A NEW MAGAZINE FOR THE HISPANIC CONSTRUCTION PROFESSIONAL




2010 Media Kit
The Largest Circulated Hispanic Male Magazine...
Table of Contents

3        Introduction

4        Ethnicity of the US Construction Workforce
         2000 – 2009 and Pro...
Hispanic Facts

Introduction
                                                                                        30%
C...
Ethnicity of the US Construction Workforce
 10
2000 – 2009 and Projected 2010, 2015, 2025
  9
                            ...
Constru-Guía al Día – Much More than
a Trade Publication
C           onstru-Guía al Día’s aggressive distribution system a...
Results of
                                                                                                               ...
Results of
                                                                                                               ...
The Home Depot ®
                                                                                                         ...
News/Press
W           ith so much buzz surrounding Constru-Guía al Día, it’s no wonder that it’s been featured on both Br...
Association and Trade School Endorsements

H             ispanic Contractor Associations (HCAs) and trade schools are vita...
Editorial Highlights


                                          Early Spring '10                         Spring '10      ...
Special Sections,
                                                                                                        ...
Ad Sizes and Specifications


                           Spread                                              Full Page
   ...
Contact
                                                                                                                  ...
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Constru Guia Al Dia 2010-MK ver 1.6

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Introduction to Constru Guia Al Dia magazine, the largest circulating Hispanic Male publication in the U.S.

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Constru Guia Al Dia 2010-MK ver 1.6

