ADVERTISING RATES 2010/2011

Proud to be serving Western Montgomery, Eastern Berks and Northern Chester Counties since 1931
24 North Hanover Street Pottstown, PA 19464 www.pottsmerc.com Retail Advertising 610-323-3000 • Fax 610-970-4492 advertising@pottsmerc.com Classified Advertising 610-323-7000 • Fax 610-327-3308 classified@pottsmerc.com Effective January 1, 2010

The Mercury, 24 N. Hanover St., Pottstown, PA 19464
1. PERSONNEL
Publisher.............................................Thomas Abbott Advertising Director.................................Steve Batten Classified Manager....................Mary Ann Matalavage Telephone Number.................................610-323-3000 Fax Number............................................610-970-4492
indemnify and hold harmless the Publisher from and against any cost or expense, including legal fees and court costs, which are incurred as a result of or in connection with any claim or action brought against the Publisher which arises out of any alleged false or defamatory matter. k. All Political Advertising will be sold on a prepay basis. Rates are determined by current active rate card rates.

2. REPRESENTATIVES
JRNN, 48 West Huron St., Pontiac, MI 48342....248-322-2186 Philadelphia Area Newspapers Hitching & Company, Plymouth Plaza Suite 108, 580 W. Germantown Pk., Plymouth Meeting, PA 19462 .......................... 610-941-3555 USSPI. ............................................................ 847-490-6000 Mid-Atlantic Newspaper Services, Inc. Harrisburg, PA ............................................. 717-703-3000

5. ROP RATES
Open Rate Daily Mercury..................................$27.83/column inch Open Rate Sunday Mercury .................................................... $28.36 TMC Publications Only*..........................................................$18.34 TMC’s* purchased in combination with The Mercury...........$7.03 * The Mercury Business Pulse (midweek distribution on Wednesday andweekend distribution on Saturday) are Total Market Coverage publications delivered to non-subscribers within The Mercury’s circulation area. A combination buy of The Mercury and either weekly publication provides unduplicated coverage of more than 48,500 homes.

3. COMMISSION & TERMS OF PAYMENT
a. Retail rates are not commissionable and do not earn cash discounts. b. All bills for advertising are due and payable upon receipt and are considered past due after 25 days. Transient classified bills are due upon receipt. c. Advertising charges not paid within 25 days of receipt of statement are subject to a late payment charge of 1 1⁄2% per month. d. Rates appearing in this book are gross, commissionable rates. Commissions to accredited or recognized agencies: 15% on commissionable rates. e. Cash discounts are not available.

ANNUAL CONTRACT RATES
Daily & Sunday Mercury-w/signed contract. Rates are per inch.

INCHES
150 250 500 750 1,000 1,500 2,000 2,400 3,300

DAILY
23.41 22.01 20.68 19.44 18.25 17.15 16.12 15.14 14.22

SUNDAY
23.85 22.42 21.07 19.81 18.61 17.49 16.43 15.43 14.49

4. GENERAL RATE POLICY
a. The Mercury reserves the right to edit, revise or reject any advertising. No liability shall attach to the Publisher of The Mercury for interruption of publication or limitation of size and/or number of pages printed due to a shortage of material, failure of transportation, flood, fire, riots, strikes, acts of God, or other causes beyond its control. b. The Mercury does not guarantee any given level of circulation or readership for an advertisement. c. The advertiser assumes liability for all content (including text representation and illustrations) of advertisements published and also assumes responsibility for any claims arising therefrom made against The Mercury, including costs associated with defending against such a claim. d. The Publisher reserves the right to change advertising rates upon thirty (30) days written notice. e. No brokered space accepted. f. Advertising that might be mistaken by a reader as news, feature or other non-advertising materials must clearly be marked “advertisement”. (Must be centered at the top of the ad). g. All positions are at the option of The Mercury, unless purchased. In no event will adjustments, reinstatements or refunds be made because of the position and/or section in which an advertisement has been published. The Mercury will seek to comply with position requests and other stipulations that appear on insertion orders, but cannot guarantee that they will be followed. Misclassification of classified ads is not permitted. h. Except where specifically noted in the rate card, the Publisher neither sells nor guarantees position. Every effort will be made to accommodate reasonable position requests. Failure to meet position requests will not constitute cause for adjustment, refund or rerun. i. The Mercury shall be under no liability for its failure for any cause to insert an advertisement. j. Advertiser hereby warrants and represents that the advertisement is neither false nor defamatory. Advertiser agrees to

