Advertising

5. Advertising Packs

5.1 Most journals will provide you with an advertising/media pack, giving the facts about the publication. These will include:

• Advertising rates (see 6).
• Circulation - the number of copies sold.
• Readership - a much higher figure than circulation, as a whole family or office may read a single copy. Perhaps.
• Readership profile - analysing the readership's characteristics and spending patterns. For example, 70 per cent of readers are male and 50 per cent own two cars.

5.2 From the readership profile, estimate how many readers might potentially buy your product. Then work out the cost for you to reach each of these potential customers.

• For example, suppose you spend £1,000 on ads in a magazine with 10,000 readers, 50 per cent of whom are potential customers. The advertising cost is 20p per potential customer (£1,000 for 5,000 readers).
• If one reader in ten will be interested in the ad, the cost of reaching each potential customer is £2 - ten times as much.

5.3 To a degree, you get what you pay for. You may choose to advertise in a publication with a high cost per potential customer.

Two good reasons would be:

• The publication's readership includes just the kind of people you are trying to reach.
• The publication has an image with which you want your product to be associated.