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

Wisconsin’s Largest weekly

over 260,500 monthly readers

locally owned since 198260,500 papers every Thursday

1100 locations devoted to bettering our community

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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 affluent, they are in the acquisition phase of life - a great demo for our advertisers.

Responsible And Informed Decision MakersOur readers are extremely loyal, dynamic and informed consumers with a high level of education. Passionate, savvy, influential 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 fit, 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 READERSTHE PEOPLE

men/women 54.7% / 45.3%average income $64,176average age 44college 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

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Circulation and advertising revenue is slipping at the nation’s metropolitan daily newspapers, but alternative

papers are proving attractive to mainstream advertisers. - Wall Street Journal

OZAUKEECOUNTY

MILWAUKEE COUNTY

RACINE COUNTY

WAUKESHACOUNTY

WASHINGTONCOUNTY

1100+distribution locations

OVER 60,000 weekly papers

OVER 260,500 regular readers

DISTRIBUTIONLOCATIONS

29.18%MILWAUKEE EASTAND DOWNTOWN17,700 papers

METRO MILWAUKEE WEST CENTRAL10,020 papers

16.52%MILWAUKEE CO. EAST & SOUTH9,300 papers

15.33%

METRO MILWAUKEE SOUTH & WEST6,955 papers

11.47%

WAUKESHA CO. WEST4,395 papers

7.25%MILWAUKEE CO. NORTHEAST4,150 papers

6.84%METRO MILWAUKEENORTHWEST3,380 papers

5.57%RACINE2,365 papers 3.90%OZAUKEE CO.1,325papers 2.18%WASHINGTON CO.1,060 papers 1.75%

Street Boxes•Atotalof75StreetBoxesthroughoutMilwaukee,OzaukeeandWaukeshaCounties

Grocery Stores•PickN’Save/MetroMarket(all63locations)•PigglyWiggly(10Locations)•SentryFoods(5Locations)•Lena’sFoodMarket(3Locations)•OutpostNaturalFoods(all3Locations)•Woodman’sFoodMarkets(2Locations)•GoodHarvestMarket•ElRey(3Locations)•Sendik’sonOakland•WholeFoods•Beans&Barley•Groppi’sFoodMarket•Glorioso’sFinerFoods•Koppa’sFarwellFoods•Rupena’sGrocery•Rueben’sOldStyleCountryMarket•Borzynski’sFarmMarket•Brennan’sFoods(2locations)•WestAllisFoods•Larry’sBrownDeerMarket•Danny’sMeats&Catering•PeubloFoods•AskfortheShepherdExpresswhereveryoushopforgroceries

Coffee Shops•Starbuck’sCoffeeCompany(18Locations)•AlterraCoffeeRoasters(8Locations)•StoneCreekCoffee(8Locations)•CaribouCoffee(3Locations)•Einstein’sBagelCo.(4Locations)•DunnBros.Coffee:2•AlvernoMugCoffeeHouse•AmaranthBakery•AmbassadorHotelCoffeeShop•AnodyneCoffee:2•BellaCafé•BrewingGroundsforChange•CometCafé•CrankyAl’sBakery•DailyBrewCoffeehouse•FiddleheadsCoffee:2•FIXXCoffeehouse•FUELCafé•GeorgeWebbs:8•HiFiCafé•JavaCorner•JavaDock•JavaHouse•JavaTrain•MidwestEspresso•OriginalCoffeeCompany•PercPlace•Roast,Inc.•RochamboCoffee•RochesterDeli•RubyG’sEspressoBar•SmithBros.Coffee•SphinxCoffee•SteamersCoffee•SteamingCup•StirCrazyCoffee•TheGroundsKeeper•VinoCappuccino•YMCADowntownCoffeeShop

Universities & Colleges•UWMilwaukee•MarquetteUniversity•MilwaukeeSchoolofEngineering(MSOE)

•AlvernoCollege•CarrollCollege•UWWaukesha•MedicalCollegeofWisconsin•MilwaukeeInstituteofArt&Design(MIAD)•MilwaukeeAreaTechnicalCollege(MATC)•MountMaryCollege•WaukeshaAreaTechnicalCollege•Sanford/BrownCollege

Bookstores•Borders(2Locations)•BarnesandNoble(5Locations)•HalfPricedBooks(3Locations)•AlvernoCollegeBookstore•BookedSolid•Books&Company•BoswellBookCompany•NextChapterBookshop•LibraBooks•WCTCBookstore

