READER PROFILE ARCHAEOLOGY % % HOUSEHOLD INCOME SEX AGE MARITAL STATUS NET WORTH. EDUCATION Post Graduate Degree Graduated College +

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1 READER PROFILE SEX Male Female AGE Median Age MARITAL STATUS Married EDUCATION Post Graduate Degree Graduated College + Any College OCCUPATION Arts, Design, Food, Sports Education, Training, Library Healthcare Practitoners, Technical Legal Management Professional and Related Retired Working HOUSEHOLD INCOME $200, $100, , $75, Median Income 75,000 + $ 65,300 $ 185, NET WORTH $1,000,000 + $500, Median Net Worth Average Net Worth $ 429,900 $ 584,200 OWN HOME 200, , Average Home Value $ 749, Source: 2011 GFK MRI Subcriber Study

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3 UNIQUE READERS WHO DO NOT SUBSCRIBE American Heritage Audubon Budget Travel Conde Nast Traveler Discover National Geographic National Geographic Traveler Natural History Scientific American Sierra Smithsonian None of These WHO DO NOT REGULARLY READ * * Read regularly is 3 out of 4 issues Source: 2011 GFK MRI Subscriber Study

4 PSYCHOGRAPHICS : AGREE MOSTLY/SOMEWHAT : AGREE MOSTLY INDEX INDEX I Like Being Physically Active 92.0 I Like Being Physically Active 61.7 Willing to Pay More for a Product that is Environmentally Safe I Like Being the First to Try New Technology I Like Doing Things that are New and Different I Like to Learn About Foreign Cultures I Like to Try New Products First On My Vacations, I Prefer to Travel to Places I ve Never Been I Like to Learn About Foreign Cultures I Like Doing Things that are New and Different On My Vacations, I Prefer to Travel toplaces I ve Never Been Willing to Pay More for a Product that is Environmentally Safe I Prefer Guided Tours Over Independent Travel I Prefer Guided Tours Over Independent Travel Source: 2011 GFK MRI Subscriber Study

5 FOREIGN TRAVEL TRAVEL DESTINATIONS LAST 3 YEARS: Africa Alaska Asia Australia/New Zealand Canada Caribbean Central America China Eastern Europe England Egypt 9.6 France Greece Hawaii India Ireland Israel Mexico Middle East Russia Scandinavia South America Spain, Portugal Turkey Thailand 4.3 Western Europe TOTAL NUMBER OF TRIPS (FOREIGN) Any Reason or More TOOK ANY FOREIGN VACATION: 3+ Days Vacations Vacations 42.9 SEASONS FOR FOREIGN TRAVEL Jan Mar Apr June July Sept Oct Dec PLAN FOREIGN TRAVEL (in next 3 years) 43.6 PLAN FOREIGN TRAVEL (in next 12 months) 30.6 TYPE OF TRANSPORTATION USED ON FOREIGN TRIPS: Cruise Ship Rented Car Took Railroad Plane Trips (Scheduled) Plane Trips (Chartered) Source: 2011 GFK MRI Subscriber Study

6 DOMESTIC TRAVEL GENERAL TRAVEL TOOK ANY DOMESTIC VACATION: 3+ Days Vacations Vacations 60.6 TYPES OF TRAVEL LAST 12 MONTHS: General Sightseeing 60.2 Archaeological & 41.2 Historical Areas Cultural Travel 36.5 Beach 32.3 Nature/Scenic Trip 28.6 Camping, Hiking 21.6 Adventure Travel 21.1 Cruise 16.0 HOTELS: Stayed at Hotel 15+ Nights 12.6 LAST 12 MONTHS Took domestic trip Took 3+ vacations/ personal trips Average Took railroad Used a rental car Traveled by airplane Traveled by bus Traveled by Motor Home Plan to take domestic trip (next 12 months) STATES VISITED LAST 12 MONTHS Alabama/Georgia Arizona, New Mexico, Nevada Arkansas/Oklahoma California Delaware, Maryland, DC Iowa/Indiana/Illinois Florida Kentucky/Tennessee Louisiana, Mississippi Maine, New Hampshire, Vermont Massachusetts, Connecticut, RI Michigan/Wisconsin Montana, Idaho, Wyoming Nebraska New York, New Jersey, Pennsylvania North Carolina, South Carolina N.Dakota, S.Dakota, Minnesota Texas Utah, Colorado Virginia, West Virginia Washington, Oregon Source: r: 2011 GFK MRI Subscriber Study

7 TYPES OF TRAVEL Adventure Travel Archaeological Dig Arch./Historical Sites Beach Camping/Hiking Cruise Cultural Travel Eco Travel General Sightseeing Golf/Tennis Nature/Scenic Trip Spa Volunteerism None CRUISES Took a Cruise 3 Cruises 4+ Cruises Caribbean Cruise Europe Alaska South America Canada Other With Kids Source: 2011 GFK MRI Subcriber Study

