The rate structure of the magazine may be such that a fifth of a page is only slightly higher than a tenth, in which case the larger position is recommended. We come now to the inevitable exception! If you perfected a revolutionary stocking, really feeling like and resembling regular stockings, then larger space-even a page -would be practical and probably very profitable. The psychology behind this large spread is, by reason of its sensationalism, to persuade as many (if not all) of the magazine readers who normally use such stockings to send for your product-even those who usually would not consider buying by mail. Let us examine how to decide the size of an ad for a new weed killer to be run in a farm magazine. A small ad probably will get little attention because the farm publications are full of weed killer ads, and the readers may be a little tired of seeing them and wary of their claims. Clearly, it will be necessary to overcome this skepticism, which is not likely to be accomplished with anything except a large ad-a full page perhaps, with very strong copy. Where would one advertise a remedy for blemishes, pimples or blackheads? The best media would seem to be teen-age magazines, comics, movie-fan books, song lyric magazines, etc. Since most of the juvenile readers have, or think they have, some skin disorder, large space is indicated. Advertising Rates An examination of the rate cards of any group of similar type magazines will show substantial variations in the cost per thousand readers. This fact should be taken into account in selecting advertising media. The publisher of the higher price (per reader) magazine will defend his rate on the grounds that the circulation is “better,” more “loyal” to the magazine, etc. This may be so, but you are not out to buy “better” circulation-it is customers you want.
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