2013 MEDIA KIT
2 FOOD FANATICS STORY
About US Foods
Driven by passion and innovation, US Foods is dedicated to the success of its 250,000 plus customers by providing the finest
quality food and food related products. The $20 billion company offers its own exclusive brands and distributes more than 350,000
national brand products to independent and multi-unit restaurants, healthcare facilities, colleges, universities, other educational
institutions and government entities. Based in Rosemont, IL., US Foods employs 25,000 people in 60 locations nationwide.
About Food Fanatics Magazine
The magazine is part of a multi-prong
branding initiative aimed at positioning US Foods
as a company that's all about food, food people, and
making it easier for customers to achieve success.
Written for the foodservice industry, this progressive
trade publication provides insight, inspiration, and
solutions through timely articles, eye-catching design
and poignant, original photography.
The readers are predominantly independent restaurateurs, chefs, and decision-makers. The magazine is
distributed by 5,000-plus US Foods territory managers who hand the magazine directly to the reader.
In addition to its 120,000 circulation, the magazine
will resonate through its website and its interactive
version on iPad.
CONTENTS
READERSHIP ................................................... 3
DISTRIBUTION ................................................ 4
RATES ............................................................... 5
EDITORIAL CALENDAR ................................... 6-7
DEADLINES ...................................................... 8
SPECS ............................................................... 9
GUIDELINES ..................................................... 10
CHECKLIST ...................................................... 11
DEMOGRAPHICS 3
PRIMARY READERSHIP
Independent restaurants,
one location
Educated
represents
50%
of US Foods
revenue
SECONDARY READERSHIP
Directors or purchasing
heads, colleges, universitires,
BOTH
health care and other service
Both segments are
providers, often operates
the decision makers
two or more restaurants
of their facility.
Both segments are
predominantly male.

Internet
reliant
appreciates healthy
products, on time
delivery, product quality
and value.
They value
face-to-face
transactions.
AVERAGE AGE
30-49
AVERAGE AGE
40-60
4 DISTRIBUTION
}
Food Fanatics magazine will have
limited and exclusive distribution.
The 5,000-plus
US Foods territory
managers will
physically hand
the magazine
to industry
decision makers.
US FOODS distribution centers
Our customer
views their Territory
managers as an
"extension of
their business."
They staY connected
through email and
phone throughout
each week.
61%
of territory managers
visit their accounts
once a week
Our primary segment, comprised mostly of
independent restaurants, account for 50% of
revenue, which makes them the main recipients of the magazine. Larger franchise operations are targeted in the secondary segment,
such as purchasing heads for universities,
health care, and other service providers.
!
Their meetings
average about
25
MINUTES
TERRITORY MANAGERS
have exclusive talking
points to guide customers
through the publication,
allowing for focused
one-on-one conversation.
RATES 5
PRICE (FULL PAGE AD)
1x
3x
6x
9x
12 x
PAGE
$10,995
$10,665
$10,335
$10,005
$9,676
2ND COVER
$12,644
$12,265
$11,886
N/A
N/A
3RD COVER
$12,095
$11,732
$11,369
N/A
N/A
4TH COVER
$13,744
$13,331
$12,919
N/A
N/A
SPREAD
$20,891
$20,264
$19,637
$19,010
$18,384
Rate Base: 100,000 All rates are gross.
“
Food Fanatics
looks very much like
a magazine that would be
found on newsstands.
The articles and
photographs are far
more evocative of a
traditional magazine
than an advertorial
or infomercial.
“
- The New York Times
6 EDITORIAL CALENDAR
Food Fanatics is published quarterly.
The magazine offers a unique perspective on culinary trends and operations through well-written articles, meaningful
graphics and engaging photography. Regular features include profiles on chefs from different segments, emerging dining
trends, and a focus on improving the bottom line. The content is also presented on foodfanatics.com along with web
exclusives, such as additional recipes and extended chef podcasts. The magazine, additional web content and the
interactive features can all be found on the free Food Fanatics app available through iTunes.
The magazine is divided into three sections to convey
its passion for the hospitality industry.
FOOD
FOOD PEOPLE
MONEY & SENSE
What are the latest food trends and how can they
lead to your advantage? Find out how operators
are leveraging food trends to satisfy their culinary
creativity and improve the bottom line.
Go behind the burner and meet the individuals
influencing their category with innovation and
passion. Find out how they've met challenges
and what they've learned.
Turn your restaurant into a well-oiled machine
that gets diners in seats. Find out which concepts and segments are the top money makers
from today's biggest game changers.
EDITORIAL CALENDAR 7
In every issue
The PR
Machine
Public relations
and marketing
to get your
word out.
By the
Numbers
The last page to
make everything
all add up in the
black.
Trend Tracker
Emerging menu
trends, ones on
fire and others
that are burning.
