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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. 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 Cal Alumni Association, a quarterly showcase 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.

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Advertising Calendar

Issue Space and Materials Deadline Distribution Date Editorial Highlights
Jan / Feb / Mar 2012
Winter 		11/10/11 12/20/11  
Apr / May / Jun 2012
Spring 		2/14/12 3/23/12  
Jul / Aug / Sept 2012
Summer 		5/08/12 6/19/12  
Oct / Nov / Dec 2012
Fall 		8/07/12 9/18/12  
Jan / Feb / Mar 2013
Winter 		12/07/12 12/18/12  

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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

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

Insertion orders and advertising production materials should be sent to:

Mark Wise
Associate Publisher, California magazine
mark.wise@alumni.berkeley.edu
831.420.7038

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Advertising Rates

Color Open 2x 4x
Full Page $6,000 $5,400 $5,100
Two-Thirds Page $4,225 $3,800 $3,590
One-Half Page $3,700 $3,330 $3,145
One-Third Page $3,100 $2,790 $2,635
One-Sixth Page $2,140 $1,925 $1,820
Spread $10,500 $9,450 $8,925
Covers 2 & 3 $6,200 $5,580 $5,270
Cover 4 $6,420 $5,775 $5,455

Guaranteed premium position—Add 15% to the contracted net rate.

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