How to Guide

Place an ad in a magazine
Yuna Choi, Miao Kang, Meero Xu

Step 1
Set a budget and target for the advertisement. (1) What is our budget range? (2) To which target group are we wanting to reach, in terms of its geographic, demographic, psychographic characteristics?

Step 2
Find publications that are appropriate for your advertising needs. Option 1. Using srds.com SRDS (Standard Rate and Data Service) directories list all the relevant information about a broad range of media selling advertising space. Information includes a short description of each publication, its editorial content, to whom the publication goes out, and breakdown of circulation figures. SRDS is the leading provider of media rates (ad prices) and related data for advertisers. It is a subscription-based service: $1,129/year Instruction video link: o for print advertisement http://next.srds.com/videos/how-to-use-search-facets-consumermedia o for digital advertisement http://www.youtube.com/watch?v=0a-keYFwPcg

Option2. Find niche magazines on your own

Check point - What's the magazine's circulation? - What are the demographics of the readers? - How often is the magazine published? - How is it distributed?

Compile a list of publications suitable for your advertising.

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Step3
Contact an ad representative at each publication you've chosen and request a media kit.

Media kit - sample publication, detailed information about the editorial content, a breakdown of readers' demographics, the publication's ad rates, and an audited circulation statement from the publisher. o See the example of media kit http://www.contractdesign.com/contract/mediakit/

Step 4
Judge the cost-effectiveness of advertising in a publication by calculate CPM. [Print] CPM= cost of an advertising placement/ circulation(#) o For example, if the circulation is 30,000 and the rate for a full-page ad is $600, divide $600 by 30. You'd see that advertising in this publication would cost $20 to reach each thousand readers. [Digital] Cost per impression = Advertising cost/ Number of Impressions (#) o The rate that an advertiser has agreed to pay per 1,000 views of a particular online advertisement.

Step 5
Negotiate with the ad rep from each publication as to: Special positioning in the publication; inside the front cover, on the back cover, or within the first few pages of the book are prime locations for ads, and PRICE.

Step6
Find editorial calendar of magazine: Check magazines issue focus by month, ad closing day, and material due.

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Step 7
Finalize the deal with magazine company. Sign a contract as to size, position, duration, and price.

Step 8
Prepare ad artwork.

Check the specification the magazine wants: [Print] Format, size, color, resolution, font, etc. For example, PDF format, 8 7/8 x 10 7/8, RGB/CMYK, at least 240ppi for print purpose [Digital] o Dimension, expansion directions, animation, looping, audio
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Step 9
Finalize ad artwork. Make it to be strong and eye-catching.

Step 10
Submit the confirmed file to the magazine before its due.

Step 11
Afterwards Be aware that effectiveness is difficult to measure. Some customers may tell you they saw your ad; but don't pull your ads just because you don't get immediate feedback. Be willing to change your promotion as necessary and add to competing niche magazines as your business grows.

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