Publishing
and distributing a mail order ad sheet can be very profitable. They are simple and easy to produce, with
most quick print shops able to handle the printing at fairly low cost. The important consideration is that you can
use them to pull in advertising dollars for yourself, as a free advertising
media for your own products, and as an exchange medium with which to get
greater exposure for your own ads.
Before starting an ad sheet, you
should plan it all out - decide on an interesting, informative title, choose a
masthead, lay out your columns for size, determine if it is to be a simple 8
1/2 x 11 single sheet of paper or an 11 x 17 sheet folded in half. You'll also need to know your production cost
for the number you intend to have printed, and the postage cost to mail them
out.
Most ad sheets start out as single
sheets of paper, 8 1/2 x 11, printed on both sides. Usually, the front side is divided into three
equal columns about 2 1/4 inches wide, with a 1/2 inch margin from the edge of
the paper on both sides and top and bottom.
Assuming that the space occupied by
your title, masthead and listing of rates for advertisers interested in placing
an ad with you is two inches deep, this leaves you about 24 inches of
advertising space to sell on the front side.
Figuring a cost of $50 for 1,000 copies of such an ad sheet, printed
both sides, and a third-class bulk-rate postage of $110, this means that your
24 inches of ad space will have to be sold at a rate of $6.25 each in order to
break even. This means: You have to sell all of the ad space on the
front of your ad sheet at $6.25 per ad - and then expect to make your profits
from the sale of the back side of your ad sheet. Actually, it would be feasible to charge
$7.00 per inch for the space on the front side, and carry your own full page ad
on the back side. At any rate, don't box
yourself into a loss situation where you can't afford to place your own ads in your
ad sheet.
You get ads by making up an
advertising solicitation sales letter and sending it out to as many mail order
dealers as you can find. You can also
run ads in other people's publications, inviting the readers to check with you
regarding placement of an ad in your publication. And of course, you'll be wanting to work out
some exchange advertising deals (whereby another publisher runs your ad in his
publication, and you run his in exchange).
From the experience of many, many publishers, this can be one of the
most effective ways of getting your ads run, at low/no cost, and it is
recognized to be successful in the field of Mail Order.
You probably won't be able to fill
up all of your available ad space with paid ads until you are well established
- but no problem - first you fill your ad space with paid ads, and then you
fill in the empty space with ads of your own.
Some beginning advertisers fill a part of their empty space with
complimentary ads for other mail order operators, send them a copy of the issue
in which the complimentary ad appears, and invite them to continue the ad on a
"paid" basis from there. Many
of them will appreciate the favor and send you a check or money order to
continue running the ad.
If you undertake the publication of
an ad sheet, be sure to consider the possibilities of sending out 100 to 1,000
copies of your ad sheet to other mail order operators to rubber stamp their
names/addresses as co-publishers and mail out for you. Thus, if you had 50 other mail order operators
sending out 100 copies each of your ad sheet, you'd be talking about a
circulation of 5,000 copies plus the number of copies you mail out. If you can get this kind of program going,
you'll quickly build your reputation as well as your circulation, and at the
bottom line, your profits.
Some ad sheet publishers, once
they've established themselves and are putting out an impressive publication,
set up distributor networks. Generally,
they run ads calling for distributor/dealers and asking for a $5 to $10
registration fee. In reply to the
registration application, they send out a letter explaining that each
distributor can buy at half price, so many copies of each issue of the ad
sheet, rubber stamp their name on each copy, and send them out as their own. In return, the distributors usually get 50%
of the incoming advertising orders, a half-price ad for themselves, and an
opportunity to sell subscriptions.
The bottom line relative to becoming
a successful ad sheet publisher has to do with keeping your production costs -
printing and mailing - as low as possible, while putting out a quality product
that other people in the mail order business will want to advertise in - while
at the same time using it as an advertising/selling vehicle for your own
products.
Everyone involved in mail order
selling should have some sort of ad sheet - if for no other reason than as a
means to an end - an advertising vehicle for your own products, an extra income
form advertising revenues, and as an exchange media with which to gain greater
exposure for your own products in other people's publications. Once you've got an ad sheet, or any kind of
publication set up and being seen by other mail order operators, you'll quickly
gain stature and a certain amount of prestige.
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