Local Business Magazine Idea

[MarkPearson]

I plan on starting a local business magazine called either 'look local' or 'search local'

The magizine will be a directory style publication for a local area e.g your local town.

It will contain 1/4, 1/2 and full page ads from a wide range of LOCAL businesses.

Builders, solicitors, estate agents, hair dressers etc..

It will be an ideal place for small and medium sized businesses to advertise there products / services and special offers.

I plan on it being a monthly publication that will be delivered through the door of each household in the local area.

I plan on selling advertising space 1/4, 1/2 and full page ads priced at £20, £40 or £80 (Full A4 page)

The whole theme of the publication is to SHOP LOCAL and USE LOCAL BUSINESSES AND SERVICES.

I will also be able to list some online businesses, like webdesign and website advertisments - would anyone be interested in this for £20, £40 or £80 for a full page.

The beauty of this LOCAL business directory is that it will be delivered to the local population for them to cut out the ads or keep the whole magazine for future reference.

[SmallBizSoftware]

Sounds like the Thompson Local that I have sat under my telephone & never use as the yellow pages beats it everytime.

[William Wilson]

We have a local magazine in our area covers the local businesses some gossip and a lot of funny stories it's quite popular and most hairdressers, pubs and cafes have them lying around and petrol stations have a rack.

They don't do home delivery being both expensive and wasteful - as mostt would end up in the bin.

[fastfences]

They're everywhere already. What area are you starting with?

[MarkPearson]

Was planning to start in my local area, south london

[YEM]

if you need a designer/printer, contact info@redwellymedia.co.uk - they are the creative design agency behind YEM and prices are very competitive - they even have an in-house sales team and can take full project management of your publication. its very very stressful running a magazine, but well worth it if you can get it right

hope this helps

[jools]

Hi Mark

If you ever need a proofreader please feel free to contact me. As you will see from my website, I offer a wide range of secretarial/admin services.

Good luck

Regards
Julia

www.secretarialservices4u.co.uk
Business Support for the 21st Century

[JoyDivision]

There is one in my idea which seems to be a huge success I am just annoyed I didn't start it first.

The probem with Yellow Pages is its expensive to advertise in, the idea of these local trade directories is they are smaller, cheaper to advertise in and have a nice friendly feel.

I always enjoy looking through the one we get and you often get some good inspiration from it.

I am considering advertisng my company (if it ever happens) in my local one.

[fastfences]

Hi Joy,
The probem with Yellow Pages is its expensive to advertise in, the idea of these local trade directories is they are smaller, cheaper to advertise in and have a nice friendly feel.


Yes, quite correct, but sometimes the results justify the cost. I advertise in both, and can state quite categorically that I would not discontinue my Yellow Pages ad'. Their cost includes a web directory listing, from where I have gained many jobs from people seeking contractors within a given area.

I acknowledge, though, that different industries/commerce, may not similarly benefit. for thiose of us who work from home/home office etc, advertising becomes our 'shopfront' and is (generally) our main means of promotion/exposure - save for networking on UKBF!
Cheers, Nigel

[earner]

It's a great idea, but my first thoughts are: those advertising rates seem very cheap. I was running a magazine recently, full colour A4.

Have you had any quotes?

I was sending out 1500 monthly to every business within a 10-12 mile radius (so had to post the buggers!). Most people's first reaction was "can I see one". . . which of course was "no, it's new". And they'd say "well I will see how it goes then". This is a natural reaction for anybody who actually takes their marketing seriously. So it's worth getting a knock up version (and in PDF) ready to pitch to the market.

I notice you start by saying it is a business publication, but then say it will go to every household. Which is a different marketplace. So make sure you know who you are targetting before you start: are you targetting local businesses (B2B) or local householders (B2C) to receive the publication.

I wish you luck with it.

[JoyDivision]

I am too thinking of buying an existing one or starting one up in my area. I know they work because I have advertised in them and made money from it.

[Shay]

Are people more likely to look at the ever growing online web directorys for local stuff or go throught the recycling bin next to the door?

[compuclean]

Are people more likely to look at the ever growing online web directorys for local stuff or go throught the recycling bin next to the door?

The thing is with online directories is that it's not always easy to find local stuff, even if you know what you are looking for. At least with a magazine, you can look there first, cos you know it's local, and if you can't find it, then turn to the net.

[JoyDivision]

Printed adds are also much more personal than the bland directory listings you get online that all look the same.

[streetslocal]

Just Bumping this thread.
Streets Local (http://www.streetslocal.com) are due to start our telemarketing campaign for a new printed directory.
Am currently finalising quotes for printing so if any one is intrested then please let me know.

[eventdomain]

Printed adds are also much more personal than the bland directory listings you get online that all look the same.


So what about the disadvantages like:

Large 'Colour Seperation' fees (this is the charge to print the ad with some colour)

Hassled by telesales staff for 'enhanced listings'

Not specific enough, resulting in no benefit for advertisers

Signing up process will be long-winded and complicated, taking upto 1 week for invoice to change hands, and thus 1 week's advertising lost bcos of it. You will not get that week of ad space back.

Offline ad fees have this reputation of being very expensive

Anything brand new will have a terrible time distributing this magazine about the country, and without that, it will have a tough time generating enough awareness that it can sell to potential advertisers.

[Esk247]

i can say for a fact that this is very hard to make work:

1) there are hundreds of these 'Local' magazines..we have 3 in Whitby alone, all doing pretty much the same thing

2) footwork, you'll need to be out at 9am till 7pm trawling the streets, they won't come to you, they'll want you to go to them, arrange a deal, maybe a discount for them if they know you, maybe they want a black and white advert, maybe they don't have anything to design the advert on..is design included? if so you have to send them proofs.

basically, get researching..it's a very tough market! few make a profit from it, most just get by and pay the bills.

[HughesCM]

I currently run a local magazine. OUr magazine was set up 13 years ago and up until a couple of years ago was very successful, unfortunately now the competition is so huge and the recession has meant that people are slashing their prices. As an independent company it is extremely difficult t o compete with the magazines that are ran as sisters to the large news paper groups and media groups which means we are being priced out of the market. Advertisers still say they get the best reponse from our magazine but they also would prefer to pay less money at the moment just to get their name out there.
I personally think it would be a disaster to start a magazine company at the moment - take a look around your area and have a look what other similar magazines there are and if there are more than a couple - I would not even contemplate it

[emmiejay]

We have a local directory magazine as you describe which comes through the door once a month. It's been going for a while, so I'm guessing they get by, but I think a high percentage of them go straight in the recycling. It's only advertising, so no incentive to read through as you would in the more magazine style local glossies which have articles as well as a lot of adverts for local businesses.

[Jason_Fisher]

I have been toying with this idea, but trying to get local businesses to offer discounts and offers especially for the readers... this would make them better to read and keep... cut out the offer and go to the shop to receive! Good for the businesses as the customer may see something else while they are there, its just a way of getting people through the door.

[LisaV]

Damn Julia - you got there before me! I was about to offer MY skills!

Mark, make sure you have lots of local articles in there. For instance you could write a little biopic of Mr Singh from the Corner Shop, how he started out, what his future plans are etc. This brings the community closer and makes your mag seem all that more personal to your area.
A list of planned events on a calendar at the back too - always a good idea.

I like reading local material. We do have a local directory that comes out every year, but a little mag with interesting stories from my community would be great and it's certainly something I would read and keep.

Best of luck with it!

[Jason_Fisher]

Are smaller businesses paying for this at the moment then? There are many things you could do with this kind of magazine. Offer discounts, competitions etc. Do 'A Day in the Life of' page, which could be a local personal trainer one month and a florist the other, just to find out what businesses are up to. The events page at the back is a good idea.

[cinddy]

any update in this thread.. ???:cool::rolleyes: