The document provides an editorial calendar for 2008 for MACS magazine ACTION, which publishes seven issues annually. It lists the issue themes and deadlines for insertion orders and ads. It also provides information about ACTION's distribution of 13,000 copies per issue to MACS members and a rotating list of qualified HVAC professionals, totaling 79,000 recipients annually. Standard ad sizes and a two-page spread layout are defined.

2. 2008 Editorial Calendar
Deadline Dates
MACS Publishes Seven Issues Annually
Issue Insertion Order Ad
Deadline Deadline
January/February 11/26/07 12/3/07
Education and Training
March/April 1/25/08 2/4/08
2008 Convention and Trade Show Review
May 3/24/08 4/1/08
Refrigerants
June 4/28/08 5/1/08
Electronics, Diagnostics and Testing
July/August 5/26/08 6/1/08
Heavy Duty and Off Road
September/October 7/28/08 8/1/08
Engine Cooling and Heat Exchange
November/December 9/22/08 10/1/08
Essential Tools /Product Showcase/ Convention Preview
Per issue distribution 13,000
Seven issue total distribution
79,000
2 AC T I O N • 2008 Editorial Calendar

3. ACTION Distribution
98% Due to MACS membership and our role as
87% a Section 609 certification provider, MACS
has a large and valuable database of well
60% over 100,000 qualified mobile air condition-
54%
ing and engine cooling system profession-
als. To leverage that valuable resource,
50% MACS rotates its ACTION magazine mailing
database to provide 11,000 new readers
for 13,000 total distribution each issue.
I 98% Male
Each issue of MACS ACTION magazine is
I 87% List Their Position as “Owner” or “Manager”
mailed to 13,000 readers. This is more
I 60% List Their Business as an Independent Repair Shop than any other mobile air conditioning and
I 54% List at Least 40% of Their Business as Mobile A/C Repair engine cooling industry publication.
I 50% Employ at Least 3 Technicians MACS ACTION sends 2000 copies consis-
*All data compiled from 2006 ACtion Advertiser Reader Responses tently to MACS members and subscribers
and then rotates through our database to
send 11,000 copies to different readers
with each issue resulting in an annual dis-
tribution of 79,000 qualified A/C profession-
als. A seven-issue buy in ACTION offers you
a huge competitive advantage over any
other mobile A/C and heat transfer publica-
tion.
FEATURES DEPARTMENTS
ACTION magazine is much more than a trade association news mag- editorial includes regular departments:
azine for the Mobile Air Conditioning Society (MACS) Worldwide.
ACTION is the journal of record for the professional in the growing Member Shop Profile Around the Industry
global mobile A/C industry and changing heat transfer and engine
cooling system marketplace. Association News Classified
The winner of twenty-three editorial awards for excellence, and an
People on the Move New Products &
ASBPE design award, ACTION has access to the design, service and Services
repair experts in automotive, heavy-duty, off-road, and bus mobile
Legislative &
A/C, heat transfer and engine cooling industries. Regulatory Safety Check
SHIP AD MATERIALS TO: On the Cover:
“My Point is....” by Will Enns.Will is a self-taught watercolorist
MACS Worldwide who creates illustrations, theme art, portraiture, cartoons and sketches.
His accurate eye, wry wit and masterful command of light can charge
Attn: Laina Casey his work with realism, humor or touching emotion.
His artistic view is unusual, too: “I don't want to be taken seriously.
225 South Broad Street, The art world is too constipated already.”
Will claims to only know enough about cars to break them, and
Lansdale, PA 19446 once made a poorly-running car stop working altogether. He and his
wife Dolly live in Summerland, British Columbia.Will’s art was
(215) 631-7020 x 302 chosen for the cover of ACTION’s January, 2007 Convention issue.
To see more of Will's work, visit www.willenns.com.
AC T I O N • 2008 Editorial Calendar 3

