Magazine Lot
How to Get Advertising for your magazine
One of the ways that publishers can start to achieve their advertising revenue goals by hiring the services of an independent magazine sales representative. Magazine representatives can literally jump start a new title and put it on the fast track to success. However, There are a lot of pros and cons of using their services. In my book, the magazine Directory Sales Rep, I give a practical and comprehensive list of journal sellers in the United States and demystify their roles and responsibilities so that a clear understanding how they can play a crucial role in the successful launch of your publication to have.
Yeah, you're probably wondering, what exactly to do magazine representatives actually do? In a nutshell, they sell advertising or recruiting. I will discuss about their roles and responsibilities in more detail a bit later. However, it is worth mentioning that the use of an independent magazine sales representative for your publication can be a blessing and a curse. If effective, your magazine salesman, a good medium for obtaining new ad accounts. The reverse is that you might be rep a resource drain because your publisher is responsible for all additional costs related to the ability of your representative for his / her duties, with little or no returns on investment to perform to show for all your hard-earned dollars invested.
So what can you do for magazine sales? Well, the bottom line is this: the primary reason magazine publishers choose to use an independent magazine salesperson to ensure a steady advertising revenue base. Quite simply, you can usually rent reps and get them out into the market without advance money (or very little), office space, computer equipment, car or health insurance. All you basically have to offer your sales rep is only a percentage of the new companies he or she brings to your publication. And with a start-up, as with any new business, minimizing the upfront costs is crucial.
Another important reason magazine publishers use new sales representative firms instead of hiring a full-time sales staff is hoping to advantage of the existing rep relationships with advertisers and media buyers. In the final analysis, in addition to having a well put together informative media kit, an important business relationships role in obtaining an advertiser an ad in your publication. If you're a new publisher trying to break into an existing category, you are definitely at a disadvantage No matter how great your idea. A magazine representative firm can build a buzz around your title soon. A representative may act as a sounding board for your magazine idea. If your concept marketable, the chances of the salesperson work with you. If, on the other hand, it is not, most vendors magazine will not waste their time. So, if sellers do not return your calls or appear otherwise disinterested in your publication, it might be a good idea to idea, mission and business re-evaluate. Course there may be a number of reasons why sellers may reject your company, it may simply be that they have too many other customers, conflict of interest or lack of experience in a particular category. However, due in large magazine salespeople can be a good barometer for the viability of your concept.
It is important for the initiation of magazine publishers to remember that magazine sales would not fully share the enthusiasm or be emotionally tied to a magazine like the publishers. The fact of the matter is that there is not much of an incentive for sellers to sell new launches. Most sellers will have to work twice as hard, if not five times harder to buy new startups.
Statistically, magazine sellers know that very few startups to get past their first year, let alone commercially viable. Moreover, it is typical for new titles to start with a very limited edition. As traffic and ad rates are dependent-the higher the traffic, the higher the advertising rates, financial incentives can be very low. Yes, many sellers time and effort needed to make it to profitability just not worth it. This does not mean that new magazine publishers will not be able to retain the services of a magazine sales representative. Simply put, new publishers are aware of the challenges that vendors face and as a result, are willing to offer generous incentives to entice sellers to treat their publication. Moreover, and equally important, select the appropriate sales tools to make your magazine sales agent can be effective for advertising contracts. Independent vendors need to provide adequate materials to sell a title, like the sales staff do. Yes, at an absolute minimum, this means being a professional media kit with clear and concise market research and demographic information to back up the field. This point can not be overemphasized because it is your media kit, and your magazine are not necessarily the deal final seal for the vast majority of advertisers!
It must be said that some publishers an aversion to using the services of outsiders. Since independent magazine retailers can sell more titles, they are sometimes accused of disloyalty or bring their own interests before the interests of the publication and essentially bleed dry publishers with expensive commission fees and related costs. While some sellers may then promise and under deliver, it is up to the publisher to specifically state the goals and expectations they have for the publication.
If you decide to work with an independent magazine sales representative, you will find that choosing the right person is as difficult as selecting a different type of employee. In reality, an outside sales rep role and responsibilities are not all that different from that of a full-time seller. So it pays to follow the same rules and precautions that you would in recruiting its own staff. A thorough interview process will save you time and headaches the road. Some sellers may try to make it seem like you should sell them to you to start, but remember that you're entering into a partnership where both parties are comfortable and feel right. Nor should feel pressured into making a decision. Sure to call around and check references to see the sales rep who has worked, that is talking to agencies and media buyers, etc. Remember, you're hiring someone based on his or her reputation in a particular market. The field does not check references, you probably do not want that person on your team.
As a publisher, you must set clear parameters for your magazine sales rep. Many publishers complain that they are not so much control with independent vendors. The is important for the terms of articulating a business relationship so that both parties know what is expected. How often to call to receive reports? How often do you want the rep to check in? Some sellers can find daily updates annoying, but if that is what makes you comfortable, put it out early so there will be no arguments later.
Finally, try to set realistic goals for your sales rep to set. Do not expect to see results on the first Mon Sometimes it can take between six and 12 months to new business generate. Also note that your magazine sales representative may request a fee to cover the downtime. This is usually a draw against commissions typically 20 percent of cost of a page, perhaps less if the journal is more established and will be an easier sell. A general rule of thumb is that 20 to 25 percent of the net cost of a page needed to actually sell that page. Try to reserve anywhere from 40% to 55% of your total page count for advertising, but do so with the understanding that you are not your advertising explained goals in a given year. Finally, it is not mandatory that you journal a sales representative in your city or state to choose ads to recruit on your behalf. Love this tips in mind will greatly facilitate your relationship with an independent sales representative, increasing your total advertising revenue and gets you and your publication on the way to financial success.
About the Author
Shawn Lindsey is the publisher of Color of Service Military Magazine and the author of: The Magazine Sales Rep Directory. He also teaches the popular magazine seminar: How to Start a Magazine on a Shoestring at Santa Monica City College and maintains a website to help new and aspiring magazine publishers at: www.magshoestring.com. He may be reached at: magazinestartup@aol.com
I have a lot of magazines I need to get rid of. Where can I donate them?
Some are general interest magazines such as Consumer Reports, and some are technical journals.
Check to see if a library or a school art department would they like – I remember making a collage in many high school and high school magazines and cutting.
Chingy Interview with Kevin Tate, TRUE Magazine
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