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| How to Publish Free Ad Magazines (Part II) |
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A good idea is to enclose a business reply postcard with your
letter. Check with your postmaster for details about getting set
up for business reply mail. You pay postage on the postcards,
but only on the ones that get sent back to you.
An 11” x 17” paper will carry 4 regular size pages, so if you
think you can sell 24 pages of ads, that would be 6 sheets, printed
front and back. Therefore, if you will be getting a 15,000 circulation
(a good number to work with for advertisers), you would need a
quote on 6 11” x 17” pages, 15,000 copies each, collated and saddle
stitched (stapled like a magazine). Divide the price quote you
receive by the number of pages of advertising (24, in this example)
and you will have your PER PAGE cost. You can then divide this
cost into smaller increments (half page, quarter page, 1/8 page,
etc).
As the ad size gets smaller, it should also be proportionately
more expensive, as an incentive to the advertiser to purchase
a larger ad. Observe the rates of other giveaway advertising magazines
in your area when figuring how much profit to add in above your
cost. Price yours competitively and you’ll do well. If your market
is a more targeted one than the competition gets, you can charge
a bit more. You should offer a multiple issue discount, like “advertise
in three issues, get the fourth free.” This will increase your
advance sales.
When you talk to potential advertisers, find out if they have
camera-ready ads that can be used. These are ready for the printer
and can save you the time and effort of typesetting. Most businesses
will have ads pre-made, which you can insert into the master copy
that will go to the printer. If they need an ad made for them,your
printer should be able to help you with the typesetting.
There are a few ways you can distribute the finished magazines.
First, you could deliver them door-to-door. Don’t put them in
the mailboxes, as there are postal regulations against that. Leave
them in the customer’s door instead. Hire some teenagers to help
out. Or, you could have the newspaper insert them into the newspapers
going to the area you want to hit. Most papers can do this. Contact
them for their cost.
Bulk mailing is infinitely easier and more efficient, but requires
a bit of paperwork and registration fees. If you are delivering
in one zip code area, you can use either five digit presort mailing,
or carrier route presort mailing. You should check with your postmaster
regarding rules and fees.
Another option is to divide the copies among the advertisers and
ask them to give them to their customers. Other non-advertising
businesses will often agree to do this, since it will be a freebie
to offer their customers. If you do this, a good idea is to put
a list in your publication of all the places people can get a
copy. This will make it easier for your readers to get future
copies, and it will entice other businesses to act as distribution
points. This can be a very successful distribution method.
In a city of 350,000 people, there can be many free advertisers.
The best one has 48 pages, a 15,000 circulation and, at the start,
was published every two weeks. It only took them three issues
to get to the point of publishing weekly. Every issue, by my calculations,
takes in around $6,000 of ad revenue. After you take the costs
out, you have a profit of around $4,000 per week! And this is
being run by just three guys. . . You can succeed in this, too!
Just plan your steps ahead of time, and you'll do well.u'll do
well.
500 Businesses you can start for $500 or less, here . . .
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