Open Library - an open library of educational information. Moscow State University of Printing Structure of advertising service

Topic 6.

Publishing advertisements in a newspaper is its “bread”, a profitable business and a profitable business. Television companies and radio stations also receive a significant portion of advertising revenue. Almost every advertiser (a large company, an individual entrepreneur, an individual, etc.) can be provided with a suitable service by the media editors - production of an original layout, placement of a modular or line ad, publication of an advertising article, creation of a promotional video, presentation film or television program , placing an advertising banner on your website on the Internet, etc.

Approximate structure advertising department (advertising bureau, advertising service) in print and audiovisual media is as follows. It is headed by a manager. He develops an advertising policy, determines the cost of advertising (it is considered at meetings of the editorial board and approved by the editor-in-chief), takes part in the formation of an advertising strategy, ensures an increase in profitability, competitiveness and quality of advertising, studies the market for its sales, organizes relations with business partners, monitors the correctness of concluded agreements and contracts, organizes and controls the work of department employees.

The advertising department of a large newspaper employs 7-10 advertising managers. In addition, the editors often involve freelance advertising agents in cooperation. As a rule, these are proactive, energetic, enterprising, competent, and sociable people. The responsibilities of advertising department employees include searching for new advertisers, negotiations and meetings with them, accepting advertising orders, preparing current documentation, and participating in specialized exhibitions. The field of advertising activity is usually divided into sectors - food, furniture, household appliances, building materials, real estate, etc. Each employee is responsible for a certain “niche” in the market for goods and services.

The consistency of advertising in the media largely depends on the use of all sources of its receipt. Such sources are commercial firms, government organizations, private advertisers, as well as advertising agencies (the latter in Belarus include BelRIA, Jetika, Eurostyle, Indar, Pressbelreklama, ReMark, etc.) . Agencies prepare and place advertising materials in the press, radio and television. The most reliable form of ensuring an influx of advertising is long-term contracts with large advertisers.

The advertising department of the editorial office cannot be considered without connections with other services. At almost every stage of their activity, “advertisers” work closely with employees of other departments - the secretariat, marketing service, accounting, and distribution department. For example, if an exhibition is planned, the head of the advertising department contacts the distribution department with a request to deliver several hundred copies of the newspaper there for free distribution to visitors.

In each newspaper, the work of the advertising department is organized differently. This depends on the concept of the newspaper, volume, frequency of its publication, region of distribution, circulation and other conditions. The advertising department cooperates quite closely with the creative departments of the editorial office. Suppose the director of a company contacts the newspaper and is interested in publishing an advertising article about the products manufactured by his company. As a rule, the advertising department employs employees without a journalistic education. In this case, the manager usually turns to one of the creative departments for help.

There are several ways to submit an advertisement to a newspaper. Each advertiser chooses the most convenient one for himself. This can be done by telephone (usually only in the case of line ads) or by fax. Advertisements are also accepted by mail (including email). Finally, the advertiser can personally come to the editorial office. In cases with a large number of publications, it is most profitable to place an ad with the help of advertising agencies.

Let's look at the main types of advertisements. The first place in the popularity rating among advertisers is occupied by the publication modular advertising . It can be framed and have text and illustration content. The volume of the module is measured in square centimeters. As a rule, modular advertisements are published by manufacturers of goods and services, retailers and wholesalers. Due to the high cost of modular advertising, private individuals rarely use it.

Quite a significant place in many newspapers is occupied by line declarations . This is advertising in words, placed line by line. It usually differs from editorial materials in terms of column width and special fonts, and is paid based on the number of characters. This is the only form of advertising where an individual can buy space for a few words or lines quite cheaply. Sometimes line advertising is used by small companies with a modest advertising budget. Line ads are often placed under special headings (“Sell”, “Buy”, “Change”, etc.).

Has also become widespread table advertising . The publication of tables “Real Estate”, “Construction, Repair”, “Beauty and Health”, “Training Courses”, etc. attracts an audience of readers who are interested in certain services. Publishing advertisements in tables is quite cheap. Each thematic table can represent several dozen companies specializing in a certain field of activity.

In addition, most newspapers offer publication text advertising . As a rule, its volume is measured in parts of the strip. Large companies can afford to publish full-page advertisements in newspapers. Most companies limit themselves to 1/3, 1/4 or even 1/8 of the strip. Writing an advertising article is usually done by editorial journalists or advertising agency employees. At the same time, the advertiser can submit his text.

The cost of advertising depends on many factors. First of all, it depends on what day and on what page it will be published, in what place, how it will be formatted, etc. Of no small importance is the geography of distribution of the publication, the composition of the readership, circulation, and print quality. Publishing a color module, for example, will cost several times more than a black and white one.

Renting advertising on radio and TV has its own characteristics. At the request of the advertiser, commercials, presentation films, music videos, television programs, and animated stories can be produced. Artists or popular TV presenters often take part in the creation of staged videos. The advertising estimate includes all necessary work on video shooting, editing, dubbing, computer processing, etc. The most expensive thing is the preparation of presentation films and television programs.

Price list-- the main document, which indicates prices for advertising space (minute of advertising), discounts, markups, contact information. The price list is presented to the advertiser personally, sent by fax or email. The price list contains brief information about the media (date of foundation, circulation, volume, frequency of publication, region of distribution or broadcasting, audience, etc.). This data is designed to attract the advertiser and encourage him to pay attention to this particular publication. The following shows the cost of placing different types of advertisements. At the bottom of the price list there are telephone numbers and faxes of the editorial office, by which you can contact the advertising department, as well as E-Mail. The manager's name and surname are often present here.

In addition to the standard price list, a number of editorial offices provide advertisers with a variety of advertising leaflets, prospectuses, and results of reader market research. At the same time, there are souvenirs available (fountain pens and calendars with the editorial staff’s symbols).

When forming a pricing advertising policy, such an important market instrument as discounts . The larger the contract amount, the larger the discount will be. In some cases, when we are talking about amounts of several thousand USD, it can reach 25-30%. At the same time, discounts are always provided to regular advertisers and advertising agencies. In a number of editorial offices, enterprises and organizations that advertise domestic brands can count on a small discount.

In addition to discounts, most editions have a system markups (surcharges) -- for urgency, for a certain day of the week or place on a page, for color, etc. Extra charges for placing a module on the first and last page, as well as in a television program, reach 30-50%. In audiovisual media, a premium of 15-20% is provided for positioning a video at the very beginning or end of an advertising block. The increasing coefficient on TV also always depends on the time the advertisement is aired: in “prime time” it costs several times more than in the early morning or late evening.

