POND Trade Magazine is independently owned. Our sole focus.

1/14/2010

As you consider how you are going to attract new customers your
business needs each year, consider, if you will, the one trade magazine
owned and crafted by the most experienced publishers in the water garden
and koi business – POND Trade Magazine.
Advertise with us and put yourself smack-dab in front of 9,000 prime
prospects – avid readers, from every sector of this unique and quirky
business. POND Trade Magazine provides an upbeat, well read forum for
learning, and your ad couldn’t be in better company.
One thing is clear. The quality of the magazine determines the quality of
the audience. Our readers crave more than just industry news. And POND
Trade Magazine delivers with in-depth features and penetrating profiles,
expert reports and analyses of new trends, tools and information on the
technologies that are transforming the business in so many varied ways.
Your ad strategically positioned among these widely read pieces commands
rapt attention from garden pond pros eager to gain any advantage they
can, to boost their business.
Then there’s value. Your ads do double duty, as every issue of POND Trade
Magazine is also published electronically Online. Now your ads are reaching
into new uncharted territory, as more and more people find the critical information
they need on the Web. Starting with the September 2009 issue,
display ads now feature a link back to your site. That is added value for you.
Best yet, you can advertise to this lucrative market for less than you think.
We offer a wide array of ad sizes, shapes and frequency discounts,
including desirable cover placements and premium pages.
We’d be happy to help you put together a powerful ad package that’s
perfect for your needs.
Put your ad dollars where they can make the biggest splash. Dive right into
POND Trade Magazine today.
Sincerely,
Table of Contents
Introduction 2
Table of Contents 2
Reader Profile 3
Content is King 4
Advertising Benefits 5
Display Ad Sizes 6
Rate Card 7
2010 Schedule 7
The Marketplace 8
Online Ads 9
Editorial Calendar 2010 10
Terms and Specifications 11
Tom Graham
Publisher, POND Trade Magazine
Page 2

Reader Profile
Circulation
POND Trade Magazine is a carefully focused,
trade publication serving the entire garden
pond industry. Our readership is fundamentally
professional garden pond contractors,
and retailers selling garden pond products
and services.
We also reach the supply side of the industry,
including manufacturers, distributors, importers,
fish breeders and aquatic plant
growers.
Those working in this industry often add
pond services to their existing businesses
such as landscaping, pool and spa, the pet
industry and aquaculture. Retailers include
pond specialty outlets, as well as garden
centers, and industry specific suppliers, such
as irrigation and pool and spa.
Todays readers need a single source of
dependable information, that speaks their
language, and addresses their diverse perspectives.
POND Trade Magazine addresses the
needs of this diverse group with easy to read
educationally oriented articles and resources.
As a controlled circulation magazine, we
are able to place POND Trade Magazine in
the hands of approximately 9,000 trade
professionals each issue - a perfect fit for
your marketing plans.
Our readers include the management and staff of:
Retailers Selling Pond Supplies, Koi and Goldfish
Pond Contractors and Pond Service Companies
Garden Centers and Aquatic Nurseries
Irrigation, Landscape and Construction Suppliers
Manufacturers and Distributors
Koi and Goldfish Importers and Breeders
ADDED Value:
Starting with the September October
2009 issue, POND Trade Magazine is published
as a full Digital Edition Online,
complete with a page flipper, and embedded
links in addition to the print version.
What does this mean to you It means your
ads are getting valuable, long term bonus
exposure. Additionally, every
display ad can have a link back to any
page on your web site.
Digital publishing is not a new concept at
pondtrademag.com. Every issue is also
published in its entirety as a PDF file, so
all our great content is available and
searchable to web surfers. And like the
Digital Edition, every ad is still in place.
For those who prefer text and pictures,
every article is also published in standard
Web 2.0 format as well. This means no
matter what the preference of the individual
reader is, POND Trade Magazine is easily
accessible and indexed Online.
Our extensive library of Online content
draws new readers to the site every day,
adding an ever growing community of
followers, who will be discovering you
and your products while browsing the site.
No other pond magazine offers visitors
the diverse library of online content, nor
the ad linkage that Pond Trade Magazine.
We attract new readers to our site with
our content, and direct them to you
through your advertising.
That’s translates to added value for you.
Page 3

Content is King
What you can expect in every issue
POND Trade Magazine provides its readers with a reliable mix of
in-depth articles, columns, and resources addressing directly, the
challenges and opportunities facing small businesses working in
the pond trade in the US today.
Our format is built around ten key categories.
• Cover Story – The focus of each issue, with supporting articles
• The Ins and Outs of Pond Construction
• Aquatic Plants – Close-Up (what, why and how)
• Learning the Language of Koi (to sell more koi)
• Sales and Marketing Fundamentals – tips and resources for small businesses
• Small Business Insights – guidelines, inspirations and cautions
• Personal Growth and Enlightenment – currently featuring Zen Habits
• Season Specific Articles
• Upcoming Events Calendar – what’s happening in our industry
• Pond Trade News
Page 4

