February 12, 2012
When buying advertising space ALWAYS negotiate
ALWAYS negotiate; never pay the list price or first price offered for advertising space.
It is helpful if you can find out when deadlines are for: –
Month end .. as the sales staff have targets to meet and want their commission.
They will give better deals so ensure you know when their month ends, sometimes it is the 15th of the month and not last day of the month.
Going to Press ….. as the closer to press time the more they will negotiate to fill extra space.
NEVER pay a rate card price. Rate cards are a negotiation tool for sales staff. They
don’t expect to sell at that price …… but will be delighted if you are prepared to pay it.
Agencies automatically get a discount from a rate card AND it is not the same rate
card as you will be shown.
If you agree to block book adverts in several editions the price will go down. Only do
this if you have Tested and Measured and are getting a good ROI.