VOLUME 07.10.09 VOLUME mediabook 09 In an increasingly fragmented media market, only the San Jose

Mercury News delivers the reach, penetration and

demographics you need in Silicon Valley. Read on and learn

what the Newspaper of Silicon Valley can do for your business. SILICONILICON VALLEY’SVALL

Winner of the Pulitzer Prize, the Emmy Award and countless

other honors, Mercury News print & online is the single

dominant news source is Santa Clara County and surrounding

communities, with a weekly reach of more than 1.2 MILLION

ADULT READERS. It’s the most respected paper in the market and

a quality environment for your message. ■ The Mercury News

is the flagship of the Bay Area News Group, which reaches

2.7 MILLION ADULTS EVERY WEEK in the San Francisco /

Oakland / San Jose DMA — America’s fifth largest market. ■

The Mercury News can tailor a campaign to your precise needs

through a wide array of print, online and specialized vehicles —

PLUS the Bay Area News Group’s 22 paid dailies, four top local

websites and dozens of targeted products. Effective 07.10.09 2 ONLY MASS MEDIUM Effective 07.10.09 Effective

Source: Scarborough SF Market Study R2-2007 3 Effective 07.10.09 4 Pricing TABLE OF CONTENTS SJMN +3 ...... Page 6 SJMN +1 ...... Page 8 San Jose ...... Page 10 Zones ...... Page 14 Special Rates ...... Page 16 TOMA ...... Page 18 Food and Travel ...... Page 19 EYE ...... Page 20 Business Section ...... Page 22 SVCN ...... Page 24 The Daily News ...... Page 25 Community Publications ...... Page 26 Ad Wizard ...... Page 28

Specialty Products SPACES ...... Page 32 Fronteras/ La Ganga ...... Page 34 Interactive MercuryNews.com/ Shop Local ...... Page 38 goTech! ...... Page 40 Mercury News Direct ...... Page 41

Targeted Delivery Mercury News Values ...... Page 41 Preprints ...... Page 42 P&D Inserts ...... Page 44 Sunday Comics ...... Page 46 Sticky Notes ...... Page 48 Poly Bags ...... Page 50 Kraft Jackets ...... Page 52 Toppers ...... Page 53

Guidelines & Policies Deadlines ...... Page 54 Ad Sizes ...... Page 55 Ad Desk ...... Page 56 P&D Shipping ...... Page 58 Business Policies ...... Page 60 Credit Policies ...... Page 61 Contact Information ...... Page 62 Effective 07.10.09 Effective

5 Total Adult Audience:

880,300 Daily 951,300 Sunday SJMN +3

This print package extends your reach to include several of the Bay Area’s most affluent communities. A single buy includes full run exposure in the Fremont Argus, the Santa Cruz Sentinel the San Mateo County Times as well as the San Jose Mercury News.

• Get all four of the South Bay’s top dailies with one hassle-free, cost-effective buy.

• Enjoy higher impact, better demographics and lower cpm in this market than any other media.

• Target your best customers by choosing the sections they read most (we have the data to help).

• Build your brand with a fixed-position ad unit across all four newspapers. Effective 07.10.09 6 Sources: Scarborough SF Market Study R2-2007; NAA RPC 2007 and Santa Cruz Sentinel ABC Audit, 12.2007. Investment Level - Mon Tues Wed Thur Fri Sat Sunday Main News Other Sections Main News Other Sections Main News Other Sections

Single $880,000 $124 $109 $134 $118 $144 $124 $690,000 $125 $110 $135 $120 $145 $125 $540,000 $126 $112 $136 $121 $146 $126 A $420,000 $127 $113 $137 $122 $147 $127 39x (4” min) $330,000 $129 $113 $138 $122 $149 $129 Insertion Rate Rate Insertion $260,000 $131 $115 $140 $124 $151 $130 $200,000 $131 $117 $142 $126 $153 $132 $156,000 $133 $118 $144 $128 $156 $134 B $122,000 $135 $120 $146 $130 $158 $135 16x (6” min) $95,000 $137 $122 $149 $131 $160 $137

$69,000 $139 $124 $162 $134 $163 $140 $50,000 $142 $126 $159 $136 $166 $142 $36,000 $144 $128 $157 $138 $169 $145 C $26,000 $147 $130 $154 $136 $166 $142 8x (8” min.) $19,000 $149 $132 $151 $134 $163 $140

$13,000 $152 $134 $165 $145 $178 $152 $8,000 $156 $137 $169 $149 $183 $156 $5,000 $159 $140 $173 $152 $187 $160 D $3,000 $163 $144 $177 $156 $192 $163 $2,000 $166 $146 $181 $159 $196 $166

Dollars per Month Mon Tues Wed Thur Fri Sat Sun < $795 $156 $171 $180

Single $795 + $151 $165 $173

Insertion $1,995 + $146 $159 $166 Over $2,995 $140 $152 $160 Earned Rate Rate Earned

Double Play Triple Play Power Play Double Power Triple Power Investment Level (2x in 7 Days) (3x in 7 Days) (4x in 7 Days) (8x in 28 Days) (24x in 28 Days) Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections

A $130 $113 $114 $100 $98 $86 $93 $82 $89 $78 39x (4” min.) Multiple B $139 $121 $125 $113 $105 $92 $100 $87 $95 $83 16x (6” min.)

C $142 $123 $125 $109 $111 $97 $106 $92 $100 $88 8x (8” min.) Insertion Rate Rate Insertion D $155 $134 $136 $119 $121 $106 $115 $100 $110 $95 No Ad Changes 1x Ad Change 2x Ad Change

Dollars per Month Triple Power Double Power Power Play (12x in 28 Days) (8x in 28 Days) (4x in 7 Days) < $795 $107 $102 $113 Multiple Insertion Insertion $795 + $104 $99 $110

Earned Rate Rate Earned $1,995 + $102 $97 $108 Over $2,995 $100 $95 $106

Number % of Space Charge % of Space Charge of Insertions Full Color Spot Color Ad Size Full Color Spot Color Double Play 45% 38% Single 126" + 36% 31%

Multiple Triple Play 40% 34%

90" – 125" 45% 38% 07.10.09 Effective Power Play 35% 30% 40" – 89" 54% 46% Double Power 30% 26%

Insertion Color Insertion 1" – 39" 65% 55% Color Insertion Triple Power 25% 21% * Minimum charge is $200 per insert * Minimum charge is $200 per insert. Applies to + any size ad. 3 7 Total Adult Audience: The Argus /Mercury News 762,800 Daily, 835,000 Sunday San Mateo Co Times/Mercury News 737,100 Daily, 799,700 Sunday Santa Cruz Sentinel/Mercury News 721,000 Daily, 801,800 Sunday SJMN +1 Daily News /Mercury News 760,900 Daily, 789,100 Sunday

Does your customer base cover a more specific area? This print package combines the full run Mercury News with your choice of the following: Fremont Argus, Santa Cruz Sentinel, San Mateo County Times or a group buy of The Daily News.

• Target your geographic customer base for greater ROI.

• High-profile ads in the key local dailies brand your business as an integral part of the community.

• Again, all the convenience and savings of a single buy. Effective 07.10.09 8 Sources: Scarborough SF Market Study R2-2007; Gallup SF Market Study, 2006; NAA RPC 2007 and Santa Cruz Sentinel ABC Audit, 12.2007. Investment Level Mon Tues Wed Thur Fri Sat Sunday Main News Other Sections Main News Other Sections Main News Other Sections

Single $880,000 $99 $86 $110 $94 $119 $101 $690,000 $101 $87 $111 $96 $120 $102 $540,000 $102 $88 $112 $97 $121 $103 A $420,000 $103 $89 $113 $98 $122 $104 39x (4” min.) $330,000 $105 $91 $114 $99 $124 $105 Insertion Rate Rate Insertion $260,000 $106 $92 $116 $101 $126 $106 $200,000 $108 $94 $118 $102 $128 $108 $156,000 $109 $95 $120 $104 $130 $109 B $122,000 $111 $97 $122 $106 $132 $111 16x (6” min.) $95,000 $113 $98 $124 $107 $134 $113

$69,000 $115 $100 $126 $110 $137 $115 $50,000 $117 $102 $129 $112 $140 $118 C $36,000 $120 $104 $131 $114 $143 $120 $26,000 $122 $106 $134 $116 $146 $122 8x (8” min.) $19,000 $124 $108 $136 $118 $148 $124

$13,000 $127 $110 $139 $121 $151 $127 $8,000 $130 $113 $143 $124 $156 $130 D $5,000 $134 $116 $147 $127 $160 $134 $3,000 $137 $119 $151 $130 $164 $137 Over $1,100,000 $2,000 $140 $121 $154 $133 $168 $140

Dollars per Month Mon Tues Wed Thur Fri Sat Sun < $795 $133 $145 $154

Single $795 + $127 $139 $147

Insertion $1,995 + $121 $133 $140 Over $2,995 $116 $127 $134 Earned Rate Rate Earned

Double Play Triple Play Power Play Double Power Triple Power Investment Level (2x in 7 Days) (3x in 7 Days) (4x in 7 Days) (8x in 28 Days) (24x in 28 Days) Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections

A $107 $92 $94 $81 $80 $69 $76 $65 $72 $62 39x (4” min.) Multiple B $117 $99 $104 $93 $87 $74 $82 $71 $78 $67 16x (6” min.)

C $119 $101 $104 $89 $93 $80 $88 $76 $84 $72 8x (8” min.) Insertion Rate Rate Insertion D $131 $112 $115 $98 $102 $88 $97 $83 $92 $79

No Ad Changes 1x Ad Change 2x Ad Change

Dollars per Month Triple Power Double Power Power Play (12x in 28 Days) (8x in 28 Days) (4x in 7 Days) < $795 $100 Multiple Insertion Insertion $795 + $90 $86 $95

Earned Rate Rate Earned $1,995 + $86 $82 $91 Over $2,995 $83 $79 $88

Number % of Space Charge % of Space Charge of Insertions Full Color Spot Color Ad Size Full Color Spot Color Double Play 45% 38% Single 126" + 36% 31%

Multiple Triple Play 40% 34%

90" – 125" 45% 38% 07.10.09 Effective Power Play 35% 30% 40" – 89" 54% 46% Double Power 30% 26%

Insertion Color Insertion 1" – 39" 65% 55% Color Insertion Triple Power 25% 21%

* Minimum charge is $200 per insert * Minimum charge is $200 per insert. Applies to any size ad. +1 9 Total Audience: 1,236,600 past week Integrated Newspaper Audience

Mercury News Print & Online

The Mercury News print edition and our popular interactive products SAN JOSE are seamlessly integrated in one powerful buy.

• Total audience includes more than 70% of all Santa Clara County adults.

• Extensive menu of interactive marketing options.

• This is Silicon Valley. What can beat the combination of its top newspaper and favorite local website?

