NUMBER ONE IN READERSHIP JANUARY 2010 TO DECEMBER 2010 A FULL YEAR OF EYEWEAR ADVERTISING OPPORTUNITIES

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1 20/20 NUMBER ONE IN READERSHIP JANUARY 2010 TO DECEMBER 2010 MEDIA PLANNING GUIDE 2010 A FULL YEAR OF EYEWEAR ADVERTISING OPPORTUNITIES

2 THE 20/20 MISSION STATEMENT FROM OUR FIRST ISSUE IN SEPTEMBER 1974: A PUBLICATION DEDICATED TO WHAT EVERYONE IN THE OPTICAL INDUSTRY NEEDS TO SEE AND KNOW. AS THE LEADING TRADE PUBLICATION IN THE OPTICAL ARENA 20/20 IS, SIMPLY, PERFECT VISION. LET THE 20/20 EDITORIAL TEAM HELP YOU STAY FOCUSED ON THE CHALLENGES OF THE PRESENT WHILE ASSURING CONTINUED INSIGHT INTO THE FUTURE. ADDITIONAL INSIGHT Twitter.com/2020mag Facebook.com/2020mag

20/20 THAT THE YEAR OF DOUBLE FEATURES: 2020 S 2010 ISSUES THAT CAN TAKE OPTICAL THROUGH TO.

