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Diablo magazine • 2520 Camino Diablo • Walnut Creek, CA 94597 • (925) 943-1111 • Fax (925) 943-1045 • www.diablomag.com

An Employee-Owned Company

2016 Diablo Just the Facts

Diablo distributes 40,000 magazines every month, making more than 1.5 million impressions per year. Distribution includes targeted delivery of more than 35,000 magazines to the area’s most affluent households—from the Berkeley and Oakland Hills to Lamorinda, Walnut Creek, Danville, Blackhawk, and the Tri-Valley.

Diablo reaches new readers every issue with placement at premier newsstand locations that include Whole Foods, Safeway, Barnes & Noble, and Lunardi’s; placement in key business and visitor outlets like Black Tie Transportation vehicles and premier hotels; delivery to new move-ins; and distribution at community events.

Diablo’s circulation is audited by CVC to provide assurance that all copies are distributed as promoted. CVC is the preferred national provider of audited data for the marketing and media/information industries. Diablo’s reader demographics are guaranteed through surveys conducted by Monroe Mendelsohn Research, Inc.

Diablo readers are loyal. They actively look to Diablo for trusted information and resources every month. Eighty-one percent spend at least 30 minutes with each issue. And, the average length of time as a Diablo reader/subscriber is 9.3 years.

Successful advertising campaigns build consumer mindshare through repeated exposure to marketing messages. Diablo magazine’s regular monthly distribution keeps advertisers’ brands top-of-mind, helping consumers recall advertisers’ products and services when purchasing decisions are being made.

Diablo advertising programs offer value. Diablo’s frequency rate discounts and zone-only ad buys create cost-effective options to meet every advertiser’s needs—whether it’s to reach the entire Diablo distribution or only a specific geographic market.

Diablo is deeply committed to strengthening the fabric of the community through signature events, subscription fundraising promotions, media sponsorships, and employee volunteer programs. Throughout the year, Diablo works with more than 100 grassroots and major nonprofit organizations to help them reach their fundraising and promotional goals.

Diablo is recognized for excellence. Diablo is a member of the City and Regional Magazine Association (CRMA). CRMA member publications are held to high standards and must be of general interest, consumer oriented, and have unbiased editorial content. Diablo magazine has been recognized by CRMA, receiving multiple awards for excellence in publishing, including Overall Design and General Excellence.

The Diablo brand name is known and respected both locally and nationally.

Since 1979, Diablo magazine has been delivering an award-winning lifestyle publication.

Diablo has perfected a readership that no other medium delivers, one that assures

our advertisers success when it comes to reaching ready, willing, and able buyers.

Revised 7/17/15 CT




2016 Diablo Edit Calendar

Space Editorial Issue Closing Highlights Special Advertising Sections*

January 11/13/15 Health & Wellness Diablo Wellness, Lake Tahoe,

Diablo Professionals Profiles: Finance

February 12/15/15 Romance Home & Design Guide, Hawaii

Homestyle

March 1/15/16 Spring Fashion East Bay All Stars, Diablo Kids

Parenting

April 2/15/16 Homestyle Home & Design Guide, Hawaii

May 3/15/16 Women Diablo Professionals Profiles: Diablo Women

June 4/15/16 Summer Fun Home & Design Guide, Wedding Guide

July 5/13/16 Best of the East Bay Diablo Profiles Spotlight, Hall Of Fame

City Sponsorship, Lake Tahoe

August 6/15/16 End of Summer Diablo Kids/Back to School

Cheap Eats

September 7/15/16 Homestyle Home & Design Guide , Hawaii, Shop East Bay

Fall Fashion

October 8/15/16 Getaways Diablo Professionals Profiles: Medical, Hawaii

November 9/15/16 Food and Fine Dining Food + Drink Guide, Shop East Bay,

Restaurant Awards Diablo Professionals Profiles: Restaurant,

Home & Design Guide

December 10/14/16 Threads of Hope Shop East Bay

*The Diablo Properties and Dining Guide special advertising sections run in every issue

Diablo magazine always covers the best of the East Bay.

In addition to our engaging and thought-provoking feature stories, in every issue you will find:

Speak of the Devil—newsy tidbits, tales, and trends about Diabloland.

Departments—topics ranging from family, health, politics, education, and business to technology, the arts,

travel, and style.

Food Scene—the East Bay’s lively dining options, with restaurant reviews, food finds, drink

recommendations, recipes, and the area’s most comprehensive dining listings.

Faces—a must-see photographic celebration of the East Bay’s social scene.

Revised 7/21/15 CT




2016 Diablo Space and Production Deadlines

Diablo magazine is recognized nationally for its design and editorial excellence.

Best Overall Consumer Publication, WPA Maggie Award—2015

Best State/Regional Publication, WPA Maggie Award—2015

Best Special Theme Issue, WPA Maggie Award—2015

Best Overall Design, WPA Maggie Award—2012

Best Series of Articles, WPA Maggie Award—2012

Best Cover, Bronze, CRMA Editorial and Design Award—2008

Best Special Theme Issue, WPA Maggie Award—2008

Best Cover, Bronze, CRMA Editorial and Design Award—2007

Reader Service, Silver, CRMA Editorial and Design Award—2007

Best Overall Consumer Publication, WPA Maggie Award—2006

Best Single Editorial Illustration, WPA Maggie Award—2006

… and 30 more!

