24 North Hanover StreetPottstown, PA 19464

www.pottsmerc.com

Retail Advertising610-323-3000 • Fax 610-970-4492

advertising@pottsmerc.com

Classified Advertising610-323-7000 • Fax 610-327-3308

classified@pottsmerc.com

Effective January 1, 2010

ADVERTISINGRATES 2010/2011

Proud to be serving WesternMontgomery, Eastern Berks and

Northern Chester Counties since 1931

1. PERSONNELPublisher.............................................Thomas AbbottAdvertising Director.................................Steve BattenClassified Manager....................Mary Ann MatalavageTelephone Number.................................610-323-3000Fax Number............................................610-970-4492

2. REPRESENTATIVESJRNN, 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

3. COMMISSION & TERMS OF PAYMENT

a. The Mercury reserves the right to edit, revise or reject anyadvertising. No liability shall attach to the Publisher of TheMercury for interruption of publication or limitation of size and/ornumber of pages printed due to a shortage of material, failure oftransportation, flood, fire, riots, strikes, acts of God, or othercauses beyond its control.b. The Mercury does not guarantee any given level of circulation orreadership for an advertisement.c. The advertiser assumes liability for all content (including textrepresentation and illustrations) of advertisements published andalso assumes responsibility for any claims arising therefrom madeagainst The Mercury, including costs associated with defendingagainst such a claim.d. The Publisher reserves the right to change advertising ratesupon thirty (30) days written notice.e. No brokered space accepted.f. Advertising that might be mistaken by a reader as news, featureor 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 madebecause of the position and/or section in which an advertisementhas been published. The Mercury will seek to comply withposition requests and other stipulations that appear on insertionorders, 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 Publisherneither sells nor guarantees position. Every effort will be made toaccommodate reasonable position requests. Failure to meetposition requests will not constitute cause for adjustment, refundor rerun.i. The Mercury shall be under no liability for its failure for anycause to insert an advertisement.j. Advertiser hereby warrants and represents that theadvertisement is neither false nor defamatory. Advertiser agrees to

indemnify and hold harmless the Publisher from and against anycost or expense, including legal fees and court costs, which areincurred as a result of or in connection with any claim or action broughtagainst the Publisher which arises out of any alleged false or defamatorymatter.k. All Political Advertising will be sold on a prepay basis. Rates aredetermined by current active rate card rates.

5. ROP RATESOpen Rate Daily Mercury..................................$27.83/column inchOpen Rate Sunday Mercury ....................................................$28.36TMC Publications Only*..........................................................$18.34TMC’s* purchased in combination with The Mercury...........$7.03* The Mercury Business Pulse (midweek distribution on Wednesdayandweekend distribution on Saturday) are Total Market Coveragepublications delivered to non-subscribers within The Mercury’scirculation area. A combination buy of The Mercury and eitherweekly publication provides unduplicated coverage of more than48,500 homes.

SPECIAL ROP RATES

These inches do not accrue toward monthly contract• Repeat Rate-$16.00 per column inchFor display advertisements, minimum 15 inches, repeated within a7-day period with no changes.• Sunday/Thursday Combo Rate-$17.81 per column inch per dayFor display advertisements, placed on Sunday and repeatedon Thursday.• Stand-by Rate-$16.00 per column inchFor display advertisements, placed when space permits at least onetime per week for a minimum of four consecutive weeks.• Non-profit Rate-$16.00 per column inch

AGENCY/COMMISSIONABLE RATES

Open Rate DailyOpen Rate SundayMercury/TMC CombinationTMC Only

$34.77/column inch$35.11$43.91$23.06

Newsplan RatesAnnual Space

6 pages13 pages26 pages52 pages

Inches 7921,7163,4326,864

Rate/Inches$30.58$29.45$29.07$26.80

4. GENERAL RATE POLICY

a. Retail rates are not commissionable and do not earn cashdiscounts.b. All bills for advertising are due and payable upon receiptand are considered past due after 25 days. Transient classifiedbills are due upon receipt.c. Advertising charges not paid within 25 days of receipt ofstatement are subject to a late payment charge of 1 1⁄2% permonth.d. Rates appearing in this book are gross, commissionablerates. Commissions to accredited or recognized agencies:15% on commissionable rates.e. Cash discounts are not available.

The Mercury, 24 N. Hanover St., Pottstown, PA 19464

INCHES 150 250 500 7501,0001,5002,0002,4003,300

23.4122.0120.6819.4418.2517.1516.1215.1414.22

DAILY

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

SUNDAY

6. NATIONAL RATES

7. GROUP RATESThe Mercury is part of the All Around Philly Newspaper Network.Rates are available for those advertisers who wish to runin the Journal Register AllAroundPhilly Newspaper Network fromMercury ad personnel and their representatives.

Please contact your sales representative or the advertising departmentfor publications, rates and deadline information.

23.8522.4221.0719.8118.6117.4916.4315.4314.49

8. COLOR RATES & DATAColor selection are subject to availability. Discounts do notapply to color charges. Rates shown are per insertion.

