1. MARKET WATCH EDITORIAL MISSION:
Market Watch serves the information needs of the on-premise and off-premise markets for spirits, wine and beer.
Our readers are America’s most successful on-premise operators and retail stores who look to MARKET WATCH
for unique industry trends and information.
MARKET WATCH with 28 years experience stands alone as the authoritative source of trends and usable
information for our readers and your customers.
MARKET WATCH is the only trade magazine focusing solely on the interests and needs of on-premise operators
and off-premise retailers ten times each year. MARKET WATCH offers a balance of editorial that covers every
aspect of the business including:
n Detailed industry news coverage of the on-premise and off-premise markets
n Cutting edge market trends to inform on-premise operators and retailers
n The latest and hottest restaurant openings coast to coast
n Nightclub and bar openings
n Covering retail stores and their expansion
n New product introductions
n On-premise and off-premise business profiles
n The new buzz at the bar
n Profiles on cities around the country and their alcohol beverage market
n What’s happening in the wine market today
n Beer market coverage

2. WHAT DOES MARKET WATCH OFFER ME?
CONSIDER…
n MARKET WATCH is the voice of the industry, providing crucial trend and market information to your customers
(on-premise and off-premise) so they can aggressively promote and sell alcoholic beverages.
n MARKET WATCH maintains a constant, active presence at all industry functions (including WSWA, NABCA,
NRA, ABL, Nightclub & Bar, NBWA and the Wine & Spirits Guild).
n MARKET WATCH gives you 53,000+ buyers (135,000+ with pass along readership, Harvey Research Study)
11 times a year who request and read each issue!
n MARKET WATCH readers offer enormous purchasing power: on-premise beverage sales average $1.6 million
per outlet annually; off-premise average is $1.8 million!
n MARKET WATCH is the industry’s number one source for business information!

3. WHY MARKET WATCH?
An advertising investment in MARKET WATCH enhances your brand image, introduces your product to decision
makers, covers both the on-premise and off-premise markets, and delivers a huge return! Here’s how…
MARKET WATCH READERS:
n 100% qualified circulation (BPA)
n 96% purchased or recommended products they’ve seen in MARKET WATCH (Harvey Research Study)
n 96% are involved in purchasing decisions for wine, 88% for spirits and 90% for beer (Harvey Research Study)
n 86% develop and influence items for drink menus
MARKET WATCH CIRCULATION:
n MARKET WATCH reaches 53,000 off-premise retailers and on-premise operators, presidents/owners, general
manager/directors, F&B directors and store managers (BPA).
n MARKET WATCH is the only trade magazine reaching both off-premise retailers and on-premise operators.
MARKET WATCH EDITORIAL:
n MARKET WATCH is the only one stop information source for off-premise retailers and on-premise operators.
n MARKET WATCH delivers useful market trends and analysis for everyday use by retailers.
MARKET WATCH HARVEY RESEARCH:
In response to the question, “If you could receive only one publication which would you choose?”
the overwhelming majority of 89% answered: MARKET WATCH.

4. THE MARKET WATCH READER
MARKET WATCH reaches over 53,000 presidents and owners, F&B directors, store managers, general managers
and directors of retail stores and on-premise outlets across the nation. MARKET WATCH is uniquely positioned to
reach independent retailers, chain retailers, independent on-premise operators, and on-premise chain operations.
Despite their diverse demographics, MARKET WATCH readers share some “typical” traits which are anything but typical:
n Power in Purchasing Decisions. 88% of MARKET WATCH readers are responsible for their establishment’s
spirits purchasing decisions, 96% in wine, and 90% in beer (Harvey Research Study).
n Power in Menu Decisions. 86% are responsible for developing or influencing the addition of new items to their
establishment’s drink menu (Harvey Research Study).
n Qualified Readers. MARKET WATCH circulation is 100% qualified readership (BPA). With 53,000+ readers and
a passalong of 135,000+.
n Preference for MARKET WATCH over other industry publications. 100% of our readers have read the last
3 of our 4 issues and they spend an average of 37 minutes with each issue (Harvey Research Study).