Space Production Camera-Ready Issue Closing Materials Due* Materials Due* In Homes*

January 11/13/15 11/20/15 11/20/15 – 11/27/15 12/30/15

February 12/15/15 12/18/15 12/18/15 – 12/25/15 1/27/16

March 1/15/16 1/15/16 1/15/16 – 1/22/16 2/24/16

April 2/15/16 2/19/16 2/19/16 – 2/26/16 3/23/16

May 3/15/16 3/18/16 3/18/16 – 3/25/16 4/27/16

June 4/15/16 4/15/16 4/15/16 – 4/22/16 5/25/16

July 5/13/16 5/13/16 5/13/16 – 5/20/16 6/29/16

August 6/15/16 6/17/16 6/17/16 – 6/24/16 7/27/16

September 7/15/16 7/15/16 7/15/16 – 7/22/16 8/24/16

October 8/15/16 8/19/16 8/19/16 – 8/26/16 9/28/16

November 9/15/16 9/16/16 9/16/16 – 9/23/16 10/26/16

December 10/14/16 10/14/16 10/14/16 – 10/21/16 11/23/16

*Materials received after the last due date are subject to late charges. Contact the ad production coordinator prior to the space closing date for an approved extension.

*Anticipated delivery dates, actual delivery dates may vary.

Revised 7/21/15 CT




2016 Diablo Reader Demographics and Affinity

Age18 to 34 30%

35 to 44 18%

45 to 54 20%

55 to 64 17%

65+ 15%

Median age 51 years

GenderFemale 71%

Male 29%

EducationCollege degree 76%

Postgraduate degree 34%

Household CompositionMarried 76%

Single 24%

Income/InvestmentsHousehold income (mean) $297,000

Portfolio value (mean) $2,215,000

Net worth (mean) $3,020,000

Home OwnershipHome ownership 97%

Home value (mean) $1,246,900

Own a vacation or weekend home 11% – Valued at $750,000 plus 48% – Valued at $1,000,000 plus 34%

Reader LoyaltyAverage length of time as a Diablo reader/subscriber 9.3 years

Spend 30 minutes or more with each issue 76%

Average time spent with each issue 48 minutes

Share issue with one or more additional readers 79%

Since 1979 Diablo magazine has reflected the lifestyle of the San Francisco East Bay resident. More than

124,000 readers rely on Diablo magazine as their source for the best of the East Bay. Our readers are affluent,

with an average income of $297,000, and an average net worth of over $3,020,000—indicating strong consumer buying

power. The Diablo reader has a tremendous affinity for the magazine and looks forward to receiving it each month.

For more information, contact your Diablo Publications account executive at (925) 943-1111 or

email at [email protected].

(continued on next page)

Revised 7/17/15 CT

Reader AffinityActions taken by readers as a result of reading Diablo:

Dined at a specific restaurant 83%

Discussed something read with another person 64%

Shopped a specific store 55%

Passed an issue to someone else 51%

Clipped and saved items of interest 37%

Recommended a restaurant/product/service/store 43%

Bought a product or service 32%

Attended an event 30%

Used travel information for trips 28%

Accessed an advertiser’s website 21%

Contacted an advertiser directly 17%

Used dining listings to make reservations 21%

Used the following services in the past 12 months

Service: past 12 months

Hair/Personal Stylist 67%

Cleaning service 56%

Stock Broker 55%

Insurance agent 44%

Certified Public Accountant 42%

Financial Planner 37%

Home builder/contractor 28%

Pet care services 28%

Attorney 24%

Used the following health/medical services in the past 12 months

Service: past 12 months

Dentist/orthodontist 84%

Dermatologist 35%

Massage therapist 30%

Day spa/salon 26%

Physical therapist 15%

Cardiologist 13%

Chiropractor 14%

Physical fitness trainer 13%

Dining and EntertainmentAverage number of times dine out each month 13

Dine out 11+ times per month 48%

Average number of times entertain at home each month 3

Entertain in home 3 or more time each month 28%

Drink 4 or more glasses of wine each week 62%

Business/Civic InvolvementOwner/Partner in a Business 26%

Served on a Board of Directors in last 12 months 17%

Volunteered 10+ hours/month for a charitable organization 27%

Voted in an election for public office 80%

Charitable donations in last 12 months $4,017

Lifestyle Activities Local: past year

Gardening 77%

Home remodeling/repair 77%

Live theater 68%

Visited a museum 64%

Home decorating 63%

Fitness or workouts 63%

Attended a sporting event 56%

Attended a concert 52%

Attended a charitable event 45%

Visited art auctions/gallery exhibits 45%

Gourmet cooking 41%

Visited a casino 35%

Bicycling 35%

Member of a private health club 33%

Visited a spa 33%

Yoga/Pilates 24%

Golf 22%

Dance performances 20%

Member of a golf or country club 18%

Snow skiing 13%

Home Improvements Home remodeling, last 12 months 26%

Average spent on home improvements $11,790

Plan to remodel/renovate, next 12 months 38%

Home decorating, last 12 months 63%

Plan to redecorate home, next 12 months 34%

Used a gardener/landscaper, last 12 months 66%

Plan to construct/remodel outdoors, next 12 months 40%

Home Expenditures mean spend past year

– Home remodeling services $11,790

– Home decorating services $2,829

– Windows and doors $7,478

– Flooring, carpeting, rugs, tile $3,745

– Furniture $3,155

– Kitchen appliances $3,633

– Kitchen and bath fixtures $4,012

– Wall coverings (wallpaper, paint) $2,402

ShoppingAreas shopped at: past year

Walnut Creek: Downtown 70%

Walnut Creek: Broadway Plaza 70%

Danville: Downtown 53%

Pleasanton: Stoneridge Shopping Center 55%

Lafayette: Downtown 37%

Concord: Sunvalley Shopping Center 36%

San Francisco 39%

– Union Square 26%

– Westfield Center 21%

– Other SF 19%(continued on next page)

Revised 7/17/15 CT

Shopping cont. Pleasant Hill: Downtown 31%

Dublin: Hacienda Crossings 35%

Danville: Blackhawk Plaza 28%

Berkeley: Fourth Street 24%

Pleasanton: Downtown 24%

Emeryville: Bay Street 15%

Oakland: Rockridge 11%

San Ramon: Shops at Bishop Ranch 15%

South Bay 10%

– Santana Row 8%

– Westfield Valley Fair 5%

Oakland: Jack London Square 9%

Livermore: Downtown 13%

Peninsula: Stanford Shopping Center 10%

Oakland: Old Oakland/Downtown 4%

Type of stores: past year

Department stores 93%

Sporting goods 60%

Outlets 61%

Cosmetics 38%

Boutiques 33%

Jewelry 25%

– Bought fine jewelry 40%

Men’s Fashions Specialty Stores 22%

Shoes/Handbags Specialty Stores 40%

Make purchasing decisions for children age 17 or younger 34%

Travel average times average past year travelled # nightsSan Francisco 67% 11 4Lake Tahoe/Reno 53% 3 8Wine Country 53% 4 3Carmel, Monterey 43% 2 4Los Angeles 47% 3 5Livermore Valley Wine Region 34% 4 9Las Vegas 21% 2 4Gold Country 22% 2 5San Diego 25% 2 6Arizona 16% 2 8Santa Barbara 19% 2 3Palm Springs 16% 2 6Mendocino 14% 2 6

Travel cont. Outside continental US: past 3 years

Took a foreign trip 80%

Hawaii 45%

Europe 42%

Mexico 29%

Caribbean 18%

Canada 16%

Asia 16%

Alaska 13%

Australia/NewZealand/South Pacific 10%

Central/South America 8%

Average number of foreign trips taken in past year 3

Average number of domestic round trips by plane 6

Reasons for domestic travel: past year # of times

Personal trip 78% 4

Business trip 29% 8

Reasons for foreign travel: past year # of timesPersonal trip 48% 3Business trip 5% 3

Automotive past yearOwn/lease a sport utility vehicle/van/truck 38%Own/lease a luxury vehicle 47%Own/lease a hybrid vehicle 7%Households owning an imported vehicle 91%Households owning a domestic vehicle 41%Households owning 3 or more vehicles 23%

Top ten makes currently owned:Toyota 27%Honda 21%Lexus 17%BMW 15%Ford 15%Mercedes Benz 15%Chevy 12%Acura 9%GMC 6%Audi 5%

Revised 7/17/15 CT

2014 Third-Party Reader Profile Study—Ipsos, 2014 Circulation Audit—Circulation Verification Council




2016 Diablo Circulation

PLUS...

Newsstand: Diablo reaches new readers every issue with placement at premier East Bay newsstand locations that include Whole Foods, Draeger’s, Lunardi’s, Safeway, and Barnes & Noble.

New Move-ins: Through a partnership with Our Town Hostess, Diablo is personally presented to people who move into our East Bay target area, giving advertisers the opportunity to reach new residents just as they are establishing new shopping patterns.

Professional Offices: Placed in more than 1,100 local medical waiting rooms, professional lobbies, gyms and spas, Diablo reaches a captive audience of patrons eager to read our latest issue.

Community Events and Partnerships: Diablo is distributed at top-tier events and fundraisers, reaching new readers who are active—and influential—in the community.

Key Business and Visitor Outlets: Diablo magazine is placed in Black Tie Transportation vehicles and in-room at premier East Bay hotels, reaching thousands of visitors wanting an “insider’s look” into the East Bay lifestyle.

Diablo magazine’s unique distribution model delivers a target readership of more than 124,000 per month. Diablo’s

circulation is audited by CVC to provide assurance that all copies are distributed as promoted. Our core reader base is

made up of affluent, loyal readers who receive Diablo mailed to their homes. By sending in their response cards, they

convey their desire to continue receiving Diablo every month.