4. 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
1/2 Page Horizontal 7-3/8 4-7/8
Full Page:
1/2 Page Vertical 3-5/8 9-7/8 7-7/8” x 10-3/8”
1/3 Page Vertical 2-1/2 9-7/8 Trim Size:
1/3 Page Square 4-7/8 4-7/8 8-3/8” x 10-7/8”
1/4 Page 3-1/2 4-7/8 Full Page
1/6 Page Vertical 2-3/8 4-7/8 with Bleed:
8-5/8” x 11-1/8”
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)
Trim Size 16-3/4 10-7/8 Two Page Spread
Trim Size: 16-3/4” X 10-7/8”
Bleed Size 17 11-1/8 Bleed Size: 17” X 11-1/8”
Live Area 16-1/4 10-3/8 Live Area: 16-1/4” X 10-3/8”
Bleed: Conversion Chart:
If your ad includes a bleed, please Inches Decimals
allow at least a 1/8 inch bleed on all 1/8 .125
sides intended to bleed off the edge 3/8 .375 2/3 Page 1/2 Page
of the page. 5/8 .625 Vertical Vertical
4-3/8” 3-5/8”
7/8 .875 x x
Live Matter: 1/2 .5 9-7/8” 9-7/8”
Please keep all live matter at least 1/4 .25
1/4 inch away from the trim. 3/4 .75
1/2 Page
Island
1/2 Page 4-7/8”
Horizontal x
7-3/8” x 4-7/8” 7-3/8”
1/12 Page 1/3 Page
Square Vertical
2-3/8” x 2-3/8” 2-1/2” x 9-7/8”
1/6 Horizontal
4-7/8” x 2-3/8”
1/6V 1/4 Page
1/3 Page 2-3/8” 3-1/2”
Square x x
4-7/8” x 4-7/8” 4-7/8” 4-7/8”
4 AC T I O N • 2008 Editorial Calendar

5. 2007 Advertising Rates
Black and White
1X 2X 3X 4X 5X 6X 7X
2 page spread $3,255 $3,178 $3,086 $2,995 $2,944 $2,893 $2,865
Full Page $1,480 $1,435 $1,398 $1,361 $1,333 $1,317 $1,302
2/3 Vertical Page $989 $948 $927 $906 $889 $879 $870
1/2 Page $817 $785 $769 $752 $742 $732 $716
1/3 Page Square $536 $526 $511 $491 $487 $482 $472
1/4 Page $407 $398 $384 $374 $366 $359 $355
1/6 Page $272 $267 $251 $245 $241 $239 $236
1/12 Page Square $135 $131 $128 $123 $121 $118 $116
Color
1X 2X 3X 4X 5X 6X 7X
2 page spread $4,224 $4,173 $4,122 $3,964 $3,912 $3,861 $3,834
Full Page $2,448 $2,396 $2,391 $2,330 $2,299 $2,289 $2,270
2/3 Vertical Page $1,958 $1,927 $1,896 $1,875 $1,864 $1,845 $1,839
1/2 Page $1,786 $1,753 $1,732 $1,721 $1,709 $1,697 $1,685
1/3 Page Square $1,505 $1,484 $1,474 $1,460 $1,453 $1,445 $1,440
1/4 Page $1,376 $1,368 $1,358 $1,343 $1,333 $1,327 $1,323
1/6 Page $1,240 $1,229 $1,218 $1,214 $1,212 $1,210 $1,207
1/12 Page Square $1,104 $1,102 $1,097 $1,091 $1,089 $1,087 $1,084
Single insertion into January 2007 MACS Convention issue: add 25% to published rates
Preferred Positions:*
2nd Cover-Page 4-color rate plus 15%
3rd Cover-Page 4-color rate plus15%
4th Cover-Page 4-color rate plus 15%
*Covers to contract advertisers only. Must be 4-color process (CMYK) Can not be canceled.
Spot Color
1X 2X 3X 4X 5X 6X 7X
2 page spread $3,740 $3,676 $3,604 $3,479 $3,428 $3,366 $3,349
Full Page $1,964 $1,916 $1,894 $1,845 $1,815 $1,803 $1,786
2/3 Vertical Page $1,473 $1,437 $1,411 $1,390 $1,377 $1,362 $1,354
1/2 Page $1,301 $1,269 $1,251 $1,235 $1,225 $1,215 $1,200
1/3 Page Square $1,020 $1,005 $992 $975 $970 $964 $955
1/4 Page $891 $883 $871 $858 $849 $843 $838
1/6 Page $755 $747 $734 $729 $726 $723 $716
AC T I O N • 2008 Editorial Calendar 5

