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One-stop shopping for the Southern Strait of Georgia and the ferry routes.




Island Tides has it covered!

Map of Island Tides' distribution area

Advertise in Island Tides to reach:

  • 12.8 million ferry travellers
  • Vancouver Islanders and their visitors
  • Gulf Islanders and their visitors

Every 2 weeks

  • in winter: 16,000 copies
  • in summer: 20,000 copies
  • are in free-boxes on ferries, at ferry terminals, marinas and stores
  • 11,000 of these go to regular mail subscribers!

Let Island Tides introduce you!

Call or email Christa Grace-Warrick to get your ad into print!
250.629.3660 or islandtides@islandtides.com


Strai(gh)t Talk on Advertising

Hot Off the Press

Island Tides' has worked out a formula that offers unbeatable value for your advertising; high visibility, Strait of Georgia-wide distribution, every second week publication and prepayment discounts.

Here are the details of how it works—we'll start with some basics...

There are six things you should consider when buying advertising. The first four are the market covered, column inch rate, cost per thousand and discounts. A publication's rate card should tell you all four. Two other things to find out about are visibility and availability.

1. Market—Who Sees Your Advertising?
  • How many people?
  • Where?
  • What kinds of people?

Once you know the answers you will be able to judge if this is a market you want to reach. Or, if this market is one you already have covered, is the new advertising a better deal?—more about figuring out if it’s a better deal below in ‘3. Cost per Thousand (cost per '000).'

2. Column Inch Rate: The Basic Pricing Unit
  • A column inch is a newspaper’s basic selling unit. (Magazines are different, they use fractions of a page, eg. 1⁄8 page, 1⁄4page etc.)
  • A column inch is 1 inch deep and the width of one column in the publication. This is not always easy to tell from looking at the newspaper because display advertisements will usually be more than one column wide. Looking at the classifieds will usually show how wide one column is.
  • You buy your advertising by the number of ‘column inches’.
  • For example, 2 columns wide x 3 inches deep = 6 column inches or 3 columns wide by 5 inches deep = 15 column inches
3. Cost Per Thousand (Cost per '000): Comparing Apples to Apples
  • Advertising value rests in how many potential customers see your advertisement for the amount of money you are paying.
  • How do you compare apples to apples when you are choosing advertising? The industry has an ingenious measurement called ‘cost per thousand copies’ (cost per '000).
  • You take the cost of the basic unit (col. in.) in the publications you are considering and divide it by the number of copies printed.
  • Do this for each of the publications. The resulting dollar amounts are the only way to compare costs in a business-like way.
  • The lowest cost per thousand copies is the winner!
[ Download our advertising rates package to see our cost per thousand rates!]
4. Discounts: Now or Later?

Publications usually offer discounts for multiple numbers of ads.

  • They may offer this as a cash discount up front for the ads you want to book.
  • They may tack on extra ads at the end.

If all that wasn’t enough to absorb… now we come to two more important considerations when buying advertising: Visibilty + Availability.

5. Visibilty: Too Many Pages … Too Few Copies?
  • Most people lose interest in a newspaper at about page 12 or they begin reading by turning to a specific section. What if your ad is beyond page 12, or not close to that section?
  • This is where small is beautiful. In a compact publication like Island Tides your business is highly visible. Your ad is not missed because there are so many pages. The ideal combination to look for is less pages, more copies.
  • And remember, the fatter the newspaper the bigger your ad must be to be seen. So you have to buy more column inches to be visible. You will need to factor this into your ‘cost per '000’.
  • Here’s another thing to consider in making a decision to buy advertising. Does too much graphic work in the news part of the page compete with the advertising?
6. Is your advertisement readily available?
  • Do people have to find change to open a box to find your advertisement?
  • Or do they have to search for it in a store?
  • At how many locations is your advertisement available?
  • How many copies are stocked? Remember a stack of thicker papers may look impressive but it actually contains far less copies, which means less copies of your advertisement.
  • Remember, too, outdoor boxes give far better visibility than cluttered counters.

Island Tides' Winning Four-Point Formula

1. Winning Cost Per Thousand!
  • We print an average of 17,500 copies each edition.
2. Large Cash Discounts
  • We offer large cash discounts (up to 30%) upon prepayment of an ad series.
3. Double the Shelf Life
  • How often do you have to buy an advertisement to stay current? Is your ad history after a week? Are you faced with paying for your ad every week to be seen? Factor this into your cost per '000 for long term coverage—multiply your cost by 2 for any weeklies you are looking at!
  • At Island Tides we publish every second week. Island Tides will be championing your business for twice as long. That’s like ‘buy one-get one free’ on top of the discounts!

