Half page newspaper ad = $95

5 replies
Got an email from a dentist saying his local newspaper offered him
a half page newspaper ad space for $95!

It was for remnant space which he had jacked up
with the paper previously.

Now may be a great time to dust off those old Olgivy and Dan Rosenthal paper ads which were responsible for David Olgivy and Gary Bencivenga getting clients, and see how you can adapt them for this great new opportunity.

Best,
Ewen
#$95 #half #newspaper #page
  • Profile picture of the author shawnlebrun
    That's a darn good price... I've been using my own version of a Bencivenga ad in my local paper to get copy clients... but at a cost of over $800 per quarter page ad.

    that's a good price for a half page, of course i'm sure the city/readership varies every city you're in.
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    • Profile picture of the author ewenmack
      Originally Posted by shawnlebrun View Post

      That's a darn good price... I've been using my own version of a Bencivenga ad in my local paper to get copy clients... but at a cost of over $800 per quarter page ad.

      that's a good price for a half page, of course i'm sure the city/readership varies every city you're in.
      Are you paying remnant space Shawn?

      Best,
      Ewen
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  • Profile picture of the author shawnlebrun
    Believe it or not, Ewen, that was their price for remnant... although it seemed pretty high to me. But I have a few clients who pay 3 times that for similar space, so maybe it's right.

    I haven't balked or questioned because it provides a crazy ROI for us... so in my eyes it's worth it.

    I pay more for newspaper ads than I do for remnant ad space in Men's Health, Men's Fitness, etc....
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    • Profile picture of the author ewenmack
      Originally Posted by shawnlebrun View Post

      Believe it or not, Ewen, that was their price for remnant... although it seemed pretty high to me. But I have a few clients who pay 3 times that for similar space, so maybe it's right.

      I haven't balked or questioned because it provides a crazy ROI for us... so in my eyes it's worth it.

      I pay more for newspaper ads than I do for remnant ad space in Men's Health, Men's Fitness, etc....
      About how often do those newspaper spots come available?

      Best,
      Ewen
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  • You don't have to wait for remnants (or as we say in the UK "late space") to "become" available.

    Use the Halbert/Kennedy and Steve The Copywriters technique.

    Send the Ad to your chosen papers/magazines diplomatically telling them the amount you'll pay (yes, we know you might not accept but...client has a tight budget, times are tough, we love your publication more than the others because... we know you like to help new advertisers....)

    It can greatly help if you enclose the cheque - I've never had one sent back.

    Lo and beyond, as if by magic the remnant space becomes available.

    Even more so with the inter web ravaging their readership and hijacking huge portions of the Ad revenues.

    But believe me, the right Ad in print makes the good people respond.

    It can be very profitable.


    Steve


    P.S. I hate to say the blindingly obvious - but why bother with an advertising medium when you can create your very own. Postcards and Flyers can blitz everything else. In the history of the known universe they have never been binned without being looked at - just make sure its worth the good peoples time to read all the captivating copy... getting them to say "Yes - we want it!"

    And you can have them bunged into the newspapers or magazines using them as a distribution machine.

    Use the same process as remnant space to get the price slashed - and it's always available (make sure you get bunged in "solo." Insist there mustn't be any other "inserts". You don't want a clutter of stuff falling out when the pages are opened).

    It has to be just your astonishing Ad with your audience saying "Wow, I wanna read it, how on earth did you know we wanted this...it's exactly what we need...and f*** me that is an irresistible offer! - I'm picking up the phone right now to buy, book, order...or I'm legging it to you, I can see it's a limited deal and I don't want to miss out."
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