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  • FIRST POST
    • HappySad
    • By HappySad 2nd Mar 18, 4:16 PM
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    HappySad
    Help with Charity magazine wants paid advertising
    • #1
    • 2nd Mar 18, 4:16 PM
    Help with Charity magazine wants paid advertising 2nd Mar 18 at 4:16 PM
    I’m volunteering for a small charity. My role is to get paid advertising for their quarterly paper magazine / newsletter. The charity wants to get organisations or companies to pay to advertise in their magazine / newsletter.


    I’ve tried calling and email 40 companies and organisations that relate to the charity; but not got anywhere with it. No one has contacted me or shown interest.

    I have not done this role before so would like to learn what are the right steps to get advertising in this magazine / newsletter.

    All ideas, web links and advice most welcome.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
Page 1
    • Owain Moneysaver
    • By Owain Moneysaver 2nd Mar 18, 4:21 PM
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    Owain Moneysaver
    • #2
    • 2nd Mar 18, 4:21 PM
    • #2
    • 2nd Mar 18, 4:21 PM
    What's the circulation of this magazine and what's the cost of the advert?

    Will I as a potential advertiser get any return if the conversion rate is 1% or lower?
    A kind word lasts a minute, a skelped erse is sair for a day.
    • HappySad
    • By HappySad 2nd Mar 18, 4:56 PM
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    HappySad
    • #3
    • 2nd Mar 18, 4:56 PM
    • #3
    • 2nd Mar 18, 4:56 PM
    What's the circulation of this magazine and what's the cost of the advert?

    Will I as a potential advertiser get any return if the conversion rate is 1% or lower?
    Originally posted by Owain Moneysaver

    Readership is 6000. Adverts cost £350 for 1/4 page to £1,000 for a full page.

    To your second question I don’t know the answer? How can I work out the conversion rate?
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • lincroft1710
    • By lincroft1710 2nd Mar 18, 5:06 PM
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    lincroft1710
    • #4
    • 2nd Mar 18, 5:06 PM
    • #4
    • 2nd Mar 18, 5:06 PM
    Is this a locally or nationally distributed magazine/newsletter?
    • Savvy_Sue
    • By Savvy_Sue 2nd Mar 18, 7:05 PM
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    Savvy_Sue
    • #5
    • 2nd Mar 18, 7:05 PM
    • #5
    • 2nd Mar 18, 7:05 PM
    I think one problem you may be up against is a (rightly) suspicious market. I'm not suggesting you are anything but legitimate, but take a look at this thread (there are others, but it's the first one I found) and you'll see some of the reasons why you may struggle when cold calling. You'll also see some of the ways you can overcome the suspicion.

    Has the charity been able to get paid advertising in the past, or is this a new venture? If it's not a new venture, then definitely worth going back to previous advertisers, having rehearsed reasons why it would be good to place a repeat.

    Have you worked out what's in it for the advertisers? It's got to be a two way relationship.
    Still knitting!
    Completed: 1 adult cardigan, 3 baby jumpers, 3 shawls, 1 sweat band, 3 pairs baby bootees,
    1 Wise Man Knitivity figure + 1 sheep, 2 pairs socks, 2 hats 2 balaclavas for seamen, 1 balaclava for myself ...
    Current projects: Poppies, mohair cardigan pattern arrived and going strong!
    • Owain Moneysaver
    • By Owain Moneysaver 2nd Mar 18, 9:53 PM
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    Owain Moneysaver
    • #6
    • 2nd Mar 18, 9:53 PM
    • #6
    • 2nd Mar 18, 9:53 PM
    Readership is 6000. Adverts cost £350 for 1/4 page to £1,000 for a full page.

    To your second question I don’t know the answer? How can I work out the conversion rate?
    Originally posted by HappySad
    If the conversion or response rate is 1% that means 1% of readers will respond to the advert. So if 60 readers respond that costs the business £5.83 per response.

    A suggested typical cost for Google Adwords is between £0.66 and £1.32, but the business doesn't have to pay anything if no-one clicks through.