8 PRODUCTS WINE & SPIRITS PURCHASED, LAST SIX MONTHS: ELECTRONICS: Brandy Cognac Gin Vodka Scotch Whisky Domestic Wines Imported Wines TYPES OF CAMERAS OWNED Digital mm CAMERAS: PLAN TO BUY IN NEXT 12 MONTHS Digital 5.7 MAIL / PHONE / INTERNET: Ordered Anything Financial/Banking Accounts CDs/Tapes/Cassettes Computer Peripherals/Software Cameras/Camera Equipment Airline Tickets Books Clothing/Apparel Event Tickets Other Health/Medical Supplies Hotel Reservations Prescription Drugs / Vitamins ARCH OWN PERSONAL COMPUTER? TYPE OF COMPUTER? Desktop Laptop / Tablet Netbook Source: : 2011 GFK MRI Subscriber Study

9 BOOKS Participate in Reading Bought Any Books Bought Any Fiction Books Bought Any Non-Fiction Books Bought 7+ Books Mean Books Bought Median Books Bought TYPES OF BOOKS PURCHASED History Biography Novels Cookbooks Archaeology Art Travel Member of Book Club Own Electronic Book Reader Look at / Read Digital Magazine or Newspaper Subscribe to Digital Publications Source: 2011 GFK MRI Subscriber Study

10 INVESTMENTS Total Value of Investment Portfolio: $100, ,999 $200, $500,00+ Mean Median $ 336,800 $ 149,100 $100, ,999 $200, $500, Mean Median Real Estate Own Vacation/ Weekend Home Own Primary Residence Rent Market Value of Primary Home (Approx.); Including Land: $ 749,100 $ 227, Family's Priorites When Investing: Long Term Growth/ Capital Apprec. Retirement Funding Preservation of Capital/Principal For Additional Income Tax Shelter/Tax Savings Funding Children's Education Source: 2011 GFK MRI Subscriber Study

11 CLOSING DATES ISSUE DATE CLOSING MATERIALS ON SALE DATE January/February 2018 November 6 November 9 December 12 March/April 2018 January 8 January 11 February 8 May/June 2018 March 5 March 8 April 5 July/August 2018 May 7 May 10 June 7 September/October 2018 July 9 July 12 August 9 November/December 2018 September 10 September 13 October 11 January/February 2019 November 5 November 8 December 6 kari

12 PRINT SPECIFICATIONS ACCEPTABLE MEDIA magazine will accept your press ready PDF PDF or PDF/X1-a files via CD or . Quality control is dependent upon properly created PDFs. COLOR Provide files in either CMYK or Grayscale color space. Use process colors for 4-color ads; use spot colors only when agreed to in advance. PRODUCTION Supplied advertising that requires production or design work of any kind may incur a non-commissionable production charge of at least $50. RGB colors are not acceptable for print ads. Note any special color information on the contract proof. MECHANICAL Bleed ads should have trim indications and minimum.125 bleed on all 4 sides. 2-page spread ads must allow for.25 type safety across the center gutter. SCANNING Images must be at 300 DPI at 100 of final size. RESOLUTION All rasterized files must be 300 DPI at 100. All live elements, i.e. type on bleed ads, must be a minimum of 1/4 (.25 ) inside the final trim area. Line screen is 150 LPI. FONTS Embed all necessary fonts in each PDF. ADVERTISING POLICY: Ads from companies that sell antiquities are not accepted. Materials Production Contact: LIABILITY Archaeology magazine cannot be held responsible for the quality of reproduction if these specifications are not adhered to. Ads received after deadline may not publish in the desired issue. Archaeology magazine will not be held responsible for changes the Archaeology magazine Production department must make in an ad that is inadequate or fails to adhere to Archaeology magazine Digital Ad Specifications. Archaeology magazine is not liable for the final output if no contract proof is supplied. PROOFS A proof must accompany all advertising material. 4-color ads must include a 4-color proof. If a proof is not supplied, Archaeology will not be held responsible for errors. DIMENSIONS For Full Pages: Trim Size: 8 x 10 1/2 Bleed Size: 8 1/4 x 10 3/4 Safety Size: 7 1/2 x 10 Full Page Spread, 16 1/2 x 10 3/4 non-bleed Half Page Spread 16 1/2 x 5 7 3/8 x 10 Full Page 1/2 page horizontal 7 1/4 x 4 5/8 1/2 island vertical 4 3/4 x 7 1/2 1/3 page vertical 2 1/4 x 9 5/8 1/3 page square 4 3/4 x 4 5/8 1/6 page vertical 2 1/4 x 4 5/8 1/12 page square* 2 1/4 x 2 1/4 1/24 page* 2 1/4 x 1 1/8 * Classified Section Only

READER PROFILE ARCHAEOLOGY % % HOUSEHOLD INCOME SEX AGE MARITAL STATUS NET WORTH. EDUCATION Post Graduate Degree Graduated College +

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