The Lutheran is a publication of the Evangelical Lutheran Church in America. Each month, The Lutheran focuses on bringing some 10,300 ELCA congregations together through a shared vision for ministry. Challenging feature articles help equip individuals, families as well as their pastors for effective ministry in their congregations and communities.
The Lutheran explores issues that make a difference in readers’ lives by telling stories about religious experiences, congregations, and world perspectives of members of the ELCA. The magazine also covers news of the ELCA’s ministry churchwide–locally, nationally and globally.
As the ELCA continues to define its role and mission, The Lutheran remains an integral part of its identity and its communication strategy.
The Lutheran serves as a strong voice for the ELCA reaching its individual members and congregations with timely and consistent articles enabling its readers to be engaged in their church locally and globally.
Subscribers to The Lutheran represent the core of the ELCA.
About our readers
Circulation: 315,000 Pass-along: 1.2 Median age: 61 years old Male / Female ratio: 41% / 59% Average household income: $64,000 Clergy readership: 17,000 (approx.) Total congregations: 10,300 Well educated: 17% high school graduate
26% College graduate
29% Graduate degree
Production schedule: 2009
Issue:
Space close:
Material due:
January
11/5/08 11/19/08
February
12/3/08
12/17/08
March
12/31/08 1/14/09
April
2/4/09
2/18/09
May
3/4/09 3/18/09
June
4/1/09
4/15/09
July
5/6/09 5/20/09
August 6/3/09
6/17/09
September
7/8/09 7/22/09
October
8/12/09
8/26/09
November
9/9/09
9/23/09
December
10/7/09
10/21/09
January 2010 11/11/09 11/25/09
February 2010
12/9/09
12/23/09
Ad rates:
Display (color or black/white)
1x
3x
6x
12x
Page 7 (full page only)
$10,000
$9,500
$9,000
$8,500
Page 11 (full page only)
$8,000
$7,600
$7,200
$6,800
Display: Full page or ½ double truck
$7,000
$6,650
$6,300
$5,950
Display: 2/3 page
$5,250
$4,990
$4,725
$4,460
Display: 1/2 page $4,200
$3,900
$3,780
$3,570
Display: 1/3 page
$2,800
$2,660
$2,520
$2,380
Display: 1/6 page
$1,750
$1,665
$1,575
$1,490
Display: 2 page spread $11,200 $10,640
$10,000
$9,520
Covers (color or black/white)
1x
3x
6x
12x
2nd Cover
$19,645
$18,879
$18,270
$17,283
3rd Cover
$19,645
$18,879
$18,270
$17,283
4th Cover
$22,860 $21,949
$21,259
$20,117
Prices shown are in U.S. dollars
Advertisers: All rates net
Classified Display 1x 3x 6x 12x 3 inch $1,267 $1,210 $1,144 $993 2 inch
$841 $794 $747 $643 1 inch
$425
$397
$369 $322 Classified Word Only 1x 3x 6x 12x
Per character † $0.50 $0.45 $0.40 $0.35 Classified Web
1x 3x Text Only $150 $100 Text and Graphics $200 $150 † 150 characters minimum, including punctuation and spaces. Prices shown are in U.S. dollars Advertisers: All rates net
Announcement rates
(Anniversaries, announcements, birthdays, paid obituaries, church anniversaries, reunions, etc.)
Print only
Print & Web Web only Announcement
$0.50 per character † First three months:
$0.50 per character †
plus $150 Web placement
Each additional month: $75
$75 per month Announcement
plus photo $0.50 per character †
plus $50 for photo
First three months:
$0.50 per character †
plus $50 for photo
plus $150 Web placement
Each additional month: $75
$75 per month
plus $50 for photo
† 150 characters minimum, including punctuation and spaces. Prices shown are in U.S. dollars
Advertisers: All rates net
Ad dimensions:
Ad dimensions, width by height. Column inch width equals 2 1/8". All bleed dimensions extend 1/8 inch out from trim.
26% College graduate
29% Graduate degree
$0.50 per character †
plus $150 Web placement
Each additional month: $75
plus photo
plus $50 for photo
$0.50 per character †
plus $50 for photo
plus $150 Web placement
Each additional month: $75
plus $50 for photo
Ad dimensions, width by height. Column inch width equals 2 1/8". All bleed dimensions extend 1/8 inch out from trim.
 | full page ad trim: 8 1/8" x 10 1/2" bleed: 8 3/8" x 10 3/4" live area: 7 3/8" x 9 3/4" |
 | half-page horizontal double truck ad trim: 16 1/4" x 5 1/4" bleed: 16 1/2" x 5 3/8" live area: 15 1/2" x 5" |
 | two-thirds vertical ad trim: 5 1/4" x 10 1/2" bleed: 5 3/8" x 10 3/4" live area: 4 7/8" x 9 3/4" |
 | half-page vertical ad trim: 4 1/16" x 10 3/4" bleed: 4 3/16" x 10 3/4" live area: 3 11/16" x 9 3/4" |
 | half-page corner block trim: 5 1/4" x 7 1/4" bleed: 5 3/8" x 7 3/8" live area: 4 7/8" x 7" |
 | half-page horizontal ad trim: 8 1/8" x 5 1/4" bleed: 8 3/8" x 5 3/8" live area: 7 3/8" x 5" |
 | third-page square and vertical ads square: 4 1/2" x 4 1/4" vertical: 2 1/8" x 9 3/4" |
 | one-sixth page horizontal and vertical ads horizontal: 4 1/2" x 2 1/8" vertical: 2 1/8 x 4 7/8" |
 | two-page spread trim: 16 1/4" x 10 1/2" bleed: 16 1/2" x 10 3/4" live area: 15 1/2" x 9 3/4" |
Insert advertising. Bind-in or blow-in inserts can be targeted to geographical regions, ZIP codes, synods, clergy roster, etc. Rates: $14.50 per 1,000 inserts. There will be an additional makeready fee of $250.00. Contact the advertising@thelutheran.org
regarding additional production charges.
Rate changes. Contract advertisers will be protected from rate changes through the publication year. Orders beyond the publication year will be accepted at the new rates.
Ad specifications:
Printing
Cover: 60# Coated #5
Body: 35# SCA sheet
Saddle stitched
The publication jogs to the head; 1/8” head trim and has a 3/8” high folio lap.
All copy must be 1/4” inside the trim.
Trim size is 8 1/8” x 10 1/2”.
Screen rulings:
100-line screen maximum for body;
133-line screen maximum for cover.
Color specifications:
Yellow: 90; Black: 150; Cyan: 120; Magenta: 130.
Maximum dot density is 280.
Preferred materials:
The Lutheran is a computer-to-plate job. Preferred file format is PDF.
Final corrected matchprint, approval or other acceptable proofs should be sent as a printer’s color guide.
Inserts (geographically sorted inserts available):
Inserts may be advertiser-furnished, folded, and untrimmed. Sample or approved facsmilie of inserts must be submitted for approval before the closing date. Any special production costs involved will be paid for by the advertiser. The Lutheran also provides production and printing services for an additional fee.
Classified ads:
Classified ads for The Lutheran should be submitted in an attached Word document and sent to advertising@thelutheran.org. Copy is typeset according to the magazine’s standard abbreviations and format. Display classifieds should be submitted in digital format (InDesign or PDF). Attach file to an email and send to advertising@thelutheran.org.
Please note: to authorize The Lutheran magazine to receive and place advertisements from congregations during their time of pastoral vacancy you must; 1) Receive permission from the synodical bishop to place the ad. 2) The advertising agent will contact the synod office prior to the advertisements appearance to share the content of the advertisement and to receive the bishops permission. 3) Every advertisement will include at the bottom: "Contact the [name of synod] office for further information." |
Where to send artwork:
All reservation requests and artwork for ad inserts should be sent to the advertising manager:
Advertising
8765 W. Higgins Rd.
Chicago, IL 60631-4101
(800) 638-3522, Ext. 2405
E-mail: advertising@thelutheran.org
Fax (773) 380-2409.
www.thelutheran.org
Materals return policy:
To have original artwork returned, please include a self-addressed label with the artwork. After 12 months, unclaimed materials will be discarded.
Editorial-type ads:
Publisher reserves the right to print the word “Advertisement” on accepted advertising if it appears to cause confusion with or too closely resembles editorial material.
Web advertisements
Click here for Web ad rates and sizes.
Questions/Comments