Advertiser Benefits
Our deeper coverage of the pond business is a
boon to our advertisers. Here’s why:
ü We’ve amassed an audience of over 9,000 otherwise hard-to-reach garden
pond professionals, who eagerly await and read each issue.
Retailers. Distributors. Designers. Builders. Installers. Importers. Manufacturers. Breeders. Growers.
From top execs to the guys in the trenches – who all play a key role in purchasing decisions.
Nowhere else will you find such a diverse group of prime prospects in one place.
ü Our in-depth features, how-to’s, reports, news, and analysis mean more ads
seen, read and responded to.
Readers spend time with us. We give them information they hunger for. Insights they can act on.
Tools they can profit from. Your ad can be right in the middle of it. At just the right moment.
ü POND Trade Magazine is independently owned. Our sole focus.
We’re not just one of an assembly line of vertical pubs run by a mega magazine group. Water
gardening and koi keeping are our life and, as lifetime pond owners ourselves – our love. We
know the business inside-out, and it shows. We connect with our readers. Advertise with us and
you will, too.
ü Place your ads where they’ll have the greatest impact.
Want more than an audience that merely scans the news, more than a publication that skims the
surface Then go deep. Advertise in a magazine that probes further, works harder, covers the industry
in greater depth. That attracts readers who share our curiosity and are open to new ideas,
new products, new ways to grow their businesses – with your products and services.
ü Create an ad package that meets your goals…and your budget.
See what kind of impact you can make, results you can achieve, by advertising in
POND Trade Magazine. Contact us today at 888/356-9895.
Page 5

Display Ad Sizes
Full Page
Full Page 7.5˝ x 10˝
or
Full Page Bleed 9 ˝x 11.5˝
1/6 Page
Horizontal
4.944˝ x 2.326˝
1/2 Page
Island
4.944˝ x 7.5˝
1/12 NEW
Page
2.389˝
x 2.389˝
1/6
Page V
2.389˝
x 4.875˝
2/3 Page
4.944˝ x 10˝
1/3 Page Square
4.944˝ x 4.875˝
1/2 Page Horizontal
7.5˝ x 4.875˝
1/3 Page
Ver.
2.389˝
x 10˝
Display Ad Size Width
1/4 Page
Vertical
3.625 x 4.875˝ 1/4 Page
Horizontal
4.944˝ x 3.625˝
Height
Full Page (live area) 7.5˝ 10˝
FP bleed (outside dimensions) 9˝ 11.5˝
2/3 Page V. 4.944˝ 10˝
1/2 Page H 7.5˝ 4.875˝
1/2 Page Island 4.944˝ 7.5˝
1/3 Page Sq. 4.944˝ 4.875˝
1/3 Page V. 2.389˝ 10˝
1/4 Page H. 4.944˝ 3.625˝
1/4 Page V. 3.625˝ 4.875˝
1/6 Page H. 4.944˝ 2.326˝
1/6 Page V. 2.389˝ 4.875˝
1/12 Page 2.389˝ 2.389˝
Final Trim Size is 8.5˝ x 11˝
Saddle Stitched Web printed
NEW Size
NEW Size
Page 6

Rate Card
2010 Gross Rates
Effective September 1, 2009
2010 Schedule
Display Ad Rates 1 3 6
Full Page $1,835 $1,756 $1,643
2/3 Page 1,525 1,490 1,394
1/2 Island 1,320 1,267 1,221
1/2 Page 1,188 1,135 1,082
1/3 Page 1,089 1,030 957
1/4 Page 898 858 792
1/6 Page 785 733 660
1/12 Page 475 450 425
Issue
Ad
Close
Art
Due
Delivery
Date
Jan/Feb 2010 11/13 11/16 12/15
Mar/Apr 1/11 1/13 2/15
May/Jun 3/12 3/15 4/15
Jul/Aug 5/14 5/17 6/15
Sep/Oct 7/14 7/16 8/15
Nov/Dec 9/10 9/14 10/15
Jan/Feb 2011 11/12 11/15 12/15
Premium Placement
Premium placement on covers and other locations available upon request.
Page 7

