The American Spectator

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The American Spectator 2010 Media Kit

America’s Most Intelligent Political Magazine

Online Print and Web Media Kit: spectator.org/advertise

Download 2010 Media Kit

Contact

Katherine Ruddy
Advertising Manager
email: Ruddy at Spectator.org
1611 North Kent Street, Suite 901 
Arlington, VA 22209
P| 703.807.2011 x22
F| 703.807.2013

About Us

For more than four decades The American Spectator has courageously delivered some of the nation’s most influential reporting, reaching a fine-tuned audience of affluent, well-educated, and involved decision-makers and leaders.

Headquartered inside the Capital Beltway, The American Spectator and Spectator.org enjoy a strong Capitol Hill presence. From daily web reporting and blogging to monthly investigative features in the magazine, The American Spectator continues to uphold its reputation as a leading voice in the industry.

Each month The American Spectator is hand-delivered to the White House and every member of Congress. It is available on newsstands across the country and in major bookstores such as Barnes & Noble and Borders Books & Music. The magazine is also featured on US Airways’ flights from New York to London.

Additionally, The American Spectator recently launched its new e-newsletter, On the Prowl. Free to its opt-in subscription base of 50,000, On the Prowl delivers daily newsbreaking alerts and important updates. Advertising opportunites are available.

History

In 1967, R. Emmett Tyrrell, Jr. and friends started a newsprint tabloid called The Alternative, on the campus of Indiana University in response to the influence of Students for a Democratic Society. In 1977, it became The American Spectator, and by 1985, had expanded its offices to Washington, DC where it quickly broadened its national subscriber base.

In 2003, under the direction of seasoned book publisher, Alfred S. Regnery, the magazine underwent a design facelift, marking a new era with a fresh, new look. The American Spectator continues to deliver monthly commentary and analysis its readers crave.

Spectator.org was also overhauled, providing timely content separate and distinct from the magazine. Spectator.org not only offers daily, intellegent reporting, but also features AmSpec Digital, AmSpec Blog and the On the Prowl e-Newsletter.

Published continuously for nearly 40 years, The American Spectator continues to set the standard for conservative journalism. Sparring toe-to-toe with generations of political leaders and thinkers, the Spectator remains truly valuable and adventurous in thought.

Reader Profile

TOP-LINE DEMOGRAPHICS

Sex

• 86% Male
• 14% Female

Age

• 16% Under 40
• 21% 40-59
• 63% 60+

Education

• 79% Bachelor's Degree
• 45% Post-Graduate Degree
• 12% AA/Vocational

Household Income

• 40% 100,000+
• 8% 250,000+

Career Track

• 30% Professional/Managerial
• 7% Government
• 33% Owner/Partner
• 33% Retired

Dedicated Subscribers

• 68% Paid Subscribers
• 70% Subscribers for 6+ yrs.
• 35% Subscribers for 10+ yrs.

Affluence

• 18% of subscribers to The American Spectator are classified within the top five percentile of wealth in the United States. They hold positions as business executives, board members of publicly-traded companies, and/or have assets that far exceed the national average.
• 10% of subscribers to The American Spectator hold active investment portfolios of up to $1,000,000.
• Many are self-identified philanthropists that have contributed a minimum gift of $50,000 to non-profit institutions.

LIFESTYLE

Home Ownership

• 89% Own a home

Activities

• 34% Travel Abroad
• 27% Hunting/Fishing
• 55% Visiting Museums
• 24% Playing Golf/Tennis
• 55% Spectator Sports
• 20% Cruises

Marital Status

• 69% Married

Travel

• 79% Leisure Trips Last Year
• 20% 4+ Leisure Trips
• 40% Business Trips Last Year
• 17% 4+ Business Trips