  1. 1. A NEW MAGAZINE FOR THE HISPANIC CONSTRUCTION PROFESSIONAL 2010 Media Kit The Largest Circulated Hispanic Male Magazine in the US Version 1.6 | www.CGaldia.com | www.MiConstruGuia.com GRATIS/FREE GRATIS/FREE GRATIS/FREE GRATIS/FREE La revista del profesional Construyendo profesionales Construyendo profesionales Construyendo profesionales Construyendo profesionales Otoño 2008 Principios de Primavera 2009 Verano 2009 Otoño 2009 Primavera 2009 HERRAMIENTAS ESENCIALES PARA EL ÉXITO POLVO PELIGROSO 6 PASOS PARA UN MOLDURAS DE AISLAMIENTO PERFECTO CONSEJOS DE CORNISA PERFECTAS Mantenga el polvo fuera de Cómo instalar aislante en bloques CARPINTEROS Las herramientas apropiadas su trabajo. Es bueno para su para cortes impecables negocio y para usted. Juan Molina, MolAng Construction de fibra profesionalmente EXPERIMENTADOS Además Además Además Además Los mejores productos de construcción de hoy Además Claraboyas sin goteras ¿Está pagando demasiado por su pintura? Protección al trabajar en zanjas Cómo añadir un circuito eléctrico 4 pasos para mostradores de cocina perfectos Jose Orozco y Las mejores sierras de mesa 7 pasos para molduras perfectas en ventanas Reparación de pisos de madera pandeados Instalación de gabinetes de cocina inferiores Juan Guzman, Cómo ventilar un ático 9 herramientas nuevas Cómo elegir una puerta exterior Convierta paredes texturizadas en lisas Avalon Construction Los mejores consejos para la instalación de sanitarios Services Inc. MiConstruGuia.com MiConstruGuia.com MiConstruGuia.com
  2. 2. Table of Contents 3 Introduction 4 Ethnicity of the US Construction Workforce 2000 – 2009 and Projected 2010, 2015, 2025 5 Constru-Guía al Día – Much More than a Trade Publication 6 The Face of the Hispanic Professional at The Home Depot® 7 The Face of the Hispanic Professional at 7-Eleven® – New for 2010 8 2010 Distribution 9 News/Press 10 Association and Trade School Endorsements 11 Editorial Highlights 12 Deadlines and Rate Cards 13 Ad Sizes and Specifications 14 Sales Contacts and Publication Regulations If you would like sample copies or electronic copies of the articles in English, please contact info@CGaldia.com. 2 2010 Media Kit//Table of Contents
  3. 3. Hispanic Facts Introduction 30% C onstru-Guía al Día (Spanish for Up-to-Date Construction Guide) is a free, unique magazine targeting Hispanic male professionals. Its content is in Spanish and focuses 30% of the total US building maintenance/construction workforce is Hispanic. – Source: 2008 U.S. Department of Labor Bureau of Labor Statistics on job-site safety, the latest building techniques and new products/services. Work is a very important part of the Hispanic male’s daily routine – they want ownership of what they do and to be recognized for their 3.8 Million accomplishments. To keep them at the top of their profession, each 3.8 million US Hispanics have issue of Constru-Guía al Día provides valuable information on the bought at The Home Depot in latest tools, products, technology and techniques. Add in exceptional the last four weeks. attention to detail, bright colors, bold layouts and simple step-by-step – Source: Simmons Spring 2009 Survey training instructions, and it’s easy to see why it's the definitive training guide for the Hispanic male. Constru-Guía al Día has two critical partnerships to ensure success 8.9 Million of the magazine. It first partnered with The Home Depot ® back in 8.9 million US Hispanics 2007, displaying the magazine at the Pro Desks inside numerous have bought at 7-Eleven stores just like it is today. Since then, the magazine has seen its in the last four weeks. distribution increase from 100,000 to 170,000+, a staggering – Source: Simmons Spring 2009 Survey number in these economic times. For the Fall 2010 issue, the second and newest partnership will be with 7-Eleven® and will increase distribution by 251%. Couple this 59% additional distribution outlet of 1,954 locations with 676 Hispanics currently make up The Home Depot locations, and Constru-Guía al Día will now be over 15% of the population, the put in the hands of 400,000+ Hispanic men. largest ethnic minority in the US. Between 2007 and 2008, Hispanics accounted for 59% of the US population growth. – Source: US Census Bureau Distributed at: The Home Depot and 7-Eleven are registered trademarks used under license. 3 2010 Media Kit//Introduction
