Margie Dana's New Rules for Print Buying

24
!"# %#& '()#* +, -./01 2(3/04 23 56.4/# 7606 89:9;; <=> ?@;; 56.4/# 7606A B)) ./4"1* .#*#.C#DA ; ; !"# %#& '()#* +, -./01 2(3/04 '#563 +. 0+17 "#.# 1"#3 8+9#: ;5.4/# <505 "#$ %&'( )*++ ,-./01/2 )3 45

description

Insights from leading print buying expert describes current state of print buying as a career in 2011 and beyond. Presentation given in Spring 2011 for PIASD (San Diego).

Transcript of Margie Dana's New Rules for Print Buying

Page 1: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;$

;$

!!"#$%#&$'()#*$+,$-./01$

2(3/04$$$$'#563$+.$0+17$"#.#$1"#3$8+9#:$

;5.4/#$<505$

"#$!%&'(!)*++!,-./01/2!)345!

Page 2: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ?$

8$

Powerful!

They’re driving the bus.

Page 3: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ 8$

#6!)**7!

E@F$G./01#.*$=+HG#1/04$G./H6./)3$&/1"$I$"(H+04+(*$=+0*+)/D61#D$J/.H*K$

+8!99!:(66-;;-2L$M@@$J/.H*$&+.)D&/D#L$EI5$#HG)+3##*$)8!<0-.-=(/!>(/;?L$8NL@@@$#HG)+3##*$@8!A-6B-(K$OI$,6=/)/1/#*L$;@L@@@$#HG)+3##*$38!A(6C(;D?14-?!E/1'5D=CK$N@$,6=/)/1/#*$78!F-//D;;!A(/'K$M@$)+=61/+0*L$E?@@$#HG)+3##*$

I$

#6!)*++!

$8@F$G./01#.*$+8!99!:(66-;;-2L$;NI$G)601*$&+.)D&/D#L$II5$#HG)+3##*$)8!<01?GE/1'5D=CL$O@$,6=/)/1/#*L$?I5$#HG)+3##*$!<0-.-=(/!>(/;?!#6=8$<.#=#01)3$P0+&0$6*$Q+.)D$R+)+.>$&6*$6=S(/.#D$T3$U(6D$,+.$6T+(1$V;AE$T/))$/0$?@;@$

@8!H/16C=(64D6-641;!<5+01.#6)>K$8I$,6=/)/1/#*L$;;L@@@$#HG$38!I1;1CCDCK$8$,6=/)/1/#*L$N5$#HG)+3##*$78!A-6B-(K$NI$,6=/)/1/#*L$OI@@$#HG)+3##*$J8!A(6C(;D?14-?!E/1'5D=CK$N@$,6=/)/1/#*L$I8E8$#HG)+3##*$

WMK$7#)(X#$R+.GL$WNK$Y#.1/*L$W:$Z160D6.D$'#4/*1#.$$

M$

Page 4: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ E$

F(C4!D64-/-C4D6LM!

+*8!IDC41'/D64K$$[8@\$/0$.#CL$8$,6=/)/1/#*<R606D6L$%#1"#.)60D*L$B(*1.6)/6>L$??@@$#HG)+3##*$]!Q#01$G(T)/=$/0$?@@I$]! ^_$?@@MK$V;I?$H/))/+0$/0$.#C$]! ^_$?@;@$VMN@$5/))/+0$

!"#"$%&'()%*'+,"+,-%.)/'0$$+(,$%1223%45642%

N$

:(!#!C412!(/!?(!#!L(M!

`! a*$=+.G+.61#$G./01$T(3/04$7#/8"b$

`! a*$1"#$&./1/04$+0$1"#$&6))b$

`! c+&$D+$a$*6C#$6DC60=#$H3$=6.##.b$

O$

Page 5: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ I$

%B-/245D6L!-;C-8!

"/D64!.02-/C!1/-!-&'-=4-?!!4(!?(!45-!C1N-O(;?P!C1N-!(;?!

!14!45-!C1N-!4DN-!!45-2Q/-!/-4/1D6D6L!R(/!45-!R040/-8!