SUPPLEMENTS/ DISTRIBUTION CLOSE DUE OPPORTUNITIES PACKAGES JAN OPTI MUNICH SUNWEAR DISPENSING

AT HALF PRICE SUNCLIP TECHNOLOGY FEB* SECO FEB 10-14 WOMEN S EYEWEAR RESOLVING ADAPTATION

RETURNING PATIENTS CORNER PROMOTION MAR VISION EXPO EAST THE NEWEST EYEWEAR AND SUNWEAR TRENDS

ANTI-FATIGUE LENSES APR 5 APR 9 SUNVISION THE EVOLUTION OF RIMLESS AND SEMI RIMLESS PROCESSING

METALS IN VALUE ABLE EYEWEAR AR LENS BASICS (20/20 & VM) JUL CHILDREN S EYEWEAR LOW VISION

CHILDREN AUG* BRANDED EYEWEAR FITTING PERSONALIZED LENSES JUL 2 JUL 9 KIDZBIZ HOUSE BRANDS

AND SUNWEAR LENS TINTING BASICS AUG 4 AUG 10 SUNVISIONSION VISION EXPO WEST TRENDS FOR 2010 OCT

SELLER S GUIDE AUG 17 AUG 23 BUY AN AD, GET A FACING OCT 7-9 SPECIAL FEATURE: THE BASICS OF

LAB SEP 2 SEP 9 EXTREME LUXURY NOV FRAME MATERIALS ANNUAL L&T LAB SURVEY RESULTS OCT 5 OCT 11

EYEWEAR FOR THE MATURE MARKET BUY AN AD IN OCT/NOV/DEC, GET A BONUS AD AT NO CHARGE IN THE 4 TH

3 20/20 THAT THE YEAR OF DOUBLE FEATURES: 2020 S 2010 ISSUES THAT CAN TAKE OPTICAL THROUGH TO ISSUE BONUS EYEWEAR FEATURES L&T FEATURE AD SPACE MATERIALS SPECIAL ADVERTING SUPPLEMENTS/ DISTRIBUTION CLOSE DUE OPPORTUNITIES PACKAGES JAN OPTI MUNICH SUNWEAR DISPENSING PREMIUM DEC 1 DEC 8 ADD A SECOND KIDS JAN SUNWEAR FOR KIDS SINGLE-VISION LENSES SUNWEAR AD AT HALF PRICE SUNCLIP TECHNOLOGY FEB* SECO FEB WOMEN S EYEWEAR RESOLVING ADAPTATION PROBLEMS JAN 4 JAN 8 ASK ABOUT OUR ACCESSORIES MIDO MAR 5-7 EYEWEAR ACCESSORIES/READERS FOR RETURNING PATIENTS CORNER PROMOTION MAR VISION EXPO EAST THE NEWEST EYEWEAR AND SUNWEAR TRENDS HIGH-TECH DISPENSING/ FEB 1 FEB 4 ASK ABOUT OUR 4 ISSUE MAR ESSENTIAL EYEWEAR COLLECTIONS FOR SPRING MEASURING SYSTEMS SUNVISION PACKAGE MAR 15 VISION EXPO EAST WHAT S BRAND NEW FEB 12 FEB 19 BUY AN AD, GET A FACING MAR THE BASICS OF GOOD BRANDING ADVERTORIAL AT NO-CHARGE APR SPORT SUNWEAR TOOLS AND TECHNIQUES FOR MAR 5 MAR 10 ASK ABOUT THE SPORT BRAND RX FRAMES ADJUSTING FRAMES ULTIMATE ACCESSORY SPORT LENSES PACKAGE MAY FRAME TECHNOLOGY DISPENSING ANTI-FATIGUE LENSES APR 5 APR 9 SUNVISION THE EVOLUTION OF RIMLESS AND SEMI RIMLESS PROCESSING RIMLESS EYEWEAR JUN AOA JUNE IWEAR ANNUAL L&T LENS SURVEY RESULTS MAY 3 MAY 7 MEMORY METALS IN VALUE ABLE EYEWEAR AR LENS BASICS (20/20 & VM) JUL CHILDREN S EYEWEAR LOW VISION LENSES JUN 3 JUN 9 SUNVISION SPORT EYEWEAR FOR KIDS AND TECHNOLOGIES DISPENSING LENSES FOR CHILDREN AUG* BRANDED EYEWEAR FITTING PERSONALIZED LENSES JUL 2 JUL 9 KIDZBIZ HOUSE BRANDS (20/20 & VM) BONUS FEATURE: BLUEPRINTS FOR SUCCESS SEP SILMO SEPT A FIRST LOOK AT EYEWEAR AND SUNWEAR LENS TINTING BASICS AUG 4 AUG 10 SUNVISIONSION VISION EXPO WEST TRENDS FOR 2010 OCT 7-9 FALL PREVIEW OF THE SEASON S BEST BRANDED EYEWEAR COLLECTIONS SEP 15 VISION EXPO WEST THE SELLER S GUIDE AUG 17 AUG 23 BUY AN AD, GET A FACING OCT 7-9 SPECIAL FEATURE: THE BASICS OF ADVERTORIAL AT NO-CHARGE SUCCESSFUL RETAILING OCT HIGH-END EYEWEAR WHAT TO EXPECT FROM YOUR RX LAB SEP 2 SEP 9 EXTREME LUXURY NOV FRAME MATERIALS ANNUAL L&T LAB SURVEY RESULTS OCT 5 OCT 11 BESPOKE EYEWEAR PERSONALIZED LENSES DEC MEN S EYEWEAR ANNUAL L&T RESOURCE GUIDE NOV 3 NOV 9 EYEWEAR FOR THE MATURE MARKET BUY AN AD IN OCT/NOV/DEC, GET A BONUS AD AT NO CHARGE IN THE 4 TH QUARTER MAY AND NOV WILL HAVE SPECIAL LENS FEATURES AS PART OF MAIN FEATURE *Ad Readership Study Please call your sales representative for supplement and package close dates.

I N S I G H T F U L D E P A R T M E N T S... Upfront The most read monthly section of 20/20. Often playful and occasionally irreverent, optical at its coolest.

Promo Primer News and analysis of marketing and merchandising available to optical retailers includes special promotions, in-store retail news, trunk shows, trade show promotions, etc.

MarketPulse Optical by the numbers statistical surveys of independent ECPs delivered by Jobson Research and analyzed by 20/20 s expert editorial team.

The Basics The best dispensing tips, retail strategies and the foundation for the Basics webinar.

Always with a look back @20/20 s past three decades....e V E R Y M O N T H L&T MAGAZINE FEATURES L&T s Eye Opener Conversations with innovators in lenses and lens processing.

