Hard-copy Insert Question

[Sport Skeds]

I've been asked about having one of my product used as an insert to some printed circulation - and I'm caught off guard. I've been looking at partnerships (value add) for other venues (electronic) - but not the printed kind. So I'm scrambling...

Does anyone have any experience with costs/profit expectations with inserting products into existing products (ie: the little soap packets, or maps, or sports cards, etc)?

Any greater/lesser success with different insert methods (ie: glue stick vs staple; placement problems, etc)?

More Info: I may not end up being the actual provider of the physical good/insert - they are leaning towards paying me on intellectual design and copyright costs.

Thanks for any help...

[Sport Skeds]

In an effort to be more clear about what I'm asking...

...I'm trying to get an understanding of what to *expect* from having a product placed via inserting it into a magazine - in general.

I say - 'expect' - as in :
a) what the costs may be (aside from COGS) --- could be answered by anyone who's pursued this path or anyone who's worked in magazine advertising.
b) what the results should be (aside from fulfilling a large one-time order). --- could be answered by anyone who's gone this path (ie: map, soap packet, sport card, etc).
c) what the different methods involve. --- it's obviously more cost effective to just have it stapled in - but are there significant quality issues with just having it stapled in - as opposed to stuck with glue? How about the location of the product - is it better to have it in the middle of the 'saddle' - or are there locations that make for better placement of an insert in a magazine (at the end, near a prominent article, etc).

I could let the perspective magazine just dictate all this to me - but I'm wanting *some* type of knowledge beforehand. You see, they are coming to ME - for the product to insert...

Does *anyone* have any ideas, or experience with this method of advertising?

All comments and replies are appreciated...

[BizGuy]

Hi there Sports Skeds..

I am looking forward to answering this question as it is definately something I am familiar with. I have been in the Magazine publishing biz for 3.5 years now and have been able to explore the various options of 'inserts' into publications.

I have a few questions first before I can give you my detailed answer:

1)What is it that you are inserting?

2)What type of magazine binding is currently being used for the publication (saddle-stiched or perfect bound) (saddle stiched refers to staples and perfect bound is the clean square edge which uses a glue substance to keep the pages together).

3)there is also a technique called a 'blow-in' which simply means that if the printer has the capability your product would just be 'blown in' to the magazine pages. This is usually the most cost effective way but doesn't keep your product or page attached to the magazine.

4)Does this magazine hit your direct demographics? Does your product have a "Call to Action" and also something that will be able to assist you with tracking your ROI (return on investment)?

I am happy to assist anyone with all of your publishing and marketing questions.

Sports Skeds: Please answer the questions above so I can give you a more direct answer.

Thanks,

Adam T.

[Sport Skeds]

Adam - thanks for the help...

1)What is it that you are inserting?
The product is an 11x17, heavy-bond map of info relating to American Football. (loose example)

2)What type of magazine binding is currently being used for the publication (saddle-stiched or perfect bound) (saddle stiched refers to staples and perfect bound is the clean square edge which uses a glue substance to keep the pages together).
I wrote for them last season - the magazine was square edge - with glue...

3)there is also a technique called a 'blow-in' which simply means that if the printer has the capability your product would just be 'blown in' to the magazine pages. This is usually the most cost effective way but doesn't keep your product or page attached to the magazine.
I think the purpose is to have a value add in to each of these magazines - and don't think they'd want potential purchasers just taking them out due to looseness. Plus the size of these may keep these from being readily 'blown in'.

4)Does this magazine hit your direct demographics? Does your product have a "Call to Action" and also something that will be able to assist you with tracking your ROI (return on investment)?
This is the beauty - as of now - they aren't looking to charge *me* for the product to be included. They're wanting to buy it to insert. So this isn't technically an advertising question - I'm just looking to get my hands around how much these types of ads cost to put in - so I can justify the cost I'm going to ask for when selling it to them.

I do have a call to action on the product - and will likely see some increased sales as a result (win-win) - but I'm also thinking about going to other demographic equivalent magazines and proposing the same/similar product - and I don't wanna pursue it until I get a better idea around the costs.

Again, thanks for the help...

[BizGuy]

SportSkeds,

Sounds like you can't go wrong with this then. If they aren't charging you and your opportunity to grow your revenue because of this is good... Sounds like a winner.

To find out the cost of this you would need to ask to see their media kit which I'm sure has the breakdown of their readership demographics along with their pricing.

Looking forward to hearing how things go.

All the best,

Adam T.

[Sport Skeds]

Adam - wait wait...

How much does it cost (on average)a magazine to put those inserts in (with glue)?
How much does it cost (on average) a magazine to just set up to have something inserted via saddle stitch?

Is it 3 cents per mag? To just have something inserted?
Is my charging them - 15 cents, 20 cents, 30 cents, etc - per insert gonna break their COGs?

I must not be communicating clearly again...

Help me understand - from a magazine ad persons side - how much (typically) does it cost to get something inserted? How much does it (typically) cost - per mag - to have those subscription cards put in magazines?

The group I'm working with dont do inserts - currently in their mag - not even subscriber cards - so this could be a shock to their system and Im wanting to work this angle of win-win with them - if it ends up being a lot.

Thanks...

[BizGuy]

SportsSkeds,

This typically varies from printer to printer so there is no exact number.
The cost is usually broken down on a per thousands basis. For example, we inserted a post card that was saddle stitched in and we were charged $55 per thousand. The printer usually has particular formats and size specifications to ensure that it can be attached properly.

So, hopefully that range above will give you an idea.

If there is anything else that you need assistance on please let me know.

All the best,

Adam T.

[Sport Skeds]

Thanks Adam...
that helps a lot actually...