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• Advertising Calendar
• Audience Demographics
• Circulation
• Advertising Dimensions and Specifications
• Rates

Mission

California magazine is a UC Berkeley—led forum for innovations in science, culture, and public policy. It reflects the rich complexity of America's most populous state, celebrates its genuine achievements, and fearlessly explores its difficult choices.

Founded in 1907, California magazine was re-launched in 2006 with a new design and a newly energized editorial mission. As one of the most influential voices of UC Berkeley, the magazine binds together the social network of alumni, faculty, and friends of the university.

Editorial

California magazine is the publication of the California Alumni Association, a quarterly forum for ideas from the leading edge, featuring engrossing stories from UC Berkeley and beyond. Articles range in topic from the latest developments in nanotechnology to the future of college sports. Every issue highlights practical information based on the latest research findings from the University, while also serving up articles on travel, the arts and life on campus.

California showcases award-winning photographers and writing by some of America's brightest talents, including Tom Wolfe, Michael Pollan, Pico Iyer and Richard Rodriguez. Articles from the magazine have been reprinted in Utne Reader and Best American Essays, and in both 2007 and 2008, California received FOLIO: magazine's Eddie Award for best association publication.

Advertising Calendar

Issue	Space Deadline	Materials Deadline	Distribution Date	Editorial Highlights
Mar / Apr / May Spring	2/13/09	2/20/09	3/17/09	Humor: We take a serious look at what makes something funny. Lighten up
Jun / Jul / Aug Summer	4/17/09	4/28/09	5/22/09	Naked: Naked truth, ambition, aggression, lunch and some real rude people
Oct / Nov / Dec Fall	8/21/09	9/01/09	9/25/09	New U: Politics, religion, social mores, we look at Cal campus life today
Jan / Feb / Mar 2010 Winter	11/17/09	11/20/09	12/18/09	Truth and Lies: A new generation of documentarians, satirists, bloggers is redefining what is news

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Audience Demographics

California magazine's audience is highly educated and affluent. Most readers are UC Berkeley alumni, including prominent business, cultural, and academic leaders. Our readers influence public opinion and create change. In a recent survey, 63% of our readers responded that they would consider purchasing a product and/or service advertised in California magazine.

Age Median Age	49	Gender Male Female	59% 42%
Education College Graduate Post-Graduate Study	99% 71%	Reader Loyalty Read 3 of last 4 Issues Read 4 of last 4 Issues Average amount of time spent with each issue	88% 77% 57 minutes
Income Average household income Average worth of our readers' investment portfolios Average net worth of our readers			$140,000 $435,000 $1,035,000
Investments Own investments Likely to buy stocks, bonds, or mutual funds in the next 12 months Someone in household likely to buy stocks, bonds, or mutual funds in the next 12 months			93% 56% 90%
Entertainment Regularly dine out Entertain friends or relatives at home Enjoy wine and/or spirits			96% 81% 90%
Travel Have taken a trip within the continental U.S. within the past 12 months Have taken a trip outside of the continental U.S. in the past 3 years Likely to travel to Europe in the next 12 months Likely to travel abroad (other than Europe) in the next 12 months			93% 77% 53% 42%
Source: 2007 California Magazine Media Mark Research Inc. (MRI) Reader Survey

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Circulation

Total circulation	95,000
Distribution California Other States and Abroad	80,000 15,000
Geographic Distribution in CA Northern California Southern California San Francisco Bay Area	65,000 15,000 54,000
Northen California / Bay Area County Alameda San Francisco Contra Costa Santa Clara San Mateo Marin Other No. Cal counties Total Southern California County Los Angeles Orange County San Diego Other So. Cal counties Total	Number of Subscribers 15,481 12,139 9,836 5,576 4,010 3,010 14,948 65,000 Number of Subscribers 7,127 2,568 2,258 8,906 15,000
Complimentary Distribution UC Berkeley Faculty & Staff Members California magazine complimentary list (includes UC Berkeley donors, legislators, members of the California Business Roundtable, UC Berkeley schools and Office of the President) UC Berkeley Graduating Senior Class Members	2,500 1,000 2,000
Source: California Alumni Association mailing list—September 2008

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Advertising Dimensions and Specifications

Our preferred advertising specifications are as follows:

• Please submit a high-resolution PDF (PDF/X1-a) with embedded fonts. If registration or trim marks are used, offsets should equal 12 pt. or .1667" to ensure trim marks are not in the bleed area.
• If a high-resolution PDF cannot be sent, please supply linked files and related fonts. (Adobe Postscript only. TrueType and Multiple Master fonts are not recommended.)
• PDF files must be print-optimized, CMYK with fonts embedded.
• Photos and graphics should be 300 dpi, CMYK or grayscale, .eps or .tif.
• Convert all spot colors to process. Pricing is based on visual colors, not ink on press.
• Provide a high-quality digital proof that meets SWOP specifications. Color match attempts are not guaranteed when a substandard proof is provided. Files can be supplied on CD or DVD.
• Distinguish your file with advertiser's name.

MAILING INSTRUCTIONS

Insertion orders and advertising production materials should be sent to:

Advertising Manager, California magazine
1 Alumni House
Berkeley, CA 94720
Office: (510) 642-9292 | Fax: (510) 642-6252

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Advertising Rates

Size	Frequency	4-Color	2-Color	B&W
Full Page
	1x	$6,000	$5,075	$4,710
	2x	$5,630	$4,780	$4,450
	4x	$5,300	$4,500	$4,185
Two-Thirds Page
	1x	$4,225	$3,525	$3,200
	2x	$4,000	$3,325	$3,075
	4x	$3,775	$3,130	$2,900
One-Half Page
	1x	$3,700	$3,020	$2,780
	2x	$3,520	$2,800	$2,650
	4x	$3,380	$2,700	$2,535
One-Third Page
	1x	$3,100	$2,500	$2,300
	2x	$2,950	$2,400	$2,190
	4x	$2,815	$2,280	$2,100
One-Sixth Page
	1x	$2,140	$1,645	$1,520
	2x	$2,000	$1,540	$1,420
	4x	$1,850	$1,430	$1,315
Spread (per page)
	1x	$5,375	$4,565	$4,240
	2x	$5,070	$4,310	$4,000
	4x	$4,760	$4,045	$3,765
Cover 2 & 3
	1x	$6,200
	2x	$5,860
	4x	$5,525
Cover 4
	1x	$6,420
	2x	$6,085
	4x	$5,860

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