One color plus blackThree colors plus black

Retail Commissionable

• 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.

9. PREPRINT RATESFor 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 tosingle advertiser inserts only. Multi-advertiser inserts charged at prevailingROP rate.

Number of PagesSingle Sheet InsertUp to 36 tab or 18 standard40 to 48 tab or 24 standard52 to 56 tab or 28 standard60 to 64 tab or 32 standardover 64 tab or 32 standard

Cost/thousand$42.50$51.75$57.00$62.25$67.50$72.75

Preprint Frequency Discounts13 or more/year.............3%26 or more/year.............8%

39 or more/year...........13%48 or more/year...........20%

• Single Sheet Inserts (Print & Deliver)We’ll conceive, layout, print and deliver flyers for yourbusiness. Economically priced. Ask for details.Mechanical RequirementsCopies required: Mercury Sunday-22,050; Mercury Daily-20,400;TMC-22,500. Bundled in turns of 50 or 100. Folded size not morethan 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 underclearance 4 1/2”, distance between runners 15”.DeadlinesOn 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 AddressJournal Register Offset390 Eagleview Blvd., Exton, PA 19341Phone: 610-280-2295

• Two tearsheets will be provided upon request. If tearsheetsupply is depleted, affadavits will be provided at a nominalcost.• Co-op services include investigating, creating and claiming atno charge. Memo bills and tearsheets available at no chargeupon request.• Creative Services, including design and complete art libraryby professional artists, are available.

10. SPECIAL SERVICES

• 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

Sunday- Real Estate, Recruitment, AllAroundPhilly JobsAutomotive, Food, Weddings & Engagements, Travel, TV ChannelsMonday- Health Care PagesTuesday- Generations, Business ReviewWednesday- Food PageThursday- Time Out - Your Weekly Entertainment Guide, AutomotiveFriday- Schools, AuctionsSaturday- Churches, Automotive Today

• Stock Listings-Tuesday through Sunday• Pet Care Page-1st Monday

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

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

13. CONTRACT AND COPY REGULATIONSa. The Mercury will exercise due care to prevent omissions andmistakes; but, its total liability for any published error shall not exceedthe cost of the space in which the error occurred. Claims foradjustment must be made within seven (7) days of publication. Credit,when allowed, will apply to the first insertion only. Advertisers shouldcheck the paper daily to check for the accuracy of their advertising. TheMercury 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 setbut not used.d. The Mercury will not be responsible for errors appearing inadvertisements which are placed too late for proofs to be submitted orfor errors due to late delivery of printing material from a third partydesignated by the advertiser or by the advertiser as a source for printingmaterial.e. No adjustments made for ads published in reverse type or with screenoverlays.f. ROP/Classified makeup requirements: Minimum size display ads isone column by one inch deep.g. Cancellations of changes cannot be guaranteed in classifiedadvertising between the time the ad is ordered and the initialpublication.h. The Mercury does not assume any liability for the return of printingmaterial in connection with advertising unless specific written requestis received to hold such material subject to order for a period notexceeding thirty (30) days.i. Claims for errors must be made within thirty (30) days followingpublication date.j. On advertising where credit is allowed, monthly accounts are due andpayable on or before the fifteenth (15th) of the month followingpublication. When any part of an account for advertising becomesdelinquent then the entire amount owed shall pay for advertising spaceactually used according to the current rate schedule.k. Contracts are for a stated period or until the minimum requirement isreached. Should an advertiser reach or exceed the next contractualbracket above what was actually agreed to, The Mercury will rebate therate difference in credit or space only (limited to one bracket). TheMercury reserved the right to rebill advertisers at the appropriate ratefor failure to meet contract requirements. A signed contract is requiredto earn a volume discount. Upgrades are the responsibility of theadvertiser.l. Alteration charges will be made at the rate of $35/hour for excessivechanges from original copy after the ad has been submitted. Set ads notrun in The Mercury will be billed at the rate of $5.00/column inch. Adskilled after deadline will be billed at the rate of $5.00/column inch.m. The Mercury reserves the right to accept or reject advertisements orad copy at the paper’s sole discretion.n. Due to variances in newspaper circulation draws on a day-to-daybasis the quantity you send us may be over or under what we need tofulfill your distribution instructions on a given day.To assure efficient coverage we will, depending on whether yoursupplied quanitity is over or under our need for that day, adddistribution closest to each store or subtract furthest away based onyour buy in home-delivery. In addition we will subtract from or add tosingle copy distribution based on variances in draws. In both cases, weunderstand that home delivery is most valuable and will actaccordingly.

The Mercury, 24 N. Hanover St., Pottstown, PA 19464

Commissionable$50.00$59.50$65.50$71.50$77.50$83.50

Daily Business Section

Daily$390$595

Sun.$495$695

Daily$430$630

Sun.$530$730

16. SPECIAL POSITIONS

17. CLASSIFIED RATES

Contract RateDisplay &In-Column

Daily Line/Inch$2.21 / $30.94

Display Repeat Rate$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.

