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     May 13, 2008

      
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California magazine media planner

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Includes: editorial calendar, demographics, circulation, dimensions, specifications, and rates.

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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. The publication quickly garnered several major awards, including a Gold Eddie for Best Association Magazine from Folio. As the most influential voice from UC Berkeley, the magazine binds together the social network of alumni, faculty, and friends of the university.

Editorial

California has been reborn not only as a new and engaging view of all the interesting things that are happening on the UC Berkeley campus, but as a magazine that can stand on its own among national peers. It has become a far more interesting, well-designed, and readable publication than at any time in its history, and is becoming one of the most impressive and persuasive efforts to synthesize all that this great university does, and then vector it out to the world.

—Orville Schell
Former Dean, UC Berkeley Graduate School of Journalism

Each bimonthly edition of California is unique, with in-depth articles and columns that explore topical issues: the latest energy research, groundbreaking ideas about the brain, the rise of Asia, new urban design, or outer space. In addition, every issue contains practical information for readers — based on the latest research — on business, health, green living, raising kids, and other topics. From smart dust to game-based learning, cancer-eating germs to quantum teleportation, we peer over the leading edge to glimpse what's in store.

Under the leadership of Editor Kerry Tremain, a former executive editor of Mother Jones and threetime National Magazine Award finalist, California has attracted celebrated artists and authors such as Tom Wolfe, Michael Pollan, Pico Iyer, Cynthia Gorney, Richard Rodriguez, and Reagan Louie to address topics both timely and timeless. As a result, the magazine's articles have been widely reprinted — in Bengal's largest newspaper, Utne Reader, and the Best American Essays anthology, which is usually populated by publications such as the New Yorker and The Atlantic.

Editorial Calendar

Issue

Reservation Deadline

Advertising Deadline

Distribution Date

Editorial Highlights

Jan / Feb11/14/0711/21/0712/21/07Eureka! Brilliant California
Ideas for Our Future
Mar / Apr1/22/081/29/081/22/08Meet your new brain:
Groundbreaking research on
cognition and consciousness
May / Jun3/25/084/1/084/25/08Beijing Olympics Primer:
What the Summer Games
means to China and the world
Jul / Aug5/27/086/3/086/27/08The Future of Collegiate Sports
Plus: Summer Reading
Sep / Oct7/22/087/29/088/22/08Natural Design:
How flora and fauna inspire
and inform green design
Nov / Dec 9/23/089/30/0810/24/08Space and Cosmology:
What new research tells us
about the origins of life and
the universe
Jan / Feb 200911/18/0811/25/0812/22/08Eureka! Brilliant California
Ideas for Our Future
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Audience Demographics

California magazine's involved and loyal audience looks forward to reading the magazine every other month. They are highly educated and affluent. Most are alumni of UC Berkeley, including prominent business, cultural, and academic leaders. Our readers influence public opinion and create change. In a recent survey, 63% of them 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

Graduated College
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 of some sort
Readers 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

93,000

Distribution

California
Other States and Abroad


78,500
14,500

Geographic Distribution in CA

CAA paid members — UC Berkeley Alumni Families
Northern California
San Francisco Bay Area
Southern California



58,000
47,500
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: January 2008 California Alumni Association mailing list and University records
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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:
Roseli Perrone, Advertising Manager, California magazine
Roseli.Perrone@alumni.berkeley.edu
1 Alumni House
Berkeley, CA 94720
Office: (510) 642-9292 | Cell: (510) 735-5450 | Fax: (510) 642-6252
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Advertising Rates

SizeB & W2-Color4-Color
Spread (per page)
1x$4,240$4,565$5,375
3x$4,000$4,310$5,070
6x$3,765$4,045$4,760
Full Page
1x$4,710$5,075$6,000
3x$4,450$4,780$5,630
6x$4,185$4,500$5,300
Two-Thirds Page
1x$3,200$3,525$4,225
3x $3,075$3,325$4,000
6x$2,900$3,130$3,775
One-Half Page
1x $2,780$3,020$3,700
3x$2,650$2,800$3,520
6x$2,535$2,700$3,380
One-Third Page
1x$2,300$2,500$3,100
3x$2,190$2,400$2,950
6x$2,100$2,280$2,815
One-Sixth Page
1x $1,520$1,645$2,140
3x $1,420$1,540$2,000
6x $1,315$1,430$1,850
Cover 2 & 3
1x--$6,200
3x--$5,860
6x--$5,525
Cover 4
1x--$6,420
3x--$6,085
6x--$5,860
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