    You need to show your potential advertisers than you can deliver targeted and high-value responses to their adverts.
    A kind word lasts a minute, a skelped erse is sair for a day.
    • HappySad
    • By HappySad 3rd Mar 18, 12:27 AM
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    HappySad
    • #7
    • 3rd Mar 18, 12:27 AM
    • #7
    • 3rd Mar 18, 12:27 AM
    If the conversion or response rate is 1% that means 1% of readers will respond to the advert. So if 60 readers respond that costs the business £5.83 per response.

    A suggested typical cost for Google Adwords is between £0.66 and £1.32, but the business doesn't have to pay anything if no-one clicks through.

    You need to show your potential advertisers than you can deliver targeted and high-value responses to their adverts.
    Originally posted by Owain Moneysaver
    How can I demonstrate targeted and high value responses to their advert? I can show that the readership are their potential customers because the charity distributed to their target customer.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • HappySad
    • By HappySad 3rd Mar 18, 12:32 AM
    • 1,956 Posts
    • 666 Thanks
    HappySad
    • #8
    • 3rd Mar 18, 12:32 AM
    • #8
    • 3rd Mar 18, 12:32 AM
    I think one problem you may be up against is a (rightly) suspicious market. I'm not suggesting you are anything but legitimate, but take a look at this thread (there are others, but it's the first one I found) and you'll see some of the reasons why you may struggle when cold calling. You'll also see some of the ways you can overcome the suspicion.

    Has the charity been able to get paid advertising in the past, or is this a new venture? If it's not a new venture, then definitely worth going back to previous advertisers, having rehearsed reasons why it would be good to place a repeat.

    Have you worked out what's in it for the advertisers? It's got to be a two way relationship.
    Originally posted by Savvy_Sue
    This totally explains why I was getting zero responces.

    I was thinking on going along to large exhibitions that covers the charities supported health condition with loads of magazines and see if I can get some leads. Would this help? How am I best to approach these companies and organisations?l at the exhibition.

    I already have a rate card. I can show them that along with a copy of the magazine.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • HappySad
    • By HappySad 3rd Mar 18, 12:36 AM
    • 1,956 Posts
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    HappySad
    • #9
    • 3rd Mar 18, 12:36 AM
    • #9
    • 3rd Mar 18, 12:36 AM
    Is this a locally or nationally distributed magazine/newsletter?
    Originally posted by lincroft1710
    It’s nationally distributed.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • martindow
    • By martindow 3rd Mar 18, 12:28 PM
    • 7,551 Posts
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    martindow
    Six thousand circulation could attract some people if it was local or regional but nationally this is spreading potential customers very thinly.

    I've stopped entirely advertising in print as I found the response very poor even when I put ads is specialist publications at tens of Pounds let alone £100s. Your quarterly publication is going to cost a business over a thousand a year. Unless a business sees it as a donation to your charity I can't see this being easy.

    Do you have any people who already support you who may be more open to advertising? Perhaps you could lower your rates to attract some more interest but I'm not convinced this would work either.

    Sorry this sounds so negative and I hope you find a successful strategy.
    • Savvy_Sue
    • By Savvy_Sue 3rd Mar 18, 2:48 PM
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    Savvy_Sue
    This totally explains why I was getting zero responces.

    I was thinking on going along to large exhibitions that covers the charities supported health condition with loads of magazines and see if I can get some leads. Would this help? How am I best to approach these companies and organisations?l at the exhibition.

    I already have a rate card. I can show them that along with a copy of the magazine.
    Originally posted by HappySad
    Well, it might be worthwhile. Is this targeting companies who supply services of benefit to the magazine's readers? And I'm not sure, but you might need to check with exhibition organisers beforehand if it's OK for you to tout for business.

    Six thousand circulation could attract some people if it was local or regional but nationally this is spreading potential customers very thinly.
    Originally posted by martindow
    I agree, I feel that the advertisers would need to be offering their wares on a national level for this to be of any benefit to them.