PURCHASING POWER

Online Spending Per Year

• 67% Purchased Products/Services Online
• 15% $500 - $1,000
• 22% $1,000+

Magazine Spending Per Year

• 62% Bought from a Magazine

Books Purchased Last Year

• 35% 10 - 20 Books
• 14% 20 - 30 Books
• 16% 30+ Books

Types of Books Purchased

• 48% Fiction
• 70% History
• 51% Biography
• 74% Political

Rate Card

Four Color		Open	3x	6x	10x
Full Page		2,995	2,725	2,525	2,350
Cover 4		3,495	3,395	3,295	3,195
2/3 Page		2,525	2,295	2,150	1,995
1/2 Page		2,150	1,975	1,825	1,695
1/3 Page		1,695	1,550	1,450	1,375
Black & White		Open	3x	6x	10x
Full Page		2,595	2,375	2,195	2,050
2/3 Page		2,150	1,975	1,825	1,725
1/2 Page		1,795	1,650	1,550	1,450
1/3 Page		1,550	1,425	1,350	1,250
1/4 Page		1,295	1,195	1,125	1,075

Special rates available for non-profit organizations and publishers. Above rates are valid through January 2011. For further information or to reserve space, please contact Katherine Ruddy at 703.807.2011 ext. 22

Production Calendar

2010 Schedule
Issue:		Closing Date:	Materials Due:	Mail Date:	On Sale Date:
February		Dec 7	Dec 14	Jan 13	Feb 2
March		Jan 20	Jan 27	Feb 10	March 2
April		Feb 17	Feb 24	March 17	April 6
May		March 22	March 29	April 14	May 4
June		April 21	April 28	May 12	June 1
July/Aug		May 20	May 27	June 16	July 6
September		July 21	July 28	Aug 11	Aug 31
October		Aug 20	Aug 27	Sep 15	Oct 5
November		Sept 21	Sept 28	Oct 13	Nov 2
Dec/Jan		Oct 20	Oct 27	Nov 10	Nov 30

Specifications

General Information

The American Spectator is a saddle-stitched publication printed monthly (with the exception of two double issues) on 45lb paper and 100lb cover stock. High-resolution PDF X1/a files only and should be accompanied with supplied fonts, graphics and images. Contract proof with color bar is required.

Page Dimensions

Trim size: (actual page size) is 8- 3/8" x 10- 1/2"
Live image area: 7- 5/8" x 9- 3/4"
Bleed (1/4" added to trim): 8- 5/8" x 10- 3/4"

Artwork Submission

Artwork can either be shipped or e-mailed. Ftp access is also available upon request.

Shipping:

Attn: Advertising, The American Spectator
1611 N. Kent St., Ste. 901
Arlington, VA 22209
E-mail: Ruddy@spectator.org

Creating a PDF X1/a

• All high-resolution images and fonts must be included when the Postscript file is saved 
• No TrueType fonts or font substitutions
• No RGB or JPEG images
• Do not nest EPS files into other EPS files 
• Do not embed ICC profiles 
• Ensure that OPI comments are turned off
• Maximum density: 300% 
• Minimum dot value: 7% (less than this will not hold ink) 
• Maximum screened dot value: 85% (more than this will saturate to a solid) 
• Final file should include crop marks ¼" away from trim 
• Thin lines or medium to small type (10pts. or less) should be restricted to two colors 
• Knockouts (reverse type) should be made with no more than two colors 
• Small lettering and fine serifs should not be used 
• Process-build screens should be limited to 2 colors for optimum quality 
• Do not apply attributes or modify graphics within the page layout program; use the originating application 
• Convert all images to CMYK. Use CMYK builds in the page layout program unless printing a specific spot color on press 

Supplied Contract Proofs

All proofs provided should be printed on paper similar to the actual product stock. Contract proofs must conform to SWOP standards.

• SWOP Proofing Standards: (Standards for Web Offset Printing) Specifications can be found at: www.swop.org 
• Proofs provided that do not meet SWOP standards will only be used on press when specifically requested. Accurate press match cannot be guaranteed with these proofs  

Supplied Inserts

• Jog to the head and require a 1/8" trim
• Require a minimum hanger size of 3-1/2"
• Must be supplied flat if less than 7" in height and supplied folded if greater than 7" in height
• Center spread inserts should be supplied folded

Shipping for Supplied Inserts Only:
Attn: Karla Payne
c/o American Spectator
Brown Printing
668 Gravel Pike
East Greenville, PA 18041