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MEDIA KIT

2011
Alternative newsweeklies have
stood out in the crowd for their
ability to target a hip young
adult readership.
- Advertising age
ABOUT THE
SHEPHERD
Wisconsins Largest weekly
over 260,500 monthly readers
locally owned since 1982
60,500

papers every Thursday
1100

locations
devoted to bettering our community

Drive The Local Economy


When compared with the average adult, our readers buy more houses,
cars, electronic equipment, home furnishings, and personal goods each
year. Younger and more afuent, they are in the acquisition phase of life -
a great demo for our advertisers.
Responsible And Informed Decision Makers
Our readers are extremely loyal, dynamic and informed consumers with
a high level of education. Passionate, savvy, inuential and socially active
- they take great interest in politics, the arts, their environment and their
community.
Play As Hard As They Work
Always on the go - working, traveling, entertaining, gardening, staying
t, and learning. Our readers shop and dine out more, and attend more
movies, concerts, arts & sporting events than the average resident.
An alt-weekly reader is a desirable target for an advertiser;
they are the people who spend money, have fun and have a lot
of disposable income. They have a median age of 40,
an average household income
of $64,120, and relatively high
education levels.
-State of the News Media
Editor and Publisher
Magazine
Let us guide you to your potential customers.
OUR READERS
THE PEOPLE
men/women 54.7% / 45.3%
average income $64,176
average age 44
college educated 71.5%
age 18-24 13.3%
age 25-34 15.5%
age 35-44 20.4%
age 45-49 12.1%
age 50-54 9.7%
age 55-64 17.9%
exercised 12+ times at a
health club in the past year
37.2% (92,666)
visited bar or night club in past
4 weeks 42.7% (106,562)
own a home 72.3% (180,182)
gone to a restaurant 4+ times in
past 2 weeks 24% (30,474)
Media Audit - February-March / August-September 2010

Circulation and advertising revenue is slipping at the


nations metropolitan daily newspapers, but alternative
papers are proving attractive to mainstream advertisers.
- Wall Street Journal
OZAUKEE
COUNTY
MILWAUKEE
COUNTY
RACINE COUNTY
WAUKESHA
COUNTY
WASHINGTON
COUNTY
1100+distribution locations
OVER 60,000
weekly papers
OVER 260,500
regular readers
DISTRIBUTION
LOCATIONS
29.18%
MILWAUKEE EAST
AND DOWNTOWN
17,700 papers
METRO MILWAUKEE
WEST CENTRAL
10,020 papers
16.52%
MILWAUKEE CO.
EAST & SOUTH
9,300 papers
15.33%
METRO MILWAUKEE
SOUTH & WEST
6,955 papers
11.47%
WAUKESHA
CO. WEST
4,395 papers
7.25%
MILWAUKEE CO.
NORTHEAST
4,150 papers
6.84%
METRO MILWAUKEE
NORTHWEST
3,380 papers
5.57%
RACINE
2,365 papers 3.90%
OZAUKEE CO.
1,325papers 2.18%
WASHINGTON CO.
1,060 papers 1.75%
Street Boxes
A total of 75 Street Boxes throughout
Milwaukee, Ozaukee and Waukesha
Counties
Grocery Stores
Pick N Save/ Metro Market
(all 63 locations)
Piggly Wiggly (10 Locations)
Sentry Foods (5 Locations)
Lenas Food Market (3 Locations)
Outpost Natural Foods (all 3 Locations)
Woodmans Food Markets (2 Locations)
Good Harvest Market
El Rey (3 Locations)
Sendiks on Oakland
Whole Foods
Beans & Barley
Groppis Food Market
Gloriosos Finer Foods
Koppas Farwell Foods
Rupenas Grocery
Ruebens Old Style Country Market
Borzynskis Farm Market
Brennans Foods (2 locations)
West Allis Foods
Larrys Brown Deer Market
Dannys Meats & Catering
Peublo Foods
Ask for the Shepherd Express
wherever you shop for groceries