  4. 4. Ethnicity of the US Construction Workforce 10 2000 – 2009 and Projected 2010, 2015, 2025 9 100% 8 O 7 ver the next 15 years, Hispanics within the construction workforce will grow at a staggering number, up to 53.5% to be exact. Constru-Guía al Día can help your company position itself at the forefront of 2025 75% this emerging trend. 6 PROJECTION 5 53.5% 4 50% 2015 PROJECTION 3 2010 38.5% PROJECTION 2 31.0% 1 0 25% Millions 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: 2000 – 2009, Bureau of Labor Statistics, US Department of Labor Linear Trend (Projections are based on a linear trend using 2000 – 2009 Bureau of Labor Statistics data.) Hispanic % Hispanic (% Hispanic) 4 2010 Media Kit//Ethnicity of the US Construction Workforce 2000 – 2009 and Projected 2010, 2015, 2025
  5. 5. Constru-Guía al Día – Much More than a Trade Publication C onstru-Guía al Día’s aggressive distribution system and professional demeanor make it the perfect choice for broadening your market appeal to Hispanic males who are influenced by the remodeling and construction industry. Your message will be seen by hundreds of thousands of readers every day, making Constru-Guía al Día the best way to reach Hispanic males over any other print medium. TV Ads 49% Radio Ads 16% Newspaper/Magazine Ads 61% Total Hispanic Male Occupations/Hobbies Newspaper/Magazine Articels • Constru-Guía al Día’s potential reader Web Sites 16% 52% Constru-Guía al Día Is the Largest Circulated Online Ads audience is over half of all Hispanic men 12% Signs and Brochure in Stores 67% Hispanic Male Magazine in the US. age 25+. Product Packaging On the Job-Site 15% 21% Co-worker/Friends 29% Hispanic Male Targeted Magazine Circulation 39% 47% Constru-Guía 414,250 The Home Depot 7-Eleven 170,000 244,250 Transporte Latino 63,000 Automundo 55,000 ESPN Deportes 55,000 14% Maxim en Español 50,000 Auto a Fondo 45,000 Occupation in construction or building maintenance H Para Hombres 35,000 Heavy do-it-yourselfers not employed Record Semanario in the construction category 15,000 de Futbol Other occupations/hobbies Source: Simmons Spring 2009 Source: Competitors circulation (not distributed via newspaper) based on 2009 SRDS and publication media kits 5 2010 Media Kit//Constru-Guía al Día – Much More than a Trade Publication
  6. 6. Results of Reader Surveys The Face of the Hispanic Professional Times per month that Hispanic Pros shop at The Home Depot at The Home Depot® 22% 26% 20% 20% W ith its finger on the pulse of the Hispanic market, Constru-Guía al Día is the ideal media tool to reach Hispanic men who shop at The Home Depot every day. Whether it’s a new product or a better way of doing a certain task, 12% Constru-Guía al Día makes sure that today’s Hispanic professionals have up-to-date knowledge to successfully do TV Ads 49% their job and excel in the industry. Radio Ads Newspaper/Magazine Ads 16% 61% Newspaper/Magazine Articels 1-5 6-10 11-15 16-20 20+ 52% Simmons Spring 2009 Study Web Sites 16% Online Ads 12% 20% shop at The Home Depot more Base: Hispanic Construction Workers Who Bought at The Home Depot in the Last Four Weeks Signs and Brochure in Stores Product Packaging 15% than 20 times per month. 67% (All averages used are mean averages.) On the Job-Site 21% Responsibility of Hispanic Pros for • Average age is 40 years old. • $75,100 is the average household income. Co-worker/Friends 29% deciding where to purchase building • 62% graduated high school or more. • 62% own a home. materials/supplies for their job • 29% attended technical/vocational school. • 34% are also buying at Lowe’s®. TV Ads 49% No Responsibility 7% Radio Ads 16% Newspaper/Magazine Ads 61% Newspaper/Magazine Articels 52% 27% Positive POS Impact in Stores How Various Industries Are Impacted Web Sites Online Ads 12% 16% with Distribution by Hispanic Males Who Shop at Signs and Brochure in Stores Product Packaging 15% 67% The Home Depot On the Job-Site Co-worker/Friends 21% 29% Hispanic male construction workers who bought at Some Primary The Home Depot in the past four weeks are: Responsibility 15% Responsibility 78% 78% assume the primary responsibility • 128% more likely than other Hispanic men to have of deciding where to purchase materials bought a domestic full-size pickup truck for their last for their job. car purchase. Hispanic Pros who make their • 111% more likely to have used a bank wire transfer purchases at The Home Depot in the past 12 months. for their job/business use, home/personal use or both Constru-Guía al Día's Stores Comp % All Other Stores POS Comp % • 59% more likely to have a savings account. Job/Business 23% In this uncertain economy, it is mandatory that your marketing dollars • 56% more likely to have a credit card. are driving sales and making an impact. Constru-Guía al Día understands • 27% more likely to eat fast food 14+ times per month. this need and will work with you to leverage your marketing dollars. • 26% more likely to have shopped at a convenience For example, a product that was featured in a recent issue of store in the past four weeks. Constru-Guía al Día is now enjoying +27% comps in The Home Depot Home/ stores where the magazine is distributed. • 20% more likely to own a home. Both 61% Personal 16% 61% shop at The Home Depot for their job/ 6 2010 Media Kit//The Face of the Hispanic Professional at The Home Depot® business and home/personal needs.
