Circulation

California Wild, a quarterly magazine with a circulation of 35,000, is distributed to all members of the California Academy of Sciences, subscribers, and to newsstands and bookstores throughout California.

Demographics

Average Age:	48.7 years
Sex:	54% female	46% male
Education:	96% attended college	77% graduated college	41% post-graduate courses
Average Household Income	$81,370
Vehicles:	Vehicles per household: 2.2
	64% have two or more vehicles, including 16% with pick-ups
	Over half (53%) own bicycles
Indoor Activities:	Reading: 95% (26 books/year)	Art: 44% purchase art in last year	Music: 86% own stereos
	Dining: Average 6 evenings/month	Videos: 82% have VCRs
Outdoor Activities:	Travel: 91%	Photography: 64%	Astronomy: 27%
	Hiking: 71%	Camping: 54%	Snorkeling: 31%
	Scuba: 22%	Boating: 26%	Sailing: 27%
	Birding: 32%
Travel:	Out-of-state journeys/year: 3	Overseas journeys/year: 1
	75% travel out of California/year	29% travel to Europe
Mail Order:	Average 6/year. Value $519
Homes:	76% own homes. Value $415,000
Investments:	Stocks: 49%	Bonds: 40%	Mutual Funds: 55%

Advertising Rates

FULL COLOR	1X	2X	4X	8X
Full page	$2420	$2235	$1975	$1880
2/3 page	1800	1675	1400	1300
1/2 page	1435	1340	1185	1050
1/3 page	975	895	790	700
COVERS
Back Cover	$3300	$3150	$2850	$2700
Inside Front	2800	2580	2300	2100
Inside Back	2600	2450	2200	2000
BLACK & WHITE
Full page	$2150	$2010	$1775	$1700
2/3 page	1600	1500	1325	1200
1/2 page	1275	1185	1050	950
1/3 page	825	780	690	625
1/6 page	475	450	425	400

NATURAL SELECTIONS

Natural Selections is a marketplace created for advertising books, catalogs, audio and video tapes, and CD roms.

$375 per insertion (rate includes space, color seps, and in-house ad production).

Discounts available for multiple insertions.

• Call for quote on two-page spread.
• Insert rates furnished on request.
• First time advertisers to pay prior to publication.
• All invoices due and payable on receipt.
• 15 % commission to recognized advertising agencies.

Sizes

Height Width (inches) Full page bleed 11 1/8 X 8 1/2 " trim size 10 7/8 X 8 3/8 " live area 10 X 7 1/2 2/3 page 9 3/4 X 5 1/2 page island 6 3/4 X 5 1/2 page horizontal 4 1/2 X 7 1/4 1/3 page column 9 3/4 X 2 1/4 1/3 page square 4 1/2 X 5 1/6 page 4 3/4 X 2 1/4 Natural Selections 3 1/8 X 2 1/2

Mechanical Requirements

We accept final film negatives, right reading, emulsion side up. One piece per color, each identified. Final film for four-color ads must be accompanied by a right-reading color key or matchprint proof. We require 133- or 150-line screen, at least 2400 dpi resolution for four-color film. We also accept digital files supplied on floppy diskette, SyQuest or Zip disc, and b/w veloxes or stats. Any changes to artwork that are requested by advertiser, or are necessary to meet production standards, will be billed at cost.

Send materials or inquiries to:

Douglas Corwin
California Wild
California Academy of Sciences
Golden Gate Park
San Francisco, CA 94118

Telephone: (415) 750 - 7117
Fax: (415) 221-4853

Dates

1998 ISSUES	ON SALE	SPACE RESERVATIONS	MECHANICALS DUE
Winter	January 6	October 30	November 6
Spring	April 6	January 30	February 6
Summer	July 6	April 30	May 6
Fall	October 6	July 30	August 6

Advertising Policies

Acceptance of all advertising is subject to approval by the Publisher who reserves the right to reject any advertisement for any reason, stated or otherwise.

Advertisers and advertising agencies are liable for all content, including illustrations and photographs, of advertisements and are responsible, without limitation, for any claims made thereof against California Wild, the California Academy of Sciences, their offices or employees. The Advertiser agrees to indemnify and protect California Wild from loss or expenses for claims, based upon content of advertisements. This includes suits for libel, copyright infringement, plagiarism and unauthorized use of a person's name or photograph.

Liability for any error appearing in an advertisement is limited to the space actually occupied. No allowance will be made if the error does not materially affect the value of the advertisement.

California Wild reserves the right to publish materials from a previously published advertisement if new materials are not met by material deadline. Space reservations cannot be canceled after material deadline dates.

Drawings, artwork, film and other materials for reproduction are acceptable only at advertiser's risk and should be clearly marked to facilitate return.

Advertisers and their agencies are jointly responsible for payments and insertions and related costs.