Question

Topic: Advertising/PR

What Convinces You To Sponsor Or Advertise?

Posted by Anonymous on 7/11/2005 at 11:12 AM ET 125 Points
Hello Marketers,

As the editor/publisher of a small, independent magazine, I am looking at increasing our advertising revenue and at introducing sponsorship opportunities (events, workshops, etc., related to our topic). I am wondering what would ultimately convince you in the marketing department to spend the money on advertising in or sponsoring an events for a small-circulation magazine that is still growing?

We are a not-for-profit literary magazine that publishes the writing of people who are living with mental illness. We have a niche: Our readers are people who have experienced a mental illness and many of them are also health providers. Our circulation is approx. 1,000. Our mission is to break down the stigma association with mental illness and to show the creativity, intellingence and insightfulness of mental health consumers. Our recent subscriber survey showed that at least 90% of our readers have found our magazine to be personally inspiring; many have followed up on the advertisers by seeking out their websites, and some have purchased from the advertisers. Thanks to the survey results, we now know what our readers interests are and I am pursuing advertising in those areas (mainly in self-improvement, publishing, literary pursuits). We've got a media kit ready to go out, but before we begin the sales calls and mailouts I want to be sure that our messaging is going to work.

What will ultimately convince you to advertise or sponsor? Price? Target market? Public exposure? Support of a good project? Any tips on how to approach the marketing department?

Thanks in advance!
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RESPONSES

  • Posted by michael on 7/11/2005 at 11:43 AM Member
    You may indeed get advertisers who believe in what you're doing regardless of the financial concerns. Almost every company has some organization that they support.

    We generally look for ways to reach our (or our customers) target so if your market matches ours, we'd advertise...provided we're not part of "logo-soup". In any advertising there's a mix of responsive readership..some are more so than others...and having a good ad. We'll write a great ad, no question, but your job is to convince me that you're publication is actually read, kept and/or passed on.

    Hope this helps
    Michael

  • Posted on 7/11/2005 at 11:59 AM Accepted
    First, I'd look at the editorial environment. Is this the kind of publication I'd be proud to be seen in? Is it consistent with the message I'm trying to deliver. Is it talking to MY target audience in a way that will engage them and encourage trust/loyalty? Will my ad appear to have the endorsement of the publication?

    Next I'd look at the demographics and (if available) the psychographic profile of the readers. Are these people my primary target audience, or are they on the fringe? How much disposable income do they have? Are they heavy users of MY products? Have they exhibited a propensity to buy in my category more than average?

    Then I'd consider the cost per thousand (CPM). If it's unreasonably high, I'd probably pass. If it's competitive, I'd consider. If it's low, I'd try to find out why. I might also try to find out whether there are ancillary benefits, merchandising tie-ins, other ways to get more for my money. (Example: Can I use/rent the mailing list for a solo or small group mailing?)

    Finally, I'd ask about opportunities to contribute content in exchange for tasteful commercial messages embedded. I'd love to have some opportunity to deliver a non-commercial commercial in the regular articles. (Of course, I'd follow any guidelines about promotion in content.)

    While I'd like to think I might also consider whether the cause itself is something I'd want to support, that's really a different issue. If I want to support the cause, I can always donate money. You've asked about how I'd make the advertising decision.

    Hope this helps.
  • Posted by ROIHUNTER on 7/11/2005 at 6:40 PM Member
    openminds,

    If curculation size and price were not an issue, I would focus on your target audience and how well it matches our clients' target audience.

    The more reader statistics you could provide, the easier the choice would be.

    Hope that helps.
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