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HOW TO SUCCEED WITH

YOUR OWN MONEY-MAKING AD SHEET

Publishing and distributing a mail order ad sheet can be very profitable. They are

simple and easy to produce, with most quick print shops able to handle the printing at

fairly low cost. The important consideration is that you can use them to pull in advertising

dollars for yourself, as a free advertising media for your own products, and as an exchange

medium with which to get greater exposure for your own ads.

Before starting an ad sheet, you should plan it all out - decide on an interesting,

informative title, choose a masthead, lay out your columns for size, determine if it is to be

a simple 8 1/2 x 11 single sheet of paper or an 11 x 17 sheet folded in half. You'll also

need to know your production cost for the number you intend to have printed, and the

post age cost to mail them out.

Most ad sheets start out as single sheets of paper, 8 1/2 x 11, printed on both

sides. Usually, the front side is divided into three equal columns about 2% inches wide,

with a inch margin from the edge of the paper on both sides and top and bottom.

Assuming that the space occupied by your title, masthead and listing of rates for

advertisers interested in placing an ad with you is two inches deep, this leaves you about

24 inches of advertising space to sell on the front side. Figuring a cost of $50 for 1,000

copies of such an ad sheet, printed both sides, and a third-class bulk-rate postage of $110,

this means that your 24 inches of ad space will have to be sold at a rate of $6.25 each in

order to break even. This means: You h ave to sell all of the ad space on the front of

your ad sheet at $6.25 Per ad - and then expect to make your profits from the sale of the

back side of your ad sheet. Actually, it would be feasible to charge $7.00 per inch for the

space on the front side, and carry your own full page ad on the back side. At any rate,

don't box yourself into a loss situation where you can't afford to place your own ads in

your ad sheet.

You get ads by making up an advertising solicitation sales letter and sending it out

to as many mail order dealers as you can find. You can also run ads in other people's

publications, inviting the readers to check with you regarding placement of an ad in your

publication. And of course, you'll be wanting to work out some exchange advertising

deals (whereby another publisher runs your ad in his publication, and you run his in

exchange). From the experience of many, many publishers, this can be one of the most

effective ways of getting your ads run, at low/no cost, and it is recognized to be successful

in the field of Mail Order.

You probably won't be able to fill up all of your available ad space with paid ads

until you're well established - but no problem - first you fill your ad space with paid ads,

and then you fill in the empty space with ads of your own. Some beginning advertisers fill

a part of their empty space with complimentary ads for other mail order operators, send

them a copy of the issue in which the complimentary ad appears, and invite them to

continue the ad on a "paid" basis from there. Many of them will appreciate the favor and

send you a check or money order to continue running the ad.

If you undertake the publication of an ad sheet, be sure to consider the possibilities

of sending out 100 to 1,000 copies of your ad sheet to other mail order operators to

rubber stamp their names/addresses as co-publishers and mail out for you. Thus, if you

had 50 other mail order operators sending out 100 copies each of your ad sheet, you'd be

talking about a circulation of 5,000 copies plus the number of copies you mail out. If you

can get this kind of program going, you'll quickly build your reputation as well as your

circulation, and at the bottom line, your profits.

Some ad sheet publishers, once they've established themselves and are putting out

an impressive publication, set up distributor networks. Generally, they run ads calling for

distributor/dealers and asking for a $5 to $10 registration fee. In reply to the registration

application, they send out a letter explaining that each distributor can buy at half price, so

many copies of each issue of the ad sheet, rubber stamp their name on each copy, and send

them out as their own. In return, the distributors usually get 50% of the incoming

advertising orders, a half-price ad for themselves, and an opportunity to sell subscriptions.

The bottom line relative to becoming a successful ad sheet publisher has to do with

keeping your production costs -printing and mailing - as low as possible, while putting out

a quality product that other people in the mail order business will want to advertise in -

while at the same time using it as a advertising/selling vehicle for your own products.

My advice is that almost everyone involved in mail order selling should have some

sort of ad sheet - if for no other reason than as a means to an end - an advertising vehicle

for your own products, an extra income from advertising revenues , and as an exchange

media with which to gain greater exposure for your own products in other people's

publications. Once you've got an ad sheet, or any kind of publication set up and being

seen by other mail order operators, you'll quickly gain stature and a certain amount of

prestige.

As with any business, your ultimate success depends on your own feasibility

studies, and your sharp-pencil planning completed before you order your first issue

printed. Think about it, weigh the pro's & con's, then go with your decision.

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