Question

Topic: Advertising/PR

How To Match The Right Advertiser For Publication

Posted by Anonymous on 4/19/2013 at 10:36 AM ET 125 Points
One man team recently published my first publication online magazine. My dilemma is finding the right advertisers that is consistent with the message I'm conveying. Because the message resonating from my publication is one of change and positively finding it rather hard to get my direction of who to reach out to fear of losing sight of my mission mixing with the wrong situation. How does one go about the business of finding the niche of a company and not allow ones personal ideas interfere? New business owner went from one publication to now having two.
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  • Posted by Peter (henna gaijin) on 4/19/2013 at 10:59 AM Accepted
    I am a little confused. Why do you need to find the right advertisers?

    Wouldn't it just be better to have a strong direction for your editorial content and then let any advertiser that wants to be part of this direction advertise? It is useful to determine who would be most likely to want to advertise, so you know who to approach who you'd have the best chance of selling, but doesn't seem like it would be beneficial to be saying no to potential advertisers just because they don't exactly match your direction.
  • Posted by Moriarty on 4/19/2013 at 11:10 AM Accepted
    Are you using Google Adsense for the time being?

    After all, if people find your website profitable they may ask you to advertise privately and so give you more money for each click - whilst saving themselves.

    As Peter mentions, at this stage you can't really complain at those who might not quite fit your niche. The problem for you is that the process of finding your own advertisers (and convincing them to advertise) will be time consuming and thereby expensive. The Google Adsense route would be far better for you - it's the other side of the Google Display network that I keep going on about! What's more Google's algorithm finds the best matching ads for your site and maximizes your revenue - all for free. The only downside is that Google still uses javascript to display its ads - which is how adblockers work*. If you're looking for a work-around you'll have to find a provider that uses a server-side setup. (*It's also why Google analytics doesn't always register visits).

    As to letting your personal ideas interfere, you'll get the hang of realizing when it's your idea that interferes - and when it isn't. It's just something that you'll catch onto with time and practice. It's a rare skill that few possess.
  • Posted on 4/19/2013 at 12:04 PM Author
    Peter (henna gaijin) That I do have "a strong direction for your editorial content" Moriarty, signed up and working through the process of "using Google Adsense" I guess what i didn't convey is my media platform is geared toward our youth,not looking to dupluicate what's out there and our focus on self developement and making the right choices with a mentor's component in our publications and broadcast is extremely important, hence my concerns of not falling into the wrong relationship for profits and lose the purpose of it all. Thank you you both have been very helpful.
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