Advertisers turn to magazines to brand their products and togenerate leads. In order to achieve these goals, of course, thead must actually be read. American Cinematographer has

readership statistics that far exceed those of other magazines. Inthe most recent readership study conducted by Research USA, itwas found that four out of four issues of AmericanCinematographer are read by 80.4% of readers. Subscribers arein-depth readers of the excellent editorial, with 83.5% normallyreading one-half or more of each issue. They spend an average ofone hour and 33 minutes with each issue of the publication. Thevast majority, 90%, save their copies for permanent reference.

What does this mean to you as anadvertiser? It means that your ad will beread! According to American BusinessMedia research, subscribers to trade maga-zines are as interested in ads as they are ineditorial. They are highly motivated seek-ers of market news and the latest innova-tive tools available to help them do theirjobs better. When they read the magazine,they read the ads. In AmericanCinematographer your ad will be studied!

Research USA's readership studyshows that a remarkable 75.6% of sub-scribers take action on an ad that they seein American Cinematographer within a 12-month period, with 31.5% purchasing aproduct or service as a result.

What does this mean to you as an advertiser? It means thatyour chances of receiving leads that turn into sales are higherwhen you advertise in American Cinematographer.

The film professionals who read American Cinematographerhave the power to buy product. Their average tenure is 19.8 years inthe business. More than half, 56%, have the authority to buy indus-try products (see details in research summary).

The obvious conclusion is that American Cinematographeroffers advertisers tremendous assistance in marketing their prod-ucts to the creative professionals in the film and digital video pro-duction industry.

Our Readers Are…

When we started Bron KoboldUSA, we had a limited budget for

advertising. To spend wisely, wechose American Cinematographer,which has a national andinternational readership. We feelit was money well spent, as it hasincreased product recognition bothin the U.S. and worldwide. I have

found American Cinematographer to be an extremelyeffective advertising vehicle for introducing new productsand for efficiently getting our ideas out to the productioncommunity. Maintaining a presence in AC is a must.

— Kevin SchillNational Sales ManagerBron Kobold USA

T h e L e a d i n g M o t i o n P i c t u r eA n d D i g i t a l V i d e o P r o f e s s i o n a l s

Breakdown of subscribers'employment responsibilities:

Area of Primary SecondaryResponsibility Area Area

Cinematographer 53.2% 29.0% 24.2%

Director 33.6 11.3 22.3

Producer 20.9 4.1 16.8

Camera Assistant 12.7 6.7 6.0

Camera Operator 34.4 5.7 28.7

Management/Executive 15.0 5.0 10.0

Editor 18.9 1.5 17.4

Screenwriter 12.1 2.1 10.0

Instructor 11.3 4.3 7.0

P ractically every cinematographer in the businessreads AC, and two-thirds of our subscribers work inother aspects of filmmaking. They include directors,

producers, editors and additional production managers.

Number of Last Four Issues Read *

The average AC reader spendsone hour and 33 minutesreading an issue of the magazine.

More than 90 percentof AC's readers save everyissue for future reference.

90 percent of AC's readers read more than half of every issue.

* Source: Research USA Readership Study

4 out of 480.4%

Regular readersread 3 or more of the last 4 issues: 89.8%

Breakdown of professional activities:Area of Primary SecondaryActivity Area Area

Independent Productions 53.1% 9.5% 43.6%

Commercials 58.6 20.3 38.3

Television Productions 53.0 14.5 38.5

Feature Films 59.5 27.3 32.2

Industrials or Corporate 40.5 11.3 29.2

Documentaries 40.1 6.0 34.1

Music Videos 29.1 0.7 28.4

Cable and Pay-TV 25.6 2.1 23.5

Other 12.0 8.3 3.7

The only subscription-based, paid magazine in the industry isAmerican Cinematographer. Professionals in all areas offilmmaking, including television commercials, music

videos and features, depend on AC enough to pay for it.

One or more: 96.9%

Respondents haveworked in the field asfull-time professionals for anaverage of 19.8 years.

READERS’ INCOMEThe average annualhousehold incomeof an AC reader is$105,600 (before taxes).The average approxi-mate household networth of an AC readeris $550,000.

