| One of the ways that startup publishers can achieve | | | | necessary to make it to profitability just isn't worth it. |
| their ad revenue objectives is by hiring the services | | | | This doesn't mean that new magazine publishers |
| of an independent magazine sales representative. | | | | won't be able to retain the services of a magazine |
| Magazine sales representatives can literally jump start | | | | sales rep. Simply put, new publishers should be aware |
| a new title and put it on the fast track to success. | | | | of the challenges that sales reps face and as a |
| However, there are a lot of pros and cons to utilizing | | | | consequence, be prepared to offer generous |
| their services. In my book, The Magazine Sales Rep | | | | incentives in order to entice sales reps to handle their |
| Directory, I provide a practical and comprehensive list | | | | publication. In addition, and just as important, you will |
| of magazine sales reps throughout the United States | | | | need to provide the proper selling tools so your |
| and also demystify their duties and responsibilities so | | | | magazine sales rep can be effective at advertising |
| that you can have a clear insight as to how they can | | | | procurement. Independent sales reps need adequate |
| play a critical role in the successful launch of your | | | | materials to sell a title, just as staff salespeople do. |
| publication. | | | | So, at a bare minimum, this means having a |
| So, you're probably wondering, what exactly do | | | | professional media kit with market research and clear |
| magazine sales representatives do anyway? In a | | | | and concise demographical information to back up the |
| nutshell, they sell or solicit advertising. I will discuss | | | | pitch. This point can't be overemphasized because it |
| their duties and responsibilities in more detail a little | | | | is your media kit, and not your magazine per se, that |
| later on. However, it's worth mentioning that utilizing | | | | will ultimately seal the deal for the vast majority of |
| an independent magazine sales rep for your | | | | advertisers! |
| publication can be both a blessing and a curse. When | | | | It should be said that some publishers have an |
| effective, your magazine sales rep can be a good | | | | aversion to using the services of outsiders. Since |
| vehicle for getting new ad accounts. The converse is | | | | independent magazine sales reps may sell multiple |
| that your rep could possibly be a source of revenue | | | | titles, they are sometimes accused of lacking loyalty |
| drain-since you the publisher will be responsible for all | | | | or putting their own interests before the interests of |
| ancillary costs associated with your sales rep's ability | | | | the publication and essentially bleeding publishers dry |
| to perform his/her duties-with little or no return on | | | | with costly retainer fees and ancillary expenses. While |
| investment to show for all your hard earned dollars | | | | some sales reps may over promise and under deliver, |
| invested. | | | | it's ultimately up to the publisher to specifically state |
| So what can magazine sales reps do for you? Well, | | | | the goals and expectations that it has for the |
| the bottom line is this; the primary reason that | | | | publication. |
| magazine publishers choose to use an independent | | | | If you do decide to work with an independent |
| magazine sales rep is to insure a steady ad revenue | | | | magazine sales rep, you may find that choosing the |
| base. Quite simply, you can usually hire reps and get | | | | right person is just as difficult as selecting any other |
| them out into the market with no upfront money (or | | | | type of employee. In reality, an outside sales rep's |
| very little), office space, computer equipment, car or | | | | role and responsibilities are not all that different from |
| health insurance. All you essentially have to offer | | | | those of a full-time salesperson. It therefore pays to |
| your sales rep is just a percentage of the new | | | | follow the same rules and precautions that you would |
| business that he or she brings to your publication. | | | | when hiring in-house staff. A thorough interview |
| And with a start-up, as with any new business | | | | process will save you a lot of time and headaches |
| venture, minimizing upfront expenses is crucial. | | | | down the road. Some reps may try to make it |
| Another important reason new publishers use | | | | appear as if you should be selling them on your |
| magazine sales rep firms instead of hiring a full-time | | | | launch but remember that you're entering into a |
| sales staff is the hope of benefiting from the rep's | | | | partnership in which both parties need to feel |
| existing relationships with advertisers and media | | | | comfortable and equal. Neither should feel pressured |
| buyers. In the final analysis, in addition to having an | | | | into making a decision. Be sure to call around and |
| informative well put together media kit; business | | | | check references to see whom the sales rep has |
| relationships can play an important role in getting an | | | | worked with, i.e. talk to agencies and media buyers, |
| advertiser to place an ad in your publication. If you're | | | | etc. Remember, you're hiring someone based on his |
| a new publisher trying to break into an existing | | | | or her reputation in a certain market. If field |
| category, you are certainly at a disadvantage no | | | | references don't check out, you probably don't want |
| matter how great your idea. A magazine sales rep | | | | that person on your team. |
| firm can build a buzz around your title fairly quickly. A | | | | As a publisher you should set up clear parameters for |
| sales rep can also act as a sounding board for your | | | | your magazine sales rep. Many publishers complain |
| magazine idea. If your concept is marketable, | | | | that they don't have as much control with |
| chances are the sales rep will want to work with you. | | | | independent sales reps. It's important to articulate the |
| If, on the other hand, it isn't, most magazine sales | | | | terms of a business relationship so both parties know |
| reps won't waste their time. So, if sales reps aren't | | | | what is expected. How often do you want to |
| returning your phone calls or seem otherwise | | | | receive call reports? How often do you want the rep |
| disinterested in your publication, it might be a good | | | | to check in? Some reps may find daily updates |
| idea to reevaluate your concept, mission statement | | | | annoying but if that's what makes you comfortable, |
| and business plan. Of course, there can be any | | | | lay it out from the start so there won't be |
| number of reasons why sales reps may reject your | | | | arguments later on. |
| business; it could simply be that they have too many | | | | Finally, try to set realistic goals for your sales rep. |
| other clients, conflicts of interest or even lack of | | | | Don't expect to see results in the first month. |
| experience in a particular category. However, by in | | | | Sometimes it can take between six and 12 months |
| large, magazine sales reps can serve as a good | | | | to generate new business. Also, be aware that your |
| barometer for the viability of your concept. | | | | magazine sales rep may request a retainer to cover |
| It's important for startup magazine publishers to | | | | the downtime. This amount is usually a draw against |
| remember that magazine sales reps will not | | | | commissions which are typically 20 percent of the |
| completely share the enthusiasm or be emotionally | | | | cost of a page; maybe less if the magazine is more |
| tied to a magazine like the publishers. The fact of the | | | | established and will be an easier sell. A general rule of |
| matter is that there isn't much of an incentive for | | | | thumb is that it takes 20 to 25 percent of the net |
| sales reps to sell new launches. Most sales reps will | | | | cost of a page to actually sell that page. Try to |
| have to work twice as hard, if not five times harder, | | | | reserve anywhere from 40% to 55% of your total |
| to sale new startups. | | | | page count for advertising but do so with the |
| Statistically speaking, magazine sales reps know that | | | | understanding that you may not achieve your stated |
| very few startups make it past their first year, let | | | | advertising goals in year one. Finally, it is not |
| alone become commercially viable. In addition, it's | | | | mandatory that you choose a magazine sales rep in |
| typical for new titles to start off with a very small | | | | your city or state to solicit ads on your behalf. |
| circulation. Since circulation and ad rates are | | | | Keeping these tips in mind will greatly facilitate your |
| interdependent-the larger the circulation, the higher | | | | relationship with an independent sales rep, increase |
| the ad rates-the financial incentive can be very low. | | | | your overall ad revenue and put you and your |
| So, for many sales reps the time and effort | | | | publication on the road to financial success. |