Expert: Peter Gabany - 9/22/2010

Question
Hi Peter, I just have a quick question for you which I really need help on.

We are currenytly trying to launch a new magazines in four particular cities of the United Kingdom. The magazine is focused on Nightlife, and will include things like club listuings etc.

The problem we are having is the fact that, because it is being sitributed in four towns, when it comes to selling advertising space to local businesses they undervalue the space because they know the magazine is going to four cities, and so only a quarter of the magazines will go to their town.

Another problem is the fact that although national companies, franchises and internet companies would benefit the most from this (because their adevrts would be closely applicable to readers in all four towns) thse types of companies are very hard to get hold of, and when we do get hold of them they seem to be very set in their ways and will not go for something local, they say they publish in magazines with a larger circulation etc...

Any help/ advice would be really appreciated Peter.

Thanks

Answer
Somehow the distribution of your publication is over riding the value of the publication. Don't bury the fact that it is being distributed to four cities use this as a strength - of course if the publication is being distributed in Berlin, Paris, London and Amsterdam this is not nearly as beneficial to an advertiser located in Birmingham, Coventry, Leicester and Nottingham. All advertisers need new customers and to remind former customers that there is a reason to call again.

People travel up to two hours to visit new places (yes they travel further, but the further apart the less the frequency of visit). And while your book focuses on nightlife and clubs and bars - what is it that people do there? Eat, drink and look great… so who is your target for advertising? Liquor, fags, fashion, food, wine, entertainment and jewelery?

You are always going to run into interference going direct to companies to seek advertising. They are all typically connected to an ad agency - at least the large ones are. You require a well designed media kit that expounds on the virtues of the publication, reach and editorial profile of the publication. Not knowing the editorial intent I would hope that you will conduct restaurant reviews, visit wineries, distilleries, interview fashionistas, club owners, entertainers and get into the heads of fashion designers, food photographers etc. Or maybe this is too sophisticated.

Not knowing where you are speaking of or who your target is limits my ability to provide help. Let me know more, see your website or something that I can better familiarize myself with and I can be of greater value.

Please let me know more. Thanks for your questions,

Pete