Working with local publishers and, by extension, local businesses we see a lot of bad advertisements. Print ads with no clear call to action, banner ads with way too much copy and illegible font, just a general lack of strategy, audience awareness or objectives in terms of what the ad prompts the reader to do when they see it. It turns out, a great ad campaign is easier than you may think. I’m a big time college football fan and while looking at catching up on the latest BCS action I noticed Wrangler had a great campaign running. What makes it so good? Let’s take a look: The ads are well aligned with the target… [Read More]
Publishers have embraced Facebook as part of their regular marketing activities but most run them as a loss-leader to stay engaged with their audience. Running a social promotion on Facebook is a great way to monetize those efforts, further engage your audience and provide a valuable service to your existing advertisers. Here are 3 things you need to have to run a successful social promotion.
As a network of local publishers, we often get asked how much other publishers pay for printing. Unfortunately, there is just no simple answer to that question because quantity, trim size, page count, paper quality, binding style, coatings and shipping all impact the final price. We could tell you, for example, that printing 10,000 copies of a magazine that has 100 perfect bound pages and is 8 7/8” x 11” on 70lb (8pt for covers) glossy high grade paper might cost you between $12-14k not including shipping costs, but that isn’t very helpful. So let’s talk about the different choices you can make when it comes to printing.
As a publisher, you’ve undoubtedly observed the dramatic evolution of media over the last 10-15 years, complete with false-starts, failed-promises, and the ever-present onslaught of the next shiny object. You’ve also witnessed Google grow to a $40B per year advertising juggernaut and print budgets tighten (on a market-by-market basis). One of the most common traits we see with “local” in attempting to navigate this changing landscape is confirmation bias. That is, to allow a single observation to confirm that digital isn’t viable, or print isn’t being threatened or whatever belief keeps you from having to accept business as usual doesn’t work and that innovation is required. I get it, understanding the threats and opportunities is hard –… [Read More]
We love local publishers. The publishers who serve their communities, especially the mom & pop publishers that are always in a hurry and trying to make a living at their labor-of-love. We often hear local publishers tell us, especially before they get to know us, that “I need to scare up some business before my deadline.” Or we hear publishers say things like, “Why would I sell a $200 [or fill in the blank] *digital* ad when I can sell at $1k [or fill in a larger blank] print ad?” These two questions are both completely reasonable and based on a bad assumption at the same time. First, it’s not print OR digital just like… [Read More]