6. MACS ACTION Contact Information
Editorial Advertising Sales Production
Jim Taylor Marion J. Posen Laina Casey
Editor VP Sales and Marketing Design and Graphics Mgr.
225 S. Broad St. 225 S. Broad St. 225 S. Broad St.
Lansdale, PA 19446 Lansdale, PA 19446 Lansdale, PA 19446
jt@macsw.org marion@macsw.org mcasey@macsw.org
(215) 631-7020 x 315 (215) 631-7020 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 through ACTION magazine is $3200 gross for When you advertise in ACTION , reader
ACTION 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
Have MACS or your creative team create an incorporated into the disc and number of discs automated electronic reader response sys-
engine cooling or mobile A/C component or created. tem. The reader reply card can be sponsored;
product poster to be inserted into the maga- the cost is $2500 gross and must be a seven-
zine for use in repair shops and to educate ACTION Postcard Reader Reply 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
color ads. Cost $10,000 gross for exclusive The cost to distribute the postcard through the the number of recipients of your collateral
sponsorship, plus printing. magazine is $900 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 An 11” x 17” two-sided insert of product-spe- technician leads worldwide. The weight of the
quantity-based fee. cific photos can give customers an instanta- material determines the postage and fulfill-
neous snapshot of your product line and part ment cost.
ACTION CD Tip-in numbers. MACS’ printer can print the insert
Consider putting your entire product catalog and attach it into the magazine. The gross
on a CD and gluing it into ACTION magazine. cost is $5500.
6 AC T I O N • 2008 Editorial Calendar

7. Guidelines for Materials
NOTE: All of the following MUST be strictly followed when submitting ads.
Bleeds • QuarkXpress 6.5 • Zip 100
Bleed size is 8-5/8 by 11-1/8 inches (8 3/8” x • Illustrator 11 EPS • 3-1/2-inch floppy disk
10 7/8” plus 1/8” bleed all four sides). For ads • Photoshop 8, layers flattened, • E-mail (to mcasey@macsw.org)
which bleed, keep live matter 3/8-inch from 300 dpi or higher at • Files may also be uploaded to
top, bottom and both sides of trim edge. For 100% for digital images. the ACTION FTP site upon request.
ads not intended to bleed, allow 1/4 inch safe- Save all files as CMYK. Convert all RGB or Call for details. (215) 631-7029
ty margin on all sides for live matter. Pantone® colors to CMYK. Include all fonts
used, both printer and screen fonts, Adobe Film
Type 1. No TrueType fonts. ACTION is printed direct-to-plate. Conversion
Color
All logos, scans and other color elements of mechanicals or other work will be billed.
must be CMYK (process) for 4-color output. Call the MACS office for details and pricing.
Please Include
Printing • All linked files
Paper stock: 50# gloss text. • Matchprint proof (color) or laser
Binding: Saddle-stitched. proof (for black and white ads)
Proofing: A complete proof must be furnished • A print-out of the disc contents
for all ads. In addition, one complete set of • A signed insertion order
color calibrated proofs or color match prints • Contact name in case of
must be furnished with 4-color material. The missing elements or corrupt files.
publisher assumes no liability on color repro- Application Guidelines:
duction if color calibrated proofs are not fur- The following formats cannot be accepted:
nished with supplied material. Microsoft Publisher, Web graphics, Corel
Draw, Word, GIF, Compuserve, BMP,
Ad Makeup and Alterations Layered Photoshop PSD or AOL.Art.
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.
Electronic Media Compression
Use only .ZIP compression for PC files and
.SIT (Stuffitt) compression for Macintosh files.
File Types
Mac files preferred.
We will accept only the following formats: Adobe .PDF files
Ads supplied as .PDFs cannot be guaranteed to
be reproduced in high quality. If you must sub-
mit a full page ad in .PDF format, please contact
the MACS office for a ACTION-specific Distiller
Job Option file. Press Optimized or PDF-X file
format or higher is required. Please include 1/8”
bleed in file if used.
Media
All files should be submitted on one of the fol-
lowing media:
• DVD-ROM
• CD-ROM
AC T I O N • 2008 Editorial Calendar 7