Sources: Scarborough SF Market Study R2-2007; Integrated Newspaper Audience is an accumulation of five daily and one Sunday print editions and one week on interactive. Effective 07.10.09 10 CONTRACONTRA COSTACOSTA CCOUNTYOUNTY

SANSAN FRANCISCOFRANCISCO COUNTYCOUNTY

ALAMEDAALAMEDA COUNTYCOUNTY

SANSAN MMATEOATEO COUNTYCOUNTY

SANTASANTA CLARACLARA COUNTYCOUNTY

SANTASANTA CCRUZRUZ CCOUNTYOUNTY Effective 07.10.09 Effective = 25 Reader Households - Print Source: 2007 ABC Audit SJ 11 Investment Level Mon Tues Wed Thur Fri Sat Sunday Main News Other Sections Main News Other Sections Main News Other Sections

Single $880,000 $80 $67 $89 $75 $86 $81 $690,000 $81 $68 $90 $77 $99 $82 SJ A $540,000 $82 $69 $91 $78 $100 $83 $420,000 $83 $70 $92 $79 $102 $84 39x (4” min.) $330,000 $85 $71 $93 $79 $103 $85 Insertion Rate Rate Insertion $260,000 $86 $73 $95 $81 $105 $86 $200,000 $87 $74 $97 $83 $107 $88 $156,000 $89 $76 $99 $84 $109 $89 B $122,000 $91 $77 $101 $86 $111 $91 16x (6” min.) $95,000 $92 $79 $103 $87 $113 $93

$69,000 $95 $80 $105 $89 $116 $95 $50,000 $97 $82 $107 $91 $118 $97 C $36,000 $99 $84 $110 $93 $121 $99 $26,000 $101 $86 $112 $95 $124 $101 8x (8” min.) $19,000 $103 $88 $115 $97 $126 $103

$13,000 $106 $90 $118 $100 $129 $106 $8,000 $109 $93 $121 $103 $133 $109 D $5,000 $112 $95 $125 $106 $137 $112 $3,000 $116 $98 $128 $109 $141 $116 $2,000 $118 $101 $132 $112 $145 $119

Over $1,100,000

Dollars per Month Mon Tues Wed Thur Fri Sat Sun < $795 $113 $124 $133

Single $795 + $107 $118 $126

Insertion $1,995 + $101 $112 $119 Over $2,995 $95 $106 $112 Earned Rate Rate Earned

Double Play Triple Play Power Play Double Power Triple Power Investment Level (2x in 7 Days) (3x in 7 Days) (4x in 7 Days) (8x in 28 Days) (24x in 28 Days) Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections Main News Other Sections

A $85 $70 $74 $62 $66 $55 $62 $52 $59 $49 39x (4” min.) Multiple B $90 $75 $79 $66 $70 $59 $66 $56 $63 $53 16x (6” min.) C $100 $83 $87 $73 $77 $65 $73 $61 $70 $58 8x (8” min.) Insertion Rate Rate Insertion D $112 $93 $97 $81 $86 $72 $82 $69 $78 $65

No Ad Changes 1x Ad Change 2x Ad Change

Dollars per Month Triple Power Double Power Power Play (12x in 28 Days) (8x in 28 Days) (4x in 7 Days) < $795 $78 $74 $81 Multiple Insertion Insertion $795 + $75 $71 $78 $1,995 + $72 $68 $75 Earned Rate Rate Earned Over $2,995 $69 $65 $72

Number % of Space Charge % of Space Charge of Insertions Full Color Spot Color Ad Size Full Color Spot Color Double Play 45% 38% Single 126" + 36% 31%

Multiple Triple Play 40% 34% 90" – 125" 45% 38% Power Play 35% 30% 40" – 89" 54% 46% Double Power 30% 26%

Insertion Color Insertion 1" – 39" 65% 55% Color Insertion Triple Power 25% 21%

Effective 07.10.09 * Minimum charge is $200 per insert * Minimum charge is $200 per insert. Applies to 12 any size ad. Go Tech Leaderboard Impressions Yahoo Hot Jobs 7-Day Package Shop Local Run of Site Email Blasts Video “Now Hiring” Rate Investment Level 15,000 = $325 7-Day Leaderboard $55 cpm 7-Day Package $10 cpm 40,000 = $650 Packages Clean Print Impressions Min. 10K/send $150/pkg Min. 25K 80,000 = $1,300 $79/pkg $100 cpm $15 cpm Impressions

Interactive A Minimum $30K Interactive Investment

and 39 Weeks Minimum $15K Interactive Investment B Plus Flex

and 50,000 150,000 2 4 50,000 16 Weeks N/A N/A Impressions Impressions Sends Sends Impressions C Plus Flex $5,000 $2,250 $1,100 $1,200 $1,000

and 25,000 75,000 2 4 50,000 8 Weeks N/A N/A Impressions Impressions Sends Sends Impressions D Plus Flex $2,500 $1,125 $1,100 $600 $500

Over $1,100,000 Minimum $50K Interactive Investment

Go Tech Leaderboard Impressions Yahoo Hot Jobs 7-Day Package Shop Local Run of Site “Now Hiring” Dollars per Month 15,000 = $325 7-Day Packages Leaderboard Email Blasts Video $10 cpm 40,000 = $650 $79/pkg Clean Print Impressions $55 cpm 7-Day Package Min. 25K 80,000 = $1,300 $100 cpm $15 cpm Min. 10K/send $150/pkg Impressions

15,000 1 (1) 7-Day 25,000 Interactive Interactive < $795

Earned Rate Earned Impressions Upload N/A N/A N/A Package Impressions $325 $75 $150 $250

40,000 2 1 (2) 7-Day 50,000 $795+ Impressions Uploads N/A N/A Sends Package Impressions $650 $158 $550 $300 $500

80,000 4 1 (4) 7-Day 75,000 $1,995+ Impressions Uploads N/A N/A Sends Package Impressions $1,300 $316 $550 $600 $750 Effective 07.10.09 Effective SJ 13 Total Audience: ZONES

West Valley Edition 99,500 Daily, 127,000 Sunday Valley Edition 258,600 Daily, 287,500 Sunday South Valley Edition 221,100 Daily, 247,100 Sunday Peninsula Edition 85,600 Daily, 76,500 Sunday

Mercury News Zones

Aiming for a concentrated customer base? The Mercury News publishes four geographically zoned editions each day, and zoned advertising opportunities are available in the highly popular Local News section.

• Maximum impact with minimum wasted circulation.

• High-profile Mercury News ad positions at a fraction of the full-run price; ideal for long-term brand building.

• Local section content holds high reader appeal.

• Guaranteed placement in the local section/sections of your choice. Effective 07.10.09 14 Source: Scarborough SF Market Study R2-2007. Investment Any Any Level 1 Zone 2 Zones

A $330,000 + $22 $20 39x (4” min.) Zones B $95,000 - $329,999 $25 $22 16x (6” min.)

C $19,000 - $94,999 $28 $25 8x (8” min.) D $2,000 - $18,999 $32 $28a

Single Insertion < $795 $45 $41 Earned Rate (Dollars per Month) $795 + $41 $37

$1,995 + $39 $35

Local zoning pricing combine both South Valley and Valley zones. Zoning available Wednesday – Sunday only. Monday and Tuesday full run only, pick-up rdates available.

Investment Double Triple Power Double Triple Level Play Play Play Power Power A $330,000 + $19 $15 $11 $10 $9 39x (4” min.) B $95,000 - $329,999 $21 $16 $12 $11 $10 16x (6” min.)

One Zone C $19,000 - $94,999 $24 $18 $14 $12 $11 8x (8” min.) D $2,000 - $18,999 $27 $20 $16 $14 $13 < $795 N/A N/A $23 $10 $18 Multiple Insertion Multiple Insertion Earned Rate $795 + N/A N/A $21 $19 $17 (Dollars per Month) $1,995 + N/A N/A $19 $17 $16

No Ad Changes 1x Ad Change 2x Ad Change

Investment Double Triple Power Double Triple Level Play Play Play Power Power A $330,000 + $16 $13 $10 $9 $8 39x (4” min.) B $95,000 - $329,999 $18 $15 $11 $10 $9 16x (6” min.) $19,000 - $94,999 $20 $16 $12 $11 $10

Two Zones Two C 8x (8” min.) D $2,000 - $18,999 $23 $18 $14 $13 $11

< $795 N/A N/A $20 $18 $16

Multiple Insertion Multiple Insertion Earned Rate (Dollars per Month) $795 + N/A N/A $19 $17 $15 $1,995 + N/A N/A $17 $16 $14

No Ad Changes 1x Ad Change 2x Ad Change

Full Run Pick-Up Pricing Monday – Tuesday full run pick-up pricing for zoned advertisers. Run two days within 7 days in any SJMN, Local Zone and pick-up Monday and/ or Tuesday full run at zoned pricing in the local Effective 07.10.09 Effective section. Pick-up at must run in local section.

Zoning available Wednesday – Sunday with full run Monday/Tuesday contract. ZONES

15 Section A Premium A 25% premium for guaranteed placement in Section A (on top of any rate program).

Front Section Advertising

Section Section Section Inside Inside Inside Inside Inside A A A Section Section Section Section Section

Size 3x5 2x5 6x1 3x5 2x5 6x3 6x2 6x1

All Properties $14,838 $9,892 $6,569 $11,045 $8,654 $12,049 $9,890 $5,819

Former ANG $8,225 $5,141 $3,213 $5,860 $4,500 $6,390 $5,143 $2,846 Properties

Mercury News $6,451 $4,032 $2,520 $4,950 $3,525 $5,400 $4,030 $2,230

SPECIAL RATES Contra Costa $5,107 $3,192 $1,995 $3,920 $2,790 $4,275 $3,190 $1,770

Inside Sections Local Sports Business Travel Living/ A&E

Non-Profit Rate $2,000 D LEVEL. Must provide 501c3 Form.

Political /Advocacy Rate $95,000 B LEVEL Effective 07.10.09 16 Weather Page 6 col x 10.5” full color daily.

Properties Total Cost For One Day Cost Break Down Per Property 1st Property 2nd Property 3rd Property 1 $4,300 2 $8,170 $4,300 $3,870 3 $11,610 $4,300 $3,870 $3,440

Standby Full, 1/2 and 1/4 page insertions only. Full run any day: $25 pci

Valley Valley Valley Valley Valley Valley Valley Valley West Valley Peninsula South Valley South Valley South Valley and or or or and and and West Valley South Valley South Valley South Valley South Valley Peninsula West Valley Peninsula and with with Peninsula West Valley Peninsula Zones

Standby $19 $18 $16 $14 $12 $11 $7 $9 $5 $4

Late Fees Late Kill Fee: Ads killed after deadline charged $15 pci. Late Scheduling Fee: Ads scheduled after deadline charged an additional $7 pci. Late Ad Building Fee: Ads requiring composition after deadline charged $7 pci. Effective 07.10.09 Effective SPECIAL RATES 17 TOMA Rate

Guidelines: • Minimum ad size: 2 inches • As many inches deep as columns wide • Counts towards dollar volume (excluding LOI, Auto & Real Estate) plus frequency contracts • Copy restrictions in place – NO PRICE AND ITEM TOMA • Pricing are pci • Must include interactive products (except zoned TOMA advertisers)

Times Per Week 2 Inches + 4 Inches + 6-9 Inches pci pci pci 3 $33 $31 $27 5 $31 $29 $25 1-Year Contract 7 $29 $27 $23 Plus Online 3 $29 $27 $23 5 $27 $25 $21 2-Year Contract 7 $25 $23 $19 Plus Online

Zone 2-9 Inches pci North or South SanJose AND West Valley AND Peninsula $22 North AND South SanJose $19 North OR South SanJose AND West Valley $17 North OR South SanJose AND Peninsula $16 1-Year Contract North OR South SanJose $15 West/ Peninsula Combo $15 West Valley $9 Peninsula $9

* Add DNG, SVCN, Fronteras North or South for $5 pci. ** Color available; Effective 07.10.09 18 Food and Travel Sections

Qualifications: • No contract needed • Applies to retail advertisers only • BANG wide section

Rate: $55 PCI Effective 07.10.09 Effective FOOD & TRAVEL 19 Local Entertainment Rate EYE Investment Level

Over $1,100,000 Open 1/8 1/4 1/3 1/2 2/3 Full

$880,000 $690,000 A $540,000 $210 $380 $480 $750 $1,035 $1,400 $420,000 $330,000

$260,000 $200,000 $156,000 $220 $390 $490 $760 $1,055 $1,425 8x B $122,000 $95,000

$69,000 $50,000 C $36,000 $230 $400 $500 $770 $1,075 $1,460 16x $26,00 $19,000

$13,000 $8,000 D $5,000 $240 $410 $510 $780 $1,100 $1,500 39x $3,000 $2,000

* Rates only available to local arts groups and local restaurants.

