Advertising agencies newspaper advertising. Advertising in the magazine: truth from the co-owner of the magazine. Magazine Distribution Cost

Either never, or a very long time ago. And why? Because the cost of hosting is crazy?

Or because you were unhappy with the result? Or maybe because you think that your target audience does not read the press?

In any case, from time to time you get calls from sales managers who offer to place ads of this kind.

the whole truth behind the scenes

Articles of this kind (especially if you study on the Internet, for example, TOP-10 search queries in Yandex) begin to tell you how advertising in a newspaper differs from advertising in a magazine, how cool it is, and what kind of increase this will be in your wallet after placement.

Therefore, as Tabaki said from the cartoon about Mowgli: “And we will go north!”, That is, in a different way, and I will tell you the truth.

The truth is based on the fact that for almost half a year I was a co-owner of a federal magazine.

Circulation 5000 copies / month per city (declared), readers - premium segment. Therefore, now there will be facts that no sales manager will tell you.

Facts are more or less suitable for average regional magazines. After this ins and outs, we will move on to how you still need to act correctly.

Sell \u200b\u200band release

The task of the sales manager who suggested you place an ad is to sell you ad space and get your ad out.

He does not think about anything else, since he receives a percentage of sales and sales, that is, from advertising issues in the magazine.

And in order to sell, they may show you the numbers that you want to see (circulation, target audience and their purchasing power, etc.), BUT which are not actually true.

Selling ?! Did not hear

They imagine how to make it beautiful (layout, fonts, color) so that it fits into the magazine's concept.

But to develop it according to the sales structure, for example, according to. They cannot do that. They do not have such a task and specialists for this.

Yes Yes

Don't know the audience

Study target audience readers of the magazine? Are you seriously? This is not done! Or it is extremely rare and very careless (like polling in groups in social networks or several phone calls).

By the way, once I requested such statistics from a fairly well-known newspaper in Russia (circulation of 50,000 per week in our city alone). I was provided with statistics on readers of last year's prescription, and even general statistics for Russia.

For those who were looking for such statistics in a fresh form and for a certain city, the information is very dubious.

A promise, not a fact

A rare magazine can boast that the declared circulation corresponds to the actual one.

Therefore, if 5,000 copies are written a month, then God forbid, 3,000 are printed. That is, in fact, you overpay about 40% for ... Yes, no way, you just overpay.

Fluidity

As a rule, there is a lot of turnover in magazines. Especially now, as popularity is falling and earnings are not the same.

Therefore, be ready to agree on everything 10 times, that the layouts will be of different styles and directions all the time.

Especially if you don't have corporate identity, some existing advertising products and you decide to place the first time at the discretion of the performer.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Big discounts

Discounts for 10-20-30-40-50%? As soon as I think about such discounts, everyday magazine life immediately comes to mind.

There is a production cost per page, but it is much lower than the price you are asked to place an advertisement on that page.

Therefore, it is always possible to negotiate a discount for accommodation (once again - ALWAYS!). Especially considering that the press advertising market is now falling at a disastrous rate.

Barter

For all their love of money, magazine owners are quite willing to agree to barter. Especially towards the end of the month.

Especially towards the end of the year. Especially if you have popular destinations (furniture, clothing, bags, catering).

I personally know a couple of magazine owners who live solely on bartering from magazine ads. The pleasure is very dubious, but everyone's business.

Life hack. Looked at a good magazine - call and offer barter. At 50% / 50% I can say with certainty that the majority will agree.

In fact, everything is fine

It turned out a little tough, but now you are warned, and you know what to expect from them.

I will say right away that not all magazines work very badly, there are very good, effective and useful ones for readers and advertisers.

Although they are few, they really exist and bring very, very cool results for some of our clients.

And now, if you have found just such a magazine, then let's do it so as to get the most out of your ad placement. First, decide what your ad will be.

Image

We have already written a whole article on this subject, but still I will say a few words here. Image advertising is advertising that simply says what you are as a company and where to find you.

Image advertising

In fact, its components are: logo, company name, slogan and contacts. And you use this view if you have:

1. Franchise / affiliate / store and senior management / owners simply send you promotional materials that you should place in the magazine of your choice. It is forbidden to argue / make your own / be creative.
2. A lot of money and there is a dream for your brand to be known, like Gucci, for example. In addition, you also agree to wait 20-30 years for advertising to work on your brand awareness and not expect a return from it in the form of sales.