4. High Visibility!
  • We keep Island Tides compact so that your business can’t be missed in too many pages. And you do not have to buy a big ad to be noticed.
    Plus, we have Strait of Georgia-wide circulation:

    • We mail Island Tides to every household (8,500 copies) on the Southern Islands free of charge. But that’s only half the story—and half the copies!
    • Island Tides is available at 60+ points across the Strait of Georgia.
    • At these location Island Tides' bright yellow free-boxes are situated for high visibility.

We Give Your Ad:
First class availability!
High visibility!
Unbeatable cost per thousand!
Isn’t it time you joined us?


Call or email Christa Grace-Warrick to get your ad into print!
250.629.3660 or islandtides@islandtides.com

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Readership Profile

Our boxes are everywhere and easy to find!

Island Tides is the community newspaper mail-delivered to 8,500 homes on Salt Spring, Pender, Mayne, Galiano and Saturna Islands.

The second sector of our readership is through high-profile free-boxes located in towns from Victoria to Nanaimo and at major ferry terminals, on ferries, at marinas and in Islands’ stores.These 9,000-16,500 copies of Island Tides are picked up by Vancouver Island residents and Straight of Georgia weekenders and tourists.

A third sector of readers pick up their copies in cafés, stores and post offices in communities and islands on the east side of Vancouver Island, north of Nanaimo.

Finally, a rapidly-growing sector is islandtides.com's on-line readership, currently at 3,000 readers per month.

Salt Spring + Southern Gulf Islands Residents + Visitors

This is a larger market than Sidney + North Saanich or the City of Duncan!

This growing population of affluent empty-nesters and professionals working from home is an exciting market for your business. Many Americans are now making their homes in this Islands’ paradise.

Construction is booming. In 2003 the value of Salt Spring and Southern Gulf Islands residential building permits rose 31.3%. The value of construction was $23,412,440.

The Southern Gulf Islands are home to Canada's newest National Park and have year-round visitors in ever-growing numbers.

Area Population 13,586
Residents aged over 40 61%
Residents living in single detached homes 89%
Percentage of population who are married couples 55%
Average Income (22% Earn Over $60,000) $44,263

(Sources: 1996, 2001 Census)

Islanders enjoy their weekly shopping trips.

BC Ferries carried 3,340,000 passengers on Gulf Islands’ routes in 2003/4!— (Source: BC Ferries)

Introduce your products and services to these shoppers!

Vancouver Island Visitors

ThreeGreatPapers!

10.8 million passengers travel between the Mainland and Swartz Bay (Victoria), Duke Point and Departure Bay (Nanaimo) ferry terminals annually.


Ferry travellers unwind on their voyage with Island Tides, the only newspaper distributed free-of-charge from our yellow boxes right at the ferry line-ups! During the 1-1⁄2 hour sailings, Island Tides introduces this captive audience to the magic of the region: west coast lifestyle, arts and crafts, events, shopping, restaurants, attractions, where to stay… and real estate for those who dream of staying a little longer!

5.5 million visitors travel to Vancouver Island. Most of them arrive by ferry. Who are they?

Vancouver Island’s visitors are well-educated, high income professionals, with an average age of 48, whose primary interests are viewing scenic areas, taking photographs, visiting provincial parks and seeing wildlife. One-third stay in hotels and one-third stay with friends. They spend over $1.5 billion dollars annually.

Percentage who arrive by ferry 70%
Household income between $40,000 – $80,000 45%
Household income over $80,000 33%
Visitor Interests
Photography 51%
Provincial Parks 40%
Wildlife 28%
Swimming 20%
Marine Activities 16%
Hiking 12%
Golf 12%
The Backcountry 10%
Ocean Boating 10%
Whale Watching 9%
Saltwater Fishing 6%
Camping 5%
Freshwater Fishing 5%
Downhill Skiing 3%

(Source: BC Visitors Study, 1998)

In 2004 visits by Americans continued to rise, even through the shoulder seasons.

(Source: Tourism Victoria, October 2004)

Introduce your business to this captive audience!

Call or email Christa Grace-Warrick to get your ad into print!
250.629.3660 or islandtides@islandtides.com

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Testimonials

Ready to distribute papers - <em>Island Tides'</em> Honda.com!

I wanted to mention that I truly love the Island Tides. As a newcomer to the gulf islands I'm very grateful that we have the benefits of such a high quality and insightful local publication. Thank you to all those who make it happen.

Island Tides Salt Spring Reader


You are still the best publication I've ever seen! Thanks for keeping the reality of things in the forefront of your newspaper!

