Reach your target group by choosing the right Media
For more than 55 years, we have a close relationship with most marine publications on the market. We monitor over 300 different marine titles, or over 2.000 issues per year, to judge everything from editorial quality to print quality, design and type of advertisements. We co-operate with a large number of publications (see examples here) and have the benefit of being able to choose the strongest and best publications as exclusive representatives. As a first step, long before looking at features or secific issues, it is important to decide on which media should be chosen. Below, please find a short summary of the basic conditions an advertising company should demand or watch out for, when choosing advertising media.
1. Audited Circulation: ABC and BPA being the most important
As a minimum requirement, we always recommend to ask for an ABC- or BPA-certified circulation. Based in UK, ABC is a member of the International Federation of Audit Bureaux (IFABC) an association of 36 ABC's in 32 countries. Dedicated to improving global auditing standards and harmonising the various industry standards. BPA is the American Equivalent, auditing publications' circulation. Most quality oriented publications are audited by either of these two.
Not only the total circulation should be compared, but especially the number of paid for subscriptions and the number of "requested copies". Many publications have a high degree of "non-requested copies" meaning that the receipients have not asked to receive the publication, nor do they pay to receive it. The last category "non-requested copies, non controlled" (ABC) or "non-qualified circulation" (BPA) does mean that the proofs for addressees does not meet the standard of ABC or BPA.
If ABC and BPA figures are not studied in detail and the advertiser only believes the publishers' statement, important quality details of the purchased marketing vehicle is unfortunately missed.
We, at ÖRN MARKETING AB, always study ABC- and BPA-certificates in detail are happy to give easy to understand comparison sheets to our clients. Alternatively, please check ABC's and BPA's own homepages in the Internet for more circulation details for pupblications in question.
2. Special Offers
Serious, well established publications do very seldom give big rebates like "half price", etc. When you receive "special offers" with enormous rebates (often with a very high "ordinary price"), you ought to watch out. One should then examine the publication's way of distribution and check if ones clients really receive and de facto read the publication in question.
3. To Publish "on Behalf of" an Organisation, Council, etc.
To enhance their authorisation and to be indicated as a serious project, it has become very popular the past years for some publications to publish "on behalf of" a well known institution, organisation or council. Often, the advertising sales people present themselves as calling from these institutions to enhance their status. In this case, one should feel free to contact the organisation in question or ones local foreign trade association to find out how they view this co-operation. One should especially examine how the distribution is done: via the organisation, via the publishers, which address data base is used, etc.
4. Invitation to write an article when booking an advertisement
A strong and independent editorial team is always very valuable for a reader. This is easily proven by the fact that these publications with a respected editorial team almost always have a very high degree of sold subscriptions, meaning that readers are willing to pay to receive their copy. An invitation, that exactly your company has "been chosen" and "is invited" to advertise and to write an article often means the contrary.
5. An important client of yours is claimed to write an article
A new argument when selling ads in less serious publications has become to let an important client write an article. This gives some pressure on subcontractors to advertise with the publication. Often shipyards or shipowners are invited to write articles. Even if the yard/shipowner might decide not to advertise, the fact that some editorial material is provided is used as a proof that "a close relationship" has been established between the yard/shipowner and the publication and that you therefore should advertise. A good idea is in these cases to check with your important client if this "relationship" with the publication is true. Is the intention only to supply some editorial material or is the yard/shipowner also willing to pay, e.g. to advertise?
6. Signing a "Booking Contract"
Most publications seldom need a signature of a contract written by the publisher themselves. In most cases, it is sufficient with an verbal order after which the publication sends an order acknowledgement. Be careful when you are asked to sign a "booking contract" faxed by the publications! Often they include clauses that mean that it is almost impossible to amend or cancel a booking later on, even if the publication date lies many months ahead.
7. Time of Decision
Of course, it happens that daily, weekly or monthly publications have a "last minute offer" where a quick reply is required. Some publications, on the other hand, have put this into system and you are requested to take a decision within a few hours. You should not feel pressed or inconvenient! Ask to return with the booking in a few days' time. Feel free to take contact with our office for more information or to check with ABC or BPA (see above).
8. Relationship between a publication and the person responsible for advertising
Some publications have a very high degree of personal rotation among their advertising staff. These advertisement selling people often contact the general managers directly to receive a quick decision more easily (often when the person responsible for advertising is not in the office). Nobody can afterwards question a decision made personally by the boss...
9. The well established publications
Finally, we would like to comment that the majority of decision makers, who you most likely wish to reach, read the well established weakly/monthly publications which they are used to read. Very few change their publications very often. Therefore such publications should be preferred that have been existing for some time on the market. New publications, on the other hand, especially annual publications, we are more doubtful to recommend as advertising media. We thus suggest that you ask for how long the publications has existed on the market, and again, to check their ABC- or BPA-figures!You are always welcome to contact us for more details, facts and figures!