In general, it's up to you to decide, but our experience has shown that if you are not a luxury segment, then it is better to forget about such an implementation. But as always there are exceptions, although I doubt that this is about you.

Selling

This is where things get a lot more interesting. You can make a whole article about this type of advertising. But first, I recommend reading about the ODC technology.

1. Visual layout (modular)
2. Article (advertisement)

The visual layout is actually the same image implementation option, only it is done in a clever way.

There is some kind of offer, action, or first step. All of this is backed up and there is a strong call to action.

Selling advertising

Advertorial or selling article. And the selling one, because in the text, through the narration, you work out all the objections to the sounded topic and then offer to get a solution from your company.

Our practice has shown that such an article is more effective when at the end there is a closing on a chain of touches. That is, some free or profitable first step.

The note. Advertorial can be implemented not only in the form of an article. It can be “Advice from a specialist”, “Experience from a blogger”, “Check for fake”. In other words, you can pack as you like, as long as the material ignites and fulfills bad beliefs.

How to evaluate the result?

To be honest, accommodation in print media a rather dubious matter, besides the fact that it is not the highest efficiency, it is also quite difficult to evaluate the result.

Therefore, whatever the result you get, get ready for the fact that it will be with an error of 50%.

But it is still possible to track the effectiveness and for this it is better to use one of the manipulations:

1. A special offer that was posted only in this magazine;
2. A special issue that was also not used anywhere other than this magazine;
3. A coupon to cut and bring (not for everyone);
4. A photo to be shown to the seller, after capturing the layout of your advertisement;
5. A magazine that you just need to bring and show to one of the sales managers;
6. The code word that needs to be named to receive a bonus / discount / gift.

In any case, because of these additional actions, some clients will either stupidly not reach you, or will not do what is written in the advertising material, as they are shy, do not consider themselves worthy, or simply forget.

Briefly about the main

And maybe it's you, since we have a couple of clients on that who are successfully getting leads (at least neutral).

But still, in order to summarize, I will voice several cases when this will be useful:

1. You - big company... And such materials in magazines are an extra reminder of yourself for you;
2. You are a premium company. Your customers need to see that the product you are selling is pretty punchy;
3. You have found a "gold mine". The magazine in which you are going to advertise falls exactly into the hands of the target audience that you need. Usually these are narrowish magazines of the type "Mechanic", "Aviation", "Fishing".

P.S. A final thought, which concerns the second point of the above. Do you really think that a person who saw an advertisement for a new Jaguar car in a magazine will actually go and buy it afterwards ?! Of course not!

This ad is aimed at the current owners of this car to make them extra proud that they have the cool car that the elite media is talking about. And all the friends see it as well as he does. It's not that simple ...

Initial investment: 120 tr.
Monthly profit: 32 tr.
Payback period: 4 months.

The production of advertising printed magazines is one of the most effective ways delivering the necessary information to the consumer. This is due to the fact that many people are more accustomed to perceive information from printed media, especially if it is presented in a colorful and interesting way.

But in this type of activity, it is very important to determine your "niche", potential customers and make preliminary calculations, since such magazines are generally distributed free of charge and all costs must be covered by advertising sales.
Where to begin? List of basic steps

- definition of the concept;
- determination of the target audience;
- choice of distribution methods;
- preparation of a business plan (production and distribution costs, planned income, payback);
- registration of an enterprise, obtaining documents for conducting activities;
- choice of printing house;
- personnel selection;
- selection of premises, necessary office equipment;
- development of a preliminary layout that will be shown to potential advertisers;
- search for advertisers;
- distribution of the magazine.

About media

According to the Law of the Russian Federation "On Mass Media", a print publication is "a newspaper, magazine, almanac, bulletin, another publication that has a constant name, current issue and is published at least once a year." The main printed periodicals in which the distribution of advertising is permitted are newspapers and magazines.

A magazine is a periodical, made in the form of a block of bound pages with a cover, and it is the presence of the cover that distinguishes it from a newspaper. The regulation of advertising in magazines is carried out in accordance with Art. 16 of the Federal Law "On Advertising", as well as Art. 36 of the Law Russian Federation "On the Mass Media". The regulation of advertising in the media in Russia is carried out by setting the percentage of advertising information in publications that do not specialize in its distribution, as well as restrictions on the publication of certain types of advertising.

When placing advertisements in print periodicals the ad must be accompanied by the words "advertising" or "for advertising rights" and advertising texts in such media should not exceed forty percent. But such requirements DO NOT apply to those print media that are registered as specializing in the distribution of advertising messages (which should be indicated on their cover or imprint).