E-4!/-1?28!H5-!R040/-QC!5-/-8!

>-;=(N-!4(!)*++!

:$

H5-!(;?!/0;-C!(R!'/D64!.02D6L!

%B-/245D6L!-;C-8!

"/D64!.02-/C!!N1S(/!D6!'/D648!

"-/D(?8!

;@$

Page 6: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ M$

"/D64!.02-/!T!'/D64!-&'-/4!`! _+($6.#$1"#$G./01/04$G.+$/0$

3+(.$J/.HL$C6)(#D$,+.$3+(.$G./01$H60(,6=1(./04$P0+&d"+&A$$

`! _+($"6C#$G./01$$(8'9+,-%6=(H#0A$_+($D#=/D#$&"+9&"61$3+(.$J/.H$0##D*A$

`! 2(3#.*$6.#$#XG#=1#D$1+$G.+1#=1$J/.He*$T.60D$/D#01/13$d$&/1"$G./01A$$

`! 2(3#.*$=+G#$&/1"$=+))#64(#*9T+**#*$T#)/#C/04$1"61$G./01e*$6$G#.,#=1$H#D/(HA$

`! a0D(*1.3$+(1*/D#.*$"6C#$1+16)$)6=P$+,$6GG.#=/61/+0$,+.$G./01A$

`! -./01$T(3/04$6*$6$=6.##.$/*$$H/*(0D#.*1++DA$:;+$%9#,%<0%&#"#=>%

;;$

"/D64!.02-/C!R(=0C!(6!L/1'5D=C!

`! 2(3#.*$4+$T#3+0D$G./01K$G6G#.L$/0PL$G.#**#*L$H6/)/04L$T(D4#1/04L$,6/.$G./=/04L$13G+4.6G"3L$#1=A$

`! %#4+1/61/04$*P/))*$6.#$/HG+.1601$

`! 2(3#.*$6.#$G./01$/0D(*1.3$1.#0D$,+))+&#.*A$f04+/04$.#*#6.="$C/6$/01#.0#1L$C#0D+.*L$G##.*L$#C#01*$

`! 2(3#.*$0##D$6GG.#=/61/+0$+,$D/,,#.#0=#*$6H+04$#S(/GH#01$g$G.+C/D#.*$

`! 2(3#.*$0##D$*="#D()/04$G.+&#**$

`! 2(3#.*$6.#$P#3$)/6/*+0*$/0*/D#$J/.H*$60D$T#3+0D$

`! 2(3#.*$H(*1$T#=+H#$6=#$=+HH(0/=61+.*$/0$#C#.3$&63$

;?$

Page 7: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ N$

"/D64!.02-/C!N0;4D41CU!`! 2(3#.*$"60D)#$0(H#.+(*$

h+T*$+,$C6.3/04$=+HG)#X/13A$B1$+0=#A$

`! 2(3#.*$H6064#$C#0D+.*L$/0D#G#0D#01$=+01.6=1+.*L$h(0/+.d)#C#)$*16,,A$

`! 2(3#.*$&./1#$*G#=*L$*#0D$+(1$'^U*L$'^-*L$J/#)D$=6))*$g$S(#./#*$,.+H$G./01#.*$

`! 2(3#.*$1.3$g$G)63$,6/.L$/01#.C/#&$0#&$G./01#.*$

`! 2(3#.*$.#C/#&$g$=/.=()61#$G.++,*L$=+HG/)#$=+HH#01*$g$.#1(.0$1+$G./01#.*%

`! -ZK$2(3#.*$G.++,.#6D$`! 2(3#.*$./D#$"#.D$+0$

G./01#.*$1+$D#)/C#.$,6*1#.$g$,6*1#.$

`! 2(3#.*$.#)63$*G#=$="604#*$60D$D+=(H#01$*6H#$

`! 2(3#.*$.#C/#&$g$6GG.+C#$/0C+/=#*$

;8$

>514!51''-6-?M!

%=(6(N2!V!-ON-?D1T!4/(0.;-!D6!!

