[Advice Needed] Finding Advertisers!

10 replies
I am just looking for a little advice here. I recently got a position in the Business Department of my college's newspaper. I thought it would give me some good experience and something to add to the resume.

teenmoney, what does this have to do with WF?

I thought this was a volunteer position. It turns out that I receive commission on the ads that I sell. I am working with the Online Advertising department and we have a website that receives around 120,000-150,000 views per month. So primarily we are selling CPM ads to both local and national advertisers. I posted a thread in the Ads section to see if anyone on WF could use the traffic. But I am also looking for some advice.

Clearly, national advertisers are going to have the budget to purchase a large package, resulting in higher commissions for me.

SO!

Who has experience with finding large advertisers that can give me some advice on selling some ads and making some money?
I would rather sell 10 people a $2000 contract than sell 100 people a $200 contract.

Where can I find/contact some larger advertisers?

EDIT: I am looking for advice about large/national advertisers rather than local. Essentially, pretend I have a site receiving 36,000 unique views a day tightly targeted to the college aged visitor. I would like to sell ads on this site.

Thank you!
#advertisers #advice #finding #needed
  • I would concentrate on local advertisers first. Start with all the advertisers in and around campus that sell to the students. Assuming that is probably already covered, find out what local companies have strong ties to the school. In some communities that is almost all of them.

    Appeal to their desire to support the college. Many businesses that want to spend money with you won't have any real reason to advertise. Meaning, their business doesn't go after the college market. For that reason, you can come up with special advertising packages tied to school events. Football season is a natural.

    Also look for "niche" supporters. Ice hockey teams always have strong supporters around town. Or the lacrosse team. Or the women's basketball program. Find the deep pockets that like to support those programs, build some editorial around it and run some ads.

    Buy a Maserati and retire rich at 19.

    More ideas here:

    http://www.marketingprofs.com/ea/qst...sp?qstid=31612
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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    • Profile picture of the author teenmoney
      Originally Posted by Joe Ditzel View Post

      I would concentrate on local advertisers first. Start with all the advertisers in and around campus that sell to the students. Assuming that is probably already covered, find out what local companies have strong ties to the school. In some communities that is almost all of them.

      Appeal to their desire to support the college. Many businesses that want to spend money with you won't have any real reason to advertise. Meaning, their business doesn't go after the college market. For that reason, you can come up with special advertising packages tied to school events. Football season is a natural.

      Also look for "niche" supporters. Ice hockey teams always have strong supporters around town. Or the lacrosse team. Or the women's basketball program. Find the deep pockets that like to support those programs, build some editorial around it and run some ads.

      Buy a Maserati and retire rich.
      Joe,

      Thanks for the advice! We do work with plenty of local businesses and that is easy enough to do. However, we have worked with national clients in the past. I want to get back to signing large, national clients again. That's how the ads are consistently filled and my pockets are consistently filled.

      I thought maybe someone on here had some experience finding large CPM clients that could offer some directive or maybe someone on here is looking to run some ads targeted to college students.

      Thanks again for the advice. Definitely trying to tie something in with hockey/football season is a great idea.

      Rory
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      • Originally Posted by teenmoney View Post

        . However, we have worked with national clients in the past. I want to get back to signing large, national clients again. That's how the ads are consistently filled and my pockets are consistently filled.
        You just answered your own question. If the paper used to handle large national advertisers, find out what those accounts are and reactivate them. They already know your paper and have cut checks before so you are in their system.

        Large national advertisers are not really national. Most of the buying is regional. Your market is probably bought out of NYC, LA, Dallas, Atlanta, or Chicago depending where you are in the country. Find out who the advertising agency is and who buys your market. For example, if you are in Florida, the buying may come out of Atlanta. Find out who the media buyer is for print. Ask them if they buy your market and what you need to do to get bought. They will probably ask for a media kit. Take it from there.
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        Marketing is not a battle of products. It is a battle of perceptions.
        - Jack Trout
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        • Profile picture of the author teenmoney
          Originally Posted by Joe Ditzel View Post

          You just answered your own question. If the paper used to handle large national advertisers, find out what those accounts are and reactivate them. They already know your paper and have cut checks before so you are in their system.

          Large national advertisers are not really national. Most of the buying is regional. Your market is probably bought out of NYC, LA, Dallas, Atlanta, or Chicago depending where you are in the country. Find out who the advertising agency is and who buys your market. For example, if you are in Florida, the buying may come out of Atlanta. Find out who the media buyer is for print. Ask them if they buy your market and what you need to do to get bought. They will probably ask for a media kit. Take it from there.
          Joe,

          That's true. I plan on contacting those who have already purchased from us.
          Looking for ways to find other advertisers.

          Thanks!
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          • Profile picture of the author JohnMcCabe
            Here's a variant on the old phone-book-as-leads-list insurance tactic.

