National magazine advertising-Negotiation tips?

[captaincloser]

Any ideas/tips on geting discounted national magazine display advertising ? I am looking at placing half page adverts.

I know the magazines to go to but would appreciate any ideas on negotiating rates. I know there are great deals available if one is a big buyer (agency or series advertiser) of print space but maybe not so available to the infrequent advertiser.

Thank you.

 

[gemd89]

Just put an offer to them on what you are prepared to pay, they may negotiate back

Gemma

 

[ThePublisher]

If you want a discount, try speaking to them and being nice, rather than arrogant and making demands.

I get people asking me for discounts in my local magazine, there are some that will get a bit off if they are pleasant and try talking to me first. There are others that seem to think they are doing me a favour, by emailing me wanting a discounted rate and 'editorial to enhance my magazine'. Nothing better calculated to get my back up to say no.

Oh, and 'if you do this at a discounted rate and it works we will consider advertising again' doesn't go down to well either. I've heard it all before.

And don't keep asking for a discounted rate and an early right hand page and some free editorial and a leaflet drop and..... and...... and..... and......

Contrary to what you might think, we aint that desperate!

 

[Kernowman]

When you contact them they will no doubt send you a price list which will make you splutter a bit when you read it. Do nothing. Within a few days one of their sales people will ring you and ask what you thought of their pricing structure. You will instantly burst into gales of hysterical laughter. You are now in a strong negotiating position.

Lead them on, don't tell them you may only be an infrequent advertiser and tell the sales person when they have a sensible price NEAR THE END OF THE MONTH, then they can call you back. Heads will be put together, it will be discussed in depth with the sales manager.

NEAR THE END OF THE MONTH means that every sales manager needs to get his figures in and that one more sale will do it . . . . . . . yours.

 

[simonr]

My experience is to wait... and wait... and wait... the rates you get cited seems to be pretty much fiction; an opening negotiating position, as it were.

S

 

[Pocket Money Designs]

Try ringing in on deadline day or the day before. You might pick up a one of bargain rate if they have space to fill

 

[ThePublisher]

When you contact them they will no doubt send you a price list which will make you splutter a bit when you read it. Do nothing. Within a few days one of their sales people will ring you and ask what you thought of their pricing structure. You will instantly burst into gales of hysterical laughter. You are now in a strong negotiating position.

Lead them on, don't tell them you may only be an infrequent advertiser and tell the sales person when they have a sensible price NEAR THE END OF THE MONTH, then they can call you back. Heads will be put together, it will be discussed in depth with the sales manager.

NEAR THE END OF THE MONTH means that every sales manager needs to get his figures in and that one more sale will do it . . . . . . . yours.

If you're going to try this tactic, don't forget to fine out when the END OF THE MONTH actually is. My deadline was last Thursday 9th.

 

[Kernowman]

If you're going to try this tactic, don't forget to fine out when the END OF THE MONTH actually is. My deadline was last Thursday 9th.

Perhaps I should not then have said ". . . at end of THE month" but instead saying ". . . . at the end of THEIR month" which makes more sense.

Thanks

 

[emailblaster]

Agreed - find out when copy deadline is. Have your artwork ready to go and call right at the last minute. If your tone is fairly casual and friendly then there is a good chance that if they have space to fill that you will get a really good rate.

 

[The Pines]

If you're going into a large ciculation national magazine then they will have their own list of preferred media buyers who they will contact as preference.

Reason is that a media agency will be able to upload the artwork quicker, to the exact size required, so that it fits directly into the slot available. If they (the publisher) have to fanny around with your PDF file, you won't be popular!

I would strongly recommend that for reasons of speed, and also for the best discounts, that you use an agency.

There are many media agencies out there, so pick the one that suits you best. But as a guideline, I have used Raw Media (amongst others) on a number of occasions, and I have gotten discounts far greater than if I had negotiated myself. They also made sure that the artwork was to the exact spec the publisher wanted.

Also, the invoicing works well in that I get 14 days to pay - by which time the ads have run and about 90% of the total response has already been achieved. So, by the time I need to pay for the ad it's already in profit!

 

[S-Marketing]

If you're going into a large ciculation national magazine then they will have their own list of preferred media buyers who they will contact as preference.

Reason is that a media agency will be able to upload the artwork quicker, to the exact size required, so that it fits directly into the slot available. If they (the publisher) have to fanny around with your PDF file, you won't be popular!

I would strongly recommend that for reasons of speed, and also for the best discounts, that you use an agency.

There are many media agencies out there, so pick the one that suits you best. But as a guideline, I have used Raw Media (amongst others) on a number of occasions, and I have gotten discounts far greater than if I had negotiated myself. They also made sure that the artwork was to the exact spec the publisher wanted.

Also, the invoicing works well in that I get 14 days to pay - by which time the ads have run and about 90% of the total response has already been achieved. So, by the time I need to pay for the ad it's already in profit!

I agree, this is by far the best way to deal with the larger players.

For 'Tin Pot' local publications, Kernowman has the best advice, IMO.

 

[blueskythinker]

When dealing with magazines just remember, in the current climate it's a buyers market and the presses stop for no one.
It's a good idea to have a "dry-run" and enquire at a time when you really don't mind whether you place the ad or not. By doing that, you will be able to test the media owner's limits and the rate you get quoted (ideally by email) can be used at a later negotiation when you really need the space.