Selamta - Ethiopian Airlines

Selamta
media kit
T h e i n f l i g h T m a g a z i n e o f e T h i o p i a n a i r l i n e s
PAGE I
Gold – AfricAn Airline
of the YeAr 2011/2012 AwArds

Selamta
media kit
PAGE II
Advertising
Sales
Global SaleS
Azariah Mengistu
International Sales Director
JourneyGroup+C62, LLC
TK International Building
Office #102
Bole Road
Addis Ababa, Ethiopia
Azariah@c62media.com (email)
+251 116 180365 (phone)
+251 116 180367 (alternate)
North americaN SaleS
John Baltes
Executive Vice President
JourneyGroup+C62, LLC
418 Fourth Street NE
Charlottesville, VA 22902 U.S.A.
JohnB@JourneyGroup.com (email)
+001 434 961 2500 (phone)
+001 434 961 2507 (fax)
middle eaSt coNtact
(United Arab Emirates, Kingdom of Saudi Arabia, Bahrain,
Kuwait, Qatar, Oman, Jordan and Egypt)
Vivienne Davidson
Managing Director
Intermedia Gulf
P O Box 22857
Dubai, U.A.E.
vdavidson@intermedia-gulf.com (email)
+9714 346 6006 (phone)
+9714 346 6016 (fax)
FraNce aNd SwitzerlaNd coNtact
Fiona Lockie
Sales Director
Intermedia Europe
23 Bd de Sébastopol
75001 Paris, France
fionalockie@intermedia-europe.com (email)
+33 1 55 34 95 50 (phone)
+33 1 55 34 95 49 (fax)
+33 6 07 31 57 55 (mobile)

Selamta
media kit
PAGE III
Table of Contents
Audience | 1
OnbOard, Online, On the gO
glObal reach
Advertising | 2
Media infOrMatiOn
technical SpecificatiOnS
1. Advertisement Options
2. File Requirements
3. Design Requirements
4. Delivery Procedures
Rates & Dates | 5
1. Sizes and Rates
2. Frequency
3. Inserts
4. Agency Commission
5. Guaranteed Positioning
clOSing dateS
Terms & Conditions | 6
Route Maps | 8

Selamta
media kit
Selamta
T h e i n f l i g h T m a g a z i n e o f e T h i o p i a n a i r l i n e s
Panoramas of the
AfricAn continent
An unforgettable adventure through Africa’s most breathtaking mountain range
conquering The simien mounTains
An unforgettable adventure through Africa’s most breathtaking mountain range
_________
The ulTimaTe eThiopian holiday
The best resorts, destinations and experiences
PAGE 1
Audience
oNboard, oNliNe, oN the Go
Selamta magazine reaches your audience on the airplane, in the airport and at
home — both in print and on the Internet. Copies of the magazine are distributed
in seat pockets, in the departure and arrival lounge of Bole International Airport,
in Ethiopian Airline’s international and domestic offices, via travel agents, and
at travel fairs. Selamta reaches a broad audience: business people, frequent
travelers, government officials and leisure travelers. Available on the web and for
smartphones and tablets, Selamta digital is available 24/7 all around the world!
62 internatiOnal deStinatiOnS
17 dOMeStic deStinatiOnS
4 MilliOn paSSengerS per year
Ethiopian Airlines brings Africa to the world and the world to Africa.
In operation since 1946, Ethiopian Airlines is one of the most established
airlines in Africa. It enjoys a leading position among Africa’s carriers, with the
youngest fleet on the continent and an extensive network: Passengers enjoy
multiple destinations within Africa and direct connections to important cities
in the Middle East, Europe, Asia and North America. This leading position was
illustrated recently with the airline’s entry into the prestigious Star Alliance
network.
Selamta, the in-flight magazine of Ethiopian Airlines, is a world-class publication
with an array of coverage as diverse as the airline and the regions it serves. Its
pages feature business, technology, health, travel, sports, culture, fine dining and
more. Read by the continent’s top leaders in business and government, Selamta
is a major point of reference and influence in the pan-African market. It is a
showcase for the best Africa has to offer the world.
For advertisers, Selamta reaches millions of affluent readers annually who
provide a captive target audience. With well over 4 million passengers each year,
Ethiopian Airlines is the carrier of Africa’s elite, frequent travelers and of large
numbers of non-Africans doing business on the continent. They are key decisionmakers:
managers, diplomats, business owners, professionals and executives.
They primarily represent an upscale group of frequent fliers with disposable
incomes far above the average traveler.
Ethiopian Airlines is Africa’s premier carrier. Advertise in Selamta to reach a
premier audience.

