daily Line/Inch                Sunday Line/Inch
     Monday          Deadlines: Thursday-5 PM                                                                 $2.21 / $30.94                  $2.25 / $31.50
     Tuesday                    Friday-5 PM                                   Contract Rate                  Daily Line/Inch                Sunday Line/Inch
     Wednesday                  Monday-5 PM                                   Display &                       $1.71 / $23.94                  $1.73 / $24.22
     Thursday                   Tuesday-5 PM                                  In-Column
     Friday                     Wednesday-5 PM                               Monthly Earned Contract Rates
     Saturday                   Thursday-5 PM                                Classified Display & In-Column Lines/Inches
     Sunday                     Wednesday-5 PM
     Midweek Sampler            Friday-5 PM                                                                       DAILY                             SUNDAY
     Weekend Sampler            Tuesday-3 PM                                     300                              $1.58 / $22.12                    $1.60 / $22.40
                                                                                 750                              $1.56 / $21.84                    $1.58 / $22.12
In-column-5 P.M. day prior; Mon.-Fri.; Fri. 5 PM for Sat., Sun. and Monday      3,000                             $1.50 / $21.00                    $1.52 / $21.28
Proof deadline is 24 hours earlier.                                             4,500                             $1.49 / $20.86                    $1.51 / $21.14
                                                                                6,000                             $1.43 / $20.02                    $1.46 / $20.44
SPECIAL DEADLINES - Deadlines are 24 hours earlier for color                    7,500                             $1.37 / $19.18                    $1.40 / $19.60
ads, true double trucks, ads requiring special art or production                9,000                             $1.35 / $18.90                    $1.38 / $19.32
treatment, and ads scheduled during holiday weeks.                             10,000+                            $1.29 / $18.06                    $1.32 / $18.48
                                                                             Commercial                    Daily Line/Inch                Sunday Line/Inch
15. MECHANICAL/ELECTRONIC                                                    Display                        $2.21 / $30.94                  $2.25 / $31.50
                                                                             Commercial
    REQUIREMENTS                                                             In-Column                          7 Days              5 Days              3 Days
                                                                             Per Line/Per Day
ROP Advertisng
                                                                             DAILY                                $2.33               $2.50                $2.57
•Width of column: 1.833 inches                     1 Column - 1.833”                                              $1.99               $2.18                $2.27
•6 columns to ROP page                                                       SUNDAY
                                                   2 Column - 3.792”         Minimum 3 lines. Consecutive insertions. Ads 11 lines or more calculated by agate
•0.125 (1/8) inches between ROP columns            3 Column - 5.750”         measure. Daily rate includes publication in The Phoenix at 35¢ per line.
•Depth of column: 201⁄2”                           4 Column - 7.708”
•123 column inches                                                           Family
•Printed page size: 11.625 (11 ⁄8”)by 20 1/2”
                              5                    5 Column - 9.667”
                                                                             Display                       Daily Line/Inch                Sunday Line/Inch
•Double Truck - 24.125” wide x 20 ⁄2” deep
                                    1              6 Column - 11.625”                                       $1.75 / $24.50                  $1.79 / $25.06
•Tabloid Double Truck - 20.669” wide x 111⁄4” deep                           Family
•Tabloids are the same as 1 to 5 column ROP.                                 In-Column                          7 Days              5 Days              3 Days
•Maximum depth of tabloid advertisement is 111⁄4”                            Per Line/Per Day
Preferred Printing Material -                                                DAILY                                  $1.85             $1.95               $2.10
(1) electronic PDF to mercads@pottsmerc.com (2) AdSend                       SUNDAY                                 $1.51             $1.63               $1.76
code: PA-POT (3) B&W camera ready art (maximum 100 line screen)              Minimum 3 lines. Consecutive insertions. Ads over 11 lines calculated by agate
                                                                             measure. Daily rate includes publication in The Phoenix at 35¢ per line.
