Display Rate Card

{ D i s p l ay R a t e C a rd }
Ducks Unlimited originated in 1937 during the Dust Bowl when drought-plagued waterfowl populations had plunged
to record lows. A small group of sportsmen joined together to form Ducks Unlimited. To date, DU’s volunteers
have raised over $2.5 billion and the organization has conserved more than 12 million acres of habitat—one of the
greatest conservation achievements.
READER PROFILE
Ducks Unlimited was founded by a group of waterfowl hunters over 72 years ago, and today 90% of
DU members are hunters. The community of Ducks Unlimited supporters has spurred a unique lifestyle
that revolves around a passion for waterfowl hunting and other outdoor activities. Ducks Unlimited
celebrates this lifestyle and explores the role of hunters in conservation through its flagship magazine, Ducks
Unlimited. The magazine educates, informs, entertains, and motivates DU members, and promotes
DU’s conservation priorities and achievements. Each issue covers all aspects of waterfowl management,
wetlands conservation, waterfowl hunting, and highlights DU programs, news, and accomplishments.
With an audience of 2.8 million readers, Ducks Unlimited delivers a diverse cross-section of America with
the disposable income to purchase the high-quality products that distinguish their lifestyles—potentially
your best customers.
Sources: 2007 Reader Profile Study and 2008 Spring MRI
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A D V E R T I S I N G R AT E S
Effective January 2009
Guaranteed Rate Base: 525,000
{ G EN ER AL R ATES }
1X 37,390
31,160
23,370
15,580
11,685
3X
35,530
29,610
22,205
14,805
11,105
Full Page 2/3 Page 1/2 Page 1/3 Page
1/4 Page
29,070
24,225
18,170
12,115
9,085
27,620
23,020
17,265
11,510
8,630
Full Page 2/3 Page 1/2 Page 1/3 Page
1/4 Page
26,175
21,815
16,360
10,905
8,180
43,000
41,130
44,870
FOUR-COLOR
Full Page
2/3 Page
1/2 Page
1/3 Page
1/4 Page
6X
33,625
28,020
21,015
14,010
10,510
9X
31,765
26,471
19,855
13,235
9,930
12X
31,020
25,840
19,380
12,920
9,690
26,150
21,790
16,345
10,895
8,170
24,700
20,585
15,440
10,290
7,720
24,140
20,120
15,090
10,060
7,545
24,870
20,725
15,545
10,365
7,770
23,540
19,620
14,715
9,810
7,355
22,235
18,530
13,900
9,265
6,950
21,714
18,095
13,570
9,050
6,785
40,860
39,085
42,640
38,670
36,990
40,350
36,530
34,940
38,120
35,675
34,125
37,225
TWO-COLOR
BLACK & WHITE
COVERS
2nd
3rd
4th
{ MAIL ORDER RATES }
Available to advertisers selling directly to the consumer through
the mail or by phone. Discounts apply only to 1/4 page units
or larger. (Sportsman’s Spread and inserts not included). Position flexibility required. Frequency rates do not apply. Please
specify on insertion order if ad will carry a coupon.
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Full Page
2/3 Page
1/2 Page
1/3 Page
1/4 Page
4/C
29,915
24,930
18,700
12,465
9,350
2/C
23,260
19,380
14,540
9,695
7,270
B&W
20,940
17,455
13,090
8,725
6,545
{ S P O RT S M A N’ S SP R EAD/ CL ASSI FI ED }
For rates on Sportsman’s Spread, Where-to-Go, Spring Geese - Guides & Gear, Real Estate, Marketplace,
or Sportsman’s Gift Shop advertising, please contact:
Cheryl Booth (classifieds@ducks.org)
Blazing Paths Media and Classifieds, LLC (BPM)
P.O. Box 4637, Seminole, FL 33775
(888) 280-9285 or (727) 455-8330
FAX (888) 280-9215
{ A D D I T I O N AL R ATE I N FO R M ATI O N }
BLEED:
No charge.
POSITION GUARANTEE:
COLOR:
Add 10% (when available). Covers not included.
Color prices are for standard process only. For matched colors, consult publisher. Additional charges may apply.
INSERTS, REGIONAL ADS & SPLIT RUNS: Accepted only on a limited basis. Insert cards must be accompanied by at
least one full page of advertising. Contact publisher for rates.
PAYMENT TERMS: Invoices are rendered on the publication date of each issue and are due within 30 days of invoice. A
11/4 % late payment finance charge (18% annual percentage rate) will be applied on any unpaid balance over 60 days.
