Advertising in Alternative Route

Alternative Route Edition 14b

Alternative Route is a great all-in-one solution to print and web-marketing of your lodge. It is the only full-colour picture guide for independent budget travellers in Southern Africa.

Edition 15 of Alternative Route is busy being prepared for release In September 2014.

The deadline for getting your application in for the next edition will be 10 July 2014.

About Alternative Route

Alternative Route Edition 14bAlternative Route Edition 14Alternative Route Edition 13Alternative Route Edition 12Alternative Route Edition 11 Alternative Route Edition 10 Alternative Route Edition 9 Alternative Route Edition 8 Alternative Route Edition 7 Alternative Route Edition 6 Alternative Route Edition 5 Alternative Route Edition 4 Alternative Route Edition 3 Alternative Route Edition 2 Alternative Route Edition 1

Alternative Route is the only free full-colour travel guide for independent budget travellers and backpackers in South Africa. www.alternativeroute.net is a comprehensive website that includes additional information not in the guide.AR offers affordable print advertising. Compare it to other colour advertising. We come out tops.

  • AR is in its 14th issue
  • 60 000 copies were printed for Edition 14+14b
  • AR is published once a year with a half year reprint
  • New editions are released in January
  • AR has over 250 distribution points
  • Most distribution is in point of entry destinations: Cape Town, Joburg and Durban and Nelspruit
  • We distribute at Cape Town & Joburg airports
  • Our website get 10 000 unique visitors per month

Who uses Alternative Route?

  • International and local travellers looking to pay under
  • R500 for comfortable accommodation with a good vibe
  • Travellers wanting memorable experiences and good service
  • Self-drive backpackers
  • Backpackers travelling on the Baz Bus
  • Open-minded travellers looking for something different
  • Increasingly South African students, families and young professionals looking for an affordable, fun way to travel.

Benefits of advertising

Simply, Alternative Route offers print and internet exposure at a great price.

  • Alternative Route is affordable print advertising. You’re unlikely to find a similar product at the same price.
  • Travellers pick up an AR soon after entering the country. You ll be on their radar before they make any serious travel plans.
  • Your ad is guaranteed to get into the hands of at least 50 000 travellers and into the minds of more who use the website.
  • Advertisers can stop printing and distributing flyers. They re expensive to produce and not effective. Advertising in Alternative Route is much cheaper than printing 60 000 colour flyers.
  • You’ll get more internet exposure. Travellers have access to AR before they get to South Africa. Advertisers can feature in traveller s schemes before they get to South Africa.

www.alternativeroute.net

We launched our updates website in October 2012. The reaction has been good with the page view rate going up and our bounce rate improving. We've been posting many books out to people who request one off our website and we ve Alternative Route is availabe online as an instant flip book and a download.

www.alternativeroute.net had more than 70 000 unique visitors in the last year.

How to advertise

You can either sign up online right here and now or download an application form and fax/e-mail it to us.

Sign up online

  • Click here for accommodation establishments
  • Click here for tours and services
  • Complete the online form with your details
  • Upload pictures
  • Make payment
  • We will then send you a proof of your ad

Download an application form

Our bank account details

  • Mkoya Travel Marketing CC
  • First National Bank
  • Tokai (00)200409
  • Account 6213 8102 885

Use your business name as a reference then there’s no need to supply us with proof of payment.

Requirements for your ad

What we need for your ad depends on the service you offer and the size of the ad.

Accommodation

Lodge ads follow a standard format. You will need to supply us with the material and we put the ad together.

We need the following:

  • Pictures - 2 for a half page ad and 4 for a large ad. Photos must be minimum 800X600 pixels. Provide more if you can and we’ll choose the best to use and put the rest on your webpage.
  • Copy - 55 words for a half page and 80 words for a full page. We will be ruthless at culling excess text.
  • Room types and their rates – these are optional but are highly recommended as travellers always look for these
  • Directions – again these are optional for your print ad where space is limited. But, you can insert them for your web page.
  • Your longitude and latitude co-ordinates for the Google map on your webpage
We legally cannot use copy from the Coast to Coast. Please don't send us your Coast to Coast write-up.