Total Distribution 40,000

Qualified circulation 38,859

Bonus distribution 1,061

Total monthly readership 124,000

Location Zip Code

Zone 1 Clayton 94517

Concord 94518, 94521

Martinez 94553

Pleasant Hill 94523

Walnut Creek 94595, 94596, 94597, 94598

Zone 2 Berkeley 94705, 94707, 94708

Lafayette 94549

Moraga 94556

Oakland/Piedmont 94610, 94611, 94618

Orinda 94563

Zone 3 Alamo 94507

Blackhawk 94506

Danville 94526

Diablo 94528

Zone 4 Castro Valley 94552

Dublin 94568

Livermore 94550, 94551

Pleasanton 94566, 94588

San Ramon 94582, 94583

Audited by:

Revised 7/17/15 CT




2016 Diablo Circulation Breakout by ZipDiablo magazine’s unique distribution model delivers a target readership of more than 124,000 per month. Diablo’s

circulation is audited by CVC to provide assurance that all copies are distributed as promoted. Our core reader base is made

up of affluent, loyal readers who receive Diablo mailed to their homes. By sending in their response cards, they convey their

desire to continue receiving Diablo every month.

Total Distribution 40,000

Qualified circulation 38,859

Bonus distribution 1,061

Total monthly readership 124,000

Location Zip Code Mailed to Homes*

Clayton 94517 575

Concord 94518 330

Concord 94521 251

Martinez 94553 427

Pleasant Hill 94523 517

Walnut Creek 94595 1,162


Walnut Creek 94597 780


Zone 1 7,548

Berkeley 94705 313

Berkeley 94707 121

Berkeley 94708 123

Lafayette 94549 2,650

Moraga 94556 1,334

Oakland/Piedmont 94610 206



Orinda 94563 1,790

Zone 2 7,295

Alamo 94507 2,280

Blackhawk 94506 3,742

Danville 94526 3,265

Diablo 94528 276

Zone 3 9,563

Castro Valley 94552 98

Dublin 94568 926

Livermore 94550 878

Livermore 94551 202

Pleasanton 94566 2,117

Pleasanton 94588 968

San Ramon 94582 2,018

San Ramon 94583 1,387

Zone 4 8,594

*Numbers from July 2015 issue of Diablo Magazine.

Revised 7/17/15 CT

Audited by:




2016 Diablo Retail Rate Card

Insertion FrequencyInsertion Size (rates are per insertion)

Description (W x D) 12x 7x 4x 1x

Four Color

Two-page spread 18" x 10 ¾" $7,615 $9,235 $10,745 $12,650

Full-page, trim 9" x 10 ¾" 3,995 4,860 5,655 6,655

Full-page, non-bleed 7 7∕8" x 9 5∕8" 3,995 4,860 5,655 6,655

2/3-page 5 1∕8" x 9 5∕8" 3,305 4,005 4,635 5,370

1/2-page, vertical 3 7∕8" x 9 5∕8" 2,585 3,145 3,725 4,155

1/2-page, horizontal 7 7∕8" x 4 ¾" 2,585 3,145 3,725 4,155

1/3-page, vertical 2 ½" x 9 5∕8" 1,860 2,290 2,715 2,940

1/3-page, square 5 1∕8" x 4 ¾" 1,860 2,290 2,715 2,940

1/4-page 3 7∕8" x 4 ¾" 1,565 1,900 2,210 2,595

1/6-page 2 ½" x 4 ¾" 1,210 1,440 1,650 1,995

Premium Positions

Back cover 9" x 10 ¾" $5,835 $6,685 $7,940 $8,555

Inside front cover 9" x 10 ¾" 4,380 5,425 6,130 7,230

Inside back cover 9" x 10 ¾" 4,240 5,215 5,925 6,955

All rates are net. Placement requests: add 10%. Premium placement for 1/3-page vertical: add 20%. 20% discount for black and white advertising. Ads are payable by check, money order, Visa, Mastercard, or American Express. All ads produced in-house will be billed according to the complexity and size of the ad (see Production Rates sheet). Rates effective January 2016 issue.

