Re: UKNM: Newspapers shaft dot-coms big time

[Manou Marzban]

Bryan wrote;


 > 1) Most of the dotcoms are looking to run Full Page, 4clr ads in National Press

 > to create impact and standout.  The problem here is that Newspapers only have a

 > limited number of colour slots per issue.  Basic Supply & Demand time, if a

 > newspaper on has 5 colour slots and 7 companies want colour space, you have a

 > problem!


Many magazines simply add pages if they feel they can rake in serious ad money. Especially the dodgy ones...and there are plenty. Newspapers work differently - they'll just sell spots at a premium - no negotiations - no deals. 


 > 3) Posters are unlikely to rise in the short term, since the ban on tobacco

 > advertising is going to leave some excess supply in the market.  This is likely

 > to be filled by the dotcoms, but for the next 12 months, I'd be surprised if the

 > prices go through the roof as they have on the Outdoor sites in Silicon Valley

 > (were $5,000 per month 12 months ago and now are $20,000 per month!)


Very true.  Because - physically, you may not be able to add more billboards on a piece of Real Estate - thus, prices sky rocket, as in the Valley.


 > 4) With regards to TV, the fact that the stations are only allowed to run 7

 > minutes of advertising per hour has always caused price fluctuations.  This is a

 > medium where cost is very much based on Supply vs Demand.  If the dotcoms get

 > their TV planned far enough in advance to avoid Advance Booking deadlines (circa

 > 2 months prior to the month of showing) then it is unlikely that they are going

 > to get hit by rates any different from other TV Advertisers.


This was a shock to me; a friend that is pretty high on the totem pole at BBDO mentioned that, as in Real Estate deals, advertisers can get gazumped.  How?  They will agree to a slot, and a fee - yet if another advertiser comes in higher - they get the slot.  Apparently, this happens in the UK, not in the US - where the contracts are more binding.  Can anyone add light to this?

  

 > Easiest way (and also the hardest for most companies) to avoid high costs is to

 > plan way in advance i.e. don't try and book and ad 2 days before it's due to

 > appear.  By planning in advance and booking as much as possible (you can always

 > cancel and re-book if the market shifts and you need to change your strategy!),

 > you'll keep the rates down and increase your chance of getting those nice early

 > positions!!


Not sure I agree.  When you book in advance - especially in print media - you agree via a confirmation order.  If your strategy changes - and you desire to change your ad, (in size, design or issue placement), you will find it challenging to get the magazine or newspaper to play ball - especially if they are near deadlines, which is understandable.  The advantage of early booking is preffered placement.  Thats all.  Negotiating rates is always tricky - how many of you actually pay rate card numbers?  You save £££ by multiple bookings and working on developing a relationship with the advertising/sales folks. Also - if positioning is not important - wait till the last possible moment - and you may get a £2500 spot for £400!  


-- 

Manou Marzban

BiblioTech

VP Marketing & Public Relations

50 Carnwath Rd. London SW6 3EG

Tel: 0171 384 6956

Fax: 0171 384 6901

email:

manoubibliotech [dot] net

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