8. MACS Worldwide
ounded in 1981, the Mobile Air countries around the world, and is affiliated educational materials, leader-led training
F Conditioning Society (MACS) is the
leading non-profit trade association for
the mobile air conditioning, heating and
with the Vehicle Air Conditioning Specialists
of Australia (VASA). MACS also provides
information and services to more than
clinics, advocacy and other member
services. Since 1991, MACS has assisted
more than 600,000 technicians to comply
engine cooling system segment of the 60,000 industry shops, suppliers and with 1990 Clean Air Act requirements for
automotive aftermarket. MACS represents technicians. The Society serves the industry certification in refrigerant recovery and
1600 members in North America and 47 through informational tools, self-paced recycling to protect the environment.
Return of Materials to the contrary on any order, the advertiser and subject matter of the ad or insertion. The
Advertising materials will be returned only and the agency are jointly and separately publisher shall not be responsible for any
upon request. Inactive materials left in the responsible for payment of the advertising claims made in or by advertisements. The
publisher’s possession will be discarded 12 space that is ordered. Credit shall be advertiser/agency is responsible for all ad
months from date of first issue. The extended at the discretion of the publisher. material and publisher shall have no liability
publisher will exercise reasonable The publisher reserves the right to require for any wrong material supplied, errors,
precautions to protect all submitted material prepayment. Credit terms are net thirty days additions, omissions or defects to an ad when
but will not be liable for loss or damage. from the invoice date, with interest accruing it is supplied as camera ready. The publisher
thereafter at the rate of 1.5% per month. also reserves the right to decline an
Agency Commission Interest is non-commissionable. If legal action advertisement and to reject any revisions to
15% of gross billing to agencies on space, is brought for recovery of any sum due the an ad received after the publisher’s deadline.
color and position provided the account is publisher, it shall be entitled to all costs Publisher shall not be responsible for any
paid in full within 30 days of invoice date. incurred in connection with such action, errors made in changes if approval of the
including a reasonable attorney’s fee. change cannot be obtained for any reason.
Earned Rates & Short Rates Exclusive jurisdiction and venue shall be in The publisher reserves the right to mark as
An earned rate will be determined by the the federal and state courts of the “advertisement” any advertisement simulating
space used within a twelve month period Commonwealth of Pennsylvania for any an editorial. By placing an ad, the advertiser
based on number of insertions, counting action relating to a claim arising out of or in agrees to defend, indemnify and hold
each individual advertisement and each connection with an order or ad. harmless the publisher from any liability
page or fractional page of multiple resulting from or relating to the advertisement,
advertisements or inserts as one insertion. Rate Changes including reasonable attorney’s fees and
While the size of the ad may vary, an The publisher will make every effort to notify litigation costs. Cancellations will not be
insertion order must be issued in advance in advertisers of rate changes. However, the accepted after the publisher’s closing date(s).
order to receive frequency rates. On publisher reserves the right to change rates Publisher shall not be liable for any failure to
consecutive contracts for insertions, the and terms at any time without notice. print, publish, or circulate, all or any portion of
previous ad will be repeated in time for any issue, in which an advertisement
publication unless advertiser notifies ACTION Simulated Editorial Advertising accepted by publisher is contained, if such
of new materials. Such orders cannot be Advertising appearing similar to ACTION’s failure is due to acts of God, strikes,
canceled. Advertisers will be short-rated if editorial content must prominently carry the accidents, or other circumstances.
contracted frequency rate is not met within a word “Advertisement” at the top. All company names, products and product
twelve month period. In that event, the names, emblems, logos, images, trademarks,
advertiser/agency will be billed the Reprints service marks and trade dress appearing in
difference of the contracted rate and the rate Reprints can be printed for use as promotional this publication are the property of their
actually completed. and/or informational hand-outs. Please contact respective owners and are protected under
the publisher for rates at (215) 631-7029. federal laws of the United States and
Payment Terms Contract Conditions international agreements. Unauthorized use is
All payments must be made in currency of the Advertiser/Agency represents to ACTION that it prohibited. The ACtion logo and MACS globe
United States. Notwithstanding any statement is authorized to publish the entire contents emblem are property of MACS Worldwide.
©copyright MACS Worldwide 2007