Full-page 2/3-page1/3-page,vertical

1/2-page, horizontal

1/3-page,square

1/6-page

1/4-page

1/2-page,vertical

Two-page spread

Revised 7/17/15 CT




2016 Diablo Zone Rate Card



Four Color

Full-page, trim 9" x 10 ¾" $1,795 $2,185 $2,535 $3,005

Full-page, non-bleed 7 7∕8" x 9 5∕8" 1,795 2,185 2,535 3,005

2/3-page 5 1∕8" x 9 5∕8" 1,485 1,795 2,175 2,390

1/2-page, vertical 3 7∕8" x 9 5∕8" 1,170 1,410 1,770 1,880

1/2-page, horizontal 7 7∕8" x 4 ¾" 1,170 1,410 1,770 1,880

1/3-page, vertical 2 ½" x 9 5∕8" 835 1,020 1,220 1,320

1/3-page, square 5 1∕8" x 4 ¾" 835 1,020 1,220 1,320

1/4-page 3 7∕8" x 4 ¾" 705 835 1,020 1,160

1/6-page 2 ½" x 4 ¾" 540 645 700 915

Black and White

Full-page, trim 9” x 10 ¾” $1,560 $1,940 $2,280 $2,735

Full-page, non-bleed 7 7∕8” x 9 5∕8” 1,560 1,940 2,280 2,735

2/3-page 5 1∕8” x 9 5∕8” 1,250 1,560 1,910 2,135

1/2-page, vertical 3 7∕8” x 9 5∕8” 940 1,185 1,450 1,640

1/2-page, horizontal 7 7∕8” x 4 ¾” 940 1,185 1,450 1,640

1/3-page, vertical 2 ½” x 9 5∕8” 625 810 995 1,090

1/3-page, square 5 1∕8” x 4 ¾” 625 810 995 1,090

1/4-page 3 7∕8” x 4 ¾” 480 575 695 825

1/6-page 2 ½” x 4 ¾” 345 425 500 605

Zone Advertising is based on space availability; please check with your account executive.

Zone Breakdown

Zone 1 Clayton, Concord, Martinez, Pleasant Hill, and Walnut Creek

Zone 2 Berkeley Hills, Lafayette, Moraga, Oakland Hills, Orinda, and Piedmont

Zone 3 Alamo, Blackhawk, Danville, and Diablo

Zone 4 Castro Valley, Dublin, Livermore, Pleasanton, Ruby Hills, and San Ramon

All rates are net. Placement requests: add 10%. Premium placement for 1/3-page vertical: add 20%. Ads are payable by check, money order, Visa, Mastercard, or American Express. All ads produced in-house will be billed according to the complexity and size of the ad (see Production Rates sheet). Rates effective January 2016 issue.

Full-page2/3-page

1/3-page,vertical


1/3-page,square

1/6-page

1/4-page

1/2-page,vertical

Revised 7/17/15 CT




2016 Diablo National Rate Card



Four Color

Two-page spread 18” x 10 ¾” $8,760 $10,620 $12,355 $14,550

Full-page, trim 9” x 10 ¾” 4,595 5,590 6,505 7,655

Full-page, non-bleed 7 7∕8” x 9 5∕8” 4,595 5,590 6,505 7,655

2/3-page 5 1∕8” x 9 5∕8” 3,800 4,605 5,330 6,175

1/2-page, vertical 3 7∕8” x 9 5∕8” 2,975 3,615 4,285 4,780

1/2-page, horizontal 7 7∕8” x 4 ¾” 2,975 3,615 4,285 4,780

1/3-page, vertical 2 ½” x 9 5∕8” 2,140 2,635 3,120 3,380

1/3-page, square 5 1∕8” x 4 ¾” 2,140 2,635 3,120 3,380

1/4-page 3 7∕8” x 4 ¾” 1,800 2,185 2,540 2,985

1/6-page 2 ½” x 4 ¾” 1,390 1,655 1,900 2,295

Premium Positions

Back cover 9” x 10 ¾” $6,865 $7,865 $9,341 $10,065

Inside front cover 9” x 10 ¾” 5,153 6,382 7,212 8,506

Inside back cover 9” x 10 ¾” 4,988 6,135 6,971 8,182

All rates are gross. Placement requests: add 10%. Premium placement for 1/3-page vertical: add 20%. 20% discount for black and white advertising. Ads are payable by check, money order, Visa, Mastercard, or American Express. All ads produced in-house will be billed according to the complexity and size of the ad (see Production Rates sheet). Rates effective January 2014 issue.

Full-page2/3-page

1/3-page,vertical


1/3-page,square

1/6-page

1/4-page

1/2-page,vertical

Two-page spread

Revised 7/17/15 CT




Diablo Readers

Read 3 of the last 4 issues

95.1%

Spend 30 minutes or longer with each issue

76%

Passed along to one or more readers

79.2%

Reader Loyalty

Average time as a Diablo reader/subscriber 9.3

years

Average time spent with each issue 48 minutes

2016 Diablo No One Reaches the Market Like Diablo

For more information, contact your Diablo Publications account executive at (925) 943-1111 or

email at [email protected].

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READER COMPARISON*Diablo's targeted circulation strategy guarantees delivery to the most affluent households in the east bay. On average, only 5.4% of Diablo subscribers read other regional magazines.

KEY FIGURES:

> Circulation 40,000

> Monthly Reach 124,0001

> Household income (mean) $273,800

> Home ownership 96%

> Home value (mean) $1,129,200

> Net worth (mean) $2,532,000

1 Includes pass along, digital editions and mobile versions

*Survey conducted by Ipsos Mendelsohn, a global market research company and an independent company ranking fifth among global research companies.