Submitting an advertisement for publication in a newspaper is as follows. If the advertising is modular, the client provides the editorial office with certain material (text, logos, drawings). Next, the work of designers begins. If the module is executed uninterestingly, this will reduce the effect of the advertised product or service on consumers. The ad layout must be consistent with the advertiser. In addition, the editors accept ready-made advertising modules for publication. They are often developed by advertising agencies. If an advertising article is ordered, the journalist talks with the advertiser and then writes the material. The text is then agreed upon by fax or email.

After the price has been agreed upon and the text of the advertisement has been agreed upon, an “Agreement on the performance of advertising work” is concluded between the editors (performer) and the advertiser (customer). It stipulates the subject of the contract, the obligations of the parties, the cost of work and the payment procedure, the duration of the contract, and other conditions. In addition, the details of the parties are indicated (legal address, bank account, telephone, fax), signatures and seals are affixed. The document is drawn up in two copies: one of them remains with the advertiser, the other - with the editorial office. The editors often enter into long-term contracts with regular advertisers (six months, a year). In this case, they can count on significant discounts.

Full prepayment – the most important condition for advertising. Partial prepayment or payment upon publication is best avoided. Neglect of this rule risks the fact that the advertisement will be published, but the money for its publication will not be transferred. In such a case, the manager will be forced to compensate the editorial office for the cost of the module or article from his salary. When working in the advertising department, you need to be very careful and principled, since, unfortunately, there are still many dishonest companies with which cooperation is undesirable.

There are several options for paying for advertising. First of all this non-cash payment (“non-cash”) , as a result of which money from the advertiser’s bank account is transferred to the editor’s bank account. The other two options for paying for advertising—cash and barter—are much less common. All payments between business entities must be made only by bank transfer. As for barter transactions, their number has also decreased in recent years. They are not practiced at all in state media.

To pay for advertising services to the advertising company, the editorial office issues invoice . This document indicates the date of the invoice, its number, the editorial bank account, the publication date, the placement location, the cost of advertising, the VAT rate, the size of the discount, the total amount to be paid, the signature of the head of the advertising department and the seal of the editorial office. The invoice is sent to the advertiser by fax or delivered in person.

Having received the invoice (as a rule, it is valid for three days), the advertiser goes with it to the bank. After the money from the advertiser’s bank account is transferred to the editor’s account, the bank issues a copy payment receipt (“payment”) . The advertiser sends this document to the editorial office by fax or reports the “payment” number to the advertising department. Having received confirmation that the money has been transferred to the editorial account, the editorial employee ensures that the publication (advertising module) is published on time, on a certain page in a designated place.

Publication of advertising is attractive due to payment commission (based on a percentage of the order value). Their size is sufficient to stimulate a manager or advertising agent. At the same time, in order to be profitable for the publication itself, the size of the commission cannot be too high. The most common commission rate is 10-20% of the transaction amount. Considering the dependence on the popularity of the publication and the cost of its advertising services, it may be higher or lower. For large orders, when advertising goes through several advertising agencies, commissions are paid to each of them.

In media that are not registered as specialized for advertising messages and materials, advertising should not exceed 25% of the volume of a separate issue of state publications (in non-state media - 30%). For radio and television programs, this figure should not be more than 10% of the volume of state broadcasting.

If the advertiser’s activities are subject to licensing, the advertisement (module, article) must indicate the license number, the organization that issued it, as well as the validity period of this document. Similar requirements apply to advertising of goods subject to mandatory certification. Text advertising published on the pages of a newspaper must be marked with a special icon or placed in a special section. The editors are not responsible for the accuracy of the data provided in the advertisement.

The advertising support department is responsible for the image and reputation of the publication in the market: in the eyes of the public and representatives of all types of authorities, in the eyes of readers and advertisers. A good reputation certainly affects the general financial affairs of the entire publication and the success of its services and departments, including advertising. In this regard, the support department, representing the publication, actively participates in the public life of its region. Organizes presentations of projects and events of the publication, to which representatives of public organizations, media, and business partners are invited.

The department conducts its own or jointly with other organizations charitable events. Places a certain amount of free advertising for charitable foundations and social institutions, and acts as their sponsor. Takes patronage over charitable, social, religious, educational, law enforcement, healthcare institutions, and employment societies. Establishes awards, bonuses, and scholarships for the best representatives of these institutions.

It is clear that this activity is aimed at maintaining and increasing circulation. The publication needs to invest money in subscribers not only to make a profit from sales, but also for profitable advertising work with the advertiser. After all, the connection is obvious: for example, the newspaper Moskovsky Komsomolets writes: “MK has had 54,092 more subscribers since March 1. To all our new readers - thank you! Advertisers can draw conclusions.”

The support department works in two directions: working with readers and working with advertisers. This predetermines its structure:

All activities of the readers' sector are determined by the tasks facing it, which are influenced by the main characteristics of the publication itself. So for publications that have been on the market for some time, it is important:

• retain the existing traditional reader.
• “to win” your reader away from other media (both newspapers and magazines, and radio and television that do not directly compete).
• attract readers not reached by other media.

New editions face almost the same tasks, only in a slightly different order:

• "beat off"
• attract
• and only then try to retain your reader (if you are lucky, enter the category of “old” publications with your traditional reader).

Any publication is a specific product - information, and in the struggle for the reader (consumer of this product), the main argument will be the correspondence of supply to demand, the quality of the product and its cost.

Demand is determined by the possible finite number of buyers, i.e. the number of potential consumers to whom the product can be offered - they constitute the literate population of a certain region. However, the entire mass of potential consumers is divided according to political, economic and social opportunities, which significantly reduces the circle of potential readers. The demand of this real circle of consumers is higher than the existing supply of one publication due to the fact that the offer was not conveyed to one part of the consumer, while the other part uses the offer of a competitor - a product that is actually of higher quality and cheaper or only has the image of one.

Improving the quality of goods is the prerogative of the journalistic team of the publication. Developing directions for improving the quality of a product and determining its exact location among similar products is the prerogative of the marketing service. Bringing information to the consumer about the advantages of the product (quality and price), convincing them to make the right choice is the prerogative of the advertising service, the advertising support department, and the reader sector.

The reader sector is actively working with actual and potential readers in two directions: stimulating sales directly to readers and through the distribution system (agencies, agents, postmen, kiosks).

Directly to the readers. The publication publishes or invests subscription coupons, placing stimulating notes next to them with announcements of publications, with reviews from subscribers, indicating the benefits of subscribing before purchasing at retail, etc.