Selamta
media kit
PAGE 2
Advertising
media iNFormatioN
Frequency: Selamta is published bimonthly — six times per year.
Print run: 75,000 issues
distribution: Aboard all Ethiopian flights, lounges at Bole International Airport,
Ethiopian’s International and Domestic Offices worldwide, travel agents and
travel fairs and at SelamtaMagazine.com (launching July 2012).
techNical SPeciFicatioNS
All sizes are expressed as width (w) x height (h)
advertiSemeNt oPtioNS
two PaGe SPread
trim Size: 400mm x 260mm
type area: 380mm x 260mm
gutter: 20mm
bleed Size: 406mm x 266mm
FUll PaGe (Publication Size)
trim Size: 200mm x 260mm
type area: 180mm x 240mm (10mm inset)
bleed Size: 206mm x 266mm (3mm added to all sides)
halF PaGe — horizoNtal
trim Size: 200mm x 130mm
type area: 180mm x 110mm
bleed Size: 206mm x 136mm
halF PaGe — vertical
trim Size: 100mm x 260mm
type area: 80mm x 240mm
bleed Size: 106mm x 266mm
third PaGe — vertical
trim Size: 67mm x 260mm
type area: 47mm x 240mm
bleed Size: 73mm x 266mm
marKetPlace
Unit size is 1/9 page in the Marketplace section designed with
supplied image, text and contact information.
See page 4 for the elements that must be provided.

Selamta
media kit
PAGE 3
marKetPlace (continued)
image: Single horizontal, minimum image size of 52mm x 36mm at 300dpi
Headline: Up to 20 characters (including spaces and punctuation)
description: Up to 240 characters (including spaces and punctuation)
location: City and country
Telephone Number (please include country code)
Web Address (URL)
category: 1) Hotels, 2) Restaurants, 3) Transportation,
4) Education, 5) Merchandise, 6) Miscellaneous
File reqUiremeNtS For dPS, FUll & Partial adS
PDF/X1 (high-resolution PDF) with fonts embedded, all images saved in CMYK
deSiGN reqUiremeNtS For dPS, FUll & Partial adS
font: Minimum 6pt type font, Minimum 8pt reverse type font
rules: Do not use any hairline rules
black rules: Minimum 1/4 pt
color rules: Minimum 1/2 pt
color: CMYK only. NO PANTONE COLORS.
crop Marks: Crop & registration marks and color bars must be offset by 10mm
rich black: Use 100K combined with 40C to provide rich black
trapping: Do not perform trapping.
proof: Specifications for Web Offset Publications (SWOP) certified color proof is
required. Proofs should include color bars with 25%, 50%, 75% and solid areas for
each color. Proofs should be 100% size of file submitted, and include bleeds and
trims.
JourneyGroup+C62, LLC, will not be responsible for color or any other deviation
from original file without a SWOP color proof supplied by advertiser.
UNTIL YOU EXPLORE A NATION’S COUNTRYSIDE, you haven’t genuinely
experienced that nation’s culture, its people or its beauty. Ethiopia is no exception. Despite
living in its capital for more than three years, I grew most in my appreciation for Ethiopia
after traveling outside Addis Ababa to the unique regions of the countryside.
Those who do not spent much time outside of Addis may not understand the land’s intensity or its
profound beauty. Fortunately, Ethiopia is generous — it provides ample opportunities to experience
its rich landscapes in both unadorned and extravagant getaways, and all to be had in a single weekend.
The following hotels and resorts can be found within a few hours’ drive from Addis Ababa. Each
destination is worth the trip.
50 SELAMTA • NOVEMBER/DECEMBER 2011
B Y ANNA FA ULKNER
WEEKEND
E X P L O R E E T H I O P I A ’ S B E A U T Y
GETAWAYS
1
BEST
LAKESIDE
VIEWS
W E E K E N D G E T A W A Y S
BABOGAYA
RESORT HOTEL
LOCATION Bishoftu (Debre Zeit) - (45 km from Addis)
TELEPHONE 433-7068 / 0911-200-563
WEBSITE www.babogayaresort.com
PRICE RANGE 1,100 - 9,305 birr
Located on Lake Langano, Sabana Lodge o ers a variety
of activities that are great for family vacationers.
Guests can enjoy swimming, kayaking, canoeing, shing,
beach volleyball and table tennis. Younger children
can also amuse themselves on the oating kiddy
slide. Arrangements can be made with Sabana’s management
for soccer games with some local boys teams
or camp res on the beach. The lodge also happens to
be located in an area known for great bird watching;
more than 30 varieties of birds reside in this locale.
Sabana’s fabulous restaurant is no surprise, as it is
owned by the proprietor of Addis Ababa’s popular Blue
Tops and Top View restaurants. The eclectic menu includes
Italian and vegetarian dishes, as well as a selection
of delectable desserts. Sabana’s restaurant is also
sensitive to its young patrons and provides high chairs
and a fun kids menu.
SELAMTA • NOVEMBER/DECEMBER 2011 51

