Woodworker's Journal 1983-7-6, страница 15

Workshop Income, (Cont'd)

If you want your ad to stand out from the crowd, you'll want to consider a display ad. The rates for this type of ad will vary depending on the number of people served by the directory. A call to your local phone company will get you the rates for your area.

Our local directory is a small one, serving just under 29,000 people, so the ad costs are relatively low. A one-sixteenth page ad (2 in. wide by 2'/j in. high) costs 532.50 per month, a one-eighth page ad (4 in. wide by 2'/i in. high) costs S58.60 per month, and a one-half page vertical ad (4 in. wide by 10 in. high) is 5208.00 monthly. If red type is added, the price jumps about 50%. The monthly charge is added to your phone bill, and billing does not start until the directory is in circulation.

If you have doubts about your ability to design a good Yellow Pages display ad, the phone company will do it for you. Some phone companies charge for this, and some don't. Their mechanical specifications will dictate, to some extent, what you can do with your own design. Type size, border, and the like must meet their requirements. It's best to check with them before going too far.

The Yellow Pages are published just once a year, so if you miss their deadline, you'll have a long wait before you can get in. Make sure you get the ad worked out well in advance.

Once the directory gets into circulation, try to get an idea of how well it's doing. Make a point of asking customers how they found out about your business. After all, in less than a year you'll need to decide if you should run it again, or make it larger or smaller.

Newspapers

Daily newspapers can be a good ad media for a woodworking business. Generally speaking, newspapers reach a local market, and that's likely where you'll find most of your customers.

Like the phone company, most newspapers will help you prepare a display ad. Unlike the phone company, there are not many restrictions on type style and layout, so you may want to get involved in designing your own ad. If you want more information on advertising design, check your local library as there are many books on the subject.

Display ads for newspapers are sold by what is called the "column inch". A one column inch ad measures one column wide by one inch high. The width of a newspaper column may vary from one newspaper to another, but generally runs between 2 in. and 2¹/« in, A four inch ad will measure one column wide by four in. high. An ad that goes across two columns and is 2 in. high is also a four inch ad.

As you might expect, the ad rates will vary depending upon the circulation of the newspaper. The higher the circulation, the more you pay. A nearby daily newspaper with a circulation of about 70,000 charges $8.82 per column inch for display ads. A four inch ad, therefore, will cost 4 x $8.82 or $35.28. This rate is for a one time insertion; weekly rates are offered at a discount. Also, if you buy larger ads {one-quarter page, one-half page, full-page), the cost per inch will be reduced.

A newspaper or Yellow Page ad provides you with an opportunity to put your best foot forward in front of a large audience. Whether or not the cost justifies the sales that result is something that only you can determine. If it does, you'll have another marketing tool to work with — one that can go a long way towards making your business grow and prosper. W^j

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