ent001487-006

1. GENERAL ADVERTISING (a) Space Rates: B&W 2-Col. 4-Col. Full Page $850.00 i/2 Page (Vertical) 475.00 ?╤2. Page (Horizontal) 525.00 Page 250.00 $200.00 Ad?╟╓l 125.00 Adi 125.00 Adi 100.00 Adi $425.00 Adi 425.00 Adi 425.00 Adi Bleed (Including Gutter Bleed) 15% on B&W rate Back Cover (4-color process only) $1590.00 Second Cover (4-color process only) 1350.00 Third Cover (4-color process only) 1350.00 Cover rates are fixed but insertions apply to schedule to earn frequency or bulk discount on other space. Cover rates include bleed. RETAIL RATES: B&W Full Page $470.00 Page 335.00 14 Page 195.00 Color and bleed rates as above. Retail rates will apply only when advertising is placed directly by ap accredited retail establishment or their ad- vertising agency. (b) Frequency Discounts: 8 issues 15% 6 issues 10% 4 issues 7i/2% Frequency discounts apply when at least one insertion runs in the number of issues indicated above within each eight issue period. (c) Bulk Discounts: 4 pages 5% 8 pages 10% 12 pages 12i/4% 16 or more 15% Bulk discount applies to the total space run within each eight issue period. Either frequency or bulk discount will be credited to each eight issue period ?╟÷ whichever is the larger. (d) Minimum size of advertisements: 14 page. (e) Bleed for half pages, full pages and spreads (including gutter bleed), will be charged at black and white rate plus 15%. Cover rates include bleed. (f) Advertisers may place yearly non-cancellable contracts to earn space discounts but the rate may be specified only through the December 1958 issue; for the balance of con- tract year at rates prevailing. Publisher reserves the privi- lege of raising rates at any time at their discretion on notice given three (3) months before the date of issue. (g) Covers and other insertion orders specifying special positioning are non-cancellable. (h) Cancellations or changes in orders, including covers and other insertion orders specifying special positioning, will not be accepted after established closing date, and none may be considered executed unless acknowledged by the publisher. (i) All copy, text, display and illustrations are published upon the understanding that the advertiser and the adver- tising agency are fully authorized, have secured proper written consents for the use of names, pictures and testi- monials of any living person, and may lawfully publish and cause such publication to be made, and the advertiser and the advertising agency agree to indemnify and save harmless the publisher from any and all liability, loss and expense of any nature arising out of such publication. (j) Not responsible for errors in key numbers. 2. CLASSIFICATIONS None 3. READING NOTICES None 4. COMMISSION AND CASH DISCOUNT (a) Agency commission 15 per cent allowed only to recog- nized agencies. '(b) Cash discount 2 per cent, 10 days (c) Advertising bills rendered on ?╟úsale date?╟Ñ are payable 10 days later. 5. MECHANICAL REQUIREMENTS (a) Units acceptable: Bleed Spread .. . 2034 x 13^4 inches Spread (across gutter) *... 191/6 x 12i/6 inches Bleed Page ... 10^4 x 13^4 inches Full Page ... 8% x 12i/6 inches Trim size ... IO14 x 13i/4 inches Half Page (Horizontal) ... 8% x 6 inches Half Page (Horizontal?╟÷Bleed) ... 10^4 x 6^4 inches Half Page (Vertical) ... A x 12^4 inches Half Page (Vertical?╟÷Bleed) ... 5 x 13^4 inches Quarter Page (2 col. square) ... 4m x 6 inches Quarter Page (1 col. Vertical) ... 214 x 121/6 inches *On all spreads across gutter or gutter bleed, lettering must be kept 54 inches from back bone. (b) Engravings: Best results may be expected from 120 line halftone screen. For black and white advertisements, furnish either 16 gauge copper originals or copper faced electrotypes, mounted on wood (.918") with all dead metal routed and bearers trimmed off. For two-color advertisements, the black plate is to be the same as an engraving for a black and white advertisement ?╟÷ an original or electrotype mounted on wood, ready for printing. The color plate is to be an unmounted electro- type .152" thick, dead metal routed, bearers trimmed off and edges beveled. For four color advertisements, furnish nickel types .152" thick with all dead metal removed and bearers trimmed off. The black plate should be mounted on wood and the three color plates should be unmounted with edges beveled. (c) Two-color Advertisements: Two-color advertisements are printed wet. Color is first down; then black with no drying interval. Proof side to side on publisher?╟╓s stock, furnished on request without charge. '(d) Four-color Advertisements: Four-color advertisements are printed on two-color presses with drying interval between first two and last two colors. Proof head to foot; first two colors, red and black, wet; then allow drying intervals; then proof second two colors, yellow and blue, wet; Use following R. W. Rexford inks: Gloss Black #44830; Gloss Red #46047; Gloss Yellow RATE CARD NO. 28