Coffee Shops
Starbucks Coffee Company (18 Locations)
Alterra Coffee Roasters (8 Locations)
Stone Creek Coffee (8 Locations)
Caribou Coffee (3 Locations)
Einsteins Bagel Co. (4 Locations)
Dunn Bros. Coffee: 2
Alverno Mug Coffee House
Amaranth Bakery
Ambassador Hotel Coffee Shop
Anodyne Coffee: 2
Bella Caf
Brewing Grounds for Change
Comet Caf
Cranky Als Bakery
Daily Brew Coffeehouse
Fiddleheads Coffee: 2
FIXX Coffeehouse
FUEL Caf
George Webbs: 8
HiFi Caf
Java Corner
Java Dock
Java House
Java Train
Midwest Espresso
Original Coffee Company
Perc Place
Roast, Inc.
Rochambo Coffee
Rochester Deli
Ruby Gs Espresso Bar
Smith Bros. Coffee
Sphinx Coffee
Steamers Coffee
Steaming Cup
Stir Crazy Coffee
The Grounds Keeper
Vino Cappuccino
YMCA Downtown Coffee Shop

Universities & Colleges
UW Milwaukee
Marquette University
Milwaukee School of Engineering
(MSOE)
Alverno College
Carroll College
UW Waukesha
Medical College of Wisconsin
Milwaukee Institute of Art & Design (MIAD)
Milwaukee Area Technical College (MATC)
Mount Mary College
Waukesha Area Technical College
Sanford/Brown College
Bookstores
Borders (2 Locations)
Barnes and Noble (5 Locations)
Half Priced Books (3 Locations)
Alverno College Bookstore
Booked Solid
Books & Company
Boswell Book Company
Next Chapter Bookshop
Libra Books
WCTC Bookstore
HERE ARE JUST A FEW FOR EXAMPLE:
1100+
LOCATIONS
WITH THE SHEPHERD
YOU ADVERTISE AT
Your competition isnt quitting.
At any given time there are only so many
people in your target market who are ready to
buy. Youve got to ght for your share of their
dollars or lose them.
The Shepherd Express is your partner.
By advertising regularly, you get more than
just a great way to reach your target market.
Our professionals can help you develop your
marketing plan, assist in designing your
advertising campaign and provide you with
detailed market research all at no additional
cost.
Keep your old customers sold.
While advertising will certainly bring you new
customers, repeat business is critical. When
old customers dont hear from you, they can
forget youre an option.
Greater value.
We offer clients the greatest value based on
the frequency and size of the ad. By running
on a consistent basis, you can take advantage
of our best discounts, receiving the greatest
return on your advertising dollar.
Is the publications circulation audited?
The Shepherd Express circulation is audited by
the nationally recognized company Veried Audit
Circulation (VAC). This independent company
conducts thorough studies in the market to verify
whether the number a publication claims as
circulation is true or not.
Who conducts their demographic
information surveys and how often?
Explore the details of a publications Reader
Proles because they will determine exactly who
is reading it (age, sex, marital status, homeowners
vs. renters, etc...) The Shepherd Express utilizes
the nationally recognized Media Audit.

What is the publications return rate?
How many papers or magazines does the publisher
see come back at the end of the day, week, month,
or cycle? Veried Audit Circulation determined a
96-98% pick-up rate for the Shepherd Express. You
can also observe the racks on your own and we
recommend this homework. If the racks are almost
empty, it reects consumer demand and your ads
are being seen in the community.
Is the publication willing to give
editorial coverage if you advertise?
No. Beware! Although it is quite attering to see
your business name in print along with positive
coverage, this does not automatically mean you
are achieving positive results in your overall
market.
Four-color newspaper ads have a 62% greater readership than black and
white ads and 40% greater readership than two-color ads.* Increase your
advertising impact in the Shepherd Express by adding color.
FREQUENCY
IMPORTANT QUESTIONS
THE POWER OF COLOR
Consistency yields results.
Research shows that consistent advertising yields greater
results than sporadic advertising. A small ad that is run
frequently yields greater results than a large ad randomly.
*Newspaper Association of America
DID YOU KNOW?