Selamta
media kit
PAGE 4
delivery ProcedUreS
All advertising material is coordinated through our sales office and should be
delivered to:
JourneyGroup+C62, LLC
Attention: Brad Uhl, Production Director
418 Fourth Street NE
Charlottesville, VA 22902 U.S.A.
+001 434 961 2500 (phone)
Files can be delivered electronically to our pre-press FTP site. When an ad is
transmitted electronically, a high-quality color proof is still required. Proof to be
delivered to the above address. Please compress all files prior to transmission to
minimize potential corruption errors.
https://media.journeygroup.com or sftp://media.journeygroup.com
User Name: selamta
Password: ethiopia
Upon submitting an ad file to the FTP site, please send an email with the file
name and low-resolution PDF (for placement only) to bradu@journeygroup.com.
34 Selamta • november/december 2011
Flying hundreds, oF Feet
above ground strapped into a motorized
paraglider that is little more than a parachute
with a small motor, national geographic
photographer george steinmetz
has spent more than twenty years photographing
some of the most remote and
spectacular environments around the
world. in his book African Air, steinmetz
captures stunning panoramas in more
than fourteen countries in Africa, giving
readers captivating and intimate views of
areas that have rarely, if ever before, been
photographed.
Kenya /// A network of
elephant trails bisects
the green grasses of
Lake Amboseli.
african air
photography by g eorge Steinmetz

Selamta
media kit
PAGE 5
Rates & Dates
Size rate (USd$)
Double Page Spread $14,875.
Full Page OBC $14,250.
Full Page IFC $10,310.
Full Page IBC $10,310.
Full Page ROB $7,875.
Half Page ROB $5,125.
Third Page $3,545.
Marketplace $1,125.
FreqUeNcy: Discounts are available for multiple placements.
iNSertS: Please contact us for information
GUaraNteed PoSitioNiNG: 15% premium
cloSiNG dateS
Selamta magazine is a bimonthly publication which is loaded onto all Ethiopian
aircraft on the first day every other month.
July-august
fractionals & Marketplace closing date: April 27, 2012
full page closing date: May 22, 2012
Materials deadline: May 30, 2012
September-October
fractionals & Marketplace closing date: June 29, 2012
full page closing date: July 23, 2012
Materials deadline: July 31, 2012
november-december
fractionals & Marketplace closing date: August 29, 2012
full page closing date: September 18, 2012
Materials deadline: September 25, 2012

Selamta
media kit
PAGE 6
Terms &
Conditions
All advertisements in Selamta are accepted under the following terms and conditions. No
variation is permitted without written approval from Ethiopian Airlines, the Publisher or
Managing Director of appointed agents acting on behalf of the Publisher or Airline.
1. Cancellation of confirmed bookings is required in writing before the booking
deadline of the relevant issue. If the advertiser insists on cancellation after the
booking deadline, the advertiser will be liable to pay one hundred per cent (100%) of
the contracted advertising rate.
2. Cancellation or postponement of any portion of an advertising contract nullifies
all earned rate and/or frequency discounts for the entire contract. In such cases, the
advertiser or the advertising agency will become liable for the difference between
the contracted rate and the published media kit rate on all of the past insertions.
Frequency discount applies to those advertisements that have been booked to appear
within a 12-month period.
3. All advertisements are accepted and published by the Publisher on the
representation of the advertiser and the advertising agency that both are authorized
to publish the entire contents and subject matter of the advertisement. The advertiser
and the advertising agency shall be held solely responsible for the contents of the
advertisements and Ethiopian Airlines, the Publisher and its appointed agents cannot
be held liable for any claims if material is not supplied to the specifications laid out in
this rate card.
4. In consideration of publication of an advertisement, the advertiser and the
advertising agency will indemnify and hold harmless Ethiopian Airlines, the
Publisher, the magazine, their officers, agents and employees against losses and
expenses (including legal fees) and losses resulting from the publication of the
contents in the advertisement, including, and without limitation to, claims or suits for
libel, violation of right of privacy, defamation, trademark or copyright infringement,
misappropriation or plagiarism.
5. Execution of an order is subject to the Publisher’s approval of copy, including
display, text and illustration. Ethiopian Airlines and/or the Publisher reserves the
right to reject any advertisement for any reason at any time.
6. The Publisher maintains control on the placement of advertisements and reserves
the right to deny special positioning and refund any surcharge fees paid for special
positioning.
7. Ethiopian Airlines reserves the right to change advertising rates on a 60-day notice.
8. If the advertiser or the advertising agency fails to submit advertising material on
time, Ethiopian Airlines, in consultation with the Publisher, Advertising Agency and
Advertiser, reserves the right to repeat a previous advertisement of the correct size/
technical specification or run a house advert or blank page. In any case the advertiser
or the advertising agency will be liable to pay one hundred per cent (100%) of the
contracted advertising rate.

