One-stop shopping for the Southern Strait of Georgia and the ferry routes.
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Info to Go
Technical Info
Quick Facts
Readers
Circulation
Distribution
Island Tides has it covered!
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
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!
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
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
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
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
- 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)
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%
Classifieds
($0.27 per additional word)
Inserts
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
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 Resolution | 150-200 dpi |
| Line Art Resolution | 800-1200 dpi |
Measurements
| Page Size | 10-1/4 in. x 16 in. |
| Column Depth | 16 in. |
| (224 agate lines) | |
| Column Width | 1c = 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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