Dispatch Buying The Other Paper, Columbus Monthly, SNP
- July 30, 2015 4:50 pm at 4:50 pm #1087347
This clearly indicates that the advertiser base they’re after…
Fixed that for you.July 30, 2015 4:56 pm at 4:56 pm #1087348
jackohParticipantJuly 30, 2015 9:39 pm at 9:39 pm #1087361
With regard to any media enterprise, which comes first the advertiser or the customer base?
I’d say it varies from outlet to outlet. Some feel that one is more important than the others. Some are on equal ground.July 31, 2015 8:16 am at 8:16 am #1087372
In my experience it is much easier to sell advertising to someone who reads your magazine than someone who doesn’t, regardless of what their customers read. I think Walker’s point was the publisher is trying to appeal to potential advertisers, and I agree.July 31, 2015 8:58 am at 8:58 am #1087373
Businesses want customers, preferrably new ones to expand their income.
Most print publications have some kind of targeted readership. It might be young urban professionals who ride a bike, go out to eat regularly, buy current fashion, etc. Or it could be a more specific group like retired people with money and time to travel.
The publisher will flog their “targeted readership” with all sorts of things like subscriber base. If it was say, the YUP who rides a bike to work, then they would push their ad space to all the local bike shops and trendy restaurants.
Paid subscribers are just marketing tools. At $3 to $5 cost per issue it wouldn’t even pay to print that issue. Advertising income is what keeps a publication going.
The sad part is actual content is probably in third place as a priority.
The forum ‘General Columbus Discussion’ is closed to new topics and replies.