2006 Editorial Calendar
MACS ACTION™ Publishes Seven Issues Annually
Issue Insertion Order Ad
January/February* 11/28/05 12/1/05
Education and Training
*2000 bonus distribution at MACS 2006 Convention
March/April 1/30/06 2/3/06
Convention and Trade Show Review
May 3/27/06 4/3/06
June 4/28/06 5/1/06
July/August 5/26/06 6/1/06
Heavy Duty and Off Road
September/October 7/24/06 8/1/06
Engine Cooling and Heat Exchange
November/December 9/25/06 10/2/06
Essential Tools /Product Showcase/ Convention Preview
2006 EDITORIAL CALENDAR www.macsw.org
ACTION magazine is much more than a trade association news magazine for
the Mobile Air Conditioning Society (MACS) Worldwide. ACTION™ is the
journal of record for the professional in the growing global mobile A/C
industry and changing heat transfer and engine cooling system marketplace.
The winner of five IMPA awards for excellence, and an ASBPE design award,
ACTION™ has access to the design, service and repair experts in automotive,
heavy-duty, off-road, and bus mobile A/C, heat transfer and engine cooling
Most importantly, MACS circulates ACTION™ to 12,000 readers each issue
through a unique rolling distribution method, providing advertisers with
10,000 fresh readers each month that are pulled from a qualified list of over
80,000 automotive A/C and engine cooling and heat transfer professionals.
ACTION editorial includes regular departments:
Member Shop Profile Around the Industry
Association News Classified
People on the Move New Products & Services
Legislative & Regulatory Safety Check
All seven annual issues of ACTION™ provide insight and opinion from MACS
staff and regular columnists including:
Outlook-Thought provoking insight from MACS’ Chairman.
Expansion Valve-MACS’ editor Jim Taylor’s award winning view of events
shaping our industry.
Technically Relay-ted-Paul DeGuiseppi tells it like it is in the shop in his
award winning column.
Leonard’s Law-The legal view by prominent Philadelphia attorney Keith
In the Shop-Nationally renowned automotive trainer Craig Van Batenberg’s
view of shop management.
Last Watch-MACS president Elvis Hoffpauir discusses key events and indus-
try trends in his award winning column.
ACtion • 2006 Editorial Calendar 3
ounded in 1981, the Mobile Air Conditioning Society (MACS) is the leading non-profit trade association for the
F mobile air conditioning, heating and engine cooling system segment of the automotive aftermarket. MACS
represents 1600 members in North America and 47 countries around the world, and is affiliated with the Vehicle
Air Conditioning Specialists of Australia (VASA). MACS also provides information and services to more than 60,000
industry shops, suppliers and technicians. The Society serves the industry through informational tools, self-paced
educational materials, leader-led training clinics, advocacy and other member services. Since 1991, MACS has
assisted more than 600,000 technicians to comply with 1990 Clean Air Act requirements for certification in refrigerant
recovery and recycling to protect the environment. To learn more about MACS Worldwide and the upcoming 26th
annual Convention and Trade Show, EXPRESS TRAIN to be held January 26-28, 2006 at the Caribe Royale Hotel and
Convention Center in Orlando, Florida, visit our website at www.macsw.org
Commonwealth of Pennsylvania for any action relating to a claim
Return of Materials
arising out of or in connection with an order or ad.
Advertising materials will be returned only upon request.
Inactive materials left in the publisher’s possession will be
discarded 12 months from date of first issue. The publisher will
The publisher will make every effort to notify advertisers of rate
exercise reasonable precautions to protect all submitted
changes. However, the publisher reserves the right to change
material but will not be liable for loss or damage.
rates and terms at any time without notice.
Simulated Editorial Advertising
15% of gross billing to agencies on space, color and position
Simulated editorial advertising must prominently carry the word
provided the account is paid in full within 30 days of invoice
Earned Rates & Short Rates
Reprints can be printed for use as promotional and/or
An earned rate will be determined by the space used within a
informational hand-outs at seminars and meetings. Please
twelve month period based on number of insertions, counting
contact the publisher for rates.
