five factors to selling ad space and setting prices so I got a great question
setting prices so I got a great question
setting prices so I got a great question for my YouTube viewers love you guys
for my YouTube viewers love you guys
for my YouTube viewers love you guys able Abe studios who wrote in to say
able Abe studios who wrote in to say
able Abe studios who wrote in to say great video Evans it seems like every
great video Evans it seems like every
great video Evans it seems like every question I search for an answer for one
question I search for an answer for one
question I search for an answer for one of your videos pops up very cool my
of your videos pops up very cool my
of your videos pops up very cool my question now is if you we’re developing
question now is if you we’re developing
question now is if you we’re developing an art photography magazine how would
an art photography magazine how would
an art photography magazine how would you go about pricing ad spaces would it
you go about pricing ad spaces would it
you go about pricing ad spaces would it be the size of the ad the frequency the
be the size of the ad the frequency the
be the size of the ad the frequency the creative development or something else
creative development or something else
creative development or something else go so able Abe and follow you people out
go so able Abe and follow you people out
go so able Abe and follow you people out there one in the certain magazine here
there one in the certain magazine here
there one in the certain magazine here are the five factors you need to look at
are the five factors you need to look at
are the five factors you need to look at when you’re setting your ad prices and
when you’re setting your ad prices and
when you’re setting your ad prices and trying to sell them
trying to sell them
trying to sell them number one is circulation this is going
number one is circulation this is going
number one is circulation this is going to be the first question everybody asks
to be the first question everybody asks
to be the first question everybody asks you how many people read your magazine
you how many people read your magazine
you how many people read your magazine right if it’s a national magazine and
right if it’s a national magazine and
right if it’s a national magazine and you’re selling a full-page ad that could
you’re selling a full-page ad that could
you’re selling a full-page ad that could be a quarter of a million dollars if
be a quarter of a million dollars if
be a quarter of a million dollars if you’re much smaller magazine that could
you’re much smaller magazine that could
you’re much smaller magazine that could be ten thousand dollars or two thousand
be ten thousand dollars or two thousand
be ten thousand dollars or two thousand dollars you got to know how many people
dollars you got to know how many people
dollars you got to know how many people are actually reading your magazine and
are actually reading your magazine and
are actually reading your magazine and the advertisers again it seemed that the
the advertisers again it seemed that the
the advertisers again it seemed that the first thing they asked you for number
first thing they asked you for number
first thing they asked you for number two is demographics who is actually
two is demographics who is actually
two is demographics who is actually reading the magazine who is your
reading the magazine who is your
reading the magazine who is your audience and the more specific and niche
audience and the more specific and niche
audience and the more specific and niche and defined it is the easier it is to
and defined it is the easier it is to
and defined it is the easier it is to charge more money so for example if you
charge more money so for example if you
charge more money so for example if you had a magazine that was trying to reach
had a magazine that was trying to reach
had a magazine that was trying to reach really hard to access people say it was
really hard to access people say it was
really hard to access people say it was CEOs of Fortune 500 companies that’s who
CEOs of Fortune 500 companies that’s who
CEOs of Fortune 500 companies that’s who was reading the magazine while your
was reading the magazine while your
was reading the magazine while your circulation is getting really small
circulation is getting really small
circulation is getting really small right there’s only 500 people maximum
right there’s only 500 people maximum
right there’s only 500 people maximum who could read it because it’s a fortune
who could read it because it’s a fortune
who could read it because it’s a fortune 500 but that’s a really targeted select
500 but that’s a really targeted select
500 but that’s a really targeted select group of people that people would pay
group of people that people would pay
group of people that people would pay big money advertising would really want
big money advertising would really want
big money advertising would really want to get in there and spend their cash to
to get in there and spend their cash to
to get in there and spend their cash to reach those people so the more clearly
reach those people so the more clearly
reach those people so the more clearly defined your demographics are the more
defined your demographics are the more
defined your demographics are the more you can say with the age the sex the the
you can say with the age the sex the the
you can say with the age the sex the the interests and hobbies and and more
interests and hobbies and and more
interests and hobbies and and more demographic information the more you can
demographic information the more you can
demographic information the more you can throw out there the better it is and the
throw out there the better it is and the
throw out there the better it is and the harder those people are to reach the
harder those people are to reach the
harder those people are to reach the more you can increase your prices number
more you can increase your prices number
more you can increase your prices number three is the size of the ad so how much
three is the size of the ad so how much
three is the size of the ad so how much ad space are we talking about usually go
ad space are we talking about usually go
ad space are we talking about usually go by percentage of the page so if it’s a
by percentage of the page so if it’s a
by percentage of the page so if it’s a full page maybe that’s $10,000 if it’s a
full page maybe that’s $10,000 if it’s a
full page maybe that’s $10,000 if it’s a half page maybe that’s $6,000 right the
half page maybe that’s $6,000 right the
half page maybe that’s $6,000 right the more space that they want the more you
more space that they want the more you
more space that they want the more you charge for it number four is frequency