1
We are the largest locally owned newspaper in Southeastern
Wisconsin, with a circulation of over 60,200 every Wednesday.
2
You can pick us up at more than 1100+ high-trafc locations in
Milwaukee and surrounding areas.
3
With well over 260,000 regular readers, we deliver the most lucrative
demographic: -afuent, inuential & well-educated consumers.
4
We sponsor many non-prot organizations and community events
donating time, money & ad space.
5
We feature Milwaukees largest and most comprehensive Arts and
Entertainment section.
6
One of the 2009 Milwaukee Business Journals Top Workplaces.
7
With a seven-day shelf life, our readers refer to the paper several
times throughout the week - ensuring multiple exposures for your ad.
8
Our outstanding art department offers free professional advertising
consultation & design - creating ads that work for you.
9
Our experienced account executives offer free marketing and media
consultation - working with you to create a plan that meets your
needs and grows your companys bottom line.
10
We are devoted to our community, to the enrichment of our readers,
and to the prosperity of our advertisers.
TOP 10 REASONS
TO ADVERTISE IN THE SHEPHERD
1
2
3
4
5
6
7
8
9
10
Full Page
9.65 x 10.898
3/4H
9.65 x 8.135
3/8V
4.725 x 8.135
1/4V
2.276 x 10.898
1/6V
2.276
x 8.135
1/2H
9.65 x 5.34
3/4V
7.203 x 10.898
1/2V
4.725
x 10.898
1/2 Island
7.203 x 7.267
1/4Std
4.725 x 5.34
1/4H
9.65 x 2.573
1/3H
9.65 x 3.472
1/8H
4.725 x 2.573
1/6H
7.203 x 2.573
1/8V
2.276 x 5.34
1/6Sq
4.725 x 3.472
DEADLINES:
Ad Space
Must be reserved no later than 5:00pm
the Friday prior to the publication date.
Ad Copy
Must be turned in no later than 5:00pm
the Friday prior to the publication date.
Camera Ready Artwork
Must be turned in no later than 5:00pm
the Friday prior to the publication date. No
flms. No exceptions.
NEWSPRINT CAUTIONS:
Reverse Type/Color Type - When
using reverse type, delicate serifs and fne
strokes, please understand that they tend
not to reproduce well. Thin strokes fll with
ink when reversed. Text to be reversed
out of a solid black area should be no less
than 10 point. Type to be reversed out of
two or more overprinting colors should
be no less than 14 point. This allows for
variances in register, while maximizing
legibility. Colored type that is created by
overprinting the process colors should be
no less than 14 point.
Surprinted Type - Type should not
be surprinted in areas that exceed 30%
screen tint value. This allows for dot gain
and provides necessary contrast between
the text and the background.
Black Ink/Rich Black - All black type
should be 100% black ink, not rich black
(combination of CMYK values that make
black). If registration is even slightly off,
text using rich black becomes illegible.
OTHER INFO:
Screen Ruling:
110 lines per inch
Resolution:
220 dpi minimum (300dpi preferred)
Max Density:
The total maximum dot combined should
not exceed 200%.
Supported Applications:
CS3, CS4, CS5 Photoshop, Illustrator,
InDesign, Acrobat 8
Fonts/Type Faces:
Please include all fonts used in your ad, or
convert fonts to outlines.
Supported Media:
3.5 disks, CD, FLASH Drives
File Formats:
EPS, TIFF, JPG and PDF. Shepherd
Express is not responsible for print errors
from ad fles that are not sent in .PDF X1A
or .Tiff It P1 formats.
Platforms:
We use OSX Apple Macintosh computers.
E-mail Delivery:
Send your ad to
ads@shepex.com
with company name in the subject line
1/16Std
2.276
x 2.573
1/3V
4.725 x 7.20
AD SPECS
1/12Sq
2.276 x 3.472

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