Island Tides Salt Spring Reader


The Show this weekend was a resounding success! We had over 2,000 people come in - up from just shy of 1,200 last year! We are pretty pleased. I like to think that Island Tides had a part in this.

Island Tides Vancouver Island Organizer


Thank you, for Island Tides. It is a very important communication for our islands.

Island Tides Pender Reader


I pick up your paper when I go into Sidney and catch up on your great editorials, the one in this issue is so good and is absolutely what needs to be said.

Island Tides North Saanich Reader


Wow, what an edition respecting Galiano, thanks. Also, I wanted to say I thought the cover photo of the plane and barge in the previous edition was just incredible. I couldn't stop looking at it every time I saw the paper

Island Tides Galiano Reader


I am an avid reader of all items in Island Tides, which reminds me that a cheque will be sent tomorrow for my Sidney box voluntary subscription.

Island Tides North Saanich Reader


The ad in your paper has been the best choice we could have made to market our product. We have received more response from your paper, than any other advertising we have tried. Thank you.

Island Tides Service Advertiser


Island Tides and The Guardian Weekly are the only print media sources I need.

Island Tides Gulf Islands' Reader


Excellent Tides issue! You do have a way with words, telling it the way it is plus providing a giggle or two along the way! The report on the public hearing was very well done and accurate to the letter! Very much appreciated all around!

Island Tides North Pender Reader


'No I won't be needing any more ads. Thanks to our Island Tides ad we have an offer on our property and more lined up!'

– Vancouver Island Private Homeseller


I cannot praise your in-depth coverage of issues enough! Your paper is an island of sanity amidst chaos.

Island Tides Central Saanich Reader


Our clients are thrilled with the ad.

– Saanich real estate agent


Absolutely fantastic Island Tides and excellent articles and, as always, Patrick, your articles sure get the word out in the most appropriate and informative way!

Island Tides North Pender Reader


I wanted to tell you how delighted I am at the response I am receiving. You know, people really DO read Island Tides. Thank you for the brilliant work you do.

Island Tides Gabriola Reader


Thanks very much for giving me and those others who are far away, the opportunity of keeping in touch.

Island Tides Canadian Reader in China


Hooray for the Island Tides, which has raised the TILMA issue and brought it - at the beginning almost single-handedly - to the attention of the whole west coast!!! If there was ever a better proof of the importance of independent media, I haven’t heard it.

Island Tides Gabriola Reader


Yes, I want to renew my advertising. People really read Island Tides.

Island Tides Vancouver Advertiser


The Island Tides' website is very impressive. How Island Tides can exceed the meaningful content of the Sun, Province, and Times Colonist amazes me.

Island Tides Logan Lake Reader


I am chairing the organizing committee of the upcoming forum on TILMA in Nanaimo I am looking for a couple of hard hitting articles to use as hand outs. I think Patrick Brown’s ‘Trojan Horse’ article is the most pointed I have read so far in outlining the real ramifications of this kind of trade deal.

Island Tides Gabriola Reader


I really appreciate the Tides’ clear, well-written coverage of issues. In fact I depend upon it.

Island Tides Salt Spring Reader


It's a pleasure to be slightly involved with such a first-class little paper. We're also pleased to notice that people are picking up more Island Tides than ever before.

–Gabriola Island Advertiser


Well, they have done it again. Islands Tides has produced another excellent edition and once again some articles have so much food for thought that they require a second reading. Long may they run.

–Gabriola Island Reader


Our sincere thanks for all the excellent coverage of local news and opinions as well as an unbiased perspective on global news. Without Island Tides we would not have that balanced coverage. Look forward to another year of keeping us informed.

Island Tides Reader


It [the ad] looks great and I must complement you on your efficiency. You beat any other newspaper or media I've ever dealt with.

Island Tides Advertiser


Just a note to thank-you for the nice ad...we have gotten responses from as far away as Surrey, so it has been noticed.

Island Tides Advertiser


I just wanted to let you know that the Tides is going fast and furious on Gabriola. When I get my bundle, I distribute to: ferry waiting rooms, ferry lounge, local cappuccino bar, local library, and health food store/restaurant. I've had many comments about what a great little paper it is, and people are now coming up to me to see if I'm distributing the Island Tides that day.

–Gabriola Island Reader


Thanks again...I have had two promising calls and will be doing some estimates on Salt Spring in the next week or two.

Island Tides Vancouver Trades Advertiser


Yet another absolutely fantastic Island Tides! Thanks for all you do for the community—you offer and give an excellent service and I know many of us truly appreciate it!

Island Tides Reader


Not all media have so much advertising information on their website. You have the whole package, it’s was very convenient—no waiting for call backs.

