Advertising agency advertising in newspapers. Business idea: Advertising and information magazine

Format: A4, 64-80 pages.
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Website: www.news-advertising.rf

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Magazine "ADVERTISING NEWS"- it's all about advertising, marketing and media in Russia in one magazine. News from leading companies, the best creative work of advertising agencies, facts, events, ratings, media reviews, monitoring and advertising research, branding and media planning.
Magazine "ADVERTISING NEWS"- these are the headings of your type of activity: BTL promotions and PR campaigns, advertising design and outdoor advertising, mobile and Internet advertising, theory and practice of advertising, press, television and radio.
Magazine "ADVERTISING NEWS"- This practical advice how to plan and conduct advertising campaign. Best works for all types of advertising, information about the largest advertisers and advertising agencies.
Magazine "ADVERTISING NEWS"- these are the latest news from the advertising market, exclusive reports, interviews with professionals, materials on all types of advertising and promotional activities, media ratings, the most complete information about the activities of advertising agencies and the largest advertisers in Russia.
Magazine "ADVERTISING NEWS" has a unique distribution system: subscription in all post offices in Russia according to the Rospechat and Press of Russia catalogs; subscription in alternative subscription agencies in Russia, the CIS and abroad; distribution to major advertisers and advertising agencies Russia; distribution at all specialized advertising events - exhibitions, seminars and conferences throughout Russia; distribution of the publication through retail network in the largest business centers.
Magazine "ADVERTISING NEWS"- publication from the series "On the table for the manager" for the top management of enterprises; the method of distribution of the publication and its cost ensures its long-term viability.
Magazine "ADVERTISING NEWS" is one of the few publications in Russia that fully implements the world standard for distribution of publications. The main method is direct mailing list– from conducting a personalized subscription campaign to individual work with each customer. Each issue of the publication is delivered in a personalized envelope to each subscriber of the journal.
Magazine "ADVERTISING NEWS"- publication open to cooperation. The editorial board of the ADVERTISING NEWS magazine accepts for consideration the news materials of companies, press releases from advertising and pr-agencies, original and review articles that correspond to the general direction of the magazine.

Either never or a long time ago. And why? Because the cost of accommodation is just crazy?

Or because you were unhappy with the result? Or maybe because you think that your target audience does not read the press?

In any case, sales managers who offer to place ads of this kind periodically call you.

the whole truth behind the scenes

Articles of this kind (especially if you study on the Internet, for example, the TOP 10 search queries in Yandex) begin to tell you how advertising in a newspaper differs from advertising in a magazine, how cool it is and what an increase it will reflect in your wallet after placement.

Therefore, as Tobacco said from the cartoon about Mowgli: “And we will go north!”, That is, in a different way, and I will tell you the truth.

The truth is based on the fact that I was a co-owner of a federal magazine for almost half a year.

Circulation 5000 copies/month per city (declared), readers - premium segment. Therefore, now there will be facts that no sales manager will tell you.

The facts are more or less suitable for medium-sized regional magazines. After this ins and outs, we will move on to how all the same it is necessary to act correctly.

Sell ​​and release

The task of the sales manager who offered you to advertise is to sell you advertising space and make your ad come out.

He does not think about anything else, since he receives a percentage of sales and sales, that is, from advertising issues in the magazine.

And in order to sell, they can show you the numbers that you want to see (circulation, target audience and its purchasing power, etc.), BUT which are not actually true.

Selling?! Did not hear

They imagine how to make it beautiful (location, fonts, color) so that it fits into the concept of the magazine.

But to develop it according to the selling structure, for example, according to. They don't know how to do this. They do not have such a task and specialists for this.

Yes Yes

Don't know the audience

Study target audience magazine readers? Are you seriously? This is not being done! Or extremely rarely and very casually (like a survey in groups in social networks or several phone calls).

By the way, once I requested such statistics from a fairly well-known newspaper in Russia (circulation 50,000 per week in our city alone). I was provided with statistics on readers of last year's prescription, and even the general one for Russia.