each individual advertisement and each page or fractional page
of multiple advertisements or inserts as one insertion. While the
size of the ad may vary, an insertion order must be issued in
Advertiser/Agency represents to ACTION™ that it is authorized to
advance in order to receive frequency rates. On consecutive
publish the entire contents and subject matter of the ad or
contracts for insertions, the previous ad will be repeated in time
insertion. The publisher shall not be responsible for any claims
for publication unless advertiser notifies ACTION™ of new
made in or by advertisements. The advertiser/agency is
materials. Such orders cannot be canceled. Advertisers will be
responsible for all ad material and publisher shall have no liability
short-rated if contracted frequency rate is not met within a
for any wrong material supplied, errors, additions, omissions or
twelve month period. In that event, the advertiser/agency will be
defects to an ad when it is supplied as camera ready. The
billed the difference of the contracted rate and the rate actually
publisher also reserves the right to decline an advertisement and
to reject any revisions to an ad received after the publisher’s
deadline. Publisher shall not be responsible for any errors made
in changes if approval of the change cannot be obtained for any
All payments must be made in currency of the United States.
reason. The publisher reserves the right to mark as
Notwithstanding any statement to the contrary on any order, the
“advertisement” any advertisement simulating an editorial. By
advertiser and the agency are jointly and separately responsible
placing an ad, the advertiser agrees to defend, indemnify and
for payment of the advertising space that is ordered. Credit shall
hold harmless the publisher from any liability resulting from or
be extended at the discretion of the publisher. The publisher
relating to the advertisement, including reasonable attorney’s
reserves the right to require prepayment. Credit terms are net
fees and litigation costs. Cancellations will not be accepted after
thirty days from the invoice date, with interest accruing thereafter
the publisher’s closing date(s).
at the rate of 1.5% per month. Interest is non-commissionable. If
Publisher shall not be liable for any failure to print, publish, or
legal action is brought for recovery of any sum due the publisher,
circulate, all or any portion of any issue, in which an
it shall be entitled to all costs incurred in connection with such
advertisement accepted by publisher is contained, if such failure
action, including a reasonable attorney’s fee. Exclusive jurisdiction
is due to acts of God, strikes, accidents, or other circumstances.
and venue shall be in the federal and state courts of the
ACtion • 2006 Editorial Calendar 5
MACS ACTION™ Contact Information
Editorial Advertising Sales Production
Jim Taylor Marion J. Posen Laina Casey
Editor VP Sales and Marketing Design and Graphics Mgr.
firstname.lastname@example.org email@example.com firstname.lastname@example.org
215/631-7020 x 315 215/631-2020 x 304 215/631-7020 x 302
Creative Advertising in ACTION™
MACS offers additional Outside the Page The cost to glue in the CD and distribute it ACTION™ Reader Response
advertising opportunities for visibility in When you advertise in ACTION™ reader,
through ACTION™ magazine is $2725 gross
ACTION™ for an insertion ready CD. If necessary, MACS response information will be e-mailed directly
can aid in the CD production process. The to you from interested readers. Visit MACS’
ACTION™ Poster Option production cost will depend on the materials homepage at www.macsw.org to try out the
incorporated into the disc and number of discs automated electronic reader response sys-
Have MACS or your creative team create an
created. tem. The reader reply card can be sponsored;
engine cooling or mobile A/C component or
product poster to be inserted into the maga- the cost is $2400 gross and must be a seven-
ACTION™ Postcard Reader Reply
zine for use in repair shops and to educate issue commitment.
technicians and consumers. Do you want to build your customer lead data-
base? Consider a tear-out postcard with read- MACS Direct Mail
The poster measures 17” x 22” (larger sizes er reply information to request a catalog or Several member companies look to MACS to
available). When the poster is folded down to enter a contest. The postcard should be deliv- run a managed mail campaign to distribute
81/2”x11” it creates space for four full page ered to MACS production and postage ready. catalogs and product information. Determine
The cost to distribute the postcard through the
color ads. Cost $10,000 gross for exclusive the number of recipients of your collateral
sponsorship. magazine is $850 gross. material and MACS will work with a fulfillment
house to mail the material using the MACS
Additional posters can be printed in quantities ACTION™ Product Insert database. MACS has over 80,000 qualified
for sales reps to distribute to customers for a technician leads worldwide. The weight of the
An 11” x 17” two-sided insert of product-spe-
quantity-based fee. material determines the postage and fulfill-
cific photos can give customers an instanta-
neous snapshot of your product line and part
ACTION™ CD Tip-in numbers. MACS printer can print the insert
and attach it into the magazine. The gross
Consider putting your entire product catalog
on a CD and gluing it into ACTION™ magazine. cost is $5100.
6 ACtion • 2006 Editorial Calendar
Guidelines for Materials
NOTE: All of the following MUST be strictly followed when submitting ads.