charge for it number four is frequency
charge for it number four is frequency how often is your magazine coming out
how often is your magazine coming out
how often is your magazine coming out in how many editions is the advertiser
in how many editions is the advertiser
in how many editions is the advertiser going to be advertising in it for so for
going to be advertising in it for so for
going to be advertising in it for so for example if your magazine comes out once
example if your magazine comes out once
example if your magazine comes out once a month are they just buying in for that
a month are they just buying in for that
a month are they just buying in for that once you know they only buy for one ad
once you know they only buy for one ad
once you know they only buy for one ad spot in that first edition and that’s it
spot in that first edition and that’s it
spot in that first edition and that’s it or are they going to be doing it every
or are they going to be doing it every
or are they going to be doing it every month for six months or 12 months right
month for six months or 12 months right
month for six months or 12 months right if it’s a one-off deal then you might
if it’s a one-off deal then you might
if it’s a one-off deal then you might sell an ad space for $2,000 but if it’s
sell an ad space for $2,000 but if it’s
sell an ad space for $2,000 but if it’s a commitment to do this for six months
a commitment to do this for six months
a commitment to do this for six months and you could sell that same ad space
and you could sell that same ad space
and you could sell that same ad space for discounted price say $1,500 because
for discounted price say $1,500 because
for discounted price say $1,500 because it committed to you for a number of
it committed to you for a number of
it committed to you for a number of months and you don’t have to go out and
months and you don’t have to go out and
months and you don’t have to go out and sell that spot to somebody else and
sell that spot to somebody else and
sell that spot to somebody else and number five is positioning where do they
number five is positioning where do they
number five is positioning where do they get the app most advertisers want to be
get the app most advertisers want to be
get the app most advertisers want to be either on the back cover on the inside
either on the back cover on the inside
either on the back cover on the inside of the front cover or as close to the
of the front cover or as close to the
of the front cover or as close to the front as possible and the rates can go
front as possible and the rates can go
front as possible and the rates can go up the closer to the front so if I’m
up the closer to the front so if I’m
up the closer to the front so if I’m getting a an inside page on a national
getting a an inside page on a national
getting a an inside page on a national magazine that could cost me half a
magazine that could cost me half a
magazine that could cost me half a million dollars but that same page for
million dollars but that same page for
million dollars but that same page for the Rinne will cost a lot less so you
the Rinne will cost a lot less so you
the Rinne will cost a lot less so you can sell your rates depending on where
can sell your rates depending on where
can sell your rates depending on where they are in the positioning other
they are in the positioning other
they are in the positioning other magazine so the top five things and look
magazine so the top five things and look
magazine so the top five things and look at our circulation demographics size
at our circulation demographics size
at our circulation demographics size frequency and positioning now the
frequency and positioning now the
frequency and positioning now the magazine industry is super traditional a
magazine industry is super traditional a
magazine industry is super traditional a kind of boring honestly and it’s easy to
kind of boring honestly and it’s easy to
kind of boring honestly and it’s easy to find out what the rates are of your
find out what the rates are of your
find out what the rates are of your competition so honestly what I look at
competition so honestly what I look at
competition so honestly what I look at is try to find somebody who has a
is try to find somebody who has a
is try to find somebody who has a similar magazine similar demographic
similar magazine similar demographic
similar magazine similar demographic similar size and see what they’re
similar size and see what they’re
similar size and see what they’re charging you know you can get those
charging you know you can get those
charging you know you can get those rates and charge something similar right
rates and charge something similar right
rates and charge something similar right you want to be cost competitive now on
you want to be cost competitive now on
you want to be cost competitive now on top of that what I’d say is if you want
top of that what I’d say is if you want
top of that what I’d say is if you want to have a lot of success with this you
to have a lot of success with this you
to have a lot of success with this you got to think a little bit outside the
got to think a little bit outside the
got to think a little bit outside the box you’ve got to know what everybody
box you’ve got to know what everybody
box you’ve got to know what everybody else is charging charge something
else is charging charge something
else is charging charge something similar but then over deliver on the
similar but then over deliver on the
similar but then over deliver on the value find some bonuses that you can
value find some bonuses that you can
value find some bonuses that you can throw in there because most of the time
throw in there because most of the time
throw in there because most of the time the advertisers in a magazine
the advertisers in a magazine
the advertisers in a magazine they’re left to come up with everything
they’re left to come up with everything
they’re left to come up with everything themselves right and and the the
themselves right and and the the
themselves right and and the the magazine does nothing to really help
magazine does nothing to really help
magazine does nothing to really help that advertiser out and this is across a
that advertiser out and this is across a
that advertiser out and this is across a lot of different platforms an example is
lot of different platforms an example is
lot of different platforms an example is I had these DVDs that I was selling on
I had these DVDs that I was selling on
I had these DVDs that I was selling on the Shopping Channel and you know we
the Shopping Channel and you know we
the Shopping Channel and you know we passed all the criteria we got on the
passed all the criteria we got on the