Consumer Segmentation The typical eye reader is more likely to: • Spend money on entertainment • Dine out • Travel abroad He/she also ranks above average in the following shopping categories: • Music • Watches and jewelry Effective 07.10.09 20 EYE

The Mercury News offers entertainment and lifestyle coverage every day of the week -- most notably in Thursday's eye, the popular weekend guide. When it comes to actually seeking out the entertainment, cultural and recreational options we cover, readers of these sections rank significantly ahead of Bay Area adults as a whole.

Top 5 Psychographic Reader Groups (Based on composition of readers)

MONEY & BRAINS – Just what they sound like, couples, students and professionals, Hispanics, with high incomes, advanced degrees and Asians, African-Americans and whites. Living in sophisticated tastes to match. Many of these city restored Victorians and eclectic apartments, dwellers--mostly white with a high concentration these early adopters are quick to embrace the of Asian Americans--are married couples with latest entertainment, tech toys and products. few children who live in fashionable homes on UPPER CRUST – The wealthiest segment of the small lots. population, dominated by empty-nest couples YOUNG DIGERATI –Tech-savvy singles and over 55 years old.They boast the highest couples in fashionable communities in Silicon concentration of residents earning over $200,000 a Valley and beyond.Affluent, highly educated and year and of those possessing a postgraduate ethnically mixed, their neighborhoods are degree. And no group has a more opulent typically filled with trendy apartments and condos, standard of living. fitness clubs, clothing boutiques, casual AMERICAN DREAMS – This increasingly restaurants and all types of bars--from juice to important group personifies America’s diversity: coffee to microbrew. more than half the residents are Hispanic, Asian BOHEMIAN MIX – Young, mobile urbanites or African-American. These middle-aged embracing the nation's most liberal immigrants favor multilingual neighborhoods — lifestyles. This is a progressive mix of singles and one in ten speaks a language other. Effective 07.10.09 Effective EYE 21 Mercury News

BIZ Business Sections

The Mercury News Business sections (Tech on Monday, Biz+Tech Tuesday through Saturday and Sunday Business) are essential reading for everybody who works in, invests in or uses high tech. Effective 07.10.09 22 Monday: Tech, highlighting product news and reviews. No stock listings.

Tuesday: Biz+Tech, highlighting commercial Real Estate.

Wednesday – Saturday: Biz+Tech, with regular business coverage and columns.

Sunday: Sunday Business, with the week in review, insider trading, and the Money Page

(personal finance). No stock listings.

• Especially effective for reaching male readers with higher education and household income, usually in a technical or managerial position.

• A natural environment for financial services, B2B, tech products and high-end home electronics.

• Fixed position ads here are a powerful branding opportunity, combining the full- run reach of the Mercury News with targeted appeal.

Regular ad positions available:

Available Friday – Monday All positions sold on a first-come basis and subject to availability.

Page 2: Three 2x7 positions Page 3: One 6x3 position Stock Island (floated in stock listings): One 3x10.5 position Last two inside pages: Multiple 3x10.5 positions depending on layout.

Ad Position Ad Size Price Per Price Per Column Inchor Ad Page 2 (3) 2x7 $27 $378 Page 3 6x3 $27 $486 Stock Island 3x10.5 $27 $850.50 Only 2 Available 1/4 Page 3x10.5 $850.50 Commercial Real Estate 6x10.5 $27 $1,701 Only 2 Available Effective 07.10.09 Effective BIZ 23 Total audience:

274,032 Daily SVCN SILICON VALLEY COMMUNITY NEWSPAPERS delivers quality local news right to the door, publishes in some of the area’s most affluent neighborhoods and distribute to businesses and homes. And what’s true across the nation is true here: Adults are most interested in reading about events in their own community.

These award-winning weeklies combine quality editorial content, neighborhood appeal and targeted distribution: Almaden Resident, Cambrian Resident, The Campbell Reporter, The Cupertino Courier, Los Gatos Weekly-Times, Los Gatos Weekender, Rose Garden Resident, Saratoga News, The Sunnyvale Sun, Willow Glen Resident, The West San Jose Resident and San Jose City Times.

Source: Silicon Valley Community Newspapers. 7/08 Effective 07.10.09 24 THE DAILY NEWS Award-winning community paper combine quality editorial content, neighborhood appeal and targeted distribution. Serving Peninsula cities including: Atherton, East Palo Alto, Los Altos, Los Altos Hills,Menlo Park,Mountain View, Palo Alto, Portola Valley, Redwood City, San Carlos, Stanford & Woodside.

The Daily News papers are distributed to:

• More than 1,800 racks, strategically placed in areas with high levels of pedestrian traffic • More than 11,000 popular retail businesses, from local institutions to popular chains

• Communities with strong daytime and evening foot traffic DAILY NEWS

Source: Scarborough San Francisco Market Study , R2-2008 (Current Release) Total Audience:

19,350 Daily Effective 07.10.09 Effective

25 Publication Name Open Rate Day of Publication San Mateo County Times $39 pci Monday - Sunday

Daily News $30 pci Tuesday

Silicon Valley Community Newspapers (please see available sizes below) All SVCN $52 PCI - No other discounts apply Please note Silicon Valley Newspapers are not eligible for multi-day discounts Almaden Resident $28 Thursday Cambrian Resident $28 Thursday Campbell Reporter $28 Friday Cupertino Courier $28 Wednesday Rose Garden Resident $28 Thursday Saratoga News $28 Tuesday Sunnyvale Sun $28 Wednesday Willow Glen Resident $28 Friday Los Gatos $28 Tuesday Pacifica Tribune $15 Wednesday

Milpitas Post $28 Thursday Fremont Bulletin $28 Saturday Berryessa Sun $28 Monthly

San Jose Mercury News – Peninsula Zone $39 Monday San Jose Mercury News – South Valley Zone $61 Monday San Jose Mercury News – North Valley Zone $61 Monday

Front Page Strip Ads Color Discounts All Papers All color discount programs are Front Page Strip Ads: Price is 3x the pricing listed above based on availability. Other Section Fronts: Price is 2x the pricing listed above Color is included in the fourth ad when you buy a Color four-insertion flight within seven days. Any ad larger than half a page, color is included based on availability. Any ad less than half a page, color is $4. pci per publication. COMMUNITY PUBLISHING COMMUNITY Contract Discounts: Multi Paper Discounts: Multi Day Discounts: 6 Weeks ...... 15% Two papers ...... 20% 1st additional day ...... 20% 13 Weeks ...... 25% Three papers ...... 30% 2nd additional day ...... 35% 26 Weeks ...... 45% Four – Five papers ...... 40% 3rd additional day ...... 50% 48 Weeks ...... 55% Six – Eight papers ...... 45% 4th additional day ...... 55% ...... Nine plus papers ...... 50% 5th additional day ...... 60% ...... 6th additional day ...... 65%

Minimum PCI Limit: $3.00 pci limit per publication applicable to all publications except the San Jose Mercury News and the San Mateo County Times. Preprints: Distribution is available in all community publications. Distribution is by full publication. See PREPRINTS section for pre-print pricing. See P&D SHIPPING section for specifications, deadlines and delivery locations. Effective 07.10.09 26 Following are the eight simple steps to help you calculate your investment.

Step 1 Select your frequency commitment to earn your first discount. 48 weeks 26 weeks 13 weeks 6 weeks

Step 2 Select the papers you wish to advertise in to take advantage of multi-paper discounts. Keep in mind the trade zone of your business. (Multi Day discounts don’t apply to SVCN) ______

Step 3 Add the base rates for your choices together. For example: Campbell Reporter, Cambrian Resident, Daily News $28 + $28 + $15 = $71 per column inch INVESTMENT CALCULATOR

Step 4 Apply frequency commitment discount Example: 26x Frequency Discount = 45% $71 - 45% = $39.05

Step 5 Apply multi-paper discount: Example: Campbell Reporter, Cambrian Resident, Daily News (3-paper buy) $39.05 - 30% = $27.34

Step 6 Apply the appropriate multi-day discount: Example: Campbell Reporter – Thursday distribution Cambrian Resident – Thursday distribution Daily News – Friday distribution This would be considered a two-day purchase; therefore the discount would equal 20% $27.34 - 20% = $21.87

Step 7 Verify minimum price limit

Step 8 Select insertion size. Overall example: A 2 x 3 (6”) ad based on the above calculation would equal $131.21 per day Base rate: $71pci minus the 26x frequency discount (45%) = $39.05 minus the 3 paper multi discount (30%) = $27.34 minus the 1st day pick up discount (20%) = $21.87 x 6” = $131.21 per day or a total of $262.42 for the two day schedule.

Column Sizes Milpitas SVCN DN Pacifica SJMN SMCT Berryessa Fremont 1 col. 1.808” 1.646” 1.042” 1.646” 1.646” 1.646” 2 cols. 3.746” 3.417” 2.147” 3.417” 3.417” 3.417” 3 cols. 5.684” 5.188” 3.253” 5.188” 5.188” 5.188” 4 cols. 7.622” 6.959” 4.358” 6.959” 6.959” 6.959” 5 cols. 9.560” 8.730” 5.464” 8.730” 8.730” 8.730” 6 cols. n/a 10.5” 6.569” 10.5” 10.5” n/a Full Page 9.560”x10.75” 10.5”x10.75” 6.569”x21” 10.5”x21” 10.5”x21” 8.73”x10.25” Double truck 20.12”x10.75” 22”x 10.75” 22.983x21” 22”x21” 22”x21” 18.46”x10.25” Effective 07.10.09 Effective

27 The Ad Wizard, the online ad-building resource, gives Mercury News advertisers the power to design, edit and submit their own ads straight from their home or office. AD WIZARD

With the ease and convenience of shopping online, the Ad Wizard enables advertisers to take greater control of their marketing while saving time and money. Perfect for the advertiser who doesn’t want to commit to a contract just yet, the Ad Wizard eliminates time spent waiting for appointments, proofs, and phone calls. It provides more flexibility because advertisers can create ads at any time online and at no extra cost.

Ad Wizard features: • A wide variety of pre-made templates • Ability to create a custom ad or template • Flat, discounted pricing – no contract needed Register Online at http://sjmn.theadwizard.com and start building ads today! Effective 07.10.09 28 1col x 2” 1 col x 3.5” 2 col x 2” 2 col x 7” 2 col x 10.5” 3col x 7” Full Run $90.00 $150.50 $162.00 $476.00 $640.50 $640.50 North San Jose, South San Jose & West Valley $81.50 $136.50 $147.00 $431.00 $580.00 $580.00 North San Jose, South San Jose & Peninsula $74.00 $124.00 $133.50 $392.00 $527.50 $527.50

Pricing North or South San Jose, West Valley & Peninsula $68.50 $114.50 $123.00 $361.00 $486.00 $486.00 North San Jose & South San Jose $58.00 $98.00 $105.00 $308.00 $415.00 $415.00 and Sizes North or South San Jose & West Valley $52.50 $88.00 $94.50 $277.00 $373.00 $373.00 North or South San Jose & Peninsula $45.00 $75.50 $81.00 $238 .00 $320.50 $320.50 North San Jose or South San Jose $34.00 $56.00 $62.00 $182.00 $241.50 $241.50 West Valley & Peninsula $39.50 $65.50 $70.50 $207.00 $278.50 $278.50 West Valley Zone $17.50 $29.00 $31.50 $92.50 $124.50 $124.50 Peninsula Zone $16.00 $26.50 $28.50 $84.00 $113.00 $113.00 DNG Pick-Up $15.00 $26.25 $30.00 $105.00 $157.50 $157.50

Mid-Year CLEARANCE SALE! Reductions 50% - 75% Off Discounted furniture and homewares This Weekend Only! 5-Drawer Design, edit and submit Dresser your own ads online Design, edit and submit your anytime. Many templates own ads online anytime. Many and styles available! templates and styles available! BIG SALE! WAS $2,300 Design, edit and submit your LEATHER own ads online anytime. NOW $1,300 NO EXTRA COST! JACKETS ✔ Pre-made Templates DISCOUNTED! ✔ Custom Ads Modern ✔ Discount Pricing $ 99 THE AD WIZARD Wood Chair Call your sales representative today! 99 http/:sjmn.theadwizard.com Design, edit and submit your own ads online anytime. Many templates and styles available! ALL STOCK WAS $2,300 BLOWOUT SALE NOW $1,300 Direct from Manufacturer to You MUST GO! $30 We have the largest selection! Constructed of solids woods with wood veneers Made of Eco-friendly Rubberwood. THE AD WIZARD THE AD WIZARD Call your sales representative today! THE AD WIZARD Call your sales representative today! Call your sales representative today! http/:sjmn.theadwizard.com http/:sjmn.theadwizard.com http/:sjmn.theadwizard.com Effective 07.10.09 Effective

29 Innovative Print Opportunities SPECIALTY PRODUCTS SPECIALTY Effective 07.10.09 30 Effective 07.10.09 Effective

31 SPACES is uniquely designed to meet the needs of local home improvement, furnishings and other luxury advertisers. More importantly, our distribution model assures you reach your most valuable customers throughout the San Francisco DMA.

