Question

Topic: Advertising/PR

Newsletter Advertising Pros?

Posted by Anonymous on 1/20/2010 at 10:28 PM ET 250 Points
A new lifestyle & shopping newsletter is looking to include brand/sponsorship advertising in upcoming editions. The company targets the 'cheap chic' market nationally, but mainly in the major cosmopolitan markets.

Can anyone offer any advice on the following questions:

1) What list size is required to attract major brand advertisers?
2) How is inventory typically sold? Through dedicated reps or are their 3rd party companies that will rep our inventory as part of a larger offering.
3) What CPMs can a branded newsletter expect?

Any thoughts on the above would be greatly appreciated.

Thx!
Pat
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/22/2010 at 9:58 AM Accepted
    It depends on how segmented your list is. If you have information on their past buying habits, then the right sponsor would be very interested (if they're selling similar items to what was purchased previously) no matter what list size.

    Initially, you need a few key sponsors to show trust in your newsletter. Then, you can find reps that might be interested to sell ads. However, there needs to be sufficient $ to interest them.

    As an aside, consider also putting the newsletter online. That'll be a bonus to your advertisers, since people can find your newsletter ASAP (and you can get great analytics).
  • Posted by Peter (henna gaijin) on 1/23/2010 at 1:30 PM Accepted
    May I suggest that you buy and read a book called Starting & Running a Successful Newsletter or Magazine by Cheryl Woodward (published by Nolo Press). Has a whole chapter on ad sales - and one of the primary things they focus on is ho you need to form relationships with the company buying advertising. Given this, and my experience, I suspect a direct mail campaign to a purchased list will not be as effective as you hope.
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