New advertisers must supply payment with order, pending credit approval.
A discount of 15% is allowed to accredited advertising agencies if ad is supplied ready for
publication and invoice is paid within 30 days of issuance.
AGENCY COMMISSION:
Advertisers using more than 12 insertions annually may earn additional frequency discounts. Consult publisher or your advertising representative.
ADDITIONAL FREQUENCY DISCOUNTS:
3
2009 EDITOR IA L C A L EN DA R
AND CL OS IN G DAT ES
Topic Issue
Ad Close
MATERIALS Due
January/February  Alaska / 10 Late-Season Decoy Strategies
11/3
March/April  DU & Waterfowl Research / Tips for Better Waterfowling 1/2
May/June  Retriever Trials / Ducks in the Desert
3/2
3/16
July/August
Ducks and Energy / Get Ready for Opening Day 5/1
5/15
September/October
2009 Fall Flight Forecast / Gear for the Mobile Waterfowler 7/1
7/15
November/December Waterfowler’s Gun Cabinet / Geese Over Water 9/1
11/17
1/15
9/15
covers:
Cover deadline is one month prior to ad close. Covers are not cancelable.
CANCELLATIONS :
No cancellations accepted after the specified closing date.
O ur Departments are Geared to the
INTERES TS o f Our READERS
{ }
Insights • DU News • Mixed Bag • Understanding Waterfowl • Shotgunning
Retrievers • Waterfowler’s Notebook • Cooking • Conservation • Flyways
Greenwings • Closing Time
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OPPORTUNIT IES F OR EX T EN D IN G
YOU R REAC H
• World’s largest wetlands and waterfowl conservation magazine
• Bi-monthly publication
• Educates, informs, entertains, motivates readers
• 2.8 million readers
• Ranked #1 among duck hunting sites
• 2.2+ million page impressions per month
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• 150,000+ unique visitors per month
• Monthly newsletter of 90,000+ opt-in (200,000+ total dist.)
• Wetlands for Tomorrow Campaign
• 3,500 grassroots events per year
• Special events: shooting, golf, fishing, entertainment, conventions
• Youth and Education Programs
• Licensing / Co-branded promotions
• National Sponsorships
" Ê * , /
,
• Cross-promotions with other partners
• Joint marketing partnerships
• 3-minute program, six days a week
4HE
7ORLDOF
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• Two :30 second spots per show
• Audience: 660,000 listeners per day
• 300 stations - C and D counties
• Ducks Unlimited TV Show
• Ducks Unlimited WaterDog TV Show
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• Puddler magazine
• Custom Research / Reprints / Counter Cards / Guest Speakers
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DU O NLIN E / w w w. ducks. or g
{ S I TE FEATU R ES }
The Ducks Unlimited Web site averages over 340,000 visits by more than 155,00 unique visitors creating more than 2.2
million page impressions each month. Visitors to www.ducks.org can keep up with the latest duck hunting tips and tactics,
retriever training videos, local weather conditions, waterfowl migration, conservation reports, and local chapter information.
Our multimedia section includes new streaming videos, a photo gallery featuring member submitted photos, Ducks Unlimited
magazine features, DU TV trailers and more. A special members-only area is available where members enjoy exclusive content
such as the DU message boards, DU desktop wallpaper, podcasts, and other special offers from our partners.
{ O N L I N E R ATES & SP ECI FI CATI O N S }
Banner advertisements include a banner link directly to the advertiser’s website. All ad units are run-of-site.
AD SIZE (PIXELS)
GROSS RATE PER
1,000 IMPRESSIONS
MAX. AD SIZE
120 X 600
120 X 440
120 X 240
$30
$25
$15
20kb
15kb
15kb
Animation:
Resolution:
Allowed
72 dpi
Format:
JPEG, GIF, or Flash
{ R equirements }
All banner ads should be delivered five (5) business days before the advertisement begins the ad schedule. In addition to
the creative graphics, please include the following in your email: URL (Web address) where the ad should link and text for
the alt tag (name of the image). All banners must be ready for consumption by ducks.org when received. Animated GIFs
must be produced by the advertiser, and all Flash files must have embedded links specified by the advertiser with a target of
“_blank”. Please email to agoode@ducks.org.
Additional sponsorship opportunities beyond banner ads are available.
Please contact your sales representative for more details.
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DU RADIO
{ T H E WO R LD O F DUCKS U N L I M I TED }
The largest general outdoor radio show in N orth A merica !
