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Off line advertising is a great way to get an extra traffic boost, but it can be very expensive if you haven't done it before.... There is a 'fixed', published rate for advertising in newspapers and magazines. The 'rate card' price for say, Daily Mirror would be the '5000 price. The'rate card is a kind of wish list from the newspapers. This is the price they would like to get for all of their adverts. This is what they consider the space to be 'really' worth. In practice, they hardly EVER get 'rate card' for an advert, and most of the time they get half of one-third of rate card prices. However, if you are naive little bunny, and you telephone any national newspaper classified department and say to them; Article: Off line build-up is a great way to get an extra traffic boost, but it can be very expensive if you haven't done it before.... There is a 'fixed', published rate for promotion in newspapers and magazines. This is styled the 'rate-card' price. The 'rate-card' is a newspapers or magazines published 'priced list' of space in the publication concerned. Does the 'rate-card' price reflect the common man price you could expect to pay in the publication concerned? NO! It represents the plenipotentiary highest, top dollar rate you could ever be insane enough to contemplate paying!! The 'rate card' price for say, Daily Mirror would be the £5000 price. The'rate card is a kind of wish list from the newspapers. This is the price they would like to get for all of their adverts. This is what they consider the space to be 'really' worth. In practice, they hardly EVER get 'rate card' for an advert, and most of the time they get half of one-third of rate card prices. However, if you are naive little bunny, and you telephone any national newspaper aligned department and say to them; 'Hey, look, I'm a rank potterer in this business, I was wondering if you could see your way graceful to telling me how much my half-page bring up would cost to insert in your excellent publication.' They will reply...... 'Why of a truth sir, our rate card for that suggest is....let me see now....ah yes, £5000.' And you hop away thinking:- 'Cripes! That's a bit steep. But if the competition is paying that rate , then they must be really pulling in the orders'. So you stump up your five grand, and send your advert into the paper. The conversation on the classified desk goes something like this:- Sue: 'Here , John, you'll never guess what! You know that ACME publishing gang I quoted five grand last week?' John: 'Yeah?' Sue: 'They've only gone and sent me a and their advert!' John: 'What!!! You're pulling my plonker!' Sue: (Laughing). No. Straight up. Look, here's the cheque.' John: 'Bank it, quick!' Etc., Etc. You sit back and wait expectantly. The mention appears. The phones start ringing, the first day's post arrives. The results look unpromising, but you reassure yourself that people need a bit of time to respond, and the post is a bit slow etc. Next day you get on every side one third of the post you expected. You put this down to a hold-up at the sorting office. Next day you get relating to one tenth of the post you expected. and the following day you get relating to three letters! You start to switch alarmed. Ten days later, you know you've blown within call three grand. You hastily examine your advert. What's wrong with it? You look at the competition. Hmm, they're offering a thirty day money-back guarantee and you're only offering fourteen. Damn! That must be it. You call Sue (now your friend) on the aligned desk. You tell her your tale of woe. She's hurtful her wrist to stop laughing long enough to talk to you. The conversation might go like this:- You: 'Sue, I had a terrible response to that advert.' Sue: (Sympathetic) 'Oh no! Give it a bit more time. Sometimes the first hint never does well inasmuch as you're a new company. People need to see the return a few more times before they're confident enough to buy from you.' You: 'You reckon?' Sue: (Hardly able to control her mirth). 'No doubt about it, Also, you went in on a Tuesday, didn't you?' You: 'Yes....' Sue: 'I think you ought to try a Friday. It's closer to the weekend, and people are more relaxed.' You: (Growing donkey ears). 'Do you really think so...?' Sue: 'Definitely. As it happens, we have some space in this Fridays issue. It's a really great position. We normally charge more for a Friday, but since you lost money last time, we'll let you have it for £4700.' So you book the space, and increase your money-back guarantee (or whatever). You've guessed the rest. Friday comes and goes and the response is much the same as your last advert. You kiss ancillary three grand bye-byes. But before this, down at the arrayed department:- Sue: 'Here's a riddle for you, John. What bosom buddy starts with 'A' and has just sent me a draught for £4700?' John: 'You're putting me on!!' Sue: (Waiving cheque) 'Tum tee tum tum!' John: 'You jammy sod!' Etc. Etc. Now why would a nice girl like Sue take such enormous pleasure in stitching you up? Does she hate you? Did you kick her cat once, and she's never forgotten? Oh no, nothing so personal. Sue is pleased because:- She's making a thumping ten percent quota on each advert she sells!! And ten percent of five grand is £500. Ten percent of £4700 is £470. That makes £970 for two phone calls from you! She's probably quite a nice girl. I'm sure she buys her mother flowers on Mothers' Day. And I also know that she is having an expensive foreign holiday this year, courtesy of ACME publishing!
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