Lesson # 1

Be wary if a publication’s sales representative promises you an editorial...if you advertise.

Readers aren’t dumb.
An editorial loses all credibility when it serves the advertiser only. To a reader, this can actually reflect poorly on the advertiser. Readers can tell that the story was “bought” and therefore probably isn’t worth reading. Editorial credibility attracts real readers. Real readers spend more time with a publication and hang onto it for a longer time. And real readers place more confidence in an advertiser when they know the ad is there for the right reasons ­ purely to offer them goods and services with integrity.

Lesson #2

Be wary of rate-cutting “deals.”

Often, to get you to advertise NOW, a sales representative will offer a special discount or a “deal.” This most likely means three things:

1. The representative doesn’t value his/her own publication.
2. The publication is desperate for short-term business.
3. Your competitor probably got an even better “deal” than you did!

 Publishers set rates to cover costs and make a profit. Without a profit, no publication can survive very long. The saying, “you get what you pay for,” is especially true when it comes to buying print advertising. Respect the representatives who stick to published rates ­ they believe in the worth of their products, and in serving you long term.

Lesson #3

Be wary of pie-in-the-sky circulation.

Inflated circulation numbers are often quoted by a publication’s sales representative to justify inflated ad rates or try to sell against competitors. But don’t be misled. Savvy advertisers who buy based on circulation should focus on three things:

1. How well the publication targets their customer
2. How creative the publication is in targeting qualified readers.
3. How the circulation is growing and changing.

A targeted reader is a qualified prospect for your business.

Remember: One targeted reader is better than 20 who don’t fit your customer’s profile.