The World of Ducks Unlimited is a 3-minute, 6-day-a-week radio program celebrating the outdoor lifestyle. The network
consists of more than 300 stations in C and D counties across the nation providing you the opportunity to reach one of
the largest groups of outdoor sportsmen available.
Our radio host, John Quaintance, presents a wide range of programs focused on seasonal topics such as wild game recipes,
waterfowl hunting, retriever training, hunting and shooting tips, recreational vehicles, issues that guide DU’s research, and
DU’s partnerships with federal, state, and local agencies.
Commercials are sold at the following net rate and are based on use within a one-year period. Discounts are available for
sponsorship commitments exceeding 13 total spots or in conjunction with Ducks Unlimited magazine or online media
advertising. Exclusivity can be offered with a full sponsorship of 52 total spots.
:30 SECOND SPOT = $350
Your pre-recorded spot should be supplied on a digital tape or CD and sent one month prior to scheduled airing to:
The Walker Agency
Attn: Pete Walker
15855 North Greenway-Hayden Loop; Suite 160
Scottsdale, AZ 85260-1726
1-800-248-9687
1-480-483-0185
To hear a sample of our show, log on to www.ducks.org/multimedia.
Speak to your sales rep about a customized program to suit your advertising needs.
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MECHANICAL REQUIREMENTS
AD SIZE
BLEED
Live Area
TRIM
Full Page spread
16 5/8” x 11”
15” x 9 3/4”
16 1/4” x 10 1/2”
Full Page
8 7/8” x 11”
7” x 9 3/4”
8 1/8” x 10 1/2”
2/3 Page
5 1/2” x 11”
4 5/8” x 9 3/4”
5 1/4” x 10 1/2”
1/2 Page spread
16 5/8” x 5 1/4”
15” x 4 3/4”
16 1/4” x 5 1/8”
1/2 Page vert.
5 1/2” x 8 1/8”
4 5/8” x 7 3/8”
5 1/4” x 7 13/16”
1/2 Page horiz.
8 3/8” x 5 1/2”
7” x 4 3/4”
8 1/8” x 5 3/16”
1/3 Page vert.
2 3/4” x 11”
2 1/8” x 9 3/4”
2 1/2” x 10 1/2”
1/3 Page horiz.
5 1/2” x 5 1/2”
4 5/8” x 4 3/4”
5 1/4” x 5 3/16”
1/4 Page vert.
4 1/2” x 5 1/2”
3 3/8” x 4 5/8”
1/4 Page horiz.
8 1/2” x 2 7/8”
8 1/8” x 2 1/2”
7” x 2”
4” x 5 1/3”
R E Q U I R E D M AT E R I A L S
PREFERRED SCREEN RULINGS:
Output resolution of 2400 dpi
150-line screen for all sizes of one-, two- and four-color ads
Maximum density 280
SWOP® standards apply for CMYK
PRODUCTION CHARGES:
Failure to supply Ducks Unlimited with proper materials will result in forwarding charges
to the advertiser.
Production charges from our printer, including key code changes, adding fifth
color, etc. will be invoiced in addition to space rate. Contact publisher for costs.
If proofs are desired for approval, they will be supplied upon written request.
Tear sheets will be furnished at time of billing.
Material will be returned upon written request.
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PRINTING: Web-offset
BINDING: Perfect bound
TRIM SIZE: 8 1/8” x 10 1/2”
FORMAT: Three column
GUTTER ALLOWANCE: 1/8”
D I G I TA L A D S P E C I F I C AT I O N S
• PDF/X-1a is the required file format for spreads, full pages, and partial ads.
• All ads must be created in a single unit and built to the exact trim specified in this rate card.
• Standard trim, bleed and center marks should be 1/2” outside trim.
• Bleeds must extend at least 3/8” beyond the trim area and all live matter must be placed at least ½” to the
inside of the trim line.
• All high-resolution images and Type 1 fonts must be included when the file is trapped and saved.
• Do not nest EPS file into other EPS files. Do not embed ICC Profiles within images.
• A preflight report should be supplied.
• Further information about PDF/X-1a can be found at www.pdf-x.com
• All other files will not be accepted. Files sent that do not meet format requirements will not be used and a corrected file will be requested. If corrected file can not be submitted, Ducks Unlimited will not be responsible for
any reproduction issues.
 
H unter P hoto G uidelines
Photographs in ads should reflect positively on the image of waterfowlers, should show respect for the resource, and
should conform to federal regulations regarding transportation, bag limits, and possession of migratory waterfowl. Ads
with photographs showing harvested waterfowl must conform to the following:
• All photos must show hunters with no more than their individual daily limits.
