Printed Media

Most professional publications prefer to work with an agency for several reasons:

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• They don't have to teach an agency on how to create an ad for print

• Their graphic department should already know all the specifications that are needed for a great ad

  • Full color: SWOP 20; Press Quality PDF; .125" bleed​; crop marks

  • B&W newspaper: 30% dot gain; Press Quality PDF; .125" bleed; crop marks

• An agency already knows how to read over a 'media kit' provided by the publisher that will provide​​

  • Monthly editorials​

  • Monthly theme

  • Department articles

  • General articles

• Media kits also include:

  • Demographics of its readers​

  • Ad size and pricing

  • Size of ads and their costs

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Why use an agency

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In most cases, an agency will receive a discount from the published prices – saving the client costs from having to pay extra for working with the publisher. The publication is not supposed to offer this discount directly.

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Also, an agency can help with the following:

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• Agencies, at times, can also negotiate better than listed ad placement pricing

  • Get a 6 month ad placement rate for a guarantee of placing the add for only 3 months​

• Determine which months are the best to advertise

  • Remember, there may be a theme for a particular month that matches your services​

• They may be able to get you preferential placement

  • Maybe right next to an editorial that talks about your products​

• The right side page can often be a better placement than a left​

• You may also want to consider the electronic versions as well

• Your agency should also be the one creating the graphics for your ad

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In the end, it's the agency that builds the relationship with the publisher and it's that relationship that can get you preferential placement, budgetary consideration, editorial authorships and much more.