'/D64O.02D6L!'1/1?DC-8!

;E$

%=(6(N2!V!-ON-?D1T!4/(0.;-!D6!!

'/D64O.02D6L!'1/1?DC-8!

Page 8: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ O$

>52!45-!/0;-C!=516L-?!`! i=+0+H3$160P*$h(*1$6*$

1#="0+)+43$="604#*$`! 56.P#1/04$T(D4#1*$

*)6*"#DL$T(3#.*$6X#D$`! Z+H#$J/.H*$46C#$T(3/04$

.+)#*$1+$D#*/40#.*$`! Z+H#$J/.H*$+(1*+(.=#D$

T(3/04$1+$T.+P#.*$`! Z+H#$J/.H*$+(1*+(.=#D$

T(3/04$1+$G./01$H6064#H#01$J/.H*$$

`! !#="0+)+43$="604#D$#C#.31"/04K$D/4/16)$H#D/6$16P#*$"+)DL$&+0e1$)#1$4+L$"#.#$1+$*163$

`! R+0*(H#.$16*1#*$,+))+&#DK$(G$&/1"$D/4/16)$<0#&>$D+&0$&/1"$G./01$<+)D>$

`! 5#D/6$G.#,#.#0=#*$*"/,1L$#d.#6D#.*$/HG.+C#$3#6.$(G+0$3#6.$

;I$

"/D64!R1;;CW!.02-/C!R(;;(X!

`! -./01$1(HT)#*$,.+H$/1*$G#.="$c(HG13$7(HG13$*13)#A$i0D$+,$60$#.6A$

`! -./01e*$.#G(161/+0$D.+G*$`! Y+)(H#*$*"./0P$6*$

#=+0+H3$*/0P*L$H6.P#1*$=(1L$D/4/16)$/HG.+C#*$

`! 56/)/04$=+*1*$*P3.+=P#1L$T(1$/1e*$,.##$1+$!&##1L$^2L$60D$=+00#=1$+0$j/0P#D/0$

`! f,,*#1$/0$D#=)/0#$`! -./01$/0D(*1.3$*"./0P*$;5$

=+HG60/#*93.$`! -./01$=+HG60/#*$#C+)C#d$

+(1$&/1"$kG./01Ll$/0$&/1"$kH#D/6l$g$kH6.P#1/04l$

`! a0D(*1.3$=+0*+)/D61/04$]$*1/))$

`! -./01$H6064#H#01$+0$1"#$./*#$

`! "/D64!DC!1!3O;-44-/!X(/?!

;M$

Page 9: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ :$

9-1?2!R(/!45-!6-X!/0;-CM!

%B-/245D6L!-;C-8!

"/D64!.02-/C!!N1S(/!D6!N-?D1!16?!ND6(/!D6!'/D648!

;N$

#6!1!604C5-;;Y!

%B-/245D6L!-;C-8!

%ON-?D1!5(48!!"/D64!6(48!

;O$

Page 10: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;@$

"/D64!.02-/C!41U-!?D/-=4!5D4!`! Z+H#$.+)#*$*"./0P$`! Z+H#$.+)#*$.#6**/40#D$

1+$D#*/40#.*$`! Z+H#$.+)#*$.#6**/40#D$

1+$h(0/+.$T(3#.*$`! Z+H#$.+)#*$H+C#D$1+$

G.+=(.#H#01$`! Z+H#$.+)#*$=(1$,+.$4++D$`! F(C4!/(;-C!-&'16?!.-2(6?!'/D64!

;:$

,0;;O4DN-!'(CD4D(6C!R(/!'/D64!.02-/C!C41/4!4(!?DC1''-1/!D6!)**J8!!,(/!L((?8!

"/D64!.02-/!)8*!

!%&4/-N-!!N1U-(B-/!4DN-Z!

