50-ways-to-make-your-first-sale

Chapter 37
Use Print Ads
6 Don’t pay extra for color or bleed – So many advertisers don’t
know this, but magazine ad departments are ripping everyone off
with bleed charges, and charging extra for 2-color, 4-color, and more.
These charges come from the days when it would actually cost more
to print full bleed (they would lay ads out by hand) or in full color.
Nowadays with printing technology it makes no difference, so never
pay extra for color or bleed.
7 Negotiate position – While you’re negotiating rates you will need
to consider where your ad will appear in the magazine or newspaper.
This is an important conversation since you probably don’t want the
last 30% of the publication. Be prepared to negotiate first 50% of the
magazine, you will get more eyes and you will be placed among more
reputable brands.
8 Beware of buying remnant ad space – If you call up an ad
department shortly before they go to print you can often buy highly
discounted ads. This can be a good strategy for some merchants, but
others beware. When you buy remnant ad space you will not have a
say on positioning and will likely end up at the back of the magazine.
Remember, many great businesses were built on print advertisements. So
don’t count them out just yet. The entry point into online advertising is
extremely low, but advertising in the right print publications can add a lot
of legitimacy to your business through increased brand recognition and
trustworthiness which you should see translate into a boost in sales activity.
Again, as we’ve mentioned throughout this chapter, there has never been a
better time to pick up reasonably priced print ads.
220