One way new publishers can achieve their advertising revenue goals is to use the services of an independent sales representative for the magazine. Magazine representatives can literally start a new headline and guide it on the path to success. However, there are many pros and cons in the use of their services.
You’re probably wondering what magazine sellers are doing? In short, they sell or request advertising. I will tell you more about their responsibilities and responsibilities later. However, it should be noted that using a magazine seller for your publication can be both a blessing and a curse. If successful, your magazine’s seller can be a great way to get new ad accounts. Conversely, your sales representative can potentially be a source of income because you, the publisher, are responsible for all the additional costs associated with your seller’s ability to perform their duties, with little return on investment for all or without it. invested their hard-earned money.
So what can magazine sellers do for you? Well, the point is, it’s; The main reason why magazine publishers choose an independent sales representative is to provide a stable base of advertising revenue. Usually you can hire representatives and bring them to market without prepayment (or very little), office space, computer equipment, car or health insurance. In fact, all you can offer your seller is just a percentage of the new sales they bring to your post. And in a startup, as in any new business, it is very important to minimize the initial costs.
Another important reason why new publishers hire magazine sellers instead of hiring full-time sellers is the hope of using the retailer’s existing relationship with advertisers and media buyers. Ultimately, in addition to an informative and well-organized media whale; Business relationships can play an important role in attracting an advertiser to advertise in your message. If you’re a new publisher and you’re trying to fall into an existing category, no matter how good your idea is, you’re definitely at a disadvantage. A magazine seller can pretty quickly create a stir around your title. The seller can also serve as a sound boards for your idea log. If your concept is in demand, chances are the seller will want to work with you. Otherwise, most magazine sellers will not waste time. Therefore, if sales representatives do not answer your calls or seem uninterested in your message, it would be a good idea to revise your concept, mission and business plan. Of course, there may be a number of reasons why sales representatives may reject your business; maybe they just have too many other clients, a conflict of interest or even a lack of experience in a certain category. In general, however, magazine sellers can serve as a good barometer of the viability of your concept.
For novice magazine publishers it is important to remember that magazine sellers do not fully share the enthusiasm or are emotionally connected to the magazine as publishers. The fact is that sellers have little incentive to sell new products. Most sellers will have to work twice or even five times as much to sell new startups.
Statistically, magazine sellers know that very few startups finish their first year, let alone become commercially viable. In addition, new books usually start with a very small print run. Since broadcast and advertising prices are interdependent – the higher the circulation, the higher the advertising prices – the financial incentive can be very low. So for many sellers the time and effort required to make a profit is simply not worth it.
This does not mean that new magazine publishers will not be able to support the services of a magazine seller. Simply put, new publishers need to be aware of the problems faced by sellers, and therefore be prepared to offer generous incentives to get sellers to manage their publication. In addition, just as importantly, you need to provide the right sales tools so that your magazine seller can effectively buy ads. Independent sellers need enough material to sell the name, as well as to full-time sellers. So this means a minimum professional media set with market research and clear, concise demographic information to support the presentation. This point cannot be overstated because it is your media kit, not your magazine per se, which will eventually close the deal to the vast majority of advertisers!
It must be said that some publishers are reluctant to use the services of foreigners. Since independent magazine sellers can sell multiple items, they are sometimes accused of disloyalty or of putting their own interests ahead of the interests of publication, effectively depleting publishers with costly commissions and additional costs. While some sales representatives overstate promises and fail to meet their objectives, ultimately the publisher must specify the goals and expectations they have regarding publication.
If you choose to work with an independent representative of the magazine, you will find that choosing the right person is as difficult as choosing a different type of employee. In fact, the role and responsibilities of a third-party seller are not much different from those of a full-time seller. Thus, the same rules and precautions should be observed as when hiring internal staff. A thorough application process will save you a lot of time and relieve you of headaches. Some representatives may try to give the impression that you should sell them at launch, but remember that you are entering into a partnership in which both parties should feel comfortable and equal. Nor should he feel pressured to make a decision. Be sure to call and check reviews to find out who the seller worked with, such as talking to media agencies, buyers, etc.