For someone who was looking for such fresh statistics and for a particular city, the information is very dubious.

Promise, not fact

A rare magazine can boast that the declared circulation corresponds to the actual one.

Therefore, if 5,000 copies are written per month, then God forbid, 3,000 are printed. That is, in fact, you overpay about 40% for ... No way, you just overpay.

Turnover

Magazines tend to have a lot of turnover. Especially now, as popularity is falling and earnings are not the same.

Therefore, be prepared to coordinate everything 10 times, that the layouts will always be of different styles and directions.

Especially if you don't have corporate identity, some existing advertising products and you decide to be placed for the first time at the discretion of the performer.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Big discounts

Discounts of 10-20-30-40-50%? As soon as I think about such discounts, magazine everyday life immediately comes to mind.

There is a production cost per page, but it is much lower than the price you are asked to advertise on this page.

Therefore, you can always (again - ALWAYS!) agree on a discount for accommodation. Especially given that the market for advertising in the press is now falling at a catastrophic pace.

Barter

For all their love of money, magazine owners are quite willing to agree to barter. Especially towards the end of the month.

Especially towards the end of the year. Especially if you have popular destinations (furniture, clothing, bags, catering).

I personally know a couple of magazine owners who live solely on barter from magazine ads. Pleasure is very doubtful, but everyone's business.

Life hack. You have looked at a good magazine - call and offer barter. At 50%/50%, I can say with confidence that the majority will agree.

In fact - everything is fine

It turned out a little tough, but now you are warned, and you know what to expect from them.

I will say right away that not all magazines work very badly, there are very good, effective and beneficial to readers and advertisers.

Let them be few, but they really exist and bring very, very cool results for some of our clients.

And if you have found just such a magazine, then let's do it in such a way as to get the most out of your advertising. First, decide what your ad will be.

Image

We have already written a whole article about, but still I’ll say a few words here. Image - this is the advertisement that simply says that you are as a company and where to find you.

Image advertising

In fact, its components are: logo, company name, slogan and contacts. And you use this kind if you have:

1. Franchise/branch/shop and senior management/owners simply send you promotional materials that you have to place in the magazine of your choice. It is forbidden to argue / contribute your own / be creative.
2. A lot of money and a dream that your brand be known as Gucci for example. In addition, you also agree to wait 20-30 years until advertising works on your brand recognition and not expect a return in the form of sales from it.

In general, it is up to you, but our experience has shown that if you are not a luxury segment, then it is better to forget about such an implementation. But as always there are exceptions, although I doubt that this is about you.

Selling

This is where things get a lot more interesting. You could write an entire article about this type of advertising. But first, I recommend reading about ODC technology.

1. Visual layout (modular)
2. Article (advertorial)

The visual layout is actually the same image implementation, only it is done in a smart way.

There is some kind of offer, action, or the first step. All this is backed up and worth a pronounced call to action.

Selling advertising

Advertorial or selling article. And selling, because in the text through the narrative you work out all the objections on the topic voiced and then offer to get a solution from your company.

Our practice has shown that such an article is more effective when there is a closing on the chain of touches at the end. That is, for some free or profitable first step.

The note. Advertorial can be implemented not only in the form of an article. It can be “Advice from an expert”, “Experience from a blogger”, “Checking for falsity”. In other words, you can pack it in any way you like, the main thing is that the material ignites and works out bad beliefs.

How to evaluate the result?

To be honest, placement in the print media is a rather dubious business, in addition to the fact that it is not the most high efficiency, so it is also difficult to evaluate the result.

Therefore, whatever result you get, get ready for the fact that it will be with an error of 50%.