4 I N S I G H T F U L D E P A R T M E N T S... Upfront The most read monthly section of 20/20. Often playful and occasionally irreverent, optical at its coolest. Hall of Frames Celebrate the celebrity of eyewear where the famous become frame-us. Promo Primer News and analysis of marketing and merchandising available to optical retailers includes special promotions, in-store retail news, trunk shows, trade show promotions, etc. Lens Marketing The latest news and analysis of the marketing and merchandising of lenses. Licensing, Liaisons & New Collections First with news on the latest brand signings and licensing agreements. Fashion Focus The hottest trends in eyewear BEFORE they happen. SunDay The hottest trends in sunglasses BEFORE they happen. Opti-Extras The latest trends in eyewear accessories. MarketPulse Optical by the numbers statistical surveys of independent ECPs delivered by Jobson Research and analyzed by 20/20 s expert editorial team. Successful Retail Strategies What it takes to win for optical retailers. What srightnow Trends, show news: The ever-evolving style and importance of eyewear. What s New Eyewear brand and collection debuts. What s Next Important extensions of existing collections. New Products The optical industry s greatest source of new products, product news and product information. The Basics The best dispensing tips, retail strategies and the foundation for the Basics webinar. The 20/20 Price Guide The 20/20 Product Guide Parting Glance The best visual impressions of optical inspiring visual moments and insightful commentary. Always with a look s past three decades....e V E R Y M O N T H L&T MAGAZINE FEATURES L&T s Eye Opener Conversations with innovators in lenses and lens processing. L&T s Lens Choices The in-depth look at trends and technology in the spectacle lens arena. L&T s Well Equipped In-depth look at lens processing tech, equipment and trends. L&T s RxPertise Lens Basics for practical fitting and retailing. L&T Basics A guide of dispensing tips, retail strategies and a variety of lens selling advice in a bulleted and illustrated format. L&T New Products Eyewear s best source of lens and equipment product news and new lens products with special features on What s New and What s Next in all categories. SIGNATURE 20/20 SPECIAL FEATURES Artist of the Frame Insider interviews with the world s most creative frame designers. A Conversation With Intimate and timely chats with world-renowned fashion designers and personalities involved in eyewear licenses. Please contact James Spina for editorial information at jspina@jobson.com

2 0 / 2 0 O N L I N E As electronic media plays an increasingly essential role in delivering information to optical professionals, it s more important than ever to make it a part of your marketing

message. 2020MAG.COM 2020mag.com provides users with 24/7 online access to 20/20 s renowned editorial coverage and so much more.

com offers premium positioning for your product message. Multiple sponsorship opportunities are available including banner ads and videos. 2020MAG.

Video (Video Page, per video, $3,000 per month includes banner ad) Specific pages and fixed positions can also be sold for exclusive sponsorship, giving you the opportunity to customize your

*Rates are based on one month sponsorship 20/20 DIGITAL EDITION 20/20 is now available in digital format.

5 2 0 / 2 0 O N L I N E As electronic media plays an increasingly essential role in delivering information to optical professionals, it s more important than ever to make it a part of your marketing strategy. 20/20 has expanded its mission of perfect vision into new channels of delivery, with a variety of unique electronic product offerings that give your company instant visibility. From our website to e-newsletters, 20/20 offers distinct online advertising opportunities to deliver your promotional message. Our growing social networking presence via Twitter and Facebook complements our online presence, providing a new way to drive traffic to our electronic products while reinforcing your advertising message. 2020MAG.COM 2020mag.com provides users with 24/7 online access to 20/20 s renowned editorial coverage and so much more. Features include current articles, links to digital editions, archive search, continuing education and training and videos. With over 16,000 unique visitors per month, 2020mag.com offers premium positioning for your product message. Multiple sponsorship opportunities are available including banner ads and videos. 2020MAG.COM ADVERTISING POSITIONS* Header Horizontal Banner Ad $1,100 Vertical Skyscraper Banner Ad $1,650 Vertical Half Banner Ad $900 Home Page Peel Ad $1,500 Video (Home Page, per video, per week) $1,200 Video (Video Page, per video, $3,000 per month includes banner ad) Specific pages and fixed positions can also be sold for exclusive sponsorship, giving you the opportunity to customize your placement needs. All ad spots support a variety of media formats including rich media FLASH formats. *Rates are based on one month sponsorship 20/20 DIGITAL EDITION 20/20 is now available in digital format. Readers can view the entire issue online page by page, and zoom in on articles and ads, access live web links or download their favorite articles. 20/20 Digital Edition is available for monthly sponsorship and includes banner ad and logo in e-blast promoting digital edition. Monthly Sponsorship: $1,000 20/20 FASHION E-BLAST 20/20 Fashion E-Blast brings the rich and vibrant images from 20/20 editorial to life with a slideshow displaying the current issue s fashion photo feature. The slideshow is accompanied with insightful commentary from 20/20 editors, giving readers a closer look at each month s featured eyewear. One horizontal banner position is available each month. Monthly Sponsorship: $2,000 20/20 EL&T 20/20 el&t is an exclusive e-blast delivering the latest news, best new product information, helpful dispensing tips and information on lenses and technology. Horizontal banner: $1,000 Monthly Sponsorship (Includes 3 horizontal banner ads): $3,500 For information on banner and video specifications, contact Amanda Jensen at ajensen@jobson.com or Become a Fan on Facebook: Facebook.com/2020mag Follow us on Twitter: Twitter.com/2020mag

