View Full Version : Magazine Research
08-10-2007, 09:54 PM
I didnt get the part when he said to research magazines with fullpage advertising for under 5,000... is this because he expects us to advertise through magazines or for another reason?
What things does doing this achieve?
08-10-2007, 10:30 PM
It's only worth it if your niche is very targeted and the magazine readership is modest.
I personally wasn't able to find any magazines just by browsing. I wonder if anyone could share a resource for this?
The Standard Rate And Data Service is a series of tabloid size books updated every month. They are pricey, but fortunately available at your library.
There is a book about consumer magazines, business magazines, direct mail lists, and several others I've never had a need to use.
Most people in the advertising industry call them the Serds Books, but if you call it that to your librarian he/she won't have a clue about what you want. Librarians still call it the Standard Rate And Data Service books.
The magazine book will list every magazine in existance, tell you the circulation, how much of the circulation is by subscription verses magazine rack sales, the price of advertising, the mechanical requirements (size of the ads and how they should be submitted), and who the magazine is targetted towards.
By studying the circulation you can see how large of a target market exists for that particular magazine's area of interest. If the price for a full page ad is less than $5,000 the magazine is probably too small to be of interest unless your target audience is an extremely narrow niche.
By the way, with display advertising from full page ads down to fractions of a page the prices are always negotiable. The larger ads can usually be discounted as much as 50% over the stated rate just by haggling with the account salesperson. I've done it many times.
They don't discount classifieds.
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