Revised 7/17/15 CT




Total opt-in subscribers 15,500Frequency 2-3/MonthOpen Rate 25%

Email | Insiders Club

Total opt-in subscribers 20,100Frequency Every WednesdayOpen Rate 23%

Email | A-list

2016 Diablo Maximize Your Reach Through Online Marketing

Online | Diablomag.com

Revised 7/22/15 CT

Monthly Pageviews 136,870Unique Monthly Vistors 50,409Total Monthly Visits 66,154 Mobile Visits 22,956 (35%) Tablet Visits 7,011 (11%)

Visits/Issue 4,276Pageviews/Issue 20,352

Online | Digital Edition

No other local or regional magazine offers you the reach and marketing expertise that Diablo magazine provides. In addition to reaching our 124,000 monthly readers, Diablo magazine enables your business to also target a vast customer base beyond your print ad by extending your visibility through high-profile event partnerships, online opportunities, email marketing, social media channels, and more. Diablo magazine’s combination of print advertising and our numerous value-added offerings maximizes your exposure to the most affluent East Bay audience.

QUALIFIED/TARGETED READERS Diablo magazine

Requested magazine

Mailed directly to recipient

Audited Demographics available

Audited Psychographics available

Audited & qualified reader base

Same reader month after month

VALUE-ADDED ONLINE MARKETING

Dynamic website (over 45,000 uniques/120,000 impressions per month)

Online coupons

Online resource directory

Opt-in email blast (Over 19,000 weekly)

Social networking (Facebook, Twitter, etc.)

Mobile applications

ESTABLISHED BRAND

Over 30 years in the local market

Trusted voice in the East Bay

Nationally recognized

Award-winning content

Award-winning design

COMMUNITY INVOLVEMENT

Event Sponsorships (over 100 per year)

Media presence on radio and TV

Event production (annual signature events)

FULL SERVICE PUBLISHING COMPANY

Award-winning editorial staff

Award-winning creative staff

Ad production team

Website, tablet/mobile app development team

Custom publishing division

Marketing communications agency




2016 Diablo Power Behind Your Print Ad

Revised 7/17/15 CT




2016 Diablo Print & Digital, Total Reach

Monthly Reach 124,000

Total Distribution - Print 40,000

Qualified Circulation 38,859

Bonus Distribution 1,061

Total Monthly Readership 124,000

Online Magazine Edition* 1,502

Total Issue Visits (30 Days) 4,276

Total Page Views (30 Days) 22,352

Mobile Magazine Edition* 447

Digital Edition - Total Issue Visits (30 Days) 687

Total Pages 30,128

Diablo magazine’s unique distribution model delivers a unique

monthly target readership of more than 124,000.

As a Diablo advertiser, you receive the benefit of additional distribution

through our digital channels. Your ad will appear within the digital

edition of the magazine featured on Diablomag.com, as well as our

mobile version for the iPad and iPhone at no additional charge.

Digital editions will allow you to:

> Change your ad from the print version*

> Add a video, audio, slideshow, call back card, and more.*

> Link to your website

> Show up in online search results

> Available in searchable archives

70 february 2011

food news

joe

bu

dd

aphrodisiacs

in the food for love→ Nutritionists will tell you that it’s hard to prove scientifically that certain foods have aphrodisiac prop-erties. True, a nice glass or two of wine will certainly lower inhibitions, oysters contain zinc—which is believed to support reproductive health in general—and there is some evidence that chocolate triggers the release of the general feel-good hormone dopamine. But there just aren’t many scientific findings confirm-ing that those heart-shaped boxes really have the power to put us in the mood.

But hey, candlelight dinners die hard, right? So, for those who want to take it a step beyond Cham-

pagne and strawberries this year, Stewart Beatty, executive chef at the ultraromantic Postino restaurant in Lafayette, shared with us three easy recipes that contain some ingredients—in bold—commonly thought to be aphrodisi-acs. Break out that sheer lace apron. —april dembosky

➽ recipeone

spinach salad with honey truffle dressing

In the Middle Ages, newlyweds were often given mead to drink on their honeymoon to sweeten their marriage. Here, it sweetens baby spinach. Whisk together 1/2 tablespoon dijon mustard, 1/2 egg yolk, juice from a quarter of a lemon, and a splash of water. While whisking, slowly drizzle in 1 cup of canola oil. Then drizzle in 1 1/2 tablespoons black truffle oil, followed by 1 tablespoon honey and salt and pepper.Dredge sliced portobello mushrooms in buttermilk and flour, then fry. Toss spinach with dressing, and top with mushrooms and shaved parmesan. Serves 6.

➽ recipetwo

banana–sweet potato mash

Roast a couple of bananas, in their peels, in the oven at 400 de-grees until black on the outside. “If they explode a bit, they’re done,” says Beatty. Add the roasted banana to your favorite mashed sweet potato recipe for a sweet kick that no one can guess.

➽ recipethree

pine nut piccata trout with roasted asparagus

Open the cavity of a whole boned trout, and season with salt and pepper. Flour the outside lightly and fry 2–3 minutes on each side. Drizzle asparagus spears with olive oil and roast in 400 degree oven about 8 minutes. For the sauce, sauté 1 clove of sliced garlic in extra virgin olive oil in a saucepan, add 1 tablespoon capers and then 1/4 cup white wine, 1/4 cup lemon juice, 3/4 cup chicken stock, and 3/4 cup heavy cream, and reduce till saucy. Serve the fish over wild rice, with the asparagus alongside the fish and the sauce spooned on top. Sprinkle with toasted pine nuts. Serves 2–3.