    You haven't said if this is a new venture, or something they've already been doing. if it's a new venture, it may be that it's one of those things which people THINK is a great idea but actually isn't ...

    although one possibility might be to offer 'advertorials' alongside adverts, or interviews with suppliers who get the chance to explain why what they're offering might be of benefit to the readers.
    Still knitting!
    Completed: 1 adult cardigan, 3 baby jumpers, 3 shawls, 1 sweat band, 3 pairs baby bootees,
    1 Wise Man Knitivity figure + 1 sheep, 2 pairs socks, 2 hats 2 balaclavas for seamen, 1 balaclava for myself ...
    Current projects: Poppies, mohair cardigan pattern arrived and going strong!
    • bearcat16
    • By bearcat16 3rd Mar 18, 4:12 PM
    • 324 Posts
    • 387 Thanks
    bearcat16
    I get at least 4 calls a day from this and that publication trying to get me to advertise.

    Print advertising is all but dead imo, it!!!8217;s simply too expensive for too little results, that are difficult to measure.
    • lincroft1710
    • By lincroft1710 3rd Mar 18, 4:23 PM
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    lincroft1710
    How much advertising are you currently carrying?
    • HappySad
    • By HappySad 3rd Mar 18, 5:39 PM
    • 1,956 Posts
    • 666 Thanks
    HappySad
    How much advertising are you currently carrying?
    Originally posted by lincroft1710


    Only carry the odd bit of advertising.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • PasturesNew
    • By PasturesNew 3rd Mar 18, 5:44 PM
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    PasturesNew
    I have done a similar role to that in the past - to have to get advertisers in a magazine. It wasn't my job/role, I was suddenly dragged into doing it when the print shop owner decided to start a new magazine and go in with the local Tourism Board as a shared venture.

    Calling 40 people is not enough. You need to set a target of more like (as a beginner) 20 calls/hour solidly for two weeks .... and still you'll be getting knock backs. They will tell you to call back when the owner is in ... you must diarise that and call back ... when he's still out, so call back ... and back ... and back ... until he says YES, or NO. Then pick yourself up and start again, callbacks, keep going, keep phoning.... without getting down.

    Most will already have set their budgets for the year - they need to know about you so your name is in the hat next year.

    They will want to SEE the magazine to "think about it" and then only to get your name into the hat next year....

    It rarely pays, in the end, it's tough to get advertising to pay for a print run/distribution costs. It's tough....

    There are too many charities calling businesses - most probably get 1-2 calls a day EVERY day for this, that, the other, advertising, donations, etc.

    People don't advertise how they used to. They can't easily measure their magazine advertising.

    Have you made a list of the benefits to them of advertising with you? Are there any benefits? Companies don't advertise "for fun" in the main - a few high profile local companies WILL just put their name in a lot of places because they've been around years .... but even so your name wasn't in the hat for this year's budget.
    Last edited by PasturesNew; 03-03-2018 at 5:46 PM.
    • Humdinger1
    • By Humdinger1 3rd Mar 18, 6:06 PM
    • 34 Posts
    • 120 Thanks
    Humdinger1
    HappySad

    I feel for you - the proposition as it currently stands is going to get you nowhere. Without wanting to rain on your parade, I'm going to outline the problems as I see them and then recommend a few things. Trying to sell print ads by cold calling is going to alienate the supporters you do have - this was the suggested approach back when dinosaurs roamed the earth; cold calling has been getting harder and harder over the last 10 years with many companies refusing to put any such calls through or even inventing fictitious names and even departments to handle such calls where you can never speak to anyone; and there are new laws coming in this May covering GDPR which handles the use of personal data even in business contexts.. I have 30+ years of sales & marketing experience and have been on both sides of the equation. I've also been an event organiser and if you want to solicit donations at an event, you need to contact the show organiser and come to an agreement as if you roam the aisles"briefcasing" (ie soliciting without a stand or any agreement) you'll be escorted out of the show pronto and banned from returning.