?@$

Page 11: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;;$

F--4!45-!6-X!'/D64!.02-/!`! a01#0*/C#$0#&$1.6/0/04$.#S(/.#D$]! 7/4/16)$H#D/6$]! Z+=/6)$H#D/6$]! R+01#01$G(.C#3+.*$]! 'fa$+,$G./01$

`! 5+.#$6T+(1$1"#$T(*/0#**$1"60$h(*1$1"#$T(*/0#**$+,$G./01$

`! j#**$,6=#d1+d,6=#L$H+.#$T(*/0#**$D+0#$.#H+1#)3$

`! id=+HH#.=#$G./01$/HG.+C/04L$#XG60D/04$

`! R+0C#0/#0=#$D./C/04$16*1#*$g$1.#0D*$

`! "/D64!DC!45-!1;C(O/16W!.02-/C!6--?!1!./16?!6-X!.1L!

?;$

,1=D6L!R1=4C![!N(BD6L!(6!`! R6.##.$G61"b$Q"61$=6.##.$G61"b$$

`! ^#&#.$G)(H$^!$h+T*$`! ^#&#.$#XG#./#0=#D$T(3#.*$

`! R+01#01$.#6))3$/*$F/04$<+.$U(##0>$

`! !++$H603$G./01$T(3#.*$/0$D#0/6)$

`! 7/,J/=()1$1+$1"/0P$+,$D.6H61/=$=6.##.$*"/,1*$

`! B==#G160=#$=+H#*$*)+&)3$

`! _+($6.#$0+1$6)+0#m$

??$

Page 12: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;?$

\-X!/0;-C!(R!'/D64!.02D6L!

%B-/245D6L!-;C-8!

H5-2Q/-!6(4!S0C4!6D=-8!!H5-2Q/-!6-=-CC1/28!

?8$

$?1'4!4(!6-X!N-?D1!

+8! 906!4(X1/?P!6(4!R/(NP!6-X!N-?D1!"11GK996))1"/04*DA=+H$d$QZn$B))$!"/04*$7/4/16)$

$ $"11GK99&&&AH+T/)#H6.P#1#.A=+H$$$ $"11GK99*+=/6)H#D/61+D63A=+H$$$ $"11GK99#=+01#01H64A=+H$$

)8! H1U-!45-!?DB-!D64(!C(=D1;!N-?D1!$$$Z1.+04$)/0P#D/0$6==+(01b$&&&A)/0P#D/0A=+H$$$fG#0$6$!&/11#.$6==+(01$$$ZG#0D$1/H#$)++P/04$g$)#6.0/04 $$$76C/D$5A$Z=+11e*$T++PK$?0#=%:+)0%@#'70"+,-%A%*?%

?E$

Page 13: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;8$

,(=0C!(6!]D/NQC!N1/U-4D6L!

@8! #6CD6014-!2(0/C-;B-C!D64(!F1/U-4D6L!:-'4!!;A! 2(3#.*$0##D$6$*#61$61$1"61$16T)#$?A! 2#=+H#$G6.1$+,$D#=/*/+0$H6P/04$1#6H$+.$61$)#6*1$6$

P#3$/0J)(#0=#9.#*+(.=#$/0$3+(.$+.460/o61/+0$8A! ^/0D$+(1$"+&$3+(.$J/.H$60D$3+(.$/0D(*1.3$6.#$

G)600/04$,+.$H6.P#1/04$*1.61#43$EA! Q"61$H#D/6$&+.P$T#*1b$$IA! 2#=+H#$60$#XG#.1$/0$1"#*#$H#D/6$MA! B*P$3+(.$G./01#.*$,+.$"#)G$

?I$

:-B-;('!2(0/!(X6!=1/--/!

38! %C41.;DC5!2(0/C-;R!1C!1!;-1?-/G45D6U-/!;A! !"/*$H63$T#$J/.*1$*1#GL$D#G#0D/04$+0$"+&$,6.$

.#H+C#D$3+($6.#$,.+H$56.P#1/04$?A! '+(0D$+(1$3+(.$#XG#.1/*#p$=./1/=6)$1+$H+C#$T#3+0D$

G./01$8A! Q"61$D+$3+($P0+&$6T+(1$T)+4*L$=+01#01$

H6064#H#01$*3*1#H*L$H+T/)#$=+HG(1/04L$60D$#d.#6D/04$1.#0D*$/0$3+(.$H6.P#1b$$

EA! Q"61$=+HG#1#0=/#*$D+#*$3+(.$J/.H$C6)(#$60D$"+&$=60$3+($/HG.+C#$3+(.*$1+$H+C#$(G$1"#$)6DD#.b$

?M$

Page 14: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;E$

:-R-6?!'/D64!XD45!60N.-/C!