SPACES Total circulation for SPACES is 40,000 porches delivered households with income levels of $200,000, plus in affluent area such as Los Gatos, Danville, Palo Alto, Lafayette, Morgan hill, Pleasanton, Fremont, Mountain View, Piedmont, San Mateo, Walnut Creek, Los Altos, Berkeley and more. In addition, 10,000 copies are distributed to more than 500 targeted service and retail locations.

**Homes purchased in the last 36 months for $500,000 or more. Compared to those valued less and whose residents have lived there for more that 3 years. Source: 2006 Scarborough Research (HH Base) Effective 07.10.09 32 Page Dimension

Ad Final trim: 8.875''W x 10.875''L

Sizes Live image area: 8.375''W x 10.375''L

2 pg. spread w/o bleed 16.80''W x 10.37''L 2 pg. spread w/bleed 18.25''W x 11.37''L Full page w/o bleed 8.10''W x 10.37''L Full page w/bleed 9.10''W x 11.37''L 1/3 page (V) 2.60''W x 10.37''L 1/3 square (H) 5.335''W x 5.07''L 1/2 page 8.10''W x 5.07''L 2/3 vertical 5.35''W x 10.37''L 1/6 page 2.60''W x 5.07''L

1/6 1/3 1/2 2/3 Full 10x $610 $960 $1,250 $1,530 $2,191 6x $683 $1,075 $1,400 $1,714 $2,453 Rates 3x $765 $1,204 $1,568 $1,919 $2,749 OPEN $880 $1,445 $1,882 $2,303 $3,298

Back Cover Inside Cover Page 3 Ahead of TOC 10x $3,845 $3,292 $3,292 $2.743 6x $4,366 $3,742 $3,742 $3,118 Rates 3x $4,891 $4,192 $4,192 $3,493 OPEN $5,766 $4,942 $4,942 $4,118 Premium Effective 07.10.09 Effective SPACES 33 SONOMA ZONE 1 FRONTERAS NAPA Circulation 25,000

SOLANO

MARIN SAN JOAQUIN CONTRA COSTA

Your best choice in reaching the SAN FRANCISCO Hispanic marketing: ALAMEDA SAN MATEO • Written in Spanish by award-winning journalists ZONE 2 SANTA CLARA FRONTERAS Circulation • Complete content including entertainment, 25,000 SANTA sports, local, national and international news CRUZ • Full Color, tabloid format • Zoning in Fronteras is by North and South. Zoning in LaGanga is by full publication. SAN BENITO ZONE 3 • Distributed Saturdays via racks and retail outlets LA GANGA Circulation 25,000 MONTEREY FRONTERAS/ LA GANGA FRONTERAS/ Effective 07.10.09 34 Column Measures 1 column= 1.646 inches 2 column= 3.417 inches 3 column= 5.188 inches 4 column= 7.959 inches 5 column= 8.73 inches

Mechanicals Camera ready preferred format PDF. 5 col TAB Format TAB 5 col

New Ad Sizes Mechanicals Total Inches Rates Open Rate 4x 13x 26x 48x Full Page 5 x 10.75 53.75 806.00 685.00 605.00 484.00 403.00 1/2 Page H 5 x 5.25 26.25 394.00 335.00 295.00 236.00 197.00 1/4 Page 2 x6.5 13.00 195.00 166.00 146.00 117.00 98.00 1/8 Page 1 x 6.5 6.50 98.00 83.00 73.00 59.00 49.00 1/12 Page 2 x 2.25 4.50 68.00 57.00 51.00 41.00 34.00 All rates include color and represent one zone Pick-up rates are set at 25% per each additional Zone

Position Mechanicals Total Inches Open Rate 4x 13x 26x 48x Back Cover 5 x 10.75 53.75 $1,100 $900 $850 $750 $650 Inside Back Cover 5 x 10.75 53.75 $1,000 $800 $750 $650 $550 Inside Back Cover Inside 5 x 10.75 53.75 $900 $750 $700 $600 $500 Inside Front Cover 5 x 10.75 53.75 $1,000 $800 $750 $650 $550 Inside Back Cover Inside 5 x 10.75 53.75 $900 $750 $700 $600 $500 Double Truck 11 x 10.75 118.25 $1,300 $1,150 $980 $900 $799 Front Cover 1.5 x 1.5 2.5 $0 $0 $350 $315 $289 Effective 07.10.09 Effective

35 INTERACTIVE Effective 07.10.09 36 ROP insertions over $1,000 appearing in the Mercury News will automatically receive a posting on MercuryNews.com’s ShopLocal, increasing your already impressive Silicon Valley reach from 43% to 53%. • 17.3 Million Page Views Per Month • 3.7 MIllion Unique Visitors Per Month We feature the content of the Mercury News print edition as well as blogs, podcasts, breaking news and other content. The result is the Bay Area’s best site for news, entertainment, sports, business, health, travel and home information.

MercuryNews.com is also home to the Bay Area’s largest online classified section, teaming with Yahoo! HotJobs, Cars.com, Yahoo!, Zillow and others to bring our visitors access to a robust database of local ads and information.

The Audience at a Glance MercuryNews.com users represent Silicon Valley's best demographics. In Santa Clara County, their median age is 41; their median household income is $114,300; and 60% hold college degrees.

Powerful Tools To Draw Customers MercuryNews.com creates more routes to your door. Users can search by advertiser name or category, print your ad, link to your website, get door-to-door directions and even receive email alerts about your latest sale.

Additional Advertising Opportunities Other advertising opportunities available on MercuryNews.com include banner ads, buttons, ribbons, skyscrapers, pop-ups, pop-unders and more. Contact your client manager for details and pricing.

ShopLocal ShopLocal is the Mercury News shopping site that enables shoppers to find out what’s on sale at stores in the neighborhood. Users can search for sales or browse by store, brand or product category. Display ads appearing in ROP (insertions over $1,000) will be posted on ShopLocal for seven days. If the same display ad runs more than one time in a given week, the first display ad will receive one seven-day posting on ShopLocal. Costs: 1. Included in all ROP insertions over $1,000 2. Stand alone $99 per insertion 3. Frequency Contract $49-$79 per insertion

Note: Silicon Valley is Santa Clara County. Sources: Scarborough Research R2 - 2007. Omniture Jan - Sept 2008 average. Effective 07.10.09 Effective MERCURY NEWS.COM 37 The online industry is booming. 95% of Bay Area residents use the internet.

Now, with goTECH! you too can be a part of this expanding market. Mercury News.com has prime advertising opportunities to complement any print campaign. Simply tell your sales rep that you want to goTECH! and they’ll arrange for your ad to appear on our website’s news pages. Don’t miss out! Getting your company

goTECH! online has never been easier, just goTECH!

What is goTECH! Add a placement on our website to run concurrent to your print ad with the same advertising message.

Packages

Leaderboard Ads (728 x 90 pixels) (A) 15,000 to run within 7 days $325 (B) 40,000 to run within 7 days $650

Ordering Process Simply add packages (A) or (B) when you order your print ad. Effective 07.10.09 38 Your One Stop Marketing Source Mercury News Direct is the Mercury News’ team of database marketing and direct mail specialists. Our diverse product line and direct mail experience, Database

Marketing combined with our established relationships with industry suppliers, makes us your one-stop shop for all of your database marketing needs.

Solo Mailing

List We can identify addresses that match specific demographics, or target your message by postal carrier route. A wide variety of mailing formats and services are available. Product We will customize each to fit your specific needs.

Production As a product of the Mercury News, we are able to take advantage of volume discounts with commercial printers and lettershops. Mailing Lists As a data broker, we have access to information at discounted

rates, as well as our own address database. We can customize to MERCURY NEWS DIRECT fit your specific needs. List Services • List selects – Call for a customized quote • Address standardization $350 (Up to 40,000 records) • File de-duplication $350 (Up to 40,000 records) • Merge / Purge $350 (Up to 40,000 records) • National Change of Address (NCOA) $400 (Up to 25,000) • For the pricing of more records, call your Mercury News representative.

Database Analysis Through demographic profiling, customer behavioral analysis, modeling, list maintenance, and other services, we help your marketing dollars work harder.

Mapping Our mapping technology allows you to see your existing customers, prospects or specified demographics displayed on a map.

Creative Staff Designers are available to help you create effective direct mail ad materials.

More Information For more information about Mercury News Direct, including custom rates, contact your client manager or call (408) 920-5979. Effective 07.10.09 Effective

39 TARGETED DELIVERY TARGETED Effective 07.10.09 40 Now you can saturate the market with your inserts in Mercury News Values, the Mercury News’ TMC program. Mercury News Values offers a combination of subscriber and non-subscriber distribution to deliver 98% penetration in your selected geographic area. Subscribers to the Mercury News receive their insert package with their home-delivered copy of the Mercury News on Tuesday. Non-subscribers receive their inserts on Monday/Tuesday through U.S. Postal distribution. 61 ZIP codes – including all of Santa Clara and San Benito Counties plus Menlo Park, Atherton, and Portola Valley - are available through this program. Distribution to the sub-zip level (average 3,500 households per zone) is available in all areas served by the program. Mercury News Value is part of Bay Area Values, offering distribution to nearly 2.2 million Bay Area households every week.

Preprints are charged on a cost-per-thousand basis. Required distribution quantities are available from your advertising representative 90 days prior to distribution date. A minimum distribution of 10,000 is required per day. A combined Shared Mail/Home Delivery distribution on Monday and Tuesday will count towards the 10,000 minimum.

For complete preprint specifications – including minimum and maximum sizes, packaging instructions, and ordering requirements - Preprint Specifications section.

Pricing -For customer-supplied preprints, see the Preprint Grid in the Preprints section. Distribution in the Monday nonsubscriber package receives a $10/cpm drop day discount. Distribution in the Tuesday subscriber package receives a $10/cpm drop day discount. All other discounts apply. Any piece over 1.5 ounces is subject to overweight charges. Late reservations, changes, kills, or materials are subject to a late fee of $3 per thousand or actual costs incurred by the Mercury News.

Print and Deliver pricing is found in the P&D Inserts section. Print and Deliver pricing applies to all Mercury News publications – including Mercury News Values. Total print order quantity (combined with distribution in any other publication) is used to determine P&D pricing. Effective 07.10.09 Effective MN VALUES/TMC 41 Preprint distribution in the Mercury News is available to subscribers and single-copy readers on Thursdays, Fridays, and Sundays. Zoning to subscribers is available at the sub-zip code level (average 1,000 households per zone) in Santa Clara County and at the zip and zip-cluster level outside of Santa Clara County. Zoning to single-copy readers is at the zip-cluster level.