SPECIAL ROP RATES
These inches do not accrue toward monthly contract • Repeat Rate-$16.00 per column inch For display advertisements, minimum 15 inches, repeated within a 7-day period with no changes. • Sunday/Thursday Combo Rate-$17.81 per column inch per day For display advertisements, placed on Sunday and repeated on Thursday. • Stand-by Rate-$16.00 per column inch For display advertisements, placed when space permits at least one time per week for a minimum of four consecutive weeks. • Non-profit Rate-$16.00 per column inch

6. NATIONAL RATES
AGENCY/COMMISSIONABLE RATES

Open Rate Daily Open Rate Sunday Mercury/TMC Combination TMC Only Newsplan Rates Annual Space 6 pages 13 pages 26 pages 52 pages Inches 792 1,716 3,432 6,864

$34.77/column inch $35.11 $43.91 $23.06 Rate/Inches $30.58 $29.45 $29.07 $26.80

7. GROUP RATES
The Mercury is part of the All Around Philly Newspaper Network. Rates are available for those advertisers who wish to run in the Journal Register AllAroundPhilly Newspaper Network from Mercury ad personnel and their representatives. Please contact your sales representative or the advertising department for publications, rates and deadline information.

The Mercury, 24 N. Hanover St., Pottstown, PA 19464
Color selection are subject to availability. Discounts do not apply to color charges. Rates shown are per insertion.
Retail Daily Sun. Commissionable Daily Sun.

8. COLOR RATES & DATA
$390 $495 $595 $695

12. DEPTH REQUIREMENTS
• Retail full page measure is 6 columns x 201⁄2 inches. • Classified full page measure is 10 columns x 287 lines (201⁄2”) • Single or multi column broadsheet ads over 18.5 inches in depth billed at 20 1/2 inches • Single or multi column tabloid ads over 10 inches in depth billed at 11 1/4 inches

One color plus black Three colors plus black

$430 $530 $630 $730

• Reservation one week in advance, printing material four days in advance. • Color separations, provided and paid for by the advertiser, are required for full color ads.

13. CONTRACT AND COPY REGULATIONS
a. The Mercury will exercise due care to prevent omissions and mistakes; but, its total liability for any published error shall not exceed the cost of the space in which the error occurred. Claims for adjustment must be made within seven (7) days of publication. Credit, when allowed, will apply to the first insertion only. Advertisers should check the paper daily to check for the accuracy of their advertising. The Mercury will not be responsible for more than one incorrect insertion. Please call to inform of any errors. b. Proofs are furnished or available for typographical correctionsonly. c. The advertiser shall pay the cost of composition of advertisement set but not used. d. The Mercury will not be responsible for errors appearing in advertisements which are placed too late for proofs to be submitted or for errors due to late delivery of printing material from a third party designated by the advertiser or by the advertiser as a source for printing material. e. No adjustments made for ads published in reverse type or with screen overlays. f. ROP/Classified makeup requirements: Minimum size display ads is one column by one inch deep. g. Cancellations of changes cannot be guaranteed in classified advertising between the time the ad is ordered and the initial publication. h. The Mercury does not assume any liability for the return of printing material in connection with advertising unless specific written request is received to hold such material subject to order for a period not exceeding thirty (30) days. i. Claims for errors must be made within thirty (30) days following publication date. j. On advertising where credit is allowed, monthly accounts are due and payable on or before the fifteenth (15th) of the month following publication. When any part of an account for advertising becomes delinquent then the entire amount owed shall pay for advertising space actually used according to the current rate schedule. k. Contracts are for a stated period or until the minimum requirement is reached. Should an advertiser reach or exceed the next contractual bracket above what was actually agreed to, The Mercury will rebate the rate difference in credit or space only (limited to one bracket). The Mercury reserved the right to rebill advertisers at the appropriate rate for failure to meet contract requirements. A signed contract is required to earn a volume discount. Upgrades are the responsibility of the advertiser. l. Alteration charges will be made at the rate of $35/hour for excessive changes from original copy after the ad has been submitted. Set ads not run in The Mercury will be billed at the rate of $5.00/column inch. Ads killed after deadline will be billed at the rate of $5.00/column inch. m. The Mercury reserves the right to accept or reject advertisements or ad copy at the paper’s sole discretion. n. Due to variances in newspaper circulation draws on a day-to-day basis the quantity you send us may be over or under what we need to fulfill your distribution instructions on a given day. To assure efficient coverage we will, depending on whether your supplied quanitity is over or under our need for that day, add distribution closest to each store or subtract furthest away based on your buy in home-delivery. In addition we will subtract from or add to single copy distribution based on variances in draws. In both cases, we understand that home delivery is most valuable and will act accordingly.

9. PREPRINT RATES
For quantities less than full run Mercury, add 5% handling charge to the rates. Minimum distribution is 5,000 and minimum charge is $400. Rates apply to single advertiser inserts only. Multi-advertiser inserts charged at prevailing ROP rate.