Beyond the Kitchen
Exploring areas outside food and service that affect the dining
experience, from lighting and sound to the comfort of your chair.
iHelp
Using
technology
to improve
operations.
Ask the
Food
Fanatic
Frank advice
on making
foodservice
more profitable.
Staff Meal
Gathering the staff for a meal means more than fueling up
for a shift.
Future issues
SPRING
SUMMER
FALL
WINTER
Cover
Southern Cuisine
Reinvented
Asian becomes
American
Healthy Food is Finally
Cool
The Pastry Issue
Major Feature
The Special Needs Diner
(allergies, gluten-free, low carb)
Beyond Farm to Table
Mastering Food Events
and Festivals
Out of Control Catering
8 DEADLINES
2013 CLOSING DATES
ISSUE
AD CLOSE
Spring
Summer
Fall
Winter
January 3, 2013
March 21, 2013
June 19, 2013
MATERIALS DUE
January 7, 2013
March 27, 2013
June 25, 2013
SHIP DATE
February 6, 2013
April 30, 2013
July 29, 2013
September 11, 2013
September 17, 2013
October 21, 2013
MATERIAL SUBMISSION
Sending Advertising Materials
For FoodFanatics, send advertising materials to:
Production Department c/o Imagination
600 W. Fulton St., 6th Floor • Chicago, IL 60661 USA
Tel: 312-887-1000 • Fax: 312-887-1003
Food Fanatics FTP Upload Instructions
1. Go to: http://adupload.imaginepub.com
2. Enter User Name and Password:
User Name: FOODFANATICS
Password: imagination
Shipping Instructions/Questions
Send orders and materials to:
Food Fanatics Magazine
600 West Fulton, Suite 600 • Chicago, IL 60661
Tel: 312-887-1000 • Fax: 312-887-1003
Email:[email protected]
Please note
US FOODS reserves the right to reject any potential ad campaign or creative without explanation. Ads cannot solicit
contributions or donations. Ads cannot disparage US FOODS.
Materials that do not meet the stated advertising specifications may be rejected. Necessary alterations are the
responsibility of and at the expense of the advertiser. All materials must be submitted in accordance with the
published deadlines and meet the criteria stated in the Food Fanatics advertising policy.
Contract and Copy Regulations
All advertising rates and conditions are subject to change without notice. If an ad creates, in the judgment of the
Publisher, the impression that it is editorial material, the word “advertisement” will be placed at the top of the ad.
Publisher assumes no liability for errors or necessary omission of an advertisement for any reason whatsoever. Any
condition on a contract, or copy instructions that conflict with or vary these provisions, will not be binding on the
Publisher.
The Publisher shall not be subject to any liability whatever for any failure to publish because of acts of God, work
stoppage, accidents, fires or other natural or unnatural occurrences which are outside and beyond the Publisher’s
control.
Any order that specifies position is subject to the Publisher’s absolute right to determine actual position. All
advertisements are accepted and published by the Publisher upon representation that the agency and advertiser are
authorized to publish the subject matter, copy and graphics contained therein.
The advertiser and agent, in consideration for the publication of the advertisement, agree to indemnify and hold
harmless the Publisher from any liability, loss, expense (including court costs and attorney fees) arising out of the
publication of the advertisement.
Advertising agencies agree to pay all charges for advertising placed at their request, in the event no payment is
made by the advertiser. Publisher has authority to hold both advertiser and agency liable for such monies due and
payable to Food Fanatics magazine.
CONTACT
US Foods:
Jennifer Johnson, Director of Brands
WORK: 847-720-3179
MOBILE: 312-288-5008
[email protected]
Director of Production:
Kelley Hunsberger
TEL: 312-887-1000, ext. 138
FAX: 312-887-1003
[email protected]
Production Manager:
Allison Bratnick
TEL: 312-382-7935
[email protected]
Advertising Sales:
Steven M. Fisher, Advertising Director
TEL: 847-274-6439
FAX: 312-887-1003
[email protected]
Nikki A. Hurt, Advertising Manager
TEL: 630-802-4878
FAX: 312-887-1003
[email protected]
Send Payments to:
Ben Taylor, Financial Accountant
600 West Fulton Street, 6th Floor
Chicago, IL 60661
TEL: 312-382-7844
[email protected]
SPECS 9
PRINT
DIMENSIONS
Publication trim size: 9 x 10 1/2”
No charge for bleed. For full page bleed ads, extend any art 1/8” beyond the trim.
Live matter should be kept 1/4” from trim.
MICROSITE
Dimensions
Small Square..............200 x 200
Square.........................250 x 250
Medium Rectangle.....300 x 250
Large Rectangle.........336 x 280
File Formats
File size should be 50KB or smaller
Graphical Layout
iPad
Dimensions
Ads can appear in portrait and landscape mode in the iPad app.
Portrait.............1536 x 2048 pixels
Landscape.......2048 x 1536 pixels
If ony one ad size is submitted, portrait is best for the app.
