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2011dentaltown

2011media kit

Media Kit 2011_Layout 1 8/26/10 7:54 AM Page FC1

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From Our Founder & CEO

Dentaltown began with a simple goal – to connect dentists. Through Dentaltown,dentists communicate more effectively and become more proactive in their ongoingsearch for information on new products and services. Every day, our members are privyto the opportunity to openly discuss their problems and their passions, to express opinions on the equipment they’re using, to share their good times and bad times, toanswer questions and to question answers – and ultimately never practice solo.

As we approach our 12th year, Dentaltown.com continues to grow. We have morethan 125,000 registered members from around the world. This year we will continueto deliver timely and relevant information to our readers. Our online ContinuingEducation center offers more than 140 courses. Each month, Dentaltown Magazine willfeature clinical, business and hot-button topics for practicing dentists. In addition, e-Newsletters, e-Promotions, live Web events, podcasts, videos and more keep ourmembers engaged.

The Dentaltown community is turning dentists into believers – believers in thepower of communication and networking, in the work they do, and in the commu-nity they’ve helped create. Dentaltown is changing lives online and in practicesaround the world every day.

Thank you for your continued support of Dentaltown. Howard Farran, DDS, MBA, MAGD

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Dentaltown Magazine

Passionate and highly motivated members of the dental community readDentaltown Magazine to gain better insight into our profession. Via our interactivepublishing model, there is no other dental publication that can offer the scale of imme-diate dialogue and discussion of published information. The message boards featuredin the magazine also attract new members to Dentaltown.com, which lead to more discussions. Additionally, through original content we bring new information to ourcommunity with informative and timely articles, thought-provoking editorials, unri-valed continuing education features and cutting-edge new product profiles.

What’s InsideColumns

Howard Speaks: Dr. Howard Farran shares his insights on the business side of dentistry.

Second Opinion: Special guests provide opinions on various topics to stir debate.

Professional Courtesy: Dentaltown Magazine Editorial Director Dr. Thomas Giacobbi writes about the challenges and triumphs of dental practices today.

Features and Departments

Corporate Profile: This cover story showcases leading and up-and-coming dental companies.

Message Boards: Some online discussions are condensed and published in Dentaltown Magazine.Readers have the opportunity to add to these discussions or start new ones.

Office Visit: This feature takes readers on a detailed tour of a Townie’s practice, and focuses on practicephilosophy, equipment and staff.

Hygiene & Prevention: Because dentistry and dental hygiene work hand in hand, every issue of Dentaltown Magazine features content from Hygienetown.com and articles from hygiene experts. PerioReports consists of detailed research translated into easy-to-read summaries, and is essential reading for cutting-edge clinicians.

Townie Poll: Each month our online poll takes the temperature of key issues in our profession.

New Products: Highlights the newest dental products of interest to the Dentaltown community.

Industry News: Keeps our readers informed and up to date about what’s happening in the dental profession.


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Dentaltown Magazine 2011 Editorial CMonth Feature Topic Secondary Topics Dentaltown Research* Specials

January Pediatric Dentistry Sleep Dentistry Cosmetic Dentistry Chicago Midwinter Preview TMD

February Endodontics Dental Photography Periodontics Office Visit Infection Control

March Cosmetic Dentistry Medical Emergencies Lasers Townie Meeting Preview Shade Matching

April Periodontics Implant Placement Marketing CDA Anaheim Preview Digital X-rays

May Lasers Minimally Invasive Dentistry Technology Office VisitTeeth Bleaching

June Marketing/Web Sites Oral Cancer Implants AGD PreviewMetal-free Crowns

July CAD/CAM Magnification Equipment TCA PreviewPatient Financing

August Implant Dentistry Staff Issues TMD/Occlusion Office VisitDirect Composites CDA S.F. Preview

September Equipment Pain Management Restorative Office Visit Endodontic Complications

October Practice Management 3D CBCT Endodontics Greater NY PreviewVeneers

November Restorative/Prosthodontics Oral Surgery Practice Management Office VisitTransitions/Associates/Sale

