The 5 IMPORTANT Factors For Selling Ad Space and Setting Prices

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✎ In this video, Evan Carmichael breaks down the five key factors to consider when selling ad space and setting prices for a magazine, especially if you’re launching something like an art photography magazine. He explains how circulation—the number of readers—is the first thing advertisers want to know, with national magazines charging much more than smaller ones. Evan also dives into demographics, emphasizing that the more specific and niche your audience is, the more valuable your ad space becomes. For example, a magazine targeting Fortune 500 CEOs may have a small circulation but can charge premium prices because of the exclusive audience.

Evan continues by discussing the importance of ad size, frequency, and positioning. Larger ads and more frequent placements usually cost more, while premium spots like the front or back cover command higher rates. He highlights that frequency discounts can be offered to advertisers who commit to multiple editions. Beyond these traditional factors, Evan encourages magazine creators to think creatively—help advertisers by supporting their ad design, offering bonuses like social media promotion or interviews, and sharing special offers that drive sales. This added value can set your magazine apart and build long-term relationships with advertisers.

Finally, Evan points out that while knowing competitors’ pricing is important for staying competitive, success comes from overdelivering on value. When advertisers see results and feel supported, they’ll keep coming back and even recommend your magazine to others. He reminds creators to focus not just on pricing but on helping advertisers succeed, which ultimately grows the magazine’s reputation and revenue. Evan wraps up by encouraging viewers to subscribe for more helpful business insights.

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Thank you for watching - I really appreciate it :)
Much love,
Evan
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