Sep. 27, 2019
Here is South Florida, we get inundated with discount magazines. Typically magazines with 30-100 ads arrive in the mail every other week. Small business has the opportunity to appear in peoples mail, without spending a lot of money to get there.
The magazines take advantage of mail discounts such as bulk-mail or EDDM. Bulk-mail is typically a better choice because all of the recipients' are made up from a list of pre-qualified names. EDDM, on the other hand, is where you target a particular postal carrier route, no address required, everyone gets the mail piece, and it's usually less costly to mail.
The publisher makes money when they can sell more ads than the cost of printing the magazine and mailing it. Typically the publisher offers "design" services, at competitive rates. Many of the magazines are similar into size, letter size being the most common. When publications are identical in format, advertisers can use the same ads across multiple publications saving them time and money in the design process.
I have spoken to clients as well as to businesses I shop at regularly as to their advertising in these publications. Nearly all report that it is much cheaper than online advertising and over time the ads are effective. Almost all found the most effective way to use these publications is on regular customers, offering a discount coupon to get them back in the door.
Many of these publications looking to squeeze out additional revenue from these same customers offer website services, social posting, and reputation management. These companies with little or no experience are, in many cases, outsourcing the services. If you advertise in these publications, don't waste your money on their online advertising, they have hardly any traffic on their websites.
To give you an idea of what EDDM would cost you if you were to do your mailing, I have contacted our preferred printer for pricing. Prices listed below are valid for 30 days. Artwork & Design if needed are additional.
US Postal Rate for EDDM Postage:
If you were to select multiple delivery routes with a single post office drop off there is a single fee. However, sometimes selected require delivery to multiple post offices. I suggest you contact us, your printer/mailer, or the US Post Office to see which post offices you have to deliver the mail packages. The prices below include the printing of all documents and preparation of bundles and bins as required by the US Post Office. To learn more about EDDM visit the US Post Office online EDDM page.
Visitor Comments: [COMMENTS CLOSED] Note: Pages are moderated.
I use the EDDM from the post office on a regular basis for my territories, and I have a template so I can do the forms myself just changing the dates. It works because unlike online it's not as crowded.
Sunshine [Oct. 06, 2019]
It has become impossible to compete with the larger brands online for keywords, in some cases they are bidding so high you can't make any money on the sale.
Cocoa [Oct. 02, 2019]
We advertise in the local magazines and as mentioned we do very well with repeat business. The coupons certainly draw the visitors into our store. Gotta keep it up, otherwise it is a waste.
Sammy [Sep. 29, 2019]
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