So, for example, “Arguments and Facts”, two collages compare the cost of a bone and a newspaper subscription - "Make the right choice". Moskovsky Komsomolets encourages its readers to believe that they are reading the most popular newspaper: “The subscription that began almost two weeks ago, as shown by a telephone survey of a dozen post offices conducted by MK, is not yet very active. In first place in popularity among subscribers was “MK” /about 20 percent of sufficient cards already issued/, followed by “Vecherka”, “Moskovskaya Pravda” and “Izvestia”.

The publication is carried out contests, lotteries, games for all readers (subscribers) or for a specific category: for children, youth, students, housewives, etc.

“Political lottery “MOSCOW NEWS”

The theme of the game, which will last from January to May, is the presidential election.

Participants. Anyone who has cut out a coupon from the “MN” issue can become one (photocopied coupons are not considered).

The bottom line. The coupon questions change every month. The first question is semantic, political. The second is based on intuition.

Winners. Each correct answer is worth one point. In the event of a tie, the advantage will be given to the “MN” subscriber, which is why we ask that in the coupon, in addition to brief information about yourself, the number of the “MN” subscription receipt and the date of its issue.

Awards. First prize: choice of car or double cabin on a Mediterranean cruise. The second is what the winner did not choose. Third - a video camera, and a whole set of incentive prizes. We establish the title of “Prophet in His Fatherland” of the first, second and third degrees with the presentation of the “Star of the Prophet” award.

Please send your answers to:...

February Questions:

1. What are the names of all candidates for the President of the Russian Federation registered for the ballot?

Not really ___

Last name and first name

If you are a subscriber of “MN”, then indicate the number of the subscription receipt ____ and the date it was filled out ________"

“SUBSCRIPTION TO “KOMSOMOLSKAYA Pravda” CONTINUES IN ALL POST OFFICES OF ROSTOV AND THE REGION

And along with it comes the “Subscriber Lottery” competition. But that's not all.

Attention!

Competition named after Vasily Terkin for veterans of the Great Patriotic War.

War is a harsh, serious, terrible matter. You, our dear veterans, know this better than us. You also know from your own experience that even at the front there was a place for jokes and pranks, and funny incidents happened.

Today we are announcing an express competition named after. Vasily Terkin for veterans and look forward to your letters with short stories about funny and funny incidents that actually took place. Please clearly indicate your first name, middle name, last name and home address. Everyone whose letters marked “Vasily Terkin” we receive before May 4 will become participants in the competition.

Our prizes for the winners of the veterans’ competition: a video recorder, a camera, a radio.”

“HAVE A FREE VACATION IN CYPRUS!

From now on, every reader of Izvestia gets this chance.

Conditions of the Izvestia lottery - MIBS. In total, by the end of this year and every Friday, ten coupons will be printed, each with its own number. The reader who has collected coupons 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 places them in an envelope and sends them to Moscow to the address indicated below. Here they will be entered into the computer with the obligatory indication of the sender’s last name, first name and patronymic and his home address.

In January, your coupons will take part in a drawing on the TV show “Lotto Million”. Ten winners will receive travel packages to Cyprus on Cyprus Airways with seaside accommodation in three-, four- and five-star hotels in Limassol, Larnaca and Paphos with two meals a day.

The winner can choose a convenient time for his trip to Cyprus within five months after... January. You can notify MIBS of the specific time of your trip by telegram, fax or telephone...

Next year there will be a new stage of the Izvestia lottery - MIBS. Starting with the first issue of the newspaper in January and every day, we will print a new series of cut-out coupons. There will already be 25 of them, each with its own serial number. Anyone who collects all 25 coupons and wins a trip to Cyprus in the lottery will receive a room in a five-star hotel. The one who sends 20 coupons gets a four-star rating. Those who collect 15 coupons are in three-star status.

This new series of coupons will also be drawn before your eyes in the TV show “Lotto Million” ... February. This time, the winners can determine the timing of their trip themselves - within five months after... February.

Attention! All participants in two stages (November-December and January-February) can win a super prize: a seven-day vacation in a five-star hotel in Cyprus plus a cruise to Israel. To do this, you need to collect all 35 coupons: 10 coupons that you sent for the first drawing, but which did not bring you luck (they are stored in the memory of the MNBS computers), plus 25 coupons of the new series - and you have the opportunity to win a super prize.

Required condition. To participate in the January lottery, your envelope with coupons must arrive at MIBS no later than January. To participate in the lottery... February, the company must receive coupons no later than... February.

Address: Moscow, ..., MIBS company

Phones: ...

Current readers of Izvestia receive 10 trips to Cyprus. But those who have already subscribed to Izvestia for next year or will have time to subscribe in the coming days have even greater chances - at the second stage, 24 trips to Cyprus are already being drawn.

So, by paying only the cost of a subscription to Izvestia, you get a great opportunity to combine the useful and interesting with the very pleasant - read the newspaper every day, without interruption, and have a wonderful rest on the island, where you will be generously blessed with sun and sea.

Don’t waste time - the subscription campaign is running out..."

Readers' clubs are organized, which not only attract new readers to the newspaper, but also allow the research department to monitor the audience of its publications, and the sales department to offer advertisers a new service.

Thus, the Club of the Polish newspaper “ZECZPOSPOLITA” has 37,000 members. Any adult regular reader of the newspaper “Rzeczpospolita” can become a member of the Club by sending an application form to the editor:

“READERS!

We invite you to join your Club for free!

We ask everyone interested to fill out a personalized application and send it to the following address: Club of Readers of the newspaper “Rzeczpospolita”, Warsaw...

A grain of snobbery, a little fun and you're in the circle of initiates!

When subscribed by enterprises, the number of applications does not depend on the number of copies for which the subscription is issued.

We are waiting for applications from everyone who reads Rzeczpospolita

ORDER FORM for modular advertisement

RECZPOSPOLITA CLUB

The Club member receives a personal identification card with a covering letter:

“Dear ____________________________

We are pleased to send you a membership card of the Rzeczpospolita Newspaper Club.

At the same time, let me remind you that the creators of the Club are always ready to carefully consider your opinions and suggestions sent to the Club. We are waiting for your comments regarding our activities, proposals for changes in our work.

Thanks to some modification of the Club section of the newspaper, we were able to get more space that we can offer to companies for advertising. We invite you to cooperate. The Club's column is always published on Tuesdays, as well as in the Saturday and Sunday editions of the newspaper.

We are very interested in ensuring that the database of the Rzeczpospolita Newspaper Club always remains up to date, so we ask you: if your address, place of work or position changes, fill out the attached form and send it to the Club.

We also inform you that the Press Republic society, the publisher of the newspaper Rzeczpospolita, reserves the right to use the database regarding members of our Club for the provision of postal services.

