Proven Leading Practices for Print Publishing Operations
Print Publishing Best Practices Guide
Learn MoreProvide Advertisers Options for Ad Placement to Improve Ad Viewership and Increase Revenues
Best Practice (Good)
Upcharge advertisers for both larger and more prominent ad space, such as the space "above the fold" both in print and online newspapers and mangazines (this is typically the space that fits into a browser's screen without forcing a customer to scroll down), as well as for the page the ad would appear on. Provide real-time tracking codes for the advertiser's Google Analytics account concerning web ads or ensure the advertiser's call monitoring system is effective at tracking traffic from print ads.
Typical Practice (Bad)
Charge the advertiser a flat fee based on the size of an ad (e.g., full-page, half-page, quarter-page), no matter which page the ad appears in. Compile the ad data is after a set period of time and send it to the advertiser to improve analytical results.
Benefits:
Upcharging advertisers for both larger and more prominent ad space, such as the space "above the fold" both in print and online newspapers and magazines (this is typically the space that fits into a browser's screen without forcing a customer to scroll down), as well as for the page the ad would appear on increases the options potential customers have when selecting their ad. This, therefore, allows them to obtain greater control over who sees their ad and how many readers see it. Furthermore, such pricing practices increases the revenue the advertising group is able to obtain from advertisers. Providing real-time tracking codes for the advertiser's Google Analytics accout focused on web ads or ensuring the advertiser's call monitoring system is effective at tracking traffic from print adds not only improves the accuracy of all resulting analysis, but also allows advertisers to quickly react to any changes.
Conduct Early "Sales" Calls to Garner Book Seller Interest
Best Practice (Good)
Make sales calls to major media outlets and pitch upcoming books three to six months prior to book publication. Ensure that a kit of professional materials that describes the book (cover image, marketing description, author photo/bio, marketing plan, etc.) is provided to each potential buyer. This not only ensures that potential buyers have enough time to fully prepare their outlets for the sell of the book (e.g., provide enough space in store to sell it), but it also allows the publisher to estimate how many books need to be created before the publication date. Small publishing companies should contact more local or regional retailers to gain traction before going after the larger retailers.
Typical Practice (Bad)
Contact media outlets and chain retailers exclusively as soon as a book hits publication. This ensures that publishers are able to ptint only the needed number of books so as to reduce overall spending.
Benefits:
Making sales calls to major media outlets and chain retailers three to six months prior to book publication provides both the publishing company and the potential buyer enough time to optimize the sale of the book being pitched. For instance, calling ahead of the publication data allows potential buyers to determine if they have enough space, or if they will be able to provide enough space to sell the book at optimal levels. Publishing companies, on the other hand, are able to estimate how many books need to be created to sell as soon as the publication date has been reached. Providing a kit of professional materials that describe the book (cover image, marketing description, author photo/bio, marketing plan, etc.) provides potential buyers with information they could use to determine where exactly the book would be placed to provide the maximum amount of revenue. Furthermore, small publishing companies may find better luck in contacting local or regional retailers to gain traction before successfully competing for a spot within the walls of major media outlets and national retailers.