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Wisconsin Department of Tourism Co-op Program
The Department of Tourism is pleased to offer co-op advertising opportunities through 2006. These programs pool the resources of the Department and individual advertisers to generate a more powerful Wisconsin travel message. While Wisconsin Tourism's advertising messages increase the awareness of the state, your message allows you to "close the sale." In addition, Wisconsin travel advertisers share in frequency and volume discounts that translate into dollar savings for each participant.
The Wisconsin Department of Tourism partners with several newspapers and magazines throughout Wisconsin, Minnesota, Illinois and Eastern Iowa to provide you, the advertiser, with the ability to place advertisements in these publications at a significant savings.
Boelter + Lincoln, the Wisconsin Department of Tourism’s agency, coordinates the program between you and the publications to help advertise your message. The objective is to make the program as easy as possible for you. You work directly with Boelter + Lincoln (Stephanie Fox) to place your ads. There are a few magazines that go direct, which are labeled under the description.
As the advertiser, you have the flexibility to decide which publications you want to run in, how often and the size of the ad. All you have to do is submit the space reservation form and the artwork two weeks before your want your ad to run in newspaper and about two months out for magazine.
The first step as a new advertiser is to fill out the participation agreement. This agreement provides B+L with all your contact information and lets B+L know that you understand the rules of the program.
The next step is to review all the publications available and decide when/where you want to run your advertising. Once you make your decision, you fill out a space reservation form and fax/email it back to B+L. All new advertisers must prepay for their ads for the first six months in the program to establish credit. Your prepayment (check made out to Boelter + Lincoln), advertising space reservation and artwork are due two weeks prior to the run date. Please review the material requirements before sending in artwork.
Ad sizes depend on which publication you are advertising in and can be found after the newspaper section or after each magazine description.
If you have any questions, please call Stephanie Fox at 414.271.0101 or email her at sfox@boelterlincoln.com.
Special Newspaper Supplements Wisconsin Tourism Supplements – Opportunities are available in the following publications:
§ Valassis – This 2006 Wisconsin Spring/Summer Newspaper Insert runs April 30 and will reach markets in Illinois, Iowa, Minnesota and Wisconsin. <Click here> for more information. Space is due February 10. Contact Jim Hampton for more information at 800.241.9461 or jim@collinsonpublishing.com
§ Chicago Daily Herald – These 2006 Wisconsin Travel Supplements run Sunday, May 7 and Sunday, September 10. Highlights include outdoor activities, family attractions and special events throughout Wisconsin and will be distributed in the Chicago Daily Herald, reaching 163,360 households. Contact Michelle Mertins at the Chicago Daily Herald for more information at 847.680.5609 or mmertins@dailyherald.com
§ Chicago Tribune – This 2006 Wisconsin TV Week Insert allows advertisers to reach nearly 3 million readers in the Chicago market on Sunday, May 21. This insert will appear in the Sunday TV Week as a pull-out section. Space and materials are due May 1. Contact Stephanie Fox at Boelter + Lincoln for more information at 414.271.0101 or sfox@boelterlincoln.com
§ Journal & Topics – These newspapers will run a special Wisconsin travel section in April, August and November. Each Wisconsin section will appear in 16 community newspapers targeting 28 of the north and northwestern suburbs of Chicago. You also have an opportunity to receive free editorial space and a listing on their Web site. Call Bob Wessell at 847.299.5511 or journalads@mail.com.
Newspaper Opportunities Opportunities are available weekly in the publications listed below. Space/Materials are due two weeks before run date. Please review the <material requirements sheet> for more information on how to build your ads. New advertisers are required to fill out a <participation agreement> prior to placing their ads and must prepay for the first six months to establish credit.
All publications listed below are scheduled through Stephanie Fox at Boelter + Lincoln <sfox@boelterlincoln.com> by filling out a <space reservation form>. All rates are net and can increase at any time.
**These papers work on modular sizes, please see the charts following this section.
Standard Newspaper Column Widths 1 Column = 1.833” 2 Columns = 3.792” 3 Columns = 5.75” 4 Columns = 7.708” 5 Columns = 9.667” 6 Columns = 11.625”
Chicago Pioneer Press
Shepherd Express & Isthmus
How to Calculate Your Newspaper Ad Cost To determine your ad’s total column inches, multiply the column width by the number of inches in depth. Then multiply the total column inches by the rate. For example, a 2-column x 5 inch b&w ad in the Chicago Tribune on Sunday would cost: 2-column x 5 inch = 10 column inches 10 column inches x Sunday rate ($232.90) = $2,329 per insertion date
Sample Ad Sizes
1x1 1x2
2x2 All rates are net.
AAA Living You can reach AAA members through AAA Living magazines. With enough participation, banner opportunities are available in several regional issues:
Issues are published bi-monthly. Space deadlines are approximately 2-1/2 months prior. Black and white and four color ads are accepted.
Contact <Susan Rose> at 312.755.1133 to reserve space and for ad specs.
Chicago District Golfer Reach the affluent golfers in Illinois with this publication. Distributed to members of the Chicago District Golf Association and Illinois Golf Association. Circulation is 69,000. Advertising opportunities are available in the March/April, May/June, July/August and September/October issues. Space and materials are due two months prior to the issue selected. Black and white and four color ads are accepted. Contact <Susan Rose> at 312.755.1133 to reserve space and for ad specs/rates.
Northshore Magazine This oversized-format upscale monthly magazine is the leisure-time resource serving the active lifestyle of Chicagoland’s north and northwest suburban residents. The 57,553 subscribers rank Wisconsin as their #1 vacation choice. Advertising opportunities are available in the May and September issues which feature Getaways. Reader response and a web listing are included. Deadline for May is March 20th. Deadline for September is July 20th. Black and white and four color ads are accepted. Contact <Cliff Helfrich> at Northshore Magazine, at 847.486.7228 to reserve space and for ad specs/rates.
Midwest Living A lifestyle magazine for readers in the midwest with tips and insights on lodging, dining and attractions. Circulation is 925,000. Rates apply to WI Co-op Section available March/April, May/June, September/October and November/December. The rates can also be used for “Winter Getaways” section in January/February and the “Summer Getaways” section in July/August. Space and materials due by the 1st of the month, two months prior to the issue selected. Black and white and four color ads are available, contact the rep. for additional sizes.
Contact <Kim Sommerfeldt> at Midwest Living, 815.363.1417 to reserve space.
Midwest Living: Best of the Midwest From the editors of Midwest Living, Best of the Midwest explores some of the best back roads and small towns in the Midwest. Highlights include enchanting inns and small hotels, fascinating attractions and delectable eateries. This newsstand publication has a guaranteed base of 150,000. Advertising opportunities are available in the annual Spring/Summer issue. Space still available for Spring/Summer 2006 Space/materials due January 15, 2006
Contact <Kim Sommerfeldt> at Midwest Living, 815.363.1417 to reserve space.
Minnesota Monthly This upscale lifestyle magazine reflects the interests of an educated, urban-oriented audience. 34% of readers traveled to Wisconsin for vacation in the past 12 months. Circulation is 65,235. Advertising opportunities are available monthly. Free reader response service is available in the April, June, August and October issues. Space and materials are due the 15th of the month, two months prior to the issue selected. Black and white and four color ads are the same price.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Midwest Outdoors Midwest Outdoors is a monthly publication targeting the fishing and hunting enthusiasts throughout the Midwest, but especially in Illinois, its home market. Circulation is 47,400. Midwest Outdoors will have a special section on Wisconsin in the March, April, May, June, September and November issues. Each section will lead off with a full page, four-color ad from the Department promoting Wisconsin. Following the ad will be other Wisconsin advertisers and statewide editorial, including Tom Holland’s “Northwoods Report” and Mike Mladenik’s Wisconsin fishing column. Black and white and four color ads are accepted. For special tourism rates and specifications, contact <Larry Ladowski> at Midwest Outdoors at 800/606-3474 ext 106 or 630/887-7722, ext 106.
Snowmobiling Publications
Illinois Snowmobiler This is the official publication of the Illinois Association of Snowmobile Clubs. Each issue is mailed to association members and others who have registered a snowmobile in Illinois. Circulation is 10,000. Advertising opportunities are available monthly, September through March. Space and materials are due on the 20th of the month, two months prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Iowa Snowmobiler This is an official publication of the Iowa State Snowmobile Association. Each issue is mailed to association members and others who have registered a snowmobile in Iowa. Circulation is 9,000. Advertising opportunities are available monthly, September through March. Space and materials are due on the 20th of the month, two months prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Minnesota Snowmobiling This is an official publication of the Minnesota United Snowmobile Association. Circulation is 33,000. Advertising opportunities are available monthly, September through March. Space and materials are due on the 20th of the month, two months prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Wisconsin Snowmobile News This is an official publication for the Association of Wisconsin Snowmobile Clubs, which reaches 35,000 member households and businesses in Wisconsin. Each issue features reader stories and spotlights Wisconsin areas. Advertising opportunities are available monthly, September through March. Space and materials are due on the 20th of the month, two months prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Wisconsin Outdoor Journal This magazine is the largest and leading title covering the outdoors in Wisconsin, particularly hunting and fishing. Paid circulation is 28,235, total distribution is 42,276 and it is published eight times a year. Advertising opportunities are available year-round. Space and materials are due on the 10th of the month, four months prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Wisconsin Outdoor News Wisconsin Outdoor News is a bi-weekly newspaper covering outdoors news from around Wisconsin. Fishing news and information is an important part of every issue, including detailed lake profiles. Circulation is approximately 60,000. Advertising opportunities are available each month. Deadlines for space and materials are four weeks prior to the issue selected. Black and white ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Wisconsin Trails This publication covers travel, history, the arts, food, people and Wisconsin nature through six issues a year (bi-monthly). Circulation is 42,891. Opportunities are available January/February, March/April, May/June, July/August, September/October and November/December. Space and materials are due on the 1st of the month, two months prior to issue selected (i.e. for January/February issue, space/materials are due November 1st). Black and white and four color ads are accepted.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Hispanic Newspaper Hoy, Chicago's Spanish-language daily newspaper. Reach this important and growing market segment. The newspaper will provide assistance with translation, if needed. Hoy's Fin De Semana is distributed each weekend to both subscribers and Hispanic non-subscribers in the Chicago area. Rates are for black and white, although color ads are accepted for an additional charge of $550.
Contact <Stephanie Fox> at Boelter + Lincoln, 414.271.0101 to reserve space.
Opportunities to Promote the Arts and Culture Are you interested in promoting the arts? The Wisconsin Department of Tourism programs offer many affordable opportunities outside the traditional travel sections. See the list below for promoting your exhibits, performances and events.
Newspaper Chicago Tribune – Thursday “At Play” Chicago Pioneer Press – Thursday “Diversions” Milwaukee Journal Sentinel – Friday “Cue” Shepherd Express – Thursday Milwaukee Weekly Isthmus – Thursday Madison Weekly Wisconsin State Journal – Thursday “Rhythm”
Magazine Midwest Living Minnesota Monthly Northshore Magazine Wisconsin Trails
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