October 25, 2014

Some ask, “How much does REACH Magazine cost?”

Asking “how much does REACH magazine cost?” may not the right question

I’ve been selling REACH Magazine since it started here in Dayton many years ago. There are some businesses that can flourish and do very well in REACH magazine and there others that cannot. It is critical that I know something about your business, your target consumer, and how your company works before just blurting out some price for REACH magazine. We have about 4 different options to consider and each has a different pricing structure, but that is not the main reason why I say this.

If REACH is not a good fit for your business, then it cost too much

Here’s the deal. If REACH Magazine is not a good fit for your business, then REACH costs too much. If REACH Magazine is a great fit for your business then you will find that REACH Magazine is inexpensive compared to other advertising options, period. For many of my clients REACH is their top performer with regard to bringing in quality prospects and customers to their businesses.

To give you the right answers I need to do some research

It takes a phone call and sometimes some research on my part to give you the right answer about REACH for your business. I will research all our markets looking for businesses similar to yours to see if it is working for them. I might find ads running in Indianapolis, Cincinnati, Dayton, Youngstown and others. I might even call the sales rep that works with those clients to see how things are going. Then, I will recommend the type of ad I think you should consider. Or, I might suggest that REACH may not be a good fit for your business. Really, that could be my answer and businesses have thanked me for being straight with them and not just taking their money like some other advertisers would.

Many options for both small and larger businesses

I might recommend a zoned half or full-page ad. I might recommend a small Resource Directory ad distributed to the entire market of 260,000 homes or I may say that you should do a full or a half page total market ad. Each of these options have completely different price ranges. But, you see if I give you just any price based on all the different options that are available to you and to me, it might well be the wrong thing. What good is that?

What is your ROI “Return on Investment” from REACH Magazine?

In fact there may be other magazines that say they are less expensive than REACH, only if they don’t work as well for your business wouldn’t it be true that they are actually more expensive (number of responses divided by cost)?  With our call tracking phone service, we have found that several of the magazines that “cost less” produce less than half the number of consumer calls. So with a proper understanding, unless they cost half as much as we do, they are not a better investment for your business. According to THE MEDIA AUDIT, REACH Magazine in Dayton is THE most popular coupon magazine in this area with others lagging far, far, behind. My clients who have set up call tracking comparisons have indicated that the difference is significant.

ROI Analysis, let me explain what I mean

EXAMPLE A) An ad someplace costs you $75, it seems really cheap so your run it 10 times, but it produces no results – no new customers – no sales. The cost to your business is 100% of your investment… Yikes! the cost is $750 for no customers.

EXAMPLE B) Ad cost you $750, that is ten times more than the cheaper ad above, but it produces 40 customers. In this case the cost per customer would be $18.75 each. If each customer on average spends $150, that’s $6,000.00 in sales from a $750 investment. You have generated 8 times what you put in, but you thought that this ad was the expensive ad at first glance. Compare that with A) which never produced the first customer at all…. which ad “cost more for your business?”

Example A) and B) are what is called an ROI analysis (Return on investment analysis). You see it can be true that a cheaper ad may actually cost you more.

Comparing Apples and Oranges / some say they are the same only cheaper

REACH Magazine is  direct mailed to the home owner whereas some of the other magazines are tucked inside the Red Plum distribution. Some are printed on newsprint or super thin paper so that consumers have a different experience looking at your ad. All these things can affect how your business is perceived by consumers and how they responded to your incentive offer or product.

Large or small business, REACH may be right for you. If you would like to know pricing just give me a call. I can talk to you about your business and give you a range of options that might be right for you. If you want to know more, I can meet with you and bring those examples from the other markets. Perhaps you will be like others who have found that cheaper is not always the smarter option for your business.

Opportunity for the right businesses / What I am looking for right now

When I look at the ads in our other cities, I put together a list of categories of business that are regularly repeating in those markets (they would not be regular repeating unless it was working for them – Remember that REACH is measurable unlike other forms of advertising)

Perhaps your business type is on my list.

One example for right now, I am looking for a PLUMBING BUSINESS which is ready and willing to grow. We have two plumbing businesses in our Indianapolis REACH magazine that mail the entire market every single mailing (that is 12 times per year). I want to find a plumbing business here in Dayton or Cincinnati that will test a similar ad in our markets. Obviously it is working for them or they would not be continuing. This could be powerful for the right business, a plumbing company ready and willing to grow their business NOW!

Peter DeMott • REACH Magazine Dayton, OHIO • 937-478-6222 • peter@photosbypdemott.com

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