GCM 720 Study Guide - Final Guide: Style Guide, Pull Quote, Children'S Book Council Of Australia
15 Dec 2016
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Mags need to have sales strategies to get ads. Compare your cpm vs others via card, pmb, or rate card. No tool for comparing if circulation is less than 1k. To lower cpm, increase circulation or decrease cost of ad. If your cpm is high, focus on the unique aspects of magazine. You"re not selling just ads, you"re selling access to readers. Need data = quantify reader"s opinions, proof of target market and loyalty, e. g. demographics, avg reading time, etc. Data must be put in context for advertisers. National list of advertisers: annual publication, lists info re: advertisers and clients and budget, strategies. Leading national advertisers: e. g. might notice market x is going down, y going up, develop sales strategies based on these trends. Selling advertising based on reader access--sell campaigns based on frequency, not. Plan the editorial year: consider holidays, big deadlines, grant deadlines, etc. Set realistic deadlines, have contingency/backup articles, budget extra time for printing.
