American Lutherie Ad Rates and Specs

AMERICAN LUTHERIEis the quarterly publication of the Guild of American Luthiers. Our 8 1/2" x 11" format journal, 76 pages* in length reaches over 3,500 Guild members, as well as numerous other luthiers and aficionados in the field. Unlike other periodicals, back issues of American Lutherie are kept as reference material and referred to again and again over the years. The GAL is a non-profit membership organization. We consider ads to be an information resource for our members. We keep the number of pages devoted to ads low, so we can keep the number of pages devoted to articles high. In our regular issues, we only offer quarter-page and eighth-page ads.* (We won’t combine small ads to make larger ads, but you are free to run more than one ad in an issue). Ad placement is at our discretion (inside pages only).

AMERICAN LUTHERIE is printed in full color. Ads can be in black & white or color. There is no additional charge for color ads. Please read and follow our guidelines below for ad art.

*NEW FOR 2018
We have a new publishing plan for 2018. The Spring, Summer, and Winter issues will be our usual 76-page journal (with the ads included in the pages of the journal). The fall issue will be a 100-page anthology issue/book that will not contain advertising. For this reason, we plan to publish a separate lutherie supplier advertising supplement that will be mailed with the anthology issue to all members. We expect that this supplement will be kept by members as a handy resource for future reference. Since the advertising will be in a separate publication, we are able to offer 1/2-page and full-page ads for this fall insert only. We will require payment in advance for these larger ads, as the size of the insert will be determined by the number and size of ads we receive. If you are a regular advertiser you can continue to run your usual ad if you prefer.

Contact Deb Olsen by email if you’d like to run an ad, have questions, or are sending new art for an existing ad: galdo“at” (substitute @ for “at”)

  Member Non-Member
Spring, Summer & Winter issues:    
1/8 page $110 $220
1/4 page $220 $440
Fall issue – advertising supplement    
1/8 page $110 $220
1/4 page $220 $440
1/2 page $375** N/A
Full page $750** N/A

DISCOUNTt: We offer a 10% discount on the ads in our regular issues if you run your ad on an ongoing basis (insertion for at least four consecutive insertions) and/or if you pay in advance of publication. **The half- and full-page ads in the supplement are already discounted and are prepay only, so no additional discount applies.

MEMBER RATES: Your 2018 GAL dues must be paid to receive the member rate for ads in our 2018 issues.

PAYMENT — First time advertisers, please pay for your first ad at the time of your insertion order. For regular advertisers, we can bill you upon publication. A late charge will be applied to overdue accounts. If you wish your ad to run in each issue until further notice, please email stating that. To pay for your advertising using a credit card (or paypal), select the correct amount below and add to cart.


Contact us by these dates to reserve space for your ad in a specific issue. If you ask us to place an ad in an issue, once the insertion deadline is past, you are obligated to pay for the ad (unless we are able to pull it). You can request that your ad runs for several issues, or that your ad run on an “every issue” basis.
We need to have your new art (for instructions, see below) in hand three weeks after the insertion deadline, but sooner is better.

Insertion deadlines:
AL#133 (Spring 2018) — December 22, 2018
AL#134 (Summer 2018) — March 23, 2018
Special AL Anthology Issue Supplement (Fall 2018) — July 6, 2018
AL#135 (Winter 2018) — October 5, 2018

All advertising art in American Lutherie is in electronic format. You may submit a workable file, or we can typeset a simple ad for you and send a draft via e-mail for your approval.

Ad sizes are:

1/8 page ad – 3.6" wide by 2.35" tall (horizontal)
1/4 page ad – 3.6" wide by 4.85" tall (vertical)

Fall supplement only:

1/2 page ad – 7.4” wide x 4.8375” tall (horizontal)
1/2 page ad – 3.6” wide x 9.8” tall (vertical)

Full page ad - 7.4” wide x 9.8” tall

The file format that works best for us is high-resolution PDF in CMYK color space. High-resolution TIFF in CMYK color space may also be acceptable. In any case, color must be CMYK. If your ad has no color elements, either 1-bit B&W (1000 lpi or better) or 8-bit grayscale (1000 lpi or better) is okay. Fonts must be included in PDFs. Please do not send application files such as Adobe Illustrator or Microsoft Word. Send ads as attachments, not as pictures in an e-mail. E-mail Deb with any questions: galdo“at”

To submit an ad for us to typeset, please send the following:
• A sketch or example of the ad as you would like it to appear
• Good PDF or TIFF files of any logo or other specific art which is to appear
• separate high-resolution files of any photographs

Our typesetting service is free for ads that will run four or more times; otherwise there will be a charge of $30–$50 depending on the complexity of the ad. Minor updates and changes can be made from time to time without charge, but we'll bill you for larger or more frequent changes.

A word about the look of ads in American Lutherie… Before you make up your ad please read the following:
American Lutherie is an educational fine-craft journal, so we ask that you keep the look of your ad harmonious with our content.

Please avoid the following: solid black backgrounds; white backgrounds with no box at the edge; big loud lettering with exclamation points; jarring color combinations; big bright red all-caps block lettering; or anything else that looks like a Harbor Freight ad. If you are not sure what we’re referring to, we can email examples if you have yet to see ads in American Lutherie.

Also, here are some common errors that can make your ad look bad that you will want to avoid: jaggy low-rez graphics, possibly repurposed from a website; photos that show crunchy JPG compression; and tiny, light-colored lettering on a dark background.

And a brief word about typesetting. Common errors we see are improper capitalization, hyphens wrongly used as dashes, and typewriter-style quote marks. If typesetting is not your thing, you can avoid the hassle and get a better-looking ad by letting us do it for you or having a professional prepare your ad.

The following dates are when we plan to mail the issues. They are mailed from our printer in Missouri, and will take at least a week or two to meet the majority of the members. Outlying areas will take longer. Outside the USA, issues are sent to a mail consolidator who inserts mail into each country’s mail system. These issues may take 4-5 weeks to arrive.

AL#133 (Spring 2018) — est. mail date February 27, 2018

AL#134 (Summer 2018) — est. mail date May 29, 2018

AL Anthology Issue (w/Supplement) (Fall 2018) — est. mail date September 11, 2018

AL#135 (Winter 2018) — est. mail date December 11, 2018

Select Amount:

We cannot guarantee inclusion of ads that reach us after the deadline, or do not meet our requirements. Send copy as early as possible. Call or email to reserve space if your copy will be arriving just before deadline. We reserve the option not to run your ad if we deem the content or style inappropriate to our readership or to the thrust of our journal.

Guild of American Luthiers, 8222 South Park, Tacoma, WA 98408
Phone: (253) 472-7853 E-mail Deb: galdo (at)

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