  7. 7. Results of Reader Surveys The Face of the Hispanic Professional Times per week that Constru-Guía readers shop at convenience stores at 7-Eleven® T oday’s Hispanic workers are constantly on the go, and 7-Eleven is another of their favorite destinations on an almost daily basis. That's why adding 7-Eleven as the newest distribution channel has been so critical. The penetration of Constru-Guía al Día into 7-Eleven's top 9 Hispanic markets makes reaching another huge segment of the Hispanic worker population both easy and affordable. With the impressive statistics shown here, you can’t afford not to advertise in Constru-Guía al Día. Simmons Spring 2009 Study Base: Hispanic Construction Workers Who Bought at 7-Eleven in the Last Four Weeks (All averages used are mean averages.) • Average age is 38 years old. • $64,600 is the average household income. • 55% graduated high school or more. • 48% own a home. • 20% attended technical/vocational school. • 21% are also buying at am/pm. Hispanic Male Construction Workers How Various Industries Are Are Frequent Convenience Store Impacted By Hispanic Males Who Shoppers. 7-Eleven Is a Favorite. Shop at 7-Eleven • 61% of Hispanic male construction workers shopped Hispanic male construction workers who bought at at a convenience store in the past four weeks. 7-Eleven in the past four weeks are: • 37% shopped at a 7-Eleven in the past four weeks. • 60% more likely to drink regular/domestic beer than Hispanic males overall. • 29% more likely to have drank 11 or more beers in Additionally, They Make Up a Large the last 30 days. Portion of All 7-Eleven Shoppers. • 15% more likely to have an ATM or debit card. • Almost 25% of male 7-Eleven shoppers are Hispanic. • 14% more likely to have a cell phone. • 9.3% of male 7-Eleven shoppers are Hispanic and work in construction. This is the largest targetable Hispanic group • 11% more likely to have visited fast food restaurants by occupation at 7-Elevens. six or more times in the last 30 days. Source: Simmons Spring 2008 Adult Population Local Surveys 7 2010 Media Kit//The Face of the Hispanic Professional at 7-Eleven®
  8. 8. The Home Depot ® 2010 Distribution Over 170,000 copies 2010 Distribution of Constru-Guía al Día will be distributed free of charge at the Pro Desk of 676 THD stores, which include their top performing Hispanic sales stores and all stores in the B oost your ROI by reaching over 400,000 highly engaged readers who are at retail and ready to buy now. No other media platform provides you this opportunity, so make Constru-Guía al Día a part of your media following top 10 US Hispanic markets: Los Angeles plan today. New York Miami Houston Chicago Dallas/Fort Worth San Antonio Phoenix San Francisco/Oakland/San Jose Rio Grande Valley San Francisco/Oakland/San Jose New York Northern California 7-Eleven® Denver Washington D.C. 2010 Distribution Los Angeles Chicago Las Vegas 244,250 copies San Diego of the Fall issue of Constru-Guía al Día will be distributed at 1,954 Phoenix 7-Eleven stores in their top Dallas/Fort Worth Puerto Rico 9 US Hispanic markets which include the following: Houston Los Angeles San Antonio Northern California Miami The Home Depot San Diego distribution stores Las Vegas Rio Grande Valley Chicago 7-Eleven Dallas/Fort Worth distribution stores Washington D.C. Denver Miami 8 2010 Media Kit//2010 Distribution
  9. 9. News/Press W ith so much buzz surrounding Constru-Guía al Día, it’s no wonder that it’s been featured on both BrandWeek.com and MarketingyMedios.com, two Web sites that are at the forefront of the marketing industry. Read the article excerpts below to get a better idea of why Constru-Guía al Día should be incorporated into your yearly media plan. “For marketers, the magazine and its free distribution concept via Home Depot is an ideal way to reach the end users of their construction tools and products, as well as consumer goods and services. That's because Hispanic males tend to fly under the radar and usually don't show up on direct mail databases.” “‘The contractor is Home Depot’s most important customer,’ said Manish Shrivastava, Home Depot’s director of marketing. ‘A dramatically disproportional amount of our sales comes from the contractor and an important segment within the contractor industry is the Hispanic contractor, which is why Constru-Guía is of strategic importance to us.’” Click here to read more at BrandWeek.com. “One year after launching in The Home Depot stores, Constru-Guía al Día (Up-to-date Construction Guide), a Spanish-language quarterly for Hispanic construction contractors, has emerged as a rare media conduit to U.S. Hispanic and male immigrants.” “Circulation is increasing and the title is drawing advertisers from outside the building trade like Chevrolet, Coca-Cola and Mexicana Airlines.” Click here to read more. 9 2010 Media Kit//News/Press
