B-to-B print advertising provides various unit sizes (1/3 page, full page, 2-page spread, etc.) and color . . . whether the ad is in black-and-white or two-color, three-color, or four-color.

The pricing, of course, is partially determined by the size and color, but also by negotiations by the buyer. Oftentimes, a publication will offer “last year’s” rate to the buyer.  Also, if the publication representative believes that the magazine he or she represents is a less than perfect fit, he/she will reduce the cost to be more competitive.

Many times an advertiser can purchase a subscription list, but is usually required to first be an advertiser. What this means is that the client can mail specific materials to the readers . . . designated by title.

Reader cards are often suggested, too. The reader card is of postcard stock and is usually found in the back of a publication. The reader indicates that additional information is required. This is yet another means of making additions to a client’s mailing list. If a reader card is used, however, it is vital that information requested be sent immediately to the reader. Doing otherwise can create ill-will.

I hope this bit of information piques your interest!  If so, please contact me! And if you have questions about media, its use or development of a media plan, please contact me, Karen Ruth, at kruth@karenruthmedia.com or call 740-383-6363.