But it is still possible to track the effectiveness and for this it is better to use one of the manipulations:

1. A special offer that was placed only in this magazine;
2. Special issue, which was also not used anywhere except for this magazine;
3. Coupon to cut and bring (not suitable for everyone);
4. A photo that you need to show to the seller, after capturing the layout of your advertisement;
5. A magazine that you just need to bring and show to one of the sales managers;
6. The code word that needs to be called in order to receive a bonus / discount / gift.

In any case, due to these additional actions, some customers will either stupidly not reach you, or will not do what is written in the promotional material, because they are shy, do not consider themselves worthy, or simply forget.

Briefly about the main

And maybe it's you, since we have a couple of clients on , who successfully receive leads (at least neutral).

But still, to sum up a specific result, I will voice a few cases when it will be useful:

1. You - big company. And such materials in magazines are an extra reminder of yourself for you;
2. You are a premium company. Your customers need to see that the product you are selling is pretty “show off”;
3. You have found a "gold mine". The magazine in which you are going to advertise falls exactly into the hands of the target audience that you need. Usually these are niche magazines like "Mechanic", "Aviation", "Fishing".

P.S. A final thought regarding the second point above. Do you really think that a person who sees an advertisement for a new Jaguar car in a magazine will actually go and buy it afterwards?! Of course not!

This advertisement is aimed at the current owners of this car, so that he is extra proud that he has such a cool car, which is talked about in the elite media. And moreover, all his friends see it as well as he does. It's not that simple...

Initial investment: 120 tr.
Monthly profit: 32 tr.
Payback period: 4 months.

The publication of advertising printed magazines is one of the most effective ways reports necessary information consumer. This is due to the fact that many people are accustomed to perceive information from printed media, especially if it is presented in a colorful and interesting way.

But in this type of activity it is very important to determine your “niche”, potential clients and make preliminary calculations, since such magazines are generally distributed free of charge and all costs must be covered by advertising sales.
Where to begin? Checklist of basic steps

– definition of the concept;
– definition of the target audience;
– choice of distribution methods;
– preparation of a business plan (production and distribution costs, planned revenues, payback);
– registration of an enterprise, obtaining documents for conducting activities;
– choice of printing house;
– selection of personnel;
- selection of premises, necessary office equipment;
– development of a preliminary layout that will be shown to potential advertisers;
– search for advertisers;
- distribution of the magazine.

About the media

According to the Law of the Russian Federation "On the Mass Media", a print publication is "a newspaper, magazine, almanac, bulletin, other publication that has a permanent name, current number and is published at least once a year." The main printed periodicals in which advertising is allowed are newspapers and magazines.

A magazine is a periodical, made in the form of a block of bound pages with a cover, and it is the presence of the cover that distinguishes it from the newspaper. Regulation of advertising in magazines is carried out in accordance with Art. 16 of the Federal Law "On Advertising", as well as Art. 36 Law Russian Federation"About mass media". The regulation of advertising in the media in Russia is carried out by setting the percentage of advertising information in publications that do not specialize in its distribution, as well as limiting the publication of certain types of advertising.

When placing advertisements in printed periodicals, the advertisement must be accompanied by the notes "advertising" or "as an advertisement" and advertising texts in such media should not exceed forty percent. But such requirements do NOT apply to those printed publications that are registered as specializing in the distribution of advertising messages (which must be indicated on their cover or imprint).

There is no clear definition of this designation in the law, and on various printed specialized advertising media one can observe such options as “advertising publication”, “publication that specializes in messages and materials of an advertising nature”, etc.

Project Marketing
Concept definition

The first step should be to determine the main focus and concept of the publication. It can be an advertising magazine filled with just commercial messages about consumer goods, or with a bias towards some specialization - construction, furniture, pharmacy, auto, etc. It is also necessary to determine the presence in the publication of a certain number of informational articles on the topic, then there are more likely to be of interest to potential readers.

