the independent campus newspaper of swarthmore college since 1881

Monday, October 6, 2008

Advertise

About the Phoenix

The Phoenix is published weekly every Thursday morning during the academic year, except during vacation periods and exams. The Phoenix usually prints 24 tabloid pages—some in color and others in black and white—with sections including news, sports, living & arts and opinions. The newspaper is provided free of charge to the college’s nearly 1500 students. The college’s faculty and staff also receive the newspaper free, while parents, alumni and residents of the Borough of Swarthmore pay for copies, bringing total circulation to 1900 copies.

The Phoenix’s readers are an excellent market for your advertising needs: Swarthmore, a liberal arts college in suburban Philadelphia, has been recognized for years as one of the top institutions of its type in the country (U.S. News & World Report). Its students, representing most of the fifty states and 35 foreign countries, are socially concerned, highly educated and unusually motivated, preparing for challenging careers with high earning potential. Because The Phoenix’s high standards for student journalism have brought it intercollegiate recognition (Associated College Press) and—far more important—intelligent and engaged readers on campus, advertising in our newspaper makes it easy to reach a desirable audience.

Place an Advertisement

Local and college advertisers should contact The Phoenix at:

E-mail: advertising [at] swarthmorephoenix.com
Voice: (610) 328-8172
Fax: (832) 383-0155

Mailing address:
The Phoenix
Attn: Advertising Department
Swarthmore College
500 College Ave
Swarthmore PA 19081-1306

National advertisers should contact Linda Selima, The Phoenix’s Account Manager at MediaMate:

E-mail: lselima@mymediamate.com
Voice (toll-free): (888) 897-7711 × 113
Voice: (603) 898-7711 × 113
Fax: (978) 231-0300

Run-of-press advertising

The Phoenix sells single-insertion black-and-white display advertising on an open basis. Spot and process color are available—on certain pages, on a first-come, first-served basis—for fixed service charges per page, independent of the ad’s size on the page. Read the mechanical requirements for exact dimensions of columns and standard-sized ads.

Black-and-white rates


National (net)1

Local2
Local (volume discount)3
College4

Per column inch
$9.95
$8.67
$6.63
$4.08

1/4 page (161/4
column inches)
$161.69
$140.89
$107.74
$66.30

1/2 page (321/2 column inches)
$305.00
$281.78
$215.48
$132.60

Full page (65 column inches)

$610.00
$563.55
$430.95
$265.20

Back page (65 column inches)
$650.00
n/a
n/a
n/a

1. The national rate applies to all non-local advertisers and agencies. It is a net rate and is non-commissionable to advertising agencies. No volume discounts are available at the national rate.
2. The local rate applies to all advertisers based in Delaware County, Pa., or the City of Philadelphia, and not doing business outside of that area, as determined by our advertising department. (Business franchises may receive the local rate with proof of local franchise ownership.) This is a net rate and is non-commissionable to advertising agencies.
3. The local volume discount requires prepayment and applies to local ads of at least 10 column inches running in three or more issues and listed on the same insertion order. Other discounts may be available, especially for many insertions; contact the advertising department for full details.
4. The college rate applies only to advertising sold to Swarthmore College students, faculty, staff or college organizations. This rate requires prepayment.

Color surcharges (add to price of space at black-and-white rate)


One spot color*

$115

Two spot colors*
$215

Three spot colors* or full process CMYK
$345

  • We are happy to match a specified Pantone spot color but it must be converted to process on press. Thus, we highly recommend using spot color only for images and headline copy. We are not responsible for spot color used in body type – unless, of course, the spot color you desire is standard cyan, magenta, yellow or any tint thereof.

Deadlines and publication dates

The deadline for space reservation is the Thursday one week prior to publication. If space is still available after the deadline, The Phoenix will often accommodate late insertion orders. Regardless, copy must arrive at the latest by the close of business on the Monday before publication; if you cannot submit copy electronically, please use FedEx or a similar service (see “How to Contact the Advertising Department” for our address).

h5 Fall 2007 semester:
September 6, 13, 20, 27;
October 4, 11, 25;
November 1, 8, 15, 22, 29;
December 6;

Spring 2008 semester:
January 24, 31;
February 7, 14, 21, 28;
March 6, 20, 27;
April 3, 10, 17, 24;
May 1

Run-of-press mechanical requirements

The Phoenix is a five-column, tabloid-format newspaper. The live page area is 13 inches deep and 61 picas, 6 points wide. Each column is 11 picas, 6 points wide, with one-pica gutters between columns.

Phoenix ad size chart


Column widths
Columns

Picas
Inches

1

11p6
1.92

2
24p
4.00

3
36p6
6.08

4
49p
8.17

5
61p6
10.25


Standard ad sizes
Size

Width (picas)
Height (picas)
Width (inches)
Height (inches)

Full Page
61p6
78p
101/4
13

Half Page

61p6
39p
101/4
61/2

Quarter Page
30p
39p
5
61/2

Design services

If you have designed your ad yourself using one of the many computer programs that can do the task, we need a printout of the ad or an electronic copy of the file in a suitable format (see “Electronic Submission of Copy”). To those without the resources or the time to do this, we are happy to design ads based on sketches, text or pictures that you provide. A charge of $10 per hour of production with a $10 minimum will apply for all but basic typesetting. The advertising manager may choose to waive this charge for local advertising.