The certificate gives the Club member the right to:

• - participate in periodically organized “Breakfasts in the newspaper “Rzeczpospolita”, to which representatives of public life are invited;
• - take advantage of discounts, benefits and special offers from companies that are members of the Club (hotels, restaurants, travel agencies, shops, etc.), the list of which is published in the Club section in the newspaper issues on Tuesdays and Saturdays.”

An example of an unsuccessful Club is the Club of the newspaper “Extra M” “Extra Club”. Its participants receive a kind of symbiosis of a club and discount card. One becomes a member of this Club only by paying a certain fee, which immediately deprives the Club of its attractiveness.

“A bargain awaits you if you have an Extra Club card in your pocket, the most popular and accessible to all domestic discount program.

"EXTRA CLUB"

Attention companies and individuals!

We invite you to become participants in a mutually beneficial endeavor.

“Extra Club” introduces you to a new type of business in Russia - discount services (from the English discount - to give a discount), a promising form of saving money for the development of their business for everyone: the consumer gets the opportunity to buy cheaply, and the company is a member of the Club network, attract buyers and increase your turnover. Any citizen of Russia (any Russian company) can become a member (participant) of the “Extra Club”. In a short time (just one year), our Club managed to unite about 500 companies in Moscow and St. Petersburg within the framework of the program. The owner of our cards has the opportunity to save up to 50% of their funds when purchasing or using various services!

How to become a member of the “Extra Club” program.

The only condition for a company to join the Club is to provide discounts or benefits to the bearer of the club card. The type of benefit or the size of the discount is determined by the company at its discretion, as well as the form of interaction with Club members - with its potential clients: place information in the directory of participants, in the club section of the Extra M newspaper, other newspapers, information systems, use other services of the Club, the number of which is constantly growing. The company receives three personalized cards as a gift for the declared employees, giving them the opportunity to take advantage of discounts and benefits provided by other participants. The owner of a club card can only be an individual, even if it was received from a company.

The holder of a club card gets the opportunity to enjoy discounts and benefits. Elementary calculations prove that in the case of medium and large purchases, the card pays for itself very quickly. As a privileged visitor, you will be able to take advantage of the many offers in shops, gourmet restaurants, bars, sports and art clubs. Cost of a club card for 6 months. 70,000 rubles, for 1 year 125,000 rubles.”

Organized free subscription for charitable institutions, for particularly important socio-political figures and non-competing media.

Organized public events.

Such as a hockey tournament "Izvestia Prize" auto racing magazine "Behind the wheel" , musical show "Sound track" of "Moskovsky Komsomolets".

Conducted Publication days.

For example, annual “Days of Moskovsky Komsomolets” in Luzhniki.

Reasonable use spontaneous situations.

There was a big uproar in Poland when one of the opponents of the Polish newspaper Net sued it for distributing pornography. The newspaper responded by deliberately stirring up the scandal, hiring the best lawyers and winning the case. But this was not the main thing - during the process, the newspaper's circulation doubled - from 300,000 to 600,000 copies.

Used whenever possible all types of direct advertising(publication of self-promotion on the pages of other publications, placement of one’s own advertising on radio and television, billboards, direct mail, etc.)

Via distribution system all possible measures are also used to stimulate the work of agencies, agents, postmen, and kioskers. Agencies are provided with the most favorable conditions compared to competing publications, and postmen are rewarded with bonuses.

This sector works with advertisers and advertising agencies. Its goal is to increase the number of partners of the publication: advertisers and advertising agencies, to stimulate sales of space and services of the publication through events that promote the newspaper on the market, attract real and potential customers to place advertisements in a particular publication.

These events are carried out by the advertiser sector with the involvement (if necessary) of employees from other departments, using mainly the marketing and presentation materials already available to the publication. The breadth of audience coverage for events depends only on the financial condition of the publication and the creative approach of the performers.

First of all, it is necessary to note: Surveys - personal and telephone interviews, written questionnaires of advertisers, advertising agencies and agents. On the one hand, they allow you to find out the opinion of advertising partners about the publication (which in itself is very important), on the other hand, they introduce it to those who were not yet familiar, and develop a positive attitude among those who were familiar. By listening to a specific participant in the advertising process, the publication shows how highly the opinion of this person and the company he represents is valued. There are always plenty of reasons and topics for surveys:

The survey can be combined with a small lottery, where souvenirs with the symbols of the publication and a short-term subscription to the newspaper are raffled off.

Obviously, survey participants will be interested in the results, which are essentially very important information in advertising activities. Therefore, they will be grateful to the publication for providing both this data itself and any others relevant to their business.

Therefore, it is worth taking into account provision of marketing materials, of course, only those that are not confidential (or unprofitable) to the publication itself. And naturally, they should contain the symbols of the publication so that the recipient always remembers who needs to be thanked for informational assistance.

The materials can be very different: comparative prices of various advertising media, ratings of advertising agencies and advertising media, calculations of the effectiveness of advertising media, etc.

For example, the American newspaper Providence Journal Bulletin provides the advertiser, in addition to data about its audience, with a “Local Market” study (free of charge). This book tells about the region in which the advertiser conducts his business: social, demographic, economic, geographic and other data. The number and size of factories, stores, houses, the dynamics of price growth, employment and welfare of the population, one or another share of consumer spending, and much more. Separate chapters are devoted to the main market segments: retail sales, grocery stores, financial services, leisure and tourism, real estate.

The final chapter is dedicated to... The Providence Journal Bulletin. So, reading a book about the market, the advertiser begins to think about how to achieve it. At the end of the book, he finds an unobtrusive way to solve this problem...

The Providence Journal Bulletin has also initiated an initiative with its state Chamber of Commerce to publish a directory of local businesses that will be used by both local businesses and representatives from other regions of the country. The newspaper also published and distributed this catalog free of charge, naturally, without forgetting to place beneficial information about itself in the catalogue. As a result, advertising revenues from catalog users many times covered the costs of publication and distribution.

Another American newspaper, Ledger Star, decided to make life easier for its real estate advertisers. A brochure “How to Write an Effective Real Estate Advertisement” was prepared especially for them and distributed free of charge. The brochure tells in detail what words and images need to be used in the ad in order to stand out from competitors and sell more. And of course, the chances of getting real estate advertising from these advertisers after the newspaper distributed the brochure increased significantly.

It is very important to “go out” to meet advertisers, agencies and agents, i.e. take part in Exhibitions. Mandatory - in thematic areas such as “Advertising”, “Press”, “Information”, and preferably - in any business ones: “Computers”, “Builder”, etc.

By attending exhibitions on their own initiative, the client is most likely to engage in trade negotiations. As a rule, those who place an advertising order directly at the stand are given an additional discount.

