To subscribe or advertise in Business in Vancouver call 604-688-2398
|
To subscribe or advertise in Business in Vancouver call 604-688-2398 |
|
|
|
 |
|
LOG IN Subscribers can log in for enhanced content
The Vancouver Board of Trade Members' Business Directory BUSINESS NEWS BIV EVENTS OTHER EVENTS LEADS/RESOURCES OTHER PUBLICATIONS READER SERVICES ADVERTISE CAREERS ph: 604-688-2398 fx: 604-688-6058 |
BIV Magazines: Adpages 2008 Setting ad rates There are several considerations you’ll need to make when determining ad rates. Rick Sanderson, general manager, OMD Vancouver, offers his top five factors Market demand Some media – broadcast and outdoor in particular – have a finite amount of time and space to sell. When demand is high, rates go up; if demand is low, rates are more negotiable. Audience If a medium has an audience that is hard to reach or is particularly desirable to many advertisers, the price will escalate accordingly. Environment The more engaging the medium, the more likely an ad is to capture the audience’s rapt attention and therefore be effective. If the medium is highly engaging, it will have a greater value to media buyers. Accountability If a medium proves that it works, it instantly has more value than a medium that cannot. Most media cannot easily prove that its audiences saw an ad. Format If a medium requires that ad material be specifically tailored to that medium, it could conceivably have implications on the rates it can charge. For example, a 30-second TV ad could be run in a movie cinema for 30 seconds. However, if it has to be cut down to a 15-second ad, it will cost you to edit it, leaving you less to spend on cinema airtime. CPM (cost per thousand) is the standard method agencies and large advertisers use to position their advertising budgets. The CPM formula is based on a single full-page, black-and-white ad rate divided by readership thousands. CPM calculation
Source: InPrint: Working Strategies for Magazine Publishers by British Columbia Association of Magazine Publishers Typical advertising rate card formula
Source: InPrint: Working Strategies for Magazine Publishers by British Columbia Association of Magazine Publishers | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Comments about this site should be sent to: | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
