2017 CDA Media Kit
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Market Profile
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Discover thousands of ways to align your brand with CDA.
The California Dental Association is loved by its members who, by the way, are 27,000 of the most well-educated,
affluent and highly respected dentists in the profession. To put that into context, our members comprise 15 percent
of the American Dental Association. That’s right — one in every seven dentists in the nation is a CDA member. So,
if you’re looking to increase your reach, CDA is where you’ll find the best and brightest in dentistry. And, we offer a
multitude of ways to align your brand with ours.
Reach our membership and more of the profession.
CDA is your one source to reach one out of every seven dentists in the nation. What’s more, our 27,000 members represent 72 percent of all dentists practicing in California. Our state is home to six of the nation’s top dental
schools, with more than 1,000 new dentists graduating each year and the majority establishing their practices here.
So, if you’re looking to maximize your advertising dollar, this is the right place.
27,000
The majority of
Journal
Update,
Update
Journal
Dentaltown
Dentistry Today
17
CDA Presents The Art and Science of Dentistry
2
Meetings & Sponsorships
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Creative ways to make a lasting impression.
Whether you want to showcase cool products, sponsor a seminar or dream up something we’ve never done before,
we’re here to help you find creative, memorable, impactful ways to reach your demographic. Tap into CDA’s
targeted tactics to gain a competitive edge. Standing out has never looked so good or worked so well. These
sponsorship opportunities are exclusive to companies exhibiting at CDA Presents.
Door Clings
Escalator Signage
Reserved Seating
For a unique way to create a first
impression, share your message and logo
right on the convention center doors.
Get in front of attendees as they travel
between C.E. courses and the exhibit
hall in this highly-visible location.
Display your logo on chair covers and
wristbands worn by attendees, plus
benefit from additional signage.
Banners
Column Wraps
App Banners & Alerts
Be the first thing attendees see as
they enter the convention and to put
your brand front and center. Multiple
opportunities are available.
Stand out in a big way when you wrap
your banner around one of the massive
columns at CDA Presents.
Get exposure via alerts, clickable
banners and more through our app that
provides attendees with everything from
class schedules to interactive maps.
3
Meetings & Sponsorships
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Overflow Room
CDA Presents Party
Hotel Room Keys
Have your messaging displayed on
the big screen before and during
presentations, on in-room signage and
in distributed literature.
Be a part of CDA’s celebration at the
show. You will have high profile exposure
at an event attended by CDA members,
leaders, speakers and other VIPs.
Attendees look at their hotel room
keys at least 10 times a day, and that’s
10 more times they’ll be seeing your
message.
Table Clinics
The Spot
On-Site Program
Make an early impression with the
future of the profession! Reach 1,500
new dentists and students each day
and show your support for their
advancements in clinical learning.
This contemporary lounge in the exhibit
hall is The Spot where attendees can
learn, network and have fun. Present
new or award-winning products and
hold mini-presentations.
Packed with handy daily schedules
and maps, this publication is critical
to navigating the convention with
ease. Unique placement and our show
specials section offer creative ways to
drive traffic to your booth.
Lanyards
Cool Products
Registration Attendee Badges
Provide attendees with badge lanyards
and have them promote your brand
everywhere they go.
Releasing a new product or just have
something so cool it requires its own
spotlight? The Cool Products feature is
for you.
Gain exclusive rights to advertise on
the reverse side of attendee badges.
Includes additional advertising and
promotional benefits.
4
Meetings & Sponsorships
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Tote Bags/Inserts
C.E. Pavilion
Shuttle Buses
This in-demand advertising channel
provides maximum exposure on the
exhibit floor. Plus, you’ll have attendees
carrying your messages with them all
day long.
Sponsorship of the C.E. Pavilion includes
prominent signage in the exhibit hall and
classrooms, giving you great visibility.
Get far-reaching exposure by sponsoring
the CDA Presents shuttle buses. Includes
signage on bus exteriors and an
onboard video message.
Internet Café
Corporate Forums
Hotel Dark Channel
Thousands of dentists clamoring
to check their emails can see the
computer screens featuring your
website, plus prominent show floor
signage and more.
Host a speaker of your choosing and
CDA will promote your company
in our marketing materials. Limited
opportunity.