The POND Trade Marketplace
The POND Trade Marketplace is a special section
of the magazine for business card ads, Budget
Saver ads, and classifieds. This bargain priced
section assures that any budget can be accommodated
in POND Trade Magazine.
Business Card Ads
Business Card Ads are the easiest ads to
run. Just email us a digital file, (TIF or
PDF) or mail us your card, and we do the
rest. It is full color, like your card.
Horizontal ads only.
Classified Ads
Classified Ads will be categorized, based on
ads submitted. Titles will be bolded and set
on a line by themselves. A phone number,
email address, and website are each counted
as a single word. There is a 20 word
minimum.
Budget Saver Ads
Budget Saver Ads are one column wide and
range in size from one half inch to two
and a half inches in height. They can be
graphical or textual in nature.Artwork is
supplied by the advertiser. Call for a quote
if you need assistance creating an ad. See
design specifications on page 10 for details.
BIG SALE
Business 4 SALE
4 year old statue mold 4 year old statue mold
maker system with tools maker system with tools,
instruct.
guides, video, phone
Call 555/555-5555 support, samples, finished
product box power
BIG SALE
adaptors
4 year old statue mold Call 555/555-5555
maker system with tools
instruct.
BIG SALE
Call 555/555-5555 4 year old statue mold
maker system with extra
tools samples box
BIG SALE
Call 555/555-5555
4 year old statue mold
maker system with tools
instruct.
Call 555/555-5555
Business Card
3.5˝ x 2.0˝
1.75 x 2
1.75 x 1.5
1.75 x 1
1.75 x .5
1.75 x 2
1.75 x 1.5
1.75 x 1
1.75 x .5
Ad Size Width Height
Business Card 3.5˝ 2.0˝
Budget Saver .5˝ 1.75˝ 0.5˝
Budget Saver 1.0˝ 1.75˝ 1.0˝
Budget Saver 1.5˝ 1.75˝ 1.5˝
Marketplace Ad Rates
1* 3 6
Business Card Ads $275 $250 $225
Classified Ads
Budget Saver Ads – Color
$1.50 per word
20 word min.
1.75˝ x .5˝ $75 $70 $65
175˝ x 1.0˝ 125 120 115
1.75˝ x 1.5˝ 190 180 170
1.75˝ x 2.0˝ 250 235 220
1.75˝ x 2.5˝ 315 300 280
Budget Saver Ads – Black and White
1.75˝ x .5˝ $55 $50 $45
1.75˝ x 1.0˝ 80 75 70
1.75˝ x 1.5˝ 125 115 105
Terms
All marketplace ads and classified ads are
pre-paid and run a minimum of two issues,
and are due at the same time as other
ad materials.
Budget Saver 2.0˝ 1.75˝ 2.0˝
Budget Saver 2.5˝ 1.75˝ 2.5˝
1.75˝ x 2.0˝ 160 150 140
1.75˝ x 2.5˝ 205 195 180
* Minimum 2 issues, pre-paid
Page 8

Pondtrademag.com is booming. Over the past year, we have been
posting all the great new content from each issue on the web site, and
our content is drawing new visitors to the site in ever increasing
numbers. The entire magazine is now available Online in three formats,
two of which
include every
ad from the
print edition
as well.
Starting with
the September
October
2009 issue,
POND Trade
Magazine
launched the full Digital Edition Online, complete with a page flipper,
and embedded links. This comes as an added bonus to the full PDF
version of every issue, and full text and photo versions of every article
from the magazine, plus lots of other bonus content.
As new visitors dive into the site, they are exposed to your advertising,
available on the site, as well as the ads in the issues themselves. This
provides you another great opportunity to extend your marketing reach
and effectiveness.
Website advertisers can also benefit from special features that includes
free weekly artwork updates – just send us your new ad art and we will
post it for you right away. Ad art can also rotate – buy one ad insertion,
and we can rotate various versions of your message for you.
Side Bar "Tower Banner" Ad Rates
and Dimensions
Width by Height 1 Mo. 6 Mo. 12 Mo.
180px by 600px $500 $425 $350
180px by 500px 400 350 300
180px by 300px 300 250 200
180px by 180px 200 175 150
Prices shown are per month
Images need to be at least 72 dpi, RGB, jpeg, at the final size.
Inline Article Ad Rates and Dimensions
Width by Height 1 Mo. 6 Mo. 12 Mo.
250px by 250px $400 $350 $300
Prices shown are per month
Images need to be at least 72 dpi, RGB, jpeg, at the final size.
Advertisers will soon be able to track ad views Online at any
time using www.pondtrademag.com/adanalytics/ – a unique
user name and password will be provided, so you can track
your activity anytime you wish. Watch for our new dynamic
graphs and charts, coming in the near future.
Page 9

