Home – New Forums Starting your journey Help needed – sourcing advertising!

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  • #964790
    james13
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    Hi everyone,

    I’m currently in the process of starting a monthly free surfing magazine based around the local surfing community. It is estimated it would reach 85-95% of the surfing population in the area (roughly 2000).

    How do I go about getting buisness’s (surf shops, bakeries etc) to place adverts in my publication?

    Cheers,

    James

    #1008100
    Heidi Price
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    Hey James

    I suggest that you get hold of a copy of a book called “You Want Attitude With That?” by Justin Herald. It outlines a lot of the things he did to get his clothing label Attitude off the ground. And have a look at his site: http://www.justinherald.com

    Basically you are going to need to to show these businesses there is a demand for your mag – catch 22 I know. How can there be demand before anyone has heard of it? Start spreading the word among the surfing community, bribe your mates to hand them out (if already printed), try to get a surfing “name” involved (interview? feature article? in exchange for promoting their products). I’m sure you could come up with more ideas that are free or low-cost. Be creative!

    And let us know how you go

    Heidi

    #1008102
    james13
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    • Total posts: 6
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    Thanks Hedi,

    Great ideas. I have been thinking about approaching Rip Curl, Quiksilver, Billabong etc. Do you have any clues excactly how you go about this?

    #1008104
    Past-Member
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    Hi James, when I was your age I used to frequent the surf with my friends in the seventies in our spare time so I understand your attraction to it.

    However, I would urge you to do some sort of part-time study if you don’t want to return to school. You need to learn more about journalism, business principles, marketing and more. There are many sources to study from with short courses. Some of them can be done online.

    Then you need confidence with the right amount of facts and examples to approach the business advertisers you require. They need to see what they would get for their investments. You have to show ‘what’s in it for them’.

    You need to be prepared and have a media kit to give potential advertisers – included with an order form/contract and payment details. Having a PayPal account for accepting credit card payments is also a good idea. Details of whether the ads are to be provided already prepared as print ready and/or if you offer to make them up, etc. etc

    There will obviously be a lot of sales and chasing up involved too and to make print deadlines.

    You will need some sort of collateral and investment monies. Also, register for an ABN and other business requirements and get a good accountant.

    Thinking it all through and being thoroughly prepared will help you no end.
    Leela from Business Writers Anonymous recommends we always have a prepared script in selling to get results. Practise, practise.

    See more at the business section of ATO
    http://www.ato.gov.au/businesses/default.asp?menu=43539

    A start for some various courses or self training is suggested below.
    It’s about preparing for the future so you can enjoy today.

    eg Sydney Writers Centre http://www.sydneywriterscentre.com.au/
    UTS has a course on photo journalism
    http://www.acij.uts.edu.au/shortcourses/photojournalism.html

    This site is also worth reading through http://www.businesswritersanonymous.com.au

    And I have info for designers/students and those wishing to go freelance at http://www.unicorngraphics.com.au/Unicorn-Students/index.html

    Best wishes, Karen

    #1008106
    Benedict
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    Hi James

    Why don’t you give us a better idea of what your zine is like. maybe some PDF pages to look at.

    I would be building a the first issue or at least a prototype and then pounding the pavement to local surf shops and cafes. I assume the already know you so the intro should be soft. If you show something that they think is cool and will remind surfers to choose them then you are in with a chance.

    While I hate free offers you might do a ‘value add’ by offering the first ad free if they purchase 3 ads. AND invoice them on the 2nd edition – even tho paperwork is already signed. There may be a little drop-off but shouldn’t be too much esp. if your mag is firing.

    As for the majors. Make a big splash before approaching them. Walking in saying that you have a readership of 1500 out of 2000 surfers will get their attention and give you fighting confidence.

    :)

    #1008108
    james13
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    • Total posts: 6
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    Benedict and Karen,

    Thanks for your wise words!

    We haven’t put together any mock-ups just yet. I have a graphic designer on board to ensure it isn’t a dodgey looking publication. The plan is to do a rad looking mock-up and approach the potential advertisers with it, media-kit and a well planned talk. Do you think the content in the mock-up needs to be relevant to the magazine or can it be copy I’ve used in the past?

    Do you call/visit the potential advertisers and arrange a meeting with the manager?

    #1008110
    Benedict
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    Hi

    I would say that you want the mock up to essentially be the first issue. That way it is truly representative.

    Making appointments is a great idea as it puts the person on your terms a bit more.

    :)

    #1008112
    gregpritchard.virtualcio
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    Hi James,

    Couple of quick things:
    1. Benedict is correct. You will need something for them to see and hold which is going to be a key piece of your sales material. Where is their ad going to appear? Against which story? Size, shape, etc.
    2. Ask the shop owners. If you’re worried about making a bad first impression; go to shop owners in another territory and ask them. You won’t be pitching to them; but you’ll get a feel for the sorts of questions a typical shop owner will have, what objections you’ll face. This is a way to do it with no downside risk of asking your real prospect businesses.
    3. Have you surveyed in detail your target demographic? Not only what they want to read, but where do they buy their gear? How often do they buy? What is their typical spend? The shops are going to want to know what the value of your target demographic is. You need to know this going in.
    4. What value proposition are you offering these stores that they aren’t getting from the national/international publications? These publications target a much broader audience, and the conversion ratio doesn’t need to be as high as they are getting in front of more people. Related to #3, of the 2000, how many buy locally? what do they buy? etc
    5. Heidi’s suggestion of feature interviews etc is a critical piece of the puzzle. Especially for the first issue you’re going to need a number of key drawcards.
    6. Can you afford to allow people to try before you buy. One of the key marketing strategies in this space is to give the first edition away for free to give people a taste of the magazine and get them hooked.
    7. Do you have at least 6 months solid of articles for the magazine? For three reasons – (1) advertisers are going to want to know what you’re going to cover in the magazine over the next couple of months and will this maintain the reader’s interest after the first one or two issues, (2) you need to have articles already written that you can promote in advance, (3) you’re going to be so busy getting the word out and running the magazine in the first three months that you probably won’t have time to write or co-ordinate many new articles.
    8. Has this sort of thing been done in your area? or similar thing done in a similar area? Did it work? Did it fail? Not to dissuade you, but history repeats if we don’t learn the lessons of the past. Make sure you understand those things that worked and didn’t work with previous endeavours in this space.

    Best of luck with this. Its a great idea.

    #1008114
    Thrive Promotional
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    Hello

    You have already received good ideas – I agree with all – I receive a lot of requests for advertising in business and trade magazines.

    Generally they all have a media kit (hard copy or in electronic form). This states background re magazine (e.g. distribution qty), the available size ads, what the ads will look like, the technical specs for printing/ad preparation and often a front page mockup …. and often, more in trade mags, information such as the 6-12 month content or focus of each proposed edition/issue or special feature issues (e.g. surfing overseas or a local hero profile etc).

    Contact other sports magazines and ask for the media kit to give you an idea of their pitch.

    Think broadly too re possible advertisers – for example, travel companies specialising in surf holidays, destinations like Bali, campervan rental companies if you are in a high backpacker area, streetwear not just surfwear.

    For the first few issues, pending how regularly you are publishing, you may need to make the first offer an incentive to get businesses to commit (a package offer of say a 3 ad offer, does give you commitment).

    By the way, think about cash flow and how you expect payment …. many of the advertising requests I see, invoice after publication.

    Think about a launch as well … again, hooking in a celebrity or local surfing personality … and invite advertisers.

    There is much much more to magazine production than you think .. so apart from advertising/production think about distribution and publicity before anything hits the streets ….. as you will get one chance to showcase the quality of your publication and encourage repeat advertising.

    Regards
    Morgan
    Thrive Promotional Products & Corporate Gifts
    *bring your brand to life .. make an impression .. stand out and Thrive*
    [email protected]

    #1008115
    Astrid
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    Hi James

    While I was reading you post I immediately thought of these 2 mags from my local community – you might want to get in contact with the editors and publishers. (I don’t know where you are based)

    http://www.shinemagazine.com.au/

    http://www.justjuniors.com.au/

    I also think it’s important to have enough material for the first 3 to 4 issues, otherwise you’ll put yourself under a lot of pressure with deadlines, chasing authors and photographers.
    Plus – as it was said before – advertisers want to see what they will get for their money.

    A lot of the articles in these 2 mags are more ‘advertorials’ than journalistic masterpieces, which pulls in advertisers as well.

    Good luck
    Astrid

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