You should also invite participants in the advertising process to your place. Thus, Seminars (Discussions and Round Tables) of advertisers, advertising agents and agencies under the auspices of the publication (both individual and joint) are held very fruitfully. The publication conducts free seminars for partners with the involvement of local and national advertising authorities. The topics of seminars and discussions can be very diverse:

etc. and so on.

In memory of their participation in the event, participants will be happy to receive small souvenirs with the branding of the publication. They can also purchase new literature and manuals at the wholesale discount that the newspaper received upon purchase.

Those invited will be grateful for increasing their knowledge, for the opportunity to exchange opinions with colleagues, for the opportunity to speak out and simply for attention, and over time, of course, they will thank you by purchasing advertising space.

In addition to various business events, you can also hold Celebrations with the participation of advertisers, advertising agencies, agents and members of their families. After all, a small holiday has never bothered anyone. It is worth inviting valuable and promising representatives of advertisers, advertising agencies and agents to the “Publication Birthday”, “Newspaper Open Day”, their wives to “Culinary Page Day”, “Fashion Page Day”, children to “Comic Page Day” or for the “New Year tree”, etc. and so on.

Of course, during the holidays, souvenirs with the symbols of the publication are also distributed, and mini-lotteries are organized in which the prize can be a free subscription.

For example, the Providence Journal Bulletin holds a free annual spring children's clowning party in its conference room, which in most cases is attended by parents - representatives of circles interesting to the newspaper - with their children. Both of them are satisfied.

It is also important not to forget Congratulations (on national and local holidays, on personal and business holidays of employees of the advertiser’s advertising services, advertising agencies and advertising agents). Receiving a greeting card in the mail is a small thing, but everyone is pleased...

We can say that the most direct and most effective means of stimulation are Competitions among advertisers, advertising agencies and representatives, based on the results of which, along with prizes, the main winners are given discounts on advertising in a publication for a certain period or a certain volume (or other benefits). This, firstly, encourages the winners to take advantage of the discounts they win (i.e., place advertisements in the publication), secondly, encourages other advertisers to participate in the next competition (i.e., again place advertisements in the publication), thirdly, What company and what person would not want to say about themselves “Winner or prize-winner of a competition.”

In addition to prizes and discounts, participants can receive souvenirs with the branding of the publication, valuable gifts, certificates and pennants confirming the honorary title, etc.

etc. and so on.

For example, in Russia, Financial Izvestia holds an annual competition of advertisements published in this newspaper and executed with the greatest artistic taste. The next first place was taken by the Hewlett-Packard company, its advertising representative was awarded a prize - a set of porcelain chessboards "Porcelain Verbilok".

In principle, everything that has been said about the competition for advertisers can also be applied to competitions for advertising agencies. Agencies also receive certificates, prizes, discounts and benefits when advertising as rewards. Almost the same topics:

For example, the Providence Journal Bulletin holds a prestigious annual competition among advertising agencies, the Providence Journal Bulletin Graphics Award. Not only local agencies, but also applicants from other states are eager to take part in this competition - after all, this award will allow them to more successfully find clients. And the more agencies that compete, the more they will collaborate to sell advertising space for the Providence Journal Bulletin...

It is best to make competitions annual (they will spend a whole year preparing for it and working for it). After summing up the results and awarding, the lists of winners and certified advertisers, agencies and representatives are published in the newspaper and entered into the Competition Diary.

All these events bring novelty to the relationship between participants in the advertising process, help the publication, advertiser, advertising agency and representative better understand each other, use information and mutual experience more effectively. They are based on a person’s positive emotions and form a favorable image of the publication in the eyes of the advertiser, advertising agency and representative through their own impressions, through employees, colleagues, and family members. Not directly, but significantly, they increase sales of advertising space and profits from publishing a newspaper. What advertiser would refuse to buy advertising space in an interesting newspaper that has a reputation as an effective advertising medium, and, moreover, which his wife and children may not read, but know and love.

The effectiveness of advertising activities is largely determined by the organization of the corresponding division of the publishing house. It must be functional, specialized and integrated into the overall work. At almost every stage of their activity, advertising service employees work closely with employees of other departments, such as the marketing service, financial service, editorial office, distribution service, and printing house. The advertising service is a full-fledged division of the publishing company and cannot be considered without connections with other services.

Advertising service structure The organization of the activities of the advertising service of the publishing house itself is determined by the tasks facing it. The main ones are the provision of services and their sales. Accordingly, these two types of activities predetermine the functional division of the advertising service: into a structure that fulfills customer orders, and into a structure that sells services. In service execution functional division of orders is carried out according to the types of services provided: modular advertising, classified advertising, electronic advertising, etc. In service sales– by sales channels (directly to advertisers, through advertising agencies, advertising agents) and by distribution of clients between selling managers/agents (geographical, by type of business, etc.). Depending on the size of the publishing house and the scale of its activities, the advertising service may have a different number of specialists on staff. In general, the number of advertising staff is comparable to the number of editorial staff. Large publishing houses may have dozens of advertising specialists on their staff. Depending on the size of the publishing house and the chosen organizational approaches, departments such as the research department and the promotion department may be part of either the advertising sales function, the marketing department, or report directly to the senior manager of the publishing house. Advertising model of the publication

Effective advertising activities are ensured by both the general organization of the service and the organization of technological processes. Creating services requires a thoughtful, organized approach. Thus, to provide the most popular service - placement of modular and classified ads, the advertising service, together with the editors, is developing model advertising space of publications. The location, type and volume of advertising within the publication, on special advertising tabs, etc. are determined.

The advertising model is developed based on the general model of a specific publication, from its basic elements: the structure and composition of the publication. The features of the informational presentation of advertising, the features of its perception by readers (relevance, volume), compatibility with editorial information and its design are taken into account.

Advertising service documentation

To ensure accurate execution of services, avoid complaints, refusals of further cooperation, as well as penalties from clients, the advertising service develops schedules for order fulfillment. With their help, advertising appears in a certain form, at the right time and in the specified place.

Effective organization of internal processes of the advertising service is also achieved through the use of special documentation– order forms, plans, schedules, reports, job descriptions, etc.

Organizing the activities of an advertising service is the cornerstone of its effectiveness. If it is poorly organized, then the publishing house will suffer financial losses in all areas related to advertising - in services, prices, sales, etc. Only effectively organized advertising activities make it possible to control the situation both inside the publishing house and on the market itself - to fully comply with its requirements.

When considering advertising, we cannot ignore the process of interaction between the advertiser or the advertising agency representing him and advertising distribution channels. The advertiser and agency buy the audience's attention. Accordingly, the ropes are offered for sale, i.e. The basic product is the audience - its volume, demographic and socio-economic characteristics. There are several main ways to sell advertising in channels:

• o sales are carried out by our own sales department;
• o an external organization - a seller - is hired to sell advertising;
• o advertising sales are entrusted to several sellers who act on their own behalf, receiving commissions from channel owners.

Through our own departments we sell advertising in print media, radio and on the Internet. Only a small number of such channels work according to a selling scheme with one external organization. Another number of these channels use the services of a network of agencies that sell their advertising opportunities. Television was characterized exclusively by sales through sellers, but due to legislative changes it is now changing and becoming mixed, which we will discuss in this chapter. And finally, for outdoor advertising, the third method is most characteristic, when the owners - operators of the media - enter into a fairly large number of contracts with advertising agencies, which provide opportunities for their placement on the market.

Since each of the presented methods is most strongly assigned to certain channels, we will consider the features of advertising sales using the example of print media, television and outdoor advertising.

Organization of advertising sales in print media

As we have already noted, the organization of advertising sales in print media - newspapers and magazines - in most cases is carried out through its own advertising department. Only a small percentage of Russian publications have completely outsourced the sale of their advertising opportunities to an external seller. A number of publications work with advertising agencies, but sell only part of their advertising space through them.

Functions and structure of the advertising department

The advertising department is one of the divisions of the publication. The other two are the editorial office itself, which prepares the publication, and the distribution service, which brings this publication to the reader through sale, subscription, in-house delivery or delivery from external distributors. It is clear that all departments work to create and sell a single product and the work of each of them is interconnected.

The main goal of the advertising department in a newspaper or magazine is to attract a sufficient number of advertising orders to ensure the financial stability and independence of the publication. From this goal follow the functional tasks facing the advertising department:

• o knowledge of the advertising market and the ability to analyze its strengths and weaknesses;
• o creation of existing databases of real and potential advertisers;
• o organizing advertising sales of newspaper space on our own, with the help of partner advertising agencies or outsourced advertising agents;
• o maintaining all documentation;
• o if necessary, designing advertising for the customer and placing it in the publication;
• o formation of commercial proposals to intensify work with advertisers and increase the volume of advertising sales;
• o creation of working price lists;
• o creation of presentation materials to ensure effective advertising sales.

Based on these tasks, the work of the advertising department in a newspaper or magazine is built, including its structure, the number of employees working in it and their responsibilities. Different publications with different volumes and different tasks require different staffing levels for the advertising department. In addition, the number of working people depends on the realities of the market, the financial condition of the publication and, most importantly, the level of management. You can assemble a huge department, but fail to manage it, and then the result will be far from expected. Therefore, when talking about the structure of a department, we do not mean the number of employees working in it, but the necessary positions, without which it is impossible to organize effective activities.

Rice. 8.1.

Several more components can be added to this scheme: for example, a market research bureau, or a bureau for working with corporate clients, or an advertising bureau, a development bureau, etc. Depending on the volume of the publication, its position in the market, financial stability and other important reasons, the structure of the department can change and be as close as possible to the tasks being solved, the predicted changes in ambitions in the end.

The sales bureau has divisions dealing with: 1 - accepting advertisements in the editorial office or special collection points; 2 - active sale of advertising directly to advertisers; 3 - interaction with advertising agencies.

The design and placement bureau includes: / - designers; 2 - text writers; 3 - manager-coordinators who control the placement of advertising in the room (sometimes provide assistance in developing advertising).

• 1. Advertising space must be sold. This will provide the necessary financial revenue.
• 2. Sold areas must be well decorated. This is a necessary condition. Poorly designed advertising irritates both the reader and the advertiser equally, which can lead to a decrease in circulation and an outflow of funds for advertising.

Rice. 8.2.

All other functions that we have already talked about and which may one way or another arise in the process of activity can be distributed within the framework of the above two areas or a separate division can be identified, engaged, for example, in market research, forecasts of its development, the formation of new databases, etc. .d. For a large publication, this may be necessary. But often the director himself takes on these responsibilities, delegating part of the necessary work to other department employees or temporarily engaging external structures for individual orders.

The director of the print media advertising department organizes and manages all activities of the division entrusted to him, reporting directly to the general (in some cases, commercial) director. Within the framework of the structure defined above, the director of the advertising department, in addition to the current management, performs the following.

• 1. Analyzes the received data on the structure of the readership and prepares the necessary presentation materials based on this data (it is assumed that such data can be purchased from research firms existing in many regions of Russia, plus similar studies are conducted at the national level and cover regional markets).
• 2. Orders analysis of the advertising market from third-party companies. If this is not possible, organizes the collection of data on the advertising market with the help of department employees and, based on independent analysis, determines strategic objectives for organizing advertising sales.
• 3. Organizes and controls the work of maintaining advertiser databases, determining strategic issues related to their structuring.
• 4. Together with the head of the sales bureau, plans the volume of space sold in general and develops new commercial offers.
• 5. Together with the head of the advertising design and placement bureau, he develops a system for presenting advertising in the publication.
• 6. Organizes a training system for department employees.
• 7. Coordinates the remuneration system for department employees.

In addition, the department director sometimes has to sort out conflict situations between department employees, monitor the implementation of the plan, represent the department at editorial planning meetings and meetings with management, communicate editorial plans to the team, and jointly develop their own based on them.

The sales bureau is based on sales managers. As a rule, these are full-time employees of the department. In some publications, each manager oversees one or more areas of the advertising market. Some work with advertisers involved in the production and sale of food products, others specialize in real estate, and still others communicate with advertisers representing the service industry.

These include:

• o working with advertiser databases not only as a reference guide, but also as a moving tool that has to be improved from time to time: adding new data, correcting outdated ones, entering information about specific steps of working with an advertiser;
• o contacts directly with advertisers, clarifying the features and details of the approach to advertising and its needs; If necessary, the manager advises and consults. As a rule, consultations are needed by medium and small businesses that do not have advertising specialists and often do not use the services of advertising agencies. Therefore, an advertising manager from a newspaper or magazine can become an assistant-adviser for them;
• o work with graphic designers: the manager explains the customer’s requirements, offers his options and checks the prepared original layout with the customer;
• o preparation of the necessary documentation (contracts, invoices, work acceptance certificates);
• o participation in the development of new commercial proposals for the advertising policy of the publication, taking into account the wishes of advertisers, the market situation in order to increase the volume of advertising sales.

Here are the main areas of work of an advertising manager. Moreover, the functional responsibilities of the manager itself and the advertising salesperson, who is sometimes also called an advertising agent, are combined. True, advertising agents in many editorial offices work outside the staff, their earnings are an agreed percentage of the income generated. The main task of advertising agencies is to sell advertising, since most of the work on managing orders still falls on managers.

