EDITORIAL CALENDAR AND RATES

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el Restaurante MEXICANO is the only bilingual publica- tion focusing on Mexican and Latin restaurants and in- service delis and headquarters of multi-unit retail stores in the United States. Other media do not easily reach these expanding segments. Our 25,000-plus U.S.

readers rely on el Restaurante Mexicano for business and marketing strate- gies, menu ideas and recipes; food safety information, new products and perspective on these increasingly popular cuisines. Our bilingual content gives our readers the option to use the language they prefer. Thirteen years of publish- ing in the highly competitive foodservice trade magazine industrytestify to the success of el Restaurante Mexicano advertisers.

www.restmex.com The companion Web site to el Restaurante Mexicano fea- tures a recipe archive, information about new equipment and special features for operators. The site attracted more than 80,000 unique visitors during the last year. eMex Our monthly e-mail newsletter with 2,500 readers.

2010 EDITORIAL CALENDAR AND RATES May/June July/Aug Mar/Apr Jan/Feb 2010 Contacts Brenda Russell, publisher E-mail: brussell@restmex.com Kathleen Furore, editor E-mail: kfurore@restmex.com Phone: 708-488-0100 Fax: 708-488-0101 P.O.Box 2249 Oak Park, Il 60303 Shipping Address 350 Circle Ave., Ste. 200 Forest Park, IL 60130 www.restmex.com Cover story: Soups and Stews Spotlight On: The Restaurant/Retail Connection Mexico Connection: Culinary ... more. less.