December Townie Choice Awards Removable Prosthodontics Yankee 2012 Preview

*Poll results, TCA results, feature article, product spotlights


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Calendar Hygiene & Prevention Ad Deadline

ew Dental Hygiene Consultants 12/9/2010

Probiotics in Dentistry 1/10/2011

Fresh Breath Programs 2/9/2011

Technology in Dental Hygiene 3/10/2011

Ergonomics 4/11/2011

Periodontics 5/10/2011

Career 6/10/2011

Diagnostics 7/11/2011

Dental Hygiene Marketing 8/10/2011

Prevention 9/9/2011

Xylitol 10/10/2011

Power Scalers 11/10/2011

Dentaltown Magazine Ad Rates

2011 Rates 1 time 3 times 6 times 12 times 18 times 24 times

Full Page $8,550 $8,295 $7,910 $7,350 $7,180 $6,840

4C Spread $16,250 $15,760 $15,025 $13,970 $13,645 $12,995

Two-thirds $6,500 $6,300 $6,000 $5,590 $5,460 $5,200

Half page $5,550 $5,380 $5,130 $4,770 $4,660 $4,440

One-third $4,450 $4,315 $4,115 $3,825 $3,740 $3,560

Quarter page $3,500 $3,395 $3,235 $3,000 $2,940 $2,800

(All prices are NET rates. Package pricing is available.)

Premium Positions, Inserts and Custom Publishing: Please contact your account manager for pricing.

Total Circulation: 120,750

Total Requested Circulation: 100,599 (83.3%)

Total GP Circulation: 103,900(Based on June 2010 BPA statement)

Vice President of Sales & Business DevelopmentPete Janicki n 602-410-5145 n [email protected]

Regional Sales ManagerMary Lou Botto n 480-445-9711 n [email protected]

Regional Sales ManagerSteve Kessler n 732-357-7501 n [email protected]

Executive Sales AssistantLeah Harris n 480-445-9693 n [email protected]

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e-Promotions: Entering our sixth year of delivering e-mail promotions to ourmembers, we have grown our member participation to include more than 60,000dental professionals. These communitymembers have opted to receive these specialoffers and updates from companies through-out the dental market.

e-Newsletters: With opt-in lists totaling more than 85,000 dental pro-fessionals, our weekly e-Newsletters keep our members connected and make iteasy to find the latest interesting content on the message boards and throughoutthe online community.

e-Surveys and Research: Acquire valuable information from propri-etary surveys and targeted market research opportunities.

Banner Advertising: Main page banners deliver maxi-mum exposure reaching more than 1,000,000 impressions eachmonth. Banners specific to any of the message board categoriesallow a company to place an ad adjacent to relevant topics.

Flash Panel Advertising: These high-profile ads,which are prominently displayed on the main pages of oursite, guarantee visibility and are a great way to communicatea major initiative to the entire Dentaltown community.

Keyword Searches: When Townies perform a specific keyword search on Dentaltown.com, (e.g.: “endo,”“implants,” “loupes”), a sponsored link to your Web site willappear at the top of their search.

Dentaltown.com Electronic A

E-news Banner300x250 pixels

Top Banner 468x60 pixels

Flash Panel 732x251 pixels

Banner125x125pixels


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c Advertising Opportunities

Campaign Page: These one-to-one marketing initiatives allow companies totarget members of Dentaltown with very specific messages that appear on theirscreens when they log on to Dentaltown.com.

Webcasts: Take center-stage on Dentaltown.com. Our webcasts are marketed tothousands of Townies, and are an excellent lead generator.

MarketShare: An option dedicated to the companies that support our membersand our mission. Via MarketShare, we create and house a customized Web page foreach participating company. These pages contain valuable and updatable information,and have the ability to link directly to your company’s Web site.

Electronic Media Rates

Rate Duration

Campaign Page $6,500 2 weeks

Home Page Flash $5,000 2 weeks

Top Banner (468x60) $4,500 1 month

Side Banner (125x125) $3,000 1 month

Category Banners $500-5,000 per month (exclusive - 6 month minimum)

e-News Sponsorship $3,000

e-Promotion $8,500

Home Page Video $4,000 per week (in lieu of flash panel)

Webcast $25,000 live & archived

Vice President of Sales & Business DevelopmentPete Janicki n [email protected]

Regional Sales ManagerMary Lou Botto n [email protected]

Regional Sales ManagerSteve Kessler n [email protected]

Executive Sales AssistantLeah Harris n [email protected]


7 *numbers collected July 2010

“In Ohio, dentists can take their entire 40 hours of CE online, which is what I did for this past CE period. Whenchecking my records for the period before, the cost of travel, courses and hotel were more than $18,000.And that didn’t include time off. Plus, the Dentaltown CE was more focused and useful. Thanks to the powers at Dentaltown and to the dental companies that sponsor these courses!” – Dr. Doug Paulus

