Comments on: The Magazine Advertising Mistake That Cost Me A Small Fortune http://www.dobermandan.com/the-magazine-advertising-mistake/ Direct Response Entrepreneur Wed, 25 Jan 2012 23:10:17 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ronald Nzimora http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2173 Ronald Nzimora Thu, 08 Apr 2010 13:08:33 +0000 http://dobermandan.com/?p=3831#comment-2173 Hi Dan, Ronald from Nigeria. Great advice there. You just saved me $3,000. Thanks Hi Dan,

Ronald from Nigeria. Great advice there. You just saved me $3,000.

Thanks

]]> By: dobermandan http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2137 dobermandan Tue, 06 Apr 2010 02:06:54 +0000 http://dobermandan.com/?p=3831#comment-2137 I'm all for saving a few bucks, too. I've just had to learn it the hard way. :) Thanks, Chris. I'm all for saving a few bucks, too. I've just had to learn it the hard way. :)

Thanks, Chris.

]]> By: Chris Stella http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2136 Chris Stella Tue, 06 Apr 2010 01:30:31 +0000 http://dobermandan.com/?p=3831#comment-2136 I rarely take notes the first time I watch something but for some reason I couldn't resist :) I could really use saving a few bucks too. Out, Chris I rarely take notes the first time I watch something but for some reason I couldn't resist :)

I could really use saving a few bucks too.

Out,

Chris

]]> By: dobermandan http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2135 dobermandan Tue, 06 Apr 2010 01:28:37 +0000 http://dobermandan.com/?p=3831#comment-2135 I make some really good coffee. Next time, I'll brew some coffee instead of Corona. I make some really good coffee. Next time, I'll brew some coffee instead of Corona.

]]> By: dobermandan http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2133 dobermandan Tue, 06 Apr 2010 01:24:19 +0000 http://dobermandan.com/?p=3831#comment-2133 Good point, Byron. Good point, Byron.

]]> By: dobermandan http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2132 dobermandan Tue, 06 Apr 2010 01:23:22 +0000 http://dobermandan.com/?p=3831#comment-2132 That wasn't a flop. It was an investment in your marketing education! That wasn't a flop. It was an investment in your marketing education!

]]> By: dobermandan http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2131 dobermandan Tue, 06 Apr 2010 01:22:23 +0000 http://dobermandan.com/?p=3831#comment-2131 Thanks for sharing that, Mel. I'd love to hear more of your stories and experiences with space ads. Hardly anybody talks about it any more. I begged several magazines to do a PI deal back in the 90's but they all refused. Maybe it was for the best. Thanks for sharing that, Mel. I'd love to hear more of your stories and experiences with space ads. Hardly anybody talks about it any more.

I begged several magazines to do a PI deal back in the 90's but they all refused. Maybe it was for the best.

]]> By: DaveC http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2128 DaveC Mon, 05 Apr 2010 16:40:41 +0000 http://dobermandan.com/?p=3831#comment-2128 What a cool video setting... and another expense-saving idea . Thanx Dan What a cool video setting… and another expense-saving idea . Thanx Dan

]]> By: Mel Collins http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2126 Mel Collins Mon, 05 Apr 2010 13:37:13 +0000 http://dobermandan.com/?p=3831#comment-2126 Dan, Reminds me of a space ad experience I had back in 1972... and since you said you wanted to hear more about our experiences, here goes. We negotiated a PI ad with the premier issue of PLAYGIRL Magazine. It was a negative option monthly panty host club where you got the first 3 pair free and then every month another three pair would be sent and billed if you didn't reject the postcard advising they would be sent for that month (similar to a record club deal). The full page full color ad appeared (on the inside front cover as I remember it) in the premier issue of the magazine. Response went back to the publisher since a PI paid for every order generated and the publisher got half the money in the envelope. The publisher also entered the name and address of the customer and was to send us a consolidated check plus the mailing list for fulfillment (and data entry for continuity on our part). The month passed and nothing came... We called the publisher and the response was "NOT ONE ORDER". The only explanation was "Maybe the audience is not female, maybe it's a gay male audience"... Whatever it was, the audience wouldn't bite on a formula that was proven in the record business. The lesson here... a publisher willing to take a PI does so because it is cheaper to run a page of advertising than authoring, type setting and then printing a page of editorial... and the publisher who does so may make an unexpected profit if the ad pulls... but the advertiser is entering into a no win situation. If the ad doesn't work it's a waste of time, effort and production costs... and if it does, the advertiser will end up paying more than if they just bought the space at rate card. Every time we ran a PI ad, that was our experience. Dan,

Reminds me of a space ad experience I had back in 1972… and since you said you wanted to hear more about our experiences, here goes.

We negotiated a PI ad with the premier issue of PLAYGIRL Magazine. It was a negative option monthly panty host club where you got the first 3 pair free and then every month another three pair would be sent and billed if you didn't reject the postcard advising they would be sent for that month (similar to a record club deal).

The full page full color ad appeared (on the inside front cover as I remember it) in the premier issue of the magazine. Response went back to the publisher since a PI paid for every order generated and the publisher got half the money in the envelope. The publisher also entered the name and address of the customer and was to send us a consolidated check plus the mailing list for fulfillment (and data entry for continuity on our part).

The month passed and nothing came…

We called the publisher and the response was "NOT ONE ORDER". The only explanation was "Maybe the audience is not female, maybe it's a gay male audience"… Whatever it was, the audience wouldn't bite on a formula that was proven in the record business.

The lesson here… a publisher willing to take a PI does so because it is cheaper to run a page of advertising than authoring, type setting and then printing a page of editorial… and the publisher who does so may make an unexpected profit if the ad pulls… but the advertiser is entering into a no win situation. If the ad doesn't work it's a waste of time, effort and production costs… and if it does, the advertiser will end up paying more than if they just bought the space at rate card. Every time we ran a PI ad, that was our experience.

]]> By: I.A. http://www.dobermandan.com/the-magazine-advertising-mistake/#comment-2125 I.A. Mon, 05 Apr 2010 12:46:31 +0000 http://dobermandan.com/?p=3831#comment-2125 Thanks for that lesson. A business owner I was talking to told me almost the same story. I suggested he placed his advertisement in a men's magazine, since it's for a men's product, then... he bursts out "IT WON'T WORK THERE" ... "WE'VE GOT ONLY 2 ORDERS FOR A $2,000 AD"... I was surprised. Common knowledge states that the more targetted the media the better the results... Apparently he was getting his best results from a tabloid newspaper. Thanks for that lesson.

A business owner I was talking to told me almost the same story. I suggested he placed his advertisement in a men's magazine, since it's for a men's product, then… he bursts out "IT WON'T WORK THERE" … "WE'VE GOT ONLY 2 ORDERS FOR A $2,000 AD"…

I was surprised.

Common knowledge states that the more targetted the media the better the results… Apparently he was getting his best results from a tabloid newspaper.

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