Editorial Calendar 2010
January/February
Focus on the Retailer (All About the Business)
• Store Ambiance
Get People In The Store and Keep Them There
Add-on Sales – Impulse & Counter Sales
• One Stop Shopping
• Managing Credit Card Sales
• Finalists of Product of the Year
March/April
All About Water Quality
• Water Quality – Defined
• Testing, How and Why
• Test Kits and Meters
• Water Treatments Round Up
• In-Store Testing Service For You
• 2009 Product of the Year Awards
May/June
America’s Favorite Aquatic Plants
• Favorite Aquatic Plants of the Pros by Region
• Maintenance For Health, Growth, Flowering
Best Containers
Planting Tips
Fertilization Requirements
• Pond Aeration
July/August
Principles of Bio Filtration
• Goals and Possibilities
• Comparing Filter Media Performance
• Surface Area and Pond Capacity
• Limiting Factors
September/October
Gravity Flow Filters In Depth
• Benefits and Limitations
• Class by Class Comparison
• Top Performers and Best Values
• Sizing, Capacity, Flow Rates
• Pump Selection
November/December
Pressurized Filters
• Benefits and Limitations
• Class by Class Comparison
• Top Performers and Best Values
• Sizing, Capacity, Flow Rates
• Pump Selection
Subject to change without notice
Page 10

Terms and Conditions
Publish Dates
POND Trade Magazine is published 6 times a year, on
the odd months. Mailed copies arrive the week prior to
the cover date. Digital versions are also published in their
entirety at pondtrademag.com.
Frequency Discount
Advertisers receive a frequency discount based on the
number of consecutive ads. Maximum discount is the
6 times rate.
Artwork Changes
Cancellations
Orders for insertions must be cancelled in writing and are
not accepted after closing dates.
Short Rates
Advertisers will be charged for the higher rate (ie. shortrated)
if they do not fulfill the number of insertions
agreed to in their contract. A bill for the difference
between the rate of the order and the highest rate the
number of insertions qualifies at, will be submitted
and payable.
Terms of Payment
Ad placements are on a pre-paid basis. Billing is available
upon approved credit. To apply please request a credit
application. Invoices are due net 30 days, with a 2% /10
discount available. A service charge of 2% per month will
be added to unpaid balances more then 30 days past due.
Publisher reserves the right to hold advertisers and/or its
agency jointly and severally liable for monies due and
payable. Check, PayPal and credit cards are accepted.
POND Trade Marketplace ads are pre-paid only, and can be
automatically processed on a credit card or PayPal by
issue, with two issue minimum.
Contract and Copy Regulations
Publisher reserves the right to reject or cancel advertising at any
time, for any reason. Until an ad is printed the
publisher has no obligation to run such ad and has no
liability in the event the ad does not appear. Publisher shall not
be liable for any failure to print, publish or circulate all or any
portion of an issue in which an ad is accepted for print. Advertiser
and its agency, jointly and severally, will indemnify publisher
and hold publisher harmless against any expenses
(including legal fees) and losses resulting from the publication
of contents of advertising including, but not limited to, claims
or suits for libel, violation of rights of privacy, copyright or
trademark infringement, plagiarism, or any other statuary or
common law right, in law or equity, of any person.
Advertisers may change artwork running at any
time without penalty or extra charge. Artwork must
be received by the artwork issue deadlines to be
substituted. Ad sizes may be changed within the
term of an insertion order without penalty or additional
charge. Increases or decreases will take effect
only if requested prior to the ad close date for the
issue. Discounts earned will not be impacted.
Materials
We accept PDF or TIFF files only. All files must be
created at full size, and at 300 dpi. Please flatten to
convert fonts to graphics before saving.
Color: CMYK – (Not RGB)
Binding: Saddle Stich 8.5˝ x 11˝
Files can be easily uploaded to us at:
www.pondtrademag.com/uploads
Ad Placement Priority
Changes and Ads may be updated at any time at no
additional charge. New artwork received will be placed in
the next available issue, based on the issue close date.
Ad positions rotate equally throughout the magazine,
front to back, right to left, top to bottom. Exceptions are
limited to premium pages.
v. 11/11/09
POND Trade Magazine
P.O. Box 1985
Fallbrook, CA 92088-1985
888/356-9895 Pacific Time
www.pondtrademag.com
Tom Graham
Editor/Publisher
tomg@pondtrademag.com
Cindy Graham
Assistant Editor
cindy@pondtrademag.com
Dustin Graham
Webmaster
dustin@pondtrademag.com
Advertising Sales
Paul Cohen
Account Executive
619/564-6919
pcohen@pondtrademag.com
Tom Graham
tomg@pondtrademag.com
Page 11