20/20 EDUCATION AND TRAINING THE 20/20 OPTICIANRY STUDY CENTER CREATES LASTING

industry wide by delivering high-quality, relevant and insightful education to the

The 20/20 Opticianry Study Center provides ABO/NCLE-approved continuing education

Opticians rely on quality education delivered by 20/20 and our educational sponsors.

course development, layout and approval, pre- and post-event marketing and follow-up,

We can customize any CE or training program to fit your company s goals and budget.

6 20/20 EDUCATION AND TRAINING THE 20/20 OPTICIANRY STUDY CENTER CREATES LASTING PARTNERSHIPS TO PROVIDE EDUCATION AND TRAINING FOR OPTICAL INDUSTRY PROFESSIONALS IN A VARIETY OF CUSTOMIZED FORMATS. 20/20 is committed to supporting professional excellence and better patient care industry wide by delivering high-quality, relevant and insightful education to the marketplace. The 20/20 Opticianry Study Center provides ABO/NCLE-approved continuing education courses in print, online and live formats to 20/20 readers. Opticians rely on quality education delivered by 20/20 and our educational sponsors. When you partner with 20/20, we provide total management of events, certification, course development, layout and approval, pre- and post-event marketing and follow-up, telemarketing, online registration and sales leads. We can customize any CE or training program to fit your company s goals and budget. 20/20 OFFERS A COMPREHENSIVE RANGE OF PRODUCTS AND SERVICES PRINT CE COURSES IN 20/20 INTERACTIVE WEBINARS LIVE CE EVENTS SPEAKER SELECTION INTERNET COURSES CUSTOMIZED CONTENT TRAINING SEMINARS HANDS-ON WORKSHOPS CUSTOM PROGRAMS PRODUCT EDUCATION / TRAINING Contact your sales representative for pricing.

C I R C U L A T I O N 20/20 IS THE LEADER IN CIRCULATION SUBSCRIBER FILE (Identified by Individual) Optometrists 22,092 Opticians 19,511 Ophthalmologists 2,545 Executives at Chain HQ 377 Optical

