Question

Topic: Advertising/PR

New Magazine

Posted by Anonymous on 8/1/2008 at 1:11 PM ET 250 Points
I have a new magazine coming out. it is a Caribbean magazine focusing on entertainment, fashion, music and life style of different French Caribbeans living in the US.

The magazine will be in both French and English (two separate copies) and will be distribution in the US as well in France, Canada, Paris, Guadeloupe, Martinique and Haiti.

We will circulate about 56,000 copies all member subscribers and targeting a readership of 1.5 million in the next year. This magazine is the first of its kind and different artists will grace our cover. The French Caribbean audience is un-tape because advertiser pull them in with the African American market.

My question is how do I get advertiser to advertise in the magazine? How do I go about contacting them? How do I get them to listen?

Any advise or suggestion will be greatly appreciated.
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RESPONSES

  • Posted by Levon on 8/1/2008 at 1:22 PM Accepted
    I think your task is a marketing research one. You will have to locate studies (and you seem to point to some figures in your entry) which determine the characteristics of your market. If there is not a lot of research available you can a commission some private research. This can be done on the cheap by Marketing PhD students who may be approached to do the research and study for you. Caribbean businesses, mainly: restaraunts, entertainment venues, fashion companies, resorts, artists may already have lists and availabke data that you can tap into in confidentiality.
  • Posted by CarolBlaha on 8/1/2008 at 1:23 PM Accepted
    I think the description you describe above is a very good start. Clearly, this is not a "me too" magazine.

    I'd research magazines that have similar audiences. And note the type of businesses that advertise and create a hit list. Then, start dialing. I think to portray what you have a web conference would be a good idea. You can pepper the conference with good design-- assuring the potential advertiser that this is a good place for his co to be associated. I wouldn't be concerned you are new-- I'd spin new to exciting must read.

    Sell packages-- don't walk away from a one timer-- but be frank and let them know it won't be as effective as muliple placements.

    Don't limit yourself to national firms (as your base is broad) -- model after mags like Gourmet, that include at least 4 pages to local advertisers. With current publishing technology, have a local few pages is very doable. It also makes advertising for locals logical and affordable.

    Sell Well and Prosper tm
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