Media Rates are sensitive.
There were once a"Big Mouth Advertiser" who almost caused a big fight among a few media owners.
This advertiser was famous in the industry…………
For a Full Page Full Color Advertisement space…..
Magazine A : Our full page full colour rate after discount is $3,200.
Advertiser : You give me a good price I take a few more insertions.
Magazine A : Sure, You take 06 issues I can reduce it to $3,000.
Advertiser : I let you know again."
Magazine B : Our full page full colour rate is $3,600
Advertiser : What? No way, Magazine A is giving me only $3,000.
Magazine B : Really? Tell U what, u take 6 issues I give you $2,800 and I throw in an advertorial.
Advertiser : I get back to you.
Magazine C : Our full page full colour rate is now at only $3,400
Advertiser : Too expensive, Magazine B is giving me only $2,800 and they even gave me a free advertorial.
Magazine C : Wow? Tell U what, u take 6 issues I give you same cost at $2,800 and I throw in an advertorial plus a promotion page plus a product feature for you.
Advertiser : Now that is something, I get back to you soon.
Magazine D : Our full page full colour rate is $3,000
Advertiser : Magazine C is giving me only $2,800 & they throw in an advertorial plus a promotion page plus a product feature for me free.
Magazine D : Really? Tell U what, I match whatever they are offering you plus 5 more advertorial, 5 more promotion page and a product feature in every issue you advertise.
Advertiser : Very attractive. You lower to $2,500 per page now with the freebies I sign with you NOW.
Magazine D : OK lah, I write the contract now.
Here above, we saw a marketing person trying too hard to get a good deal for their advertising dollars. During the process, Magazine A, Magazine B & Magazine C were all offended by this advertiser’s "hard-up" attitude. Further to that, this advertiser actually reveals what was proposed by competitors, the rates and freebies…etc. What this advertiser failed to see is, the credibility of the magazine, how well the magazine is circulated, how many unsold copies every month, editorial content and integrity, advertiser mix, targetted audience and relevance.
Magazine A, B C & D are actually automotive magazines (I used to worked in B), and the advertiser is a Car Distributor for a "High End Japanese Made Car".