Prepare 100 000 rubles. per week for 6 months.
Over 9 years of my close interaction with the media about 10 free newspapers ( magazines) began their lives and as much of her and ended up (in this case came out a maximum of 3 issues each).
There were interesting and potentially successful projects that have died through the fault of management or sponsors of these publications, but most were stillborn initially created by ambition and unwillingness, inability, unwillingness (underline) dudes with a bunch of dough.
In today's post from the category. The practice of marketing. I will try to tell you about what you should pay attention when you plan your free issue of advertising and information newspaper, or you offer to advertise in the newspaper has just published. If I did not touch on, some of the items that interest you, then you can ask your question in the comments to this post.
Release of free newspapers.
What could be simpler: the bear stock bubble, think up a name register, type coder, figured out how to broadcast, print and spread?.
How it looks in reality.
Let's start with the cost of one issue. True figures are approximate m. to. in different regions ( printers ) cost the same printing and paper are different. No trade secrets there is no t. to. you still can ring up and printing you to calculate the cost of printing one edition of the data: the planned number of copies, color (one-, two-color or full color will be painted ), the number of pages in the newspaper, a paper (which will be taken directly from the supplier or printer )... .
Printing 16 pages of the order of 40-50 thousand. rub. Lower banding? . s. t. to. ubogonko looks, and options for supply of materials, and almost no makeup, but because you have competition. ;).
Logistics of the printing press to the distributors (all individually). Rates are different in different cities, and the distance between offices, printing houses, the area. In general, you understand.
Editor and layout. The editor should be a good manager, that your whole motley company will bring to life, kicking, control, etc. n. It is desirable that the editor may also podverstyvat m. to. There are rush jobs.
layout. For the first time, you can agree with those who are already working in other newspapers. Shabashat layout (especially during elections ), I occasionally catch myself ...
Sellers of advertising - it's your all!.
If you are important gains, rather than show-off to mark the ownership of a newspaper, the advertisers are the ones who are in the first half of the year will be to minimize your losses. On one hand advertisers pay depends on their performance m. to. they work for the % of revenue, but in the new edition is very difficult to sell, so you probably will pay a minimum % or higher a good portion of the fixed part of the salary. Ideally, to lead its competitors to a good seller and he had the leadership and organizational qualities, and, of course, a person must not conflict. After all, he will steer the rest of the sellers, and the atmosphere in the team means a lot.
Accounting - for the first time, go and outsourcing.
distribution. And here is the interesting point.
I am opposed to newspapers, magazines distributed on different racks in the business centers, hotels, etc. n. Typically, these racks are not very good places, visitors, for whatever reasons, they take little replenishment of racks just lame. Neither edition in my mind that free extended only through the racks and not obtained the required number of readers to analyze their audiences.
Real options - is available through the promoter on the busiest intersections of the city or the breakdown of the zones (areas ) and a set of distributors out there that will serve a particular area. Over the distributors is the head of service distribution. And how the officer would approach the recruitment, control, out of critical situations (of which later), will depend on the quality and distribution of your newspaper. On the distribution you will spend about a third of the cost of printing.
Weeds distributors. They are many and often. So you need a competent manager over them with nerves of steel. Promiki kosyachat, throw out the handout, do not comply with work schedule. And if the street rain or snow, it is a good chance that your a newspaper turn into a wet paper substance of unknown purpose.
Promiki as well as conventional porayonnye distributors like at the last moment to refuse to work or do not get it. The replacement must be found within a few hours if not minutes. Remember that the distributors are not very many and it is usually the main or additional income for seasonal work. Not a very important population: students, alcoholics, etc. n. - It is normal that you want to tightly control and be prepared to substitute.
In organizing the distribution of mailboxes purchase the universal keys for intercom ( they cost a couple thousand and can be reprogrammed, if not mistaken ).
If you think you can sum up the spread, but your mercenaries distributors, it is not so. There are still drivers. You hire gazelku that she brought some copies from the printing press to the site distribution. Sometimes gazelki not we reach the destination or unloaded in another place, but not that which is necessary for you (the other house, roadside trash... lots of variations ).
Quality of distribution - is the main weak link in all the newspapers and magazines that I've seen.
And without a good quality - even in your paper cat litter is not likely to fall.
Now for the content m. e. contents.
Of the existing competitors in Murmansk has the right to life, in my opinion, only the ... Circulation less than 100,000 of our, but the precise positioning, and therefore, perhaps, there is a demand.
But the dead ... Lost, perhaps, the popular wisdom - who is the first order and sneakers! .
I know that many of our advertisers advertise at us, because the same are placed there by their competitors ( gregarious - taxis! ). Then just look circulation, research.
What is worth doing, and what is not?.
To begin with let's talk about the title. The names of the top free newspapers just creativity: ... I get a newspaper for the first time and what I expect, for example, from the ... Remember that your newspaper audience - those who can not or do not want to buy conventional TV guides, people with not very high level of income, but for, the very massive. They need a TV program for which no fees, and other useful background information, so the title with a 100% positioned on the surface - ... Free TV Schedule. ... That's it!.
Here again, ... This guys are great!.
Now my thoughts about the cases in which it is worth trying, and when not, run a free weekly. If all the above mentioned items you will not frighten the population of your city is about 300 thousand. people and you have more than 2 competitors who have long been on the market and you do not have brilliant ideas about how to make your paper more interesting and useful to the public, here's my number, purse web money:. Z368224960565. its 600 thousand. You can list it m. to. effect will be even better than if you invested in a newspaper no use to anyone. And if you have a mega - genius idea, I am happy to answer your questions, so that all you got.
All thanks and goodbye. And the next post about free newspapers will focus on how to choose a free newspaper to place their advertising and information, and that in fact is located, where the hell knows. ;-).
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Updates to the blog. e-mail. or. RSS. And also, ask your question in my. twitter. and get an answer! .
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guards:.
Number one you want to promote yourself as an expert? . Cheap Web Hosting. and then. site promotion. and you will be pulled.
Number 2, even if you do not particularly interested in whether you have blue - blooded aristocracy, you're not a fan of history, that somehow I am sure that you are in any case, it will be interesting. the origin of surnames. or. what does the name. your children and loved ones. I've for instance, I know that my name came from the castle in one area of the Vologda region. And what do you know about your family?.
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As well as advice on. advertising Murmansk. and. marketing Murmansk.
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