            Get yourself logged on to the alumni list and start networking with successful alums who may be in a position to either help you directly or introduce you to someone who can. Learn to play "six degrees of seperation" to reach the people you need to reach.

            Learning to properly use LinkedIn could get you a good start.
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            • Profile picture of the author teenmoney
              Originally Posted by JohnMcCabe View Post

              Here's a variant on the old phone-book-as-leads-list insurance tactic.

              Get yourself logged on to the alumni list and start networking with successful alums who may be in a position to either help you directly or introduce you to someone who can. Learn to play "six degrees of seperation" to reach the people you need to reach.

              Learning to properly use LinkedIn could get you a good start.
              Excellent idea. What would you recommend I look for? I am a part of 10+ networking groups related to my college. Should I post in those groups that I am looking for advertisers or scour the member list looking for people?

              Thanks!
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              • Profile picture of the author JohnMcCabe
                Originally Posted by teenmoney View Post

                Excellent idea. What would you recommend I look for? I am a part of 10+ networking groups related to my college. Should I post in those groups that I am looking for advertisers or scour the member list looking for people?

                Thanks!
                Short answer - yes.

                If/when you contact people, try to make it easy for them to help you.

                Here's the hard way:

                "We're trying to book ads for our school's newspaper. Know anyone who might want to buy an ad?"

                Most people will get that deer in the headlights look and promise to let you know if they think of anyone.

                Easier way:

                First, look at the types of companies that have been using your paper successfully. You could contact a few and ask for help, or more likely, just talk to people who have been around for some time. You're looking to build a profile.

                Next, when you talk to people, try something like

                "We're trying to sell ads to support our school's newspaper, and I've found that [type of business] has done really well in the past. Who do you know who might either have that kind of business or know someone in that kind of business, and could you introduce me to them?"

                It's much easier to think of people they know who fit a specific set of criteria than something as general as "might want to buy an ad package".

                If you're really serious, pick up a copy of Bob Burg's "Endless Referrals" book.

                Here's another thought for finding potential leads. Find companies that are advertising in other school newspapers, but are not using yours. Check out their websites, and network with people to get copies of their papers. Look for national companies, and check their websites (the post about handling ads by region was spot on). Network your way to finding the contacts you need.

                As a student yourself, you're in a great position to ask industry people for help. Be sincere, be humble and be willing to give back if you can.
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                • Profile picture of the author teenmoney
                  Originally Posted by JohnMcCabe View Post

                  Short answer - yes.

                  If/when you contact people, try to make it easy for them to help you.

                  Here's the hard way:

                  "We're trying to book ads for our school's newspaper. Know anyone who might want to buy an ad?"

                  Most people will get that deer in the headlights look and promise to let you know if they think of anyone.

                  Easier way:

                  First, look at the types of companies that have been using your paper successfully. You could contact a few and ask for help, or more likely, just talk to people who have been around for some time. You're looking to build a profile.

                  Next, when you talk to people, try something like

                  "We're trying to sell ads to support our school's newspaper, and I've found that [type of business] has done really well in the past. Who do you know who might either have that kind of business or know someone in that kind of business, and could you introduce me to them?"

                  It's much easier to think of people they know who fit a specific set of criteria than something as general as "might want to buy an ad package".

                  If you're really serious, pick up a copy of Bob Burg's "Endless Referrals" book.

                  Here's another thought for finding potential leads. Find companies that are advertising in other school newspapers, but are not using yours. Check out their websites, and network with people to get copies of their papers. Look for national companies, and check their websites (the post about handling ads by region was spot on). Network your way to finding the contacts you need.

                  As a student yourself, you're in a great position to ask industry people for help. Be sincere, be humble and be willing to give back if you can.
                  I really like the idea of looking at other school newspapers and contacting those customers. The problem is that a lot of the big companies don't run their own ads. Like Dell for instance runs ads in some other newspapers, but they don't know who runs their ads.
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  • Profile picture of the author Publisher1953
    This blog posting will lead you to a truly intriguing (and quite long) podcast with the late Chet Holmes, who took a regional magazine to national success (before getting involved in projects with Tony Robbins) by unlocking those big national advertisers. Beware -- this approach isn't for the faint-hearted and you should appreciate that the sales cycle is quite long and far beyond what most people would endure.

    Two key ideas that could dramatically improve your advertising sales success » Advertising Sales Success
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    • Profile picture of the author teenmoney
      Originally Posted by Publisher1953 View Post

      This blog posting will lead you to a truly intriguing (and quite long) podcast with the late Chet Holmes, who took a regional magazine to national success (before getting involved in projects with Tony Robbins) by unlocking those big national advertisers. Beware -- this approach isn't for the faint-hearted and you should appreciate that the sales cycle is quite long and far beyond what most people would endure.

      Two key ideas that could dramatically improve your advertising sales success » Advertising Sales Success
      Thanks Publisher! I will definitely listen to what he has to say. You never know where you will find gold.
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