Acquire New Customers... Without Spending $1K/M (1,696 words)

See if the publication offers:

u A mail-order discount (up to 25

percent is common).

u A special test rate for new advertisers.

u Standby ad space (tests at the media's convenience can save you up to 50 percent).

u Last-minute remnant space.

Iris Shokoff's Rules

One of America's premier media consultants is New York-based Iris Shokoff. In my book "2,239 Tested Secrets for Direct Marketing Success," which I co-wrote with Don Jackson, we quoted Shokoff as noting: "Never buy retail: Only if you absolutely must have page 3 or page 5 of a major magazine should you pay full price. The reason: Virtually all magazine publishers and reps negotiate and will sell space at up to 60-percent off."