Each edition will contain interesting articles and information about the area the person has moved into, dates of local upcoming events, historical facts, useful phone numbers etc. and unlike a mailshot it isn't likely to be discarded as junk mail. They aren't just receiving a postcard or a booklet stuffed full of coupons from local businesses. The publication will be available to view online as a PDF so once a new mover has the physical booklet they can visit the website and view future editions. For the content I'll hire someone to research and write articles.
Each edition will contain 44 pages and have 30 full page ad spots available. Local businesses know the value of advertising to new movers and since I'll only be allowing one type of business to advertise in each edition they will have an exclusive ad so if a hardware store wants a full page ad they will be the only hardware store in there.
I was thinking $149/month per full page color ad (physical edition) and they get free ads in the online PDF version. Is that too little to charge, too much? That would be the equivalent of $4.80 a day to get in front of 200 new movers each and every month.
I plan to hire a sales person off Elance to contact local businesses and sell them the exclusive ad spots. I think targeted Facebook ads advertising the publication may also be a way of filling them. If an outsourcer were to contact local businesses and fill 30 exclusive ad spots that's $3,725 a month in recurring income.
- Cost of mailing list approx $100
- Cost to print and mail publication to 200 new movers each month $500
- One time cost outsourcing filling of ad spots $300 (based on $10 payment per filled ad spot).
Total cost around $900 (excluding domain cost and hosting which is under $20)
$3,725 - $900 = $2,825/month profit
What do you think?