Question

Topic: Advertising/PR

How Do You Value & Sell An Advertising Space?

Posted by Anonymous on 11/2/2009 at 7:34 AM ET 125 Points
Hi,

I have a product going into schools and am investigating selling the advertising space on that product as a second revenue stream.

I know pretty much zero about selling advertising space!

So how do I find out if that advertising space is worth anything and how / who do you sell it to? (Direct? Agencies? Pro's cons etc).

Under typical circumstances the school has 1700 pupils, boys & girls, 11-18 years old and there will be about 30 spaces to advertise. The physical area will be about A3 paper size.

Basically - I need to know how much revenue (if any!) those 30 spaces could realistically create over a year to establish whether it is really worth while pursuing.

Thanks
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RESPONSES

  • Posted by CarolBlaha on 11/2/2009 at 7:55 AM Accepted
    Doubtful an agency is going to take interest with such small circulation.

    I'd sell this like the ads you see in church bulletins. Those go for about $30 space. If you are going double sided, your space will be larger-- you should research similar ads and see what your market will bear.
  • Posted by Jay Hamilton-Roth on 11/2/2009 at 8:48 AM Accepted
    If you haven't already done so, make sure you CAN sell these advertising spaces based on your agreement with the school. Also, why not offer some of these spaces for FREE to local nonprofits that help this age group (or would like this group to volunteer for their organization)?
  • Posted on 11/2/2009 at 4:23 PM Accepted
    Any chance you can turn this advertising space into a fund-raising effort for one of the student activities/clubs? It would be nice if you could get the students to sell the space in return for a donation to their favorite causes.

    You are not likely going to be able to generate enough money for the ad space on your own to warrant the time you'll spend selling it. Circulation is too small for anyone to be really interested, except perhaps some local merchants ... and they'd rather help the kids and their causes than pay a professional salesperson a commission for real media space.
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