Bleeds Electronic Media Compression Adobe .PDF files
Use only .ZIP compression for PC files and Ads supplied as .PDFs cannot be guaranteed to
Bleed size is 8-5/8 by 11-1/8 inches (8 3/8” x
.SIT (Stuffitt) compression for Macintosh files. be reproduced in high quality. If you must sub-
10 7/8” plus 1/8” bleed all four sides). For ads
mit a full page ad in .PDF format, please contact
which bleed, keep live matter 3/8-inch from
the MACS office for a ACTION™-specific Distiller
top, bottom and both sides of trim edge. For File Types
Job Option file. Press Optimized or PDF-X file
ads not intended to bleed, allow 1/4 inch safe- Mac files preferred.
format or higher is required. Please include 1/8”
ty margin on all sides for live matter. We will accept only the following formats:
bleed in file if used.
• QuarkXpress 6.5
• Illustrator 11 EPS
• Photoshop 8 300 dpi or higher at
All files should be submitted on one of the fol-
100% for digital images.
Save all files as CMYK. Convert all RGB or
Pantone® colors to CMYK. Include all fonts
used, both printer and screen fonts,
• Zip 100
Adobe Type 1. No TrueType fonts.
• 3-1/2-inch floppy disk
• E-mail (to email@example.com)
Please Include • Files may also be uploaded to
• All linked files
the ACTION™ FTP site.
• Matchprint proof (color) or laser
Call for details.
proof (for black and white ads)
Please use a compression software (you can
• A print-out of the disc contents
download it from the site) format such as .sit or
• A signed insertion order
.zip when sending your file. You can upload the
• Contact name in case of
new images on our FTP site at the following
missing elements or corrupt files.
The following formats cannot be accepted: Film
Microsoft Publisher, Web graphics, Corel
ACTION™ is printed direct-to-plate. Conversion
Draw, Word, GIF, Compuserve, BMP,
Color of mechanicals or other work will be billed.
Photoshop or AOL.Art.
All logos, scans and other color elements Call the MACS office for details & pricing.
must be CMYK (process) for 4-color output.
Paper stock: 50# gloss text.
Proofing: A complete proof must be furnished
for all ads. In addition, one complete set of
color calibrated proofs or color match prints
must be furnished with 4-color material. The
publisher assumes no liability on color repro-
duction if color calibrated proofs are not fur-
nished with supplied material.
Ad Makeup and Alterations
We want to help make your ad look its best.
ACtION™ can create custom ads with 30 days
notice in advance of the Ad Materials dead-
line. Contact us for estimated prep costs.
Necessary ad alterations will be charged.
ACtion • 2006 Editorial Calendar 7
Ad Sizing Requirements
Standard Ad Sizes Width (inches) Depth (inches)
Publication Trim Size 8-3/8 10-7/8
Full Page (live area) 7-7/8 10-3/8
Full Page Bleed 8-5/8 11-1/8
2/3 Page Vertical 4-3/8 9-7/8
1/2 Page Island 4-7/8 7-3/8 Full Page:
1/2 Page Horizontal 7-3/8 4-7/8 7-7/8” x 10-3/8”
1/2 Page Vertical 3-5/8 9-7/8 Trim Size:
1/3 Page Vertical 2-1/2 9-7/8 8-3/8” x 10-7/8”
1/3 Page Square 4-7/8 4-7/8 Full Page
1/4 Page 3-1/2 4-7/8 8-5/8” x 11-1/8”
1/6 Page Vertical 2-3/8 4-7/8
1/6 Page Horizontal 4-7/8 2-3/8
1/12 Page Square 2-3/8 2-3/8
Two Page Spread Width (inches) Depth (inches) Two Page Spread
Trim Size: 16-3/4” X 10-7/8”
Trim Size 16-3/4 10-7/8 Bleed Size: 17” X 11-1/8”
Live Area: 16-1/4” X 10-3/8”
Bleed Size 17 11-1/8
Live Area 16-1/4 10-3/8
If your ad includes a bleed, please allow at least a 1/8 inch bleed
on all sides intended to bleed off the edge of the page. 2/3 Page 1/2 Page
Live Matter: x x
Please keep all live matter at least 1/4 inch away from the trim.
7-3/8” x 4-7/8”
Inches Decimals 1/3 Page
1/8 .125 Vertical
2-1/2” x 9-7/8”
2-3/8” x 2-3/8”
5/8 .625 4-7/8” x 2-3/8”
1/2 .5 1/3 Page 3-1/2”
1/4 .25 4-7/8” x 4-7/8” 4-7/8”