HERE ARE JUST A FEW FOR EXAMPLE:

1100+ LOCATIONS

WITH THE SHEPHERDYOU ADVERTISE AT

Your competition isn’t quitting.At any given time there are only so many people in your target market who are ready to buy. You’ve got to fight 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 don’t hear from you, they canforget you’re 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 publication’s circulation audited?The Shepherd Express’ circulation is audited by the nationally recognized company “Verified 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 demographicinformation surveys and how often?Explore the details of a publication’s ReaderProfiles 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 publication’s return rate?How many papers or magazines does the publisher see come back at the end of the day, week, month, or cycle? Verified 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 reflects consumer demand and your ads are being seen in the community.

Is the publication willing to giveeditorial coverage if you advertise?No. Beware! Although it is quite flattering 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?

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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-traffic locations in Milwaukee and surrounding areas.

3 With well over 260,000 regular readers, we deliver the most lucrative demographic: -affluent, influential & well-educated consumers.

4 We sponsor many non-profit organizations and community events donating time, money & ad space.

5 We feature Milwaukee’s largest and most comprehensive Arts and Entertainment section.

6 One of the 2009 Milwaukee Business Journal’s 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 company’s bottom line.

10 We are devoted to our community, to the enrichment of our readers, and to the prosperity of our advertisers.

TOP 10 REASONSTO ADVERTISE IN THE SHEPHERD

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Full Page9.65” x 10.898”

3/4H9.65” x 8.135”

3/8V4.725” x 8.135”

1/4V2.276” x 10.898”

1/6V2.276”

x 8.135”

1/2H9.65” x 5.34”

3/4V7.203” x 10.898”

1/2V4.725”

x 10.898”1/2 Island

7.203” x 7.267”

1/4Std4.725” x 5.34”

1/4H9.65” x 2.573”

1/3H9.65” x 3.472”

1/8H4.725” x 2.573”

1/6H7.203” x 2.573”

1/8V2.276” x 5.34”

1/6Sq4.725” x 3.472”

DEADLINES:Ad SpaceMustbereservednolaterthan5:00pmtheFridaypriortothepublicationdate.Ad CopyMustbeturnedinnolaterthan5:00pmtheFridaypriortothepublicationdate.Camera Ready ArtworkMustbeturnedinnolaterthan5:00pmtheFridaypriortothepublicationdate.Nofilms.Noexceptions.

NEWSPRINT CAUTIONS:Reverse Type/Color Type -Whenusingreversetype,delicateserifsandfinestrokes,pleaseunderstandthattheytendnottoreproducewell.Thinstrokesfillwithinkwhenreversed.Texttobereversedoutofasolidblackareashouldbenolessthan10point.Typetobereversedoutoftwoormoreoverprintingcolorsshouldbenolessthan14point.Thisallowsforvariancesinregister,whilemaximizinglegibility.Coloredtypethatiscreatedbyoverprintingtheprocesscolorsshouldbenolessthan14point.Surprinted Type -Typeshouldnotbesurprintedinareasthatexceed30%screentintvalue.Thisallowsfordotgainandprovidesnecessarycontrastbetweenthetextandthebackground.Black Ink/Rich Black -Allblacktypeshouldbe100%blackink,notrichblack(combinationofCMYKvaluesthatmakeblack).Ifregistrationisevenslightlyoff,textusingrichblackbecomesillegible.

OTHER INFO:Screen Ruling:110linesperinchResolution:220dpiminimum(300dpipreferred)Max Density:Thetotalmaximumdotcombinedshouldnotexceed200%.Supported Applications:CS3,CS4,CS5Photoshop,Illustrator,InDesign,Acrobat8Fonts/Type Faces:Pleaseincludeallfontsusedinyourad,orconvertfontstooutlines.Supported Media:3.5”disks,CD,FLASHDrivesFile Formats:EPS,TIFF,JPGandPDF.ShepherdExpressisnotresponsibleforprinterrorsfromadfilesthatarenotsentin.PDFX1Aor.TiffItP1formats.Platforms:WeuseOSXAppleMacintoshcomputers.E-mail Delivery:Sendyouradtoads@shepex.comwithcompanynameinthesubjectline

1/16Std2.276”

x 2.573”

1/3V4.725” x 7.20”

AD SPECS

1/12Sq2.276” x 3.472”