    So, what I would do is:

    1. Tot up how many people the charity serves - is it 6000 total or is that just the number that get the mag. That will tell you something about how the mag is perceived and you might well suggest another way of talking to all stakeholders. I think what would be worthwhile is to look at all the channels the charity uses and put together a package that isn't just about print, but also social media etc. If they have no such channels, then they need to start on Monday morning.

    2. Could you put together an event yourself, or even a road show to reach your clients? It could well be better to offer a sponsorship package that includes a stand at such a show, backed up by print advertising and social media messaging to paying sponsors.

    3. Consider who could offer services and products to your clients. Are you in touch with each of them? You could try making connections on LinkedIn - you can search by company name and then try messaging relevant contacts, usually in the marketing dept.

    4. How good is the contact data you have for potential supporters? Is it up to date, with relevant contacts? There's been a swing back to the old-fashioned postal letter as people are very tired of emails and many aren't even read, just caught by spam filters or deleted outright. If the data is old or you have no contact names, then call them or get an agency to do it as letters addressed "to whom it may concern" or with just a title will usually be chucked in the bin.

    5. A complete appraisal of the charity's relationships with its community is indicated. is everyone relevant being reached; and what is the opinion of the clients?

    Sorry HappySad, I don't want to be discouraging - but this is a tough gig you've got and ruthless realism is needed here to have any impact. If I can help with any questions, please let me know.

    Humdinger
    • keepcalmandstayoutofdebt
    • By keepcalmandstayoutofdebt 3rd Mar 18, 6:30 PM
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    keepcalmandstayoutofdebt
    Keep your emails short. You will have to send a lot and chase till you are dizzy.

    Using Print deadlines normally gets them contacting you.

    Offering proforma invoices or instalments to pay can get a couple of converts as they have time to think and pay and that will boost morale personally and have you keep going.

    My boss always thinks I'm joking but people really do want the nitty gritty stats.

    I wish you had created this thread a couple of months ago! It explains a lot so thank you. I did think this was rather a dead thankless job.
    "If you are caught in a rainstorm, once you accept that you'll receive a soaking, the only thing left to do is enjoy the walk"
    • Savvy_Sue
    • By Savvy_Sue 3rd Mar 18, 7:53 PM
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    Savvy_Sue
    Offering proforma invoices or instalments to pay can get a couple of converts as they have time to think and pay and that will boost morale personally and have you keep going.
    Originally posted by keepcalmandstayoutofdebt
    I'm not sure what you're suggesting here: if it's to send invoices before the company has agreed, this is a huge NOOOOOOoooooo because it smacks of the scams I described earlier.

    If it's offering to invoice businesses rather than just have them send in a cheque, that should be a standard way of proceeding for this kind of thing, and yes if they're not geared up to it then they need to gear up to it.

    Instalments: not sure I'd offer this. It just creates more work, ensuring such payments are up to date and then chasing when they're not.
    Still knitting!
    Completed: 1 adult cardigan, 3 baby jumpers, 3 shawls, 1 sweat band, 3 pairs baby bootees,
    1 Wise Man Knitivity figure + 1 sheep, 2 pairs socks, 2 hats 2 balaclavas for seamen, 1 balaclava for myself ...
    Current projects: Poppies, mohair cardigan pattern arrived and going strong!
    • HappySad
    • By HappySad 4th Mar 18, 9:44 AM
    • 1,956 Posts
    • 666 Thanks
    HappySad
    How much advertising are you currently carrying?
    Originally posted by lincroft1710
    Virtually zero.
    “…the ‘insatiability doctrine – we spend money we don’t have, on things we don’t need, to make impressions that don’t last, on people we don’t care about.” Professor Tim Jackson

    “The best things in life is not things"
    • lincroft1710
    • By lincroft1710 4th Mar 18, 4:15 PM
    • 10,675 Posts
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    lincroft1710
    The problem is you need advertisers whose products/services are nationwide and obviously do not clash with your charity's ethics. Do you know the demographic (or likely demographic) of your readership.
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