It is also necessary to determine the periodicity of the journal, its volume (number of pages / pages), circulation, format and methods of distribution. AT this material an advertising magazine containing advertisements for the city's entertainment establishments, shops and shopping centers will be considered. In each issue, you can select several separate pages (in a permanent heading) containing discounts and promotional offers and indicate this on the cover - this will increase the interest of readers. In order for the consumer to understand the direction of the publication, you need to come up with an appropriate name, for example, “Style of Moscow”, “Tastes of the City”, etc.

The target audience

information consumers advertising magazine of this nature will be mainly women 20-45 years old with an income level of average and above. Such publications are also read by men who are waiting for their “second halves” in shopping centers.
Choice of distribution methods

Advertising publications are generally distributed free of charge. A glossy magazine with advertisements for shops, cafes and restaurants, based on the target audience, can be distributed in the following ways:
- on racks in trade and entertainment centers;
- on racks in office buildings, business centers;
- on tables in beauty salons, fitness clubs, hairdressing salons;
- at hotel receptions.

Documents for registering a journal

Registration documents are drawn up in accordance with the Law of the Russian Federation "On the Mass Media", Article 8. "Registration of the Mass Media", which describes the organization of the activities of print publications.

The list of documents for registration for the founder - individual:
- an application for registration;

- copy of the passport.

The list of documents for registration for the founder - legal entity:
- an application for registration;
- a payment document certifying the payment of the registration fee (according to the Decree of the Government of the Russian Federation "On the procedure for collecting the registration fee for mass media registration"); when distributed on the territory of one region of the Russian Federation - about 2000 rubles;
– a notarized copy of the Charter and extracts and certificates from the Unified State Register of Legal Entities; a notarized copy of the certificate of state registration of the founder;
– a copy of the registration in the local tax authority;
– a document in free form about the actual address for correspondence:
- if there is a trademark - a document showing this right.

The application for registration shall indicate:
- information about the founder;
- the name of the media;
- language;
– the form of media distribution and its territory;
– address of the editorial office;
– planned specialization and topics;
- the planned frequency of publication and its maximum volume;
- sources of financing;
– information about in relation to which media the applicant is the owner, founder, editor, distributor or publisher.

Taxation, licenses

Form of taxation

It is not required to obtain a license for this form of activity.

OKVED

According to the OKVED Classifier of the Russian Federation, advertising magazines are suitable for publishing such OKVED codes:
- 74.40. Advertising activity.
- 22.13. Publishing of magazines and periodicals.
- 22.15. Other types of publishing activity.

Output Requirements

The cover or imprint page must state that this magazine is a specialized advertising publication.
Accommodation advertisements and / or articles must comply with applicable law, namely Art. 16 FZ "On advertising".

The journal issue should contain the following output:
- name of the publication;
- founder;
- FULL NAME. chief editor;
- serial number and date of issue;
- circulation;
- index (for those publications that are distributed through communications enterprises);
- price, or the inscription "Free", "Free price";
- addresses of the publisher, editorial office, printing house.

How to choose a printing house

Distributing a publication for free involves minimizing all costs. The issue of an advertising magazine must meet such requirements; high quality printing, meeting deadlines, competitive price. When choosing a printing house, you must:
- call 5-6 printing houses indicating the parameter of the magazine to compare prices, terms and the possibility of delivery to the publisher;
- in 2-3 printing houses with an average price level, you need to drive up in order to view print samples (preferably similar publications);
– conclude a cooperation agreement with a clear indication of the fulfillment of deadlines and other working conditions;
– clarify all technical requirements for layout, quality of illustrations, technical tolerances that are suitable for the equipment of this particular printing production.

Additional recommendations:
– all editions of the publication should be controlled by the editorial staff during the production process;
- it is desirable to make inquiries and reviews about this printing house;
- to have in stock one more option for placement in the printing industry.

