Question

Topic: Advertising/PR

Improve Ad Sales In Resort Areas

Posted by Gina G. Scala on 5/28/2015 at 12:29 PM ET 125 Points
I am the advertising sales manager for a resort area focused magazine and am looking for help in increasing advertising revenue. The magazine publishes four times a year, although the summer magazine is more like a guidebook. Our target area spans more than 50 communities in two counties with a lot of seasonal businesses but also a lot of year round businesses. The area is about two and a half years out of a natural disaster that left many business owners with total or near total damage. Some business owners rebuilt; others couldn’t because of their homes were also damaged or loss. So money is tight and many businesses are opting to advertise with a local newspaper or online advertising over print magazines. Since many businesses are located on barrier islands, the summer vacationers are a captive audience and business owners don’t believe they need to advertise at all.
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RESPONSES

  • Posted by Gary Bloomer on 5/28/2015 at 2:20 PM Member
    What geographic area does this magazine cover?

    How do you help advertisers create and style their ads so that the ad content speaks directly to the needs, preferences, and compulsions of magazine readers?

    What related content that appeals to reader interests do you have and how you can tie this content to advertiser messaging and offers?
  • Posted by Gina G. Scala on 5/28/2015 at 3:10 PM Author
    The geographic area is the Jersey Shore and the magazine is exclusively about the Jersey Shore. Our content is aimed directly at our readers, whom, as you’ve probably ascertained, are lovers of the Jersey Shore – from year round residents to seasonal residents and tourists and business owners, too. For more than 30 years, we’ve offered higher quality publication standards plus more content, features and bonuses. Additionally, we have the highest circulation of “similar” publication. I say “similar” because our only competition is really for the summer publications. And our circulation is ten times more than summer competitors.
  • Posted by Jay Hamilton-Roth on 5/28/2015 at 3:57 PM Accepted
    Why not offer a "disaster" special - for businesses that were affected (likely all), get 1 free ad with purchase of another set of ads (for example)? Do you have an online version (i.e., an "app") for your summer issue - that could be a plus as well.
  • Posted by Gina G. Scala on 6/1/2015 at 7:00 AM Author
    I truly appreciate the time each of you took to respond. Thank you.
  • Posted by lausburn on 6/1/2015 at 12:57 PM Accepted
    The higher the circulation the better as that's what advertisers are looking for. Can you place free copies of your publication in room at some of the area hotels? Utilize social media channels to push content out will allow your advertisers to then re-post, re-tweet, etc. on their own channels...
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