How Much Is Fair Price For Print Ad?

[AbcAbcwebd]

Hey,

I am planning to realease a "magazine type" document. The basic idea is you once you buy one, you trade it around with all your friends. (Theirs a bit more too it, but thats the basic idea.) I would like to sell ad space to help cover production costs. So what I wan't to know is, how much is print ad space worth per page. I am planning to make around 40,000 copies, but because they are traded around, the space could be seen by as many as 1,000,000-4,000,000 people. So where and for how much should I sell it?

[radiogirl]

That's a big question because there are so many factors involved:

Who is the target audience of the magazine...what defines them...how targeted are they for the advertisers? (The more targeted the readers, the more value to the advertiser)

What kind of responders are in this target audience? A publication aimed at early adapters in a high tech field is going to be of more value to a start-up IT company than a general consumer interest magazine.

It's not a question of how many readers, but how many targeted readers. Advertisers are want to know your demographics and reach.

That said the average CPM for a four color, full page magazine ad is $9.62 so for 40,000 you'd be looking at $384.80 - As far as I know, you can't count based on eyeballs seeing it, only by the print run...because when you think about all the magazines in doctor's offices etc and how people share mags with recipes, crafts etc (I believe that there was a figure I read a few years back that said the average magazine is read by three people for every subscriber...so the trading likely isn't a huge selling point)

[busytj]

Radiogirl has got it right. I was about the say the same price. But do make sure you have all the loose ends in order before starting

[touchkit]

There are so many FREE magazines - real estate, buy cars, etc.
In my area, for a half letter add size they charge about $500.
Your magazine will be for free? If not, you do believe people will buy it?
As Radiogirl said - the CPM/ROI is critical.

[AbcAbcwebd]

Thanks for the numbers! I recently decided to make more, but I suppose the numbers are about the same (per copy).
Touchkit- I was planning to (try to, that is) charge, but, in the event it doesen't sell, I'll give them away, so I'm not stealing from those who bought ad space.

Thanks again,
Abc Abcwebd

[AbcAbcwebd]

The target audience, by the way, is school kids.

[proprint1]

Fair Ad price is when it returns its own cost plus your expense.

[AbcAbcwebd]

Thats what I'm hoping for. The expenses.

[radiogirl]

Be careful with that then...
Advertising to children comes with all sorts of regulations.