18. COMICSContact Advertising Director for Spadea Information.

Classified AdvertisingFull Page: 10 columns wide and 287 lines deep. Visual 6 point line.3 line minimum set solid, 4 average words per line. Ads exceeding10 lines will be computed by agate measure. Minimum 14 agatelines (1”) for display 1 column.

1 column 1.097”2 columns 2.267”3 columns 3.436”4 columns 4.606”5 columns 5.775”

6 columns 6.944”7 columns 8.114”8 columns 9.283”9 columns 10.453”10 columns 11.625”

Premium Positions-first come, first served basis.SPORTS SCOREBOARD

6 columns x 4 inches accepted 25% premium.

Some size restrictions apply. 25% premium.PAGE 2

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

Miscellaneous RatesLegal Advertising................................................................$1.26/line(Calculated by Agate Measure)Proofs of Publication........................................................$11.50 eachCards of Thanks.......................................................................$26.57Thank You Notes................................................................$2.89/lineIn Memoriams....................................................................$1.24/lineChurch...................................................................$14.17/10 line min(43¢ per line over 10)Public Sale (non-contract) ..................................................$1.84/line30 Day Family Rate.............................................................$1.36/line(no copy change)30 Day Commercial Rate.....................................................$1.80/line(no copy change)Reply Box Charge..............................$17.50 picked up/$24.25 mailedGarage Sale.........................................................................$1.78/line(2-day minimum)

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

RECEIVING ADS VIA DISK/MODEMDEADLINES: Ads on disk-Mon.-Fri. 3 days prior, Sunday ads mustbe in on Wed. Adobe Acrobat PDF files-Mon.-Fri. Noon, 1 day priorto insertion, Sunday ads must be in on Fri. by noon.

ADS VIA DISK (MAC format only)Disk types: CD-ROMApplications: 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.comART via E-Mail MUST be .JPG, .EPS, .TIF Files onlyAny questions please call Composing Dept. at 610-970-4485.Note: All files via e-mail require ad name, run-date andsales representative’s name on e-mail.

Sunday Line/Inch$2.25 / $31.50

Daily Line/Inch$1.71 / $23.94

Sunday Line/Inch$1.73 / $24.22

CommercialDisplay

Daily Line/Inch$2.21 / $30.94

Sunday Line/Inch$2.25 / $31.50

CommercialIn-Column 7 Days 5 Days 3 Days

Open Display

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

FamilyDisplay Daily Line/Inch

$1.75 / $24.50Sunday Line/Inch

$1.79 / $25.06FamilyIn-Column 7 Days 5 Days 3 Days

In-Column - Daily/Sunday Line Rate

Single InsertionMulti Insertion

$3.98$3.65

Display - Daily/Sunday Line/InchSingle InsertionMulti Insertion

$3.63 / $50.82$3.30 / $46.20

300750

3,0004,5006,0007,5009,000

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

$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

Monthly Earned Contract RatesClassified Display & In-Column Lines/Inches

SUNDAYDAILY

Commissionable In-Column Rates includepublication in The Phoenix

$2.33 $2.50 $2.57$1.99 $2.18 $2.27

DAILYSUNDAY

$1.85 $1.95 $2.10$1.51 $1.63 $1.76

DAILYSUNDAY

Classified In-ColumnIn-Column ads appearing in The Mercury’s Tuesday and/or Thursdaypublications are included in our weekly TMC publications at an additional39¢ per agate line/per edition.

National Commissionable

Per Line/Per Day

Per Line/Per Day

14. CLOSING TIMESAdvertising Copy for Retail and Classified Display

MondayTuesdayWednesdayThursdayFridaySaturdaySunday

Deadlines: Thursday-5 PMFriday-5 PMMonday-5 PMTuesday-5 PMWednesday-5 PMThursday-5 PMWednesday-5 PM

Midweek SamplerWeekend Sampler

Friday-5 PMTuesday-3 PM

In-column-5 P.M. day prior; Mon.-Fri.; Fri. 5 PM for Sat., Sun. and Monday

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

15. MECHANICAL/ELECTRONICREQUIREMENTS

ROP Advertisng

All ads larger then 11” x 17” must be sent to us electronically.

Proof deadline is 24 hours earlier.

•Width of column: 1.833 inches•6 columns to ROP page•0.125 (1/8) inches between ROP columns•Depth of column: 201⁄2”•123 column inches•Printed page size: 11.625 (115⁄8”)by 20 1/2”•Double Truck - 24.125” wide x 201⁄2” 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) AdSendcode: PA-POT (3) B&W camera ready art (maximum 100 line screen)

1 Column - 1.833”2 Column - 3.792”3 Column - 5.750”4 Column - 7.708”5 Column - 9.667”6 Column - 11.625”

Some size restrictions apply. Call for details.FRONT PAGE AD