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Revised 7/17/15 CT

2016 Diablo




Repetition is important. Research shows that people need to see or hear a message three to five

times before they become aware of it. Awareness continues to build with each exposure up to

roughly ten exposures. But what about magazine advertising? After all a print ad is tangible. It can

be clipped, saved and referred to over and over again.

The Importance of Frequency

Research shows that increased frequency in print

advertising dramatically improves ad awareness and

effectiveness. • Business to business trade ads have a 25% increase

in readership awareness when run in twelve monthly issues versus just six. 1

• A Business Week study also found a 26% increase in readership recall of advertising in six issues versus three issues.

• Viewing a magazine campaign multiple times pushes awareness metrics even higher. For the important consumer packaged goods (CPG) category, ad awareness improved 23% for 5+ exposures.2

The Rule of Seven

When designing and placing ads, many small business owners search for the magic bullet: an

ad that is so compelling that customers will immediately pick up the phone and call to make an

appointment. The reality is, however, that advertising is a process, not a one-time event. While

there is value in placing an ad once, advertising research has shown that a consumer usually

needs to see an ad five to seven times before responding. This is what the ad industry calls the

rule of seven. 3

Jeep Compass SUV Case Study

CrossMedia Research conducted by Dynamic Logic and Milward Brown examined the branding

impact of advertising campaigns that utilize a media strategy for the Jeep Compass SUV.

Many forms of media were evaluated but most interesting was the magazine advertising

survey results. A much higher degree of “advertising recall” existed in the magazine advertising

frequency/advertising awareness category, with awareness increasing among respondents who

were exposed to five or more magazines issues/ad placements. Of the 300 people that were

surveyed, 60% recalled ads with high frequency (5 or more) versus an “advertising recall” of

33% for the respondents that were only exposed to one ad.

1 Laboratory of Advertising Performance2 Magazine Publisher Association (MPA) magazine factbook 2013/153 National Federation of Independent Business

Frequency Matters

Revised 7/17/15 CT

FIVE STAGES OF ADVERTISING

1. Message recognition2. Brand awareness3. Message recall4. Brand attitude5. Purchase behavior




2016 Diablo Ad Materials Specs

Printing: Web offset—SWOP standards apply

Binding: Perfect bound

Trim size: 9" x 10 ¾"

Full-page bleed: Extend bleed 1∕8" beyond trim on all sides

Full-page bleed safety: Type and other image area not intended to bleed or trim must be held at least ¼" in from trim

The following advertising materials specifications facilitate quality control of magazine printing on high-speed web

presses. All requirements are based on Specifications for Web Offset Publications (SWOP).

All ads must be four-color process: cyan, magenta, yellow, and black. If a PMS color is desired, special arrangements

must be made and additional specifications provided before submitting ad materials. All Pantone Matching System

series color requests incur additional charges over the four-color rate. Specify matched colors from the PMS series,

including the 800 series metallic and fluorescent inks. Publisher reserves the right to match special color requests

with process inks.

Anticipate a 24 percent dot gain, +/-4 percent, as measured in the 50 percent target 150-line screen and prepare

material accordingly. Total four-color dot density should not exceed 280 percent with no more than one solid color.

Maximum screen density for any color: 85 percent; a required value over 85 percent should be made solid. Total two-

color dot density in any area: 170 percent, with no more than one solid.

Digital Specifications

Diablo Publications is a Macintosh format Computer to Plate (CTP) environment and Adobe InDesign is the primary

page layout program used. PDF/X-1a and Macintosh formatted InDesign documents submitted on disk (CD or DVD)

with a high-quality hard copy SWOP-standard proof are the preferred advertising material formats. All ads must be

sized exactly and fractional ads must be bordered, or charges may apply. Clients will be advised of appropriate

production charges that apply if a disk does not meet specifications detailed on the Digital Pre-press Form.

Acceptable Processed File Formats:

PDF: PDF/X-1a is the preferred PDF format. PDF version must be 1.3 (Acrobat 4.0 compatible) and images CMYK

and between 200–400 ppi at 100% of final image size used.

(continued on page two)

Revised 7/22/15 CT




Acceptable Native File Formats:

InDesign: Version CS3, CS4, CS5, or CS6 preferred.

Illustrator: Version CS3, CS4, or CS5 preferred.

Photoshop files are acceptable for images only. Ads created in Photoshop are not advised. Charges may apply.

When submitting ads in Native File Format, include all fonts and high-resolution images with the file. All images must be a

minimum of 200-400 ppi at 100% of final images size used.

Native File Format ads created in PC Programs other than InDesign, QuarkXPress, or Illustrator may be incompatible and

production fees may be charged to convert the ad to a usable format. Also, use only standard Adobe fonts in PC Native

File Format ads—the use of uncommon fonts may render the Native File Format PC document unusable.

