Leaving things to the last minute was always a weakness of mine, as several long-suffering relatives in receipt of questionable Christmas presents can attest to . Unlike gift-giving, when it comes to buying space, leaving it late is an excellent strategy and one that can deliver the best deals.
But as last minute space does not always come in straightforward sizes you need to be prepared if you want to reap the rewards. Having the ability to quickly adapt your copy to suit, means you can get cheaper rates, prime sites and better ROI.
Most of our clients have the standard full page and half page creative, but as well as that we have 10 x 8 strips (perfect for the front page of the Telegraph), 20 x 2 (ideal for the solus site next to the crossword in The Times), half page vertical (often available facing matter in Stella), and 10 x 2’s (share squares).
Having an adaptable portfolio of varied sizes gives you flexibility and allows us to take advantage of any deals that come up (not just for those in the standard sizes) thus giving you the most value from your media spend. This is real short term buying – often literally 30 minutes from the deadline, making the office a hive of activity and enterprise even at the end of the day and this outcome will add great value to any schedule.
Contrary to getting to the airport on time and thoughtful present-shopping, buying space stands alone in the category of things you can leave to the last minute – admittedly with the correct prep work, and the right team, working with you.
To learn more about the effectiveness and the impact of holding a range of sizes, contact Lesley Bowman on 01225 758222 or email firstname.lastname@example.org.
Life is all about trying new things and at AJ we believe supporting new media initiatives is a vital part of growth and improving results for our clients.
As an agency we encourage our clients to try new approaches, not only when things are beginning to fatigue, but all the time. The insight learned from trying new methods can be invaluable in delivering growth and greater results.
At AJ we practice what we preach and when a media owner comes up with a new initiative (which is not as often as we would like!) we fully support it – more than any other agency. How do we know that? Because when we see it in print we have more clients in than any other – often taking up to 50% of the space. It not only means we get the best deals to test and the best positions but when it works (which it usually does) we get first dibs on the next print.
We have seen several examples where our approach has paid off. Insider’s Guide, set up in competition with Alison Cork (which in contrast has 50% of her own products in it) has a layout and styling which is modern and refreshing and the results have been strong, with Insider’s Guide beating the Alison Cork results by some margin.
Metro introduced a Gardening feature recently where we had over 50% of the advertising space – all facing or under editorial and we got our highest number of calls for the campaign to the Kinetico full page ad. Just for You is a page produced by Canopy Media running advertorials in 5 Time inc magazines – again we tested this for Out & Out and based on those results, booked the next 2 issues.
AJ know from experience that continuing to adopt the same approaches and rejecting new ideas will see your results decline. Embracing new concepts and methods will keep your results healthy and can even grow your business. It takes a strong and trusting relationship between client, agency and media owner but can pay dividends for all involved.
To learn more about how AJ can take you in a new direction contact Lesley Bowman on 01225 758222 or email email@example.com.