Distribution to Mercury News subscribers is also available on Tuesdays in the Mercury News Values package in Santa Clara, San Benito, and parts of San Mateo County. Single-copy distribution on Tuesdays is not available. See Mercury News Values section for more information.

See Preprint Specifications section for complete specifications, spoilage requirements, and delivery locations. PREPRINTS

Publication Day Reservation Deadline Materials Deadline

Monday – Non-Subscriber 17 days prior 10 days prior Tuesday – Subscriber 18 days prior 11 days prior Thursday 13 days prior 10 days prior

Deadlines Friday 14 days prior 10 days prior Sunday 16 days prior 10 days prior SVCN 14 days prior Friday of week prior The Daily News 10 days prior 3 days prior Fronteras/La Ganga 14 days prior 10 days prior

All preprints are priced on a cost-per-thousand basis. 10% premium applies to New Year’s Day, President’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving, and Christmas. If the holiday falls on a Sunday, Sunday rates will be charged rather than the 10% premium. Subscriber sub-zip premium is $8.00 cpm. Non-subscriber sub-zip premium is $5.00 cpm. Qualifications Tabloid preprints not in increments of 4 pages will be charged at the next 4-page increment. Late reservations, changes, kills, or materials are subject to a late fee of $3 cpm or actual costs incurred by the Mercury News. Overweight pieces (> 1.5 ounces) are subject to overweight charges for non-subscriber distribution. ShopLocal can be added to any preprint order for $45 per page. See page 14 for more information. Effective 07.10.09 42 Step 1 Step 2 Step 3 Determine your page count price Apply dollar volume discount Apply insert day discount

Page Size Dollar Volume Agreement Insert Day Discounts CPM Std Tab Price Discounts CPM Monday Non-sub -$10

Calculator 1 2 $92 $1,000,000 -$25 Tuesday sub -$10 2 4 $99 $900,000 -$23 Thursday or Friday sub -$5 4 8 $106 $800,000 -$21 Sunday sub $0 6 12 $111 $700,000 -$19 SVCN -$4 8 16 $117 $600,000 -$17 DNG -$9 10 20 $122 $500,000 -$15 Fronteras/LaGanga -$9 12 24 $127 $400,000 -$14 Distribution available on 14 28 $130 $300,000 -$13 Monday, Wednesdays and 16 32 $133 $250,000 -$12 Saturdays for a surcharge 18 36 $136 $200,000 -$11 of $7,500 20 40 $139 $150,000 -$10 22 44 $142 $125,000 -$9 24 48 $145 $100,000 -$8 Step 4 26 52 $148 $75,000 -$7 Apply drop count discount 28 56 $151 $50,000 -$6 Drop Count Discounts CPM 30 60 $155 $30,000 -$5 250,000 and over -$16 32 64 $158 $15,000 -$4 220,000—249,000 -$12 34 68 $161 $10,000 -$3 190,000—219,000 -$8 36 72 $164 $5,000 -$2 150,000—189,000 -$4 38 76 $167 $2,500 -$1 90,000—149,000 -$2 40 80 $170 Open $0 10,000—89,000 $0 42 84 $173 44 88 $176 46 92 $178 Step 5 48 96 $180 Verify minimum price limit 50 100 $182 52 104 $184 Insert Price Minimum CPM 54 108 $186 Monday Non-sub $45 56 112 $188 Tuesday Sub $39 58 116 $191 Thursday or Friday $45 60 120 $193 Sunday $49 62 124 $195 64 128 $197 66 132 $199 68 136 $201 70 140 $203 72 144 $205

Price Calculator Step 1—Determine page count price ______Step 2—Apply dollar volume discount ______Step 3—Apply insert day discount ______Step 4—Apply drop count discount ______Step 5—Verify minimum price limit ______

Total ______Effective 07.10.09 Effective PREPRINTS 43 The Single Sheet Quantity Colors (Front/Back) 8-1/2” x 11” on 60# Offset 1/0 1/1 2/0 2/1 2/2 4/0 4/1 4/4 25000 $37 $39 $39 $43 $45 $45 $46 $47 50000 $31 $33 $33 $35 $36 $36 $37 38 100000 $30 $31 $31 $32 $33 $33 $34 35 200000 $29 $30 $30 $31 $30 $32 $33 34 300000 $28 $29 $29 $30 $31 $31 $32 33 400000 $27 $28 $28 $29 $30 $30 $31 32 500000 $26 $27 $29 $28 $29 $29 $30 31 Paper Upgrade Options , added cost per thousand: 60# Coated Matte $6 80# Coated Matte $9 100# Coated Matte $11 60# Colored $5 7 pt Uncoated Reply Card $9 (Includes perfs)

The Half Sheet Quantity Colors (Front/Back) 5-1/2” x 8-1/2” on 60# Offset 1/0 1/1 2/0 2/1 2/2 4/0 4/1 4/4 25,000 $27 $30 $30 $31 $37 $38 $41 $50

P&D INSERTS 50,000 $25 $26 $26 $27 $30 $30 $33 $37 100,000 $22 $23 $23 $24 $25 $25 $26 $30 200,000 $21 $22 $22 $23 $24 $24 $25 $26 300,000 $20 $21 $21 $22 $23 $23 $24 $25 400,000 $19 $20 $20 $21 $22 $22 $23 $24 500,000 $18 $19 $19 $20 $21 $21 $22 $23

Paper Upgrade Options (5-1/2 x 8-1/2), added cost per thousand: 60# Coated Matte $3 80# Coated Matte $5 100# Coated Matte $6 60# Colored $3 7 pt Uncoated Reply Card $5 100# Cover $16

The Tabloid Quantity Colors (Front/Back) 11” x 17” on 60# Offset 1/1 2/1 2/2 4/1 4/4 25,000 $60 $64 $72 $80 $104 50,000 $55 $56 $60 $67 $78 100,000 $52 $53 $57 $62 $67 200,000 $50 $51 $54 $59 $63 300,000 $49 $50 $53 $58 $61 400,000 $48 $49 $52 $57 $60 500,000 $47 $48 $51 $56 $59

Paper Upgrade Options (11 x 17), added cost per thousand: 60# Coated Matte $9 80# Coated Matte $13 100# Coated Matte $16 60# Colored $9

The Hot Sheet/ 2 Pages 4 Pages The Premium Sheet Quantity 4/4 Hot Tab Quantity 4/4 4/4 8-1/2” x 10-1/2” on 60# Coated 25,000 $50 10” x 12-1/2” on 43# Satin 25,000 $61 $164 50,000 $40 50,000 $48 $104 100,000 $34 100,000 $42 $73 200,000 $33 200,000 $37 $62 300,000 $32 300,000 $36 $60 400,000 $31 400,000 $35 $59 500,000 $30 500,000 $34 $58 750,000 $29 600,000 $33 $57 100,0000 $28 750,000 $32 $54 1,000,000 $31 $53 Effective 07.10.09 44 The Mercury News will design, print, and deliver your advertising message on a variety of sizes of coated and uncoated paper stock. Distribution is available through any of the Mercury News publications – Mercury News Subscribers, Mercury News Values, Silicon Valley Community Newspapers, The Daily News and Fronteras/ La Ganga.

P&D — are priced at a cost per thousand. To determine your cost per thousand, first calculate the total print order quantity. Distribution in any publication counts towards the total print order quantity. From that distribution row, find the column that corresponds to the ink colors. For example, 2/1 indicates two colors on the front side and one color on the reverse side. Black is considered a color. Add the additional cost for upgraded stocks, if applicable. The result is your final cpm for your P&D order.

1. Your best rate is obtained by printing in greater quantities and distributing anytime in any publication within 90 days from date of first insertion. (Customer is liable for printing costs for all undistributed printed

Notes product).

2. Plate changes within a print order are available for $100 per plate. Important

3. Pick up your ad into ShopLocal for $45 per side per week. See page 13 for more information on ShopLocal.

4. Deadlines shown below include a standard design and proof for a two-page P&D. Larger P&Ds, more complex designs, or additional proofing will require additional time. Check with your Mercury News sales representative.

5. Bleeds are available at additional charge.

6. All Print & Deliver inserts may include the following tagline: “Printed and distributed by the San Jose Mercury News. To advertise, call 408-920-5589.”

Publication Day Reservation Deadline Materials Deadline Thursday Tuesday 4 p.m. 16 days prior Friday Tuesday 4 p.m. 17 days prior Sunday Tuesday 4 p.m. 19 days prior Monday Tuesday 4 p.m. 20 days prior

Deadlines Tuesday Previous Tuesday 4 p.m. 21 days prior Effective 07.10.09 Effective P&D INSERTS 45 CNP - 44” Mechanical Specifications Effective November 9, 2008

Unit Inches Gatefold ...... 5.0”W x 20.0”H Shared Gatefold ...... 5.0”W x 9.75”H Spadeas Full ...... 10.25”W x 20.0”H

Mechanical Front 3/4 fold ...... 2.0”W - 7.5”W x 20.0”H

Specifications Front 1/3 fold ...... 2.917”W - 6.583”W x 20.0”H Front 1/2 fold ...... 4.75”W x 20.0”H Front 1/4 fold ...... 0.0”W - 0.0”W x 20.0”H Front 1/6 fold ...... 0.0”W - 0.0”W x 20.0”H Impact Strip ...... 10.25”W - 1.0”H Inside spread ...... 10.25”W x 20”H Note: A 3/4” gutter is recommended to minimize marking from press rollers

Image area is represented by the dotted line. Page element should never extend beyond this point. (No bleeds on comics ads).

10.25" 11" SUNDAY COMICS SUNDAY 21" 20"

2 Standard

10.25" 11"

A 3/4 gutter is recommended on spadeas printing coldset.

7.5" 2" 6.583" 2.917" 4.75" 4.75" 8.25" 2.75" 7.333" 3.667" 5.5" 5.5" 21" 21" 20" 21" 20" 20" Fold Fold Fold

25/75 Spadea 33/66 Spadea 50/50 Spadea

10.25" 10.25" 10.25" 11" 11" 11"

5" 5.5" 5" 10.5" 9.75" 5.5" Ad 9.75" 9.75" B 10.5" 10.5" 21" 20" 11" Fold 10.25"

Ad A

Tabloid Full Gate Top/ Bottom A/B Split Shared Gate

20" 21"

5" 5" 5.5" 5.5" Effective 07.10.09 46 Annual Dollars Spadea Gatefold Flysheet Open $23,000 $14,000 $8,050 5,000 22,000 13,500 7,700 15,000 21,000 13,000 7,350 25,000 20,000 12,500 7,000

Unit Rates 50,000 19,000 12,000 6,650 60,000 18,000 11,500 6,300 75,000 17,000 11,000 5,950 100,000 16,000 10,500 5,600 150,000 15,000 10,000 5,250 200,000 14,000 9,500 4,900 250,000 13,000 9,000 4,550 300,000 12,000 8,500 4,200 400,000 11,000 8,000 4,200 500,000 10,000 7,500 4,200 Vertical unit surcharge: $240 (Vertical units available by special arrangement only). Cover position available with a 13 consecutive week commitment.

Gatefold A gatefold is an attached piece on the front, right-hand side of the Comics, equivalent to a vertical half page (two-sided).

Spadea A spadea is a full broadsheet page wrapping the front left portion of the Comics section (two-sided).

Flysheet A flysheet is a freestanding broadsheet page that is inserted behind the Comics (two-sided). Effective 07.10.09 Effective

47 Sticky Notes put your ad right on the front page of the Mercury News or selected inside section fronts. This extra-high profile is just the beginning. Sticky Notes can literally stick with your customers as coupons attached to shopping lists, sale reminders stuck on refrigerator doors, or service numbers posted by telephones.