In some editorial offices, a separate person is responsible for working with advertising agents. Some call him a coordinator, others - a dispatcher. The coordinator-dispatcher accepts all advertising orders from agents, ensures that advertising agents do not overlap with each other in the market space, provides agents with department presentation materials, informs them about new directions in the publication’s advertising policy, and monitors the passage of advertising orders brought by agents. He also monitors the release schedule of materials in the issue in accordance with the media plan or the wishes of the customer.

Another area that occupies a significant place in the sales office is building relationships with advertising agencies. After all, print media is just a droplet of advertising distribution, and it would be good if they only dealt with distribution. However, according to a survey of more than 50 newspapers published in Russian regions, only 15-20% of the total volume of advertising placed in them comes from advertising agencies. The advertising department carries out the remaining sales on its own. Nevertheless, working with advertising agencies seems quite promising. In the above-mentioned survey of regional publications, the reasons were identified that do not allow many regional publications to use the services of agencies. The most common reasons given were:

• o underdevelopment of the regional advertising agency market;
• o insufficient work of the publications themselves with out-of-town advertising agencies, which could lead to a significant increase in advertising orders from other cities

Russia, including Moscow, St. Petersburg and other cities with a population of one million;

• o underdeveloped information base: it is not always possible to obtain information about the activities of agencies that specialize in placing advertising in the media;
• o undeveloped system of relationships between the media and advertising agencies: many do not agree to the editorial terms regarding prices and volumes of placement.

It is known that many editorial offices consider it inappropriate to create a division within the advertising department that would deal with the design and placement of advertising. In large publishing houses, advertisers and advertising agencies are given the condition that only ready-made original layouts are accepted for placement. But in small regional publications this requirement is often impossible to fulfill, especially if the newspaper or magazine sells advertising opportunities not through an agency, but on its own. Companies representing medium and small businesses, the main advertisers of such publications, do not always have on their staff people who can translate their advertising wishes into the layout. And yet, the design department of advertising in print publications is still viewed with distrust, considering this division in the structure of the publication in general and the advertising department in particular to be simply superfluous. When it becomes necessary to prepare the original layout, they entrust this to a newspaper layout designer. If there is a need to write text, they turn to journalists. How to “put advertising” in the room is the responsibility of the executive secretary. Proofreading is again simple: read the issue - read the advertisement.

However, recently the situation has changed for the better. The need to separate the functions of the editorial office, which publishes the newspaper, and the advertising department, which sells advertising to this newspaper, became obvious. Today, the owners of the publication understand that saving on a designer or copywriter, or replacing them with editorial staff, can lead to large costs in the future.

It was already said earlier that many regional newspapers sell advertising space directly to the advertiser and inevitably face the problem of designing original layouts and writing texts. But even if the newspaper were only a channel for distributing advertising, then even in this case the department for advertising design, which we are talking about now, would still be necessary to have. Because even when posting ready-made original layouts, at least one person will be required who will “wisely” fit them into the existing publication model.

What functions will the registration and accommodation bureau undertake?

• 1. Building an advertising model in the publication. Each issue of the publication must have a clearly defined place for advertising. Taking into account the general model of the publication, advertising specialists must create their own model, which will contain sections, headings, blocks, created not haphazardly, but taking into account the structure of advertisers and the main types of advertising. Building a model, regularly maintaining it in a normal state, as well as some modification in case of a changing situation can be done by one person.
• 2. Development of original layouts for specific orders of advertisers. Taking into account that the advertiser has his own goals and objectives, many of the customer’s wishes have to be thought out, invented, and fantasized. For a newspaper layout designer, such an approach is simply impossible due to lack of time. And in general, advertising design has its own specifics.
• 3. Writing texts for advertising messages, and text advertising (articles) - according to orders from advertisers. Today in newspaper advertising there is a clear advantage of text advertising.
• 4. Creative proposals for long-term advertiser projects. Often, an advertiser does not just want to place a module, line or article, but also create a series of advertising materials that can significantly help his business. In this case, he needs some kind of conceptual and creative development of the campaign.
• 5. Proofreading of advertising materials. Unfortunately, frankly illiterate advertising texts are quite common today.

The range of responsibilities is quite extensive. This is exactly what scares many media executives. However, sometimes some combination of responsibilities within the advertising department is possible.

Conditions for effective sales. There are several basic conditions that serve as the basis for successful advertising sales. The level of competition and market development are objective indicators, and we cannot always influence them. But there are many other conditions, without which it will be difficult to sell advertising. Here are some of them:

• o precise positioning of the publication;
• o knowing your audience and publishing a publication that meets the needs of this audience;
• o identifying a potential circle of advertisers whose clients coincide with reader segments;
• o understanding the features of the advertising process and the tasks facing the advertiser;
• o creation of a full-fledged advertising department with a clear structure;
• o the concept of advertising in a publication that meets the needs of the advertiser and the reader.

Knowing the market and your advertiser allows you to talk seriously about advertising sales technology. Then we will inevitably come to the need for planning. Without an advertising sales plan, it will be very difficult to maintain the graphic integrity of the publication, build advertising units and a competent newspaper economy, manage and motivate employees. The plan is based on two target areas:

• o the volume of publication space that must be sold;
• o cash that must be earned as a result of sales.

It is clear why volumes and funds are allocated separately. Advertising often costs differently in different places in an issue. In addition, some types of advertising, such as classified ads, come at a lower price than modular and text advertising. Volume planning is important in order to maintain the graphic “face” of the publication. Fund planning is an economic task, without the solution of which the existence of the publication will be in a difficult situation.

The basis of any planning is an analysis of the situation. In order to plan advertising sales, you must:

• 1) know the sales history by month for the last two years;
• 2) conduct a comparative analysis of seasonal fluctuations in sales, highlighting specific groups of advertisers at times of decline and rise;
• 3) explore market development, including its capacity;
• 4) assess the level of competition, including a thorough analysis of the situation and the dynamics of development of the main competing publications.

Sales planning time periods may vary for different publications. In accordance with the development plan for a newspaper or magazine, it would be logical to plan for a year with a further breakdown of this plan into shorter periods. It is customary to separate out the monthly advertising sales plan from the annual sales plan, breaking it down by numbers, taking into account the model and the generated advertising blocks. As part of the overall sales plan, there is a further breakdown of the sales plan for each individual advertising seller. In fact, this is a particularly important position, since planning allows you to introduce reasonable limits on employee remuneration. Some publications, taking into account a rigid publication model, also make plans for various types of advertising.

