While revenue will continue to
siphon into new media, print is still a substantial portion of most advertisers’
By Erin Pressley
dead yet,” croaked the old man in the infamous scene depicting the collection
of the dead in Monty Python’s Holy Grail.
And so goes B-to-B print advertising – which is also "not dead yet” – according
to Stephen Schwanz, executive vice president of Fox Associates.
his co-presenter, Kathleen Vail, managing editor at the National School Boards
Association (NSBA), delivered their presentation on how to "Present the Perfect
Ad Packages” to an audience hungering for some good news after a couple years
of tough ad sales.
detailed her experience at the helm of several NSBA publications, Schwanz
discussed the lay of the land for advertising. B-to-B publications experienced
a 34.6 percent net decline since 2007, but the year-to-date numbers for 2011 –
at a 0.3 percent decline since the start of the year – seem to be improving. "There’s
some hope there,” admitted Schwanz.
evidence seems to indicate that revenue will continue to be siphoned to new
media (digital advertising is doing great, for example), print is still very
much a substantial portion of the media mix for many advertisers. The key is
for advertisers – and for those selling advertising – to see digital
advertising as complementary and not competitive to print advertising. A mixed
media advertising plan is a strong one.
Schwanz also advised us to keep in
mind the questions advertisers ask when considering the opportunity to market
themselves in our publications:
· How is it going to help me sell product?
· What is the inherent benefit to me?
· What is the ROI to my company or
however, that an advertising investment is not automatic, Schwanz warned. Cost,
subject matter, timing, metrics, and competition for the dollar within other
departments in your association all contribute to an advertiser’s decision to
invest in advertising.
passing the microphone to Vail, Schwanz gave a nod to QR codes, which are rapidly
gaining in popularity among advertisers.
a wide mix of media vehicles at NSBA, Vail launched into a discussion of the
Magna Awards, one way that the association’s flagship publication, American School Board Journal, creates
value for advertisers. The Magna Awards recognize excellence in school district
leadership and commitment to student achievement and include three grand prize
winners, five regular winners, and five honorable mentions. All award
recipients are recognized in a special supplement published with the April
issue of American School Board Journal. The
Magna Awards publication is also published online accompanied by video updates.
This multi-pronged approach to sharing content provides lots of opportunities
for advertisers and sponsorships.
digital edition of the magazine, launched in January, offers print-on-demand
products. An active social media presence and blog round out some of the NSBA
and his team had the challenge of compiling all the advertising possibilities in
NSBA’s media products. First, he recommended to audit your organization’s media
assets so that you know what you have. Next, involve all association
stakeholders and then customize content to specific marketers when you can. Taking
these steps will help you craft more attractive marketing packages.
you’ve developed packages, there are a few pricing options to choose from: cost
per impression, a flat rate, digital edition options, or bundled as an
most important, the answer to the question, "Can you make money?” should always
be a resounding "Yes!”
Erin Pressley is vice president, editorial at NACS: The
Association for Convenience & Fuel Retailing.