File Formats
Submit ads as:
264 ppi
RGB
High res JPG
All ads:
Must take up the entire space of each ad size
Cannot appear sideways or upside down
Cannot be segmented, contain multiple copies of itself within the ad,
or appear to be more than one ad
Cannot expand beyond the ad frame or otherwise encroach
on the website
Relevance and Quality
Must be relevant to the Food Fanatics site
Must be clear and recognizable with legible text -- unclear, blurry, or
unrecognizable images are not allowed
Strobing and Flashing
No strobing, flashing backgrounds or otherwise distracting ads
Mimicking Site content, News articles or Text Ads
Mimic Food Fanatics content or layout or news articles and features.
Contain screenshots of Google AdWords text ads or otherwise simulate
an AdWords text ad in any way
10 ADVERTISING STYLE GUIDE
PLEASE DO

Convey personality
n Be energetic
n Easy to navigate
n Ensure the message is clear and concise
n Embody simplicity, streamline
n
PLEASE DON’T
Use clever, witty copy
n Have a focal point
n Know the audience – foodservice professionals
n Go modern
n Know white space is your friend
n

Feature small photos or a lot of them
n Clutter the space
n Use models acting as chefs or diners
n Use a lot of copy or small text
n Use excessive neutral colors
n
Who’s the audience?
Chefs, mostly male, who are passionate about their business, and more often than not, are familiar with technology and social media.
They’re also restaurant owners, food and beverage directors, managers and decision makers. They are flooded with information daily, put
out fires constantly and barely can take a break before having to do it all over again the next day. That’s why the message needs to be
clear, concise, brief, engaging and powerful to make the most impact.
EXAMPLES
n
Product packaging
is shown to help identify
the brand, but is not
the main image
n White space allows for
motion and makes it easy
to navigate with the text
n
n
Witty tagline
Easy to identify brand
Multiple products shown,
but food remains the main focus
n Background texture and
border are not overwhelming
n
Bright colors
Quick tagline
n Branding centrally placed
while food is still the main focus
n
n
ADVERTISER CHECKLIST 11
general requirements
❑ Ads must be submitted electronically and ready for use. The publisher is not responsible for any content errors. Improperly prepared files may result in additional production charges.
❑ All ad materials must be submitted via the ad portal with a proof. If a proof is not supplied, the publisher does not assume any responsibility for the quality reproduction of the ad.
Color proofs must be provided to ensure color accuracy on press.
❑ Any materials submitted that do not meet the criteria outlined in this media kit may be rejected.
formats
The publisher does not accept ads by e-mail.
❑ Files may be created in the following programs:
(versions up to, but not exceeding the following are acceptable)
n
n
QuarkXPress v7 n Adobe Photoshop CS3-CS5
Adobe Illustrator CS3-CS5 n Adobe InDesign CS3-CS5
n
PDF/X-1
❑ No Postscript files.
❑ Use the Collect-for-Output feature under the file menu in QuarkXPress to ensure all images and special preference files are included with the final document.
❑ All PDFs must be PDF/X-1 compliant.
images
❑ The resolution of all photography and scanned illustrations must be at least 266 dpi.
❑ Line art used at 100% in Quark should be 600 dpi or used at 50% should be 300 dpi. Art should not be used any smaller than 50%.
❑ All scaling, rotating and cropping of art should be done in the native image application (not in Quark).
fonts
❑ Copies of all fonts used within any layout or any EPS file must be provided. Include both screen and printer fonts. Postscript and Type 1 fonts are encouraged. Bitmapped fonts
are not recommended, but can be used.
❑ Using the bold, italic or other style keys in Quark is not encouraged. Instead, please use the bold or italic version of the font (for example, instead of making Adobe Garamond
bold with the style key, use Adobe Garamond Bold, the font).
colors
❑ Color artwork or photographs for final output must be saved as CMYK.
❑ Four-color ads should have the colors within the document programmed properly, with the process separation button checked. If you are using a fifth color, this should be
chosen as a Pantone solid color without process separation selected.
❑ Nothing should be colored with the default colors.
❑ Default colors and any unused programmed colors should be deleted.
❑ Color corrections should be made prior to submitting. The publisher will follow the color proof provided for
color on press.
mechanical requirements
❑ Trim Size: 9” x 10.5”
❑ Format: 3 columns
❑ Print Process: Web Offset
❑ Binding: Perfect
ADVERTISING SALES:
THE FISHER MEDIA GROUP
SteveN M. FISHER
NIKKI HURT
NATIONAL ADVERTISING DIRECTOR
NATIONAL ADVERTISING MANAGER
610 Thornmeadow Road
Riverwoods, Illinois 60015
Cell: 847.274.6439
Fax: 312.887.1003
[email protected]
610 Thornmeadow Road
Riverwoods, Illinois 60015
Cell: 630.802.4878
Fax: 312.887.1003
[email protected]