The secret to magazine advertising

Guest Contributor
Published: 06/08/2011
Posted by: RE Technology

Victor Lund of the WAV Group Says:

I worked in the magazine business for three years. I was responsible for managing 10 luxury real estate magazines in places like Santa Barbara, Carmel, San Francisco, Marin, Napa/Sonoma, Lake Tahoe, etc.
Here are some tips to buying advertising that I learned.

The price for print Advertising is a factor of four variable costs that the publisher faces.
•    Quality of the paper and color vs. black and white
•    Number of magazines printed
•    Number of distribution locations or street racks
•    Cost of premium distribution locations like supermarkets

Advertising in our magazines was priced from $500 to $1000 depending on the area and the number of magazines printed. In a market like Carmel California where tourism is enormous, we had to print 50,000 magazines a month. In smaller communities like North or South Lake Tahoe, we only printed 25,000 – so the price was less.