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Yearly advertising costs, magazine listings

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Yearly advertising costs, magazine listings Empty Yearly advertising costs, magazine listings

Post by TheGildedCat Mon Nov 14, 2011 2:38 pm

I know a lot of you don't pay for advertising and make the most out of free listings. I do that as well. I'm wondering for those of you who pay for advertising, either cost/month or cost/listing or cost/year:
-what's the most you spend on one advertisement source?
-What kind of source is it? Magazine? Directory line listing in a parent mag?
-what kind of circulation/distribution or how many people see it?
-do you roughly know what your return is?

I've turned down a couple of advertising opportunities that I think would probably be pretty good, but the lump sum to advertise with them was higher than I wanted to pay. I'm just not sure how to estimate return.

I had a really good event this year at a very posh local country club who just called to offer me a spot in their magazine that goes out to the families in the area - a target market I'd love to hit. They wanted $400 for a 1/4 page (full color, editing, glossy, etc) and they were going to give me an "intro offer" of $250 for my first year and split it into two payments. It sounded good, but I just couldn't commit. My company does currently have this money, but I'm also saving for FABAIC next year and inevitable other costs as they come in. What would you have done?

Thanks!
TheGildedCat
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Post by Guest Mon Nov 14, 2011 2:49 pm

While the possible return looks like it could be good, reality is that it won't actually be. Word of mouth in those circles is way more effective than an ad in something that probably no one will bother looking at.

Do you go through every page of those publications you get in your mailbox? If you do... what are the things you remember seeing?

Personally, I feel you made the right decision in this case.

Guest
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Post by Perry Noia Mon Nov 14, 2011 9:17 pm

I looked into the local parenting magazine here and decided not to.... once I asked my fellow parent friends on facebook if anyone read that one, most of them had never even heard of it (and it is delivered free to all the schools, play centres and grocery stores). It just didn't seem worth the money to me at all.

I DO spend some money on advertising, but it is almost completely on Google Adwords because I can target it locally, it goes on all kinds of websites as a sponsored ad but only to people who live in my target area, and I only pay if they click on my ad to go to my website. It has definitely helped increase my business this year and has been worth the extra money.
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Post by The Infotainer Sun Nov 20, 2011 8:31 am

Hi

Over the years (too many!) I've advertised in many different publications (and other media). These range from specialist magazines (for various niche markets like

parenting, regional, exhibition organisers, business, morors, sports etc) to newspapers (local and specialist) and supplements (Jewish Chronicle BarMitzvah

supplement) to Numerous Dircetories (again for markets I wanted to showcase to).

Some of these ads were relatively cheap but others cost perhaps £4000 (that's $6000+)

But this must not be done on a whim .... so beware that generous offer especially where they give you until the end of the day to decide! In my early days of

advertising I wasted money, despite having spent years in publishing as an Art Director / Design Consultant - because I forgot some Golden Rules about the

differences between marketing, advertising and promotion.

HOW TO DECIDE?
You've got to look at the Pros and Cons (for you). These may well be different for everyone, so draw up your own list.
You MUST know all about the medium (publication) and the exact demographics of their circulation. After all - why spend good money reaching people who have

absolutely no interest in what you offer?! Then you can work out the cost of reaching that number and therefore the cost per head. Also think about the ad size and

what you can say in that space and how many times it will be viewed and how long it'll be kept for. In general, people whiz through free publications and discard

them! Even bought publications are generally not kept for long, so your viewing life is very short. It's true that for Advertising in general, it's used primarily to keep an

established name in front of people, ie positioning and to raise awareness .... but it's NOT a great medium for gaining new business. There are many many other,

much more cost effective ways to do this.

There's no point paying good money to be lost in a sea of ads in somewhere that is being delivered to places like schools or libraries etc. Their whereabouts is no

secret so you can approach these in bettter ways that are more isolated, targeted and memorable.

And, if you DO go ahead perhaps with a trial .... TRACKING is essential. Only then can you work out afterwards how effective (or otherwise) it was and the true ROI

based on the cost per conversions (bookings) gained.

I hope this helps .... happy to expand if anyone wants.
The Infotainer
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Post by Mehndi Masala Sun Nov 20, 2011 9:20 am

Most people search for services via internet. A good site with good tags will serve you best along with making the most out of free adverts. I've done many magazines and the only good advertising has been being part of the story. Perhaps you could approach the magazine and show them your awesome skills and suggest a story. Offer your services for a 'one time only' photoshoot where your only request is access to the photos and your credit in the article. This has worked great for me as I have a hard and fast rule about paying for adverts. ..... I don't! Smile
Mehndi Masala
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