Newspaper advertising - low response

I'm afraid it's just tough luck. No media guarantee any level of response for a specific advertisement. Presumably the statistical data was regarding the circulation, type of readership and so on - possibly if you could prove that you were given incorrect information you might be able to argue with them, but as it was a major broadsheet I can't see them using these tactics.

terms and conditions of the newspaper as a guarantee so with advertising it is always the case of the buyer beware as £10K is a hefty sum for little or no return on the investment.

If your client is a regular advertiser with the newspaper then they may be able to negotiate a reduced rate for a second ad or even some writeup advertorial.

Not my area of expertise... but that won't stop me giving my opinion!

At the end of the day the abysmally low response is just your tough luck. Your problem is presumably that this reflects badly on you - the combination of copywriting and placement failed to evoke the anticipated response.

Before haranguing the publication, perhaps a little critical analysis of the other factors is required? Was the ad copy well written to appeal to likely candidates? Was the job located in a popular area? Was the remuneration clearly stated and up to prevailing market standards?

If you can honestly answer YES to all the above (and maybe even if you can't), then perhaps you need to have a constructive discussion with your contact at the publication. They won't want this endeavour to be a failure any more than you do. In fact with the transfer of advertising from traditional media to the internet, not to mention the existence of competing traditional media, they are not going to want to lose the sort of client who lays out £10K on an advert.

I'd be surprised if you were not able to negotiate a re-run of the ad at a very substantial discount...

Good Luck,

Bill Webster

poshgaffer said:

Thanks for your input. I have news...

They have agreed to re-run the ad for free for the next two weeks. They were very surprised with the response & thought that it was very well written & presented.

But cheers for your input...

Click to expand...

Glad to hear that things have worked out well for you, and hope you get a much better response this time round.

Bill

Hi

I must say that I have advertised for 25 years and this happen to me last month they run the add for free and discounted for other months

Good luck

Daniel

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