More than 300,000course views to date*

More than 140 courses to date*

Vast selection of categories

Continuing Education

Dentaltown CE works with sponsoring companies and leading clinicians to produce top-notch courses,accredited by AGD PACE and ADA CERP. Once complete, we use our full array of media to distribute andexpose our education electronically via Dentaltown.com, promotion in e-news and social media venues, and inprint, both as stand-alone supplements and within the pages of Dentaltown Magazine. These vehicles combineto provide unparalleled reach to both domestic and international clinicians.

An average of 250 courses are taken daily through Dentaltown, and throughout 2011 we will continue toexpand our program.

Sponsorship of Continuing Education Course/Webcast (print/online/reprint package) Contact your account manager for pricing.


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Townie Meeting

Join more than 50 exhibitors and mingle with morethan 1,000 Townies at the ninth annual TownieMeeting, May 4-7, 2011, at Caesars Palace in Las Vegas,Nevada. The Townie Meeting is a gathering of dentalprofessionals interested in education, entertainment andcamaraderie. The meeting provides cutting-edge speak-ers and courses as well as fabulous social events. Offeringa wide variety of continuingeducation programs in suchareas as: clinical, hygiene,endodontics, CEREC, busi-ness management, and more!


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Important Dates*

June–July Companies enter products in TCA ballot

July–September Online voting takes place

Mid-September Winners notified

Mid-October Product descriptions and photos of winning products/services due to Dentaltown Magazine editorial staff for inclusion in the December issue

December 10 TCA winners announced in December issue of Dentaltown Magazine

*Subject to change.

Townie Choice Awards

The Townie Choice Awards gives dentists and hygienists the opportunityto vote for their favorite dental products and services. As dentistry’s equivalentof the People’s Choice Awards, the TCAs have become an increasingly popular way for advertisers to stand out. Advertising opportunities are avail-able leading up to the voting process and continue through the announce-ment of winners.

All companies with dental-related products and/or services are encouragedto enter. Winners are decided by popular vote. Results are electronically tabu-lated and the winning entries for each category are published in the Decemberissue of Dentaltown Magazine.


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Hygienetown.com

Hygienetown.com is the pulse of dental hygiene. An active collaborationof more than 35,000 registered members, hygiene professionals engage each other by sharing clinical tips, advice on new products and advances in the profession. The interactive nature of Hygienetown.com connects clinicians and dental manufacturers as no other medium can. The best infor-mation is shared within the pages of Dentaltown Magazine to connect theprofession cohesively.


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New Product ProfileEach month, “New Product Profiles” will showcase four new products and services

launched within the last 12 months.This feature allows Townies to share experiences and ask questions about new prod-

ucts and services. When the electronic version of the magazine is posted on its associ-ated Web site, we will start a separate discussion thread for each product. This is a greatopportunity for you to connect directly to your customers online.

Please e-mail the following with the phrase “New Product Profile” in the subject line:n A 50- to 75-word description of your product or servicen One or two photos suitable for magazine publicationItems will be selected for publication by our editorial team. We cannot guarantee

that all submissions will be published.

Editorial Submission Guidelines

Article Submission GuidelinesFarran Media, the parent company of Dentaltown, Hygienetown and Orthotown,

is on the cutting edge of publishing. We use the discussions on the Web sites’ messageboards as the foundation for editorial content in the magazine.

We also feature articles and case presentations from outside sources. If you areinterested in submitting material for consideration by our editorial board, pleasereview our guidelines.

Research: If you have a particular topic in mind, visit the Web site and review the relevant discussions. If your topichas not been discussed, start a thread to discover the level of interest. Townies will ignore aggressive marketing, but they embrace manufacturers who come to the message boards with a genuine interest in better dentistry.

Outline: Prepare an outline that includes:n A two-to-three sentence summaryn List of the points to be coveredn Indication of how many pages you will need based on our mechanical requirements listed on this pagePlease submit this outline for editorial review and discussion. We might provide additional points to incorporate into

your final piece, and this is the most efficient time to make these suggestions.


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Editorial Submission Guidelines

Write:Once your outline is accepted, we will set a deadline and word count for the finalarticle. Your article will soon be in the hands of our readers.

Requirements:n 500 words per pagen Subtract 100 words for every photo/graphicn Photos should be 300 dpi, in JPEG or TIFF format (we cannot correct blurry photos)Provide head-and-shoulder photo of author with a 25-word bio. If you have any

financial interest in the topic/company you are writing about, this information must beclearly disclosed to our readers.

Deadlines are generally three months prior to publication. For example, a submission for the April issue should be submitted in January. Articles received with less than a three-month lead time might be rejected for lack of space.

Submitting Finished Articles: Many times, authors and companies will submit a finished piece. These submis-sions are welcome, and we will process them through the same editorial review process. Please understand we might requestrevisions or additions, and we cannot guarantee all submissions will be published.

EditorBenjamin Lund n 480-445-9694 n [email protected]

Assistant EditorMarie Leland n 480-445-9706 n [email protected]

Copy Editor/Staff WriterChelsea Patten n 480-445-9714 n [email protected]

Farran MediaAttn: Editorial Department9633 S. 48th Street, Suite 200, Phoenix, AZ 85044

Dentaltown Editorial DirectorThomas Giacobbi, DDS, FAGD n [email protected]

Hygienetown Editorial DirectorTrisha O’Hehir, RDH, MS n [email protected]

Orthotown Editorial DirectorWm. Randol Womack, DDS n [email protected]


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Dentaltown Magazine is printed web offset, 4-color process, perfect bound with a trim size of 8"x10.875". Orthotown Magazine is printed web offset, 4-color process, saddle-stitched with a trim size of 8"x10.875".We use Quark Xpress v8 on Mac OS X to layout the magazines.

Our first choice for digital submission is a high-resolution Adobe PDF.If you are unable to save your ad in a high-resolution PDF format, we will accept:n Photoshop TIFF/High-resolution JPEGn Adobe Illustrator EPS (with all text converted to outlines)n Adobe InDesign CS5 filen Quark Xpress file

If you elect to send us your Quark/InDesign file, please include all fonts and images. All placed images must be saved at300 dpi (CMYK). Two-page spreads should be supplied as two separate pages and placed together as a spread.

n If your full-page ad bleeds, please add 1⁄8" all the way around the outside trim size of ad. Bleeds are not available for adssmaller than a full page.

n Ads must be built to the correct size specifications. Oversized or undersized ads will be adjusted to fit the space purchased. n Ads may be provided on CD/DVD, compressed and e-mailed to [email protected] (if ad is 4MB or smaller) or

uploaded via FTP following the instructions on the next page.n All media should be labeled with publication name, issue date, advertiser name and contact person.

Magazine Advertising Specifications

Full Page (Full Bleed)

Bleed 8.25" x 11.125"

Trim 8" x 10.875"

Live area 7" x 9.875"Please keep all text in live area

to avoid trimming off

Full Page(No Bleed)7" x 9.875"

Two-Page Spread(Full Bleed)

Bleed 16.25" x 11.125"Trim 16" x 10.875"

Live area 15" x 9.875"

2/3 Page7" x 7.25"

Vert.1/2 Page3.42" x9.875"


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Magazine Advertising Specifications

Horiz.1/2 Page7" x 4.875"

1/4 Page3.42" x 4.875"

ProofsProofs must be supplied for all ad materials. We strongly recommend SWOP-certified, press-quality proofs for

color matching for all ads. If you elect not to provide a press-quality color proof, Farran Media is not responsible forany color inaccuracies or text and image discrepancies on your ad.

Inserts/Fifth color: Contact your account manager for rates on inserts or special inks.

FTPFTP address: ftp://ftp.farranmedia.comUsername: farranmediaPassword: upload (Username and password are case sensitive.)

1. Zip/stuff the file2. Name your file using the following format: yourcompanyname_date3. Upload your file to the folder with the month the ad is to be placed

(Mac users may need to use Internet Client Software, such as Fetch, to enter our FTP site.)If you have any questions about Farran Media’s FTP site, please contact us.

DeadlinesSpace reservations are due the 3rd of the month prior to publication month. Final artwork is due the 10th of the month prior to publication.

Graphic DesignerCorey Davern n [email protected]

Creative DirectorAmanda Culver n [email protected]

Farran MediaAttn: Creative Department9633 S. 48th Street, Suite 200Phoenix, AZ 85044

Vert.1/2 Page3.42" x9.875"

1/3 Page7" x 3.625"

1/6 Page3.42" x 3.42"

(Orthotown Only)


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Electronic Media Specifications

e-Newsletter Banner Ad Specs:n Artwork is due the Tuesday of the week reservedn Must be 300 x 250 pixels and no larger than 30KBn Must be GIF, Animated GIF or JPEG format (Flash files are NOT permitted)

n Must provide URL (http://) to which the banner linksn For animated GIF, unlimited looping allowedn 50-character alt text limitn Must not include any rapid or “strobing” animation of

any graphic, copy or background elementsn (Recommended) design banner ad with a solid color

background to avoid color conflicts with displaying pagen Send materials to: [email protected]

e-Newsletter Featured Product Specs:n Material is due the Tuesday of the week reservedn Product photo

– 100 x 120 or 300 x 50 pixels– No larger than 30KB– GIF or JPEG format

n 50-word product descriptionn Must provide URL (http://) to be listedn Send materials to: [email protected]

e-Promotion Specs:n Materials are due five business days prior to e-mail blast

date by noon PST.n Submit:

1. A subject line not to exceed 80 characters2. Company name to appear in the “Sponsored By” line3. An HTML file

– Do Not Export HTML from Microsoft Word– Table width must be no greater than 700 pixels– HTML maximum file size is 20KB– Images must be hosted on your site, supply those

absolute links in your html document– No embedded background images in tables– In-line styles are recommended– Be sure to include http:// in all URLs

4. A plain text file (required for all e-Promotions)– 150-200 words maximum, Courier, 12 pt. – Plain text-only format (filename.txt)

NO GRAPHICS or HYPERTEXT– Text formatting such as bold, italic, font size,

bullets or color will not appear as suchn Send materials to: [email protected]

E-newsletter Banner300 x 250 pixels

E-media Production ArtistAmy Leal n 480-445-9705 n [email protected]

Assistant EditorMarie Leland n 480-445-9706 n [email protected]

Creative DirectorAmanda Culver n 480-445-9701 n [email protected]


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Web Site Banner Ad Specs:n Artwork is due the 20th of the month prior to the

reserved monthn Must be GIF, Animated GIF, JPEG or Flash formatn Must provide URL (http://) to which the banner linksn Unlimited looping allowedn 50-character alt text limitn Must not include any rapid or “strobing” animation of any

graphic, copy or background elementsn (Recommended) design banner ad with a solid color back-

ground to avoid color conflicts with displaying pagen Send materials to: [email protected] using Flash, Flash Requirements:n Must include a clickTAG action for banner trackingn Flash banners must include the following code (exactly as

shown) as an action on a layered, transparent button thatcovers the entire graphic.

on (release) {if (clickTAG.substr(0,5) == “http:”) { getURL(clickTAG, “_blank”); }}

n In the Publish Settings window, under LocalPlayback options, verify that you haveselected the Access Network Only option.

n For additional information, please refer to:http://www.adobe.com/resources/richmedia/tracking/designers_guide/

Banner Ad Sizes & Size Limits:n 468 x 60 pixels – must be no larger than 30KBn 125 x 125 pixels

must be no larger than 20KBn 160 x 600 pixels

must be no larger than 30KB

Campaign Page Specs:n 710 pixels wide, height can be up to 1,000 pixelsn Must be no larger than 50KB.n Must provide URL (http://) to which page linksn List what segment of our members should receive the

campaign (ex. GPs, U.S. GPs, just specialists)n Send materials to: [email protected]

Flash Panel Specs:1. Image size is 732 x 251 pixels2. File size should not exceed 50KB3. Must provide URL (http://) to which panel links4. Send materials to: [email protected]

If submitting a .swf:n Include original .fla and any fonts used in a separate

.zip filen Run-time not to exceed 12 secondsn Include a backup .jpg to be used if there are problems

embedding the .swf file

Square125 x 125 pixels

Tower160 x 600 pixels

Horizontal468 x 60 pixels

Flash Panel732 x 251 pixels


9633 South 48th Street, Suite 200, Phoenix, AZ 85044480-598-0001 n Fax: 480-598-3450

interactive publishing


Download - Media Ki 2011 La 1 8/26/10 7:54 AM Page FC1 2011 · Infection Control March Cosmetic ... 4C Spread ew Dental Hygiene Consultants 12/9/2010 Probiotics in Dentistry 1/10/2011 Fresh

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