78! F-1C0/-!-RR-=4DB-6-CC!(R!2(0/!'/D64!=1N'1DL6C!(/!14!;-1C4!U6(X!5(X!4(!?-R-6?!'/D64!$ $;A$-aBZRe*$R"++*#$-./01$=6HG6/40K$ $$"11GK99="++*#G./01A+.4$$?A$-./01$/0$1"#$5/X$<'a!>$"11GK99&&&AG./01/01"#H/XA=+H$

?N$

#N'/(B-!2(0/!'/D64!U6(XO5(X!

^8! F1D641D6!'/D64!U6(X;-?L-8!_(0!/-N1D6!45-!<0--6C!16?!`D6LC!(R!'/D648!

$Z163$G)(44#D$/0$1+$G./01K$$ $_+(.$G./01#.*$q$T#*1$.#*+(.=#$$ $G/&+.)DA=+H$$ $&"611"#31"/0PA=+H$$ $r++4)#$%#&*$*#=1/+0$,+.$G./01$$ $-.+4.6HH/04$C/6$-aB$#1$6)/6$$$ $!&/11#.$60D$j/0P#Da0$6=1/C/1/#* $$

?O$

Page 15: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;I$

%&'/-CC!2(0/C-;R!16-X!

a8! A/-14-!1!52'(45-4D=1;!/-C0N-P!R(/4D]D-?!XD45!6-X!=(N'-4-6=D-C$

BC+/D$T#/04$1++$G./01d=#01./=$!"/0P$6T+(1$1"#$061(.6)$G.+4.#**/+0$+,$3+(.$=6.##.$Q"61$*P/))*$D+$3+($0##D$1+$*1.#041"#0$60D9+.$

6=S(/.#b$2#$#X=/1#D$6T+(1$)#6.0/04$$

?:$

:(6Q4!L(!D4!1;(6-!

J8! F1D641D6![!DN'/(B-!2(0/!6-4X(/U!$ $iC#01*$)/P#$1"#*#$$ $7/.#=1$H6.P#1/04$6**+=/61/+0*$$ $-.+D(=1/+0$=)(T*$<&6.0/04K$#0D604#.#D$*G#=/#*> $$$ $%61/+06)$=+0,#.#0=#*$$ $Y/6$3+(.$G./01#.*$$ $j/0P#Da0$

8@$

Page 16: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;M$

"/D64!5-;'C!(45-/!N-?D1!

b8! c40?2!=/(CCON-?D1!=1N'1DL6C!2(0!1?ND/-8!c+&$D/D$1"#3$D+$1"61b$Q"+$&6*$/0$="6.4#b$Q"#.#$D/D$G./01$=+H#$/0b$Q"/="$=6H#$J/.*1b$Q"61$60D$&"+$D#1#.H/0#D$"+&$1+$(*#$G./01b$c+&$=60$3+($6GG)3$/1$1+$3+(.$+.460/o61/+0b$

8;$

8?$

Zappos innovative uses of print:

Culture Book & Magalogs

Page 17: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;N$

c--U!(04!;-1?-/C!

+*8!!"/D64!.02D6LP!N1/U-4D6LP!'/D64D6LP!?-CDL6P!=/(CC!N-?D1P!=(64-64!N1/U-4D6LP!C(=D1;!N-?D1!

!56P#$1/H#$1+$)#6.0$,.+H$1"#$T#*1$$f,,#.$*+H#1"/04$/0$.#1(.0$$'#6)d&+.)D$#XG#./#0=#L$=6*#$*1(D/#*$&/))$4/C#$3+($/0*/4"1*$$_+($#C#.3$6C#0(#$6C6/)6T)#$1+$H##1$1"#*#$)#6D#.*$$2#$4.6=/+(*L$T#$1"60P,()L$T#$.#*G#=1,()$

88$

>514!C5(0;?!'/D64-/C!?(M!

