In the city 

Business idea: Advertising and information magazine. Business idea: Advertising and information magazine Documents for registering the magazine

Initial investment: 120 tr.
Monthly profit: 32 tr.
Payback period: 4 months.

Publishing advertising printed magazines is one of the most effective ways to convey the necessary information to the consumer. This is due to the fact that many people are more accustomed to receiving information from printed media, especially if it is presented in a colorful and interesting way.

But in this type of activity it is very important to determine your “niche”, potential clients and make preliminary calculations, since such magazines are mainly distributed free of charge and all costs must be covered by advertising sales.
Where to begin? List of main steps

– definition of the concept;
– determination of the target audience;
– choice of distribution methods;
– preparation of a business plan (costs of production and distribution, planned income, payback);
– registration of an enterprise, obtaining documents for conducting activities;
– choice of printing house;
– personnel selection;
– selection of premises and necessary office equipment;
– development of a preliminary layout that will be shown to potential advertisers;
– search for advertisers;
– distribution of the magazine.

About the media

According to the Law of the Russian Federation “On Mass Media”, a printed publication is “a newspaper, magazine, almanac, bulletin, other publication that has a permanent name, current issue and is published at least once a year.” The main printed periodicals in which advertising is allowed are newspapers and magazines.

A magazine is a periodical publication made in the form of a block of bound pages with a cover, and it is the presence of the cover that distinguishes it from a newspaper. Regulation of advertising in magazines is carried out in accordance with Art. 16 Federal Law “On Advertising”, as well as Art. 36 of the Law of the Russian Federation “On the Mass Media”. Regulation of advertising in the media in Russia is carried out by setting the percentage of advertising information in publications that do not specialize in its distribution, as well as restrictions on the publication of certain types of advertising.

When placing advertisements in printed periodicals, the advertisement must be accompanied by the marks “advertising” or “as an advertisement” and advertising texts in such media should not exceed forty percent. But such requirements do NOT apply to those print publications that are registered as specializing in the dissemination of advertising messages (which must be indicated on their cover or in the imprint).

The law does not have a clear definition of this designation, and on various printed specialized advertising media one can see such variants as “advertising publication”, “publication that specializes in advertising messages and materials”, etc.

Project marketing
Concept Definition

The first step should be to determine the main focus and concept of the publication. It could be an advertising magazine filled simply with commercial messages about consumer goods, or with an emphasis on some specialization - construction, furniture, pharmacy, cars, etc. It is also necessary to determine the presence in the publication of a certain number of information articles on the topic, then there is it is more likely to be of interest to potential readers.

It is also necessary to determine the periodicity of the magazine, its volume (number of pages/pages), circulation, format and methods of distribution. This material will examine an advertising magazine containing advertisements for city entertainment venues, shops and shopping centers. In each issue, you can highlight several separate pages (in a permanent section) containing discounts and promotional offers and indicate this on the cover - this will increase the interest of readers. In order for the consumer to understand the direction of the publication, you need to come up with an appropriate name, for example “Moscow Style”, “Tastes of the City”, etc.

The target audience

Consumers of advertising magazine information of this nature will mainly be women 20-45 years old with an average income and above. Such publications are also read by men who are waiting for their “other halves” in shopping centers.
Selecting distribution methods

Advertising publications are mainly distributed free of charge. A glossy magazine with advertisements for shops, cafes and restaurants, based on the target audience, can be distributed in the following ways:
– on counters in shopping and entertainment centers;
– on counters in office buildings, business centers;
– on tables in beauty salons, fitness clubs, hairdressers;
- at hotel receptions.

Documents for journal registration

Registration documents are drawn up in accordance with the Law of the Russian Federation “On the Mass Media”, Article 8. “Registration of Mass Media”, which describes the organization of the activities of printed publications.

List of documents for registration for the founder - an individual:
– application for registration;

- copy of the passport.