  10. 10. Association and Trade School Endorsements H ispanic Contractor Associations (HCAs) and trade schools are vital tools to communicate with US Hispanics. Nine regional Hispanic Contractor Associations have endorsed Constru-Guía al Día and send each of their members copies of each issue. One trade school has endorsed Constru-Guía al Día and distributes the magazine at all of their 33 campuses. In addition, Constru-Guía al Día's editorial advisory board is made up of representatives of each of these organizations to ensure that the content is relevant and useful. www.hcacarolinas.org www.hcageorgia.org www.basfonline.org www.haciaworks.org www.hcadfw.org Hispanic Contractors of Colorado www.hispanic-contractors.org 10 2010 Media Kit//Association and Trade School Endorsements
  11. 11. Editorial Highlights Early Spring '10 Spring '10 Summer '10 Fall '10 Toolbox Framer HVAC Installer Electrician Siding Installer How-To Attic Fan Installation Siding Installation Installing a Tankless Water Heater Doing a Blower Door Test Safety First Response Working Safely at High Elevations Heavy Lifting Electrical Safety Removing and Replacing Removing a Portion of a Problem/Solution Stucco Repair Kitchen Sink Installation Silicon Caulk Load Bearing Wall Small Business Estimating Costs Mark Up a Project Licensing, Bonding and Insuring Keeping Tax Records Recommendations Bath Repair/Replace Paint and Accessories Doors/Windows Workshop Work Style Work Clothes Language Learning Tools Work Trucks Wireless Communication Silver Lake Media Group, the publisher of Constru-Guía al Día, reserves the right to modify the editorial plan as market and business needs shift, and this plan does not represent every topic contained in each issue. 11 2010 Media Kit//Editorial Highlights
  12. 12. Special Sections, Covers, Commissions and Audit Deadlines and Rate Cards Whether you want to support T he Fall issue of Constru-Guía al Día will have two versions, one distributed at The Home Depot and one distributed at 7-Eleven. The editorial content will be the same for both versions, but the advertisements will vary as you now have your brand or introduce a new product, our special advertising sections are the perfect option to raise awareness. A variety of special advertising units the flexibility to advertise in either version or both of them. (See page 8 for distribution details.) are available, including multi-page sections, belly bands and Also new for 2010 is the option to advertise in one of three different regions. Please contact your sales representative or the blow-in cards. publisher for details. Space and Materials Deadlines Covers Space Deadline Materials Deadline In-Store Available with a Early Spring '10 11/23/09 11/30/09 Jan./Feb./March premium and attached to a 2010 4x commitment Spring '10 2/11/10 2/18/10 April/May/June Summer '10 5/13/10 5/20/10 July/Aug./Sept. • Cover 2: +20% • Cover 3 and TOC: +10% Fall '10 8/12/10 8/19/10 Oct./Nov./Dec. • Back Cover: +25% Early Spring '11 11/23/10 11/30/10 Jan./Feb./March 2011 Commissions Commission to recognized agencies is 15%. At the discretion The Home Depot® Rate Card 7-Eleven® Rate Card of Silver Lake Media Group, new advertisers may be required 1x 3x 4x 1x 3x to provide acceptable credit Spread $ 45,250 $ 43,500 $ 40,273 Spread $ 59,900 $ 57,100 references or cash with an order. Full Page $ 24,950 $ 23,888 $ 20,500 Full Page $ 34,950 $ 33,000 Half Page $ 16,250 $ 15,750 $ 12,250 Half Page $ 22,250 $ 20,070 Quarter Page $ 8,750 $ 8,500 $ 6,125 Quarter Page $ 12,550 $ 11,950 u Discounts apply for companies that sell product at The Home Depot. u New for 2010, Constru-Guía al Día's Fall issue will also be Contact the publisher for details. carried in 1,954 7-Eleven stores. u Discounts apply for companies that sell product at 7-Eleven. Constru-Guía al Día is audited Contact the publisher for details. by the CVC (Circulation Verification Council). u Discounts apply for advertising in both The Home Depot and 7-Eleven versions of the magazine. Contact the publisher for details. 12 2010 Media Kit//Deadlines and Rate Cards
