Magazine advertising sales dilemma

[mono one]

Hi all
We publish a hotel and catering trade magazine in the north west. We started it earlier this year in conjunction with another company, who were responsible for selling the advertising.
Here's the dilemma. The other company doesn't have time any more to sell the advertising. We don't have any sales experience ourselves, nor do we really have the time to spend days on the phone.
The product is good quality and the first two issues received very good feedback from the trade. I'm sure there are companies out there who could sell the advertising/create leads either on a commission-only or PPH basis, but that side of things is something completely new to us.
So any advice? Suggestions? Proposals? Recommendations?
Thanks in advance
Steve

 

[kate1]

Hi Steve,

I hate to be negative, but I think your going to struggle, I have worked for food and drink magazines, both trade and non trade selling ad space. Print isnt the way things are going. Plus yourselves being regional also, and only about catering narrows down the chances too. I dont sell printed space anymore as its just too hard - unless your like the big national magazines, I think its going to be tough.

 

[TheBlogshop]

Unless you've got money to spend, I'd recommend you try gaining advertisers yourself first - it really doesn't have to take up too much of your time.

Create a blanket e-mail - nothing too in-depth, just explaining who you are, what you're providing and what you're proposing - get some potential e-mail addresses (easily available online), tailor the e-mail slightly to the individual companies and send it out.

Give it a week and then chase up, either by e-mail or phone.

I might be simplifying the whole process slightly, but this should give you at least a basic idea of the level of interest in advertising.

I'd also recommend you have at least a basic online presence - business blog, Twitter and Facebook accounts, etc - as although you're a print publication, you could drive sales and advertising enquiries through your online presence.

 

[cgwpublishing]

Instead of trying to sell direct to advertisers, you could sell through advertising brokers, people who resell advertising space. Typically they will take a client's ad and place it in multiple locations, of which yours could be one. Since selling advertising is an ongoing problem, you should also focus on larger clients who have a longer term 'brand building' approach to advertising, so that you can sell them a year's worth of space, for example.

 

[kate1]

Hi

Trouble is national companies tend not to advertise in regional publications. Couldnt give it away sometimes.......