Jenae, I really enjoyed your presentation last week on Selling on Rate Card. I especially noted how you don't sell a 1x rate...but have a quick question. How then, or do you at all, sell Special Advertising Sections that appear in only one issue? Thanks.
Jordana Megonigal, Showcase Marketing
Dear Jordana,
Here are two choices: Have a special 1x rate for Special Sections, or sell a program in which the Special Section is a piece of the solution. The reality is that a Special Section is still only 1x advertising which is not particularly effective. Couple this with the fact that it is as difficult to bring in a business once as bringing a new client who will do more business with you. Personally, I'd rather focus on bringing in long-term business that can truly benefit from my magazine than the 1x stuff that's time-consuming to get, small in dollars, and not effective for them.
Here's to Stress-Free Selling, Jenaé
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com
954-476-0067