There is no clear definition of this designation in the law, and on various specialized printed advertising media you can observe such options as "advertising publication", "publication that specializes in messages and materials of an advertising nature", etc.

Project marketing
Defining the concept

The first step should be to define the main focus and concept of the publication. It can be an advertising magazine filled with simply commercial messages about consumer goods, or with a bias in some specialization - construction, furniture, pharmacy, auto, etc. It is also necessary to determine the presence in the publication of a certain number of informational articles on the topic, then there is it is more likely that it will be of interest to potential readers.

It is also necessary to determine the frequency of the journal, its volume (number of pages / pages), circulation, format and methods of distribution. This material will consider an advertising magazine that contains advertisements for the city's entertainment venues, shops and shopping centers. In each issue, you can select several separate pages (in a permanent section) containing discounts and promotional offers and indicate this on the cover - this will increase the interest of readers. In order for the consumer to understand the direction of the publication, it is necessary to come up with an appropriate name, for example, "Style of Moscow", "Tastes of the City", etc.

The target audience

Consumers of information advertising magazine of this nature will be mainly women 20-45 years old with an income level of middle and higher. Such publications are also read by men who are waiting for their "second half" in shopping centers.
Choice of distribution methods

Advertising publications are generally distributed free of charge. A glossy magazine with advertisements for stores, cafes and restaurants, based on the target audience, can be distributed in the following ways:
- on counters in trade and entertainment centers;
- on racks in office buildings, business centers;
- on tables in beauty salons, fitness clubs, hairdressers;
- at the hotel receptions.

Documents for registration of the journal

Registration documents are drawn up in accordance with the Law of the Russian Federation "On Mass Media", Article 8. "Registration of a Mass Media", which describes the organization of activities of print media.

The list of documents for registration for the founder - natural person:
- application for registration;

- copy of the passport.

The list of documents for registration for the founder - legal entity:
- application for registration;
- a payment document certifying the payment of the registration fee (in accordance with the Decree of the Government of the Russian Federation "On the procedure for collecting the registration fee for media registration"); when distributed on the territory of one region of the Russian Federation - about 2,000 rubles;
- a notarized copy of the Charter and extracts and certificates from the Unified State Register of Legal Entities; a notarized copy of the certificate of state registration of the founder;
- a copy of registration with the local tax authority;
- a document in free form about the actual address for conducting correspondence:
- in the presence of a trademark - a document presenting this right.

The registration application shall include:
- information about the founder;
- the name of the media;
- tongue;
- the form of mass media distribution and its territory;
- the address of the editorial office;
- planned specialization and topics;
- planned frequency of publication and its maximum volume;
- sources of financing;
- information about in relation to which media the applicant is the owner, founder, editor, distributor or publisher.

Taxation, licenses

Form of taxation

It is not required to obtain a license for this form of activity.

OKVED

According to Classifier OKVED RF for publishing advertising magazines, such oKVED codes:
- 74.40. Advertising activity.
- 22.13. Publishing magazines and periodicals.
- 22.15. Other types of publishing activities.

Output requirements

The cover or imprint page should state that this magazine is a specialized advertising publication.
The placement of advertisements and / or articles must comply with applicable law, namely Art. 16 Federal Law “On Advertising”.

The issue of the journal should contain the following output:
- title of the publication;
- founder;
- FULL NAME. chief editor;
- serial number and date of issue;
- circulation;
- index (for those publications that are distributed through communications enterprises);
- price, or the inscription "Free", "Free price";
- addresses of the publisher, editorial office, printing house.

How to choose a typography

Distribution of the publication free of charge assumes the minimization of all costs. The publication of an advertising magazine must meet these requirements; high quality printing, meeting deadlines, competitive price. When choosing a printing house, you must:
- call 5-6 printing houses indicating the parameter of the magazine for comparing prices, terms and the possibility of delivery to the publisher;
- in 2-3 printing houses with an average price level you need to drive up in order to view print samples (preferably similar publications);
- conclude a cooperation agreement with a clear indication of the fulfillment of deadlines and other working conditions;
- clarify all technical requirements for layout, quality of illustrations, technical tolerances that are suitable for the equipment of this particular printing production.

Additional recommendations:
- all issues of the publication should be controlled by the editorial staff during the production process;
- it is advisable to make inquiries and reviews about this printing house;
- have in stock one more option for placement in the printing industry.