Tours and services

Ads for non-accommodation businesses do not follow a set format. You have creative freedom.
Our design fee is R1500 excluding the cost of the ad.
If you have a designer, give them the following specifications:

  • Half page: width 92mm, height 68mm
  • Full page: width 110mm, height 170mm, 5mm bleed all around, 5mm inner margin
  • Ads submitted as a PDF(vers5), JPG or TIFF
  • Embed any images in vector file formats
  • Include used fonts in a separate folder
  • Set bitmaps to 300DPI in CMYK colour

If your ad is smaller than 10MB, e-mail the ad to This e-mail address is being protected from spambots. You need JavaScript enabled to view it
If your ad is larger than 8MB, courier or register post the ad on a CD to: Jacques Passier, 21 Spoon Street, Lakeside, Cape Town, 7945.
Let me know when and how to expect it.

Double page spreads

Double page spreads do not follow a set format. You have creative freedom.
Our design fee is R1500 excluding the cost of the ad.
If you have a designer, give them the following specifications:

  • Artwork for each page should be width 170mm and height 110mm.
  • Add a three 3mm bleed all round. This will be trimmed off.
  • There are 4mm top and bottom margins. Anything within these margins could possibly be trimmed off.
  • There are 5mm outer page margins. Anything within these margins could possibly be trimmed off.
  • There is a 13mm inner margin. This is where the pages get bound. Anything within these margins will be difficult to see and read.
  • The safe print area is width 162mm and height 92mm.
  • Ads should be submitted as a PDF(vers5), JPG or TIFF
  • Embed any images in vector file formats. Include used fonts in a separate folder
  • Set bitmaps to 300DPI in CMYK colour

If your ad is smaller than 8MB, e-mail the ad to This e-mail address is being protected from spambots. You need JavaScript enabled to view it
If your ad is larger than 8MB, courier or register post the ad on a CD to: Jacques Passier, 21 Spoon Street, Lakeside, Cape Town, 7945.
Let me know when and how to expect it.

Ad layouts

  • All ads for lodges, except double page spreads, follow a standard format. We will design and layout the ad with the material you provide us. This makes the book easier to use because travellers learn quickly where to find the information they want.
  • All ads have to have a fair amount of unused space. This is called "white space" and it is never wasted. White space makes ads easier to read and focuses the eye on things you want to emphasize.

Proofing your ad

The proofing process in necessary to ensure that your ad is 100% correct before we go to print. Once you supply us with all the elements for your ad, we put it together and e-mail you a proof. Alternatively, we can fax it to you. We will also upload the proof on the website.

You will need to check the proof very carefully and let us know if there are any changes to be made. We will make these changes and repeat the process until everyone is satisfied that you have a great ad. We will only print an ad once you have signed off on the proof.

Layout of the book

There’s a fine art to laying out Alternative Route. We follow a system that we find works best.

Our system for laying out the book:

  • National operators and volunteer companies appear in the front
  • The book is then separated into regions, starting in Cape Town (it sees the most distribution). We head up the coast towards Durban (making a few logical detours), through Swaziland and the Kruger area to Joburg and Pretoria. Then we head into the interior Northern Cape to our neighbours at Vic Falls.
  • Layout within the regions vary for the different regions:
    • Ads in the cities and Lesotho are arranged alphabetically
    • Ads in other regions are arranged within towns
  • Towns within the regions are arranged geographically following the general order of the book.
  • Ads within towns are arranged alphabetically

Other things:

  • We drop the’s and a’s from names before arranging alphabetically
  • Tour ads appear in the front of the regions. When it makes sense for a tour ad to appear under a town, it will go in the front of the town
  • Double page spreads take preference and do not get split
  • Half page ads sometimes get bumped up to fill a vacant space

There’s randomness to layout that we cannot predict. Please understand that we do not control the final position of your ad.

Accreditations, accolades and quotes

  • We include quotes, icons for associations you are accredited to and accolades you may have won.
  • We include quotes only from the newest releases of guidebooks.
  • We don't include accreditions or accolades that are out of date, are not instantly understandable or do not have meaning that can be found elsewhere in Alternative Route. This means that we don t include icons if they have no meaning for our readers. If you want them included in your ad, please include a description in your copy.

Intellectual Property

If we write copy or edit the copy supplied by our clients, the final work remains the Intellectual Property of Mkoya Travel Marketing CC. Our clients are not free to use the copy in any publications other than Alternative Route. The raw copy initially submitted to us remains the Intellectual Property of our clients and they are free to do with it as they please, including using it in other publications or websites.

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Edition 15 advertising rates

Size Cost


Half page R5150
Full page R8100
1½ pages R9650
2 page spread R12500

Deadlines

10 July 2014

Contact us

Tel: 021 788 7548
Jacques: 082 927 3552
Fax: 086 658 7377
E-mail: jacques@alternativeroute.net