List of documents for registration for the founder - legal entity:
– application for registration;
– a payment document certifying payment of the registration fee (in accordance with the Decree of the Government of the Russian Federation “On the procedure for collecting the registration fee when registering media outlets”); when distributed within one region of the Russian Federation – about 2,000 rubles;
– a notarized copy of the Charter and an extract and certificate from the Unified State Register of Legal Entities; a notarized copy of the certificate of state registration of the founder;
– a copy of registration with the local tax authority;
– a document in free form about the actual address for correspondence:
– if there is a trademark, a document demonstrating this right.

The registration application shall indicate:
– information about the founder;
– name of the media;
- language;
– form of media distribution and its territory;
– editorial office address;
– planned specialization and topic;
– planned frequency of publication and its maximum volume;
- sources of financing;
– information about which media outlets the applicant is the owner, founder, editor, distributor or publisher.

Taxation, licenses

Tax form

There is no requirement to obtain a license for this form of activity.

OKVED

According to the Classifier OKVED of the Russian Federation, the following OKVED codes are suitable for publishing advertising magazines:
– 74.40. Advertising activity.
– 22.13. Publishing magazines and periodicals.
– 22.15. Other types of publishing activities.

Output requirements

The cover or imprint page must indicate that the magazine is a specialized advertising publication.
The placement of advertisements and/or articles must comply with current legislation, namely Art. 16 Federal Law “On Advertising”.

The log release should contain the following output:
– title of the publication;
– founder;
- FULL NAME. editor-in-chief;
– serial number and date of issue;
– circulation;
– index (for those publications that are distributed through communications companies);
– price, or the inscription “Free”, “Free price”;
– addresses of the publisher, editorial office, printing house.

How to choose a printing house

Distributing the publication free of charge involves minimizing all costs. The publication of an advertising magazine must meet such requirements; high quality printing, meeting deadlines, competitive price. When choosing a printing house you must:
– call 5-6 printing houses indicating the journal parameters to compare prices, deadlines and the possibility of delivery to the publishing house;
– you need to go to 2-3 printing houses with an average price level in order to view printing samples (preferably similar publications);
– conclude a cooperation agreement with a clear indication of the fulfillment of deadlines and other working conditions;
– clarify all technical requirements for layout, quality of illustrations, technical tolerances that are suitable for the equipment of this particular printing production.

Additional recommendations:
– all issues of the publication must be monitored by an editorial staff member during production;
– it is advisable to make inquiries and reviews about this printing house;
– have one more placement option in the printing industry.

Staff

To begin work, a minimum staff will be required.
List of personnel and their functional responsibilities:
- Chief Editor. Selection of materials for the issue (article), administration, cooperation with printing houses.
- Maker-up designer. Development of advertising layouts, layout, preparation for printing in accordance with the manufacturer’s technical requirements.
– Authors (outsourcing). Writing articles (when filling the magazine with thematic or advertising articles).
- Courier. Distributing the magazine, performing other instructions from the manager.
– Advertising space sales manager. Searching for clients, signing contracts, coordinating layouts, tracking accounts receivable.
– Accountant (outsourcing). Document flow, tax and accounting reporting.
– Lawyer (outsourcing). Drawing up and checking contracts, checking advertising layouts for compliance with the requirements of the legislation of the Russian Federation.

In the first months, the duties of the courier can be performed by the advertising space sales manager. This will provide an opportunity for direct contacts with potential clients, and will also allow you to optimize wage costs.

Premises and equipment

In order to open a journal editorial office, you need a room that meets the following requirements:
– office space with an area of ​​15-20 sq.m. (rent);
– optimally – close to a public transport stop (in the future this will facilitate the work of couriers);
– availability of means of communication – telephone, Internet.

To work, you need to purchase the following office equipment - telephone, fax, powerful computer for layout and development of layouts. You will also need to purchase licensed design programs - Corel, Photoshop.

Ways to find clients

The most difficult thing for a publication that is just opening will be finding a potential advertiser. People who are ready to place their advertisement in a print publication, first of all, pay attention to how long it has been in print, where and how it is distributed.
Preparation for sales
– production of 1-2 layouts of the finished publication using digital printing, which will need to be presented to potential clients;
– the first issue of the magazine will contain mainly informational articles and you can place several advertising blocks for free in order to attract regular advertisers;
– identification of potential advertisers.

For the publication discussed in this manual, the main advertisers will be shopping centers, shops, hotels, entertainment venues - cafes, clubs, restaurants.

Selling methods

– Targeted meetings. Formation of a database of potential clients, calling, arranging a meeting. The manager’s visit to the client with samples of the publication. Before negotiating with a potential advertiser, you must first study information about this company, determine the benefits and advantages that it receives by placing its advertising with you.
– Visiting stores with magazine samples and commercial proposals without making an appointment. An effective way would be to visit a large shopping center with a large number of stores to conduct personal meetings and negotiations without prior agreement.
– Specialized exhibitions, fairs. Participation in such events is negotiated in advance with the organizers, and barter conditions often apply when an advertising publication advertises the exhibition and then becomes one of its participants. Visitors and participants of such exhibitions will be potential advertisers.

The price of printing a publication depends on the following factors:
– format;
- number of pages;
– color of the internal block (some pages may be black and white);
– circulation;
– paper thickness on the cover and inner block;
– availability of post-printing finishing – lamination, gold stamping, die-cutting, etc.

An example of the release and distribution of an advertising and information magazine with the following parameters:
– format – A5 (150*210 mm);
– printing – offset;
– cover – coated paper with a density of 250 g/m2, coating – protective varnish;
– internal block – coated paper with a density of 115 g/m2, color 4+4 (color on both sides), or 1+1 (black and white on both sides); there are options for a b/w block with color inserts, advertising on which is sold at a higher price;
– number of pages (strips) – 48;
– binding – staple;
– circulation – 5000 pcs.

The cost of printing per circulation is 75,000 rubles, for 1 copy – 15 rubles.

Magazine distribution cost

The cost of distribution to offices is 5000 pcs. – 4000 rubles (full-time courier, when contacting courier services this figure will be three times higher).
Calculation of the cost of advertising placement

When calculating the cost of advertising space in a magazine, you need to focus on the prices of competitors and the cost of your own costs for printing and editorial work. You can sell advertising space as a whole strip, in modules or line by line. Places on the cover are sold two to three times more expensive (the first and fourth are the most expensive). Prices for advertising articles are determined individually.

When calculating the costs of launching a project, it is necessary to take into account that the magazine will be fully filled with the active work of sales managers within 3-4 months.
Development

To increase the profitability of the project, it will be possible to provide the following additional services for end consumers and partners - advertising agencies:

Format: A4, 64-80 pages.
Release frequency: 2 times a month.
Spreading: Russia, CIS, Baltic countries, abroad.
Website: www.news-advertising.rf

Subscribe in three steps!

Select your desired number
(or the number starting from which you want to subscribe)

Issue number No. 01 (277) January 2019 No. 02 (278) January 2019 No. 03 (279) February 2019 No. 04 (280) February 2019 No. 05 (281) March 2019 No. 06 (282) March 2019 No. 07 (283) April 2019 No. 08 (284) April 2019 No. 09 (285) May 2019 No. 10 (286) May 2019 No. 11 (287) June 2019 No. 12 (288) June 2019

Select the subscription period and desired quantity
(and click +)