5. 2010 editorial calendar
Not to be missed...
n WSWA Hot Brand Awards Roundup
January/February: On Premise Player of the Year
n Beer in Sports Stadiums
n Sake Category Feature
n CityScope: Dallas
n Winter Cocktails Feature
n Mixology: Latest Cocktail Trends for Gin
n Manhattan Beer Distributors Profile
n Wine Files: New Zealand
n Retailer Profile: Charles Street Liquors, Boston
n Beer Watch Column
n On-Premise Profile: Buffalo Wild Wings
n Special Advertorial Section: Summer Cocktails
n On-Premise Player Of The Year
n Special Bonus Distribution: Texas Package Store Association
n 2009 In Review
and Tales of the Cocktail
n Crystal Ball: A Look Ahead at 2010
n CityScope September: Beer Hot Brand Awards
n Mixology: Latest Trends for Wine in Cocktails n Bourbon Category Feature
n Wine Files: California n Irish Whiskey Category Feature
n Beer Watch Column n On-Premise Profile: W Hotels
n Retailer Profile: Sherry-Lehmann
March: Vodka Issue
n Distributor Profile: Beer Wholesaler of the Year
n Vodka Category Feature
n Hot Brand Awards: Beer
n On-Premise Profile: City Center Las Vegas
n QSR turns to beer, wine
n Retailer Profile: The Wine Thief, New Haven CT
n Ultra Lights: A-B’s Select 55, MGD 64, others in
light and
n Beer and Glassware
ultra light category
n CityScope
n CityScope
n Mixology: Latest Cocktail Trends for Fusions
n Mixology: Latest Cocktail Trends for Rum
n Wine Files: France
n Wine Files: Spain
n Beer Watch Column
n Beer Watch Column
n Special Bonus Distribution: Nightclub & Bar Show and
n Special Bonus Distribution: National Beer Wholesalers
Impact Marketing Seminar
Association
April: Hot Brand Awards Leaders: Annual Retail Awards Publication
n Gin Category Feature
Leaders Banquet
n On-Premise Profile: Chili’s/On the Border (Brinker)
Profiles of Six Leaders, Four Alumni Award Winners and
n Retailer Profile: Modern Liquors, Washington DC
The Retailer of the Year
n Hot Brand Awards: Spirits and Wine
n CityScope: New Orleans Publication honoring the best industry retailers in the
n Mixology: Latest Cocktail Trends for Latin Spirits country. Leaders awards are presented at the annual
n Wine Files: Australia Leaders Dinner event attended by retailers, wholesale and
n Beer Watch Column supplier executives.
n Special Bonus Distribution: Wine & Spirits Wholesalers of
America October: Holiday Preview/Hot Prospect Brand Awards
n Scotch Whisky Category Feature
May: Control State Roundup/NABCA n On-Premise Profile: California Pizza Kitchen
n Rum Category Feature n Retailer Profile: 20-20 Wine Merchants, Los Angeles
n On-Premise Profile: Ruby Tuesday’s n Hot Prospect Brand Awards
n Retailer Profile: Chicago Lake Liquors, Minneapolis n Heritage beers, old is new again
n Control State Roundup n CityScope
n Impact Seminar Roundup n Mixology: Latest Cocktail Trends for Beer
n The New Mainstream for Beer n Wine Files: Italy
n CityScope: Orlando n Beer Watch Column
n Mixology: Latest Cocktail Trends for Tequila n Special Advertising Section: Holiday Gift Giving & Gift Packs
n Wine Files: Germany n Special Bonus Distribution: Wine Spectator Wine Experience
n Beer Watch Column
n Special Bonus Distribution: National Restaurant Association
November: Holiday Cocktails
n Canadian Whisky Category Feature
and National Alcohol Beverage Control Association
n Holiday Cocktails Feature
June: Beer Season n Sparkling Wine Feature Story (Inc. Prosecco)
n Latin Spirits Category Feature n On-Premise Profile: Lone Star
n Liqueurs Category Feature n Retailer Profile: Berbiglia, Kansas City
n On-Premise Profile: Dave & Busters n Leaders Banquet Roundup
n Retailer Profile: Everett’s, Illinois n Beer packaging innovations
n Top Beer Brands Rankings n CityScope: Indianapolis
n Best Beer Menus: Restaurants with the top beer selections in n Mixology: Latest Cocktail Trends for Absinthe
terms of breadth and matching with food n Wine Files: Portugal
n Draft Beer n Beer Watch Column
n CityScope
n Mixology: Latest Cocktail Trends for Vodka
December: Blue Chip Brand Awards
n Cognac Category Feature
n Wine Files: California Part 2
n On-Premise Profile: Bonefish Grill
n Beer Watch Column
n On-Premise: Big Clubs In Small Markets
n Special Bonus Distribution: American Beverages Licensees
n Retailer Profile: Pantheon Wine Society, Illinois
July/August: Summer Cocktails n Luxury Spirits
n Tequila Category Feature n Blue Chip Brand Awards
n Sangria Category Feature n CityScope
n Summer Cocktails Feature n Mixology: Latest Cocktail Trends for Whisk(e)y
n On-Premise Profile: Lime Fresh Mexican Grill n Wine Files: Chile and Argentina
n Retailer Profile: The Beverage House, Sierra Vista, AZ n Beer Watch Column
n Texas Retail Scene: A Roundup