Number of Pages Cost/thousand Commissionable Single Sheet Insert $42.50 $50.00 Up to 36 tab or 18 standard $51.75 $59.50 40 to 48 tab or 24 standard $57.00 $65.50 52 to 56 tab or 28 standard $62.25 $71.50 60 to 64 tab or 32 standard $67.50 $77.50 over 64 tab or 32 standard $72.75 $83.50 Preprint Frequency Discounts 13 or more/year.............3% 39 or more/year...........13% 26 or more/year.............8% 48 or more/year...........20% • Single Sheet Inserts (Print & Deliver) We’ll conceive, layout, print and deliver flyers for your business. Economically priced. Ask for details.
Mechanical Requirements Copies required: Mercury Sunday-22,050; Mercury Daily-20,400; TMC-22,500. Bundled in turns of 50 or 100. Folded size not more than 12” x 10” less than 5” x 7” unless specifically approved. Inserts must be packed on skids. Max. weight 1800 lbs., max. height of skid 4 1/2 ft. deck size 36” x45”, min. runner under clearance 4 1/2”, distance between runners 15”. Deadlines On our dock before 2 p.m. five business days prior to insertion. Delivery hours 7 a.m. to 3 p.m. Monday through Friday only. Call for advance holiday delivery deadlines. Pre-print Shipping Address Journal Register Offset 390 Eagleview Blvd., Exton, PA 19341 Phone: 610-280-2295

10. SPECIAL SERVICES
• Two tearsheets will be provided upon request. If tearsheet supply is depleted, affadavits will be provided at a nominal cost. • Co-op services include investigating, creating and claiming at no charge. Memo bills and tearsheets available at no charge upon request. • Creative Services, including design and complete art library by professional artists, are available.

• Photo Charge • E-mail Charge • Custom Art Enhancements • Excessive Composing Charge

$12.00 each $25.00/ad $55/hour (Min. 1/2 hour) $55/hour (Min. 1/2 hour)

11. SPECIAL DAYS/PAGES/FEATURES

Daily Business Section Sunday- Real Estate, Recruitment, AllAroundPhilly Jobs Automotive, Food, Weddings & Engagements, Travel, TV Channels Monday- Health Care Pages Tuesday- Generations, Business Review Wednesday- Food Page Thursday- Time Out - Your Weekly Entertainment Guide, Automotive Friday- Schools, Auctions Saturday- Churches, Automotive Today • Stock Listings-Tuesday through Sunday • Pet Care Page-1st Monday

Many themed special sections run throughout the year. A complete special sections calendar is available upon request.

14. CLOSING TIMES
Advertising Copy for Retail and Classified Display Deadlines: Thursday-5 PM Monday Friday-5 PM Tuesday Monday-5 PM Wednesday Tuesday-5 PM Thursday Wednesday-5 PM Friday Thursday-5 PM Saturday Sunday Wednesday-5 PM Midweek Sampler Friday-5 PM Weekend Sampler Tuesday-3 PM
In-column-5 P.M. day prior; Mon.-Fri.; Fri. 5 PM for Sat., Sun. and Monday Proof deadline is 24 hours earlier.

17. CLASSIFIED RATES
Open Display Contract Rate Display & In-Column Monthly Earned Contract Rates Classified Display & In-Column Lines/Inches
300 750 3,000 4,500 6,000 7,500 9,000 10,000+ $1.58 / $22.12 $1.56 / $21.84 $1.50 / $21.00 $1.49 / $20.86 $1.43 / $20.02 $1.37 / $19.18 $1.35 / $18.90 $1.29 / $18.06

Daily Line/Inch $2.21 / $30.94 Daily Line/Inch $1.71 / $23.94

Sunday Line/Inch $2.25 / $31.50 Sunday Line/Inch $1.73 / $24.22

DAILY

SPECIAL DEADLINES - Deadlines are 24 hours earlier for color
ads, true double trucks, ads requiring special art or production treatment, and ads scheduled during holiday weeks.

$1.60 / $22.40 $1.58 / $22.12 $1.52 / $21.28 $1.51 / $21.14 $1.46 / $20.44 $1.40 / $19.60 $1.38 / $19.32 $1.32 / $18.48

SUNDAY

15. MECHANICAL/ELECTRONIC REQUIREMENTS
ROP Advertisng
•Width of column: 1.833 inches 1 Column - 1.833” •6 columns to ROP page 2 Column - 3.792” •0.125 (1/8) inches between ROP columns 3 Column - 5.750” •Depth of column: 201⁄2” 4 Column - 7.708” •123 column inches 5 Column - 9.667” 5 •Printed page size: 11.625 (11 ⁄8”)by 20 1/2” 6 Column - 11.625” 1 •Double Truck - 24.125” wide x 20 ⁄2” deep •Tabloid Double Truck - 20.669” wide x 111⁄4” deep •Tabloids are the same as 1 to 5 column ROP. •Maximum depth of tabloid advertisement is 111⁄4” Preferred Printing Material (1) electronic PDF to mercads@pottsmerc.com (2) AdSend code: PA-POT (3) B&W camera ready art (maximum 100 line screen) All ads larger then 11” x 17” must be sent to us electronically.