Sticky Notes are available in a 3” x 3” size on a glossy white paper. Color choices include from 1 to 4 spot colors (choose any PMS color). Four-color process is also available. Full bleeds are available at no extra charge.

Several premium products are also available. • Add one-color printing on the backside of your sticky note for a 10% premium. • Choose a die-cut from our standard selection of die-cut shapes for 10% premium. Custom die-cut shapes are also available by special quotation. • Select a coupon note for a 15% premium. STICKY NOTES STICKY

See your Mercury News sales representative for samples and more information about Sticky Note premium products.

Distribution options include page 1 of the Mercury News seven days a week, selected inside section fronts, any of the Silicon Valley Community Newspapers, The Daily News and Fronteras. See your Mercury News sales representative for more information on inside section front availability.

Distribution in the Mercury News is available in six zones, including a single copy zone. Minimum

Distribution quantity/purchase is one zone for inside positions and three zones for 1A. Smaller minimums on 1A are subject to prior reservation. Distribution in SVCN and DNG requires a two-publication minimum purchase per week.

All three-zones and larger sticky notes sales include a 30-day Video Ad at no charge. Zones must run within

Ads 30 days to qualify for Video Ads. Video

1. Plate changes within a print order are available for $100 per plate. 2. Bleeds are available at no additional charge.

Notes 3. Customer is liable for all undistributed printed products. 4. $500 cancellation fee after deadline Important

Sticky Note deadlines are twelve (12) working days prior to publication date. Deadlines include a standard design and proof. Deadline for customer-supplied sticky notes is three working days prior to publication date. Deadlines Effective 07.10.09 48 Pricing shown below include design, printing and distribution of your sticky note. Rates

Customer-supplied sticky notes will only be accepted from approved printers. For customer-supplied pricing, see the Subscriber Preprint Table on Page 18 and start with a base pricing of $79 cpm. Then apply all discounts and minimum price limits to obtain your final pricing. 10% premium applies to New Year’s Day, President’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving Day, and Christmas Day. If the

Customer holiday falls on a Sunday, Sunday pricing will apply rather than the holiday premium. Supplied Rates

Pricing shown below include printing and distribution of your Sticky Note. One to four spot colors or process color is included in the prices shown. Pricing First Each Additional Zone Zone Mercury News Zone 1- North $2,000 $1,500 Zone 2- West $2,500 $2,000 Zone 3- East/Central $2,000 $1,500 Zone 4- South $2,000 $1,500 Zone 5- Milpitas/Fremont $1,000 $750 Zone 6- Single Copy $1,500 $500 All Zones $7,500 insidebayarea.com $500 $500 mercurynews.com $500 $500

North Bay/ Santa Cruz/ Fronteras/ La Ganga Fronteras (per zone) $1,500 $1,000 La Ganga $1,500 $1,000

Silicon Valley Community Newspapers Los Gatos $1,500 Saratoga News $750 Cupertino Courier $750 Sunnyvale Sun $1,000 Campbell Reporter $750 Willow Resident $750 Rose Garden Resident $750 Almaden Resident $750 West San Jose Resident $750 Cambrian Resident $750 Full Run $6,000

The Daily News Serving Peninsula cities including: Atherton, East Palo Alto, Los Altos, Los Altos Hills, Menlo Park,Mountain View, Palo Alto, Portola Valley, Redwood City, San Carlos,

Stanford ,Woodside 07.10.09 Effective STICKY NOTES 49 Polybag distribution is available to home delivery subscribers every day of the week.. Customers may supply their own polybags to our specifications or we can provide design, printing, and distribution for one turn-key price. Polybag distribution can be zoned to the zip code level within Santa Clara County and by zip cluster outside of Santa Clara County. Minimum distribution is 25,000 per day. Minimum Bag Specifications: Monday-Thursday 9 x 21 inches, 1.4 mil. Friday-Sunday 10 x 23 inches, 1.4 mil. Bags must be in headers of 100 and cases of 1000-2000. All bags must include California-approved suffocation warning.

Customer-supplied polybags are accepted from most polybag printers. For customer-supplied pricing, see the Subscriber Preprint Table on Page 18 and start with a base pricing of $79 cpm. Then apply all discounts and minimum price limits to obtain your final pricing.

Customer Wednesday and Saturday earn a $4/cpm insert day discount and a $45/cpm minimum price limit. 10% POLY BAGS POLY premium applies to New Year’s Day, President’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving Day, and Christmas Day. If the holiday falls on a Sunday, Sunday pricing will apply rather than Supplied Rates the holiday premium.

Deadlines for Customer Supplied Polybags Reservation deadline for customer-supplied polybags is 14 days prior to publication. Materials deadline is 6 days prior to publication. Reservation/materials deadline for P&D polybags is 45 days prior to publication. Polybag reservations are subject to prior reservation.

Pricing shown below include design, printing and distribution of your polybag. Find the column containing your total print order quantity and locate your cpm in the row containing your size and color choice. Color choices are SPOT unless indicated as PROCESS. Other color combinations are available. See your Mercury News

Polybags advertising executive for more details. Print & Distribute Print Effective 07.10.09 50 Monday-Thursday up 25,000 50,000 100,000 150,000 200,000 250,000 300,000 400,000 500,000 1C1S $115 $91 $76 $71 $69 $68 $68 $66 $66

Pricing 1C2S* $157 $114 $88 $81 $78 $76 $74 $72 $71 2C1S $147 $108 $85 $78 $76 $74 $73 $70 $69 2C2S* $222 $148 $106 $93 $88 $84 $82 $78 $77 3C1S $177 $124 $93 $84 $80 $78 $76 $72 $71 3C2S* $289 $182 $123 $105 $97 $92 $89 $84 $81 4C1S $207 $139 $101 $89 $84 $81 $79 $75 $73 4C2S* $350 $214 $140 $117 $106 $99 $95 $88 $85 PROCESS 1S $512 $295 $189 $157 $141 $124 $118 $110 $102 PROCESS 2S $941 $513 $302 $238 $205 $176 $164 $148 $134

Friday-Thursday up 25,000 50,000 100,000 150,000 200,000 250,000 300,000 400,000 500,000 1C1S $130 $105 $88 $83 $81 $80 $80 $78 $78 1C2S* $171 $127 $101 $93 $90 $88 $87 $85 $84 2C1S $161 $122 $97 $91 $88 $86 $85 $82 $81 2C2S* $237 $162 $119 $106 $101 $97 $95 $91 $89 3C1S $192 $138 $106 $97 $93 $90 $89 $85 $84 3C2S* $302 $197 $137 $119 $110 $105 $102 $97 $94 4C1S $222 $153 $113 $102 $97 $94 $91 $87 $85 4C2S* $366 $229 $153 $130 $119 $112 $108 $102 $98 PROCESS 1S $534 $314 $206 $174 $159 $140 $134 $126 $117 PROCESS 2S $967 $535 $323 $258 $226 $195 $183 $167 $152

Distribute your product sample to Mercury News subscribers with a Product Sample polybag. Customers may supply their own polybags to our specifications or we can provide design, printing, and distribution for one turn-key price. Product Sample polybags can be zoned to the zip code level within Santa Clara County and by

Polybags zip cluster outside of Santa Clara County. Minimum distribution is 25,000 per day. Product samples must be heat-sealed in a 10 x 23-inch minimum size bag with a minimum thickness of 1.6 mil. We will not accept Product Samples which require the Mercury News to bag the samples. Product Product Sample Product Sample polybags must be on headers of 50 and cartons of 1000. All bags must include California-approved suffocation warning. The following rates apply to product samples no greater than 0.25 inches thick. Other product samples require custom quotation. For customer-supplied rates, see the Subscriber Preprint Table on Page 18 and start with a base rate of $102/cpm. Then apply all discounts and minimum price limits to obtain your final rate. Wednesday and Saturday earn a $4/cpm insert day discount and a $45/cpm minimum price limit. Perishable items which require bonded warehousing are subject to additional charges. 10% premium applies to New Year’s Day, President’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving Day, and Christmas Day. If the holiday falls on a Sunday, Sunday rates will apply rather than the holiday premium. Print and Distribute rates are also available. See your Mercury News sales representative for more details.

Deadlines for Product Supplied Polybags Reservation deadlines for product sample polybags are 14 days prior to publication. Materials deadline is 6 days prior to publication. Reservation/materials deadline for P&D product sample polybags is 11 weeks prior to publication. Polybag reservations are subject to prior reservation. Effective 07.10.09 Effective POLY BAGS 51 Kraft Jackets are wrapped around preprinted inserts and distributed with the Mercury News on Thursdays, Fridays and Sundays. As the “jacket” for the preprints, the Kraft Jacket provides a super-premium position for your advertisement – capturing attention with its heavier paper stock and contents. Standard Kraft Jackets are printed 12” x 21.5” on 45# Electrobrite paper. Upgrade options are available. Turnkey pricing includes:

• Creative, printing, and distribution • Full color on all pages • Full distribution

1X 3X 6X 12X Daily - 2 page 11,733 10,560 9,600 8,800 Sunday - 4 page 21,330 19,391 17,775 16,408

Reservation is subject to availability. Contact your Mercury News sales representative for more information. KRAFT JACKETS Effective 07.10.09 52 Get premium placement for your insert with the Mercury News Topper program. As a Topper, your insert will be placed on top of every other section of the newspaper and will be the first thing our readers see when they open the paper.

Toppers are available Mondays, Wednesdays, Thursdays and Saturdays (subject to prior reservations) and can be zip-code zoned with a 10,000 minimum distribution quantity per day. Toppers are available for Home Delivery only. Single Copy distribution is not available.

Toppers can be customer-supplied or ordered as Print & Deliver. If customer-supplied, the pricing is the total of the regular insert price and a Topper Premium. The Topper Premium is determined by starting with a base pricing of $100 cpm and applying all discounts found on the Subscriber Preprint Pricing Table on page 18. Toppers for Monday, Wednesday, Thursday and Saturday all take a $4/cpm drop day discount. Print & Deliver pricing is available upon request from your Mercury News sales representative. TOPPERS Effective 07.10.09 Effective

53 Placement Space Ad Camera & Product Reservation Materials Ready (* = One Week Prior); **= Two weeks prior; ***= 12 days prior) MONDAY Main FRI.10:00 am TUE. 6:00 pm FRI.10:00 am Sports FRI.10:00 am TUE. 6:00 pm FRI.10:00 am Tech FRI.10:00 am TUE. 6:00 pm FRI.10:00 am Class Display THR. 5:00 pm TUE. 6:00 pm FRI.10:00 am TUESDAY Main FRI. 5:00 pm WED. 10:00 am MON. 10:00 am Sports FRI. 5:00 pm WED. 10:00 am MON. 10:00 am Biz+Tech FRI. 5:00 pm WED. 10:00 am MON. 10:00 am SV Life FRI.10:00 am WED. 10:00 am FRI. 10:00 am Class Display FRI.10:00 am WED. 10:00 am FRI. 10:00 am WEDNESDAY Main MON. 10:00 am THR. 6:00 pm TUE. 10:00 am