Selamta
media kit
PAGE 7
Terms &
Conditions
9. The Publisher reserves the right to add the word ‘advertisement’ at the top or
anywhere within any page that, in the Publisher’s sole judgement, too closely
resembles the editorial pages of the publication.
10. If the Publisher is asked to compile advertising material for an advertiser or its
agency, the Publisher reserves the right to raise a charge for doing so and will do
so prior to proceeding with the work. The Publisher will endeavor to seek the final
approval of the advertiser or the advertiser’s agent before going to print, but reserves
the right to proceed with publication of said material if the advertiser or its agent has
not responded with authorization before the print submission deadline.
11. If the Publisher has compiled material for an advertiser, the Publisher or its
appointed agents assume no responsibility for any inaccuracies or misrepresentation
thus caused as outlined in point 5 above.
12. The advertiser and the advertising agency are jointly and severally liable for
payment of all invoices for advertising placed. The advertiser and the advertising
agency agree not to make promotional or merchandising reference to Ethiopian
Airlines without written permission of the Publisher.
13. Payment is due 30 days from the date of invoice. All payments should be made in
the currency as stated on the invoice. All rates are quoted as payments due, free of all
withholding taxes and duties unless specified. The Publisher and appointed agents
reserve the right to ask for prepayment from any advertiser or its advertising agency.
14. If charges for Advertisements which have been placed correctly as per this media
kit are not paid in full to Ethiopian Airlines, the Publisher or appointed agency from
the Advertiser’s agency for advertisements which have been placed correctly as
per this media kit, are not paid in full then the Ethiopian Airlines, the Publisher or
appointed agency reserves the right to collect said charges from the advertiser, and
the advertiser’s agency shall execute all assignments. In addition, Ethiopian Airlines
may hold the advertiser and its agency jointly and severally liable for all sums due
to the Publisher or appointed agent, even if the advertiser has previously paid the
agency.
15. A 1.5% per month service charge (18% per annum) will be added to all invoices
30 days or more past due. Where necessary, any legal or collection fee is incurred in
collection efforts will also be added to charges due.
16. The Publisher assumes no responsibility for any errors or omissions in any
advertiser index, or in any advertising typeset by the Publisher. The Publisher is not
liable for any failure to publish or circulate all or any part of any issue because of
circumstances beyond its control. The liability for any error or omission or delay for
which it may be legally held responsible, shall not exceed the cost of the space paid for
and occupied by such individual advertisement.

Selamta
media kit
Vancouver
Seattle
Montréal Quebec
Portland
Minneapolis
Ottawa
Detroit
Syracuse
Portland
Salt Lake City Denver
Omaha Chicago
Kansas City
Indianapolis
Toronto Rochester
Dayton Boston
Cleveland New York
Cincinnati Philadelphia
San Francisco
Colorado Springs Washington, D.C.
St.Louis
San Jose
Los Angeles
Santa Ana
San Diego
Memphis
Las Vegas
Nashville
Oklahoma City
Albuquerqe
Little Rock
Phoenix
Columbia
Dallas
Atlanta
Tucson
Houston
San Antonio
New Orleans
Tampa
Miami
Jacksonville
Orlando
Fort Lauderdale
south pacific ocean
INTERNATIONAL ROUTE MAP kE y
Ethiopian destinations
Destinations with special agreements
Code share flights
Future destinations
One-way nonstop
PAGE 8
International Route Map
north atlantic ocean
São Paulo
Dakar
Bamako
south atlantic ocean
Oslo
Helsinki
Stockholm
Copenhagen
Belfast
Edinburgh
Manchester
Warsaw
Dublin
Amsterdam
London
Berlin
Dusseldorf
Brussels
Frankfurt
Prague
Paris Zurich Munich Vienna
Geneva
Budapest
Lyon
Milan
Bucharest
Toulouse Marselle
Sofia
Madrid Barcelona Rome
Istanbul
Abidjan
Lisbon
Niamey
Aberdeen
Monrovia Ouagadougou Abuja
Conakry
Cotonou
Lagos
Palermo
N’Djamena
Accra
Malabo
Lomé Douala Bangui
Yaounde
Larnaca
Beirut
Tel Aviv
Khartoum
Bahir Dar
Juba
Cairo
Durban
Dammam
Riyadh
Jeddah
Libreville
Entebbe
Nairobi
Kigali
Brazzaville
Mombasa
Bujumbura
Pointe Noire
Zanzibar
Kinshasa
Kilimanjaro
Dar es Salaam
Luanda
Windhoeck
Gothenburg
Cape Town
Lubumbashi
Lusaka
Gaborone
Johannesburg
Harare
Lilongwe
Maputo
Moscow
Damascus
Mekelle
Dire Dawa
ADDIS ABABA
Kuwait City
Djibouti
Berbera
Dubai
Victoria
Muscat
Mumbai
indian ocean
New Delhi
Guangzhou (Canton)
Kolkata (Calcutta)
Bangkok
Singapore
Jakarta
Beijing
Hong Kong
Hangzhou
Manila
Korea