6. Hot Themes for 2010...
2010
On-Premise Player of the Year
The best restaurateur or bar owner is showcased in a feature story. Learn what has
CLOSING
made them a success.
DATES
Leaders
Recognition of the best industry retailers in the country both in store and online.
January/February
Space Closing: Jan 7
Hot Brand Awards, Blue Chip Brands & Hot Prospects Materials Due: Jan 11
These are the industry’s most exciting and valued brands, quantified each year by
Impact and published in Market Watch. March
Space Closing: Jan 28
On-Premise & Off-Premise Profiles Materials Due: Feb 1
A look at what your customers are doing with their stores and operations to
maintain and enhance the customers’ experience. April
Space Closing: Feb 26
Materials Due: Mar 1
Appearing in every issue… May
Space Closing: Apr 2
MRS Editorial Shop Window Beer Watch Materials Due: Apr 6
Letter from Marvin R. Shanken, News on expansion and What’s new and happening
the Chairman of M. Shanken innovative marketing from in the beer category June
Communications retail stores nationwide Space Closing: Apr 28
Materials Due: May 3
July/August
Through the Glass New Product Watch Second Tier Space Closing: Jun 3
News about retailers, on- and Information on new products Keeping up with the Materials Due: Jun 7
off-premise operators, and how to get them changing distributor
supplier brands and more… landscape September
Space Closing: Aug 2
Materials Due: Aug 5
Nightclub & First Birthdays Mixology Leaders
Bar Openings A look at brands after their The latest cocktail trends
The hottest openings of first year on the market Space Closing: Aug 19
clubs and bars from around Materials Due: Aug 24
the country
October
Space Closing: Aug 27
Restaurant Openings Bar Buzz News Watch Materials Due: Sep 1
The latest culinary openings, The latest bar trends, All the news that’s fit to print
and what their beverage promotion, technology November
offerings look like and more Space Closing: Sep 29
Materials Due: Oct 1
December
Events Wine Sense Cocktail Hour Space Closing: Oct 28
Photographs and captions A look at trends and A bar/bartender profile and
Materials Due: Nov 1
from the latest industry and innovation in the wine the venue’s signature drinks
celebrity events category

7. PRODUCTION SPECIFICATIONS
Printing Fractionals:
Web Offset (SWOP) 2/3 Vertical Non-Bleed 4 1/4" x 9 3/4"
Binding: Perfect Bound 2/3 Vertical Bleed 5 1/8" x 11 1/4"
Publication Trim Size: 8 1/4" x 11" 1/2 pg. Vertical Bleed 4 3/8" x 11 1/4"
1/2 pg. Vertical Non-Bleed 3 3/4" x 9 3/4"
1/2 pg. Horizontal Bleed
Digital File Specifications 8 1/2" x 5 3/4"
1/2 pg. Horizontal Non-Bleed 7 1/4" x 5"
PDF/X-1a
1/3 pg. Square Bleed 5 1/8" x 5 1/2"
n PDF/X1a file (Only one ad per file)
1/3 pg. Square Non-Bleed 4 1/2" x 4 1/2"
n Images must be CMYK or Grayscale TIFF or EPS
prepared for the SWOP3 color environment 1/3 pg. Vertical Bleed 3" x 11 1/4"
n Total Area Coverage for CMYK color builds should 1/3 pg. Vertical Non-Bleed 2 1/4" x 9 3/4"
not exceed 300%
Any ad less than a full page size that is not bordered
Delivery of Material may be enclosed with a hairline or 1 point rule at the dis-
cretion of the Production Department.
Digital files uploaded to our ad portal
http://mshanken.SendMyAd.com
(uploading information available on site) For Further Information
Advertising material will be retained for one year, Go to mshanken.com, or contact:
unless return is specifically requested. M. Shanken
Connie McGilvray
Communications is not responsible for keeping
cmcgilvray@mshanken.com
material beyond one year.
TEl: 212-481-8610 x344
Mechanical Specifications Carolyn Plouffé
cplouffe@mshanken.com
Full Page: TEl: 212-481-8610 x365
Trim 8 1/4" x 11"
Bleed Size 8 1/2" x 11 1/4"
Safety 8" x 10 3/4"
Non-Bleed Size 7" x 10"
* All live matter must be 1/8" from trim on all sides
Spread:
Trim 16 1/2" x 11"
Bleed 17" x 11 1/4"
Safety 16" x 10 3/4"
Non-Bleed 14" x 10"
* 1/4" gutter safety for spreads
SWOP® is a registered trademark of SWOP, Inc.

