$3,000 a month business? Need your opinions please

by digi71
18 replies
I'm thinking of creating a full color glossy monthly publication (6 x 9 booklet) that I send out to 200 new movers each month using data obtained from infoUSA.com

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?
#$$3 #business #month #opinions
  • Profile picture of the author vndnbrgj
    $149 -- 30 = $4,470
    $0.75 is how much it would be to get in front of a new mover.
    ($149 ÷ 200 = $0.75)
    Where did you come up with your number?

    Will the idea work? Who knows? You will have to test it to find out.
    I don't think you are going to get an outsourcer for $10 an ad to sell them for you though. I think you will have to sell most of them or up your commission.
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    • Profile picture of the author Claude Whitacre
      I pay $300 to get a full page ad in front of 25,000 home owners, every month.

      200 new movers? It would be cheaper if the advertiser just sent a direct mail piece themselves. Heck, Calling 200 new movers wouldn't take more than a day.

      The idea sounds really good, until you hit the brick wall of...competition.

      This reminds me of years ago, one of my reps told me he had a new business idea. He made me swear to secrecy. He then told me that he was planning to get names and addresses of companies, and sell the list for $3 a listing. I listened for all the details, because I thought there had to be more to it. Nope.

      It broke his heart when I told him that he could buy that list right now, for ten cents a name.
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      • Profile picture of the author Oziboomer
        Originally Posted by Claude Whitacre View Post

        200 new movers? It would be cheaper if the advertiser just sent a direct mail piece themselves. Heck, Calling 200 new movers wouldn't take more than a day.
        My wife runs a family day care and also personal fitness coaching businesses and recently was approached by an advertising company that produced the presentation folders for the leading local real estate agency.

        They wanted between $900 - $1600 for a spot on their folder given to all new home buyers and auction bidders.

        In addition they wanted between $79 - 169 per month after 90 days to maintain the listing.

        I explained to my love that we could just check the local council records for the recent changes in property ownership and it would be simplest and most economical to just call the new home owner directly...particularly if you've just put a direct response piece n their letterbox.

        Better still to approach the owner as a neighbour welcoming them to the neighbourhood ( I don't know about the legality of door to door selling in your neck of the woods) but I suggested a quick visit after they moved in and a friendly chat.

        Will report back how she goes.

        There are usually only two types of business that advertise in these type of publications...

        ...ones that can easily afford it like the brand marketers...

        ...and the rest who try it once and then NEVER again.
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        • Profile picture of the author DABK
          I know a guy who has a publication he sends to 300 local businesses. He charges $60 for a full page ad. At that price. He uses it to get clients (he's a printer/marketer).

          Why would new movers want your publication? I just moved. I got stuff from people who think like you. They came too late, I'd check online where things were.

          You mean for the ads? val-pack and a couple of such other envelopes came to my house too.

          Last I checked, val-pack was like $300/month for 10,000 houses.

          What do you offer?

          If you're going to move forward, you have to distinguish your publication from the competition, add value.

          Right now, the way I see it, there's no value to advertisers and not much value to home owners.
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  • Profile picture of the author Freebiequeen1999
    Years ago "Wecome Wagon" was pretty successful but I think today everyone has the ability to google and find what they want

    200 homes is really really a small number for that cost, and the distance from the various business would really matter. Some businesses like salons, fitness center, restaurants that deliver really only benefit from very local, close by targeted ads..and they know this.

    Now...there are various permutations on the "local co op ad" idea that might work better - look for threads on the 9x12 etc. I personally just don't think many business people are going to pay that much for 200 random new movers
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  • Profile picture of the author Jon Martin
    I think you're on to something here, but your numbers need some adjustments IMO.

    As a business owner, 200 homes doesn't excite me much. If you want to pique interest, you need to get something in front of 1000+ faces. A few might bite at 200-300 homes, but many more will hit you back for 1000+.
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  • Profile picture of the author vndnbrgj
    I can send a targeted postcard to every new home owner for $0.89 each.
    That includes getting the name, printing, and postage.
    So 200 targeted cards would cost me $178.

    Why would I want to spend more with you?
    What benefits do you provide that I can't get on my own?
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  • Profile picture of the author Jack Gordon
    Sounds like you have a lot of good feedback so far, I would take it seriously.

    I would also forget the idea of finding a sales rep on a freelancing site. You are setting yourself up for constant disappointment and failure.

    If you can't do your own marketing (or hire someone who you can directly supervise), you'll be better off getting a job.
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    • Profile picture of the author John Durham
      Originally Posted by Jack Gordon View Post


      If you can't do your own marketing (or hire someone who you can directly supervise), you'll be better off getting a job.

      As a rule whenever ANYONE hires telemarketers, they need to be people that you directly supervise, or someone in your organization does.
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  • Profile picture of the author wsands
    There was a realtor lady in my area that did something similar, however she used baskets. Also, she passed them out to returning soldiers. She was the only company in this area to get authorization to advertise directly to the soldiers. Number one question I am asked by businesses around here is, "How can I target the soldiers?" She figured that out...
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  • Profile picture of the author dave147
    No it's not going to work, it won't attract advertisers no matter what the cost...numbers are too low at 200.
    Create a publication aimed at 10,000 Homes at least, instead of 200 "new movers"
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  • Profile picture of the author tristatemedia
    i actually jst did something similiar. i installed big plasmna tvs at mall in main lobby and ran advertisements. i mst say it was extremely hard to get clients, i was charging $99 per month
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  • Profile picture of the author PVGUY
    Are you duplicating local chambers of commerce and/or RE agency offerings?
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  • Profile picture of the author workhomeplanet
    This is a good idea, but I agree with the others, you need more than just 200 new movers to charge for the ad...
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    • Yours is a good idea (and one worth trying) but the others are right. You need a larger target audience and you need to set your publication apart from the others. You need to give people a very good reason to get your booklet, especially since they can get the same info online.
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  • Profile picture of the author bizgrower
    What is the break down of "200 new movers"?

    How many are renters who don't need to bother with plumbers, etc.
    because the landlord or property management firm is supposed to
    take care of that and will already have home services such as plumbers
    and handymen in place?

    How many have bought new homes where a lot of stuff is still under
    the builder's warranty?

    Your estimate of profit does not include the salesperson's pay.

    Anyway, you have a start of an idea and it's good you came to hammer things out
    instead of going fire, aim, ready.

    For further refinement of your plan and the NUMBERS, you should search the forum
    for Bob Ross' 9x12 method, refrigerator magnets, and local online or offline directories,
    or neighborhood blogging.
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    • Profile picture of the author John Durham
      Originally Posted by bizgrower View Post

      For further refinement of your plan and the NUMBERS, you should search the forum
      for Bob Ross' 9x12 method, refrigerator magnets, and local online or offline directories,
      or neighborhood blogging.

      I agree.


      Napoleon Hill called it "synthetic creativity" and Tony Robbins calls it "mimicking success". Why reinvent the wheel? There are already systems and blue prints for this type of thing that work.
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  • Profile picture of the author hbhanot
    Seems like a good idea but its not be that easy once it starts.
    But this thing seems quite different and doable.
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