Selamta
media kit
PAGE 9
Gambella
Asosa
DeMbiDollo
Domestic Route Map
gore
Humera
Gondar
Bahir Dar
Jimma
Mizan teferi
Arba Minch
Jinka
tana
choke Mountains
Shire Axum
ras Dashan
(4,620M)
siMien Mountains
ADDiS ABABA
koka
zwai
abiata langano
shaMo
abaya
shala
Mekelle
Denakil
Depression
Lalibela
MenDebo
Mountains
ahMar Mountains
red sea
Dire Dawa
Jijiga
ogaDen region
Gode
Kabri Dar
Shilavo
gulf of aden

Sheba
GOLD – AFRICAN AIRLINE
OF THE YEAR 2011/2012 AWARDS

Sheba
media kit
Advertising
Sales
Global SaleS
Azariah Mengistu
International Sales Director
JourneyGroup+C62, LLC
TK International Building
Office #102
Bole Road
Addis Ababa, Ethiopia
Azariah@c62media.com (email)
+251 116 180365 (phone)
+251 116 180367 (alternate)
North americaN SaleS
John Baltes
Executive Vice President
JourneyGroup+C62, LLC
418 Fourth Street NE
Charlottesville, VA 22902 U.S.A.
JohnB@JourneyGroup.com (email)
+001 434 961 2500 (phone)
+001 434 961 2507 (fax)
middle eaSt coNtact
(United Arab Emirates, Kingdom of Saudi Arabia, Bahrain,
Kuwait, Qatar, Oman, Jordan and Egypt)
Vivienne Davidson
Managing Director
Intermedia Gulf
P O Box 22857
Dubai, U.A.E.
vdavidson@intermedia-gulf.com (email)
+9714 346 6006 (phone)
+9714 346 6016 (fax)
FraNce aNd SwitzerlaNd coNtact
Fiona Lockie
Sales Director
Intermedia Europe
23 Bd de Sébastopol
75001 Paris, France
fionalockie@intermedia-europe.com (email)
+33 1 55 34 95 50 (phone)
+33 1 55 34 95 49 (fax)
+33 6 07 31 57 55 (mobile)

Sheba
media kit
Advertising
media iNFormatioN
Frequency: Sheba is published quarterly — four times per year.
Print run: 20,000 copies
distribution: Aboard all Ethiopian flights, lounges at Bole International Airport,
Ethiopian’s International and Domestic Offices worldwide, travel agents and
travel fairs and at SelamtaMagazine.com.
techNical SPeciFicatioNS
All sizes are expressed as width (w) x height (h)
advertiSemeNt oPtioNS
two PaGe SPread
Trim Size: 400mm x 260mm
Type Area: 380mm x 260mm
Gutter: 20mm
Bleed Size: 406mm x 266mm
FUll PaGe (Publication Size)
Trim Size: 200mm x 260mm
Type Area: 180mm x 240mm (10mm inset)
Bleed Size: 206mm x 266mm (3mm added to all sides)

Sheba
media kit
Rates & Dates
Size rate (USd$)
Double Page Spread $9,970.
Full Page OBC $9,550.
Full Page IFC $6,910.
Full Page IBC $6,910.
Full Page ROB $5,275.
FreqUeNcy: Discounts are available for multiple placements.
iNSertS: Please contact us for information
GUaraNteed PoSitioNiNG: 15% premium
cloSiNG dateS
Sheba is a quarterly publication which is loaded onto all Ethiopian aircraft on the
first day every other month.
July Edition
Closing Date: May 22, 2012
Materials Deadline: May 30, 2012
October Edition
Closing Date: August 22, 2012
Materials Deadline: August 30, 2012