What to charge for ad space

[bulb763]

Are there any marketing-types on here whose brains I can pick?

I want to sell advertising in a printed-media product that will be given free of charge to students, distributed by, and effectively endorsed by, the college / Uni. I will therefore be able to guarantee that virtually 100% of each Unis student population will recieve a copy, and the likelihood of each of them actually the viewing the ads is very high too.

I want to know what the ball-park market rate would be for different ad sizes up to A4 per ~100 students (or whatever the appropriate measure is).

Or even better would be a quick insight into how the advertisers work out what they are willing to spend on different marketing campaigns. I am assuming it has something to do with the number of "impressions" (or whatever the print-media equivalent of that is), along with target demographic and other things. Of course they dont pick a figure out of thin air, so what calculations do they do to work it out?

Thanks

[N1CK]

what is the spec of the publication? how many pages are for ad's? how many people will it reach? When will the publication be renewed?

What is the target age group and what is it about?

Edited by N1CK on Tuesday 12th August 14:29

[bulb763]

N1CK said:

what is the spec of the publication?

Sorry don't know if I can say too much about it, but it will be free to the students, it will be useful to them, they will have it on their person all the time they are at college (i.e. throughout the day, within classes / lectures) and will save them money (in that it will replace something that they would otherwise have to buy). They will use the product on an almost daily basis also. These seem to me to all be positive things from an potential advertisers perspective, in that their ads are always there with the student, and in an environment where the student is very receptive to new information (i.e. in lectures).

N1CK said:

how many pages are for ad's?

There will be back cover, inside front and back cover, and ~10 additional pages inside. Max space will be A4, and I'd prefer to sell the spaces as A4, rather than break them up.

N1CK said:

how many people will it reach?

The idea is to use the institution to help distribute it to every student on campus. I'm not too sure on figures but we're deffinitly talking well into the 1000s. And for multiple institutions also of course.

N1CK said:

When will the publication be renewed?

At the beginning of each semester.

N1CK said:

What is the target age group and what is it about?

Typical student population, so anywhere from 16-18 (colleges) up to 22+ (Unis).

Thanks

[N1CK]

Just out of curiosity, why A4? if they are to carry it about with them then surely B5 would be easier?

I work at a publishers, we produce programmes for a lot of the UK football and rugby clubs, we also sell the ad's in these publications as we retain the ad rights.

If you want to sell the ad space in the publication you have, you will need to collate your info and come up with a pitch noting all the key info with out rambling on.

I would say you'd probably get around £100-£200 per page providing you target the right business. Depending on how succesful the advertising is and if you keep getting repeat business, then you will be able to raise the prices to reflect demand.

Edited by N1CK on Tuesday 12th August 15:12

[bulb763]

Thanks Would that figure be per "x" number of students / per campus / all available students / etc?
Hadn't considered other sizes, just using A4 as an example

Edited by bulb763 on Tuesday 12th August 15:32

[DonnyMac]

N1CK said:

you'd probably get around £100-£200 per page

£2k per A4 page for circ's upwards of 5,000 - niche markets. 10% agency commission.

Sign up to some the marketing mags email newsletters - NMA, Revolution etc. - pitch clients direct when they're up to something - Smirnoff would pay plenty to get to students, I know loads of agencies trying to pitch into them.

Make sure you collect mobile numbers and email addresses and then you'll make some serious revenue - your privacy policy must state that you may contact them via the details they have supplied + 'carefully selected third parties' - ie anyone you allow access to it.

I will be able to help you monetise email and mobile data.

Good luck,
D

[bulb763]

DonnyMac said:

N1CK said:

you'd probably get around £100-£200 per page

£2k per A4 page for circ's upwards of 5,000 - niche markets. 10% agency commission.

Sign up to some the marketing mags email newsletters - NMA, Revolution etc. - pitch clients direct when they're up to something - Smirnoff would pay plenty to get to students, I know loads of agencies trying to pitch into them.

Make sure you collect mobile numbers and email addresses and then you'll make some serious revenue - your privacy policy must state that you may contact them via the details they have supplied + 'carefully selected third parties' - ie anyone you allow access to it.

I will be able to help you monetise email and mobile data.

Good luck,
D

Hi Don, that's great info, very encouraging Any chance you can give a few more names of marketing mags, or an idea of how to find out what advertisers are up to. I'd love a bit more detail about the charges too. PM if you like...

[DonnyMac]

Hi Bulb,

Got your email.

Misses has me down for some gardening tomorrow so will happily talk shop whenever you're free.

D.