Buy Advertising For Pennies On The Dollar

It's not uncommon to see the advertising/editorial split of a publication at 50/50. So when the sales staff only sells 28 of their 32 ad pages or some advertiser can't get his ad in at the last minute, the only choice the publisher has is to add editorial pages or insert public services ads.

OR THEY CAN OFFER THE SPACE TO YOU ON A REMNANT BASIS AT A HUGE DISCOUNT

Here's a sample letter:

Dear Advertising Director,

Over the past several months, our client, Pit Stop, Inc., has repeatedly expressed an interest in having their advertisements published in your publication.

However, our agency has compared your open rate with that of newspapers where the advertisement has already been published and we have found it necessary to advise the client against including your newspaper in his advertising schedules. This decision was based mainly on the fact the client's advertisement has been profitable only in those newspapers where a stand-by or remnant rate has been offered.

As you know, stand-by simply means a newspaper agrees to publish an advertisement whenever or wherever space becomes available and offers to reduce the open line rate to the advertiser for "standing by." Space may become available due to last minute cancellations of scheduled advertisements or because of production difficulties. Whatever the reason, the publication will generally insert a house ad or a public service ad to fill the hole in the publication. Therefore, more often than not, the publication receives no revenue for the use of this space.

Thus, stand-by advertising has become advantageous for both the publication and the advertiser. The publication has the opportunity to make money on space it might otherwise have to give away. The advertiser is able to use a publication it could not use at the open rate.

More and more publications are becoming involved in stand-by advertising. We are aware your publication has not offered a stand-by rate in the past but we would like very much for you to consider this possibility now. We are enclosing an insertion order for a full page, digital artwork, and a check for the new amount of the order. The net amount has been computed at the open rate discounted by 50% for stand-by, normal for the industry, and 15% for the standard agency discount. If you accept our offer, simply hold the material until space becomes available. If and when the opportunity presents itself, run the ad, cash the check and send us a tear sheet. If you do not wish to participate at this time, simply return the check to the agency and destroy the mechanical.

This offer expires in 15 days. Please feel free to call if you have any questions about the offer or our client.

Sincerely,

Joe Nicassio, CEO
Rapid Results Enterprises, Inc.
562-961-3976

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(742) 658-3958 • www.dvjewelers.com •
dnv@adelphia.net