Staff

A minimum staff is required to get started.
List of personnel and their functional responsibilities:
– Chief Editor. Selection of materials for the issue (article), administration, cooperation with printing houses.
- Maker-up designer. Development of advertising layouts, layout, preparation for printing according to technical requirements manufacturer.
– Authors (outsourcing). Writing articles (when filling the magazine with thematic or advertising articles).
- Courier. Distribution of the magazine, fulfillment of other instructions of the head.
- Advertising Sales Manager. Search for clients, signing contracts, coordinating layouts, tracking receivables.
– Accountant (outsourcing). Document flow, tax and accounting reporting.
– Lawyer (outsourcing). Drawing up and checking contracts, checking advertising layouts for compliance with the requirements of the legislation of the Russian Federation.

In the first months, the duties of a courier may be performed by a sales manager for advertising space. This will enable direct contacts with potential customers, in addition, will optimize the cost of wages.

Premises and equipment

In order to open the editorial office of the journal, you need a room that meets the following requirements:
– office space, area 15-20 sq.m. (rent);
– optimal – close to bus stop public transport, (in the future, this will facilitate the work of couriers);
- availability of means of communication - telephone, Internet.

To work, you need to purchase such office equipment - a telephone, a fax machine, a powerful computer for layout and layout development. You will also need to purchase licensed design programs - Corel, Photoshop.

Ways to find clients

The most difficult thing for a publication that is just opening will be finding a potential advertiser. People who are ready to place their advertisement in a printed publication, first of all, pay attention to how long it has been published, where and how it is distributed.
Preparing for Sales
– production of 1-2 layouts of the finished publication by the method digital printing, which will need to be presented to potential customers;
– the first issue of the journal will contain mainly informational articles and you can place several ad units for free in order to attract regular advertisers;
- Identification of potential advertisers.

For the publication considered in this manual, the main advertisers will be shopping centers, shops, hotels, entertainment venues - cafes, clubs, restaurants.

Selling methods

- Target meetings. Formation of a database of potential customers, calling, arranging a meeting. Departure of the manager to the client with samples of the edition. Before negotiating with a potential advertiser, you must first study the information about this company, determine the benefits and advantages that it receives by placing its advertisement with you.
– Visiting stores with samples of the magazine and commercial offer without an appointment. An effective way to visit a large shopping center with a large number of shops, for personal meetings and negotiations without prior arrangement.
- Specialized exhibitions, fairs. Participation in such events is negotiated in advance with the organizers, while barter conditions often apply when an advertising publication publishes an announcement of the exhibition, and then becomes one of its participants. Visitors and participants of such exhibitions will be potential advertisers.

The price of printing a publication depends on the following factors:
- format;
- number of pages;
– color of the internal block (part of the pages may be black and white);
- circulation;
– paper weight on the cover and indoor unit;
- the presence of post-printing finishes - lamination, gold stamping, die-cuts, etc.

An example of the release and distribution of an advertising and informational magazine with the following parameters:
- format - A5 (150 * 210 mm);
– printing – offset;
– cover – coated paper with a density of 250 g/m2, coating – protective varnish;
- indoor unit - coated paper with a density of 115 g / m2, color 4 + 4 (color on both sides), or 1 + 1 (b / w on both sides); there are options for a b / w block with color inserts, advertising on which is sold at a higher price;
– number of pages (bands) – 48;
- binding - bracket;
– circulation – 5000 pcs.

The cost of printing for circulation is 75,000 rubles, for 1 copy - 15 rubles.

Journal distribution cost

The cost of distribution to offices 5000 pcs. – 4000 rubles (full-time courier, when contacting courier services this figure will be three times higher).
Calculation of the cost of advertising placement

When calculating the cost of advertising space in a magazine, it is necessary to focus on the prices of competitors and the cost of own costs for printing and editorial work. You can sell advertising space as a whole strip, modules or line by line. Cover seats sell for two to three times the price (1st and 4th are the most expensive). The prices for advertising articles are formed individually.

When calculating the cost of launching a project, it should be taken into account that the full content of the magazine with the active work of sales managers will be achieved within 3-4 months.
Development

To increase the profitability of the project, it will be possible to provide such Additional services for end users and partners - advertising agencies: