Space Ads

Here's another good reason to study successful space ads:

It costs actual MONEY to run the damn things.

Unlike the bottom-feeding, "how-little-can-I-pay-a-copywriter" mentality that resides in much of Internet Marketing, these companies are paying good money to have someone write these ads. They're not just slapping up some cliched, 48 pt font barf with faked screenshots on a page for $7.95 a month.

And don't be fooled by the size, or the location of these ads. Or by what they're selling. Those ugly, fuzzy-topped Grandma slippers? HUGE seller. These ads are making these companies a lot of coin.

None of these ads are glossy, "look-at-how-cool-my-brand-is" ads. They are all direct response ads that ask for the sale.

Want some modern-day examples? Check out the ads in Parade mag (the Sunday newspaper insert). Or the ubiquitous ads from Franklin Mint, selling everything from gold coins to finger-sized dolls that pee.

If you watch this stuff over the course of several months, you'll see some of the same ads appearing again and again. Those are your control ads.

Now, I know these ads are going to seem pretty tame and definitely un-sexy for the mostly testerone-loving crowd that gathers here. But consider this...

A 1/2 page ad in Parade goes for @ $553,700. Want teh back cover? That'll set you back a cool $1,136,300 or so.

Consider, fellow campers... D'ya think it's possible that you can learn something from advertisers who can - and are willing to - spend up to $1,136,300 selling ugly, fuzzy-topped Grandma slippers or pastel-colored, elastic-waist trousers?

Most of the newspaper and magazine ads I run for clients in the UK – cost on average £2,750 a pop (which includes all the possible discounts). They are not all direct response ads.

I’m not sure what that equates to in dollars.

Some clients run 5 a week.

Writing a good space ad – is the ultimate in “gun to the head” advertising.

And despite doing it for 20 years – it’s still as scary as hell.

They must work – because of the cost there is no lieu way for “testing” dozens of different headlines, subheads or offers.

You’ve got to somehow in someway get it right first time or at the absolute latest the second time – or the gun goes off.

And the client explodes.

Merry Festivus to you Bruce (and every one).

Typical direct response rates will run @ 40% - 50% off for magazines. Some magazines will only offer remnant space to direct response advertisers, but this is changing. It's always worth asking.

If this is your first time out, you might want to consider a media buy agency, and get a feel for the process. Otherwise, I've had a few clients use mediabids DOT com successfully. There's a fair amount to learn so that you don't - even at the discount rate - waste your investment.

With remnant space, you usually can't pick a publication date, but have to work with a window of possible publication dates. This is fine if your ad is for an evergreen type of product, but may not be the best option for you if your product is tied to a theme or season.

I also have clients that have used co-op advertising successfully. With co-op, you share the advertising costs with one or more other advertisers. This can sometimes be a good option for some brick and mortar businesses.

For newspaper ads, you can get discounts on space ads for up to 80% - 90% of published rates. The newspapers you're looking at (with those discounts) are usually small regional papers, not the big national ones, and almost never the main papers of a large city. These ads can still be a good choice, though, depending on what you're selling.

You CAN get remnant space for the big dailies, but your discounts won't be as deep.

Bruce,

Many thanks for those links.

I'm talking to a couple of USA clients who do press/magazine ads - and it'll be very useful to have those contacts.