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The DON ZIERDT Agency |
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Your Window to the College Market |
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It’s tough to run an ad department (especially for smaller colleges). Hopefully, there is some info in these pages that can help. |
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Advertising Managers |
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When you take on managing the advertising of your newspaper, responsibilities go beyond the experiences you may gain that will help you in the future. |
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Once upon a time, each college newspaper had a single per column inch (PCI) rate that was applied to all advertisers. Life was simple then. |
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A critical number for advertisers is the number of newspapers circulated. Specifically, the number of newspapers circulated and its relationship to the potential readership. |
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Everything went well. Your advertiser's ad ran on time. It looked good. Now all you need to do is send a bill and tear sheet to get paid. |
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Despite what you may think (or what your media kit states), you have virtually no competition. Sure, advertisers need to effectively budget their dollars, but they generally do not choose between your newspaper and the local community one. |
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You put your newspaper to bed after a late production night, got it to the printer and distributed it to all your locations. It looked great! It's Miller time! Except, now you have to do tear sheets and invoice the advertiser after your newspaper hits the stands. |
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Download a one-page sample rate card that gives an advertiser all the info needed to plan, budget and implement an advertising campaign. |
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Phone: 609-265-0442 |
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Download issue I of Make Good, a student newspaper ad manager’s resource. |
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When economic times are tough, one of the first things to get cut is advertising dollars. How to counteract? Offer incentives; free color, special discounts, etc. Also keep price increases to a minimum. Even better, have no increase until times are better. |
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Working together
DZA understands how tough it is to put together your newspaper and distribute it in a timely manner. You have classes, tests, activities and, yes, parties (we went to college, too). DZA is not perfect. We may lose an invoice or miss paying a bill. The bottom line is that if a problem arises, one phone call or email may be able resolve it. Please do not call the advertisers or agencies that are our clients. |
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Increasing your revenue
· Insure that all ads that run are billed and paid for. College newspapers lose much revenue by not following through. · Offer attractive specials. A 5% discount for 10 runs is not enticing. A 10% discount for 2 runs is. · Market. Develop a database of existing advertisers and prospects and email flyers, spec changes, etc. Keep your newspaper in the news. |
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Download issue II of Make Good, a student newspaper ad manager’s resource. |
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Download issue III of Make Good, a student newspaper ad manager’s resource. |