#Cadalyst or Cadence??
6 messages in this thread
Ken:
Thanks for your suggestions. Not only have I read Guerilla Marketing, but I
took it over to my ad agency and told them to read it too. I think it's
great; I learned more by reading it than I did from listening to my ad man
for three years. Now I'm trying to get everyone in my company to think like
guerillas. I like his second book, "Guerilla Marketing Attack," the best.
You had a good suggestion about trying to negotiate a long term contract. I
hadn't thought of that, and I'll give it a try.
By the way, about a week after I started this thread, our Cadalyst rep
called to talk about the results. They're on CIS too, and they naturally
tuned into the chatter about their mag. Seemed to be happy with the
comments they saw.
How 'bout it Cadalyst? Are you listening? Can you give me a better deal if
I commit to a long term ad contract???
Mike
Mike:
That would have to be addressed directly to your ad rep and/or John
Kiesewetter, the publisher. I don't know what their policies are on that. I
maintain a strict separation between advertising and editorial, kinda like
church and state.
David <sitting in an editorial pew> Cohn
You will always get a better rate for a long-term committment. That's what
the 6x, 12x, or even 24x rate quotes on the rate card are all about. The
frequency is for a one-year term. The more you advertise during a given 12
month period the lower your rate per insertion will be. This applies to all
magazines. However, this means you have to be willing to make such a long
term committment. In any event, if you work at it, you should be able to
work an even lower rate if you push hard enough.
Jake <A long-time Guerilla Marketeer> Richter
Jake:
Yeah, I know about 12 time rates, but I generally understood that you had
to run your 12 times in a single year. What if I want a 12 time rate over 2
years? Is that just two six time rates? Or does the two year commitment get
you any more discount???
Mike <all I ever wanted to be was a programmer, but now look what I have to
do> Bauer
Technically, you'd be talking about two 6x terms. Some magazines might give
you a break on a 2-year contract, but most magazines raise their rates
every year, so they would probably build a rate increase into a multi-year
contract. Another way to shave off more points is by doing your production
work in-house (you can save %15 by having an in-house ad agency), and
prepaying your advertising fees (saves a few percentage points, like 2 or
3).
Jake <First a programmer, then this, oy vey!> Richter
PC Magazine has an interesting ad contract. You can purchase, say, 22 ad
insertions for a great discount, and then run an insertion(s) any time you
want in a given add period. You're not tied to any particular issue. (I
think that's what Zeos must be using for their ads!) You might try to get
the mags to adopt that sort of an ad rate.
Regards, Ralph G.