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78 » revuemag.com<br />
HOW tO gEt tHE MOSt<br />
FROM YOuR<br />
aDVERtiSing BuDgEt<br />
in OnE SiMPLE StEP<br />
Circulation vs Cost of ad<br />
When you place an ad in any periodical you want your money to be<br />
as effective as possible. Effective in this case means how many people<br />
will see your ad, the more people who see it, the more chances you<br />
have of reaching your target market.<br />
“WhAT IS ThE CIRCULATION?” is the key question you must ask.<br />
how many units are printed per period? Is the circulation guaranteed<br />
and provable? This is the number that will determine your costs.<br />
To determine the “cost efficiency” of your ad simply divide the<br />
cost of the ad by the ACTUAL circulation. The REVUE, for example<br />
publishes 20,000 magazines every month, a verifiable amount.<br />
So, if you decide to place a Q500 ad in the REVUE and you wanted<br />
to figure out the cost efficiency, you would calculate:<br />
(Cost of ad) Q500<br />
(Circulation) 20,000<br />
= Q0.025 or 2.5 centavos per unit<br />
Compare the same cost of any magazine with a smaller circulation:<br />
(Cost of ad) Q500<br />
(Circulation) 3,000<br />
= Q0.166 or 16.6 centavos per unit<br />
One is over six times more cost effective.<br />
Which should you choose?<br />
publicidad@revuemag.com PBX: 7931-4500 www.revuemag.com
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