DEADLINES Sports MON. 10:00 am THR. 6:00 pm TUE. 10:00 am Biz+Tech MON. 10:00 am THR. 6:00 pm TUE. 10:00 am SV Life/Food+Wine FRI. 5:00 pm THR. 10:00 am MON. 10:00 am Class Display FRI. 5:00 pm THR. 10:00 am MON. 10:00 am THURSDAY Main TUE. 10:00 am MON. 10:00 am WED. 10:00 am Sports TUE. 10:00 am MON. 10:00 am WED. 10:00 am Biz+Tech TUE. 10:00 am MON. 10:00 am WED. 10:00 am Eye MON. 5:00 pm FRI. 4:00 pm TUE. 9:00 am Class Display TUE. 10:00 am FRI. 4:00 pm TUE. 10:00 am FRIDAY Main WED. 10:00 am TUE. 10:00 am THR. 10:00 am Sports WED. 10:00 am TUE. 10:00 am THR. 10:00 am Biz+Tech WED. 10:00 am TUE. 10:00 am THR. 10:00 am SV Life WED. 10:00 am TUE. 10:00 am THR. 10:00 am SV Life/Movies TUE. 3:00 pm (Not applicable) WED. 4:00 pm Class Display WED. 12 noon TUE. 5:00 pm WED. 6:00 pm Class Display (Auto) WED. 12:00 pm TUE. 5:00 pm WED. 6:00 pm Class Display (Real Estate) WED. 5:00 pm FRI. 6:00 pm WED. 6:00 pm Class Display (Recruit) WED. 5:00 pm FRI. 6:00 pm WED. 6:00 pm SATURDAY Main THR. 10:00 am TUE. 6:00 pm FRI. 10:00 am Sports THR. 10:00 am TUE. 6:00 pm FRI. 10:00 am Biz+Tech THR. 10:00 am TUE. 6:00 pm FRI. 10:00 am SV Life/Home+Garden WED. 5:00 pm TUE. 4:00 pm THR. 12 noon Real Estate WED. 12 noon TUE. 6:00 pm THR. 2:00 pm Class Display THR. 9:00 am TUE. 4:00 pm THR. 12 noon Class Display (Real Estate) WED. 12 noon WED. 12 noon THR. 2:00 pm SUNDAY Main FRI. 10:00 am WED. 10:00 am FRI. 10:00 am Sports FRI. 10:00 am WED. 10:00 am FRI. 10:00 am Business THR. 5:00 pm WED. 10:00 am FRI. 10:00 am Sunday Home WED. 12 noon TUE. 6:00 pm FRI. 10:00 am LifeStyle TUE. 5:00 pm WED. 10:00 am FRI. 10:00 am Travel WED. 5:00 pm WED. 10:00 am FRI. 10:00 am Television WED. 5:00 pm*** WED. 10:00 am FRI. 10:00 am Class Display THR. 5:00 pm WED. 12 noon FRI. 10:00 am Class Display (Auto) THR. 5:00 pm WED. 12 pm FRI. 10:00 am Class Display (Real Estate) WED. 12 noon WED. 12 noon FRI. 10:00 am Class Display (Recruit) THR. 5:00 pm WED. 12 noon FRI. 4:00 pm DAILY NEWS GROUP PAPERS (Same as above) SVCN WEEKLY PAPERS WED. 12 noon* Wed. 4pm* Fri. 5 p.m.* Effective 07.10.09 54 Columns Inches Points Picas 1 Column 1.646” 118.5 9p92 2 Column 3.417” 246 20p50 3 Column 5.188” 373.5 31p17 4 Column 6.959” 501 41p75 Standard Standard 5 Column 8.73” 628.5 52p42 6 Column 10.5” 756 63p

Column Widths Image size of full page negatives should be 10.5” wide x 21” deep. Billed page 126”.

Columns Inches Points Picas 7 Columns 13.147” 946.5 74p4.5 8 Columns 14.918” 1074 85p6 Tru c k s

Double 9 Columns 16.689” 1201.5 95p7.5 10 Columns 18.460” 1329 105p9 11 Columns 20.231” 1456.5 115p10.5 12 Columns 22” 1584 126p 12 col DT includes the 1" gutter. Double trucks less than 12 columns (23”, includes the 1” gutter) x 10.75” require prior management approval. Please contract your sales representative. Advance deadlines by 24 hours.

Tabloid Page Makeup Tabloid page is 6 columns x 10.75” and will be charged at 64.5” per page. Advertising more than 9” in depth will be billed at full column depth of 10.75”.

Tabloid Column Widths Tabloid columns use the same width specifications as standard columns (see above). Tabloids will be produced on a 11” x 10.75” grid.

Tabloid Double Truck 12 columns (23”, includes 1” gutter) x 10.75” Tabloid Double Truck Makeup Advertiser’s tabloid section will be billed at 64.5” per tabloid page. Minimum size, eight pages. Tabloid page size is 11” x 10.75”. Camera Ready Copy All artwork and printing material requires 100-line screen. Camera ready material (press ready) should be submitted electronically via AdDesk. Ad images may shrink in width during production. ROP Depth Requirements Minimum space 1”. Variation accepted in 0.25” increments. Advertisements exceeding 18.5” in

depth will be charged full column depth of 21”. For tabloid sections, ads more than 9” in depth will AD SIZES be charged full column depth of 10.75”. Late Scheduling Fee Insertions accepted after deadline will incur an additional fee of $7 pci. After deadline acceptance is not always possible due to newsroom and production processes that are subsequently put in motion. Fees will only be applied if the request can be fulfilled. Please see your account manager for details. Late Materials Fee Materials received past deadline will result in a $7 pci fee.

Cancellation Charges 07.10.09 Effective Insertions killed after deadline will result in a $15 pci surcharge for the unused space.

55 Welcome To AdDesk!

AdDesk is a service designed to make your advertising experience easier and more effective.

From information about ad preparation and building effective ads, to free electronic delivery of your advertising files, it's all here. Sending Ads Electronically Complete information, along with visual aids, can be accessed online at https://addesk.mercurynews.com or by calling the Digital Ad Team at (408) 278-3412 AD DESK Effective 07.10.09 56 1. Log on to http://addesk.mercurynews.com 4. Now that you have registered for membership, Click on the field that says Membership to register you will be able to upload ad materials any time for a login and password. by going to the File Delivery section on the Home Tutorial

AdDesk AdDesk Page, and clicking on: a) Display Ad to submit a Camera Ready Ad OR b) Ad Materials if you want to submit logos, photos, and other ad materials.

2. Click to register FREE Membership.

4. It will ask you to Sign in and then you will arrive at this page where you will upload your ad or ad materials. You only need to fill in the required fields which are marked by a red star *, but the more information you can provide, the better.

Next time you want to upload ad materials, just login. You only have to register once.

3. Register your information. Create a username & password. You will get a confirmation of your registration. Then click on the Home Tab to go back to page 1. ggpg

Note: Please make sure to specify your Account Representative when uploading your ad. This will automatically send a notification to your Sales Rep that the material has been uploaded and will make processing your ad more efficient and accurate! Effective 07.10.09 Effective

57 General Information Distribution is available at the zip code level to San Francisco Bay Area Buy (Mercury News, Contra Costa Times and ANG) subscribers on Thursday, Fridays and Sundays. • Mercury News - distribution may be available on other days upon request/availability and will incur a premium charge. • Contra Costa Times - distribution is available everyday except Mondays and Saturdays. • Distribution in outerlying area and in single copy is limited to clusters. 1. All preprints are billed on a cost per thousand basis. 2. Tabloid pages are 85 column inches or less. 3. Standard pages are larger than 85 column inches and not more than 129 inches (must be folded). 4. A sample is needed for any preprint not meeting specifications before acceptance can be confirmed. 5. Minimum quantity: 10,000 per paper per day (Mercury News and Contra Costa Times).

Deadlines P&D SHIPPING Space Reservations: 14 business days. Holidays will advance these deadlines. Materials Deadline: 10 business days. Holidays will advance these deadlines.

Preprint Delivery Locations

Newspaper Publication Day of Week Christmas TMC Sunday Monday Tuesday Wednesday Thursday Friday Saturday San Jose Mercury News SJMN* N/A Valassis N/A SJMN SJMN N/A SJMN** Valassis Contra Costa Times CCN* N/A CCN CCN CCN CCN N/A CCN** Valassis West County Times CCN* N/A CCN CCN CCN CCN N/A CCN** Valassis East County Times CCN* N/A CCN CCN CCN CCN N/A CCN** Valassis San Ramon Valley Times CCN* N/A CCN CCN CCN CCN N/A CCN** Valassis Valley Times CCN* N/A CCN CCN CCN CCN N/A CCN** Valassis Oakland Tribune Arden N/A Arden Arden Arden Arden N/A Arden Valassis Alameda Star Times Arden N/A Arden Arden Arden Arden N/A Arden Valassis Hayward Daily Review Arden N/A Arden Arden Arden Arden N/A Arden Valassis Fremont Argus Arden N/A Arden Arden Arden Arden N/A Arden Valassis San Mateo County Times Arden N/A Arden Arden Arden Arden N/A Arden Valassis Tri-Valley Herald Arden N/A CCN-S CCN-S CCN-S CCN-S N/A CCN Valassis Marin independent Journal Marin Marin Marin Marin Marin Marin Marin Marin Valassis Vallejo Times Herald Arden Vacaville Vacaville Vacaville Vacaville Vacaville Vacaville Arden Valassis Vacaville Reporter Arden Vacaville Vacaville Vacaville Vacaville Vacaville Vacaville Arden MVP Monterey County Herald Arden Monterey Monterey Monterey Monterey Monterey Monterey Arden Valassis Santa Cruz Sentinel Arden Arden Arden Arden Arden Arden Arden Arden Arden Woodland Daily Democrat Arden N/A Vacaville Vacaville Vacaville Vacaville Vacaville Arden MVP

* Some Sunday inserts are produced as part of the BANG Sunday Common Insert Package, which is produced at Arden. Your sales rep will notify you if this applies to you. ** Note that the BANG Sunday Common Insert Package does not apply to Christmas. Sunday inserts that may ship to Arden as part of the BANG Sunday Common Insert Package still ship to the SJMN or CCN facility for Thanksgiving.

Location Address Delivery Hours Location Address Delivery Hours

Arden ANG Insert Packaging Center Mon-Fri: 8am –4pm SJMN San Jose Mercury News Mon-Fri: 8am –4pm (510) 723-2564 3317 Arden Road Sat, Sun, Holidays: Closed (408) 920-5935 Attn: Preprint Receiving Sat, Sun, Holidays: Closed Hayward, CA 94545 (408) 920-5584 750 Ridder Park Drive CCN Contra Costa Insert Warehouse Mon-Fri: 8am –4pm San Jose, CA 95131 (925) 945-4765 2505 Dean Lasher Drive Sat, Sun, Holidays: Closed Vacaville Vacaville Reporter Mon-Fri: 7:30am –4:30pm Concord, CA 94520 (707) 448-6401 916 Cotting Lane Sat, Sun, Holidays: Closed CCN-S Contra Costa Insert Warehouse Mon-Fri: 8am –4pm Vacaville, CA 95688 (925) 945-4765 2640 Shadelands Drive Sat, Sun, Holidays: Closed Valassis Name of Newspaper Mon-Fri: 6am –4pm Walnut Creek, CA 94598 (Formerly Advo) c/o VALASSIS ,Inc Sat, Sun, Holidays: Closed Marin Marin Independent Journal Mon-Fri: 8:30am –5pm (510) 505-6533 6955 Mowry Avenue (415) 884-1474 150 Alameda del Prado Sat, Sun, Holidays: Closed Newark, CA 94560 Novato, CA 94540 Monterey Monterey County Herald Mon-Fri: 8:30am –4:30pm (831) 646-4458 8 Upper Ragsdale Drive Sat, Sun, Holidays: Closed Monterey, CA 93940 MVP Name of Newspaper Mon-Fri: 7am –5pm (916) 321-1410 c/o The Sacramento Bee Sat, Sun, Holidays: Closed 22nd Street and R Street Sacramento, CA 95816 Effective 07.10.09 58 Waste & Leftovers The Mercury News requires an appropriate spoilage quantity to ensure complete distribution. The following minimum spoilage quantities are recommended. The newspaper will not be responsible for distribution shortages if the quantity received does not include the appropriate spoilage quantity as shown below.