Classified-style ads

The Phoenix has no classified section; all run-of-press advertising is considered display advertising. You are welcome to submit text-only copy, which we will run in a font and point size of our choice to fit our minimum ad size of two column inches. This type of advertising will be billed for two column inches at the appropriate display rate with no production surcharge.

Electronic submission of copy

(Please skip this section if we are designing your ad for you or if you are buying a “classified” style ad.) We encourage advertisers and their agencies to submit “camera-ready” copy electronically whenever possible. For you, it usually provides higher-quality printing, because it eliminates the “Moir’e effect” that may result when we scan halftones, and (if you use the Internet rather than a disk) it can also eliminate the cost and delay of mailing us your copy. For us, it often saves us time in preparing your copy for printing. But although it has benefits, electronic submission can often go wrong if fonts or high-resolution images are missing from your files. Before you decide to give up paper, be sure you understand our requirements, which are there to make sure your ad prints as you intended. If you are unsure how to meet some of these requirements, our advertising department will be happy to help you, especially before you send us your computer file, so please give us a call or e-mail!

Fonts

Whatever file format you give us, be sure to include all of your fonts, even if you are only using common ones like “Helvetica” or “Times New Roman.” The danger is that even if we have a font with the same name as yours, our font might be slightly different, which could make some of your ad’s text change position.

Images

Black-and-white photographs should have at least 200 dpi of resolution at the size they will run in your ad. Black-and-white line art should have about 600 dpi of resolution, and color photographs need at least 150 dpi. In addition, color photographs must be saved in CMYK (not RGB) format. Images with less resolution than this will often look “pixelated.” If possible, change your color and grayscale settings (in Photoshop or otherwise) to “Newsprint)” with 30 percent dot gain.

Acceptable file formats, in order of preference

1. PDF (Adobe Acrobat). This is the easiest format to use, because it can automatically bundle all your fonts and images. Make sure you do not have Acrobat Distiller set to “Screen Optimized,” because that will unacceptably reduce the resolution of your images. Also, make sure you “embed all fonts.”
2. EPS. Make sure your fonts are embedded.
3. QuarkXPress, Macintosh format only. You must include your original fonts and images in separate files.
4. PageMaker, Macintosh format only. For this format as well, you must include your fonts and images in separate files.

These are some examples – not by any means a complete list – of unacceptable file formats for “camera-ready” advertising. Some of these we just can’t read; others provide no features for making your ad print as intended. These and similar formats may result in a $10 minimum production surcharge:

  • Microsoft Publisher
  • Microsoft Word (or any other Microsoft Office program)
  • HTML, Web pages, or Web graphics formats: GIF, JPEG or PNG

If you are purchasing a “classified”-type ad, with only text and no layout (see our “Classified” section), most word processor files are completely acceptable.

Getting the file to us

All but the largest files may be e-mailed to us at phoenix_ads@swarthmore.edu. Files over 10 megabytes in size must be FTPed to us (please contact our advertising department for specifics), or we can download files from a Web or FTP site. Of course, we can also accept any advertising on floppies (if it fits!), Zip disks or “burned” CD-ROMs. Please ship your disks in a padded envelope. We do not return disks unless they are accompanied by return postage.

Pre-printed inserts

The Phoenix accepts pre-printed inserts, which may be placed in all or part of the press run of 2200 circulated copies. The maximum size for such inserts is 101/2 by 13 inches. Inserts must be delivered to The Phoenix at least one week prior to publication. All inserts will be billed at the cost per thousand rate.


Pages in insert

Rate per 1000
Cost for 1400 student copies
Cost for entire 2200 circulation

1-15
$142.80
$199.92
$314.16

16-23
$163.20
$228.48
$359.04

24 or more

$183.60
$257.04
$403.92

Discounts from these rates are available for three or more insertions per semester. Contact the advertising department for details.

Payment

New advertisers are required to pay in advance, and will receive a tearsheet and invoice for their records when their ad appears. Credit will be extended to regular national or local advertisers or agencies at the discretion of The Phoenix’s advertising manager and/or publisher. Advertisers or agencies with credit will receive a tearsheet and bill upon publication. The Phoenix reserves the right at any time to revoke credit and require prepayment.

Online advertising

The Phoenix will soon offer online advertising. Specifications and rates will be available here shortly.

Policies

All non-standard size advertising will be billed according to the column inch rate. Ads with fractional column widths will be billed for a full additional column (for example, an ad 21/4 columns wide will be billed for three columns). Advertising depth is measured in 1/2-inch increments (for example, an ad 51/4 inches tall will be billed for 51/2 inches per column).

All open-rate advertising is subject to a minimum size of one column wide by two inches deep. Any ads smaller than this size will be billed for two column inches.

Any advertising larger than four columns wide and/or 10 inches deep will be billed at the full-page rate.

Any design or production work required may be subject to a $10 minimum service charge at the advertising manager’s discretion. Camera-ready ads and electronically-submitted files in an appropriate format (PDF or EPS) will not be subject to a production charge.

For best reproduction, The Phoenix strongly recommends that color advertising be submitted electronically.

In the event of problems with electronically submitted files containing advertising, The Phoenix will make every effort to resolve them prior to publication. However, The Phoenix hereby disclaims any responsibility for making good on problems with mismatched fonts or low-resolution images. For your own benefit, please follow our instructions in the “electronic submission” section or, when in doubt, submit camera-ready copy.