%B-/245D6L!-;C-8!

%&';(/-![!-&'16?!D6!45DC!-OX(/;?!

8E$

Page 18: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;O$

+*!L(1;C!R(/!'/D64-/C!

;A! '(0$1+&6.D$0#&$H#D/6A$?A! iC6)(61#$1"#H$&/1"$3+(.$1+G$=(*1+H#.*$/0$

H/0DA$Z"+()D$3+($T#=+H#$#XG#.1*$g$+,,#.$*+H#$+,$1"#*#$*#.C/=#*b$

8A! r#1$3+(.$,##1$&#1$/0$Z5A$F0+&$&"61$3+(.$=+HG#1/1+.*9=(*1+H#.*$6.#$D+/04$1"#.#A$$

EA! R+H#$(G$&/1"$6$*/HG)#$Z5$*1.61#43$1"61$&+.P*$,+.$3+(A$$

8I$

8M$

Page 19: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ;:$

8N$

Mini Adventure Field Kit

Knocked my socks off!

"12!144-64D(6!4(!=0C4(N-/C!

IA! B(D/1$3+(.$&#T$*/1#$1".+(4"$1"#$#3#*$+,$G.+*G#=1*A$a*$/1$*16)#$g$*6Db$$

MA! Z(.C#3$3+(.$=(*1+H#.*A$Q"61$D+$1"#3$#XG#=1$,.+H$G./01#.*$60D$1"#$/0D(*1.3b$

NA! 2#$P0+&0$6*$1"#$G./01#.$&"+e*$6&6.#$+,$="604#*$/0$H#D/6L$0+1$6,.6/D$+,$1"#HA$

J8! E-6-/14-!=(64-64Z!$d$T)+4*L$1&##1*L$G6.1/=/G61#$/0$,+.(H*L$&./1#$6$0#&*)#11#.L$1/G*$,+.$=(*1+H#.*L$0#&*$.#)#6*#*L$6.1/=)#*$

8O$

Page 20: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ?@$

c412!';0LL-?!D64(!N-?D1!4/-6?C!

:A! -63$=)+*#$611#01/+0$1+$H#D/6$1.#0D*A$c+&$D+$1"#3$.#)61#$1+$=(*1+H#.*b$c+&$D+$3+(.$*#.C/=#*$J/1$/0b$56P#$*(.#$6))$+,$3+(.$*6)#*$.#G*$6.#$+0$1"#$*6H#$G64#A$

;@A! '#6D$k7/*.(G1/04$1"#$^(1(.#l$T3$7.$n+#$Q#TT$g$'/="6.D$'+H60+$-7^$/*$,.##$61m$"11GK99&"611"#31"/0PA=+H9D/*.(G1/04d1"#d,(1(.#9$$

8:$

$!'/D64-/QC!X-.!CD4-!D6!)*++!

d$Q"+e*$&"+$d$Z+=/6)$H#D/6$T(11+0*$*+$

C/*/1+.*$=+00#=1$1"#.#$d$R(..#01$#S(/G$)/*1$/0$G)6/0$

i04)/*"$d! iX6HG)#*$+,$3+(.$*&##1$

*G+1A$Q"61$6.#$3+($P0+&0$,+.b$

d! _+(.$T)+4$d! R(*1+H#.$0#&*)#11#.$

E@$

Page 21: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ?;$

$!'/D64-/QC!X-.!CD4-!D6!)*++!

d! -#1./J/#D$0#&*$/1#H*$d! j+1*$+,$G"+1+*$+,$

#S(/GH#01$+.$T(/)D/04$#X1#./+.*$

d! c/DD#0$)#6D#.*"/G$d! 2)+61#D$=+01#01$$

d! B>>C0%#$$+$"%(8'%9=+0,"$%<D%C('7+,-%C+";%";0)%"(%+E0,"+&D%";0%#//'(/'+#"0%$"'#"0-+9%0=0)0,"$%#,E%<D%9()<+,+,-%#==%";0%"#9"+9#=%$8//('"%$0'F+90%&8,9"+(,$%+,%#,%+,"0-'#"0E%<8$+,0$$%)(E0=%(&%9(,$8="#"+F0%$0'F+90$Al$

E;$

d-C4!'/D64!-?0=14D(6!/-C(0/=-C!

