Ever Wonder Why Ad Space Fees Differ Between Publications? Here's Why.
By Douglas D. Watson
Why can a dealer purchase a one-inch ad space in one publication for two dollars, while another publication charges $20 for the same space?
The first thing to consider is the circulation of the publication. It's going to cost more to have your ad seen by 15,000, than it is to have your ad circulated to 120. Adsheets are cheaper because they're not the publishers main source of mail order income. Adsheets usually are a vehicle for a publisher to get his/her ads before the public.
Tabloids on the other hand, charge more because most of their publishers have built a good reputation and have a solid following.
Tabloid publishers are in the business to make money, just like the rest of us. If they charge too little for their ad space, they won't be in business very long.
The best route to go for Print & Mail dealers is to stick with the tabloid publishers. They can print and mail circulars and insert them in their publication But beware of the scam artists. Using the cheap priced P & M dealers will only set you up to be ripped off. Don't let the savings of a few bucks cloud your decision.
The number one reason people don't get a good response rate to ads is not the vehicle the ads are carried in. The culprit in low ad response is poorly worded ads. Just like everything else in mail order, you must learn the craft of ad making and become a strong ad writer. Ad writing is an art.
Douglas D. Watson is the publisher of the Mail Order Truth newsletter. The MOT is dedicated to helping honest dealers resolve problems and expose dishonest business practices. Send $2 for two sample issues (check or money order) to:
Douglas D. Watson P.O. Box 4784 Evansville, IN 47724
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