Despite a very limited marketingbudget, Rocket Film Equipment has

been advertising with AmericanCinematographer over the past 12months. The ads have generatedquality leads from around the world— particularly Europe and the U.S. —and I have been pleasantly surprisedby the number of sales these leads

have delivered. Our advertisements in AmericanCinematographer have boosted our company profileglobally, increased hits on our Web site significantly, andimproved our export sales performance. If you, too, wantto grow your business, I highly recommend AmericanCinematographer.

— Leah CorderySales and MarketingRocket Film Equipment

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

90.4%

78.7%

76.3%

75.8%

75.4%

74.1%

63.6%

62.9%

62.7%

61.2%

57.2%

Computer platforms

Camera accessories

Film cameras

Film

Lenses

Lights

Video monitors

Grip equipment

Videotape or cassettes

Still cameras

Videotape recorders

Leading Production ToolsUsed/Owned *

* Source: Research USA Readership Study

T h e L e a d i n g M o t i o n P i c t u r eA n d D i g i t a l V i d e o P r o f e s s i o n a l s

Breakdown of decison making:Make Do Not

Make Recommendations influence thethe decision or specifications decision making

Buying of Services 52.5% 33.4% 14.1%

Buying of Software 46.8 23.8 29.4

Buying of Equipment 58.9 30.7 10.4

Choice ofEquipment Rental Houses 52.9 32.9 14.2

Choice ofProduction Location 34.6 35.9 29.5

Choice ofPostproduction Facilities 35.2 31.3 33.5

Choice ofVisual-Effects Facilities 30.1 32.3 37.6

Studio Bookings 27.6 32.3 40.1

Management Decision-Makers

An extraordinary percentage of our subscriberswork in management positions. More than 75%make or influence buying decisions on equipment

and services. Almost half make the decision.

In a 12-month period, 81.5% of ourreaders take one or more actions as adirect result of seeing an advertisementin American Cinematographer.

* Source: Research USA Readership Study

With technology changing at an ever-increasing pace,FotoKem feels the need to communicate with

cinematographers now more than ever. In determiningour film- and video-lab needs, we find their inputinvaluable. In order for our performance to exceedexpectation, we feel that investment and servicedecisions must have cinematographers' input. We findthat advertising in AC enables us to reach this selectgroup of professionals better than any other publication.The magazine gives us the opportunity to keep itsreaders informed about our services. Advertising in AChas yielded many inquiries. Also, like many in theindustry, I find the magazine extremely informative.

— Jim HannafinSenior Vice President - Business DevelopmentFotoKemAdvertiser since 1979

0% 10% 20% 30% 40% 50% 60%

58.6%

38.8%

34.3%

26.9%

25.6%

22.0%

Visited an advertiser's Web site

Discussed an ad with others

Saved an ad for reference

Contacted an advertiser

Purchased an advertisedproduct/service

Recommended purchaseof product/service

Actions TakenAfter Seeing Advertising *

One or more actions: 81.5%

Director of New Business Development, Worldwide:Dianna Hightower

Toll Free (U.S. and U.K.) : 866.909.4617 • 818.909.4617 • Fax: 818.909.4626 • dhightower03@earthlink.net

Advertising Account Manager:Angie Gollmann

323.936.3769 • Fax: 323.936.9188 • gollmann@pacbell.net

Advertising Account Manager:Michael Trerotoli

203.761.9804 • Fax: 203.761.0090 • trerotoli@aol.com

Classifieds/Advertising Coordinator:

Sanja Djukelic

Toll Free: 800.448.0145 (U.S. Only) or 323.969.4333 • Fax: 876-4973 • sanja@theasc.com

1 7 8 2 N o r t h O r a n g e D r i v e , H o l l y w o o d , C A 9 0 0 2 8( 3 2 3 ) 9 6 9 - 4 3 3 3 • F a x ( 3 2 3 ) 8 7 6 - 4 9 7 3

The Film Workshops have been advertising inAmerican Cinematographer for more than 25 years

— and with consistently positive results. Throughthe magazine, we have reached an internationalreadership that includes top professionals as well asemerging and beginning cinematographers. Studentsconsistently tell us they saw our ad in AmericanCinematographer. Our association with the magazineand with the ASC’s members (many of whom teach at

the workshops) has helped us to grow as an institution, and we lookforward to many more years of a mutually beneficial relationship.

— David Lyman, Founder and DirectorThe International Film Workshops, Rockport, MaineAdvertiser since 1984