Colima Ad close: January 8 Materials due: January 15 Cover story: Best of the Bar Spotlight On: Cinco de Mayo Celebrations Mexico Connection: Thrifty Mexican Menus (enchiladas, tacos and other street foods) Bonus distribution: Northwest Foodservice Expo, Seattle Ad close: February 26 Materials due: March 5 Cover story: Dreamy Desserts Spotlight On: Focus on Franchising Mexico Connection: Cooking with Honey Bonus distribution: National Restaurant Show, Chicago; Southwest Foodservice Expo, Houston Adclose: April 9 Materials due: April 16 Cover story: Go Light! (healthy dining) Spotlight On: Hispanic Heritage Month Mexico Connection: Viva Vegetables! Bonus distribution: Expo Comida Latina/Western Foodservice Expo, Los Angeles Ad close: June 25 Materials due: July 2 Four-color advertising rates * Premium positions: Cover 4&&&20% Cover 2&&&15% Cover 3&&&10% 2-color rates: Deduct $500 from 4-color rates B&W rates: Deduct $1,000 from 4-color rates Resource Guide rates: (Special 4-color section before recipe section of each issue, 9 ads per page, net rates) 1x2x4x6x12x Page 5,1504,8404,6354,4303,785 1/2 page island 4,3254,0003,7853,5652,920 1/2 page 4,2153,8903,6753,3602,810 1/3 page 2,6452,5352,4302,3151,780 1/4 page 2,2652,1652,0601,9601,350 *Gross rate 1x2x4x6x12x 2-1/2 d W, 3 d D 485485485460400 Non-bleed width & depthBleed width & depth 2page spread 16-3/4 d10-7/8 d17 d11-1/8 d Page 8-3/8 d10-7/8 d8-5/8 d11-1/8 d 1/2 page island 4-3/4 d7-1/4 d4-7/8 d7-3/8 d 1/2 page horizontal 7-1/4 d5 d8-5/8 d5-5/8 d 1/2 page spread 16-3/4 d5-1/2 d17 d5-5/8 d 1/3page vertical 2-1/4 d10 d 4 4 1/3 page square 4-3/4 d5 d 4 4 1/4page 3-1/2 d5 d 4 4 EDITORIAL CALENDAR Trim size: 8-3/8 d x 10-7/8 d Binding methods: Saddle stitched Live area: Should be inside 1/4 inch all the way around from trim. Digital media: CDs, DVDs Finished format: PDF Screen: 150 recommended Resolution: Files must be 300 dpi Specifications and mechanical requirements Design Services Available: Please contact us for details. I nserts accompanying ads: Half the earned frequency black & white rate per page Inserts not accompanying ads: Earned frequency black &white rate per page Quotes for printing inserts available on request. Mechanical charges for all inserts: Bind-ins $500Tip-ins $1,000 Insertspecifications: Available on request. Samples of supplied inserts must be submitted to publisher prior to quoting prices. RATES AND SPECIFICATIONS Nov/Dec Web rates: www.restmex.com Sept/Oct Rate policy: Cancellations must be submitted in writing and received prior to ad close date. Publisher reserves the right to hold advertiser and/or its adver- tising agency jointly and severally liable for all monies due and payable to the publisher. PAGE Trim size: 8-3/8 x 10-7/8 Bleed size: 8-5/8 x 11-1/8 2Page Spread Trim size: 16-3/4 x 10-7/8 Bleed size: 17 x 11-1/8 1/2-Page Island 4-3/4 x 7-1/4 1/2-Page Horizontal 7-1/4 x 5 Bleed size: 8-5/8 x 5-5/8 1/2-Page Spread Trim size: 16-3/4 x 5-1/2 Bleed size: 17 x 5-5/8 1/3 Page 2-1/4 x 10 or 4-3/4 x 5 1/4 Page 3-1/2 x 5 Resource Guide 2-1/2 x 3 Color: Color images must be in CMYK format. RGB or PMS colors must be converted to CMYK format. Proofs: Supply press-quality hard copy proofs that match each supplied digital file. Content and position proofs must be provided at 10 0% size. If ad is 4-color and no press-quality proof is provided, printer will run color according to SWOP color densities. Withou t a color guide, we cannot guarantee reproduction. Fixed position LeaderboardBannerButton Monthly net rate 728x90468x60, 120x240120x90 Home page 600 4 4 Recipes 4600250 Marketplace 4250100 Páginas en español 412550 Cover story: Poultry Perfection Spotlight On: Hispanic Holiday Traditions Mexico Connection: Go Nuts! (Almonds, pecans and more) Ad close: August 27 Materials due: September 3 Our 14th Annual Buyer 9s Guide! All advertisers get highlighted listings with 4-color logos. Full-page advertisers also receive a free full-page company profile with photo (advertiser provides profile and photo). Ad close: October 15 Materials due: October 22 Plus in every issue: Hotline, Vendor News, Retail Report, At the Bar, Social Networking News, Marketplace and Recipes NEW FOR 2010: SOCIAL NETWORKING NEWS Texting, tweeting, and blogging&Facebook and MySpace &they 9ll all be covered in this technology column in every issue! Now is the time to reach readers who are looking for ways to connect with customers with social networking tools. Build brand loyalty in this exciting new market by including el Restaurante Mexicano in your ad plans. eMex: our monthly e-mail newsletter 1x2x3x6x Text only 12511010090 Graphic & Text 250230200190 Classified ads: $1 per word Classified display ad rates: $100 per column inch (black & white only) Rest Mex Directory: Anewmarketing tool for el Restaurante Mexicano advertisers. Listings aregrouped by category and consist of two lines of text (60 characters per line including spaces and punctuation). Listing: $450 for all 6 issues Additional line: $100 Color: Add $75 Additional category: $325 A merican Latinos and non-Latinos alike are driving a 8new wave 9 of authentic Latin American foods and flavors set to enter the mainstream in the U.S., according to a report from Packaged Facts. cAs a result, suppliers and distributors are scrambling to find sources for authentic ingredients. And while the old school Americano perception of Latino food is that it 9shard- ly