Staff

To get started, a minimum staff will be required.
List of personnel and their functional responsibilities:
– Chief Editor... Selection of materials for the issue (article), administration, cooperation with printing houses.
- Maker-up designer. Development of advertising layouts, layout, preparation for printing according to technical requirements manufacturer.
- Authors (outsourcing). Writing articles (when filling the magazine with thematic or advertising articles).
- Courier. Distribution of the magazine, fulfillment of other orders of the head.
- Sales manager for advertising space. Searching for clients, signing contracts, agreeing on layouts, tracking accounts receivable.
- Accountant (outsourcing). Document flow, tax and accounting reporting.
- Lawyer (outsourcing). Drafting and checking contracts, checking advertising layouts for compliance with the requirements of the legislation of the Russian Federation.

In the first months, the duties of a courier can be performed by a sales manager for advertising space. This will provide an opportunity for direct contacts with potential clients, in addition, it will optimize the cost of wages.

Premises and equipment

In order to open the editorial office of the journal, you need a room suitable for the following requirements:
– office space, with an area of \u200b\u200b15-20 sq.m. (rent);
- optimal - not far from the bus stop public transport, (in the future this will facilitate the work of couriers);
- availability of means of communication - telephone, Internet.

For work, you need to purchase such office equipment - a telephone, a fax, a powerful computer for layout and layout development. You will also need to purchase licensed design software - Corel, Photoshop.

Client search methods

The most difficult thing for a publication that is just opening will be finding a potential advertiser. People who are ready to place their ads in printed edition, first of all, pay attention to how long it has already been released, where and how it is distributed.
Preparing for sales
- production of 1-2 layouts of the finished edition using digital printing, which will need to be presented to potential clients;
- the first issue of the magazine will contain mainly informative articles and you can place several ad units free of charge in order to attract regular advertisers;
- identification of potential advertisers.

For the publication considered in this manual, the main advertisers will be shopping centers, shops, hotels, entertainment establishments - cafes, clubs, restaurants.

Sales methods

- Targeted meetings. Formation of a base of potential customers, calling, making an appointment. Departure of the manager to the client with samples of the publication. Before negotiating with a potential advertiser, you must first study the information about this company, determine the benefits and advantages that it receives by placing its advertising with you.
- Visiting shops with magazine samples and commercial offer without making an appointment. A way to visit a large shopping center with a large number of shops, for personal meetings and negotiations without prior arrangement.
- Specialized exhibitions, fairs. Participation in such events is negotiated in advance with the organizers, while barter conditions often apply when an advertising publication publishes an exhibition announcement, and then becomes one of its participants. Visitors and participants of such exhibitions will be potential advertisers.

The price for printing a publication depends on the following factors:
- format;
- number of pages;
- the color of the indoor unit (some pages may be black and white);
- circulation;
- the density of the paper on the cover and the inner block;
- the presence of post-printing finishing - lamination, gold stamping, die-cuts, etc.

An example of the release and distribution of advertising and informational magazines with the following parameters:
- format - A5 (150 * 210 mm);
- printing - offset;
- cover - coated paper with a density of 250 g / m2, covering - protective varnish;
- internal block - coated paper with a density of 115 g / m2, color 4 + 4 (colored on both sides), or 1 + 1 (b / w on both sides); there are options for a b / w block with color inserts, advertising on which is sold at a higher price;
- the number of pages (pages) - 48;
- binding - staple;
- circulation - 5000 pcs.

The cost of printing for a print run is 75,000 rubles, for 1 copy - 15 rubles.

Magazine Distribution Cost

Distribution cost to offices 5000 pcs. - 4000 rubles (regular courier, when contacting courier services this figure will be three times higher).
Calculating the cost of advertising placement

When calculating the cost for advertising spaces in the magazine it is necessary to be guided by the prices of competitors and the cost of own costs for printing and work of the editorial office. You can sell advertising space in a whole strip, in modules or line by line. Cover seats sell two to three times more (the first and fourth are the most expensive). Prices for advertising articles are formed individually.

When calculating the costs of launching a project, it is necessary to take into account that the full filling of the magazine with the active work of sales managers will be achieved within 3-4 months.
Development

To increase the profitability of the project, it will be possible to provide such additional services for end consumers and partners - advertising agencies:

Format: A4, 64-80 pages.
Frequency of an exit: 2 times a month.
Spread: Russia, CIS, Baltic countries, abroad.
Website: www.news-advertising.rf

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