Go to your cart and
select payment option

Magazine "ADVERTISING NEWS"– it’s all about advertising, marketing and Russian media in one magazine. News from leading companies, the best creative work of advertising agencies, facts, events, ratings, media reviews, monitoring and advertising research, branding and media planning.
Magazine "ADVERTISING NEWS"– these are headings specifically for your type of activity: BTL promotions and PR campaigns, advertising design and outdoor advertising, mobile and Internet advertising, theory and practice of advertising, press, television and radio.
Magazine "ADVERTISING NEWS"– these are practical tips on how to plan and conduct an advertising campaign. The best works on all types of advertising, information about the largest advertisers and advertising agencies.
Magazine "ADVERTISING NEWS"– this is the latest news from the advertising market, exclusive reports, interviews with professionals, materials about all types of advertising and promotional activities, media ratings, the most complete information about the activities of advertising agencies and the largest advertisers in Russia.
Magazine "ADVERTISING NEWS" has a unique distribution system: subscription in all post offices of Russia according to the catalogs “Rospechat” and “Press of Russia”; subscription to alternative subscription agencies in Russia, the CIS and abroad; mailing to the largest advertisers and advertising agencies in Russia; distribution at all specialized advertising events - exhibitions, seminars and conferences throughout Russia; distribution of the publication through the retail network in major business centers.
Magazine "ADVERTISING NEWS"– a publication from the series “On the Manager’s Desk” for senior management of enterprises; The method of distribution of the publication and its cost ensure its long-term viability.
Magazine "ADVERTISING NEWS"– one of the few publications in Russia that fully applies in practice the world standard for the distribution of publications. The main method is direct mail - from running a personalized subscription campaign to individual work with each customer. Each issue of the publication is delivered in a personalized envelope to each subscriber of the magazine.
Magazine "ADVERTISING NEWS"– the publication is open to cooperation. The editorial board of the magazine "ADVERTISING NEWS" accepts for consideration news materials from companies, press releases from advertising and PR agencies, original and review articles that correspond to the general focus of the magazine.

Either never, or for a very long time. And why? Because the cost of placement is just crazy?

Or because you were unhappy with the result? Or maybe because you think that your target audience does not read the press?

In any case, sales managers periodically call you and offer to place advertisements of this kind.

the whole truth behind the scenes

Articles of this kind (especially if you study the Internet, for example, the TOP 10 search queries in Yandex) begin to tell you how advertising in a newspaper differs from advertising in a magazine, how cool it is and what an increase it will be reflected in your wallet after placement.

Therefore, as Tabaqui said from the cartoon about Mowgli: “And we will go north!”, that is, another way and I will tell you the truth.

The truth is based on the fact that I was a co-owner of a federal magazine for almost six months.

Circulation 5000 copies/month per city (declared), readers – premium segment. Therefore, now there will be facts that no sales manager will tell you.

The facts are more or less suitable for average regional magazines. After this background, we will move on to how to act correctly.

Sell ​​and release

The task of the sales manager who offered you to place an advertisement is to sell you advertising space and make sure that your advertisement comes out.

He doesn’t think about anything else, since he receives a percentage of sales and sales, that is, from advertising issues in the magazine.

And in order to sell, they may show you the numbers that you want to see (circulation, target audience and its purchasing power, etc.), BUT which are not actually true.

Selling?! Did not hear

They imagine how to make it beautiful (location, fonts, color) so that it fits into the concept of the magazine.

But develop it according to a selling structure, for example, according to. They don't know how to do this. They do not have such a task and specialists for this.

Yes Yes

They don't know the audience

Research of the target audience of magazine readers? Are you seriously? This is not done! Or extremely rarely and very carelessly (like a survey in groups on social networks or several phone calls).

By the way, I once requested such statistics from a fairly well-known newspaper in Russia (circulation 50,000 per week in our city alone). I was provided with statistics on readers from last year, and also general statistics for Russia.

For those who were looking for similar statistics in a fresh form and for a specific city, the information is of a very dubious nature.

Promise, not fact

It is a rare magazine that can boast that the stated circulation corresponds to the actual one.

Therefore, if 5,000 copies are written a month, then God willing, 3,000 are printed. That is, in fact, you are overpaying about 40% for... No way, you’re just overpaying.

Turnover

Magazines tend to have a high turnover. Especially now, since popularity is falling and earnings are no longer the same.

Therefore, be prepared to coordinate everything 10 times, that the layouts will always be of different styles and directions.

Especially if you don’t have a corporate identity, any existing advertising products and you decide to place for the first time at the discretion of the performer.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Big discounts

Discounts of 10-20-30-40-50%? As soon as I think about such discounts, magazine everyday life immediately comes to mind.

There is a production cost for one page, but it is much lower than the price they ask you for advertising on this page.

Therefore, you can always (once again – ALWAYS!) negotiate a discount when placing a property. Especially considering that the advertising market in the press is now falling at a catastrophic rate.

Barter

With all their love for money, magazine owners quite willingly agree to barter. Especially towards the end of the month.

