by Denny Hatch
Space advertising is a viable medium for acquiring new customers and donors. Here are some basics for direct marketers:
Space Ads: Advantages
1 Use a space ad, and your offer can be in your prospects' hands quickly—in a couple of days if you run in a daily newspaper, or a couple of weeks if you place it in a weekly.
2 Your offer is in everyone's hands at the same time. Be aware that this also can be a disadvantage if you're not set up to handle a rush of orders.
3 With space, you can reach the same audiences for less money than via direct mail. For example, if spending $400/M to reach subscribers of a certain magazine doesn't pay in terms of the allowable cost per order, you can reach those same folks via a space ad in that magazine for $20/M to $30/M—or less if you negotiate. Since they all read the magazine, this may be worth a test.
4 With space, you can reach wider audiences. Example: If you have a general interest business or consumer product or service, you can reach likely prospects in out-of-the-way places, such as in-flight magazines.
5 Print ads are far easier to create than full-dress direct mail packages.
6 Unlike mail, you can negotiate for even lower CPMs. In the immortal words of freelance media consultant Iris Shokoff, "I've never bought an ad at full rate in my life."
7 If you have credit, you can run the ad and be billed later, paying for the ad out of revenues. Remember, the U.S. Postal Service demands full postage in advance, or you don't mail.
Space Ads: Disadvantages
8 Your offer is public knowledge on the day of publication, opening you up to copycat offers from your competition.