This could just be the brightest way to
reach attendees. Played in headquarter
hotels, this televised loop is a great
way to share in-depth product info and
drive traffic to your booth.
Brushing/Mouthwash Stations
Aisle Signs
Charging Stations
Give attendees sparkling smiles and
promote your product with the exclusive
right to set up brushing/mouthwash
stations in exhibit hall floor restrooms.
Reach new heights and gain
exceptional visibility when you promote
your company beneath exhibit floor
aisle signs.
Imagine the goodwill attendees will
feel when they know you’ve sponsored
the charging station that keeps their
smartphones and tablets at full battery.
5
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Reach nearly 27,000 of dentistry’s best and brightest.
The most highly-educated and well-respected dental professionals in the world trust CDA publications for accurate, authoritative and relevant information. And advertisers? They know these award-winning publications are the ideal channels to reach
the coveted dental professional demographic, which is why they choose to advertise in the Journal and the Update again
and again.
CDA Journal
Winner of the prestigious Western Publications Association Maggie Award, as well as the Association Media Gold
Award for Scholarly Journals, the Journal is mailed to all 27,000 members and is available online for dentists in
other states and around the world. Stylish and sophisticated, this four-color scientific monthly shares cutting-edge
scientific developments in dental technology and techniques, as well as peer-reviewed articles topical to the art and
science of dentistry.
CDA Update
The CDA Update has a finger on the pulse
of dentistry and is dedicated to the latest
news impacting the profession. This publication covers dentistry-specific news, as well
as regulatory compliance, employment
practices, dental benefits and marketing best
practices.
CDA Presents Program
The CDA Presents program contains
everything dentists and their staff need to
plan their convention experience: detailed
course listings, travel planning and C.E.
and schedule information. Be one of a
few select companies highlighted in the
program.
CDA Presents On-Site Program
With class schedules, exhibitor listings, products and services, fold-out maps and daily itineraries, the on-site
program is indispensible to attendees and the ideal channel to drive traffic to your booth.
6
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Journal rates
Inside (4-color process or B/W)
1x
3x
6x
12x
Full page*$2,965
$2,775
$2,620
$2,450
⁄ page 2,505
2,375
2,220
2,150
⁄ page (horizontal or island) 2,100
2,015
1,925
1,780
⁄ page (horizontal, vertical or square) 1,070
995
890
760
⁄ page (horizontal or vertical)
675
630
585
23
12
13
16
*Full page 4-color only. All other positioning by request based on availability.
725
Inserts
Base rate is $4,000. Options include stitched-in or polybag insert. Call for pricing and sizes.
Special positions 12x
$4,070
Back cover Inside front cover 3,870
Inside back cover 3,715
ePublication enhancement pricing
Active email hyperlinks $50/address
Hyperlinks to website URL (one link complimentary)
100/link
Hyperlink to social media channels 150
Pre-clipped copy 150
Embedded video (video to be provided)
500
Hyperlink to online storefront 250
7
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Journal specifications
Unit Width
Depth
8.5”
11”
Full page w/bleeds (includes .125” bleed)
8.75”
11.25”
Full page/no bleeds*
7.373”
10”
23
⁄ page 4.85”
9.5”
1/2 island 4.85”
7.75”
7.375”
4.75”
2.35”
9.5”
⁄ horizontal 7.375”
3.25”
⁄ square 4.85”
4.85”
⁄ vertical
2.35”
4.75”
⁄ horizontal 4.85”
2.5”
Trim size 1/2 horizontal ⁄ vertical
13
13
13
16
16
*A full-page Journal ad with no bleeds is the same size as an Update junior full-page ad.
8
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Update rates
Inside (4-color process or B/W) tabloid size 1x
3x
6x
12x
Full page $3,200
$2,915
$2,600
$2,310
3/4 page 2,905
2,655
2,320
2,180
Junior page* 1,955
1,825
1,515
1,440
1/2 page (horizontal or vertical) 1,955
1,825
1,515
1,440
1/4 page (horizontal, vertical or square) 735
665
605
555
455
415
325
260
⁄ page (horizontal or vertical) 18
*A junior-page Update ad is the same size as a full-page Journal ad with no bleeds.
Inserts
Base rate is $4,000. Options include stitched in or polybag insert. Call for pricing and size.
Special positions Inside back cover
Back cover
12x
$2,510
2,775
Full page 4-color only. All other positioning by request based on availability.
ePublication enhancement pricing
Active email hyperlinks Hyperlinks to website URL (one link complimentary) $50/address
100/link
Hyperlink to social media channels 150
Pre-clipped copy 150
Embedded video (video to be provided) 500
Hyperlink to online storefront 250
9
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Update specifications
Unit Width
Depth
11”
15.5”
Full page w/bleeds (includes .125” bleed)
11.25”
15.75”
3/4 page 7.373”
13.75”
Junior full page* 7.373”
10”
4.75”
13.75”
10”
6.875”
2.25”
13.75”
10”
3.25”
4.75”
6.875”
⁄ vertical
2.25”
6.875”
⁄ horizontal 4.75”
3.25”
Trim size 1/2 vertical
1/2 horizontal 1⁄4 vertical 1⁄4 horizontal
1⁄4 square 18
18
*A junior full-page Update ad is the same size as a full-page Journal ad with no bleeds.
10
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Presents Program rates
Available exclusively to exhibiting companies.
Inside
$2,965
Full page (limited placement)
Inside cover
5,000
Inside back cover
5,000
ePublication enhancement pricing Active email hyperlinks $50/address
100/link
Hyperlinks to website URL (one link complimentary) Hyperlink to social media channels 150
Pre-clipped copy 150
Embedded video (video to be provided)
500
Hyperlink to online storefront
250
2017 CDA Presents Program specifications
Unit Trim size Full page w/bleeds (includes .125” bleed)
Width
Depth
8.5”
11”
8.75”
11.25”
Full page/no bleeds*
7.373”
10”
*A full-page CDA Presents Program ad with no bleeds is the same size as an Journal full-page ad.
11
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
2017 CDA Presents On-Site Program rates
Available exclusively to exhibiting companies.
1x
Inside Full page $2,575
Special positions $8,500
Front gatefold
Back gatefold
9,800
Back cover
4,000
5,800
Cover tip card
Schedule-at-a-Glance
Limited placement. Call for pricing.
Exhibit hall map
Limited placement. Call for pricing.
2017 CDA Presents On-site Program specifications
Unit Width
Depth
Trim size 5”
11”
5.25”
11.25”
4”
10”
Exhibitor specials 3.75”
2.75”
Full page w/bleeds (includes .125” bleed)
Full page/no bleeds
12
®
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
2017 CDA Editorial/Advertising calendar
CDA Journal
Month
Features
Guest Editor
Ad Deadline
Materials Deadline
January
Women in Dentistry
Dr. D. Finney/Dr. C. Lyon
Nov 18, 2016
Nov 29, 2016
February
Regulatory
Robert Zaro, JD
Dec 21, 2016
Jan 5, 2017
March
General Topics
Jan 20, 2017
Jan 20, 2017
April*
General Topics
Feb 21, 2017
Feb 28, 2017
May**
General Topics
Mar 21, 2017
Mar 28, 2017
June
Lasers
Dr. Anthony Cardoza
Apr 21, 2017
Apr 27, 2017
July
Sports Dentistry
Dr. James Stephens
May 22, 2017
May 29, 2017
August*
Dental Director
Dr. Jayanth Kumar
Jun 22, 2017
June 28, 2017
September**
General Topics
Jul 21, 2017
Jul 27, 2017
October
Biofilms
Dr. Renate Lux
Aug 18, 2017
Aug 29, 2017
November
Dental Student Research
Dr. Bradley Henson
Sep 21, 2017
Sep 28, 2017
December
Silver Diamine Fluoride
Dr. Paul Reggiardo
Oct 20, 2017
Oct 27, 2017
* CDA Presents pre-show issue
** Distributed at CDA Presents convention
Topics are subject to change.
CDA Update
Month
Ad Deadline
Materials Deadline
Month
Ad Deadline
Materials Deadline
January
Nov 18, 2016
Nov 29, 2016
July
May 22, 2017
May 29, 2017
February
Dec 21, 2016
Jan 5, 2017
August*
Jun 22, 2017
June 28, 2017
March
Jan 20, 2017
Jan 27, 2017
September**
Jul 21, 2017
Jul 27, 2017
April*
Feb 21, 2017
Feb 28, 2017
October
Aug 18, 2017
Aug 29, 2017
May**
Mar 21, 2017
Mar 28, 2017
November
Sep 21, 2017
Sep 28, 2017
June
Apr 21, 2017
Apr 27, 2017
December
Oct 20, 2017
Oct 27, 2017
Bold – Bonus mail distribution to nonmember dentists
* CDA Presents pre-show issue
** Distributed at CDA Presents convention
CDA Presents Program
CDA Presents On-Site Program
Show
Ad Deadline
Materials Deadline
Show
Ad Deadline
Materials Deadline
San Francisco 2017
Apr 7, 2017
Apr 14, 2017
Anaheim 2017
Feb 22, 2017
Mar 9, 2017
Anaheim 2018
Oct 23, 2017
Oct 30, 2017
San Francisco 2017
Jun 23, 2017
Jul 10, 2017
13
Publications
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Artwork specifications
File formats
The preferred file format for all submissions is a press-quality PDF file with all fonts embedded. Also accepted are
Adobe Creative Suite files (InDesign, Illustrator, Photoshop) that have been packaged with a complete set of fonts
and linked images. Adobe Creative Suite submissions must be accompanied by a PDF proof. CDA does not accept:
QuarkXPress files, Windows files, MS Word or Publisher files, or Adobe Creative Suite files without a complete set of
linked images and fonts.
Color
Final files and images linked to or embedded in your final files must be in the CMYK or grayscale color modes.
Files in the RGB, Lab color or other non-CMYK color modes are not acceptable. Total 4-color ink density should
not exceed 320 percent. To optimize readability, we recommend that smaller type and body copy not be specified
with a 4-color build.
Image resolution
Photographic (raster) image resolution must be at least 300 pixels per inch at 100 percent size.
Mechanicals
Files should be sized according to the ad sizes listed in this media kit. Files that bleed must include crop marks at the
trim with an additional 0.125” bleed on all four sides. Copy and other information should be placed at a minimum
of 0.25” from the trim size. More is recommended. Copy should be sized at 6 points or greater to ensure readability. CDA reserves the right to place a thin border around all non-full page ads that do not contain a border.
Incorrect files
Digital files that are not in compliance with the above specifications may be rejected.
14
Digital Advertising
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
The digital playground for all things CDA.
From alert messages and surveys within the CDA app to videos and interactive content within our monthly ePublications, we
have everything you need to reach our members wherever they work or travel.
One app, everything CDA
Reach members with in-app alerts and timely content. Plus, the CDA Presents section features click-though banners,
announcements and more.
CDA Journal, Update and CDA Presents Programs ePublications
Our digital publications are packed with dynamic interactivity, like embedded videos and the ability to clip an article
or photo and share it through social media or email.
The website of the California Dental Association: cda.org
Run ads linked to your website and capture engaged readers. Leverage the most viewed pages on cda.org: the
Classifieds, Job Opportunities and For Sale/Lease pages.
15
Digital Advertising
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
Digital advertising rates
2017 mobile app rates (call for sizes and availability)
Event home screen banner (exclusive)
$2,500
Event rotating banner (limited to 10 companies, equal rotation)
1,000
Event survey (Limited. Please inquire about approval)
3,000
Event alerts (limited to two companies per day)
1,500
3x
6x
12x
$950
$800
$700
Right rail top (500 pixels x 523 pixels)
750
600
500
Right rail bottom (500 pixels x 523 pixels)
700
550
400
Online advertising rates
Horizontal banner (630 pixels x 150 pixels)
Two ads rotating per position.
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®
CDA Advertising
California Dental Association
1201 K Street, Sacramento, CA 95814
800.232.7645 cda.org
®
Advertising Standards
The California Dental Association (CDA) welcomes advertising in its publications. Such advertising must be factually accurate,
dignified, and aimed at contributing to the advancement of the profession of dentistry. CDA reserves the right to accept or
reject advertising, at its sole discretion, for any product or service submitted for publication. Acceptance of advertising by CDA
does not in any way constitute endorsement or approval by CDA of the advertised service or product, and advertisers may not
make such claims in any way.
General requirements
8. CDA will not accept advertising for seminars, consultants
or other educational programs that suggest, imply, promise or
guarantee increased revenue (in dollar amounts) or specific
numbers of new patients to a dental practice, that will occur as a
result of attending the advertised program or seminar. CDA will
not accept advertising that, in general, implies that the volume
of a practice, either in income or in numbers of patients, may be
increased at the expense of proper patient care. CDA will also
not accept advertising that seeks information for, or in any way
pertains to, class-action lawsuits.
1.All advertisements submitted for display in any CDA publication
are subject to review by staff and its advisors. Advertisers must
submit ads by ad materials deadlines in order for materials to be
reviewed by CDA staff. Every effort will be made to review artwork
in a timely manner.
2. Advertisements must not be deceptive or misleading.
Advertisements must clearly identify the advertiser and the product
or service being advertised. All claims of fact must be fully
supported and meaningful in terms of performance or any other
benefit. CDA may require a sample or copy of any advertised
product or a full description of any advertised service, and proof of
the efficacy or reliability of any products.
9.Comparative advertising of dental products and dental services
is not allowed.
10. Advertisements on behalf of insurers not admitted in California
must comply with all California Department of Insurance
requirements, including, but not limited to, California Insurance
Code Section 1764.1, by prominently affixing in boldface
16-point type along the bottom of the ad that: “Insurance sold
by this company is not regulated by the California Department of
Insurance or the California Insurance Guarantee Association.” All
insurance ads must meet California Insurance Code guidelines for
advertising.
3.Products and services must be germane to and effective and
useful in the practice of dentistry, or of interest to dentists and
their families. Products and services and their indicated uses must
conform to principles of acceptable dental practice and of dental
ethics. Alcoholic beverages and tobacco products are not eligible
for advertising.
4. Advertisers must comply with all laws and regulations applicable
to the manufacture, distribution, and sale of a product or service. If
it is CDA’s belief that an advertiser has not complied then it shall be
sufficient grounds for rejection of an advertisement.
11. Placement of advertising with respect to employment, purchase
or sale of a practice, or the like will be at the discretion of CDA
and, if the editors so choose, may be limited to the classified
section of the publication without any illustrations or graphics.
Advertisements for employment must conform to all applicable
federal and state laws and regulations and may not discriminate
against any persons based on race, sex, age, national origin,
religion, handicap, or country of dental education. In addition,
CDA prohibits discrimination in advertisements on account of lawful
political affiliation, marital status, handicap, sexual orientation, and
country of training.
5. Advertisements will not be accepted if they conflict with or
appear to violate CDA policy, the CDA Code of Ethics or its
Bylaws, or if the advertisements are deemed offensive or contain
attacks of a personal, racial, or religious nature.
6. Advertising for dental education courses designed to directly
enhance the knowledge, skill or competence of the dentist will be
eligible for publication only if the course sponsor has received “registered provider” status from the California Board of Dental Examiners under Title 16, California Code of Regulations, Section 1016.
12.CDA will not accept advertisements that simulate editorial
copy or advertorial copy that purports to provide information in a
specialized field.
7. CDA reserves the right to decline advertising for any educational
course that involves the teaching or use of a product or technique
that conflicts with CDA policy, or is the subject of an unfavorable or
cautionary report by a recognized dental agency. The eligibility of
an advertisement for a course conducted by or under the auspice
of an organization or commercial venture other than the American
Dental Association, CDA or a CDA component will be determined
on a case-by-case basis. Acceptance of advertisements for courses
and education materials offered by commercial ventures and
directed to the income of a dentist or to the commercial aspects of
a dental practice will be reviewed for attractiveness, accuracy and
dignity to determine eligibility.
13. Advertisements must not quote the names, statements or
writings of any individual, public official, government agency,
testing group or other organization without their consent.
14.Advertising placements will not influence editorial copy. Editors
have the final approval over content in CDA publications.
15.Advertisements for CDA endorsed programs must also follow
separate guidelines and review processes.
16.Advertisers agree to and are bound by conditions on CDA rate
cards and CDA insertion orders.
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