8. COPy AND CONTRACT REqUIREMENTS
1. The acceptance or execution of an order is 11. All orders accepted by the Publisher are
subject to Publisher’s approval of copy, text, contingent upon acts of God, fires, accidents,
display and illustration. strikes or other interruptions to production and/
or distribution of the same or different nature
2. All copy, text, display and illustration are
beyond his control.
published on the representation that the
advertiser and the advertising agency are fully 12. Rates charged and discounts allowed are subject
authorized and have secured proper written to short rate at expiration of ad schedule.
consent. The advertiser and the advertising
13. Publisher reserves the right to cancel the
agency agree to indemnify and save harmless
contract upon default in payment or breach of
the Publisher from any and all liability, loss and
any provision herein, and all unpaid charges and
expense of any nature arising from such
short rates shall become immediately payable.
publication.
14. Publisher reserves the right to reject, exclude, or
3. Any insertion of advertising made by the agency
cancel any advertisement, insertion order, space
or advertiser represents an acceptance by both
reservation or position commitment at any time,
the agency and the advertiser of all the terms
for any reason, without liability, even if previously
and conditions of the rate card applicable to the
acknowledged or accepted.
issue in which such insertion is to be published.
15. All advertisements must be clearly identified by
4. All rates and units of space are subject to change
the trademark or signature of the advertiser.
on 30 days’ notice.
Those which, in the judgment of the Publisher,
5. Orders for specific units of space and dates of look like editorial pages will be marked
insertions are necessary. “Advertisement.”
6. Orders specifying positions are accepted on 16. The liability of the Publisher for any error for
request basis only. which he may be held legally responsible will not
exceed the cost of the space occupied by the
7. The Publisher assumes no responsibility for
error. The Publisher will not, in any event, be
errors in key numbers or telephone numbers, or
liable for loss of income or profits or any
in the printing or insertion of numbers for
consequential damages.
inserted material.
17. No conditions, printed or otherwise, appearing
8. Orders that contain incorrect rates or conditions
on contract orders or copy instructions that
will be inserted and charged for at regular-
conflict with the Publisher’s policies, listed on
schedule rates. Such errors will be regarded as
this rate card, will be binding on the Publisher.
clerical.
18. As used in this section, the term “Publisher” shall
9. Conditional orders are not accepted by the
refer to M. Shanken Communications, Inc.
Publisher.
10. Cancellation or changes in orders not accepted
after closing date.

9. INSERTION ORDER
Fax To: 212-779-3334
Date: ________________________________________ Sales Rep: ____________________________________
Advertiser: _________________________________________________________________________________
Brand Name: _______________________________________________________________________________
AdTitle: ____________________________________________________________________________________
Address: ___________________________________________________________________________________
City: _________________________________________ State: __________________ Zip: __________________
Phone #: _____________________________________ Fax #: ________________________________________
AD MATERIALS:
q New q Pick-up ________________________________________________________________
DELIVERY OF AD MATERIALS: Digital files uploaded to our ad portal: http://mshanken.SendMyAd.com
(uploading information available on site)
AD SIZE/ SPACE:
q Spread q Full Page q 1/2 Page q 1/3 Page Vertical q 1/3 Page Square
COLOR:
q 4 Color q 2 Color q B&W
ISSUE DATE(S):
q Jan./Feb. 2010 q March 2010 q April 2010 q May 2010 q June 2010
q July/Aug. 2010 q Sept. 2010 q Leaders 2010 q Oct. 2010 q Nov. 2010 q Dec. 2010
AD POSITION: ____________________________________________________________________________
BILL TO:
Address: ___________________________________________________________________________________
City: _________________________________________ State: __________________ Zip: __________________
Phone #: _____________________________________ Fax #: ________________________________________
Cost: Gross ___________________________________ Net: _________________________________________
Signature: __________________________________________________________________________________