Especially towards the end of the year. Especially if you have popular areas (furniture, clothing, bags, catering).

I personally know a couple of magazine owners who live solely on barter from advertising in the magazine. The pleasure is very dubious, but it’s everyone’s business.

Lifehack. If you have your eye on a good magazine, call and offer barter. I can say with 50%/50% confidence that the majority will agree.

In fact, everything is fine

It turned out a little tough, but now you have been warned and know what to expect from them.

I will say right away that not all magazines work extremely poorly; there are very good ones, effective and beneficial to readers and advertisers.

Even if they are few, they really exist and bring very, very cool results for some of our clients.

And if you have found just such a magazine, then let’s make sure you get the maximum from placing your advertising. First, decide what your advertisement will be like.

Image

We have already written a whole article about it, but I’ll still say a few words here. Image advertising is that advertising that simply says what you are as a company and where to find you.


Image advertising

In fact, its components are: logo, company name, slogan and contacts. And you use this type if you have:

  1. The franchise/branch/store and senior management/owners simply send you promotional materials that you must place in a magazine of your choice. Arguing/contributing/creative is prohibited.
  2. There is a lot of money and there is a dream for your brand to be known, like, for example, Gucci. In addition, you also agree to wait 20-30 years for advertising to work on the recognition of your brand and not expect a return on it in the form of sales.

In general, it’s up to you to decide, but our experience has shown that if you are not in the luxury segment, then it’s better to forget about such an implementation. But as always there are exceptions, although I doubt that this is about you.

Selling

This is where things get a lot more interesting. You could make a whole article about this type of advertising. But first, I recommend reading about ODC technology.

  1. Visual layout (modular)
  2. Article (advertorial)

A visual layout is actually the same image implementation option, only done in a smarter way.

There is some kind of offer, promotion, or first step. All this is backed up and has a clear call to action.


Selling advertising

Advertorial or selling article. And it’s a selling one, because you work through all the objections on the topic voiced in the text through a narration and then offer to get a solution from your company.

Our practice has shown that such an article is more effective when at the end there is a closure on a chain of touches. That is, for some free or profitable first step.

The note. Advertorial can be implemented not only in the form of an article. This could be “Advice from a specialist”, “Experience from a blogger”, “Checking for falsity”. In other words, you can package it however you like, the main thing is that the material ignites and works off bad beliefs.

How to evaluate the result?

To be honest, placement in print media is a rather dubious matter; in addition to the fact that it is not the highest efficiency, it is also quite difficult to evaluate the result.

Therefore, whatever result you get, prepare for the fact that it will have an error of 50%.

But it is still possible to track effectiveness, and for this it is better to use one of the manipulations:

  1. A special offer that was featured only in this magazine;
  2. A special issue, which was also not used anywhere except for this magazine;
  3. A coupon that you need to cut out and bring (not suitable for everyone);
  4. A photograph that needs to be shown to the seller, having previously captured the layout of your advertisement;
  5. A magazine that you just need to bring and show to one of the sales managers;
  6. The code word that must be called to receive a bonus/discount/gift.

In any case, due to these additional actions, some clients will either stupidly not reach you, or will not do what is written in the advertising material, because they are embarrassed, do not consider themselves worthy, or simply forget.

Briefly about the main thing

And maybe it’s you, since we have a couple of clients on , who are successfully getting leads (at least neutral).

But still, to sum it up concretely, I’ll mention a few cases when this will be useful:

  1. You are a large company. And such materials in magazines are an extra reminder of yourself;
  2. You are a premium company. Your customers need to see that the product you are selling is quite “show-off”;
  3. You have found a “gold mine”. The magazine in which you are going to advertise falls exactly into the hands of the target audience you need. Usually these are narrow-niche magazines like “Mechanic”, “Aviation”, “Fishing”.

P.S. A final thought regarding the second point of the above. Do you really think that a person who saw an advertisement for a new Jaguar car in a magazine will actually go and buy it?! Of course not!

This ad is aimed at current owners of this car to make them feel extra proud that they have such a cool car that is being talked about in the elite media. And all his friends see it the same way he does. It's not that simple...