To develop an effectively selling price list, both the volume of the publication’s audience and the placement of advertising in the issue are important. Often a higher coefficient is set for advertising that appears on the front page of the newspaper. For magazines, increased prices are set for the first few spreads, as well as for advertising strips next to the headings “Editor's Word,” “Letters from Readers,” and the contents of the issue. Taking into account the increased attention of readers to these strips, the price increase is justified. But it would be nice not to use the words “surcharge” or “surcharge” in the price list itself. In any sales, these are words that are negatively perceived by the consumer. Advertising sales are no exception. It is much better if the price list indicates specific prices for specific places in the publication in its specific issues. At the same time, it is necessary to know how in demand the bands and numbers rated as “expensive” are.

With a well-developed structure for advertising delivery, distribution of thematic advertising blocks across stripes and specific outlets of the publication, it will be very easy to give absolute cost figures in the price list, rather than basic figures with percentage increases. In addition to convenience for advertisers, this is also convenience for advertising sellers themselves. Prices presented in the price list in absolute terms are also the path to transparency of the advertising sales price policy.

Advertising discounts, if poorly designed, can also affect sales performance. For example, price lists often contain vague wording: “Discounts for regular advertisers” or “Discounts for advertisers who have placed advertisements at least three times.” With such formulations many questions arise. For example, who is considered a regular advertiser?

The concept of a discount came to advertising from commerce, where it stands for the amount by which the price of a product or service is reduced. In advertising, a discount is a reduction or reduction in the base rate established by the advertising medium or the cost of an individual offer. Naturally, a discount is not a loss of profit. Establishing discounts is part of the publisher's pricing policy, which adjusts prices (tariffs) taking into account market conditions and the terms of the contract with the advertiser. The main discounts widely used today in the Russian market are for the volume and frequency of publications. Many publishers use other types of discounts today. These include:

• o annual for an order for advertising placement during the year;
• o bonus (premium) provided to regular advertisers if they acquire a specified amount of space for their advertising over a certain period of time;
• o for the purchase of a large amount of advertising space, a volume discount;
• o for the total amount of advertising space used;
• o for urgent payment;
• o for the frequency of publications made over a certain time;
• o for the increase in advertising space compared to the previous period;
• o for a large order volume;
• o discount provided to an advertising agency that consistently places orders for advertising for a certain amount;
• o seasonal for advertising at certain times of the year;
• o for serial advertising;
• o for exceeding the advertising space agreed upon in a long-term contract with an advertiser or agency;
• o discount provided to large or VIP clients whose advertising in the publication may attract other clients.

All possible types of discounts are intentionally listed here. There is hardly any need to encourage newspaper advertising services to use them all at the same time. Rather, each publication, depending on its position in the market, will apply its own set of discounts.

And the last thing I would like to say about the price list: its design. Many advertisers have difficulty perceiving the size of a module indicated in square centimeters, spatial dimensions or part of a strip. It would be better if these modules are also shown graphically in the price list, so that the advertiser understands how much space he purchased will occupy. Sometimes it can be just shaded squares or rectangles, and sometimes it can be a specific advertising message of a certain size.

A price list is one of the advertising sales tools used by advertising sellers. In addition, the price list is presented to the advertiser and can say a lot about the level of the publication itself. Therefore, its development seems to be an extremely important and serious matter.

Technologically built and well-structured advertising in the publication, planned segments of advertisers, a correctly calculated and designed price list - all this is the basis for advertising sales. But those who sell a lot and successfully never stop there, but look for new techniques to increase sales volumes, attract new advertisers and retain them.

One can imagine several methods of attracting advertisers that have already been successfully implemented by print media.

Topic plus. This technique implies close cooperation between the advertising department and the editors, and good knowledge of editorial plans. This does not mean at all that the editorial office mixes journalistic and advertising activities. The point is that the advertising department, knowing the editorial plans, can offer the advertiser a profitable option for advertising. For example, the editors are planning an article about the possibilities of the Internet. It is quite reasonable for companies that sell computers or providers to place their advertisements nearby. A reader interested in the Internet will involuntarily pay more attention to advertisements placed nearby. Advertising is placed on the topic, which is most effectively perceived by the consumer. The use of this technique assumes that the editors have a clear schedule for the release of market reviews or some other kind of “nail” materials. And next to these materials, part of the page is pre-assigned to the advertising department and included in the graphic field of the publication.

Thematic stripes. This technique is a clear relative of the one outlined earlier. Only we are no longer talking about a separate material, but about a whole thematic block of one or several pages. As a rule, a separate topic is selected, which will be developed in detail, and advertising will be introduced into it, designed for the corresponding audience segment. Many major publications publish such strips as additional inserts to the main publication. The topics of the strips can be planned for a long period and announced in advance to the advertiser in the publication itself, or the manager of the advertising department will inform the advertiser about the release schedule of the strips, after consulting with him about the possibility and benefits of advertising on certain thematic strips.

For example, in the “Car” thematic page there may be information about new developments in the automotive industry, about customs rules that those who purchase a car abroad need to know, about changes adopted by the local administration regarding the placement of temporary garages and parking lots, and much more. This information makes it easy for readers to sell advertisements from companies interested in the car enthusiast segment. These could be showrooms selling cars and car accessories, companies involved in customs clearance, driving schools, garage cooperatives, and car service centers. Of course, all these advertisers can advertise in a regular issue. But they understand well that specialized thematic issues are read more carefully by the audience that is interested in this topic. Often these stripes are also preserved; the information presented there becomes not instantaneous.

Thematic pages and even tabs are most common today in large metropolitan publications. Regional publications rarely use them due to the small market capacity of individual segments.

Sponsor of the column. This technique is good for “seducing” advertisers who need not so much promotion of goods and services, but image advertising. They can be offered sponsorship of various sections - from car market news to weather forecasts, crossword puzzles and horoscopes. It is important that sponsorship is combined with the goals and objectives of the advertiser and does not contradict the philosophy of the publication. Sometimes sponsorship is initiated by advertisers themselves.

Sponsor of the event. The publication often holds various competitions with its readers, thus trying to increase its own significance in the market. Advertisers may be involved in holding competitions, especially when it comes to awarding prizes to winners. For example, the editors announce a competition for the best New Year's story from a reader and promise the winner a prize in the form of a personal computer. The sponsoring company, which, in fact, allocates this prize for the winner, is introduced from issue to issue with each reminder about the competition or summing up the preliminary results. Many publications consider the “promotion sponsor” technique as an element related to the promotion of the publication. However, it also works as a nice offer in promotional sales. Sometimes it can be used to advertise several products or companies that do not compete with each other, but work for the same consumer segment.