Proof Requirements

We recommend a hardcopy high-quality digital proof that meets SWOP specifications (e.g. Kodak Approval, Epson Proof

or other SWOP-standard composite proof) accompany all materials submitted electronically or on disc. Color match

attempts are not guaranteed when a substandard proof is provided–color printer output is not acceptable for color match.

For full-page ads, if a SWOP-standard proof is not supplied, one can be made at a cost to the advertiser of $20.

File Transfer Protocol (FTP) Instructions

Visit www.wetransfer.com. Add your file (up to 2 GB), your email address, and the email address of our production manager. Shipping Instructions

Pack disk to prevent breakage during shipment. Proofs must accompany all materials and should not be folded across

illustrations. Contents of the package should be identified on the outside with publication name and date.

Ship materials to: Advertising Production Coordinator, Diablo Publications, 2520 Camino Diablo, Walnut

Creek, CA 94597. Include a copy of the insertion order with materials.

Speak to your Advertising Production Coordinator for FTP electronic ad file submission instructions.

Materials Return

Camera ready advertising materials will not be returned unless requested.

Advertising Unit Dimensions Width Height 2-Page Spread, trim 18" 10 3∕4"

Full-page, bleed, trim 9" 10 3∕4"

Full-page, non-bleed 7 7∕8" 9 5∕8"

2/3-page, vertical 5 1∕8" 9 5∕8"

1/2-page, vertical 3 7∕8" 9 5∕8"

1/2-page, horizontal 7 7∕8" 4 3∕4"

1/3-page, vertical 2 1∕2" 9 5∕8"

1/3-page, square 5 1∕8" 4 3∕4"

1/4-page, square 3 7∕8" 4 3∕4"

1/6-page, vertical 2 1∕2" 4 3∕4"

Questions?

Further questions can be addressed to the Advertising Production Coordinator at (925) 943-1111.

Revised 7/22/15 CT




Advertising Units:

Full page(full bleed)

Full page(non-bleed)

2/3-PageVertical

2-Page Spread(full bleed)

1/2-PageVertical

1/2-PageHorizontal

1/3-Page Vertical

1/3-PageSquare

1/4-PageSquare

1/6-Page Vertical

Bleed:

Full page(bleed)

Full page (bleed):

For full page ads that bleed, pull bleeds 1/8” outside trim on all sides of the document. All images and text not intended to trim should be in the “live area” or “bleed safety area” at least 1/4” inside trim.

Full page (non-bleed):

For full page ads that don’t bleed, the artwork should be exactly 7 7/8” x 9 5/8”. Your artwork will be centered on a 9 x 10 3/4” page for output.

solid line = trim

dashed line = live area

grey area = art

1/8” beyond trim = bleed

solid line = trim

grey area = art

18” x 10 3∕4” 9” x 10 3∕4”

7 7∕8” x 9 5∕8” 5 1∕8” x 9 5∕8” 3 7∕8” x 9 5∕8” 7 7∕8” x 4 3∕4”

2 1∕2” x 9 5∕8” 5 1∕8” x 4 3∕4” 3 7∕8” x 4 3∕4” 2 1∕2” x 4 3∕4”

Revised 7/22/15 CT




Diablo Insert Rate Card

Pre-printed inserts, provided according to publication insert specifications:

Single page (2 sides): $100 per 1,000 inserts

Two page (4 sides): $150 per 1,000 inserts

Additional pages: Quoted upon request

Minimum order: 10,000 inserts

Pre-ApprovalAll inserts must be approved in advance, in writing, but Diablo magazine. Prior to printing inserts, supply camera-ready color proofs and one paper dummy produced on desired paper stock, at acutal size, for initial specification evaluation. After printing, provide a minimum of four printed samples of the inserts as far in advance of the insertion date as possible to very final specifications before shipping and binding. Send samples to: Eileen Cunningham,

Diablo magazine, 2520 Camino Diablo, Walnut Creek, CA 94597.

Reader Loyalty

Magazine trim size 9” x 10 3∕4”

Full-page insert minimum untrimmed size 9 5∕16” x 11 1∕8”

Less than full-page insert size Contact project manager

Binding Perfect bound

Head trim 3∕16”

Foot trim 3∕16”

Face trim 3∕16”

Grind 1∕8”

Jog direction Head

Perforation 3∕8” from bindery edge (includes 1∕8” grind)

Quantity

Provide 5% overs for spoilage. Full-circulation quantities may vary based on planned bonus distribution. Confirm specific issue full-circulation quantities with project manager.

All rates are net. Placement requests: add 10%. Ads are payable by check, money order, Visa, Mastercard, or American Express. All inserts produced in-house will be billed according to the complexity and size of the insert. Rates effective January 1, 2008.

Reply cards, promotional offers, tip ons; Insert

advertising programs are designed to maximize

response from readers.

Revised 7/17/15 CT

Documents

magazine The Diablomag.com Diablopubs.com Diablo Custom … · 2017. 11. 18. · Diablo magazine 2520 Camino Diablo Walnut Creek, CA 94597 925 943-1111 Fax 925 943-1045 An ployee-One