All ads larger then 11” x 17” must be sent to us electronically.
                                                                                                          Classified In-Column
Classified Advertising                                                       In-Column ads appearing in The Mercury’s Tuesday and/or Thursday
  Full Page: 10 columns wide and 287 lines deep. Visual 6 point line.        publications are included in our weekly TMC publications at an additional
  3 line minimum set solid, 4 average words per line. Ads exceeding          39¢ per agate line/per edition.
  10 lines will be computed by agate measure. Minimum 14 agate                                             Display Repeat Rate
  lines (1”) for display 1 column.                                               $1.09 per line-contract advertisers • $1.42 per line-non-contract
   1 column    1.097”               6 columns 6.944”                               advertisers. For display advertisements, minimum 15 inches
   2 columns   2.267”               7 columns 8.114”                               (210 lines), repeated within a 7-day period with no changes.
   3 columns   3.436”               8 columns 9.283”
   4 columns   4.606”               9 columns 10.453”                                              National Commissionable
   5 columns   5.775”               10 columns 11.625”
                                                                             In-Column - Daily/Sunday                                             Line Rate
                                                                             Commissionable In-   Single Insertion                                $3.98
RECEIVING ADS VIA DISK/MODEM                                                 Column Rates include
                                                                                                  Multi Insertion                                 $3.65
                                                                             publication in The Phoenix
 DEADLINES: Ads on disk-Mon.-Fri. 3 days prior, Sunday ads must
 be in on Wed. Adobe Acrobat PDF files-Mon.-Fri. Noon, 1 day prior           Display - Daily/Sunday                                             Line/Inch
 to insertion, Sunday ads must be in on Fri. by noon.                                             Single Insertion                            $3.63 / $50.82
                  ADS VIA DISK (MAC format only)                                                  Multi Insertion                             $3.30 / $46.20
 Disk types: CD-ROM                                                                                   Miscellaneous Rates
 Applications: Adobe Acrobat PDF Files                                       Legal Advertising................................................................$1.26/line
                                                                             (Calculated by Agate Measure)
 ADS VIA MODEM - E-Mail Address: mercads@pottsmerc.com                       Proofs of Publication ........................................................ $11.50 each
                   (maximum 2 MB file size)                                  Cards of Thanks.......................................................................$26.57
                                                                             Thank You Notes................................................................$2.89/line
 Ads via E-Mail MUST be Adobe Acrobat PDF Files ONLY
                                                                             In Memoriams....................................................................$1.24/line
 ART via MODEM -E-Mail Address: mercads@pottsmerc.com                        Church...................................................................$14.17/10 line min
                    (maximum 2 MB file size)                                 (43¢ per line over 10)
 For files 2-10 MB email to: mercuryads@hotmail.com                          Public Sale (non-contract) .................................................. $1.84/line
 ART via E-Mail MUST be .JPG, .EPS, .TIF Files only                          30 Day Family Rate.............................................................$1.36/line
 Any questions please call Composing Dept. at 610-970-4485.                  (no copy change)
 Note: All files via e-mail require ad name, run-date and                    30 Day Commercial Rate.....................................................$1.80/line
 sales representative’s name on e-mail.                                      (no copy change)
                                                                             Reply Box Charge..............................$17.50 picked up/$24.25 mailed
                                                                             Garage Sale.........................................................................$1.78/line
16. SPECIAL POSITIONS                                                        (2-day minimum)
          Premium Positions-first come, first served basis.
  SPORTS SCOREBOARD
   6 columns x 4 inches accepted 25% premium.                                18. COMICS
  PAGE 2                                                                     Contact Advertising Director for Spadea Information.
   Some size restrictions apply. 25% premium.
  FRONT PAGE AD
                                                                             20. CIRCULATION
   Some size restrictions apply. Call for details.                           Established 1931-Morning publication • Daily: 20,081 • Sunday: 21,347
                                                                             Source: ABC Audit Report - 2008