Version Quantity 0-25,000 25,000-50,000 50,000-100,000 100,000+

Full Zip 5% 4% 3% 2% Sub-Zip 6% 5% 4% 3%

For single sheets, add 1% to all columns. All unscheduled leftover preprints will be discarded immediately after date of publication unless otherwise requested by the client at the time of order. Any material held after the order is completed is subject to a monthly storage fee. Every effort is made to notify clients and provide solutions whenever a problem or variance with client-supplied material exists. In the event a client cannot be reached, we reserve the right to proceed with the job in a manner judged to be most reasonable to both parties. Unless otherwise agreed upon in advance, the following situations are subject to additional charges or may result in excessive waste, missed insertion, or possible rescheduling of insert: • Interruption of production, waiting time, or re-setup caused by shortages or late delivery of customer- supplied material. • Any client-supplied material that is damaged in transit and must be restacked, repackaged, or reprinted. • Change notices requiring rescheduling of production. • Special weight verification requests.

Version Coding Every insertion order must contain a version code and version description. The version code is a unique series of letters and/or numbers that positively identifies a preprint. The version code must appear on the preprint and must match the insertion order form exactly. Version codes must be: • 5-12 alphanumeric characters (hyphens count as characters). • Located on the front or back cover of the insert, preferably in the lower left or right hand corner. • Printed in clear, easy-to-read type. The version description is a secondary unique identifier. It commonly describes the type of sale or type of product being featured in the sale. Like Version Codes, the Version Description must appear on the preprint and must match the insertion order form exactly. Version Descriptions may be up to 20 alphanumeric characters in length.

Packaging Requirements Preprints for all distribution programs must meet the following requirements. Exceptions may result in additional charges, rescheduling, or refusal of your preprint. Pallets All product loads must be delivered on pallets. Pallets must be open on all sides, allowing for 4-way entry, and have the following dimensions: Maximum Length 48 inches Maximum Width 40 inches Maximum Height 60 inches Maximum Weight 2,200 pounds

Multiple Versions Multiple versions in cartons packaged on a single pallet must be separated by cardboard dividers. Multiple versions not in cartons must be placed on separate pallets.

Multiple Insertion Days Inserts for multiple insertion days must be palletized by individual insertion day. The appropriate waste quantity should be included for each insertion on each individual pallet. Effective 07.10.09 Effective P&D SHIPPING 59 1. The San Jose Mercury News is 9. The San Jose Mercury News reserves not corrections but changes in either published mornings every day of the the right to revise its advertising pricing copy or layout are not guaranteed nor year including holidays. and/or terms at any time. New pricing warranted to be corrected for any ad 2. Minimum space sold is one column will be effective with the billing cycle scheduled for publication unless 48 inch. following the pricing change hours is allowed. Changes indicated 3. Advertisements more than 18.5 inches announcement. An Advertiser may would then be made and charged at in depth will be charged full column elect to cancel their existing contract 50% of advertiser’s daily contract depth of 21.5 inches. For tabloid after the announcement of the change. pricing for the space in which the sections, ads more than 9 inches in If the Advertiser cancels their contract changes are made. depth will be charged full column depth then they will be re-billed the difference 21. The Mercury News reserves the right of 11 inches. between the contracted pricing and the to revise non-subscriber advertising 4. The advertising pricing in effect as of actual pricing earned. pricing in the event of postage pricing the day the contract is signed will 10. If Advertiser wishes to upgrade an changes. remain in effect for the duration of the existing contract, the Advertiser may 22. Any preprint received that varies from contract. Client may elect to terminate do so within the first six-(6) months of the original order will be charged for a contract prior to the end date the specified contract dates. No any additional costs incurred plus a without penalty, provided the contract upgrades will be accepted 25% premium. minimum agreed upon spending level after this period. The revised contract has been achieved. If the Client does and appropriate pricing will be effective not meet the minimum agreed upon on the first day of the following month level, the San Jose Mercury News will from date of the contract upgrade. The re-bill for the difference in price of the San Jose Mercury News will not re-bill agreed upon level and the actual level any advertising run prior to the achieved, per the pricing card in effect effective date of the upgrade. during the term of this agreement. 11. The Publisher reserves the right to 5. Forwarding of an order is construed as insert the word "Advertisement" at the an acceptance of all pricing and Advertiser’s expense. The Publisher conditions under which the San Jose also reserves the right to reset body Mercury News at the time sells type in advertising because of the advertising space. Failure to make resemblance to the typeface used in order correspond in price, or news stories and / or compatibility and otherwise, with the pricing card is legibility. regarded as a clerical error and 12. The San Jose Mercury News will not publication is made and charged for be responsible for an Advertiser’s upon the pricing and terms of the printing material left thirty days after pricing card, without further publication. notification. 13. Every effort will be made to meet 6. The Publisher reserves the right to reasonable position requests. Failure edit, alter, or omit any advertisement to meet position requests will not submitted for publication that, in the constitute cause for adjustment, publisher’s sole discretion, is refund, or rerun. determined not to be in the best 14. Submission of an advertisement does interest of the newspaper. All not constitute a commitment to BUSINESS POLICIES advertising positions are at the option publish the advertisement. Publication of the Publisher. Advertising orders of an advertisement does not directing insertion of advertising to a constitute an agreement for continued special position or on a designated publication. page "or omit" will not be accepted. 15. The San Jose Mercury News shall not 7. Advertiser agrees that the laws of the be liable for failure to publish all or any State of California govern the portion of the advertising which is the placement and publication of subject hereof when such failure advertising. Advertiser agrees that the results directly or indirectly from fire, City of San Jose and the County of flood, earthquake, other act of God, Santa Clara, in which the San Jose strikes, lockouts, other labor Mercury News is located, shall be the difficulties, acts of the public enemy, venue for any legal action relating to riots, insurrections, government advertising placed or published. regulations, or any other cause or 8. Advertiser, and any agent or agency event beyond their control. representing Advertiser, agrees to hold 16. If advertising is rejected, any harmless, indemnify and defend the consideration paid to the San Jose Mercury News, its officers, agents, Mercury News will be returned to the employees, and contractors from and Advertiser and all parties will be against any and all loss, liabilities, released. injuries, or damages ("Loss") (including 17. Foreign language advertisements will reasonable attorneys' fees and other be accepted by the San Jose Mercury costs associated with such Loss) for News, providing a full translation is any and all claims of every kind or also published in equal space. This nature, including but not limited to does not apply to Fronteras. defamation, misrepresentation, 18. Cancellations, changes of insertion invasion of privacy, unfair competition dates, and/or corrections must or trade practice, copyright conform to published deadlines. infringement, trademark infringement, 19. All disclaimers contained in advertising plagiarism or deficient postage in the agency insertion orders or contracts, case of a preprinted insert, directly or such as "agency for" are void and indirectly arising from the Mercury suspended by this pricing book. The News’s publication or distribution of advertising agency is solely financially Advertiser's advertisement and/or liable for all advertising. Credit is not product pursuant to this Contract, available to advertising agencies with regardless of the Mercury News’s disclaimers. responsibility, active or passive. 20. Excessive changes to a proof that are Effective 07.10.09 60 1. Payment must accompany all orders presented to the advertising from Advertisers who have not representative and Credit Department, established credit with the San Jose in writing, a complete and detailed Mercury News, Inc. and Bay Area News explanation of any payment withheld Group. and reason therefore. 2. Acceptance and publication of 9. Cash discounts are not available. advertising does not constitute an 10. If no claim has been made on a extension of credit to the advertiser or payment by an advertiser within two advertising agency, if there is one. The (2) years, it shall be deemed to have San Jose Mercury News may, at its been paid to the San Jose Mercury option, extend credit upon completion News, Inc. and Bay Area News Group, of an application for credit and/or for services rendered. personal guarantee, along with any 11. The aforementioned terms and general other additional information, surety, and information are not all inclusive and are credit reference deemed necessary by subject to change at the sole the San Jose Mercury News. discretion of the San Jose Mercury 3. All billed advertising is due and payable News, Inc. 15 days following statement end date. 12. The San Jose Mercury News accepts Failure to receive tear sheets will not cash, check, Visa/MasterCard, Discover be considered reason to delay payment or AMEX for advertising payments. beyond the 15th day. In the event that 13. Prepayment of advertising is required legal action has to be taken to collect a for companies located offshore, in debt, Advertiser agrees to pay all Canada or Mexico. collection costs incurred, including attorney’s fees in any collection suit, any appeal therefrom, or otherwise. Rebates or credits may be applied to advertiser’s/agency’s delinquent account at the discretion of the San Jose Mercury News 4. The San Jose Mercury News may require payment in full for any outstanding balance before accepting copy for publication or require cash payment with copy or both. 5. It is our policy to review accounts to determine if a change in account status is necessary. 6. Contract advertisers who have not been extended credit may be required to pay the open pricing until the contract period has been fulfilled. On completion of the contract period, the customer may apply any difference between the open and contract pricing to future advertising. If there is no future advertising, and the account has no outstanding balances, the credit may be refunded. CREDIT POLICIES 7. Credit is not available to advertising agencies with disclaimers. Advertising submitted with insertion orders or other forms, which deny liability for payment or claim sequential liability (agency will not pay the Mercury News until they receive payment from the advertiser) will not be accepted unless the submitting agency satisfies at least one of the following conditions: a. Signs a "Confirmation of Liability for Payment" form, which supersedes the denial of liability for payment in any and all insertion orders received from that agency; or, b. Prepays for the advertising submitted with such a denial of liability c. Submits a “Joint and Several Liability” Agreement. Signed by both the agency and the client. This agreement must be accompanied by a credit application from the client. 8. Claims for adjustment due to errors must be made within seven days of publication. IF THERE ARE DISPUTES OR DISCREPANCIES ADVERTISER MUST PROMPTLY PAY ALL AMOUNTS NOT SUBJECT TO DISPUTE, and Effective 07.10.09 Effective

61 The Mercury News Personnel National Representative A MediaNews Group Officers of the Mercury New Newspapers First Newspaper Mac Tully New York Office Audience Reach Group Vice President - Bay Area 330 Madison Ave. Daily: 880,300 News Group Newspapers New York, NY 10017 Sunday: 951,300 President and Publisher of the Phone: (212) 692-7100 ABC FAS FAX, March 2008 San Jose Mercury News Fax: (212) 286-9004 (408) 920-5575 Mercury News Main Office Chicago Office 750 Ridder Park Drive Michael Turpin 444 N. Michigan Ave., #1100 San Jose, CA 95190 Vice President of Advertising Chicago, IL 60611 (408) 920-5455 CONTACT Phone: (408) 920-5000 Phone: (312) 822-8666 Fax: (312) 822-9835 Shawn Oliver Director of Classified Dallas Office Advertising 8115 Preston Rd., #640 (408) 920-5288 Dallas, TX 75225 Phone: (214) 696-8666 Ginny Banuelos Fax: (214) 696-3416 Director of Retail Advertising (408) 920-2753 Los Angeles Office Vice President of Interactive - 5757 Wilshire Blvd., #570 Bay Area News Group Los Angeles, CA 90036 Newspapers Phone: (323) 549-9144 Chris Howard Fax: (323) 549-0944 (408) 920-5662 Miami Office Stephanie Roberts 4601 Sheridan St., #570 Director Interactive Sales, Hollywood, FL 33021 South Bay Phone: (954) 987-8666 Fax: (954) 963-0921 (408) 920-5762

National Hawaii Representative ProMedia 1135 Makawao Ave., #328 Makawao, HI 96768 Phone: (808) 734-6777 Fax: (808) 734-6308

Eastern Canada Impact Media 190 Attwell St., #630 Toronto, Ontario Canada M9W 6H8 Phone: (416) 679-9600 Fax: (416) 679-9800 Effective 07.10.09 62 Effective 07.10.09 Effective

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