  13. 13. Ad Sizes and Specifications Spread Full Page Non-Bleed Bleed Live Copy Non-Bleed Bleed Live Copy 16" x 10" 17" x 11-3/16" 16" x 10-1/4" 7-1/4" x 10" 8-5/8" x 11-3/16" 7-3/4" x 10-1/4" 1/2 Page Horizontal 1/4 Page Non-Bleed Bleed Live Copy Non-Bleed Bleed Live Copy 7" x 4-5/8" 8-5/8" x 5-1/2" 7-3/4" x 5-1/8" 3-3/8" x 4-5/8" 4-1/4" x 5-1/2" 3-5/8" x 5-1/8" Specifications • Trim Size: 8-3/8" x 10-7/8" Production Representative • SADDLE STITCHED – Trims 3/16" head trim, 1/8" face, foot and gutter trim Pam Gruebnau • KEEP ALL LIVE COPY 1/4" AWAY FROM ALL TRIM EDGES. (847) 372-0401 Offset Printing Specifications pam@CGaldia.com • Digital materials – HI-RES PDFS • Minimum 120 – Maximum 133 line screen required • Maximum density in any one area, all colors 240% – A color proof is not needed. Please contact Pam Gruebnau at (847) 372-0401 with production questions and instructions on how to submit ads. Ad design and layout services are available from Silver Lake Media Group. Please contact your representative for more information about these services. 13 2010 Media Kit//Ad Sizes and Specifications
  14. 14. Contact Information Sales Contacts and Publication Regulations Construction Related Advertisers East Coast Kevin Kilpatrick (770) 615-3585 Copy and Contract Regulations Kilpatrick@CGaldia.com • Agent or advertiser agrees to pay short rate for incomplete contracts. • Announcement of any rate change will be made at least six days in advance of the closing date of the first issue affected. Midwest/West Coast Paul DeGrandis • Orders for cover pages are non-cancelable. Other pages are non-cancelable after rate card issue closing date. (847) 920-9510 • Rebates will be made to advertisers qualifying for greater frequency rates than which advertiser was billed during a 12-month period. pauld@accelmediasolutions.com • Advertisers billed at contract rate who fail to fulfill such contract will be short-rated at the rate earned. • Publisher reserves the right to reject any advertisement it deems unsuitable for any reason. • When space is contracted and no copy instructions are received by closing date, previous copy will be repeated. Non-Construction • No conditions appearing on the contract, order or copy that conflict with Publisher’s policies will be binding on the Publisher. Related Advertisers • For the version of Constru-Guía al Día that is distributed at The Home Depot®, an advertised construction-related product must be available at The Home Depot stores, through special order or at www.homedepot.com. East/West Coast Kevin Kilpatrick • Silver Lake Media Group does not accept sequential liability. We will not accept insertion orders from agencies that agree to pay only (770) 615-3585 to the extent that payment from the advertiser is received. Kilpatrick@CGaldia.com • The Publisher’s liability for any error will not exceed the cost of the space. • The Publisher shall have the right to hold advertiser and/or its advertising agency jointly and severally liable for such monies as are due Southwest and payable to the Publisher for advertising which advertiser or its agency ordered, and which advertising was published. Julie Lee • The Publisher assumes no liability for errors in supplied materials, nor if, for any reason, it becomes necessary to omit an advertisement. (972) 386-6186 jlee@neeseandlee.com • All verbal instructions regarding contracts or insertion orders must be confirmed in writing. • Positioning of ads is at the discretion of the Publisher. Michigan • Use of any Constru-Guía al Día editorial in advertising copy must be submitted to the Publisher for approval prior to reproduction Kris Ayres material due date. LKA Media (248) 310-9272 Silver Lake Media Group reserves the right to rule that an advertisement be labeled with the word “advertisement” when, in its opinion, this is necessary to make clear the distinction between editorial and advertising. LKAMedia@mi.rr.com If an advertisement contains statements or illustrations that are not deemed acceptable, which the editors feel should be changed or Midwest eliminated, the advertiser will be notified. Silver Lake Media Group will attempt to work out changes with the advertiser; however, if changes Mark J. Adeszko cannot be worked out, the advertisement will be declined. (312) 629-5222 Silver Lake Media Group may decline to accept advertising that is misleading, inaccurate or fraudulent; that makes unfair competitive claims; madeszko@aol.com or that fails to comply with Constru-Guía al Día’s standards. Silver Lake Media Group 3162 Johnson Ferry Road Suite 260-943 Marietta, GA 30062 14 2010 Media Kit//Sales Contacts and Publication Regulations (770) 615-3585

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