Island Tides Advertiser


Great little paper you are putting out! Thanks for all your effort. We get it every couple of weeks here in Bowser and everybody loves it! Keep up the good work!

Island Tides Reader


Go ahead with our renewal. It’s the only advertsing we need. I’ve got rid of one phone book. We’re swamped—it’s wonderful!

Island Tides Victoria Trades Advertiser


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Rates

Display Ads: Business Card Size and Up

Column Inch Rate
  • Colour: $28 per column inch
  • Black + White: $18 per column inch
Agate Line Rate (advertising agencies)
  • Colour: $2.00 gross, $1.70 net
  • Black + White: $1.294 gross, $1.10 net
Get a Discount for Pre-Payment on Multi-Insertion Ads

  • 4 issues: 10-20%, depending on ad size
  • 8 issues: 20-30%, depending on ad size

Get a Discount for Pre-Payment on Large One-Time Ads
  • Colour Prepaid One-time 1/4 page:
    $515.20 +gst (includes 20% discount)
  • Colour Prepaid One-time 1/2 page:
    $901.60 +gst (includes 30% discount)
  • Colour Prepaid One-time Full page:
    $1612.80 +gst (includes 40% discount)
  • B+W Prepaid One-time 1/4 page:
    $331.20 +gst (includes 20% discount)
  • B+W Prepaid One-time 1/2 page:
    $540 +gst (includes 30% discount)
  • B+W Prepaid One-time Full page:
    $1036.80 +gst (includes 40% discount)
[ download PDF of some sample sizes with pricing ]

Bulletin Board Ads

One-Column Wide
  • 1 inch:$28 +gst
  • 1.5 inch: $30 +gst
  • 2 inch: $40 +gst
  • 2.5 inch: $50 +gst
  • 3 inch: $60 +gst
Get a Discount for Prepayment on Multi-Issue Series
  • 8 issues: 10-15%
  • 12 issues: 15-25%
[ download PDF of some sample sizes with pricing ]

Classifieds

  • Up to 25 words: $16.96
    ($0.27 per additional word)
  • Inserts

  • Up to 40 grams: $75 per '000 +gst


  • All charges COD. Additional production and design charges may be applicable.

    Call or email Christa Grace-Warrick to get your ad into print!
    250.629.3660 islandtides@islandtides.com



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    Advertising Packages

    Onward they go!

    Download both of our ad packages here!

    Our Market Info PDF includes:

    • circulation information
    • readership profiles

    Our Colour and Black and White Ad Rates PDF includes:

    • chart of some sample colour ad sizes and prices
    • chart of some sample black and white ad sizes and prices

    Call or email Christa Grace-Warrick to get your ad into print!
    250.629.3660 or islandtides@islandtides.com



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    Ad Formats


    Graphics
    Photo Resolution150-200 dpi
    Line Art Resolution800-1200 dpi

    Measurements

    Page Size10-1/4 in. x 16 in.
    Column Depth16 in.
    (224 agate lines)
    Column Width1c = 1-5/8 in.
    2c = 3-1/4 in.
    3c = 5 in.
    4c = 6-3/4 in.
    5c = 8-1/2 in.
    6c = 10-1/4 in.

    Other Info

    Printed Cold Web
    6-Column Tabloid Format
    All colour images should be supplied as CMYK.

    Call or email Christa Grace-Warrick to get your ad into print!
    250.629.3660 or islandtides@islandtides.com



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    Deadlines and Dates

    2008-2009

    Copy Deadline Publication Date Holiday / Celebration Issue
    May 21 May 29 n/a
    June 4 June 12 n/a
    June 18 June 26 Canada Day
    July 2 July 10 n/a
    July 24 July 16 BC Day
    Aug 7 July 30 n/a
    Aug 13 Aug 21 Labour Day
    Aug 27 Sept 4 n/a
    Sept 10 Sept 18 n/a
    Sept 24 Oct 2 Thanksgiving
    Oct 8 Oct 16 n/a
    Oct 22 Oct 30 Remembrance Day
    Nov 5 Nov 13 American Thanksgiving
    Nov 19 Nov 27 Christmas Shopping
    Dec 3 Dec 11 Christmas Shopping
    Jan 7 Jan 15 n/a
    Jan 21 Jan 29 n/a
    Feb 4 Feb 12 Valentines Day
    Feb 18 Feb 26 n/a
    Mar 4 Mar 12 Spring Break
    Mar 18 Mar 26 n/a
    Apr 1 April 9 Easter
    Apr 15 April 23 n/a
    Apr 29 May 7 Victoria Day

    Call or email Christa Grace-Warrick to get your ad into print!
    250.629.3660 or islandtides@islandtides.com


    [download a PDF version of this chart]


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