Limited Time Offer: Save 25% on PRO with code JULYPRO »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Corporate Training Solutions
See All »
Schedule of Events
Virtual Conference Series
Speak for Us
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
How Does A New Magazine Solicit Advertising
Posted by Anonymous on
6/8/2011 at 12:30 AM ET
How does a new magazine solicit advertising when you are starting with no track record or history.?
6/8/2011 at 12:49 AM
Use your market survey numbers and tell potential advertisers that based on your research, their ad should reach x-number of eyes. (Don't forget online impressions, as well.) Offer introductory rates.
6/8/2011 at 1:00 AM
Well this mag may have no track history-- but others do.
What is part of this biz plan to indicate this mag will succeed? Is there a void in the market, what have competitors done well to build the case, what are they doing wrong? What is the experience of the owners that make it viable?
Be lazar sharp in making sure your advertisers will benefit from placing their ads with you. You are just pioneering a territory. So get out and pound the pavement with a very personal consultative sell. Be clear, you are not there to fill ad space. You are there to increase the sales of their advertisers. Your goal is to be the "go to" source for the readers in whatever niche you define. Your advertisers will know that placing an ad in your mag is a good return on their money.
Now go out and sell something.
Peter (henna gaijin)
6/8/2011 at 2:02 AM
I have a bit of experience here, having started, and am still running, a quarterly regional sports magazine (calkayakermag.com).
You need to tell a story of your vision to the potential advertisers, focusing of how advertising in your magazine would help them. Include who the readers will be, how you will get the magazines into their hands, etc. Hopefully you have a niche so that you are reaching a target market that advertisers can't reach all that well through other media sources.
You also will likely have to discount or make deals - more up front than later, but it never really goes away. When discounting, I tried to structure it so that I would get long term advertisers - say give 1 free if they place ads in next 4 at regular 4X price. But often I was happy just to get an ad at first.
I also took an added step to make it a bit easier for advertisers in that I would bill for the ad after the magazine is run (many magazines require pre-payment of ads).
Even with all of this, it took a year and a half before I got the magazine where the ad revenue covers all the costs of each issue.
You may want to check out a book called Starting & Running a Successful Newsletter or Magazine by Cheryl Woodard. Good read on some of the background of starting a magazine.
6/8/2011 at 6:55 AM
Wow! You got some great advice from Gail, Peter and Carol. Peter has "been there/done that" in the same category, so he's actually lived this issue himself.
I'm usually on the other end, listening to pitches on why I should buy advertising in some particular medium or vehicle. I'm amazed at how all the reps are eager to tell me how great their magazine/newsletter/broadcast station is, and how few of them tell me what's in it for me (or for my clients) to advertise in their venue.
My advice is to really get to know the needs of each potential advertiser BEFORE you approach them, and go to them with a compelling promise to deliver precisely what they need.
If you do this, you'll stand out among all the reps out there -- who have a generic pitch that's focused almost entirely on THEIR publication, THEIR needs, THEIR demographics, and what a great rate they can give you if you'll just throw some money their way.
I know this was CarolBlaha's point as well, and I just want to underscore how important it is.
6/8/2011 at 8:44 AM
You can use independent reps, rep companies, or hire a sales staff.
That said, I will also tell you that now is NOT the time to run off and start a new print magazine...in any market - unless you have put together a detailed written business plan - and all of its sub-sections - that absolutely guarantees success. And that's not likely to happen.
6/8/2011 at 10:23 AM
Know what your customers/clients read, watch, log on to and listen to. Then approach the advertisers that fit in those categories. Knowing your customers/clients wants and needs will make it an easier sell for them to work with you.
BACK TO TOP
Post a Comment
The Indispensable Social Media Cheat Sheet [Infographic]
by Laura Forer
Five Lessons for All Marketers From the Departure of Coke's CMO
by Sam Melnick
119 Facts About Email Marketing [Infographic]
by Laura Forer
Eight Rules for Data-Driven Marketing
by Ashley Stirrup
How to Make Your Workplace Healthy [Infographic]
by Laura Forer
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with