about healthy choices, the reality is quite different. d The Wisconsin Milk Marketing Board said that in the supermarket retail arena alone, the total value sales for Latin American cheeses in 2007 was $171 million which is estimat- ed to rise to $278 million by2012. cNew wave of authentic Latino Flavors hits the US d, Food Navigator-usa.com, April 3, 2009 Y ankelovich, the Chapel Hill, North Carolina-based research firm, found in its 2007/2008 Monitor Multicultural Marketing Study that nearly 60 percent of Hispanics cenjoylooking at or listening to advertising, d com- pared with 30 percent of non-Hispanic whites. It found that authenticity was absolutely critical and brands that conveyed authenticity wereimportant. Yankelovich has found that about 50 percent of Hispanic consumers tend to speak Spanish and are closely affiliated with their countryof origin. Another quarter arewhat the firm calls crelatively assimilated, d while the remaining quar- ter 4and the group growing most quickly 4considers itself bicultural. This group represents the biggest opportunity for operators 4especially those in the fast food or fast-casual seg- ments because the moreacculturated group is likely to go more often. Most experts suggest that Mexican food is undergoing a process much like Italian food. . . . However,Mexican foods offer greater convenience. . . . Latin foods such as nachos, chips and salsa, fajitas, quesadillas, tacos, burritos, and black beans are today as American as hot dogs and relish. InEurope, Mexican food is nowthe leading ethnic food sold in each country (except the United Kingdom where Indian food dominates), and for many consumers, Mexican food is considered cAmerican food, d which is unusual because thereareveryfewMexicans in Europe. ...[T]he move toward authentic Mexican is starting in restaurants and moving into retail. According to the Food Channel Trendwire . . . cThe most dramatic progress will fol- low the usual pattern, starting among upscale independents and trickling down to fast-casual restaurants and other venues that boast high accessibility. d cAuthentic Mexican Food: The Next Organic Trend? d Michael Boland, Professor of Agricultural Economics, Kansas State University B ecause Hispanic consumers tend to carry less debt and pay for items with cash, one theory is Hispanics may actually be less affected by the downturn in the economy, said Daniel Aversano, product leadership, Nielsen Consumer Panel Services for AC Nielsen. Latino consumers 9 purchasing power will reach more than $1.4 trillion next year, primarily through the group 9s popula- tion growth, said (Leyla) Ahuile (multicultural reports editor and senior analyst for Mintel International Group), noting there are more Hispanics born in the U.S. annually than those who immigrate to the U.S., while 62.7 percent of Hispanics were younger than 34. cHispanic Consumers: A Cure for Recession Blues? d Nielsen Business Media, August 13, 2009 L atinos will change the profile of American society over the next four decades. The Hispanic population will grow much quicker than other population segments, and Hispanic consumers will represent an increasing percentage of the American consumer base, d says Tatjana Meerman, pub- lisher of Packaged Facts. cHispanics Emerge as Influential Force in U.S. Consumer Economy According to Packaged Facts d, Yahoo Finance, February 25, 2009 Mexican Restaurant Openings ( Source: Research Report for Foodservice) Jan. 3 June 20081,976 Jul. 3 Dec. 20081,582 Jan. 3 June 20091,742 Total Units:5,300 Reader Profile Type of restaurant: Independent98% Franchised1% Chain-owned1% Sales volume: Under $1 million85% $1 to $2.5 million10% $2.5 to $5 million3% $5 million +2% Service type: Quick-serve19% Family-style65% Fine dining5% Fast casual11% Number of units: 1unit85% 2-2510% 26-1003% 101+2% Liquor license: No liquor23% Beer/wine31% Full bar46% Reader title: Owner/operator93% President/CEO5% Manager/GM1% Chef/Exec. Chef1% 2010 INDUSTRY DATA Circulation (As of September 2009) RegionTotal qualifiedPercent New England4521.8 Middle Atlantic1,4865.9 East No. Central2,4859.8 West No. Central1,1744.6 South Atlantic3,13212.3 East So. Central1,0444.1 RegionTotal qualifiedPercent West So. Central5,05019.9 Mountain2,85311.2 Pacific7,65430.2 U.S. Territories7-- International46.9 Total qualified25,383100 Chain Headquarters: Brinker International, Dallas CRO Inc., Dallas Rubio 9s Fresh Mexican Grill, Carlsbad, Calif. Focus Brands, Atlanta MCrowd Restaurant Group, Dallas Retailers: Costco Wholesale, Issaquaha, Wash. 7-Eleven Corp., Dallas Wal-Mart /Sam 9s Club, Bentonville, Ark. Tresierras Markets, San Fernando, Calif. Multi-unit Independents: Tamolly 9s Mexican Restaurant, 11 units in Arkansas, Texas & Louisiana La Paz Restaurante, 9 units in Georgia, Florida, Alabama, and Tennessee Big Burrito Restaurant Group, 9 units in Pennsylvania The Jalapeño Tree, 18 units in Texas Hacienda Mexican Restaurants, 12 units in Indiana Rosa Mexicano Restaurants, 9 units in N.Y., N.J., Maryland, Washington, D.C., Atlanta, Miami, and Los Angeles Juan Colorado Mexican Restaurants, 8 units in Oregon CIRCULATION Our readers include decision-makers at major chains as well as single- and multi-unit independent restaurants, institutional foodservice operations, and in-service delis and headquarters of multi-unit retail stores including: c

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