Commercial Display Commercial In-Column
Per Line/Per Day

Daily Line/Inch $2.21 / $30.94 7 Days $2.33 $1.99

Sunday Line/Inch $2.25 / $31.50 3 Days $2.57 $2.27

5 Days $2.50 $2.18

DAILY SUNDAY Family Display Family In-Column
Per Line/Per Day

Minimum 3 lines. Consecutive insertions. Ads 11 lines or more calculated by agate measure. Daily rate includes publication in The Phoenix at 35¢ per line.

Daily Line/Inch $1.75 / $24.50 7 Days $1.85 $1.51

Sunday Line/Inch $1.79 / $25.06 3 Days $2.10 $1.76

5 Days $1.95 $1.63

DAILY SUNDAY

Minimum 3 lines. Consecutive insertions. Ads over 11 lines calculated by agate measure. Daily rate includes publication in The Phoenix at 35¢ per line.

Classified Advertising
Full Page: 10 columns wide and 287 lines deep. Visual 6 point line. 3 line minimum set solid, 4 average words per line. Ads exceeding 10 lines will be computed by agate measure. Minimum 14 agate lines (1”) for display 1 column.
1 column 2 columns 3 columns 4 columns 5 columns 1.097” 2.267” 3.436” 4.606” 5.775” 6 columns 6.944” 7 columns 8.114” 8 columns 9.283” 9 columns 10.453” 10 columns 11.625”

In-Column ads appearing in The Mercury’s Tuesday and/or Thursday publications are included in our weekly TMC publications at an additional 39¢ per agate line/per edition.
$1.09 per line-contract advertisers • $1.42 per line-non-contract advertisers. For display advertisements, minimum 15 inches (210 lines), repeated within a 7-day period with no changes.

Classified In-Column

Display Repeat Rate

National Commissionable
In-Column - Daily/Sunday Single Insertion Multi Insertion Display - Daily/Sunday Single Insertion Multi Insertion
Commissionable InColumn Rates include publication in The Phoenix

Line Rate $3.98 $3.65 Line/Inch $3.63 / $50.82 $3.30 / $46.20

RECEIVING ADS VIA DISK/MODEM
DEADLINES: Ads on disk-Mon.-Fri. 3 days prior, Sunday ads must be in on Wed. Adobe Acrobat PDF files-Mon.-Fri. Noon, 1 day prior to insertion, Sunday ads must be in on Fri. by noon. ADS VIA DISK (MAC format only) Disk types: CD-ROM Applications: Adobe Acrobat PDF Files ADS VIA MODEM - E-Mail Address: mercads@pottsmerc.com (maximum 2 MB file size) Ads via E-Mail MUST be Adobe Acrobat PDF Files ONLY ART via MODEM -E-Mail Address: mercads@pottsmerc.com (maximum 2 MB file size) For files 2-10 MB email to: mercuryads@hotmail.com ART via E-Mail MUST be .JPG, .EPS, .TIF Files only Any questions please call Composing Dept. at 610-970-4485.

Legal Advertising................................................................$1.26/line
(Calculated by Agate Measure)

Miscellaneous Rates

Proofs of Publication ........................................................ $11.50 each Cards of Thanks.......................................................................$26.57 Thank You Notes................................................................$2.89/line In Memoriams....................................................................$1.24/line Church...................................................................$14.17/10 line min
(43¢ per line over 10)

Public Sale (non-contract) .................................................. $1.84/line 30 Day Family Rate.............................................................$1.36/line
(no copy change)

Note: All files via e-mail require ad name, run-date and sales representative’s name on e-mail.

30 Day Commercial Rate.....................................................$1.80/line
(no copy change)

16. SPECIAL POSITIONS
Premium Positions-first come, first served basis.

Reply Box Charge..............................$17.50 picked up/$24.25 mailed Garage Sale.........................................................................$1.78/line
(2-day minimum)

SPORTS SCOREBOARD 6 columns x 4 inches accepted 25% premium. PAGE 2 Some size restrictions apply. 25% premium. FRONT PAGE AD Some size restrictions apply. Call for details.

Contact Advertising Director for Spadea Information.

18. COMICS

20. CIRCULATION
Established 1931-Morning publication • Daily: 20,081 • Sunday: 21,347 Source: ABC Audit Report - 2008