Now It's Easier To Make Newspaper Ads Pay

by ewenmack

Posted: 11 years ago 10 replies

OFFLINE MARKETING

One of the mostly forgotten ways to get a better return on your newspaper
ads is to buy remnant space.

This gets you in at up to 75% discount

What this means is many newspapers have gaps
that need filling and would make a little bit of money
rather than running their own ads.

They'll place your ad anywhere.

However this remnant broker has a very high success rate in getting
it placed in better places.

Remnant Newspaper Rates How to Qualify

You can also get a better deal through this broker for advertising in community newspapers.

Newspaper Advertising | Nationwide Classified or Display Ads Cheap

Worth looking at again if you thought newspapers would
get a too low of a return.

75% discount changes the whole economics.

Still have to have a great direct response ad though.

Best,
Ewen

#ads #making #newspaper #pay

Claude Whitacre 11 years ago

Ewenmack just shared with you the secret of how direct mail newspaper ads are almost guaranteed to make money. And a resource that will do the work for you.

For the vast majority (like everyone I've ever met) a broker is the best choice

But Remnant space is just another word for "I'll give you a guaranteed ad sale if you'll cut the rate by 75%".

I used to get remnant rates for local ads with a brick and mortar store. It's a dance, and you have to know how to do it, but these rates are nearly always available. There really isn't remnant space as we think of it. Software refits the ads and the pages of a newspaper/magazine, no matter how many ads are sold. Newspapers and magazines can always just add another page. But they wil fight to the death denying that "Remnant Space" is available.

Really they are just selling you ad space at a huge discount, and they need to justify it somehow.

The amazing thing, is after I negotiated the remnant rate, it just became the rate.

Have you seen the Edenpure heater ads? Full page ads in newspapers and magazines across the country? They pay 20% of the rack rate. That's the secret of why their ads pay. Full page ads are much easier to buy at these rates than smaller ads.

But, please don't go calling every newspaper saying "I know you can cut your rate by 75%, I want that rate!" You'll never get it. Again, you need to know lots of steps and it's part art and part science.

I've never been able to train someone to buy "remnant space" for me. It's that hard. I've also never been able to get these discounts with radio, cable tv, or classified ads. Discounts? Yes, but not like this.

I gave a three hour bootcamp at a trade show on buying remnant space. They were retailers. Over 100 attended and they paid me to be there.
I spilled everything to them. Answered every question, showed examples of ads bought with little money...had transcribed conversations I had with Advertising managers to get the rates. Everything.

Not one could get a 75% discount. It isn't that they didn't try, or that they were not bright. These were good business people. But it's hard. Ewenmack can do it (in fact, if the link is his company, it looks like a good deal), I can do it, but you have to know inside terminology, they have to know that you know how to buy remnant space.

Now, if Ewenmack has been able to get these rates on Cable tv and radio.....I'd like to know how. Because that would be magic.

Like Ewenmack says, you need to know how to write a great ad, or any rate is a loser.

Has anyone here bought remnant space ads?
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Mr. Subtle

11 years ago

Originally Posted by ewenmack

One of the mostly forgotten ways to get a better return on your newspaper ads is to buy remnant space.

This gets you in at up to 75% discount

75% discount changes the whole economics.

75% is not good enough ... at least for me it's not good enough. I've posted the graphic below before showing one of my ads and a few newspapers it was published in:

Discounts on this group ranged from 91-96%.

.

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Claude Whitacre 11 years ago

Mr; Subtle. You are my new hero. The most I've ever saved is 86%. Usually in the 75-80% range. I will also say that your rate card rates in your samples look high. I'm not saying they aren't real, just that they look high for the circulation.

Of course, all this is going to be meaningful to about 4 people, I think.

I have a book David VS Goliath; Guerilla Media Buying For Small Business by Ronald D. Geskey SR.

It outlines how to do this pretty well, but it doesn't take the place of a broker.
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- Mr. Subtle 11 years ago
  
  Originally Posted by Claude Whitacre
  
  I will also say that your rate card rates in your samples look high. I'm not saying they aren't real, just that they look high for the circulation.
  
  Fortunately the Eureka Times rate card for 2007 is still online (I'm sure I have a copy of it along with the others backed up on dvd somewhere). Just Google: eureka times standard rate card and it's the number one listing (PDF) if you need to see a copy.
  
  Here are some screenshots of it:
  
  6col. x 21.5" x $33.00 = $4257.00
  
  I would never place an ad without looking at the rate card first.
  
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  Claude Whitacre 11 years ago
  
  Mr. Subtle; Proof isn't needed. I had no doubt that the rates were real. I thought they looked high. But I guess the smaller the circulation, the higher the CPM. Your results are staggering.
  
  Thanks
  
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  sandalwood 11 years ago
  
  Mr Subtle,
  
  Very nice indeed. Anyone negotiating this deep of a discount is a gorilla or maybe even a guerilla. Congratulations.
  
  You didn't share how you received that great a discount. Is that secret information? If so, I don't blame you.
  
  I used to have a column in two CA newspapers in the 80's. One of the perks was free advertising as long as I didn't abuse the privelege. Granted it was only classified ads and not full or half page ads but free advertising is free advertising.
  
  On top of a tiny per week check for the columns, free advertising brought in a few extra dollars.
  
  That was the best I could negotiate. Hence I applaud you.
  
  Tom
  
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  JayBay 11 years ago
  
  Any recommendations on writing killer direct response ads?
  Thanks for the great tips so far, direct response has always mystified me. :rolleyes:
  
  Thanks
  
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  Edward Green 11 years ago
  
  Originally Posted by JayBay
  
  Any recommendations on writing killer direct response ads?
  Thanks for the great tips so far, direct response has always mystified me. :rolleyes:
  
  For a direct response display Ad I would suggest having:
  
  A great headline nothing smart just describe the biggest problem your product or service solves, that will draw your reader into the ad.
  
  Bullets of the Benefits and how you will solve the problem. (work out your USP)
  
  A great guarantee (Use your USP again)
  
  A clear call to action
  
  Your contact details.
  
  This is for the small display ad's if you are talking about a full page you need to study something like Dan Kennedy's Magnetic Marketing .
  
  Learning Direct Response copywriting will help you with Ad's as well as Online marketing.
  
  I would also suggest getting as Gary Halbert says 20 - 25 Ad's ready to go when you get a great Ad Rate opportunity.
  
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gabysanchez225 11 years ago

Ah, golden information everyone! Thank you guys so much!
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rushindo 11 years ago

Mr. Subtle, I know EXACTLY how you are getting those discounts. Sending you a PM.... want to see if I'm right.

Brandon
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