• No photos showing multiple limits in a pile.
• No photos showing unattended harvested waterfowl.
• When firearms are included in any photo, appropriate gun safety rules must
be portrayed.
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{ P RO O F R EQ U I R EM EN TS }
When supplying digital ads, two hard copy contract quality proofs must be supplied. The proofs must be calibrated to SWOP® specifications and include a color bar generated from the digital data. Also, proofs should be
clean and legible, showing ad as actual size. A specification sheet stating the proofing device used, the appropriate
file identification, and a name and contact number should also be included (in case problems arise attempting
to match color).
acceptable proofs for digital ad files:
• Polaroid PolaProof Digital Halftone Proofing System
• Imation Matchprint – Digital Halftone Proof
• Iris Pro SWOP®
• Kodak APPROVAL® Digital Color Proofing System
Please visit http://www.swop.org/certification.html for a complete up-to-date listing of SWOP® approved color proofs.
Ducks Unlimited magazine will not be responsible for content or guarantee color on digital ads that are supplied
without a color correct proof. A written release granting Ducks Unlimited magazine permission to run the digital
ad without an original proof should be sent to agoode@ducks.org.
Digital files can be supplied in the following METHODS
• Mail CD with proofs to:
Ad Manager, Ducks Unlimited magazine,
One Waterfowl Way, Memphis, TN 38120
• E-Mail: agoode@ducks.org (maximum file size 4MB)
• FTP: Call Anita Goode at 901-758-3778
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I N S E R T C A R D Q U A L I F I C AT I O N S
{ BI N D - I N C A R D S O R I N S E RT S }
{ D E L I V E RY }
(placement between signatures)
All loads should be addressed to:
4 1/2” wide x 5 1/2” deep
MAXIMUM SIZE: 8 3/8” wide x 10 3/4” deep
LIVE MATTER SAFETY MARGIN: 5/16”
GUTTER GRINDOFF: 1/8”
PERFORATION: 1/2” from binding edge
(Micro perfs are required: 12 or more teeth to the inch)
FOOT TRIM: 3/16” (jog to foot)
Terri Fabrizio c/o B3 Dock
Fry Communications, Inc.
15 Pleasant View Drive
Mechanicsburg, PA 17050
Phone: (800) 334-1429 Ext. 3755
terri.fabrizio@frycomm.com
MINIMUM SIZE:
{ PA P E R S P E C S }
.007 pt stock
.012 pt stock
POROSITY: 22 gurley (minimum)
MINIMUM:
MAXIMUM:
Deliveries can be made 24 hours a day, seven days a
week. Please call Ducks Unlimited to verify delivery
date for each issue. Telephone notification of quantity, number of pallets, shipper, and estimated time
of arrival should be forwarded to Terri Fabrizio at
(800) 334-1429 Ext. 3755 prior to shipping.
{ PAC K I N G O F SU P P L I ED P R I N TED I N SERTS }
We require that our packing procedures be adhered to when sending inserts to insure proper handling and
accurate accounting of your supplied materials. We will be responsible only if these requirements are met.
{ PAC KI N G P RO CEDUR ES }
Supplied materials must be packed in lifts, no less than six (6) inches high. (A lift is a stack of material all
turned in the same direction.) The printer prefers to receive lifts as large as can be provided without creating
an unstable load. If two page inserts are received with lifts that are not clearly marked, or which have pieces
turned in different directions within the lift, then upside down or backwards binding of some pieces may result.
Inserts must be packed in such a way that they are received in a flat condition. Cards should be packed so they
do not curl or bend during shipping or storage. All inserts must be trimmed to exactly the same size. Please
strap or band product, only if necessary, to prevent shifting during transit.
Please pack your supplied materials on sturdy 40”x48” skids with a maximum height of 53”. The Bill of Lading
must list the following:
• Total quantity (copies, boxes, pallets)
• Title of insert
• Title of publication
• CSAA’s name-Terri Fabrizio
Multiple supplied inserts should be separated on individual pallets. Each carton and skid must contain the same
information as the Bill of Lading.
11
GENERAL CONDITIONS
{ Submission of any advertisement, insertion order, space reservation, or
position commitment shall constitute acceptance of the following. }
1. Conditions, other than the rates, are subject to change without notice by Publisher.
2. Publisher reserves the right to refuse any advertisement, insertion or space reservation or position commitment at any time.
All ads are subject to Publisher’s approval.
