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Model something that proves itself over and over

by Oziboomer
13 replies
For the last 7 years I've got a glossy publication delivered to my mailbox...

...the Little Aussie Directory.

It does appear to be delivered by post but it doesn't end up in with other junk. It tends to be in the mailbox mid-week and is printed on good paper with a thicker than anticipated cover.

The advertisers seem to stick for a long time and I think that 7-10 years is a pretty good track record to say it might just be working rather well.

Here is the cover of the recent one that landed and I'll post some example ads later.



The publisher seems to have good control over the "style" of the ads and copy of which I'll post some examples of inner pages to this thread

This edition was 24 pages cover to cover.A5 size.

The website has a simple set up and is straightforward. Little Aussie Directories QLD
#model #proves
  • Profile picture of the author Adrian John
    I'd love to see some inner pages of this magazine. Maybe you can scan the entire magazine and make a pdf if it's not too much
    I was thinking of starting something like this locally, but I couldn't find enough info online regarding best editor software, best ad formats, colors and other usefull tricks.
    However I think the hardest part will be to sell the ad spots, offer upsells in copywriting for the ads ... but I guess I could learn these with experience over time.

    Since this is working for such a long time, my best bet is to replicate it .. at least at the beginning.
    Postage fees might kill some of the profits as it's not cheap here in Romania to use post office to delivery to every door(I live in a 100k people city), way more expensive than in US(eddm) but I'll have to see once I get my hand on what's really involved.

    If anybody else got any experience running such a magazine I'd really appreciate some thoughts and advices for a beginner.
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    • Profile picture of the author Oziboomer
      Originally Posted by Adrian John View Post

      I'd love to see some inner pages of this magazine. Maybe you can scan the entire magazine and make a pdf if it's not too much
      Here is the first internal page showing the table of contents.

      I think adding this page also gives the publication some credibility and would be useful for a quick scan if seeking a local service.



      Do you know what the GSM of the cover and inner pages are?
      I guess that the cover is 240gsm and the inner pages are 70 - 80gsm all glossy.

      Here is an inside page that is pretty indicative of the ad style and copy.

      Although I haven't kept past copies I think a number of the advertisers are long term supporters.



      I'll paste some of the other ads and another little "feature" that they include that I think would increase the chance of people holding onto the booklet longer...
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      • Profile picture of the author savidge4
        Originally Posted by Oziboomer View Post

        I guess that the cover is 240gsm and the inner pages are 70 - 80gsm all glossy.
        A quick translation in case anyone stateside is wondering

        240gsm is about a 90lb cover and 75gsm is equal to a 28lb cover
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  • Profile picture of the author dave147
    Do you know what the GSM of the cover and inner pages are?
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  • Profile picture of the author bob ross
    I bet just by putting the name "directory" in there causes more people to save it and keep it around the house.

    Great share, I too would like to see some scans of the inside.
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  • Profile picture of the author SirThomas
    When you look at their sample ads, it will more likely represent a full page. I receive a very similar booklet locally in Washington state. They switched from an earlier envelope-type publication to booklet. (5.25" x 8.25" size).
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  • Profile picture of the author dave147
    All full colour gloss pages, that's good quality! The full and half page ads are great to keep advertisers around longer. Variety of services will give it a longer shelf life in the home.

    Is there any other useful content apart from advertising to bring more value?
    The little "feature" you mentioned...don't tell me it's a Horoscopes page?
    Must have something else though if it's going for 7 years.
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    • Profile picture of the author KFlash
      Do you know how many people still use this kind of publications?
      If I need a service I'll search online. But sure older folks like to have it written down. But is there a number?
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      • Profile picture of the author gjabiz
        Originally Posted by KFlash View Post

        Do you know how many people still use this kind of publications?
        If I need a service I'll search online. But sure older folks like to have it written down. But is there a number?
        There may very well come a time...when it is all on the mobile devices, or for those OLD people (in the coming days) who still hang onto the Internet.

        I'm one of the OLD of today, still like written things. I do want to point out that print advertising is still a Billion dollar business, and there are scores of advertising vehicles, of the print variety still going strong, and in some cases booming.

        AND, I see younger people searching through these publications too, sure, it could be a generational approach...so, the modern girl has a web site, mobile ready and is all things to all people who buy her products/services.

        gjabiz
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  • Profile picture of the author jj63
    Do you happen to know how much they charge advertisers for a half/full page ad?
    How many ads are in each edition approximately?
    Is it simply pages of advertisements or does each edition contain articles too?
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  • Profile picture of the author Oziboomer
    The inside back cover has a calendar....

    ...now...maybe nothing new there....

    ...but...

    It does have the current and next year's School Holiday's (box indicated)

    Also this year the local government moved a few Public Holiday dates around.

    People may rip this back section off the publication but I'd think a few might keep it intact particularly given the "feel" of the piece.

    Even the title "Little Aussie DIRECTORY"

    There is a colloquialism "Aussie battler"

    ...someone who is an underdog.

    Adding the word "LITTLE" plays on this.

    What could you do in your market?

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