passed all the criteria we got on the Shopping Channel and we were left to
Shopping Channel and we were left to
Shopping Channel and we were left to come up with the pitch ourselves they
come up with the pitch ourselves they
come up with the pitch ourselves they didn’t train us on what we needed to say
didn’t train us on what we needed to say
didn’t train us on what we needed to say we need to have with us how to
we need to have with us how to
we need to have with us how to make an effective sales pitch and we
make an effective sales pitch and we
make an effective sales pitch and we probably could have sold a lot more if
probably could have sold a lot more if
probably could have sold a lot more if we had that training instead of leaving
we had that training instead of leaving
we had that training instead of leaving us to figure out ourselves so this is
us to figure out ourselves so this is
us to figure out ourselves so this is going to be important especially for
going to be important especially for
going to be important especially for first-time advertisers they’re coming
first-time advertisers they’re coming
first-time advertisers they’re coming your magazine they’re not quite sure you
your magazine they’re not quite sure you
your magazine they’re not quite sure you know what ads are going to work what’s
know what ads are going to work what’s
know what ads are going to work what’s not going to work who’s going to reach
not going to work who’s going to reach
not going to work who’s going to reach your audience the best support that
your audience the best support that
your audience the best support that right help them help them with their
right help them help them with their
right help them help them with their design tell them what will work and what
design tell them what will work and what
design tell them what will work and what won’t work interview them and have bonus
won’t work interview them and have bonus
won’t work interview them and have bonus features of them in your magazine and
features of them in your magazine and
features of them in your magazine and have stories about them instead of just
have stories about them instead of just
have stories about them instead of just the ads think about how you can help
the ads think about how you can help
the ads think about how you can help them on social media how you can plug
them on social media how you can plug
them on social media how you can plug them maybe you put an ad up on your
them maybe you put an ad up on your
them maybe you put an ad up on your website version as well maybe you take a
website version as well maybe you take a
website version as well maybe you take a percentage of the sales that come
percentage of the sales that come
percentage of the sales that come through the magazine you have a special
through the magazine you have a special
through the magazine you have a special offer or coupon code that comes through
offer or coupon code that comes through
offer or coupon code that comes through the magazine and that’s how you get paid
the magazine and that’s how you get paid
the magazine and that’s how you get paid instead of just a regular traditional
instead of just a regular traditional
instead of just a regular traditional rates show me that you care about my
rates show me that you care about my
rates show me that you care about my business showing me that I’m more than
business showing me that I’m more than
business showing me that I’m more than just dollar signs for you and if you can
just dollar signs for you and if you can
just dollar signs for you and if you can put that extra effort in and show those
put that extra effort in and show those
put that extra effort in and show those little bonus improvements there you’re
little bonus improvements there you’re
little bonus improvements there you’re not taking the traditional advertising
not taking the traditional advertising
not taking the traditional advertising model that all the other magazines out
model that all the other magazines out
model that all the other magazines out there are doing you show me that I’m
there are doing you show me that I’m
there are doing you show me that I’m getting results right if I’m getting
getting results right if I’m getting
getting results right if I’m getting results from your magazine I’m going to
results from your magazine I’m going to
results from your magazine I’m going to want to advertise in there more I’m
want to advertise in there more I’m
want to advertise in there more I’m going to tell my friends about this
going to tell my friends about this
going to tell my friends about this awesome magazine I’m getting huge
awesome magazine I’m getting huge
awesome magazine I’m getting huge leverage from when everybody else is
leverage from when everybody else is
leverage from when everybody else is failing me so I’d encourage you to
failing me so I’d encourage you to
failing me so I’d encourage you to really think how can I make sure that
really think how can I make sure that
really think how can I make sure that every advertiser that comes to me gets
every advertiser that comes to me gets
every advertiser that comes to me gets an amazing result for their budget and
an amazing result for their budget and
an amazing result for their budget and that makes them want to come back over
that makes them want to come back over
that makes them want to come back over and over and over and over and over
and over and over and over and over
and over and over and over and over again and that experience is so much
again and that experience is so much
again and that experience is so much more important than just worrying about
more important than just worrying about
more important than just worrying about those five factors and how you’re going
those five factors and how you’re going
those five factors and how you’re going to apply it to your pricing so hopefully
to apply it to your pricing so hopefully
to apply it to your pricing so hopefully I answers your question continue to
I answers your question continue to
I answers your question continue to believe if you guys like this video you
believe if you guys like this video you
believe if you guys like this video you want to see more just like it subscribe
want to see more just like it subscribe
want to see more just like it subscribe to the channel thank you so much for
to the channel thank you so much for
to the channel thank you so much for watching I’ll see you soon hi every
watching I’ll see you soon hi every
watching I’ll see you soon hi every Kelly English here with mermaids on T TV
Kelly English here with mermaids on T TV
Kelly English here with mermaids on T TV are you on evans newsletter subscription
are you on evans newsletter subscription
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