7 C I R C U L A T I O N 20/20 IS THE LEADER IN CIRCULATION SUBSCRIBER FILE (Identified by Individual) Optometrists 22,092 Opticians 19,511 Ophthalmologists 2,545 Executives at Chain HQ 377 Optical Product Buyers at Chain HQ 124 Owners (not optometrists) 1,765 Lab Wholesalers/Distributors 684 Lab/Distribution Executives 262 Retail Managers (not opticians) 1,651 Regional Retail Managers 508 TOTAL QUALIFIED CIRCULATION 49,519 Source, publisher s statement, June 2009, subject to BPA pending audits. Member since: May BPA is a third party auditor for trade publications. UNIT FILE (Identified by Unit/Retail Location/Store) INDEPENDENT LOCATIONS (SEE NOTE 1) Optical Shop 9,190 Optometric Practice 17,732 Ophthalmologic Practice/Dispensary 2,666 Department Store 152 Mass Merchandiser/Warehouse Store 120 Drug Store 11 CHAIN LOCATIONS (SEE NOTE 2) Optical Chain 2,619 Optometric Chain 1,767 Ophthalmologic Chain 320 Department Store Chain 481 Mass Merchandiser/Warehouse Store Chain 493 Drug Store Chain Optical Lab/Wholesale Distributor 726 HMO 176 TOTAL UNIT FILE 36,453 Note 1: Independent represents companies with 1-3 locations Note 2: Chain represents companies with 4 or more locations Source, publisher s statement, June 2009, subject to BPA pending audits. For list rental information call: Jennifer Felling, StatListics Tel: (203) ; Fax: (203) ; j.felling@statlistics.com 20/20 ENSURES THAT YOUR MESSAGE REACHES THE ENTIRE OPTICAL MARKET. AS THE FIRST AND ONLY OPTICAL PUBLICATION TO IDENTIFY BY UNIT, 20/20 STANDS ALONE IN PROVIDING TWO BPA AUDITS.

P R O D U C T I O N DIGITAL AD FILE FORMAT AND PROOFS Preferred Ad File Format: PDF/X1-A (2001), with fonts and images embedded, and crop marks outside of bleed area (minimum 10pt).

Convert all files to CMYK process, unless a PMS color has been reserved and documented on the Ad Order.

8 P R O D U C T I O N DIGITAL AD FILE FORMAT AND PROOFS Preferred Ad File Format: PDF/X1-A (2001), with fonts and images embedded, and crop marks outside of bleed area (minimum 10pt). Accepted Ad File Formats: Collected MAC QuarkXPress V6.5 (or earlier) files Packaged MAC InDesign CS3 (or earlier) files Please preflight your files. Convert all files to CMYK process, unless a PMS color has been reserved and documented on the Ad Order. Images must be no less than 250dpi for color and grey scale images (800 to 1200 dpi for line-work). Fonts: Use only Postscript Type 1 fonts. Menu styled, Multiple Master and True Type fonts are NOT accepted. For Collected or Packaged files, supply suitcases, screen fonts and printer fonts as well as fonts embedded in graphics. Graphics: For Collected or Packaged files: Use only EPS and TIFF file formats. No JPEG or LZW compression. 300dpi for color and grey scale images. Place artwork at 100%. Do not nest EPS files within EPS flatten layers. Delete extra channels in Photoshop. Resize and rotate images in their original application. Proofs: We require 1 digital proof (Kodak Approval Preferred) from the digital file being delivered. JPEG and Low Resolution. PDF files are accepted for CONTENT only. Jobson Medical Information will not be held responsible for color concerns on ads where hard copy for color proofs are not supplied. PRODUCTION AND STORAGE All ad work subject to additional production charges to be determined on an individual basis. Send advertising materials and proofs to: John Caggiano Corporate Production Director 100 Avenue of the Americas, 9th FL New York, NY jcaggiano@jobson.com FTP INFORMATION Site: ftp.production.jobson.com User: jobsonclient Password: ftp!prod1 Directory: In/2020_Ads All files must be sent STUFFED or ZIPPED. Send to jcaggiano@jobson.com indicating File Name, Publication and Month, Advertiser and Ad Unit. Color proofs, as indicated above, must be supplied MECHANICAL REQUIREMENTS Unit Trim Size Full Page 9 x Spread 18 x ½ Page Horizontal 9 x 5.25 ½ Page Vertical 4.25 x ¼ Page Square 4.25 x 5.25 ¼ Page Horizontal 9 x 3 ¼ Page Vertical 2.25 x Gatefold x Binding Method: Perfect Bound Live Area: 0.25 from all trims Bleed: Bleed off all trims Jobson Medical Information LLC 100 Avenue of the Americas New York, NY /

DISTRIBUTION BOOKINGS & COPY DELIVERY

DISTRIBUTION BOOKINGS & COPY DELIVERY ADVERTISE IN CRAFTS Crafts, the UK s leading applied arts magazine, has built its reputation on ensuring its discerning audience of practitioners, buyers and leading industry figures is kept up-to-date