`! _+(.$G./01#.*$`! &&&AG/&+.)DA=+H$]$T)+4*L$0#&*$`! &&&A&"611"#31"/0PA=+H$$`! Z#1$(G$3+(.$+&0$r++4)#$0#&*$*#=1/+0$`! -aB$6,J/)/61#*$1"61$*#.C#$3+(L$&&&AG./01/04A+.4$

`! -6G#.$H/))*$g$H#.="601*$`! -./01#.$g$G./01$T(3#.$=+0,#.#0=#*$

E?$

Page 22: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ??$

ed-2(6?!'/D64f!/-C(0/=-C!

j+=6)$="6G1#.*$+,$1"#*#$061/+06)$+.4*$1#0D$1+$+,,#.$.#)#C601$G.+4.6HH/04A$R"#=P$1"#H$+(1A$F##G$G6=#$&/1"$1"#$1.#0D*A$$]!$N-/D=16!F1/U-4D6L!$CC(=D14D(6L$&&&A6H6A+.4 $$

]!:D/-=4!F1/U-4D6L!$CC(=D14D(6P$&&&A1"#dDH6A+.4$$

]!56*"6T)#L$*+=/6)$H#D/6$4(/D#L$&&&AH6*"6T)#A=+H$

E8$

H5-!g0/-!(R!gD6U-?D6!

`! i6*/#*1$&63$1+$T(/)D$0#1&+.P$`! 5##1$3+(.$G##.*9=(*1+H#.*$`! -+&#.,()$*#6.="$,(0=1/+0*$/0,+.H$3+($6T+(1$h+T*L$#HG)+3##*L$J/.H*$

`! -.+,#**/+06)$+0)/0#$=+HH(0/13$T./04*$3+($4.#61$G+1#01/6)$$

`! R60$h+/0$(G$1+$I@$4.+(G*$T(1$D+0e1$+C#.D+$

EE$

Page 23: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ?8$

H5-!H0L!(R!HXD44-/!!

`! 5+.#$/HG+.1601$,+.$G./01#.*$1"60$T(3#.*$]!i*16T)/*"$=.#D/T/)/13$]!R.#61#9)#6C#$1.6/)*$+,$4++D$=+01#01$]!2#=+H#$1"#$#XG#.1$/0$s$]! ^+))+&$=(*1+H#.*$]! ^+))+&$=+HG#1/1+.*$]! ^+))+&$)#6D#.*$/0$G./01$g$+1"#.$H#D/6$]!fF$,+.$3+(.$G#.*+06)/13$1+$*"/0#$1".+(4"$

EI$

%B-/245D6L!-;C-8!

"/D64!.02-/C!(R!4(N(//(X!!

"/(?0=4D(6!C'-=D1;DC4C!X5(!'/-'1/-![!'0.;DC5!=(64-64!4(!N0;4D';-!

N-?D1P!D6=;0?D6L!'/D64!

EM$

Page 24: Margie Dana's New Rules for Print Buying

!"#$%#&$'()#*$+,$-./01$2(3/04$23$56.4/#$7606$

89:9;;$

<=>$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$ ?E$

EN$

!H516UCZ! 56.4/#$7606$N?161h'/D64.02-/CD64-/614D(61;8=(N!M;NdN8@dI:I;$

^+))+&$H#$+0$!&/11#.K$"11GK991&/11#.A=+H9H6.4/#D606$

Z/40$(G$,+.$k56.4/#e*$-./01$!/G*l$,+.$&##P)3$=+)(H0$<*/0=#$e::>$

t$?@;;$56.4/#$7606A$B))$./4"1*$.#*#.C#DA$

EN$