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Magazine Ads Question

Discussion in 'BlackHat Lounge' started by SpellZ, Jun 23, 2009.

  1. SpellZ

    SpellZ Regular Member

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    Okay, so I have some magazines that even before the contents page, they have about 5-6 pages of promotions (depends how you look at it)

    Of course the people on the 1st and 2nd page, paid a lot more then the 3rd and 4th page

    My question is... How doe is happen?

    Lets say you have 2 people competiting for the first and second page so does one go

    I'll give you $500 for it
    Then the oher one goes, I'll give you $750
    Then the other one replies back with $1000!

    And the highest one wins? is that how it goes?
    ... Till what point do they 'battle'? .. There has to be some timing, no?

    Also, Lets say on the next issue.. does the 'bidding' start at $1000 (The last person to call) or it goes back to the minimum?
     
  2. SpellZ

    SpellZ Regular Member

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    No? No one knows? :(
     
  3. TermsB

    TermsB Senior Member

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    Call and ask. Each magazine could be different. They won't bite.
     
  4. AboutBizz

    AboutBizz Jr. VIP Jr. VIP Premium Member

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    Having published both a newspaper and a magazine, I can tell you how most in the industry do it...

    it is not based on one time purchases, instead its basically like the more they buy the cheaper it gets and the better placement (unless you want ot pay premium for placement.)

    Rate cards may spell out how prices are per column inch (normally how its sold) and if the pricing is different based on sections or pages.

    Hope that helps
     
  5. SpellZ

    SpellZ Regular Member

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    Okay, so lets say

    You are on your 4th issue, MAZDA had there ad on the 1st and 2nd page for 3 issues.
    On the 4th issue, TOYOTA comes and says, "Well pay 25% more then what MAZDA pays now"

    ... Do you stick with Mazda or Toyota?
     
  6. AboutBizz

    AboutBizz Jr. VIP Jr. VIP Premium Member

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    Depends on the quality of the relationship...and if they are a good paying customer. Lots of politics goes into advertising. In your case Mazda has the first right of refusal within a set period of time. Then its fair game for Toyota.

    Its business so these guys know they just cant come in a buy someones position out... makes for bad business in the long run... besides I find if an advertiser does that, they usually AREN'T very loyal for very long...if ever. They are only using my magazine as a commodity, and I NEVER position myself as a commodity...
     
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  7. SpellZ

    SpellZ Regular Member

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    Oh makes sense, makes sense

    So first you'll go to Mazda and ask them, "Would you like to be on the first page of the magazine again?" if they say, "No" then you go to someone else


    .. Even if Toyota will be 25% on top of what Mazda is giving you now, you still wouldn't do it?
     
  8. AboutBizz

    AboutBizz Jr. VIP Jr. VIP Premium Member

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    Well, you are talking about large companies in your example who I know wouldn't do business that way... but for average "John and Mary Lunchbucket" businesses... sure its worth trying. Problem is that approach is really selling your service/ads as strictly a dollars and cents commodity. If you want to beat your competitors and the "recession" then you don't commoditize your ads.

    Differentiate is the key. "Why should I buy from you?"