3. No ads may be cancelled after the closing date for any reason. Covers are noncancelable.
4. Advertisements are accepted upon the representation that advertiser and its agency have the right to publish the contents included in the ad. Advertiser and its agency agree to hold Publisher harmless against any expense or loss by reason of any claims
arising out of publication of said claim in their ads.
5. Rates are subject to change upon notice from the Publisher.
6. Any advertiser who does not complete a contracted schedule will be subject to a short rate.
7. Positioning of advertisements is at the discretion of the Publisher except where a request for a specific preferred position is
acknowledged by Publisher in writing.
8. Publisher is not responsible for insertion of incorrect key numbers, incorrect advertisements or omission of any advertisements.
9. Publisher shall have the right to hold advertiser and/or its agency jointly and separately liable for payment due and payable to Publisher for advertising which the advertiser or its agent ordered and was published, and also for claims arising from
contents of advertising.
10. No conditions other than those set forth in this rate card shall be binding on the Publisher unless agreed to, in writing,
by Publisher.
11. Publisher is not liable for delays in delivery and/or non-delivery in the event of act of God, action by any governmental
or quasi-governmental entity, fire, flood, insurrection, riot, explosion, embargo, strikes whether legal or illegal, labor or material shortage, transportation interruption of any kind, work slowdown, or any condition beyond the control of Publisher
affecting production or delivery in any manner.
12. As used in this section entitled “General Conditions,” the term “Publisher” shall refer to Ducks Unlimited.
12
PUBLISHED BY
D. A. (DON) YOUNG
Executive Vice President and Publisher
BETH BRYAN
Advertising Director
TOM FULGHAM
Editor-in-Chief
ANITA GOODE
Advertising Manager
SALES OFFICES
NEW YORK, NORTHEAST
& EASTERN CANADA
CHICAGO & MIDWEST
Sig Buchmayr (sigbuch@optonline.net)
OPFER MEDIA, LLC
BUCHMAYR ASSOCIATES
293 East Madison, Elmhurst, IL 60126
(630) 832-3600 FAX (630) 563-1173
28 Great Hill Road, Darien, CT 06820
(203) 662-9740 FAX (203) 662-9381
Stu Opfer (stu@opfermedia.com)
LOS ANGELES
NEW ENGLAND & NORTHEAST
Scott Buchmayr (sbuchmayr@worldnet.att.net)
SCOTT BUCHMAYR &
ASSOCIATES, INC.
10 State Street, Suite 207
Newburyport, MA 01950
(978) 462-6335 FAX (978) 462-6445
MID-ATLANTIC & PENNSYLVANIA
Amos Crowley
(amos@buchmayrcrowley.com)
BUCHMAYR CROWLEY, LLC
15550 Priorway Drive
Novelty, OH 44072
(888) 299-5255 or (440) 564-5255
FAX (440) 564-5244
SOUTHEAST & SOUTHWEST
Jen Kelly (NJen1111@aol.com)
John McCarthy
(johnmccarthy1@sbcglobal.net)
(818) 706-8066 FAX (818) 706-8326
Peter McCarthy
(petermccarthy@verizon.net)
(805) 241-6710 FAX (805) 241-6711
JOHN MCCARTHY & ASSOCIATES, INC.
2683 Grandoaks Drive
Westlake Village, CA 91361
SAN FRANCISCO/NORTHWEST
& WESTERN CANADA
Patrick F. Doyle
(patrick.doyle@mcginleydoyle.com)
MCGINLEY & DOYLE MEDIA
5 Third Street, Suite 600
San Francisco, CA 94103
(415) 777-4383 or (415) 308-2251
FAX (415) 777-4385
MEDIA VISIONS
P.O. Box 231388, Montgomery, AL 36123
(334) 277-7265 FAX (334) 277-7365
DETROIT & OHIO
Dan Flavin (dpflavin@mindspring.com)
FLAVIN & ASSOCIATES, LLC
1735 E. Big Beaver Rd., Troy, MI 48083
(248) 524-9000 FAX (248) 524-9337
SPORTSMAN’S SPREAD/
WHERE-TO-GO/MARKETPLACE
Cheryl Booth (classifieds@ducks.org)
Blazing Paths Media and Classifieds, LLC (BPM)
P.O. Box 4637, Seminole, FL 33775
(888) 280-9285 or (727) 455-8330
FAX (888) 280-9215
O n e W at e r f ow l W ay • M e m p h i s TN 3 8 1 2 0 -2 3 5 1
P h o n e : (901) 7 5 8 -3 8 2 5 • F a x : ( 9 0 1 ) 7 5 8 -3 9 0 9
w w w. duc k s. or g
MCCR 0460